Name: 新加坡航空公司首席執行官分享如何在競爭中保持領先地位 (Singapore Airlines CEO shares how he is staying ahead of the competition)
Uploaded: 2025-08-14T18:02:40.000Z
Duration: 15 min 3 s

In this episode of Managing Asia, I speak with Singapore Airlines CEO Goh Choon Pong to find out how he's staying ahead of rising competition, the challenges and hard lessons learnt, and how he intends to keep SIA a world-class airline.

在本期《亞洲管理》節目中，我採訪了新加坡航空公司首席執行官吳俊邦，瞭解他如何在日益激烈的競爭中保持領先地位、面臨的挑戰和吸取的慘痛教訓，以及他打算如何將新航打造成世界一流的航空公司。

分詞構句

Ranked as one of the best airlines in the world, Singapore Airlines continues to soar.

作為世界上最好的航空公司之一，新加坡航空公司繼續飛速發展。

Since the pandemic, the airline has experienced remarkable growth as it rebounds from the crisis that brought it to a standstill.

自大流行病爆發以來，該航空公司經歷了從停滯不前的危機中反彈的過程，取得了顯著的增長。

In 2024, the company rewarded its staff with an eight-month bonus after posting a record net profit.

2024 年，該公司在淨利潤創下新高後，獎勵員工八個月的獎金。

At the height of the pandemic, passenger capacity plummeted from 3.4 million monthly travellers to just 11,000.

在疫情最嚴重的時候，客運能力從每月 340 萬旅客驟降至僅 11 000 人。

Steering Singapore Airlines through this existential crisis is Goh Choon Pong, a 30-year veteran who rose through the ranks and became CEO in 2011.

吳春榜（Goh Choon Pong）是新加坡航空公司度過生存危機的領路人，這位擁有 30 年資歷的老將一路高升，於 2011 年成為首席執行官。

Let's talk about some of the difficult decisions you've had to make during the pandemic.

讓我們談談您在大流行病期間不得不做出的一些艱難決定。

The massive layoffs, the grounding of your entire fleet.

Did you spend many sleepless nights trying to figure out what to do?

您是否花了無數個不眠之夜來想辦法？

I think the most stressful time during the pandemic was the initial period when we were trying to raise funds.

我認為大流行病期間壓力最大的時期是我們努力籌集資金的初期。

You know, to raise $15 billion is a big ask from our shareholders.

要知道，從我們的股東那裡籌集 150 億美元是一個不小的要求。

And it's much easier if we've gone for, let's say, $3 billion or $4 billion.

如果我們爭取到 30 億或 40 億美元，那就容易多了。

And if we have done that, we would have to do it multiple times.

如果我們這樣做了，我們就必須多次這樣做。

And that would be, I think, even more challenging.

And the problem is that if you go for a smaller amount, let's say $3 billion to $5 billion, you're likely to be able to get the decision done, hopefully secure the approval faster.

問題是，如果你爭取的金額較小，比如 30 億至 50 億美元，你就有可能做出決定，並有望更快地獲得準許。

But the second time around, if you run out of money and to go back, I think it would have been much, much more difficult.

但第二次，如果錢花光了，再回去，我想就會困難得多。

Your biggest shareholder was Singapore State Investor Tamasic.

你們最大的股東是新加坡國家投資者塔瑪西克。

Did you always know that they would be there for you at the end of the day?

你總是知道他們會在一天結束時陪伴你嗎？

不，我們不認為任何事情都是理所當然的。

And you can bet that Tamasic would make sure that we have a good plan and that they understood what we were doing and they have confidence in us being able to recover because it's also a huge amount of money from Tamasic itself.

可以肯定的是，塔瑪西克公司會確保我們有一個良好的計劃，他們瞭解我們在做什麼，他們對我們能夠恢復有信心，因為這也是塔瑪西克公司本身的一大筆錢。

Looking back, would you have done anything differently?

回首往事，你會有什麼不同的做法嗎？

At a broad level, no, because what we have done was, I think, necessary at that point in time.

從廣義上講，沒有，因為我認為我們所做的事情在當時是必要的。

There is no question that we need more funding.

毫無疑問，我們需要更多的資金。

Perhaps we don't need quite as much, but at that point again, we don't know how bad things could be.

也許我們不需要那麼多，但到了那個時候，我們又不知道情況會有多糟糕。

So, I think at a broad level, no, we will still do what we need to do.

是以，我認為從廣義上講，不，我們仍然會做我們需要做的事情。

So, after three straight years of losses, SIA staged a dramatic comeback.

是以，在連續三年虧損之後，新航實現了戲劇性的逆轉。

How would you describe the airline's recovery to pre-pandemic levels?

您如何評價航空公司恢復到大流行前水準的情況？

So, we have, of course, at this point in time, our capacity is now back to pre-pandemic, but the process itself was something that I think is interesting to share.

是以，當然，在這個時間點上，我們的能力已經恢復到大流行前的水準，但這個過程本身，我認為是值得分享的。

There were two key objectives to ensure that we emerge stronger.

有兩個關鍵目標確保我們變得更加強大。

One was to ensure that we have the ability to be the first off the block, to ensure that we have the ability to deploy the capacity whenever a border is opened.

其一是確保我們有能力成為第一個離開邊境的國家，確保我們有能力在邊境開放時部署能力。

The other one is really our internal transformation programme.

另一個是我們的內部轉型計劃。

That is to ensure that as we emerge from the pandemic, not only can we do well financially, but we continue to offer industry-leading services, products and networks for our customers.

這是為了確保我們在擺脫大流行病的影響後，不僅能取得良好的財務業績，而且能繼續為客戶提供行業領先的服務、產品和網絡。

Following a strong recovery, Singapore Airlines has gradually expanded its global network, linking travellers to destinations around the world.

隨著經濟的強勁復甦，新加坡航空公司逐步擴大其全球網絡，將旅客與世界各地的目的地連接起來。

Along its low-cost carrier, Scoot, the airline now offers flights to more than 120 destinations globally.

目前，該航空公司與其低成本航空公司 Scoot 一起，提供飛往全球 120 多個目的地的班機。

對你們來說，中國是一個很大的市場。

You've been slowly trying to restore some of your routes to some Chinese cities due to some regulatory issues.

由於一些監管問題，你們一直在慢慢嘗試恢復在中國一些城市的航線。

Are you getting any visibility on when you can fully reinstate your mainland routes pre-pandemic?

您是否瞭解何時能完全恢復大流行前的大陸航線？

By the end of this month, we will be operating 24 points to China.

到本月底，我們將開通 24 個通往中國的點。

That makes us one of the airlines, non-Chinese-based airlines with the largest coverage in China.

這使我們成為中國覆蓋範圍最大的非中資航空公司之一。

And of the 24 points, Scoot operates to 17 points.

而在這 24 分中，Scoot 營運了 17 分。

So, it highlights the importance of having an LCC within the group because without the LCC operation, some of these points are not going to be viable.

是以，這就凸顯了在集團內設立一個地方協調委員會的重要性，因為如果沒有地方協調委員會的運作，其中一些要點就無法實現。

India is also a big market for you because of your multi-hub strategy.

由於你們的多樞紐戰略，印度對你們來說也是一個很大的市場。

SIA has a 25.1% stake in India after the merger.

合併後，新航在印度擁有 25.1% 的股份。

What do you hope to get out of this strategic investment?

您希望從這項戰略投資中獲得什麼？

We took a long-term view of the investment.

我們從長遠的角度來看待這項投資。

We started talking to our partner, Tata Sun, about setting up a new airline in India way back in 2011.

早在 2011 年，我們就開始與合作伙伴塔塔太陽公司討論在印度成立一家新航空公司的事宜。

It was only approved in 2013 and started operations in 2015.

它於 2013 年才獲得準許，並於 2015 年開始營運。

And at the point when it was announced, I told the market that it will not be a walk in the park.

在宣佈該計劃的時候，我就告訴市場，這不會是一個輕鬆的計劃。

Indeed, it's the case because with the setup of Vistara, it actually allows us to be at the table.

的確如此，因為有了 Vistara 的設置，我們實際上就可以坐到談判桌前。

The euphoria of returning to the skies post-pandemic has been short-lived.

大流行後重返天空的喜悅是短暫的。

Your earnings are coming under pressure because of the rise in competition, because airlines are now ramping up flights, putting more capacity into the markets.

由於競爭加劇，航空公司正在增加班機，向市場投放更多運力，是以你們的盈利面臨壓力。

All this weighing on your passenger yields.

所有這些都會影響乘客的收益。

What does the horizon look like for 2025?

您準備好迎接艱難的一年了嗎？

When we prepare ourselves to be first off the block, we want to make sure that we are first out there to capture the pent-up demand, and we did.

當我們準備成為第一個離開街區的人時，我們希望確保我們是第一個抓住被壓抑的需求的人，而我們做到了。

But we also knew that at some point, competitors are going to be able to put back capacity as well.

但我們也知道，在某些時候，競爭對手也會恢復產能。

And when that happens, it will have pressure on yield.

一旦出現這種情況，就會對收益率產生壓力。

So if you compare this year's half-year result relative to the previous year, indeed, our yield has come down by about 7%.

是以，如果把今年半年的業績與前一年相比，我們的收益率確實下降了約 7%。

But if you compare the yield, the same half-year result that we announced, to that of the year pre-pandemic, it is still about 12% higher than pre-pandemic.

但是，如果把收益率，也就是我們公佈的半年業績與大流行前一年的業績相比，仍然比大流行前高出約 12%。

And at some point, the high yield that we see during the initial pent-up demand period, we cannot expect that to sustain.

而在某些時候，我們在最初被壓抑的需求期看到的高收益率，我們不能指望它持續下去。

So this is a development that is fully anticipated.

是以，我們完全可以預料到這一事態的發展。

Now, so what I can see is that we will continue to have higher yield in 2025 relative to pre-COVID, and we just want to make sure that we continue to be very nimble in the way we deploy as well as sell in the market.

現在，我能看到的是，相對於 COVID 之前，我們在 2025 年將繼續擁有更高的收益率，我們只是想確保我們在市場部署和銷售方面繼續保持非常靈活的方式。

Cabin upgrades have been held back due to the delay of your Boeing 777-9 planes, leading to some concerns that you could be falling behind the competition.

由於波音 777-9 型飛機的延誤，客艙升級被延後，這讓人擔心貴公司可能會落後於競爭對手。

In fact, the 777-9 aircraft was due for delivery to us in 2021.

事實上，777-9 飛機原定於 2021 年交付給我們。

You know, the issues that Boeing have been having at its production, you know, supply chain and workers' problems and so forth.

你知道，波音公司的生產一直存在問題，你知道，供應鏈和工人問題等等。

So whatever it is, it is now looking more likely to be 2026.

是以，無論如何，現在看來更有可能是 2026 年。

But at the same time, we have been constantly looking at what we can do with our existing products, improving both what we can do in terms of refresh to the seats itself and also the offerings such as meals, other services, amenities and all that.

但與此同時，我們也在不斷研究如何改進現有產品，既要改進座椅本身的刷新，也要改進餐飲、其他服務、便利設施等產品。

For our existing customers and existing products.

針對我們的現有客戶和現有產品。

So we have also announced a $1.1 billion retrofit exercise that will retrofit all our long-haul A350 planes.

是以，我們還宣佈了一項耗資 11 億美元的改裝計劃，將對我們所有的 A350 長途客機進行改裝。

It seems the aviation industry has been hit by a series of safety issues.

航空業似乎受到了一系列安全問題的衝擊。

As the CEO of a major airline, what are you doing to safeguard the safety standards of Singapore Airlines to prevent future mishaps?

作為一家大型航空公司的首席執行官，您如何保障新加坡航空公司的安全標準，防止未來發生事故？

You know, safety is not something that we compete on.

你知道，安全不是我們的競爭優勢。

We want the aviation industry as a whole to be as safe as possible.

我們希望整個航空業儘可能安全。

And we want to be able to contribute towards improving the safety standard of the entire industry.

我們希望能夠為提高整個行業的安全標準做出貢獻。

Having said that, you can be rest assured that within SIA, safety is always the number one consideration.

儘管如此，您可以放心，在 SIA 內部，安全始終是首要考慮因素。

We will not compromise safety for anything.

我們不會為任何事情犧牲安全。

And you can ensure that we continue to be very vigilant in the way we manage plane deployment and maintenance of the planes.

你可以確保我們在管理飛機部署和飛機維護方面繼續保持高度警惕。

Just out of curiosity, just how much more are you spending on maintenance of your entire fleet?

只是出於好奇，您在整個車隊的維護方面多花了多少錢？

This is an issue that has to do with safety.

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新加坡航空公司首席執行官分享如何在競爭中保持領先地位 (Singapore Airlines CEO shares how he is staying ahead of the competition)

constantly

entire

potential

pandemic