3 6 Ke·2025-12-23 07:33Core Viewpoint - Fliggy, Alibaba's online travel platform, is facing a trust crisis due to deceptive sales practices and user complaints, which may jeopardize its future growth and user retention [1][6][22]. User Experience Issues - Users have reported confusing purchase processes on the Fliggy app, particularly regarding hidden insurance add-ons that are difficult to opt out of during the payment process [2][3]. - Complaints highlight that even when users attempt to avoid additional charges, the system defaults to including them unless specific actions are taken, leading to unexpected costs [4][5]. Industry Context - The online travel agency (OTA) industry is highly competitive, with pressure on profit margins from core services like flights and hotels, pushing platforms to rely on ancillary services like insurance for revenue [5][19]. - Fliggy's reliance on deceptive sales tactics may reflect broader industry trends where platforms feel compelled to adopt similar strategies to remain competitive [7][19]. Company Background - Fliggy has undergone several strategic shifts within Alibaba's ecosystem, transitioning from a standalone entity to being integrated into a larger consumer services strategy, which has affected its operational focus and market positioning [8][9]. - Despite gaining access to Alibaba's resources, Fliggy's competitive edge remains weak compared to rivals like Ctrip and Tongcheng, which have stronger supply chains and market penetration [20][21]. Trust and Reputation Challenges - The platform's practices have led to a significant number of consumer complaints, with over 114,000 reported issues related to hidden charges and poor customer service [12][20]. - Fliggy's marketing strategies have faced backlash from official entities, undermining its credibility and brand image [16][19]. Future Implications - The ongoing trust issues could lead to a decline in user base, making it harder for Fliggy to attract merchants and maintain its market position [6][16]. - As the online travel industry evolves, trust may become a more critical asset than mere traffic, with brand reputation and service quality emerging as key competitive factors [23][24].