Low-cost carrier Spring eyeing young travelers

SHANGHAI: Shanghai-based Chinese airline Spring Airlines has launched a mobile-friendly, two-dimensional female figure as part of a campaign to attract more young consumers as domestic airlines grapple with Covid-related turbulence.

Last week, Spring launched the cartoon-inspired mobile suit girl mascot, a popular genre among Gen Z consumers born in the mid-1990s to early 2010s.

The figure is believed to represent a 17-year-old girl born in Shanghai.

She has green eyes and wears green hair accessories, and is often depicted gazing up at the sky in airports.

Spring also designed personalities, hobbies, wishes and a pet phrase for the figure, and many elements are in line with corporate culture and corporate development goals, a- he declared.

“We hope to make deeper emotional connections with young consumers.

“When the figure debuted, the initial value of its growth progression was set at 10% and we hope that it can continue to grow and get richer.

“The image should appear in airports, in cabins and at certain offline events.

“We will also release more original illustrations and videos related to the figure,” said Zhang Wu’an, vice president of Spring Airlines.

With the rapid development of internet and 5G technologies, the scale of use of these two-dimensional artworks (also known as ACGN, or anime, comics, games, and novels) has been steadily growing in China.

By 2023, the number of consumers interested in ACGN-related themes is expected to reach 500 million, and sales in the segment are expected to exceed 200 billion yuan ($30 billion or RM132 billion), according to iResearch, a market research company in China. .

In 2014, Spring became the first national carrier to make a concerted effort to develop two-dimensional artwork, and it launched an animation-themed flight serving a Shanghai-Osaka route.

During the two-hour flight, there were professional live performances with flight attendants wearing ACGN-inspired costumes.

“The launch of the mobile suit girl is another attempt by Spring to attract more young consumers.

“Unlike low-cost carriers, traditional airlines mainly focus on adult passengers, business travelers and tourists,” said Lin Zhijie, aviation industry analyst and columnist at Carnoc, a major website. civil aviation in China.

“Yet around 20% of passengers on traditional carriers are young people under the age of 23, and many of them are fans of two-dimensional works of art.

“They are often the decision makers of family travel and will gradually become the backbone of future business travel,” Lin said.

Other national carriers have also adopted various innovative measures to guard against the drop in passenger numbers due to the pandemic.

In early May, China’s fourth-largest carrier, Hainan Airlines, announced that by displaying the boarding passes of HNA Group’s 12 affiliated domestic carriers, consumers can enjoy discounts on show tickets and fitness cards for some places in Chongqing, Dalian of Liaoning province, and Le Xi’an of Shaanxi.

Hainan Airlines began selling makeup and skincare products through livestream sessions last year to earn additional revenue by tapping into the multibillion-dollar livestream market in China.

With the recent resurgence of local Covid-19 cases, demand for domestic air travel has been sluggish in recent months and a large number of flights have been canceled due to low passenger load factors.

In April, 2,930 domestic flights were operated daily on average, and the total number of flights operated during the month decreased by more than 70% compared to the same period of 2019, when there was no Covid. -19, according to the China Air Transport Association. – Chinese Daily/ANN

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