Chongqing, June 10, 2015 /PRNewswire/ — West Air plans to launch a new direct route between Fuzhou and Jinan on June 15. Flight PN6340 from Fuzhou to Jinan departs at 13:10 and arrives at 15:30, while flight PN6339 from Jinan to Fuzhou departs at 10:10 and arrives at 12:20. This is the second new route West Air has launched in Fuzhou within three months, following the Fuzhou=Nanjing route launched at the end of March.
West Air launches new routes
West Air’s market expansion makes sense
As a successful emerging low-cost carrier, West Air flexibly responds to market demands with its current fleet size, aircraft types, and point-to-point route development model. By carefully analyzing its greatest strengths in the market and using limited resources to achieve optimal outcomes, the airline designs its route selection and product offerings based on market needs. It also actively guides consumer behavior and experience, gradually carving out a unique development path through continuous exploration.
For instance, after successfully transitioning into a low-cost airline, West Air identified Fuzhou as a key city for its development.Therefore, it first entered the Fuzhou market by offering no full-price tickets throughout the year.Then, using Fuzhou as a strategic base, it guided consumers to become familiar with low-cost airline services. After gaining market recognition,itlaunched the new Fuzhou=Jinan route.In addition, West Air operates other routes from Fuzhou to cities such as Chongqing, Zhengzhou, Wuhan, and Nanjing, gradually forming a network centered around Fuzhou, firmlygraspingconsumer interest and ultimately creating a ripple effect from a single point.
188 yuan – 288yuan tickets target the Fuzhou market
Notably, in addition to the mature market development model, West Air also employs an important strategy of using inaugural flight prices to penetrate the market.Recently, WestAir has planned a “pocket money” promotion specifically for Fuzhou.Ticket prices range from 1 yuan to 288 yuan; besides the newly launched Fuzhou=Jinan route, the Fuzhou=Chongqing, Fuzhou=Nanjing, Fuzhou=Zhengzhou, and Fuzhou=Wuhan routes are also included in the promotion.A West Airspokesperson explained that the 1 yuan – 288 yuan tickets are part of West Air’s “pocket money” product line, which includes six price tiers: 1 yuan, 38 yuan, 88 yuan, 128 yuan, 188 yuan, and 288 yuan. Aside from inaugural flight specials, West Air’s “pocket money” discounted ticket promotions are regularly launched on the 14th and 28th of each month. Almost every promotion includes Fuzhou routes.