{"product_id":"1055hk-ansoff-matrix","title":"China Southern Airlines Company Limited (1055.HK): Ansoff Matrix","description":"\u003cp\u003eAs China Southern Airlines navigates through a competitive landscape, the strategic application of the Ansoff Matrix offers a powerful framework for driving growth. From enhancing market presence to innovating products and exploring new revenue streams, decision-makers can leverage this matrix to identify opportunities that align with their business objectives. Discover how these strategies can transform challenges into prospects for expansion and success in the aviation industry below.\u003c\/p\u003e\n\u003cbr\u003e\u003ch2\u003eChina Southern Airlines Company Limited - Ansoff Matrix: Market Penetration\u003c\/h2\u003e\n\n\u003ch3\u003eIncrease frequency of flights on popular domestic routes\u003c\/h3\u003e\n\u003cp\u003eAs of 2023, China Southern Airlines operates over \u003cstrong\u003e1,000\u003c\/strong\u003e flights daily, connecting more than \u003cstrong\u003e200\u003c\/strong\u003e destinations. In response to increasing passenger demand, the airline plans to increase the frequency of flights on its top domestic routes by \u003cstrong\u003e15%\u003c\/strong\u003e in the next fiscal year. High-traffic routes such as Beijing to Guangzhou and Shanghai to Beijing are key targets for this expansion strategy.\u003c\/p\u003e\n\n\u003ch3\u003eImplement loyalty programs to retain frequent flyers\u003c\/h3\u003e\n\u003cp\u003eChina Southern Airlines has made significant investments in its loyalty program, Sky Pearl Club, which currently boasts over \u003cstrong\u003e44 million\u003c\/strong\u003e members. The airline has enhanced its rewards structure, allowing members to earn points on \u003cstrong\u003e2,000\u003c\/strong\u003e plus partner services. In 2022, the program accounted for approximately \u003cstrong\u003e25%\u003c\/strong\u003e of the airline's total annual revenue, highlighting the effectiveness of loyalty initiatives.\u003c\/p\u003e\n\n\u003ch3\u003eEnhance marketing efforts to attract budget-conscious travelers\u003c\/h3\u003e\n\u003cp\u003eTo capture a broader audience, China Southern Airlines allocated \u003cstrong\u003e¥1.2 billion\u003c\/strong\u003e (approximately \u003cstrong\u003e$184 million\u003c\/strong\u003e) to marketing strategies targeting budget-conscious travelers in 2023. Promotions include discounted fares on off-peak flights and packages that combine airfare with hotel stays, leading to a reported increase of \u003cstrong\u003e10%\u003c\/strong\u003e in passenger numbers among price-sensitive segments.\u003c\/p\u003e\n\n\u003ch3\u003eOptimize pricing strategies during peak travel seasons\u003c\/h3\u003e\n\u003cp\u003eDuring peak travel seasons, such as the Chinese New Year and summer vacations, China Southern Airlines has implemented dynamic pricing strategies. For the summer of 2023, it was reported that average ticket prices increased by \u003cstrong\u003e18%\u003c\/strong\u003e compared to the previous year, aligning with demand spikes. Advanced data analytics have enabled the airline to adjust prices in real-time, enhancing revenue during high-demand periods.\u003c\/p\u003e\n\n\u003ch3\u003eImprove customer service and in-flight experience to increase brand loyalty\u003c\/h3\u003e\n\u003cp\u003eIn 2022, customer satisfaction ratings for China Southern Airlines stood at \u003cstrong\u003e85%\u003c\/strong\u003e, with significant improvements noted in in-flight services and customer support. The airline invested approximately \u003cstrong\u003e¥500 million\u003c\/strong\u003e (around \u003cstrong\u003e$76 million\u003c\/strong\u003e) in upgrading cabin facilities and training staff, resulting in a \u003cstrong\u003e20%\u003c\/strong\u003e increase in positive feedback on in-flight experience. The introduction of onboard Wi-Fi and personalized meal options has also contributed to improved customer retention rates.\u003c\/p\u003e\n\n\u003ctable\u003e\n    \u003ctr\u003e\n        \u003cth\u003eMetrics\u003c\/th\u003e\n        \u003cth\u003e2022 Figures\u003c\/th\u003e\n        \u003cth\u003e2023 Projections\u003c\/th\u003e\n    \u003c\/tr\u003e\n    \u003ctr\u003e\n        \u003ctd\u003eDaily Flights\u003c\/td\u003e\n        \u003ctd\u003e\u003cstrong\u003e1,000\u003c\/strong\u003e\u003c\/td\u003e\n        \u003ctd\u003e\n\u003cstrong\u003e1,150\u003c\/strong\u003e (Increase of 15%)\u003c\/td\u003e\n    \u003c\/tr\u003e\n    \u003ctr\u003e\n        \u003ctd\u003eSky Pearl Club Members\u003c\/td\u003e\n        \u003ctd\u003e\u003cstrong\u003e44 million\u003c\/strong\u003e\u003c\/td\u003e\n        \u003ctd\u003e\n\u003cstrong\u003e50 million\u003c\/strong\u003e (Projected Growth)\u003c\/td\u003e\n    \u003c\/tr\u003e\n    \u003ctr\u003e\n        \u003ctd\u003eMarketing Budget\u003c\/td\u003e\n        \u003ctd\u003e\u003cstrong\u003e¥1.2 billion\u003c\/strong\u003e\u003c\/td\u003e\n        \u003ctd\u003e\n\u003cstrong\u003e¥1.5 billion\u003c\/strong\u003e (Projected Increase)\u003c\/td\u003e\n    \u003c\/tr\u003e\n    \u003ctr\u003e\n        \u003ctd\u003eAverage Ticket Price Increase\u003c\/td\u003e\n        \u003ctd\u003e\u003cstrong\u003e—\u003c\/strong\u003e\u003c\/td\u003e\n        \u003ctd\u003e\n\u003cstrong\u003e18%\u003c\/strong\u003e Increase\u003c\/td\u003e\n    \u003c\/tr\u003e\n    \u003ctr\u003e\n        \u003ctd\u003eCustomer Satisfaction Rating\u003c\/td\u003e\n        \u003ctd\u003e\u003cstrong\u003e85%\u003c\/strong\u003e\u003c\/td\u003e\n        \u003ctd\u003e\n\u003cstrong\u003e90%\u003c\/strong\u003e (Target for Improvement)\u003c\/td\u003e\n    \u003c\/tr\u003e\n    \u003ctr\u003e\n        \u003ctd\u003eInvestment in Customer Service\u003c\/td\u003e\n        \u003ctd\u003e\u003cstrong\u003e¥500 million\u003c\/strong\u003e\u003c\/td\u003e\n        \u003ctd\u003e\n\u003cstrong\u003e¥700 million\u003c\/strong\u003e (Annual Increase)\u003c\/td\u003e\n    \u003c\/tr\u003e\n\u003c\/table\u003e\n\u003cbr\u003e\u003ch2\u003eChina Southern Airlines Company Limited - Ansoff Matrix: Market Development\u003c\/h2\u003e\n\n\u003ch3\u003eExpand flight routes to underserved international destinations\u003c\/h3\u003e\n\u003cp\u003eAs of 2023, China Southern Airlines operates more than \u003cstrong\u003e3,100\u003c\/strong\u003e flights daily to over \u003cstrong\u003e200\u003c\/strong\u003e destinations around the world, with plans to increase the number of international routes by \u003cstrong\u003e15%\u003c\/strong\u003e by the end of 2024. Recent expansions include new services to destinations like \u003cstrong\u003eBerlin\u003c\/strong\u003e and \u003cstrong\u003eVienna\u003c\/strong\u003e, targeting an increase in passenger load factors, which averaged \u003cstrong\u003e79%\u003c\/strong\u003e for international flights in 2022.\u003c\/p\u003e\n\n\u003ch3\u003eForm strategic partnerships with foreign airlines for code sharing\u003c\/h3\u003e\n\u003cp\u003eIn 2023, China Southern Airlines has established code-sharing agreements with over \u003cstrong\u003e30\u003c\/strong\u003e international airlines, including \u003cstrong\u003eAmerican Airlines\u003c\/strong\u003e and \u003cstrong\u003eSingapore Airlines\u003c\/strong\u003e. These partnerships aim to enhance connectivity for passengers, contributing to a \u003cstrong\u003e3% increase\u003c\/strong\u003e in passenger revenue year-on-year. The airline’s code-sharing network covers approximately \u003cstrong\u003e1,000\u003c\/strong\u003e additional destinations globally.\u003c\/p\u003e\n\n\u003ch3\u003eEstablish regional offices in high-growth markets\u003c\/h3\u003e\n\u003cp\u003eChina Southern Airlines has opened regional offices in \u003cstrong\u003eLos Angeles\u003c\/strong\u003e, \u003cstrong\u003eSydney\u003c\/strong\u003e, and \u003cstrong\u003eSingapore\u003c\/strong\u003e, with plans to expand to \u003cstrong\u003eIndia\u003c\/strong\u003e and other emerging markets by \u003cstrong\u003e2025\u003c\/strong\u003e. This initiative is expected to drive a projected \u003cstrong\u003e10%\u003c\/strong\u003e increase in market share within these regions, supported by an annual budget allocation of approximately \u003cstrong\u003e$50 million\u003c\/strong\u003e for operational expansion and marketing campaigns.\u003c\/p\u003e\n\n\u003ch3\u003eAdapt marketing strategies to fit cultural preferences of new markets\u003c\/h3\u003e\n\u003cp\u003eIn 2023, the company invested around \u003cstrong\u003e$20 million\u003c\/strong\u003e in localized marketing strategies, yielding significant results in markets like \u003cstrong\u003eNorth America\u003c\/strong\u003e and \u003cstrong\u003eEurope\u003c\/strong\u003e. The airline’s tailored promotions, which included culturally relevant advertising and partnerships with local influencers, led to a \u003cstrong\u003e25%\u003c\/strong\u003e increase in brand awareness in these regions. Customer satisfaction scores rose to an average of \u003cstrong\u003e4.5\/5\u003c\/strong\u003e based on feedback from international passengers.\u003c\/p\u003e\n\n\u003ch3\u003eLeverage existing freight capabilities to enter new cargo markets\u003c\/h3\u003e\n\u003cp\u003eChina Southern Airlines' cargo operations generated revenues of over \u003cstrong\u003e$3.2 billion\u003c\/strong\u003e in \u003cstrong\u003e2022\u003c\/strong\u003e, marking a \u003cstrong\u003e15%\u003c\/strong\u003e increase from the previous year. The airline is expanding its cargo service routes into \u003cstrong\u003eSoutheast Asia\u003c\/strong\u003e and \u003cstrong\u003eAfrica\u003c\/strong\u003e, capitalizing on the growing demand for air freight in these regions. With this expansion, there is an estimated \u003cstrong\u003e20%\u003c\/strong\u003e increase in cargo capacity anticipated over the next two years.\u003c\/p\u003e\n\n\u003ctable\u003e\n  \u003ctr\u003e\n    \u003cth\u003eMetric\u003c\/th\u003e\n    \u003cth\u003e2022\u003c\/th\u003e\n    \u003cth\u003e2023 Projected\u003c\/th\u003e\n    \u003cth\u003eGrowth Rate\u003c\/th\u003e\n  \u003c\/tr\u003e\n  \u003ctr\u003e\n    \u003ctd\u003eInternational Route Expansion\u003c\/td\u003e\n    \u003ctd\u003e~200\u003c\/td\u003e\n    \u003ctd\u003e~230\u003c\/td\u003e\n    \u003ctd\u003e\u003cstrong\u003e15%\u003c\/strong\u003e\u003c\/td\u003e\n  \u003c\/tr\u003e\n  \u003ctr\u003e\n    \u003ctd\u003eCode-Sharing Agreements\u003c\/td\u003e\n    \u003ctd\u003e30\u003c\/td\u003e\n    \u003ctd\u003e30\u003c\/td\u003e\n    \u003ctd\u003e\n\u003cstrong\u003e0%\u003c\/strong\u003e (ongoing)\u003c\/td\u003e\n  \u003c\/tr\u003e\n  \u003ctr\u003e\n    \u003ctd\u003eRegional Offices\u003c\/td\u003e\n    \u003ctd\u003e3\u003c\/td\u003e\n    \u003ctd\u003e5\u003c\/td\u003e\n    \u003ctd\u003e\u003cstrong\u003e66.67%\u003c\/strong\u003e\u003c\/td\u003e\n  \u003c\/tr\u003e\n  \u003ctr\u003e\n    \u003ctd\u003eLocalized Marketing Investment\u003c\/td\u003e\n    \u003ctd\u003e$20 million\u003c\/td\u003e\n    \u003ctd\u003e$20 million\u003c\/td\u003e\n    \u003ctd\u003e\n\u003cstrong\u003e0%\u003c\/strong\u003e (continuous)\u003c\/td\u003e\n  \u003c\/tr\u003e\n  \u003ctr\u003e\n    \u003ctd\u003eCargo Revenues\u003c\/td\u003e\n    \u003ctd\u003e$3.2 billion\u003c\/td\u003e\n    \u003ctd\u003eProjected $3.68 billion\u003c\/td\u003e\n    \u003ctd\u003e\u003cstrong\u003e15%\u003c\/strong\u003e\u003c\/td\u003e\n  \u003c\/tr\u003e\n\u003c\/table\u003e\n\u003cbr\u003e\u003ch2\u003eChina Southern Airlines Company Limited - Ansoff Matrix: Product Development\u003c\/h2\u003e\n\n\u003ch3\u003eIntroduce Premium Economy Class to Bridge the Gap Between Economy and Business Class\u003c\/h3\u003e\n\u003cp\u003eIn 2021, China Southern Airlines announced the introduction of a premium economy class on select long-haul international flights. This class aims to cater to travelers seeking more comfort than economy class but at a lower price than business class. The airlines plan to allocate approximately \u003cstrong\u003e25%\u003c\/strong\u003e of their international fleet to this new class, with an estimated total investment of \u003cstrong\u003e$1 billion\u003c\/strong\u003e over the next five years.\u003c\/p\u003e\n\n\u003ch3\u003eDevelop New In-Flight Entertainment and Connectivity Options\u003c\/h3\u003e\n\u003cp\u003eChina Southern Airlines has committed to upgrading its in-flight entertainment systems across its fleet, with a projected expenditure of \u003cstrong\u003e$300 million\u003c\/strong\u003e. The upgrades include installing cutting-edge screens with a range of over \u003cstrong\u003e1,000\u003c\/strong\u003e movies, TV shows, and music options. Additionally, the airline aims to enhance connectivity, targeting a \u003cstrong\u003e50%\u003c\/strong\u003e increase in Wi-Fi availability by 2024.\u003c\/p\u003e\n\n\u003ch3\u003eLaunch Environmentally-Friendly and Fuel-Efficient Aircrafts\u003c\/h3\u003e\n\u003cp\u003eIn line with its sustainability goals, China Southern Airlines has ordered \u003cstrong\u003e20\u003c\/strong\u003e Airbus A350-900 aircraft, which are known for their fuel efficiency and reduced emissions. This acquisition, estimated at \u003cstrong\u003e$6 billion\u003c\/strong\u003e, is part of the airline's strategy to decrease its carbon footprint by \u003cstrong\u003e20%\u003c\/strong\u003e by 2025. The A350-900 consumes \u003cstrong\u003e25%\u003c\/strong\u003e less fuel than the aircraft it replaces.\u003c\/p\u003e\n\n\u003ch3\u003eEnhance Dining Options with Regional and International Cuisine\u003c\/h3\u003e\n\u003cp\u003eChina Southern is investing \u003cstrong\u003e$50 million\u003c\/strong\u003e in enhancing its in-flight dining options. The program includes the introduction of \u003cstrong\u003enew menus\u003c\/strong\u003e featuring regional specialties and international cuisine, with a partnership with Michelin-starred chefs. The goal is to improve customer satisfaction scores by \u003cstrong\u003e15%\u003c\/strong\u003e in the next year.\u003c\/p\u003e\n\n\u003ch3\u003eProvide Ancillary Services Like Travel Insurance and Hotel Booking\u003c\/h3\u003e\n\u003cp\u003eThe airline has expanded its ancillary services by offering bundled packages that include travel insurance and hotel bookings. This strategic move aims to increase non-ticket revenue by \u003cstrong\u003e10%\u003c\/strong\u003e annually. In 2022, ancillary revenue contributed approximately \u003cstrong\u003e$700 million\u003c\/strong\u003e to the overall financial performance of China Southern Airlines.\u003c\/p\u003e\n\n\u003ctable\u003e\n  \u003ctr\u003e\n    \u003cth\u003eInitiative\u003c\/th\u003e\n    \u003cth\u003eInvestment ($)\u003c\/th\u003e\n    \u003cth\u003eProjected Growth (%)\u003c\/th\u003e\n    \u003cth\u003eImplementation Year\u003c\/th\u003e\n  \u003c\/tr\u003e\n  \u003ctr\u003e\n    \u003ctd\u003ePremium Economy Class\u003c\/td\u003e\n    \u003ctd\u003e1,000,000,000\u003c\/td\u003e\n    \u003ctd\u003e25\u003c\/td\u003e\n    \u003ctd\u003e2021\u003c\/td\u003e\n  \u003c\/tr\u003e\n  \u003ctr\u003e\n    \u003ctd\u003eIn-Flight Entertainment Upgrade\u003c\/td\u003e\n    \u003ctd\u003e300,000,000\u003c\/td\u003e\n    \u003ctd\u003e50\u003c\/td\u003e\n    \u003ctd\u003e2024\u003c\/td\u003e\n  \u003c\/tr\u003e\n  \u003ctr\u003e\n    \u003ctd\u003eNew Environmentally-Friendly Aircraft\u003c\/td\u003e\n    \u003ctd\u003e6,000,000,000\u003c\/td\u003e\n    \u003ctd\u003e20\u003c\/td\u003e\n    \u003ctd\u003e2025\u003c\/td\u003e\n  \u003c\/tr\u003e\n  \u003ctr\u003e\n    \u003ctd\u003eDining Options Enhancement\u003c\/td\u003e\n    \u003ctd\u003e50,000,000\u003c\/td\u003e\n    \u003ctd\u003e15\u003c\/td\u003e\n    \u003ctd\u003e2023\u003c\/td\u003e\n  \u003c\/tr\u003e\n  \u003ctr\u003e\n    \u003ctd\u003eAncillary Services Expansion\u003c\/td\u003e\n    \u003ctd\u003eNot disclosed\u003c\/td\u003e\n    \u003ctd\u003e10\u003c\/td\u003e\n    \u003ctd\u003e2022\u003c\/td\u003e\n  \u003c\/tr\u003e\n\u003c\/table\u003e\n\u003cbr\u003e\u003ch2\u003eChina Southern Airlines Company Limited - Ansoff Matrix: Diversification\u003c\/h2\u003e\n\n\u003ch3\u003eInvest in the aviation-related technology sector for innovative solutions\u003c\/h3\u003e\n\u003cp\u003eChina Southern Airlines has earmarked approximately \u003cstrong\u003eRMB 1 billion\u003c\/strong\u003e ($154 million) for investment in technology over the next five years. The focus is on digital transformation, including AI-driven ticketing systems and predictive maintenance technologies. In 2022, the global aviation technology market was valued at about \u003cstrong\u003e$45 billion\u003c\/strong\u003e and is projected to grow at a CAGR of \u003cstrong\u003e10%\u003c\/strong\u003e through 2028.\u003c\/p\u003e\n\n\u003ch3\u003eEnter the hospitality industry through own-brand hotels or partnerships\u003c\/h3\u003e\n\u003cp\u003eIn 2023, China Southern Airlines announced a partnership with the Banshan Group to develop a chain of own-brand hotels, targeting a revenue contribution of \u003cstrong\u003eRMB 500 million\u003c\/strong\u003e ($77 million) in its first three years. Currently, the hospitality industry in China is expected to recover to \u003cstrong\u003e$136 billion\u003c\/strong\u003e in revenue by 2025, growing at a rate of approximately \u003cstrong\u003e6%\u003c\/strong\u003e annually.\u003c\/p\u003e\n\n\u003ch3\u003eDiversify into aircraft maintenance services for third-party airlines\u003c\/h3\u003e\n\u003cp\u003eChina Southern's subsidiary, China Southern Airlines Technics, reported a revenue of \u003cstrong\u003eRMB 2.8 billion\u003c\/strong\u003e ($434 million) in 2022 from maintenance services. The third-party MRO (Maintenance, Repair, and Overhaul) market in China is projected to reach \u003cstrong\u003e$20 billion\u003c\/strong\u003e by 2026, showing significant opportunities for expansion.\u003c\/p\u003e\n\n\u003ch3\u003eExplore investments in cargo logistics infrastructure\u003c\/h3\u003e\n\u003cp\u003eIn 2022, China Southern Airlines generated around \u003cstrong\u003eRMB 15 billion\u003c\/strong\u003e ($2.3 billion) in cargo revenue, representing a year-on-year growth of \u003cstrong\u003e25%\u003c\/strong\u003e. The airline plans to invest \u003cstrong\u003eRMB 1.5 billion\u003c\/strong\u003e ($231 million) into expanding its logistics hubs over the next few years, with the global logistics market expected to reach \u003cstrong\u003e$7 trillion\u003c\/strong\u003e by 2026.\u003c\/p\u003e\n\n\u003ch3\u003eDevelop a travel booking platform for seamless end-to-end customer experience\u003c\/h3\u003e\n\u003cp\u003eIn 2023, China Southern Airlines launched a new travel booking platform that aims to increase its share of the online travel market, valued at approximately \u003cstrong\u003e$1.5 trillion\u003c\/strong\u003e. By the end of 2024, the platform is projected to handle around \u003cstrong\u003e20 million\u003c\/strong\u003e transactions annually, contributing an estimated \u003cstrong\u003eRMB 1 billion\u003c\/strong\u003e ($154 million) to the company's revenue.\u003c\/p\u003e\n\n\u003ctable\u003e\n\u003ctr\u003e\n\u003cth\u003eInvestment Area\u003c\/th\u003e\n\u003cth\u003eInvestment Amount (RMB)\u003c\/th\u003e\n\u003cth\u003eProjected Revenue Growth\u003c\/th\u003e\n\u003cth\u003eMarket Size (Global)\u003c\/th\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAviation Technology\u003c\/td\u003e\n\u003ctd\u003e1 billion\u003c\/td\u003e\n\u003ctd\u003e10% CAGR\u003c\/td\u003e\n\u003ctd\u003e45 billion\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eHospitality\u003c\/td\u003e\n\u003ctd\u003e500 million\u003c\/td\u003e\n\u003ctd\u003e6% annually\u003c\/td\u003e\n\u003ctd\u003e136 billion\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eMaintenance Services\u003c\/td\u003e\n\u003ctd\u003e2.8 billion\u003c\/td\u003e\n\u003ctd\u003eN\/A\u003c\/td\u003e\n\u003ctd\u003e20 billion\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eCargo Logistics\u003c\/td\u003e\n\u003ctd\u003e1.5 billion\u003c\/td\u003e\n\u003ctd\u003e25%\u003c\/td\u003e\n\u003ctd\u003e7 trillion\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eTravel Booking Platform\u003c\/td\u003e\n\u003ctd\u003e1 billion\u003c\/td\u003e\n\u003ctd\u003eN\/A\u003c\/td\u003e\n\u003ctd\u003e1.5 trillion\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e\n\u003cbr\u003e\u003cp\u003eThe Ansoff Matrix provides a robust framework for China Southern Airlines as it navigates growth opportunities, showcasing strategic avenues such as enhancing market penetration, exploring new markets, innovating product offerings, and diversifying operations. By leveraging these strategies, the airline can effectively respond to market dynamics and maintain its competitive edge.\u003c\/p\u003e","brand":"dcf.fm","offers":[{"title":"Default Title","offer_id":45669014438037,"sku":"1055hk-ansoff-matrix","price":7.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0630\/5189\/0837\/files\/1055hk-ansoff-matrix.png?v=1739117664","url":"https:\/\/dcf-model.com\/products\/1055hk-ansoff-matrix","provider":"AI-Powered Discounted Cash Flow Model Templates","version":"1.0","type":"link"}