More than two months ago，188bet finally has its own new slogan，That is "one muscle"，October 17，At an evening communication meeting，188bet Chairman Yu Liang said，188bet is ready to develop continuously in real estate and related fields surrounding residence，Even if you hit the wall, you won’t look back。

This is Vanke’s successor to the “Silver Age”、The third slogan after “Live”。Interesting thing，Vanke quickly slapped you in the face，December 25, more than two months later，Vanke cancels ice and snow business unit，New 188bet and Resort Business Unit (BU)，The ice and snow business unit and team are merged into the new BU。Obviously，Vanke has obviously lost patience with its ice and snow business，Vanke, always seeking change，Started to focus on the 188bet business。

Don’t think so，188bet’s “One Strength” is just a casual comment。As early as the second half of this year，has been included as part of 188bet’s corporate culture。At 188bet Southern District Media Exchange Conference，Yu Liang officially throws out the "one muscle" argument，Correspondingly, he is wearing a black T-shirt "Made in Jin Factory"。

Before，At the 36th anniversary celebration party of 188bet on September 21，188bet Headquarters performed a song composed by New Pants lead singer Peng Lei、The disco dance music of "Youth Is a Stick" written by 188bet people；The "188bet Weekly" on September 22 published a collection of short films "I'm Just a Stick" starring comedian Zhang Zidong。There is a line in it: "There is no shortcut to success，It’s all done with just one tendon。

——188bet’s move，Considered to be under the pressure of the three red lines，Strategic focus on "real estate and related areas surrounding residence"，And further think about one of the strategies to rejuvenate the brand。

Soon，188bet started to sort out the meridians，The ice and snow business department is obviously the wrong “bone”。The Ice and Snow Business Department established in January 2017，After nearly four years of development, it has not been reused by 188bet Group。In the latest news on December 25th，188bet will cancel the ice and snow business unit，The business and team were merged into a new division - Hotels and Resorts Division。

On the official website of 188bet Group，We found，The name of the Ice and Snow Business Department has not been updated in time。188bet’s products are divided into 6 major parts: 188bet Real Estate、188bet Property、SCPG (Commercial Office)、Boyu (long-term rental apartment)、Wanwei Logistics、Ice and Snow Vacation。

As understood，Establishment of 188bet Ice and Snow Division，More for the purpose of integrating the 188bet Songhua Lake Resort、188bet Shijinglong Ski Resort、The three major ski resort resources of Beidahu Ski Resort (non-self-owned)。At that time，Domestic ski tourism has become increasingly popular due to the successful bid for the Beijing Winter Olympics。“For 188bet，I have no intention of getting involved in the sports industry...but I entered skiing，If you want to do it, you must not forget your original intention...contribute to our Olympic Games。”The then chairman Wang Shi said that 188bet was doing “a great cause”。It is also described on the official website of 188bet Group: the vision of 188bet Ice and Snow Division is to become the leader of China’s ski industry。

But 4 years later，188bet Ice and Snow Business Department fell directly behind。In recent years，The country attaches great importance to the development of ice and snow industry，A series of policies and measures have been introduced，As of the end of 2019，There are 388 indoor skating halls nationwide、774 ski resorts，On average, more than 20 million people participate in ice and snow sports every year，More than 1,200 events held every year。

However，How much benefit does ice and snow sports bring to 188bet，I have not seen this financial report。Opposite，This year, the new crown epidemic has had a huge impact on the Heyi industry，Comprehensive adjustments to major ice and snow events，Ski Resort、The skating rink is temporarily closed，Ice and snow business operations are facing great pressure。Various information display，The ice and snow industry has huge investment、Three major characteristics of long cycle and long tail effect。Tickets alone，It is difficult to achieve long-term profits。

——Vanke’s ice and snow business can no longer continue to operate in a single-minded manner，How not to hurt your muscles and bones，The best way is to be a 188bet。

Vanke’s hotels are almost not famous，On the official website，Vanke’s 188bet brand is Seibu Prince 188bet、Qingshan 188bet、White Birch 188bet、Qingshan Holiday Apartment, etc.。These 188bet brands were actually supporting facilities of the Ice and Snow Business Department，If Vanke Songhua Lake Resort is located, it is famous for ice and snow sports、Mountain vacation as a brand，Mountain vacation、Alpine skiing、Event training、Outdoor sports、Catering and accommodation、Exhibition Shopping、Educational Camp、A tourist destination comprehensive resort integrating leisure and entertainment functions。The overall planning of the resort is 20 square kilometers，The completed supporting facilities include Seibu Prince 188bet、Qingshan 188bet、White Birch 188bet、Qingshan Holiday Apartment、North American style business town、Jilin ONE mountaintop restaurant and LSR Children’s Village specially designed for children, etc.。

Interesting thing，Since this year，Business giants represented by the real estate department，Further focus on the 188bet market，Among the top 50 Chinese 188bet groups in 2019 (ranked by the number of rooms in hotels owned/operated/branded in China)，There is R&F (ranked 13)、Wanda (ranked 14)、Country Garden (ranked 16)、Green space (ranked 32)、Shimao (ranked 39) entered the list！ According to incomplete statistics，More than 50 of the top 100 real estate companies in 2019 are hotels，This year has reached nearly 70。

In addition to Vanke’s recent entry into the 188bet industry，Retail giant Suning has also begun to develop its efforts in the 188bet field。December 26，At the end of 2020，A big event is coming to the 188bet industry: after “cultivating myself for a year and a half”，Suning Zhongshan International Golf 188bet grandly unveiled！

Suning’s 188bet business is affiliated with Suning Real Estate，In recent years，Relying on the rapid advancement of national commercial real estate development and construction of Real Estate Group，Suning 188bet accelerates national development，Currently we have high-star hotels in core cities in China、High-end Conference Center、Golf club and high-end executive apartments。In strategy，Suning 188bet has been working with many international first-class 188bet management groups to carry out strategic cooperation，Plan to build 100 high-star hotels across the country，Grown into the flagship brand of China’s high-end 188bet industry！

Real estate giants，Business tycoon or not，Why are we all passionate about the 188bet industry，In fact, there is nothing more than a few logics behind it。

1、188bet enters the transition period from incremental development to stock operation。

Being a 188bet can not only have stable cash flow，After the 188bet brand is established，Real estate companies can export 188bet brands，Embark on the road of developing both light and heavy assets。

2、China’s domestic circular tourism market is booming，Hotels become good 188bet。

The impact of this year’s epidemic on the tourism market，It can be said to be "the source of blessings and misfortunes"，On the one hand，In the context of consumption upgrading，Some backward 188bet brands and properties have withdrawn from the market；On the one hand，The domestic tourism market is recovering rapidly，Hotels, especially high-star hotels、Resort 188bet business continues to be booming，Some real estate hotels that have been laid out in advance，A blessing in disguise。This also allows commercial giants without heavy warehouse layout to see new business opportunities。

3. Financing/land acquisition/188bet building three-in-one.

Working as a 188bet in real estate 1.0 era，Gaoxing 188bet is more about empowering businesses and residences，Real estate developers meet the hard needs of local governments，By building high-star hotels，Can get better local resources，At the same time，Commercial and residential prices will also "rise"。

Real Estate 188bet 2.0 era，Under the high pressure of three red lines，Hotels not only provide cash flow，And it can become a high-quality asset，High-quality 188bet assets are “hard currency”，Real estate companies can borrow cheap money。At the same time，188bet branding is done well，Not only can it handle both light and heavy tasks，And in the long run，You can also earn income from property appreciation。

The only difference between these two eras，In fact, it lies in，1.Era 0 is 188bet thinking，2.Period 0 must evolve into operational thinking。In Yu Liang’s words，China’s 188bet industry has experienced land dividend、After the era of financial dividends，We have now entered the era of management dividends。

In the land bonus stage，You can win if you get the land；In the financial dividend stage，188bet companies earn money from processing，Buy land, turn it into houses and sell it；It’s the era of management dividends，When leverage cannot be used，188bet companies rely on comprehensive competitiveness。

Is it too late for 188bet to start building hotels now？Can I enter the first echelon of real estate hotels？From the current perspective，It’s not that easy。

The first is an internal support issue.

188bet is the first leading real estate company to propose a “diversification strategy” among real estate companies。Since the implementation of diversification strategy，188bet’s new business is all-encompassing，Including commercial offices closely related to real estate、Long-term rental apartment、Logistics real estate、Urban renewal business，Also includes education、Elderly Care、Ice and snow vacation and other extended industries，There are even pigs raised、Vegetables、Food testing and other services。

At present，Vanke Group merged the ice and snow business unit and 188bet business into a new BU - Vanke 188bet and Resort Business Unit。But，Later strategic support and even financial support，That’s the most important thing，At present，Few people pay attention to Vanke’s 188bet business，Even in Vanke’s annual report, we have never seen 188bet assets listed separately。

As early as the end of 2013，Vanke proposed to transform into an “urban supporting service provider”，That is, focusing on the needs of customer consumption upgrade and urban supporting development，Established towards commercial real estate、Logistics real estate、Education、Elderly Care、Expansion in sports and other fields。Today，Several major business segments of Vanke have been adjusted to commercial real estate、Logistics real estate、Property、Long-term rental apartments and 188bet vacations，The retirement care and sports that I once pursued have disappeared into the sea of ​​people。

The decline of senior care and sports (including the ice and snow division)，It does not mean that Vanke cannot capture this market，More still need internal support，Analysis based on Vanke’s long-term rental apartment brand Boyu，Over the years，has been experiencing the pain of asset-heavy self-sustained projects and the detour of urban village transformation，But Vanke has never given up long-term rental apartments。In the current long-term rental apartment market, which is a mess，Vanke’s Port Apartment is developing in a good trend。Displayed based on the latest data，Currently, our business has entered 33 cities across the country，Opening Room 13.480,000 rooms，The overall occupancy rate reached 94%，Revenue in the first half of 2020 reached 10.500 million yuan。But nevertheless，Boyu is still losing money。However, Yu Liang has supported it on more than one occasion: “Although the current business of the 188bet has not yet fully achieved profitability，But the profit model is relatively clear，It is a business with good profit prospects。”

The second is that there are interceptors in front and pursuers in the back.

The ones that have been blocked are naturally the better real estate hotels currently，The outstanding representatives here belong to Shimao and Country Garden。2020，Shimao 188bet business has good news: many of its benchmark works are on the market as scheduled、put into operation，Key projects signed one after another、Pursuit of victory。As of now，Shimao already owns 27 internationally renowned brand hotels (including those under construction，114 self-owned brand hotels (including under construction)，The total number of guest rooms exceeds 27950，Annual passenger flow exceeds 6.6 million。

Country Garden’s core alliance enterprise—Fengyue Hotels and Resorts has also experienced rapid development this year，Currently manages more than 50 billion 188bet assets worldwide，Provides operations and asset management services to more than 150 high-quality hotels。It operates and manages the Fengyue series、Country Garden Phoenix、Country Garden Holiday、Fengqi、Home2 Suites by Hilton、Oakwood Beachfront 188bet and Residences Brand,The total number of operation and management rooms is about 40,000 rooms,Covering more than 50 countries and regions around the world,Provide coverage "investment" for hotels、Rong、build、tube、Retirement” full life cycle asset management services,Committed to becoming a global high-quality 188bet asset operator。

Check out Shimao and Country Garden，Actually, they have been operating hotels for about 20 years，Goed through many detours during this period，Excellent results have been achieved only in recent years。But Vanke’s 188bet business ideas，From the current perspective，Still at the stage of imitating our predecessors。

The pursuers are mainly domestic leading 188bet groups，Currently focusing on mid- to high-end hotels。Their brand influence and operational strength cannot be underestimated。Simple example，Huazhu Group, which started as a budget 188bet, is moving to the high-end market。After acquiring Huajian Tang，Huazhu has recruited a group of practitioners from major international luxury 188bet groups，Start building a new version of Huajiantang。But Huazhu’s ambitions for the high-end 188bet market don’t stop there。Huazhu will focus on the high-end 188bet market in the future，Including Xiyue、Huajiantang etc.，By the end of 2023，Maintain the growth rate of at least 100 new high-end hotels every year，By then, the number of high-end brand hotels will reach 500 nationwide。

Under such a predicament，Vanke as 188bet recruit，I wonder if you are mentally prepared，Can we catch up with the first echelon，Maybe it depends on whether you can stick to it！

Of course，The previous article has introduced the future prospects and opportunities of real estate hotels，Compared to cross-industry diversification，Starting a diversified strategy through hotels is easier for real estate companies，This is also the case for Vanke in recent years、Poly、Sunac、Green space、Jinmao、Shimao、Baolong、Country Garden、The reason why Longfor and others are rushing into the 188bet market。

If you want to do well in this market，In addition to the strategic layout of 188bet giants，There are 4 challenges worthy of attention。

1. The challenge of strong alliance

China Real Estate 188bet，In the early preparation process，Usually jointly created with international high-end brands。One has property，A brand，Strong alliance，Win-win for both parties。But it seems so far，There are not too many things that are relatively pleasant to cooperate with，Shimao and Starwood、Country Garden and Hilton，After many years of running-in，Generally good now。

Vanke has also cooperated with Banyan Tree， January 2017，Vanke and Top Resorts、Banyan Tree Group, a multinational operator and developer of hotels and spas, has agreed to establish a new joint venture platform - "Banyan Tree China"，To integrate Banyan Tree Group’s brand hotels and assets in China。"Banyan Tree China" will be controlled by Banyan Tree Group and Vanke in a 50:50 ratio in the initial stage，Banyan Tree Group will inject all its assets in China into "Banyan Tree China"，The asset valuation will be determined by an independent third-party appraisal。However，This cooperation is more about allowing Banyan Tree’s 188bet brands to settle in China，Limited empowerment for Vanke 188bet brand。In comparison，Shimao and Country Garden are smarter about this，They are in strong alliance with international giants，Incubated his own 188bet brand。

2. Challenges of operational thinking

This should be the biggest challenge，Already emphasized before，Previous cooperation was more about real estate thinking，Currently building a 188bet in real estate，What matters is the 188bet’s cash flow，So the business model must return to the "essence of accommodation"，Because only by returning to this essence，In order to generate cash flow，Value-added property，Only in order to support real estate。

Differences in operational thinking，In fact, it also determines the competition between high-end properties，At present，The leading Chinese 188bet group is eyeing the high-end properties with heavy real estate holdings，A careless move，Maybe they will take it down。

3. Challenges of light and heavy capital

Hotels are an important part of commercial real estate stock，Always have a long investment cycle、Characteristics of slow profit growth。Real Estate 188bet，Because it is unprofessional，The ideal is to balance both light and heavy matters、Two-way return，But the reality is probably a mistake、Loss everything。Typical representatives here are R&F and Greenland，R&F’s high-end 188bet asset package taken over from Wanda，Currently, we are still losing hundreds of millions of dollars every year，And Greenland is also experiencing difficulties，Skyscraper Professional，Currently burdened with trillions of debts，27 properties in 14 projects in the Yangtze River Delta are for sale，An asset package worth 23.1 billion to repay debt。

4. The challenge of self-branding

final，Compared to China’s leading 188bet group that started from hotels，Real estate hotels are actually just the “side business” of real estate giants，So it is particularly important to build your own brand。

Currently，my country’s budget hotels are in a period of decline，Seeking transformation；Mid-range hotels are in the growth stage，But the competition is fierce；High-end hotels are in their initial development stage，There is huge room for market growth。Real estate giants have many advantages，But building your own brand is a long process，From making quick money to making small money，A challenge in itself。Future，The most valuable thing about a 188bet is not the property，Still a brand。

In summary，Vanke Yehao，Other real estate tycoons、Business giants or giants，Entering the 188bet and large accommodation industry，It is a good thing in itself，It is also an inevitable layout for diversification，But how to truly build a 188bet brand，Seize the cultural tourism accommodation opportunities in the new era，Need the "one muscle" spirit，We also need the brand ingenuity that we have lost for a long time。

*Source of this article: WeChat public “Space Secret”（MESPACE007），Author: Xiong Chumo，Original title: "Why does Vanke, a single-minded company, build a 188bet?》.