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Speech at the conference (2)

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    ??

    "Now there must be many people in the audience laughing at the representatives of the Magic City, because you all know that the city I am talking about is the Magic City, but have you ever considered whether what you do is as good as the Magic City?"

    Yi Xiaohai turned on the group teasing mode.

    "As an international metropolis, Shanghai has been hit hardest by foreign brands. With their numerical advantage, they competed 3 to 7 with foreign high-end hotel chain brands. Although it doesn't look good, it's not ugly either.  At least it¡¯s better than some other cities¡­¡±

    The representatives in the audience were nervous, fearing that Yi Xiaohai would mention them.

    Especially the representatives from the big cities in the country had a bad feeling in their hearts.

    "Due to limited time, we only counted 4 cities. Yanjing is relatively good, tied with foreign high-end chains. The market share of Yangcheng and Tianjin is 2 to 8, less than"

    The faces of the representatives from Yangcheng and Jinmen turned the color of pig liver.

    They were still laughing at the Magic City just now, but they didn¡¯t expect that it would be their turn so soon.

    As for the representatives of Yanjing, they breathed a sigh of relief.

    "At this moment, there must be many people in the audience laughing at these cities, because most of the domestic high-end hotels now not only have no worries about business, but can also make a lot of money"

    "But you are not qualified to laugh at them, because you make money not because the hotel is well-run, but because the market is monopolized and there is no competition. Most cities in China now have only one or at most two five-star hotels.  No matter how bad things are, some people will still go back to consume because they have no other choice"

    "As for the four cities I just mentioned, they are the most open, largest markets, and most economically developed cities in China. When foreign brands peek into the huge market in China, they need a landing point, and they chose these four cities  ¡­¡±

    ¡°When the markets of these big cities are occupied by foreign high-end hotels, and when foreign high-end brands gain a firm foothold, other cities will not be spared. When you encounter the impact of foreign high-end brands, what can you do better than Yanjing, Moshan?  Hello seniors from Du, Jinmen, and Yangcheng, I don¡¯t think you can"

    Yi Xiaohai¡¯s gaze was so penetrating that the complacent people in the audience felt a little ashamed.

    ¡°So what I want to say is that the embarrassing situation they are facing is because they are resisting the economic aggression of foreign high-end chain brands, and they are also building the first line of defense for you"

    I have to say that Yi Xiaohai wears his hat well.

    The images of the representatives who had been laughed at just now suddenly became taller.

    Their opinions on Yi Xiaohai are also much smaller.

    Although they were struggling for their own interests, they did resist.

    " All of you here are my seniors. You have been operating in the hotel industry for many years. Why do domestic hotels cannot compete with foreign hotels? I guess you all have your own ideas. If you have time, I would also like to hear your thoughts.  But now everyone may just listen to me"

    "What is the difference between our own hotels in China and foreign hotels? The check-in experience report tells us that most domestic hotel operators believe that if you spend more money on hardware facilities and make people feel luxurious enough, people will be willing to spend it.  Money is actually not"

    " Hardware needs money to be reflected, and software must be reflected through management and services, especially humanized services, smile services, detail services, etc. These good hotel services can partially make up for the shortcomings of the hotel hardware and enhance the hotel's reputation.  Visibility and branding"

    ¡° Foreign high-end chain hardware facilities are not as good as ours, and the prices are higher than ours. Why are consumers willing to go there, and even think it is worth the money, and will continue to go next time? This is a question we need to reflect on"

    ¡°¡­The only difference between us and foreign hotels is management and service?¡±

    ¡°¡­Yes, and no¡­¡±

    "I have summarized the differences between many domestic and foreign hotels. The standardization, grouping, humanization, and personalization of foreign hotels there are too many, but in the final analysis, there are only two words, branding"

    "Sorry, it should be three words, brand"

    Yi Xiaohai had a little humor.

    ¡°Foreign hotels have their own brands, and all their actions are centered around the core value of the brand. The core value of the brand is determined, and through frequent brand marketing promotions, the values ??provided by the brand are directly displayed in front of consumers  ¡­¡±

    ¡°¡­and all their brand marketing promotions need to focus on what the company can provide consumers.It is developed based on the core value of the brand. This is the continuous penetration of the core value of the brand and the strengthening of the core value of the brand in the hearts of consumers"

    ¡°these core values ??of the brand are further introduced into the minds of consumers in the process of repeated publicity, so that consumers will naturally think of this brand when they need to stay in a hotel"

    "To use an analogy, if you go to Xiangdao and want to experience the afternoon tea culture, which hotel will you first think of going to?"

    Yi Xiaohai pointed to the president of the association sitting in the audience: "President Zhao, which hotel are you thinking of"

    Chairman Zhao did not expect that Yi Xiaohai would suddenly call his name, but he still took the microphone in front and said:

    ¡°I may not be able to name the most luxurious hotel in Hong Kong, but the Peninsula is the first choice for afternoon tea culture¡±

    Yi Xiaohai smiled:

    "I think President Zhao must be a fan of Zhang Ailing's books like me"

    "Hahaha¡­¡­"

    President Zhao couldn¡¯t help but laugh.

    ¡°Actually, everyone¡¯s answer should be the same. Why do we think of Peninsula Hotel when we think of afternoon tea?¡±

    "Maybe you are a fan of Zhang Ailing's books like me. Whatever the reason, afternoon tea has become the label of Peninsula. This is culture, the core value of this brand, and the soul of the hotel"

    "Our domestic hotels have no soul and will only use a lot of money to build splendid buildings. In fact, it is possible to make a difference in hardware, such as the Burj Al Arab Hotel in Dubai, but that also requires design, management and service.  Brand label required¡­¡±

    Yi Xiaohai glanced at the host who reminded him of the time and nodded to express his understanding.

    "The host is reminding me frequently that the time is almost up. I can only speed up and finish the last point"

    The host was ridiculed by Yi Xiaohai again, and his teeth itched with anger.

    "I just want to tell you that high-end hotels need to have their own brands, and you need to give the brand a soul. For those cities that have not been impacted by foreign brands, I hope you can pay attention to it and don't just see the immediate benefits, but the future."  The domestic market enjoys the advantages brought by the demographic dividend. The market will be ten times or even a hundred times its current size. If we do not increase our own advantages now, we will be eliminated in the future"

    "Why foreign high-end hotel chains are successful is because they are doing business, not business, because all their actions are centered around the brand. I hope everyone is not just doing business, but treating hotels as your career  "

    "After doing this, I will announce one thing. Yi's Resort Hotel will join forces with Webster International Hotels to spend 15 billion to form China's own high-end hotel chain brand, Yanhuang"

    "We are not trying to seize the market. All we want to do is to have our own famous brand in the hotel industry. We will look for partners in every city. If you are interested, you can contact Vice President Wei  long¡­¡­"

    ¡°¡­Finally, thank you to the host for extending my speaking time. It seems that my meal was not in vain¡­¡±

    host:"¡­¡­"

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