Days ago，The 3rd China (Shanghai) International Hotel Investment Franchise and Franchise Exhibition (HFE) moved to Beijing for the first time，This exhibition is a prestigious comprehensive investment and franchise platform in the hotel industry，Attracted many hotel brands from all over the country、Hotel investor、Hotel Media、Franchise owner、Hotel Supplier。At the three-day exhibition，Shangmei Life Group is an invited exhibitor，Coming out across the board with its six major hotel brands，Received thousands of visitors in total，Nearly 50 intention contracts，Fully demonstrates the proud strength and image of China’s “New Top Four Hotels”。

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At this exhibition, Shangmei Life Group once again reflects its "unconventional" side，Breaking the convention of promoting one or two brands in previous exhibitions，Revolving around the core investment needs of hotel franchisees，With a Lanou model room、Three mid-range hotel brand shows constitute the “1+3 model”，It not only meets the needs of franchisees to understand the characteristics of the hotel through model rooms，There will be beautiful flowers again、Shangkeyou Selection will be launched on the booth at the same time，With unique brand positioning and investment scale，Help franchisees quickly lock in investment targets。

To reflect the group’s core philosophy of “creating value for customers”，Wang Zedong, CEO of Lanou Hotel、Wang Xiguang, CEO of Thank Inn Chain Hotel, personally delivered the brand theme presentation，For the investors who came here because of the reputation、Franchisees showed up to explain the hotel’s design features、Cost advantage、Investment income and other brand core competitiveness。Family Hotel makes its grand 188bet sports betting app download debut as the first unit of the brand show，Kick off the brand promotion with a unique MINI short drama，Causing on-site investors’ consultation attention。Also，The theme promotion at the current exhibition is too intensive、The phenomenon of concocting various concepts，Shangmei Life restricts the theme promotion to 3，At the same time, the preaching activity will be extended to 2 hours，The result of this is that dry goods appear frequently，Every brand can explain it clearly、Tell it thoroughly，The direct effect of this is that after each theme presentation，All attracted a large number of contract inquiries，It set the tone for the ultimate achievement of signing more than 40 contracts。

Mid-range hotels will bloom in the future

With the decline in profits of budget hotels and the upgrading of consumption、Factors such as the growing middle class，The mid-range hotel market has become the target of competition for major hotel groups，Whether it is Huazhu、Bitao、Home Inn、Dongcheng，Still Yaduo、Junting and other independent brands，They have increased their investment。

As understood，The first mid-range hotel brand of Shangmei Life Group is Shangke You Select Hotel，Created in 2014，At present, the brand has signed more than 100 contracts。Except Thankyou Selections，Shangmei Life Group later launched the Lanou Hotel targeting business elites、Family Hotel, which specializes in beautiful scenery and homestays, and Holiday Inn Hotel, a mid-to-high-end business and leisure hotel brand。Different from many industry insiders who describe the mid-range hotel market as a Red Sea，In interview，Ma Bo, CEO of Shangmei Life Group, thinks，Mid-range hotels must be a market where a hundred flowers bloom in the future，This is the fundamental difference from budget hotels。

At present, people’s essential demand for budget hotels is B&B (Bed & Breakfast)，It solves security problems，Clean、Hygiene、Comfort is an important label for budget hotels，It is also a sign that the hotel market is moving from disorder to standardization。But as people’s spending power increases，Gradual changes in consumption concepts，The concept of staying in branded hotels is becoming more and more popular among consumers，Therefore, more and more consumers are choosing mid-range hotels。How does Shangmei Life stand out from many mid-range hotel brands，Becoming a brand loved by consumers？Ma Bo thinks，Product temperament、Tone and how to establish emotional resonance with consumers become very important when choosing a mid-range hotel brand。For example，Lan Ou Hotel launched by Shangmei Life，Mainly attracts the middle class and business travelers，Brand design style of light luxury art，Become the emotional link between Shangmei Life and consumers，So as to attract this precise group of people。

Lan Ou Hotel’s model room becomes the star of the exhibition again

Affected by the location of the exhibition，The flow of people in front of Shangmei Life’s booth is relatively balanced，This just gives visitors the opportunity to fully understand the Lan Ou Hotel。The light luxury business concept launched by Lanou Hotel for modern business elites，And a series of practical functions set around business travel scenarios，Like a private negotiation room、Blues Salon and more，Let visitors be impressed by Lanou’s brand concept。

In addition to unique brand competitiveness，Lanyu Hotel also has group platform support from Shangmei Life，Able to provide location positioning for franchise stores、Project Management、Employee training and management、Operation Management、Supply Chain Management、Hotel Smart Technology、Continuous support and guarantee in innovative marketing management and other aspects，In conjunction with the on-site franchise gift package preferential policy，Finally, more than 20 companies signed contracts with intention，Making Lanou once again a popular star at the exhibition。

Quality drives growth, leading the value upgrade of mid-range hotels

Shangmei Life’s outstanding performance at this exhibition，Proof that in the era of consumption upgrading，“Quality first” is the eternal truth。Since the establishment of the group，Shangmei Life has always been actively exploring the combination of hotels and new lifestyles，Successively launched ThankYou Selection、Holiday Land、Lanou、Family and other mid-to-high-end hotel brands，And with clear market positioning and personalized product services，Won market recognition。At this exhibition，Shangmei Life Group，With Jin Keer、Love it so much、Aifelo and other high-end brands held a cooperation signing ceremony，Meaning that Shangmei Life Group is moving forward steadily on the road of "quality first"。

It is reported，First quarter of 2017，Benefit from clear market positioning，Shangmei Life has 132 newly signed hotels，22 mid-range hotels，1 mid- to high-end hotel，Mid-range hotels account for nearly 20%，Become an important driving force for the quality upgrade 188bet Online Sports Betting and Casino of Shangmei Life’s hotels。Another success this time at the Beijing Hotel Exhibition，It shows that Shangmei Life’s hotel concept of “quality first” has been recognized，And will further enhance Shangmei Life’s voice in the mid-range hotel market。

Whether the product can meet the changes and upgrades in consumer demand is the biggest challenge

Whether it is the Lanou Hotel launched for the middle-class elite business crowd、Family City View Hotel focusing on natural pastoral style，Other hotels that meet the “social” and “self-service” digital needs of Millennials，Consumers’ individual needs are always factors that different hotel brands must consider when designing。When asked what major challenges Shangmei Life Group currently faces，Mabo told Zhihui，In the values ​​​​of Shangmei Life，The first rule is product first，The second is to bring value to customers。Different customer groups have different consumer demands and emotional propositions，Shangmei Life hopes to design products that truly meet customer needs，Create maximum value for customers。As understood，Shangmei Life Group currently has 15 million loyalty members，Young members aged 20-29 account for the largest proportion，As this group grows older，Their spending power and behavior are also changing。

Therefore，Ma Bo thinks，The challenges that Shangmei Life Group currently faces are，Can the products and services provided by the company keep up with changes and upgrades in consumer needs。He said，Based on previous experience，The biggest bonus of brand economy hotels is，There is a serious mismatch between the rise in consumer demand and the upgrading of the industry，For example，Consumer needs have changed，But the products provided are only available in independent hotels，There is no guarantee for any other service，This is also the reason why brand economy hotels experienced explosive growth at that time。The final result is，Everyone stays in budget hotels，Few people are willing to stay in independent hotels，The market at that time was still in a development stage where resources were scarce or supply was insufficient。AndThe current situation is，The products on the supply side are already sufficient，All kinds of hotels are available，But can the products provided by the company meet the personalization of consumers、Mobile、Experiential needs，Can we establish an emotional connection with consumers，This is a big challenge，It is also the most important challenge faced by Shangmei Life Group。

ZhihuiOnsiteInterview with Ma Bo, CEO of Shangmei Life Group

From the perspective of the entire hotel industry，The mid-range hotel market also faces many challenges。In China，There are two main forces in the mid-range hotel market。One stock is a bottom-up upgrade of a budget hotel group into a mid-range hotel brand；Another international star hotel chain develops mid-range hotel brands from top to bottom。In the process of development，Both development methods have problems。The biggest problem encountered by international star hotels in the process of developing mid-range brands is poor implementation - placing their position too high，Maybe they lowered the price，But the decline has not yet reached consumers’ expectations，So they are developing、Service、Price and other aspects cannot meet the needs of consumers well。

The problem in the bottom-up economic hotel development process is，Managers manage the economic hotel market for a long time，No experience in managing mid-range hotel brands，How to reflect product tonality、There are inherent deficiencies in how to provide better services。However，With the great development of mid-range hotels in recent years，More and more talents in mid-range hotels are emerging，Shangmei Life is also seizing this opportunity to attract more talents，Increase investment in important markets。Although you will face great challenges in the process of building a mid-range hotel，But Mabo thinks，Upgrading a budget hotel to a mid-range hotel brand must have a step-by-step learning and growth process，It’s not something that can be achieved overnight，Don’t simply think that those who run budget hotels will never be able to do well in mid-range hotels。

Let members resonate emotionally with the product and find common values

Talk about how to increase user stickiness，Improve member loyalty，In addition to relying on points rewards in the traditional membership system，Ma Bo thinks，The most important way to attract and retain members is to find ways to involve members in the development system of the Shangmei brand。Currently Shangmei is conducting various membership marketing activities，The purpose is to allow members to find common ground of value in this process。For example，Shangmei will be building the "Shangmei Life Center"，Find some products that match the members’ age group，Form a relationship bond，Let members feel that in addition to redeeming points for discounts, there are other services they can look forward 188bet sports betting app download to。Shared values ​​and aesthetics，Let the temperament between members and products become closer and closer，In this way, the relationship between the company and its members can go further，Enter them more than simply giving a coupon。In the future, this model will form a “community economy”，Via community，Put members’ preferences、Hobby、Match the values ​​​​with the tone of the product，To achieve the purpose of emotional resonance。

According to Ma Bo，Currently，Shangmei Group has about 200 mid-range hotel brands，Mainly distributed in Nanjing、Hangzhou、Shanghai、Suzhou、Xishuangbanna、Xi’an and other cities，Shangmei Life Group will plan to sign another 200 mid-range brand hotel franchisees in the rest of 2017。

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