How to run an e-sports hotel?

Abstract: E-sports Hotel is a new hotel offering e-sports games, and it is also a favorite project of many investors. There are three modes to open an e-sports hotel: traditional hotel transformation, self-management and brand joining. So, is the e-sports hotel good to join or open by itself? From the analysis of the current market situation, there is no head brand in the e-sports hotel market at present, which is related to the source of e-sports hotels. It is irrational to choose to join in a short time. How to run an e-sports hotel? Let's have a look. 1. Is the e-sports hotel good to join or open by itself?

The e-sports hotel is on fire. Seeing the momentum, the number of e-sports hotels has also begun to surge. Many traditional hotels have transformed, operated independently and professionally, and joined the head brand. These are the three most basic modes of e-sports hotels on the market now.

1, the transformation of traditional hotels

The essence of e-sports hotels is hotels, business express hotels are difficult to do, and the Internet cafe industry is also in dire straits. Therefore, the two companies choose to cooperate in order to maximize their interests. The hotel provided the venue, the Internet cafe provided the equipment, and an e-sports hotel was temporarily built, and the investors shared it in proportion. This way can not only satisfy the hotel owner to increase the room unit price, but also meet the average consumption demand of local game users, which can be said to be a win-win situation.

2. Self-management

Open a shop independently, learn from experience after renovation, and learn to manage the hotel. Such investors usually have their own interests in e-sports, or simply invest in the future upward trend of the e-sports industry. Such e-sports hotels account for more than 50% in the country.

Step 3 participate

Joining can effectively rely on the management experience and brand effectiveness of the pioneers, gain popularity, and finally pay the profits to the brand in proportion.

At present, the e-sports hotel market is still in a state of no brand, and there is no ability for chain brands to unify the market. E-sports hotels on the market are more based on the transformation and cooperation of joining brands. The reason why there is no strong head-joining brand is because the customers of e-sports hotels are mainly local, while the customers that traditional hotel chains rely on are widely mobile and can shape word of mouth. For example, when traveling abroad, are you willing to find a familiar brand hotel chain or a little-known local hotel? This contrast is revealed.

From the analysis of the current market situation, there is no head brand in the e-sports hotel market at present, which is related to the source of e-sports hotels. It is irrational to choose to join in a short time. Although joining can gain brand experience and brand effect, the overall income is not as high as that of independent operation, and the high joining fee also increases the threshold for joining.

E-sports hotel competition is not only a hotel service, the most important thing is the computer configuration of the hotel, so isn't it fragrant to keep the initial fee for buying a computer? In the future, better computer configuration and a more stable and hygienic online environment will be a key point in the competition of e-sports hotels.

Second, how to operate the e-sports hotel?

1, market research

If you want to run any store well, you must first know your customers and market. The first step in the operation and management of e-sports hotels is to understand consumers, identify target customer groups and master their preferences and needs. Adequate market research is of great help to management.

The contents of market survey include: market demand survey, competition survey, implementation survey of business strategic decision, and survey of policies and regulations. The methods of market investigation are divided into two categories: statistical analysis and on-site direct investigation. Bian Xiao suggested that the market survey of e-sports hotels should adopt statistical analysis and research methods. According to consumers' comments, we can sum up consumers' concerns about e-sports hotels. Bian Xiao made a rough statistic. Among the following concerns, the order from more to less is: service, sanitation, computer configuration, geographical location, cost performance, room size, hotel price, network speed, room sound insulation effect and bed comfort.

Summary of small details appreciated by e-sports hotel guests: snacks, drinks, small supermarkets, atmosphere, handmade, water-cooled chassis, air-cooled chassis.

Summary of unreasonable design criticized by residents of e-sports hotel: three rooms, two supporting facilities; The stairs in bunk bed are too narrow, which causes foot pain; The mouse and keyboard rang; The bathroom adopts wooden ceiling, which has potential safety hazards such as dampness and circuit damage; The sound insulation effect of the room is not good, which affects the rest.

From the above user evaluation survey, it is very simple and important to find out the problems existing in your hotel and the advantages of competitors. As an operator of an e-sports hotel, you should conduct market research continuously or irregularly, and constantly improve and learn management methods in the process of market research, so that your e-sports hotel can better meet the needs of consumers and attract and retain customers.

2. Online marketing, supplemented by offline marketing.

E-sports hotel is an extension of e-sports based on the internet, and of course it adopts online marketing. At the same time, if we want to implement marketing propaganda, we need to combine offline marketing and adopt online marketing as the main marketing method, supplemented by offline marketing.

Online marketing: Online marketing needs to cooperate with OTA platforms, such as Meituan, Ctrip, Zhu Fei, Qunar, E Long and Public Comment. You can also do some promotion on Internet platforms and mobile apps that young people like, such as Tik Tok, Microvision, WeChat, WeChat official account, Weibo, Xiaohongshu, Betta, Huya and so on.

Network marketing has a wide geographical coverage and low cost, but it cannot be guaranteed to be seen by customers in the target area, and most of them may be invalid customers who are too far away.

Offline marketing: Offline marketing can implement your promotion and deepen the impression in consumers' minds. The offline marketing of e-sports hotels should adopt traditional methods, and the specific implementation method depends on individual ability.

3. Create word of mouth and brand.

E-sports hotels belong to young people who love video games. E-sports hotel customers have the following characteristics: they have certain spending power, love e-sports and have enough leisure time, which is why most e-sports hotel consumers are born after 90 s and 00 s, which leads to e-sports hotel is a relatively niche market. Facing the limited market and increasingly fierce competition, e-sports hotels must build a good reputation and brand strength if they want to develop for a long time.

4. How to create adhesion and retain customers?

Nowadays, many e-sports hotels have relatively high floors, no outdoor shops and no natural passenger flow. The first time guests stay in the hotel, they come from OTA platform. How to make him a hotel member or impress him, so that guests can make repeated purchases. Most hotels let guests scan WeChat or follow the official WeChat account when they check out. Bian Xiao thought that these were not enough to impress the guests and suggested building a community. For example, after 90.00, guests are more interested in e-sports competitions, fishing, cycling, tourism and other activities, so that they can participate for free. A well-known large hotel chain brand has launched a hotel sub-brand that meets the consumption needs of post-90.00 customers, and there are many community officials in the hotel. Their duty is to create customer stickiness and organize offline activities, which is worth learning. After all, hotels are big brands, and a team of experts are doing analysis and market research.

5. Prevent competitors from malicious competition.

Facing the abnormal competition from peers, such as malicious house locking and cyber attacks on OAT platform, it is suggested that we should not retaliate against the suspected object according to experience, and solve the problem through defense and evidence collection.

6. User experience

According to the previous article, a golden rule is user experience. Satisfying the satisfaction of user experience leads to core competitive advantage. How to constantly summarize, innovate and improve various service details in the daily operation of e-sports hotels to meet the user experience is a problem that must be deeply considered in the operation and management of e-sports hotels.