On April 11th, the "Modern Slightly Drunk and Exquisite Crystal" Crystal Brand Tasting Meeting was held at the Orange Crystal Beijing Fengtai Railway Station ABP Hotel. Focusing on the development status of the mid-to-high-end hotel market, this tasting discussed in detail the investment opportunities, brand concept and future prospects faced by Orange Crystal, and brought a comprehensive and professional investment reference to the guests.
From the launch of the new Orange Crystal 2.0 to becoming the first mid-to-high-end brand of Huazhu, Orange Crystal is constantly being recognized by more consumers and investors. As of April 12, 2024, the number of hotels in operation has reached 194, and the number of stores will soon exceed 200.
Cao Juan, CEO of Huazhu Group North China and CEO of Mid-to-High-end Hotel Division, said in her speech: "Orange Crystal 2.0 is an ingenious product created by Huazhu based on the research on consumer needs and preferences, as well as the development trend of the hospitality market in recent years. As the No. 1 brand of mid-to-high-end hotels in Huazhu Group, we hope that Orange Crystal can be more suitable for every investor in terms of product quality and operational capabilities. ”
Picture: Cao Juan, CEO of Huazhu Group North China Company and CEO of Mid-to-High-end Hotel Division
The mid-to-high-end market is promising, and the orange crystal card is a high-quality business travel
Nowadays, driven by the consumption segmentation and the rising demand for business travel, the mid-to-high-end hotel market has a lot to offer. "Looking at the current market in China, budget and mid-range hotels account for the majority of 80%. Less than 20% of hotels above the mid-to-high-end level mean that the market has huge room for growth. Huang Huixing, senior vice president of the development of the mid-to-high-end hotel division of Huazhu Group, said that the next stage is the dividend period for mid-to-high-end hotels.
Pictured: Huang Huixing, Senior Vice President of Development of Huazhu Group's Mid-to-High-end Hotel Division
The promising mid-to-high-end hotel market is becoming increasingly competitive. Among them, Orange Crystal, which integrates the perfect balance of modern aesthetics and functionality, is moving towards a longer cycle of the hotel industry with strong brand, product and operation power.
The new Orange Crystal 2.0 has always emphasized quality business, hoping that business travelers can feel the pure effect of the whole space. There is not only a design evolution that conforms to the aesthetics of the times, but also an experience upgrade that meets consumer needs.
In the Crystal 2.0 version of the room, a lot of original designs have been added, such as: the bathroom space adopts a combination of competition and cooperation, so that the bathroom feels larger and more comfortable. New Crystal is also well versed in the art of "service blank", from the "sense of belonging" greeting of a cup of user's own hand-poured coffee, to the nuanced "sense of companionship" insight of the night servant incense set, to ensure that guests can get the best rest in the room.
Pictured: Orange Crystal 2.0 room
On the basis of the standardized 18 crystal services, 18 crystal characteristic services and fields have also been added, including music, whiskey DIY, whiskey tasting, cocktails, late-night canteens and other personalized services. Through zero-waiting, zero-stay and efficient services, combined with crystal temperature brand services, we give consumers a better experience. In the future, we will further accelerate the response to customer needs through more digital means.
Pictured: Orange Crystal 2.0 lobby
Zhu Meiping, Director of Product R&D of Huazhu Group's Mid-to-High-end Hotel Division, said: "Orange Crystal 2.0 hopes to provide guests with a quiet and comfortable space, redefining the travel life of modern urbanites. At the same time, in order to better meet the new changes in the market, Orange Crystal will launch version 2.5 of the product with modern business as the keyword in 2024, adding all-day dining, banquet halls, restaurant private rooms, cloakrooms and other functional spaces to enhance customer experience. ”
Picture: Zhu Meiping, Director of Product R&D of Huazhu Group's Mid-to-High-end Hotel Division
The advantages of the supply chain are highlighted, and the investment value is empowered by intelligence
The other side of creating the ultimate "modern aesthetics" experience upgrade is also indispensable for the new crystal to control operating costs more accurately. In terms of preparation costs, Orange Crystal Hotel relies on Huazhu's supply chain system to weave a reliable "investment safety net" for investors. Thanks to the advantages of Huazhu Group's "modularization + centralized procurement and price reduction", the average cost of each room of Orange Crystal 2.0 Hotel is controlled at about 160,000 yuan.
Chen Xiaowei, senior director of supply chain of Huazhu Group's mid-to-high-end business department, said: "Huazhu's supply chain system has not only been helping investors to do a good job of 'face', but also working hard for 'lining', from bedding in the public area to independent packaging of toothpaste, all of which stand on the scale of nearly 10,000 companies in the group to save costs for investors." Since last year, we have begun to establish a mid-to-high-end supply chain, and its supply chain will definitely be based on standardized personalized delivery in the future for mid-to-high-end hotels such as Orange Crystal and Manxin. ”
Pictured: Chen Xiaowei, senior director of supply chain of Huazhu Group's mid-to-high-end business unit
At present, Orange Crystal Hotel adopts the industrial standard modular production method to realize the unified customization and installation of factory products, shorten the construction cycle, and greatly reduce labor costs. With the empowerment of Huazhu's intelligent system, the person-to-room ratio of Orange Crystal has also been controlled from about 0.35 to 0.2 now, further reducing operating costs.
It is not only to ensure the quality and stability of materials and the high-quality landing of products, but also to provide services to investors. Liu Bo, Chairman of Huazhu Group's North China Hotel Partner Committee, said: "Huazhu's empowerment of franchisees can be said to be obvious to all, and before doing each project, Huazhu will send a special project leader to discuss with us, and conduct all-round evaluation and prediction according to the property, rent, surrounding conditions, etc., so that as an investor, you can also clearly understand your own return cycle." ”
In fact, with the blessing of brand power, product power and operation power, Orange Crystal is developing rapidly with a steady attitude. Huang Huixing prospects: "As the first brand of Huazhu Group in the mid-to-high-end, Orange Crystal has 194 stores nationwide, and the number of contracted stores has approached 320. The company plans to open 750 stores by 2025. ”