智通财经APP获悉，3月24日，中国南方航空(01055,600029.SH)微信公众号显示，南方航空随心飞产品“畅游中国”日前正式发售，而在专用代金券预售阶段，公司销售服务器一度崩溃，目前“成都天府版”等已售罄。二级市场方面，截至发稿，南方航空(600029.SH)目前跌2.09%，中国南方航空股份(01055)跌2.3%。
据了解，此次推出「随心飞」卖点为境内无限飞行、不限年龄、套餐任选，系列产品涵盖全国版(4日款、4+1款、4+2款、一周7日畅行款)、探索版、地区版(成都天府版、北京大兴版、东北版、云南版)，不同产品在出行时间、可同时兑换最大航段数等方面存差异，售价在2499元至4888元不等。适用航班日期为2023年4月3日至7月2日，覆盖清明、五一和端午假期。
产品规则显示，南航推出的“畅游中国”天府版售价仅2588元，拼团价仅2499元。是四个地区版本产品中定价最低的，一周七天均可出行。通过随心飞产品的发售，南航可在天府机场新航季中提前锁定客源，刺激低频旅客出行需求。目前，“畅游中国”天府版也已显示售罄。
“随心飞”作为疫情期间民航营销的创新产物曾风靡一时。2020年，民航业受到较大冲击，多家航司推出了“随心飞”类机票促销产品。“随心飞”类产品由中国东航(600115.SH)首创于2020年6月，随后多家航司跟推。统计数据显示，2020年国内共有数十家航空公司推出“随心飞”产品，销售总量达60-80万份，合计销售额超过20亿元。
有业内人士分析表示，接下来民航将进入传统淡季，南航的随心飞可能也是希望在淡季市场上利用空余的座位增加航班收入，对航司来说，随心飞对利润没有立竿见影的效果，影响力和作用或大不如前。
The Zhitong Finance App learned that on March 24, the WeChat account of China Southern Airlines (01055,600029.SH) showed that China Southern Airlines (01055,600029.SH) officially went on sale a few days ago, while during the exclusive voucher pre-sale stage, the company's sales server crashed for a while. Currently, the “Chengdu Tianfu Edition” etc. are sold out. In terms of the secondary market, as of press release, China Southern Airlines (600029.SH) is currently down 2.09%, while China Southern Airlines shares (01055) are down 2.3%.
According to information, the selling point of “Fly with Me” this time is unlimited domestic flight, unlimited age, and package options. The series of products covers the national version (4-day model, 4+1 model, 4+2 models, 7-day unrestricted travel), exploration edition, regional edition (Chengdu Tianfu edition, Beijing Daxing edition, Northeast edition, Yunnan edition). There are differences between different products in terms of travel time and the maximum number of flight segments that can be exchanged at the same time. Prices range from 2,499 yuan to 4,888 yuan. The applicable flight dates are from April 3 to July 2, 2023, covering the Qingming, May Day and Dragon Boat Festival holidays.
According to the product rules, the Tianfu edition of “Travel China” launched by China Southern Airlines sells for only 2,588 yuan, and the group price is only 2,499 yuan. It is the lowest-priced of the four regional versions of the product, and you can travel seven days a week. Through the sale of Suixinfeng products, China Southern Airlines can target the number of passengers ahead of schedule during the new season at Tianfu Airport and stimulate the travel demand of low-frequency travelers. Currently, the Tianfu edition of “Explore China” has also been shown to be sold out.
“Fly With Me” was all the rage as an innovative product of civil aviation marketing during the pandemic. In 2020, the civil aviation industry was greatly impacted, and many airlines launched “Fly As You Like” ticket promotion products. China Eastern Airlines (600115.SH) pioneered “Xifeng” products in June 2020, and many airlines have since followed suit. Statistics show that in 2020, dozens of domestic airlines launched “Xifei” products, with total sales of 600,000 to 800,000 copies, with total sales exceeding 2 billion yuan.
According to an analysis by some industry insiders, civil aviation will enter the traditional off-season next, and China Southern Airlines' XF may also hope to use vacant seats in the off-season market to increase flight revenue. For airlines, XF will not have an immediate effect on profits, and its influence and effect may not be as good as before.
