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Yi Xiaohai has a lot to say about the current situation of China¡¯s hotel industry.
¡°But there is a time limit for speaking at the conference, and he cannot express all his thoughts.
In the end he chose a certain point,
In his opinion, the most representative and targeted point is the brand.
The pricing is confusing, the service is not in place, or the management is insufficient.
It can all be attributed to the operator not having a clear brand awareness.
If you want to build a good brand, will the operator allow the phenomenon of insufficient service to exist?
Won't.
If you want to build a good brand, will the operator allow arbitrary pricing?
Nor will it.
so,
All current problems can be attributed to lack of strong brand awareness.
This phenomenon not only occurs in the hotel industry, but also has similar problems in other industries.
Speaking of brands, Yi Xiaohai thought of a story he had seen before.
According to legend,
One of Napoleon¡¯s expeditionary troops suffered from severe frostbite in the icy and snowy Russia.
They went to a French town, where the hot spring water miraculously restored their health.
Napoleon therefore established a spa treatment hospital here, and since then it has become the first and most famous spa treatment center in France.
Later, the brand of the same name was born.
Because of the original birth story, consumers have left labels such as safety, natural, and cosmeceuticals in their minds.
So after this brand landed in China, it occupied the majority of the Chinese cosmeceutical market.
Because this brand has given the hot spring town new life.
Thousands of miles away in China, there is a hot spring that has the same recuperative and healing effects, but its fate is completely different.
The spring cold brings bathing in Huaqing Pool, and the hot spring water washes away the fat.
Even if you have never heard of this poem, you should have heard of Huaqing Pool.
??Famous for its fragrant gelatin and moving stories, Huaqing Pool ranks first among all springs and enjoys the reputation of "the best imperial spring in the world".
The hot spring water remains at 43 degrees Celsius all year round. The water is pure and contains more than 10 minerals. It has obvious curative effects on diseases such as rheumatism and arthritis.
However,
?? What Huaqing Pool leaves to future generations is just a scenic spot that can be viewed, or it could be throwing a cold coin into the pool water and making a wish that no one knows
Many people can¡¯t help but proudly raise their heads and say to the French: Our spring water has no worse efficacy than yours.
But the French say, we have a brand.
Chinese people responded: Our springs also have stories.
The French still say: We have a brand
Yi Xiaohai clearly remembers that when he saw this article,
He also refuted the author.
Because he feels that although others have brands, we have history.
But as I grow older, I realize that
Brand is also a kind of history, and it is the continuation of history in modern times, which is around us.
For us, history is out of reach and can only be seen in books or scenic spots.
Many people can¡¯t help but ask, why is there such a difference?
Region? Cultural thoughts?
Yi Xiaohai doesn¡¯t know.
He only knows that foreign countries pay great attention to brands.
Almost every brand has an interesting and historical brand story to convey the brand concept and be deeply ingrained in the minds of consumers.
But what are China¡¯s local brands like?
¡°It¡¯s like many rich people who like to send their children to aristocratic schools.
They think that by doing this, they can become the so-called "nobles",
But many times, this is just the spirit of the nouveau riche. They have learned a certain thing, but they do not know the true connotation of nobility.
The same goes for brands.
It cannot be achieved overnight, nor can it be called a brand by advertising or holding conferences.
Brands need excellent products, good reputation, market recognition, and time.
But many Chinese companies don¡¯t understand.
Many people even foolishly sell their companies to foreign companies at low prices when the core value of the brand has been established.
Finally, a national brand disappeared.
 "These principles seem too pale in the management of Chinese enterprises."
Yi Xiaohai often talks about national brands, brand awareness, and brand value.
He hopes that his words are like a seed that can be planted in the hearts of more Chinese companies.
Don¡¯t expect to be accepted and valued by everyone,
As long as a small number of people realize the importance of the brand, it will be buried in their hearts.
And move towards the goal.
In the future, China will have more national brands going global
¡¡
He didn¡¯t know how effective Yi Xiaohai¡¯s speech would be.
However, there is one significant effect:
President Zhao of the Hotel Association found him after the meeting.
"Have a meal with me at noon"
As soon as President Zhao spoke, everyone around him cast envious glances at Yi Xiaohai.
"President Zhao, is this appropriate?"
Hotel industry conferences also pay attention to seniority.
It¡¯s like a seat issue.
Although it is also in the core area, it is relatively far back and is on the edge.
As for dining arrangements.
It is even more impossible for him to have dinner at the same table as Chairman Zhao.
Now that Chairman Zhao suddenly invites him, it means that he has to take over a position.
It¡¯s easy to offend people.
That¡¯s why Yi Xiaohai asked.
"Vice President Zhang is temporarily busy, so you can take his place"
President Zhao knew Yi Xiaohai¡¯s worries, so he explained.
"That boy would rather be respectful than obey"
"Okay, just come up with me, I just want to tell you something"
Yi Xiaohai¡¯s treatment was upgraded again, and he walked out of the venue side by side with Chairman Zhao, followed by big bosses in the hotel industry.
"Vice President Sun showed me a report on the future of China's hotel industry. Was it written by you?"
President Zhao arrived in Gusu last night, and Vice President Sun showed him Yi Xiaohai's report.
That report was very detailed.
By comparing domestic and foreign hotels, this paper analyzes the reasons for the lack of competitiveness of China's own brands, points out the current shortcomings of China's hotel industry, and ways to change it.
The report specifically pointed out the future development direction of China's hotel industry, how to segment the market, formulate rules, etc.
The content of Yi Xiaohai¡¯s speech comes from a certain paragraph in the report.
So President Zhao heard it.
"At that time, it was a bit embarrassing to show off a big sword in front of Guan Gong"
"The article is well written and the ideas are very clear, especially the analysis of the current situation of the domestic hotel industry, which is very in place and very inspiring for the work I want to do"
Chairman Zhao¡¯s name is Zhao Xi, and he has not been the president of the Hotel Association for a long time.
There are many problems in the Huaxia hotel industry, and he is also considering formulating more complete industry regulations.
But he didn¡¯t have a systematic concept, so the work couldn¡¯t be carried out
Yi Xiaohai¡¯s article undoubtedly gave him a good idea
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