Juneyao Airlines, China's boutique carrier, expands internationally and looks for partners

There are some 30 airlines in China and almost all of them are affiliated with one of the country's main four airline groups: Air China, China Eastern, China Southern and Hainan Airlines.

An exception is Juneyao Airlines, independently and privately owned. It has found a successful niche operating as a quality premium leisure, or boutique, carrier based at Shanghai, the epicentre of new wealth in the country. Juneyao also carries business traffic, but is perhaps willing to understate its importance in that market so as not to draw attention - and possibly interference from an over-zealous regulator.

The carrier is now targeting a few strategic developments. It has commenced scheduled international operations with a service to Thailand's Phuket and is looking to export its model beyond Shanghai to other bases in mainland China.

But of greatest relevance to the industry is its aspiration to develop a series of partnerships - from marketing to codeshare - to increase traffic flows. It boasts a strong product and network from Shanghai, which most international carriers serve.