After chatting with her husband for a while, Lin Ying finally realized the importance of "early supportive customers".
She frowned and thought for a few seconds, then asked in a probing tone: "How about asking your friends in Hollywood, sports and luxury industries first? There are really not many people who can spend 300,000 yuan a night.
But most wealthy people may think it is not a good deal.
If there are not enough people, we can give guests a discount. The royal suite costs 300,000 yuan a night. Even by the end of this year, more than 140 days, the total business amount will only be 50 million yuan. Even if we subsidize ourselves to make up for the fat, we will fully make up for it.
I can afford it..."
Speaking of this, Lin Ying seemed to be afraid that Gu Kun would not respond to the accounts for a while, so she quickly added:
"I have calculated that there are more than 300 guest rooms in the main hotel building, plus the two auxiliary buildings of 'foresail' and 'stern sail', a total of just over 500 rooms. The 5th to 12th floors are all standard rooms, and the 15th to 20th floors are
There are various suites from the 21st floor onwards, such as double bed rooms, parent-child rooms, etc.
The standard rooms are only 10,000 yuan a night. There are 200 rooms in total. If you cover everything from left to right, it only costs 2 million a day. There are 150 double rooms and parent-child rooms in total, including 15,000, 18,000 and 24,000 per day.
The third price range, all-inclusive for one day, is almost 3 million.
There are ordinary suites, including business suites, and executive suites, which are the cheapest starting from 30,000 to 60,000 yuan. There are 120 suites in total, and the price is 5 million per day. There are also 20 presidential suites that cost 80,000 to 100,000 yuan per day, with a total price of 2 million per day, and the only
This royal suite costs 300,000 yuan.
Even if there is not a single real guest in the entire hotel, we can handle it by paying the bills ourselves, which is within 12 million yuan. Of course, catering and other ancillary services will not be opened."
Gu Kun was actually disgusted with Lin Ying's petty retreat, and wanted to stop it with a drink.
But as he listened, he realized that he had not calculated these accounts in detail, so he decided to patiently give Lin Ying a chance to finish, and only tried to understand the purely financial prospects if it was nothing.
While listening, Gu Kun secretly thought in his mind: "The full room rate can charge more than 12 million yuan every day, which is about 1.5 million in U.S. dollars. With more than 360 days a year, the total rent is more than 500 million U.S. dollars.
The total cost of the hotel's construction and land is about US$500 million. However, the decoration is more expensive, and financial costs are included, so the entire project costs US$1.2 billion. This is equivalent to renting out all the rooms, and the hotel will pay back its capital in two and a half years.
Already."
In reality, of course, this is not possible because the hotel cannot remain completely full all year round.
Even in the same period in the history of another world, the Diba people's Burj Al Arab Hotel was the most prosperous and prosperous year. The occupancy rate in the peak season was 80%, and the off-season was 50% to 60%. On average, it was only two-thirds. This is equivalent to at least 4 years of room charges.
Only then can you get your money back.
Moreover, when the hotel accommodation fee is paid, it does not mean that it is just a house, and there is no other cost. The service of high-end hotels is good, and the labor cost is not low. Basically, several service staff are required to serve one guest.
This kind of 500-suite hotel has a lot of manpower and experience. The total number of employees can be at least two to three thousand, and the total annual salary is not more than tens of millions of dollars a year.
What customers picture is the kind of pomp and circumstance where there are beautiful women standing by and waiting to pour you drinks during the meal, which gives you face. Luxurious experiential consumption is about wasting manpower and feeling the dissatisfaction of being superior to others.
Feeling of equality.
There are also facilities consumables, which are basically equivalent to the price of a complete renovation every five to seven years.
Therefore, the cost of operating this hotel is equivalent to US$100 million in consumables, decoration depreciation, and tens of millions of labor wages per year.
If we collect US$500 million in room fees, that means US$350 million a year will be used to repay the project principal. If we follow the average occupancy rate of the Diba model and collect US$350 million in room fees a year, we will have only US$200 million left to repay the project cost.
It will take six or seven years to get back the money.
For a hotel-type building, the capital will be repaid within six years after opening, which is not a huge profit.
What's more, the occupancy rate of the Diba model also requires a lot of advertising and promotion resources, otherwise it may not even be able to maintain an average occupancy rate of two-thirds. The money for these advertisements has not been taken into account.
In the previous life, the Diba people did a good job of keeping secrets, so Gu Kun didn't know how many soft advertisements the Diba people's Burj Al Arab Hotel had placed around the world, and how much hidden marketing expenses they spent in total.
Without marketing methods, once the average occupancy rate drops below 40%, it is possible to only maintain capital or even lose money, and even the project principal cannot be recovered in full.
So this business is actually very difficult, and it’s just superficially glamorous.
It is this kind of difficulty that can ensure the construction of a moat. Once Gu Kun has occupied the reputation and positioning of "the world's first luxury hotel" and is successfully recognized by the industry, then few latecomers will dare to come and snatch it, even if it is possible.
Lose money.
The reason is easy to understand. People pay such a high price not to enjoy the hotel itself, but for the hidden added value of "I have stayed in the world's most luxurious hotel". Many businessmen just rush to stay.
Use this hotel to improve your circle of friends.
If this hidden added value of reputation disappears, the number of people willing to pay for it will be greatly reduced. By then, those who imitate Gu Kun will be crushed by the flywheel effect of this vicious circle, and they will die miserably.
And in the early days of building momentum, if it was purely for the purpose of brushing off orders and offering discounts and subsidies, it would be equivalent to Gu Kun spending a total of 200 million US dollars to buy "even if there is actually no customer, I can ensure that
Until the end of this year, all guest rooms are fully booked every day.”
In order to gain reputation, the cost seems to be acceptable, but the key is that Gu Kun's principles do not allow it.
…
After spending some time with Lin Ying to sort out the cost analysis, Gu Kun was finally able to interrupt the other party's careful calculation and categorically stated his one-vote veto principle:
"I know that I can get the money by relying on discounts and subsidies in the early days to create false prosperity. But this can't be done! We can never offer discounts from the beginning! We can negotiate other things, but price reductions and discounts are free.
Spam marketing methods such as experience must not be used.
We are a high-end upper class, not a humble Internet traffic dog. Discounts are the most damaging to the dignity of the aristocracy. But don't be discouraged, the direction you said to acquire customers is right."
Gu Kun paused for a moment and observed his little lover's reaction. Obviously, he didn't want to dampen Lin Ying's enthusiasm for doing things. A 22-year-old girl from another family had just graduated from college. She didn't have much social experience. If she was willing to learn, she should be encouraged.
.
Then, Gu Kun analyzed and comforted in detail: "We have to start with celebrities in Hollywood and the luxury sports world. You can sort it out for me. I will make a round of phone calls myself. There are some less important ones. You can call them."
, don’t mention my name deliberately, so as not to leave a subconscious impression to the outside world that the royal suites at the Burj Al Arab Hotel were not fully occupied soon after they opened.
Our attitude is mainly notification, to draw people's attention to this matter, or a notification email with a fair and business-like speech will do. It should be hinted in and out of words, "This is not a sales email, it is because of your status and level."
I am informing you that if you are not a billionaire, you do not deserve to receive this email.'. For one round of operation, sell out the main time period first, and I will think of another way to do the rest."
In a nutshell, Gu Kun's strategy is to "make money while standing".
Lin Ying didn't insist much. She had complete unconditional trust in her husband, so after a little understanding, she made the arrangement with sincerity: "Then I will divide the list and we will contact each other in the afternoon."
Gu Kun would not have made so many phone calls in person, but since he had just had lunch, he just thought it was time to relax after the meal, so he took the list and divided the work with Lin Ying to make calls.
The two hours of lunch break passed quickly. Gu Kun's reputation was really great. Just by informing him in person, he attracted more than a dozen top celebrity guests, all of whom were willing to rent the royal suite for a few days in August and September.
.
"Ying'er, please remember it for me right away and make a temporary list first. Emmerich, Tom Hanks, and Harrison Ford are from September 15th to 17th, 22nd to 24th, and 28th to 30th respectively."
"These are the three guests from Oceania after mid-September. There are also Miss Hilton and her family scheduled from September 8 to 10. They are industry professionals after all. By the way, Miss Hilton has also booked five presidential suites.
For her girlfriends and friends, she must take good care of them when the time comes. The quality of the soft massage can be improved to be similar to that of the royal suite, even if I give her a discount."
Gu Kun cannot give discounts to others, but giving Miss Hilton a small discount will not damage her aristocratic character. Because the whole world knows that Gu Kun is Miss Hilton's first man. Miss Hilton herself has been
She vaguely uses this as a way to show off, and uses "My first man is Gu Kun" as a selling point to improve her social status as a socialite.
So Gu Kun improved the service for her. It was called caring for the beauty and cherishing the jade, remembering old feelings, not "discounting", it was very gentlemanly.
Besides, she is really willing to spend money, and she belongs to the group of people who are most willing to show off their extravagant consumption. She and Gu Kun are the same in this regard. Showing off wealth and having a wide network of friends can bring career benefits.
In addition to these guests from Hollywood and Oceania's fashion circles, the only guests from Oceania that Gu Kun invited were Jordan and Kobe. These two were the most famous people at the same time when Gu Kun became famous in the 1996 Olympics and the 2000 Olympics respectively.
Oceania athletes.
As long as it is in the sports world, no one will dare not to invite anyone Gu Kun wants to invite. It basically belongs to the state of "slaying the dragon with a sword, no one dares to disobey". Who makes Gu Kun an unprecedented and unprecedented figure in the entire human sports world?
Brother, there is nothing to elaborate on about the lobbying process.
In the same way, in addition to Jordan and Kobe, Gu Kun also invited Ronaldo and Maradona, as well as two historical tennis kings and queens. Others were not informed by Gu Kun personally. Those who wanted to make a pilgrimage would naturally feel free to do so.
of.
Finally, Gu Kun approached the president of Lusen Shipyard, Airbus COO Robin Southwell, and the bosses of the three major luxury goods groups, Bernard Arnault, John Rupert, and Francois
.Pino. However, Gucci President Sorey and Armani founder Giorgio Armani did not receive a call from Gu Kun at all. They took the initiative to come to understand and said that they would come here to find some luxury inspiration.
It's vulgar to say giving money away.
Don't think that these people's actions are unreasonable. In fact, they are very reasonable. Because the bosses of the three major luxury groups are not involved in the hotel industry, they have no competition with Gu Kun in the hotel industry, and there is no suspicion of supporting their opponents.
.
On the contrary, when other top celebrities have stayed at the Burj Al Arab, how embarrassing would it be if none of the three major luxury goods group bosses had stayed at the Burj Al Arab Hotel?
The publicity resources Gu Kun has at his disposal are quite formidable, and there is no need to invite evil.