Chapter 509: Two Important Puzzles

(I wish couples a happy Qixi Festival, single dogs and the author refuse any form of dog food~o(∩_∩)o~, today’s chapter introduces more content, you can choose to subscribe~, it will not be divided into chapters, Once again, I wish you all a happy weekend, you should still use the little umbrella, lest you become a father~)

Yang Cheng read all the information about Club Med, and imitated countless plans in his mind. For example, after the privatization is completed, 15-20 new hotels and resorts will be opened in the next 3 years, and they will try to change the customer base in country Z. It is not an unattainable goal to become the second largest customer group of Club Med, only after France, and even give him a period of time to surpass France and become the largest customer group.

However, the current development of Club Med in country Z is not satisfactory. It is similar to the business model of Europe and Africa. In China, Club Med still adopts the model of old hotel renovation and lease authorization operation. It cannot be denied that this is an asset-light strategy , but for Yang Cheng, which aims at the global tourism market, it is a bit of a hindrance.

Of course, when developing in a brand-new country, local characteristics must be taken into consideration, and it cannot be done step by step. For example, in country Z, it is difficult to obtain large-scale land in China. This is an indisputable fact. Everyone would rather choose to do residential real estate, it's all about money.

Most domestic hotels are built in conjunction with shopping malls/residences and jointly acquire land, but this is unrealistic for Club Med. After all, resorts occupy a large area, and generally choose to build them separately in beautiful places. Obviously, from the acquisition It requires a lot of manpower and material resources to invest in land and construction. On the contrary, it is better to expand rapidly and build brand awareness through the lease operation model, which will come faster and more effectively.

As for the disadvantages, it is also obvious that the leasing operation also increases the instability of the management right, and we must always face the crisis of the owner taking back the management right.

Therefore, in comparison between the two, it is more secure to take a little effort to acquire the land and build it yourself. Taking a step back, even if it is not good enough, they can still rent out the property. With the current value of the land and property in country Z Growth rate, compensation will definitely not be lost.

Moreover, Club Med's positioning is very precise, that is, it targets the affluent people among the middle class who have money and time.

In 2010, Club Med implemented the strategy of "de-low-end". After entering the market of country Z, the target customer group is the affluent people in the middle class, rather than the general middle class. Therefore, the marketing is only aimed at the first-tier cities with dense affluent people.

Full service, open bar, and more comfortable rooms are all the development trends of Club Med resorts in the future. Of course, the price will also change accordingly. Regarding this strategy, Yang Cheng does not intend to change, and also will flourish.

According to the data, in order to cater to the market in country Z, Club Med has invested a lot in localization and developed the sub-line brand Joyview.

As the popularity of Club Med in China has yet to be developed, or it will take a long time to fully open up the market, especially for the newly emerging affluent class, the needs of these consumers from travel to vacation have yet to be cultivated, and domestic Consumers have short annual leave, so Club Med has launched a sub-line brand joyview in China, which is to develop weekend resorts near first-tier big cities with itemized pricing.

At present, three resorts, ZJ Anji, HB Changli and Changcheng, which specialize in the short-distance holiday market, are under construction, and the first two are expected to be put into operation in the next few years.

Take the soon-to-open Anji Yijing Resort as an example. It covers an area of ​​606 acres and has a total of 300 guest rooms, including 22 villas. The total price of "catering + experience project" is higher than the original one-price all-inclusive package of Club Med, which is intended to allow customers to better understand the resorts under Club Med through comparison.

In layman's terms, it is to use relatively friendly prices to cultivate a customer base.

However, from the current point of view, Club Med is far from being a big hit in China. The market foundation has yet to be developed, and there are many challenges in the development process.

One is that other tourism companies continue to compete for the domestic leisure and vacation market, and the market share and brand awareness of Club Med are not satisfactory.

Taking high-end resorts as an example, Banyan Tree, an internationally renowned resort brand from Singapore, has built 14 resorts in various important tourist destinations in country Z, and is already an important competitor of Club Med in China.

There are currently 14 Banyan Tree resort hotels in Country Z. Compared with Club Med’s experience-focused resort, Banyan Tree’s luxurious environment is more popular among the domestic middle and high-income class who are “snuggling away from their busy schedules”.

The second is that the model of Club Med is constantly being used for reference, and the advantages of the model are further weakened. For example, Wu Village under Wu Town Tourism also adopts a one-price all-inclusive business model. g.o) service.

Although Wucun's project is not considered a success for the time being, the dual consumption model and mid-range price positioning are obviously more in line with the current consumption level of ordinary consumers in country Z.

In short, the leisure and vacation market in Country Z is indeed a big cake. Yang Cheng is ready to grab the largest share of this big cake. For this reason, he doesn't mind wielding a big knife of capital to attack one enemy after another , such as the boutique resort hotel brand Banyan Tree from Singapore!

Currently covering 26 boutique hotel brands at home and abroad, including Banyan Tree, Aman, Six Senses, naked Heart, Bolian, The Puli, Songtsam, Hoshinoya, The Lalu, Huajiantang, etc.

At least in country Z, at least so far, the brand awareness of Banyan Tree is unrivaled in all boutique resort hotels, and its No. 1 throne is unbreakable.

Since its birth 20 years ago, this boutique hotel founded by Singaporean Chinese has promoted the development and transformation of the boutique hotel industry known for its lifestyle from scratch. It has deeply guided the thinking mode of a generation of brand hotel management companies.

However, in the past two years, as the country Z's economy has entered a new normal and has shown an l-shaped trend, high-end boutique hotel models such as Banyan Tree and Aman have also suffered from the impact of the macroeconomic slowdown just like the five-star hotel industry in country Z.

Today, with the slump in high-end consumption and the rise of middle-class consumption in Country Z, a number of characteristic hotel brands with sentimental, mid-range prices, and services closer to the market are springing up like mushrooms after rain, but if Yang Cheng wants to fulfill his ambition, I am afraid that this boutique resort hotel group with a market value of only about 300 million US dollars must be included in the bag.

Yang Cheng pressed the pager on the table, and Susu's melodious voice came, "boss~"

But when Susu's investigation of Banyan Tree's information came to his lips, Yang Cheng remembered that Susu was busy with a lot of work, so he simply said, "It's all right."

Sliding the boss chair under the buttocks, came to the side of the desk, and searched Banyan Tree through Google. Unexpectedly, the search results on the first page were a plot in the American drama "House of Cards". There is an important scene in the seventh episode of the second season of "Frank sent Doug, chief of staff, to country Z to have private contact and negotiate with an industrial tycoon to solve the problem. From the Banyan Tree in Lijiang, Yunnan.

This Banyan Tree has a simple and aura of symmetrical house gates. From an artistic point of view, the left and right sides must be symmetrical. When you look at the middle line, compare the left and right sides, like looking in a mirror, and then match them. The distinctive country Z elements, blue bricks on the vault, and small bridges and flowing water are very in line with the setting of the tycoon characters in the play. They have taste and connotation, but they cannot lack texture and domineering. To use a common saying, "low-key luxury has connotations" , and many fans of the drama were also fascinated by this Banyan Tree Hotel in country Z, and left messages one after another, wanting to experience it for themselves and live a Buddhist life in country Z.

Of course, what Yang Cheng is concerned about is not just that simple. The general tone set by the people and the brand concept advocated are to create an elegant, romantic, energetic and exotic holiday environment to provide customers with intimate physical and spiritual experience.

It is also because the founders, He Guangping and Zhang Qie, are deeply influenced by Chinese and Western cultures. He Guangping was born in Hong Kong and received international elite education since childhood. He completed his studies from high school to university in Thailand, Wanwan and Stanford in the United States, and returned to Singapore. Later, he became a newspaper reporter and served in the military;

His wife, Zhang Qi'e, graduated from the Department of Sociology at the National University of Singapore, and then continued to study in France to obtain a degree in French, and also entered the French Embassy in Singapore as a translator.

When they were young, they traveled all over Southeast Asia and Europe in a bohemian style. They took buses, ferries, and trains like the locals. The difference between hospitality and Europe, "Southeast Asian style" and "European style" penetrated further into their thinking and feelings.

Unusual life experiences enable them to have a thorough understanding of the consumer markets and their cultural backgrounds in the East and the West, and they have played a high role in the development of Banyan Tree’s business. Yang Cheng has a deep understanding of this point. To make products, you must first Have a deep understanding and personal experience, otherwise you will never be able to make good products that are close to people's lives, and the same is true for hotels.

It is said that the times make heroes, but for He Guangping and his wife, it should be more appropriate that "heroes make the times". The resort brand "Banyan Tree" should be regarded as being officially established in 1994, but if you count from the time of winning the "wasteland" , this insightful couple had been planning for ten years before 1994.

In 1983, by chance, the couple came to Phuket Island and found a wasteland while taking a walk after dinner. Even if it was just an abandoned tin mine, the sewage flowed across the river, and it was full of silt soaked in chemicals. Animals and plants survive, but the setting sun is slanting down, and the scenery is very beautiful. Impulsively, the husband and wife chose the location for their first resort, without careful consideration, development and research, and no strict business plan Books, and then successively bought a whole 223 hectares (3,500 mu) of land.

After a complex and very expensive "rebirth" project, including covering thousands of tons of fertilized topsoil, adding chemicals to balance the pH of the water to desalinate the sewage, transplanting trees, cultivating flowers and plants, raising fish and shrimp, etc., the former abandoned The tin mine has been transformed into a vibrant tropical paradise.

3,500 acres of barren land has been turned into a large-scale Banyan Tree Resort. There are 127 independent Thai-style villas scattered in the beautiful garden with good privacy. Each villa has an open-air bathing pool and There is a small garden, and most of the villas also have independent spa pools. The entire resort is so large that you need to use a car to travel in the park. Since then, the time here has turned into a luxurious and romantic top-level vacation.

It took ten years to turn the barren abandoned tin mine, like a golden hand, into the flagship of Banyan Tree Hotel and the first Banyan Tree in the world. The Ho couple created Pu The unique resort village on Jidao has created the ultimate resort living atmosphere for guests, and has also successfully created its own brand, which follows the traditional Asian style and always adheres to the concept of environmental protection.

In the short following 20 years, the Banyan Tree Group brand has spread to 27 countries on five continents around the world. , established in 2000, 2014 and early this year.

Of course, all of this is inseparable from Banyan Tree's ace adp department. If every Banyan Tree is a work written by Ma Liang, the "pen" that completes them must be their behind-the-scenes design team adp. Directed by He Guangping's younger brother, He Guangzheng, it provides design and planning for its hotels and resorts.

There is a saying among the loyal consumers of Banyan Tree, "Where Banyan Tree is open is like where it is", this is also the credit of ADP, and sometimes it can even understand the local culture better than the locals.

adp will not make their buildings look obtrusive. It is the design purpose of Banyan Tree to be able to blend into the environment. They are low-key but not simple, do not disturb the natural landscape, and are part of the landscape, which can add color to the original landscape. Think successful design.

The innovative sense of mission has also allowed adp to repeatedly receive professional recognition in the design field: from Thai-style fish-scale tiles in Phuket, Middle Eastern Arabic-style furniture, red-tiled brick houses in Naxi, Lijiang, small bridges and flowing water in Jiangnan style, etc. .

Banyan Tree’s success is inseparable from their precise positioning. In Yang Cheng’s view, luxury is a kind of personalized feeling, spacious space, high roof in the room, and a natural and clean environment outside, so you don’t have to hurry. Feel relaxed and enjoy your holiday to the fullest.

Instead of the big ceiling crystal lights, expensive murals, expensive furnishings and super bright lights in five-star hotels, the luxury of Banyan Tree is more in line with Yang Cheng's concept, and they are more about "Romance" is the release of freedom in consciousness, and the intensiveness of artistic life. When the high-paced urban guests stay in Banyan Tree, they experience more of a kind of culture. They can stroll comfortably and feel the tranquility and far-reaching .

Looking at the exquisite photos of Banyan Tree resorts around the world, Yang Cheng became more and more moved. He felt that this was a travel model he wanted to create. Resorts all over the place to enjoy a wonderful vacation.

He found that as long as Banyan Tree was acquired and Club Med, which was more focused on experience, the envisaged tourism ecological chain could be built in an instant.

Banyan Tree and Club Med meet the different needs of customers and consumers. If you want to slow down time quietly and have a leisurely vacation, Banyan Tree is the best choice. In Banyan Tree Resort, You can not only enjoy the ultimate natural landscape, but also enjoy the most considerate service, so that guests can really let go of themselves in Banyan Tree, without thinking too much, just stay at ease.

For this reason, in addition to carefully training employees, Banyan Tree Group, as a manager, will require the service fee to be returned to employees when signing a management contract with the operator. This is the factor that can really stimulate employees to work hard and earnestly. For hotels in Country Z below, the 10-15% service fee is all collected by the owner.

On the computer screen, the pictures of Banyan Tree Resorts around the world were played in slideshow mode. Yang Cheng leaned on the boss chair and rubbed his chin to enjoy it quietly. Rong’s guest room is rebuilt with beams and columns of Tibetan folk houses, and the interior decoration is full of strong Tibetan flavor;

There are also various poetic experiences, expressing romance to the extreme. Just imagine that in the spacious traditional courtyard of the villa, the outdoor stone jacuzzi looks extraordinarily romantic in the night.

In the warm season, guests can comfortably soak in this side of the pool and enjoy the starry sky. The artistic conception of "the white dew grows on the jade steps, and the night invades the socks for a long time; but under the crystal curtain, looking exquisitely at the autumn moon" can be easily obtained.

In addition, for some guests who are willing to think, in addition to experiencing this extreme romance, through Banyan Tree, they can also feel the local cultural characteristics and reflect the precipitation of history, because each Banyan Tree will try to express The most natural landform, natural environment and human conditions in the local area, from architectural style, garden design, to interior decoration, and landscape sketches, adopt a large number of local characteristics. One trip and one vacation can gain a lot without leaving home. This is advanced and philosophical The concept won Yang Cheng's favor.

He slapped the table hard and it was done.

Pressing the beeper on the table, calling in the busy Susu, he said excitedly, "Immediately form a negotiating team and go to France and Singapore. I want to acquire Club Med and Banyan Tree Hotel Group!"

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