/ Aswen News/July 25, 2022 Guangzhou -- On July 14, Shuhe Hotel celebrated the first anniversary of the establishment of the brand. Xinheng Mo, co-founder and CMO of Xian Hotel, and Lili Song, CEO of Shuhe Hotel, broke down the brand highlights for investors in the live online broadcast, and shared the concept and strategy of brand construction and upgrading. Song Lili admitted in the live broadcast: Shuhe Hotel has officially laid out the sleep health market, health, business as a new market positioning. Before the brand has been settled in the big Bay District, southwest, Central Plains and other regions, Jinjiang Hotel (China) has become another firepower of the new high-end hotel brand.
It is worth noting that Shuhe, founded in 2021, originally belonged to a typical lifestyle hotel. In order to find a differentiated way from the fierce market competition, it started to set foot in the field of healthy sleep this year. At present, Shuhe Hotel is positioned as "Nordic health business hotel for the elite crowd".
In the primary market, several sleep technology companies, such as Quxiang Technology, Mian Bai Technology, Mooring, etc., completed financing; Hillhouse laid out the sleep health industry in 2021, acquiring its Emeng Group, which owns several core sleep brands such as King Koil. Behind the end of capital and enterprises, and the actual growth of the market demand. According to the 2022 China Sleep Report, the length of sleep of Chinese people decreased by about 1.5 hours in the past decade, and 75 percent of the population reported sleep disorders.
Sleep disorders have become a growing social and medical problem.
< P > Sleep disorders have become a growing social and medical problem.
In the first anniversary of the brand, the hotel launched the "Sleeping animal Personality" test for consumers to test the quality of sleep. According to the data, 45.5 percent of people need to use sleep AIDS, such as white noise apps and drugs, to fall asleep, and sleep disorders affect a large number of people. Where there is a demand, there is a market, and the need to "sleep well" has led directly to the sleep economy. Participants all hope to solve sleep problems, but sleep problems are related factors, not composed of a single cause, so it can not be solved by a single product, but need to integrate various sleep aid products to organically combine them, create high-quality sleep scenes for immersive experience. Alleviating insomnia of more than 300 million Chinese people is becoming an urgent problem to be solved in the medical and health industry, and the hotel is the natural scene of sleep, sleep is the fundamental business model of the hotel.
The continuous growth of the demand side and the rapid development of the supply side, the market ceiling of the sleep industry is also constantly raised. According to a research report by Galaxy Securities, the market scale of China's sleep industry has exceeded 400 billion yuan in 2020 and is expected to exceed one trillion yuan in 2030.
In this process, the participating companies continue to promote the development of the industry through increasingly rich and differentiated products and solutions.
Two subdivisions, challenges and opportunities coexist
In general, sleep health mainly forms two core subdivisions, one is furniture and space products based on sleep experience, the other is sleep monitoring equipment. Both tracks are popular with capital.
In the sleep health track, which focuses on sleep experience, there are many hotel brands such as Musi and Shuhe. The track of the hotel was originally mainly a number of lifestyle brands of heavy experience, in the fierce competition in the market continues to develop into a more segmented field, extending food health, sleep health, environmental health and other types, intent to fully develop the middle and high-end market.
Take the Shuhe Hotel as an example, in less than a year after the brand was launched, it has established the "sleep" and "call morning" as the main core experience, the focus of the fine population of the sleep health market. It introduces 0 pressure mattress, adjustable intelligent bed frame, and intelligent guest control and sunrise simulation lights in the whole house. In terms of service experience, the special foot bath SPA and sleep aid fragrance before going to bed, with Nordic salon-level bath products, achieve the design of "sleep trilogy" of bed products - atmosphere - service.
In the face of a mass market that is about to break the trillion-dollar mark, the choice of Nordic lifestyle as a style entry is another layer of ingenuity. Shu and in the hotel lobby design praise the "Nordic wind + territorial culture" of a store a design, "the combination of the force from nature and regional culture, for today's urbanites, is rare and cure, these and Shu and the hotel sleep theme complement each other. Shu shared with Xie Jinjin, vice president of hotel development. "We didn't choose features and styles that were too far ahead of the curve, and we chose to surprise people with what they wanted." < /p>< /p>From the lifestyle to sleep health experience-based products, in the following brand development, how to maintain stable operation and continue to export innovative products, to create a healthy hotel service experience, is the key to whether this kind of hotel brand can break through the difficulties. The theme of the first anniversary of Shuhe Hotel is "Dreaming in the day". The meaning behind it is that the team is to sharpen the product with the spirit of almost crazy dreams, and create another new way of hotel experience for the market and consumers with the big health concept of comfortable sleep and healthy catering.
