Public information shows that even during the poor market in 2012, Spring Airlines maintained a seat-km utilization of up to 95 percent, in stark contrast with the industry average of between 79 and 80 percent.

"Seat-km utilization is the lifeline of an airline. Usually a carrier has to reach between 70 and 75 percent to strike a balance," said Li Lei, an analyst with Minzu Securities.

Accurate positioning, successful marketing and sales have secured a high rate of seat-km utilization for the carrier, which in turn ensures Spring Airlines stays profitable even during economic downturns.

"The carrier also finds great support from its parent company Spring Travel Agency, which guarantees a high passenger flow," Li said.

As Spring Airlines relishes the success of a low-cost operation, there is a rising number of traditional airlines starting to undertake cost-cutting strategies to gain a bigger market share.

One of the latest budget airline players is China Eastern Airlines Co Ltd. It set up a joint venture called Jetstar Hong Kong with the Qantas Group to tap into the low-cost flight market.

"I welcome China Eastern and its partner onboard," said Wang, expressing calmness in the face of competition.

"The budget airline market is full of potential in China but we are currently the only low-cost carrier with less than 3 percent of a stake in the nation's aviation market," Wang added.

In Europe and the United States, budget airlines usually take up between 25 and 30 percent of the aviation market, with the world average at about 25 percent.

Wang is never short of solutions to fend off competition from his rivals. For example, when he found low prices were not enough to attract passengers, he decided to offer themed flights by dressing flight crews as maids or butlers.

"Most of our customers are young white-collar workers. We offer such themed flights to meet their demand," said Spring Airlines spokesman Zhang Wu'an.

According to the spokesman, the clothes are designed in accordance with the tastes of young people and are cuter than the traditional flight attendants' uniforms.

"We called them maidservant clothes and butlers' clothes because we want to stress their purpose is to serve customers," Zhang added.

Apart from the themed flights, Wang is also considering launching in-flight car sales during Spring Airlines flights.

"I started to dream of selling cars on planes ever since the establishment of Spring Airlines," said Wang, adding that the decision is made based upon their own special conditions.

There is more free time for flight attendants on Spring Airlines because they do not have to serve every passenger with drinks and food during flights. They therefore have time to advertise goods.

According to Wang, 80 percent of the company's more than 10 million passengers per year book tickets online. They tend to be white-collar workers at the stage of buying their first car or home.

"These are the foundations for in-flight car sales," added Wang.

Wang said he has more dreams to realize. "I have always wanted to launch flights between Shanghai and Taipei. The current ticket price between the two cities is even more expensive than the combined ticket price of traveling from Shanghai to Hong Kong and from Hong Kong to Shanghai," Wang said.

But, unfortunately for Spring Airlines, the company's application to begin flights to Taiwan has been rejected every year by the Civil Aviation Administration of China for reasons known only to itself.

"We started to apply every year since 2007 but never received approval. Some people suggested it's because our prices are too low. But isn't that our responsibility to let more people afford trips by air?" said a sighing Wang as he wore a confused and helpless expression.

However, another dream may come true for him: taking the company public. Spring Airlines is now lining up for approval from the China Securities Regulatory Commission to undergo an initial public offering on the Shanghai stock exchange. If successful, Spring Airlines will become the only listed private airline on a China mainland bourse.

It has been years since the budget carrier sought an IPO in the A-share market. In late 2006, Citigroup proposed Spring Airlines' listing, estimating its market capitalization at 8 billion yuan. However, the global economic meltdown in late 2008 and ensuing capital market collapse halted the effort.

"I love to work here very much not only because Spring Airlines is a successful company and has never lost a penny throughout its life, but also because this is a workplace with open-minded people," said Jonathan Hutt, deputy general manager of strategy and international brand director at Spring Airlines, who has worked there for three years.

"People here can really learn stuff in this challenging place. This company is destined to have a great future," he added.

Zhang Xiaoxian in Shanghai contributed to this story.

wang_ying@chinadaily.com.cn