Digital trends are impacting airline distribution in both China and the world

1. Digital trends are impacting airline distribution in both China and the world 影响中国和全球航空业营销渠道的数字化浪潮 Speaker：Fritz Demopoulos, CEO & Co-founder, Qunar.com “去哪儿”网公司首席执行官和合伙创始人 戴福瑞

2. Digital platforms present the aviation industry with huge opportunities数字化平台给航空业带来巨大机遇 We’ve only just started There is significant room for growth. 我们才刚起步，仍拥有巨大的增长空间 Source: CNNIC, July 2009; Internet World Stats, January 2010

3. Worldwide, China is the largest internet market, but there is room to grow中国是世界上最大的互联网市场，仍有很大增长空间 Source: Internet World Stats, January 2010

4. Transactions are emerging as the new growth engine for the Chinese internet在线交易成为中国互联网新的增长点 Hot new category 新的热门服务: Transactions & e-commerce are the fastest growing segments of the Chinese internet 在线交易和电子商务成为中国互联网发展最快的领域 Over 90 mln consumers already 已拥有超过9000万消费者 Source: CNNIC, July 2009

5. We also see a healthy mix of information and transaction providers旅游业出现信息与交易结合的健康模式 Source: I-Research, Jan 2010; JP Morgan, Apr 2010; CLSA, Mar 2010

6. And we see a proliferation of new models to help consumers and airlines新模式帮助消费者和航空公司实现增值 Established Models: OTA, Travel Search 现有模式：在线旅行代理商，旅游搜索引擎 Emerging Models: UGC, Social Media, Wireless 新兴模式：用户创造内容，社区媒体，无线互联网

7. Travel internet companies help the airline industry to find consumers旅游网站帮助航空公司寻找顾客 Airlines 航空公司 GDS and System Providers 全球分销系统和系统提供商 Business & Leisure Travelers 商务&休闲旅游者 OTA’s 在线旅游代理商 Travel Information Web Sites 旅游信息网站 Traditional Agents 传统代理商

8. Information vs transaction providers offer a very different value proposition信息与交易服务提供商提供完全不同的价值定位 Online Travel Agent (transaction provider) 在线旅游代理商（交易平台） Transaction model - commissions 交易模式——佣金 Sells tickets on behalf of airlines to their own, loyal user base 代表航空公司向自己的忠实用户销售机票 Higher cost per ticket, but OTA takes care of processing & service 单张机票销售成本更高，在线旅游代理商负责交易和服务 Already, about 85-90% of online tickets sold are through an OTA 目前，85%至90%在线机票销售通过在线旅游代理商 Travel Search Engine (information provider) 旅游搜索（信息平台） Media model – advertising 媒体模式——广告 Helps airline B2C to sell directly to consumers 帮助航空公司实现B2C直销 Lower cost per ticket sold than traditional channels 单张机票的成本更低于传统渠道 Already, about 25% of online tickets sold first go through a travel search engine 现在，25%的在线机票销售通过旅游搜索引擎获得信息

9. Consumer groups are researching & buying online already消费群体已经开始了在线搜索与购买 Today中国市场现况 Business dominates volume 商务旅游在总量上占主导地位 Leisure dominates online 休闲旅游在在线领域占主导地位 Business dominates traditional 商务旅游在传统领域占主导地位 Europe and North America 欧洲和北美市场 China in 3 years3年后的中国市场 Leisure dominates volume 休闲旅游在总量上占主导地位 Leisure dominates online 休闲旅游在在线领域占主导地位 Business still traditional 商务旅游在传统领域仍占主导地位 Source: AC Nielsen, December 2009; Synovate November 2008

10. Internet users make decisions across an array of criteria影响互联网用户决策的因素 Consumers consider a multitude of factors 消费者将考虑多种因素 The presentation of important decision criteria will be key to securing transactions 影响消费者作出决定的重要因素是交易达成的关键 Source: AC Nielsen, December 2009

11. Internet users find flight information from online and traditional channels互联网用户在传统和在线渠道寻找航班信息 Online information channels 在线信息渠道 47% 32% Source: AC Nielsen, December 2009

12. Consumers visit more than one site before making a decision 消费者在决策之前访问多家网站 • 4 web sites • 4家网站 Consumers are naturally cautious 消费者通常非常谨慎 B2C sales are still only about 7-10% 目前B2C销售仅占总额的7%至10% Sales and merchandizing strategies are a work-in-progress 销售和采购战略取得进展 Source: Phocuswright, March 2009

13. Internet users buy tickets from a range of online and traditional channels 互联网用户从在线渠道和传统渠道购买机票 Online sales channels在线销售渠道 42% 36% Source: AC Nielsen, December 2009

14. Different channels provide different levels of value and influence不同渠道有不同的价值和影响力 Return on investment 投资回报率 Channel diversification 渠道多样化 Customer control/direct vs indirect 消费者控制/直销vs非直销 Ancillary revenue streams附加收入流 Future growth potential未来增长潜力 Evaluation criteria 评价标准 Source: Qunar.com, May 2010

15. Online B2C sales should contribute to excellent growth prospects of airlines在线B2C销售促进了航空行业的快速增长 Revenues expected to climb quickly 预期收入增长迅速 Passenger load factors look stable 载客量稳定 New revenue growth drivers: International, premium, ancillary/a-la-carte, online sales 收入增长新动力：出境旅游，高端市场，增值/衍生服务，在线销售 Source: Goldman Sachs, April 2010

16. We already see a solid online effort by key airlines in China我们已经看到中国主要航空公司在在线服务方面的成就

17. Airline B2C sales is expected to remain approximately 1/3 of total internet sales航空公司B2C销售额将占在线销售总额1/3 Source: Phocuswright, March 2009

18. Overall volume of online direct sales for airlines have been growing quickly航空公司在线直销量增长迅速 Dedicated e-commerce teams 专注的电子商务团队 Better UE, functionality and self-service tools (better compete with OTA’s) 更好的用户体验，功能和自助服务（更好地与在线旅游代理商竞争） Consumer confidence obtaining “best fares” 消费者有信心获得“最佳票价” Bundling of FFP/loyalty programs 常旅客计划/忠诚度计划 Diversification of marketing channels 市场渠道多样化 Why? 为什么 Source: Qunar.com, May 2010

19. We expect digital sales to reach the levels of airlines from other markets within a few years我们期待在线销售在未来几年内达到航空公司在其他市场渠道的销售规模 Source: Air China, March 2010

20. Immediate benefits are cost reduction, volume & channel diversification当前效益：成本递减，交易量，渠道多样化 Airlines 航空公司 GDS and System Providers 全球分销系统提供商 Online & Traditional Channels 在线&传统渠道 Business & Leisure Travelers 商务&休闲旅客

21. Long-term benefits are data control, enhanced revenues, the customer长期效益来自于数据控制，收入增加和消费者 Airlines 航空公司 GDS and System Providers 全球分销系统提供商 Online & Traditional Channels 在线&传统渠道 Business & Leisure Travelers 商务&休闲旅游者

22. China is a leading online market already. Online travel will impact aviation in fundamental ways.中国已经是世界领先的在线服务市场，在线旅游将从根本上影响航空业。

23. Thank You! 谢谢！ Fritz Demopoulos戴福瑞 CEO/Co-founder Email: fritz@qunar.com Tel: +86 10 6269 0100 Mob: +86 13701118615