(Yicai Global) Aug. 9 -- Leading Chinese tech firm NetEase Inc.'s [NASDAQ:NTES] e-commerce platform NetEase Yanxuan has built its first hotel in cooperation with Atour Hotel in Hangzhou, Jiemian News reported on Aug. 8.
The hotel will be the first to adopt a 'buy what you need' model and will represent 'new retailing' in the hotel industry, NetEase Yanxuan said, adding that it is a new example on the integration of online-to-offline consumption. The new hotel will feature a small shopping center selling food, furniture and other items.
Atour is the first cultural hotel brand in China, it has opened 120 hotels and has deals with 330 hotels in 96 cities across China.
"In the Atour-Yanxuan project, we provide the setting and walk-in traffic, while NetEase Yanxuan offers goods and brings in online guests," said Yelv Yin, founder of Atour. "Our combination will be a model for new retail; we're cooperating with NetEase Yanxuan to create the first immersive e-commerce hotel. Imagination is rare nowadays, but we believe the industry and market will welcome this new model."
"It is actually our first close contact with offline users," said Liu Xiaogong, vice president of NetEase. "We want to see their true feelings from multiple angles."
NetEase Yanxuan also plans to extend its offline partnerships to include other services, such as bookstores.