【银行家的公务航空棋局】天津航空公司官网

　　“Hongkong Jet was up and running last November and we have signed 15 planes under aircraft management agreement so far, with more on the way. The fleetwill grow to 100 in 5 years.”
　　Chris Buchholz, CEO of Hong Kong Jet (HKJ) talked with U-Jet on April 17, in Starbucks at T2 terminal, Beijing Capital Airport for over an hour. The tall and handsome young executive seems to understand both the international and Chinese business aviation markets really well.
　　HKJ may be a new comer to the giant Hainan Airline Group (HNA), an enterprise with a large business scope encompassing commercial airline, logistics, financial services, tourism, manufacturing, retail and airport management, yet it is a key player in HNA’s push towards internationalization and expansioninto the international business aviation market. Buchholz already has a clear strategy – rooted in Hong Kong, in partnership with mainland and with a view of the international markets. The former Goldman Sachs banker loves flying and has a lot of ideas about the path HKJ is going to take.
　　“香港商务航空去年11月正式运营，目前已托管飞机15架并且数量正持续攀升，未来5年里，我们计划达到运营100架飞机的目标。”
　　4月17日，在首都机场T2航站楼出港处的星巴克，香港商务航空行政总裁林烈风接受了《私人飞机》专访。在一个多小时的交流中，这位“高帅富”的年轻总裁，表现出对国际公务机行业和中国市场的深刻理解。
　　在海航集团横跨航空、物流、金融、旅游、实业、商业、机场管理等的庞大产业体系中，香港商务航空虽是“小字辈”，却寄托着海航集团国际化发展和进军国际公务机产业的雄心。依托香港，牵手内地，放眼全球，在林烈风的心中，这盘棋局已经了然于胸。而这位酷爱飞行的前高盛投资银行家，对于香港商务航空的未来发展，更有着许多超越常规的思考和规划。
　　
　　“N+B计划”：“兄弟连”合作攻坚
　　香港商务航空是海航集团旗下担任公务机海外市场业务发展角色的子公司，2009年成立，2011年正式获得由香港民航处颁发的航空营运许可证，并改组了国际化的管理团队。作为与金鹿公务航空有限公司及上海金鹿公务航空有限公司同属海航集团的子公司，林烈风表示，三者在定位和服务上有着相当的区别。
　　“金鹿航空与上海金鹿航空只接受托管和代理在中国内地注册的飞机，而香港商务航空拥有香港的运营许可证，在全球任何地方注册的飞机都可以予以托管或代理，包括香港、开曼群岛、百慕大、美国、马恩岛等等。”林烈风表示，但实际分工上，基本是由金鹿负责内地公务机市场开发，而香港商务航空负责境外市场的开拓。另外，选择把飞机注册在哪里，也要视客户的实际情况而定。
　　林烈风建议说，对于常在内地进行公务飞行的机主来说，把飞机注册在内地，在起降费等方面的支出会更为经济，航线申请也较为便捷。而随着近年来中国企业向海外投资的热度上升，对于一些需要常飞往海外的机主来说，把飞机注册在香港或境外的其他地方，则将有更多的弹性选择。
　　香港商务航空与境内的姐妹公司也正在加强双方合作，包括金鹿航空及上海金鹿。林烈风透露，双方正联手推出一项名为“N+B”的合作计划。“对于一些想把飞机注册在中国内地的客户来说，由于民航部门手续审批需要等很长时间，而在等待的过程中也不能使用飞机，所以付出的时间和资金成本都很大。‘N+B计划’便是将飞机在等待民航局批准的这段时间里，通过香港商务航空注册在境外（注册号为‘N’字头），使其可以尽快开始运营，待金鹿航空或上海金鹿将一切手续办妥后，再将飞机注册于内地（注册号为‘B’字头）。”林烈风说，这个计划除了帮客户合理地安排飞机运用时间，也将把香港商务航空公司先进的机队管理和国际化的服务水平带给客户。越来越多的买家购买二手飞机和新机位，这个合作计划对他们来说尤其有利，可以将飞机短期内交付。
　　“想要进入大陆市场，我们无需寻找另外的合作伙伴，只要和自家人合作就好。”林烈风说，这是香港商务航空一个独到的优势，也让其内地客户可以拥有更多贴心的服务选择。客户不仅可以得益于金鹿航空或上海金鹿在大陆注册的飞机，在境内注册完成前，还可以体验香港商务航空无与伦比的世界级服务，待几个月后境内所有的注册手续办妥，便可将飞机顺利地从境外转交给境内其中一间姐妹公司管理，甚至连机组人员也可以跟随飞机一起转交给境内公司。内地客户可以选用金鹿航空的飞机，同时选用香港商务航空的服务，这样可以同时满足其对便捷和服务的双重需要。“海航集团未来五年的战略规划主旨是将整个集团国际化，去年11月海航集团将国际总部迁于香港，便是该计划的体现。”林烈风表示，在这一背景下，香港商务航空、金鹿航空以及上海金鹿未来合作中将有更大的空间。
　　
　　服务：内地一些公务机运营商的最大软肋
　　“目前中国的一些公务机公司最大的不足，可能就是在服务上。”林烈风直言，“但服务水平的欠缺，并非只体现在通航产业上，背景是中国服务业整体的不足。”以酒店业为例，一些老牌的欧美酒店品牌有着上百年的经营历史，服务的理念和对细节的持续关注，已经渗透并根植于其企业文化中，这不是一朝一夕能够实现的。“毕竟中国市场启动的时间还短，我相信一切问题都会随时间而解决。”
　　谈起细节，林烈风认真乃至苛求的精神，打动并引发了我们的思考。他谈及，内地一些公务机公司可能在飞机清洁方面不够注重，由于各地环境气候迥异，公务机需清洗的频率和力度也要相对不同。“这种细节，都要我们加以关注。我们应该做到让公务机在购买几年后，仍和刚买来时一样新。”林烈风形象地将旗下托管的私人飞机比喻为豪车，而对待客户的飞机就应像对待顶级豪车般,向其提供同样顶级的服务，而不是像航空公司经营民用航班一样。
　　而服务上的不足，直接反映了内地私人飞机产业人才匮乏的现状。林烈风表示，目前中国公务机市场不仅缺乏拥有公务机经验的飞行员等技术人员，同样缺少相关服务人员和专业培训，香港商务航空在业界享有盛誉并且对引进高端人才方面经验丰富，我们几乎每天都有优秀的人才向我们投递简历。另外，空域开放相对较慢、机场建设和航线审批有待改进、起降费较为昂贵等，都是亟待改进的问题，“而这些问题，都需要依托公务机市场的不断成熟壮大而逐步得以解决。”
　　“N+B”, a partnership
　　As a subsidiary of HNA, HKJ was established in 2009 with a mission of entering into overseas business aviation markets. It obtained its airline license from Hong Kong Civil Aviation Administration in 2011 and restructured its international management team. HNA’s Deer Jet and Shanghai Jetaresister companies, but Buchholz emphasized their differences in positioning and services.
　　“Deer Jet and Shanghai Jet operates planes registered in mainland China, while HKJ has licenses in Hong Kong,” said Buchholz, “we can operate planes registered in any parts of the world including Hong Kong, Cayman Islands, Bermuda, US, Isle of Man, etc.” Buchholz explained further than Deer Jet focuses mainland market while HKJ expands into overseas markets. Where to register a plane depends on clients’ needs.
　　Buchholz suggested that owners who travel mainly in mainland should register the planes in mainland, to enjoy more economic landing fees and move convenient route application. As more and more Chinese enterprises invest overseas, owners who fly regularly abroadcan take advantage of the flexibility of Hong Kong or other registrations.
　　HKJ is strengthening collaboration with domestic sister companies, including Deer Jet and Shanghai Jet. Buchholz disclosed an N+B scheme. “For customers wishing to register planes in mainland, it takes a long time waiting for review by aviation departments, and they cannot use their planes in the meantime. That means a lot of time and capital costs.”“N+B” enables customers to register their planes firstly in Hong Kong through HKJ in the waiting period (N-register). Once Deer Jetor Shanghai Jethas completed all procedures, the plane can then be registered in mainland (B-register). The scheme enables customers to best utilize flying hours, while enjoying advanced fleet management and international services of HKJ, explained Buchholz. This is especially useful because more and more aircraft buyers purchase pre-owned aircraft or new aircraft positions which results in the purchased aircraft being ready at short notice.
　　“We don’t need other partners to be more involved in Mainland China,” said Buchholz, “it is all in house.” That’s a unique advantage of HKJ -- giving mainland customers more attentive services. They can benefit from Mainland registration with Deer Jetor Shanghai Jet’s planes.Once everything is ready after a few months and yet also get started right away with HKJ under its world class standards and impeccable service, which can then be handed over to one of its China sister company without disruption. The aircraft’s crew can even follow the aircraft for example.“HNA’s strategy for the next 5 years is internationalization. The headquarters had been relocated to Hong Kong last November, a step towards the goal,” said Buchholz. Against such a backdrop, HKJ and Deer Jetas well as Shanghai Jet will have more room for cooperation in the future.
　　
　　Services: the weakest link of some
　　domestic operations
　　“The weakest link of some Chinese operators might be services,” Buchholz was rather candid, “It is not just in general aviation; it is a common issue in all service sectors.” Take hospitality for an example, established western hotel groups have more than a hundred years’ history, with deeply rooted service philosophy, painstaking attention to detail in their corporate culture. One cannot catch up overnight. “But China has been in the game for a very short period of time, I am sure it will improve as time goes by.”
　　Buchholz’s meticulous pursuit of details is very impressive. For example, he said that some Chinese operators didn’t do a proper job with cleaning. As weather conditions in different regions differ, the frequency and thoroughness of cleaning should vary. “We have to pay attention to these details. A jet should be as new after a few years as when it is just purchased,” Buchholz compared private jets to luxury cars, and said that aircrafts should be carefully taken care of just like luxury cars, not airliners.
　　A key issue in unsatisfactory service is lack of talents. Buchholz told us that not only pilots experienced in business aviation and technicians were not enough; there is also shortage of service people and professional training. However, Hongkong Jet is very experienced at attracting the best talent thanks to our great reputation, we get great people applying for a job almost every day. He mentioned a few other areas for improvements – slow opening of airspace, issues with airport construction and route approval, and expensive landing fees. “These need to be gradually resolved as the market evolves.”
　　
　　全球攻略：未来进军欧美市场
　　林烈风透露，去年11月正式运营以来，香港商务航空已签署托管协议的15架飞机中，许多机主是内地客户，也有来自香港，美国和东南亚的客户。正由于此，他频繁来往于香港与内地间。采访当日，他就是在完成紧张的商务安排和我们的采访后，匆忙飞回了香港。同时，香港商务航空目前自有两架飞机，分别为湾流G550和湾流GIV，秉着香港的安全标准及无可比拟的五星级服务，专注于对内地和境外客户的包机业务，。
　　“客户如果将飞机在内地注册，需要缴纳大约23% 的飞机增值税和关税，但如果在香港或境外其他地方，例如开曼群岛、百慕大或马恩岛，注册飞机则不需要缴纳增值税和关税。对于经常飞境外的客户，飞机在境外注册更合理，对于经常飞内地的客户，在境内注册则更合理。另外，每年香港起降的公务机超过6000 架次，是亚洲最忙碌的公务机中心之一。越来越多的飞机制造商将他们的航材、零件库、维修中心设在香港及亚洲区域，使对公务机的维护和保养更加方便快捷。”林烈风说，这是香港市场吸引公务机客户的独特优势。而无论是对在香港或其他地方，例如美国、开曼群岛或是中国内地注册的飞机，香港商务航空提供的维修保养服务都能确保达到世界级的水平，“我们以区域内最富经验的团队为客户提供优质服务。”
　　采访之初，我们就为林烈风提出的“5年内运营100架飞机”的公司发展计划所惊讶。林烈风表示，未来海航集团在海外其他地区开设公务机运营或收购的举动，都将通过香港商务航空公司进行。现阶段，香港商务航空会专注在大中华地区和东南亚地区发展，未来还有计划进军欧美符合发展需要的主要市场。香港商务航空将通过包括收购和设立境外AOC（运营许可证）或FBO（固定基地运营者）等方式，不断扩大自身的业务覆盖范围。这位多年前在美国考取了商用机师执照的前高盛银行家，作为机长已驾机飞越美国48个州，并希望在不远的将来，可以飞完剩下的两个州——夏威夷和阿拉斯加，完成其全美飞行的计划。这永不停步的精神，或许正是在勾画香港商务航空未来发展蓝图中，最不可或缺的重要色彩。
　　Buchholz disclosed that out of the 15 business jet that HKJ has signed up so far, many owners are from Mainland as well as customers from Hong Kong, US, and Southeast Asia. That’s why he travels frequently between Hong Kong and Mainland. He had a busy day before talking with us, and immediately flied back to Hong Kong afterwards. In addition, HKJ owns two aircraft, aGulfstream 550 and a GIV, offering dedicatedcharter services for customerswith utmost dedication to Hong Kong standards of safety and impeccable 5-star service.
　　“Customers whose aircraft is registered in Mainland need to pay 23% VAT and import tariff. There are no such costs in Hong Kong or other jurisdiction such as Cayman, Bermuda or Isle of Man. For Mainland customers who fly overseas quite a lot, it may make more sense to have the aircraft registered overseas. However, if the aircraft mainly flies within Mainland China, it may make more sense for the aircraft to be mainland registered. Moreover, Hong Kong has over 6,000 taking-offs and landings each year, as one of the busiest corporate jet market in Asia. More and more OEMs have their aviation spare parts warehouse and maintenance centres in Hong Kong and the region, making it very convenient to maintain aircrafts,” said Buchholz. This proves highly attractive to customers. HKJ’s maintenance services are world class to planes registered in Hong Kong and other jurisdictions such as the U.S., Cayman Islands and Mainland. “Our experienced team delivers high-quality services.”
　　We were rather amazed with Buchholz ambition to operate 100 planes in 5 years time. Buchholz responded that HNA would expand or acquire overseas operating business through HKJ. Today, HKJ focuses on greater China and SoutheastAsia, and it will expand into key markets of the U.S. and Europe in future, where it makes sense. HKJ will acquire or establish AOCs or FBOs in overseas markets to expand its business scope.
　　Many years ago, Buchholz obtained a commercial pilot license in the U.S. to fly corporate jets. He has flown across 48 states in the U.S. as pilot in command, and hopes to conquer the remaining two – Hawaii and Alaska in the near future. Never stopping until your goal is achieved – the same spirit to take HKJ to the next level.