On May 19th, Liangcheng Wine Management and Yicu International Business Park jointly opened the cloud brand investment forum of "Pleasant Living, rising tide view Haze", to sort out the numerous problems for investors under the background of the new era. In the forum, the "Chinese character" of Liangcheng Wine management, elong Haiyi, elong Hailan and other sea hotel series, also as a new era hotel brand, shine.
PART01 China Character Hotel, stimulate the market vitality
Horwath's China Hotel Market Survey report for the first quarter of 2022 shows that confidence in the Chinese hotel market has recovered slightly but remains cautiously depressed. However, the brand new hotel brands of Liangcheng Wine Management, such as elong Haiyi, elong Haiya and elong Hailan, successfully signed 14 projects in the first quarter by virtue of the unique label of "Chinese character", stimulating the vitality of the market.
This has something to do with the fact that the "Sea Series" brand has just stepped on the three investment nodes of the current hotel market in the ups and downs of the time background.
On the one hand, the appeal of mid - and high-end hotels continues to grow. According to Horwath's latest China Hotel Industry Investment and Asset Management Market Outlook Report, middle and high-end hotels are the focus of investors in both new hotel development (37%) and property renovation (38%).
The development of the mid-end hotel brand market is not only the result of adapting to the new generation of demand, but also accompanied by the attention and attention of hotel investors to the ratio of investment return. Elong Haiyi, a mid-end cultural lifestyle hotel brand, elong Haiya, a mid-end cultural business and tourism hotel brand, and elong Hailan, which aims at the mid-end cultural and tourism holiday market, meet the needs of consumers and investors in the category.
On the other hand, hotel investment returns to rationality. Affected by the epidemic, the whole industry accelerated to return to rationality, began to pay more attention to the investment value of the hotel as an investment product, unprofessional speculation will be gradually eliminated. Therefore, investors for the hotel's differentiation and core value, extremely important.
A number of new brands, new products are being born. According to the Asia (China) Hotel Industry Development Report 2021-2022, a total of 23 domestic and international hotel groups will launch 46 new brands in 2021. These brands are competing for more market segments than in the past. Elong Haiyi, elong Haiya and elong Hailan, which focus on "Chinese character", are among the 46 new brands.
In addition, investors expect hotels to lead lifestyles. Industry insiders point out that "hotels from functional to aesthetic and social needs to meet" is a topic that hotels need to explore for a long time. Especially with the upsurge of traditional culture, the hotel needs to re-examine the connection between Oriental aesthetics and contemporary culture.
With Chinese culture tracing as a new starting point, with more contemporary design ideas, more universal product value and more sustainable brand strategy, elong "Sea Series" hotels, which practice "Chinese character", are leading a "new tide"!
PART02 Cultural Brand: How to "win over" investors?
As a cultural brand born in the contemporary era, elong Haiya and elong Haiya do not simply understand culture as "traditional conservatism", but put forward a brand new concept -- "Chinese character". What it conveys is not only the profound cultural connotation behind the word "China", but also the multiple exploration and comprehensive infiltration of the culture, quality and style represented by "character".
Therefore, from culture to design, from experience to service, elong Haiyi and elong Haiya have a unique way to "attack the heart" of investors.
/ From China's cultural tolerance
The sea, is the way to contact the world, is the distant "ideal"; Chinese style, is the retrospection of tradition, is the "ideal" in the heart. Elong Haiyi and elong Haiya, both take the sea as the background color, and respectively from the Chinese local culture, dig out the style of mutual connection and differentiation, and continuous innovation, so that the culture and brand closely maintain, create deeply rooted in the people's cultural bearing.
Yilong Haiyi Hotel integrates the Chinese concept and the spirit of The Times, and is committed to creating a "Chinese ideal home" in modern architecture, providing pleasant and pleasant life experience. The brand takes tolerance, culture and fidelity in traditional Chinese culture as its core elements, but also integrates the value proposition of Old is New(old is new) into design and life, so that the traditional Chinese wisdom and the spirit of The Times can be closely linked with each other.
Yilonghaiya, which is more youthful and energetic, will further enlarge the "elegance" and integrate the freedom, elegance and humanistic characteristics. It seeks the humanistic elegance of traditional Chinese culture and creates the urban inspiration and elegant residence space during the journey. Under the brand proposition of Less is More(less is more), Yilong Haiya knows what is the "road to simple", simple but not simple design and experience behind, is the spirit of abundance.
/ Space design with unique temperament
Yilong Haiyi and Yilong Haiya in space design, and its brand concept, although the same root, are loyal to the natural primary color setting style, senior gray color to foil, brand color and ocean color ornament, but has a completely different temperament.
The beauty of the space of Yilong Haiyi is to meet the "Chinese ideal home" in the modern architecture, like home, but more than home. Deep traditional culture here is not bravado, but slowly released from a dish, a table and a chair, just like the rest of daily life, rich but calm. The design, which is both traditional and modern, won the 11th International Space Design Award with its "traditional core, contemporary soul".
Yilong Haiya continues the brand characteristics of movement and vitality, the sound of water entering the lobby, the fragrance of vegetation, overlapping light and shadow, fresh and transparent vessels...... Allow space inspiration to flow freely; Minimalist and elegant and no lack of details of furniture and ornaments, provides a quiet experience of culture private time, let the traveler's body and mind, get the greatest degree of relaxation.
/ A contemporary journey experience
As cultural hotels, Yilong Haiyi and Yilong Haiya do not copy "cultural representation" in terms of experience, but integrate into the contemporary and daily life.
Yilong Haiyi realizes unique life journey with "Five Yi" (pleasant/pleasant/pleasant heart/pleasant residence/pleasant goods), so that the ideal of the distance and the ideal of the heart can meet due to the journey.
In the lobby of Yilong Haiyi Hotel, the exclusive brand "Xinghui Tea Bar" provides 24 hours of solar term tea for guests. Since the cultural sense enters the hotel, it begins to slowly spread out. The social space of "visiting booth" is spread out around the focus of life and work. Brand exclusive "Five Senses Guest room", not only home comfort but also light luxury experience, practice the ideal home in your mind, bring "happy home"; Rich and ingenious authentic food, with open, multi-functional dining area, so that the dining "easy food" at your fingertips; Meeting rooms, gyms and other functional Spaces that meet the needs of humanity reflect the brand's "pleasant" oriented temperature; "Yipin" comes from Zhipin retail created by Haiyi, which covers daily necessities and aesthetic items in the hotel.
Yilong Haiya's "Five elegant" (elegant residence/elegant travel/elegant interest/elegant food/elegant food) conveys the contemporary understanding of traditional life in a more lively and vivid way.
The flexible, sharing, efficient, minimalist and elegant public space of Yilong Haiya Hotel lobby creates a "elegant travel" space for business travelers with soothing thinking. Continuation of Chinese symmetrical minimalist style of beauty simple habitat, make modern "elegant residence" possible; Gym, laundry room and other more intelligent and convenient one-stop travel services to create a "elegant" travel; "Elegant food" with differentiation and ring breaking power meets the diversified needs of contemporary business travelers for breakfast; Yashi culture of high-quality hotel items, so that "Yashi" new retail possible.
/ Humanistic and appropriate services
In today's hotel market, the number of high-end or mid-end hotel brands is quite a lot, but the traditional culture will cultivate hotel services, but almost no. Yilong Haiyi and Yilong Haiya feature services, according to the different target customer groups, both humanistic and appropriate, no doubt impressive.
For urban life family with certain cultural preference, elong Haiyi knows that they pay attention to body and mind, love life, advocate health, good at thinking. Therefore, the brand puts forward the service concept of "confidant", with the service characteristics like family and confidant, to express that "every guest is the time partner of elong Haiyi". Confidant service from the four angles of degree, care, value, the same frequency, to achieve the Oriental hospitality as if it is light - not to disturb too much, but always around.
Elong Haiya is for young leisure travelers in emerging cities, with a kind and beautiful "heart selection service" concept, follow the order of the four hours of the morning, day, night and night, with proper and thoughtful daily care, to give guests always warm feelings.
PART03 Hotel investment market, open new expectations of culture + business
In the past two years, with the rise of great powers and the enhancement of cultural confidence, more and more attention has been paid to traditional Chinese culture. According to Baidu, searches for terms such as "Chinese culture" and "Guochao" have increased by 528 percent in the past 10 years. More and more hotel brands featuring traditional culture are also appearing one after another.
It should be noted that although investors look forward to infusing culture into the hotel, once the construction cost is too high or the product quality is insufficient, it will be difficult to impress rational investors. When the "China Character" hotel opens the "signing door", it meets not only the cultural expectation of contemporary investment, but also the commercial expectation.
/ Cost-effective contemporary products
In terms of cultural concept, the "Chinese character" hotel has gone far, while its cost-effective contemporary products show energy in the commercial force.
Fu Wei, co-founder and CEO of Liangcheng Hotel Management Company, once pointed out in his interpretation of the brand that efficiency is money in the era of race against time. From the Angle of pursuing lower investment, higher return, shorter time and higher quality, Liangcheng Wine Management puts forward the reform principle of heavy decoration and light decoration, and advocates the efficient process of modular structure and prefabricated decoration to build high-quality hotels.
On this basis, the "China Character" hotel also uses materials that are easier to maintain, and various systems cooperate to improve efficiency, thus reducing operating costs; Introduce new materials and resources cooperation to reduce investment; Focus on appearance level and design, improve the sense of quality and experience; Through quality experience premium, marketing enabler, increase housing price and revenue.
With excellent product creation, Yilong Haiyi and Yilong Haiya, respectively, with 120,000 to 180,000 (limited service - half/full service) and 90,000 to 100,000 new store single room cost, to create a very mature contemporary hotel products, to achieve the dual promotion of culture and business.
The full expression of Chinese character
The "sea" culture of elong's "Sea Series" is presented in all aspects of spatial details, which shows Liangcheng Wine Management's deep understanding of Chinese character.
"There is a fish in the Northern Hemisphere, its name is Kun; Kun is so large, I do not know its thousands of miles. Change into a bird, its name is peng; The back of the roc is not known for thousands of miles." As the core IP of elong's "Sea Series", the elements of Kunpeng, originated from the Chinese legend, are cleverly applied to the hotel space, either concretely or deconstructed according to form, which not only highlights the infinite expanse of Chinese character and sea, but also implies the great ambition of the brand.
In the lobby space of elong Haiya and elong Haiya, in addition to the Oriental landscape with profound cultural sense, the inspiration given by the ocean constitutes another aspect of the Chinese character. The "Sea paintings" in the hotel space, including hanging paintings, art gallery and series of paintings, draw inspiration from the sea and imply elements of the sea.
In the lobby background wall of elong Haiyi and elong Haiya, the characteristics of the sea are also borrowed, using blue and white colors, but according to the different brand personality, the presentation is quite different.
Elong Haiyi takes soothing waves as the background color, spreading out the inclusive and calm characteristics of the sea. Together with the "Sea Moon lamp" which frequently appears in the lobby and guest rooms as the brand characteristic, it forms a classical humanistic picture of "the moon on the sea". Elong Haiya builds the lobby background wall with building blocks. The scattered modules are rhythmical, allowing elong Haiya's flexible temperament to be seen at a glance.
/ Cultural surprise of high premium power
"China Character" hotel is not only careful in product budget and cost reduction, but also committed to borrow from culture to create peripheral products with high premium power, to meet the cultural imagination of business travelers on "China".
Both Yilong Haiya's "Yipin" and Yilong Haiyi's "Yipin" launch unique new retail products based on their own culture. For example, in "elegant products", hotel room electrical appliances, linen, toiletries, fragrance, tea, utensils and other high-quality hotel items, all continue the natural and elegant style, to achieve the contemporary expression of traditional elegant culture.
"Yipin" is both the beauty of space and quality of life, the beauty of space in the lobby space specially set up an aesthetic corner, products cover cultural products, handmade crops, original art works and other cultural beauty, some products are unique, unique, fluidity; Lifestyle products include customized products such as guest room tea, slippers, bath sea salt and handwritten writing paper, each of which is unique.
These "cultural surprises" full of charm and ingenuity will create an unlimited premium space for the hotel.
/ A mature background with high commitment
As a one-stop hotel management service provider of elong Hotel Technology platform, which is a comprehensive platform of accommodation industry, the "China Character" brand of Liangcheng Hotel Management has the authorization of elong, enjoys the strong brand potential of elong Hotel technology, has a mature member operation system and the advantages of multi-industry collaboration.
At the same time, as a "one-stop hotel management service provider", Liangcheng Wine Management provides a dual service mode of "consultation + 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.
Strong mature background, coupled with thoughtful "one-stop" experience, itself has high risk resistance and commitment. In a time full of changes, no doubt can bring investors enough security.
In the future, the cultural trend of the hotel industry is bound to be more popular and diversified "style + quality" era. The "Chinese Character" hotel, which comes at the right time, will eventually capture business from culture and create new expectations for investment in culture and business in the connection of past, present and future.
