Interview with the fun villa Yu Xuri: This industry will definitely have a unicorn, why can't we be

If you happen to be in a newly developed industry and don’t invest in the concept of “overnight”, then as an entrepreneur, your mission is not just to seize market share, but to This cake is bigger and the threshold is higher.

It is appropriate to use this passage to describe the current state of the founder of the villa, Yu Xuri.

"We rarely hear him talk about competition, talk about opponents, and never say who to beat." In the eyes of the partner of the villa, the "old gun" that has been deeply involved in the tourism industry for more than ten years has always believed in the big vacation rental. The industry is another slogan after the long-rental apartment, but the market is still in its early stages. At this stage, he is more inclined to adopt a "gentle" style of play.

Fun Villa CEO Yu Xuri

"It is not necessary to always aim at the opponent. Isn’t it better to think about the long-term skills than to think about it directly?"

Of course, not talking about competition does not mean that you are not competitive. If we want to use a series of figures to measure the stage achievements of Fun Villa, in 2017, only 30,000 tourists will receive in the Villa, and the repurchase rate will reach 20% to 30%. In June of the same year, it will be realized. Balanced revenue. According to public information, the number of villas that receive the same amount of tourists is three times that of the villa.

This has nothing to do with the business model and operation management system of Funshu.

In April 2018, after the villa announced that it had completed the Pre-A round of financing of 10 million yuan, Yu Xuri accepted an exclusive interview with the author. It took us a long time to explore the innovation and constraints of the villa in mode, operation and management. The development problems facing the villa are what most startups have to experience.

Why is the villa?

You can understand the villa as a vacation rental management brand: it cuts in from the needs of multi-person vacations, adopts the villa resort hosting and self-operated way, revitalizes the idle villa resources of popular cities around South China, and carries out the scene from equipment to service. Upgrade and housekeeping management, activate idle properties, provide a villa holiday experience for families, relatives, and corporate groups.

Generally speaking, when referring to the target user group, everyone is accustomed to using the 1 2 3 4 line or age group, but the Fun Villa team sets its broad user group as the self-driving tour under the consumption upgrade. crowd.

In the view of the team of the villa, for young people in first- and second-tier cities, they are more concerned about things that like novelty. Things like villas that most people have never experienced are very attractive to them. They are willing to Try and spread.

For small city residents, they may not have had many vacation experiences. When they have a private car, they will prefer the surrounding destinations, and the villas are private, comfortable, quality and personalized, in line with their comfort and curiosity, and the price is within acceptable limits ( Per capita is about 200 yuan).

The point to be emphasized here is that the villa is just the entry point for the fun villa. Like many companies aiming at the big vacation rental industry, the villa will also complete the cut from a single point, gradually expand the business, and realize villas, apartments, villages, etc. Comprehensive coverage of categories.

From some perspectives, the villa has chosen to use the villa as an entry point, which is essentially a difficult entry. Why do you say this? On the one hand, the villa corresponds to the scene of multi-person travel. Normally, the travel industry or the accommodation industry usually operates one-person and two-person travel scenes. How can you find a bunch of people to travel? It is more difficult to get users.

On the other hand, in operation management, villas are more complicated than apartments and homestays. Take the apartment as an example. The size of an apartment is about 70 square meters. It can be managed by hotel, but the villa is a scattered courtyard. The villa and the garden have nearly a thousand squares. The difficulty of property management can be imagined.

Despite the difficulties, in the view of Yu Xuri, it is a very important part of the company's strategy to win this hard bone first.

“If your blade and blade are sharp enough, you will naturally cut a bigger market share. Because this market can be extended. If we have difficult operational capabilities, it is very easy to cut into apartments and homes. Markets? We can do the same things that others do, but what we do may take half a year or a year, so they will enter the time more slowly in the future."

Owners, consumers, companies benefit from all three parties

How to balance the interests of the three parties of the owners, consumers and the company, or to maximize the interests of the three parties is the core of whether the family can grow healthily and steadily.

For villa owners, Fun Villa is a resort asset management company. They signed an exclusive trusteeship contract with Fun Villa for about 5 years, and handed over the management and operation rights to the villa. After the villa is hosted, the villa will re-design the soft-packed design and turn the hosted villa into a design-oriented literary and travel product, and then export the service to the outside. Throughout the process, the owner's expectations are nothing more than two points: income, maintenance and maintenance of the house.

In terms of revenue, according to the data provided by the Fun Villa team, the average net income of the property owners in 2017 is more than 100,000 yuan, which is three times that of long-term rent. Among them, the owner with the highest annual net income reached 600,000 yuan. It is estimated that in 2018, the income of some villa owners will break through one million.

When talking about home maintenance, Yu Xuri said that because there are hundreds of villa management experiences in the villa, it is very professional in the maintenance and repair of the villa. There are a series of standards for when to check termites and how to maintain the plants in the villa. Not only that, in order to increase the satisfaction of the owners, after the trusteeship, the owners and relatives can also return to the villa at any time. Just book in advance, free room rate.

For consumers, they are most concerned about three issues: health, safety, and service. First of all, in terms of health standards, the villas of the villas are all cleaned by five-star hotels. The supplier of linens is a five-star hotel supplier. One customer is one change. Auntie is also an employee who has worked in a five-star hotel.

In terms of safety, Fun Villa installed smart door lock equipment for each villa and cooperated with the property to increase the property security system. Not only that, but also for each visitor, Hushang has purchased a life insurance of up to 1 million.

In terms of service, the villa is equipped with a separate butler for each villa, 24 hours service, customers encounter problems, and immediately serve. It is worth mentioning that the butler also provides value-added services, such as errand shopping or private kitchens to serve local specialties.

“A lot of people feel that it is very inconvenient to rest in the villa. The US group can't do the door-to-door service, and they don't want to go out. Our value-added service – the 10-minute life circle has just solved this pain point.” Yu Xuri told the author that the current villa Still doing service upgrades, like most of the current villas provide fruit, and then will spread sports supplies to each building.

For the operator's villa, the villa can cover the cost as long as 20% of the villa occupancy rate. Among them, operating income is only part of the profit source of the villa.

“The villa is a very sticky product in the lodging industry and it is equivalent to a traffic entrance.”

Usually, after the consumer has booked the destination villa online, other food and drink will not be booked in advance, which provides an opportunity for the fun villa's 10-minute life circle. According to Yu Xuri, in the case that the ticket and catering prices are lower than the market price, the profit of the villa in value-added services can still reach 20%.

Elbow

Speaking of this, if you understand this business as finding a house, decoration, check-in, the service is too simple. In the long run, the real competition is whether the model has iterative innovation and whether the stability of the operation can keep up with the speed of expansion.

The standardized operating system is the basis for operational stability.

The QOS villa operation system established by Funshu is the early competition barrier and the biggest innovation point of the villa. This system covers all standards and processes from early site selection to post-service.

Taking the villa site as an example, the Fun Villa team has nearly 12 dimensions to evaluate. It is not that the owner is willing to host the villa to the villa, and the company will cooperate with it. After the evaluation of the 12 dimensions, the villas with the scores reaching the standard will be divided into three categories of ABC for refinement.

"Why is McDonald's so successful? His location is very successful. You want to like tea. Some shops do a good job. Some shops do not do well. Why? The problem of site selection, so location selection and site selection are very important. Our model is based on the operation of nearly 200 villas."

After the site selection, what kind of mode should be used to cooperate with the owner, also need to be assessed, is it divided into types or fixed rents to the owners? This cooperation model is based on the input-output ratio of the resort, the location, and the IP of the whole year. Established by passenger flow.

This resort operates a number of passengers per year, split into the accommodation products, competitors B&B, apartments, hotels, how much the selling price, the occupancy rate and other factors must be taken into account. When the location and cooperation mode are determined, the team will hold a project to vote to decide whether the project is online.

After the listing is on the line, the problem is the transformation. As we all know, the sooner a house starts to operate, the more profitable it is. The renovation time of the general industry house is 60 days. However, under the standardized transformation process of the villa, 30 to 40 days can transform a villa. More than 20 days of operation time.

Despite the standardized operating system, problems will continue to emerge in the rapid development process.

As the size of the fun villa is getting bigger and bigger, the problem that hinders the villa in front of the villa is how to ensure the continuous introduction and management of the talent. "If talents can't keep up, in the process of scale development and replication, services can't be done."

In order to solve the problem of talents in the expansion, Fun Villa is actively cooperating with tourism colleges, and began to direct training and delivery before the core students did not graduate.

“Students can use the summer and winter vacations to internship in the villa, and learn about the villa in a year or two. After graduation, they have the opportunity to become a very good reserve manager.” In the view of Yu Xuri, the continuous delivery of talent is different from that in society. Recruiting people and recruiting people in society is not easy to form a core of operations.

With the well-known capitals such as IDG, Hongtai, and Shunwei entering the market, the entire industry will inevitably have a round of acceleration.

"Now the entire industry is still in the stage of staking. It is impossible to have a winner-take-all situation, because resources cannot be copied, but unicorns will definitely appear in the industry. Why do you not be us?"

Being a unicorn is the ambition of a fun villa.

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