How is the largest cheap hotel chain in China made?

In those years when budget hotels were just emerging, people often chose budget hotels because of their low prices. However, in recent years, due to the rising costs of rent, property and labor, the profit space of budget hotels has been compressed, and budget hotels of major groups have broken through and launched a number of new brands that emphasize individuality. The development of the original budget hotel brand has encountered bottlenecks and it is difficult to improve its performance. Judging from the current market price, the prices of some budget hotels are close to those of mid-range hotels.

For consumers, the improvement of personal consumption level does not mean the improvement of general consumption level. Most grassroots people are still willing to choose hotels with low prices, and the requirements for personalized service of hotels are not high. In this case, there is a kind of cheaper hotel, which is what we usually call a cheap hotel. In low-cost hotels, there is an alternative existence. ...

Recently, 20 14, the most influential hotel brand award ceremony held by Maidian.com, was held in Beijing New World Hotel. Among them, the name 99 Hotel appears on the list of the most growing hotel brands.

If the budget hotel has become a popular grass-roots hotel in the new era, then the 99 hotel, which defines itself as the budget hotel chain, has nearly 600 stores, covering more than 0/00 cities in China, becoming the largest budget hotel chain in China, and is likely to be a fighter in the budget hotel!

So, how is the largest cheap hotel chain in China made?

First, refuse to be tall and stick to grounding gas.

Naming is a science, especially as a brand, the quality of the name directly affects the spread of the brand. The name hotel doesn't fit in the whole list. When other hotels adopt formal or personal names, the word "hotel" is too rustic. However, looking at the brand's annual brand index MBI, we can see that when its annual brand index MBI is 6.74, its search index reaches 3.4 1. Among the mass consumers, Hotel 99 should be widely known. Although many consumers don't know this brand, it is widely distributed in various large, medium and small cities, and its name is simple and easy to remember, so it is still the first choice for many consumers. This is also an important reason for the high search index of 99 hotels.

Second, refuse to raise prices indiscriminately and insist on benefiting the people and the people.

When the whole hotel market is facing rising costs, the price compression space of budget hotels is already very small. For hotels, maintaining low prices is definitely a severe test, especially in first-tier cities where land prices and labor costs are ridiculously high. The situation of budget hotels can be said to be not optimistic, but under such circumstances, the price of 99 hotel is just like its brand name, and the average price is controlled in 99 yuan/night. Even in Beijing, where the market price is much higher than that in other cities, the highest price of ordinary rooms in 99 chain hotels is still lower than that in 200 yuan/night, and the business rooms in prosperous areas are also lower than that in 300 yuan/night. When most budget hotels have to raise prices, 99 hotels, which can maintain the original price level as always, have firmly grasped their own consumer groups.

Third, refuse to be extreme and stick to external expansion.

Expanding the market has always been an important task for all brands. In particular, budget hotels have seized the market with rapid expansion from the early stage of development. Nowadays, the expansion speed of budget hotels has obviously slowed down. In the past 20 14, many hotel groups have begun to transform into diversified brands, but 99 hotels have obviously not incorporated diversified brands into their development strategies. Since its establishment in 2007, 99 Hotel has been developing at the rate of nearly 200 branches every year. Today, it has developed into the largest cheap hotel chain in China. Although the brand is single, its huge scale makes up for the defect of single brand to some extent.

At present, the biggest providers of accommodation services in the hotel market are low-end cheap hotels and small guest houses with the price of 50- 100 yuan, and their market capacity is very huge. It is predicted that in the next few decades, with the improvement of urbanization level in China, budget hotels in China, especially low-end hotels, will develop rapidly. At present, there are still many problems in this huge potential market. The irregular management of cheap single hotels is a huge hidden danger in the industry. The brand operation of 99 hotel optimizes the management mode of low-cost hotels on the premise of ensuring market capacity.

Fourth, instead of relying on OTA, it is better to develop its own channels.

At present, the contradiction between major hotels and OTA is constantly stimulating. As more and more reliance on OTA will affect the influence of the hotel's own brand, the formation of the hotel's own sales channels and membership system is particularly important. According to the data on the brand index MBI of Maidian, the highest monthly operating index of 99 Hotel reached 1 1.92 in 20 14 years. In contrast, the operating index of other low-cost hotels is generally below 10, which is attributed to the good operation of the brand's own channels. However, the average operating index of 99 hotels is actually only 2.60. Except for the short-term efforts in February and February of 20 14, the operation indexes in other months are not ideal. Judging from the peak operation index, 99 Hotel has enough ability to optimize its own marketing channels, but in the actual operation process, it still combines OTA and its own channels for parallel sales, and there is still a lot of room for brand development in the future.

5. It is better to set standards than to implement them.

In addition to optimizing its own business model and making itself the maker of industry standards, it is also a stronger support in brand management. The original concept of budget hotel is not enough to explain the existing budget hotel. In this case, 99 Hotel put forward the industry standard of "economy hotel chain", which made the brand become the pioneer and leader of domestic economy hotels.

Although the performance of brand 99 hotel in 20 14 years is not the best, the highest monthly index of its wheat brand index MBI has been greatly improved, and there is obvious room for growth. As of May this year, the monthly average brand index MBI of 99 Hotel was 8.66, which was higher than the average of 6.74 last year 1.92. It is conceivable that the brand operation of 99 Hotel will continue to exert its strength in the future. In 20 15, we expect that 99 hotels will continue to grow, and hope that more hotel brands will make new breakthroughs in the new year.