Personal accommodation | Chongzuo stay in Yiban: Non -standard accommodation+social scene creation of product formulas
Author:Cultural Tourism China Time:2022.06.15
I don't remember the year's gradual rolls from the year, the ultimate landscape, the service quality of the five -star hotel, the newly different design, and the integration of various cross -border resources. New entrants raised.
As the iterative product of the homestay in recent years, the cluster of the breakfast cluster has also continuously cultivated its own internal skills in this internal volume. Compared with the traditional single homestay, the homestay cluster has a broader public area and a larger room size. Compared with vacation Hotels and homestay clusters take into account the differentiated product tone. How to avoid strengths and avoid weaknesses and play these two advantages may make the homestay cluster go further.
Cultural tourism vacation operations first
Liao Chenglin, the founder of Mango Travel and President of the Yuanyang Shuo Homestay Association, was invited by the government in 2019. Chongzuo, a city on the border of Guangxi, launched the first homestay cluster in South China. Below, push the market products step by step to the consumer market.
Comparison before and after the project startup
At the end of 2019, the Guangxi Homestay Conference was held in Chongzuo. During the meeting, the representatives of various homestays of the operators in the wild room officially signed a contract with the leader of the Chongzuo Municipal Government. At that time, no one would have thought that in just one month, a disaster that swept the world will affect everyone's work and life. Of course, it also affects the preparation and opening process of the "Settlement of the Wild". In the process of promotion of the project, the concept of "operation first" can be said to be fully implemented. All preparations are considering the two words -operations. Starting from the early inspection stage, the Chongzuo Municipal Government spent the cost of activities and travel costs, inviting representatives from dozens of domestic brand operators to come to exchange and listen to the project's creation ideas.
2019 Guangxi Homestay Conference site
In the cooperation model, the site selection, planning, and design of the project are also attributed to the operator to be responsible for (not charging fees). The local travel company is responsible for collecting land and investing.
According to the brand's operating ideas and ideas, the operating party has pushed out the required site selection area, project planning and design ideals, which can greatly avoid the disconnection of project planning and design and later operations. At the same time, as sincerity, the operator did not collect the previous planning and design The cost is used to deduct the rent of the project later, which also further reduces the operating pressure of the project.
In addition, it is worth the operation team that the operating team also mentioned a "priority repurchase right" clause in the cooperation agreement. The clause stipulates that the operating team has the right to prioritize the project after 3 years of operation.
Aside from the epidemic factors, the sponsor Liao Chenglin is very optimistic about the future development of the project. Although there is a certain investment risk of the repurchase project, in his trading plan, talk about a good repurchase condition, and then through capital monetization, and then realize it, and then realize it through capital. Maybe it is a better choice channel in the future.
Heishuihe style
Homestay brand+partner
At present, the creation of various domestic homestay clusters has a common characteristic: establishing 2-3 high-end homestay brands as fist product drainage, and based on the special resources of the project itself, combined with the cooperative team around the homestay brand to create supporting services. "In the wild stay" also follows this idea. In the early stage, five high -end brands of homestays were introduced. This combination can also see the choice and expectations of the operating team for the consumer source market.
In addition, the "in the wild stay" supports the formats of restaurants, bars, boundary swimming pools, water libraries, SPAs, travel auctions and other formats. Among them, the SPA and travel auction are created by partners of the operating team. On the one hand, partners can conduct research and product design in the early stage without reservation. On the other hand, the long -term cooperative relationship between the two parties can make future operations more harmonious. After establishing the product direction and the operation team, the design became the last layout of the quality of the project. The project's initiator Liao Chenglin invited his friend and royal designer Ma Hongliang to be responsible for the design. In his opinion: the project is located at the southernmost tip of China Land Road. The local climate and the human environment of the agricultural humanities have strong Southeast Asian characteristics. This also determines the characteristics and style of the project. Differentiated humanities are also the most attractive consumer market factor in the project.
The overall bird's -eye view of the project
Subsequently, Ma Hongliang used the unique architectural characteristics of tropical Southeast Asia as the basic form of the project building, and the overall layout of the building was imitating the disorderly feeling formed by the formation of natural villages, and it was naturally scattered in the project park. The use of circular buildings is that it is different from the living space that people live in, which can blur the sense of orientation of the space, and use the huge floor -to -ceiling windows to pull the distance between near and natural. This experience is to hope that guests can instantly feel the uniqueness of the space, leaving a deep memory point.
Turbal hut that integrates in local culture
180 ° ring -shaped omnidirectional glass window
New media, low -cost marketing sharp sword
Popular check -in scene map
It can be said that the "collection in the wild" is tailor -made for new media. If every consumer must do one thing here, it is sharing. When Liao Chenglin opened a homestay in Yangshuo in the early days, the product obtained a great dividend on the new media with the advantages of high value. Therefore, for the opening marketing of the "Hanging Collection", the operating team also focused on the new media.
To this end, Liao Chenglin established a new media team of eight people in Nanning, which is responsible for the opening of marketing activities and future daily marketing. Around the Spring Festival in 2022, the operating team officially launched the opening of marketing activities. In the face of repeated reality of the epidemic, marketing activities still adopt a low -cost operation method: for the public account platform for the homestay hotel such as geometric homestays and Putike, and replace the guest room replacement for replacement in the room. In exchange for WeChat push and sales cooperation; invites the middle vertical experts of Douyin and Xiaohongshu to try their experiences, and all of them are arranged by the operation team.
Under the joint promotion and marketing of various platforms and experts, the opening activities have sold a total of 1,000 units of the opening package during the two -week promotion time. However, due to the epidemic, only about 10%of orders are currently sold. However, the operating team believes that with the gradual opening of the epidemic, the nuclear sales rate of the opening package will also become index -level growth.
Xiaohongshu search "Chongzuo B & B"
In terms of customer source structure: new media channels such as Douyin and Xiaohongshu account for nearly 50%, their own channels account for 30%, and OTA channels account for 20%. It is Nanning, Guangzhou, Shenzhen. The operating team pointed out that many consumers learned that the project then placed an order through other channels through the spread of new media. Therefore, in fact, the proportion of users of new media accounted for far more than 50%. The team also puts more energy on the operation of new media. Five homes brands+1 in the wild place, and the team registered and operated 6 accounts. Basically, about 3 days, it will publish works on the platform Essence
Some regrets are that some new media platforms generally encounter problems. For tourist products, users do not develop the habit of directly placing orders. Instead, they need to communicate with users in the background. The behavior outside the station has a very severe punishment mechanism, which has also led to the great increase in the operating costs of platform users.
Good products are as much as marketing, and in the accommodation industry, especially in the holiday market, good products are not only good accommodation, so to maximize marketing benefits, the operating team must make the product personalized. "In the wild" also made some effort-social scenes in this regard. Small to couples, parent -child, large to group construction and weddings. The operating team combined with the original experience to create a unique high -value social scene. Candlelight dinner in the setting sun, afternoon tea drifting of bamboo rafts, a bonfire party under the night, every scene, from the schedule, venue setting, and content design, the team needs to polish carefully.
Bamboo raft afternoon tea scene
Roof candlelight dinner scenario scene
Bonfire open -air movie scene
This set of non -standard accommodation+social scenarios can be regarded as a successful law in the current holiday market. The Yellow River Settlement, Mount Mountain Meili, and more and more inner rolling products seem to follow this. Formula.
B & B cluster, follow the consumer market
The homestay cluster can indeed play a certain role in the future rural cultural tourism, because it solves the pain points of the unprepared scale of the single homestay, and can also maintain the "small and beautiful" homestay attributes of the single homestay; It is a relatively good industry solution to realize the vacation content of the hostel.
Many places where there is no basic tourism facilities but tourism resources are still good. It introduces a homestay cluster through local cultural tourism platform companies, which is expected to quickly form a tourist base. Essence Furthermore, the newly established cultural tourism companies in various places carry out project construction through debt or local finances. As long as they reach the operating stage, they can form assets for the new company. This asset can achieve the health of state -owned assets through the healthy operation of the professional team. Appreciation. The part of the running water is not so important. To share it for the operator to share, it looks like a win -win structure.
But not all the homestay clusters are so easy to succeed. It is a relatively special cultural tourism form. In addition to its firm long -term investors, a good homestay cluster project needs to consider the location and product form structure. The management model has not yet formed a mature and replicable form. If it is a project with the government, the continuity of the government industry policy is also the key, especially in the process of construction, it will directly affect the project's delivery on time.
However, no matter how the homestay cluster invests and builds, it still needs to follow the objective laws of the consumer market and get rid of the market, and even more investment is just a bamboo basket.
The operator, as a team closest to the consumer market, believes that in the future, it will play a more important role in the government's cultural tourism projects.
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