188bet Live Casino’s ambition to compete with Meituan is becoming increasingly difficult to hide - Meituan has previously entered the existing hotel market with "Light Stay" hotels，Existing 188bet Live Casino is trying to make a 188bet Live Casino version of “OYO”。

According to recent media reports，188bet Live Casino, I will be in Hefei recently、Chengdu and other cities launched their own brand accommodation business "188bet Live Casino Inn" and "188bet Live Casino Hotel"。And earlier，Shanghai Junfeng Network Technology Co., Ltd., an affiliated company of 188bet Live Casino Travel, applied for registration of "188bet Live Casino Light Hotel"、"188bet Live Casino Apartment"、"188bet Live Casino Inn"、“188bet Live Casino Little Hotel” and other related trademarks。

This is 188bet Live Casino Ji group purchase、Taking a taxi、Quick delivery、After booking tickets and other new services，A step closer to Meituan again，Quite a bit like “Meituan”，I have to have the meaning of "。However, if you look closely, it is not difficult to find，188bet Live Casino, the traffic volume and funds are very different from Meituan，It is difficult to completely replicate the path of Meituan，On the contrary, I want to continue using the usual sinking method，Open your own new territory。

Returning to the old path of 188bet Live Casino, still "sinking" style

According to public information，188bet Live Casino’s accommodation business adopts a light franchise model similar to OYO Hotels，There are two forms，One is cash franchise，That is, the annual brand usage fee of 9888 yuan，And a service deposit of 5,000 yuan，The other is the “cash + replacement house” model。Compared to operating costs of chain hotels，188bet Live Casino Light Hotel is more cost-effective in a short time，Lower operational risk。

Zinc scale found in 188bet Live Casino Travel app search，Currently, it only has one hotel franchise in Chengdu that opened in 2015，And located in Pixian County, which is far away from the city。And in Hefei，There are currently two 188bet Live Casino Inns and two 188bet Live Casino Hotels。

According to zinc scale，After joining，The original name of the hotel will be changed to "188bet Live Casino Small Hotel (later upgraded to "188bet Live Casino Light Hotel")" or "188bet Live Casino Hotel"，Attach the branch name。

Judging from the hotels that have already joined the franchise，Its light hotel business also mainly serves second- and third-tier cities，Core areas of prime locations in some fourth-tier cities，As well as areas with higher 188bet Live Casino Travel coverage such as university towns。For example，Among the four 188bet Live Casino hotels in Hefei，There are two companies located in the University Town area。

and，Both 188bet Live Casino Hotel and 188bet Live Casino Inn have lower pricing。Take Hefei as an example，Two 188bet Live Casino small hotels launched on the 188bet Live Casino travel app，Platform discount prices are as low as 80 yuan and 41 yuan respectively，The unit price of these small hotels on Meituan and Ctrip will be slightly higher。The price of 188bet Live Casino Hotel is also between 100 yuan and 200 yuan，Overall，Belongs to the lower-middle price range。

188bet Live Casino Hotel and Price

This seems a bit countercurrent。After all，High-star hotels are actually the focus of competition among industry giants。Especially after the 2020 epidemic，Gaoxing 188bet Live Casino’s product advantages gradually emerge。According to Ctrip，High-star hotels are the 188bet Live Casino category that has recovered the fastest after the epidemic。

More predictions are displayed，In my country’s 188bet Live Casino industry，Luxury、The proportion structure of mid-to-high-end and budget hotels will transition from 1:3:6 to 1:4:5，And the proportion of mid- to high-end hotels will continue to expand and stabilize at around 44%。Calculated from this，The high-end market will have at least 3-8 years of rapid growth，The number of guest rooms will reach 8.81-11.01 million，There is still room for growth of 76%-120% compared to the current level。

But 188bet Live Casino, I don’t dare to take the porcelain job without diamonds.

This was actually revealed as early as May 2020。188bet Live Casino Travel CEO Yang Lei once said，“Most of the users of 188bet Live Casino are ordinary people in the sinking market，Based on such a user base，188bet Live Casino, I hope to be a mid-to-low-end hotel”。

In fact，In addition to the reasons of user base，There is another important realistic background - competing with large hotel groups with stronger capital strength in first-tier cities，It’s too difficult for 188bet Live Casino to travel。

Meanwhile，The OYO model has been favored by capital in recent years，Acquired 500,000 rooms across the country in 18 months，Local hotels covering more than 300 third- and fourth-tier cities。

Obviously，For 188bet Live Casino，This lighter and sinking path is more realistic。

And this path is actually an old path taken by Meituan，When we first set foot in the wine and travel market，Meituan’s positioning is also for online booking of mid- to low-end hotels，High traffic but low unit price，The strategy of contracted merchants is also "low threshold"，Cast a wide net”。So，Take advantage of Ctrip、When Qunar competes with three eLong OTAs，Meituan is rapidly attracting investment in third- and fourth-tier cities，The chassis of the accommodation business has been built。Until the traffic pool becomes larger and larger，Meituan Accommodation’s market share continues to increase，The high-star 188bet Live Casino market has gradually become Meituan’s new battlefield。

Nothing more，188bet Live Casino, I want to copy Meituan’s success，It’s not that easy anymore。After all，Times have changed，The hotel accommodation track has changed several times，Already entered the new schedule。

Meituan can do it, but 188bet Live Casino may not do it

The so-called "light hotel"，We still have to look for opportunities in the existing market。But now，The competition on the sinking track is fierce enough，Existing Huazhu H chain hotel，Tongcheng Elong’s OYU and Meituan’s Qingzhu and other hotel giants，There are also local hotel brands such as Thank Inn Chain Hotel Group that have been deeply involved in the local market for many years，188bet Live Casino, I want to be the new catfish that stirs up the market at this time，It’s not easy。

Despite media reports，A 188bet Live Casino Hotel after joining for 23 days，its individual customer orders increased by 37%，OTA click volume increased by 35%。But Zinc Scale learned from the staff of Yihao Hotel，Currently, orders for the 188bet Live Casino Hotel where it is located mainly come from Ctrip and other other OTA platforms that have settled in it，There are not many orders booked on the 188bet Live Casino Travel app。"and，On Meituan，Our hotel name does not currently say 188bet Live Casino Hotel，Still using the original hotel name。”The staff member said。

This is actually a common problem faced by the soft brand model-the degree of improvement in traffic is limited，After independent 188bet Live Casino joins soft brand，Traffic still mainly relies on offline walk-in and OTA channels。According to Global Travel News，Huazhu Nihao 188bet Live Casino’s orders mainly come from OTA，Although I tried to convert members at the front desk，But with little effect。

This means，Soft brands that mainly integrate small and medium-sized independent hotels have not yet fully developed a successful model。That’s why，Second half of 2019，Soft brand negative outbreak，Players frequently take "detours": OYO is exposed to massive layoffs，Doubts never stop - uncontrolled expansion、Data fraud、Chaos management、High owner cancellation rate, etc.；Nihao 188bet Live Casino can only merge with Huazhu’s Elan brand。

Then，A game that even large 188bet Live Casino groups have not yet played，How can we compete with the giants?？

Comparison of franchise fees between 188bet Live Casino Light Hotel and an economic chain hotel。Picture source: tech planet

"Actually，The core of soft brand is through brand management、Operation and maintenance, traffic, etc.，To improve the operation of small and medium-sized independent hotels、Service efficiency and revenue level。Chain hotel groups have certain innate advantages in brand management and operation and maintenance，Meituan and Ctrip are extremely competitive in terms of traffic，But they will still face operational and management problems，Encountered doubts from franchisees。So 188bet Live Casino from an Internet company，We may face more difficulties。"A hotel industry manager told Zinc Scale，“After all, hotel owners not only need to put up a sign after spending money to join the franchise，It is more necessary to see an increase in unit price or traffic source。But in the hotel supply chain、Refined management、Vertical member stickiness，188bet Live Casino, we are all laymen。”

The person in charge of a hotel that has joined Huazhu told Zinc Scale，“Individual hotels choose to join hotel group brands，Must be because of the reputation behind this brand、Management services or drainage basins。Travel with an emerging brand like 188bet Live Casino、Cross-border brand comparison，Everyone may still believe in industry giants。”

On the one hand, small and medium-sized independent hotels may not necessarily believe in the strength and traffic of 188bet Live Casino Light Hotel，On the other hand is whether consumers are willing to pay for 188bet Live Casino Hotel。

Relying on shared bicycles, an entrance that just needs high frequency，Activate existing users，Increase user net value，This is the underlying logic of 188bet Live Casino Travel’s expansion boundary。But，Whether users who ride shared bicycles are willing to continue to use the 188bet Live Casino app to book hotels under the 188bet Live Casino brand，Most consumers hold a negative attitude。

“I usually ride 188bet Live Casino’s bicycle，But I want to stay in a hotel，My first choice is Ctrip、Platform within Qunar，Or open the app of hotel groups such as Huazhu Club。”Xiao Xiao is already an old user of 188bet Live Casino Travel，I use its shared bicycles every day to and from get off work，But she trusts 188bet Live Casino Travel，That’s all，"Including new businesses such as group buying launched by 188bet Live Casino，I have never used it。”

An industry insider said frankly，“From the perspective of product logical thinking，User’s travel to subsequent hotel accommodation，Integrated platform booking can be realized。But in fact，Most users’ habit of booking hotels has been fixed，To cultivate users’ trust in 188bet Live Casino Hotel，How can 188bet Live Casino’s original 400 million travel users be connected with new businesses，There is still a long way to go。

If there are dates but no dates, I can’t wake up from the “188bet Live Casino Dream”

In fact，188bet Live Casino Travel has made various attempts on the “second curve”。“User-centric business is borderless” ，Li Kaizhu’s ideas are exactly the same as Wang Xing’s “boundaryless theory”。

Frequent cross-border crossings are like "If there are dates but there are no dates, we will hit three poles"，People have to mention the former Meituan: Travel、Payment、188bet Live Casino Travel、Local life...Meituan attacks from all sides，Continuously expand your business territory，Building a huge ecological empire。

This has become Haro’s dream and direction to follow.

Yang Lei once said in an internal speech，Unilateral business development space is limited，Multilateral with stronger evolutionary capabilities、Complex business will become 188bet Live Casino’s new business choice。"The company's methodology for new business in the future，It is necessary to develop some businesses with greater imagination，such as group purchase、Go to store、Wine Travel, etc.。”

So，The 188bet Live Casino Travel app launched a local consumption portal for “eating, drinking, playing and having fun” in April 2020，Content includes wine travel、In-store catering business，And Finance、Car service、Map Service，But at that time, its local life services were only tested on a small scale，Most of the content is provided by third parties。Now，188bet Live Casino life is not only self-operated，Also set third-party social software such as WeChat as the first entrance to attract traffic。

Interface of 188bet Live Casino Life

Desperately exporting capital to "the boss of shared bicycles"、"400 million registered users"、"Puhui Life Platform"，And the current "188bet Live Casino Version OYO" story，How much has to do with its ambition to go public。

According to previous reports by Jiemian News，188bet Live Casino Travel will be launched in the United States in the early second quarter of this year，The amount raised is around US billion。Also reported by Bloomberg，It will submit an IPO application in the United States in a non-public form。

So，There is no shortage of speculation from industry insiders，188bet Live Casino’s expansion into new businesses is more like its final sprint for listing。The purpose of its listing is also very clear-funding。After all，To continue to expand the border，Inseparable from capital support。

Nothing more，From the current perspective，None of the new businesses that 188bet Live Casino has explored before has brought about changes in the market structure，This “Meituan dream” that I can’t wake up from is finally a dream come true，Still broken，We still have to give time。

*Source of this article: WeChat public “Zinc Scale”（znkedu）, Author:Li Wenjie, original title: "Impact on the sinking hotel market: Why can’t 188bet Live Casino stop copying Meituan？》.