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Analysis of fast hotel joining, Shangke Youcheng is the ideal brand for joining

2013-02-22 09:05:48 Source: Shangkeyou Hotel
Shangkeyou Hotel
  • Business Scope: Hotel
  • Number of stores: 2800
  • Single store investment: 100~200 ten thousand
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Once limitless scenery First and second line Economical hotels are becoming weak 。

stay two thousand and twelve Priority financial quarterly report: the business achieves the target of year-on-year growth 66% to twelve point five five RMB 100 million. but Cashier of shareholders But appeared one point zero three two Billion Owing 。 Financial data of the current quarter with high consumer loyalty in the same industry based on the positioning of business travelers: loss nine hundred and forty-three ten thousand 。

     The single bright color only lasts for seven days, net profit one thousand eight hundred and ninety-six Ten thousand. However, if two thousand and nine Similar data at the time of listing on NASDAQ in the fourth quarter, that is, seven days two thousand nine hundred and sixty-two By comparison, the regression is obvious.

All major budget hotel brands All of them are showing good looks, but it is the data that really worries entrepreneurs. First, occupancy, First season only 80.7% , down year-on-year 4.4% , even if we leave aside the Expo period 93.5% The peak value of is not calculated, and two thousand and ten In the first quarter of 90.5% In comparison, the drop is clear at a glance. Although it was explained that this was caused by the merger of Motel's occupancy rate of only 70% CEO Sun Jianzhe also admitted that it is at least necessary to restore Motel's index to 80% of the average level sixteen to eighteen Months.

     Another key indicator is also falling off the chain, which is RevPar (Daily revenue of each available room), from two thousand and nine Year to two thousand and twelve Year, one hundred and sixty-four Yuan one hundred and forty-four Yuan one hundred and forty Yuan one hundred and thirty-two Yuan, a beautiful arc, is just pursed lips and not beautiful downward. Always boasting of economic chain hotels“ LV ”Although he has always stressed that he is more than eighteen Mature stores in months RevPar by one hundred and seventy-two Yuan, but if all stores are averaged, then one hundred and fifty-six Yuan, which made Ji very proud one hundred and ninety-five RMB, 20% difference 。 As for Seven Days, its great contribution in the first quarter came from the fast growth of franchise stores in the industry. Focusing on lower target group positioning, it is doomed to RevPar In the top several places, we will accompany the last one, but its occupancy rate is lower thirteen Percentage points 。

A series of data shows that the economic hotel market in the first and second tier cities has experienced nearly ten years of development and expansion, and its future strength can no longer be continued. In the face of such difficulties of economic hotels in the first and second tier cities, franchisees have tightened their pockets. There are smart choices for economic hotels in the first and second tier cities, and the alarm bell for caution has sounded.

However, compared with developed economy hotels 70% Compared with the proportion of 20% This huge gap indicates that there is still a huge development opportunity for economy hotels, but this opportunity has been infinitely squeezed in the first and second tier cities, and has become beyond recognition.

The development of economic hotels in third tier cities is undoubtedly a good interpretation to make up for this gap. With the vigorous development of tourism, the majority of third tier cities have explored local tourism resources, and the development of tourism has become a good medicine for the majority of third tier cities to "shake off poverty and become rich". 《 The Opinions on Accelerating the Development of Tourism proposed that tourism should be cultivated into a strategic pillar industry of the national economy and a modern service industry more satisfactory to the people This undoubtedly provides a huge market for the development of economic hotel chains in third tier cities.

However, Shangkeyou, which rose in the third tier cities, has successfully created a service industry in the third tier cities within three years. Taking root in the third tier cities and multi brand development, Shangkeyou's signboard has become a beautiful landscape in the third tier cities. Shang Ke You two thousand and twelve Q3 Analysis display The number of Shangkeyou Express Hotels under Shangkeyou Group continued to rise, and the number of hotels opened increased year on year compared with the second quarter 134.8% 。

The smart choice of the economic hotel industry in the third tier cities with huge market potential has become the hot spot of the new round of smart choice. In the past three years, Shangkeyou, which has been developing diligently and conscientiously, has undoubtedly become a very large chain service operator in the second and third tier cities with professional market development positioning and mature and perfect operation management standards.

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