Core Viewpoint - Hanting Hotels has introduced a new version called Hanting Express, which reflects a shift towards creating emotional value through branding and character IPs, particularly focusing on a series of horse-themed mascots known as "Horses of Hanting" [2][4][12]. Group 1: Brand Strategy - Hanting Hotels is evolving from a traditional hotel brand to a family-oriented brand, utilizing playful and child-friendly IPs to attract both children and adults [4][19]. - The introduction of characters like "Little Horse Hanting" aims to create memorable experiences that resonate emotionally with guests, thereby enhancing brand loyalty [12][21]. - The strategy is designed to differentiate Hanting in a highly competitive market, where standardization has led to a lack of unique selling propositions among hotel chains [13][24]. Group 2: Emotional Engagement - The brand's focus on childhood nostalgia and emotional connections is intended to provide a sense of happiness and comfort, which is often lost in adult life [9][19]. - By appealing to the inner child of adults, Hanting Hotels aims to create a relaxing environment that allows guests to escape from the pressures of daily life [17][21]. - The emotional engagement strategy not only targets families with children but also aims to attract adults seeking a break from their routine, thus broadening the customer base [19][24]. Group 3: Market Positioning - Hanting's approach to branding through IPs is seen as a strategic move to monopolize consumer attention and create a strong emotional bond, making it the first choice for guests [24]. - The brand's emphasis on happiness and safety is positioned as a core value proposition, contrasting with competitors who focus primarily on price and amenities [19][24]. - This strategy is likened to Disney's approach, where the goal is to create a magical experience that fosters brand loyalty and emotional attachment [24].