The Asia's largest low-cost airlines coming to China market suffered a setback after the first.
The slogan "Now everyone can fly" part of the airline so that people can not fly. Asian Airlines (hereinafter referred to as the airline) announced: from Kuala Lumpur, Malaysia from Tianjin, China, the route is temporarily suspended for periods ranging from November 23, 2009 to January 31, 2010.
The message is a little bit abrupt. Who would have thought to sail more than six months in Tianjin route only to encounter such a turn of events. Not so long ago, AirAsia is also through the website for this time of the ticket in their marketing, Tianjin route are also in the process. Many buy a ticket good for backpacker has requested annual leave, planned a trip is scheduled for a local hotel. Now, looking forward to the perfect holiday has become fragmented, they can not hide the anger suddenly suspended.
This is perhaps the airline in 2004 in China suffered the first time since the crisis of public opinion. The low-cost airline based in Kuala Lumpur in recent years the region's fastest-growing airlines in China has a large number of fans. "Zero-yuan ticket" promotion and the "hundred tickets," the price of not only the enlightenment of many Chinese people understanding the concept of low-cost airline, has also brought tangible benefits of travel.
Tianjin, Air Asia in the Chinese market is the only northern base. Route opened in the beginning of the senior AirAsia routes have high hopes for this, and even call it the future route of gold. In their plans, this route may be faced with not only in Tianjin, but a huge market in Beijing. For Beijing, a large number of backpackers who, from Tianjin, and from Kuala Lumpur, only about 1,000 yuan price, that's enough to attract them to go fly in Tianjin.
However, the fact that the sudden cessation of air links for people to realize, this low-cost carriers in China, Malaysia's development and could not have anticipated the success. October 28, in Beijing to attend an aviation forum AirAsia X long-distance company (subsidiary of AirAsia) CEO Aslan (Azran Osman Ranis) suspended for the first time a public explanation of the reasons: Tianjin route in China is now the market has opened eight routes operating in the worst conditions, with an average load factor of only 40% to 50%, while the low-cost airline's load factor reached 80% in order to be profitable.
For the low-cost airlines, because the load factor of the reasons for removing the flight was not surprising. AirAsia Terms of consumers, the regulations also stipulate that after the occurrence of this situation a variety of solutions. But this time, is the route a long time suspended, and that tickets were so sad, they know the way the message is very casual, not officially notified.
October 22, gathered at the backpacker "poor travel network" forum, there are User post that the AirAsia website booking, we found that starting from Tianjin air ticket to Kuala Lumpur only query to January 31, 2010, from after that flight information is lost. And as low-cost carriers such as AirAsia, usually one year in advance to sell the tickets on the web. This anomaly was quickly interpreted as a sensitive User Tianjin route problem.
But the customer service hotline operator AirAsia was unclear circumstances, some of them explained that "in February 2010 to April would be suspended," and some answered "not sure, please wait for notification." Until October 26, they formally confirmed the suspended message and a specific turnaround time, and promised to choose money back or outside of China, Tianjin Free Meal Service destinations from Kuala Lumpur. At this time, from the suspended 11-23, less than a month's time.
For AirAsia level, the suspended was a tough decision. One side is the growing loss of routes, one side is caused by loss of market suspended and brand impact. October 26, after a night of discussion and, ultimately suspended the views of the upper hand. A few days later, AirAsia posted a notice on its Web site will be suspended because of this be interpreted as the weather and the economy.
"Now is the winter in northern China, people in Southeast Asia, is a low season for tourism. AirAsia would like to adjust the existing flight time and some internal problems." AirAsia's public relations manager for the Ministry of Commerce Bin told the "First Financial Weekly" reporter . He was born in Hubei, and participated in almost all the airline to enter the Chinese market negotiations.
Frustrated in Tianjin, as well as the success in the South, so that AirAsia for the first time realized that the cultural differences between north and south China. Compared to the Pearl River Delta and Yangtze River Delta southerners, for deep in the hinterland of mainland China, but also the majority of northerners are accustomed to rely on travel agents, the low-cost aviation, self-service travel abroad is very alien concept. Outside the Beijing market, many consumers are familiar with online booking, buy air tickets through a variety of channels, mainly ticket agents. Even some consumers hundreds of dollars for an international ticket prices are incredible - "It will not be a lie, right?", "Take this aircraft safe?"
Developed economy, with large sectors of the company of people in Beijing is an exception. Departure time may yet become a problem. Kuala Lumpur from Tianjin to the departure time is 8:30 am, for a number of Beijing tourists, even the morning to catch up with only half an hour can reach the first class of moving vehicles in Tianjin, the time is still too late. They face the problem is, if you select this tour of flight departure, but also in Tianjin Zhuyi Ye.
This is indeed the airline has no choice. Flight times are generally reported by the airlines responsible for the jurisdiction of the Civil Aviation Authority. "AirAsia X" fleet resource constraints limit the time of deployment. With the range of options for short-haul airline AirAsia Airbus A320 and Boeing B737 different, "AirAsia X" of the fleet are the longer range A330 and the A340. Flying to Tianjin, Hangzhou and Chengdu routes, is this can accommodate large aircraft, about 300 people. High-speed growth, "AirAsia X" has opened in Kuala Lumpur the past two years towards Australia, Europe and the Middle East a number of cities on the route. However, these dazzling route network, only six aircraft in flight. To rely on aircraft to save the cost of high-efficiency low-cost airlines, aircraft have been insufficient, and can only be ordered A330 aircraft, such as one after another put in place to ease tensions.
Regrettable is that the company had not been able to secure ground transportation to their advantage. Tianjin Binhai International Airport Marketing Manager, Wu Hsing-kuo to the "First Financial Weekly" confirmed that Beijing, Tianjin Airport has been directly and from the bus area. As early as 2008, is committed to creating "Beijing second air passage," the Tianjin Airport had opened this route. However, the airport bus timetable did not take care of the airline. And Tianjin, similar to AirAsia flight time of Hangzhou is also not perfect, but there is Hangzhou from Shanghai to Hangzhou airport, airline and from the bus line. "If our plane delayed, they will postpone driving time." Wang Bin said. This "seat very strong" bus is operated by the local travel agency.
In Tianjin and Beijing, but it does not appear like a travel agent - the airline and their co-operation was not successful. For most systems used to get a letter through the flight ticket travel north for AirAsia terms of cooperation for the travel agents and online consumers to purchase bulk tickets, like a very harsh - advance booking required in advance payment, can not change the flight and passenger name. This model is very customary for many travel agencies north. Wang Bin again, this boils down to a question of ideals: "We and Guangzhou, Shenzhen and co-operation is very successful travel agency, a travel agency in Guangzhou and even built a dedicated airline ticket."
AirAsia is always unconsciously hold contrast between Tianjin and Hangzhou. Hangzhou to Kuala Lumpur route by Air Asia operate in the Chinese market as the best routes, airlines, airports, local governments with the development of the market success stories. Hangzhou airport, the airline's support reflected in: Airport for Air Asia offers a variety of charges, and is responsible for the development of Hangzhou, and neighboring markets, while the airport is also within the Asia flights for supporting services and routes to provide some advertising. Hangzhou Municipal Government has not only in terms of policy and administrative support and subsidies for the tourism functional departments and sub-route is also an outside media ads. The data provided in accordance with Wang Bin, advertising to make Malaysia "" Asia, the number of entry Hangzhou rankings in less than a year's time, some original 12th place up to second place.
Tianjin route this time suspended, AirAsia has granted it a greater opportunity to complain about. The company expressed the hope that the airport be able to support their low-cost, such as allowing AirAsia with their own values and baggage systems, with their own ground. However, the general manager of Tianjin Binhai International Airport Shao Dengxiang thought that this idea unrealistic - Airport can not be a separate route for the establishment of a separate system. As for the ground, if the airline at the airport each make their own ground, is a serious waste of resources unless it is a base for airlines.
AirAsia placed their hopes in the Tianjin municipal government, hoping that the latter can provide more preferential policies. The difference is that traditional airlines, low-cost airlines on the route causes of second-tier cities, in addition to the relatively low cost, there is one objective is to get the local government subsidies. Prior to the development of Tianjin's economic, Tianjin Municipal Government has introduced a policy, with 50 million yuan to subsidize the establishment of routes for all airlines in Tianjin. However, the airline wanted to differentiate between a low-cost carriers can be treated, to enjoy more preferential policies.
The same idea has been considered impossible Shao Dengxiang, the Government's preferential terms, and AirAsia talks have reached an agreement, and now promises have been fulfilled, it is impossible at this time and then put forward any demands. "In fact the Government to give subsidies aimed at nurturing new routes. Airways should also open up the market itself can not rely on government."
AirAsia began to objective reasons can not be circumvented in addition to find solutions. November 19, AirAsia is responsible for re-Tianjin route Air's marketing team came to Tianjin in the negotiations. Deng Shao-xiang, said the day of the talks the two sides very well. AirAsia's team analyzed the causes of the failure of Tianjin route, and hope and work hard to resume service after the airport with the market. Tianjin Airport has undertaken to meet the airline to carry out marketing. Shao Dengxiang that AirAsia has a great competitive advantages: It is now departing from Tianjin to Southeast Asia, flights, and only operated by Xiamen Airlines, Xiamen, Tianjin, via the route to Singapore, while AirAsia to do is, in addition to attracting backpackers, the Zaiqu to develop high-end business market, "AirAsia routes in Tianjin is a great potential of the route."
AirAsia to resume service, known as the house put the "save in Tianjin." AirAsia commerce for the Chinese market, the plan manager, Dai Xiu-feng, the publicity the word multiple times. The company plans through the media, missions, road shows, advertising, interaction with the people the means to increase in the provinces surrounding Beijing and Tianjin, as well as marketing efforts. AirAsia with the Malaysia Tourism Board would like to and in close cooperation with the local Tourism Bureau to promote Malaysia's tourism resources. In addition, the company also intends to strengthen a straight line with various domestic airlines flight information exchange, providing a more complete and effective ground transit flights, ground transportation information published and convergence.
To establish cooperation with travel agencies have become "save Tianjin" the most critical part of the program. AirAsia sales staff have visited the North and Northeast China nearly 30 travel agencies, to help them adapt to the airline's sales model. AirAsia is trying to make travel agents to believe that they can be achieved in this operation, the kind of win-win situation in the south.
November 11, AirAsia's largest in mainland China in the history of a zero-yuan ticket sales began. In the AirAsia website, a number of backpacker found in February in Tianjin to Kuala Lumpur route, after time has quietly changed to a more convenient 15:50. One to grab September 26, 2010 in Tianjin Flying zero-yuan ticket Kuala Lumpur, "Mix" in the final booking steps, see the need of 180-odd airport departure tax, it was a bit hesitant: "If this route was how to do again when stopped? "
