每一位客户都是明星
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“在我眼中，每一位购买巴西航空工业公司公务机的人
都是我们的明星”。
巴西航空工业公司中国区公务机销售副总裁李雪峰在接受本刊专访时笑言，影视巨星成龙不是巴航工业公务机惟一的“形象代言人”。
作为一家1969年成立的飞机制造商，自2001年进入公务航空市场以来，巴航工业由原来的低起点逐步攀升为全球领先的公务机制造厂商，究竟是什么让他们拥有了这样的成绩，在李雪峰看来是产品。
巴航工业目前是世界惟一一家可以提供从超轻型到超大型全系列产品的公务机制造商，产品包括飞鸿100、飞鸿300、莱格赛450、莱格赛500、莱格赛600、莱格赛650和世袭1000喷气公务机。旗下机型在全球范围内拥有较好的口碑。
“我很高兴地看到有世袭1000的客户亲口跟他的朋友们夸赞世袭1000，这也充分体现了巴航工业在客户群中拥有很好的声誉，正因如此我们非常认真地对待每一位客户。我们也希望每一位巴航工业的用户都是我们的品牌大使。”李雪峰说。
今年年初，巴航工业邀请成龙作为莱格赛650的代言人的消息曾引起国内公务机行业的轰动，有许多公务机厂商表示，这一举措让更多的人关注公务机行业。“这不仅是巴航工业的骄傲，请成龙来担任我们全球的形象大使，无疑是对整个公务机行业有利的，可以让社会各阶层关注公务航空产业，推动产业健康的发展。”
和其他公务机厂商一样，巴航工业也非常看重中国市场。截至2011年12月31日，巴航工业在中国市场上获得确认定单153架以及15架承诺定单，其中包括22架公务机；已交付105架飞机，包含4架公务机，其中102架飞机正式投入中国市场使用。巴航工业已占中国120座级以下商用喷气飞机市场76%的市场份额。
“中国的通用航空市场虽然处在起步阶段，但是潜力无限，这体现在中国的购机数量和引进架数上。 现在有几家公务机厂商去年一年在华的销售额已超过了美国和欧洲的总和。因此不仅巴航工业，各家厂商的战略布局都将增大在华市场的建设。巴航工业也在广纳贤才，积极地扩充我们的团队。”李雪峰表示。
过去的5年，中国公务机市场基本呈20%的递增速度，相对于2010年，2011年的递增速度达40%，属于市场的井喷状态。李雪峰很高兴看到，随着市场的不断完善，现在很多大企业成立了自己的企业飞行部，这样就避免了以前很多企业买飞机都直接交给托管公司。
对于各地纷纷成立的公务机通航公司这一现象。李雪峰认为：“早期的几家公务机运营企业它们都会感受到来自不同角度的压力，这是行业的趋势。不管是飞机托管还是包机运营，假设目前新批准成立的70家公务通航公司，成功存活率有10%就比较理想了。存活下来的7到8家加上之前已经拿到AOC牌照的15到20家公司，对于大中华区市场这些足矣了。而对于购机用户，巴航工业考虑的是如何对我们的客户有利。所以我认为越来越多的人进入这个市场是件好事。”
面对巴航工业诸多款式的飞机，李雪峰认为很难说最喜欢哪款，但他个人比较偏好莱格赛650和世袭1000。“世袭1000拥有超远程公务机的价位，但购买者却能拥有比其他公务机更大的客舱，加上该机配备的先进技术系统 ，世袭1000的性价比也是最高的。世袭1000也非常符合现有中国消费市场的消费理念，宽敞、豪华、气派的特点非常符合中国市场。”
随着巴航工业在华的战略布局调整，之前一直从事巴航工业支线飞机销售的李雪峰三年前被调任中国区销售副总裁。由于当时公务机市场的混乱，李雪峰经历了一个十分辛苦的阶段。
“以前卖飞机给航空公司是B2B的行业，不管是卖支线机还是宽体机，也都是有套路的，像我一年负责两三家航空企业，航空企业也不会天天都买飞机，高强度工作集中在两三个月，平时主要是维护客户。而从事公务机销售首先是竞争对手多了，市场更为凌乱。另外，卖公务机必须寻找客户，这样就由一个B2B行业转成了B2C的行业。不过工作中我也结识了一批社会精英人物，这对我来说也算是一个小收获。”李雪峰说。
“Every single customer of Embraer is a star, “said Li Xuefeng, vice president of sales of Embraer China with a smile, “Jacky Chan is not our only image spokesman.”
Embraer was established in 1969, and it entered the corporate jet market in 2001.It grew from a low starting point and has gradually become a global leading corporate jet OEM. Li Xuefeng believes that the achievements can be attributed to products.
Embraer is the only OEM in the world able to provide a whole portfolio of jets, including Phenom 100, Phenom 300, Legacy 450, Legacy 500, Legacy 600, Legacy 650 and Lineage 1000, with good reputation worldwide.
“I’m pleased to see a Lineage 1000 customer praising it in front of his friends,” said Li Xuefeng. “We have a good reputation with our customers, because we take each one of them very seriously. We hope everyone becomes our brand ambassador.”
Early this year, Embraer asked Jacky Chan to be its Legacy 650 image person, causing quite a stir in the industry in China. Many OEMs said that this made more people pay attention to the industry. “This is not only the pride of Embraer, but undoubtedly benefits the entire industry. More people will pay more attention to the industry and help drive its healthy development.”
Just like other OEMs, Embraer pays a great deal of attention to the China market. By December 31st, 2011, Embraer had achieved 153 confirmed orders and 15 commitments, including 22 corporate jets. The company has delivered 105 aircrafts, including 4 corporate jets; 102 are put into service in China. Embraer now accounts for 76% of market share in the 120-seat below commercial jets segment.
“General aviation in China is only starting but there is huge potential,” said Li Xuefeng. “This is reflected in the number of aircrafts purchased and imported. A few OEMs achieved more revenues in China last year than their total from the American and European markets. Not only Embraer, other OEMs are stepping up in China. Embraer is also recruiting and actively expand our team.”
In the last 5 years, the corporate jet market in China grew by 20%. It grew by 40% in 2011. This is seen as a big surge. Li Xuefeng is pleased to see that as the market matures, many big companies have established flying divisions. Today, not all companies give their planes to operators for custody, as in the past.
Many local general aviation businesses are being set up. “The earlier ones will feel pressure from different directors,” commented Li Xuefeng, “This is a trend. There are custody and operations enterprises. Suppose 10% of newly-approved enterprises survive, that makes 7 and 8. There are also 15 to 20 which have already obtained AOC license. I think that’s about it for Greater China. We think for our customers and what’s good for them. I think more players coming in are good.”
Embraer has so many models, which is his favorite? Li Xuefeng finds it quite hard to answer that question. He does have a preference for Legacy 650 and Lineage 1000. “Lineage 100 is priced as a super-long-distance jet, but customers get a more spacious cabin. The aircraft is equipped of advanced technical system. Lineage 100 has the highest value for money. In addition, it fits current Chinese preference for planes big, spacious, luxurious and stylish.”
Embraer has fine tuned its strategy in China, making Li Xuefeng VP of sales for China three years ago. Li had a background in regional aircraft sales. The corporate jet market was pretty messy then and Li had a tough period.
“It was B2B in the past, we sold to airlines, be it regional aircrafts or wide-body planes. There was a certain way of doing things. I was responsible for 2 to 3 airlines. They don’t buy planes every day. There was intensive work for 2 to 3 months, and for the rest of the year, I looked after clients. To sell corporate jets, there are more competitors and the market is more disorganized. I need to look for customers, moving from B2B to B2C. But I got to know a number of elites in the society, and that’s a gain.”