How does B&B membership work? On the Ecological Layout of Rural Cultural Tourism —— Taking Chengshou as an Example

With the official listing of 202 1 National Rural Revitalization Bureau, B&B, as an important carrier of rural cultural tourism industry, has become an important starting point for promoting rural revitalization in various places under the background of "great domestic cycle".

There are also new consumption formats around village houses, among which the most representative and controversial is the appearance of the "B&B membership" booking platform.

Country hostel is a product with high unit price, high gross profit and low consumption frequency. The average rental rate of B&Bs in China is only 27%, and nearly 50% of B&Bs are at a loss, because many B&Bs operators have non-professional backgrounds. According to statistics, there are 70,000 homestays in China, which will generate nearly 200 million vacant rooms every year.

As the earliest booking platform for membership-based resort hotels in China, Rucheng has not only changed many people's holiday lifestyles, but also helped many hotel industry practitioners solve the problem of a large number of rooms being idle. Rucheng Platform has provided free holiday accommodation for more than 500,000 people since it was launched in May 20 19, and absorbed 6,543,800+4,000 vacant overnight resources for the hotel industry. It is considered to be the largest destocking platform in the field of non-standard accommodation in China.

How did Rucheng do all this? Recently, Xu Jianjun, CEO of Rucheng, revealed for the first time the background of Rucheng's supply chain and the ecological layout of rural cultural tourism industry behind the "B&B membership system" when interviewed on the floor of Block B 12 of Venture Capital Media.

B&B membership without supply chain advantage is a false proposition.

Talking about the origin of Rucheng, founder Xu Jianjun revealed that Rucheng is the starting point of a great attempt to deeply transform the cultural tourism industry.

Rucheng's founding team consists of a number of Alibaba management members and China B&B industry veterans. Over the years, it has provided comprehensive services such as finance, media and brand for the B&B industry, with four content matrices and 20 million female users in first-and second-tier cities.

Where does the confidence and motivation to do things like this come from?

As the founder of the once popular consumer investment platform "Let's Go", Xu Jianjun experienced the "best year" in the homestay industry. From the crowdfunding of the first hotel near Yangcheng Lake in 20 15 to the end of 20 18, it has helped more than 800 head brand hotels in the industry to complete financing and brand development. Domestic well-known homestay brands such as Demaotang, Yuanshe, Songzan, Xipo, Ye, Fuyun Ranch and Ju all grew up with the company of bars. 20 15 is a leap year for the development of homestay industry in China. More than 800 homestays spread all over the country like a single spark can start a prairie fire. By 2020, there will be 70,000 such villagers in China, and finally an imaginative industry will be formed.

"Without imagination, we shouldn't do things, and shareholders will never agree that we try and make mistakes in barren industries. Our shareholders are Yunfeng, Jingwei, Yingdong, Yuan Jing, Huaying, Kunlun Wan Wei and other institutions. " Xu Jianjun said.

The support of industrial chain is the premise of Rucheng's establishment.

Rucheng is a closed bilateral platform: one end is the supplier B&B brand, and the other end is the member converted from traffic. The core is to configure the operational capabilities of both ends, so that users can achieve satisfaction when receiving services. If there is no advantage at these two ends, it is impossible, and the ultimate goal of B&B members is the supply chain.

Deep development of upstream and downstream to build an ecological chain of rural cultural tourism

Looking back on the rapid and steady development of Rucheng in the past two years, what Xu Jianjun values most is the great value of Rucheng in the supply chain. Rucheng platform has gradually come to today from the initial cooperation mode of centralized procurement of civil hosts, and more than 60% of merchants settle purchases according to orders.

This is a huge leap for the B&B membership platform, and it is a positive effect after all the membership fees of the platform were used to buy vacant houses for destocking in the past two years. It is precisely because we can effectively go to the hotel industry inventory and place orders for merchants, which means that we can get 30%-50% discount rooms from 50% merchants in the hotel industry.

According to reports, a real-time booking rebate platform in pure Costco mode is being tested, which will connect a large number of rooms and users of at least 1 100 million super-traffic platform, so that they can enjoy the rights and interests of staying in holiday homestays at low prices. The biggest highlight of this bilateral open platform is that the middlemen in the supply chain do not earn the difference except the operating costs.

Talking about the future development direction of Rucheng, Xu Jianjun pointed out that it is necessary to make government developers go up and traffic go on. After in-depth cooperation with the vast supply chain, it will develop from a bilateral closed platform to a bilateral open platform, assisting the transformation and upgrading of the brand supply chain of the entire hotel industry and breaking the unilateral monopoly of traditional OTA.

At this point, a deep ecological chain about rural cultural tourism has gradually become clear.

It is reported that the accommodation has now been upgraded to a rural cultural tourism space operator connecting the government, developers and brands. Last year, the biggest explosion in the cultural tourism industry, "Yellow River Accommodation Collection", participated in the planning from the communication with developers to the introduction of B&B brand, and then to the later market activities. In July this year, the Longmenshan Inn, which was jointly built with the Pengzhou government in Chengdu, will begin to open to the outside world. In addition, several homestays in Gannan and other places are also in preparation for the same period.

Facing the businesses in the middle reaches of the industry, besides Rucheng, Xu Jianjun and his team tried to set up a B&B brand hosting operation company "Zhu Wei" last year to help businesses that are poorly managed or unwilling to operate provide B&B hosting services. At present, 56 homestays are managed and operated, with direct operation 1 1, all of which are profitable. Compared with the data of industry merchants, the micro-life direct store increased its benefits by 37% under the empowerment of destocking. "Jiangzhuang Hut" and "Gaoling Hut" jointly invested by China Foundation for Poverty Alleviation, PetroChina and Three Gorges Group are currently operating in the form of micro-houses, which has obvious effects on helping rural areas get rid of poverty.

Xu Jianjun said that at present, the ecological layout of rural cultural tourism with the hotel industry as the core has been initially completed: "staying" is the link between the upper and middle reaches; "Rucheng" and instant booking platform link the middle and lower reaches; "Let's start" new media matrix and other traffic pools focus on attribute user acquisition in the downstream; "Micro-dwelling" is an indispensable link to expand the advantages of supply chain and reduce costs; Geometrical B&B, which was previously invested and incubated, provided the distribution system of Taimu as an ecological auxiliary tool.