[Jinjiang Exhibition] Platinum Jacky Zhang: Connect a wonderful experience and let customers enjoy

HC Hotel Network interviewed Mr. Zhang Zhongyu, Vice President of Platinum Group at Jinjiang Exhibition

At present, Platinum Group's business covers hotels, apartments, coffee chains, art public welfare platforms, etc. It has nearly 20 brands, the number of members exceeds 80 million, the total number of stores exceeds 3,900, covering more than 300 cities across the country, and actively expanding to Overseas markets such as Southeast Asia, Europe, and Africa. In May 2015, Platinum Group and China's largest integrated travel service company, Ctrip.com, jointly invested in China's leading mobile hotel booking company, eLong Travel Network, which is one of the closest partners in China's hotel industry with OTA. . In September 2015, Platinum Group and Jinjiang International Group joined forces to become the first Chinese hotel group to rank among the top five in the world.

Brand first

As one of China's innovative and influential companies, Platinum Group has built a domestic hotel aircraft carrier brand for 7 days, which has become the first brand of China's economy hotel industry. When the brand is valuable, when it comes to the hospitality industry and hotel people, the business value will follow. In the mid-end hotel into the rapid development stage, open high-end low-end closed-loop source, reasonable management system and stable cost control, become the key to winning the brand.

From the original focus on the 7-day brand to the current multi-brand management, the Platinum Group's product line already covers three grades of high, medium and low hotels. The rapid expansion of the brand business group is the best evidence that Platinum has taken the brand as a pioneer. Mr. Zhang told reporters that Platinum does not target consumers with products, but through the creation concept of each brand, to find consumers with the same consumer philosophy. It is like Platinum's popular "Morphine" brand. Its product positioning and style attracts 35-50 years old, male-dominated and relatively high-end business people. When creating this brand, it is not the first to find this consumer group, but the understanding and love of the coffee from the president of "Morphine", and integrated into the product, thus breaking through the traditional hotel business model, and naturally attracted Many consumers.

Connect a wonderful experience

Platinum Group's hotel business is divided into two major segments. First, the economic sector (simple life business group), Platinum's overall goal in this section is to stabilize and increase (including the past old stores, flop refurbishment). With the upgrade of the entire hotel market, the mid-end market is popular with consumers, and the economic sector will no longer be the main force for the expansion of the Platinum Group; in the mid-end hotel sector (Quality Life Group), Platinum Group The strategy is to improve the quality of services and products while pursuing scale expansion, so that consumers can appreciate Plato's corporate vision of “connecting a wonderful experience”. In the next few years, Platinum Group will focus on experiencing innovation in the consumer sector and create more diversified brands with value resonance.

Lazy culture

Life is supposed to be enjoyable and unrestrained. La Lifeng Hotel, the vice president of Platinum Group, founded the Lifeng Hotel, which advocates the philosophy of “being natural and comfortable”. At the beginning of the brand's establishment, Mr. Zhang combined this concept and chose to combine the fragrance culture and the guest room in the guest room products to help sleep but not lose the style; put the small refrigerator on the bed and want to eat at your fingertips; The air conditioner switch is designed on the bedside, the customer does not need to get out of bed to turn off the power supply; the electric curtain switch is designed on the bedside (because Zhang Zong himself likes to wake up in the morning by the sun, but getting out of the curtain to make the feeling disappear) The people are refreshing.

Through new thinking on sleep systems, bathing systems, intelligent systems, service systems, etc., Laifeng portrays and provides a comfortable and comfortable accommodation experience for business travelers. The lazy culture that Zhang always emphasized to us is a lifestyle he likes very much. He conveyed this product idea and design ideas to consumers, and attracted many "lazy people" like him. He came to Lifeng. (In the process of talking with Mr. Zhang, I talked about the product design of the hotel, especially when I talked about the Lifeng Hotel that he founded. It is very interesting and endless.)

The brands under the Platinum Group have their own styles. Mr. Zhang said: The consumer group behind the birth of the product is expected to be at the beginning of the brand. Platinum wants every customer to choose not only the hotel brand, but also more time to choose their preferred lifestyle.

WeHotel

The “cake” of the Chinese hotel market is very large, and similar brands have room for survival in the same market segment. The era of information asymmetry has passed, the habits of hotel customers are difficult to control, and the core competitiveness of hotel management companies has escalated into a service experience. Platinum Group's WeHotel system, as well as other OTA platforms, who can be more convenient, dare better, who will win. Mr. Zhang said: I believe that in the future, the Plato Group's WeHotel experience will not be used. The Platinum Group will also be very supportive of its development.

Shared Resources - Platinum Partner Mechanism

The brands mentioned above (Wu Yan, Xi An, Lai Feng, etc.) are the brands formed by the entire team and Platinum, and are controlled by Platinum. Teams can not only share systems such as back-end management, but also profoundly change the traditional subordinate affiliation, and develop together with the relationship of partners. In just 4 years, these hotels have more than 1,200 stores.

Platinum and Hilton cooperate to operate and manage Hilton's China office in the form of an agent. Platinum also extended the partnership mechanism to the Hilton business, enabling Hilton Hampton to expand rapidly in the Chinese market. Mr. Zhang said: Hilton has given us the strongest hotel brand, and we have taken Platinum's understanding and precipitation (operation management experience) in the Chinese (hotel) market. The Hilton Hotel in Platinum Operations Management has achieved 150 breakthroughs in 2 years. I believe that Hilton will come up with more good brands to cooperate with Platinum in the future.

Hotel management is not a hammer sale

The internal audit mechanism of Platinum Group is the key to ensuring product quality. For example, the establishment of the Jinjiang procurement platform and the establishment of WeHotel, these platforms are the guarantee for the best things when facing consumers. At present, the Platinum Group has a series of audits of the project, the review of the preparation period, and the criteria for the acceptance verification of the project.

Hotel operations are long-term operational actions, not a hammer sale. Platinum is responsible for the business results of each cooperative franchisee for more than 10 years. In the early stage, the project should be completed with excellent quality, in order to make the development of the entire brand go smoothly and improve the overall performance of the entire business cycle. Mr. Zhang said: As a professional hotel management company, the quality of the projects that Platinum Group has put in the past few years is good. The franchisees join the professional hotel management company, which is the service that we can output on the management platform.

Make the cake of the Chinese hotel bigger

The market share of mid-end hotels is getting bigger and bigger, and it has become a popular trend in China's hotel industry. In the mid-end hotel market, each hotel brand has a certain overlap in the market segments, hotel scale, city layout, consumer groups, and age groups. As a member of the Platinum Group brand, Laifeng always adheres to the brand-first strategy. Mr. Zhang said: In every hotel room, I can really tell what it means. Only by clarifying the meaning of the existence of the hotel brand, in the process of development, the original intention will not be changed, so that each hotel brand will do better. Platinum has also been paying attention to the strengths of similar excellent mid-end hotels, adding to their own progress.

Mr. Zheng Nanyan, the founder of Platinum Group, advocates the concept of “never compete”. Platinum is eager to compete with competitors and opponents on the way. Our vision is to make the “cake” of the Chinese hotel market bigger, rather than letting others not eat the “cake”.

Never compete

Chinese hotels are in an era of blossoms, and every day there are new brands that are constantly emerging. Mr. Zhang said: The appearance of boutique hotels, city hotels and homestays has made me nervous every day. I am afraid that my team is lax and left behind. I believe that if every hotel brand is in this state of mind, our consumers are very happy. of. Therefore, I hope to continue this state, with the attitude of never competing, to maximize the strength of Platinum.

In this era of learning and growth, the growth of the team is the booster of the company. In the face of fierce competition from other brands, we will lead the competition with a never-competitive attitude. I believe in the power of dreams and ambitions, and I believe that Platinum's vision and industry ideals will continue to move forward.

Editor in charge: Hotel

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