Pursuing the dream of a higher level of fitness exercise, Binyue Hotel has launched the first shot of a chain hotel brand of great health sports!
In recent years, with the development of science and technology, the digitalization process of the fitness industry has accelerated, and more and more fitness activities have gone to the digital “cloud”. Online and offline exercise has become a trend anytime, anywhere, and fitness activities are deeply integrated into public life. Just as in 2022, the State Council issued the “Opinions on Building a Higher-level National Fitness Public Service System” and proposed that by 2035, a higher-level national fitness public service system will be fully established, and the proportion of people who regularly participate in physical exercise will reach more than 45% . With the optimization of various fitness public service systems, the public has a high degree of participation in fitness activities. The sports industry is also showing a trend of digitalization, standardization, and branding. The new consumption boom in the sports industry is coming rapidly.
Consumption changes radiate to various industries, and the hotel industry also bursts out countless new consumption demands. Faced with the new development of the domestic sports and health industry, Binyue Hotel seized the opportunity to seize the sub-category track, launched the first shot of the big health sports chain hotel brand, and created Jin Jiang Hotel (China)’s first Chinese original brand in the health industry with high quality way of development.
“Cross-border marketing” + “innovative operation”, Binyue occupies the C position of the core consumption theme
From the consumer side, Binyue Hotel provides a new healthy lifestyle for consumers with fitness needs. In the past, the fitness scenes of consumers mainly focused on commercial gyms and fitness studios, etc., but most of these places charge fees on an annual and monthly basis. Regardless of the high prices, many gyms also have the need to “sell classes” for consumption. cause trouble. The emergence of Binyue Hotel, on the one hand, provides consumers with a new fitness scene, which can complete the whole chain of healthy life from housing-fitness-catering in the hotel according to their own needs; A more direct fitness scene, no longer need to find a gym in a strange city.
From the perspective of the market, Binyue Hotel has brought a new way of solving problems to the hotel industry. Under the normalized control of the epidemic, 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 to form a link with the health industry in the general environment. It not only meets the needs of consumers in the industry, but focuses on into a broader consumer group.
Now that the market foundation and methodology are in place, the next step is the actual practice, which does not seem to be a problem for Binyue Hotel. As early as the initial stage of product creation, it has already found several major nuggets of healthy sports lifestyle hotel brands:
#Content cross-border, healthy sports specialization
What many people wonder is that health exercise is a very professional life behavior that requires long-term persistence and self-discipline. So can hotels provide consumers with more professional services?
In fact, in the business model of commercial gyms, specialization means that consumers can have multi-faceted services such as physical function monitoring, reasonable exercise programs, and fitness habits. Based on the above three points, Binyue Hotel provides consumers with a comprehensive Provide all-round health and exercise services from store to store, integrate online and offline hotel resources, rely on black technology and big data, establish user body files, create full-cycle butler-style services, stimulate health management awareness, and creatively create a hotel team The exercise room combines professional-level fitness models with flexible hotel services, and incorporates mature group exercise classes such as super orangutans. In addition, Binyue Hotel has also created an original incentive mechanism. On the one hand, it integrates the internal space resources of the hotel and implants fitness culture in every detail of the hotel, such as stairs for calorie counting, and small interactive elevator challenges.
#Community building, high-quality traffic membership
For consumers, fitness venues are fixed to a certain extent. The reason is that the fixed environment and scene help them develop good fitness habits, and their understanding and familiarity with the environment also make their fitness activities more efficient, which also means The paying crowd of Binyue Hotel has the possibility of paying for a long time, rather than “one-time users”. With the continuous entry of high-quality traffic, Binyue Hotel can establish an online community, link surrounding communities, and form a complete traffic closed loop , to a certain extent, these circulating consumers are the membership base of the hotel.
In fact, Binyue Hotel has already been building a high-quality community, such as creating an online chief health officer to lead everyone to develop exercise habits, forming a KOL effect, creating a Binyue Sports Hall of Fame, and using an incentive mechanism to increase consumers’ enthusiasm for fitness; Regularly hold social check-in parties, turn the fitness scene into a social place, and establish a strong bond between consumers and consumers, hotels and consumers.
A good business model always obeys the call of the times. In the upgrade and iteration of new consumption scenarios, Binyue will innovate and upgrade cross-border cooperation, from in-depth cooperation to business operation model integration, and transform the revenue model towards compound revenue, creating “content platform” + “traffic platform” + “resources” “Platform” is multi-linked to realize the joint profit of sports and health industry resources, and has become a cooperative brand of many leading sports and health platforms in China. Binyue Hotel also has strategic cooperation with the top brands of the health track, Yuepaoquan, MARS, etc., and will realize traffic sharing based on the brand membership system and sports platform in the future, and jointly solve the hotel’s customer acquisition problem.
