Create a physical version of "Yuncun" Ado and Netease Cloud Music opened a music hotel

On April 1st, the “Netease Cloud Music·Atour Light House” hotel, which was jointly created by Adora and Netease Cloud Music, was officially opened in Chengdu and named as “Sleeping Music” theme hotel.

It is understood that the "Sleeping Music" theme hotel is the first time that Adora cooperates with the head IP of the music field. It is also the first time that Netease Cloud Music brings the immersive music atmosphere experience to the user. This hotel is filled with the theme elements of many Netease cloud music, with lively red as the main color, and the lobby is decorated with American neo-lights and other elements of American industrial style to create a retro, warm atmosphere.

ADA Kangwei said: "Yado and Netease have carefully selected a new consumer experience space last year. We are very happy to cooperate with another top IP of Netease and work with NetEase Cloud Music to create a music for people who love music. A cultural, warm and fun music accommodation space creates a new hotel format that combines accommodation, socializing, entertainment and more."

Yuan Foyu, general manager of Netease's marketing department, said: "Netease Cloud Music has accumulated rich, high-quality users and UGC potential in the past five years, and hopes to extend and apply this capability and resources more widely. The cooperation with Ato Hotel is the successful practice of Netease Cloud Music's offline empowerment strategy, and is an important step to expand the boundaries of the pan-entertainment culture industry and explore the possibilities of more meta-business models."

Sharing music in a hotel

In order to bring a unique experience to fans who like various types of music, the "Sleeping Music" hotel has created four themes of classical, folk, jazz and electro-acoustic according to the floor, and infused a rich musical element according to the corresponding theme. Entering the classical music theme room, it seems to be in the symphony concert scene, such as curtains, floor lamps, decorative paintings, clothing, accessories, bedding, etc. are all retro style. In the theme room of the electronic music party, the cool lights and the neon characters on the large terrace create a sense of party. In addition, the mini saxophone in the jazz theme room, most of the decorations in the folk theme room are nostalgic. The style is completely consistent with the tonality of these musical styles. It is reported that the hotel room also has a corresponding song list of Netease cloud music, passengers can get music companionship after entering the room. Through the combination of music and design, the user is presented with a unique and immersive musical culture.

The hotel's public area combines the strict division of traditional hotels with a variety of functions such as front desk, dining, and performances, allowing users to relax and listen to songs, and even enjoy beer and fried while listening to their favorite band performances. The chicken is refreshing. The hotel's top floor terrace has opened up an open-air music scene. The combination of stage, bar and lazy sofa makes the integration of music and hotel perfect.

On the first floor of the public area, a commentary made with neon lights is particularly conspicuous: Sometimes music is the only friend to accompany me through the night. The loneliness of young people has increasingly contributed to their love and dependence on music, but also through music. Let them find friends who are in line with their own tastes. Sharing and music evaluation has become an important way for people to find happiness in music, and it is also an important innovation brought by Netease Cloud Music.

As a hotel brand that focuses on young people's socialization, Atour Light Residence also joined the matrix of the Atour IP Hotel for the first time. Yaduo has always been popular with young Asian users with its young brand style, lively space decoration and rich social elements. Similarly, Netease Cloud Music, as a music product dedicated to sharing and discovery by NetEase, has become the advantage of its precise and personalized recommendation, massive song content, its high-quality music atmosphere, and warm and romantic music community. China's largest music social platform. Combining the online social content of ADB's offline social space and Netease Cloud Music, the “Sleeping Music” theme hotel will undoubtedly become another attraction for gatherings and exchanges between fans in Chengdu and even the whole country.

Based on the quality of the hotel, Atour is to maximize the operation of space content.

It has been nearly two years since Yadu first proposed the concept of IP hotel. In the earlier 2013, the first hotel in Athoo opened the human element of reading and local photography. Whether in the hotel industry or among users, Atto's efforts in the content management of accommodation spaces have been widely recognized.

Today, Adora has opened 174 hotels, has 12 million members, and has cooperated with more than 10 IP to open 5 IP hotels. At the critical moment of entering the new era of accommodation, Atour is also deeply thinking about how to enhance the growth and mobility of accommodation space content, how to make content better serve users and enrich their accommodation experience? The strategic cooperation between Adora and Netease Cloud Music allows Adora to directly talk to the user group of Netease Cloud Music with more than 400 million people. For a group that is so large and so individualistic but has the same love for music and life, how to satisfy their accommodation needs is a challenging proposition.

It is reported that at the "Sleeping Music" hotel, Atour will try to carry out long-term, constantly updated content operations in the hotel space along with Netease Cloud Music. In the first floor of the hotel and the top floor terrace, the function of small music scene is integrated. After the hotel is opened, it will rely on the musicians and fans of Netease Cloud Music to perform performances, meetings, exchanges and other activities from time to time. . In addition, in the future, the hotel will also open the room audio and the user's Netease cloud music account, so that users can hear their favorite music at the moment of entering the room, and maximize the music recommendation function of Netease Cloud Music.

In fact, Atto will also try to adopt the model of “bringing in” to “going out”, not only introducing IP content to the hotel space, but also integrating the high-quality content of the Yaduo IP matrix, which will be a self-contained “Asian IP”. "Introducing to other space and online platforms, actively carrying out innovative practices such as online community operations and new retail of peripheral products, so that the content of the Yaduo IP matrix can be integrated and regenerated, and then realize the "new product quality" The goal of the entrance.