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Stellar: Use our killer differentiator to tell Cathay's China story

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Stellar: Use our killer differentiator to tell Cathay's China story

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Why: we have been creating our China stories and telling them via different means, so our customers in Chinese Mainland better connect and identify with our brand positioning

Status quo: Cathay stories available on Cathay website and magazine; we also created original contents, and using social, paid media, and 3rd party to spread our stories

Idea: given we are creating great video contents, why not tell our China Story on our award-winning Inflight Entertainment System, when customers are onboard flying with us

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Jennifer: how we can be more pet-friendly in our service

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Jennifer: how we can be more pet-friendly in our service

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Why: we can start presenting customer insights on their willingness to pay for their pets.

Status quo: we don’t allow pets to be checked in for our cabin due to various reasons.

Idea: In the future, can we offer and end-to-end pet friendly service to fly? Eg booking for Pet to fly with travellers, using the aviation-inspired pet bag designed by lifestyle team, redemption seats for pets and etc.

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Evan: Any quick win to improve CX’s in-flight Wi-Fi?

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Evan: Any quick win to improve CX’s in-flight Wi-Fi?

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Why: everyone want to keep online, so that in-flight Wi-Fi is provided by many other airlines, mostly free of charge.

Status quo:

CX sells Wi-Fi for years.

CX offers free Wi-Fi to Fcls pax and will extend to top tier members in 2024.

When using Wi-Fi as value added product, there are limitations on single sector vs journey and aircraft type.

Idea:

There shouldn’t be any hardware restriction, e.g. AC type, but can we offer it as a modern hospitality iso ancillary rev item?

At the beginning, we can give free Wi-Fi to all CX members, so that help on both acquisition and engagement.

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Lucy: Launch online shop on TAOBAO to sell CX Exclusives

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Lucy: Launch online shop on TAOBAO to sell CX Exclusives

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Why: CX fans love our Cathay Exclusives, which will enhance our connection and intimacy with our fans

Status quo:

Limited sales channel: Cathay Exclusives are only available on CX.com, inflight and one offline shop in HK

CX.com is not popular in mainland China

Payment is in USD/HKD in our current online shop

Order delivery is not efficient enough

Idea:

online shop on TAOBAO can develop CX brand awareness

good channel to enroll CX members

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Why: Cargo shipping on-line may not be as convenient as purchasing airline tickets.

Status quo:

·        Lack of Information Transparency

·        Cumbersome Procedures:

·        Opaque Freight Costs:

·        Uncertain Delivery Times:

·        Insufficient Customer Support

Idea:

·        Establish a comprehensive cargo tracking system, allowing customers to access real-time updates on the location and status of their goods anytime, anywhere. This can be achieved through a mobile application, website, or SMS notifications.

·        Simplify consignment procedures by adopting digital and automated processes, enabling customers to quickly complete necessary documents and procedures through online channels.

·        Provide a transparent freight cost calculation tool, allowing customers to accurately estimate transportation costs before consigning. Additionally, consider implementing a simplified fee structure.

·        Optimize logistics and transportation networks to enhance the reliability of on-time deliveries. Simultaneously, provide real-time updates to customers, keeping them informed about the expected arrival time of their goods.

·        Establish a 24/7 customer support team to provide expert assistance and address customer questions and concerns. Offer round-the-clock service through online chat, hotline calls, and other channels.

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Vic: Proactive to skip meal and get reward to Fulfill Carbon neutrality permission

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Vic: Proactive to skip meal and get reward to Fulfill Carbon neutrality permission

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Proactive to skip meal and get reward to Fulfill Carbon neutrality permission

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Virginia: Separately sell & easy-use CX air service by E-voucher 

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Virginia: Separately sell & easy-use CX air service by E-voucher 

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Why：

Enable CX air service to sell and packed as features, touch premier customers and enhance tickets sales.

Status Quo：

Some banks tend to buy CX intermodal/ luggage/ WIFI as premier benefits for overseas students and high-tier group, but most CX services need to book with ticket at floating prices.

This makes operational work and budget-control harder, we lost sales chances.

Idea：

Suggest E-voucher can be sent online and easily linked to CX ticket by self-service.

Settlement at fixed price (different tier rates by destinations).

Easy control budget and precisely allocation.

No customer info transfer makes things simpler.

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Amber: If CX could cooperate with the local market to launch a variety of co-branded merchandises and peripherals, the Cathay's brand will occupy the local market to drive more business and enhance brand awareness

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Amber: If CX could cooperate with the local market to launch a variety of co-branded merchandises and peripherals, the Cathay's brand will occupy the local market to drive more business and enhance brand awareness

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Why：Representative cultural and creative merchandise will bring more attraction, it is a great entry point for promoting the brand.

Collaborating with local markets can help CX better integrate into local culture, provide unique products and services, thereby enhancing brand influence and market competitiveness.

Status quo:

1/ CX need enhance brand awareness in different local market

2/ Marketing budget is quite limited

3/ Brand cooperation can achieve win-win situation

Idea:

1/ Travel sets: CX can collaborate with well-known local brands to design travel sets with co-branded logo and features, such as bag/sunglasses...

2/ Specialty foods: CX can collaborate with local food manufacturers to launch airline foods or snacks with local flavors

3/ Culture integration: CX can collaborate with local cultural institutions to launch cultural merchandises with local characteristics

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Why：

Under the background of the Internet Plus，business and finance integration is an irresistible trend for economic development. It can improve the efficiency and accuracy of corporate decision-making，optimize resource allocation，reduce operational risks，enhance management efficiency and enhance corporate competitiveness.

Status quo：

Different goals and priorities of BU and finance.

Without strong data support for business and finance integration.

Idea：

Set up a mindset of business-finance integration.

Enhance communication between BU and finance.

Strengthen the construction of information system to promote interconnection and docking between business system and financial system.

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Dick: More vegetarian options in the lounge.

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Dick: More vegetarian options in the lounge.

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Why:

Nowadays, with the continuous improvement of people's living standards, people are more and more concerned about their physical health, in addition to the necessary physical exercise, people pay more attention to the daily dietary intake of nutrition and health care. In addition to individual religious beliefs, more people will choose vegetarian food for health purposes.

Status quo:

There are few vegetarian options in the CX lounge in Beijing airport, which does not give travelers more choices, moreover, the vegetarian meal does not taste good also. We have received complaints from individual passengers about the limited variety of vegetarian meals and it's tasteless in the lounge.

Idea:

We can cooperate with local famous vegetarian restaurants, such as GODLY, to provide exquisite vegetarian food for CX lounge, and also bring extraordinary vegetarian experience to passengers. It could be extended to in-flight meals if it proves popular.

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Tessa: Start communicating our efforts in CSR to end customers

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Tessa: Start communicating our efforts in CSR to end customers

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Why: environment issue has become a global focus and major companies have started making much efforts to contribute in many ways. Customers, especially younger generations are becoming conscious of such efforts in their consumption choices.

Status Quo:

CX has been making much efforts to eliminate the negative impact on our company image by past PR events, positive impact is in need

CX is trying to target younger generation customers as our future growth engine

Companies that have communicated their efforts and results have seen positive impact on both sales and company image, e.g., L'Oreal

Idea:

Build a structured communication plan based on our CSR plan(assuming we have one), and make explicit but graceful communication to end customers, help them make environmental contribution by choosing our services, to rebuild a friendly and responsible image as well as preference among young customers.

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How we can extend Cathay premium services apart from airport and inflight? 

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How we can extend Cathay premium services apart from airport and inflight? 

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Why: Most of passengers start their journey with ground transportation to airport, can we extend our premium services from the beginning of their journey?

Status Quo

1. Most of passengers start their journey from home/hotel/company etc. to airport via ground transportation, namely as online car-hailing, taxi or subway etc.

2. We can extend Cathay premium services apart from traditional airport ground services and inflight to enhance Cathay branding insight and grasp more non-aviation revenue.

Idea:

1. Look for a nationwide branding online car-hailing such as DIDI tailored taxi (滴滴专车） to cooperate with them to offer ground transportation for Cathay passengers before their departure or after arrival.

2.  Cathay passengers can reserve their ground transportation services in Cathay website or APP when they book Cathay air ticket with lower price.

3.  Seek the possibility of corporation with DIDI tailored taxi(滴滴专车） on Asia Miles. Cathay passenger can earn mileage while taking the hailing cars with exclusive prices and redeem air-tickets on Cathay flight, results in a win-win pattern.

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Charley: How to enhance customer interaction?

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Charley: How to enhance customer interaction?

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Why：

Cathay Pacific is not only an airline brand, but also want to bring more interesting lifestyle to customers.

Status quo:

1/Most customers only think of Cathay when they buy a ticket or redeem a ticket.

2/In addition to air tickets, customers do not know what more valuable goods can be redeemed.

Idea:

1/More interaction opportunities, such as： after buying tickets ，push some coupons to customers ,maybe discount coupon in CX shop、 upgrade/lounge discount coupon and hotel redemption miles coupon. Coupons can also be packaged into one item and sell to C and B.

2/Launch more campaigns or products with more valuable. such as: seckill

campaign and lucky draw.

3/Provide customized services around the customer's destination, such as local hotels, restaurants, car rentals, attraction tickets.