Gu Junhui: How does Atour Hotel squeeze into the middle and high-end queue-it is better to be different.

Do you prefer to stay in a hotel or a homestay when traveling?

Is your impression of the hotel like this: cold front desk, white sheets, quilt cover, supporting tables and chairs, nothing new? However, a famous place is a paradise with its own characteristics. If there is a hotel in front of you that is not as good as five stars, would you like to experience it?

I guess, most young people will like Yaduo Hotel, which is young, fashionable and full of literary flavor. In 20021year, Yaduo index has become one of the indicators to measure the fashion degree of the city, just like Box Horse Index and Starbucks Index.

Different from the traditional high-end hotels, "every hotel space in Atour is a place where people feel the humanistic characteristics of the city, and feel the personalization, design and humanistic care." Atour Hotel defines itself as "the fourth space, achieving a way of life", which is also Atour's vision.

Wang Haijun, the founder of Atour, is one of the founders of Hanting Hotel. 20 12 After he left Hanting, he founded the Atour Hotel. At that time, most of the domestic hotel market was occupied by budget hotels such as Jinjiang Inn and Hanting Hotel, accounting for 50%. Mid-range hotel brands such as Orange and Seasons are trying to carve up the market, while high-end hotel brands such as He Yi and Kaiyuan Mingting have just started.

However, with the general trend of domestic consumption upgrading, high-end hotels will usher in rapid growth. The most important thing is that in 20 12 years, no brand of high-end humanistic hotel has entered everyone's mind. So Adele seized the vacancy.

Gu Junhui, a positioning expert, stressed: to find a vacancy, you must have the ability to think backwards and learn to do the opposite. For entrepreneurs, the whole industry turns left and I turn right.

With the growth of a new generation of young people who pursue consumption quality, the main body of hotel service has also changed: from dignitaries to young consumers. When young people choose hotels, they don't care so much about star rating, but more about fashion and temperament. From room design to various smart devices, the modern accommodation experience of Atour Hotel is more likely to win the favor of young people.

In addition, most young people pursue individuality, and Atour also integrates the standardization and personalization of the service industry just right: using a standardized system to meet the individual needs of each group of people. For example, two bottles of mineral water are directly placed in the general hotel room; But in Atour, when you enter the hotel, the waiter will bring you a cup of tea, a glass of good night milk every night and a bottle of 40% warm water when you leave the hotel. Many high-end hotels think about how to make consumers think that I am better than my competitors, while Atour thinks about how to make consumers think that I am more than just a hotel.

For the residents of Atour, the hotel is no longer just a place to sleep, but a "new accommodation economy" composed of leisure, cultural experience and health preservation. Therefore, Atour Hotel, which is favored by new consumer groups, can easily become their chosen travel base and become a landmark for punching in friends.

China hotel industry is evolving from the era of "China service" to the era of "China experience". As a mid-to-high-end hotel, it is necessary to be both efficient and experienced, to make users feel personalized and to have standardized operational capabilities.

In 20 12, when the first atour hotel opened in Xi' an, it combined the advantages of economy hotel efficiency and five-star hotel experience to make the most efficient experience. As a new species in the hotel industry and a pioneer in China's new accommodation economy, Atour is confident enough to compete with international five-star hotels in the China market:

As of June, 20021,Atour has covered more than 30 cities in China/kloc-0, with more than 700 stores and 27 million members. At present, Atour Hotel has occupied the market share of high-end hotels in China, and has raised 65.438+0.9 billion yuan to be listed. Entrepreneurs who are familiar with positioning must know the slogan "Love cleanliness and live in Hanting". The simple six words have laid a solid foundation for Hanting in economic hotels for business travel. Today, with the positioning of "the fourth space" (the price range is 400-600 yuan/night, from the Sullivan report in yost), Atour Hotel has once again achieved the first place in the two fields of high-end hotels and living hotels in China.

Therefore, success can be replicated, as long as you learn how to make positioning fall!