first, what is a homestay

The concept of homestay can be traced back at least half a century ago. It is generally believed that modern homestay originated in western Europe, and the sparsely populated farmers in southwest and central England began to have family-style hospitality in order to increase their income, that is, the earliest homestay. In Britain, it is called B&; B(Bed and Breakfast); In Japan, it is called homestay. In Taiwan Province, China, it is called B&B Inn. In Taiwan Province, Japan and other places, the definition of homestay is strictly limited. In a narrow sense, homestays emphasize the host culture and a warm feeling like "returning home". They think that homestays are not a main business, but a place where owners use their own idle houses to provide tourists with rural experiences such as local culture and natural ecology, and do not need professional operation.

the question of what a homestay is is clearly stated in the document "standards for homestays", "tourist homestays-small accommodation facilities that use local idle resources and provide tourists with experience of local nature, culture, production and lifestyle." Here, we focus on three key words, the word "tourism" in front of the hotel, "people host people" and "accommodation facilities".

first of all, a homestay should be a homestay in the context of tourism;

Secondly, homestays should have a host culture, but the definition of "people as host" is expanded in the "standards for homestays". According to the expression in 3.2, the host is not necessarily the owner of the farm house or the house itself, but the owner or manager of the homestay, which is obvious for the purpose of encouraging the development of homestays in the next stage, but the ambiguity expressed in the law itself is somewhat ironic.

thirdly, the document classifies the B&B as a kind of accommodation facility, but I think this is inappropriate. The product attribute of B&B is innate.

the author thinks that "homestay", which appears in the modern commercial society and is constantly evolving, is actually an expanded holiday accommodation product, and can even be approximately understood as a boutique hotel and hotel that has been "homestayed" to a certain extent. It has broken through the innate limitation of people's host, and is not limited to people's host's self-employment or their own houses, but it has retained the spiritual pursuit of "going home and returning home". The author tries to explore the homestay.

Second, why did homestays rise rapidly in the past three years

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

Domestic homestays rose rapidly from 2114 to 2115, especially after the 18th National Congress, the state 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 "Seeing the mountains, seeing the water and remembering the homesickness" from the conference document of the Central Urbanization Work Conference in February, 2113 almost accurately outlines all the spiritual core of B&B products. From the current market situation, a considerable proportion of the most successful B&B brands are in rural areas. Since the 13th Five-Year Plan, the state has paid special attention to guiding rural development by innovative means from top to bottom. As a practical carrier of rural memory, rural feelings and rural vision, B&B has been.

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

At present, after decades of long-term employment, the service industry represented by tourism and vacation is booming, and the tourism consumption habits of the middle and upper social groups have changed, gradually abandoning the two-level 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 under the premise of 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) In the context of double innovation, social capital represented by small and medium-sized enterprises quickly enters

Non-standard accommodation is a funnel-shaped industry with huge market vacancy, with low entry threshold, large caliber and flexible mode. With the advent of rural construction boom, many enterprises and capitals begin 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 leased and rebuilt homestay products quickly sprouted in such cracks. In a sub-sector such as non-standard accommodation, it is difficult for large enterprises to make a 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 will objectively help the industry to develop and improve in a benign direction.

(4) The strong brand of B&B determines the industrial explosiveness 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 prominent problems in these two rounds were that slogans were emphasized, content was ignored, monomer and industry were emphasized, and rural development lacked economic and industrial support. If you want to take the step from empty shell to industry, the importance of brand will be revealed, such as Moganshan Yangjiale style, Zhejiang characteristic town style, and art hometown Jianfeng. Because the brand is spiritual food, it can feed the industry, tell stories to the products and help them make content. In this comparison, most of the business categories that ordinary people spontaneously do are poor-quality farmhouse inns and farmhouses. Although there is no subversive difference between these farmhouses and today's homestays in terms of mode, in essence, boutique homestays have made spiritual innovations in the product forms such as farmhouses, and achieved the goal of upgrading product concepts and cognition through the upgrading of software and hardware.

third, where will the residents go?

(1) The market will continue to heat up, and the profit margin of B&B will no longer exist after entering the Red Sea.

The country's enthusiasm for rural construction and B&B industry will continue to heat up from top to bottom, and from the economic point of view, the situation of oversupply will soon appear, but the brutal market competition will not reduce the operating costs, but because of the particularity of B&B's own products and the involvement of more and more non-professional operation teams, it will put forward higher requirements for the cost control ability of this industry.

similar to the standardized hotel project, in addition to the investment cost, the cost of the single hotel project mainly comes from three aspects: labor, material consumption and energy consumption at the operational level. Roughly speaking, these three items account for about half of the revenue, in addition to property rent (which fluctuates greatly and can even be as high as 21% in first-and second-tier cities), maintenance expenses and daily consumption. At the same time, it is inevitable that the B&B project will hand over about 11%-15% commission after embracing the OTA platform in order to improve the occupancy rate, which is another blow to the already narrow profit margin of the B&B. Excessive dependence on channels, at the same time, can not broaden their own profit horizons, increase secondary sales or added value of products. After entering the Red Sea, the hotel industry will first face the dilemma that the profit space will be almost completely squeezed at the cost end.

(2) The entry threshold is improved after the regulation is tightened

Even if the profit space is narrow, there are still pyramid traps for people trying to gain profits in a short period of time, ignoring the stage and policy risks of this profit model itself. Under the background of national hot speculation, the polishing and construction cycle of products is greatly reduced, and it is a very realistic problem whether they can reach the top in a short period. For policy risk, the most typical imagination space is the further subdivision of financial institutions and financial institutions, and the strict implementation of reward and punishment measures. Similar to Beijing's practice of sweeping away cars and black cars outside Beijing in recent years, it seems that the return of the right to speak to the government is an inevitable stage after barbaric growth.

(3) The standard rules to adapt to more business scenarios will be continuously introduced, and the professional requirements for B&B products will be continuously improved.

According to the understanding of the "B&B Standards" document, B&B is not a non-profit sentimental work, and the country has regarded it as a characteristic industrial category that can incite local economic development, which puts forward higher requirements for the application of B&B in different business scenarios.

Take B&B equity crowdfunding, which has been popular with the rapid development of B&B in recent years, for example. In this sub-industry, non-professionals often focus on the content of the project, ignoring the commercial potential reflected behind the project. In essence, the crowdfunding of homestays is not much different from the crowdfunding of other types of products, and it belongs to a niche investment choice behavior. Before this kind of investment occurs, the first professional work to be done is to evaluate the B&B project to see whether a project has investment value and future growth potential, so as to judge the investment risk and benefit level. However, the valuation of B&B is a big proposition, involving all aspects related to the project, such as traffic location, floor space, building area, number of rooms, house price, decoration investment, operation (occupancy rate, profit rate, cost rate, etc.), investment recovery forecast, brand appreciation expectation, management team value, etc. Almost everything here can be an independent science, so the hotel seems simple, but the cross-border professional requirements behind it are constantly rising with the development of the industry.