Air China progressed with the transformation of its sales and marketing strategies and
strengthened (enhanced) the management of its channels. In the first half, the Company
focused on improving the operational performance of its e
-
commerce pl
atform, launching
an upgraded mobile customer service application and optimizing the direct
-
sales channels.
By enhancing the control and service capabilities for end customers, the proportion of
revenue from direct sales went up
to
27%, representing an inc
rease of 4.7% year over year
while revenue from its e
-
commerce platform increased by 6% year over year, accounting for
16% of total sales