1. Analysis of hotel group buying characteristics
(1) Affordable
In Beijing, you can buy a standard room in Beijing International Hotel (five-star) for 398 yuan, while the average room price of local five-star hotels is above 811 yuan; In Shanghai, 198 yuan can buy a distinguished room of Shanghai Starway Nanpu Ruifeng Hotel (four-star) with the original price of 1288 yuan, while the average price of local four-star hotels is above 511 yuan. Obviously, the prices of hotel products marked on group buying websites are very attractive, and some group buying products are discounted below 1%. Such a low price has attracted hundreds of consumers. Generally speaking, the price level of a product is the regulation index of its market demand. In other words, the cheaper the price, the more consumers will buy the product. Affordability is the fundamental reason why hotel group purchase products swept across the country.
(2) Time limit
As long as you log on to the hotel group purchase website, you will find that the group purchase products have a limited purchase and use time, usually the purchase time is 2-21 days and the consumption time is 1-2 months. However, with the fierce competition in the group buying market, there are endless new tricks of group buying. For example, Haoyi Booking Hotel Direct Selling Platform, Qunar.com, Taobao.com and Kuaituan have all launched hotel products with a spike price ranging from 1 to 51 yuan, and the spike price is far lower than the group purchase price. And the real-time group purchase launched by the glutinous rice group. Undoubtedly, they are all new ways to stimulate consumers' eyes. However, the spike activity requires customers to complete the purchase in one second at a specific time (a certain time, a certain minute and a certain second) specified by the group buying website, and spend it in a short period of time after purchase.
(3) Bottom line of quantity
Group buying, as its name implies, is to form a team to go shopping, and with the help of the number of participants, enhance the bargaining ability with merchants. Therefore, many hotels will limit the minimum number of group purchases of products to ensure the effect of small profits but quick turnover. If the number of people who buy group purchase products does not reach the minimum number standard, then the group transaction will be invalid. At the same time, because the price of some hotel group purchase products is far less than the cost, hotels will also appropriately limit the number of group purchase products provided.
(4) Convenient transaction
Online group purchase of hotel products is a new trend and fashion, and it only takes a few minutes to complete the transaction. First, I became a legal member of the group-buying website, then I chose my favorite group-buying products, then I reached an agreement online and generated an order. Finally, I used the bank card to pay online and waited for the courier company to deliver the goods to my door, thus completing the online transaction. With such a simple transaction process, you can buy hotel products without leaving home. This breaks the traditional trading mode and greatly shortens the trading time, which is sought after by white-collar workers, college students and young people in today's society.
second, there are problems in the hotel group buying market
(1) The hotel group buying websites are not standardized
After careful study, it is found that there are various hotel group buying websites in China. Both online travel websites and e-commerce websites are in an unregulated state, and their qualifications are uneven. Boasting and exaggerating the amount of group purchases, fictional group purchases of hotel products. Some group buying websites have no after-sales service at all. The main reasons are: (1) Easy access, low input cost, only one website and several staff members are needed. Therefore, it is inevitable that there will be shoddy group buying websites, which will disrupt the hotel group buying market. (2) Compared with the sale of traditional hotel products, the conditions are more relaxed, and there is a lack of laws and regulations and supervision by relevant departments. For this reason, it is inevitable that the hotel group buying website will lose its integrity and the customer complaints will be fruitless. (3) The business model of hotel group-buying websites is very similar, and the product types and prices are similar, which is gradually falling into vicious price competition, which is not conducive to the healthy and orderly development of the group-buying website industry.
(2) The quality and service of group-buying products have been greatly reduced
Customers often report that group-buying hotel products can't be used in time, and the rooms are full and the seats are full when they consume, but they can consume as individual customers, which inevitably makes people feel dissatisfied. The main reasons for the great decline in the quality and service of group-buying hotels are as follows: (1) The pricing of group-buying products is set by the hotel unilaterally. At present, the discount rate of group-buying products in hotels is calculated based on the listing price or retail price. In fact, these hotel products are sold at the discount price or the front desk price, which exaggerates the discount in disguise and is suspected of confusing consumers. As a result, the actual perception of consumers is far less than expected, which makes the customer satisfaction low. (2) invisible consumption items are set for group purchase products, such as hotel catering products. When they actually consume at the store, they are required to pay the minimum consumption, tableware use fee, wine service fee and so on. The endless hidden consumption traps destroy customers' consumption mood and distrust hotels. (3) Treat group buying customers differently and treat them as "inferior customers". In one case, the hotel products introduced by the group purchase are inconsistent with the actual products, such as room area, specifications, equipment, etc. On the other hand, customers who buy group-buying products enjoy greatly discounted services, such as staying in rooms and sitting in restaurants, which are neglected and neglected.
(3) The profit-making effect of the hotel is not significant
On the whole, group buying is only a promotion method of the hotel, and its ultimate goal is to obtain income. On the surface, a group buying activity will bring hundreds of customers and get some cash income in advance. However, in essence, this part of cash is only overdraft operating income. The profit effect brought by hotel group purchase products is not significant. On the one hand, the low price of group purchase products will inevitably break the hotel pricing system, especially conflict with the network price, agreed customer price and conference price, causing dissatisfaction among VIP customers, network middlemen and members; On the other hand, the unit price of group purchase products is low, and the actual operating income has not increased with the sales volume. Moreover, the cooperative website will charge a high agency fee or commission, which will also reduce the group purchase profit of the hotel. Therefore, hotels can't rely on a large-scale group buying activity to create high business returns.
countermeasures for the development of hotel group buying market
(1) cooperation in selecting high-quality group buying websites
First, cooperation with leading group buying websites should focus on the healthy development of hotel group buying products. Leading group buying websites such as Ctrip.com, Qunar.com and Handan.com not only have strong market influence, but also constantly improve and upgrade their service quality. Second, group buying websites are required to provide one-stop services, including product consultation, technical consultation and after-sales service. Connecting hotels, group buying websites and consumers in series, group buying websites are no longer "outsiders". Third, to ensure the safety and speed of group purchase transactions, and introduce a third-party payment platform, which is similar to the binding mode of Taobao and Alipay. The transaction process is as follows: the customer pays Alipay → the customer confirms after consumption → Alipay pays the hotel. It strengthens the role of customers in the transaction process and has the decision-making ability to choose consumption and return goods.
(2) Innovative group purchase products
First, recognize the significance and function of the group purchase market to the hotel and carry out group purchase projects according to the actual situation of the hotel. For example, for economic hotel chains with poor geographical location, it is only necessary to launch group purchase products with lower discounts. It is expected that with the wind of group buying, the knowledge and understanding of business and tourism customers will be enhanced. This kind of customers are keen on budget hotels and are not very sensitive to price changes. Second, hotels should design group purchase product types according to existing and potential target customers. With the help of group buying market, consolidate the first-class core tourist market and develop the second-class potential tourist market. The purpose is to further strengthen and expand the hotel tourist market through group buying activities. Third, avoid the stereotyped price reduction of rooms or catering products, and try to launch products such as group purchase special membership cards and coupons. Innovative special group purchase products will not affect the overall price system of the hotel, but also achieve the goal of developing group purchase customers as loyal customers.
(3) Dig deep into group buying customers
First, use the computerized data system to collect and analyze the data of group buying customers and subdivide the types and proportions of group buying customers. Second, before group buying customers consume, predict the needs of group buying customers and make corresponding preparations; Third, hold a special meeting between management and front-line employees in advance, deploy special personnel to serve group buying customers; Fourth, do a good job in the market survey of group buying customers, find out the reasons for group buying, consumption feelings, suggestions, etc., and sort out the results of the survey; Fifth, compare the predicted demand with the actual demand of customers to create long-term profits. If the two echo each other, we can conclude that these customers are potential customer groups and may come to spend spontaneously next time. If there is little difference between the two, we can make some changes appropriately, and pay a return visit by telephone or E-MAIL, and strive to tap this part of customers as re-consumption groups. If the difference between the two is too big, you can ignore these customers and they will not patronize again.
(4) Plastic brand ensures quality
First, create a good image and form a brand effect. On the one hand, promote the mutual integration of brand and hotel culture, enhance the height of brand in hotel management, render a strong brand concept externally, and improve the brand awareness of all staff internally; On the other hand, in the process of group buying product consumption, we should ensure all products and services by brand, enhance brand identity, and create sustainable brand value effect. The second is to ensure the quality of group purchase products and improve customer satisfaction. On the one hand, the group purchase promotional products are consistent with the actual products, and there is no hidden consumption trap; On the other hand, with the standard of total quality management, all hotel staff are strictly required to treat every customer with equal enthusiasm.