Originally Posted by
boredintheairport
I would imagine because it changes the economics of the route as you can partially offset the costs with HEL-MAN passengers (as it appears to be fifth freedom), and then on the long haul bit passengers from HEL-PVG eat some of the costs, too.
As you say, they are unknown. Direct means charging a premium. If you're unknown, you can't do that. So you test the water gently.
There are other factors which may play. Unknown to western audiences, but not necessarily Chinese audiences. Filled with tour groups, perhaps, who appreciate direct (though not non-stop) on a carrier that speaks their language. And to the large diaspora/student group at the UK end, to them perhaps the brand is not unknown. The stop is, I would imagine, going to be an hour. Helsinki to China is a fairly efficient routing so I would be surprised if it killed the timing too much.
Would you also say that Manchester doesn't have a flight to Addis Ababa because it stops in Brussels first? Or, if they still exist, the hops on the end of Caribbean flights?
I think we can be pretty confident that 吉祥航空 is almost as unknown in China as it is in England.
Fingers crossed they will succeed anyway.