Between
December
27,
2024,
and
January
4,
2025,
Qingmao
embarked
on
an
ambitious
road
trip
to
promote
Miao
Club.
Starting
from
Guangzhou,
the
journey
covered
2,789
kilometers
and
included
stops
in
Wuhan,
Changsha,
and
Nanning.
Along
the
way,
Qingmao
delighted
fans
at
iconic
locations
like
the
Canton
Tower,
engaged
with
visitors
along
the
Wuhan
Riverbank,
and
played
hide-and-seek
at
Zhengjia
Ocean
Park.
This
interactive
journey
allowed
Qingmao
to
connect
with
the
public
in
a
vivid
and
personal
way.
Qingmao’s Adventure marks the beginning of Dossen Hotel Group’s efforts to establish its IP as a bridge to young consumers. It embodies the group’s strategic focus on youthfulness and vibrancy, aligning perfectly with its goal of engaging younger audiences. Cheng Xinhua, founder, chairman, and CEO of Dossen Group, emphasized the importance of the approach of “youthification”, stating:”Our users are becoming younger. As a lodging service provider catering to the mass market, we must also embrace youthfulness. It’s essential to understand what young people like and need, and provide tailored lodging solutions for the new generation.”
Qingmao
represents
more
than
just
a
mascot;
it
embodies
the
brand’s
core
values.
According
to
Wu
Mei,
Senior
Assistant
to
the
Chairman
and
General
Manager
of
Dossen’s
Brand
Management
Center,
Qingmao
combines
practical
value
with
emotional
appeal:
“Qingmao
is
not
only
cute
but
also
charismatic.
It
serves
as
a
cost-effective
option
for
young
users
while
acting
as
their
‘journey
guardian
cat.’
Qingmao
brings
joy
to
its
audience
and
reflects
Dossen’s
commitment
to
delivering
affordable
yet
high-quality
lodging
experiences.”
A
Youth-Driven
Strategy
In
2024,
Dossen
Group
surpassed
100
million
members,
achieving
remarkable
growth.
Between
2020
and
2023,
its
membership
base
grew
by
117%,
with
a
compound
annual
growth
rate
of
22%.
A
significant
portion
of
this
growth
came
from
younger
users,
solidifying
youthification
as
a
core
strategic
direction.
To appeal to this demographic, Dossen leverages a combination of unique brand identity and emotional value. While maintaining its core promise of “good hotels at affordable prices,” Miao Club enhances emotional connections with its audience through Qingmao’s relatable and endearing personality.
Cheng
Xinhua
underscored
the
transformative
potential
of
this
approach:
“The
youthification
strategy
is
a
vital
driver
for
transforming
and
upgrading
the
traditional
hotel
industry.”
Looking
Ahead:
A
New
Era
for
Miao
Club
The
journey
with
Qingmao
is
just
beginning.
As
a
“travel
companion
and
workplace
partner,”
Qingmao
is
set
to
explore
new
opportunities
to
strengthen
its
role
in
youth-oriented
hospitality.
Miao
Club
aims
to
continue
evolving,
delivering
innovative
experiences,
and
leading
the
hotel
industry
into
a
new,
vibrant
era.
With Qingmao at its heart, Dossen Hotel Group is not just embracing change—it’s redefining how hospitality connects with the next generation.
Hashtag: #Dossen #MiaoClub #Qingmao
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