It is very obvious that 7 Days Inn wants to use this point to grab the market share of these hotels, while these hotels have no response at all, and their customers are taken away by 7 Days without even knowing it. It is worth noting that when searching for "Home Inn" as a keyword, the 7 Days does not appear on the first page of the search results, but appears in the promoted links on the right side, like Inner Mongolia Xilingol Talent Network. It can be seen that besides temporarily ignoring Home Inn, the number one rival in the industry, 7 Days views all other chain hotels as major rivals to be surrounded andę¢ed, taking their market share will allow them to leave far behind, moving from the current fourth place in the industry to the second place, becoming a duopoly in the industry with Home Inn! As shown in the figure:
Of course, many hotels can achieve this point, but 7 Days Inn takes it a step further in online promotion. When I input the names of other chain hotels for search, the website link of 7 Days often follows closely, or even ranks before them, as shown in the figure.
Through searching keywords such as hotel, chain hotel, economy hotel, etc., on the internet search engine, 7 Days often ranks among the top few positions, as shown in the figure below:
Currently, after several years of rapid growth, the major brands of China's chain economy hotels are beginning to take shape. However, 7 Days Inn, established in 2005, has managed to open more than 600 branches in 70 cities across the country within just five years. Why has this latecomer, which was established later than companies like Home Inn, Jinjiang Star, and Motel 168, become the first Chinese hotel group to list on the New York Stock Exchange? Why do other chain hotels seem unaware and lack significant marketing efforts?
In my work of conducting market research and investigation on chain hotels, I found that 7 Days not only discovers new markets but also knows how to do market better than its competitors and seize the market:
1. The Surrounding Strategy of 7 Days Chain
The gap between 7 Days Inn and the second and third ranked Jinjiang Star and Motel is small. Directly intercepting their customers online will yield very obvious results. At the same time, it further distances itself from Hanting. This surrounding marketing strategy not only shows the proactive marketing ability of 7 Days but also indicates...
(Translated from the original Chinese text provided)