From single sleep to multi-dimensional health
Look at the business and ideals of the hotel industry
Author: Qiu Juan Source: Shuyu Hotel
In July 2021, Shuyu Hotel was newly released; at the end of December 2022, Shuyu Hotel had won more than ten mid-to-high-end projects across the country. Up to now, Shuyu Hotel has entered Huizhou, Guangdong, Kunming, Zhenxiong, Henan, Zhengzhou, Anyang, Xi'an, Shaanxi, Ziyang, Sichuan, Guiyang, Guizhou and other cities, and they are all located in core areas.
In the brand jungle, why are investors willing to choose Shuyu Hotel, a fledgling new brand? After communicating with investors and Xie Jinjin, Vice President of Development of Shuyu Hotel, the author believes that Shuyu Hotel has done two things right. This article will dismantle it from the dimensions of investment reasons, product highlights and cost advantages.
01
Signing Tips
Born for comfort and health, investing in the future
In the post-epidemic era, signing dozens of mid-to-high-end projects across the country may be a 2-3 year expansion achievement for a new hotel brand, but Shuyu Hotels has completed it in just over a year. This is mainly due to the fact that Shuyu Hotel’s brand core is highly consistent with ’s consumer trends. For long-term hotel investment, it is particularly important to keep pace with the development pace of the future consumer market. On the other hand, as a high-end hotel brand in the strategic layout of Jinjiang Hotel (China), Shuhe Hotel is gathering the strength of all parties to take advantage of the trend and achieve large-scale development with the support of many policies.
Picture source: Shuyu Hotel
Observing the development trend of consumption, "health" has become a hot word. Whether it is punk health care or preferred health products, consumers are increasingly paying attention to health. Statistics from the National Health Commission show that in the past ten years, the health literacy level of Chinese residents has increased from 8.8% in 2012 to 25.4% in 2021, and the goal of "reaching 22% by 2022" has been achieved ahead of schedule. Behind the threefold increase in the rate is the increasing pressure of life and work, and people's health problems are becoming increasingly prominent. This "forces" people to pay attention to health issues. The impact of the epidemic has also made more people re-examine their lifestyles and pay more and more attention to health. The "2020 New Health Consumption Trend Report" predicts that by 2030, the market size of the health service industry will exceed 16 trillion.
"How can hotels get a share of the health market?" has become a topic that brands and investors are thinking about together. Aiming at this opportunity, Jinjiang Global Innovation Center GIC, which has an international perspective, teamed up with the team of Xi'an Hotel to innovatively incubate Shuyu Hotel. introduces the Nordic lifestyle with the highest happiness index in the world, Shuhe Hotel builds a healthy and comfortable living experience, and collaborates with investors to take the lead in laying out the health track.
Picture source: Shuyu Hotel
After more than a year of market exploration, Shuyu Hotel has received olive branches from different types of projects such as state-owned enterprises, real estate, cultural tourism and individual owners. When
was exchanging investment reasons, everyone unanimously told that they were very optimistic about the brand positioning and product style of "Nordic Comfort and Health" of Shuyu Hotel. "Shuyu Hotel cleverly integrates health, comfort and high quality, which is in line with current consumer needs and consumption trends." At the same time, in an increasingly cautious investment environment, Shuyu Hotel's single-room cost within 12W also makes investors quite excited. An investor in the Xi'an Big Wild Goose Pagoda project pointedly pointed out: "The single-room cost investment within 12W, combined with the location advantage of my project, provides the possibility for me to 'use mid-range investment to leverage high-end returns.'"
In addition, Xie Jinjin added: " relies on its strong adaptability "Shuhe Hotel is highly compatible with various types of projects and can highlight their respective characteristics and highlights." For example, the Anyang project in Henan Province, as a real estate cultural tourism project, chooses a supporting hotel brand that not only conforms to the attributes of the business district, but also needs to adapt to the cultural and tourism environment. Shuhe Hotel with both business and vacation attributes has become a high-quality choice.
Picture source: Shuyu Hotel
In addition to Shuyu Hotel’s own characteristics, Jinjiang Hotel (China) has also given investors sufficient confidence in its support for innovative brands. takes the Sichuan Ziyang project as an example of state-owned enterprise projects. They attach great importance to investment stability and later operational stability when selecting cooperative brand partners. Relying on the strong platform advantages of Jinjiang Hotels (China), Shuyu Hotels are even more attractive.
In this regard, Xie Jinjin solemnly emphasized that in terms of hotel operations and publicity, the headquarters and brand team will not only accurately control the five major operational nodes such as hotel preparation and store manager training to ensure that the hotel can meet the opening standards as soon as possible, but will also fully implement publicity work through opening store visits, aurora themed special marketing and other activities. will quickly increase the popularity of the new store in the local business district and quickly pass the ramp-up period .
Source: Shuyu Hotel
Different types of projects have different needs. Shuyu Hotel chooses to listen carefully. As Xie Jinjin said: " hotel brand market development cannot be a one-size-fits-all approach. What is more important is to pay attention to what investors want, and cleverly integrate various resources such as hotel products and team capabilities to provide solutions that are compatible with each other." Case. ”
02
Shuyu Hotel’s methodology
Use subtraction to achieve additive effects
At a time when investment costs are increasingly high, how can we provide consumers with a healthy and comfortable travel experience within a controllable range? The author found that Shuyu Hotel chose to grasp the rigid needs of healthy consumption. By focusing on and selecting the parts with higher user perception, it used subtraction to achieve the additive effect of .
1. Differentiated positioning of "healthy lifestyle hotels"
In recent years, attacking market segments has become a routine operation for many hotel brands. Taking lifestyle hotels as an example, according to monitoring data from the Milepoint Research Institute, there are a total of 97 lifestyle hotel brands and the number of hotels has reached 1,888, which has reached a magnitude. Observing these brands, few brands clearly state the specific lifestyle they represent. Some insiders joke that lifestyle hotels are like baskets, and everything can be put in them. Although
has also entered the lifestyle segmentation track, Shuhe Hotel, which has a clear direction from the beginning of its brand creation, has embodied lifestyle into [health], based on the Nordic lifestyle, to create an ecological, comfortable and healthy travel experience for the elite who pursue quality and healthy life.
uses subtraction to focus the brand positioning on a healthy lifestyle. This strategy allows Shuhe Hotel to not only have distinctive features and strong memory points in the brand jungle, but also be more in line with the current needs of consumers. For example, the "relaxation" that has been active on the Internet coincides with it, and they jointly pursue a pleasant and relaxed living state and gain physical and mental health.
Picture source: Shuhe Hotel
2, Sleep and Morning focus on sleep and dining
After clarifying the healthy lifestyle, Shuhe Hotel did not present it at every consumer touch point. Instead, followed the underlying logic of investing and making money, allowing the hotel to return to its essence, and lead the market with differentiation through key breakthroughs . Specifically, Shuhe Hotel focuses on two factors closely related to health: sleep and catering, and creates the ultimate experience based on the Nordic healthy lifestyle - sleeping soundly and waking up .
As one of the core factors affecting health, sleep has become a problem for most people. According to survey data, more than 70% of adults believe that they have sleep problems, and 85% of citizens have made varying degrees of efforts to improve sleep quality.
Picture source: Shuhe Hotel
At the "sleep level" level, through a two-pronged approach of products and services, Shuhe Hotel creates a comfortable sleep environment in an all-round way, carefully selects good sleep aids, and innovatively configures foot spas in guest rooms... to provide the ultimate sleep experience. The integration of foot bath SPA makes Shuhe Hotel unique. In addition, comfortable bedding and sleep-soothing essential oil fragrance have also become strong aids to quality sleep.
Consumers also have higher expectations for food. They not only want to eat enough, but also eat well and eat healthily. According to the survey, 69.7% of the respondents would choose to change their eating habits to treat health problems. At the "morning awakening" level, Shuyu Hotel provides consumers with Nordic healthy catering and ritualistic "Fika" to enjoy the beauty of life itself with natural food.At the same time, to take care of the busy business travelers, Shuyu Hotel has also specially set up a breakfast take-out service, allowing them to start a beautiful day with healthy food.
Picture source: Shuhe Hotel
Complying with the peak-end law , Shuhe Hotel has subtracted the consumption touch points of the entire process, focusing on the two health experiences of "sleep and wake up", and polished them to the extreme, effectively realizing the additive effect of a healthy travel experience.
3. Universal product design to implement strong standards
Limited by geographical location and property conditions, hotels have strong regional attributes, making it difficult to break through constraints and implement strong standards across the country. This is also the reason why more and more hotel brands are implementing franchising in the Chinese market. On the basis of adhering to brand standards, it gives investors more flexibility and ensures the investment value of .
Out of universal needs, Shuyu Hotel chooses the Nordic style, which is the most popular among consumers on the market, to meet the aesthetic preferences of most people. Simple and natural, Shuyu Hotel incorporates Nordic Aurora elements not only has unique brand recognition, but also has strong local inclusiveness. Whether in the city CBD or in natural landscape areas (snow mountains, forests and seaside), Shu and hotels can perfectly fit together. This also allows Shuhe Hotel to have both business and vacation attributes in its product features, catering to the diversified project needs of different investors.
Picture source: Shuyu Hotels
In addition to the universal design style, Shuyu Hotels, under the leadership of Shuyu brand CEO Song Lili, who is a product manager, also adheres to the principle of focus and choice, and has sorted out a unified and stable product quality and service strategy to ensure that the brand can implement strong standards and achieve large-scale development . Taking product quality as an example, by introducing advanced modular design and prefabricated construction technology, Shuyu Hotel can accurately control the quality of products.
Picture source: Shuyu Hotel
From brand positioning to product and service polishing, to the implementation of strong standards for universal product design, Shuyu Hotel has always been based on healthy consumption needs, focusing on the core healthy experience of sleep and diet, using subtraction to achieve the additive effect, helping investors achieve the most cost-effective investment return . As Song Lili said: "The original intention behind Shuhe's product design is to build products with the thinking of a product manager; build a hotel with the taste of a designer; and consider the role of a financial manager for investors. "
03
Hotel + Healthy Future Vision
In the future, the health track will continue to expand. Taking sleep as an example, iiMedia Consulting predicts that the size of the sleep economy market will exceed one trillion yuan in 2030. And "eating healthy" has also become a good medicine for the food industry to treat growth anxiety. "+ health" is becoming one of the important development directions of hotels . At present, many high-end hotels have focused on this, but the mid-to-high-end hotel market is still blank. Judging from the number of project contracts and the scope of layout, Shuhe Hotel has collaborated with investors who have the courage to try to gain a first-mover advantage . As the team takes the brand positioning of "Nordic Comfort and Health" as the "anchor" and implements strong standards, Shuhe Hotel will continue to resonate with consumers and create business value.
iterates based on consumer demand, and the products of each era will leave a distinct mark. In this process, new hotel brands will enjoy more opportunities, but they will also face many challenges. "What distinct advantages do you have, how long can you live, and what kind of life can you live?" This is a soul torture that every new brand needs to face. This was also a topic that the author discussed when interviewing Song Lili at the beginning of the year. At that time, this senior industry expert with experience in the entire process from brand incubation to product creation to service operation planning was full of confidence in the future of Shuyu Hotel. Today, it seems that this confidence is indeed full of confidence.
Source: Shuyu Hotel
In China, the largest single market in the world, no matter what product it is, as long as it can truly meet the previously unmet needs of consumers, it will have broad space for development and can quickly form a scale. In the past, everyone’s appeal was to solve sleep problems, but now consumers also hope to obtain a multi-dimensional health experience in hotels.Shuyu Hotel, which can well meet this demand, will build its own utopia on the basis of shaping commercial value.
Based on the current project signing results, Shuhe Hotel has achieved a phased victory. According to reports, while building its first store in the country, Shuyu Hotel will focus on developing regions and cities in northwest, southwest, south China, and central China. With the country further optimizing and adjusting epidemic prevention and control measures, we look forward to Shuyu Hotels achieving large-scale development across the country, creating a consistent and beautiful healthy accommodation experience for consumers, and achieving the investment goal of maximizing returns for investors.
※This article only represents the author’s personal opinion, not the position of Maidian.
