Despite huge growth in the number of passengers boarded in recent years, airlines are struggling to turn demand, and even increased revenue, into profits. With high fuel and labor costs, as well as intense competition, industry profit margins remain weak, at single-digit percentage points in the aggregate. The business of flying people around the world is always under pressure; therefore, airlines have invested in diversifying their revenue streams to maintain long-term stability. No longer is simply selling and operating a core seat product profitable in most domestic markets and nearly all international markets. However, the shift from providing only a seat to providing a variety of personalized travel services across the entire trip experience has been slow and still requires significant maturity. Still, 98 percent of airlines plan to invest in expanded ancillary services in the next three years to become better retailers and drive incremental revenue. (2014 SITA IT Trends survey1) The annually China Airline Ancillary Revenue & Merchandising Conference is the only event in China, which focus on providing a communication platform between Airlines from China and abroad and industry suppliers to share ideas, learn the new solutions and establish the potential business opportunities, and help Airlines to increase more ancillary revenues.