航旅纵横，成不了12306

Core 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, promising "0 markup, 0 bundling, 0 tricks" [4][5]. Group 1: Market Dynamics - The ticketing market has long been a battleground among airlines, OTAs, ticket agents, and consumers, with issues like bundling sales and price discrimination frequently arising [5]. - Hanglv Zongheng's entry into the market aims to either reform the industry or follow the path of existing OTAs [5]. Group 2: Source Ticket Value Dilemma - "Source tickets" are highlighted as a key feature of Hanglv Zongheng, emphasizing transparency and adherence to airline rules [6][12]. - However, source tickets are not necessarily cheaper than those on other platforms, with examples showing Hanglv Zongheng's prices being higher than Ctrip by 50-100 yuan for certain routes [8][11]. - The pricing structure in the airline industry is complex, involving base fares set by airlines, distribution through GDS, and additional fees from OTAs and agents [8][10]. Group 3: Competitive Landscape - Hanglv Zongheng has garnered support from major airlines, positioning itself as a competitor to existing OTAs [15][16]. - The historical context shows a shift in power dynamics from OTAs to airlines, especially after the 2015 commission reform [16][19]. - Airlines are increasingly seeking to enhance their direct sales channels, with regulatory pressure to increase direct sales to 40% by 2025 [18][19]. Group 4: Challenges Ahead - Despite its official backing, Hanglv Zongheng faces significant challenges in competing with established OTAs, particularly in user experience and service capabilities [24][26]. - The platform's ability to maintain a non-commission model while investing in technology and marketing is crucial for its sustainability [26]. - Price remains a critical factor for consumers, with 76% prioritizing it over transparency in ticketing [27][28]. Group 5: Future Implications - While Hanglv Zongheng may capture a portion of the market, it is unlikely to disrupt the existing OTA landscape significantly [28]. - The entry of a state-backed platform could lead to more competitive practices among OTAs, ultimately benefiting consumers with better options [29].