Social News
Written by: Hu Jiaxin
2020-10-22 15:00
Last update date: 2020-10-22 15:00
The epidemic has continued, causing Cathay Pacific Airways to fall into a crisis of bankruptcy.
Looking back at Cathay Pacific’s 74 years of taking root in Hong Kong, it has changed from "local ginger" to an international aviation brand. In addition to ensuring flight safety and high-quality services, it also received a series of publicity campaigns.
In an exclusive interview with "Hong Kong 01", aviation product collector Wu Bangmou said that in the 1950s and 1980s, airplane passengers were either rich or expensive. In the early years, the price of a long-distance flight ticket could almost buy half a floor of a building. Airlines wanted to attract such high-spending passengers. The group has launched a marketing strategy of "flight and airbag", and Cathay Pacific is no exception, presenting fashionable design and brightly matched travel bags to VIP guests.
However, time has changed. After the 1990s, low-cost airlines have emerged and travel has become popular. Travel bags are no longer as expensive as they were in the past. Now they have become a swan song. Wu Xiao said: "Back then, holding a travel bag with the company logo can be powerful. The family has no value, and everyone doesn’t want to help promote it.”
Wu Bangmou has collected aviation products for about 30 years, with a collection of 40,000 to 50,000 pieces.
(Photo by Liang Pengwei)
In the early years, "flight and air bag delivery" was a mainstream publicity strategy
Cathay Pacific Airways is the first civil aviation company in Hong Kong. It was established on September 24, 1946. It was co-founded by two foreign pilots of former Chinese airlines. It initially developed freight services from Australia to the mainland. Two years later, it was established by British-owned Swire Foreign Bank acquired, and the early main line of Southeast Asia.
After World War II, the aviation industry demand recovered, international business exchanges were frequent, and major airlines competed fiercely. Cathay Pacific stepped out to break through. In addition to changing flight models regularly to maintain flight safety, it also spent a lot of money on publicity campaigns to win customers. Joy.
Wu Bangmou, a collector who is passionate about studying aviation history, said that "flying by plane, sending air bags" was the mainstream propaganda strategy, and Cathay Pacific was no exception back then.
According to a book published by Wu Bangmou, Cathay Pacific sends out thousands of travel bags to customers on average every year, and new styles are launched every few years.
Wu pointed out that in those days, the travel bag was introduced to the company's "one-stop" promotional packaging, including the conversion of the company logo, new promotional slogans, and flight attendant uniforms to attract customers.
"You design a bag so that you have a feeling, "Wow there is a wild delivery, the service is good, and the microphone helps to line the channel." It is so effective."
List of Cathay Pacific Travel Bags Collected by Wu Bangmou
+2
+2
+2
In the 1950s, a ticket to Britain could buy almost half a floor
Wu said that in the 1950s and 1980s, airplanes were an expensive means of transportation, and passengers who were not rich were expensive, mostly businessmen and wealthy people.
Wu gave an example. In the 1950s, a long-distance flight ticket from Hong Kong to the United Kingdom cost almost half a floor; Cathay Pacific in the 1940s and 1950s, a ticket from Hong Kong to Southeast Asia, was worth 2,000 to 3,000 yuan. The median income of the general public was only 20 to 30 yuan a month, reflecting that a ticket was out of reach for ordinary citizens at that time. The opportunity to pick up and drop off the plane for relatives and friends at the airport was a major event in life.
However, time has changed. After the 1990s, low-cost airlines emerged and overseas travel became more popular. Today, Cathay Pacific's air ticket from Hong Kong to Southeast Asia is about 3,000 to 4,000 yuan, which accounts for only about one-fifth of the median monthly income of Hong Kong people.
Airlines now no longer have to rely on gift-giving to attract customers. Free bag delivery has become the sale of re-engraved commemorative bags for collection. Wu Xiao said: "Back then, carrying a travel bag with the company logo can be prestigious, but home is not worth it. Don’t even want to help propagandize.”
Cathay Pacific provided the "yellow needle card" and scheduled injection service to attract customers
In addition to giving away travel bags to tourists, Wu said that Cathay Pacific also spent money to publish daily advertisements in newspapers. Looking back at the old advertisements today, you can get a glimpse of the unique services that year.
Wu gave an example from newspaper collections. In that year, Cathay Pacific had a "Guide to Passengers" advertisement that reflected the outbreak of cholera and smallpox in Hong Kong in the 1950s. Passengers must be vaccinated and have a needle card certificate before boarding.
He said that at that time, airlines such as Cathay Pacific could print "yellow needle cards" for VIP guests, and would warmly assist in arranging injection appointments to ensure that passengers travel smoothly, and the service was very heartwarming.
Wu described that the Cathay Pacific brand had gradually become famous at that time and was well received by Hong Kong people.
He gave an example in the late 1960s when film stars Chen Baozhu and Lu Qi starred in the movie "Charming Birds". At that time, Chen played the role of a flight attendant. The Cathay Pacific crimson uniforms worn in the play made girls dream of the career of "flying around" as a stewardess.
"At that time, Sister Baozhu's set of dramas, many airlines chose Cathay Pacific clothing, reflecting that Cathay Pacific has become deeply rooted in the people.
At the end of the 1960s, film stars Chen Baozhu and Lu Qi starred in the film "Charming Birds". At that time, Chen played the role of flight attendant, making girls dream of the career of "flying around".
(Photo by Liang Pengwei)
Cathay Pacific is in financial crisis, Wu Bang believes that business "V-shaped rebound" after the epidemic
Since 1980, Cathay Pacific has rapidly opened up global routes, including to and from Vancouver, London, and Los Angeles.
Stepping into the millennium, Cathay Pacific has gained a great reputation. From 2003 to 2014, it won the Skytrax "Airline of the Year" award four times from 2003 to 2014, becoming the only airline in the world to win this award four times. .
In 2006, Cathay Pacific invested 8.22 billion yuan to wholly own Dragonair, and last year it spent 4.93 billion yuan to acquire the low-cost airline Hong Kong Express, dominating the local aviation industry.
However, in recent years, Cathay Pacific has been accused of mismanagement and signs of business decline. Its aura has faded and it has been dragged down by an epidemic. It has asked the government to invest 27.3 billion yuan to help business restructuring.
Regarding Cathay Pacific’s uncertain development prospects, Wu Bangmou is optimistic. He believes that after the successful development of the vaccine, the global epidemic is expected to stabilize, followed by "retaliatory" tourism consumption by tourists from all over the world, and the aviation industry is expected to "V-shaped rebound".
He believes that Cathay Pacific has experienced many ups and downs over the years, and with the support of the government, it is believed that it can finally overcome adversity.
+2
+2
+2
Cathay Pacific Layoffs | He Yili: We have tried our best to reduce the number of layoffs and compensate "as generous as possible"
Cathay Pacific layoffs | No light in winter
Cathay Pacific layoffs | The government injected 27.3 billion yuan in mid-year Chen Maobo: business restructuring is a commercial decision
01News
Cathay Pacific Aircraft