Chongqing, June 15, 2015 /PRNewswire/ -- June 14 marked the 8th anniversary of West Air, which prepared vibrant offline events in Chongqing and Zhengzhou. Meanwhile, Jinan and Shenzhen also held celebratory activities in June for the occasion. What made this event particularly special was that it was West Air’s first large-scale direct interaction with consumers, and it also broke away from traditional marketing methods by prioritizing customer experience and engagement for the first time, with new media serving as the main promotional channel. This reflects the evolving landscape of airline marketing in China.
West Air’s Eighth Anniversary
The Internet Transforms Airlines from Distant to Approachable
As a relatively mysterious industry, airlines have traditionally taken a “distant” approach to marketing and branding. In the early days, promotional efforts mostly involved press conferences or reliance on industry-specific promotional and offline channels. However, with the rise of the internet—especially owned media—airlines have gradually shifted their marketing strategies online.
In fact, China’s online marketing boom began as early as 2006, but word-of-mouth channels were mostly dominated by “informal” platforms like forums, blogs, and Baidu Baike, and the aviation industry did not initially recognize the impact of online communication during this wave. It wasn’t until the expansion of platforms like Weibo and WeChat that the industry realized the power of these channels, along with the direct link between online reputation and sales or brand perception. Moreover, after several phases of expansion in China’s aviation sector, the number of airlines surged dramatically. The way they marketed themselves had to change. As a result, airlines across the board launched their own official accounts, opening direct channels of communication with consumers. However, due to the unique nature of the aviation industry, its approach to communication and word-of-mouth marketing still lags far behind other sectors.
The Essence of Change Lies in Sales Models and Market Pressure
While the evolution of airline marketing may appear to be a response to changing times, the underlying driver is market forces. Traditional airlines initially relied heavily on agents for distribution, with most consumers having little direct interaction with the airlines themselves. As China’s aviation industry developed, an increasing number of domestic and international carriers entered the market. At this point, cost reduction and efficiency became critical to survival, making direct sales a key competitive advantage. There’s a simple reason: by cutting out intermediaries like agents, airlines could offer more attractive ticket prices and more reliable services.
As one of China’s earliest successfully transformed low-cost carriers, West Air has always been a bold company. Its 8th-anniversary offline events opened the door to direct communication between airlines and consumers. At the celebration sites, West Air encouraged consumers to directly experience services such as booking flights via the official website and trying onboard paid services. Beyond these on-site experiences, the airline’s anniversary promotional campaign primarily leveraged its official website and owned channels, tapping into the power of its “fans,” building brand loyalty, and cultivating dedicated followers.
In recent years, airlines have increasingly used self-owned media to refine their sales approaches. While the changes in airline marketing may have been “a step behind” or “forced,” we believe these transformations will help consumers gain a better understanding of airlines and enable them to enjoy improved services. Therefore, we believe change is ultimately a positive force.