Retain customers with brand, retain talents with training

Retain customers with brands

Liu Lan: Wuliangye and Hengyuanxiang are the representatives of Chinese brands. First, they are very leading brands in China. Second, they are both trying and thinking about internationalization. , have taken the first step. The third is that their pace is very cautious. We have also seen some big steps, such as TCL's acquisition of Thomson, BenQ's acquisition of Siemens mobile phones, at least now BenQ's acquisition has failed, and TCL's acquisition is still struggling struggle. Mr. Bao, this has been a sensitive topic in the past 20 or 30 years. What do you think is the difference between domestic and international hotel management?

Bao Cunqi: My mother taught me not to speak ill of others since I was a child. (laughs)

I think the whole brand is very contradictory. Domestic brands should go international, and international brands should go local. Think ahead, but be cautious in doing it, because you are dealing with local customer needs, so we must have an international vision no matter where you are.

I think the most important thing is the brand promise no matter what. What brand I am, I want to know what I am, what we are talking about is the DNA of the brand, the DNA is divided into four parts, the first part is the function. The second part is the promise, and the third part is how the brand makes others feel. The fourth is the flexibility of the brand. You need people to recognize you, you need to know what kind of DNA your brand is, so how do I manipulate the DNA so that customers feel that what I say is the same as what I do.

I have always lived in Beijing, and I just moved to Shanghai. I see a lot of new restaurants with very good hardware, but after two or three years, the good hardware will break down, why? Because he just invested and built a very beautiful hotel, your hotel must be cultural in order to go international. Sometimes a copy can be a good copy, but after a while you discover the substance. Sometimes the fake will do better than the real thing, but it only takes a few months for the fake to show up.

Retain talents with training

Liu Lan: I will briefly tell you what Mr. Chen said just now. There are four levels of branding. The first is function, and the core is the soul of the brand. Many hotels are learning the practices of excellent foreign companies, and they often copy and learn only the appearance, but the soul cannot be copied, so the most important thing is what Mr. Chen just said, the brand has a mission and a soul.

What questions do you have below?

Question: The staff turnover in the hotel industry is very high. 90% of the hotels in Shangri-La are managed and trained by themselves. How do you solve the problem of high staff turnover? Especially in the hotel industry in Shanghai, many newcomers graduated from vocational schools, and the basic hotel employees often start working as an international hotel. Another start of the hotel industry is that these talents start from the most basic jobs, and then jump to the first level. , the more you jump, the higher the level. I don't know if Shangri-La has such a problem. Second, in terms of high-level talent training, there are very few local talents in Shanghai. On this issue, what do you think about the talents of hotel senior management? Is there any possibility of local cultivation?

Liu Lan: Let me summarize, how to retain and cultivate talents. Mr. Bao will briefly introduce Shangri-La's experience.

Bao Cunqi: This is a very good question, and one that we are very troubled by right now. Talents are not only scattered to other hotels, but also to other industries. We will train a lot of incoming employees and spend a lot of people training them. As soon as the client sees this person is very good, they invite this person to their company, especially the person with good English.

How to retain these talents? The first is continuous training and continuous recruitment. Money cannot keep people. You can't say how much money he gave and I will increase your salary to keep you. In China, people mainly want to have hope. Is there a future for me to work here? A successful tool we use, I am not only giving you one job, but if you continue to do it in the future, what kind of training will you give you in one year, and what kind of training will you have in the second year, so as to keep these people. He thinks there is a future and he will stay.

The second is that we open a lot of hotels in China, which requires a lot of talents. Everyone knows that if you do it in Shangri-La, you will feel a little bit suffering now, but if you keep doing it, it will get better day by day. We have a high-level training in Langfang, Beijing, which is our own internal staff training. You just mentioned high-level management. After 2000, the marketing director of each hotel was either from Malaysia, Singapore or other countries. Now, in more than 20 hotels in China, except for Beijing and Shanghai, the marketing director is a foreigner. All other regions are Chinese. Why use Chinese? Because they know the needs of the market, they enter the market faster. It was difficult at the beginning, but it is better now.

However, how the hotel should cultivate these people, how to teach them new ideas and ways of doing things, should be done slowly and step by step. So we have a lot of respect for people, because we know there are going to be a lot of restaurants and there needs to be a lot of people, so mobility is a big problem for us.

I hope I answered your question.

Liu Lan: Due to time constraints, our interactive session ends here. As Mr. Bao Cunqi said, if you have any questions, you can communicate privately. Thank you.

Moderator: I am very grateful to the guests, the three managers and Mr. Liu for giving us such wonderful explanations. I have repeatedly lamented that the time is too short, but it does not matter, because we have a global audience for a topic like today. The discussion of brand competition under the chemical industry, our meeting is about to end today, but for such a topic, the longer-term attention is far from over. If you have any questions and doubts, you are very welcome to contact Global Sources. company. At the same time, please allow me, on behalf of our company, to express my heartfelt thanks for your presence today and for your support of our "CEConline" magazine. At the same time, I also hope that you will have time to pay more attention to us and "CEConline". The same quality, in fashion A brand new magazine on life. Finally, thank you for coming, I hope you have a good day, and I hope you will pay attention to our "CEConline" 2007 other series of management forums.