The road to transformation of Yonghe Platinum: Who runs longer in the predicament

The trade war brought back a global economic integration, the epidemic attack brought the global supply chain, and the Russian -Ukraine military conflict brought about the price of commodity prices ... The economy that was originally transformed and upgraded, and the growth rate was a huge challenge.

Each change is enough to overwhelm an enterprise, not to mention the two consecutive three, and the concentrated outbreak.

Not only small and micro enterprises, but some well -known enterprises and heads of Henan companies have begun to be unable to carry them. Its branches or a large number of chain stores have closed the store, and even the creditors apply for bankruptcy and liquidation.

Survey is a real hero.

Some heads of Henan enterprises proposed "less, small, small, good", and some heads of Henan enterprises shrinking the business front sharply, withdrawing from non -main business, and breaking their arms for life. However, you can still see that corporate revenue is still growing, continuing to make profits, and can still maintain expansion.

In this context, how do head companies in Henan related industries think and face? What do they do in various aspects such as strategic contraction, operation adjustment, product innovation, industrial transformation, and organizational reconstruction? How can they cross the epidemic and attack?

From today, we will continue to launch a special planning report on "Top Interviews · Top Henan Enterprises Crossing the Enterprise", so stay tuned.

Top News · Henan Business Daily Reporter Bai Liuyang/Wen

Reporter Kong Hao Zhang Rudan Han Xinyu/Picture, Video

Lei Yuming has two identities.

On the one hand, he is the general manager of the well -known five -star hotel in Zhengdong New District, and the survival and development of more than 400 employees requires him to worry; on the other hand, he is the father of two children, the family of the family The burden is also pressed on his shoulder.

In recent years, Lei Yuming often feels anxious because the epidemic may face "suspension" at any time.

However, he also believes that "hotel development is closely related to the urban economy, and I am optimistic about the future of Zhengzhou."

Struggle

What is the most affected industry since 2020?

Some people say that it is the tourism industry, and some people think it is the catering industry. However, the hotel industry attributes are both two, and the blows are even more severe.

In the past three years, what did the hotel industry have experienced? Lei Yuming used the word "difficulties" to describe. "Each static management means basically entering the state of business. During this period, for us, the income is basically zero."

During the "suspension of business", while not receiving new customers, customers who have already stayed in as usual will provide service guarantee. “我们酒店大概有6万平方，这期间暖气、冷气、照明、各项服务等都是必须要照常提供的，再加上员工的吃住、工资，静态管理期间，基本上是只有支出，没有Income, this is a common phenomenon in the hotel industry. "Lei Yuming said.

He listed a string of data. As of the end of May this year, Yonghe Platinum's revenue reached more than 40%in the same period in 2021, and more than 30%in the same period in 2019.

"How to guarantee the life of more than 400 people? Let's not talk about normal salary first, at least eating and accommodation, and basic living security must be guaranteed to employees in place. We all say that raising soldiers for thousands of days for a while, and now they are not prepared. Wait until the market turns. When warming, it is destined to fight without preparation. "

The hotel industry is a labor -intensive industry, and the cost of labor has always been high. "Hotels like us, pay the social security provident fund and various benefits, the labor cost can account for nearly 30%of the revenue."

In addition to the cost of labor, the cost of catering ingredients in the three major revenue sectors of the hotel industry is also rising.

Taking the buffet as an example, Yonghe Platinte's buffet player has seafood, but because of the epidemic, the cost of many imported seafood has been rising.

"You earned our money"

On May 29, 2022, at the Symposium on Entrepreneurship Entrepreneurs in Zhengzhou Efficient Organization and Economic and Social Development Entrepreneurs, Yonghe Platinum Jue attended the meeting as a representative of the hotel industry. Essence

Facing the impact of the epidemic, Yonghe Platinum carried out a series of self -rescue operations.

The first is a significant price reduction promotion. Lei Yuming keenly noticed that consumers are becoming more rational and frugal, and many people invariably "tighten the money bag." He started from the hotel fist product "buffet". The original 268 yuan/person buffet lunch was reduced to 158 yuan/person during the promotion activities, 168 yuan/person. "In terms of price, it is not much different from the social catering outside."

Coupled with the credit endorsement of five -star hotels, through Internet video dissemination, the seafood self -service of Yonghe Platinum was successful. Because there are too many people who come to eat, Lei Yuming has to install a "call machine" in the hotel.

"One month, it was sold for more than 2 million yuan in buffets alone."

The low -price promotion in the room also attracted some of the dissatisfaction of the peers: your business is good because you have a blow to reduce the dimension. You originally sold seven or eight hundred yuan, and you sell it for three or four hundred yuan now. The business of those who 100 yuan.

In the face of such a voice, Lei Yuming said, "I can't say who is right and who is wrong. In this situation, everyone's first choice is to survive."

In addition, Yonghe Platinum also started the "Alien Alliance". For example, companies with common customer bases such as credit cards and scenic spots are jointly launched to launch a combination discount.

"When we first made these attempts, we dare not pack tickets and say that these products must be popular after these products are online, but if you don’t try, you will never know if it is popular, so you still have to try everything in everything ","

From "big hands and big feet" to "fine calculation"

The business world is ever -changing. After entering 2022, Lei Yuming found that the promotion of prices simply decreased. "Several high -star hotels are generally chosen to reduce prices, and the competition of buffets has entered the fierceness. It is difficult to get a new customer base by discounting to promote consumption."

What should I do? Lei Yuming's method is "open source and throttling", and all aspects are planning.

For example, electrical equipment in the hotel. For those who have a large energy consumption, the first is improvement, and the second is to make some regulation from the time and switch.

"In the past in the past, it never felt how big it was to open a long light light in the office area. However, this year, we changed the lights of all office areas to energy -saving induction lights. In the past The ranking is just as a conventional work, but I have never made the corresponding adjustment so comprehensively. "

Another example is the daily maintenance of the hotel. In the past, in the maintenance of hotel maintenance, "a word is not a big repairs", and the wallpaper appeared in the wallpaper in the corridor, and the entire wall was replaced directly.

However, now it can only be changed from large repairs to "small repair and small supplements." "It can be just one more, and it will be two more days in two days. This is also no way."

In addition, Yonghe Platinum also specially established relevant teams to study various government policies. "Whether it is subsidy, reward, or some cost reduction, we must go all out to fight."

Under the epidemic, Yonghe Platinum Jue is like a person who originally spent money "big hands and big feet" and would not live a life.

When the reform is underway

On the other hand, the reform of Yonghe Platinum has been undergoing.

In terms of operation, Lei Yuming outsouried some of the business segments that were only used as hotels but not profitable, and turned losses into newly -founded receipts in the hotel.

Take the fitness center as an example. At the beginning, Yonghe Platinum Fitness Center was borne by the hotel itself whether it was the management team or the maintenance of the machine and equipment. However, in terms of fitness coaches and fitness courses, they lack sufficient professionalism. Coupled with the fitness center as a hotel, there is no more resource investment, resulting in a long -term loss state of the fitness center.

However, after choosing outsourcing and leased space to professional fitness chain flagship stores, fitness coaches, curriculum settings, and fitness systems have been improved. As a result, it can not only meet the needs of the guests in the store, and develop more members in the case of opening to the outside world. The hotel has also gained rental returns simultaneously to achieve the effect of win -win results in one fell swoop.

For another example, there was a special "cigar bar" on the first floor of Yonghe Platinum. However, after operation, Lei Yuming found that in the environment of Zhengzhou at that time, there were very few cigar atmosphere and consumer groups.

Subsequently, he cooperated with a third -party professional tea room company to rent out the original cigar bar area to make a tea room, which also received good results.

"Now many business people go out, three or five friends talk about things, and the requirements for venues such as private and quality are high. Our tea room can just meet this requirement."

In addition, the luggage room, which originally occupied the golden position on the first floor, has also become a "wine guy" that specializes in selling liquor after outsourcing; the original traditional hotel is standard, and the "boutique corridor" that sells clothing and leather goods is also outsourced to third parties and operates. Featured catering "Flower Sea Traveling Dragon Dumpling House".

"Leasing these locations to others to operate independently. At the same time, all outsourcing merchants can manage and supervise all outsourcing merchants in accordance with the standards of star hotels. Under the premise of maintaining the quality of the hotel, they can make full use of the hotel space. Not only can it meet the guests of the store guests The needs, enrich the choice of guests, can also create a new revenue section for the hotel. "

Young people are here

As a local company in Henan, Yonghe Platinum has transformed from a traditional real estate company to operating a hotel sector. It has been ten years.

Ten years, a full generation. Lei Yuming clearly felt that a series of changes were quietly unfolding in the hotel industry. The first is segmentation. In recent years, various theme hotels have appeared on the market, the most typical such as e -sports hotels. After several years of rapid development, Zhengzhou has now become the "industry leader" of domestic e -sports hotels.

"When the market is becoming more and more segmented, we have to keep our main tracks, mainly based on high -end business needs. However, the age structure of consumers has changed, so we have to do Corresponding youth adjustment. "

If you can't see any fire, you can't stand the temptation, and you can't wait to enter the corresponding track blindly.

Secondly, it is the general trend of the integration of cultural tourism.

At the moment, the hotel no longer only bear the value of accommodation. Under the trend of the integration of cultural tourism and cultural and creative large, how to connect food, attractions, and cultural experiences has become a new mission to the hotel industry.

In Yunnan, some mid -to -high -end hotels cooperate with local travel institutions to open various experience projects such as mountain forest hiking, dyeing handicrafts; this year, camping has become a new popular way of travel. and service.

Finally, the process of intelligent hotel intelligence continues to accelerate. Lei Yuming believes that the intelligentization of the hotel industry is still in version 1.0, and the real intelligence is almost on fire. "Some simple needs, such as meals and dishes are currently no problem. But once you want the robot to have more complex functions, or have higher expectations, it will not work."

For example, before the epidemic, they spent hundreds of thousands of yuan to arrange several self -service check -in planes in the hotel lobby. Upload documents, allocate room numbers, and house cards. But as soon as the epidemic, scanning the itinerary, health code, checking the nucleic acid report that it cannot be achieved, and now it has been shut down there. "However, as long as the corresponding needs are getting more and more, I believe that the upgrade and transformation of the machine will be fast and smarter."

High -star hotels are the weathervanes of the regional economic development level, representing the image of the city. At the same time, it also plays an important role in stabilizing employment and improving people's livelihood.

At present, the hotel industry has entered a difficult period. In the face of these difficulties, while Lei Yuming was anxious, he also saw it very open: "It is actually like a long -distance running, but it may be more important to run for a long time. Therefore, it must be more important. There must be a good mentality. I hope that all practitioners can work together, and they will be difficult. "

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