In recent years, the hotel industry has been blowing up the "Chinese wind", the industry has seen the design charm of Chinese culture and commercial influence, especially in this year, many brands and hotels have handed over their own cultural answers in this year. According to the TOUR MEET Industry Trends Research Center, culture will continue to be popular in the future, but it will also face "upgrading". How to associate the traditional culture of the past with the popular trend of young people in a contemporary way is an important topic for the brand to explore and think about next.
Obviously, I have been familiar with the Chinese cultural industry, but I still have a simple and vague understanding of the in-depth understanding and transformation methods of the industry. With the increasingly powerful influence of Chinese culture, how can a brand become the next cultural trendsetter? Liangcheng Hotel Management Company has released the new "elong Hai Series" hotel brand (elong Hai Yi, elong Hai Ya, elong Hai LAN), which aims to solve the problem of how to use contemporary hotel language to "translate" traditional Chinese culture, and presents a new challenge for itself. This issue will deeply analyze how elong Series implements the new chapter of "Chinese Style" reform in the middle and high-end market with the construction mode of "Chinese character".
Part One of the bottlenecks of "Chinese style" in the hotel industry
So what is the "Chinese character"? The answer given by elong series is: the integration of culture, quality and style. -- Now the cultural meaning of "China" has come out. Character conveys not only the symbolic language of design, but also the iteration of product quality and the deepening of brand style. The implementation of Chinese character is the multiple exploration and comprehensive infiltration of culture, quality and style.
Good Cheng wine management at this time to launch a series of Chinese cultural brand, it is also the right time. From the perspective of industry development stage, the "national style movement" led by local brands is moving from the outbreak period to the rational period. According to Baidu, the popularity of terms such as "Chinese culture" and "Guochao" has increased by 528% in the past 10 years. The cultural trend of the hotel industry will also move towards a more popular and diversified "style + quality" era.
In addition, changes in consumer demand also show different expectations for cultural brands. With the explosive development of mobile Internet and social media, young people's lifestyles and leisure styles are changing almost all the time. The world of exploding information is also making it difficult for brands to talk to young people. Vogue Business, a fashion industry platform, dubbed the changing tastes of the current generation Z group "Age Z 2.0" and conducted a cultural preference survey to find out more about their cultural needs. This also indicates that the 2.0 group is in a state of change and development for cultural phenomena and modes of transmission. The changing and expanding consumer demand also determines that brands must have their own unique perspective, focused attitude and the ability to innovate constantly on the cultural path. Ideas and modes of expression without depth and foresight will no longer be popular.
With Chinese culture tracing as a new starting point, elong Series adopts more contemporary design ideas, more universal product value and more sustainable brand strategy to practice the building of "Chinese character", avoid the limitation of cultural cognition and the danger of style similarity, and create a good choice of Chinese beauty for more cultural travelers.
Part Two Deconstructs Chinese character through three paradigms
Elong series has a high-end spiritual advanced resort brand -- elong Hailan; Middle and high-end cultural lifestyle hotel brand -- elong Haiyi; The middle end cultural business hotel brand -- elong Haiya, this series of new Chinese style as the aesthetic base, with the imagination of "sea" as inspiration, to show can highlight the "Chinese character" of the travel space. From the construction of the three major brands, we can explore the cultural brand into the future of some new ideas.
# Haiyi Hotel: Ideal Home #
Elong Haiyi Hotel, positioned as the "ideal home of Chinese style", takes inclusiveness, culture and homeness as the core elements, integrates the Chinese concept and the spirit of The Times, and provides a medium and high-end cultural lifestyle hotel with pleasant and pleasant life experience. The brand integrates the Old is New value proposition into design and life, and the traditional Chinese wisdom and the spirit of The Times resonate here. The beauty of Haiyi is to meet the "Chinese ideal house" in modern architecture, like home, but more than home.
The brand takes "Wuyi" (Yilin/Yilin/Yilin/Yilin/Yilin/Yilin) to realize the unique life journey. In the ideal time of Yilin and romance, the ideal of the distance and the ideal of the heart meet because of the journey.
Elong Haiyi Lobby
Elong Haiyi Hotel caters to the urban lifestyle with a certain cultural preference. Under the fast-paced social pressure, they pursue a comfortable life journey, pay attention to body and mind, love life, advocate health, good at thinking. Therefore, the brand also puts forward the service concept of "bosom friend", with the service characteristics like family and bosom friend, to express that "every guest is a time partner of elong Haiyi". Confidant service from the four angles of degree, care, value, the same frequency, to achieve the Oriental hospitality of not too much bother, but always around, service culture and brand culture integration, release the love of life.
# Hiya Hotel: Inspiration House #
Compared with Yilong Haiyi Hotel, Yilong Haiya has a younger and more energetic temperament. It is a mid-end cultural business hotel integrating freedom, elegance and humanistic characteristics, and is committed to creating urban inspiration and elegant residence space for young business travelers. The brand obtains inspiration from the characteristics of the sea, looks for the cultural elegance of traditional Chinese culture, and creates a life style of Art Longhai with the product criterion of "quality/elegance/movement/tranquility". The brand advocates the value concept of simple driver, less is more, feel the simple things, get the rich spirit; The idea of "Less is More" runs through all aspects such as product design, service culture, journey experience and employee culture...
Yilonghaiya space is lively and vibrant, the furniture is minimalist and elegant and there is no lack of details, the color is elegant and comfortable, lighting up the mood, the whole space is full of free interest makes people feel relaxed physically and mentally. The sound of water, the fragrance of vegetation, the overlapping light and shadow, the fresh and transparent utensils...... Quietly revitalize free inspiration.
Yilong Haiya conveys "elegance" in a more lively and vivid way, which is the light release of Chinese feelings, the daily appreciation of culture, and the contemporary understanding of traditional life. The hotel realizes the brand journey with "Five elegant" (elegant residence/elegant travel/elegant interest/elegant food/elegant goods). The life is simple and exquisite, vivid and orderly, and guests can understand different conjectures of elegant life here.
The humanistic image of the brand is mainly reflected in the service link, emphasizing considerate always in, service is not absent. With the friendly and beautiful "heart selection service" concept, the hotel follows the order of four hours in the day, night and night, and gives guests the warmth all the time with proper and thoughtful daily care.
# Highland Hotel: A Place of the Heart #
As the only resort line in the Sea series, elong Hailan Hotel is a cultural resort hotel brand positioned in the middle and high-end market. It advocates the value proposition of enjoying the world, integrates the brand concept of "different beauty, different beauty" into the design and life, draws inspiration from Chinese culture in the principle of one store one design, and creates a spiritual advanced resort space that explores the true self and improves energy. Dedicated to providing guests with a relaxing and empowering journey.
Elong Hailan Hotel adopts the "Seven pleasures" (Leisure/stay/art/enjoy/taste/gather/lead) to convey the experience of holiday life and comprehensively create the accommodation products that effectively help upgrade the destination accommodation. At the same time, elong Hailan Hotel not only provides accommodation space, but also tailors vacation routes for contemporary residents -- parent-child tour, couple tour, group development, surprise party... The hotel provides guests with cultural folk custom, environmental farming experience, etc., and provides all-day intimate services such as morning service, tea service, car booking, tour, photographic record, report and display.
Part Three: Why the brand is born in the wave of Chinese culture
We can see that the three brands of elong series have their own characteristics and support each other. This series not only carries on the original intention of the past, but also has the expression of the new era. It pays attention to the changes of the pace of modern urban life and social environment, seeks to enjoy the culture together, and works hard to create a cultural context aesthetic space that inherits the ancient interest and is suitable for the contemporary living habits, so as to create a new type of hotel with more commercial force.
Indeed, after going through the bottom of the market, we need more climbing and interpretation. Local cultural hotel brands need to have their own independent cultural outlook and future attitude, in order to get out of their own character and advantages in the changing market. The following three aspects are the key points to be considered during the creation of elong Series, as well as the main features of the series.
Chinese style, world style
Although elong Haiyi/elong Haiya/elong Hailan are all based on Chinese style, they are not strictly "traditional". This series expresses Chinese style's determination to face the world with the "world" of "sea". Indeed, the broad praises and inclusiveness of the sea and the connotations of reaching the present are not independent and profound under the influence of time and country. They are enough to unleash the charm of long-established world culture. The sea also has the vision of connecting the east and the west. The color of the sea is also the common language of the world. Elong Sea series conveys the elements and spirit of the sea in the space, allowing people to recognize the modern atmosphere in Chinese style and the charm of the world.
In addition, the brand concept extraction is also quite "international". For example, elong Haiyi advocates the traditional and trendy value concept, and integrates this concept into design and life. Yilong Haiya is to use the "simple driver complex" brand advocate to carry out the beginning and end; As a company that respects the original beauty and presents diversified vacation methods, elong Hai LAN delivers the intention of "authentic interpretation of beauty" (not included in the manual, to be confirmed) to precious encounters during the journey.
Every cultural practitioner should strive to seek the higher level of Chinese culture, so as to convey more international, accommodating and essential content. Elong Series is open, innovative and not divorced from the essence of culture in grasping the concept of various brands. It is a practice of inheritance and exploration, showing the beautiful vision of the series -- focusing on the poetic Orient, seeking cultural appreciation, and light inspiration of Chinese travel.
Traditional core, contemporary soul
The brand context of elong series originates from traditional Chinese style, but the living space shown is in line with the development of The Times and the living habits of contemporary people. To implement the traditional core and transfer the contemporary soul, the design of space has become the key.
The space of elong Hai series attaches equal importance to "function and aesthetics", especially elong Haiyi and elong Haiya Hotel created for urban business travelers. Everything in the space is centered on the focus of life and work, with convenience, fluency and comfort as the core orientation. Soft clothing selection is loyal to the natural primary color tone style, senior gray color to foil, brand color and ocean color embellishment, the atmosphere is comfortable and friendly without temperament.
The concept of "new Chinese style", which interprets Chinese fashion with contemporary design, has gradually penetrated into the hearts of the young generation. Nowadays, the competition of Chinese design and brand is not to make eye-catching novelty design, but who can form a complete narrative logic from creative concept to product presentation, and continue to trigger consumer resonance. Obviously, the space of sea series has its own profound understanding of The Times and hotel business.
Product power, brand value
No matter how moving the Chinese cultural story is, as a hotel, it also needs to inherit the peripheral culture as its own brand gene, in order to cluster the touching story in the business landscape, and a brand's product force is always the top priority to promote the brand value.
Fu Wei, co-founder and CEO of Liangcheng Hotel Management Company, said: in the era of racing against time, efficiency is money, we from the pursuit of lower investment, higher returns, shorter time, higher quality point of view, put forward the renovation principle of heavy decoration, light decoration, advocating to modular structure, assembly decoration efficient process to build high-quality hotels.
It also said that all of its products would use materials that are easier to maintain, improving collaboration between systems and reducing operating costs. Liangcheng Hotel Management company will also introduce new materials and resources to reduce the cost of investment.
It can be seen that the creation of Longhai series by Liangcheng Wine Management can be described as a dual promotion of products and brands. It not only has a brilliant top-level logic design, but also embodies the character of the product itself, making a multi-dimensional mature deduction for becoming a competitive cultural product.
Elong Haiyi Guest Room
Part Four Five investment codes of Chinese products
The temperament of Chinese culture is varied and ecological. Every brand should develop its own cultural texture, deduce its own value life, realize the gorgeous symbiosis of the industry, and show the vitality of the industry culture with the ingenious thinking and the beauty of a hundred schools of thought. However, in the year of cultural transition, there may be many hotels with outstanding culture and colorful space, but it is not easy to form commercial potential energy with The Times. Cultural brand should be based on the hotel industry, not only needs the construction of brand culture, multi-dimensional polishing of products, and the construction of investment system, in order to embark on the road of long-term doctrine.
01 Universality of product style
In the past few years, we have seen a number of high-end cultural brands with impressive designs and styles. However, this kind of products often have strong cultural theme attributes and lack of universality. Nowadays, not only high-end groups have this kind of demand, but also the wider consumer groups such as the middle end are also aroused by the cultural wind. The universality of elong Series products is mainly reflected in three aspects. First, the launch of series products involves less middle-end market customers who are concerned by "cultural products", and different brand positioning is oriented to groups with different attributes to maximize the expansion of target customers. Secondly, the three brands have abandoned the expression of heavy culture, and are delivered in a younger, lighter and moderate way, which is more agreeable, with character and suitable for the public. Third, the product design is also simple, excellent functionality, can cover different travel purposes of consumer groups.
From the perspective of investment, the universality of middle and high-end brand products is a factor we have to pay attention to. Winning the love of a wider group means more business opportunities.
02 captures the next trend point
Elong series' advocacy and practice of Chinese character is to strive for the next breakthrough on the path of culture. Develop the next trend point. With the increasing size of the hotel brand, consumers are increasingly cautious in their choice of products. In the future, the industry needs multi-dimensional and reverse thinking to push back products, grab the next trend point, and integrate it with the strategic path of the brand. Those brands that capture the next opportunity point in advance tend to have more investment value.
As a new generation of owner-investors, they should make positive adjustments in their thinking. They need to know - what kind of projects are needed by the environment, what kind of products can better empower the city or local cultural tourism, and better develop the potential demand of consumers? Choose products and brands in search of answers.
03 Whether it has premium "superpowers"
Premium capacity is a module that every investment product needs to be systematically planned. The premium ability of elong Haiyi/elong Haiya/elong Hailan Sanhai series can be solved from three aspects: brand culture premium, design aesthetics premium, product quality premium.
Consumers' imagination of "China" has never stopped, elong series with a distinctive brand matrix, a comprehensive outline of the new middle class. When the cultural trend is flourishing, the brand integrating the Chinese cultural concept is welcomed by the market, so it shows higher expectation value than the general new brand, and also has more possibility of premium. In addition, excellent design expression and space aesthetic creation can make the product more advanced, so as to achieve product premium. The products of elong Hai series are designed by excellent design teams. Elong Hai Yi Hotel won the 11th International Space Design Awards - Hotel Design Excellence Award by IDEA-TOPS. In terms of design, it focuses on appearance level, quality and sense of experience, and enables late marketing through quality experience premium to increase housing price and revenue. This is the product premium strategy of elong series.
04 Traffic is still the "king"
OTA+ hotel is driven by twin engines, led by the wine management company and supported by various parties, in order to provide investors with higher returns, faster returns, lower costs and more efficient hotel products. After several scientific deduction from the investment logic, elong series products explore the commercial investment power and explosive power of Chinese cultural products.
The energy of a mature system
Liangcheng Hotel Management Company, as a one-stop hotel management service provider, relying on the advantages of the hotel industry chain, is committed to creating a new Chinese aesthetic space, to promote cultural hotel products can form new potential energy in the field of commercial investment.
So what is a "one-stop" hotel management service provider? Traditional wine management companies only provide hotel management, while Liangcheng wine Management provides a dual service model of "consulting + management", namely: From early consultation, mid-stage construction, to late completion and opening, Liangcheng Wine Management provides brand, technology, platform, data, flow, finance and other resources to support the hotel's transformation and operation with a perfect service system. The energy of a mature system brings "investment security". In such a new era of increasingly vigilant property investment, professional and platform support is particularly important. The comprehensiveness of the service system will also bring controllable return on investment.
It is believed that Chinese cultural trends will continue in more diversified forms. The relationship between brand and consumer is no longer the role of "empowerer", but the role of "guide". The relationship between brand and investors and investment institutions is also an important existence of mutual achievement and empowerment. In the future cultural competition, the last section culture will lose its charm more and more. Only those who truly understand the culture, can capture the advanced culture from the tradition, practice the cultural future, create new commercial value, and form the ultimate closed loop of culture and business can gain the lasting favor of The Times.
Source: Liang Cheng Wine pipe space exploration
Author: Dukakven
