Some thoughts on the rise of homestay industry

1) Macro policy guidance under the five-in-one top-level design

Domestic homestays rose rapidly from 20 14 to 20 15. Especially after the 18th National Congress, the country put forward the five-in-one top-level strategic design, which raised the importance of ecological construction and local civilization to a new historical height. The phrase "You can see the mountains, you can see the water, and you should remember your homesickness" in the document of the Central Urbanization Work Conference in June 20 13 almost accurately summarizes all the spiritual cores of B&B products. Judging from the current market situation, quite a few of the most successful B&B brands are in rural areas. Since the "Thirteenth Five-Year Plan", the state has paid special attention to guiding rural development in innovative ways.

(2) After the consumption upgrade, the demand for new products will be born in reverse.

At present, after decades of vigorous development, the service industry represented by tourism and vacation has changed the tourism consumption habits of upper and middle social groups, and gradually abandoned secondary products such as star-rated hotels and low-end farmhouses to find different tourism experiences. This phenomenon is especially concentrated in the leisure middle class groups in first-and second-tier cities. These people have excellent living conditions, and hope to get exquisite consumption experience at low time cost through light tourism and micro-vacation. B&B is such a product to solve the real needs of consumer groups, which has led to the rapid outbreak of new tourism and holiday products represented by B&B or theme boutique hotels.

(3) Under the background of double innovation, social capital represented by small and medium-sized enterprises is rapidly entering.

Non-standard accommodation is a funnel-shaped industry with huge market vacancy, with low entry threshold, large caliber and flexible mode. With the arrival of the upsurge of rural construction, many enterprises and capitals have begun to pay attention to it, which is determined by the profit-seeking nature of capital. While aiming at a large number of idle houses in rural areas, developers found that homesteads could not be bought and sold, and many homestay products that were leased and rebuilt quickly sprouted in such cracks. In the sub-sector of non-standard accommodation, it is difficult for large enterprises to carry out deep transformation, so many internet companies, small companies and even startups quickly occupy the market. These small companies generally have a strong ability to update their metabolism, which objectively helps the industry to develop and improve in a benign direction.

(4) The strong brand of B&B determines the industrial explosive power in the early stage of development.

Before the B&B boom, China experienced two rounds of rural reconstruction and construction-new countryside and beautiful countryside, but the outstanding problems of these two rounds were that they emphasized slogans, neglected content, emphasized monomer and neglected industry, and rural development lacked economic and industrial support. If we want to take a step from empty shell to industry, the importance of brand will be revealed, such as the amorous feelings of Yang Jiale in Moganshan, the amorous feelings of characteristic towns in Zhejiang and Jianfeng, the hometown of art. Because the brand is spiritual food, it can feed back the industry, tell stories to products and help products make content. In this comparison, most of the business categories that ordinary people do spontaneously are poor-quality farmhouse inns and farmhouses. Although there is no subversive difference between these farmhouses and today's homestays, in essence, boutique homestays have made spiritual innovations in product forms such as farmhouses, and achieved the goal of improving product concepts and cognition through upgrading software and hardware.