On June 22, the "Easy Car Atour Concept Hotel" jointly created by Easy Car App and Atour Group was officially opened in Nanshan District, Shenzhen. On the basis of the characteristics, the unique "4S" concept is integrated, so that from design to function, it reflects the evolution of future hotel ideas from a purely functional hotel to a social space.

The world's first live-in 24-hour "4S store"

　　Different from the traditional hotel functions and styles, Easy Car Atour Hotel introduced the "4S" concept at the beginning of the design, that is to meet and feel Speed ​​(speed), Sleep (sleep), Social (social), Surprise (surprise) at the same time. , so that whether they are hotel guests, surrounding communities or office workers, they can relax when they walk in, provide them with a different social and even exploration space, and feel the strong car culture, becoming a veritable "4S shop".


　　Entering the lobby, you can see a device with a visual experience of breakthrough and transformation standing vertically in the center of the lobby.

The whole of the installation represents the time-space tunnel, connecting the "past", "now" and "future".

In the time-space tunnel, a car is about to travel from the "past" to the "future", which also indicates that all the collisions between the old and the new will show the beauty of time-space interlacing at the "now".

This adds a strong sense of technology and avant-garde art to the hotel.

At the same time, as a co-branded hotel, Yiche's brand image, peripheral products and car elements can be seen everywhere in the hotel, and users can experience the car life culture from zero distance.


　　In addition to regular hotel elements, Yiche·Atour Auto Concept Hotel also integrates many on-the-go elements such as automobiles, industry, trendy games, outdoor and camping into themed rooms.

At present, the hotel has two themed room types with different styles: the trendy car theme and the industrial car theme, which also echo the past and the future, and echo the overall space.

　　It is worth noting that the theme room also has a semi-private indoor camping space outside, so that guests staying in the theme room can experience the most popular outdoor camping mountain life while staying in the hotel.

High brand complementary value, Yiche and Atour may achieve a win-win situation in brand marketing

　　In recent years, Yiche has been breaking the vertical boundaries of automobiles. Under the service "scenario-based" strategy, upholding the idea of ​​"borderless marketing", it has carried out cross-border cooperation with platforms including banks, mobile social platforms, satellite TV, and Guochao. Extend Yiche's products and services to a wider user circle.

Atour Group has been exploring a wider range of lifestyle fields. Over the years, it has also tried cross-border cooperation in different fields such as music, basketball, new retail, knowledge sharing, and e-sports.

　　In particular, Yiche constantly strengthens the "life" attribute and integrates it into its marketing concept, which forms a natural value connection with Atour, which also emphasizes "lifestyle", so that the two sides have similar brand tonality and marketing concepts. , and formed a certain distinction in product function and service experience, and there is high-quality complementary value, which provides a solid foundation for the first "electric shock" of both parties.

　　Industry analysts believe that hotels are living spaces with strong scenes, which will help Yiche to break the vertical boundary of automobiles and transmit its own brand information, product services and automobile culture more effectively to Atour users and even a wider group of people. The hotel also helps to enhance the long tail effect of brand marketing.

At the same time, through the cultural empowerment of Easy Car, Atour's hotel cultural layout is enriched, and the living experience is more novel, which can achieve a high degree of brand win-win for both parties.