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Beginning in the early morning of April 6, the "Wuyi Hotel Women's Attacks" became the focus of attention from all walks of life, and one post was turned wild in the circle of friends.
Beginning on the morning of April 6, Home Inns issued a statement, which was further squandered by many consumers because of the slow processing speed and plain language. Even after the apology of the family, the attacked woman still expressed "disappointment."
The "First Financial Daily" reporter interviewed on April 6th that the incident of peace and harmony reflects the chaos of the economy hotel industry. There are not many disputes involving "yellow gambling poison" in the industry, preventing "small cards" ( The spread of pornographic service flyers has cost some hoteliers a heavy price, and sometimes hoteliers have “collusion†with sex service providers. The "towel door" and fake invoice incidents that have been exposed before, reflect the shortcomings of the chain hotel industry's low-cost operation and eagerness to return.
The peace event is only a "gap" to see the truth.
"Blood" card
The Weibo user whose ID is "Bend_2016" (hereinafter referred to as "Bending") sent several Weibo posts and uploaded a video of "20160403 Beijing Wangjing 798 and the hotel woman attacked". The article and video content mainly talked about the attempted “hijacking†outside the hotel room when staying at the hotel during the business trip in Beijing on April 3, but the related hotels have maintained an “indifferent†attitude before and after the incident.
Although there is no official conclusion yet, there are a lot of news that “bending†is dragged by a stranger or related to the identity of the porn service provider.
So why do pornographic service providers appear in harmony? Why are the staff indifferent?
“There is an industry problem behind this. We have been a hotel for many years and know that almost all hotel chains have encountered sending 'small cards'. These porn operators can issue cards as a guest or directly to the hotel. This process always attracts some consumers, so the hotel is bound to become a place for such transactions." A senior hotel industry manager who asked not to be named told the "First Financial Daily" reporter, sometimes even guests in the room Drug abuse or suicide.
During the interviews with this reporter, most of the respondents said that they had experienced pornographic service calls or “small cards†in the hotel, which is especially frequent in economic chain hotels.
"It's really disgusting. I have to call when I am asleep in the middle of the night, or a bunch of cards. I said that I am a woman, I don't need it, and the other person said that there are male practitioners who can serve female guests." Wu Mei (a pseudonym) Expressed angrily.
"This is not a big deal. Sometimes you pick up the phone or see the card and you will find that they are simply 'precise marketing'. The other party knows that you are a male or female and will provide different service flyers according to your gender." Always outside Liang Bin (a pseudonym), a business traveler, told the reporter of China Business News.
There is also a "small card" problem in the Harmony Hotel where the woman was attacked.
"I have lived here for a month or two. I often see 'small cards' appearing, and some people who can't tell their identity come in and out." A woman from Guangdong who has been living in a hotel for some time. Guest Xiaoya (pseudonym) told the reporter of the "First Financial Daily" on April 6.
After interviewing many chain hotel companies such as Huazhu, Jinjiang, Rujia, GreenTree Inn, etc., the reporter of “First Financial Daily†learned that “small card†is a “pain point†in hotel management. The reason for this phenomenon is that There are two main situations: First, the hotel practitioners are simply “companionsâ€. They even disclose the information of the guests in private, so that the pornographic service personnel can “precisely marketâ€. Once there was a “collusion†between security and porn practitioners. This is a very popular hotel in Dongguan. The second is that hoteliers are opposed to the “card party†entering the hotel, but unfortunately it is difficult to control.
"We require strict inspection of the identity of the guests. It is difficult to enter the hotel for those who do not know the origin. It is very difficult in practice. There are a group of people behind these 'card parties'. They even have their own gangs. We have one after-90s employees. On duty, I met the 'card party'. He obviously wanted to enter our hotel to issue the card, and the staff stopped it. The 'card party' said, 'We are not easy, let me enter.' The employee still stopped him, and he was very Angrily took out the phone and wanted to call a group of 'brothers'. Maybe the 'brothers' had other things at the time, and they didn't appear at the end, otherwise our employees would be very dangerous." Gesang told the "First Financial Daily" reporter.
"There are so many kinds of things, we have all encountered. If the staff wants to stop the 'card party', they will often encounter being beaten. Then many staff members will not be willing to manage it. If it is those 'collusion' hotels The staff will not even pay attention to it. Although it can be handled by the police, these 'card parties' will be released soon, and they are all gangs. They will continue to come to the hotel in the next day, and it is difficult for hoteliers to stop it." Zhang Wei (a pseudonym), a management team who has worked in the Jinjiang Department for many years, said frankly.
Even hoteliers have paid the price of “bloodâ€.
Wu Hai, founder of Orange Crystal Hotel, revealed that in one of his orange crystal hotels, the staff of the hotel were injured because of the employee’s blocking of the yellow “small cardâ€. One of the 26-year-old employees was in the rescue room. After 5 hours of rescue, it was out of danger. Moreover, the "bleeding" incident did not stop the "card party" problem, after which such people still appeared in the hotel, and the hotel staff has been difficult to control.
Is it really "no solution"?
Zhang Wei pointed out that relying on the hotel's "management" has been very difficult, and can only play a role through hardware facilities - such as the hotel's door as a sealing strip to prevent the card from being inserted into the room. But such measures are also limited.
Urgent return to the book
Low cost and eagerness to return is the main cause of chaos in the economy of the hotel industry.
In the interview, some hoteliers gave another situation—sometimes, the hotelier neither stopped nor promoted the “card party†but allowed it to develop freely. Because the occurrence of illegal pornography can increase the occupancy rate of the hotel or even the price of the room.
“We have seen that in the past few years, the occupancy rate and room prices of the budget hotel industry are declining. If there is a porn transaction, it is not excluded that the hotel’s revenue can be boosted. One problem to be noted is that this will result in’ The hourly room 'effect, 'hours room' can make the hotel's occupancy rate exceed 100%, which is like the 'turning rate'," said Zhao Huanyu, the chief knowledge expert of Huamei. For an extreme example, if your hotel is full, then It is 100% occupancy rate. If all rooms change a group of guests within half a day because of 'hours room', it is equivalent to 200% occupancy rate. Therefore, under the market's decline, many hotels are willing to accept the 'hours room' and some 'card parties' that are not too rough. â€
According to public data, some key indicators such as home have declined in recent years. For the whole year of 2014, the hotel occupancy rate was 83.6%, a decrease of 2.5 percentage points year-on-year; RevPAR (the average actual operating income generated by each room loanable) was RMB 138, a decrease of 2.8% compared with the same period of 2013. According to the 2015 Home Inns report, its total annual revenue was about 6.67 billion yuan, down 0.2% year-on-year.
Our reporter learned that the labor costs have increased every year in the past few years. The hotel chain needs a certain ratio of people and houses, that is, how many service personnel a hotel corresponds to, so the cost of the hotel is very high, and to control the cost, many hotels All of them are cheap labor, so the overall quality of employees is reduced, which also brings hidden dangers to hotel management. There was a home-made "towel door" incident, when the home staff was exposed to the towel and wiped the cup. And similar health hazards exist not only at home.
“The various types of hotel costs have risen, especially in the past few years, thousands of hotel properties may have to expire, when a large number of budget hotels are facing rising rents, and the industry’s return on investment has been from the previous 3 The year has been extended to more than five years, so more operators want to shorten the return on investment and make quick money. So we have seen some hoteliers turn to apartments with an investment return period of only one to three years, or some operators have no choice but to accept 'hours Room, or some hoteliers are eager to start business without obtaining a license, and start making money in advance, resulting in disputes or invoices." Wang Duo, founder of Atour Hotel, pointed out.
A few years ago, the reporter of the “First Financial Daily†reporter issued three invoices after staying at the Home Inns Shuangjing franchise store in Dongsanhuan South Road, Beijing, and then the “First Financial Daily†reporter went to Beijing local tax. Bureau, after the identification of tax officials, said that the three invoices issued by the family are fake invoices. At home, he apologized and rectified the store. The store was only opened for 2 months. The industry believes that this matter is likely to be related to the fact that the new store has no formal invoice but is eager to make money, but it is not appropriate to issue a fake invoice.
“There are not a few budget hotels with lack of licenses and incomplete procedures. If you say frankly, why do you know that so many local budget hotels are going overseas? Because overseas investors don’t understand what special industry licenses are needed for Chinese hotels. The certificate is not complete, but as long as there is scale, you can go to the overseas stock market to tell stories, but you can't deceive the CSRC in China. After all, everyone wants to make quick money, which leads to hidden troubles such as procedures, health and safety." He Ping (pseudonym), who has conducted chain hotel investment and consulting business for many years, revealed.
Sloppy crisis management
In addition to industry problems, improper handling of crisis incidents is also the point at home.
On April 5th, it was originally a home to announce the completion of privatization, which should be a day of glory. However, in the early hours of the same day to the early morning of April 6, the above-mentioned "bending" incident occurred, and the circle of friends was swiped, almost all condemning the voice of home.
In the first time, Home Inn did not give a timely response.
Until 1 o'clock in the morning on April 6th, Home Inns issued the first statement: "Today, Home Inns Group is concerned about the April 3rd in Beijing on the Internet transmission 'and the hotel girls attacked' article, the group Has been highly valued, and immediately follow up on the progress of the investigation, we are trying to contact the parties at the first time of the matter. We are very sorry about the current experience of 'bending', we are in the hotel Occurrence, the hotel has the responsibility to find out the truth, and we are actively cooperating with the local public security organs to investigate. Home Inns Group will not tolerate the illegal activities. We hope to get in touch with the 'bending', hope and 'bend' Fighting side by side, I also hope to get her cooperation. We will continue to update the results of the investigation and hope that things can be properly resolved."
The above words were criticized by netizens as "no sincerity, indifference".
Although Home Inns subsequently updated the statement, it has had little effect and is not timely.
Until April 6th, it was close to the evening. Home Inns finally held a briefing at the Heyi Hotel and apologized, and the reporter of the “First Financial Daily†waited for 5 hours, and the participation in the briefing was only 10 minutes. At the end, all the reporters' questions, the hotel's responsible person will not comment.
Many reporters present were quite dissatisfied with the handling of the hotel, and the “podcast†that broadcast live on the mobile live broadcast platform even issued a “zero public relations capability†evaluation.
Not satisfied with this result is not only the reporters at the scene, the parties "bend" later issued a short three words on their own Weibo: too disappointed.
The hotel is currently not accepting occupancy. For customers who have previously made reservations online, the hotel will give a refund and make a new hotel check-in arrangement.
Jingwei Ventures publicly pointed out that for the company, if it happens, you must think about how to be good. A good crisis prevention system is top-down for the company – it requires public relations, founders and operations, technology, sales, customer service and other involved departments to work together to find out where the company’s problems are, in a timely and fast manner. Give corrections and make up. Industry players should pay attention to how to prevent a crisis like "Hey" from ruining a company.
"There are several problems here. First of all, if the family does not respond in the first time, the process is very lengthy. If it is not timely, it will cause public opinion to fall to the other side. Secondly, the home should promptly apologize and admit mistakes because of crisis events. It has happened that you as a trader can blame, you must first admit your mistakes and apologize, otherwise you will be considered as not sincere. In addition, the wording in the initial response is not well polished, resulting in indifference and insincer The feeling is that this is a very important detail in the crisis public relations. After the negative events, we must know how to reduce losses as much as possible through response, instead of triggering a new round of public anger.†The hotel has been engaged in media management and tourism for many years. Wei Changren, chief analyst of the consulting agency, said frankly.
Abstract "We are not happy to see such a thing happening at a competitor's home. The incidents of the girls in the hotel reflect the problems of the entire hotel industry and some difficulties that are difficult to get out of." Said helplessly. From the early morning of April 6th...
"We are not happy to see such a thing happening at a competitor's home. The incidents of the girls in the hotel reflect the problems of the entire hotel industry and some difficulties that are difficult to get out of." Atour Hotel Marketing Director Gesang Helpless Say.