As a key layout area of Huazhu Group in recent years, the importance of the South China market for Huazhu has become increasingly prominent. Recently, Orange Hotel 3.0 made its debut in Guangzhou, located next to Yuexiu Park, becoming the first Orange Hotel 3.0 in South China, and will continue to expand based on Guangzhou as a model. As Jin Hui, CEO of Huazhu Group, admitted, although the South China region is not a competitive market for Huazhu, after nearly two years of deep cultivation, a new situation has been opened, and now more emphasis is placed on "quality scale".
Implement the concept of Lehuo to the end
It is reported that since joining Huazhu Group for six years, Orange Hotel has rapidly developed from 77 stores to over 600 stores now, advocating for a "healthy and sustainable life" feature that is also in line with the current needs of the public. The newly unveiled Orange Guangzhou Yuexiu Park Hotel introduces the brand's concept of Le Huo and a healthy and sustainable lifestyle into the Flower City. From the first glance of design, you can already feel the vitality.
At present, with the rapid development of the mid to high-end hotel market and the sinking market, the position of Orange Hotel in the Huazhu camp is becoming increasingly important. Jinhui stated that Orange Hotel is one of the core brands for the future development of Huazhu, and will become an iron triangle that deepens into the market with Hanting and throughout the season.
Taking advantage of the opening of Orange Guangzhou Yuexiu Park Hotel, Orange Happy Run has also been launched in Huacheng. This is another experiment of Orange Hotel on the concept of "Lehuo" - inviting members, influencer fans, and ecosystem partners to immerse themselves in Orange's "Lehuo" lifestyle in the name of happiness. Nearly 500 runners not only took in oxygen and ran freely in the green Yuexiu Park, but also danced with music enthusiasts at DJ music parties swaying to the drums.
The Orange Hotel also set up an eco-friendly market at the event site, showcasing over 20 orange eco-friendly guest products such as the Orange "Support You" eco-friendly spine mattress, Orange degradable plant fiber slippers, Orange wood fiber toothbrush, etc. Regarding this, Yang Yaohui, CEO of Orange Hotel, stated that Orange Hotel's brand experience of "Le Huo" is in line with the contemporary trend of pleasing oneself and embracing healthy and sustainable life, presenting the meaning of the journey with a positive attitude towards life.
Revitalizing the brand to confirm market demand
Orange Hotel is one of the main mid-range hotel brands under Huazhu Group. After the first orange hotel 3.0 in China was launched in Tianjin, the average repurchase rate of customers reached 45% and the average rental rate reached 87%. As of November 17th, 112 hotels have signed and launched the new version of Orange 3.0 product. Yang Yaohui revealed that the Orange Hotel 3.0 new store will continue to land in multiple regions, including the South China market, which also confirms its rapid development momentum.
Zhou Guangming, the chief designer of Orange Hotel 3.0 and founder and creative director of Zhuzhou Space Design, stated in his analysis of the design concept that Lehuo is the core strength of Orange, and it is a healthy and sustainable lifestyle that is expressed from the product itself to every hotel item and eco-friendly material. In terms of design, the new generation Orange Hotel 3.0 focuses on orange, green, and earth colors as the main spatial tone, while exploring a healthy and sustainable lifestyle. For example, it has set up three special zones in the morning restaurant, including Carbon Water Happy, Bread and Coffee, and Low Fat Health, to meet the personalized dining needs of consumers. The hotel is also equipped with facilities such as the LeEco Fitness Running Room and LeEco Laundry Room.
The market also confirms the importance of revitalizing the brand. Liu Lanrong, a senior hotel partner at Huazhu Group, said, "The Orange Guangzhou Yuexiu Park Hotel is preparing to open in four months, and it will be fully booked continuously after five days of opening, which is something I didn't expect
A mature supply chain system lays the foundation for expanding mid range hotels
For Huazhu, headquartered in Shanghai, the South China market has always been an important sector for further exploration. Shen Yijun, co COO of Huazhu Group, also serves as the CEO of South China Company. Over the past two years, he has spent more than half of his time in important cities in South China, including Guangzhou and Shenzhen. Shen Yijun has his own considerations for the South China market. He believes that the South China market is vibrant and inclusive enough, which is very compatible with the positioning of Orange Hotel 3.0 itself.
It is reported that in terms of channels, Huazhu Club has over 218 million members and a huge independent customer network. Technically, "Huazhu Shopkeeper", "Robot", and "Yi Series" have improved the efficiency of full scene operations, providing efficient services for mid to high-end hotels, including Orange Hotel.
In addition, a mature supply chain is crucial in the process of revitalizing the brand. At the same time as the design is refreshed, the rapid transformation of the module has optimized the overall cost, making it more product competitive, and cost-effective in the mid-range hotel market.