0778 Chenxing Homeinn's business strategy
Song Chen laughed and said to Yang De: "After a year's hard work, I can't help but be polite again, this is my fault!" But having said that, Qianya is worthy of being the daughter of real estate tycoon Zhao Cifeng, with soft words and rigidity, and Xiaoxue's personality is quite close! ”
"And Ah Yue, right?" Yang De smiled bitterly and spread out his hands and said, "When I first met Ah Yue, she choked me and said that I was a 'drunken and dreamy child'!" ”
Song Chen was stunned for a moment, and was immediately amused: "Haha, there is such a thing!" ”
Jiang Yan smiled slightly and said, "In fact, it is not only Yang De who was choked, Chen Daohui, and almost every one of them has been ridiculed by Ah Yue and Xiaoxue!" ”
"Aren't you? One and two are like rich second generations who only know how to drink and play with women all day long! Zhai Yue smiled slightly, her posture was mature and calm, and she looked down-to-earth and generous. She said with a little nostalgia, "We don't know each other anymore!" ”
Yang De smiled but did not speak. In fact, many things he and Zhai Yue are tacitly tacted, before Song Chen appeared, their relationship was far from being as close as it is now, they were just ordinary friends who could talk openly, and the key reason was that as I said yesterday, they were all for the same person: Song Chen.
Song Chen knew this, and he didn't care, he asked, "By the way, it's been two or three months since you got married, why are you only starting your honeymoon now?" ”
Yang De glanced at his wife happily and said with a smile: "After getting married, Qianya has a body, and the doctor said that it is best not to run around in the first three months, so as not to get tired, plus Chenxing Rujia has more things, so it was postponed for two months until last week!" Departing from Huating, I went to Tokyo for a few days, then went to Hawaii, and only came to the United States two days ago! ”
Zhai Yue was surprised: "Huh? Are you planning a trip around the world? ”
"Almost, but the final stop will be in Paris!" Zhao Qianya's pretty face couldn't hide her happiness.
Jiang Yan was immediately very envious after hearing this, she glanced at Song Chen fiercely, and complained: "It's so good." I also want to travel with someone, but unfortunately there are so many things that someone can't be separated......"
Song Chen laughed dryly, waved his hand, and said, "So, the merry man seems to be chic, but there is also a price!" ”
Yang De glanced at Song Chen, and said half-threateningly and half-jokingly: "If you are cheap, you have taken away more than a dozen of the best women in China, and I don't know that this account has been recorded in the hearts of hundreds of millions of men across the country?" ”
Song Chen's expression froze. The living room burst into laughter.
Zhao Qianya covered her red lips and smiled a few times, waited for the laughter to stop for a while, and then put her palms on her face, and said with a longing on her face: "By the way, what about your twin daughters?" One of the purposes of this special trip to the United States is to come and see your daughter, and by the way, get some 'luck'! Ah, we also hope to have twins, preferably dragon and phoenix twins, in one step! ”
Jiang Yanwan said: "It's really thoughtful. This kind of thing is also something that cannot be encountered! ”
Zhao Qianya glanced at her husband gently and said, "Who knows! You might even win the lottery! ”
Zhai Yue shook her head and said, "Outside, I was taken by my mother-in-law and Aunt Yuan, and I took you there?" ”
Zhao Qianya blinked. Playfully said: "Okay! I bought a small gift! ”
While they were getting up to leave, Song Chen teased, "Is it just a small gift?" For your wedding, I made a special trip to customize a limited edition Porsche! ”
"Want to return the favor? Find my husband! Zhao Qianya glanced back at Song Chen with her hands behind her back, and then walked away intimately with Zhai Yue arm in arm.
After the two of them left. Song Chencai said, "How is it?" Married life? Looks like Zhao Qianya is quite suitable for you! ”
Yang De lazily sunk himself into the soft sofa, his legs spread and his head tilted back. Fingers tapped lightly on the back of the sofa, staring at the exquisite and luxurious European-style chandelier, and said slowly: "Not bad! It was warmer than I expected! ”
Jiang Yan crooked his face and asked curiously, "What kind of woman is she?" ”
Yang De didn't move, just shrugged his shoulders and said, "Smart, with aura, but also with city government and ambition...... It can be regarded as a virtuous wife and mother, and can also help me in my career! You know, you can't ask too much for a wife! Compared with Zhang Ruoxi, Qianya is probably only a little less open-minded! But women like her are pretty much rare! Uh......"
In the end, Yang De realized something, immediately straightened up, and said to Jiang Yan with a sneer: "Ah Yan, everyone is a friend, I only talk casually in front of you, don't take it to heart!" ”
Jiang Yan smiled and said: "Everyone recognizes the reality, why should I take it to heart!" Only a man who is lustful enough will ask his wife to have a broad mind! ”
Song Chen touched his nose and said with a dry smile: "If you are more broad-minded, my Ayan is not bad!" ”
"It's weird!" Jiang Yan glanced at Song Chen with disgust.
Smiling, Song Chen gently touched Yang De with tea instead of wine, and after drinking it all, he asked, "Chenxing is like home!" It's been more than two years and almost three years since its formation, how about it? What's the catch? ”
When it came to business, Yang De's originally relaxed expression suddenly became stern: "32 months, funds are tight!" It's a lot of pressure! Of course, the results are also impressive! ”
The shareholder structure of Chenxing Homeinn is basically the same as that of Chenxing Internet Cafe, and there are more Dongou Hotel Group of Yang Dejia, and the equity ratio is not the same! The 230 million yuan raised by shareholders at the beginning has long been beyond its means after successive property acquisitions, renovations, and self-built hotels at any cost!
Hotel investment is a capital-intensive, heavy industry, even in China, where land prices were low in the early days [compared to land prices ten years later], if there is no certain business foundation or capital connections, ordinary people will not be able to play at all.
The individual shareholders of Chenxing Homeinns have obviously reaped huge profits from the Internet café industry, but in fact, they cannot support the huge capital gap of Chenxing Homeinns, even if the company relies on the special identity of shareholders to pull preferential mortgages from the bank, it can not help Chenxing Homeinns to invest millions of millions of hotels at every turn!
Different from the business model of "self-management + joining" combined with Chenxing Internet Cafe, Chenxing Homeinns adopts a pure "non-franchise" self-operated model, which is similar to the model of Ibis, an economic hotel under the multinational hotel management giant Accor Group in France, and the self-operated properties mainly come from many aspects: first, it cooperates with real estate companies, such as Wang Xiaoxue's father Wang Zuoyong's Shangcheng Fangkai, Yang De's father-in-law Meikaifangkai, etc., from whom they acquire property assets that have been developed or to be developed;
The second is to acquire land and build a self-built hotel, compared to the first one, which only requires decoration and interior transformation. The cost of self-built hotels is very high, and the return on investment cycle is relatively long, which also directly leads to the fact that the major shareholders of Chenxing Homeinns have been criticized by Wall Street, and it is also the troublesome source that Wall Street investors have accused Song Chen of being "too arrogant" in the past two years;
The third is the renovation of old buildings, the transformation of idle "old" buildings in the city into "new" buildings, the cost of this way is relatively low, but there are also a lot of troubles, one of which has to negotiate with a large number of owners, one less is not enough, and the other is to renovate the hotel function of irrelevant buildings. This is tantamount to tearing down and starting over, and in the end, you have to deal with the "relevant departments" of the power stacking bed frame house!
From a cost point of view, the cheapest is undoubtedly to lease the property and sign a long-term contract with the owner, so that the annual financial expenditure will be very smooth and effective! But this method was not taken to Song Chen's heart from the beginning, and Yang De, who trusted his judgment very much, naturally would not question his decision.
"As an economic hotel, Chenxing Homeinns has been expanding rapidly in the past three years, with large-scale investment and mergers and acquisitions one after another, with a total investment of more than 500 million. The capital chain is tight! But the fruit is also very solid, we have built two to three Chenxing Homeinn hotels in first-tier cities such as Beiping, Huating, Pengcheng, Yangcheng, etc., and the process of starting from scratch has been initially solved in second- and third-tier cities. ”
Song Chen nodded and threw out two key questions: "Talent, capital!" ”
Talent is up front. Because of the process of rapid expansion, enterprises without a certain foundation and reserves have to sacrifice efficiency and dilute the already weak corporate culture and execution!
Even if it cooperates with Dongou Hotel Group in terms of training...... Chenxing, which is expanding at such an astonishing speed, may not be able to get the manpower. As a leading local hotel. Dongou Hotel did not even establish an efficient talent training system before cooperating with Chenxing Homeinns itself - this is even a common problem of many domestic enterprises!
Fortunately, the business model of Chenxing Homeinn determines that the speed of opening the store will not be very fast, and the thirst for talents will not be so urgent, if the franchise model is adopted. With the popularity of Chenxing Home, it can almost be all over China's major cities in the shortest possible time!
Yang De nodded and said with a slight smile: "Funds are very scarce, but with you and Chenxing Holdings, a big rich man, the company can still maintain a normal mentality when funds are tight when it is expanding rapidly!" If we continue to maintain this pace of expansion, we will need to raise funds from shareholders in the next step! ”
Jiang Yan stared at Song Chen and asked, "Unless Ctrip issues senior notes, there won't be much cash to support Chenxing Homeinn, right?" ”
"It's fine! Ctrip.com has maintained a very good level of profitability, and it is still possible to inject tens of millions of dollars into Chenxing Homeinns, but American investors will make some noise! Song Chen shook his head, and then asked Yang De, "What is the profit level of Chenxing Home?" ”
"Not bad!" Yang De replied, "At present, we have 23 self-operated hotels across the country, with about 2,400 rooms, and the price of a standard room is 160 yuan per day, and the occupancy rate is very high, reaching 95%, including the more profitable hourly rentals!" Taking a self-built hotel as an example, the construction cost of a single room is about 180,000 yuan, and the investment cost can be recovered in about 4-5 years! ”
Jiang Yan groaned: "In four or five years, if you continue to expand at the speed of Chenxing Rujia, it really gives people a feeling of heart-pounding!" This means that Chenxing Homeinn doesn't know when it will be profitable! After all, Ctrip Travel is a listed company, even if they blindly trust you, the financial situation of Chenxing Homeinn will drag down Ctrip's stock price to some extent! ”
"It's just a profit margin to calculate the return on investment, and if you include the increase in property value, all the effort is worth it!" Song Chen shook his head and smiled, once again emphasizing his argument on China's real estate industry, "Chenxing Homeinns is now following a similar path to McDonald's business strategy, they choose a site in the city center, acquire or lease long-term properties, and then sublease these properties to franchisees, this kind of 'second landlord' profit method has a certain reference value!" ”
Yang De also has an understanding of McDonald's business strategy, and he said: "Compared with their strict research before opening a store, we have little experience in this area, but the location criteria of fast food companies and economy hotels are quite different, so we can only use it as a reference!" ”
Song Chen said slowly: "That's it! However, Ctrip.com is an Internet company and a clunky call center after all. The huge push team, coupled with the increasingly heavy scale of Chenxing Homeinn, will sooner or later put a huge burden of transformation on Ctrip.com, which is inconsistent with my original intention! Sooner or later, these three assets will have to be stripped out! ”
Yang De's body was shocked, and he thought to himself: The call center and the sales team throughout China's first, second, third and fourth-tier cities are the behind-the-scenes siege of Ctrip.com's rapid growth, seizing market share and profits, and leaving competitors far behind!
But there are pros and cons, and the local push team that has made many contributions to Ctrip Travel Network is gradually becoming the burden of Ctrip.com, and this burden is found by Song Chen, the founder of the Chenxing Empire, because a few years ago he wanted to provide basic benefits for every "Chenxing person". Including meal subsidy, three insurances and one housing fund! Of course, this benefit also includes salesmen and couriers!
As far as he knows, the total number of call center attendants and salespeople in the country has reached an astonishing number of 2-30,000, second only to the rapidly expanding staff scale of Chenxing Home Delivery. Can they still call themselves 'proud starmen'?
"China Chenxing Group now has billions of yuan in cash assets, and A Yan has formulated a relatively large investment plan before leaving office, and real estate investment accounts for a large proportion, so you can consider injecting a sum of money into Chenxing Homeinns!"
Jiang Yan said: "It is better to invest in the name of Huasong Fund, which does not have a real estate management company. Is Meng Yao in charge of her brother? ”
Song Chen smiled: "That company is just making some money for you!" However, if that kid has the ability and pattern, it's not impossible to give him a chance! ”
Looking at Yang De, Song Chen asked again, "How much money do you need?" ”
"If you don't think about working with a trust company. Or introduce other private equity funds, it is best to raise 500 million yuan, and the funds are sufficient! ”
"Okay! When you return to China, I will ask Xiaoxue to contact you! ”
"That's good news. But this time I came to the U.S. for my honeymoon, not to pull investment! Yang De laughed, and then changed the conversation. Shen Yin, "Before leaving, I learned a little about your two charity projects in Don'ou, and I heard that the No. 1 Charity Fund under the Huasong Foundation has accepted social donations, and the plot over there in Dongou is also doing preliminary work, and it will be put into use in about two years!" ”
Song Chen nodded and asked, "Yes, what?" Suddenly interested in a charity project? ”
Yang De shook his head and said with a smile: "Just donate some money to your No. 1 Fund, I don't want to involve too much energy!" But this incident reminded me that it's time for our Chenxing Group to establish a complete talent training system! ”
Song Chen thoughtfully: "The two major business groups in China and the United States have talent training departments, but at present, they are all emergency talent reserve mechanisms, and it is not possible to take precautions, which is a problem!" ”
Jiang Yan said, "Ade, do you mean the establishment of a university?" ”
Yang De nodded: "That's exactly what it means!" ”
"University! I've forgotten what color my college life was! Song Chen sighed slightly, and Yang De and Jiang Yan were stunned for a while. Only Song Chen himself knows that his life at Dongou University has not been long, and the "memories after the crossing" cover the "memories before the crossing", so that he can't recall "Ten years ago, in addition to soaking in Zhang Ruoxi, did he scold Fang Xuan at Dongou University"?
The emotion was only temporary, and Song Chen quickly retracted his thoughts, because Yang De's reminder reminded him of a plan that must be made to the best of his ability: the staff training system of Chenxing Technology retail store!
Previously, under the guidance of Song Chen, who pursued the "take-it-or-leave-it-ism", the design department of Chenxing Technology designed the style of the entire store on the "basis of Apple", but at that time, it was limited by the singleness of the product, and the design draft had been locked in Song Chen and Tony? Fadell has never taken it out of its drawer, and Chenxing Technology's sales system relies on sales channels from agents all over the country.
AS THE IPOD LINE EXPANDED IN AN ORDERLY MANNER, THE PLAN TO OPEN A STORE IN A DIRECTLY OPERATED RETAIL STORE INCLUDED TONY? Fadel's vision, and the supporting talent training system must naturally be prepared.
"You reminded me!" After thinking for a while, Song Chen nodded vigorously and said to Jiang Yan, "Ask Wang Juntao, is there any land in Huating in the city center, with an area of no less than 600 acres, if not, let Cai Chongxin go to Huating and talk to the local leaders!" Make another call to Ah Yan and talk to her about the preparations for Chenxing University! ”
Jiang Yan nodded and went out to make a call.
Looking at Jiang Yan's graceful back when he left, Yang De smiled and said, "You are resolute and resolute, and your appetite is not small!" 600 acres, do you plan to build a university or a community? ”
"Compared with those old famous schools, 600 acres is not a lot! Everyone says that I am the king of land in China's IT industry, as long as there is a project, I want a large piece of land, can I not give them face? Song Chen stood up and pulled Yang De up, tilted his head and said, "Let's talk while walking, and by the way, I will take you to visit my house!" ”
Yang De shrugged and said: "In the future, when I have money, I will buy a piece of land by myself and build a palace-style villa!" ”
With his hands behind his back, Song Chen smiled and asked with a pace, "Sooner or later!" (To be continued......)