一年卖出 300 多万个枕头，亚朵跨行做对了什么丨晚点周末

Core Viewpoint - The article emphasizes that Atour is successfully transforming its retail business by focusing on user experience and product innovation, akin to technology companies, rather than merely selling hotel-related products [2][3]. Group 1: Retail Performance - In 2024, Atour sold over 3 million deep sleep pillows and 770,000 deep sleep quilts, with retail revenue growth exceeding 120%, now accounting for half of its hotel business revenue [2]. - Atour's retail brand "Atour Planet," established only four years ago, ranks among the top four in China's home textile industry, with its core products leading in e-commerce platform categories [2][6]. Group 2: Strategic Focus - Atour's founder, Yelv Yin, emphasizes the importance of understanding user changes rather than focusing on competitors, dedicating time to engage with user feedback on platforms like Xiaohongshu [3][4]. - The decision to significantly reduce SKUs and concentrate on sleep-related products was made to enhance resource allocation and focus on a specific market segment, despite the short-term revenue sacrifice [5][10]. Group 3: Product Development - Atour's approach to product design shifted from making pillows that users adapt to, to creating pillows that adapt to users, resulting in the development of the deep sleep pillow Pro 1.0 [6][7]. - The deep sleep pillow quickly became the top-selling product across platforms, demonstrating that addressing real user pain points is crucial for success [7][12]. Group 4: Supply Chain and Standards - Atour is transforming its supply chain by setting high standards and collaborating closely with suppliers to ensure product quality, similar to Apple's approach with iPhone production [10][12]. - The establishment of "deep sleep standards" quantifies comfort through metrics like dynamic pressure stability and temperature control, moving beyond traditional industry parameters [13][14]. Group 5: Market Positioning - Atour's online sales strategy has rapidly evolved, with over 90% of its revenue coming from online channels, contrasting with traditional home textile brands that lag behind in digital transformation [14][15]. - The company's ability to leverage its hotel network as a testing ground for products has provided a unique advantage in the market, allowing for direct consumer engagement [14][15]. Group 6: Management and Adaptation - Atour's management philosophy includes rapid response to customer feedback and a commitment to long-term value creation, moving away from short-term performance metrics [17][19]. - The company has implemented a "no overnight negative reviews" policy to ensure quick resolution of customer issues, enhancing service quality and customer satisfaction [17][19]. Group 7: Continuous Innovation - Atour believes in continuous iteration of both hotel and retail products, with annual updates to core offerings, ensuring they remain competitive in a rapidly evolving market [21][22]. - The focus on maintaining a vibrant organizational culture and innovative product development is seen as essential for long-term success in the traditional home textile industry [21][22].