星级酒店

Hotel brand building, it is necessary to look up to see the sky, understand the distance; but also to look down to see the road, take the road to the most suitable hotel branding.

(meadin.com Li Jing) On April 19, 2018, the brand created a good life and the 2017 (Hangzhou) Hotel MCI Awards Ceremony will be grandly opened at the Landison Plaza Hotel in Hangzhou! More than a dozen industry leaders, more than 200 hotel industry elite gathered in Hangzhou, a total of grand celebrations, and jointly explore how brands create a better life.

　　At the meeting, Zhou Wenqi, Executive Deputy General Manager of Butterfly Valley Springs Villa, Dai Jianping, Vice President of Kaiyuan Hotel Group, Gong Haoqiang, Chairman of Tiangang Hotel Group, Yang Xiaoyun, General Manager of Marketing Information Center of Grand Hotel Group, and Luo Zhiming, General Manager of Jingyi Hotel, revolved around How to Create a City Business Card for Local Hotel Groups? A roundtable forum was launched, and Gao Songyuan, the chief editor of Maidian.com, was chaired.

Every family learns, the road to branding is not a theorem

As the man of the industry, the brand behind the hotel is also an industry leader. Several guests set out from their respective hotel brands to elaborate their respective branding concepts.

Gong Haoqiang, chairman of Skyport Hotel Group, a self-deprecating grassroots entrepreneur for the hotel industry, elaborated on the shaping road of his flagship brand, Tian Gang. As a harmonious city with a high degree of connection with the city, Tian Gang, around the middle of the city, the characteristics of catering and traditional cultural heritage as the two main pillars, with "respect, warm" service as the core.

In the exploration of innovative Chinese style, Tiangang Haoyue actively collided with the ideas of young people and integrated the non-heritage culture with hotel products to complete the cultural innovation and inheritance of the hotel brand.

Junyi Hotel actively integrates Chinese culture and localization into the vacation section. Yang Xiaoyun, General Manager of Marketing Information Center, has a total of 110 hotels and business hotels opened in March. Three-quarters of the resort-based data show Brand vacation features. The combination of Chinese culture and localization has helped Jungle Vacations get so fast. Yang Xiaoyun took the example of Jun Yu’s Liangzhu Hotel, Putuo Island’s meditation hotel, and showed that the brand needs a good “brand ecology” to achieve better development.

With 23 years of hotel operation experience and witnessing the development of Kaiyuan from the guest house to the current 300 hotels, Dai Jianping, vice president of Kaiyuan Hotel Group, started with Kaiyuan's current 12 brand lineup, introducing Kaiyuan Group's local and local characteristics. The different themed hotel brands that were created in combination to achieve the complementarity of the brand's internal advantages.

As a brand new force, Jing Zhi Hotel General Manager Luo Zhiming said that Jingye's development trajectory and the development of traditional hotel brands are just the opposite. Jing Hao is the first to establish a hotel management company because of the new series and new brands. , from scratch to create the King's module.

At the beginning of its establishment, Jing’s mission was to make life better. This is also the source of the English name of King Jing’s family. And to serve the local consumers as the starting point of the product, presents better and better hotels, better cities, so that urban culture is reflected in the accommodation life. Therefore, Jinghong takes the life as the orientation, and takes the open as the value concept. It embraces all partners in the ecosystem and builds brands together.

Containing a new concept of “Butterfly Breaking”, Zhou Wenqi, executive deputy general manager of Butterfly Valley Spring Resort, will come to the hotel with the brand concept. As a brand that was released in 2016, Butterfly has been continuously subdividing and releasing new brands such as the concept of health preservation, West Lake culture concept and scenic spot culture to create market acceptance and form the power of brand culture.

Thousands of cities rejected a shop, looked up and not forgetting to look down on the road

Yang Xiaoyun stated that Jun Hao will maximize the benefits of tripartite parties through guests, owners and employees, and create differentiated features of the hotel.

First of all, for the guests, the cost-effective products are very suitable for experiencing the local community culture. The community culture is the demand for the current consumption upgrade. Allowing guests to experience local cultural life becomes a major concern for product creation.

In addition, Junjun will combine with black technology to conduct a series of cross-border cooperation. For example, the online and offline retail experience edition on the JD.com Online will be held at the top of the list, satisfying the shopping needs of WYSIWYG and marketing on the ground, maximizing the level of efficiency, and maximizing the experience of the hotel experience. The formation of differentiated products with international hotels will create competitive advantages.

Gong Haoqiang talked about facing the international brand competition, he proposed a reverse thinking: China's hotel brand is not much, is less. However, the branding of the hotel brand is consistent with the brand's output, losing the connotation and characteristics of the real soul.

Gong Haoqiang proposed that the current method of hotel survival is market positioning first, and secondly, it should focus on the main products and customer experience. It must be noted that hotel culture can not be more than content, for example combined with traditional cultural forms. He mentioned the cross-border cooperation between Tiangang and Happy Twist, thus attracting a large number of young customers.

Dai Jianping said that after the hotel brand enters fierce competition, hotel people should consider the issue of returning quality to win customers with quality.

In addition, Mr. Dai mentioned that the hotel needs to be combined with technology. Kaiyuan is currently doing the concept of a future hotel, using Tmall Elf to do some basic floor transformations, while integrating technology into the occupancy service.

Zhou Wenqi, who has served a number of hotels, mentioned the brand culture of many hotels. She believes that it has reached the flourishing age of hotel brands, so applying high technology to restaurants has become a great weapon for competition. And realize the gradual integration into the hotel development concept, break through the management level, reduce management costs, focus on service pain points, provide better services and product experience. However, the quality of the product is the basic of the hotel. Never change, she looks from the stand-alone hotel point of view, if a hotel wants to improve in the market, want a good market experience, want to have a better performance, the product is the most important thing.

As the brand Jun Hao who was on the same starting line with Marriott, Luo Zhiming talked about the three major driving forces for the growth of the Jingyi brand: First, it does not brand with “local characteristics” and integrates into the local market. This is the competition between Jing Ye and regional brands. Survival guidance; second is to integrate the hotel into the community and create a community-specific culture; third is to serve the "first customer" - the owner. Understanding the brand value and brand competitiveness from the perspective of the owner, without the need to manage the company's brand standards, construction standards to limit owners, limit customers, but based on the needs of the owners, according to the needs of customers, truly from the perspective of the customer. To serve the aboriginal people and provide the warmest service as the core concept of Jingye and domestic capital and foreign capital competition.

Mr. Luo said that Jingye has been subverting and changing the industry through changes in technology and technology by embracing technology, embracing change. As a natural brand, the hotel can only take advantage of its own strengths, actively embrace technology, and actively embrace new applications and new business models. Only by continuously embracing the changes and embracing the changes with all their efforts, can the hotel industry usher in a better era of development.