Community growth with flowing “gaseousness”
On November 26, 2019, the Future City Summit-“Limited and Infinite Evolution” was held at the Beijing International Convention Center. Conway, Vice President of Marketing of Atour Group, proposed the concept of Atour’s “Fourth Space”. “The fourth space is the fusion and regeneration of home, office and social space. The community imagination is based on the concept of the fourth space To expand. ”
In the home space, people are relaxed; in the office space, people show a professional and diligent side, and in social situations, they are eloquent. These are observed from the perspective of space. People’s status. In Conway’s view, the people in the hotel space can be diverse, which is the origin of the fourth space.
It is based on the concept of the fourth space. Atour began to make a free mobile library. There are more than 900,000 books in more than 430 hotels around the world, which can be borrowed and returned for free. “There is no business model. It can be said that it is a public welfare project, and I hope that reading can make everyone better. ”
Since the first hotel in 2013, Atour has been known for its service in the industry. But just as the concept of community has undergone a period of evolution, Atour’s understanding of the community has also undergone the evolution of “room-space-crowd”.
At first, Atuo’s independent design consciousness only stayed at the room level, trying to strike a balance between simplicity and luxury, quietness and color.
After getting out of the room, Atour began to notice the importance of practical public space for the hotel, so he started to be a mobile library, a territorial photography and living museum, and also began to cooperate with Zhihu, Tongdao and other brands as IP. The hotel.
With more dealings with people, Atour’s IP operation focus has gradually focused from the individual person to the crowd. “ For the community, What can we do?” Conway divides the community into three states: Consistently “solid”, activity and socialization are relatively fixed inHomes and communities; “liquid” in a point-to-point single loop, such as migratory bird-type communities such as Anaya; Atuo is trying to increase the flow of “span> ” Gaseous. ”
“Each of us is located all over the country. We want to travel. Where do we gather? Atour can provide more content. For example, if you like to play basketball, you can go to a basketball hotel. If you like music, you can go. Music hotels are more free to gather together. Such a community mentality is our ideal. “For example, The basketball hotel that Yaduo made on Wuning Road in Shanghai. The lobby is actually the NBA’s half court. This can be achieved here. Make appointments, shop, party, and worship signature jerseys.
“The earliest we benchmarked was Starbucks, and we required ourselves to adhere to our unique operating philosophy. Now, Atuo’s benchmark is Disney. I want to have more themes, be able to carry more personalized IP, provide some performing services, and achieve Mixed consumption beyond accommodation. ”