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China 2015: BRAND PROFILE | 34. China Southern Airlines

China Southern Airlines concentrated on brand building and operational improvements during the first half of 2014. The airline was pressured by slower economic growth, excess supply, higher costs and increased competition from other carriers and high-speed rail.

The brand worked to enhance the customer experience, particularly for premium travelers, with initiatives such as improved in-flight entertainment, foods and more responsive communication. Growth strategies included:

  • Expanding international reach, including shorter trips to Japan and Korea.
  • Increasing the cargo business sales and profitability.

From Guangzhou, its primary hub, and other Chinese cities, China Southern Airlines connects to around 1,025 destinations in 187 countries directly or with

its carrier partners in Skyteam. China Southern was listed on the New York and Hong Kong Stock Exchanges in 1997, and was listed on the Shanghai Stock Exchange in 2003.

In the first half of 2014, net income dropped 408 percent
to $171 million on a 9 percent revenue increase to $8.1 billion. For the full year 2013, net income fell 22 percent to $323 million on a 2 percent revenue rise to $16.0 billion.