To build a high-end hotel chain, Yuanfang Group spends a lot of manpower and material resources, but this is only the foundation, and if you want to build a real high-end brand, you can't just spend money to do it.

Here's a very ready-made example – Hengda Group.

Ten years, for the long river of history, is just a moment of white horses.

Ten years, for an enterprise, it can witness its transformation and leap from a blue thread to a fruitful one.

In the previous life of 2007, with Hengda culture as the cornerstone, the integration of international hotel standards and concepts of Hengda Hotel Group was born in the land of southern Guangdong, from Zhou Fangyuan before the crossing, almost ten years, this decade is Hengda Hotel Group forge ahead for ten years, but also write a miracle of growth for ten years. In the past ten years, from scratch, from 0 to more than 4,600 hotel rooms, Hengda Hotel Group has consistently created various boutique hotels with concentration and ingenuity, and the planned projects have spread to more than 50 major cities and tourist resorts across the country, and 16 hotels have been opened and will be opened, and 100 hotels are planned nationwide.

Ten years of intensive cultivation, ten years of echoes, Hengda Hotel Group has undergone fundamental changes compared with the beginning of its establishment, the former regional giants that originated in a corner of southern Guangdong, have been building the world's top chain hotel brand on the road to make great progress, leaping into the leading camp of the international hotel army.

The world is changing, the market is changing, and the Chinese hotel industry has been changing in turmoil.

In the ten years of development, the hotel industry pattern surged, and compared with the high-profile eye-catching international brands, the aggressive trend of economic hotel giants, Hengda Hotel Group, founded in 2007, has always maintained a modest and down-to-earth attitude, pioneered and deepened in the field of leisure and conference hotels, and built its own business kingdom territory.

In the past 10 years, Hengda Hotel has always been rooted in Hengda's corporate culture, adhering to the spirit of hotel service, committed to turning the accommodation environment into a living scene of accommodation, taking the road of "turning the hotel into a tourist destination and creating a healthy and leisure slow life in the city", and taking "100 stores in ten years" as the scale development goal, taking the revitalization of the Chinese national hotel industry as its own responsibility, adhering to the hospitality of "perfecting every detail and surprising every customer", and is committed to building a first-class team, first-class service, The world's top hotel chain group with first-class brands.

Always with the original intention of achieving "first-class", Hengda Hotel Group always takes ingenuity and intentions as the criterion, and strives to achieve perfection in service details and market reputation, so as to achieve more perfection.

Products and services are considered to be the foundation of peace of mind in the hospitality industry.

From the opening of its first "6+1" project Shancheng Hengda Hotel in 2010, to the opening of Hengda Shanghai Venice Hotel and the opening of the first hot spring center in 2016, and then to the opening of the first Tibetan-style hotel - Tibetan Nyingchi Hengda Hotel in 2017. Hengda Hotel Group insists on integrating local nature, humanities and other characteristics into the opening of the hotel, such as football, beaches, hot springs, food, Tibetan culture and other different elements, so that each Hengda hotel throughout the country has its own characteristics, harmony and difference, and gradually forms an original "N+1" operation model, transforming the hotel into a tourist destination integrating hotel, catering, conference, sports, health, entertainment and business.

While carving the ultimate products with exquisite characteristics, Hengda Hotel dares to innovate in the soft power of service, walks in the forefront of the industry, and adheres to it consistently.

Since putting forward the service slogan of "perfect every detail, surprise every customer", Hengda Hotel puts the perfect customer experience in the first place, and constantly innovates and climbs in the environmental support, service details, hotel culture, etc., so as to enhance the added value of services for guests.

For example, in 2013, the "Jing SPA" brand was founded, and the Nine Diamond VIP loyalty membership program was launched, providing exclusive and private intimate services for nearly 200,000 members, enhancing the stickiness and loyalty of members, winning the praise and satisfaction of members, and accumulating a good market reputation. In the era of competition, people's requirements for quality are getting higher and higher, and for hotel brands, every detail must be done to the extreme in order to win the hearts of customers for a long time.

In this regard, Hengda Hotel is well versed in this, and forms norms and templates with a systematic mechanism: in 2010, Hengda Hotel compiled more than 80 million words of the 3.0 version of the "Hengda Hotel Operation and Management Manual" to improve the hotel's operational efficiency and service quality, and build its own ingenuity and development model, leading the industry in the development of far-sighted differentiation, and also set a benchmark model.

In the past ten years, as one of the hotel groups with the largest independent operating area, the best management service and the most brand influence in China, Hengda Hotel has focused on enhancing the connotation of brand culture and forming its own unique service value, so as to create a perfect stay experience for guests, and gradually developed into one of the leading hotel management groups in China with a steady, innovative and low-key attitude, and gradually extended the Hengda Hotel brand to the whole country and the world.

In addition to its own internal cultivation, Hengda Hotel also expands the "circle of friends" of the industrial chain with an open attitude, especially in the Internet + era, Hengda Hotel is advancing with the times.

Seizing the "outlet" of the era of the prosperity of the domestic leisure tourism and business travel consumer market, standing on the shoulders of the giants of the world's top 500 Hengda Group, the development of Hengda Hotel's "brand + scale" wings has also attracted wide attention from the industry and society, and has gained full of good achievements and honors:

It has won the crown of "Top Ten Huaxia Hotel Management Companies" for five consecutive years, and has won many industry awards such as Huaxia Hotel Starlight Award, Huaxia Hotel Golden Horse Award, Huaxia MICE Industry Golden Chair Award, Global Hotel Industry Golden Bottle Award, Huaxia Hotel Fashion List, World Hotel Wuzhou Diamond Award, and Best Hotel Group Award.

Yuanfang Group wants to be a chain of high-end hotels, Hengda is a good template, of course, it is impossible to copy the road of others, Zhou Fangyuan is not able to fully remember the development history of Hengda, but the general direction can still be a little pointer.

And the development direction of Hengda, but also only in 07 to 17 years directly quite effective, this decade, is Hengda's decade, but then the next ten years, it is difficult to say whose decade it will be.

After all, after experiencing rapid expansion in the first decade, in the face of rising property costs, declining occupancy rates, and declining profits, the brand upgrade of chain hotels is also imminent. How to use new technology, enhance user experience, and reshape brand competition barriers is the way to development.

In the last decade, China's hotel industry has rapidly staken its ground across the country, and its large-scale development has achieved initial results.

After 2016, the domestic hotel industry continued to continue the trend of branding, chaining and diversification. As of January 1, 2017, the total number of limited service hotels in China was 24,150, an increase of 2,669 year-on-year, and the total number of rooms was 2134690, an increase of 165545 or 8.41% year-on-year. The speed is commendable, but the overall chain proportion still needs to be improved - the chain rate of Huaxia hotels is 23%, France and the United States are as high as 56% and 76% respectively, and the brand degree of economy hotels is far less than that of Euromi, and the market share of brand hotels is only 10%. This shows that China's chain hotels still have a lot of room for development.

How to accelerate the occupation of development space and build new barriers to brand development? Some chain hotels follow the path of expanding new properties and developing increments, and some hotel groups change their strategies and begin to develop into independent hotels. Industry giants such as Plateno, Jinjiang, Huazhu and BTG are not only busy laying out various grades of products to fill their own business gaps, but also focusing more on user experience.

The survey shows that the emerging consumer groups represented by the post-80s and 90s are more in pursuit of convenient check-in methods, and their escalating consumption habits (the pursuit of design, comfort and personalized experience) have forced the service upgrade of the hotel industry, and theme-based, chain-based, high-quality and intelligent have increasingly become the direction and trend of hotel development.

In order to capture the psychology of young customers who pay attention to design, comfort and personalized experience, Atour and Wangyi Yanxuan have also cooperated to arrange the sales area and create a smart hotel solution: plug in the electric card, the lights in the entrance and bedroom area will be automatically turned on, and the curtains will be automatically drawn. and register an account to control all the smart scenarios in the room at will. When you enter the cloakroom, washroom and bathroom, the lights will also turn on automatically. When you wake up at night, you can easily switch between "Good Morning Mode" and "Good Night Mode" with a single press of the night light, and control all lights, TVs and curtains at the touch of a button.

Plateno, one of the world's top five hotel giants, owns more than 10 hotel brands, including the 7 Days Inn hotel chain, which was listed on the New York Stock Exchange in 2007.

"Young Gas Station" is a typical product of the upgraded 7 Days Int' hotel chain.

The "gas station" is a functional area in the lobby that provides simple fitness equipment, and tenants can borrow any space in the hotel to use it, which is like a mobile gym, which not only solves the fitness needs of guests, but also allows them to get rid of the unfreedom, lack of privacy, and even the trouble of queuing in the traditional hotel gym.

At the end of the day, smaller independent hotels will fade out of the market, and only a few players will have the last laugh. There are two most important points of brand competitiveness, the first is to meet customer needs, and the second is to capture the hearts of customers. Today's consumers are not only satisfied with the rigid demand of products, but also have the emotion and value appeal of consumption, only by grasping the core demands of consumers and resonating, in order to create a satisfactory brand.

It is understood that BTG Homeinn's smart rooms can self-select rooms, open the door with one key on the mobile phone, and take power without a card in the guest room, and control the guest room electrical appliances through four dimensions: mobile phone APP, central control screen at the bedside of the guest room, smart TV, and Dingdong intelligent voice service assistant. At the end of 2016, Jin Jiang Group also announced the establishment of WeHotel, which integrates the membership information of all its hotel brands, promotes the system docking of domestic and foreign hotels, and realizes standardized management. Hilton Hotels & Resorts also announced its intelligent product "Digital Key", which allows customers to use digital keys instead of ordinary keys through the official APP.

CitiGO, a subsidiary of Huazhu, can realize self-service check-in on mobile phones, open the door and control the in-room equipment on WeChat, etc., so that customers can completely self-serve from check-in to check-out. In addition, CitiGO also integrates elements such as hotels, apartments, and social interactions, influencing the accommodation of young people from the overall design and black technology elements. It can be said that CitiGo is a product created under the sharing method and digitalization, which is not only conducive to enhancing consumers' sense of accommodation experience, but also reducing labor costs, and has become a new case of capital replacing labor.

Regardless of whether it is a high-end luxury hotel or an economic chain hotel, only by conforming to the development of the times, actively building a smart hotel brand, developing differentiated intelligent processing equipment, and building a chain hotel brand with core competitive advantages can it be invincible in the future development.

According to the statistics of Huaxia Smart Hotel Alliance, as of June 2017, more than 500 hotels in China have taken the lead in completing the transformation of smart hotels, and more than 800 intelligent equipment represented by hotel self-check-in machines have been stationed.

It can be seen that the sharing economy, digitalization and intelligence are important ways for hotels to reshape consumer experience barriers. In the past, in order to quickly occupy the market, chain hotels, whether economy hotels or mid-range hotels, have set off a staking movement to seize the "high ground". In the next decade, with the gradual stabilization of the hotel market pattern, more and more consumers from the diversified choice of distribution platform, slowly shift to the trust of a single brand; chain hotels will enter a new era of consumer loyalty competition, whether they can form brand recognition in the minds of consumers, will determine whether the domestic brand chain hotel industry can get a new expansion in the next decade.

Of course, the so-called last ten years are a little too far away for Zhou Fangyuan.

On the one hand, he is competing with other chain brands and winning more shares as soon as possible in the state of horse racing.

On the other hand, it is also necessary to have a set of effective business strategies.

In today's rapidly changing market environment and institutional environment of the hotel industry, hotel managers must consider these questions: whether the consumption pattern of the source market has changed, whether the government's industrial policy is beneficial to me, what is the development strategy and market strategy of alternative and complementary manufacturers, what is the development goal of my enterprise in two years, five years, or even longer, what resources are needed, and so on. Thinking and answering the above questions will lead to a shift in the focus of Huaxia hotel management from strategy to strategy. Management behavior at the strategic level is becoming common sense and routine, and management behavior at the strategic level is becoming a watershed for entrepreneurs. Without strategic management, Huaxia's hotel enterprises may also be prosperous for a while, but it cannot guarantee its long-term and stable growth, nor can it guarantee the benign operation of human resources and marketing network.

In this regard, the management of MGM Hotel is undoubtedly very experienced, more experienced than the people of the Cotai Hotel, not to mention Zhou Fangyuan, so at the same time of recruitment, it is necessary to strengthen training, including those bigwigs who are poached can not be idle, all of them are sent to the headquarters of the distant group, and the following newcomers are trained repeatedly, not only in terms of hotel management, but also in terms of market prospects, risk control, etc., which is equivalent to directly getting a strengthened training course.