Budget 188bet，There was a glorious "golden decade"，The surge of giants，Hanting、Home Inn、7 days、Jinjiang... has led to a wave of listings。

But the tide ebbs and flows，According to statistics from Zhao Huanyan, chief knowledge officer of Huamei 188bet Consultants，Since 2010，The revenue per available room of several major domestic budget 188bet groups has continued to decline。

When the budget hotel encounters severe winter，The trend of the hotel industry has changed。Consumption upgrade，The rise of mid-range 188bet，Latecomers skip budget 188bet and become mid-range 188bet，Although the price is higher，But the new generation of consumers，Don’t mind spending money for comfort。Under internal and external difficulties，Remove the "economic" label，It seems to be the road to self-rescue for hotel groups。

Ebb and flow

After a golden decade of development for budget 188bet，Also ushered in the adjustment period of ebb and flow。

October 2006，Home Inns officially listed on Nasdaq。First day of listing，Home Inn opens at /ADS，59 higher than the issue price.4%，Finally closed at 22.USD 50，8% increase from the issue price.USD 7，Increase reaches 63.04%。November 2009，7Days Inn Group is listed on the New York Stock Exchange，It only took 20 days from submission of IPO application to listing；March 2010，Huazhu Hanting Hotel chain successfully went public in the United States。Afterwards，The trend of budget 188bet being launched in the United States has temporarily subsided。

Right now，Home Inns and 7 Days Inn Group have withdrawn from the market，Became under the ownership of Beijing Tourism Hotel and Jinjiang 188bet respectively，Connect with the A-share market。The three major hotel groups that were listed in the United States，Now only Huazhu is still holding on in the US stock market。

Entering 2019，The slowly moving economy chain 188bet brand industry has further increased concentration，The market share of the top 10 companies reaches about 65%。

188bet official website data shows: currently，Plateno Experience Life Circle covers 16 brands，United Jinjiang owns 1.500 million members，The total number of stores exceeds 6500，Covering more than 470 cities across the country，And actively expand into Asia、Europe、Africa and other markets。

“Everyone was panicking at the end of last year，Think 2019 could be bad – should we cut costs，Be careful？And this year，Plateno mid-range 188bet are based on the original more than 3,000 188bet，We welcomed over 1,200 contract signings。Spring planting and autumn harvest，Results of 1,200 companies in one year，It’s not just luck，More intrinsic reasons。”At the fifth Plateno Hotel Fashion Week Investment Summit held not long ago，Zhou Kui, President of Plateno Group, used numbers to comfort the “panic” and “anxiety” in the hotel industry in 2019。This is also Zhou Kui’s first appearance in Fashion Week after taking over from Zheng Nanyan。

“We have accumulated more than 4,000 franchisees，Overall, the chain rate of 188bet in China is still very low，Europe and the United States both have a chain rate of 50%-60%，The chain rate in China’s market is still very low。There are still many independent 188bet in the inventory。On the other hand，China’s urbanization process is still accelerating。" Zhou Kui said in an exclusive interview with a reporter from the 21st Century Business Herald，“Budget 188bet are similar to 7-11 convenience stores although the density is high，But there is still a lot of room for settlement。A good location represents traffic，The future is for budget 188bet，The location selection remains the key，We believe that the budget hotel market is not saturated，On the contrary, there is still a lot of room for market expansion。”

September 2015，Jinjiang invested nearly 10 billion yuan to acquire 81% of Plateno’s equity，After the acquisition is completed，Jin Jiang has become the fifth largest 188bet group in the world，In 2018, Jinjiang further increased this shareholding ratio to 96%，Jinjiang’s integration efforts have also further expanded to various fields。

Jinjiang International Group has relied on large-scale acquisitions in the past two years to convert Plateno、Vienna、Louvre、Radisson Hotel and others are included in the bag，The group’s ranking has also jumped to second place in the world。Based on the data released on October 22nd，Jinjiang International Group announced，Achieve the 10,000 188bet and 1 million guest rooms goals set in the company’s “13th Five-Year Plan” ahead of schedule，Become the “second in the world”。

In the 2019 Q3 financial report，Jinjiang Hotel from January to September 2019，Limited service hotel business achieved consolidated operating income of 110.9.4 billion yuan，An increase of 2 over the same period last year.92%；Huazhu’s mid-to-high-end 188bet had an overall net increase of 272 in the third quarter，The total number reached 1947，The largest number is All Seasons 188bet (759)，Followed by Starway 188bet (317) and Orange Select 188bet (233)；BTG Homeinns as of the third quarter，Number of company 188bet 4174，The number of mid- to high-end 188bet is 814，Proportion 19.5%，Number of rooms 97345，24 of the total number of rooms.2%。3Q，The number of new stores is 197，The number of newly opened mid- to high-end 188bet is 73。

This data，After budget 188bet have experienced a golden development cycle，Amid doubts about the weakness of budget 188bet，No doubt like being injected with stimulants。

Spring planting and autumn harvest

Under the trend of consumption upgrading，Around 2013，China’s chain hotel landscape has begun to enter the development period of mid-range 188bet，Traditional economical brands have entered the backcourt。

Take Plateno as an example，Among the nearly 1,000 188bet it planned to build in 2015，Slightly more economical type，And by 2016，Hotel under construction，Budget and mid-range 188bet are evenly divided。

With the adjustment of the national economy，Market consumption will be more diversified，Segmentation，While fighting in the mid-range market of 300-500 yuan，How to position a new budget hotel priced at 200-300 yuan、How to develop will be a problem faced by each brand。On the one hand, this market relies on the re-upgrading of original budget 188bet，On the one hand, it is necessary to re-plan a new brand model，Use limited investment to create a more cost-effective hotel。Mid-range 188bet often cost more than 10 million yuan in investment，Return has become the focus of investors。

Zhou Kui said，In terms of consumption power，It is easy to span 1 degree from 200 to 300，The difficult thing is to make the 2-degree leap from 200 to 500；But in fact，If you look at the entire 188bet product line，Except for the top layer，Everything else can basically be solved。“Today’s young people are all based on different needs、Different preferences、Even different moods to choose a 188bet，In the future, our 188bet classification will no longer be simple, high, medium and low，We subdivide it according to various functional occasions and various tones。”

“The hotel industry is an industry that sows seeds in spring and harvests in autumn。Cooperation between us and investors，Up to 5 years to 10 years，The key to long-term cooperation is to get along，The core of store management lies in refined management。more than ten years ago，We developed the Seven Days brand because there are no standardized products between star 188bet and guest houses，Grasp the three core points: take a good bath、Shanghaowang、Sleep well，Build an economical brand product。Because if all customers’ needs for staying in a hotel are met，The cost is huge，No bright spots either。By grasping the core needs，Self-revolution，Develop through light asset approach。Today，What we need more is to adapt to the trend of consumption，The lifestyle of 188bet will become the direction of development。" Zhou Kui told the 21st Century Business Herald reporter。

At present, Plateno owns more than just 188bet，This company started as a “7 Days Inn” 14 years ago，The business has been upgraded to cover 188bet、Apartment、Brand creation platform for co-working offices, etc.，It owns nearly 16 brands。

188bet lifestyle

“Lifestyle Business Opportunities，is a hot topic in recent years，Among them，People’s ‘time wallet’，It is also the target of crazy grabs by merchants。Today’s post-90s generation，Consumption patterns tend to be more personalized and diversified，Therefore，Exploring people’s ‘time wallets’，Will be the future trend。Take our Plateno 188bet Fashion Week as an example，We strive to explore new market space through an IP and a platform。In addition to the creation of IP，Exploring new consumption dynamics has become a new direction for the development of the 188bet industry。Selling related products in the 188bet，Give consumers the space to choose and buy in a state of ‘accompanying but not disturbing’。" Zhou Kui said。

In fact，Since 2013, Plateno founder Zheng Nanyan has put forward the brand concept of “brand first”，And formulated a multi-brand development strategy。At that time，How to make the brand proposition more vivid、More tonal、Can form a long-term perceptual value connection with consumers，This is a problem faced by traditional hoteliers。Plateno Group based on different consumer needs，Create different 188bet brands，From affordable to high-end、Everything from business travel to leisure vacation。Different consumers correspond to different market segments，Thus occupying more market share。Plateno has created such a complete brand system，Give consumers diversified brand choices，Also gives investors a more diversified investment portfolio。

In the "battlefield" where budget 188bet have entered a new stage of development，How to compete for more attention and spending power of young users has become the key。Need to reposition budget 188bet，Find out the real needs of young customer groups。Millennials pursue speed、Convenient、Fashion、light words，We can gradually find this feeling in Home Inn Neo and Hanting Youjia，The shared space young people need、Social space、Design sense、Internet、Light fashion、Local culture and other aspects are the direction of hotel brand thinking，Budget 188bet are no longer about sharing a bed，Take a bath，There is a network cable，There is a simple breakfast，And mechanical service concept，But a new way of life is needed，Advocate the most economical consumption，Discover the best experience。

*thisWen LaiSource: 21st Century Business Herald, Author: Tang Weike, original labelTitle: "After the "golden decade", budget 188bet become "light"》.