Entrepreneur Wu Hai And His "Orange Hotel"

Like the location of Orange Hotel, its CEO Wu Hai looks a bit "implicit".

"Orange Hotel customer base is mainly more than 30 years old young people, more self, more publicity, but implicitly publicized."

Wu Hai's hands kept playing with tea cups in the teahouse of Jinsong East shop in Beijing Orange Hotel, which was floating around the faint orange citrus.

If you look at Wu Hai's eyes, you will see the wisdom of businessmen.

Wu Hai, 40, sold computers and worked as cashiers.

And everyone familiar with him said he was "entrepreneurial maniac".

He persisted in starting business again and again, not because of failure but to give up because of success.

"I do one thing only for success." money is only an accessory and a yardstick.

I do one thing only for success, and money comes with it. "

Talking about the history of entrepreneurship, Wu Hai is very calm.

"When I graduated from college, I didn't have a decent suit. I wore a suit borrowed from my classmates during the interview, and I grew 20 centimeters long."

Thinking of the past, Wu Hai smiled. "In a five star hotel, he ran out to buy dough sticks in the morning, and came back to see the waiter and asked for soy sauce and chilli sauce to eat."

Wu Hai graduated from Central University of Finance and Economics in the field of economics and information management, and played a foundation role in his future career.

After graduating from college, Wu Hai accepted a period of training abroad. He returned to Hainan Phoenix company after returning home. Later, because of the pfer of shares, Wu Haibian took the initiative to leave Hainan Phoenix.

In 1997, Wu Hai founded China's first business travel management company, the business travel management group, which provides hotel reservation service and the earliest member system.

In the meantime, he had created a miracle of 30 thousand rooms in a month, but Wu Hai did not stick to this position.

In March 8, 2000, Wu Hai found an alumni as an investor and turned to Ctrip.

But Wu Hai's seemingly impossible "employment card issuing" strategy has enabled Ctrip to quickly occupy the market, and the monthly booking volume has surged from several hundred to tens of thousands.

After a year and a half, Wu Hai left Ctrip and began to build a fortune tour. Then he sold Sina fortune to Sina and sold it to elong.

From joining elong in June 2005 to officially leaving in March 31, 2006, Wu Hai only lasted 10 months when he became a "senior worker" in elong.

This time, Wu Hai, who got a huge investment fund, started a new business trip.

Since the first Orange Hotel in 2006, in just two years, Orange Hotel already has more than 20 branches throughout the country's first tier cities.

The brand of "crystal oranges" created in Hangzhou this year has extended its products from the middle end to the high end, which has greatly increased the market extension of the brand.

The plan is to increase 10 to 20 in 2009.

Wu Hai said, we do not blindly pursue the number and scale of hotels, but the unique flavor and good reputation of each store.

"The most sad thing about me is to use oranges as a Econo Hotel," he said. "In fact, the orange brand is inspired by Orange County, California."

Wu Hai once lived in a private hotel in Orange County. Although the hotel is small, it is full of artistic atmosphere, including the frescoes of the corridor and the environment of orange. Therefore, Wu Hai decides to introduce such a hotel style into China.

"I want to make Orange Hotel" Architects Inn ", reflecting the" little luxury in the budget ".

Wu Hai revealed that the secret of Orange Hotel keeping high repeat customers is here.

In the words of Wu Hai, Kangle said, "save money from the facilities and really give the benefit to the guests."

Although there are no Kangle facilities such as fitness, if we only look at the guest rooms of Orange Hotel, it is even more comfortable than many three star hotels.

As a result of the chain operation mode of Orange Hotel, it became a member of the Econo Hotel camp.

We never call Econo Hotel, and we never advertised it.

Users say on the Internet that this is the best Econo Hotel I've ever seen, which is the saddest thing for me.

Speaking of this, Wu Hai's voice is higher. "So we have always said, first, chain is not necessarily economic; second, Orange Hotel manages 20 hotels, rather than the Orange Hotel group now has 20 chain hotels.

If it is equated to the economic type, users will wear colored glasses to see you.

"The general Econo Hotel is aimed at the one or two star hotel market, and the orange market is two, three-star hotel market, the target groups are differentiated, so it does not conflict."

Wu Hai explained that the average price of oranges is around 300 yuan, while the price of the "7 day" economic chain hotel is around 200 yuan.

The difference between the 100 yuan is the difference between the target consumer groups. It is precisely because of their clear target consumer groups that orange and "7 days" adjacent to the building will achieve a win-win phenomenon of 95% occupancy rate.

Since the founding of Orange Hotel, most of the guests have been attracted by word of mouth. Therefore, Wu Hai has also been questioned about brand building.

Brand needs publicity, word of mouth communication is limited, and oranges want to increase their market competitiveness. It is not enough to rely on word of mouth.

We will also publicize it, but if you haven't come out of it yet, you'll be able to yell at it. The guests came to see it.

So I think it's better to do it first, and to get the job done without anyone's attention, until we can do something that we can show.

Wu Hai, who has been in low profile for two years, is still calm and calm.

And his "oranges" have already borne fruit in China's first tier cities.

Xu Qiyun, editor in chief: