Core Viewpoint - The article discusses the challenges and strategies of Atour Hotel in maintaining quality while significantly reducing costs to support franchisees and sustain expansion in a competitive market [3][5][14]. Cost Reduction Strategies - Atour has initiated a substantial price reduction on operational and engineering materials starting June 30, 2025, to alleviate the financial burden on franchisees [8]. - Items such as paper cups for serving tea have seen a price cut of 51.8%, while other supplies like cleaning cloths and construction materials have also been reduced by up to 11.67% [8][9]. - This strategy is termed "cost optimization and quality enhancement," aiming to lower costs while improving customer experience [9][10]. Franchise Expansion and Revenue - In Q1 2025, Atour's revenue from franchise management hotels reached 10.32 billion, a year-on-year increase of 23.5%, accounting for 54.1% of total revenue [10][13]. - The company opened 121 new hotels in Q1 2025, all through franchisees, as part of its three-year strategy to reach 2,000 locations by 2025 with an annual growth rate of 30% [10][13]. Quality Concerns - Despite cost-cutting measures, there are concerns about maintaining quality, highlighted by an incident where a guest found hospital-branded pillowcases in a hotel, raising questions about hygiene standards [15][18]. - The incident led to a public relations issue, as consumers expect higher standards from mid-to-high-end hotels [18][39]. Market Position and Pricing - In 2024, Atour's average daily room rate (ADR) was 437 yuan, significantly higher than competitors like Huazhu and Jinjiang, despite a 5.82% year-on-year price drop [19][34]. - The hotel industry is facing increased competition, with a net growth of nearly 30,000 hotels in the previous year, leading to a decline in occupancy rates and average room prices [34]. Retail Business Growth - Atour's retail segment, particularly bedding products, saw a 126.2% year-on-year revenue increase in 2024, reaching 2.198 billion yuan, making up 30% of total revenue [37]. - The retail strategy relies heavily on the hotel experience, as many customers purchase products after staying at Atour hotels [37][39]. Brand Trust and Future Outlook - The brand's reputation is at risk due to quality control issues, which could impact its ability to sell home products effectively [38][40]. - The company aims for a retail revenue growth of no less than 35% in 2025, but this is contingent on maintaining strong hotel operations [37].