SA(SH:601021) Mei Ri Jing Ji Xin Wen·2025-10-29 05:00Core Viewpoint - Spring Airlines has initiated a specialized recruitment program for "air sisters" targeting married women, aiming to break traditional age barriers in flight attendant hiring and enhance its brand image as a low-cost airline [1][5]. Recruitment Strategy - The recruitment plan allows for candidates aged up to 40, with a minimum education requirement of a full-time bachelor's degree, and no prior work experience necessary. The company plans to hire between 30 to 60 individuals, with training starting in early 2026 [1][4]. - This initiative is a response to the growing demand for talent due to the expansion of western flight routes, leveraging the life experience of "air sisters" to improve customer service and team cohesion [2][8]. Brand Logic - The recruitment aligns with Spring Airlines' low-cost brand positioning, aiming to reduce non-core costs while enhancing its employer brand as practical and inclusive [5][7]. - The strategy is expected to increase brand value by embedding local, mature employees into the community, enhancing customer relations through familiarity and warmth [7][8]. Performance Metrics - Spring Airlines has shown strong financial performance, reporting a net profit of 22.57 billion in 2023 and 22.73 billion in 2024, with a continued profit of 11.69 billion in the first half of 2025 [8]. - The airline's operational metrics include a total transport turnover of 24.1 billion ton-kilometers and a passenger turnover of 265.3 billion person-kilometers, reflecting year-on-year increases of 8.9% and 8.5%, respectively [8]. Competitive Advantage - The "air sisters" program is expected to reduce employee turnover rates, as older employees tend to have lower attrition, thus enhancing service reliability and reducing training costs [8][9]. - Other airlines may find it challenging to replicate this model due to structural differences in their operations and brand positioning [9].