During this year's Spring Festival holiday, ice and snow tours have become a tourist highlight in various places. Snow resorts in Chongli, Jilin, Xinjiang and other places in Hebei Province are welcoming visitors. Judging from statistics from various places, although this snow season is not yet over, the ski resorts have already delivered an eye-catching answer sheet. For those in the ice and snow industry, this "report card" means new longing and expectations.

The "Beijing 2022 Winter Olympics and Winter Paralympics Post-Games Legacy Report" released this month revealed that the total scale of China's ice and snow industry was 270 billion yuan in 2015, increased to 600 billion yuan in 2020, and is expected to reach 1,000 billion yuan by 2025. 100 billion yuan.

Binyue Hotel deeply grasps market opportunities, forges ahead, seizes future tracks, officially enters the trillion-level health sports industry, launches the first shot of the big health sports hotel chain brand, builds a domestic innovative big health sports hotel chain brand, and is also Jinjiang Hotel (China) The first Chinese original brand in the health industry.

"Cross-border Marketing"+"Innovative Operations", Binyue occupies the C position in the core consumption theme

From the consumer side, Binyue Hotel provides consumers with fitness needs with a new healthy lifestyle. In the past, consumers 'fitness scenarios mainly focused on commercial gyms, fitness studios, etc., but most of these places charged on an annual or monthly basis. Putting aside the high prices, many gyms also had the need to "sell classes", which brought trouble to consumers. The emergence of Binyue Hotel, on the one hand, provides consumers with a new fitness scene, which can complete a full-link healthy life from housing, fitness and catering in the hotel according to their own needs; on the other hand, it also creates a more direct fitness scene for business travelers, and no longer has to find a gym in an unfamiliar city.

From a market perspective, Binyue Hotel has brought a new solution to the hotel industry. In the post-epidemic era, the hotel industry is trying to expand the boundaries and new contacts of the industry in order to reduce losses and increase profits. Binyue Hotel is a typical attempt. It is no longer based on the needs of the industry, but forms a link with the health industry in the larger environment. It not only meets the needs of consumers in the industry, but also focuses on a broader consumer group.

Now that the market foundation is in place, the methodology is in place, and the next step is practical practice, which does not seem to be a problem for Binyue Hotel. As early as the early days of product creation, it has found several major nuggets for the healthy sports lifestyle hotel brand:

#Cross-border content, professional health sports

What many people wonder is that health exercise is a very professional life behavior that requires long-term persistence and self-discipline. Can hotels provide more professional services to consumers?

In fact, in the business model of commercial gyms, specialization means that consumers can have multi-faceted services for monitoring physical functions, reasonable exercise plans and developing fitness habits. Based on the above three points, Binyue Hotel provides consumers with all-round health and sports services from entry to departure, and integrates online and offline hotel resources, relies on black technology and big data to establish user body files, create full-cycle housekeeper services, and stimulate health management awareness. It also creatively built a hotel group gymnastics room, combining professional-level fitness models with flexible hotel services, and integrating mature group gymnastics classes such as super orangutans. In addition, Binyue Hotel has also created an incentive mechanism. On the one hand, it integrates the hotel's internal space resources and embeds a fitness culture in various details of the hotel, such as stairs for calculating calories, elevator interactive challenges, etc.

#Build a community and make high-quality traffic memberships

For consumers, fitness venues have a certain fixed nature, because fixed environments and scenes are conducive to developing good fitness habits, and understanding and familiarity with the environment also make their fitness activities more efficient. This also means that Binyue Hotel's paying customers have the possibility of long-term payment, rather than "one-time users. With the continuous entry of high-quality traffic, Binyue Hotel can establish online communities, link surrounding communities, and form a complete closed loop of traffic. To a certain extent, these recurring consumers are the hotel's membership base.

In fact, Binyue Hotel has long been building high-quality communities, such as creating an online chief health officer to lead everyone to develop exercise habits, forming the KOL effect, creating the Binyue Sports Hall of Fame, and using encouragement mechanisms to enhance consumers 'enthusiasm for fitness; Regularly hold social check-in parties to transform fitness scenes into social venues, and establish strong bonds between consumers and hotels and consumers.

A good business model always listens to the call of the times. In the upgrade iteration of new consumption scenarios, Binyue will innovate and upgrade cross-border cooperation, from in-depth cooperation to integration of business operation models, transform the revenue model towards compound revenue, and create a "content platform"+"traffic platform"+"resource platform""diversified linkage to achieve the linkage and mutual benefit of resources in the sports and health industry, and become the exclusive strategic cooperation brand of multiple domestic head sports and health platforms. Binyue Hotel has also cooperated strategically with the leading brands of Health Track, such as Yueyuan Circle and MARS, and will realize traffic sharing through the brand-based membership system and sports platform in the future to jointly solve the hotel's customer acquisition problem.