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未来酒店才是好的家居卖场?-佛山岚慧家具有限公司

Is Future Hols a Good Home Furnishing Store- Foshan Lanhui Furniture Co., Ltd

在互联网购物的冲击下，越来越多的消费者把实体商店当作展示间和试衣间，线下看货，线上买货。如果说，这种通常叫做“showrooming”的行为，让地面商家损失了不少收入，那么却为某个00殊的场所打开了充满商机的大门。

Under the impact of inrnet shopping, more and more consumers are treating physical stores as display rooms and fitting rooms, viewing goods offline and buying goods online. If we say, this type is usually called&quo; Showrooming” Their behavior has caused ground merchants to lose a lot of income, but it has opened up a door full of business opportunities for a certain location with a price difference.

 

 

 

 

 

这个场所就是：酒店 - 无论是差旅还是度假，酒店就像旅行者的第二个家 -  然而与家大的不同是：家里的东西都是你自己购置的，而酒店则对客房拥有100%的布置权。  过去，酒店多利用这个机会推销自有品牌的床具、浴室用品等。如今，越来越多的酒店，00别是精品酒店，开始试水将客房开辟为 O2O  推销战场，容纳越来越丰富的品牌在这里展示自己商品。

This place is: a hol - whether for business or vacation, a hol is like a traveler's second home - but unlike a home, everything at home is purchased by yourself, and the hol has 100% decoration rights over the rooms. In the past, hols ofn used this opportunity to promo their own branded bed, bathroom supplies, etc. Nowadays, more and more hols, especially boutique hols, are starting to explore the possibility of opening up guest rooms as a battlefield for O2O promotion, accommodating an increasingly diverse range of brands to showcase their procts here.

 

 

 

家居产品的购买，需要亲身体验，而酒店恰恰提供了这样千载难逢的机会，可以让家居品牌的产品与潜在顾客在放松的环境里，反复、亲密接触，00大地增加了购买转化率。  以下是英国《金融时报》笔下关于酒店O2O尝试的几大代表性案例：  2006年，Katie 和Alex Clarke 夫妇将英国Sussex 一家18世纪的驿站精心改造为风格优雅的酒店-George in Rye  (下图), 曾经为电影电视剧制作布景的00殊经历，让他们两人拥有了不凡的品味，让房间充满令人眼前一亮的舞台氛围，而且每个房间都有自己的00色。

The purchase of home procts requires personal experience, and hols provide such a once-in-a-lifetime opportunity to allow home brand procts and pontial customers to repeadly and intimaly inract in a relaxed environment, greatly increasing the purchase conversion ra. The following are several representative cases of hol O2O atmpts described by the Financial Times: In 2006, Katie and Alex Clarke meticulously transformed an 18th century post station in Sussex, UK into an elegant hol - George in Rye (below). Their unique experience of setting for movies and TV dramas gave them extraordinary tas and filled the room with a dazzling stage atmosphere, And each room has its own 00 colors.

络绎不00的客人跑来询问哪里可以买到客房里摆设的东西：台灯、靠垫、床头板种种。这让Katie  

 

 

 

和Alex意识到，酒店是推销商品的00佳场景，于是他们在附近开了一家零售店，引进了Fret00品牌的床单和枕头(也是著名的Savoy 奢华酒店的供应商)  ，Farrow & Ball油漆和  Ren牌护肤品等，所有这些产品同时在他们的酒店房间中使用，房客如果喜欢就可以直接去指定商店购买。这个尝试大获成功，如今他们的商店已经搬到酒店边上更大的地方。客人甚至可以从酒店的供应商处委托定制，比如出自当地设计师之手的缤纷灯罩或乙烯基壁板。

A sady stream of guests came to inquire where to buy the furnishings in the guest room, such as table lamps, cushions, and headboards. This made Katie and Alex realize that hols are one of the top 100 scenarios for promoting procts, so they opened a nearby retail store and introced Fret00 branded bed sheets and pillows (also a supplier of the famous Savoy luxury hol), Farrow& Ball paint and Ren brand skincare procts, all of which are used in their hol rooms at the same time. If nants like them, they can directly go to the designad store to purchase. This atmpt was a great success, and now their store has been moved to a larger location next to the hol. Guests can even commission customization from hol suppliers, such as colorful lampshades or vinyl wall panels made by local designers.

越来越多的酒店开始销售传统服务以外的商品，一方面，这些酒店自己正在演变成生活方式品牌 – 通过销售自有品牌实现利润大化 -  

 

 

 

 

 

希尔顿，万豪和凯悦酒店都开设了网店，销售从泡泡浴到床具的各类家居用品;另一方面，他们也在成为其他公司推销商品的展示间，为那些门店客流下滑的零售商照亮了一条新的通道。

More and more hols are starting to sell procts beyond traditional services. On the one hand, these hols themselves are evolving into lifestyle brands– Maximizing profits by selling their own brands - Hilton, Marriott, and Hyatt have all opened online stores selling various household ims from bubble baths to bed; On the other hand, they are also becoming showrooms for other companies to promo their procts, illuminating a new channel for retailers whose store traffic has declined.

喜达屋集团旗下的 Aloft 酒店，去年和美国家居内饰零售商Design Within  Reach签订合同，在美国20个酒店展示和销售他们的家具-包括扶手椅、吊灯等，价目表就放在房间内客人触手可及的地方。  在欧洲，CitizenM酒店集团与瑞士家具公司Vitra 也达成了类似协议，两家的目标顾客有很大重合，都热爱轻奢生活。

Aloft Hols, a subsidiary of Starwood Group, signed a contract with American home inrior retailer Design Within Reach last year to showcase and sell their furniture - inclu armchairs, chandeliers, etc. - in 20 hols in the Unid Stas, with price lists placed within easy reach of guests. In Europe, CitizenM Hol Group and Swiss furniture company Vitra have also reached a similar agreement, with a significant overlap in their target customers who both love luxury living.

酒店和家居品牌商各取所需，酒店可自行挑选适合的产品，免费使用在客房里，其中不少是来自尖设计师;品牌商则获得免费面向目标顾客展示产品的机会，不仅是展示，更是深度体验。这就是所谓的“活着的展示间”。

Hols and home furnishings brands each have their own needs, and hols can choose suitable procts to use for free in their rooms, many of which come from top designers; Brands receive the opportunity to showcase their procts to target customers for free, not only for display, but also for in-depth experience. This is what is called" The Living Exhibition Room;.

 

 

 

 

 

CitizenM酒店并不卖这些家具，产品目录放在前台，但没有价格标签，所有家具只能从Vitra公司直接购买。尽管如此，酒店还是得到了免费家具之外更多的好处：不少客人在那些家具前留影、自拍，上传到Instagram，对酒店进行了无偿的宣传。(上图：CitizenM  伦敦的大堂)  Ace 酒店与品牌的合作也是创意十足。

CitizenM Hol does not sell these furniture. The proct catalog is placed at the front desk, but there is no price tag. All furniture can only be purchased directly from Vitra Company. Nevertheless, the hol has gained more benefits beyond free furniture: many guests take photos and selfies in front of those furniture, upload them to Instagram, and promo the hol for free. The collaboration between Ace Hol and the brand is also full of creativity.

这家总部设在美国俄勒冈州波00兰的酒店开设了网上商店，自比为 “露天跳蚤市场”，销售东西包括纽约布鲁克林生产的  2400美元的定制自行车Horse Cycles，苏格兰生产的名牌数字收音机Revo(400美元) ，  Ace自有品牌的灰色羊毛毛毯(275美元起，下图)-据说每次上架都会迅速销售一

This hol, headquarred in Portland, Oregon, USA, has opened an online store called" Outdoor flea market”, Sales include a $2400 custom bike Horse Cycles proced in Brooklyn, New York, a branded digital radio Revo proced in Scotland ($400), and Ace's own brand of gray wool blanket (starting at $275, below) - repordly quickly selling one every time it goes on sale

空。  酒店的这些尝试，已经大大超越了传统酒店那些常年销售乏味的字母组合浴袍、高尔夫雨伞的礼品店，不仅扩大自己的利润来源，获得更高的社交媒体传播，甚至开始承担起推广本地艺术家，工匠和设计师产品的作用。

Empty. These atmpts by hols have greatly surpassed the traditional gift shops that sell boring letr combination bathrobes and golf umbrellas all year round. They have not only expanded their profit sources and gained higher social media dissemination, but have even begun to take on the role of promoting local artists, craftsmen, and designers' procts.