(I wish you a happy Chinese Valentine's Day with couples. Singles and authors will refuse any form of dog food~O(∩_∩)O~. Today's chapter introduction has a lot of content, so you can choose to subscribe~, so there is no chapter. I wish you a happy weekend again. Should you hit a small umbrella, so as not to be happy to be a father~)

Yang Cheng read all the information about the Mediterranean Club, and instantly simulated countless plans in his mind. For example, after completing the privatization, 15-0 new hotels and resorts will be opened in the next year, striving to transform Country Z customer base into the second largest customer base of the Mediterranean Club. This is the only thing that France has given him a period of time to surpass France and become the largest customer base, which is not an unattainable goal.

However, the current development of Mediterranean Club in Country Z is not satisfactory, and is similar to the European and African business model. In China, Mediterranean Club still uses the old hotel renovation and leasing authorized business model to operate. It cannot be denied that this is a light asset strategy, but for Yang Cheng, who aims to the global tourism market, it is a bit of a drag.

Of course, in a new country, local characteristics must be considered and cannot be followed step by step. For example, in Country Z, it is difficult to obtain bulk land in China nowadays. This is an indisputable fact. Instead of doing resort hotel projects with slower funds to return, people would rather choose to do residential real estate, which is all money.

Most domestic hotels are built with shopping centers/residentials and acquire land together, which is unrealistic for Mediterranean clubs. After all, resorts cover a large area and generally choose to build them separately in beautiful places. Obviously, from land acquisition to construction, it requires a lot of manpower and material resources. Instead, it is better to expand rapidly with a rental operation model to gain brand awareness and make it faster and more effective.

As for the shortcomings, it is also obvious that leasing operations have also increased the instability of operating rights, and we must always face the crisis of owners taking back their operating rights.

Therefore, in comparison, it is better to spend some time to acquire the land by yourself and build it yourself. If you take a step back, even if it is not good, they can rent the property. With the current growth rate of land and property value in Z Country, you will definitely not pay.

Moreover, the positioning of the Mediterranean Club is very accurate, targeting the wealthy people in the middle class who have money and time.

In 20010, the Mediterranean Club implemented the "de-low-end" strategy. After entering the Z country market, the target customer group targeted the wealthy people in the middle class rather than generalized the middle class. Therefore, marketing was only aimed at first-tier cities with dense wealthy people.

Full-service, open bars, and more comfortable rooms are all the development trends of resorts under the Mediterranean Club in the future. Of course, there are also significant prices that have been provided. Regarding this strategy, Yang Cheng does not intend to change it, and will continue to carry forward it.

According to the information, in order to cater to the Z country market, the Mediterranean Club has made a lot of local investment and developed the sub-line brand Joyvie.

Since the current popularity of Mediterranean Club in China still needs to be opened, or it will take a long time to completely open the market, especially the newly emerging wealthy class, these consumers' needs from travel to vacation need to be cultivated, and domestic consumers have short annual leave, so Mediterranean Club has launched the sub-line brand Joyvie in China, that is, to develop sub-priced weekend surrounding resorts near first-tier cities.

Currently, resorts such as ZJ Anji, HB Changli and Changcheng specialize in short-distance vacation markets are under construction, and the first two are expected to be put into operation in the next few years.

Take the upcoming Anji Yijing Resort, which is about to open, for example, it covers an area of ​​606 acres and has a total of 00 rooms, including villas, with rooms starting at 888 yuan per room. The entry-level price is slightly lower than the typical Mediterranean club, but the total price of "accommodation + catering + experience project" is higher than the original one-price all-inclusive Mediterranean Club, which is intended to allow customers to improve their understanding of the resorts under the Mediterranean Club through comparison. In layman's terms, it is to cultivate a customer base with relatively friendly prices.

However, from the current perspective, the Mediterranean Club is far from being popular in China, and the market foundation needs to be developed, and there are many challenges in the development process.

First, other tourism companies are constantly snatching the leisure and vacation market in **, and the market share and brand awareness of Mediterranean Club are not satisfactory.

Taking high-end resorts as an example, Banyan Tree, an internationally renowned resort brand from Singapore, has built 14 resorts in various important tourist destinations in Country Z, and is already an important competitor of Mediterranean Club in China.

There are currently 14 Banyan Tree Resort Hotels in Country Z. Compared with the Mediterranean Club's heavy experience vacation, Banyan Tree's luxurious environment is more popular among the domestic middle and high-end professionals who "take a break from their busy schedule".

Second, the Mediterranean Club model has been constantly being learned from, and its model advantages have been further weakened. For example, Wucun, a subsidiary of U Town Tourism, also adopts a one-price and all-inclusive business model, and also has CCO (heartfelt cultural creator, similar to the G.O) service founded by ClubMed.

Although the Wucun project is not successful for the time being, the dual consumption model and mid-range price positioning are obviously more in line with the current consumption level of consumers in China Z.

In short, the leisure and vacation market in Country Z is indeed a big cake. Yang Cheng is ready to grab the largest share in this big cake. For this reason, he doesn't mind waving the capital sword and slashing at one enemy after another, such as Banyan Tree, a boutique resort hotel brand from Singapore!

Currently, it covers 6 boutique hotel brands at home and abroad, including Banyan Tree, Aman, Six Senses, Nude Heart, Bailian, Puli, Songzan, Hongxi Noya, Hanbilou, Huajiantang, etc.

At least in Country Z, at least so far, Banyan Tree's brand awareness is an unrivalled existence in all boutique resort hotel fields, and it remains firmly in the throne of NO.1.

In the past decade, this boutique hotel founded by Chinese Singaporeans has promoted the development and transformation of the boutique hotel industry, which is known for its lifestyle. The model that combines regional culture with vacation experience has deeply guided the thinking model of a generation of brand hotel management companies.

However, in the past two years, as the economy of Z country has entered a new normal and has shown an L-shaped trend, high-end boutique hotel models such as Banyan Tree and Aman have also suffered from the macro-economic slowdown just like the five-star hotel industry in Z country.

To this day, with the sluggish high-end consumption in China Z and the rise of middle-class consumption, a group of passionate, mid-range and more close to the market-oriented hotel brands are born like mushrooms after a rain. However, if Yang Cheng wants to fulfill her ambitions, she is afraid that this boutique resort hotel group with a market value of only about 100 million US dollars must be acquired.

Yang Cheng pressed the caller on the table and heard Su Su's pleasant voice, "boss~"

But when Su Su's words were asked to investigate Banyan Tree information, Yang Cheng remembered that Su Su was busy with a lot of work, so she simply said, "It's okay."

Sliding under his butt, he came to the side of his desk and searched Banyan Tree by Google. Unexpectedly, the search results on the first page were a plot in the American drama "House of Cards". There is an important scene in the seventh episode of the second season of "House of Cards", which tells the story of Frank sending chief of staff Doug to Country Z to conduct private contact and negotiate with an industrial tycoon to resolve the problem. The exterior of the "famous" tycoon's residence is taken from Banyan Tree in Yun Nanli River.

This Banyan Tree has a quaint and yet spiritual symmetrical door. From an artistic point of view, the left and right must be symmetrical. When you look at the middle line, compare left and right, like looking in a mirror, and match it with distinct Z elements, blue bricks on the vault, and flowing water in the small bridge. It is very consistent with the setting of the tycoon characters in the play. It has taste, connotation, but it cannot be lacking in texture and domineering. In a common saying, "low-key and luxurious have connotation". Many drama fans are also fascinated by this Banyan Tree Hotel in Country Z, leaving messages, wanting to experience it personally and live a Buddhist life in Country Z.

Of course, Yang Cheng is not only concerned with this simple thing. He sees it more profoundly. The reason why Banyan Tree can not only express its characteristics of China, but also conform to the aesthetics of foreigners is largely due to the general tone set by the founder and the brand philosophy advocated, that is, to create an elegant and romantic, vibrant and exotic vacation environment to provide customers with intimate physical and mental experiences.

It is also because the founders He Guangping and Zhang Qi'e and his wife were deeply influenced by Chinese and Western cultures. He Guangping was born in Xiangjiang and received international elite education since childhood. He completed his study experience from high school to university in Thailand, Wanwan and Stanford in the United States. After returning to Singapore, he worked as a newspaper reporter and served in the military;

His wife, Zhang Qi'e, graduated from the Department of Sociology at the National University of Singapore, and then continued to study in France to obtain a French degree. She also joined the French Embassy in Singapore to work as a translator.

When they were young, they traveled across Southeast Asia and Europe in a bohemian style. They took buses, ferries, and trains like locals, and observed the locals' food, clothing, housing, transportation, joy, anger, sorrow and happiness at all, and realized the differences between Asians' hospitality and Europe. The "Southeast Asian Wind" and "European Wind" further permeated their thinking and feelings.

Unusual life experiences allow them to have a thorough understanding of the consumer markets and cultural backgrounds of the East and West, and play a high role in the development of Banyan Tree. Yang Cheng has a deep understanding of this. When making products, you must first understand and experience them personally, otherwise you will never be able to make good products that are close to people's lives, and the same is true for hotels.

It is said that the times create heroes, but it is more appropriate for He Guangping and his wife to make "heroes create momentum". The vacation brand "Bani Tree" should be officially established in 1994. However, if we start from the acquisition of the "waste land", this insightful couple has been in the fortunate for ten years before 1994.

In 198, by chance, the couple came to Phuket and found a wasteland while walking after dinner. Even though they were abandoned tin mines, sewage flowed everywhere, and there were silt soaked in chemical substances, and there were no animals and plants to survive. However, the setting sun shone down, and the scenery was very beautiful. In an impulse, the couple actually chose a location for their first resort. They did not think carefully, did not develop and investigate, and did not have a strict business plan. Then they bought a whole hectare (500 acres) of land one after another.

After a complex and very expensive "rebirth" project, including covering thousands of tons of fertilizer-applied topsoil, adding chemicals to balance the pH of water to desalinate sewage, transplanting trees, cultivating flowers and plants, raising fish and shrimps, etc., the abandoned tin ore was transformed into a lively tropical paradise.

500 acres of barren land have become a huge Banyan Tree Resort. 17 independent Thai-style villas with good privacy are scattered among the beautiful gardens. Each villa has an open-air bathing pool and a small garden. Most villas also have independent spa pools. The entire resort is so large that it needs to be transported by a small car in the park. From then on, the time here has turned into a luxurious and romantic top-notch vacation.

It took ten years to turn the deserted abandoned tin mine into the flagship of Banyan Tree Hotel like a gold-spotted hand and it is also the world's first Banyan Tree. The Ho couple used their unique thinking to create a unique resort on Phuket, creating the ultimate vacation life atmosphere for customers, and successfully creating their own brand, and a brand that follows the traditional Asian style and always adheres to the environmental concept.

In just 0 years, Banyan Tree Group's brand has spread to seven countries on five continents around the world. Its four major industrial brands, "Banyan Tree", "Ansana", "Cassan" and "Yueyuan" were established in 1994, 000, 014 and early this year respectively.

Of course, all this cannot be separated from Banyan Tree’s ace ADP department. If every Banyan Tree is a work written by Ma Liang, then the "pen" that completes them must be their behind-the-scenes design team ADP. This department is directed by He Guangping’s younger brother He Guangzheng to provide design and planning for its hotel and resorts.

There is a saying among the loyal consumers of Banyan Tree, "The Banyan Tree is like wherever it is opened", which is also the credit of ADP. Sometimes it can even understand the local culture more than the locals.

ADP will not make its building complex appear abrupt. It is the design purpose of Banyan Tree. It is low-key but not simple, does not disturb the natural landscape, and is part of the landscape. It can make the original landscape more colorful, which is what they think is successful design.

The innovative sense of mission has also continuously made ADP repeatedly receive professional recognition in the field of design: from Thai fish scale tiles in Phuket, Middle Eastern Arabic furniture, red tile brick houses in Naxi, Lijiang, Jiangnan style small bridges and flowing water, etc.

Banyan Tree’s success is inseparable from their precise positioning. In Yang Cheng’s view, luxury is a personalized feeling, spacious space, high roof in the room, and a natural and clean environment outside. You don’t have to hurry up and relax, and you can enjoy the holidays.

Instead of the general impression of the general people, the large ceiling crystal lamps, precious murals, expensive furnishings and super bright lights in those five-star hotels, the luxury of Banyan Tree is more in line with Yang Cheng's philosophy. They are more about "romance", a relief from the freedom of consciousness, and an intensive and artistic life. When high-tempo urban guests check in Banyan Tree, they experience more of a culture, where they can walk comfortably and feel the tranquility and distance.

Looking through the exquisite photos of Banyan Tree Resorts around the world, Yang Cheng became more and more moved. He felt that this was a travel model he wanted to create. He took his own airline flight to his resorts around the world to enjoy a wonderful vacation.

He found that as long as he acquires Banyan Tree and adds the Mediterranean Club that focuses more on experience, the envisioned tourism ecological chain can be built instantly.

Banyan Tree and the Mediterranean Club are quiet and moving, meeting the different needs of customers and consumers. If you want to calmly slow down your time and spend a leisurely vacation, Banyan Tree is the best choice. At Banyan Tree Resort, you can not only enjoy the ultimate natural scenery, but also enjoy the most considerate service, so that guests can truly let go of themselves in Banyan Tree without thinking too much, just stay at peace.

To this end, in addition to carefully training employees, Banyan Tree Group, as a manager and an operator, will require the service fee to be returned to the employees when signing a management contract. This is the factor that can really stimulate employees to work hard and be serious. In general, in Z Hotel, all 10-15% of the service fee is obtained by the owner.

On the computer screen, pictures of Banyan Trees from all over the country are played in the slide mode. Yang Cheng leans on the boss’s chair, rubbing his chin and enjoys quietly. Banyan Tree Lijiang uses local colorful stones and Naxi gray bricks with energy-saving effects; the rooms of Banyan Tree Shangri-La are rebuilt with beams and pillars of Tibetan houses, and the interior is decorated with a strong Tibetan flavor;

There are also various poetic experiences that express romance to the extreme. Just imagine in the spacious traditional courtyard of the villa, the outdoor stone jacuzzi looks particularly romantic under the night.

In the warm season, guests can soak comfortably in this pool water, enjoying the stars all over the sky, and the artistic conception of "white dew is born in the jade steps, and silk stockings are invaded for a long time at night; but they are under the crystal curtain, looking at the autumn moon in a delicate way".

In addition, for some guests who are willing to think, while experiencing this ultimate romance, you can also feel the local cultural characteristics through Banyan Tree and reflect the historical precipitation, because each Banyan Tree strives to express the most natural landform, natural environment and cultural conditions in the local area. From architectural style, garden design, to interior decoration, and landscape sketches adopt local characteristics in large quantities. You can get a lot of money when traveling and vacationing at a time. Such advanced and philosophical concepts are deeply loved by Yang Cheng.

He slapped the table hard and got it done.
Chapter completed!