Development and characteristics of hotel catering group purchase

First, the characteristics of hotel group buying analysis

(1) Affordable

In Beijing, 398 yuan can buy the standard room of Beijing International Hotel (five-star) with the original price of 2,990 yuan, while the average price of local five-star hotels is above 800 yuan; In Shanghai, 198 yuan can buy the distinguished room of Shanghai Starway Nanpu Ruifeng Hotel (four-star) with the original price of 1288 yuan, while the average price of local four-star hotels is above 500 yuan. Obviously, the price of hotel products marked on the group buying website is very attractive, and some group buying products are discounted below 1%. Such a low price attracted hundreds of consumers. Generally speaking, the price level of a product is an adjustment index of its market demand. In other words, the cheaper the price, the more consumers will buy the product. Affordability is the fundamental reason why hotel group purchase products are popular all over the country.

(2) Time limit

As long as you log on to the hotel group buying website, you will find that the group buying products are limited in purchase and use time, usually the purchase time is 2-20 days, and the consumption time is 1-2 months. However, with the fierce competition in the group buying market, new tricks of group buying emerge one after another. For example, Qunar.com, Taobao.com, Kuaituan and other direct selling platforms for booking hotels in Yi Hao have all launched 1-50 yuan's hotel products, and their prices are far lower than the group purchase price. And the real-time group purchase launched by the glutinous rice group. Undoubtedly, they are all new ways to stimulate consumers' eyes. However, the spike activity requires customers to complete the purchase within one second within a specific time (a certain time, a certain minute and a certain second) specified by the group buying website, and consume it within a short time after purchase.

(3) the bottom line of quantity

Group buying, as its name implies, is to form a team to go shopping, and to enhance the bargaining power with merchants with the help of the number of participants. Therefore, many hotels will limit the minimum number of group purchases of products to ensure the effect of small profits but quick turnover. If the number of people who buy the group purchase product does not meet the minimum number standard, then the group purchase transaction is invalid. At the same time, because the price of some hotel group purchase products is far less than the cost, the hotel will also appropriately limit the number of group purchase products provided.

(4) transaction convenience

Buying hotel products online is a new trend and fashion, and it only takes a few minutes to complete the transaction. First of all, I became a legal member of the group buying website, then I chose my favorite group buying products, and then I reached an agreement on the Internet and generated an order. Finally, the bank card is used to pay online, and the online transaction is completed when the courier company delivers the goods to the door. With such a simple transaction process, you can buy hotel products without leaving home. This breaks the traditional trading mode and greatly shortens the trading time, which is sought after by white-collar workers, college students and young people in today's society.

Second, the problems in the hotel group buying market

(A) the hotel group buying website is not standardized

After careful study, it is found that there are various hotel group buying websites in China. Online travel websites and e-commerce websites are in an irregular state, and their qualifications are uneven. Boasting and exaggerating the amount of group purchase, fictional group purchase of hotel products. Some group buying websites have no after-sales service at all. The main reasons are: (1) convenient access, low input cost, and only one website and several staff members are needed. Therefore, it is inevitable that there will be shoddy group buying websites, which will disrupt the hotel group buying market. (2) Compared with the sales of traditional hotel products, the conditions are more relaxed, lacking the supervision of laws and regulations and relevant departments. Because of this, it is inevitable that the hotel group buying website loses its integrity and the customer complaints are fruitless. (3) The business model of hotel group buying websites is very similar, and the product types and prices are similar, which is gradually falling into vicious price competition, which is not conducive to the healthy and orderly development of the group buying website industry.

(2) The quality and service of group buying products have shrunk dramatically.

Customers often report that the products of group-buying hotels cannot be used in time, and the rooms and seats are full when consuming. However, they can spend as individual customers, which inevitably leads to dissatisfaction. The main reasons for the sharp decline in the quality and service of group-buying hotels are as follows: (1) The pricing of group-buying products is unilaterally set by hotels, but the discount rate of group-buying products in hotels is currently calculated on the basis of listing price or retail price. These hotel products are actually sold at discounted prices or front desk prices, which exaggerates the discounts in disguise and is suspected of confusing consumers. Therefore, the actual perception of consumers is far less than expected, which makes customer satisfaction low. (2) Set invisible consumption items for group purchase products, such as hotel catering products. When they actually consume in the store, they are required to pay the minimum consumption, tableware use fee, wine service fee and so on. The endless hidden consumption traps destroy customers' consumption mood and distrust hotels. (3) Treat group buying customers differently and treat them as "inferior customers". In one case, the hotel products introduced by group buying do not match the actual products, such as room area, specifications and equipment. On the other hand, customers who buy group-buying products enjoy greatly discounted services, such as staying in guest rooms and sitting in restaurants, which are ignored and neglected.

(C) the hotel profit effect is not significant

On the whole, group buying is only a means of hotel promotion, and its ultimate goal is to obtain income. On the surface, a group buying activity will bring hundreds of customers and get some cash income in advance. However, in essence, this part of cash is only an overdraft operating income. The profit effect brought by hotel group purchase products is not significant. On the one hand, the low price of group purchase products will inevitably break the hotel pricing system, especially the conflict with the network price, agreed customer unit price and conference price, which will cause dissatisfaction among VIP customers, network middlemen and members; On the other hand, the unit price of group purchase products is low, and the actual operating income has not increased with sales. Moreover, cooperative websites will charge high agency fees or commissions, which will also reduce the group buying profits of hotels. Therefore, hotels cannot rely on a large-scale group buying activity to create high commercial returns.

Third, the hotel group buying market development countermeasures

(1) Choose high-quality group buying websites for cooperation.

First, cooperate with leading group buying websites and pay attention to the healthy development of hotel group buying products. Leading group buying websites such as Ctrip.com, Qunar.com and Handan.com not only have strong market influence, but also the service quality is constantly improving and upgrading. Second, group buying websites are required to provide one-stop services, including product consultation, technical consultation and after-sales service. Connecting hotels, group buying websites and consumers in series, group buying websites are no longer "outsiders". Third, ensure the security and speed of group purchase transactions, and introduce a third-party payment platform, similar to the binding mode of Taobao and Alipay. The transaction process is as follows: customer pays with Alipay → customer confirms after consumption → Alipay pays for the hotel. It strengthens the role of customers in the transaction process and has the decision-making ability to choose consumption and return goods.

(B) innovative group purchase products

First, recognize the significance and function of the group buying market to the hotel, and carry out group buying projects according to the actual situation of the hotel. For example, economic hotel chains with poor geographical location only need to launch group purchase products with lower discounts. It is expected that with the rise of group buying, the knowledge and understanding of business and tourism customers will be enhanced. Such customers are keen on budget hotels and are not very sensitive to price changes. Second, hotels should design group purchase product types according to existing and potential target customers. With the help of group buying market, consolidate the primary core tourist market and develop the secondary potential tourist market. The purpose is to further consolidate and expand the hotel tourism market through group buying activities. Third, avoid the price reduction of the same rooms or catering products, and try to launch products such as group buying special membership cards and coupons. Innovative special group purchase products will not affect the overall price system of the hotel, but also achieve the goal of developing group purchase customers as loyal customers.

(3) Dig deep into group buying customers.

First, use the computer data system to collect and analyze the data of group buying customers, and subdivide the types and proportions of group buying customers. Second, predict the needs of group buying customers before they consume, and make corresponding preparations; Third, hold a special meeting between management and front-line employees in advance, and deploy special personnel to serve group buying customers; Fourth, do a good job in market research of group buying customers, and find out the reasons, consumption feelings and suggestions of group buying. , and sort out the survey results; Fifth, compare the predicted demand with the actual demand of customers to create long-term profits. If the two echo each other, we can conclude that these customers are potential customer groups and may come to spend spontaneously next time. If there is little difference between the two, we can make some changes appropriately and pay a return visit by phone or email, and strive to tap these customers as re-consumption groups. If the difference between the two is too big, you can ignore these customers and they will not patronize again.

(D) plastic brands to ensure quality

First, create a good image and form a brand effect. On the one hand, promote the mutual integration of brand and hotel culture, enhance the height of brand in hotel management, render a strong brand concept externally, and improve the brand awareness of all employees internally; On the other hand, in the consumption process of group buying products, we should guarantee all products and services with brands, enhance brand identity and create sustainable brand value effects. The second is to ensure the quality of group buying products and improve customer satisfaction. On the one hand, the group purchase promotional goods are consistent with the actual goods, and there is no hidden consumption trap; On the other hand, with the standard of total quality management, all hotel employees are strictly required to treat every customer with the same enthusiasm.