Wedding hall competition has entered a saturation period, the trend of scene homogenization is inevitable, the existing market balance is likely to be broken, how can the wedding hall break the game in advance?
This article is written by Yao Hui, special writer of Marriage Industry Observation and D+ operation team
In 2021, maybe you're still on the sidelines, but most people are already in the game.
In 2022, parts of China entered the industry saturation period, and the wedding hall market entered the tail end of the 3.0 era.
The existing market balance is likely to be broken, the industry's standards and customer needs may produce new breakthroughs, how to break the game in advance to find the differentiation of industrial products? Wedding hall investment needs to be considered clearly.
Wedding halls have passed the stage of creating a scene that can lie down and collect money, even in the sinking market, the quality of the banquet scenes they show is not low, and because the market price is low, the quality of the scene is lower than that of most wedding halls in first- and second-tier cities.
The trend of homogenization of the wedding hall scene is inevitable, and the competition of the wedding hall has entered a saturation period, and if your wedding hall does not have core competitiveness, it is difficult to survive in the market.
So what is the core competitiveness of the wedding hall?
1. Advantages of property conditions and location
2. The whole process of marriage experience
3. Food production
4. Guest experience and interaction
These core competitiveness should be considered for design in the early stage of hotel construction, rather than forming brand recognition and then changing, once the market cognition is formed, it is very painful to change it later.
At the beginning of the birth of the new banquet product, it is necessary to consider the experience structure of the product and undertake the needs of the customer group from online information links to offline experience.
What does the future of the wedding hall look like?
The wedding hall of the future will be a form of expression of new life and a concentrated display of new experiences.
The future venue of the wedding hall, which emphasizes the sense of experience as the main body, will be the fashion benchmark of the new life.
What exactly do wedding hall clients need?
Wedding hall customers are adventurous, relatively lazy, and experience-seeking. Clients need to turn the original complex and long-term marriage preparation into an image display of a certain stage of their life.
The wedding hall can show your new attitude and way of life to your newlyweds and guests through the wedding preparation process and wedding scene, and you can generate soft links to related products. This link must be shown through your interaction and expression, not a hard link to the product in the package or service.
The link between the wedding hall and the trend, lifestyle, and sense of experience must have a strong space to dig into. Wedding halls can become a way for ordinary people to link with fashion, and no one will refuse the pursuit of beauty, depending on the way the products are linked.
Weddings can be transformed from the original social needs into personal lifestyle expressions and displays.
The wedding hall must be diversified in the display of wedding forms. Diversified venues, scene displays + customized wedding needs, or in fixed scenes, the display of the couple's story must be differentiated.
In the same scenario, how to show people's emotions through the design of the process, the packaging of language, and the use of audiovisual functions to form a link between people.
From a marketing perspective, the story and brand tone of the wedding need to form customer cognition. Customers recognize the brand culture and brand views you convey, and form the brand's multiple communications through the display of the lifestyle brought by the brand at all stages of marriage preparation.
As a low-frequency and long-term format, the wedding hall can create a new experience at every point of contact with customers.
For most people, when choosing to get married, they don't know much about the entire wedding industry. The concept of a wedding comes from the wedding form displayed by friends around you.
What the wedding hall has to do is to break the wedding experience, through each wedding to give the guests on the scene a new wedding feeling, to form a local market higher than the industry standard customer experience. So that your wedding hall in addition to the hardware differences to produce cultural differences, through the wedding hall to create a wedding customer experience, the formation of a moat between you and the competition.
How to do a good job in the content and cultural output of wedding hall products will be one of the directions of later development.