Hanfu shows all over the city, a dream back to the prosperous Tang Dynasty. This year, Luoyang cultural tourism continues to break through the circle, from Qingming Festival to May Day. Meituan data shows that during the May Day holiday, Luoyang ranked first in the province in terms of bookings for tourism consumption (including hotels and B&Bs, attraction tickets, transportation, etc.), welcoming tourists from all over the country.
With the help of online platforms such as Meituan and Dianping, Luoyang merchants have integrated city characteristics and user needs to continuously innovate cultural tourism supply. As a representative business format, "Hanfu Hotel" has quietly become popular. Meituan data shows that in the past year, the number of accommodation merchants in Luoyang offering "Hanfu" themed products has increased by 330% year-on-year, and the order volume for related products has increased by 17 times.
The Luojian Hanfu Guanying B&B Hotel, located near Longmen Avenue, will open in October 2023 with approximately 30 guest rooms. This is also the first time that Hu Yun, a post-95s entrepreneur, operates a hotel across industries. The store spent more than 100,000 yuan to purchase 400 sets of Hanfu and thousands of accessories, which are free for customers to choose from. The "makeup" is charged separately, but it is significantly cheaper than the market price. "Hanfu is a characteristic of Luoyang, and users have obvious needs. We also hope to provide users with an immersive experience and promote Luoyang culture." Hu Yun said.
Half a year after its opening, this store has become one of the top five in terms of traffic in the same business district, and is popular among young consumers. The average occupancy rate has reached 80%, and it is basically full every weekend and holiday. In February this year, the store's revenue exceeded 100,000 yuan, and the additional revenue brought by "Hanfu" exceeded 20,000 yuan. In April, Luoyang will usher in the peak tourist season. Hu Yun estimates that the direct revenue from "Hanfu" will exceed 40,000 yuan, and the entire store's revenue is expected to exceed 150,000 yuan.
▲The lobby of the hotel run by Hu Yun is filled with Hanfu (Photography: Zhang Hao)
Hu Yun said that "Hanfu" can not only enhance the characteristics of the hotel, but also create core competitiveness and make the hotel more competitive. In addition to guest rooms, adding new revenue methods can also better attract customers. Many consumers will book a stay for the "free Hanfu experience".
"As a newbie in the hotel industry, Hanfu Hotel has met the market demand in Luoyang. Coupled with the new store traffic support and operational guidance provided by the platform, the overall development has far exceeded expectations." Hu Yun made a calculation, The investment in the whole store is about 1.5 million yuan. According to the current situation, the payback period can be controlled within two years. Many hotel management veterans say that he is "overtaking in corners".
In recent years, Luoyang has continued to cultivate the deep integration of the entire industry chain and cultural tourism resources around the new cultural tourism concept of "subversive creativity, immersive experience, youthful consumption, and mobile communication". Local merchants leverage online platforms to adapt to consumption trends, seize national trends, and continuously innovate supply.
In Hu Yun’s view, the reason why “Hanfu Hotel” has experienced rapid development in Luoyang is that it meets user needs and has significant substitution advantages. "Young people are increasingly fond of Chinese culture. Compared with other hotels, Hanfu Hotel is more unique, more cost-effective, and more in line with the consumer needs of young people. Compared with specialized Hanfu stores, it can significantly save users time and expenses, and the scene is more For convenience.”
In addition, Luoyang has a profound historical and cultural heritage and a hot Hanfu consumption atmosphere, and the “Hanfu Hotel” also highlights the characteristics of the city. Meituan and Dianping data show that since 2024, Luoyang’s searches for “Hanfu” have ranked among the top in the country, and searches for “Men’s Hanfu” have increased by 550% year-on-year. Many tourists will make a special trip to Luoyang to experience Hanfu.
Hu Yun is full of confidence in the development of "Hanfu Hotel". During the May Day holiday, Luojian·Hanfu·Kuanying B&B Hotel has nearly 70% bookings, and the second store has also started trial operation.
“I am from Changzhi, Shanxi. As a foreigner, I went to school in Luoyang, worked hard for ten years, got married and started a business. I witnessed the rapid development of this city, and my career also caught up with it,” Hu Yun Said, "As entrepreneurs, in the future we will continue to innovate product details, provide good services, and promote the national style culture and the charm of Luoyang to tourists around the world."
(Source: Elephant News)
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