When the tide rises, there are many swimmers; when the tide falls, who is the naked swimmer?

China’s accommodation industry has entered the first half of the recovery period with fundamental changes in demand structure，Coincides with consumption upgrades and changes in market demand，There is a wave of enthusiasm for IP and cross-border play in the industry，Many hotel brands have jumped into the trend。

Trendsetters plan to superimpose the halo of other brands through cross-border cooperation，Increase advertising or marketing points，Harvest the fan economy of other brands，Maybe to get rid of the dilemma of one's own development，Or add new profit points for the hotel。

Different ways to play。Cross-border under the guise of IP，Or cooperate with real IP，Cooperate with OTA to create parent-child rooms，Or cultivate IP yourself。

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1. Who is doing cross-border things under the guise of IP?

Speaking of “IP” hotels，Can’t get around Atour, which was established in 2013，It can be called "IP addiction"，Initially focused on reading and photography，Later cooperation with other brands，Launching Atour NetEase Selection、Atour NetEase Cloud Music、Atour S Wu Hotel, etc.。

But list the so-called IPs that cooperate with Atour，From NetEase Selections to NetEase Cloud Music、Zhihu、horsefengwo、Guoke.com、QIYOU、Hupu、Bad review、Wu Xiaobo Channel、QQ super member、Uncle of the same profession、Huajia and NetEase comics, etc.，In fact, they are all third-party brands，not IP，The essence of the jointly launched hotel is cross-border cooperation between brands，An act of mutual borrowing，Atour is not given other IP attributes。

Is it an IP hotel，The premise is to identify the respective cross-border and IP references。Cross-border，Refers to the fusion between two different brands，The essence is integration，It is a new form of advertising，That is, random combination and use of own resources and other irrelevant resources，Achieve resource complementarity、The purpose of maximizing traffic between both parties。IP，Multiple fingers have accumulated over time，There is a story，Formed its own reputation，The image that occupies the minds of consumers to a certain extent、Object or logo。

IP has multiple characteristics: one，Valuable，Available for sale and purchase。IP holder performs IP authorization to external parties，Collect copyright fees and sharing，IP buyers use IP images to develop、Production of corresponding derivatives, etc.，Explore the potential value dividends of IP，Achieving a win-win situation。Japan’s Kumamon is the best example，The IP is free for external use through registration authorization，Make it famous all over the world，More tourists come to Kumamoto Prefecture；Second, the value of IP is volatile,After the IP is authorized，Business operations and derivatives quality are guaranteed，Its value will also increase as the tide goes up，Vice versa。

Look at the accommodation industry along this logic，You will find many hotel players who are keen on "accommodation + IP"，It’s just that Jitu hopes to superimpose the halo of other brands through cross-border cooperation，Increase advertising or marketing points，Harvest the fan economy of other brands，Instead of real "accommodation + IP"。

A detail worth pondering is，Wang Dong, NetEase Cloud Music Business Manager who was responsible for Atour NetEase Cloud Music project，When introducing the content rights of its cooperation with Atour to the media，Mentioned that NetEase Cloud Music is licensing the brand to Atour，Will not participate in the profit sharing of hotel rooms in the future。Brand authorization instead of IP authorization，This may prove from the side that the two parties are only cooperating across borders，No IP hotel has been formed。The tenant may live in an "advertised room"。

Of course，Atour’s many partners also include IP，For example, in 2017, we cooperated with Broadway drama to create The Drama Theater Hotel，The hotel has a functional space with a strong sense of drama，And 26 themed rooms with British style throughout all spaces。

On whether to do cross-border things under the guise of IP，As of press time，Aduo did not respond positively to Zhihui。

Zhihui sorting and discovery，There are far more hotel brands that engage in cross-border development than those that engage in IP，And more diverse forms，The brand covers a wider range，From drama、To music、Car、Bookstore、Clothing、Camera、Movie、Culture、Art、Retail and convenience stores are all available。

Not only Atour，The music-themed hotel jointly created by Huazhu and the music app Xiami Music、Dongcheng and 1905 Movie Network and Modern Sky，As well as the cross-border cooperation between international brand Marriott and retail brand IKEA。Including those who were recently admitted to China 4.Hua Jian Tang, acquired for 6.3 billion, is also obsessed with cross-border，Worked with NetEase Kaola for overseas shopping、Flying Pig、I'm at home、Go to the theater、Wang Dechuan and six major designers and other different brands jointly create corresponding life scene laboratories。

Different types of “accommodation + IP” presentation，Everyone has his or her own merits。Cooperating with existing IP eliminates the intermediate process and cost of incubation and cultivation；Cooperate with OTA to create IP theme room，Can more accurately cut into the needs of market segments，And applicable to the water testing and exploration stage；Cultivate IP yourself，The longest payback period，But it is also the most stable way。

Everything seems wonderful，But everything is business，Who is the reaper of the greatest benefits？

Cooperate with mature IP，It seems that you can directly harvest the fan bonus of this IP，But we also faced the problem of accidentally making wedding clothes for others。Lanou is enjoying the huge traffic brought by super IP endorsement，Facing the embarrassment of becoming a "surrogate mother" again。

According to relevant people in Lanou，It has a set of logic in the development of cultural and creative derivatives: using the collections of the British Museum as elements，Designing cultural and creative derivatives using the Lanou brand as a carrier。The person confessed，The company has also considered the issue of "surrogate mothers"，The response is that Lanou will carry the logos of Lanou and the British Museum on every derivative product，And put it on the group’s new retail platform ONE ZONE and for sale in hotel lobbies，Form a closed loop of consumption chain，Enjoy the IP bonus of the British Museum，At the same time strengthen the brand output of Lanou。

Working with non-powerful IP，tests the operational capabilities of IP combined with hotels。

After checking into Youxi Movie Hotel，Whether the space in the guest room will be filled with movies during guests’ rest time and after check-in？To this，Youxi Movie Hotel CEO Jia Chao responded that it was a light IP cooperation，It’s just an ordinary business hotel behind the curtain，Private cinema can be customized according to personal needs，Switch accommodation space at will。The problem may be，Movie themes vary，Different scene content，How to create richness in a certain space、Effective collaboration without clutter，Cultural experience that meets the needs of different guests？

The Pudding Hotel currently has only one movie IP，The scene content to be created is also easier，But it is also limited by the single IP，The biggest highlight in the current action is the customization of membership cards based on movies，Although it 188bet app download can activate the consumer demand of users to a certain extent，But the strength is slightly weak，The number of fans or customers is also small。

Domestic demand for parent-child accommodation and the market for parent-child accommodation are still in the development stage，Family Hotel、The standards of parent-child rooms and even parent-child services need to be further improved。Parent-child room in cooperation with OTA，Business is not easy either。Comply with IP needs，The hotel has increased the cost of linens and soft furnishings，Room for increasing premium，But what about the occupancy rate，Can it exceed the normal room size，Can income be increased，Still a question mark。

To this，Yuan Xueya, chief consulting officer of Xingshuo Hotel Management Consulting, thinks，New market demand，New accommodation products appear，This is completely in line with the laws of market economy。Some hotels are doing very well，Won the market and benefits。But whether such an accommodation product can be successful，Depends on whether the parent-child travel destination and entertainment project location has entertainment projects or content that attracts children。 

Build your own accommodation IP，The immediate challenge lies in the longer cultivation time，Higher cost，Whether the theme meets the needs of the customer group must be tested by the market，Long return period。Compared to short, flat and fast play，Who is more effective？