Huazhu creates an embedded cafe niiice caf é, setting off a revolution in hotel lobby space.

Huazhu Hotel Group, as one of the largest hotel groups in China, has started the lobby space revolution of Hotel Discovery Inn since 2014. With the continuous upgrading of the stay experience, a new national coffee brand-niiice caf é has emerged, with its simple and fresh design and decoration style. The aim is to create a 24-hour warm heart does not close, the price of the national cafe.

Adhering to the mission of "achieving a better life", Huazhu builds a rich circle of experiential consumer life around scenes such as travel and leisure life. With the continuous improvement of customers' demand for environment, quality and diversification, in addition to the demand for accommodation, more experience consumption demand has been revealed. Huazhu Hotel Group currently has more than 3000 offline stores, covering more than 360 cities across the country, and the online member platform has more than 80 million members. Combined with the group's rich chain experience and system resources, the layout of the coffee market has more first-mover advantages. For the closed loop of creating more consumption scenes accompanied by the hotel lobby revolution, Huazhu Hotel Group will form a scale layout in the coffee market in the next few years. And is committed to building China's largest national coffee brand.

The "embedded Cafe" business model, from a single consumption scene to the development of a compound format.

Warm yellow lights, log tables and chairs, large floor-to-ceiling windows, the lobby full of coffee, when stepping into the lobbies of more than 100 hotels operated by Huazhu Hotel Group in China, such as Star, Ibis, Hanting, Yilai, Haiyou and so on, you will find that you feel as if you are in a cafe and instantly forget the fatigue of the journey.

Huazhu Hotel Group in addition to the hotel environment, hardware and other upgrading, more hotel lobby space revolution will be reflected in humanistic care and software. Embedded coffee shop with low investment, small footprint, short decoration cycle of prefabricated modular coffee operation counter, the hotel franchisee does not need to make major adjustments, only a little renovation of the front desk can start to operate coffee. Niiice cafe provides a full range of services and support such as one-stop brand output, brand image and decoration standards, enhanced operation management, free training, store preparation, marketing support, equipment and materials, logistics and distribution, continuous follow-up after opening, new product updates, etc.

Niiice cafe can be flexibly and easily embedded into any property idle space, providing consumers with a high-quality life experience within reach, improving the floor-efficiency ratio of the original property idle space, and making the property develop from a single consumption scene to a compound format.

In order to meet the requirements of richer formats and more scenarios, niiice Cafe has created three templates: the standard version, the corner version and the simplified version. The coffee bar area only needs 4-6 square meters and 3-5 days of on-site assembly, which provides support for putting into operation as soon as possible and reducing the impact of on-site construction.

By making use of the idle space and front desk staff of existing stores, combined with high comprehensive gross margin products, with embedded cafes as value-added points, Huazhu hotels have new highlights and opportunities in the lobby space revolution. In addition to increasing store income, it also enriches customers' compound consumer demand. The operation mode of low investment, high gross margin, continuous growth and fast return to the current cycle has laid a good foundation for brand development.

Focusing on two bright spots, differentiated management shows the characteristics of being close to the people.

Post-80s and post-90s as the main consumers of Huazhu hotels, niiice Cafe takes advantage of the particularity of its format to focus on 24-hour warm hearts without closing and cost-effective.

Compared with coffee which costs 30-40 yuan per cup on the market, niiice Cafe advocates that coffee, as an increasingly popular public drink, should not be a luxury drink, so adhere to the belief that it is good to drink but not expensive. The price of ground coffee is around 15-20 yuan. Of course, low prices do not mean poor quality. Niiice Cafe's freshly ground coffee uses Swiss imported coffee machines, with a strict selection of Central and South American mountain beans and Polish imported milk, providing a more convenient lifestyle for more and more people, from drinking instant coffee to pursuing freshly ground coffee.

In addition to the flexible embedded bar, the investment is no more than 30, 000 yuan, the gross profit of the product is as high as 65%, the average unit price is 20-40 yuan, and the national average monthly turnover is 5000-6000 yuan. Without any additional personnel costs, the investment can be recovered in 2 years, which has also become the highlight of the niiice cafe business model.

Niiice cafe currently accounts for 60-70 per cent of its guests from hotel guests and 30-40 per cent from passing coffee consumers. Opening a cafe in the hotel lobby can not only provide customers with high-quality beverage services, but also allow more people to enter the hotel, which is undoubtedly a very good publicity and diversion.

As a coffee brand of Huazhu Hotel Group, apart from professional operating coffee, it is opened in the hotel lobby, which also meets the diversified needs of hotel customers and enhances the stay experience. Just imagine, walking into the lobby of a hotel full of coffee aroma, forgetting the fatigue of the journey, ordering a cup of coffee and listening to melodious music, this is the perfect experience of staying in a hotel.

By the end of April 2017, niiice cafe has more than 100 offline stores and has settled in many hotel brands operated by Huazhu Hotel Group in China, such as Hanting, Ibis, Xing Cheng, Yilai, Haiyou and so on, and has become the standard configuration of these hotels. Niiice Cafe has entered the first-and third-tier cities across the country and is continuing to expand and replicate rapidly. It is expected that the number of stores will exceed 1000 in the next 2-3 years. In the future, in more and more cities, niiice Cafe will provide consumers with more, richer and higher quality life experience with the same standard of premium coffee service.