Core Viewpoint - The launch of the official direct sales business by the domestic aviation information service platform, Hanglv Zongheng, has not resulted in lower ticket prices compared to third-party online travel platforms, raising questions about its pricing strategy and market positioning [2][3][4]. Group 1: Overview of Hanglv Zongheng - Hanglv Zongheng, developed by China Civil Aviation Information Group, is supported by major state-owned airlines and covers almost all mainstream domestic airlines, making it a crucial tool for travelers [3][4]. - As of March 2023, Hanglv Zongheng has over 24 million monthly active users, positioning itself as a significant player in the aviation ticketing market [3][4]. Group 2: Pricing Comparison - Despite being a direct sales platform, ticket prices on Hanglv Zongheng are often higher than those on platforms like Ctrip and Qunar, with specific examples showing price discrepancies for flights [3][4]. - The platform's claim of "0 markup, 0 bundling, 0 tricks" is contradicted by the reality of higher prices compared to other online travel agencies (OTAs) [2][3]. Group 3: Sales Models - The ticket sales model is divided into direct sales (by airlines) and distribution (via agents and OTAs), with airlines using dynamic pricing even in direct sales [4][5]. - Airlines typically do not set their direct sales prices as the lowest in the market to maintain relationships with distribution channels, which affects the pricing strategy of Hanglv Zongheng [5][6]. Group 4: OTA Market Dynamics - OTAs like Ctrip and Fliggy have diversified their revenue streams beyond ticket sales, with hotel bookings becoming a primary source of income [6]. - OTAs often subsidize ticket prices through profits from higher-margin services, allowing them to offer more competitive pricing [6][7]. Group 5: Strategic Implications for Airlines - Airlines are focusing on increasing their direct sales to reduce reliance on distribution channels, which can save significant costs [7][8]. - The push for direct sales aligns with government policies aimed at increasing the direct sales ratio among state-owned airlines [7][8]. Group 6: Future Outlook - While Hanglv Zongheng may not currently challenge OTAs, it provides airlines with a new channel to reach customers directly and may develop additional value-added services in the future [8].