Law Kian Yan
Pure and simple
Unlike many other budget carriers in Asia, Wang Zhenghua believes in maintaining purity of Spring’s model by closely adhering to the low-cost rule book.
s such he doesn’t feel there’s any reason to begin long-haul low-cost operations.
Malaysia’s AirAsia X and Singapore’s Scoot and Jetstar Asia, as well as Australia’s Jetstar, have all made forays into that market segment and will be joined by Cebu Pacific in the Philippines later this year. But Wang is “not keen” to follow suit. “I am quite comfortable working within the 4,000km [2,160nm] range that the A320 range can provide and serving that market,” he says.
“You add operational complexity if you move away from a single aircraft type and the whole nature of the operations. There is no fundamental reason to leave something so effective in its own right.”
One aspect of Spring’s strategy that he plays straight by the low-cost rule book is attention grabbing, and most importantly low-cost, marketing campaigns.
Themed flights on which its cabin staff dress as French maids and butlers are said by the airline to cater to the tastes of its young white-collar passengers. Free guerrilla marketing is a tool frequently used by Western low-cost carriers and Spring follows in the footsteps of airlines such as Ryanair with its flight attendant calendar and Southwest Airlines with its bikini girl livery. The uniforms, worn by cabin crew on random flights, have been creating the desired effect in Spring’s home market, with the ensuing controversy generating plenty of free publicity.