For many hotel brands, affected by the COVID-19 epidemic, 2020 is a big test: how to live, live well, and live with attitude? At a time when many brands are in despair and shutting down, Xi'an, a first-line brand in the mid-end hotel industry, has welcomed a wave of "rising", demonstrating extreme resilience, brand vitality and competitiveness.

May 26 is a double happy day for Xana Hotelle, a fashionable light luxury cross-border boutique hotel brand owned by Jinjiang China. It is not only the fifth anniversary of the brand's launch, but also coincides with the opening of 400 stores in Xana Hotelle. A good time to sign more than 700 stores. Hope has entered the first echelon of China's mid-end hotel market with a cutting-edge hotel attitude, faster than most of its peers, and the youngest attitude! Over the past five years, Coast Hotel has been constantly innovating and innovating with its strong creativity, occupying the minds of consumers with its strong operating strength, highly communicable brand power and high industry evaluation. Hope uses "Love, Live Now" as its annual dissemination Slogan in 2020, striving to pamper its unique IP in the beautiful life circle, constantly tempering and optimizing the online and offline integration model, and recreating high-quality social, safe and secure in the cloud. Exquisite products and unique values. Pamper yourself, go to the coast, feel a little lucky, start to pamper you, and enjoy it at the Yuntai Life Aesthetics Museum.

Sharp: Xi'an leopard is unstoppable

What is a brand's attitude? At present, most of the top mid-end brands are still business-oriented. In contrast, Coast's hotel attitude is not to be a niche brand that pursues personalization, but to combine personalization and development speed. Exquisite, attitude, art and creativity are Xi'an's strategy.

This elegant and wild, yet stubborn, daring, full of speed, explosive power and a strong enterprising spirit to face goals is called "leopard culture" in Xi'an: it not only maintains Xi'an's unique personality and tonality, but also has a faster speed than the market, turning personality into mainstream.

Coast Hotel, one of the fastest-growing brands in mid-end boutique hotels, won the Maidian Brand Upgrade and Innovation Award, Tourism and Accommodation Industry Hotel Innovation Brand of the Year No. 1, Hotel Gaoshen China's Most Popular Hotel, China's Hotel Industry Golden Eagle Award Outstanding New Brand, China Hotel Industry Golden Eagle Award Development Achievement Award, etc. With its favored differentiated concept and brand positioning, it has become the brand at the forefront of development speed in China's hotel circle.

May 2020: A total of more than 700 contracts were signed and more than 400 stores were opened

December 2019: The 300th store, Xi'an Hotel, Guangzhou Jiahe Wanggang Metro Koushi Eighth Hospital Store, officially opened, and Xi'an's total global projects have reached 650

June 2019: Won the Asian Influential Brands Festival, Asia's Best Return on Investment Hotel Brand

May 2019: A total of 500 stores were signed, 200 stores were opened, and the scale of 200 stores was entered

December 2017: A total of 100 companies were opened and 260 companies were signed

May 26, 2015: The first Coast Hotel opens in Shanghai

October 30, 2014: Xi'an's first contracted project was in Shanxi

July 2015: Coast Hotel was established

Symbiosis: "5" Winning Business Model

Before joining Plato Group to create Coast Hotels, Lu Siyun Shallen served as the marketing director of P & G Greater China. Lu Siyun once said that her seven years of working experience at P & G had built the foundation of her thinking. Later, when founding Coast, Lu Siyun did not completely follow the hotel's business model, but spent a lot of effort to develop the brand, which happened to be what P & G is good at. In this market environment dominated by personalized consumption, establishing long-term emotional communication with consumers is an essential skill for brands. This means that brands are bound to occupy the social circle of young people and even encroach on their "minds" in a more open and diverse form of interaction.

"The innovation of Cloud Attitude Life Aesthetics Museum has achieved a 5-win situation from a commercial perspective." said Lu Siyun Shallen, founder and CEO of Coast Hotels. First, the "win" lies in the fact that users on the C-end can come into contact with some niche domestic brands and enjoy advantageous discounts. Second,"Win" is a partner of Hope. Currently, some big KOL companies have high barriers to bringing goods and high costs. It is basically difficult for niche entrepreneurial brands to show opportunities. However, the Cloud Attitude Life Aesthetics Museum provides these entrepreneurs on the road., created an opportunity for exposure. The third "win" is to create a "sideline" for Hope's employees. Employees can get corresponding commission rewards when selling products, which enhances employee stability to a certain extent. The four "wins" are of course that for Coast brands, this innovative model can enable Coast to have a more flexible and diverse business model. The fifth "win" is the franchisee. For franchisees, the Cloud Attitude Life Aesthetics Museum is an enabler of online traffic, giving franchisees more diversified profit models.

The Hope Attitudes Life Aesthetics Museum has always been built based on offline channels. In 2020, Hope radiated this IP creation model and ecosystem to the online, and used the concept of "cloud" to enjoy space to create a cloud attitude Life Aesthetics Museum. The online "cloud" enjoyment space is not limited, nor is it affected by offline implementation. It is more extensible, expands the audience and customer base, and achieves a fully enclosed experience online and offline.

The traditional new retail model is imprisoned under a single-brand traffic pool, which places extremely high requirements on the scale of the enterprise and the speed of expansion. If a company spends a lot of money to achieve online and offline access, but finally finds that the speed of expansion cannot keep up with the cost loss, which will be fatal for the enterprise. Therefore, the Xiamen Cloud Attitude Life Aesthetics Museum will first open up tens of millions of online and offline traffic on the coast, and then realize the interconnection of the traffic pool through cross-border brand cooperation, creating the first batch of seed users. Then, through the fission of seed users in the self-media of their respective brands, we will continue to inject purchasing power traffic into the Cloud Attitude Life Aesthetics Museum.

Cherish fate: IP in the aesthetic life circle of "pampering oneself"

Compared with crazy fans and brainwashing, Hope's focus is on nourishing the mind, becoming connected with users, and co-linking with industry partners. In this market environment dominated by personalized consumption, establishing long-term emotional communication with consumers is an essential skill for brands. The Hope brand ultimately wants to lay out a self-pampering ecosystem with Hope as the center. Self-pampering, self, and attitude are the core labels of this group of people's minds, and more IPs related to self-pampering will be horizontally expanded for this group of people's minds.

The Coast brand itself represents an original national trend brand. The current Coast Hotel is evolving from a single hotel brand to a major IP of high-quality life aesthetics in the hotel industry. Coast is not just a hotel, but may be a fast-moving consumer brand, a spa, and a fashion consumer brand. Hope proposed the concept of the Attitudinal Life Aesthetics Hall, turning the lobby into an area with various attitudes. In the Attitudes Life Aesthetics Museum, different Xi'an attitudes are created into different areas, such as "Dare" and "Dare Bar". Here you can experience a new cup of tea and experience the experience of not adding calories to your body but being brave. The pleasure of being arrogant once;"stubborn" has been created into the art area of Xi'an totem, where you will see a huge high heel shoe, as if you can conquer the world by standing on high heels;"Change" is built into a cross-border experience area for beauty industries, where you can dress up at any time to cope with different occasions;"Water" is built into a reading area where you can enjoy a baptism of knowledge;"Inevitable" is built into a huge perfume wall, customized your exclusive fragrance based on your label.

To sum it up simply, Xi'an "put a bed in an attitude life aesthetics museum."

As a fashionable and luxurious cross-border boutique hotel, Coast Hotel brings high-quality experiences and services that traditional hotel chains can not provide. One of the changes that the epidemic has made to the industry is that it has accelerated certain trends. Coast has launched IP stores in the past few years, and launched Coast 3.0 in January this year, hoping to better meet the personalized needs of consumers. This epidemic will accelerate this trend. Lu Siyun, founder and CEO of Coast Hotels, said that short-to-medium economic fluctuations affect business travel, so she is optimistic about personalized and even niche demand, and the outbreak of personal demand in the later stages of the epidemic will drive the hotel industry. Hope's latest release of version 3.0: Fashion, more fashionable attitude life aesthetics museum. Exquisite, more exquisite French lines. Comfortable, more comfortable multi-function suite. Xi'an 3.0 has made systematic adjustments in terms of color, material and lighting, highlighting the perfect combination of points, surfaces and lines, creating a perfect combination of physical structure and art form, increasing visual impact, and highlighting the elegance and style of Xi'an Hotel. The lobby of Coast 3.0 is mainly Coast blue. It uses large areas of white walls, creamy gray sofas, and combines fashionable design decorations. Coast Hotel's IP derivative products display makes the entire space more light and luxurious retail atmosphere, turning the hotel lobby into an attitute life aesthetics museum. The Bay 3.0 guest room design integrates Bay's brand culture with modern aesthetics, blending elegant lines and simple color combinations with French style, which is more in line with international aesthetics. The design of the Xi'an 3.0 bathroom follows the light-colored French style. The pure walls echo the simple structure of the washbasin and Meiguang mirror. The built-in ceiling light strip, like natural light entering the room from the ceiling, is suitable for the ultimate pursuit of refined life. attitude of you.

Comment: Shallen, founder of Coast Hotel, leads the transformation of the industry through live broadcasts

Hope is a stubborn brand that can always find upward strength in adversity. Faced with the COVID-19 epidemic, Coast has accumulated more online assets for the brand and strived to operate online traffic well. Accumulate more online assets for the brand and strive to operate online traffic well. Coast Brand initiated regional live broadcasts for all employees, built a communication matrix for brand live broadcasts, and established an effective and long-term implementable communication position.

Recently, Lu Siyun Shallen, founder and CEO of Coast Hotel, launched a live broadcast, and his "Shallen's Sifang Talk" has become the latest IP. Coast Hotel has made high-profile use of its own Internet attributes to start live broadcasts in the hotel industry. As the epidemic was brought under control, the country began to promote enterprises to resume work. Lu Siyun Shallen, founder and CEO of Coast Hotel, took the lead in launching an online celebrity live broadcast and launched an online live broadcast event aimed at consumers staying in the hotel with peace of mind: "Beautiful CEO Live Broadcast Sleep in the Cloud". Through the CEO's perspective, we bring the public watching the live broadcast into the coast of the epidemic, solve the public's doubts, and bring the deepest impression to consumers through a strong sense of substitution and on-site experience. In addition, there is also a live broadcast event for investors to watch projects online: "Coast Hotel Online Investment Experiential Salon". In order to congratulate the first Coast Hotel that opened under the epidemic, the brand also provided a live broadcast experience of "Coast Cloud Opening under the Epidemic". The CEO anchor went to the live broadcast of the opening, personally led fans to visit the store, and continued to make calls online for the sale of houses in his own stores!

Lu Siyun, founder and CEO of Coast Hotel, personally brought goods to the first live broadcast-"I don't sell goods, I only sell CEOs!" The live broadcast event has a cumulative view of 10.981 million, covering 14 live broadcast platforms, including live broadcast portals, video portals, news portals and their respective media platforms. This live broadcast also means the online opening of the Xianyun Attitude Life Aesthetics Museum, integrating online and offline resources into a sales platform that can gather major domestic brands. With the further development of this platform, Lu Siyun also shouted during the live broadcast to welcome more sentimental domestic brands and personally endorse this domestic original brand!

Xi'an has an elegant posture in the hotel industry, calmly and steadily implementing its hopes and dreams. As a light-asset company, Hope 'an has maintained its cutting-edge business sense since its founding and has been able to continuously adjust itself according to the current economy to adapt to or even advance innovative business transformation. The flexibility of this asset-light business model has allowed many investors and franchisees to Hope's high ability to resist risks in this crisis, and said that Hope's brand has a promising future. Hope chose to quickly open up a new business model: use existing fan traffic, community resources, offline traffic, etc. to quickly create new profit points. During a period when the industry was crying for surrender, Coast brands quickly smelled new business opportunities, created a business model that adapted to the social economy, and rapidly transformed.

On the occasion of its 5th anniversary, Hope launched the theme activity of "Love, Live Now". Lu Siyun Shallen, founder and CEO of Coast Hotel, hopes to use Amway's attitute lifestyle social circle and use the "cloud sharing" model to provide young people on the road with a light and luxurious quality pampering life: in fact, high-quality life can not be so expensive, live now, live well.