In recent years, China's hotel investment market has entered a stage of structural adjustment of "high-end consumption sinking and mass consumption upgrading", and mid-range hotels have achieved considerable development in the process, Huafu ** data shows that during the period from 2017 to 2021, the growth rate of mid-range hotels is 297%, far exceeding the economy hotel, the prosperity and development of the mid-end market has also made many mid-range hotel brands gain a double harvest of market reputation. Recently, Lavande Hotel, which has been established for 10 years, has reached the milestone of signing 2,000 stores, and the brand has taken root in 324 cities across the country, which also demonstrates the brand strength of Lavande Hotel.
Source: Lavande Hotel.
1. After ten years of grinding a sword, Lavande Hotel has signed more than 2,000 contracts
The development of China's modern hotel industry is essentially accompanied by the growth of economic level and consumption level and constantly evolved, when consumers' demand for accommodation products is not limited to accommodation functions, but more emphasis on emotional links and experience upgrades, China's modern hotel industry brand thinking began to grow, mid-range hotels are born in this first wave of branding. Founded in 2013, Lavande Hotel has a distinctive brand brand since its birth, which is rooted in the lavender-scented southern French summer, advocating the value proposition of "natural and free", aiming to provide consumers with a casual living space through the depth of natural elements, aromatic environment and comfortable experience.
From the consumer side, Lavande Hotel has become a high-quality choice for more than 30 million trips by virtue of its differentiated brand positioning and high-quality product supply.
Source: Little Red Book.
It is understood that at present, the official *** fans of Lavande Hotel have exceeded 2.7 million, and 500+ people interact through the *** platform every day, with more than 10,000 headlines read in a single article, and a large number of interactive content, at the same time, Lavande Hotel's official Weibo also has more than 210,000 fans, and the latest marketing topic Since the hotel started from Lavande, it has received more than 291160,000 reads.
Source: Weibo.
According to incomplete statistics, up to now, Lavande Hotel has won more than 28 industry awards, just "debuted" in 2014 won the 9th China Hotel Starlight Award for China's most promising hotel brand and the 14th China Hotel Golden Horse Award for China's top 100 hotels, China's most valuable investment hotel brand, and then will be among the best in major industry awards every year, exclusively released in Milestone " In the November 2023 "Top 100 Hotel Brand Influence List", Lavande Hotel ranked first, which further demonstrated the brand's market influence.
Lavande Hotel in the 10th anniversary of the realization of more than 2,000 signed hotel projects, this brilliant achievement behind the trust of a large number of investors, Milestone interview found that Lavande Hotel investors have a very high reinvestment rate, only in Wuxi area for example, there are a number of investors continue to invest in Lavande Hotel, such as Miao with ten years of investment experience, after investing in the first Lavande Hotel in Wuxi, has been looking for a suitable property to continue to invest in Lavande, and successfully reinvested in one;Mr. Zhang, another with 4 years of investment experience, has invested in 4 Lavande hotels.
Source: Lavande Hotel.
2. Recognized by many parties, how does Lavande Hotel create a growth miracle?
According to the data of the "2022 China Hotel Market Brand Change Insight Report", in terms of hotel positioning grades, mid-range positioning hotels are dominated by mid-range positioning hotels, accounting for 69% of the total number of studies. In this context, why Lavande Hotel has been recognized by many parties and achieved high-quality development of the brand?Milestone believes that it is closely related to the booming mid-range hotel market and the fact that Lavande hotels brands and products are ahead of demand.
First of all, the rise of the middle class driven by economic growth has provided a rich soil for the growth of mid-range hotels. In the past 10 years, China's GDP has grown at an average annual rate of more than 6%, with significant growth in per capita GDP and per capita consumption.
Secondly, Lavande Hotel's brand image of "relaxation" coincides with the change of consumer thinking. Over the past three years, people's attitudes towards life have changed significantly, and the desire to get rid of burnout and meet the needs of physical and mental healing is increasing day by day. According to the survey data of the "2023 China Consumer Trend Report", 529% of consumers chose to relax themselves in 2022, and their accommodation needs are more inclined to be natural, which is the value proposition of Lavande Hotel, which has begun to create a relaxing experience for consumers before the concept of relaxation has been formed, and the forward-looking demand perspective has further promoted the brand development of Lavande Hotel.
Source: Lavande Hotel.
Thirdly, the supply of high-quality products has become an accelerator for store expansion. "The first time I stayed at Lavande Hotel I was intrigued. Mr. Yang, a senior hotel investor, was amazed by the product when talking about the reason for investing in Lavande Hotel. In fact, the fine polishing of sight, smell, feeling and other aspects is the core of Lavande Hotel's unchanged products, with its latest Lavande Hotel 3For example, the new version of the 5th version retains the visual background color of "Lavande purple" in the design of the VI system, and at the same time adds auxiliary colors, integrates Lavande's unique lavender DNA, and unifies customized lamps and art decorations to enhance the aesthetics of the hotel spaceIn terms of spatial layout, the presentation of scenes is emphasized, not only relying on the lighting arrangement to achieve a multi-type scene atmosphere in the public area, but also the energy space adopts a semi-enclosed form, and the decorative cabinets of various proportions can not only flexibly adapt to a variety of site conditions, but also make the space vision more transparentCustomized ingenuity is incorporated into the detailed experience, such as the intelligent guest control system in the guest rooms, electric curtains, and Lavande's exclusive mousse mattresses, to further optimize the consumer experience. Milestone noted that these continuous iterations of high-quality products are one of the key factors for Lavande Hotels to gain market reputation and continue to expand.
Source: Lavande Hotel.
Finally, excellent returns build a moat for the brand's steady growth. For many hotel investors, high-quality products are just a stepping stone to investment, and what can really promote the investment landing still depends on the return on investment of real money. Relying on the support of Jin Jiang's strong back-office system platform and the help of Lavande Hotel brand professional team, Lavande Hotel has built seven franchise advantages, including excellent return model, huge member base, strong market reputation, scientific operation system, rapid development pace, guaranteed procurement quality and multi-dimensional promotion model, all of which bring investors a more stable return on investment.
At the same time, Lavande Hotel has built a very mature value-added party**, for example, it has launched the Sleep T exclusive room since 2016, specifically for comfortable sleep to provide corresponding products, the room type has sold more than 200,000 room nights, sleep T has also sold more than 18,000 pieces, and has since launched 12 constellation Lixiao Lazy parent-child room, romantic theme room, pure natural room and other special room types to increase the brand premium;Another example is that the brand has repeatedly combined consumer demand and industry hotspots to create special marketing activities, including festival marketing, cross-border products, etc., which not only enhances the brand's performance, but also brings more non-room income to the hotel.
3. In the era of new thousand stores, is there still a chance for mid-range hotels?
The recovery of the hospitality market and the recovery of tourism consumption enthusiasm have promoted the hot situation of mid-range hotels this year, and many mid-range hotel brands have entered the 1,000-store mark, opening a new era of brand expansion. Industry insiders believe that the arrival of the era of thousands of stores is a watershed in the development of mid-range hotels, which not only means that the growth rate of the brand is gradually slowing down, must face the psychological gap from high-speed growth to high-quality growth, but also allows the brand to enter a more fierce market competition. At this time, for mid-range hotels, how to face the challenge to meet the next "era of thousands of stores"?Milestone saw the answer to this question from Lavande Hotel.
First, we must have a wide-area perspective in market expansion. It is undeniable that the development of China's modern hotel industry has a close relationship with the level of economic development, and the same is true for mid-range hotels, for a long time, mid-range hotels insist on planting flags in economically developed first- and second-tier cities or southeast coastal cities, but with the acceleration of urbanization and the overall upgrading of consumption levels, high-quality accommodation products have long become the general trend.
Lavande Hotel is the first to perceive the trend of this market change, when most of the mid-range hotels are still lamenting the sharp decline in increments, it has already set its sights on a wider market dimension, Milestone studied the list of Lavande Hotel contracted stores and found that in terms of provinces, Lavande Hotels have spread all over almost all provinces in China, of which the largest number of contracted stores in addition to Guangdong, Jiangsu, Sichuan and other provinces with developed hotel industry, Xinjiang Uygur Autonomous Region, Yunnan, Shandong, Guizhou, Heilongjiang, Guangxi Zhuang Autonomous Region and other places also have a high proportion, which also means that the southwest and northeast regions have become one of the important expansion areas of Lavande Hotel. From an urban point of view, Lavande Hotels has also begun to pay more attention to the more subsident.
Third- and fourth-tier cities and below, to explore a wider range of regional markets. This kind of expansive thinking allows Lavande Hotels to no longer be confined to the density pressure of mid-range hotels in first- and second-tier cities, and can find more incremental space on the larger Chinese territory, which is actually in line with the trend of urban development in China.
Source: Lavande Hotel.
Second, in product creation, innovative thinking and details should be implemented in parallel. In recent years, when it comes to the survival rules of mid-range hotels, it is basically the only way to use innovative thinking to iteratively upgrade products, which is essentially to build a differentiated advantage of the brand. Taking Lavande Hotel as an example, since its official launch in 2013, it has undergone several iterations from quality advancement to texture upgrade, to the latest 3The 5th version of the product integrates the brand characteristics with the new aesthetic needs and accommodation needs, and builds a more simple and exquisite accommodation product. In the product framework built by innovative thinking, Lavande Hotel has a more granular control of the details.
For example, in order to meet the core needs of consumers for hotels such as sleeping well, washing well, using well, and being in a good mood, and in line with the value proposition of Lavande Hotel's "natural and comfortable", Lavande Hotel has created a 10-step free experience, including multiple dimensions such as choosing freely, going freely, seeing, busy, listening, smelling, washing, playing, sleeping, and eating Scene splitting in different links of leaving the store, and at the same time integrating detailed product supply in different links, soft lighting atmosphere, warm lavender fragrance, smart soundtrack, capsule perfume, sleep blanket, free drag, sleep T, etc., only from the perspective of consumers can the details of each experience be implemented.
Caption: Lavande Hotel.
Third, efficient management can promote the high-quality growth of the brand. In conversations with Lavande hotel investors, Milestone found that these investors have a fairly clear business mindset, which makes them more willing to look for long-term business rather than short-term costs or benefits, which is actually the key to mid-range hotel brand development. Mr. Wang, who was engaged in the production of electric vehicle accessories in the early years, had to stay in many hotels due to his work, "I have seen that the hotel market is getting hotter and hotter, and the experience of the past three years has also made me more determined to do a business with no account period." Mr. Wang emphasized.
In fact, if you want to promote the high-quality development of the brand, efficient management is the king. HereOne of the efficient management orientations is the systematic control of reducing costs and increasing income. On the one hand, it is backed by the platform advantages of Jin Jiang Hotels (China), with a huge membership base, mature technical support and perfect supply chain, which greatly reduces investment costs and reduces the pressure on investorsOn the other hand, it is the direct effect of the Lavande Hotel mentioned above on the hotel's revenue in terms of operation and marketing.
The second direction of efficient management is the fine management of the investment cycle. Mr. Miao, a senior hotel investor, said frankly in an interview with Milestone: "The earliest investment in Lavande Hotel was because of the professionalism of the brand investment consultant and the support of the headquarters. During the 2021 May Day holiday, the regional management of Lavande Hotel in East China counted the room status every two hours and guided the store to adjust the price in real time until 2 a.m. Mr. Yang, who invested in Lavande Hotel during the mask period, encountered problems such as shortage of funds in the process of investment and operation, and the person in charge of Lavande Hotel East China Region actively connected with him and solved the problem after learning of the situation to help investors tide over the difficulties. It can be seen that in the era of new thousand stores, larger-scale hotel brands can bite and stagger each other like gears to accelerate their operation, and a mature brand management system is an indispensable lubricant.
4. Conclusion
Finally, I ended with a quote from a hotel investor: "In recent years, mid-range brands have sprung up like mushrooms, which is dazzling, but good product design, excellent management model and innovative marketing methods are the foundation for a brand's long-term survival." Any brand that has lost its soul will retire, Lavande's management model has become a system, and we hope that this system and culture can continue to be adhered to and inherited. "On the occasion of Lavande Hotel's 10th anniversary, we have seen the honing and growth of a high-quality mid-range hotel brand, and we look forward to seeing Lavande Hotel continue to stride into the new decade in the future.