CC (Zhuang Chenchao), the soul of Qunar, has resigned，But the problem arises。Major airlines have stopped operating their flagship stores on Qunar，The time chosen is very interesting，The last day of 2015，Hmm，It’s the rhythm of New Year’s Eve。

But what I want to say today，This little case was removed from the shelves for no reason。

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1、Who makes China’s aviation sales market become more and more administrative

The author checked the official release of the Civil Aviation Administration of China，Among them, the "Guiding Opinions of the Civil Aviation Administration on Promoting the Development of Low-Cost Airlines" issued in February 2014 has this sentence: "In accordance with the decisive role of the market、Transform government functions、Promote the common development of multiple ownership economies、Promote reform requirements such as urbanization strategy and equalization of public services..."，So this document was issued。This logical starting point is very important，At least，It can be seen from the above text，Playing the decisive role of the market is the basic logic of the Civil Aviation Administration of China，Nothing will happen without the Civil Aviation Administration。

January 7, 2015，China Southern Airlines is the first airline to issue a reduction in agency fees，The author also immediately wrote an article "Airline Companies Reduce Agency Fees，Can you still do business happily?？》。Then the question comes，Why is China Southern Airlines the first to break the rule for many years and lower the agency fee？Checked the information，I discovered such a thing，According to the announcement issued by the Central Ministry of Discipline and Supervision on February 10, 2015，Contains the following content: "In accordance with the 188bet app download unified deployment of the central government，November 26 to December 30, 2014，The First Inspection Team of the Central Committee conducted a special inspection of China Southern Airlines Group，The cadres and the masses also reported some problems during the inspection，Mainly: Corruption problems are common in the marketing field...。” That is to say，Only one week after the inspection team completed its work，China Southern Airlines officially issued a notice to reduce agency fees，Obviously，Agency fee costs are included in the inspection issue and must be named，Other well-informed airlines are frightened，Follow up now。

May 2015，China Business News published an article "China Southern Airlines is required to reduce agency fees by 900 million yuan this year compared with last year"，Subsequently，China Southern Airlines notifies that the agency fee will be officially adjusted to 0 starting from June 1st，Other airlines are following suit，Follow up now。

2. Airlines make a big change and agents reshuffle

2015，It’s a disaster year for ticket agents；Or to be more specific: For offline agents who rely on profits to survive, it is a disaster year；For online agents，Half dead and half alive。This one，It is better to do to B than to do to C，Large agents are better than small and medium agents。

Over the years，There is a distribution profit formula for ticket X+Y+Z，This is an efficient common language between airlines and agents，Adjust the data，Understanding both intentions and feelings。At first，When China Southern adjusts agency fees，No one thought that this was a jumping off building，Falled directly to the floor；At first，The signature of a good friend of the author is a professional air ticket agent with 15 years of experience，Shortly afterwards，The signature is gone，Directly killed in battle！Of course，This is just a microcosm。

Online agent，Because of the Internet concept，Whether it is due to the demand for capital GMV，Or for traffic reasons，Or just for one-stop service，The ability to withstand shocks is greater，And，So many offline agents who have collapsed turn out to still have considerable demand，Except for a small part that can reach the trader's bowl，Most of them will still switch to the online section。

Be the agent of to B，Due to the introduction of financial elements，The price is also not on the radar of airlines，So it also has a certain ability to resist blows。

Big agent，Because return is not its only source of profit，So even if X is gone，You won’t starve to death even if you rely on Y and C。

3. The situation of driving the sheep, from blur to clarity

For the logical starting point of airlines，Just stick to the inspection team，Requirements of the State-owned Assets Supervision and Administration Commission，Increase the proportion of direct sales，Reduce fees。

In the process of this implementation，Gradually developed a set of "from offline to online，From boiling frogs in warm water to alliance raid” style of play。But it’s a game after all: a very scattered flock，Gather together，Get to your own territory again。

So, a lot of interesting things happened in the meantime:

1) Agents are not allowed to increase prices to make money。Any business can have gross profit and increase sales，But the air ticket is not available，A special document was also issued。Isn’t that any different from saying “go to hell”！2) Low price is the repertoire。Previously，Air ticket fares are all open to the system，It is now popular for airlines to use small stoves，The best offer is not open，Only open in own channel，If this is still understandable。Then the following way of being both a referee and a player is a bit ridiculous: September 2015，Air China issued notices to multiple ticket agencies，It is stipulated that agents are not allowed to publish tickets on online platforms that are less than 2% of the fare on Air China’s official website，Otherwise, you will be fined a high penalty。

Said above，Need low profit，Want direct sales！Before，In order to complete the direct sales task，Some definitions are intentionally vague，For example, a flagship store opened on an OTA platform，On the surface，Isn’t this still sold through channels？But another analysis，Using a separate technical interface can also be said to be direct sales。But，With powerful operations，There are more and more sheep in our territory，There are fewer sheep in that kind of flagship store，or，No need to use this to tell stories about your direct sales，Because the explanation of this matter is not one-size-fits-all，No one dares to carry the thunder now。

4. Issues that require consideration by all parties

The author thought of the following questions, for reference only:

1) About the source level

During inspection，Multiple types of problems exposed，Whether 188bet app download it is based on the principle of blanket acceptance without elaborating item by item，Secondly，Is agency fee a deep-water “problem” in the aviation industry，Whether it has been measured by “input-output” benefits。Leave aside some technical issues。After all, the next inspection is far away，The execution deadline for the results of this inspection is also far away。

2) Is administrative intervention excessive in the aviation sales market?

current，The author found something interesting，The whole industry looks at China Southern Airlines，China Southern Airlines always plays the role of taking the lead every time，What does China Southern Airlines do，What other airlines do, Repeated agency fee decreases，The same is true for the pioneers who are attacking wherever they go this time；China Southern Airlines has received relatively much “guidance” from the State-owned Assets Supervision and Administration Commission，The basic logic is how the SASAC “guidance”，How China Southern Airlines will implement it。It is precisely because of this，The aviation industry has now shown increasingly strong administrative attributes，Many things no longer depend on market demand，Efficiency or competition。There seem to be many Chinese airlines，In fact, they are mainly major airlines with the prefix "国"，Airlines from various places are subordinate to these big airlines，So once the "fixed mindset" mentioned above is formed，It is difficult to say that there will be no problem of disconnection between the upper and lower levels。

Due to the influence of the system，Even if you are not the big brother of China Southern Airlines，There is always an airline to be the big brother，So from this aspect，The only airline in China。

3) Does the airline referee’s thinking violate fairness and cause the industry to regress？

In the aviation sales market，For a long time, price or service have been the competitive factors，But because the airline itself is a resource provider，It is relatively centralized and easy to form an alliance。So sales channels are in a weak position compared to airlines，When an airline discovers an agent is conflicting with its direct sales channel，What we have repeatedly resorted to are not “commercial” methods，The agent has no choice but to accept，In this context the agent is either weakened，Possibly "eradicated"，This style of play is difficult to convince in modern business society，Because we are not fighting for service，Not an experience，Not 188bet app the price。From a consumer perspective，Have to worry about these problems，For example，The efficient payment and refund process that some OTA platforms can achieve，Even if the OTA service is often criticized, it is difficult to say that it will not be worse in airlines，A joke started to become popular in the circle of friends a few days ago，It’s about how the airline’s phone number cannot be reached，But if you choose English service at this time, you can change it back to Chinese，The ridicule all reflects the concern about airline service bottlenecks。

Conceivable，When quite a few people leave the ticket agency industry，The overall service capabilities of the industry have been greatly reduced，Even if you have accumulated many years of good industry experience, it may not be passed down。

4) Is the cliff-edge adjustment appropriate?

In the past year，Adjustments in the aviation sales field are always loud and loud，The raindrops are also heavy，For example，In May 2015, the State-owned Assets Supervision and Administration Commission assigned the task to China Southern Airlines to reduce agency fees by 900 million yuan，Everyone knows，Selling air tickets has always been about earning money from selling cabbage at the risk of selling white powder，Based on 3% rebate in previous years，Directly making sales of 27 billion yuan unprofitable，After several major airlines followed up，Direct settlement is nearly 100 billion in ticket sales and you can’t make any money，So a large number of small and medium-sized agents were quickly squeezed out of business，I believe that if relevant practitioners are looking for jobs again，Everything has to be done in a hurry。

This time the offline flagship store of Qunar is so stylish，Lest it will not have a big impact on the company that has been built with 10 years of hard work in the tourism industry。And believe in 2016，This situation will get worse。

5) Do all airlines need to become "Spring Airlines"？

Behind the whole thing，“Spring Airlines” actually plays the role of a shadow benchmark，Its direct sales rate of over 80% in the industry is believed to be an important reference for all parties to make decisions，But，The "Spring and Autumn" gene was implanted from the beginning，Blind copying will inevitably bring no greater cost than the agency fee，The possibility of higher system risk。or，Avoid fuss，Don’t find that the road is blocked when you are 188bet sports betting app download halfway through the journey。

End

China air ticket agent，Many years of user habit training in China，Market penetration has made great contributions，Today，Being hardened by wings，Throw airlines and management decision-making bodies that want to take advantage of both the top and bottom into the recycle bin，For this purpose，I can’t say whether I should be happy or worried。

But "don't forget your original intention，Fang will always win”，The author also suggests that airlines review why they rely on agents in the first place，If there is still considerable value，It’s best to make adjustments before things become irreversible，The report that should be reported，Instead of just being a puppet。

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