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Laifeng, which has been launched in the market for less than three years, has succeeded in being among the top three in the industry. It is the single-brand hotel in the mid-end hotel industry that covers the largest number of cities in the country. How do they do it?
Recently, according to public data, the number of opened stores in Lifeng Hotel has exceeded 120, and about 330 hotels have been signed. In terms of scale, number of service consumers, and coverage of cities, Laifeng is now among the top three in the industry and is the first camp in the mid-end hotel market in China. According to Mr. Zhang Zhongyu, CEO of Lavande Hotel, by the end of 2016, Lifeng will realize the opening of 220 and sign the target of 500, which will hit the first place in China's mid-end hotel market.
Unexpected and reasonable
In addition to successfully becoming one of the top three in the industry, Lifeng, which has been launched in the market for less than three years, is the single-brand hotel in the mid-end hotel industry covering the largest number of cities in the country, and has made considerable achievements in investment returns:
The rapid development of Laifeng can be said that the hotel industry in China is unprecedented. For many people, this is unexpected. But after careful analysis, it will be found that the success of Lifeng is actually reasonable.
1. Lifeng who took advantage of the trend
Lifeng, which launched the market in July 2013, is one of the first to seize the opportunity of China's mid-end hotel market. At present, the lack of high-quality mid-end hotel chain brands in China's hotel industry is the industry foundation for Lifeng's rapid development.
2. Outperforming consumers is the ultimate
Custom mattresses, five-star linen, electric curtains, dual temperature control panels, Bluetooth music, etc. These win-win consumer designs have made Li Feng "temperature", cater to the needs of consumers, and are more popular with them. .
3. Build a team of people
Zhang Zhongyu, CEO of Lavande Hotel once said: “I am looking for a group of partners with ideas.†Inside Lifeng, management is very flat, and everyone is fully authorized. Everyone must be responsible for the final result. Such a team is more efficient, and the space for innovation is huge.
4. Strong marketing and brand reputation building ability
In the face of the emerging 80s, the post-90s group, hard promotion is obviously not going to work, and active communication is the king.
What is the initiative communication? Take Li Feng’s “100 people to try to sleep†activity as an example. Through the open channel, 100 people have been recruited to try to sleep in Lifeng, and the real experience report is feedback on all major platforms. The number of interactions is up to 8 million+ While increasing the reputation and popularity of the brand, it also increases the stickiness of the fans.
▲The “100 people test sleep†event held by Lifeng in 2015 triggered 8 million+ attention, and the test report of the person’s sleep in OTA
More than that, Lifeng has always insisted on adopting a variety of promotional languages ​​to cover more and wider consumers, becoming passive and active, such as regularly organizing interactive activities on the self-media platform, such as "free drag" and "sleep T" Creative products that hit the pain points of consumers and so on.
▲ Lifeng “Sleep T†started on June 17, 2016, attracting 50,000+ fans to follow and interact
▲ Fans try to wear “sleep T†and feedback on Weibo
Rapid development, Lifeng's ambition and ambition
According to market data, by 2022, the demand for mid-range hotels in China will increase by 56%. The market's positives are obvious, but they can't hide the cruel reality of fierce competition. In the increasingly fierce competition, Lifeng's ambition and ambition have also been highlighted.
Ambition: Strive to be the first in the industry
To achieve the ultimate in products and services, to provide consumers with a superior accommodation experience, so that consumers understand why it is necessary to spend four or five hundred dollars to stay in Lifeng, rather than other hotels of the same type, and then strive to win the industry at the end of this year The status of one is that Li Feng has a firmer goal after opening 100 stores.
Ambition: attacking overseas markets
The future competition will not only be speed competition, but also competition of quality and vision. As an important part of the development plan, Lifeng is determined to open up the overseas market this year, and look further afield, so that Lifeng's lavender flowers will be opened all over the world. This is also the beginning of Lifeng CEO Zhang Zhongyu from the beginning of the brand. Good wishes.
Backed by platinum, nowhere
Platinum's brand creation platform provides support for Lifeng's capital, development resources, supply chain, and lending channels. The founding team concentrates on brand operation and customer experience, which can greatly improve market development efficiency; The member's platform and central reservation system are undoubtedly the important source channels for Laifeng.
This year, Laifeng CEO Zhang Zhongyu also served as the president of Platinum Group's Quality Life Group. In this business group that mainly manages Platinum's mid-end brands, he will combine some of the common resources with the successful experience of Lifeng brand. Efficient platform management and output, coordination and support for Platinum's mid-end hotels.
In this regard, Mr. Zhang Zhongyu is full of confidence: "On the platform of Platinum, it is expected that at the end of this year, not only will Lifeng hit the single-brand brand in the mid-end hotel market, but the mid-end hotel under Platinum will go hand in hand, and it is expected to win in the total amount. China's mid-end hotel market is the first."
Editor in charge: Bi Lanfei
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