虎嗅APP·2025-08-18 09:47Core Viewpoint - The article discusses the launch of the "official direct sales platform" by Hanglv Zongheng, which integrates resources from 38 airlines to sell tickets directly, aiming for transparency and eliminating hidden fees, but faces skepticism regarding its pricing strategy and potential competition with existing OTA platforms [5][6][16]. Group 1: Launch and Support - Hanglv Zongheng announced the integration of 38 airlines to create a direct sales platform for tickets, promising "0 markup, 0 bundling, 0 tricks" [6]. - Major airlines like Air China, China Southern Airlines, and China Eastern Airlines have expressed support for this initiative, positioning it as a significant direct sales channel [16][17]. - The platform is compared to "the civil aviation version of 12306," indicating its official backing and potential to reshape the ticketing landscape [6][8]. Group 2: Pricing and Market Position - Despite the promise of "source tickets," prices on Hanglv Zongheng are often higher than those on OTA platforms like Ctrip, with differences ranging from 50 to 100 yuan for certain routes [8][10]. - The pricing structure in the airline industry is complex, with airlines setting base fares influenced by various factors, and the final price often includes additional fees from OTAs or agents [10][12]. - Hanglv Zongheng's "source tickets" are not necessarily cheaper, as the platform aims to build trust through transparency rather than competing solely on price [12][14]. Group 3: Industry Dynamics - The relationship between airlines and OTAs has been historically contentious, with airlines seeking to reduce dependency on OTAs and increase direct sales [19][22]. - The introduction of Hanglv Zongheng is seen as a strategic move to balance the power dynamics between airlines and OTAs, allowing airlines to gain more control over pricing and distribution [22][23]. - The push for direct sales is further supported by regulatory changes aimed at increasing the proportion of direct sales by airlines [20][21]. Group 4: Challenges and Future Outlook - Hanglv Zongheng faces significant challenges in competing with established OTAs, particularly in user experience, customer service, and comprehensive travel solutions [26][27]. - The platform's ability to attract price-sensitive customers may be limited, as many users prioritize price over transparency, making it difficult to disrupt the existing OTA market [29][30]. - While Hanglv Zongheng may capture a niche market of users seeking transparency, it is unlikely to significantly alter the competitive landscape in the short term [30].