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Brand Wiki/Industrials/XiamenAir
X

XiamenAir

Corporate brand

Unclaimed

A Chinese passenger airline headquartered in Xiamen, Fujian, and a member of the SkyTeam alliance.

On this pageControversies↘History↘

Last updated October 9, 2026

Contents

  1. 1. Overview
  2. 2. History
  3. 3. Products and positioning
  4. 4. Controversies
  5. 5. Marketing campaigns
  6. 6. Brand decisions
  7. 7. Recent events
  8. 8. Related entries
  9. 9. Sources

Company facts

XiamenAir

Industry
Industrials · Passenger Airlines
Headquarters
Xiamen, Fujian, China
Founded
1984
Parent
China Southern Airlines Corporation Limited
Website
www.xiamenair.com
Country
China
Owner
China Southern Airlines Corporation (55%), Xiamen C&D Group (34%), Fujian Investment and Development Group (11%)
Group
China Southern Airlines Corporation
On this page9
  1. 1. Overview
  2. 2. History
  3. 3. Products and positioning
  4. 4. Controversies
  5. 5. Marketing campaigns
  6. 6. Brand decisions
  7. 7. Recent events
  8. 8. Related entries
  9. 9. Sources

Overview

XiamenAir, the international brand of Xiamen Airlines Co., Ltd., is a Chinese passenger carrier headquartered in Xiamen, Fujian Province. The airline was established on 25 July 1984 as a joint venture involving the Civil Aviation Administration of China, the Xiamen Special Economic Zone Construction Development Company and Fujian Investment Enterprise Company. Its creation was closely connected with the development of Xiamen as a special economic zone and with the need to provide the city with a reliable civil-aviation link to other Chinese economic centers. The company was notable from its beginning because it was established as an independently accounted and self-financing airline rather than simply as an operating arm of the civil-aviation administration. Its first scheduled operations began in January 1985 using leased Boeing 737 aircraft, initially connecting Xiamen with Beijing, Guangzhou and Shanghai. During its early years the carrier faced limited capital, a small fleet and operating losses, but it reached profitability in 1987. The airline subsequently developed a reputation for disciplined operations, incremental network expansion and relatively consistent financial management within China's rapidly changing aviation sector. XiamenAir's principal base is Xiamen Gaoqi International Airport. It also maintains substantial operations through Fuzhou, Hangzhou, Beijing, Tianjin, Changsha, Quanzhou, Chongqing and Shanghai. Its network has historically combined dense domestic coverage with international services linking Fujian and other Chinese markets to destinations in Asia, Europe, Oceania and North America. The airline's long-haul expansion accelerated after the introduction of Boeing 787 Dreamliners, supporting services to Amsterdam, Paris, Sydney, Melbourne, Vancouver, Seattle, New York and Los Angeles at different points in its network history. The carrier is controlled by China Southern Airlines, which holds 55 percent of XiamenAir. Xiamen C&D Group holds 34 percent and Fujian Investment and Development Group holds 11 percent. XiamenAir also has interests in Hebei Airlines and Jiangxi Airlines. Its partnership strategy includes codeshare, interline and joint-venture relationships with alliance and network partners, including Air France, KLM and China Southern Airlines. XiamenAir joined SkyTeam in November 2012 as the alliance's 19th member. It was the first mainland Chinese airline outside the three largest state-owned national carriers to become a full member of a major global airline alliance. The membership strengthened its international connectivity and gave passengers access to reciprocal frequent-flyer and network benefits. The airline's own loyalty program is the White Egret Frequent Flyer Program. The XiamenAir identity uses a flying-egret motif associated with Fujian's coastal setting and the airline's regional roots. In 2012, the company introduced a revised visual identity centered on the concept of an egret flying high and adopted the XiamenAir English brand presentation. Its service identity has also emphasized announcements in Mandarin and English, with Minnan-language announcements used in selected contexts. XiamenAir remains an active, unlisted airline whose commercial role is tied to Xiamen, Fujian and the wider China Southern network.

History

Xiamen's modern airline history developed from the city's strategic location on the Taiwan Strait and its later designation as a special economic zone. Earlier aviation activity included civil and military airfields and limited services to Taiwan, but regular civil aviation was disrupted for decades by war and cross-strait tensions. The construction of Xiamen Gaoqi Airport, approved in 1982 and developed during the following year, created the infrastructure for a permanent commercial carrier. Airport capacity alone, however, could not solve Xiamen's isolation from China's principal cities, prompting local and national authorities to establish an airline based in the city. After several proposals for a Sino-foreign joint venture were considered, the Civil Aviation Administration of China and Fujian Provincial Government approved a joint operating arrangement in March 1984. Xiamen Airlines was formally established on 25 July 1984. Its founding shareholders were the Shanghai administration of civil aviation, the Xiamen Special Economic Zone Construction Development Company and Fujian Investment Enterprise Company. The airline was designed as an independently managed, self-financing enterprise, an unusual model in China's aviation system at the time. Operations began in January 1985 with leased Boeing 737 equipment. Beijing, Guangzhou and Shanghai were among the first destinations, and Hong Kong charter operations were also arranged. The airline initially had limited capital and no owned aircraft, but it gradually built its own operating capability. In 1985, the shareholder position associated with Shanghai civil aviation was transferred to the Guangzhou civil-aviation administration, helping align the carrier with the organization that later became China Southern Airlines. XiamenAir based its first aircraft in Xiamen in 1986 and recorded its first profit in 1987 after several loss-making years. The airline expanded its fleet and organizational systems through the late 1980s and 1990s. It introduced labor, personnel and internal-management reforms and moved toward contract-based employment. In 1988, it took delivery of a new Boeing 737 directly from Boeing, rather than relying only on used aircraft. In 1991, the airline adopted its blue-sky-and-white-egret corporate symbol, while the separation of government administration from airline operations resulted in the creation of China Southern Airlines and the transfer of Guangzhou's shareholding to that company. XiamenAir later introduced Boeing 757 aircraft, including a 1992 delivery that was significant within China's civil-aviation system. International development began with the launch of Xiamen–Bangkok service in 2000. Over time the airline added more Asian destinations and developed a broader international strategy. Its 2011 memorandum with SkyTeam led to full membership on 21 November 2012. The alliance provided additional network reach and positioned XiamenAir as a global partner despite its strong regional base. The arrival of Boeing 787 aircraft supported long-haul growth. Amsterdam service began in 2015, followed by Sydney, Melbourne, Vancouver, Seattle, New York, Los Angeles and Paris at various stages. These routes connected Fujian and other Chinese markets with Europe, Oceania and North America, although international schedules have naturally changed with market conditions and broader aviation disruptions. By 2020, the company had established a multi-base structure extending beyond Xiamen to Fuzhou, Nanchang through Jiangxi Airlines, Hangzhou, Tianjin, Changsha, Beijing Daxing, Quanzhou, Chongqing and Shanghai. XiamenAir also developed a wider corporate group. It holds a controlling interest in Hebei Airlines and a majority interest in Jiangxi Airlines, extending the brand's influence beyond its own operating certificate and principal Fujian bases. The company remains controlled by China Southern Airlines, alongside Xiamen C&D Group and Fujian Investment and Development Group. The airline refreshed its visual identity in 2012, replacing the earlier logo and aircraft-paint scheme with a design built around a flying egret and a sea-and-sky theme. The rebrand aligned the English-facing XiamenAir name with a more modern international presentation while retaining the symbolic connection to Xiamen. XiamenAir continues to operate as an active Chinese full-service carrier with domestic, regional and long-haul services, alliance partnerships and a brand strongly associated with Fujian and the country's southeastern coast.

  • 2020

    Beijing operations move to Daxing

    [1]XiamenAir - Wikipediaen.wikipedia.org

    The airline's Beijing base shifts from Beijing Capital International Airport to Beijing Daxing International Airport.

  • 2018

    Final Boeing 757 passenger flight

    [1]XiamenAir - Wikipediaen.wikipedia.org

    The airline retires its last Boeing 757 passenger aircraft.

  • 2016

    First North American service

    [1]XiamenAir - Wikipediaen.wikipedia.org

    XiamenAir launches service to Vancouver and subsequently expands to additional North American destinations.

  • 2015

    European long-haul expansion

    [1]XiamenAir - Wikipediaen.wikipedia.org

    The airline begins service to Amsterdam, its first intercontinental European destination.

  • 2012

    SkyTeam membership and brand redesign

    [1]XiamenAir - Wikipediaen.wikipedia.org

    XiamenAir joins SkyTeam as its 19th member and introduces a revised flying-egret visual identity.

  • 2000

    First international route

    [1]XiamenAir - Wikipediaen.wikipedia.org

    Xiamen–Bangkok becomes the airline's first international scheduled service.

  • 1991

    Egret corporate identity adopted

    [1]XiamenAir - Wikipediaen.wikipedia.org

    The airline adopts a blue-sky-and-white-egret logo and China Southern becomes its principal airline shareholder after institutional reforms.

  • 1987

    First reported profit

    [1]XiamenAir - Wikipediaen.wikipedia.org

    After several initial loss-making years, the airline reports a profit and begins a sustained period of expansion.

  • 1985

    First scheduled operations

    [1]XiamenAir - Wikipediaen.wikipedia.org

    Leased Boeing 737 aircraft begin scheduled services linking Xiamen with Beijing, Guangzhou and Shanghai.

  • 1984

    Xiamen Airlines is established

    [1]XiamenAir - Wikipediaen.wikipedia.org

    The airline is founded on 25 July as a joint venture involving national civil aviation authorities, Xiamen's special economic zone development company and a Fujian investment entity.

Products and positioning

A full-service Chinese airline centered on Xiamen and Fujian, combining strong domestic connectivity with international network access and a coastal, service-oriented brand identity.

  • Passenger aviation · 1985

    Scheduled passenger services

    XiamenAir's core offering is scheduled passenger transportation across a broad Chinese domestic network. Xiamen, Fuzhou, Hangzhou and Beijing serve as important operating centers, with additional bases supporting coverage of major economic regions. The airline provides multiple cabin classes on relevant services and connects regional Fujian demand with national and international destinations.

  • International aviation · 2000

    International and long-haul services

    The international network has developed from regional Asian services into routes serving Europe, Oceania and North America. Boeing 787 operations enabled the carrier to pursue longer routes, including services to Amsterdam, Paris, Sydney, Melbourne, Vancouver and selected United States destinations. Exact routes and schedules vary over time.

  • Loyalty program

    White Egret Frequent Flyer Program

    The White Egret Frequent Flyer Program is XiamenAir's loyalty scheme. It supports customer retention and, through the airline's SkyTeam participation, provides access to alliance-related earning and redemption opportunities subject to applicable program rules.

  • Cargo aviation

    Air cargo services

    XiamenAir carries freight through air-cargo services and belly-hold capacity on passenger flights. The available reference material identifies cargo as part of the airline's business scope but does not provide a separate cargo-fleet or freighter-brand description.

Controversies

  • 2018

    Xiamen Airlines flight veers off runway on landing in Manila; left engine detaches

    On August 16, 2018, Xiamen Airlines flight CXA8667 from Xiamen to Manila veered off the runway during landing roll, and the aircraft's left engine detached. The Civil Aviation Administration of China reported no casualties and dispatched an investigation team to assist the Philippine accident investigation agency. This entry records a safety accident and does not determine final responsibility based on the initial report.

    Source

Read more

Marketing campaigns

  • 2012Flying Egret brand refresh

    China · International

    XiamenAir introduced a redesigned visual identity centered on an egret flying high, together with a sea-and-sky aircraft livery and the XiamenAir international brand presentation.

    Outcome. Established the airline's current modern brand expression while retaining its regional symbolism.

    Source

Brand decisions

  • 2015

    Expand into intercontinental EuropeProduct launch

    Background

    The introduction of long-range Boeing 787 aircraft created an opportunity to connect China with distant international markets.

    Action taken

    XiamenAir launched service to Amsterdam and later added Paris among its European destinations.

    Aftermath

    The airline established a long-haul European presence from its southeastern Chinese network.

    Source
  • 2012

    Adopt a new visual identityOther

    Background

    The airline's earlier blue-sky-and-white-egret identity required an update as the carrier developed a more international profile.

    Action taken

    XiamenAir replaced the prior identity with a flying-egret logo and a sea-and-sky aircraft-paint scheme.

    Aftermath

    The change supported the public launch of the XiamenAir brand while preserving its association with Xiamen and coastal Fujian.

    Source
  • 2011

    Pursue SkyTeam membershipStrategy

    Background

    XiamenAir wanted to improve its international reach and place its domestic hubs within a global alliance network.

    Action taken

    The airline signed a memorandum of understanding with SkyTeam and completed membership the following year.

    Aftermath

    XiamenAir became the alliance's 19th member in 2012 and gained additional partnership and connectivity opportunities.

    Source
  • 2000

    Launch international Bangkok serviceProduct launch

    Background

    After building a domestic network, XiamenAir sought to connect its southeastern Chinese base with nearby international markets.

    Action taken

    The airline inaugurated Xiamen–Bangkok service, its first international route.

    Aftermath

    The route marked the beginning of the carrier's broader international network development.

    Source
  • 1984

    Establish an independently managed joint-venture airlineStrategy

    Background

    Xiamen's newly developing special economic zone needed a permanent airline and additional capacity after the reopening and expansion of Gaoqi Airport.

    Action taken

    National and Fujian authorities approved Xiamen Airlines as an independently accounted, self-financing joint venture between central and local interests.

    Aftermath

    The structure gave Xiamen a dedicated carrier and created the organizational foundation for later commercial and management reforms.

    Source

Recent events

  • 2022

    XiamenAir introduces Airbus A321neo aircraft[1]XiamenAir - Wikipediaen.wikipedia.org

    Product generation

    The airline began adding leased Airbus A321neo aircraft, ending its long-standing all-Boeing fleet tradition.

  • 2019

    China Southern Airlines leaves SkyTeam[1]XiamenAir - Wikipediaen.wikipedia.org

    Other

    China Southern ended its SkyTeam membership, while XiamenAir continued as a SkyTeam member.

  • 2018

    XiamenAir retires its final Boeing 757 passenger aircraft[1]XiamenAir - Wikipediaen.wikipedia.org

    Product generation

    The airline retired its last Boeing 757 passenger aircraft after a final Shanghai–Xiamen flight.

  • 2016

    XiamenAir launches Vancouver service[1]XiamenAir - Wikipediaen.wikipedia.org

    Product launch

    The carrier opened its first North American route with service to Vancouver.

  • 2016

    XiamenAir expands to Seattle, New York and Los Angeles[1]XiamenAir - Wikipediaen.wikipedia.org

    Product launch

    The airline added Seattle and subsequently New York and Los Angeles, broadening its North American presence.

  • 2015

    XiamenAir launches Amsterdam service[1]XiamenAir - Wikipediaen.wikipedia.org

    Product launch

    The airline began its first intercontinental European service to Amsterdam, expanding its long-haul network beyond Asia.

  • 2012

    XiamenAir introduces a revised corporate identity[1]XiamenAir - Wikipediaen.wikipedia.org

    Campaign · Other

    The carrier replaced its earlier blue-sky-and-white-egret identity with a redesigned flying-egret logo and the XiamenAir brand presentation.

  • 2012

    XiamenAir joins SkyTeam[10]厦门航空加入天合联盟skyteam.com

    Other

    XiamenAir formally became the nineteenth member of SkyTeam, adding Xiamen, Fuzhou and Hangzhou as alliance hubs.

  • 2012

    XiamenAir updates its corporate identity[1]XiamenAir - Wikipediaen.wikipedia.org

    Campaign

    The airline introduced a redesigned heron logo and a revised aircraft livery under the XiamenAir brand.

  • 2012

    XiamenAir becomes the 19th SkyTeam member[1]XiamenAir - Wikipediaen.wikipedia.org

    Other

    XiamenAir formally joined SkyTeam, adding Xiamen, Fuzhou and Hangzhou as alliance hubs.

Showing the 10 most recent.

Related entries

  • China Southern Airlines
  • Jiangxi Air
  • Chongqing Airlines

Sources14 sources

  1. 1XiamenAir - Wikipediaen.wikipedia.org
  2. 2XiamenAir official websitexiamenair.com
  3. 3Xiamen Airlines official websitexiamenair.com
  4. 4Xiamen Airlines - Passenger Servicexiamenair.com
  5. 5Xiamen Airlines - Guide to Payment Services in Chinaxiamenair.com
  6. 6Xiamen Airlines - Guide to Payment Services in FUJIANxiamenair.com
  7. 7Xiamen Airlines - Wikidatawikidata.org
  8. 8廈門航空 - 维基百科zh.wikipedia.org
  9. 9Xiamen Airlines flight veers off runway on landing in Manila; left engine detachescaac.gov.cn
  10. 10厦门航空加入天合联盟skyteam.com
  11. 11边坐飞机边品香茗 厦航正式上线“天际茶道”服务xm.fjsen.com
  12. 12冬春航季开启 三航司发布在湘新开、加密航线travel.voc.com.cn
  13. 13厦航开通泉州—克拉克直飞航线 只需两小时就能抵达xm.fjsen.com
  14. 14厦航下月开通两条国际航线chinaqw.com

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