On February 25, Shangmei life group released the hotel brand upgrading strategy in 2022. Shangmei life will be de collectivized and divided into seven companies. The original four business divisions will be upgraded into independent companies. The upgraded company will have an independent budget and independent personnel structure. Each company has a more accurate positioning and strives to build a popular online model. In addition, Shangmei life said that in the future, it will upgrade Shangmei life supply chain platform and enable brand upgrading strategy to realize the optimal return on investment and management mode of all links of the accommodation industry under the new consumption ecology.
Ma Bo, CEO of Shangmei life group, said that the demand of China's hotel industry mainly comes from tourism and business travel, accounting for 80% in total. According to the latest data of Cinda Securities R & D center, tourism and business travel make the demand of the hotel industry flourish. At the same time, with the upgrading of consumption, it has become the mainstream of consumption after 95, and user attributes and preferences are quietly changing. The pursuit of differentiated experience has become the first choice for consumers in the new era.
He pointed out that the accommodation brand in the new consumption era will pay more attention to consumer experience and demand. Based on this, Shangmei life group will adjust its products, models and organizations. In terms of brand evolution, the upgraded company will have an independent budget and independent personnel structure. Each company has a more accurate positioning and strives to create a popular online model; In 2022, we will strengthen R & D and investment in product design, and comprehensively improve the product power around the purpose of "leading products and design driven"; Model evolution focuses on private brands, vigorously develop alliance brands and realize brand co creation.
In the future, Shangmei life will be de collectivized and divided into seven companies. It is reported that the original four business divisions have been upgraded to independent companies. Among them, Lexiang business division has become "Jingxi Lianlian cultural tourism group", and the whole series of products take localized design as the core feature; Youxiang business department has become a "shangkeyou hotel management company". Among them, shangkeyouyang focuses on the upgrading of Economy Hotels with national fashion style, and shangkeyouyue is an entry-level middle-end brand with coffee theme; Xinxiang business department has become a "Xinxiang Shicheng hotel management company", which is characterized by new tea drinks and focuses on the development of middle-end business market; The exclusive business division has become the "six elephant business management group", focusing on the development of high-end hotels in third and fourth tier cities. In addition, based on the group's strategy, this year, Shangmei life will always focus on brand upgrading, constantly comprehensively update its star hotel products, and accelerate the pace of entering medium and high-end hotels around the new strategic goal of "leading products and design driven".
It is understood that according to the multi brand strategy, Shangmei life group has at least 17 core hotel brands, covering low, medium and high levels. Previously, the group also proposed the "trilogy" of quality improvement, redesigned and upgraded the head store, provided better services and products for more young customers, and introduced McDonald's breakfast, coffee and other related services to the "waist store". In 2021, although 193 rear stores were returned under the action of quality, the overall number of contracted hotels reached 851 last year, with mid-range hotels accounting for 21.3%. By the end of last year, the total number of contracted hotels of the group had reached 5892, with Gmv of nearly 4.6 billion yuan, an increase of 14% compared with the same period in 2019.
