At this moment，The reform of the free trade zone outside the hotel enters the deep water zone，The storm is rising，And this Sheraton has been open for 5 years，What remains unchanged is its unique "Open Sky" smell，Gives people a new but not pungent feeling of comfort。In this cozy atmosphere，Zhihui invited Mr. Zhuang Qin, general manager of Sheraton Shanghai Waigaoqiao Hotel, to discuss the brand value of hotels and hoteliers。

Mr. Zhuang Qin is wearing a suit that is slightly too big but fits well，Always have a polite smile on your face that doesn’t make people feel alienated，If you hadn’t heard of this Confucian general in the industry before，It is difficult to see that he has experienced a 30-year hotel military career，Quiet as the glass of lemon water on the table。

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Nearly 40 years after the reform and opening up，China’s hotel industry is in turmoil。Huating Hotel is the first five-star international hotel in Shanghai，It is also the first experimental site to introduce foreign brand management，Even after the management rights were later taken back from the Starwood Group and changed to Chinese operations，The unique characteristics of that era are still difficult to erase。

Mr. Zhuang Qin belongs to the first batch of employees of Huating Hotel，As the first wave of trendsetters in China’s modern hotel system，Experienced the many benefits of the separation of management rights and ownership models，I also know that the property rights of state-owned hotels are not clear，Disadvantages caused by the lack of status as the subject of property rights。

At this stage，Mr. Zhuang 188bet app Qin absorbed the expertise of Sheraton Hotel、Experience in managing talents and management models，Including the earliest exposure to e-commerce and information management systems，This kind of global thinking，The idea of ​​localization as a practice continued throughout his later career。

In the future, these students will grow into the backbone of China’s hotel industry one by one.。The hotel industry 30 years ago，No one can deny the weakness of Chinese hoteliers in the industry，Career to Vice President，It will be difficult to rise further。At this stage，Mr. Zhuang Qin has worked for Westin, a subsidiary of Starwood Group、Aloft、Le Méridien and other brand hotels。

With 20 years of hotel experience, we began to participate in formulating the rules of the game

2008，The Chinese have realized their century-old Olympic dream。As a veteran who has been studying the hotel industry for 20 years，Mr. Zhuang Qin is currently serving as the deputy general manager of Sheraton Grand Surabaya Hotel in Indonesia，Only one step away from being promoted to general manager of a hotel in Asia Pacific。Meanwhile，Four Points by Sheraton Beijing Yongtai and Aloft Hotel and Serviced Apartments also offered him an olive branch，I thought of being able to welcome Olympic guests at my doorstep，He chose the latter without hesitation，He said: "In my life time, it may be the only chance to do the service for Olympics in my country。You may only serve the Olympics once in your lifetime”。

The appointment arrangements for this return to China，It’s quite different from the past。As Asia Pacific、It is also the first Aloft hotel in China，If you follow the previous landing process，Headquarters of hotels, especially overseas companies，Bring overseas standards、The product is brought to the Chinese market intact，Give it directly to the Chinese implementation manual，China can just follow the rules inside，Not willing to discuss more。

This time the entire American team landed in Beijing from Boston，Discussed with China for nearly a week，Ensure that service processes and specifications are consistent with China’s national conditions and systems，Instead of simply copying Singapore and Taiwan，This is a very interesting phenomenon，From following along 30 years ago to discussing 188bet online sports betting doing it 10 years later，I must take you with me to participate in the game rules after 20 years，And the right to deny。Even the international brand Starwood Group，We must also go deep into China’s national conditions，Chinese hoteliers should “Think international，Act local”。

Having been a hotelier for 30 years, he began to independently formulate the rules of the game

Nearly 30 years，The accommodation industry is still changing at this moment，From bottom to top, hotels have become a link in the large accommodation industry，And is constantly impacted by new business formats。Mr. Zhuang Qin has served as General Manager of Le Méridien Shanghai Minhang Powerlong Hotel、General Manager of Shantou Longguang Sheraton Hotel and General Manager of Four Points Yangzhou Greenland，Continuously explore and move forward，Summary of practical experience，Inject fresh blood into the hotel’s products and marketing。

While working at Four Points Yangzhou Greenland，Facing the disadvantage of the hotel being far away from Yangzhou Slender West Lake，Mr. Zhuang Qin played three sets of combination punches:

1、Deeply explore the characteristics of local cities。Avoid homogeneous competition with Suzhou gardens，Choose the Guazhou Ancient Ferry between Jingkou and Guazhou，Increase the Royal Stele Pavilion、Allusive propaganda of caisson pavilion；The other is the dual museums in Yangzhou，The diplomatic gift for the first establishment of diplomatic relations between China and Japan was a thread-bound version of Romance of the Three Kingdoms bound and printed in Yangzhou......After integrating these cultures，Launched the “Yangzhou Culture into Hotels” campaign，And invite mainstream media in Jiangsu, Zhejiang and Shanghai to experience，While expanding the city’s influence，Export the unique culture of the hotel。

2、Re-establish hotel positioning and segmentation。With the increasing number of leisure travel groups in China，More and colorful accommodation products will surely be expanded，Positioning as "urban resort hotel"，The customer base mainly includes leisure travelers、Business guests, families and self-driving tourists, etc.，Attraction comes from Shanghai、Tourists from Jiangsu，And keep up with market changes，188bet sports betting app download Adjust customer source structure。

3、Increase hotel MICE business income；With parking facilities、Service equipment、Conditional hardware and software vendors as the starting point，Reasonably utilize the radiation advantages of the location，Do a good job in market segmentation。

Talking about the current management methods of Sheraton Waigaoqiao Hotel，Mr. Zhuang Qin is even more confident，Customer source structure of Waigaoqiao、The advantages of developing exhibitions and how to package leisure and vacation products，So many treasures。Sheraton Waigaoqiao Hotel has the only high-rise 8 in Shanghai.A column-free super large space of 6 meters and 1000 square meters，Relying on the radiation effect and price advantage to do exhibitions is even more advantageous；Connected to Shanghai Disney by transportation、Outlets and Gaoqiao Ancient Town；The only place where the Yangtze River can be seen flowing into the sea、The East China Sea and the Yellow Sea divide here，The intersection of three rivers，A spectacular and unique IP。

The new normal in the hotel industry starts with leaning down to create content

When talking about the future destiny of the hotel，Mr. Zhuang Qin often thinks of the line in the American TV series "A Song of Ice and Fire": Winter is coming。

The same as the law of development of anything，The development of China’s hotel industry has never been smooth sailing，Especially after the severe market turmoil in the past five years，Even though performance improved in 2017，Like Jinling Hotel’s first quarter report, operating income increased by 8% compared with the same period last year.29%，As well as the operating results of Shanghai Jinjiang and Beijing Tourism Group, they all achieved significant growth compared with the same period last year，But it does not represent the result，More is just a restorative quote。

Now China's hotel industry has expanded from the earliest hotel to homestays、Long-term and short-term rental apartment、Tent RV、Shared office and cultural tourism real estate and other fields，It can be found that the hotel industry has always been changing and developing，So if hoteliers want to cross the line, they must have a sense of crisis across the industry。

Facing this changing normality，Mr. Zhuang Qin chose to 188bet online sports betting lean down to create content internally，After all, hotel hardware is not much different at the moment，The key is content、Positioning、Customer segmentation、Respective hotel brands and styles，Starting from small differences can lead to great unity。The external group competition was determined by the past network、Competition for capital and channels such as frequent guest programs and mergers and acquisitions，Shifting to the competitive stage of product and destination resources，More sales towards lifestyle。

Currently，Sheraton operates 16 resort hotels，Export vacation experience，Set up like a hot spring、Beachside、Skiing、A series of themes such as city exploration or weekend vacation。Hotel，Sheraton will also continue to expand rapidly in major domestic cities and emerging tourist destinations。The recently opened Shanghai Chongming Sheraton Hotel becomes Sheraton’s fifth hotel in Shanghai。

How do Chinese hoteliers manage innovation?

All management methods depend on the manager’s own beliefs，As early as half a century ago，Peter Drucker came from society、Looking at organization and management from the perspective of faith and human nature。Left-hand management，Focus on organizational effectiveness，right hand faith，Emphasize the correct mission of the organization，An organization that balances the two can bring real welfare to mankind。

Mr. Zhuang Qin described two scenes like this to me to explain:

On the position of a certain artillery brigade，The wind and snow are rising，The officer takes the lead，“Follow me”，Through the deafening sound of artillery fire，Shocking the heart of every soldier！

A certain US military command，Thousands of miles away, the sky is full of artillery fire，The commander in the tent holds a cigar，One hand holding the cup，Rebuke Fang Qiu on the map，No matter the cost！

These two methods，Mr. Zhuang Qin chooses to be eclectic，Advocates "mobile on-site management combined with institutional management"。We must be wary of the management system becoming a mere formality，We must also prevent key managers from getting bogged down in specific trivial matters，Finally neglected to consider the hotel development plan，To a certain extent, it led to strategic mistakes 188bet app download of the enterprise，After all, the ultimate goal of hotel management is to efficiently coordinate and allocate various resources inside and outside the hotel，Provide customers with the most satisfactory and defect-free service。

How do you view mergers and acquisitions in the hotel industry?

Mergers, Acquisitions and Integration，Is an eternal topic in the hotel industry，It will be the norm in the future，After the news of Marriott’s acquisition of Starwood was confirmed at the end of last year，Let the two families be in the spotlight for a while。Talk about work changes in the past six months，Mr. Zhuang Qin explained that Starwood itself is a capital operation company，Buying and selling are both conventional methods of capital operation，The purpose is for the stock price and how to make money in the capital market。At the same time, Marriott is a company with a history of 90 years，The content itself is the foundation of one’s life。I believe that as long as commercial interests exist，There is no question of who eats whom，It will only get stronger。

*The author of this article: Zhihui analyst_Zhou Qiyi (WeChat: zj_Parker)，Editor: Little Penguin。