Yangdong Yun: The franchising model in the end In the past 2009 years, many hotels the pace of expansion slowed down, and the world&#39;s largest economy hotel chain in one - Super 8 hotel in China this year to 320% of the rate of expansion of territory. Ended in January 2010, Super 8&#39;s have been opened and the total number of hotels to be opened more than 210. Signed last year alone nearly 100 hotels, nearly 50 hotels have been successfully opened. ? ?Beginning of the year 2010, Main Point Network reporter interviewed a Super 8 hotel in China, senior vice president of Mr. Yang Dongyun, who first grew up in P &amp; G, Triumph Group in Germany, Europe&#39;s largest stationery company - Tech, served in China general manager and senior vice president of Asia Pacific managers, relying on the Chinese market, familiar and excellent marketing capabilities, in the past more than a year to promote the rapid development of Super 8. ?Yang Dongyun Description: Mr. Yang Dongyun is the speed Boyi Te (Beijing) International Hotel Management Co., Ltd. Senior Vice President, Franchise Development, Direct Development, marketing and customer sales. He has an internationally renowned company of 15 years of successful management experience. Constantly challenge, love the franchise ? The late eighties of last century, China&#39;s reform and open policy has attracted large international companies like Procter &amp; Gamble of foreign-funded enterprises to enter China, and began to recruit fresh university graduates through campus for the P &amp; G China into groups of fresh blood. 93 years, Procter &amp; Gamble to recruit management trainees, Zhejiang University, Zhejiang University graduate enrollment this posts more than 500 people, but to become a P &amp; G Management Trainee, candidates must meet the global P &amp; G set the standard selection and employment will eventually be accepted by the people few and far between. After several rounds of intense written examination, interview screening, Yang Dongyun stand out from the hundreds of people, becoming the P &amp; G, Zhejiang University was admitted one of two management trainees, thus beginning his career in professional managers. Into the P &amp; G, Yang Dongyun rapid learning in the field of marketing growth in P &amp; G nearly 7 years, he from management trainee to sales manager, regional marketing manager has done the country category manager and became the most senior local P &amp; G One manager, managing more than 4 billion yuan of business. Yang Dongyun with their performance, confirms the P &amp; G brands were selected as the century of precision eye. After 7 years of experience in P &amp; G, Yang Dongyun on consumer demand and market-oriented have a grasp of their own success. In 2001, Mr. Yang Dongyun joined one of the world&#39;s largest group of German underwear Triumph Group, and served as general manager of China, the management group employees over 3300. Under his leadership, a strong marketing strategy and promotional activities to help Triumph quickly open the domestic market in China, established the Triumph brand underwear market in China&#39;s leadership, and he also ushered in a career development of a new peak. In 2004, he was invited to join Europe&#39;s largest stationery company - accessible group, has served as the general manager and vice president, Asia Pacific, responsible for China, Japan, Southeast Asia business. After several years of efforts to make accessible successfully risen to be China&#39;s leading brands of office stationery, one of his excellent marketing can be once again been proven. In 2008, Yang Dongyun chose a new challenge, adding a previously distinct industries - hotels industry. He saw the management of different business in common, &quot;Although it looks very different, but essentially there are still many among the various sectors in common. They are based on consumer demand, market-oriented, and the core of all our work to meet and exceed consumer expectations. plus there&#39;s things in common is the brand, chain business model. &quot;At the same time, he also discovered the unique charm of franchise mode,&quot; I chose hotels industry is seen the future of this industry has tremendous growth opportunities, brand, chain hotels is the inevitable trend is to achieve brand franchise, chain a very effective means of franchising is my expertise and interest, and I also felt the franchise great charm of this model. &quot; Mode, execution, timing - the key to franchising ? Franchise mode has always been to China since the controversies, especially in the hotels industry. Has many years of marketing experience, Yang Dongyun on franchising this model has a unique insight: &quot;China&#39;s economic growth to a certain stage, brand, chain is inevitable. Hotels in this area benefits from the single shop difficult and scale to compete with the chain brand. to achieve brand and chain of many forms, such as Direct mode, franchise mode alliance model also can be said to have their own advantages and disadvantages of each model. such as Direct Mode financial stress and managing stress are very large, with the expanding scale of development, the difficulties will be more obvious. Union model is too loose, and the franchise mode for the current Chinese economy hotel market is a model of comparative advantage. &quot; Yang Dongyun, said: &quot;Franchising is a great competitive advantage, potential model, the key is to make franchising a good grasp of itself, to put it right, the implementation in place, there must be Chenggongmoshi and very strong execution. Franchise mode is the essence of successful replication would be needed to make a very successful model for mature, professional management team, strong execution to ensure that it can effectively replicate. In fact the domestic Duojia hotels brands are getting out of join the line confirmed the hotels long-term development must be in this direction. On the other hand is to have the right time. Franchise is built on the basis of social division into early, if related parties are not quite ripe, it will not be successful, needs a lot of time and energy to train franchisees. We must also recognize the first few years, the market is not as mature, we are in a perfect process, it is the process of mutual growth. But if time can be relatively mature into play when the best results, now hotels are in a very good time, especially after last year&#39;s economic crisis, many single hotel realized that they really can not compete than chain hotels. They may also hold before the luck, that single hotel can make money, but actually slightly increased competition, they will realize that this is not so easy. So in 2009 marked a change in the past that it would not join the single hotel then choose to join the Super 8 hotel. &quot; In 2009, Yang Dongyun is by virtue of his unique perspectives on franchising model and market opportunity insights to lead his team to the Super 8 in growth rate has been dramatically improved. Meanwhile, the Super 8 in membership development and marketing of important progress, further strengthened the existing franchisee on Super 8 Super 8 confidence. To find core values and core competencies ? ? Zai Chinese hotel industry has a special phenomenon of high-star hotel market is an international associate occupy a dominant position, while economic model is the hotel market was dominated by local brands. The reason people in the past regarded local brands and international brands separately, some will stress the international brand management, systems, and other areas, local people will stress the advantages of the brand on the regional market, on the local market understanding. And Mr. Yang Dongyun believe this is a one-sided, not the key problem. &quot;Because a company, whether international or local, is the key to success is to find the core values and core competitive advantage. Jiushi Why are there, to consumers, partners, provides the advantages of what can not be replaced? To find it kind of core values, and to perform well, to reflect this value in order to go further. &quot; &quot;The Super 8, in addition to brand, franchising model itself is the core advantage of franchising is a truly safe, stable, long-term economical hotels market discipline model. As for other cheap brand, They should totally dominated mainly to the face of competitive pressure to keep the first place when they should totally, because the impact of Direct significant about slightly volatile, which naturally led to their energy, money, management, resources and so on are all Direct-based, specializing in one thing and do two things at certain is designed to do one thing will do more professional. &quot; The future will focus on consumer experience, speed up the membership development &quot;Internet Marketing&quot; has been increasingly advocated by the hotel industry, the Internet is like a window to the world, it makes the world smaller, giving the hotel to communicate with customers more freedom, more timely communication more diverse ways. In the financial crisis, attention network marketing opportunity hotel brands found, grab the opportunities. Began in 2009, Super 8 China pay more attention to network marketing headquarters and held a series of online marketing activities. Yang Dongyun that these activities are not simply promotion and marketing, more is to allow consumers to participate in these activities through product upgrades, the design to the real consumer-oriented, constantly optimize the consumer experience to stay. Because of such great importance to Procter &amp; Gamble, the consumer experience and consumer research FMCG industry background, Yang Dongyun into the hotel industry quickly realized: While hotels industry has also attached great importance to the consumer experience, but for research in this area is not enough. Actually, this is an opportunity where the Super 8 hotel. Super 8 China sees this and has taken a lead up. &quot;In the future, we will continue to be concerned about consumer experience, this is the most important and fundamental. We will be based on consumer demand in China R &amp; D to improve our products and services so that consumers feel the Super 8 Hotel &#39;clean friendly &#39;of human experience. &quot; &quot;In addition, we will further accelerate the development of our members so that more consumers become our lifelong members. In fact, since last year, we have significantly accelerated. Our members in a year the amount increased by 4 times. According to Super 8 franchisee feedback, 2009 Super 8 hotel bookings and members of the central reservation are improved obviously. This is our foundation, with this foundation, we will further the development of franchising, so that more monomer Hotel investors to join in to our system. in 2010 the number of Super 8 hotel shop will also be further accelerated, is expected to contract from 130 to 150. &quot; ?For the hotels industry, the &quot;bubble theory&quot; and &quot;Red Sea on the&quot; endless, Yang Dongyun are convinced that the future remains hotels sea of blue, the opportunity always lies in the hands of those who are prepared. &quot;Simple figures to illustrate with a current total number of the hotels are only 34 thousand, and fewer chain brand, the market there are many less-competitive single hotel, low-star hotel, indicating the market still tremendous opportunities for development. Some experts predict the future five to six years, the hotels will be developed to 15,000, I think it is entirely possible. rely on what to implement it? of course, is the chain brand. The development of chain brand the most effective and most efficient way to franchise, Super 8 Hotel is the effective mode of some, so I am very optimistic about this direction, we generally will be based on existing positioning it better. &quot; With the economy hotels, bullish on franchising model confidence and a strong grasp of marketing, Yang Dongyun led his team created one after another excellent performance. In 2010, the Super 8 hotel will have a kind of development? We look forward to Yang Dongyun for the Super 8 Hotel draw a more wonderful.
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