Marketing innovation forced by the market.
In the traditional e-commerce promotion day 618, Eastern Airlines offered a promotional killer.
On June 18th, Eastern Airlines officially launched the weekend “Xpress to fly” product. China Eastern stated in the product description that as long as consumers pay 3322 yuan, they can redeem unlimited flights for China Eastern and Shanghai Airlines on Economy Class on Saturday and Sunday of any week before the end of the year. This product is a limited-edition product, but China Eastern did not specify how many sets are limited.
Once the product was launched, it triggered a strong response from the market. The purchase entrance of China Eastern APP was once crowded, and many users were “difficult to get a ticket” on the day of 618. On the idle fish, many oxen began to resell “freely fly” at a price increase, and the degree of demand for the product is evident.
Weibo DaV’s comment on the matter Source: Sina Weibo
In response to these problems, China Eastern Airlines issued an announcement on the evening of June 18 that the product demand was too hot and exceeded the company’s expectations. It was arranging for emergency repairs of technical personnel. For yellow cattle with price increase sales, China Eastern will increase the price after the user reports. Party refunds the amount.
In the latest announcement, CEA has not stated how many sets are limited, only that it will continue to carry out limited sales, and CEA has not disclosed the sales volume of its products. It still holds the pipa half cover, this marketing method has undoubtedly increased The mystery of the product.
On Weibo and Zhihu, “Xinxinfei” has also led to extensive discussions. A large V listed the advantages and disadvantages of “Xinxinfei” product design, pointing out that Xianxinfei’s product terms such as restricted aviation Duan et al. did not make consumers feel “at will”, and the netizens in the comment area below also mixed the product terms. Although the terms of the product are controversial in terms of public opinion, public opinion itself has brought goods to “Fly Free”.
Careful thinking hidden in the terms
Compared to traditional discounted ticket sales, the discount offer of “Fly As You Want” is not obvious, and is subject to many conditions. Therefore, in the eyes of the target customers of “Flying Hearts”, this product is great value, but for non-target customers of “Flying Hearts”, this product is more tasteless.
The controversy over product terms mainly focuses on No-show (booking but abandoning flight) restrictions, booking refund time limit, flight segment limit, free time limit, age limit, etc.
In terms of No-show, China Eastern requires passengers to not exceed three No-sHow, if it exceeds, it will be invalidated. At the same time, China Eastern has made strict requirements for the time of booking refund. The “Rules of Use” states that the redemption must be 5 days (inclusive) before the flight departure date. Inclusive of refunds, if 3 times of booking redemption does not take place and the refund is not cancelled within the specified time, it will be regarded as No-show.
The time limit for booking refunds is too strict, and “Flying with Your Heart” has been criticized by many netizens. Because what will happen in the second half of the year is uncertain, coupled with strict time limits, there will be more accidents in the middle, but the No-show regulations will make the leeway less.
On the other hand, No-show is part of the airline’s overselling management. No-show is usually restricted to ensure that more seats can be sold to maximize flight revenue. However, the average flight of China Eastern Airlines is currently only The 65% attendance rate, the effect of restricting No-show to sell seats is not obvious, but consumers are somewhat pitted.
In terms of flight segments, there can only be 3 unused tickets on the same electronic card, and only 1 unused ticket on the same origin at the same date, which restricts frequent transfers and restricts the return flight on the same day. In actual travel, “flying with your heart” is not really free.
In terms of free time, from the purchase of the product to December 31, free travel in Economy Class is limited to Saturday and Sunday, and there is no Friday afternoon and evening time period. This makes it very inconvenient for people who want to enjoy the double-sex and double-city life, and there are more than 20 weeks left in the second half of the year. For most office workers, monthly flights are more difficult. It is difficult to say whether they can fly back.
In terms of age restrictions, children under 12 years of age are not suitable for “flying at will”, and teenagers over 12 years of age are subject to academic pressure, and it is difficult to travel frequently in the second half of the year, which is not cost-effective for families with children.
Considering the above restrictions, this product is suitable for users with flexible time and cheaper prices. The target customers include singles, college students, freelancers, separated couples, and migrant workers.
Publicity pictures of Xianfeifei Source: Eastern Airlines APP
From the time of sale, the reason why China Eastern chose to sell this product at 618 was obviously considered. The products sold from April to May are likely to be cold. Although the Qingming holiday mobilized the travel needs of passengers, but just experienced the Covid-19 epidemic, the public is shocked and most of them choose to travel around. After a two-month rebound in the macro economy, the