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Editor/Xue Xiang

Another year is 315.

This year’s 315 party focused on the theme of "Building Integrity and Sharing Security", focusing on strengthening the protection of consumers’ rights and interests, optimizing the consumption environment, promoting the continuous improvement of the quality of goods and services, making efforts to promote safe consumption, releasing consumption potential and caring for a better life.

In this year’s 315 party, the main board machine that made the water army, the fireproof glass "does not prevent fire", the fire extinguisher that can’t put out the fire, the "bad heart meat" in the braised pork with plum vegetables, the fascinating listening to flowers and wine, the face-changing fraud of AI, the deep and disturbing routine of marriage and love platform, and many routines of BMW transmission shaft and Tongcheng financial App gift cards were exposed.

The details are as follows:

1. Grey industrial chain of main board computer of network water army

20 mobile phone motherboards are installed in the same motherboard case and assembled into a motherboard machine, and one machine can control 20 mobile phones. Motherboard machines, constantly superimposed, can form a network matrix of thousands of mobile phones. With such equipment, you can manipulate games, manipulate the number of posts, and manipulate online voting. "You are the king who can control everything in the online world."

2. Fireproof glass is not fireproof.

On the evening of 315, I visited a company specializing in the production of fireproof glass in Tianjin. However, on the production line, I didn’t see any processes such as spraying fireproof liquid on the glass and drying it. A worker was repeatedly questioned and said that the fire-proof glass on the production line of the factory was actually ordinary tempered glass, and no fire-proof treatment was done. "People want fake fire prevention, just mark it." In order to get the qualified inspection report, the glass enterprises themselves go to the management department for inspection, so they will prepare expensive qualified fire-proof glass, pretend to be their own products for inspection, defraud the qualified inspection report, and then openly sell fake and shoddy products.

3. A fire extinguisher that can’t put out the fire

At the beginning of January, 2024, the 315 party came to the well-known hardware and electrical market in Central China, and many fire extinguishers were wholesale from here. However, the low quotations of some merchants and the fire-fighting effect they said were frightening. The salesperson of Dingsheng Traffic Facilities Fire Equipment Wholesale Store said: "If you take a bottle of 30 yuan, you can guarantee that you can’t put out the fire. The more you put out the fire, the bigger it gets, to tell you the truth. " 30 yuan? Not putting out the fire? Is this still a fire extinguisher? According to the national standard GB4066-2017 dry powder fire extinguishing agent, the main component of ABC dry powder fire extinguishing agent is ammonium dihydrogen phosphate with a content of 75%. Here, some shops sell non-standard fire extinguishers, the content of ammonium dihydrogen phosphate has been secretly reduced from 75% to 50% or even to 20%, and the quality is not the worst.

4. The raw material of braised pork with plum vegetables is inferior trough meat.

At the 315 party, a report was received that some local enterprises made preserved vegetables with braised pork in plum vegetables with uncooked trough meat. Trough head meat refers to the meat at the joint of pig head and trunk. Because it contains a lot of lymph nodes, lipomas and thyroid gland, it belongs to the part of pork that must be strictly "renovated" and is recognized as the part of pork with poor quality and low price. The normal wholesale price of pork belly is about a catty of 12 yuan, while the wholesale price of inferior trough head meat without strict treatment is only about a catty of 3 yuan. Visiting a number of local frozen products markets, many merchants revealed that it has long been an open secret to substitute pork belly for braised pork in plum vegetables.

5. Listen to sanhua with fascination

Since 2020, a kind of Tinghua wine known as "high-end business liquor" has appeared in the consumer market. In just three years, this kind of Tinghua wine can be seen everywhere. The standard price is 5860 yuan, and the boutique price is 58600 yuan! Sales staff said that this wine has the effects of enhancing immunity, improving sleep, ensuring male erectile function, regulating physiological disorders and resisting aging. At the production site of Tinghua Liquor Industry and its headquarters in Chengdu, Sichuan, a staff member said that the health of Tinghua Liquor has an international patent. The agent in charge of this patent said that the cooling agent mentioned in the patent for listening to flower wine is either a high-tech substance or a common mint extract.

6. The platform of marriage and love is deep

In recent years, the marriage platform has received a lot of attention. Recently, the 315 party has been interviewed by many marriage and love companies such as zhenai, jiayuan, and Love Class, and has become a "marriage and love matchmaker". In professional training, the lecturer stressed that we should first "throw bait" and fabricate a "virtual person" that meets the customer’s wishes; Then, through the customer’s consumption habits, deposits and other information, "screening customers for money"; Next, "other possibilities of blocking customers" will make customers regard the platform of marriage and love as their only hope, and use pain points such as age anxiety, birth anxiety and feelings of children after divorce to induce consumers to buy membership services with a price of tens of thousands of yuan.

7. disturbing BMW drive shaft

In a video provided by a BMW owner, it can be clearly heard that the transmission system makes a sharp rubbing sound and a metal collision sound during the shift of R and D gears. After interviewing many owners of BMW 530Li, I also visited many BMW 4S stores all over the country. The staff of BMW 4S stores are not shy about the abnormal sound of the transmission shaft of BMW 530L model, and the maintenance staff also frankly said that it is ok to replace the transmission shaft, but they can’t return the car or change it. And in the investigation, it is learned that replacing the new transmission shaft can not completely solve the problem of abnormal sound of the vehicle transmission shaft, and BMW manufacturers and various 4S stores are well aware of this. Car owners believe that as long as there is such an unexplained abnormal sound in the transmission shaft, it means there is a safety hazard, and BMW manufacturers have the responsibility and obligation to find out the truth and give car owners a clear answer. Until the 315 party was broadcast, the BMW official did not respond positively to the owner.

8. Tongcheng Financial App gift card has many routines.

At the 315 party, I found a complainant with an alias of Xiao Li. Xiao Li introduced: "Through netizens, I know that Tongcheng Financial App can borrow money. Online said to buy its gift card, then recycle the gift card through the mall, fill in your own collection account, and give me the money. " What is puzzling is why Tongcheng Financial App doesn’t lend directly to consumers, and it has to go around such a big circle to let consumers get money. Is this a gift package product or a disguised financial loan? Xiao Li introduced: "The price of the gift package was more than 40,000 yuan, but I actually got only 28,000 yuan. Complex gift packaging, a makeover recycling, and nearly one-third of Xiao Li’s money were "digested" by Tongcheng Finance. On only one complaint platform, there are as many as 36,755 complaints about Tongcheng Financial App, including Tongcheng Financial usury and Tongcheng Financial Bundle Sales.

Why is there a 315 party?

The origin of the 315 party has to start with the first local law in China to protect the legitimate rights and interests of consumers.

On February 28th, 1987, Duan Jianping, director of the Complaints Department of Fujian Consumer Council, received a report of unsanitary kohlrabi pickled in Zhanglan Village. Subsequently, Fujian Consumers Association contacted relevant personnel to come to Zhanglan Village, and saw that some farmers in the field pickled kohlrabi in the septic tank used by the original commune to collect fertilizer, and feces and toilet paper were mixed in it.

For a time, the case shook the whole country.

Relevant personnel of Fujian Provincial People’s Congress believe that judicial measures should be taken in this vicious case and legal responsibilities should be investigated seriously. However, because there are no relevant laws and regulations, the violator can only be fined 2000 yuan, and consumers can’t claim compensation from the producers.

Under this background, the Consumer Council of Fujian Province was entrusted by the Fujian Provincial People’s Congress to draft the Regulations on Protecting the Legal Rights and Interests of Consumers in Fujian Province. After repeated discussions, on September 4, 1987, the Standing Committee of the Sixth National People’s Congress of Fujian Province officially passed the Regulations on Protecting the Legal Rights and Interests of Consumers in Fujian Province, which came into effect on December 1 of the same year. This is the first local regulation to protect the legitimate rights and interests of consumers in China.

After the promulgation of the Regulations on Protecting the Legal Rights and Interests of Consumers in Fujian Province, there was a strong response, and 28 provinces, autonomous regions and municipalities directly under the Central Government have successively formulated regulations on protecting consumers’ rights and interests.

Subsequently, the state began to pay more and more attention to protecting the legitimate rights and interests of consumers. In 1992, at the Fifth Session of the Seventh National People’s Congress, nearly 600 delegates submitted more than 20 motions, demanding that special laws and regulations be formulated as soon as possible to protect the interests of consumers. The National People’s Congress attached great importance to the deputies’ proposals, and appointed Wang Zhuqian, deputy secretary-general of the Legal Work Committee, to participate in the drafting of the bill.

On October 31, 1993, the Law of People’s Republic of China (PRC) on the Protection of Consumers’ Rights and Interests was unanimously reviewed and approved by the Fourth Session of the Eighth the National People’s Congress Standing Committee (NPCSC) and promulgated.

However, in the late 1980s and early 1990s, China was in the exploratory period of reform and opening up. The rapid economic development brought a dazzling array of products and consumer demand, and the improvement of production efficiency also encouraged enterprises to make more demands for benefits. At this time, the laws and regulations are not perfect, which gives unscrupulous business owners the opportunity to exploit loopholes, and there are more and more fake and shoddy products and false marketing events in the market.

On March 15th, 1991, CCTV, China Consumer Newspaper, China Business Times and China Consumers Association jointly held the "Friends of Consumers Special Evening" on the International Consumer Rights Day, which kicked off the CCTV "March 15th Evening".

Subsequently, more and more attention was paid to the 315 party. In order to safeguard consumers’ rights and interests, the Consumer Protection Law was publicized and illegal enterprises were cracked down. Since 1992, relevant government departments and the Ministry of Supervision have been involved, and the holding of the "315" party has changed from the behavior of the masses to the behavior of the government. Now, every March 15th, the whole country focuses on CCTV’s 315th party. This night, exposure and revelation become synonymous with justice. So far, the 315 party has been held for 33 times.

What has changed in the past 33 years?

As mentioned above, this party was regarded by consumers as a "Bao Long Tu", and many major consumer events in the past 30 years were exposed and handled through this platform.

In 1996, the 315 party reported the case of Jia Guoyu, a 17-year-old teenage girl, who was disfigured by the explosion of a cassette furnace. One year later, the Haidian District People’s Court of Beijing awarded the responsible party a total compensation of 270,000 yuan to Jia Guoyu, including 100,000 yuan for disability compensation, which became the first case of mental damage compensation in China and promoted people’s concern about consumer safety.

In 1997, the party affirmed Wang Hai’s behavior of "knowing and buying fakes" from a legal perspective, and Wang Hai began his life as a fake king.

In 1998, the 315 party exposed pyramid selling activities, which made people fully realize its essence and finally led to pyramid selling being banned by the government on April 21, 1998.

In 1999, under the impetus of the 315 party, non-B-shaped beer bottles and in-line gas water heaters withdrew from the market, and the quality of housing construction and public facilities became a public concern.

In 2002, from the "searching for you" issued by CCTV, mysterious "informers" exposed the illegal insider who cheated and harmed consumers’ rights and interests in some popular industries through frosted glass. At the same time, 50,000 industrial and commercial law enforcement officers stood by outside the party and withdrew from the song and dance sketches, which gave the 315 party a tragic color.

In 2013, the 315 party reported that the after-sales service of Apple’s mobile phone was "different inside and outside, with double standards", which aroused the anger of the majority of "fruit fans" in China. In April, 2013, Apple China official website posted a letter to respected consumers in China signed by Apple CEO Cook, and formally apologized for the behavior of "after-sales service is different inside and outside".

In 2016, the "315 Party" reported the acts of infringing on consumers’ rights and unfair competition in online ordering, online trading of used cars, mobile phone application software, customized dentures and online credit evaluation, reminding consumers not to be tempted by free gifts and relax their vigilance, resulting in the loss and leakage of personal property and information.

……

According to the statistics of Business at a Glance, from 2008 to 2024, there were about 180 cases of CCTV 315 party exposure, involving about 501 enterprises in more than ten fields such as finance, electrical appliances, food, Internet, medical care, travel, consumer goods, building and home improvement.

Among them, product quality and consumer infringement are the most exposed incidents, accounting for nearly 50%. At the same time, a series of large enterprises such as Volkswagen, Mercedes-Benz, Hungry, 360 Search, Taobao, Public Comment, Fangtai, Midea, Siemens and Apple have also been named many times.

This year’s 315 party: pay more attention to information and personal safety

It is worth noting that the problems exposed this year pay more attention to: information security, fraud and personal safety.

Among them, the mainboard machine, AI face-changing and Tongcheng financial App gift card routines that make the water army show that some illegal enterprises use the Internet to manipulate data, illegally collect user information and kidnap users’ mobile phones. In particular, online water forces and marriage platforms use anxiety to guide consumers to place orders, which has a very bad influence.

In fact, this is not the first time that Internet technology-related illegal activities have been exposed at the 315 party.

The male operators exposed at the 315 party in 2022 pretended to be female anchors to trick users into rewarding, and the jade industry took the anchor to fabricate the identity of factory owners and senior practitioners, and the products were shoddy.

The camera of Yaliang Technology installed in Kohler’s national stores revealed at the 315 party in 2021 is for the purpose of collecting consumer information and carrying out digital marketing.

In the 315 party in 2020, the chaos of mobile phone software service plug-ins stealing user privacy information was exposed. It involves more than 50 kinds of mobile phone software, such as Gome Easy Card, remote control, the strongest flashlight, all-around remote control, 91 speed purchase, daily recycling, flash, radish mall, Zijin Pratt & Whitney and so on.

In addition, is there anything that broke out at the 315 party? In the live broadcast industry, some platform anchors broke through the moral bottom line to attract popularity and reward, resulting in a lot of vulgar and false content. For the sake of traffic, the platform does not attack or even cover up in secret, which eventually leads to consumers’ victimization.

Conclusion:

In fact, on the TV screen in China, the 315 party has always been a unique existence. In the week before 315 every year, everyone will have a heated discussion and look forward to which company and brand will be on the stage of the 315 party. On the day of 315, they will be lost in why those evil companies were not named. After 315, they began to look forward to the next 315.

All this stems from the huge consumer market in China, where consumers have stepped on too many pits in their lives and there are too few channels to protect their rights. The 315 party, because it is a national consumer rights protection program, has a high level of concern, and the administrative organ handles it quickly after the roll call, which makes people feel very happy. Therefore, in the past 30 years, this party has been regarded as a "dragon-wrapped map" by consumers, hoping that it can uphold justice.

It is worth noting that, according to incomplete statistics of Miao Jian’s information, more than half of the 328 brands/units publicly named at the March 15th party were in normal operation, 66 were revoked or cancelled, 43 "no such brands" could not be searched for their current status, 16 stopped production or closed, 12 were operating abnormally, 7 had changed their names and started a new business, and 3 were acquired.

Most of the brands/units that were revoked or cancelled were investigated or closed down because of the exposure of the March 15th party. The seven companies that changed their names and surnames are basically just changing their medicine and still operating similar businesses. For example, in 2013, Shenzhen Huayi Technology Co., Ltd. and Beijing Limei Advertising Co., Ltd., two companies involved in "Android mobile phone application software seriously steals user data", were renamed respectively, but their main businesses are still similar to before. Suzhou Tianshui monosodium glutamate food Co., Ltd., which was exposed to adding insurance powder privately in 2007, has been changed to "Yunerda Intelligent Technology (Suzhou) Co., Ltd.", but its main business is still related to monosodium glutamate.

Among the exposed brands, well-known brands have received much attention. According to incomplete statistics, a total of 64 well-known brands were named at the March 15th party over the years, among which automobile and related industry brands accounted for the highest proportion, and gearbox failure was the main problem of automobile brand exposure. Followed by the internet industry, personal information disclosure and false advertising have attracted much attention.

After being exposed, nearly half of the well-known brands chose to apologize to consumers and improve related problems. About 15% of the brands chose to clarify, and only 6 did not make an official response. It can be seen that the first choice of most well-known brands is to appease consumers in time, so as to minimize the possible impact on the brand.

However, a "315" party can only solve a few problems, and treat the symptoms rather than the root cause. To make the consumer market stable and harmonious, it is necessary for the regulatory authorities to strengthen supervision, consumers to raise awareness of rights protection, and businesses to be self-disciplined.

The brands on the list this year hope to make efforts to improve next time, and those not on the list should be strictly self-disciplined. See you at 315 next year.

　On July 29th, Chengdu High-tech Zone Gazelle Valley Digital merchandise Industry Base. An industry high-end dialogue focusing on "carbon neutrality" with the theme of "Exploring Sustainable Social Value Innovation" was held in the city hall of Qingteng (Chengdu).

The cutting-edge dialogue with the theme of "Under the Qingteng Tree | Industrial Opportunities and Investment under the Double Carbon Target" brought together many top experts in the industry and more than 100 entrepreneurs.

Challenges and opportunities of energy transformation in the "dual carbon" era, overseas market exploration and practice of new energy companies, digitally driven green buildings to sustainability, photovoltaic and electric vehicle market research… Focusing on carbon neutrality industry innovation, investment, enterprise development and other topics, Sequoia China Investment Partner and China Energy Research Association Executive Director Li Junfeng, if the new energy CEO, Tsinghua-Qingteng Future Science and Technology Academy (Phase IV) alumnus Li Yi, Director of the National Gold Securities Research Institute Su Chen, Senior Advisor of the Strategy and Development Department of Tencent Group Asian Development Bank Former Chief Energy Expert Zhai Yongping, Vice President of Tencent Cloud, Head of Energy and Resources Industry Shi Mei, Tencent Qingteng General Manager Wang Lan and other experts and more than 100 entrepreneurs, jointly conducted In-depth discussion.

This is also a year after Qingteng landed in the city living room in Chengdu, he once again led entrepreneurs to Chengdu and introduced high-quality industrial resources such as Qingteng Tree Platform and Tencent SSV carbon neutrality laboratory to explore new topics.

At present, what measures do Internet technology companies have to really promote industrial progress in the field of energy or dual carbon? Zhai Yongping, a senior consultant of the Strategy and Development Department of Tencent Group and the former chief energy expert of the Asian Development Bank, believes that innovation in the field of new energy and renewable energy mainly relies on young people, private enterprises, and mainly relies on the interaction between domestic and foreign countries to inspire each other. Zhai Yongping conducted a systematic analysis of Tencent’s many measures and concepts in promoting carbon neutrality goals in recent years.

Since the national dual carbon target was put forward, in March 2022, Tencent released the Tencent carbon neutrality strategy and roadmap. He summarized that Tencent’s efforts to help the whole society achieve carbon neutrality are divided into three points, one is on the C side, such as through WeChat reach ability, allowing 1 billion users to use our WeChat Mini Program and even games to encourage and support consumers’ green life transformation; the second is on the B side, using digital technology to help the industry reduce emissions; the third is on the S side, supporting the innovation of the whole society, through the "carbon search plan", supporting the whole society in the 2C process to encourage innovation.

As Tencent and Chengdu join hands to explore industrial innovation and upgrading, this event is just one of the many actions taken by Qingteng × Tencent’s new merchandise headquarters to help local high-quality development.

Tencent × Chengdu join hands to cultivate high-quality development of private enterprises

Private enterprises are ushering in an unprecedented opportunity for development. On July 19, the "Opinions of the Central Committee of the Communist Party of China and the State Council on Promoting the Development and Growth of the Private Economy" was released. The opinion pointed out that the private economy is a new force to promote the Chinese path to modernization, an important foundation for high-quality development, and an important force to promote our country to build a modern socialist country in an all-round way and achieve the goal of the second century. The "Opinions" were issued, which gave private entrepreneurs across the country a "reassurance".

In recent years, Chengdu has become a "blessed land" for private enterprises. Data show that in 2022, Chengdu will achieve a private economy added value of 1.015684 trillion yuan, breaking through the trillion yuan mark for the first time. Stimulated by favorable policies, in the first quarter of this year, Chengdu’s private economy achieved an added value of 2670.3 billion yuan, an increase of 4.6% year-on-year, and its share of GDP rose to 50.7%. The private economy shows a good trend of accelerating recovery and development.

Private enterprises are an important force to promote the integration of digital and real, and to promote the development of the private economy. It is also an important opportunity for Tencent and Chengdu to reach a good cooperation. In order to support the high-quality development of the local area, in 2020, Tencent’s first functional headquarters – Tencent’s new merchandise headquarters will be settled in Chengdu. Focusing on the general direction of science and technology + culture, it will continue to attract the landing of high-quality industries and promote the role of building a strong chain of circles. At the same time, it also supports the landing industries to provide support in various aspects such as venues, resource links and funds for local development, and work together to explore "digital and real integration".

Since the establishment of Tencent’s new merchandise headquarters, it has continued to enrich the industrial ecology for regional business development, and has promoted the landing of 34 enterprises, including Photonics (Chengdu) innovation research and development base, CF Crossfire e-sports alliance, Tencent Qingteng city living room (Chengdu), Tencent Research Institute Southwest base and other main industries, as well as driving upstream and downstream ecological enterprises, actively practicing the driving role of building a strong chain of circles, and helping Chengdu’s digital economy and digital merchandise industry to develop with high quality.

* Tencent’s new merchandise headquarters is located in Chengdu

Just one year later, in 2021, Tencent’s co-creation learning platform focusing on digital innovation and upgrading – Qingteng settled in Tencent’s new merchandise headquarters, and successively introduced many Tencent high-quality industrial resources such as the cutting-edge technology sharing platform "Under the Qingteng Tree", Tencent Research Institute, Tencent SSV carbon neutrality laboratory, etc., which not only brings long-term and effective learning platforms and talent service capabilities to Chengdu’s development, but also helps Chengdu to enhance industrial ecological cohesion. It also focuses on cutting-edge fields such as artificial intelligence, carbon neutrality, life science, and aerospace, and promotes the high-quality development of new economic industries to a new level.

Tencent is working with Chengdu to create a fertile ground for the growth of private enterprises.

Link the Qingteng entrepreneur community and let innovation collide and grow

Based on the good cooperation foundation between Tencent and Chengdu, on July 2 last year, Tencent and Chengdu "joined hands" again – the Qingteng (Chengdu) city reception room was officially opened.

In the planning, the Qingteng (Chengdu) City Living Room can serve as a base for entrepreneurs in Sichuan to create digital-real integration solutions, and it is also the first city site for Qingteng to use digital research to help the real economy.

* Qingteng (Chengdu) City Living Room

Here, entrepreneurs can not only enjoy a long-term docking platform and mechanism, but also connect with Qingteng students’ industrial landing capabilities and talent service capabilities. They can also widely connect entrepreneurs and industrialists in the digital economy industry in Southwest China, providing Qingteng alumni with an exclusive space for industry seminars, learning and sharing.

In the business observation documentary "Qingcheng" launched by Qingteng in the first half of the year, several "optimistic" entrepreneurs from Chengdu showed the unique vitality of Chengdu. Fusenmei Home Furnishing, a leading home furnishing store company in Southwest China founded in 2000, OUTPUT, an innovative digital content platform with a global perspective, and FITURE, a family technology fitness brand… They blended with the times with a positive and optimistic attitude, and took root in this dynamic and inclusive city, contributing to the healthy and diverse development of the local economy.

From the vertical issues of "carbon neutrality" and "new energy" to promoting comprehensive high-quality development, private enterprises are playing an increasingly important role. Tencent Qingteng will also adhere to Tencent’s "science and technology for good" values, actively respond to national policy advocacy, and take Chengdu as an important fulcrum to help the exploration and practice of industrial transformation in the southwest region and even the whole country.

When it comes to the regions with rapid economic development in our country, many people first think of East China. Jiangsu, Zhejiang and Shanghai, which are firmly in the top three, are a must for major hotel groups, and the brand is reborn one after another. In the six provinces of East China, Shandong, which used to be dominated by traditional industries, has taken its economy to a new level with the upgrading and transformation of its industries. At the same time, the tourism industry is also recovering strongly, and its hotel investment market prospects have been "re-recognized" by industry people.

Shandong Qingdao city night view

Shandong hotel market urgently needs brand upgrade

Yicheng Liquor Tube X Migao Group joins forces to develop

Shandong Yantai, Weihai, Jinan, Linyi, Jining and other cities each have their own leading industries in sub-sectors. In recent years, the scale of the introduction of high-tech manufacturing has increased rapidly.

Under the blessing of profound Qilu culture and rich tourism resources, Shandong has also become a national leisure and vacation destination. In 2021, Shandong received 730 million tourists, and the total tourism revenue was 827.86 billion yuan, an increase of 26.6% and 37.5% compared with 2020; from January to February this year, Ctrip data showed that the number of tourism orders in Shandong Province surged by 31%, and the overall tourist arrivals showed double-digit growth.

According to the China Hotel Association "2021 China hospitality sector development report" data shows that the number of hotel rooms in Shandong is 920,000, the volume ranks fifth in the country, of which economy hotels account for 59.3%, mid-range hotels accounted for only 32.9%, compared to Guangdong, Zhejiang, Jiangsu and other provinces and cities, economy hotels are relatively saturated, mid-range hotel inventory is not high, hotel grades are more scattered, service quality is uneven, brand need to upgrade.

"Under the favorable factors of the double improvement of GDP and tourism income, in the medium and long term, the demand of Shandong hotel market will continue to increase. In addition, the chain rate of its hotels is only 32.5%, and the development space of brand chain is relatively large. At the same time, the demand for hotel brand upgrading will also increase greatly." Ms. Zhou Qunxia, chief operating officer of Yicheng Liquor Management, is very optimistic about the development prospects of Shandong hotel market.

After several rounds of market surveys and multiple contacts, Yicheng Liquor Management decided to make a strategic investment in Shandong’s Migao Fashion Group (hereinafter referred to as Migao Group), and established Beijing Yicheng Migao Hotel Management Co., Ltd. (hereinafter referred to as Yicheng Migao) to deeply layout the Shandong and northern stock markets with a three-dimensional brand matrix.

The signing ceremony of strategic investment of Yicheng Jiuguan x Migao Group

Michael Group has been deeply involved in the Shandong hotel market for ten years

Under the depth of Yicheng wine management, the brand Shengwei is empowered

Miko Group has been deeply involved in the Shandong market for ten years, and has become a shining local business card with precise positioning, integration into local culture and affordable luxury enjoyment. It owns two brands, "Miko International Hotel" and "Miko Fashion Hotel". Miko International Hotel aims at the middle and high end of the lower-tier market, focusing on 3-5 tier cities. Miko Fashion Hotel is positioned as a mid-range hotel brand, and deploys the Shandong market with a large-scale three-dimensional matrix.

With deep accumulation in the lower-tier market, cost-effective products and services and good customer reputation, Migao Group’s operating performance recovered strongly in 2021 and returned to the same period in 2019. As of March 2022, Migao Group has 35 stores nationwide, of which 18 hotels are deeply rooted in Shandong, covering 13 cities in Shandong Province, including Jinan, Yantai, Weihai, Linyi, Liaocheng, Weifang, etc., and has been located in the capital Beijing, Suqian, Jiangsu, Yichang, Hubei, Chifeng, Inner Mongolia and other places.

"Michael Fashion Hotel" and "Michael International Hotel" two major brands

Under the trend of chain, branding, digitalization and high-quality development in the hotel market, Miko Group hopes to seize market opportunities, upgrade the quality of products and services, and exert its influence to accelerate the scale development of the lower-tier market. To achieve this goal, a large number of professional talents, IT technology and supply chain support are required, which is difficult for regional brands to have.

As a professional hotel management company on the technology platform of Yilong Hotel, Yicheng Liquor Management can help cooperation and franchise hotels upgrade products and services, enhance brand value, and improve store operation efficiency through three empowers of "brand, marketing, operation" and six major powers of "system, engineering, data, talent, technology, and finance". At the same time, through refined management, it can improve store operation efficiency. This is exactly what regional brands such as Migao Group urgently need. The strong alliance of the two sides can just complement each other’s advantages.

Through this strategic investment, Migao Group’s brands will accelerate their development under the authorization of "Eilong", with "Eilong Migao International Hotel" and "Eilong Migao Fashion Hotel" as the main brands, taking the homecoming experience as the root, ensuring that customers can obtain a homecoming-like warm and high-quality living and service experience at a light consumption level, and leading the industry from the new trend of "heart" service.

Yicheng Liquor Management will promote the all-round upgrade of the two main brands while maintaining the continuous and stable operation of the hotels under the Michael Group, and form typical cases and entry points to help Shandong and even more northern stock market hotels upgrade from economical to medium and high-end, improve the online and chain rate, and promote the overall market brand upgrade.

Double growth of branch volume and market territory

Yicheng wine pipe transmits eLong temperature in the stock market

After decades of development, China’s hotel market has entered the existing market from an incremental market, with hundreds of thousands of individual hotels and economy hotels to be chained and brand upgraded. Since its official entry into the market in 2021, Yicheng Liquor has put forward three core strategies of "multi-brand matrix, multi-brand alliance, strong service and heavy operation" for the existing market, striving to help investors and franchisees achieve investment value and maximize store operation efficiency.

Yicheng Liquor has been established for less than a year, and the brand matrix has included high-end, mid-end, mid-end, and light mid-end hotel grades. It has incubated multiple hotel brands to match the needs of the existing market, such as Zhenxuan high-end hotel brand "Yilong Xi Cheng International Hotel", light luxury mid-to-high-end hotel brand "Yilong Langyue Hotel", diversified mid-to-high-end hotel brand "Yilong Ruiyun Hotel", fashionable mid-end hotel brand "Yilong Yitang Hotel", and dynamic light mid-end brand "Yisuan Hotel".

Yicheng wine management brand matrix

This strategic investment in Miko Group is the embodiment of the development strategy of Hezhong Alliance in the three core strategies of Yicheng Liquor Management. Yicheng Liquor Management not only quickly penetrated the stock cities in Shandong market, but also expanded its brand matrix again, filling the brand gap in the lower-tier market. The brand matrix grade is more rich and three-dimensional.

"In all parts of the country, especially in the lower-tier market, there are many regional hotel brands with their own characteristics. They have the advantages of local property and customer base resources. Yicheng strategically invests in Migao Group and launches a new company in a joint venture. Join hands with’Yilong ‘and empower Migao, which can not only retain Migao’s brand influence in Shandong and the north, but also give full play to the industrial chain of Yilong Hotel Technology and the empowering advantages of Yicheng Winery. The combination of the two parties will be able to quickly establish the brand influence of Yilong in Shandong and the northern market." Ms. Zhou Qunxia, chief operating officer of Yicheng Winery and CEO of Yilong Migao Brand, said.

Although Yicheng Liquor’s brands are blooming and the hotel styles are different, its "Yilong Temperature" quality service has always been constant. Yicheng Liquor builds a standardized service process around the core value of "quality, wisdom, temperature", and has an exclusive butler service system that connects online and offline "Cheng Xiaoyi", striving to achieve a consistent check-in experience in thousands of stores and give customers a good accommodation experience.

"Cheng Xiaoyi" exclusive butler service system ensures a consistent check-in experience in thousands of stores

The trillion-dollar hotel stock market is facing new challenges. The addition of Yicheng Migao adds a powerhouse to Yicheng Winery. After deeply empowering its stores to improve operational efficiency, Yicheng Winery will assist Yicheng Migao Hotel to make great strides towards large-scale development, develop in depth in Shandong Province, and actively expand the northern market.

Yicheng Liquor has now covered 23 provinces and 78 cities across the country. With the official establishment of Yicheng Migao, Yicheng Liquor has opened a new chapter in the lower-tier market in East China and even the whole country.

At a time when the epidemic is normalized, the recovery of the hospitality sector to boost performance is still a tough battle. Zhou Qunxia said: "In the face of new opportunities and challenges, Yicheng Liquor Management will put more energy on the stock market, use the management method of’seeing different, feeling consistent ‘, do a good job in operation services, continue to pass on the right care to consumers, and at the same time reduce costs and increase efficiency for investors and franchisees to achieve better returns, and pass on Yilong temperature with an open and collaborative attitude."