"Time" defines 2020 as: the worst year. For practitioners and investors in the e-sports hotel industry, 2020 will undoubtedly be a year full of difficulties and challenges, the pain of suspension of business to prevent epidemics, the inability of clear policy directions, the sudden consumption boom, and the market environment of surging competition , Let us spend an unforgettable spring, summer, autumn and winter.
E-sports for all, regaining opportunities
Recently, at the 39th General Assembly of the Asian Olympic Council, e-sports officially became a competition item for the Hangzhou Asian Games, and e-sports once again took a crucial step.
Industry experts pointed out that the entry of e-sports into Asia will give a greater impetus to the growth of the overall e-sports market. The continuous expansion of the e-sports market will strongly promote the integration of the industry chain, and the development potential cannot be underestimated.
In 2020, the number of Chinese e-sports game users reached 488 million, an increase of 9.65% year-on-year, and the number of users maintained a steady growth. Nowadays, Shanghai is working hard to build the "global e-sports capital", followed by Beijing, Guangzhou, Chengdu, and Haikou. These cities are forming in-depth cooperation with more and more manufacturers and clubs, focusing on industry incubation, event landing, and talent training.
"E-sports + tourism" is the top priority among them. If you dig carefully, you can find many policy opportunities that are friendly to e-sports hotels.
Hu Shuhua, deputy general manager of Jinshan District Cultural Tourism Group, once said: "E-sports events have obvious spillover and driving effects on the development of surrounding catering, accommodation, scenic spots and other tourism industries, and help the development of coastal tourism, thereby promoting regional economic growth. "
We have reason to believe that e-sports hotels, as a link in the e-sports cultural industry chain and an important part of cultural tourism, will also receive more positive attention and support in the continuous vigorous development of e-sports culture.
Survive in desperate situation, a hundred flowers bloom
At the beginning of 2020, the new coronavirus epidemic suddenly hit, and the nationwide accommodation industry suffered heavy losses, becoming one of the most severely damaged industries. In the first two months of the opening, the turnover of hotels and homestays and other accommodation companies lost more than 67 billion yuan. The entire industry was affected by the passenger flow. At the same time, in response to the call for epidemic prevention, the average number of closed days reached 27 days.
When the entire industry is facing pressures such as tight cash flow, interrupted supply chains, and general decline in market supply and demand, the e-sports hotel format has taken advantage of e-sports, and the audience continues to grow and develop. When most hotels did not recover 70%-80% of the previous year’s occupancy rate until May 1st, e-sports hotels not only absorbed the spending power of other entertainment venues at the beginning of the resumption of work and production in March, but also welcomed them in April. At the peak of opening, the emergence of e-sports rooms has also helped many traditional hotels to get out of the predicament and rebirth.
According to recent statistics on national e-sports hotels, there are more than 6000 e-sports hotels in the country. However, it is a little regrettable in 2020 that e-sports hotels have not emerged as a truly national leading brand.
In the current e-sports hotel market, many hotel brands are trying to join Laxin, direct chain, joint venture mergers and acquisitions. For example, Zhengzhou Wintermei Xiaoque E-sports Hotel, Guangzhou Yueta E-sports Hotel, Wuhan EHA E-sports Hotel all continue to develop chain business, but looking at the whole country, there are no big brands that have rapidly risen to the minds of national e-sports users. Compared with the popularity of "Home Inn", "All Season" and "Seven Days" in traditional chain hotels, there is still a long way to go.
As a B-to-C-side accommodation business, e-sports hotels will steadily broaden store channels and gain consumers’ recognition and favor in order to become consumers’ preferred brand. This will be every e-sports hotel that intends to expand its business in 2021. A required course for branding.
Cross-border out of the circle, crazy roll bonus
In addition to understanding how the same track brand is deployed, it also needs to see how consumer demand changes. In order to have a clearer understanding of the target consumers of e-sports hotels, we specially analyzed in the questionnaire survey the opinions of e-sports users who have wired lower-end gaming consumption habits on e-sports hotels, and found that they do not consider price and geographic location factors. Next, e-sports hotels are the first choice for consumers to engage in e-sports entertainment.
In this year, we have seen many e-sports hotel brands begin to consciously enrich their own event cultural IP, organize member activities in accordance with consumer interests and hobbies, and bring the new and the old. Marketing awareness is becoming an effective magic weapon for the e-sports hotel industry to shape new competitiveness.
E-sports hotels are not just a paradise for e-sports enthusiasts. More and more out-of-circle marketing activities have helped e-sports hotels gain a sense of presence among business travelers.
Consumption classification, even better
Whether it is consumption upgrade or consumption downgrade, there is no doubt that people's consumption level follows their own income level. Combining with the per capita consumption level of national e-sports hotels shared by you earlier, although the current national e-sports hotel consumers are more willing to accept prices below 300 yuan for a single room, e-sports cultural consumers are more than 300 yuan per night. Economic strength.
Zhizhijun analyzed the income and purchasing power of target consumers and found that most e-sports enthusiasts (monthly income below 8,000 yuan) mainly tend to consume 100-200 yuan per capita, and consumers with monthly income of more than 8,000 yuan, Transfer to the level of 200-300 yuan per capita. With a monthly income of 10,000 yuan, I prefer rooms with an average of 300-400 yuan per person.
Because of this, we found in Shanghai, Beijing, Hangzhou and other first-tier cities that it is not uncommon for e-sports rooms to cost more than 1,000 yuan per day. The 858 E-sports Hotel in Shanghai, the Joy Hotel in Beijing, and the Yijun Art Hotel in Hangzhou are hard to find, and they are always on stage.
In 2021, it is believed that more e-sports hotel brands will enter the mid-to-high-end hotel sector and cultivate the e-sports hotel segment.
Giants enter the game, the future can be expected
Looking at the e-sports hotel market before 2019, we see that most of the e-sports hotels are entrepreneurs of e-sports culture lovers and transformation of Internet cafe owners. But in 2020, we have seen Tencent Games, Tencent E-sports and Shangri-La Hotel have reached a partnership to create a five-star e-sports game IP theme room; we have seen the launch of the Great God E-sports room by the IU Hotel under the Platinum Group; we have seen Hong Kong Hotel luxury e-sports rooms have also begun to appear. We have seen the appearance of e-sports hotel areas in mainstream hotel investment events and so on...
The e-sports hotel market is no longer a battlefield for e-sports enthusiasts and Internet cafe owners. More e-sports clubs, technology companies, cultural tourism groups, hotel groups, and even real estate companies are pouring into the e-sports hotel track , A hundred flowers blooming is not enough to describe the hotness among them.
Looking forward to the future of the e-sports hotel track, consumer groups’ awareness of e-sports will continue to increase, and the purchasing power of e-sports culture will continue to increase, which will stimulate more potential e-sports hotel brands.
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