The concept of B&B appeared at least can be traced back to half a century ago, it is generally believed that the modern B&B originated in Western Europe, southwestern and central England sparsely populated farmhouse, in order to increase income began to appear family-style hospitality, that is, the most early B&B. In the United Kingdom, it is called B&B (Bed and Breakfast); in Japan it is called Minshuku みんしゅく; in Taiwan, China, it is called Minshuku Inn. In Taiwan and Japan, the definition of B&B is strictly limited. The narrow definition of B&B emphasizes the host culture, emphasizes a warm feeling like "coming home", and believes that B&B is not a main business, but the owner of the use of their own vacant houses, providing tourists with local culture and natural ecology and other countryside experience place, is not required to operate professionally.
The question of what is a B&B is clearly expressed in the document "B&B Standards", "Tourist B&B - the use of local idle resources, the host of the B&B to participate in hospitality, to provide tourists with the experience of local nature, culture and production lifestyle. Local nature, culture and production lifestyle of small accommodation facilities." Here, we focus on three key words, "tourism" before the word "B&B", "B&B hosts", "accommodation facilities".
First of all, the B&B should be the tourism context of the B&B;
Secondly, the B&B should have a host culture, but the "B&B standards" in the B&B hosts to expand the meaning of the host, in accordance with paragraph 3.2 of the expression of the understanding of the host is not necessarily the owner of the farmhouse, the house itself, but rather, the owner of the B&B or the business manager.
This point is obvious for the next stage of encouraging the development of the intention of the B&B, but the expression of the law itself "ambiguous" is somewhat ridiculous;
The third point, the document will be categorized as a lodging facilities, but I think this is inappropriate, the B&B's product attributes are inherent.
The author believes that the "B&B" that has emerged and evolved in modern commercialized society is actually an expanded vacation accommodation product, and can even be approximated as a boutique hotel or inn that has been "B&B-ized" to a certain extent, which breaks through the innate limitations of the B&B owner. The innate limitations of the B&B owner is not limited to the B&B owner's self-owned, nor is it limited to its own house, but it retains the spiritual pursuit of "going home, returning to the home village", and the B&B that the author tries to explore is a kind of non-standardized vacation accommodation product, which is the same as the "B&B Standard". This is basically the same as the expression in the "B&B standard".
Second, why the rapid rise of B&B in the last three years
(1)Macro-policy guidance under the five-in-one top-level design
Domestic B&B in 2014 to 2015, the rapid rise, especially after the 18th National Congress, the state put forward the five-in-one top-level strategic design, the ecological construction, the importance of the civilization of the countryside elevated to a new historical height. From the Central Urbanization Work Conference in December 2013, a phrase "see the mountains, see the water, remember the nostalgia" almost accurately outlines the entire spiritual core of the B&B products, and from the current market situation, the most successful B&B brands have a considerable proportion in the countryside. From the beginning of the 13th Five-Year Plan, the country from top to bottom pays special attention to guiding the development of the countryside by innovative means, and the B&B, as a practical carrier of rural memories, rural sentiments, and rural visions, is just at the right time.
(2) Consumption upgrading after the reverse spawned new product demand
At present, tourism and vacation as a representative of the service industry after decades of vigorous development, the majority of the middle and upper social groups of the tourism consumption habits change, and gradually abandon the star-level hotels and low-end farms such as the two levels of the product, to look for a different tourism experience. This phenomenon is especially concentrated in the first and second-tier cities of the leisure middle-class groups, these people have superior living conditions, hope that through light tourism, micro-vacation, in the premise of the time cost is not high to obtain exquisite consumer experience, B&B is such a solution to the real needs of the consumer groups of the product, resulting in the B&B or theme boutique hotels as the representative of the rapid outbreak of a new type of tourism and vacation products.
(3) Under the context of double creation, social capital represented by medium and small enterprises is rapidly entering
Non-standard lodging is a funnel-shaped industry with huge market vacancies, with a low entry threshold, large caliber, and flexible modes, and with the advent of the rural construction boom, a lot of enterprises and capitals have begun to pay attention to it, which is determined by the profit-seeking nature of capital. While targeting a large number of unused houses in the countryside, developers have found that homesteads can't be bought and sold, and many leased and remodeled B&B products have sprouted rapidly in such a crack. In such a niche industry as non-standard accommodation, large enterprises to transform the deeper more difficult, so many Internet companies, small companies and even start-ups quickly occupy the market, these small volume of companies generally have a strong model to update the metabolism, will objectively promote the development of the industry in the direction of benign improvement.
(4) The strong brand of B&B determines the explosive power of the industry in the early stage of development
Before the B&B boom, China experienced two rounds of rural transformation and construction boom - new countryside, beautiful countryside, but the prominent problem in these two rounds is the emphasis on slogans, light on the content, heavy monolithic, light on the industry, and the countryside development lacks economic and industrial support. Industrial support. And want to take this step from the shell to industry, the importance of the brand became apparent, such as the Moganshan foreign music wind, such as Zhejiang characteristics of the town wind, such as art hometown construction wind. Because the brand is spiritual food, can feed the industry, tell stories to the product, help the product to do content. Such a comparison, the people spontaneously do up business categories are mostly poor quality farm inns, farmhouse catering, although in the mode of these farms and nowadays there is no subversive difference between the B&B, but in essence, the boutique B&B hotels on farms and other product forms to do the spiritual level of innovation, through the soft, hardware enhancement of the product concept and cognitive upgrading purposes.
Three, what will happen to the B&B?
(1) The market will continue to heat up, and the profit margins of B&Bs will no longer exist after entering the red sea
The country continues to heat up from the top to the bottom of the countryside construction and the B&B industry, and an oversupply will soon appear from the economic point of view; however, the brutal competition in the market not only won't lower the operating costs, but also will increase the demand due to the special characteristics of B&Bs and the involvement of more and more non-professional operation teams. Instead, due to the specificity of the product and the involvement of more and more non-professional operation teams, the industry will be able to put forward a higher demand for cost control ability.
Similar to standardized hotel projects, in addition to investment costs, the cost of a single-unit B&B project mainly comes from the three major aspects of the operational level of labor, physical consumption, energy consumption, roughly speaking, these three roughly accounted for half of the revenue, in addition to property rent (fluctuating, in the first-tier and second-tier cities can even be as high as 20% or more), maintenance and repair costs and daily consumption, etc.. At the same time, it is inescapable that the B&B program in order to enhance the occupancy rate and therefore close to embrace the OTA platform after handing over the commission of about 10-15%, which is another blow in the B&B already narrow profit margins. The excessive dependence on the channel, and at the same time can not be good to broaden their own profit vision, increase the second sale or product value added, B&B industry in the red sea, the first in the cost side will face the dilemma of profit margins almost completely squeezed.
(2)Tightening of regulations after the access threshold
Even if the profit margins are narrow, but because of the wind, there are still attempts to short-term profit-seeking people step into the pyramid of the lodging trap in an endless stream, while ignoring the profitability of the model itself the stage and the risk of the policy, the national speculation in the context of the product polishing and construction cycle has been greatly compressed, whether a short cycle in a single step to the heavens! It is a very realistic question. For the policy risk, one of the most typical imagination is the further subdivision of gold and silver lodging, along with the strict implementation of incentives and penalties. Similar to what Beijing has done in recent years by cutting out ****hedge cars and black cars outside the Beijing license plate, the return of the discourse to the government seems to be an inevitable stage that can't be avoided after the barbaric growth.
(3)The standard rules adapted to more business scenarios will continue to be introduced, and the professionalism of B&B products will continue to improve
According to the understanding of the "B&B standard" document, B&B is not a non-profit sentimental work, but the state has already treated it as a characteristic industrial category that can pry the development of the local economy, which is very important for the local economic development. This puts higher requirements on the application of B&B in different business scenarios.
Taking B&B equity crowdfunding, which has been rapidly gaining popularity along with B&B development in recent years, as an example, non-professionals tend to focus on the content of the project itself and ignore the commercial potential reflected behind the project in this industry segment. Essentially, crowdfunding for B&Bs is not much different from crowdfunding for other types of products, and belongs to a niche investment choice behavior. And before such an investment takes place, the first professional work to be done is to assess the valuation of the B&B project, to see whether a project has investment value, future growth potential, so as to determine the level of investment risk and benefit. However, B&B valuation is a big proposition, involving all aspects related to the project, such as transportation location, site size, floor area, number of rooms, room rate, decoration investment, operation (occupancy rate, profit rate, cost rate, etc.), payback forecast, brand value-added expectations, value of the management team and so on. Each item here can almost stand alone as a science, so the B&B seems simple, but the cross-border professional requirements behind it are constantly climbing along with the development of the industry.