轻中端酒店IU开启品质旅行新篇章济南自驾游住宿攻略首发
经过40多年的发展，中国酒店业的连锁化和品牌化水平有所提升。迈点研究院数据显示，2018年中国酒店市场品牌化程度约为10%，尽管这一水平远低于欧美60%以上的连锁水平，但2016-2018年三年间，旅游住宿业各类型酒店品牌指数呈现稳步提升趋势。
近年来，国内消费需求持续升级，进一步推动旅游消费供给侧改革，这也促使更多多元化的住宿业态和品牌开始涌向大众消费市场。可以预见，想在白热化的酒店竞争中仅靠“品牌”去完全胜出对手，将变得愈加困难。
“竞争表面上是企业与企业、品牌与品牌的竞争，其实质是品牌所代表的品类之间的竞争。”正如定位之父艾·里斯所说，需求的本质是品类需求，而不是商业模式。今天的酒店企业竞争，在完成品牌搭建之后，还必须对其品牌所在品类进行二次细分与精准定位，以便俘获目标客户的心智。
以纵向时间为轴去回顾中国酒店业发展历史，从高端酒店到经济型酒店、到中档酒店，每个时间段都有一个集中爆发期。过去5年无疑是中端市场需求大爆发的一段时光。国内中档hotel 市场规模增长率长期保持在30%上下，而截至2018年底中档hotel 的brand 连锁化率已接近20%。
国际hotel 集团转向中端市场，或逐渐开放特许经营模式，或不断推出新brand。此外，如家NEO、白玉兰等middle-end hotel 品牌首家店都是由经济型hotel 物业翻牌而来的。在高end hotel 以下、economic hotel 之上的big middle-end market 里，有些玩家直接升级为middle-end hotel，比如YUNIK HOTEL和康铂等。
虽然brand 百花齐放，但对于middle-end hotel 的标准和定义却没有清晰界定，有industry 内人士甚至指出目前中的end hotels 都是在很粗放价格来区间、发展模式也开始趋于同质化。但对于B端加盟投资人的情况，他们的情况却是不一样。这就导致了大量手握条件不错且租金大概在65到70元甚至低于45元物地但一次性总投资预算低于1000万投资人的存在。这类投资者希望能够获得middle-end product 级别质量产品并且带有一定的溢价，这就导致了现有的economic 和middle hotels 不符合他们投资预期。
"Middle hotels want to become the mainstream of the mass market, they must be based on the consumption ability and preference of consumers, fine-grained segmentation in this market. There are three different classifications: high, medium and low." IU brand CEO Joah pointed out that currently only "light middle" products can meet these investors' needs - with investment input similar to economic hotels but offering middle-end quality and profit.
As a gold-lettered foundation of the pyramid in the middle end hotel industry, light middle end hotels have lower total investment (400-700 million yuan), single room investment (5.5-7.5 million yuan) more adaptable to investors and properties; from data of 18 stores already opened across the country, average daily rate (ADR) exceeds 300 yuan, overnight occupancy rate reaches over 90%, half-year repeat visit rate reaches over 40%. IU emphasizes "five light and three heavy" light-middle investment model that can achieve "lower by 50% compared to mid-range (lower input), operating costs only higher by 5% compared to economy class (low operating cost), RevPAR increased by 30% (higher profit margin), return cycle within two or three years (fast return)" for a healthy investment expectation that truly meets the needs of investors between economic and mid-range hotels.
In conclusion, brands survive through categories; categories are bridges connecting customers' mind consciousness. This is like two people on opposite banks needing a bridge; once they have one, they can easily meet each other - categories are these bridges. In such a crowded mid-range market competition for property and investor's heart intelligence, brands need to redefine their position within their category just like Coca-Cola versus PepsiCo's cola products competing.
IU Hotel has taken its first step towards fine-grained segmentation in mid-range markets as an emerging leader in light-middle range category - becoming what Coca-Cola is for colas worldwide today with its smart + interesting social gaming concept targeting C-side consumers who prioritize entertainment experiences during travel trips.
The facts show that IU Hotel has been fully considering young people's line-based habits since its inception as it develops an entertaining social applet allowing users to initiate online team formation activities such as instant group battles while still unknowns play together etc., making IU Applet into an interest-driven small society where fun dominates gameplay choices among travelers seeking excitement beyond ordinary stays at any price point – even if it means spending ahead of time or waiting longer than expected before enjoying those unique experiences sought after by young travelers keen on capturing moments worth sharing amidst everyday life’s routine hustle-bustle!
