A few days ago, Atour officially announced the launch of the new Atour Health Breakfast. The launch of Atour Health Breakfast, Atour said, on the one hand, is based on Atour's in-depth research on hotel users. Most of them are business travelers, and they often have to face socializing and overtime, resulting in their diets often biased towards high-salt, high-sugar, and high-fat foods, and a light and healthy breakfast will be more suitable for their appetite. On the other hand, based on the research on the breakfast needs of Chinese users, modern consumers have an increasing demand for healthy breakfast, not only low-carbon, low-fat and low-sugar, but also hope that breakfast is rich in fiber and protein. As a result, Atour Health Breakfast, which balances health and deliciousness, came into being.
Recently, Atour Pillows are more popular than Atour Hotel, and the sales of Atour Planet have skyrocketed, and deep sleep pillows have won the first place in the pillow category sales list of various e-commerce platforms. According to the official introduction, as of November 11, 2023, the cumulative sales of this product have exceeded 800,000.
The popularity of Atour Planet pillow can also be seen in the financial report. Not long ago, Atour Group released its financial report for the third quarter of this year, and during the reporting period, Atour Group's net income was about 129.4 billion yuan (RMB, the same below), a year-on-year increase of 931%;Adjusted net income of approximately 27.2 billion yuan, a year-on-year increase of 1447%;Adjusted EBITDA (non-GAAP) is 38 billion yuan, a year-on-year increase of 1224%。
The retail business is particularly bright in the middlegmvMore than 300 million,Year-on-yearThat's a 292% increase. And the main credit for all this is actually due to the hot sales and out-of-the-circle of a series of sleep products of "Atour Planet". The main product is the bedding of "Atour Planet", especially the pillow, its star product Deep Sleep Pillow Pro.
Atour Planet**'s marketing of various offline channels has also done a good job. Atour Planet has precise positioning and sells sleep aid pillows to users who have difficulty falling asleep. When Atour lays out its retail business, it focuses on this group of "sleeping people" as its core users, rather than its more familiar "business travel group".