In recent years, hot spring tourism has begun to be called a new way of life, which has attracted more and more people's attention and tried, and has been loved by more and more people. A new kind of fun and pastime, a new health travel trend that attracts a large number of supporters with product features.
However, in many hot spring-themed projects, the product homogeneity is serious, the experience does not match the publicity, and the overall low-end atmosphere has been criticized by consumers. With the increase in the quality requirements of consumption upgrades, the market demand for hot spring products is also increasing. increasingly subdivided.
In this context, "Bazhou Hot Spring Township" under Yanhai Tourism came into being as the main product at this stage.
The homogenization of hot spring tourism products that is most criticized at present is mainly reflected in several aspects: the experience environment style is generally several fixed resort templates, visual fatigue; the price war is dazzling, and it is difficult to form a virtuous circle standard between service experience and price standards; service project content Overlapping, featureless, no hot spring cultural experience atmosphere.
In order to break such a deadlock in the mainstream market, the Bazhou Hot Spring Township project adopted the crowd segmentation method from the very beginning of the project, and divided the brand market audience into three types: elite minority, people-friendly health care, business travel and home, and created a quality-oriented Sun Moon Lake Mingtang Hot Spring Resort (hereinafter referred to as Sun Moon Lake Resort), a retro-friendly health-care hot spring Mingtang Hot Spring (hereinafter referred to as Mingtang Hot Spring), and a Rose Hot Spring Resort Hotel (hereinafter referred to as Rose Spa).
Mingtang Sun Moon Lake Hot Spring Hotel
Ming Tang Hot Spring Resort
Bazhou Rose Yijing Hot Spring Holiday Hotel
In order to accurately take care of each type of customer, the three major hot spring hotels in Bazhou Hot Spring Township have different focuses.
In terms of environmental experience, the overall design of Sun Moon Lake Hot Spring is modern and cool, which is the current mainstream minimalist Japanese style. At the same time, it has high-quality design rooms, swimming pools, gyms, etc. It is popular among the younger generation of consumers who pursue individual fashion and demand quality travel. ;The Mingtang Hot Spring is mainly based on the Showa design sense of retro warm tone, combined with the characteristic health care pool, the product content is rich, the price is in line with the daily consumption of the family, suitable for all ages, it is a good place for the whole family to relax; and for the busy people For business travelers, Yanhai Tourism has created a rose hot spring, a standard hotel-style hot spring manor, special food and comprehensive parent-child life services that you can't imagine or experience, and all of these are not based on high prices. , is a good place for daily gatherings of "bubble friends" who love to bathe in hot springs. This kind of environmental differentiation allows the corresponding consumer groups to quickly choose, and the drainage is more accurate, which has laid a good foundation for subsequent services and operations. Base.
In terms of product content, the key words of Sun Moon Lake Hot Spring are design sense, high quality, light luxury, and health. Therefore, while having hot spring baths in the product, it has created a high-end experience such as a gym with high-end equipment forever, and a villa-type vacation room. ;The product content of Mingtang Hot Springs retains all the characteristics of mainstream hot spring resorts, and at the same time emphasizes the special products-the brand characteristics of functional hot springs focusing on health care. To a certain extent, it has introduced Japanese hot spring culture. The attempt is more inclusive, and the cultural atmosphere is also very obvious; Rose Hot Spring is the most comprehensive product content and the most cost-effective among the three families. In addition to mainstream hot spring resort projects, it also has a very strong business hotel attribute, fast stay and fast retreat , It will not make people feel that special preparations are required for hot springs, so it is also very popular and loved by people who like to try hot springs.
From these two aspects, it can be seen that in order to break the curse of homogeneity with similar products on the market, Yanhai Tourism has made comprehensive preparations and attempts, and launched different key products and styles for different groups of people. Any good product must take a path, and judging from the current order volume and customer feedback of the three companies, this attempt is very worthwhile.
my country's hot spring culture has a long history, the farthest can be traced back to the era of "Fuqiu and Emperor Xuan" 5,000 years ago. It is necessary to truly make hot spring tourism a new way of life that is accepted by more and more people. The hot spring experience culture with brand characteristics is the core trump card. At present, all the attempts of Yanhai Tourism in Bazhou Hot Spring Township have shown that they are at the forefront of the industry and are constantly optimizing in terms of brand building and hot spring tourism culture. In the future, this will also be a broad territory for enterprise development.
