Coffee Hotel Coffee and Hotel Management Cafe Culture Segmentation of Mid-range Hotel Market

After 10 years of vigorous development of economy hotels, China's hotel industry has ushered in the great development of the mid-market by leaps and bounds. On June 19, a unique retro party was held at Changlong Dian, the Caffeine Hotel, the third stop of the Caffeine National Tour. This mid-range hotel chain, which combines cafe culture with the hotel, has been established for only two years and has signed more than 100 contracts across the country. Its development is also a microcosm of the mid-range hotel industry.

The mid-end Hotel Theme market is booming.

The sun at 5 June fell on the two-story giant bookshelf in the lobby of Changlong Dian in Guangzhou, not far from the fireworks in the stove. At the moment, a large retro party is being held. In this 900 square lobby full of retro flavor, coffee bar, dining bar, book bar, business bar have their own division of labor and natural, more than 200 elites of various industries Wearing the nostalgic golden songs played by the band in the 1930s and 1940s, or in groups, or in pairs, enjoying the performance, tasting coffee and making friends happily, and playing with a selfie stick in a special area, the atmosphere was cheerful but not noisy, completely integrated into the warm and comfortable social environment of morphine.

Not only is the lobby full of retro quality, the rooms of the coffee hotel are also filled with coffee culture, dark brown decoration, matching coffee utensils, and the thick "Ulysses" placed at the head of the bed is the standard of the coffee room. The mattress and linen in the room are the standard of a five-star hotel, allowing guests to fully enjoy the quality of a five-star hotel at the price of a mid-range hotel.

Xu Guanxiong, founder and vice president of the brand, said that at present, there are four hotels that have opened in Guangzhou and are about to open in the near future. The coffee hotel hopes to use the cafe culture to relax nervous travelers and enjoy the journey elegantly and warmly. The hotel's lobby coffee bar not only provides fine coffee 24 hours a day, but also regularly launches activities to allow guests to enjoy the unique style of coffee culture. Coffee Culture Hotel is not just a hotel that provides coffee, it is a hotel that combines coffee, publishing, film, art and other cross-border factors of literature and art, and perfectly combines coffee culture and hotel space to create a hotel for busy business travelers to be free from tension and impetuous itinerary while meeting their inner high-quality needs.

Yao Yongda, an investor in Changlong Coffee Store, said that the market differentiation and high quality of the coffee brand give guests a different experience, and the culture and retro tone of the coffee shop are very much in line with the quality needs of today's residents. the operation is far more popular than he expected, and it is believed that with the rapid expansion of the morphine brand across the country, the revenue brought to him by morphine will continue to rise.

Zhang Heng, founder of MAGIC FAMILY, a high-quality cross-border brand partner, said that walking into the lobby of the morphine hotel was attracted by its strong European and American cultural atmosphere, and the retro atmosphere was particularly impressive. Coffee hotel has an accurate brand positioning, attracting customers who have a certain spending power and pursue life and health, which is highly consistent with the consumer group of the Mojia family. Because we also continue to let consumers meet all the experience at the same time, create their own sense of warmth and value, enjoy every moment of self-time; the magic family hopes to establish a long-term cooperative relationship with the coffee brand. Let all the caffeine guests enjoy "the care of the caffeine in the journey".

Consumer experience subdivides the mid-market for Wang

It is understood that at present, there are more than 200,000 mid-range hotels in the country, including three or four stars, but most of them are in the awkward position of having a brand but no quality and a stereotyped style. unable to adapt to the rapid rise of domestic middle-class business people with different needs for quality, huge demand and market gaps provide a huge growth space for mid-range hotels. Some industry experts said that the current domestic mid-range hotel market, like the economic hotel market ten years ago, is in a period of rapid development. In recent years, domestic hotel groups have rushed to the mid-market. Some hotel brands only upgrade the hardware of the original economy hotels, but the longer-term hotel brands abandon the previous hotel only focus on a single star standard, starting from the consumer experience. To create a hotel brand that takes consumer demand as the standard, subdivides the market, relies on brand differentiation positioning, and promotes hotel brands that move consumers' deep-seated needs. Morphine is one of the best.

As a mid-range hotel under the Platinum Tao Group, morphine Hotel is the first cafe Culture Hotel Theme, with more than 80 million members of the Platinum Tao Group, advanced IT, financial system and many years of chain hotel management experience. since its establishment in July 2013, it has developed rapidly. at present, the number of contracts has exceeded 100. it is expected that a total of 250 hotels will be signed and 80 hotels will open in 2015. The distinctive brand tone and high-quality service of morphine will become the benchmark for the hotel industry everywhere.

From: winner Network