盐财经·2025-10-03 10:07Core Viewpoint - The article discusses the phenomenon of airlines selling tickets at significantly discounted prices through live streaming platforms, highlighting a shift in consumer behavior and airline marketing strategies in response to ongoing financial challenges in the aviation industry [2][22]. Group 1: Ticket Pricing and Consumer Behavior - Many consumers believe that waiting to purchase tickets will yield lower prices, while others are actively buying tickets in advance during live streams, treating them like essential goods [2][4]. - Recent promotions have led to astonishingly low ticket prices, such as 200 yuan for flights to South Korea and 19 yuan for flights from Chengdu to Bangkok, raising questions about the sustainability of such pricing [4][7]. - The trend of airlines selling tickets through live streaming has become more frequent, with some airlines hosting multiple sessions each month [7][9]. Group 2: Airline Financial Performance - Major airlines in China have faced significant financial losses, with the three largest airlines collectively losing 496.59 billion yuan in the first half of 2022, and continuing to report losses in 2025 [27][28]. - Despite a recovery in domestic travel, airlines have struggled to return to profitability, with average ticket prices dropping to 740 yuan, a 6.9% decrease year-on-year [31][32]. - The financial struggles of airlines are compounded by high fixed costs and a competitive market, leading to a strategy of "price for volume" to maintain cash flow [29][30]. Group 3: Market Competition and Challenges - The aviation industry is experiencing intense competition, with many airlines unable to reduce flight schedules due to high fixed costs, resulting in an oversupply of flights [29][40]. - The expansion of high-speed rail networks has created direct competition for airlines, particularly on short-haul routes, leading to a decline in flight numbers and passenger volumes [38][39]. - International flight recovery has been slow, with airlines facing challenges in filling seats, further exacerbating the oversupply situation in the domestic market [40][43]. Group 4: Future Outlook and Consumer Impact - The current market conditions are prompting airlines to innovate and differentiate their services to attract consumers, suggesting a potential shift towards enhanced customer experience [48]. - Consumers are benefiting from lower ticket prices and increased flexibility in travel options, as airlines adapt to the changing landscape [48].