On November 5th, Hongqiao Hotel, a veteran four-star hotel that has been operating in Shanghai for many years, was officially "transformed" into Hongqiao Tulip Hotel, managed by Jinjiang Louvre Asia Hotel Management Co., Ltd., becoming the latest overseas famous hotel brand introduced by Shanghai. Shangguan News Figure
After Jin Jiang bought The Louvre Hotel Group, Europe's second largest hotel group, it began to introduce some of its original Hotel Brands into China and planned a new round of expansion.
On November 5th, Jin Jiang International announced the opening of its new brand positioning, golden TULIP global flagship store, Hongqiao Tulip Hotel, which will be managed by Jinjiang Louvre Asia Hotel Management Co., Ltd. in the future. According to He Yu, President of Tulip Brand China and General Manager of Hongqiao Tulip Hotel, by the end of next year, Tulip has 20 hotels in China included in the preparation plan, and in the next 3 to 5 years, Tulip plans to expand rapidly throughout Asia, opening about 300 hotels, half of which are located in China.
Obtained a large number of European customers
Tulip, which has just "landed" in China, is also an old hotel brand in Europe, which was founded in 1962 as a four-star international hotel brand originating from the Netherlands, which originally belonged to the Louvre Hotel Group, the second largest hotel group in Europe.
In March 2015, Jin Jiang Group completed the acquisition of 100% of the shares of the French Louvre Group, thus taking advantage of the fact that the original Luffusion tulip was also included.
Since then, Jin Jiang has embarked on a series of integrations and new expansion plans for Louvre Hotel Group's resources. For the well-known hotel brands under the original Louvre, Jin Jiang first took out a number of high-quality properties in its hands to re-flop and re-package them into flagship stores, and at the same time formulated a series of brand development time schedules.
In October 2016, China's first Campanile hotel officially landed on the Bund in Shanghai, and a year later, the repackaged Tulip also opened its first flagship store in China. The newly opened Hongqiao Tulip Hotel, formerly known as Hongqiao Hotel before the flop, is located at 2000 Yan'an West Road, a "prime location" in Shanghai, and is also one of the most well-known old hotels in Shanghai.
Before the Spring Festival in 2018, Jin Jiang also plans to take out two core properties located on the Bund in Shanghai and other places to build a Tulip Hotel.
Zhou Wei, deputy CEO of Jinjiang Louvre Asia Hotel Management Company, introduced that the Hongqiao Tulip Hotel after the flop completely changed the original old-school style of Hongqiao Hotel, adopting a young design, and the main customer group was also changed from the original business guests to business and leisure tourism.
"In the past, the guests of Hongqiao Hotel were basically from Asia, and in the future, Asian and European guests are expected to account for half of them." He Yu said that because the Louvre Hotel originally had a relatively complete reservation system in Europe and a stable source of customers, the Hongqiao Tulip Hotel after the flop will also attract more European guests. At the same time, relying on Jin Jiang's popularity in China, it is expected that more Chinese guests will choose to stay at Tulip's hotels in Europe when traveling abroad.
It will set up dual headquarters in Shanghai and Europe
In addition to integrating the resources of the original Louvre, Jin Jiang can also be described as frequent in the future in terms of local brand building.
In March this year, the former Sheraton Hongqiao Hotel, located at No. 5 Zunyi South Road in Shanghai, was unveiled as the Hongqiao Jin Jiang Hotel, becoming the first hotel managed by Jin Jiang International from a foreign high-end brand in Shanghai to a high-end brand of Jin Jiang.
On January 1, 2018, hilton Shanghai, located in the core area of Shanghai Jing'an Temple, will also be delisted and rebranded to become a local high-end hotel brand, Jing'an Kunlun Hotel, managed by Jinjiang's preferred hotel management company.
According to Jin Jiang's development plan, it will focus on building four independent high-end brands of "J", "Rock Garden", "Jin Jiang" and "Kunlun" to further enhance the core competitiveness of national brands.
After completing a series of previous acquisitions, Jin Jiang has formed a full-brand series of hotels that open up international and domestic, with overseas assets accounting for 21.43%, and through the establishment of a global hotel management committee, a global procurement sharing platform and other new models that link domestic and international markets and domestic and international resources.
In the future, Jin Jiang plans to set up dual headquarters in Europe and Shanghai, focusing on the four functional positioning of industry research, brand innovation, design engineering and capital incubation, and regularly launching model hotels with replicable financial models and financial returns, integrating Chinese and Western cultures.