OREANDA-NEWS.  January 30, 2013. A brand-new Boeing 737-800 aircraft landed smoothly at the Xiamen Gaoqi International Airport on 6th Jan. 2013. This is the 10th aircraft introduced by Shandong Airlines Xiamen Branch. Its operation marks a new chapter in the development of Shandong Airlines Xiamen Branch as the second largest airlines based in Xiamen, reported the press-centre of Shandong Airlines.

Shandong Airlines Xiamen Branch, founded in March 2009, is Shandong Airlines' first branch outside Shandong province and one of the only two airlines based in Xiamen. Since its inception, Shandong Airlines Xiamen Branch has been committed to Xiamen's long-term development and adhering to Shandong Airlines' corporate mission to 'build a bridge in the sky, to increase customer value and to contribute to social development'. It has gradually established a complete system to support production operations and has made increasing efforts on marketing in Xiamen. It is looking to continuously improve safety, punctuality and service so as to provide higher quality aviation services for all passengers.

Rapid growth in transport capacity and unique route network

Shandong Airlines has always put the construction and development of its Xiamen branch at a prominent strategic position. Within just three years, Shandong Airlines Xiamen Branch has developed its fleet from 3 airplanes initially to 10 now. The number of airplanes in actual operation in Xiamen exceeds 13 per day, with the transport capacity nearly doubled per year. After the introduction of the 10th aircraft, Shandong Airlines increases its market share in Xiamen up to 20%, providing a strong impetus to the prosperity of Xiamen aviation market. Shandong Airlines has made a positive contribution to the development of Western Coast Economic Zone and Xiamen Special Economic Zone.

 “'We shall plan bases rationally and choose routes wisely'. Shandong Airlines Holdings executive deputy general manager Su Zhongmin said, the selection of the first base outside Shandong is mainly made for the company's overall strategic layout. 'Shandong Airlines originally chose Shandong as its main base. However, airports in the north are greatly affected by winter climates, which is the main reason why Shandong Airlines opens up a base in the south'. For Shandong Airlines, having one base in the north and the other one in the south can realize rational allocation of resources through combining advantages of each base. Among the many cities in the south, Xiamen with its unique advantages is most appealing to Shandong Airlines.

After opening up a base in Xiamen, Shandong Airlines focuses on its route network planning. In coordination with its main base in Shandong, the company aims to build a unique route network that links the north and the south, connects the west and the east and covers the whole country and surrounding areas. The network starts with Xiamen, via Shandong and other mid-eastern areas as a fulcrum, to the northeast, and southwest areas as a fulcrum to the western regions. Shandong Airlines Xiamen Branch have opened over 20 routes and operates more than 330 flights weekly from Xiamen to over 30 destinations including Beijing, Jinan, Qingdao, Wuyishan, Changchun, Dalian, Taiyuan, Nanning, Changsha, Urumqi and Hohhot. In particular, Shandong Airlines Xiamen branch has first opened up routes to frontier minority regions such as Urumqi, Hohhot and Yinchuan, and also exclusive routes from Xiamen to remote areas such as Jingdezhen, Quzhou, Jiujiang and Luoyang. It has set up a bridge in the sky between Xiamen and frontier minority areas as well as remote small and medium-sized cities, offering a strong impetus to regional economic exchanges and development. 'We will continue to increase capacity inputs in Xiamen, and strive to expand the fleet to 20 airplanes by 2015', Su Zhongmin added, 'we will further enrich and optimize the layout of the route network for the base in Xiamen, and continue to improve the company's network pattern that links the north and the south and connects the east and the west.

Management system optimization and continuous improvement of operation quality

The construction of Shandong Airlines Xiamen Branch operation base was started on 29th September, 2012. Investment to Phase I of the project was estimated to be nearly 200 million. At the groundbreaking ceremony, Shandong Airlines Group chairman and president Mr. Ma Chongxian said, the groundbreaking indicates that Shandong Airlines will further optimize and update its operation support capacity in Xiamen and consolidate its southeast base. The groundbreaking is an important step for Shandong Airlines to realize its strategic layout of sustainable development to 'link the north and the south and connect the east and the west'. It is evident how much importance that Shandong Airlines has attached to the long-term development of its Xiamen branch.

Shandong Airlines is firmly determined to set root in Xiamen and support the city's economic development. Since its inception, the branch has gone through a comprehensive planning at a high starting point and based on high standards. Shandong Airlines has been steadily consolidating the basis for the branch's long-term development.

Optimizing organizational structure and setting up systematic management and control mechanisms. After the founding of the Xiamen branch, an all-round management system and organization structure has been set up to ensure its healthy development. The management and control system consists of mechanisms covering safety, human resources, finance, terminal sub-contracting, party-mass construction; whereas the organizational structure includes production command center, comprehensive support center, safe operations office, general affairs office, security office etc.

Carrying out safety supervision region by region; making sure to endow the branch and aviation safety regions in the base with regulatory responsibilities so that they can carry out unified safety supervision within each region, on the premise that systematic units are the main implementer of safety supervision. Actively developing SMS and improving management regulations including operations standards, operations manuals, transport of dangerous goods and safety audit etc. In accordance with the company's 2012 strategic management points, regional regulatory management regulations for aviation safety and aviation safety responsibility agreement, the branch shall first strengthen its responsibilities and then improve safe production responsibility system with principal leaders of the branch as the core.

By developing and signing Classes II and III safety objectives responsibility agreement, the branch is made clear its safety supervision responsibilities for localized structural management units and safety principal responsibilities for localized management units. Meanwhile, the branch has developed rules for safety management process assessment and monthly evaluation forms. Through systematic supervision, safety risks are detected and issues found in the safety work are addressed. Each unit is assessed monthly on safety checking, investigation, information reporting, safety auditing, continuous monitoring, risk management, education and training etc., and awarded or punished according to the company's Aviation Safety Incentive Regulations and Rules for Safety Management Process Assessment. Safety education and training is carried out to enhance employees' safety awareness. Starting from the essence of safety, the branch shall carry out safety publicity and education to enhance employees' safety awareness.

Developing comprehensive support system and consolidating the foundation of comprehensive support services. Regulations for the management of catering, apartments, aviation sanitation, vehicles and property supervision etc. have been developed. A relatively complete system of comprehensive support services has been established to provide support to more than 330 flights per week and over 400 employees in the branch.
With the development of the management and control system, the branch has been enjoying safe and smooth operations. A total of 16,000 flights have been conducted in 2012, transporting near 2 million passengers and 30,000 tons of cargo and mail. There has been no flight delay due to human reasons or other issues that affected the company's operations. Rate of passenger’s complaint is zero. All these have greatly enhanced Shandong Airlines' brand reputation in Xiamen.

Product and service innovation and brand building

As the second largest airlines based in Xiamen, Shandong Airlines Xiamen Branch shoulders the mission of 'taking root in western coast of Taiwan Straits and Supporting Xiamen', and continues with airlines product and service innovation. For example, on the official website of Shandong Airlines (www.shandongair.com.cn), products such as Shandong Airlines Seckill and Group-buying are launched from time to time. Shandong Airlines Yearly Gift Ticket, Extra Value First Class, Xiamen-Wuyishan Hundred Yuan Ferry are enjoying good reputation in the market.

In the next few years, Shandong Airlines Xiamen Branch will gradually open up new routes from Xiamen to Shanghai, Dalian, Harbin and Xining and further diversify local route structure, looking to create a quality service brand of honesty, truth and sincerity in Xiamen.

Rooted in western coast of Taiwan Straits to support local development

Since settling in Xiamen, Shandong Airlines Xiamen Branch has actively immersed itself in local community and engaged in understanding local culture. Like a local enterprise, Xiamen Branch takes the initiative to undertake social responsibility as airlines. Relationships have been built with local schools to promote the development of education. It has teamed up with Xiamen municipal committee to organize a series of activities such as cultural exchanges, branch corporate culture innovation, public performances, promoting local public welfare and sponsoring Xiamen Philharmonic Orchestra. Gradually the branch joins the tide of local economic and cultural development and realizes the magnificent transformation from a company with Shandong background to one with Fujian characteristics.

Shandong Airlines Xiamen Branch will continue to push forward the development strategy of 'linking the north and the south and connecting the east and the west', increase transport capacity, improve flight punctuality, expand market influence and facilitate local people's traveling. The branch aims to provide a strong support for Xiamen's economic and social development and foreign exchanges. Moreover, it will continue to adhere to Shandong Airlines' service philosophy, that is, honesty – passengers are assured, truth – passengers feel comfortable, and sincerity- passengers feel touched. In addition, Xiamen Branch will learn from its peer airlines and draw on their advanced service concepts to improve its own service quality. It aims to become the most preferred airlines for Xiamen and even Fujian people.