(Yicai Global) Sept. 26 -- Vacation rental site operator Tujia Online Information Technology (Beijing) Co. has teamed up with smartphone manufacturer Samsung Electronics Co. [KRX:005930] to create custom-made 'minshuku' (tourist lodgings) featuring high-end Samsung home appliances in Beijing, Shanghai and Guangzhou.
The partnership marks the first tie-up between a homestay platform and an electric appliance maker.
Users will be able to book minshuku using the Tujia app or on its official website. The accommodations will offer a full suite of the latest Samsung products including a Quantum Dot Light Emitting Diodes (QDLED) television and The Frame, the first TV designed to be left running 24/7, providing consumers with an experience that combines high tech, art and user-friendliness.
Samsung is a global leader in consumer electronics, and Tujia runs an international rental booking marketplace. Their joint venture will target the middle-class market. China's middle class will grow to 700 million by 2020 and will represent the largest consumer group in the country in three years, information from Euromonitor International Plc shows.
The Chinese middle class creates demand for high-end products and services and has enormous spending power. Many of its members place greater emphasis on quality than quantity. The mishuku concept aims to provide them a place where they can enjoy life.
Mishuku are family-run board and lodging services provided using spare rooms and unoccupied apartments and houses in countryside locations. These spaces allow travelers to experience local culture and customs and to enjoy nearby scenery.