Mid-range 188bet game are the main body of the hotel industry，It has been a hot topic for a long time，But it was once in a very embarrassing market position，Except for relying on cost labor input，The lackluster mode also makes it difficult for the mid-range。But with the favorable national policies、 The rise of mass tourism、The middle class brings changes in consumption upgrade，Mid-range 188bet game will usher in another wave of construction climax。How to seize the opportunity and make countermeasures has become the key to the sudden change of mid-range 188bet game。

For Thankyou, which started as a chain 188bet game in third- and fourth-tier cities，In addition to coping with the return of 188bet game chains to seize the market，How to turn around and enter the mid-range brand in first- and second-tier cities，This brings an expectation to the 188bet game industry。This time Zhihui interviewed Mr. Ma Bo, Senior Vice President of Thankyou Group，Discuss this belated era together。

A set of data

According to the "2016 China Hotel Chain Development and Investment Report"，As of January 1, 2016，The total number of limited-service 188bet game in my country has reached 21,481，A total of 5106 more stores than last year；The total number of rooms is 1969145，An increase of 443674 compared to the same period last year，Growth of 29.08%。 1749 mid-range 188bet game，Growth of 86.86%；19732 budget 188bet game，Growth of 27.81%。This order of magnitude growth，Only represents the size of the hotel，Does not represent market orientation。Opposite，Judging from the number of star hotel closures in 2015，More than 900 closed in the first quarter，More than 800 closed in the second quarter，More than 960 in the third quarter，The average number of closures is around 1,000，Same trend is high。It can be seen that the growth of budget 188bet game is slowing down and the layout of mid-range 188bet game is accelerating。

But mid-range 188bet game have returned to mass consumption and created a blue ocean?Still can’t escape the property，Manpower，The devilish obstacle of increasing decoration costs？

Two trends

High-end 188bet game are increasing step by step as the government cracks down on corruption，The severe market is always testing its operational capabilities，After May Day this year, some high-star 188bet game raised prices through the “VAT reform”，The biggest bonus of its single product is the problem caused by non-standard taxation，Pushing it to the forefront，According to the statistical data of 450 five-star 188bet game provided by Hetai Intelligent Industry，In fact，Five-star hotel occupancy rate in the first quarter of 2016、Average house prices are showing a downward trend。Data display，The average occupancy rate of five-star 188bet game in the first quarter was 51.22%，51 compared with the first quarter of 2015.35% decrease 0.13%;Average house price is 535.92 yuan，Compared to 563 in the first quarter of 2015.25 yuan reduced by 27.33 yuan;The income per room is 274.5 yuan，289 compared with the first quarter of 2015.23 yuan dropped by 14.73 yuan，The situation is not optimistic。

Representatives of budget 188bet game include Seven Days Chain，Recently, franchises in first-tier cities such as Beijing have been slowed down or even suspended，Recommend its mid-range hotel brands to franchisees instead，In fact, it has become a consensus in the industry as early as the second half of last year。Just one、Second-tier cities，High-priced property，Human cost and over-investment, either brand optimization or elimination；On the B side，Current profit is only 7% to 8%，Excluding franchise fee，The annual net profit is only about 3%；Just the source of customers，Pay more attention to the quality of 188bet game and services。Mr. Thankyou Mabo said that the budget hotel market will return to the third level in the future，Fourth tier cities，Shangkeyou has already laid out the market in third-tier cities，There will be more opportunities to strike later，There is room for layout in the mid-range market。

The essence is that big cities are undergoing an upgrade in their consumption structure，This will also be the inevitable trend for mid-range 188bet game to become hot spots again。

Three borrowings

Mid-range 188bet game and OTAs

The relationship between OTAs and mid-range 188bet game is profit-driven，When there are benefits, all worries are unnecessary。Take ThankYou’s mid-range ThankYou selected 188bet game as an example，OTA accounts for 20% of the hotel group’s order volume，Is an essential distribution channel，Help achieve accurate customer segmentation and market positioning。But it is undeniable that direct sales and membership are the basis for the hotel’s existence，Currently，In order for the hotel to convert the customers introduced by OTA into direct sales customers through offline and online services，Resolved mainly through system technology construction and the formation of China Hotel Alliance。

Mid-range 188bet game and sharing economy

The sharing economy and mid-range 188bet game have an occasional relationship，It has a much greater impact on non-standard 188bet game。Currently looking at the sharing economy in China，At the initial stage，Form over substance，Essentially it has not had a lasting impact on the interests of the hotel group。The situation at home and abroad is different，Foreign houses belong to the landlord，It is a second-hand landlord in China，Pursuing profit maximization，Professional，In the future, China will even move towards standard products，Such as the current short-term rental platform。 In Mr. Mabo’s opinion，Currently there is too little profit in China，Hotel groups are deploying non-standard products and apartments after the market takes shape，And stronger scale and standardization，It is easier to seize the market than operating independently，Thanks to the huge development team，Design Team，Construction Team，SAAS system, etc.。

Mid-range 188bet game and SAAS systems

One of the biggest doubts currently lingering in mid-range 188bet game is whether they can achieve breakthroughs by relying solely on decoration costs and human services。But the hotel industry，Includes competition from mid-range 188bet game，In fact, it is the competition between supply chain and supply chain，The conditions for winning more profits require close cooperation within the entire supply chain within the wine industry，Achieving shared benefits and costs。

So large hotel groups integrate the upstream in the supply chain through SAAS systems、Midstream and downstream，Effectively save ineffective costs inside and outside the hotel，Reserve ample funds for mid-range 188bet game，At the same time, mid-range 188bet game rely on its better experience and humanized service，Enables the digestion of this difficulty。

According to Mr. Ma Bo, the 188bet game group will slowly develop into a platform in the future，Not just managing physical stores，More via SAAS system，Move offline to online，Connect with OTA，Complete marketing system，These all depend on the launch and application of Thankyou SAAS platform。

Four sets of moves

As the main "British Business Class" service brand under ThankYou, Lanou Boutique 188bet game，The style of play revealed by observing it，To clarify the breakthroughs he made。

One sword transforms the three realms---refines local experience

Visual: based on art，Respect geometric principles to plan space pattern，Decorate the space with British elements，Provide a living experience that combines practicality and beauty。

Smell: Using the unique "Miss COCO" fragrance；A unique air purification system is installed 188bet game room。

Touch: focus on sleep，Build the "Yunmeng" sleep system；Full down-filled quilt；The pillow is suitable for lying on your back、Two heights and hardnesses for different side sleeping positions。

Wear flowers on your left and right hands---Branding starts from the first sight

Product branding: designated British tea brand Whittard of Chelsea，From tea bags to loose tea，From black tea、Green tea、White tea to herbal tea、Fruit tea and various flavored teas；Specified porcelain Royal Albert’s bone china tea sets and other British century-old porcelain brands。

Personnel branding: In addition to screening service personnel for appearance and temperament，Clothing is specially designed，Cuffs，Select ties, ties, etc. one by one。

Kong Ming Sutra---Service is the first priority

Sitting service: changing from traditional standing to sitting service，Behind the scenes are two completely different identities，Give consumers the feeling of being taken care of。

Hug-drink: independent and private afternoon tea space，Can be used for business meetings，Chat with friends, etc.。

Bed turn service (VIP exclusive service): first step invisible service，Prepare flowers and handwritten welcome card，Bedding and guest supplies are neatly placed in advance。

Jade girl’s pure heart---Fashion elements run throughout

Fashion Show

Lanou Hall is transformed into an international catwalk scene，With super large screen design，Uninterrupted broadcast: FTV’s fashion-forward catwalk show；Paris、Milan、Live coverage 188bet game four major international fashion weeks in New York and London；The catwalk shows and new product releases 188bet game world’s leading luxury brands；There are also movies with the same theme as "Mademoiselle C"...

Book Fashion

Big-name fashion magazines from all over the world placed randomly；Or through our own platforms such as WeChat，Learn about the famous products 188bet game season、Clothing matching and other information，Book Lanou’s private customized service。

V-S Party (vogue time)

Weekly vogue time——20:00；Irregular V-S Party，And the theme is different，Such as burberry theme windbreaker fashion party, etc.，Precise user group。

(The picture shows the interior space of Lanou Boutique 188bet game)

In summary，Zhi Hui believes that there is a ceiling for mid-range 188bet game，Although the middle class continues to expand，But if mid-range 188bet game expand blindly，It is extremely easy for internal problems to occur，On the contrary, it is not conducive to steady development。It is worth noting that mid-range 188bet game are branding in independent stores，Chain chain development，We must take into account the differentiation of hotel themes、Featured、Personalization，Lead with multiple brands，Rely on SAAS system to integrate supply chain，Only in this way can we avoid the current dilemma of budget 188bet game in the future。

Conceivable，In the past, budget 188bet game were the standard success，In the future, mid-range 188bet game will usher in another era with non-standard products，Go to the standard product to complete its mission。

Author of this article: Zhou Qiyi，188bet game travel expert author。Personal WeChat ID: zj-Parker，Welcome to follow and communicate。

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