Airlines Frequent "Fly With Heart" Big Data To Analyze The Secrets Behind Innovative Products.

In July 6th, Hainan Airlines "Hi buy free-trade port" of the "flying heart" series of products sold. Consumers spend more than 2000 yuan on the number of Hainan Airlines entering and leaving the mainland within 12 flights this year.

Zhang Guoping, general manager of Hainan aviation marketing department, explained to reporters in twenty-first Century on July 3, this flying product is designed to help build the FTA port and meet the travel needs of people from all walks of life to business, shopping and vacation in FTA. It is regarded as the 12 shipping company of Hainan Airlines to make a special contribution to the free-trade port.

In July 1st, Hainan Airlines released the news of "flying with the heart", the whole network was boiling. This is the third "flying heart" product launched by China Eastern Airlines and Air China after launching unlimited flights. Lin Zhijie, a senior civil aviation officer, said that China Eastern's "weekend flying with heart" product was the first in the industry under the epidemic situation, and other airlines would follow up the game. Sure enough, more and more airlines are joining the "heart flying" competition.

"This is the practice of airline product innovation after the outbreak, and the timing, propriety and restrictive conditions are well handled." Li Guijin, a professor at the China Civil Aviation Administrative Cadre College, believes that the most praiseworthy is the enterprise culture that is good at learning and daring to innovate, and the product design idea centered on consumers. However, some experts believe that the promotion of "flying with heart" is a helpless move in the special period, which belongs to passive innovation. Qi Qi, an associate professor at Civil Aviation College Guangzhou, points out that low price stimulation can hardly sustain the recovery of the aviation market.

Reasons: lack of money and low attendance

HNA's "heart flying" products are obviously different from the products of China Eastern Airlines and Huaxia Airlines. This is only a regional product, just a domestic flight to and from Hainan, rather than a nationwide free flight by other two divisions. However, under the joint support of its 12 airlines, it can cover many parts of the country. "Hainan airlines, Capital Airlines, Tianjin airlines and other 12 shipping companies, more than 200 Hainan entry and exit routes, covering more than 100 domestic cities." Zhang Guoping told reporters that in 2019, for example, Hainan group shipped 9 million 580 thousand passengers to Hainan and 4 million 380 thousand passengers in Hainan. He thinks that the wide range of airline networks and intensive flight schedules will fully meet the travel needs of people from all walks of life to and from Hainan.

At present, Zhang Guoping has not sold the product yet, and can not disclose more details. He declined to elaborate on HNA's plan to follow the "flying heart" product. However, it is not difficult to spy on the secret of the secretary.

In June 18th, Eastern Airlines officially launched the weekend's "heart flying" product. In the product description, China Eastern Airlines said that consumers could only exchange the economy class of China Eastern Airlines and Shanghai Airlines on Saturday and Sunday at any time of the week before the end of the year if they paid 3322 yuan. As soon as the product was launched, it triggered a strong market reaction. The purchase portal of China Eastern Airlines APP was once overrun, and even on the secondhand goods website, there were many scalpers on sale.

The product is said to be on sale, but Eastern Airlines has not specified how many sets it has. The eastern side has not revealed to reporters how many units it has sold, but the first weekend is the Dragon Boat Festival holiday after "618". The first wave of passengers "exchanged" more than 65 thousand tickets. With two round trips, Eastern Airlines sold at least 33 thousand sets of "flying with the heart". I am afraid this is just a very conservative data. There are several readers who responded to the twenty-first Century economic report and bought the product of China Eastern Airlines.

Even based on 33 thousand sets of estimates, China Eastern's sales of about 110 million yuan. According to media analysis, the purpose of East China's flying in mind is to solve the cash flow dilemma of China Eastern Airlines, but the insiders of Eastern Airlines denied this view to reporters. "Too little, but it doesn't work much." The official said that the real purpose is to solve the problem of low guest rate of Eastern Airlines weekend flights and effectively activate the invisible market.

With the mitigation of the domestic epidemic, people's work life has gradually returned to normal, and the mainland flights have gradually returned to normal. According to the civil aviation operation data released by flying friend technology, the domestic airline flight execution rate exceeded 70% in May, and the guest rate increased to 65.24%. In June, the implementation rate of mainland airlines continued to rise to nearly 75%, with an average passenger rate of 66.85%.

According to the data obtained by China Eastern Airlines, the average passenger rate of China Eastern Airlines in May was 66.76%, the average passenger rate in June was 68.39%, and the weekend occupancy rate in May was no higher than the average. In June, it was slightly better, and the two weekend was slightly higher than the average. Besides, the occupancy rate of China Eastern Airlines is slightly higher than that of the whole civil aviation, but the attendance rate in Shanghai is not satisfactory. The average passenger rate of Shanghai entering and leaving the port is between 74.02%-74.3%, which is much better than that of China Eastern Airlines.

From the feedback effect of the first weekend, the strategy of China Eastern Airlines has played a certain role. Although there are special factors for small vacation, in June 27th and 28th, Shanghai's total number of passengers flying to and from Chengdu totaled 4049, accounting for 59% of the total number of flights, and the early flight MU5401 even reached a high rate of 96%.

In addition, China Eastern Airlines also revealed to reporters that more than 53 thousand people used this product on the weekend of 4/5 July. The choice of tourists this week focuses on routes from Shanghai to Chengdu, Guangzhou and Shenzhen, as well as Xi'an, Chongqing, Changsha, Xiamen and Shanghai. More than 1000 passengers are used on every route, and the proportion of passengers to total passengers is close to 40%. The passenger rate of the above routes benefited from the flying products, with an average attendance rate of over 75%, an increase of nearly 20% in the ring ratio, and a passenger rate of more than 90% on individual routes.

In the past, the early morning machine, which had been neglected, had to turn over?

How to activate depressed market demand?

China Eastern Airlines has made a good start, and China Airlines and Hainan Airlines have followed up quickly, each with its own characteristics. In June 23rd, China Airlines announced its 2999 yuan unlimited flight package in its official micro-blog, limited to 1000 sets. Although unlimited flights are not limited to the time limit, the Chinese airlines' restricted flying crowd is restricted to health care workers and new customers who have not been to China Airlines since January 2020. This is equivalent to 1000 sets of preferential marketing to find new customers.

As for Hainan Airlines Group launched the "heart flying", the original intention is not the same as Eastern Airlines. According to HNA's passenger rate data, HNA's visiting rate does not exist at weekends than usual, or the average attendance rate of Haikou base is better than HNA itself. In fact, the average passenger rate of HNA reached 75.62% in June this year.

Of course, there is room for improvement in HNA's passenger rate. After all, the performance of the airlines is much worse than that of the same period last year.

The products of HNA are smaller than those of China Eastern Airlines, but they are more distinctive and have more selling points. Lin Zhijie thinks that it finds a good combination point between HNA's air ticket and Islands's tax-free policy. The product can only be sold to passengers entering and leaving Hainan province. The time limit for buying tickets in advance is limited, there are also restrictions on the seats for each flight, and coupons such as duty-free taxis, so its main target customers are to buy and buy these tourists in Hainan. Lin Zhijie pointed out that the limited number of products that fly with the heart will not earn much money for Hainan Airlines, and it will not help much in cash flow. But it can help Hainan attract more tourists to spend. It should promote Hainan's economic tourism and create momentum.

Reporters noted that in July 3rd, CAPSE, the third party civil aviation service evaluation agency of flying technology, released the July 2020 passenger travel willingness index (TWI) analysis. The analysis showed that passenger travel intention in July was 14% lower than that in June, and the decline was larger than that in June. Meanwhile, the proportion of passenger trips decreased in July. The willingness to travel for business is down by 28%. Among them, the state-owned enterprises employees / large enterprises' travel willingness decreased by 37% and 38% respectively.

But fortunately, tourism began to recover in July, and the willingness to travel increased significantly. In July, it increased by 39% compared with June. It is reported that summer tourism peak in the second half of July, and 56% of the passengers who had summer travel arrangements planned to travel in the second half of July, accounting for the highest proportion.

"Flying in mind" is a passive innovation in the special period, which can be changed at a low price, but civil aviation ticket sales do not have the characteristics of continuous scene stimulation and impulsive consumption. Qi Qi believes that the demand recovery of the aviation market will be stimulated by very low price tickets, but whether it can be stimulated or not, it needs the recovery of the confidence of the consumers in the normal situation of epidemic prevention and control. This needs stable and controllable domestic epidemic situation and takes time. There is no need for consumers to take risks for wool. He pointed out that civil aviation is a service industry, and the demand for services comes from the level of economic activity. The civil aviation industry will really get warmer if the epidemic is controlled and the economy recovers.

However, reporters learned that another group of data, as of noon on July 3rd, people, Xinhua, global, two micro, headlines and other thousands of media to spread the "East China Airlines weekend flying" related information more than 1.7 times, the positive proportion of public opinion is nearly 80%, the positive communication media published the total value of over 80 million yuan.

That is to say, without looking at the effect of operation, from the advertising effect, it has made tens of millions of dollars.

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