銀行家的公務(wù)航空棋局

“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.

“香港商務(wù)航空去年11月正式運(yùn)營(yíng)，目前已托管飛機(jī)15架并且數(shù)量正持續(xù)攀升，未來(lái)5年里，我們計(jì)劃達(dá)到運(yùn)營(yíng)100架飛機(jī)的目標(biāo)。”

4月17日，在首都機(jī)場(chǎng)T2航站樓出港處的星巴克，香港商務(wù)航空行政總裁林烈風(fēng)接受了《私人飛機(jī)》專訪。在一個(gè)多小時(shí)的交流中，這位“高帥富”的年輕總裁，表現(xiàn)出對(duì)國(guó)際公務(wù)機(jī)行業(yè)和中國(guó)市場(chǎng)的深刻理解。

在海航集團(tuán)橫跨航空、物流、金融、旅游、實(shí)業(yè)、商業(yè)、機(jī)場(chǎng)管理等的龐大產(chǎn)業(yè)體系中，香港商務(wù)航空雖是“小字輩”，卻寄托著海航集團(tuán)國(guó)際化發(fā)展和進(jìn)軍國(guó)際公務(wù)機(jī)產(chǎn)業(yè)的雄心。依托香港，牽手內(nèi)地，放眼全球，在林烈風(fēng)的心中，這盤棋局已經(jīng)了然于胸。而這位酷愛(ài)飛行的前高盛投資銀行家，對(duì)于香港商務(wù)航空的未來(lái)發(fā)展，更有著許多超越常規(guī)的思考和規(guī)劃。

“N+B計(jì)劃”：“兄弟連”合作攻堅(jiān)

香港商務(wù)航空是海航集團(tuán)旗下?lián)喂珓?wù)機(jī)海外市場(chǎng)業(yè)務(wù)發(fā)展角色的子公司，2009年成立，2011年正式獲得由香港民航處頒發(fā)的航空營(yíng)運(yùn)許可證，并改組了國(guó)際化的管理團(tuán)隊(duì)。作為與金鹿公務(wù)航空有限公司及上海金鹿公務(wù)航空有限公司同屬海航集團(tuán)的子公司，林烈風(fēng)表示，三者在定位和服務(wù)上有著相當(dāng)?shù)膮^(qū)別。

“金鹿航空與上海金鹿航空只接受托管和代理在中國(guó)內(nèi)地注冊(cè)的飛機(jī)，而香港商務(wù)航空擁有香港的運(yùn)營(yíng)許可證，在全球任何地方注冊(cè)的飛機(jī)都可以予以托管或代理，包括香港、開曼群島、百慕大、美國(guó)、馬恩島等等。”林烈風(fēng)表示，但實(shí)際分工上，基本是由金鹿負(fù)責(zé)內(nèi)地公務(wù)機(jī)市場(chǎng)開發(fā)，而香港商務(wù)航空負(fù)責(zé)境外市場(chǎng)的開拓。另外，選擇把飛機(jī)注冊(cè)在哪里，也要視客戶的實(shí)際情況而定。

林烈風(fēng)建議說(shuō)，對(duì)于常在內(nèi)地進(jìn)行公務(wù)飛行的機(jī)主來(lái)說(shuō)，把飛機(jī)注冊(cè)在內(nèi)地，在起降費(fèi)等方面的支出會(huì)更為經(jīng)濟(jì)，航線申請(qǐng)也較為便捷。而隨著近年來(lái)中國(guó)企業(yè)向海外投資的熱度上升，對(duì)于一些需要常飛往海外的機(jī)主來(lái)說(shuō)，把飛機(jī)注冊(cè)在香港或境外的其他地方，則將有更多的彈性選擇。

香港商務(wù)航空與境內(nèi)的姐妹公司也正在加強(qiáng)雙方合作，包括金鹿航空及上海金鹿。林烈風(fēng)透露，雙方正聯(lián)手推出一項(xiàng)名為“N+B”的合作計(jì)劃。“對(duì)于一些想把飛機(jī)注冊(cè)在中國(guó)內(nèi)地的客戶來(lái)說(shuō)，由于民航部門手續(xù)審批需要等很長(zhǎng)時(shí)間，而在等待的過(guò)程中也不能使用飛機(jī)，所以付出的時(shí)間和資金成本都很大。‘N+B計(jì)劃’便是將飛機(jī)在等待民航局批準(zhǔn)的這段時(shí)間里，通過(guò)香港商務(wù)航空注冊(cè)在境外（注冊(cè)號(hào)為‘N’字頭），使其可以盡快開始運(yùn)營(yíng)，待金鹿航空或上海金鹿將一切手續(xù)辦妥后，再將飛機(jī)注冊(cè)于內(nèi)地（注冊(cè)號(hào)為‘B’字頭）。”林烈風(fēng)說(shuō)，這個(gè)計(jì)劃除了幫客戶合理地安排飛機(jī)運(yùn)用時(shí)間，也將把香港商務(wù)航空公司先進(jìn)的機(jī)隊(duì)管理和國(guó)際化的服務(wù)水平帶給客戶。越來(lái)越多的買家購(gòu)買二手飛機(jī)和新機(jī)位，這個(gè)合作計(jì)劃對(duì)他們來(lái)說(shuō)尤其有利，可以將飛機(jī)短期內(nèi)交付。

“想要進(jìn)入大陸市場(chǎng)，我們無(wú)需尋找另外的合作伙伴，只要和自家人合作就好。”林烈風(fēng)說(shuō)，這是香港商務(wù)航空一個(gè)獨(dú)到的優(yōu)勢(shì)，也讓其內(nèi)地客戶可以擁有更多貼心的服務(wù)選擇。客戶不僅可以得益于金鹿航空或上海金鹿在大陸注冊(cè)的飛機(jī)，在境內(nèi)注冊(cè)完成前，還可以體驗(yàn)香港商務(wù)航空無(wú)與倫比的世界級(jí)服務(wù)，待幾個(gè)月后境內(nèi)所有的注冊(cè)手續(xù)辦妥，便可將飛機(jī)順利地從境外轉(zhuǎn)交給境內(nèi)其中一間姐妹公司管理，甚至連機(jī)組人員也可以跟隨飛機(jī)一起轉(zhuǎn)交給境內(nèi)公司。內(nèi)地客戶可以選用金鹿航空的飛機(jī)，同時(shí)選用香港商務(wù)航空的服務(wù)，這樣可以同時(shí)滿足其對(duì)便捷和服務(wù)的雙重需要。“海航集團(tuán)未來(lái)五年的戰(zhàn)略規(guī)劃主旨是將整個(gè)集團(tuán)國(guó)際化，去年11月海航集團(tuán)將國(guó)際總部遷于香港，便是該計(jì)劃的體現(xiàn)。”林烈風(fēng)表示，在這一背景下，香港商務(wù)航空、金鹿航空以及上海金鹿未來(lái)合作中將有更大的空間。

服務(wù)：內(nèi)地一些公務(wù)機(jī)運(yùn)營(yíng)商的最大軟肋

“目前中國(guó)的一些公務(wù)機(jī)公司最大的不足，可能就是在服務(wù)上。”林烈風(fēng)直言，“但服務(wù)水平的欠缺，并非只體現(xiàn)在通航產(chǎn)業(yè)上，背景是中國(guó)服務(wù)業(yè)整體的不足。”以酒店業(yè)為例，一些老牌的歐美酒店品牌有著上百年的經(jīng)營(yíng)歷史，服務(wù)的理念和對(duì)細(xì)節(jié)的持續(xù)關(guān)注，已經(jīng)滲透并根植于其企業(yè)文化中，這不是一朝一夕能夠?qū)崿F(xiàn)的。“畢竟中國(guó)市場(chǎng)啟動(dòng)的時(shí)間還短，我相信一切問(wèn)題都會(huì)隨時(shí)間而解決。”

談起細(xì)節(jié)，林烈風(fēng)認(rèn)真乃至苛求的精神，打動(dòng)并引發(fā)了我們的思考。他談及，內(nèi)地一些公務(wù)機(jī)公司可能在飛機(jī)清潔方面不夠注重，由于各地環(huán)境氣候迥異，公務(wù)機(jī)需清洗的頻率和力度也要相對(duì)不同。“這種細(xì)節(jié)，都要我們加以關(guān)注。我們應(yīng)該做到讓公務(wù)機(jī)在購(gòu)買幾年后，仍和剛買來(lái)時(shí)一樣新。”林烈風(fēng)形象地將旗下托管的私人飛機(jī)比喻為豪車，而對(duì)待客戶的飛機(jī)就應(yīng)像對(duì)待頂級(jí)豪車般，向其提供同樣頂級(jí)的服務(wù)，而不是像航空公司經(jīng)營(yíng)民用航班一樣。

而服務(wù)上的不足，直接反映了內(nèi)地私人飛機(jī)產(chǎn)業(yè)人才匱乏的現(xiàn)狀。林烈風(fēng)表示，目前中國(guó)公務(wù)機(jī)市場(chǎng)不僅缺乏擁有公務(wù)機(jī)經(jīng)驗(yàn)的飛行員等技術(shù)人員，同樣缺少相關(guān)服務(wù)人員和專業(yè)培訓(xùn)，香港商務(wù)航空在業(yè)界享有盛譽(yù)并且對(duì)引進(jìn)高端人才方面經(jīng)驗(yàn)豐富，我們幾乎每天都有優(yōu)秀的人才向我們投遞簡(jiǎn)歷。另外，空域開放相對(duì)較慢、機(jī)場(chǎng)建設(shè)和航線審批有待改進(jìn)、起降費(fèi)較為昂貴等，都是亟待改進(jìn)的問(wèn)題，“而這些問(wèn)題，都需要依托公務(wù)機(jī)市場(chǎng)的不斷成熟壯大而逐步得以解決。”

“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：未來(lái)進(jìn)軍歐美市場(chǎng)

林烈風(fēng)透露，去年11月正式運(yùn)營(yíng)以來(lái)，香港商務(wù)航空已簽署托管協(xié)議的15架飛機(jī)中，許多機(jī)主是內(nèi)地客戶，也有來(lái)自香港，美國(guó)和東南亞的客戶。正由于此，他頻繁來(lái)往于香港與內(nèi)地間。采訪當(dāng)日，他就是在完成緊張的商務(wù)安排和我們的采訪后，匆忙飛回了香港。同時(shí)，香港商務(wù)航空目前自有兩架飛機(jī)，分別為灣流G550和灣流GIV，秉著香港的安全標(biāo)準(zhǔn)及無(wú)可比擬的五星級(jí)服務(wù)，專注于對(duì)內(nèi)地和境外客戶的包機(jī)業(yè)務(wù)，。

“客戶如果將飛機(jī)在內(nèi)地注冊(cè)，需要繳納大約23% 的飛機(jī)增值稅和關(guān)稅，但如果在香港或境外其他地方，例如開曼群島、百慕大或馬恩島，注冊(cè)飛機(jī)則不需要繳納增值稅和關(guān)稅。對(duì)于經(jīng)常飛境外的客戶，飛機(jī)在境外注冊(cè)更合理，對(duì)于經(jīng)常飛內(nèi)地的客戶，在境內(nèi)注冊(cè)則更合理。另外，每年香港起降的公務(wù)機(jī)超過(guò)6000 架次，是亞洲最忙碌的公務(wù)機(jī)中心之一。越來(lái)越多的飛機(jī)制造商將他們的航材、零件庫(kù)、維修中心設(shè)在香港及亞洲區(qū)域，使對(duì)公務(wù)機(jī)的維護(hù)和保養(yǎng)更加方便快捷。”林烈風(fēng)說(shuō)，這是香港市場(chǎng)吸引公務(wù)機(jī)客戶的獨(dú)特優(yōu)勢(shì)。而無(wú)論是對(duì)在香港或其他地方，例如美國(guó)、開曼群島或是中國(guó)內(nèi)地注冊(cè)的飛機(jī)，香港商務(wù)航空提供的維修保養(yǎng)服務(wù)都能確保達(dá)到世界級(jí)的水平，“我們以區(qū)域內(nèi)最富經(jīng)驗(yàn)的團(tuán)隊(duì)為客戶提供優(yōu)質(zhì)服務(wù)。”

采訪之初，我們就為林烈風(fēng)提出的“5年內(nèi)運(yùn)營(yíng)100架飛機(jī)”的公司發(fā)展計(jì)劃所驚訝。林烈風(fēng)表示，未來(lái)海航集團(tuán)在海外其他地區(qū)開設(shè)公務(wù)機(jī)運(yùn)營(yíng)或收購(gòu)的舉動(dòng)，都將通過(guò)香港商務(wù)航空公司進(jìn)行。現(xiàn)階段，香港商務(wù)航空會(huì)專注在大中華地區(qū)和東南亞地區(qū)發(fā)展，未來(lái)還有計(jì)劃進(jìn)軍歐美符合發(fā)展需要的主要市場(chǎng)。香港商務(wù)航空將通過(guò)包括收購(gòu)和設(shè)立境外AOC（運(yùn)營(yíng)許可證）或FBO（固定基地運(yùn)營(yíng)者）等方式，不斷擴(kuò)大自身的業(yè)務(wù)覆蓋范圍。這位多年前在美國(guó)考取了商用機(jī)師執(zhí)照的前高盛銀行家，作為機(jī)長(zhǎng)已駕機(jī)飛越美國(guó)48個(gè)州，并希望在不遠(yuǎn)的將來(lái)，可以飛完剩下的兩個(gè)州——夏威夷和阿拉斯加，完成其全美飛行的計(jì)劃。這永不停步的精神，或許正是在勾畫香港商務(wù)航空未來(lái)發(fā)展藍(lán)圖中，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.