keyword: "Marginalization 」
In major cities in China, there are newly opened five-star hotels every year, which can be described as star-studded. Unfortunately, almost none of the brands that people talk about are local brands from mainland China.
According to statistics from the Maidian Research Institute, in 2017, 161 new mid-to-high-end hotels were opened nationwide, and 62 hotel groups around the world opened in China.
2017, the TOP10 Group is still dominated by international hotel groups. Marriott Group has the largest number of landing projects, accounting for 22% of the total number of openings. Hilton Global Hotels Group and Intercontinental Hotels Group rank third in the 2. Subsequently, the hotel groups with the largest new supply were Atour, Shangri-La, Accor, Excelle, Wanda, Wyndham and Hong Kong International Theme Park Co., Ltd. (Hong Kong Disneyland). If it weren't for Wanda Hotels and Resorts's 2.6 per cent share, local Chinese brands would be completely absent from the list.
the first quarter of 2018, the number of newly opened mid-to-high-end hotels in China was 44, and the total number of guest rooms exceeded 12000 (sets). Among them, the largest is still Marriott International Group, occupying 6. In high-end hotels, foreign investment is still a force to be reckoned. While Chinese hotel brands continue to go abroad, the enthusiasm of foreign hotel brands to open stores in China remains unabated.
"the high-end hotel market, the local hotel group has been in a marginalized position." Industry experts many years ago through the observation of the hotel industry, this conclusion has not changed.
keyword two: "absence 」
when it comes to the word "high-end", hotel formats in China are often directly associated with "gorgeous". In fact, this is not necessarily the case.
1995, Sonu Shivdasani, a wealthy Indian businessman, won the favor of many world-class celebrities for his return to slow life and respect for nature and the original ecology by creating a distinctive brand Six Senses (Six Senses) in Maldives Malmstrom with his beloved wife Eva.
Six Senses gives another definition of "luxury", that is, the most luxurious thing is to slow down the pace of life. Its value was already reflected when it was sold to Pegasus Capital in 2012. Although the transaction price has not been announced, when it was sold, Six Senses (Six Senses) had grown to have 10 resorts and 28 SPAs in 20 countries around the world.
Six Senses (six good) for the hotel industry enlightenment, than a profound insight into the needs of human nature, to create a distinctive style, into the brand value.
, unfortunately, at this point, Chinese hoteliers have not been able to grasp such essentials. "At present, China's hotel management lacks innovative spirit and local characteristics, and has made little progress in brand building, so it is difficult to be unique in the world." Some people in the industry said so.
in China, although the five-star hotel brand has been struggling to catch up, it is far from being "unique" in terms of innovation ". Whether it is Wanda Wenhua, Greenland Series, or Platinum Taofeno, which has been making great efforts in five-star or even super-five-star in recent years, they all lack their own distinctive features in terms of external image and cultural core. When talking about these brands, it only makes people feel familiar in style but vague in connotation.
, just like "magnificent", people use the most words to describe Wanda Vista Hotel. Therefore, every Wanda culture has invested a lot of money in the design and decoration, piling up all kinds of luxurious art and design in every corner, but other characteristics are difficult to describe.
, there are more than 30 five-star and above hotel brands such as Ritz-Carlton, Bulgari, W Hotel, which is full of artistic sense, and W Hotel, which leads fashionable life. However, there is basically no similarities in the positioning and style of each brand, and each brand has its fans in its arms.
in addition, in terms of service level, there is still a big gap between the local five-star hotels and the international big names. Classic hotel brands have their own characteristics in service. Whether it is the fragrance of the lobby, the lighting of the guest rooms, the display of the restaurant or the smile of the employees, every link is actually the embodiment of a good management value system, and it also shows a mature brand image.
looking at the domestic hotel brands, many details often reveal that the service level is incompatible with high stars. The characteristics of the brand include basic conditions such as hardware facilities and individual conditions, that is, service, but domestic hotels have not kept up with these two aspects.
keyword three: "overtaking 」
According to the statistics of Maidian Research Institute, the top two high-end hotel brands in China's market share in 2017 were Crowne Plaza and Sheraton, the first foreign brands to enter the Chinese market.
China Tourism Research Institute believes that with the improvement of China's economy, the hotel industry has indeed entered the stage of consumption upgrading and the requirements for brand quality and service have been greatly improved, and the soil for the survival of high-end hotel brands has gradually become fertile.
now, has already entered China and influence for many years of international hotel brand already won't miss the market has been cultivated for many years. And with years of exploration, whether it is the layout of first-tier cities or the penetration of second-and third-tier cities, it has become more and more handy.
2017, China's first Bulgari Hotel successfully opened in Beijing, and the Six Senses Hotel has become a scenery at the foot of Qingcheng Mountain. In 2018, Raffles positioned Shenzhen and opened two cultural orients in Beijing, not to mention nearly 40 luxury hotels under Marriott International's eight characteristic brands will be unveiled in various places.
, some people in the industry commented: "in the area of business hotels, because of the lack of cultural accumulation, the brand influence of local five-star hotels is indeed difficult to catch up with in a short time."
so, is there a chance for local hotel brands to overtake? Some experts have said that the opportunity is still in the "knowledge capital", which is manifested in the independent intellectual property rights of high-end hotel brands, the top priority of China's hotel industry is from hotel investment to hotel management.
the key to the development of my country's hotel management industry is to grasp the development of brands with independent intellectual property rights, implement the country's requirements for the development of cultural soft power, and change the situation of emphasizing investment over management and hardware over software. This is not only a requirement for China's economic transformation, It is also a prerequisite for Chinese services to go global.
now, national brands such as nogin of the first trip, platinum li and platinum rui under greenland, etc., try to interpret Chinese characteristics with modern luxury, so as to create a "national brand" route, and have received positive market response.
Beijing Norkin Hotel said that Norkin has learned a lot of advanced brand building and management experience from international luxury hotels, but Norkin wants to be an "experiential" Chinese hotel, "not only on the bed and meals, but also on the spiritual immersion of the guests. We have prepared enough details to please not only Chinese guests, but also international travelers."
, there is no doubt that the accumulation of time is a necessary condition for building a brand. However, the market will never wait for a laggard player. In the construction of five-star hotels, how to make Chinese brands late and balance quality and speed is a project that requires both big capital and wisdom.
source: Internet information (article views only on behalf of the author)
Editor: Longmeida Stone Group
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