On the reform trend of liquor industry from the rapid growth of Atour Hotel

On the reform trend of liquor industry from the rapid growth of Atour

20 million members helped him build a hotel out of their own pockets, and opened 583 stores in seven years, raising 654.38+09 billion yuan to prepare for listing. Wang Haijun, the founder of Atour, positioned Atour as a "high-end hotel chain group featuring photography and literature" and a "leading lifestyle brand in China", and based on this, he built two brands, Atour Hotel and Atour Life.

According to Wang Haijun's idea, Atour hopes to build a humanistic hotel and increase books, photo albums and services. In actual operation, it is to realize its own "hotel+crowd +IP" mode through a joint way, that is, to operate through a specific IP person.

Every time Atour Hotel opens a new store, it doesn't pay a penny for itself, but customers pay for crowdfunding to help them open the hotel. But strangely, its 20 million customers are scrambling to pay for helping him open a hotel, for fear of losing the opportunity to send money! With what?

1. Explosion mode

Atour's positioning is "five-star hotel, but only three-star hotel's money", with small profits but quick turnover, thus attracting a large number of member customers. The boss must understand that the customer must be brought in first. As long as there are a large number of customers, there will be various ways to realize later.

2. Community model: combine online and offline, and play the fan economy.

Atour Hotel adopts experiential consumption, and what customers see is what they get. Users can purchase mattresses, lamps, pillows, shampoo, shower gel and other items directly online, and the social economy has brought rich profits to Atour.

3. Crowdfunding mode:

Hangzhou Yugu Road Yaduo Store raised 6.6 million yuan in five hours; Xi 'an Dayan Pagoda Store launched crowdfunding for 5 days, 2 1.09 million; Atour has accumulated a large number of loyal member customers in the early stage. They are consumers and experiencers of Atour, and eventually become investors of Atour and participate in Atour crowdfunding.

① Investment: The crowdfunding of Atour Hotel adopts the mode of micro-shareholders, and only a little investment (1 0,000-10,000) is needed to participate in crowdfunding. Here, customers are turned into consumer members, not equity investors, which does not affect the company's equity.

Dividend: Investors can get at least 8% of the hotel's dividend, and for example, if the card is recharged by 50,000 yuan, customers can spend it themselves, or send it to friends and relatives for consumption, so as to drain the hotel.

Atour tied the interests of countless loyal customers together and made the enterprise bigger. Atour's model can also be used for companies in different industries, financing, integrating people and resources, and making enterprises bigger.

On the other hand, in the liquor industry, the routine of traditional liquor enterprises now is to recruit dealers, and at the same time, satellite TV advertisements and outdoor big-name high-altitude bombing. Dealers develop channels for tobacco hotels, hotels and supermarkets, display products in these channels, and carry out marketing actions such as tasting and returning to the factory to promote product sales. In essence, manufacturers and distributors still have cooperative relations. For example, a winery has 500 dealers and 654.38 million terminals. Through these channels, 10 million consumers have been radiated. The winery doesn't know where the 6.5438+million consumers are, so most of the marketing expenses of the winery are spent on channels, among which Mid-Autumn Festival promotion and Spring Festival promotion account for the majority. The winery increased its promotion efforts in two festivals and got the money back from the winery through channels. This is basically a conflict between wineries and consumers.

Now there are crowdfunding, community marketing and similar shareholder operations in the liquor industry. The larger players are customers and shops. In the long run, it is close to consumers, and the marketing form will also force the winery to reform and be closer to consumers. Nowadays, people spend no less than two hours on their mobile phones every day, so mobile Internet, digitalization and membership are new topics that every enterprise must face.