On June 29, 2017, the "2016 Hotel Industry Influential Brand Award Ceremony" sponsored by Maidian.com and Maidian.com was held in Beijing. Mr. Hong Wei, Vice President of Plateno Group and CEO of Simple Business Group brand, was invited to attend the opening ribbon-cutting ceremony and participate in the leaders roundtable forum. Plateno's 7 Days Hotel won the "Top 10 Influential Budget Hotel Brands in 2016", which has been awarded for five consecutive years, demonstrating 7 Days' strong brand strength and industry influence.
Group photo of the opening ribbon cutting ceremony of "2016 Hotel Industry Influential Brand Award Ceremony". Sixth from the right is Mr. Hong Wei, Vice President of Plateno Group and CEO of Simple Business Group Brand
Data speak 7 days Hotel remains the industry leader
This year is the 5th grand ceremony of Meidian. With the theme of "Restore what we see, deconstruct the future", it will deeply discuss hot topics such as optimization of brand operation and management, customer portrait and potential customer detection, precise cross-border marketing, investment hot spots and profit space, development prospect under the stock model, and the future transformation direction of various subdivisions of business.
The Hotel Industry Annual Report White Paper (hereinafter referred to as "White Paper") launched by Maidian objectively reflects the market situation of hotel enterprises in the past year from the market investment, customer group portrait and brand management and other dimensions of the real data, to provide accurate guidance and reference for brand efficient management.
According to the data in the White Paper, despite the pressure from slowing economic growth and consumption upgrading, the domestic hotel market is still based on budget chains, accounting for 73% of the entire market share, indicating that budget hotels are still the mainstream choice of the people.
However, the 12-year old "old powerhouse" still performs well in 7 days, with 13 percent of the market share tied for the first place. In addition, according to the statistics of the economy hotel brand index in May this year by the Maidian Research Institute, in the general environment of declining brand influence, 7 days Hotel has become the top 5 economy hotel brands rising against the trend, and the increase rate is the first, reaching 2.97%.
Brand first to do the nation's most trusted friend
In this grand ceremony, Mr. Hongwei, Vice President of Plateno Group and CEO of Contract Business Group Brand, was invited to participate in the leaders Roundtable forum, and had an in-depth discussion on the topic of "Brand management in the era of explosive demand".
"Plateno Group has identified a big trend in hotel consumption upgrading," said Mr. Hong Wei. "After 7 Days delisted from the New York Stock Exchange in 2013, the founder of Plateno Group, Mr. Zheng Nanyan, put forward the concept of" brand first "and must do a good job of brand building. This strategy is based on our strengths: first, Plateno has the largest membership platform and membership system in the hotel industry in China, and second, Plateno Group has mature and strong operational experience from brand incubation to brand implementation."
Hong Wei, Vice president of Plateno Group and CEO of Simple Business Group Brand, spoke at the leadership roundtable
Hongwei believes that to build a brand, it is necessary to first find out the core target group, deeply explore the ethnic characteristics, build a brand based on the DNA of the ethnic group, and build a brand based on the scientific brand engineering construction system. When you form a natural resonance with users, you can achieve better user loyalty. In Hongwei's opinion, tonality is the key to a successful hotel brand.
Hongwei points out that 7 Days is still very competitive. First, 7 Days Hotel has a very good brand foundation, with more than 2300 single product stores; Second, 7 Days hotel can combine with the current consumer demand to continuously upgrade, always maintain its strong brand competitiveness. Hongwei said 7 Days' goal is to "become the most trusted friend of the public and provide the best solutions for consumers' travel."
Product upgrade excellent performance to win market praise
On the evening of 29th, the award ceremony of "2016 Annual Influential Brand Award Ceremony in Hotel Industry" was held, and 7 Days Hotel was awarded "2016 Annual Top Ten Influential Brand of Budget Hotel". This award is very objective and persuasive, because its selection is based on the real-time data monitoring of MaidianBrand Index MBI over the past year, including search index, public opinion index, operation index and media index four dimensions, more truly reflect the voice of customers and the market. Winning this award for a second time confirms 7 Days' brand strength and market competitiveness.
7 Days Hotel has been comprehensively upgraded from LOGO to products since 2016. In February this year, the new 7 Days hotel was launched in many cities across the country. The lobby functional area is divided into reception area, 24-hour convenience purchase area, leisure area and "young gas station" simple fitness equipment borrowing area. To meet consumer groups on the appearance level of hotel products and services, personality, cost performance and other emotional and value demands, has been praised by customers and investors, brand competitiveness has been further improved.
A "Young Gas station" in the lobby of a new 7-day hotel
Since its establishment in 2005, 7 Days has a membership base of more than 100 million, with more than 2300 stores, covering more than 370 cities from the first to the fifth tier across the country, which has a great scale advantage in the market. At the same time, 7 Days has opened in many overseas countries and regions, including Thailand, Malaysia, Indonesia and other countries, trying to become the "national brand, safe choice" for global guests.
