Chain hotel brand Chinese live Group announced a series of major initiatives such as introducing a unified identity ’H World ’ to fight with OTA.

Recently, chain hotel brand Chinese live Group announced a series of major initiatives, first and Europe's largest hotel group Accor equity cooperation. Then, they introduced a unified identity 'H World (Chinese live in the world) 'For the United Nations [microblogging] in the 4000 hotel, the hotel industry to build ten thousand Union.

In 2013, the Chinese hotel industry had a hard time, Ji Qi, founder of Chinese live dialogue with the Sina Finance, 2014 industry losses will be more serious, in 2015, there will be more high-end luxury hotel assets sold or career change. The OTA is currently in full swing Online travel sites melee will intensify, and the impact of the hotel industry hotel industry should hold together the league, in 2015 there will be more joint ventures, equity, mergers and acquisitions, among others.

Last year, a loss of 2.1 billion this year star hotels losses more severe

Since 2013, China's hotel industry in particular, can be described as high-end luxury hotel business has plummeted. 'Over the past few years, the hotel business is very good, open a fire company, local governments desperately launched on hotel projects tall, not tall, you can not prove the money But the central macro-control policies, the hotel business began to deteriorate, the supply has continued to rise, with hotels in the present on the wood fire is not busy again pulled out some firewood, drastic. '

It is understood that at the end of 2013, the National 13293 star hotel, there are various reasons for the closure Hotel 830, the total profit of 11,687 full stats star hotel for a loss of 2.088 billion yuan, while Ji Qi expects 2014 stars The hotel will be thanks to more.

'Luxury hotel next year very, very difficult situation. The first difficulty is poor business, the second difficulty is a decrease in investment, slow down, switched to homes, hospitals, etc. upscale and luxury hotels will continue to stardom, selling or career change.' Ji Qi said a few days ago to see some independent hotels or small volume of chain brand began hold together for warmth, indicating China-star hotel in 2014 not doing well.

In contrast, the situation of the economy hotel better. In the most representative group of four Chinese economy hotel stay, such as home, seven days, Jinjiang, for example, last year a total of four open three stores a day on average, open five stores this year, and secondly, four franchisee growth rate of 140%. Ji Qi believes economy hotels to join in 2015 according to a peak intensity and the number will not be weaker than in 2014.

'Now, they say cheap to die, is not true. We combined four earned 10 million, is expected to earn 1.2 billion this year. We earn much, but better than star hotels, but for whatever reason, This four are currently in transition, build or publish a new brand, four are invariably made to do multi-brand program, 'he said.

Online travel sites melee will intensify

In addition to the policy to suppress, the hotel industry suffered heavy losses OTA Another reason is the rise of the rapid development of mobile terminals .2014 year makes more high OTA user stickiness. With Baidu [microblogging] investments go, Tencent investment in eLong, More and more people are into online travel. Ji Qi said the next battle is online travel, and tourism industry is the main battlefield of the hotel.

In this regard, some of his disapproval: 'I said the design is the 'three no', under Internet fever is 'three noes', no profit, no boundaries, no festival parade started doing most Ctrip hotel reservations, and now travel abroad to do, where to be. search engine, now dry direct, I heard an OTA in contracted hotel rooms and the room directly sell to customers. Why do it? Because profits are too generous, we have become no borders, no morality, nerve constraints. '

But Ji Qi said, OTA industry, although busy, but by itself is not so cool to see the outside world. He said, OTA entire industry is losing money in 2014, the 2015 deficit will continue in the coming year will intensify OTA melee combat, 'These guys shirtless before been covered up bloody.'

Of course, the so-called gates of fire affecting the fish, with Ctrip, where to go, etc. into intense competition, market share, but also bring disaster to the hotel industry, and further 'squeeze' the hotel profits. 'The word is not too friendly squeeze, but I can not find other more appropriate word to express .OTA weaken the direct channel is very obvious, take China to live, for example, the original OTA add up to 5%, 8% are now moving towards. '

He said, OTA tried rebate this year, back now, one dollar tickets, and many other tricks, 2015 will continue to do this until there are no more money and so far, I believe the future OTA melee combat will further affect the hotel industry.

The future of the hotel industry coalition must hold together

'Gates of fire affecting the fish, it is because too little pond of water, and if it is the Taihu Lake, the gates on fire, Taihu not dry, if it is the Yangtze River, Yellow River, the sea is even more impossible, so the reason is very simple, the hotel industry must join the chain, the Union. 'Ji Qi stressed in a storm in the eyes of the hotel industry, should unite in the hotel industry will have to increase in order from the balance with OTA.

Hua live also taken a series of measures to deal with. Last week, the Chinese live a partnership with the Accor hotel group, cross-shareholdings, Accor will be its high-end brands, Grand Mercure, Novotel, Mercure, Ibis luxuries, Ibis China injected live and let live in China's hotel brands increased from the original 7 to 12. According to China's plan to live, to grow five times over the next five years, so that the high-end brand of Accor's five years to open 350-400 stores.

Meanwhile, China announced the launch of a unified identity to live 'HWorld (Chinese live in the world),' the goal is to become the largest tourist resort, a comprehensive business travel service provider in the field, in the next few years, China plans to live a 'Featured + preferred' the way, the United Nations 3000 three and four-star hotel is preferred, and 1000 high-quality selection of hotels, with its 6000 Direct and franchises build together cover more than 10,000 hotels 'and shops alliance' to create China's hotel industry big circle.

Why build a hotel alliance? He explained that, although OTA give the hotel a fresh source, but the high amount of commission, and has its own interest-oriented, this is his most annoying place. 'Because I can not, I can not being squeezed. shops coalition not to make more money from the affiliate store, just want to hold onto their positions, to build more barriers Ye Hao, Ye Hao border through alliances. '

For the future survival of the state of the hotel industry and the OTA, Ji Qi believes, OTA should exist, it must exist between the hotel and the OTA should be equality and mutual benefit, and should not be bullying, it should be more than co-exist, can not be a single large, should be one of the hotel's distribution channels, but not all.

Faced with the challenges of a large amount of users OTA and subsidies, Ji Qi said that China can do is live adhere to the following points: First, always adhere to the lowest central channel, the second member of the most benefit, third, APP most convenience. 'If the intermediary lower price than our members, once dared to do it, we would not cooperate with them, this is the bottom line. I hope OTA with us is such a relationship, it can also grow, I can grow, not who threaten who we are not afraid of blackmail. '