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逆势扩张+市场下沉,旅游酒店业未来将走向何方?

2020-12-30 来源: 网络转载  热度: 举报
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  2020nian,xinguanyiqingduigexingyedoushi“heitiane”bandecunzai,lvyoujiudianyegengshishoudangqichong,yiqingfangkongchangtaihuabeijingxia,xiabannianlvyoujiudianyekuaisufandan,shiyihuangjinzhouqijian,duojiajiudianlvyouqiyeshujuliangyan。

  zhongguofuwuyeyaohuifudaoyiqingzhiqiandeshuipinghaixuyaoduojiu?“wojuedeyonghuifuzheigecitaibaoshou,womenhennanhuifudaoyuanlaideqingkuang,yaomeyibuxiaoxinchaoguole,yaomejiushizoushanglingwaiyitiaolu。”xierdundazhonghuaqujimengguzongcaiqianjinshuo。

  huazhujituanzongcaijianhuazhuzhongguoceojinhuidui《meirijingjixinwen》jizhebiaoshi,congoumeijiguoneixinguanyimiaojiezhongdesudulaikan,youwangzai2021nianshangbannianhuifudaoyiqingqianshuiping。

  quanqiuyiqingfanfu,xinguanyimiaojiezhongyouxutuijin,zaibuquedingxingyuquedingxingzhijian,lvyoujiudianyeweilaijiangzouxianghefang?

  龙头酒店品牌加速扩张

  genjuwenhuahelvyoubushujuzhongxincesuan,2020nianshiyihuangjinzhouqijian,quanguogongjiedaiguoneiyouke6.37yirenci,ankebikoujingtongbihuifu79%,shixianguoneilvyoushouru4665.6yiyuan,ankebikoujingtongbihuifu69.9%。

  strshujuxianshi,8yueguoneijiudianxingyeocc(chuzulv)wei65.79%,9yueoccwei63.29%,tongbizengzhang0.59gebaifendian,weiyiqinghouyueduocctongbishoucizhuanzheng。

  ergenjugejiudianlvyouqiyede2020niansanjibao,xiechengdisanjidujinglirunwei16yiyuan,shixianyiqingyilaishoucidanjiduyingli;tongchengyilongdisanjiduyuehuoyueyonghutishengzhi2.46yi,chuangxialishixingao;huazhujituan、jinjiangjiudianheshoulvjiudiandanjidurevpar(meijiankexiaoshoufangshouru)fenbiehuifuzhi2019niantongqide83.1%、85.52%he71.1%。

  suiranyiqingduilvyoujiudianyezaochengdechongjishangweiwanquanhuifu,danshujuxianshi,lvyoujiudianyezhengzaiyouxuhuifu。

  zhidezhuyideshi,yiqingchongjixia,jiudianxingyelongtouqiyequechuxianlejiasukuozhangdequshi。

  genjucaibao,jinjiangjiudian2020nianqiansanjidumeijiduxinkaiyejiudianshufenbiewei253jia、398jiahe615jia,kaidiansuduyoujiakuaiqushi。wuduyouou,shoulvjiudianhehuazhudexinkaiyejiudianshuyechengxianjiasutaishi,shoulvjiudiansanjiduxinkaiyejiudian298jia,chaoguoshangbannianxinkaiyejiudianzonghe。

  tongyang,guojigaoduanjiudianzaiguoneidekaidiansuduyebingmeiyouyinweiyiqingfanghuan。12yue15ri,xierdunzaihuadi300jiajiudianzaishamenkaiye,xiangbicongdi100daodi200jiajiudianhaoshiliangnian,yiqingqijianyinianxinkaimendianshujiudadao100jia。qianjinbiaoshi,2025nianxierdunzaihuaguanli1000jiajiudiandemubiaoshenzhihuitiqianshixian。

  为什么龙头酒店品牌会在疫情下逆势加速扩张?

  huazhujiudianchuangshirenjiandongshizhangjiqicengzaigongkaiyanjiangzhongcheng,congxiechengotahuoqudeshujuxianshi,yu2019nian12yue31rixiangbi,jiezhi2020nian9yuefen,xiechengshangdejiudianidshuliangjianshao16.3wan。

  meici“heitiane”delailindouhuijiasuxingyexipai,duojiaquanshangzaiyanbaozhongjunfenxicheng,yiqingjiasuxingyechuqing,zhongxiaodantijiudianhuozhijieguandian,huoxuanzejiarulongtouliansuopinpai。

  下沉市场竞争会更加激烈

  shujuxianshi,2019nianwoguojiudianliansuohualvwei25.67%,meiguowei71.81%;zhongduanjiudianzhanbiwei28.48%,meiguowei50%zuoyou;cr3(qiansanmingshichangzhanyoulv)wei10.08%,meiguocr3wei39.20%,huataizhengquanrenweiguoneiliansuohualv、zhongduanzhanbihecr3douyouguangkuotishengkongjian。

  yiweizhangqiguanzhujiudianlvyouxingyedefenxishigaosu《meirijingjixinwen》jizhe,weilaisannianshijiudianxingyekuozhangdeguanjianqi,yeshiqiyekuozhangdezuijiachuangkouqi,geqiyebiranhuijiasuqiangzhanshichang。

  huameijiudianguwenjigougaojijingjishizhaohuanyanrenwei,“nikeyikandaoxianzaimeiyoujiudianjituanzaijinxingguimo(hua)dejiudiantouzihewuyezulin,tamenzhengduodeshicunliangjiudiandeguanliquanhetexujingying,huanyanzhijiushijiamengdian,erjingzhengzhishengdeguanjianshijiudianpinpaidehaozhaoliheyingxiangli,qizuizhongyouhuihuidaokehuziyuanhedingfangxitongdejishucengmian”。

  市场抢夺的战场主要在哪里?

  qianjincengzaijieshou《meirijingjixinwen》jizhecaifangshibiaoshi,zhongguojiudianshichangxiaofeichengxian“nianqinghua、gexinghua、pinpaihua”detedian,jiamazhongduanjiudianshichang,bingshenrusansixianchengshijiangshixierdunweilaidezhongyaobujufangxiangzhiyi。

  “zaidangqiandezhongguoshichang,jingjixingjiudianliansuolvchaoguo90%,yijingxingchengchengshudejingzhengshichang。erzhongduanjiudianliansuolvjinchaoguo20%,cunzaijiaodaliansuohuajingyingkongjian,weilailiansuozhonggaoduanjiudianjiangzhujianchengweizhuliu。”qianjinshuo。

  2019nian,huazhujituantichu“wanjiadenghuo”he“qianchengwandian”demubiao,yijingjixinghezhongduanpinpaijiudianjiarusansixianxiachenshichangdejingzheng。zai2020nianhuazhushijiedahuishang,jiqizaiciqiangdiaolezheigemubiao。

  yiqingzhixia,xiachenshichangzuoweijiudianxingyedezengliangshichang,jingzhengziranhuigengjiajilie。

  zaizhaohuanyankanlai,“lvyouyeneixuzengfukeguan,muqianrujingyoukongchuangqijihuwanquanyikaolvyouyeneixunhuan,xiaozhangjiashineixunhuandehuangjinshiqi,guoneilvyoumudedidedujiajiudiandeyizuiduo。xiachenshichangyou600duogechengshi,qihexindiduanyeshizengliangshichangzhengduoderemendidian,yincishigejituandezhengduozhongdianzhiyi”。


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