Recently, the voices about the getting worse and worse in-flight meals have begun to spread on major social platforms. From the short ** platform to Zhihu, and then to Xiaohongshu, related topics are frequently rising.
Indeed, in recent years, the impact of the general environment has forced airlines to adopt a cost-reducing and efficiency-increasing operation method.
According to the report, the financial report shows that Air China, China Eastern Airlines and China Southern Airlines pay between 24-34 yuan per passenger for the cost of in-flight food.
If the number of passengers transported and the net profit are calculated, the cost of each in-flight meal can be reduced by 1 yuan, then it can save at least 100 million yuan for airlines every year.
But from the perspective of consumers, we have to think about it, most users have always taken it for granted that the plane is to provide catering services, and the ticket bought is to include a meal.
So, will the minimalist in-flight meals launched by some airlines in order to reduce operating costs really not lose users because of this?
1. The appearance of all beings under the "price reduction" of in-flight meals
Recently, the in-flight meal has been pushed to the hot search because of China Southern Airlines' "cabbage steamed buns".
Judging from the popularity of the topic, the change of the meal standard of the in-flight meal has actually become a very hot topic. On the one hand, it shows that consumers still have a demand for in-flight meals, and on the other hand, consumers have certain travel experience requirements for air travel.
For example, under the post about Chinese cabbage and steamed buns of an airline, netizens said, "This is shabby", "Now the plane is getting more and more sloppy, a bottle of water, a small packet of biscuits", "Bright and dazzling".
But there are also netizens who have different opinions: "I personally prefer steamed bread, which is better than biscuit bread", "Big baked cakes, too unforgettable, it is better to give steamed bread", "Steamed bread is better than bread to fight hunger".
However, in either case, it shows that some consumers are dissatisfied with the change in in-flight meals. Or, in other words, it is difficult to accept those plane meals that are so simple that they are perfunctory.
Screenshot of Xiaohongshu.
But at the end of the day, the choice of meal label is not up to the consumer, but to the airline. After all, streamlining meals is a big opportunity for airlines to implement their branded tariff strategy, which is the coexistence of convenience and disadvantage.
For example, if it can be reformed well, it will bring higher benefits. On the contrary, it may make airlines face the impact of service content and brand reputation in the short term.
Of course, this is a more objective view, and under the influence of uncertainties, the results will also be affected. For example, at a time when travel needs are more urgent, people's focus no longer seems to be on in-flight meals.
According to the data of the first half of the year, the price of the four versions of China Southern Airlines' "Travel in China" has increased across the board, and the price increase can be described as "soaring".
From the price range, the previous four versions were priced between 3400 yuan and 4700 yuan, and the most expensive version after the price increase soared to 8800 yuan, **The range has been close to 90%, setting a record for the highest price of Xinfei products.
According to interface news, the higher the version of the "Changyou China" product, the more the price will rise, of which the 7-day model has risen by 4112 yuan, which is equivalent to the price of the original "4+2 model";The lowest version of the "Travel in China" product also rose by 2,112 yuan, an increase of 6055%。
Judging from the data, after a three-year "travel window", the number of people with travel demand will increase significantly in 2023.
Even in the case of rapid price increases, it is difficult to hide its hot attributes.
What's more, judging from the data of major airlines this year, not only has the passenger flow not decreased, but the cheaper in-flight meals than in the past have also reduced the costs of major airlines.
According to statistics, in the first half of this year, the cost of in-flight meals for Air China, China Eastern Airlines, and China Southern Airlines was 116.7 billion yuan, 12800 million yuan, 104.9 billion yuan.
The cost of food machine offerings in the first half of 2023 is 10500 million yuan, accounting for 1. of the total cost of 71.9 billion yuan46%；In 2022, the operating expenses of flights were 512400 million yuan, of which the cost of aviation catering is 13300 million yuan, accounting for 26%；In 2021, China Southern Airlines' flight operating expenses were 455700 million yuan, of which the cost of air catering is 15700 million yuan, accounting for 346%。
At the same time, the three major airlines, China Southern Airlines, China Eastern Airlines and Air China, had 6,499 passengers in the first half of this year560,000 person-times, 5194580,000 and 55.54 million.
Of course, as a leading way to improve user experience, in-flight meals will inevitably return to rationality.
Second, the pull between user experience and airline costs
According to the official website of the Civil Aviation Administration, the "14th Five-Year Plan" for air transport passenger services will further innovate the in-flight meal service model, and clarify it as a key task for improving the quality of civil aviation services.
In this year's "I make suggestions and suggestions for civil aviation services" theme activities, "optimizing the mode of in-flight meals" has become one of the services that the majority of passengers hope to improve in civil aviation, and the Civil Aviation Administration has also included it in the key work of the theme activity of "Civil Aviation Service to Help the Industry Recovery Year", and made a series of work arrangements.
This means that after passengers return to rational travel, in terms of cost performance, passengers' expectations after paying high fares cannot accept the current cost-effective gap of airline meals, which in turn leads to a continuous decline in satisfaction.
Of course, taking China Southern Airlines as an example, there may also be reasonable disposal costs.
For example, China Southern Airlines said in its financial report that it will refine the cost list, build a cost performance index system, and accelerate the establishment of a long-term mechanism for lean cost controlWe will continue to promote the Golden Idea Benefit Project, optimize the operation of major demonstration costs, and form a long-term mechanism for project-based management.
To put it simply, based on the fact that most consumers are still the most sensitive consumption, it is the king to increase attendance and increase operating income through low fares.
However, it is not a panacea to just roll low prices, and in the absence of enough low price comparison, travelers may be more concerned about the time that meets their travel arrangements.
Speaking of which, it is also necessary to mention that it is difficult to reduce the ** time period of aviation.
If you launch a low-cost ticket on a flight that is too early or too late, the probability of attracting people will actually be much lower. What's more, for flights that depart too early or too late, passengers need more food needs.
In order to form differentiated competition and enhance brand value and brand recognition, some airlines choose to spend time on in-flight meals.
Little Red Book "Green Onion".
For example, Sichuan Airlines, when talking about in-flight meals, it is indispensable to have remarks about praising Sichuan Airlines.
Sichuan Airlines' official website lists a wide variety of in-flight meals with local characteristics. At the same time, Sichuan Airlines has also listed special meals that can be ordered for free by passengers, which fully takes care of the needs of different passengers.
Of course, from another point of view, the in-flight meal incident of a certain airline that distributed four steamed buns and a piece of cabbage this time does have certain local food characteristics from the place of departure, but because the characteristics are too "perfunctory", it is difficult for netizens to pay.
What's more, for travelers, the choice of transportation is not only airplanes.
Because in terms of the total number of passengers, China's civil aviation has ranked second in the world for many years, but the average number of flights per capita is 047 times, lower than the world average, rail is still the most mainstream mode of travel in China.
It can also be said that there is actually some room for growth in the total number of passengers traveling by air.
3. Punching in and taking photos is also a part of the travel party
In terms of passenger growth, in-flight meals actually play an important role.
For example, in terms of check-in and photography, where appearance is more important than everything, the portion size and appearance of in-flight meals can not only bring passengers a good travel experience, but also allow more passengers who are more keen to check in to continue to choose flights.
Similarly, it can also be learned from the flight reviews that passengers pay more attention to the deliciousness of the in-flight meals in the evaluation of their travel experience.
In terms of passengers' evaluation of the flight experience of the C919, among the comments, "good meal", "good service", "smooth flight" and "comfortable seats" are the most frequently received comments for domestic large aircraft.
Screenshot of Xiaohongshu.
On the other hand, according to the market view, airlines do not want to provide in-flight meals in order to control costs, but for the sake of conventional rules and the face of full-service airlines, they can only continue to provide in-flight meal services.
Because it is not a willing, heartfelt in-flight meal service, the natural quality is getting worse and worse, and it is not surprising to see "steamed cabbage".
Of course, about the length of the route, should you serve meals?Is it necessary to provide meals?How much social resources are wasted after feeding?Is it worth it?It's another question.
But one thing to say, looking at the entire aviation field, it is important to provide higher quality meals, but it is far from the cost of fuel engine construction.
Moreover, compared to previous years, there are indeed fewer low-cost air tickets on a daily basis.
According to data from the National Bureau of Statistics, air tickets in July 2023 will be 11 year-on-year9%。According to Ctrip statistics, the average one-way air ticket** in July 2023 is 1,105 yuan.
Perhaps, after the major airlines readjust their profits and losses, air tickets** and in-flight meals will be improved, but it is not so easy to refer to the current revenue of China Southern Airlines and China Eastern Airlines.
On a quarterly basis, this year's Q1, Q2 and Q3 China Southern Airlines achieved net profit attributable to the parent company of -18 respectively9.8 billion yuan, -97.7 billion yuan, 419.5 billion yuan.
China Eastern Airlines (600115.)SH) achieved net profit attributable to the parent company in the first three quarters of -260.7 billion yuan (loss of 28.1 in the same period last year.)1.6 billion yuan), a year-on-year loss, of which Q3 single-quarter net profit was 364.2 billion yuan, and the net profit in 2023 will also show a quarter-by-quarter improvement trend.