Chapter 509： 2 important puzzles

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Yang Cheng read all the information about Club Med, and instantly simulated countless plans in his mind. For example, after the completion of privatization, 15-20 new hotels and resorts will be opened in the next 3 years, striving to transform the customer base in country Z. Becoming the second largest customer group of Club Med, only in France, and even giving him a period of time to surpass France to become the largest customer group is not an unattainable goal.

However, the current development of Club Med in country Z is not satisfactory. It is similar to the European and African business model. In China, Club Med still adopts the old hotel renovation and lease authorization management model to operate. It cannot be denied that this is a light asset strategy. , But for Yang Cheng, who is aiming at the global tourism market, it is a bit of a drag.

Of course, development in a new country must take into account local characteristics and cannot proceed step by step. For example, in country Z, it is difficult to obtain large domestic land. This is an indisputable fact. Instead of doing resort hotel projects with slower return of funds, People would rather choose to do residential real estate, it's all money.

However, most domestic hotels are built with shopping malls/residentials to obtain land together. This is unrealistic for Club Med. After all, the resort area is large, and it is generally chosen to be built separately in a beautiful place. Obviously It requires a lot of manpower and material resources from land to construction. On the contrary, it is better to expand rapidly in the mode of leasing operation to build brand awareness and come faster and more effective.

As for the shortcomings, it is also very obvious. Lease operation has also increased the instability of the management right, and we must always face the crisis of the owner's recovery of the management right.

Therefore, in the comparison between the two, it is still more secure to take the land and build by yourself, and take a 10,000 step back. Even if it doesn’t help, they can still lease out the property. Based on the current value of the land and property in country Z The growth rate will definitely not be lost.

Moreover, the positioning of Club Med is very precise, aiming at the wealthy people among the rich and time middle class.

In 2010, Club Med implemented the strategy of “de-low-end”. After entering the Z country market, the target customer group is targeted at the rich middle class, rather than the generalized middle class. Therefore, marketing is only targeted at first-tier cities where the rich are dense.

Full service, open bar, and more comfortable rooms, these are the future development trends of Club Med’s resorts. Of course, there will also be significant changes in the price provided. Regarding this strategy, Yang Cheng does not plan to change, but also Will carry forward.

According to the data, Club Med has made a lot of localized investment in order to cater to the Z country market to develop the subsidiary brand joyview.

Since the current popularity of Club Med in the country has yet to be developed, or it will take a long time to fully open the market, especially for the newly emerging wealthy class, the needs of these consumers from travel to vacation have yet to be cultivated, and domestic Consumers have short annual vacations, so Club Med has launched a subsidiary brand joyview in China, which is to develop sub-priced weekend resorts near first-tier cities.

Currently, three resorts specializing in the short-distance vacation market, including zj'anji, hbchangli and changcheng, are under construction. The first two are expected to be put into operation in the next few years.

Take the upcoming Anji Yijing Resort for example. It covers an area of ​​606 acres and has a total of 300 rooms, including 22 villas. The room price starts at 888 yuan per room. The entry price is slightly lower than the typical Club Med, but "accommodation + The total price of “Dining + Experience Project” is higher than Club Med’s original one-price all-inclusive. It is intended to allow customers to improve their understanding of Club Med’s resorts through comparison. In layman's terms, it is to cultivate a customer base at a relatively affordable price.

However, from the current point of view, Club Med is far from a big fire in China, and the market foundation has yet to be developed, and there are many challenges in the development process.

First, other tourism companies continue to grab the country’s leisure and vacation market, and Club Med’s market share and brand awareness are not satisfactory.

Taking high-end resorts as an example, Banyan Tree, an internationally renowned resort brand from Singapore, has built 14 resorts in various important tourist resort destinations in the country, and is already an important competitor of Club Med in China.

There are currently 14 Banyan Tree resorts in country Z. Compared to Club Med’s re-experienced vacation, Banyan Tree’s luxurious environment is more popular among the middle and high-income groups in China.

The second is that Club Med’s model has been continuously used for reference, and the advantages of the model have been further weakened. For example, Wu Village under Wu Town Tourism also adopts a one-price all-inclusive business model, and also has a (enthusiastic cultural creator, similar to the original clubmed Go) service.

Although the Wucun project is not a success for the time being, the dual consumption model and mid-end price positioning are clearly more in line with the current consumption level of general consumers in country Z.

In short, the leisure and vacation market in Z country is indeed a big cake. Yang Cheng is ready to grab the largest share of this big cake. For this reason, he doesn't mind swinging a capital knife and slashing at one enemy after another. , Such as the boutique resort brand Banyan Tree from Singapore!

Currently covering 26 boutique hotel brands at home and abroad, including Banyan Tree, Aman, Six Senses, Naked Heart, Bailian, Puli, Songzan, Hongxi Nuoya, Hanbilou, Huajiantang, etc.

At least in country Z, at least so far, the brand awareness of Banyan Tree is unmatched in all boutique resort hotels, and the No. 1 throne is unbreakable.

This boutique hotel founded by Singaporean Chinese has been born for 20 years, and has promoted the development and transformation of the boutique hotel industry, which is famous for its lifestyle. The model that it leads is to combine regional culture with holiday experience. Deeply guided the thinking mode of a generation of brand hotel management companies.

However, in the past two years, as the country's economy has entered a new normal and has shown an l-shaped trend, high-end boutique hotel models such as Banyan Tree and Aman have suffered the same effects as the five-star hotel industry in the country, which has suffered from the slowdown of the macro economy.

Today, with the downturn of high-end consumption in Z country and the rise of middle-class consumption, a group of characteristic hotel brands with sentimental, mid-priced and service closer to the market are sprung up, but if Yang Cheng wants to complete his wild vision, I am afraid that this boutique resort hotel group with a market value of only about 300 million US dollars must be included in the bag.

Yang Cheng pressed the beeper on the desk, and she heard a pleasant voice, "boss~"

When Susu's investigation of Banyan Tree's information came to his lips, Yang Cheng remembered that Susu was busy at work and simply said, "It's okay."

Sliding the boss chair under his **** to the side of the desk, I searched Banyan Tree via Google. I didn’t expect that the search result on the first page was a plot in the American drama "House of Cards", "House of Cards" "The seventh episode of the second season has an important scene. It is about Frank sending the chief of staff doug to the country Z to privately contact and negotiate with an industrial tycoon to solve the problem, and the location of the "family" tycoon's residence was taken. From the Banyan Tree on the Li River in the south of Yun.

This Banyan Tree has a quaint and vigorous symmetrical door. From an artistic point of view, the left and right must be symmetrical. When you look at the middle line, contrast the left and right sides, and match them like a mirror. The distinctive elements of the country of Z, the vaulted blue bricks, the small bridge and the flowing water, are very in line with the settings of the tycoon characters in the play. They are tasteful, connotative, and must not lack texture and domineering. In a common saying, "Low-key luxury has connotations" , And many fans of the drama were also overwhelmed by this Banyan Tree Hotel in country Z. They left messages and wanted to experience it for themselves and live a Buddhist life in country Z.

Of course, Yang Cheng’s concern is not just that simple. He sees it more far-reachingly. The reason why Banyan Tree can express the characteristics of the country and conform to the aesthetics of foreigners is largely dependent on the founding The general tone set by people and the brand concept advocated by people are to create an elegant, romantic, energetic and exotic vacation environment to provide customers with an intimate physical and mental experience.

It is also because the founders, He Guangping and Zhang Qi'e, are deeply influenced by Chinese and Western cultures. He Guangping was born in Hong Kong and received international elite education from an early age. He completed high school to university studies in Thailand, Bay Bay and Stanford, and returned to Singapore. Later became a newspaper reporter and served in the military;

His wife, Zhang Qi'e, graduated from the Department of Sociology at the National University of Singapore, and then went on to study in France to obtain a degree in French. He also entered the French Embassy in Singapore as an interpreter.

When they were young, they traveled throughout Southeast Asia and Europe in a bohemian style of travel. They took buses, ferry, and trains just like the locals, observing the locals’ food, clothing, housing and transportation, emotions, sorrows, and joys. The difference between hospitality and Europe, "Southeast Asian style" and "European style" further penetrated into their thinking and feelings.

Unusual life experiences allow them to thoroughly understand the consumer markets and cultural backgrounds of the East and the West, and they have played a high role in the development of Banyan Tree’s business. Regarding this, Yang Cheng has a deep understanding. In-depth understanding and personal experience, otherwise you will never be able to make good products close to people's lives, the hotel is the same.

It is said that the times make heroes, but for He Guangping and his wife, "heroes make times" is more appropriate. The resort brand "Banyan Tree" should be formally established in 1994, but if you start with the "wasteland" , This insightful couple had been in business for ten years before 1994.

In 1983, the husband and wife came to Phuket by chance and found a wasteland during a walk after a meal. Even though it was just an abandoned tin mine, sewage flowed across, and there was silt soaked in chemicals everywhere. The animals and plants survive, but the sunset is slantingly shining down, and the scenery is also very beautiful. Under impulse, the husband and wife chose the location for their first resort. There was no careful consideration, no development and research, and no strict business plan. Shu, and then successively bought a whole plot of 223 hectares (3500 mu) of land.

After complex and very expensive "rebirth" projects, including covering thousands of tons of fertilized topsoil, adding chemicals to balance the pH of the water to desalinate sewage, transplanting trees, planting flowers and plants, raising fish and shrimps, etc., the original abandoned The tin mine was transformed into a vibrant tropical paradise.

3,500 acres of barren land has become a large-scale Banyan Tree Resort. 127 independent Thai-style villas with good privacy are scattered in beautiful gardens. Each villa has an outdoor bathing pool and Small gardens, most villas also have independent spa pools, and the entire resort is so large that you need a car to travel in the garden. From then on, the time here has turned into a luxurious and romantic top vacation.

It took ten years to turn the barren and abandoned tin mine into the flagship of the Banyan Tree Hotel and the first Banyan Tree in the world. The He and his wife created the universal The unique holiday village on Jidao creates the ultimate holiday living atmosphere for guests, and has successfully created its own brand, which follows the traditional Asian style and always adheres to the concept of environmental protection.

In the next 20 years, the Banyan Tree Group brand has spread to 27 countries on five continents, and its four major industrial brands, "Banyan Tree", "Angsana", "Yantai" and "Yue Yuan" were established in 1994. , Established in 2000, 2014 and early this year.

Of course, all of this is inseparable from Banyan Tree’s ace adp department. If every Banyan Tree is the work of the magic pen Ma Liang, then the "pen" that completed them must be their behind-the-scenes design team adp, this department Under the command of He Guangping's younger brother, He Guangzheng, he provided design and planning for its hotel and resorts.

There is a saying among Banyan Tree’s loyal consumers, “Where Banyan Tree is opened is like where”, this is also the credit of adp, and sometimes it can even understand the local culture better than the locals.

adp will not make its own building complex appear obtrusive. It is the design purpose of Banyan Tree to be able to blend into the environment. It is low-key but not simple, and does not disturb the natural landscape. It is also a part of the landscape, and it is them who can enhance the original landscape. Think successful design.

Innovative sense of mission has continued to allow adp to repeatedly receive professional recognition awards in the field of design: from Phuket’s Thai fish scale tiles, Middle Eastern Arab-style furniture, Lijiang Naxi’s red-tiled brick houses, Jiangnan-style small bridges and flowing water, etc. .

The success of Banyan Tree is inseparable from their precise positioning. In Yang Cheng’s view, luxury is a kind of personalized feeling, spacious space, high roof in the room, and a natural and clean environment outside. You don’t need to hurry. Feel relaxed, you can enjoy your vacation time.

Rather than the common people’s impression of those five-star hotels with large ceiling crystal lamps, expensive murals, expensive furnishings and super bright lights, the luxury of Banyan Tree is more in line with Yang Cheng’s philosophy, and they are talking more "Romance" is the freedom from consciousness and the intensiveness of life. When the high-tempo urban guests stay in Banyan Tree, they experience more of a kind of culture, and they can stroll comfortably and feel the tranquility and far-reaching .

Looking at Banyan Tree resorts around the world, Yang Cheng became more and more excited about the exquisite photos of Banyan Tree resorts. He felt that this was the kind of travel model he wanted to create. He took the flight of his own airline to the world under his umbrella. Resorts everywhere enjoy a wonderful holiday.

He found that as long as the acquisition of Banyan Tree, coupled with the more experience-oriented Club Med, the envisaged tourism ecological chain can be completed in an instant.

Banyan Tree and Club Med are moving silently to meet the different needs of customers and consumers. If you want to slow down quietly and spend a leisurely holiday, Banyan Tree is the best choice. At Banyan Tree Resort, Not only can you enjoy the ultimate natural landscape, you can also enjoy the most considerate service, so that guests can truly put themselves down in Banyan Tree without thinking too much, just stay at ease.

For this reason, in addition to training employees carefully, when Banyan Tree Group, as a manager, signs a management contract with the industry, UU Reading will require the service fee to be returned to the employees. This is what really stimulates the employees to work hard and earnestly. Attitude factors, and in general Z hotel, the 10-15% service fee is all paid by the owner.

On the computer screen, pictures of Banyan Trees everywhere are played in a slideshow mode, Yang Cheng leaned on the boss’s chair, rubbing his chin to enjoy quietly, Banyan Tree Lijiang uses local energy-saving multicolored stones and Naxi gray bricks; Shangri-La Banyan Rong’s guest room is rebuilt with one beam and one pillar in a Tibetan folk house, and the interior decoration is full of strong Tibetan flavor;

There are also a variety of poetic experiences that express the romance to the extreme. Just imagine the outdoor stone jacuzzi in the spacious traditional courtyard of the villa is particularly romantic in the night.

In the warm season, guests can comfortably soak in this pool of water and admire the sky full of stars. The artistic conception of "the jade stage is born with white dew and invades Luo socks for a long time; but under the crystal curtain, looking at the autumn moon exquisitely" can be easily obtained.

In addition, for some guests who are willing to think, in addition to experiencing this extreme romance, through Banyan Tree, they can also feel the local cultural characteristics and reflect the precipitation of history, because every Banyan Tree will try to express The most natural landforms, natural environment and humanistic conditions in the area, from architectural styles, garden design, to interior decoration, landscape sketches, adopt a large number of local characteristics, one trip and one vacation, you can get a lot without going out, so advanced and philosophical Yang Cheng's heart was deeply favored by Yang Cheng's concept.

He slapped the table hard and it was dry.

Pressed the pager on the table, called in the busy Susu, and eagerly ordered, "Immediately set up a negotiating team to go to France and Singapore. I want to acquire Club Med and Banyan Tree Hotel Group!"

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