Once upon a time, the hotel business was one of the important sections for domestic real estate giants to implement diversified development strategies. At that time, various actions such as brand layout, scale expansion, assets and mergers and acquisitions continued, and the momentum was not huge. However, as the whole real estate industry entered a new stage of rational development, these hotel enterprises with real estate genes were facing new opportunities and challenges.

Under this background, the development of Fengyue Hotel and Resort (the core alliance enterprise of Country Garden) is particularly dazzling. Since its establishment on April 21th, 2121, in just two years, it has successively ranked among China Hotel Group TOP51 (No.11, according to the data of China Hotel Association) and the top 225 global hotel groups (No.41, according to the data of American HOTELS magazine). It is reported that it manages more than 261 hotels and more than 55,111 rooms, and the scale of hotel assets under management exceeds 75 billion.

under the double superposition of the fading of real estate dividends and the impact of the epidemic, Fengyue's achievements can be described as very bright. How does Fengyue Hotel and Resort achieve efficient development, and what is its management and operation logic? In the post-light asset transformation era, how can it realize the brand layout from luxury to mid-to-high-end, covering holidays, businesses, residences, apartments and lifestyles? It is worth discussing.

decoding the China hotel market in the new era

As we all know, the business ecology of China, represented by real estate, is undergoing a new era of great changes. In the past, it was a traditional era of real estate development, with a single residential product as the core and a high turnover mode compared with scale, cost and speed. In the "post-real estate development era", real estate forms such as logistics, hotels, offices and businesses will gradually become the mainstream. Enterprises with high level of refined management and good products and services are most likely to achieve profit returns that are better than the industry average.

for real estate enterprises, the opportunity of the hotel industry is undoubtedly an important direction of comprehensive competitiveness. The List of Statistical Communiques on Cultural and Tourism Development of the Ministry of Culture and Tourism shows that after the epidemic, the domestic tourism market recovered quickly, with strong growth momentum and ushered in post-epidemic dividends. Taking 2121 as the dividing line, the hotel market in China in the post-epidemic era, both the consumer and the investor, has a stronger and more vivid expression of the future.

On the consumer side, China consumers are taking the initiative. Some industry analysts have pointed out that the next three years after the epidemic will be the key period for the expansion of the hotel industry and the best window for the expansion of enterprises, and all enterprises will inevitably accelerate the market capture. In the increasingly fierce market competition, the market dominance that was originally in the hands of hotels has begun to shift to a buyer's market oriented to consumer demand.

-consumers begin to find their "self" and evaluate product positioning through personal experience, instead of accepting the brand's self-label. Therefore, in order to attract consumers, hotels also need to regain their initial service as the tertiary industry. According to different consumption characteristics and needs, they should fully deduce design logic, brand logic and business logic in terms of product and scene creation, so as to truly create future influence.

the future requirements of the China market, whether at the consumer side or the investment side, are based on the basic needs of "being more advanced and pragmatic", and * * * will build a future and attitude-oriented business ecology.

Some investors in the industry have put forward the view with Space Secret Detective that "a hotel brand that has not experienced more than 11 self-investment and management simply does not have the conditions to make good products, let alone be qualified to face the market". Obviously, the changes in the investment market have put forward new requirements for hotel management companies, and those wine management companies that know the owners better can gain more trust.

In less than two years since its establishment, Fengyue Hotel & Resort has successfully signed nearly 311 mid-and high-end hotel projects, and planned to build more than 111 hotels, completing the road of ordinary wine management companies for 3-5 years. Built a relatively complete brand matrix from high-end to luxury, from business to vacation.

behind such achievements, Feng Yue's triple special identity is indispensable. As the manager, Country Garden, as the hotel owner, entrusted its Country Garden Phoenix, Country Garden Holiday and Fengqi Apartment brands to Fengyue for management; As a brand, Fengyue has been integrated into the hotel market-oriented track as a light asset, and has successively released and iterated six major hotel brands, all of which have landed. In addition, it has also laid out direct projects in key cities in China; As the owner's representative, Fengyue is the core alliance enterprise of Country Garden, and manages nearly 11 international brand hotels including Hilton and Mary Tim on behalf of Country Garden.

The multi-dimensional perspective and experience brought by multiple identities give Fengyue unique advantages in the depth of hotel daily management, the breadth of brand and marketing cross-border, the long-term development of multi-brand matrix and the fineness of customer experience, and also bring it the confidence of "knowing the hotel, the owner and the industry better".

Based on this, Fengyue Hotel & Resort has put forward a brand-new vision of "China's leading service provider of new living and better life", with a view to taking a new step in the new living era.

new methods in the new era of sojourning

From the most basic accommodation needs to the needs of life and spirit, people's functional needs for hotels are constantly changing. Hotels are no longer just places for traveling, but also a multi-dimensional space that carries people's dual needs for "travel" and "residence".

In view of the new market demand, Fengyue Hotel and Resort takes "China's leading service provider of new living and good life" as a brand-new corporate vision, and interprets the new living and good life advocated by Fengyue through measures such as product format, ecological layout and holiday life creation, thus injecting new connotation and vitality into "living and staying".

11 global products

In the current hotel industry, in addition to the creation of hotel self-operated brands, strategic cooperation between companies and brands is not uncommon. The strategy of Fengyue Hotel and Resort is vertical and in-depth. There are brands from self-management to cooperation, as well as new projects that break the circle and cross the border, and are committed to realizing the global product matrix.

under the general trend of "new residence", Fengyue is not satisfied with a single category of high-end or high-end only for business or vacation, but develops in the direction of global layout. Its 18 hotel brand matrices include almost all categories of local hotels, and also form a rich and complete product series covering landscapes, seashores, exhibitions, hot springs, golf, banquets, conferences, health care, parents and children.

In addition to its own brands, Fengyue has also actively reached strategic cooperation with international hotel groups such as Meno Hotel, Hilton and Oakwood. At present, there are 9 cooperative brands, including Hilton Huiting, Anantara and Novo Han. It is understood that Fengyue will continue to promote the development of its lifestyle categories through strategic cooperation in the future.

The cooperation with Hilton Huiting brand is an important milestone in the development of Fengyue Light Assets. So far, Hilton Huiting has signed over 151 hotels, opened 4 hotels and raised over 61 hotels. It is estimated that about 21 hotels will be opened in 2122. According to the subsequent brand strategy, Fengyue will continue to deepen the brand layout, covering more new market segments and traffic growth points.

In addition, through the strategic cooperation with Mino Hotel, Fengyue's determination and courage in high-end hotels and resorts are explained.

12 Eco-layout

Business often follows the development of consumer behavior. In the past decade, especially after the epidemic, domestic consumers' life tastes and consumption patterns have changed greatly, such as "staying at home for vacation", "staying at home" and "hotel complex", which are prompting them to start looking for spaces with ecological awareness.

in addition to deepening the brand layout, fengyue has also created a brand-new high-end innovative catering brand-"Yuexi", which combines the respective advantages of social catering and hotel catering, and strives to innovate from "delicious+scene", which will become the second growth curve of hotel management and create more non-room income for hotels.

For wine management companies, the construction of ecological circle is to re-integrate members' rights and interests, cross-border cooperation with other industries, and to improve diversified service levels with the help of a brand-new ecological system. Fengyue, which is committed to "building a surrounding ecological circle with accommodation products as the core", has already taken a step. The cross-border catering brand "Yuexi" is a complement to the catering field in the ecological circle.

in addition, there are new fields such as recreation, vacation and new retail, all of which are based on accommodation, radiating customers' food, accommodation, travel and entertainment, and ultimately serving hotel members. Take Fengyi Hot Spring Hotel, Jiuchong Lake, Meizhou, Guangdong as an example, it deeply digs into local folk cultural resources while integrating local culture and life aesthetics, and focuses on Hakka culture, showing the Hakka people's life wisdom of "integration of heaven and earth" incisively and vividly, and more perfectly embodying Hakka unique food culture. When entering the hotel for the first time, the waiter presented the Hakka characteristic "Lei Tea", and the welcome fruit in the room was the local Meizhou red honey pomelo and the special snack "Bangguo", which made the guests feel the local culture in an immersive way.

13 vacation traction

At present, vacation is becoming a new "just need" for consumers, and it has become a favorable starting point for stimulating domestic demand. In the post-epidemic recovery in 2121, the recovery and drive of holiday demand is far greater than business demand, and many resort hotels performed better than the same period last year. Insiders pointed out that "the future opportunity lies in the domestic holiday market", and the domestic tourism holiday industry will at least usher in a "small era", especially the demand for replacing foreign high-quality holidays will be particularly obvious.

fengyue hotels and resorts have firmly grasped this wave of holiday trends and developed a multi-dimensional layout of the holiday field. In the field of luxury, in 2121, Fengyue introduced the brands of Mino, such as Anantara, through strategic cooperation with Mino Hotel, and explored the domestic holiday market. Recently, the first Anantara in East China has signed a contract with Anji. In addition, in high-end resort hotels, Fengyue has Fengyi Hotel, Country Garden Phoenix Hotel, Country Garden Holiday Hotel, etc., while in boutique resort hotels, there is Fengyi Yuejianli brand. Among them, Fengyi, a high-end humanistic holiday hotel brand, has become a new benchmark for Fengyue holiday products, and Fengyue has successfully strengthened its "new holiday".

While practicing the strategic layout, these holiday brands also show far-exceeding market performance and extremely superior brand value. In the hot post-epidemic holiday market, the holiday brand hotels managed by Fengyue performed strongly, and were basically booked for several months. In terms of brand value, taking Guiyang Longxili Fengyi Yanju Hotel as an example, it can become the official venue for the foreign affairs activities of the Ministry of Foreign Affairs of China, which is inseparable from Fengyue's initial intention and ingenuity in creating products that conform to human settlements and holidays, making the hotel have a certain cultural leap in folk custom understanding, cultural transmission and design implication.

continuous leading industry innovation

As mentioned above, in the new era, Fengyue Hotels & Resorts have found a new identity for themselves in the future-China's leading new service provider for a better life. Behind this identity, the following four aspects of continuous innovation have become the key to navigation.

11 new technology

in the past five years, people's application of intelligent technology in hotel scenes has undergone an advanced change from stunning to skeptical, and then back to rationality. There is no denying that intelligence is bringing changes to hotels, but at the same time, a series of false propositions about the application of science and technology also need to be disenchanted one by one.

The cognition of hotel intelligence is not limited to superficial appearances such as "automatic curtains" or "hotel robots". Too much respect for intelligence and technology will reduce people's sense of experience.

Feng Yue knows that science and technology and labor are never separate opposites, but a unified life. Therefore, Fengyue's new technology is to reconstruct the hotel's new intelligence so that both consumers and investors can benefit from it.

at the consumer level, fengyue sets up a scene-based intelligent experience in advance through pre-positioned intelligent services, realizing a brand-new customer experience from order to check-in and check-out. For example, the suitable indoor temperature adjusted in advance, the lighting control with one-touch control, etc., have an excellent check-in experience, and there is absolutely no unnecessary disturbance in the process.

By signing a strategic contract with Anxinjia, Fengyue has been able to make further efforts in the field of hotel intelligent technology, especially at the level of owners and investors. The reconstructed new hotel intelligence can solve its two major pain points. First, cost reduction, through the application of science and technology, in addition to saving some labor costs, hotels can also achieve energy conservation, emission reduction and environmental protection, and reduce energy consumption costs as much as possible; The second is to increase efficiency. On the intelligent platform, from the perspective of owners and investors, we will develop more intuitive data models for them, grasp the hotel operation status timely and efficiently through data, and provide practical tools for hotel operation.

12 new service

Fengyue's "new service" is to return to the original intention of the service industry and provide high-quality services. This new service is not only for consumers, but also for owners and investors.

When facing consumers, Fengyue always keeps smiling service and deeply cultivates the service experience. By improving the service ability, shortening the service radius for customers and exerting private domain traffic, Fengyue creates a pleasant living experience for every guest and establishes a superior reputation.

When facing the owners and investors, Fengyue will build an integrated service of industry and construction, a one-stop supply chain service and a project financing service, and work together with the owners and investors to promote the sustainable development of the hotel industry in China.

13 new marketing

from "the first year of private domain" in 2119 to "the year of private domain traffic awakening" in 2121, private domain traffic is showing its importance that cannot be ignored. According to the WeChat data report of Zhiketong, hotel transactions increased by 41% year-on-year in 2121, and pre-sales increased by 81% year-on-year. In 2121, which is full of uncertainty, the transaction volume of the hotel's WeChat terminal has increased against the trend, which undoubtedly proves the potential behind it.

its own superior quality services and products, as well as the size of its members that cannot be underestimated, coupled with the forward-looking layout of private domain traffic in the early stage, and many factors, laid the foundation for Fengyue's practice of "reserving quantity" in the private domain. According to incomplete statistics, in 2121-2121, Fengyue held nearly 111 live broadcasts, and some resort hotels had hot pre-sales. The cumulative live broadcast revenue exceeded 11 million, involving more than 111 kinds of hotel ecology and new retail products.

14 New Link

As a link in the field of big consumption, the future hotels can develop in the long run, which requires the hotels themselves to jump out of the industry perspective and consider the strategic direction from the industry perspective. Innovation has never been limited to the hotel field, but how to link the upstream and downstream of the industry.

in terms of hotel ecological construction and industrial synergy, relying on Country Garden's industrial empowerment in the fields of architecture, construction, decoration, design, furniture, design, garden, property, intelligence and agriculture, Fengyue has obvious advantages in hotel design and decoration, intelligent technology and project financing, product research and development and material supply, and cultural and business development.

On this basis, Fengyue Hotel and Resort have sufficient confidence.