In this context, the development of Yue Feng Hotels and Resorts (the core alliance enterprises of Country Garden) is particularly dazzling. Since its establishment on April 20th, 2020, it has been ranked among the top 50 hotel groups in China (1 1 according to the data of China Hotel Association) and the top 225 hotel groups in the world (1according to the data of American Hotel magazine) in just two years. It is reported that it manages more than 260 hotels and more than 55,000 rooms.
Under the double superposition of the fading of real estate dividends and the impact of the epidemic, Yue Feng's achievements can be described as very bright. How do hotels and resorts in Yue Feng achieve efficient development, and what is their management and operation logic? In the era of post-light asset transformation, how to realize the brand layout from luxury goods to middle and high end, covering holidays, businesses, houses, apartments and lifestyles? It is worth discussing.
Interpretation of China Hotel Market in the New Era
As we all know, the commercial ecology of China, represented by real estate, is experiencing a new era of great changes. The past is a traditional era of real estate development, with a single residential product as the core and a high turnover mode relative to scale, cost and speed. In the "post-real estate development era", real estate forms such as logistics, hotels, office buildings and businesses will gradually become the mainstream. Enterprises with high level of refined management and good products and services are most likely to achieve better profit returns than the industry average.
For real estate enterprises, the opportunity of hotel industry is undoubtedly an important direction of comprehensive competitiveness. According to the list of statistical bulletins on culture and tourism development of the Ministry of Culture and Tourism, after the outbreak, the domestic tourism market recovered quickly, with a strong growth momentum, and ushered in the post-epidemic dividend. Taking 2020 as the dividing line, the China hotel market in the post-epidemic era, whether it is the consumer side or the investment side, expresses the future more strongly and vividly.
On the consumer side, China consumers are taking the initiative. Some insiders pointed out that the next three years after the epidemic will be a critical period for the expansion of the hotel industry and the best window for the expansion of enterprises, and enterprises will inevitably accelerate their market capture. In the increasingly fierce market competition, the market dominance that was originally in the hands of hotels began to change to the buyer's market oriented by consumer demand.
-Consumers begin to find their own "self" and evaluate product positioning through personal experience, instead of accepting the brand's self-label. Therefore, in order to attract consumers, hotels also need to regain their original services as the tertiary industry. They should fully interpret design logic, brand logic and business logic in terms of product and scene creation according to different consumption characteristics and needs, and truly create future influence.
The future demand of China market is based on the basic demand of "higher level and more pragmatic", and * * * has a future and attitude business ecology.
Some investors in the industry put forward the viewpoint of space spy-"A hotel brand that has not experienced self-investment and management above 10 simply does not have the conditions to make good products, let alone the qualification to face the market". Obviously, the changes in the investment market have put forward new requirements for hotel management companies, and those liquor management companies that know the owners better can gain more trust.
In less than two years since its establishment, Yue Feng Resort Hotel has successfully signed nearly 300 mid-to-high-end hotel projects and built more than 65,438+000 hotels, completing the road of an ordinary liquor management company for 3-5 years. Build a relatively complete brand matrix from high-end to luxury, from business to vacation.
Behind such achievements, Yue Feng's triple special identity is indispensable. Country Garden, as the manager and the hotel owner, entrusts its brands of Country Garden Phoenix, Country Garden Holiday and Fengqi Apartment to Yue Feng for management; Yue Feng, as a brand, has integrated into the track of hotel marketization in a light asset way, and has successively released and iterated six major hotel brands, all of which have landed. In addition, direct-operated projects are also laid out in key cities in China; As the owner's representative, Yue Feng is the core alliance enterprise of Country Garden, and manages nearly 65,438+00 international brand hotels including Hilton and Mary Tim on behalf of Country Garden.
The multi-dimensional perspective and experience brought by multiple identities give Yue Feng unique advantages in the depth of daily hotel management, the breadth of cross-border brand and marketing, the long-term development of multi-brand matrix and the refinement of customer experience, and also give it the confidence of "knowing both the hotel, the owner and the industry".
Based on this, Yue Feng Resort Hotel has put forward a brand-new vision of "China's leading service provider for new life and better life" in order to reach a new height in the new life era.
New methods of living abroad in a new era
From the most basic accommodation needs to the needs of life and spirit, people's functional needs for hotels are constantly changing. The hotel is no longer just a place to stay outside, but also a multi-dimensional space that bears the dual needs of people's "travel" and "residence".
In view of the new market demand, Yue Feng Resort Hotel takes "China's leading service provider of new life and good life" as a brand-new corporate vision, and interprets the new life and good life advocated by Yue Feng through measures such as product format, ecological layout and holiday life creation, injecting new connotation and vitality into "living and living".
0 1 global products
At present, in the hotel industry, in addition to the establishment of hotel self-operated brands, the strategic cooperation between companies and brands has also become common. The strategy of Yue Feng Hotels and Resorts is vertical and deep. There are brands from self-management to cooperation, and there are also new projects that break the boundaries of the circle and are committed to realizing the global product matrix.
Under the general trend of "new house", Yue Feng is no longer satisfied with the high-end of a single category or only used for business or holiday, but is developing in the direction of global layout. Its 18 hotel brand matrix covers almost all categories of the local hotel industry, and has also formed a rich and complete product series covering mountains and rivers, beaches, exhibitions, hot springs, golf, banquets, conferences, health care, parents and children.
In addition to its own brand, Yue Feng has also actively reached strategic cooperation with international hotel groups such as MINO Hotel, Hilton and Oakwood. At present, there are 9 cooperative brands, including Hilton Huiting, Anantara and Norhan. It is understood that Yue Feng will continue to promote the development of its lifestyle categories through strategic cooperation in the future.
The cooperation with Hilton Huiting brand is an important milestone in the development of light assets in Yue Feng. So far, Hilton Huiting has signed more than 65,438+050 hotels, opened 4 hotels and raised more than 60 hotels. It is estimated that about 20 hotels will open in 2022. According to the subsequent brand strategy, Yue Feng will continue to deepen the brand layout and cover more new market segments and traffic growth points.
In addition, through the strategic cooperation with MINO Hotel, it explains Yue Feng's determination and courage in high-end hotels and resorts.
02 ecological layout
Business often follows the development of consumer behavior. In the past decade, especially after the outbreak, great changes have taken place in the lifestyle and consumption patterns of domestic consumers, such as "staying at home for vacation", "staying at home" and "hotel complex", which are prompting them to start looking for ecologically conscious spaces.
In addition to deepening the brand layout, Yue Feng has also created a brand-new high-end innovative catering brand-"Yuexi", which combines the respective advantages of social catering and hotel catering, and strives to innovate from "delicious+scene", which will become the second growth curve of hotel management and create more non-room income for hotels.
For liquor management companies, the construction of ecological circle is to re-integrate the rights and interests of members, cross-border cooperation with other industries, and improve the diversified service level with the help of a brand-new ecological system. Yue Feng, which is committed to "building a surrounding ecological circle with accommodation products as the core", has taken a step. The cross-border catering brand "Yuexi" is a supplement to the catering field in the ecological circle.
In addition, there are new fields such as leisure and entertainment, vacation and new retail, all of which are based on accommodation, radiating customers' food, accommodation, transportation and entertainment, and ultimately serving hotel members. Taking Fengyi Hot Spring Hotel in Jiuzhonghu, Meizhou, Guangdong Province as an example, while integrating local culture and life aesthetics, we dig deep into local folk cultural resources, and take Hakka culture as the core, showing the life wisdom of Hakka people's "integration of heaven and earth" to the fullest, and more perfectly embodying Hakka's unique food culture. When entering the hotel for the first time, the waiter presented the Hakka-style "Leicha", and the welcome fruit in the room was the local Meizhou red honey pomelo and the special snack "Bangbangguo", which made the guests feel the local culture personally.
03 holiday traction
At present, vacation is becoming a new "just need" for consumers and a favorable starting point for stimulating domestic demand. In the post-epidemic recovery in 2020, the recovery and driving of holiday demand is far greater than the business demand, and the performance of many resort hotels is better than that of the same period last year. Insiders pointed out that "the future opportunity lies in the domestic holiday market", and the domestic tourism and holiday industry will at least usher in a "small era", especially the demand for replacing foreign high-quality holidays will be particularly obvious.
Yue Feng Hotels and Resorts firmly grasped this wave of holiday trends and launched a multi-dimensional layout of the holiday field. In the field of luxury goods, in 20021,Yue Feng introduced brands from MINO, such as Anantara, through strategic cooperation with MINO hotels, and opened up the domestic holiday market. Recently, the first Anantara in East China signed a contract with Anji. In addition, in terms of high-end resort hotels, Yuefeng has Fengyi Hotel, Country Garden Phoenix Hotel and Country Garden Holiday Hotel. In the boutique resort hotel, there is a brand of Fengyi Yuejianli. Among them, Fengyi, a high-end humanistic holiday hotel brand, has become a new benchmark for holiday products in Yue Feng, and Yue Feng has successfully become a "new holiday".
While practicing the strategic layout, these holiday brands also show their performance far beyond the market and extremely superior brand value. In the hot holiday market after the epidemic, the holiday brand hotels managed by Yue Feng performed strongly, and were basically booked out in a few months. In terms of brand value, taking Fengyi Yanju Hotel in Li Longxi as an example, it can become the official venue for foreign affairs activities of the Ministry of Foreign Affairs of China, which is inseparable from Yue Feng's initial intention and ingenuity in creating products that conform to human settlements and vacations, making the hotel have a certain cultural leap in folk custom understanding, cultural transmission and design implications.
Continuous leading industry innovation
As mentioned above, in the new era, Yue Feng Hotels and Resorts have found their new identity in the future-China's leading new service provider for a better life. Behind this recognition, the following four aspects of continuous innovation have become the key to navigation.
0 1 new technology
In the past five years, people's application of intelligent technology in hotel scenes has experienced advanced changes from stunning to suspicion to rationality. It is undeniable that intelligence is bringing changes to hotels, but at the same time, a series of false propositions about the application of science and technology also need to be disenchanted.
The cognition of hotel intelligence will not only stay on the superficial appearance of "automatic curtains" or "hotel robots". If we pay too much attention to intelligence and technology, people's experience will decline.
Yue Feng knew that science, technology and labor were never the opposite of separation, but unified. Therefore, Yue Feng's new technology is to rebuild the hotel's new intelligence, so that both consumers and investors can benefit from it.
At the consumer level, Yue Feng has built a scene-based intelligent experience in advance through advanced intelligent services, realizing a brand-new customer experience from ordering to check-in and check-out. For example, the appropriate indoor temperature adjusted in advance, one-button lighting control and so on. , has an excellent check-in experience, and there is absolutely no unnecessary interruption in the process.
By signing a strategic contract with An Xinjia, Yue Feng can make further efforts in the field of hotel intelligent technology, especially at the level of owners and investors. The intellectualization of the reconstructed new hotel can solve its two major pain points. First, reduce costs. Through the application of science and technology, hotels can not only save some labor costs, but also achieve energy conservation, emission reduction and environmental protection, and reduce energy consumption costs as much as possible; The second is to improve efficiency. On the intelligent platform, from the perspective of owners and investors, we can develop more intuitive data models for them, grasp the hotel operation status in time and efficiently through data, and provide practical tools for hotel operation.
02 new service
Yue Feng's "new service" is to return to the service industry and provide high-quality services. This new service is not only for consumers, but also for owners and investors.
Facing consumers, Yue Feng always keeps smiling service and deeply cultivates the service experience. By improving the service capacity, shortening the service radius for customers and giving full play to the private sector flow, Yue Feng has created a pleasant living experience for every guest and established an excellent reputation.
Facing the owners and investors, Yue Feng has built the integrated service of production and construction, one-stop supply chain service and project financing service, and will work with the owners and investors to jointly promote the sustainable development of the hotel industry in China.
03 new marketing
From "the first year of private domain" in 20 19 to "the year of private domain traffic awakening" in 2020, private domain traffic is showing its importance that cannot be ignored. According to Zhiketong WeChat data report, hotel transactions increased by 40% year-on-year in 2020, and pre-sales increased by 80% year-on-year. In 2020, full of uncertainty, the transaction volume of the hotel's WeChat terminal has increased against the trend, which undoubtedly proves the potential behind it.
It has excellent services and products, and its membership can not be underestimated. Coupled with the forward-looking layout of private domain traffic in the early stage, many factors laid the foundation for Yue Feng to "reserve the amount" in the private domain. According to incomplete statistics, in 2020-202 1 year, nearly 100 live broadcasts were held in Yue Feng, and the pre-sale of some resort hotels was booming, with the cumulative live broadcast revenue exceeding100000, involving more than1000 hotel ecology and new retail products.
04 new link
As a link in the field of large consumption, whether the hotel can develop in the long run requires the hotel itself to jump out of the industry perspective and consider the strategic direction from the industry perspective. Innovation is never limited to the hotel field, but how to link the upstream and downstream of the industry.
In terms of hotel ecological construction and industrial synergy, relying on the industrial empowerment of Country Garden in the fields of architecture, construction, decoration, design, furniture, design, garden, property, intelligence and agriculture, Yue Feng has obvious advantages in hotel design and decoration, intelligent technology and project financing, product research and development and material supply, and cultural and commercial development.
On this basis, Yue Feng Resort Hotel is full of confidence, with the mission of "lighting up a better life with pleasant living experience" and the vision of "China's leading service provider for new life and better life", and has formulated a new strategy.
Therefore, the development paths perceived by hotels are quite high-dimensional, and there are often innovations in practice. Including brand cross-border, membership exchange and other fields, it has brought many non-room income solutions to the hotel, further meeting the needs of consumers in catering, new retail, travel, transportation, shopping and so on. For example, the Phoenix yue life Festival, which started a better self-life, put the hotel in the ecology of the whole industrial chain and had an important impact.
It is reported that in the future, Yue Feng will continue to focus on the industrial advantages of the core alliance enterprises of Country Garden, and build a hotel ecosystem with hotels as the core carrier, including the "turn-key project" to prepare hotels with good quality and quantity, the regional cultural characteristics of hotels in different locations, the new wireless city service linking Country Garden services, and the member marketing platform for hotel business travel services.
Yue Feng Hotels and Resorts have crossed the most difficult moment in the post-epidemic era with the most beautiful turning posture, and formulated a new strategy to meet the "new era of sojourning" with the most far-sighted vision. Next, how will this "leader" fight for the future? It is worth waiting to see!