Hotel crowdfunding analysis

New elements are an important part of product innovation. If we are only looking for new elements in this industry, it is still the original product. If new elements are found across borders and applied to products.

Although it looks like the original product, it has developed into a new species through iteration.

Element 1: Find a good location in the physical space.

In traditional society, it is considered that the most difficult thing for the hotel industry is the mid-range hotel.

In less than six years, Atour Hotel has opened nearly 200 hotels in 1 10 cities across the country. In the investment report of mid-range hotels in China, Atour ranks first in three dimensions: user satisfaction, return on investment and investor satisfaction.

Because of the Wu Xiaobo incident, it had a certain impact on the Atour Hotel, but it was not as big as expected.

Atour Hotel must have done something different to become what it is today. We focus on the core elements, peak value and final value of the service blueprint, mainly to optimize the front-end experience. Today, we will focus on the development and changes of its business model.

In internet commerce, it can be simply abstracted into three elements, product flow and conversion rate; In physical commerce, it can be simply abstracted into four elements, product, space, flow and conversion rate, which has an extra space compared with Internet commerce.

Yaduo Hotel has made a big fuss about space and achieved very good results.

What the real economy wants to compete for is location, because location represents traffic, which is also the reason why busy road sections are hot, whether it is a place for individuals or businesses, because there are a lot of traffic. This is especially true as a hotel.

In a good location, opening a hotel with good front-end service experience and controllable cost is a high probability event. Therefore, Atour Hotel needs to be able to cooperate with real estate developers with good location.

In the whole role system, Atour Hotel and Landlord respectively defined their respective core responsibilities in the system. This division of responsibilities is not a simple division of responsibilities, but can empower each other on the premise of clear division of responsibilities.

Whether it's Atour Hotel or the landlord, as long as they focus on their duties, they will do their best to achieve the ultimate, which is the greatest contribution to the whole system.

Element 2: Change from consumer to consumer

When I first came into contact with this concept, I was not impressed, but. With the in-depth understanding of the business model of Atour Hotel, I deeply realized that the change from consumer to consumer is the real driving force, which not only solved the fund-raising problem in the early stage of Atour Hotel, but also stimulated the internal motivation of users to the maximum extent.

As the name implies, consumers are a combination of investment and consumers. In the whole management system of Atour, it is no longer a simple investor or a simple consumer.

Atour Hotel has launched a crowdfunding hotel model, taking the hotel project in preparation as a financing project and launching crowdfunding on the crowdfunding platform. Anyone can contribute 1 0,000 yuan to 1 0,000 yuan to participate in the equity financing of Xinyaduo Hotel and get the operating dividend.

The crowdfunding project of Atour Hotel is very popular, mainly for the following reasons:

First, the capital involved is 654.38 million yuan, the threshold is very low, and the number of participants is very wide;

Second, in addition to investment income, investors who participate in crowdfunding can also get the corresponding level of hotel consumption rights, not only for themselves, but also for users who introduce themselves;

Thirdly, it turns out that the most enthusiastic supporters of Atour Hotel are the original users and loyal members of Atour Hotel.

Through crowdfunding, Atour Hotel not only obtained the experiential consumers of products, but also upgraded to investors through crowdfunding, and continued to spend in hotels, truly becoming a high-viscosity consumer Zhongcheng Gao of Atour Hotel.

In the fierce hotel field, Atour Hotel is no longer alone, and a group of investment consumers have become their staunchest allies.

The innovation of Atour Hotel in transportation can be summarized as two points. First, Atour Hotel not only solved the fund-raising problem in the early stage of construction, but also maximized the local cooperation resources. Second, the way of crowdfunding has realized the transformation from simple consumers to investment consumers, enjoying the benefits and empowering each other, so that this cooperative relationship will last for a long time.

Element 3: IP hotel

Another innovation of Atour Hotel in terms of traffic is IP Hotel. The purpose of introducing IP is to achieve emotional triggering, create specific scenarios and expand user traffic.

Atour Hotel introduced Wu Xiaobo, a huge IP, and established a community hotel with IP as its core. Organize community activities regularly, create a reading space, and introduce e-commerce into specific scenes, so that users will have a desire to buy in the process of experiencing these products.

With the introduction of IP hotel, the brand scene of Wu Xiaobo and the community traffic established by Wu Xiaobo Channel are used to expand the influence of Atour Hotel and optimize the conversion rate.

Due to the negative news in Wu Xiaobo, it is still unknown whether Atour Hotel will continue to promote IP hotels or introduce new IP.

But there is no doubt that the introduction of IP once again empowers the traffic development of Atour Hotel.

Element 4: Scene e-commerce

Scene e-commerce not only exists in the imported IP, but also creates scene e-commerce in Atour Hotel itself.

Everything you experience anywhere can be bought at the Atour Hotel. The goods provided by Atour Hotel are the personal experience of users. In a closed space, when the hotel is quiet, it is easier to trigger the deep emotions of users and stimulate their desire to buy.

As you can imagine, with more and more users of Atour Hotel, Atour may become a huge e-commerce company. What's more, these members are diehard fans.

Someone once said that it is enough for one person to contact 1000 die-hard fans. So, what kind of world would it be if you connected millions or even tens of millions of diehard fans?

Atour's definition of space is not only a rest space, but also a peak and final experience based on the optimization of user experience map, and it is also an e-commerce space for users to experience various new products in different places.

Although from the perspective of user experience, Atour Hotel has not changed much, from the perspective of management, Atour Hotel has become a new species due to the introduction of new elements across borders.

Because the wandering mode, financing channels and income sources have undergone profound changes, Atour Hotel has a completely different space and borrowing point from traditional hotels. This makes the Atour Hotel show such a strong vitality and expansion trend in just a few years.