Following the launch of several innovative hotel brands last year, Plateno Group held an unconventional WeChat-based new product launch event on February 10th to officially unveil China’s first internet hotel brand — IU Hotel. It is reported that this launch event is an industry first, leveraging the WeChat platform and using images, videos, text, as well as interactive experiences such as the “spectacular virtual appearance of NIU,” featuring Zheng Xingqi (TVC), and the “720° gravity-sensing panoramic room viewing” online experience, to showcase to the public an internet hotel brand tailored to the needs of modern youth.
Virtual Hotel Community: Internet Hotels Break Down Room Barriers
What is an internet hotel? IU Hotel presented to consumers a unique in-hotel accommodation experience at the new product WeChat launch event.
IU Online Interactive Platform. When guests check in, they can scan a QR code via the interactive screen in the lobby to join IU Hotel’s customized WeChat interactive system. This not only allows them to chat and relax with other guests in the hotel, breaking down the limitations of individual rooms and eliminating the loneliness and boredom of travel, but also lets them feel the warmest care and sharing from IU.
“This is a magical hotel. Not only does it break down room barriers and feature a multi-screen interactive system in guest rooms, but it also provides IU-exclusive items such as Dove two-in-one shampoo and body wash, quiet and fast-drying hair dryers, thick-soled slippers, large-size lidded teacups, one-touch phones, and 100% combed cotton sealed bath towels. These offerings not only give consumers a premium yet minimalist product experience, but also satisfy their mobile social needs,” said Zhang Qi, one of the first users to experience IU Internet Hotel.
Why is it called IU? Before finalizing the name IU, the IU team considered over 30 alternative options. They ultimately chose IU, which stands for: the unfamiliar world is the world of me (I) and you (U); I (me & love) exists because of you (U) — IU Hotel; the reflection of IU is IN, meaning at IU Hotel, you’re never out of style; IU can also be flipped to become UI, creating the interface that best suits you; IU it, and connect joyfully.
Insight into Mobile Social Consumption Trends Leads to the Birth of Internet Hotels
At the WeChat launch event, Mr. Su Tongmin, Senior Vice President of Plateno Group and President of the 7 Days brand, stated that in the mobile internet era, consumer groups have two main characteristics: first, lives are tech-driven, with smartphones being widely used; second, social sharing is prevalent, as almost everyone uses social apps, and consumer social behavior has gradually shifted towards sharing through smart devices. At the same time, as consumers evolve, some value a more minimalist lifestyle and prefer to be their true selves.
“The consumption demands of the mobile internet era have made the concept of internet hotels a natural trend,” according to Mr. Su Tongmin. IU Hotel is precisely targeting a new generation of young people who strive for ultimate self-expression and desire various forms of connection with the world around them. They are almost “incapable of living without the internet,” enjoy sharing, and aim to be their authentic selves. The unique accommodation needs of this consumer group have also prompted Plateno Group to actively explore and innovate the integration of internet thinking, technology, and hotel products.
Regarding the development plans for IU Hotel, Mr. Su Tongmin also revealed at the WeChat launch event that currently, the first IU Hotel store has opened in Guangzhou. By the end of 2015, the goal is to cover all first-tier cities nationwide, reaching a scale of 200 stores and 16,000 rooms. In addition, as IU Hotel expands, it will gather timely insights into consumer needs through questionnaire surveys, introduce features such as WeChat Pay and WeChat door opening, and incorporate as many internet-driven elements as consumers demand, thereby crafting a customized IU Hotel experience.