The Pentium Era - South to North

If one person fills up a glass of wine, the half bottle of Wuliangye will be gone. Liu Ligan looked at Zhang Chen and teased him:

“Mr. Zhang, can we talk about ‘Renjia Travel’ now?”

"If you fart, hurry up." Zhang Chen said.

Liu Ligan laughed loudly and said, "Okay, I'll let him go. It stinks."

"I think our positioning is wrong, and there is another resource that has not been fully utilized." Liu Ligan said. Zhang Chen looked at him and waited for him to continue.

Liu Ligan said: "Don't think that I went to Shanghai just to meet Huang Meili. No, Huang Meili just met by chance. In the past few days, I went to several B\u0026Bs in Hangzhou and Shanghai to see them. After the Spring Festival holiday, Shanghai Many of the B\u0026Bs in Hangzhou are booked by your original VIP members of "Liyu Customization", and they are members from other places.

"I also looked at the booking situation, and then there were a lot of bookings with the same situation. I also listened to the feedback from the waiters. They told me that these people felt very good about our B\u0026B. They They really approve of our business model.”

"What do you want to say?" Zhang Chen asked.

"This part of the resources is the resource that we have not made good use of. Do they only have demand in Hangzhou, Shanghai, Beijing and Sanya, but not other places? Apart from these places, they have no need to go to other places. ?

"No, there will definitely be. The reason why they will not choose our B\u0026Bs in other places is that we have not built them well, and we have not been able to provide products corresponding to their needs in other places. Internally, we The products in Beijing, Shanghai and Hangzhou are high-end, but not in other places. They are not to their liking, so they have no reservations.

"Moreover, your 'Liyu Customization' only operates in three cities. If you expand it nationwide, how many customers are there like 'Liyu Customization'? These people are our target customer group. We originally designed It is determined that B\u0026Bs in Hangzhou, Shanghai and Beijing are high-end, while in other places they are mainly targeted at self-driving tourists and backpackers. This goal is completely wrong.

"We should target all our homestays at high-end customers like 'Liyu Customization', rather than self-driving customers and backpackers. Although many of these customers will also drive their own cars, they Compared with general self-driving customers and backpackers, they are completely two types of customers.”

"What's the difference?" Zhang Chen was drawn into this topic and couldn't help but ask.

"There are many differences. Come on, listen to me."

Liu Ligan raised his glass as he spoke, and Zhang Chen also raised his glass. The two sat on both sides of the conference table. They were too far apart, so there was no need to clink their glasses. The two then took a sip of wine, as if making an appointment. Okay, so I only took a small sip, and now we have to talk seriously.

"Self-driving tourists and backpackers are mostly young people. To do business with them, we must rely on platforms such as Ctrip and Qunar. This group of customers has two characteristics. First, our pricing cannot be too high, which is too high for them. I don’t accept it. We are not the only B\u0026B in every place, and there is nothing special about us.

“Moreover, our original positioning was just to provide them with a place to sleep at night, which is no different from ordinary hotels. Our prices are too high, so they might as well just stay in a hotel.

"Another characteristic of this group of customers is that they travel very intensively, mostly during holidays, especially festivals like May 11th. They travel together in a concentrated manner, but we are just a B\u0026B. Every place is generally There are only five or six rooms. Like the one in Qiandao Lake, there are only a dozen rooms. They are full every day. How many customers can it get?

"At this point, we can't compare with ordinary hotels. We are using our shortcomings to compare with other people's strengths. They can eat for several months during one holiday and they have many rooms. We can't. We can't. With so many rooms, the only way is to increase the selling price of each room, and if we increase the selling price, we can play to our strengths.

"We have few rooms. We only need a few customers or even one customer every day to fill up our entire hotel. Look at those five-star hotels. The price of the same hotel ranges from a few hundred yuan to several thousand yuan. Those rooms worth several thousand dollars are occupied every day. Why? There are just such customers and they have needs. What we have to do is attract them.

"Let me imagine that these customers are the members of your original 'Liyu Customization'. No, the scope is wider. It turns out that your 'Liyu Customization' is mainly female. We are not limited to entrepreneurs, High-income people, as well as people in the entertainment industry, including corporate customers.

"This group of customers has free finances and free time. They do not choose to travel intensively during holidays, but travel when they need to, or when it is convenient. In addition, these customers pay more attention to privacy. Hotels They don't want to go to the hotel, so it's a good idea to go to our B\u0026B.

"It doesn't matter if they are going on a fucking tryst, taking their mistresses with them, discussing program scripts and projects, holding board meetings, or just simply wanting to be quiet, there are always so many people everywhere, every day. Just a few people, not too many, are enough, and they can fill up our B\u0026B.

"For them, a room costs several thousand yuan a day, and a house costs tens of thousands a day. It's no big deal. If you, Zhang Chen, take the directors of your half-acre field to hold a board meeting and spend hundreds of thousands, you Do you care? Or if you take a girl, for example, let me say, if you take a girl for a tryst for a few days and spend hundreds of thousands, will you care? You definitely won't care, right?

"This is what we, Renjia Travel, have to do. We have to level up our standards within ourselves, so that all B\u0026Bs in other places can be on par with those in Beijing, Shanghai and Hangzhou. We can also introduce membership system……"

"Wait, wait, can this be the same? Can you make every place on the same level as Beijing, Shanghai and Hangzhou?" Zhang Chen interrupted Liu Ligan and asked.

"Why not? We have this condition in terms of hardware. Each of our B\u0026Bs has its own characteristics and is carefully designed by our Zhangda designers. Can this be compared to other B\u0026Bs? As for the facilities inside, You also know, how much more will it cost? We can definitely achieve it." Liu Ligan said.

Zhang Chen thought for a while, and he felt that it was not difficult to achieve this in terms of hardware. In terms of comfort, these newly built B\u0026Bs would be more comfortable than the old houses in Hangzhou, Shanghai and Beijing. After all, these old houses have to endure The influence of the original house structure is a bit difficult to use.

These newly built B\u0026Bs do not have this shackles. They only need to make adjustments in details, such as reducing the number of rooms, increasing the area of ​​public areas and rooms, etc.

"But what about the software? How will the service and catering keep up?"

Zhang Chen asked, it is true that the target customers Liu Ligan mentioned need privacy and comfort, but you don’t even have food to eat. If people want to eat something good, they need to go to a nearby town to eat. Without the hotel they need, how can you talk about privacy and comfort?

"Haha, this is my Master Liu's pioneering work." Liu Lipole said proudly, "Just listen to my explanation... By the way, tell me first, do you agree with what I said before? Customer segmentation?”

Zhang Chen said: "Okay, I agree. As far as the B\u0026B itself is concerned, it does not need to follow the popular route. The B\u0026B of 'Renjia Tourism' can be positioned as a luxury product among B\u0026Bs. I have done this before. No, I haven’t seen the clothing in our half-acre field. Now the output and sales are getting less and less, but the money we make is more?

"I used to make a profit from selling three pieces of clothes, but now I make half a piece. This is the advantage of making high-quality products. We work hard from fabrics and accessories to pattern and workmanship. It is not easy for others to learn from it. Even imitations cannot be copied. Good fabrics and auxiliary materials that cannot be found in the market, they are all customized by us. The same goes for good workers. They are trained and cannot be achieved overnight.

"But making high-quality products is a systematic project. You can't say that you use accessories from the East Station Commodity Market on your clothes and still dare to call them high-quality products. The same goes for B\u0026Bs. You don't mean high-end, it will be high-end immediately. Yours The supporting facilities and services must be worthy of this positioning and make customers feel that they are worth their money.”

"Of course, we are an enterprise. How can we get far by cheating?" Liu Ligan said, "When Liu built a house and sold it, the price was more expensive than others, but who doesn't admit that my price is reasonable? Yes, it’s the same with a B\u0026B. It’s expensive, and it has to be reasonably expensive. Not only the hardware must be first-class, but everything else must be the same.”

"Stop talking nonsense and talk about the key points," Zhang Chen said.

"Okay, here comes the important point." Liu Ligan said, "In each of my B\u0026Bs, I only arrange for one permanent staff to stay, and the other staff are floating."

"What do you mean?" Zhang Chen asked.

"I will establish a service center in the group. The service center will be composed of two people, chefs and waiters. The chefs can cook Cantonese cuisine, Chaozhou cuisine, Shandong cuisine, Sichuan cuisine, Hunan cuisine, Huaiyang cuisine, etc., etc., etc. There are chefs from all cuisines, and if the customers need or want to eat any cuisine, I will temporarily assign chefs there.”

Liu Ligan said, and Zhang Chen's eyes lit up. Yes, this is a good idea. This service center is just like the central kitchen of Liu Bang, the great ancestor of the Han Dynasty. However, their central kitchen distributes semi-finished products. This service In the center, people are branched out, and different people are provided according to different customer needs.

Zhang Chen understood almost immediately what the waiters in the service center were like. There are also different forms of waiters. If you are going there to hold a seminar or board of directors, you can send a waiter who is good at business services and bring office equipment. She Can help with typing, copying and binding to provide conference services.

If you are a client going to recuperate, send a waiter who is good at health massage. If you need someone to talk to you, send a waiter who is compatible with you and has expertise in a certain field to chat with you every day. Your words are very speculative.

Zhang Chen told Liu Ligan his thoughts. In a word, both chefs and waiters can be customized by customers, right?

Liu Ligan slammed the table and shouted: "Bingo, all wins! How about we start a 'people's travel industry' like this?"

"Okay." Zhang Chen thought for a moment and then said: "Okay, I now believe that Huang Meili didn't let you get carried away."

Thank you Captain Jim, Puo Xiaofan, Get Revolver, ﹉Love Purple﹉, End Hao for your monthly votes! Thanks for all the votes and reading! I wish you a nice weekend!