2018 China Airline Merchandising Conference

Date: 25 - 26 July 2018
Location: DoubleTree by Hilton Shanghai - Pudong

New Digital Merchandising

The digital transformation of user experiences has changed the ecosystem of the aviation industry. New retail is about sharing, integrating and adding value to customers, and the core factor is digitization.

In the face of digital revolution and diversified customer demands, how will airlines disrupt traditional marketing with digital innovation? What inspirations can be learned from the combination of content and e-commerce? How will O2O strategies connect multi touch points for users? How should airlines respond to the swift changes in consumer demands?

The 2018 Airline Merchandising Conference (2018 AMC) will be held in Shanghai on July 25-26, 2018. More than 650 mid-level or high-level executives in airlines and related industries will attend the event to seek insights and inspirations on "New Digital Merchandising".


Day 1 - July 25

09:15 - 09:30 Opening Remarks

New Digital Merchandising

Air passengers are becoming consumers. It reflects that the global aviation industry is changing its mindset on passenger service and product positioning. Connecting every touch point of air travel through technological innovations and mobile devices will elevate travel experience and take the industry into a new form of marketing in the digital era.

09:30 - 10:00 CEO Talk

Spring Airlines at a Crossroad

Spring Airlines’ domestic and international strategies were sound and ahead of its time: the company had extended its footprint to Japan through social marketing instead of relying on GDS distribution, a strategy that broke the norm. However, the airline that has yet to improve its profitability on paper is facing a highly competitive market in China, as private carriers supported by local governments are springing up across the country, and overseas carriers like AirAsia is teaming up with Everbright Group to enter China’s airline industry. Meanwhile, the emerging high-speed rail system poses strong competition against the carrier’s bread-and-butter short-haul routes.

How will Mr. Yu Wang, chairman of Spring Airlines who took over the position in 2017, lead the 13-year-old company to transform itself again?

10:00 - 10:25 Keynote

Digital Transformation for Airlines

Airlines around the world are carrying out digital transformation of their organization structures and operation procedures to enhance the entire travel journey for customers. How will American Airlines, as the world’s largest carrier by passenger number, take the lead in this digital transformation?

10:25 - 10:55 Munch, Meet and Mingle

10:55 - 11:20 Keynote

11:20 - 12:10 Executive Roundtable

How Do Emerging Airlines Differentiate themselves?

Newly established private airlines have to operate in a very small space, squeezed by the expansion of China’s four major airlines – China Eastern Airlines, China Eastern Airlines, Air China, Hainan Airlines ­– and the expanding high-speed railway network. How should the newcomers differentiate and position themselves to find a way forward?

12:10 - 14:00 Lunch

14:00 - 14:25 Keynote

Leveraging Multi-Screen Opportunities For Optimized Revenue Sources

14:25 - 15:10 Executive Roundtable

Niche Marketing Channels for Airlines

From official websites, mobile applications, flagship stores on OTA platforms, to WeChat platform and Mini Programs, airlines have been constantly exploring new marketing channels. As frenemies with OTA giants, how should airlines reposition themselves to boost direct sales? How should they establish a win-win collaboration with OTAs and other third-party players?

15:10 - 15:35 Keynote

15:35 - 16:05 Munch, Meet and Mingle

16:05 - 16:50 Executive Roundtable

How Do NDC Connections Build a New Airline Distribution System?

The Lufthansa Group has been actively leveraging NDCs to promote direct connections with ticketing agents and corporate customers. Will these direct connections become an alternative solution to the traditional GDS model? What are the challenges in implementing NDC?

16:50 - 17:35 Executive Roundtable

The Road ahead for B2B Air Ticketing Platforms

The initiative to end third-party air ticketing in 2016 by China’s major airlines presented a severe challenge to all B2B platforms. As airlines strive to promote direct booking, what is the growth potential for B2B platforms in the future?

18:30 - 20:30 Dinner Reception

Day 2 - July 26

14:00 - 14:25 Keynote

Airline Ancillary Services

14:25 - 15:10 Executive Roundtable

How to Activate Mileage Attributes?

Frequent flyer programs are often one dimensional, and less effective than expected in boosting sales or engaging with passengers who have accumulated low mileage. A lot of mileage points have been accumulated and not used. How should airlines make their mileage programs work for them? Will managing mileage and redemption with blockchain and other new technologies revolutionize such programs?

15:10 - 15:35 Keynote

15:35 - 16:20 Executive Roundtable

How To Use In-Flight Wifi To Create New Retail Opportunities?

The availability of good in-flight WiFi connectivity is presenting immense business opportunities for airlines. How should carriers use WiFi to promote personalized services and products and improve travel experience and customer satisfaction?

16:20 - 16:50 Presentation & Judging of 2018 Airline Innovation Products

For more information and register, please click here.

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