In recent years, the word cross-border has been heard in various reports. However, if you want to ask you, who is the top player who will play cross-border in the hotel industry? I believe that Wyndham Hotel Group is definitely the first candidate for most people to come to mind. +IP, +Technology, + Literature... Under the leadership of Mr. LeoLiu, President of Wyndham Hotel Group Greater China, Wyndham Hotel Group gave us too many surprises.
So, in the view of Mr. Liu Chenjun, why should Wyndham Hotel Group continue to cross the border? Cross-border, what changes have been brought to Wyndham Hotel Group? What is the logic of the crossover of Wyndham Hotel Group?
On November 9th, CHT Tokyo Summit, Mr. Liu Chenjun answered the online and offline global audience, and the following is a live speech (some parts have been deleted)
This is my first time to come to CHTA and I am very happy. In fact, I have come here for two main reasons. One is that I like Zhu Zong (CHTA Chairman)'s explanation about CHTA-ChinaHappyTimeAlliance. This is a happy party and I hope that I can bring you a happy next. Time is another; because the activity of CHTA is the industry's highest level of technology and technology, this has been maintained for 5 years, I feel very admired.
Let’s start today’s speech. Before the speech, let’s share with you a sentence: “Reviewing the past, you can talk about it; when you talk about the future, you need to dare to thinkâ€.
Past hotels need craftsmen
Current hotel needs hipsters
In my opinion, we can get together today because everyone has the courage to be creative and dare to do it. In the past few years, I have led the team to do a lot of cross-border things. Someone asked me if I have enough confidence and enough knowledge. Actually, I am not courageous. For the future, what we need most is courage. That leads everyone to explore the future, the courage to light the future world.
Over the past 30 years, the hospitality industry has trained a large number of artisans who understand the "standards" very thoroughly. In today's world, the industry needs more people, we need to listen more to the younger generation, their needs, preferences and the hot spots they really care about.
In our country, Japan, as our neighbor, Japan has learned something from us, but in many ways, it is also our teacher, such as the many IP characters who have grown up with guests of all ages, such as One Piece. Pokemon, HelloKitty, etc.
Among the many IPs, my favorite is the Doraemon (also known as the blue fat man, the robot cat). I remember that there is a episode in which Doraemon said that he has a magic phone call and what he wants to give him. Everyone thinks if this is very similar to what we are hungry now, the US group and other public selling websites. In fact, not only the take-away website, but many of our technology products can now find traces in the Doraemon. In other words, this anime character who grew up with us actually injects high-tech seeds into generations.
As we all know, the last decade is a decade of rapid development of science and technology. The first iPhone, which happened exactly 10 years ago (2007). The long river of time is endless. Today, some people have already bought the iPhoneX. Even in some AppleStores in Tokyo, people line up to buy iPhoneX at 5 o'clock every day.
You may wish to think about it. Why can an Apple company be invincible for 10 years? Why is it that every product is a blast? What do we learn from it? Of course, not only Apple, but also a lot of explosive technology in 10 years, many high-tech companies will continue to lead the development of technology in the future.
Here, I would like to ask you two questions. One is how many companies can be invincible for 10 years like Apple (in the past ten years, in the field of technology, the corpse is everywhere). The second question, how can we seize the new trend of technological development in the next decade.
The most important thing is that the most talked about is the concept of artificial intelligence, blockchain, and Internet of Things. How do hotel people respond?
Let's take a look at each picture.
If you take this picture to 1850 and look at the most famous sci-fi writer/prophet at that time, ask him what he thinks. He will definitely analyze with you: this high-rise will live a lot of people, climbing the floor is very hard, so the building People will not want to leave the building, so the building will develop an independent economic system; this skyscraper will also have the necessary facilities for civilized people to live, such as restaurants, barbers, gyms, etc., because most people will not climb too much Layers, so these facilities will appear in several layers; then it will be more expensive to analyze the house on the lower floor, because it is convenient to enter and exit, it will be cheaper to live on the top floor, because it is inconvenient... He describes a future world, described Very detailed, but it is also very important that he did not think of the existence of the "elevator".
This story is a famous story called "Elevator Effect" proposed by Asimov.
“Elevator effect†gives our hotel people a lesson, or a learning experience, that is, we have to make our products a corresponding combination of current or future state-of-the-art technology points or highlights. In other words, cross-border, need Break the rules or the shackles that the business gives you.
In fact, the bigger the company, the harder it is to cross the border. This is the same as the “bigger group, the harder it is to share the economy†as Mr. Wang Bo, the first traveler, because we have a lot of restrictions on standards. Therefore, regarding cross-border, what I hope to share with you is that we must have the courage, the courage of Liang Jingru (joking), and the spirit of entrepreneurs, the spirit of disregarding limited resources, relentlessly pursuing infinite opportunities.
In the last three or four years, Wyndham Hotel Group has done a lot of cross-border attempts:
In 2014, we held a grand awards ceremony in Beijing, the Forbidden City in Beijing, with a combination of performing arts, fashion, business and new media. The three-hour event has more than 10 million hits, and the subsequent exposure has exceeded 160 million. Wyndham's brand The visibility in Greater China has been greatly improved in the shortest time;
In 2015, to celebrate the number of hotels in Greater China exceeded 1,000, we led a thousand people to Mount Taishan in the night, presenting a spectacular scene of thousands of people running together, and the first dawn of the morning at 5 o'clock the next morning;
In 2016, we created a “Golden China Wyndham Challenge Guinness World RecordTM†campaign in eight cities, creating the “Big Online Brand Photo Collection†Guinness World Record;
In June 2017, we made a general meeting of the hotel in Qingdao for the industry, “step by step to winâ€. At the meeting, we put all the top high-tech in front of everyone in a day, virtual 3D band, stereo PPT, naked eye 3D ... all kinds of cool black technology, let people look forward to the intelligentization of the hotel industry.
The engine of technological and social development is gradually being converted from the Internet to AI. I want to say more about AI technology.
Everyone knows that the most famous robot is the one called Sophia. "Sophia" is an artificial intelligence (AI) humanoid robot developed by Hong Kong-based humanoid robot company HansonRobotics. It has a series of human expression features. The first robot to be granted citizenship. That is to say, from the Alpha dog to the clever Sofia, human beings have taken a big step in artificial intelligence. According to market research, 47% of jobs will be replaced by robots in the next 10 to 20 years.
So, for the hotel industry, how do we deal with AI technology?
I think everyone knows the following small housekeeper who is just "on the job".
Alibaba speech recognition technology called "Tmall Elf" application of the small housekeeper smart speaker. After check-in, you can not only control the curtains, lamps, TVs and other devices through the "Tmall Elf" in the room, but also use the "Tmall Elf" to directly call the hotel room related services, such as checking the breakfast time, calling Hotel car and hotel room service.
Therefore, you can see that even if the hotel people are not prepared, some people will send artificial intelligence devices including some robots or robots that are not like robots.
"Three senses" and "three forces"
Is the necessary ability of the future hotel
Driven by consumption iterations, future hotels will have the ability of “three senses†and “three forcesâ€.
The three senses are the sense of design, entertainment and sense of meaning, while the three forces are the symphony and empathy of story power and cross-border cooperation, that is, understanding.
The future is a high level of integration between the Internet of Things, finance, big data, artificial intelligence and the hospitality industry. The trend that can be seen is that the high level of integration between online and offline is highly integrated with the industrial chain. The hotel will become a destination and everything can be connected in the hotel. In the future, who's hotel has a sense of design (more refined, versatile), who will tell the story, who's product is more entertaining, who will stand out.
The favorite superhero JamesBond is iterating, and there is a seventh one (the sixth player has already resigned), so there is no doubt that the iteration of the hotel industry is also imperative.
The above is a brand we have just released recently called “Boxingâ€. We hope to bring this American brand to China and show the most “black†high-tech we can imagine now.
In terms of production, we are united with 42 brands of Shaohaihui (Haier), which is rich in high technology, not limited to a small box or a small robot, and we promise to complete a room within 10 days. It can be dismantled and disassembled during the 10-year contract period. The real room type is probably like this.
Let's talk to you a few examples of transforming thinking and innovative problem solving:
The first one is still related to the elevator, and it is a true story. A company has settled in a skyscraper and received many complaints after entering the station. The guests complained that the elevator was too slow and the waiting time was too long. The management of the enterprise convened the design department, the construction department, the human resources and the building property to discuss the solution. Finally, the answer was that it would take three months, 2 million US dollars to renovate the funds, and the elevator during construction. To stop, everyone feels that this program can't start.
One employee gave another suggestion: a floor-to-ceiling mirror in each elevator waiting area. Later, the results were unexpected. After installing the mirror, everyone was adjusting the grooming instrument and observing other people. Since then, no complaints about the elevator have been heard.
The other is a cross-border attempt I made in 2007. At the time, I was the first CEO of an Italian cruise company to enter China. Our task at the time was to let everyone know about the cruise ship in the shortest possible time. For us who have no time and no funds, hard and wide is obviously not acceptable.
So, I invited the first season of the film "You Are the One", and finally, the finale of the film was taken on our ship. Everyone knows how much Feng Xiaogang’s movie box office is. Therefore, in fact, this action played the role of an elevator mirror, through a "small action" to make our products play the biggest social effect in the shortest time.
In fact, cross-border is a transformation of thinking. The hotel is centered and extended to connect the influx of people who cater to the new generation of guests to the hotel, so that guests can experience other experiences besides staying at the hotel!
At present, we have deep cooperation with HTCVive. There are a lot of VR devices in the room, and there will be a new product release on November 14.
We have entered into a strategic partnership with China's largest IP company, Hongfang Culture (we are the only company legally purchased by China), and hope to introduce Simpson, Big Mouth and Angry Birds into the hotel room to bring customization to consumers. Amazing experience in the entertainment and stylish rooms.
On November 7th, I exchanged ideas with the leaders of the Naimura Public Welfare Society in Japan, and once again shook hands with the robot.
I realized a problem. The problem just mentioned does not exist. Because the robot's hand is cold, the robot can never understand our human anxiety about time, the desire for love, and the inability to understand the sadness and death of separation. fear. Even if the future world develops faster, only we humans can make love and see each other.
Editor in charge: Hotel
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