Brand hotels are disregarding all “fawn” markets.
Editor’s note: This article comes from the WeChat public account “e-commerce online” (ID: dianshangmj) Author Yang Niwa, editor Si asked. Released with authorization.
“I am very happy and not nervous. Although I am retired, I can continue to try.” 68-year-old Chen Miaolin wore a flower shirt and was still soaked in sweat on his forehead.
On May 26th, the “China Private Hotel First Man” and the founder of Kaiyuan Travel Group opened the first live show of Flying Pig in Moganshan Senbo Water Park, which attracted 2.66 million people in just 3 hours. Pour into the live room.
Chen Miaolin, who announced his retirement three years ago, gave his career to professional managers, which caused quite a stir in the Zhejiang business circle. This time, the choice to live broadcast in person has also aroused the industry’s attention.
“I will watch the live broadcasts of Dong Mingzhu and Liang Jianzhang, and it is still successful one time at a time.” Chen Miaolin said.
In fact, when the BOSS live broadcast became a trend, it was not only a “hard-working performance” under the recovery of the epidemic, but also an inevitable choice under the industry transformation.
The epidemic is like opening a watershed. Thirty years ago, foreign brands entered China. As a status symbol, Gaoxing Hotel has become the first choice for foreigners and business people. But at the moment, brand hotels are becoming representatives of the leisure and resort lifestyle. In addition to the crowd in suits and suits in the lobby, more and more children are running randomly.
Young parents who are “favoring” are going to a larger circle with cheap takeaways, which has become a new proposition for high-end hotels.
Live broadcast happens to be the most suitable marketing carrier under the new hotel consumption trend. Compared with the panic buying scene of “1, 2, 3, put on shelves!” In the live broadcast room, the live broadcast rooms of travel products are all “growing grass” of the Buddha system, and the price cannot be the core. Eating a fresh steak and playing a hearty water park is what the hotel broadcasts.
After the epidemic, the hotel opened a new game: please you regardless of everything.
From suits and leather to all ages
Every time Zhang Siyu walks past Liangmaqiao Subway Station on the East Third Ring Road of Beijing, he always feels that there is something missing. The entrances of Hilton and Four Seasons Hotel are cold and deserted, and the whole area is no longer lively.
In this diplomatic embassyThere are many high-star hotels in the area where foreign-funded enterprises are located. Foreigners and business travelers will prefer this place. However, after the epidemic, these two parts of the customer plummeted, and the old hotel in and out of suits was deserted.
This is not a special case. The hotel transcripts for the May 1st Holiday have given a good proof. Data show that this year’s May Day holiday, the national hotel market occupancy rate fell by about 40% year-on-year.
The overall occupancy rate of international hotels is low. Some hotels have an occupancy rate of only about 20%, and the turnover is only 1-2% before the epidemic.
“Most of the previous hotel groups of international hotels are foreigners, accounting for 40%, and business trips and business meetings are often located in high-star hotels. This is more a symbol of identity and grade. This part after the outbreak Demand has greatly weakened and recovery has been slow. “A person in the hotel industry told” E-commerce Online “.
Under such a large background, the hotel is divided. Data from multiple online platforms show that the prices of many traditional resort hotels that can swim and are suitable for families with families have returned to the same level as last year, and the room types such as parent-child rooms and family rooms have even been difficult to find .
Since the epidemic, the sales products of family-friendly holiday hotels have become “spices”. Nearing 618, the Atlantis Sanya deal broke 100 million yuan on the Flying Pig platform. The InterContinental Shanghai Sheshan Hotel’s special offer activity at Ctrip directly hits the light. .
(many public accounts work hard to promote low-cost packages)
Among these parent-child resorts, international brands are the most prominent. The Sanya Edison Hotel in Haitang Bay Sanya, Sanya, has a retail price of 3888 yuan / night for 1888 yuan / night. It also includes two consecutive upgrades. Banyan Tree Anji’s usual house prices of six to seven thousand yuan, now only 1999 yuan for two nights.
“Before there were more than 3,000 hotels, the activity price during the epidemic was only about 1,000, so you must buy it and hoard it.