The collision of Chinese and Western culture sparks to help overseas hotel brands achieve self-empowerment and self-breakthrough
At the Asian Hotel and Tourism Forum and the 14th China Hotel Star Award Ceremony on April 25, 2019, Campanile, the French hotel brand introduced by Jinjiang International, was awarded the "Best Mid-range international hotel Brand in China" and Kerillard was awarded the "Most investment value business hotel brand in China", both of which were recognized by the industry.
Then on April 28, the Campanile and Kerillard brand promotion meeting was held for the first time in Hangzhou, Zhejiang Province. The two brands were recognized by investors again. In just 180 minutes, 18 projects were successfully signed!
These two very rich French style and great potential brand is how to take advantage of the group's superior resources to match and integrate, and how to let Chinese and Western cultural integration of innovation results for the brand?
"Live with meaning" has been embraced by the new generation of middle class customers, and the French heritage has become the highlight of the brand's cultural connotation
By 2022, China's middle class will number 630 million, accounting for 45 percent of the population, and the average income of middle-class households will double from 2012 levels, according to McKinsey. Chinese families will spend $1,737 a year on travel, more than double what they spent 10 years ago.
At the same time of consumption upgrading and the rise of the new middle class, consumers are changing from willing to pay for goods to willing to pay for quality services. The new middle class with 80 and 90 as the main group pays more attention to the cultural connotation, accommodation quality, brand differentiation and personalized experience of the hotel. The new and different mentality of the young group also drives the "consumption stream of consciousness" to have a great change.
And Campanile, Kerillard brands to join the domestic mid-range hotel market competition is also in line with this market demand. Campanile and Kerillard were both born in France. With their careful management and long-term cultivation of their brands, Campanile and Kerillard quickly won the recognition of guests all over the world with their distinctive brand characteristics and continuous surprise and extreme service.
Pure French ancestry is the "sharp edge", accurate positioning can quickly enter the market segment, and form a highly recognizable brand cultural connotation; The successful experience and mature scale achieved by Campanile and Kerillard in Europe is the "boost". After entering the Chinese market, the two brands are able to copy the original French lifestyle into the domestic hotels, so that guests can "enjoy" the unique French style every minute and every second in the hotel, and get the immersive experience of "being in France now". Be their choice of French hotel.
The combination of Chinese and Western "blue eyes + black hair", the French system "Three Musketeers" presents a unique mix and match charm
At present, Jinjiang International Group mainly promotes three French hotel brands in China, including not only Kerillard and Campanile, but also Yu Jinxiang from the same group. There are many "Chinese and foreign hybrids" in the hotel industry. How did the "three Musketeers" conquer the Chinese market?
Since its establishment in 1976, Campanile has become a modern French hotel brand with excellent design and unique style. After spreading all over Europe, Campanile, which is still full of development potential, has joined the Jinjiang family, bringing the brand belief of "STAY WITH US every moment" and the unique French lifestyle into the Chinese market, and also satisfying the current consumers' pursuit of "new and strange" local culture through distinctive French customs.
The unique relaxed and romantic life style of France is admired and respected by millennials. Campanile brand has an insight into the strong social needs of today's young consumers, so the lobby of the hotel is built into an open living space that integrates accommodation, office, social interaction and environmental protection. The freedom to be alone, the ease with which you can meet and chat with your friends, and the elaborate social experiences and activities transform the core of the hotel into a sophisticated space that combines elements of French life. French lifestyle is obviously inseparable from the addition of food, croissant bread, cheese, cold meat platter, wine and other pure classic French food let guests enjoy from Campanile sumptuous feast.
With "travel, exploration, the world" as the key word, the brand inspiration of Kerillard comes from the Great Age of navigation at the end of the 15th century, and pays tribute to the great explorers who bravely explore and adhere to the great spirit of navigation. In this 24-hour interactive haven of exploration, guests leave their belongings and burdens to relax and enjoy the moment, giving a new era definition to the spirit of great sailing.
Carey's proposition "to live in the present Moment, enjoy this Moment | Seize the Moment!" ", advocating independence, individuality and never-give up attitude towards life coincides with the values that young people love adventure and exploration. The azure color and the globe in the center of the lobby bring a unique ambience to the environment, while the travel book bar and the unique craft beer bar allow guests to gain unexpected feelings during the adventure. In addition to exploring, Kerryard surprises customers with "extreme service" in details. For example, the "suitcase cleaning ceremony" service for guests solves a big worry of business customers. Homemade yogurt conforms to the health pursuit of the new generation of customers, but also reflects the hotel's profound French culture and international service standards.
Yu Jinxiang, part of the same hotel group, is also noteworthy. Dutch brands with a long history in order to "always boring feel | Playtime. Anytime" as a brand promise, will taste and culture as a hotel. Whether it's a well-crafted bar or a lobby that blends local and global elements, guests can relax and mingle after a busy day. The details also make Yu stand out, with the fun interactive screen taking guests on a fun journey to find their destination, and the Fun Double Car from Europe's oldest and smallest social network allowing them to explore the city in an unconventional way. The complimentary body care kit at the Fun Care Bar touches on the guest experience in a way that combines fun and detail.
On the whole, in addition to inheriting the inherent international service concept and professional norms, the three major brands have made fine adjustments to the "new needs" of domestic target customers, and combined with the precipitation of their own brand culture over the years, ushered in a boom in the development of the Chinese market with their unique brand value proposition.
Fully enabling the platform advantages of the Group, bringing the "acceleration effect" of brand development
At present, Campanile, Keriade, Yu Jinxiang, is sweeping the domestic hotel market. In 2016, Campanile officially launched in the Chinese market and was the first to land in the Bund of Shanghai. In 2017, Yu Jinxiang global flagship Hotel set off in Shanghai. In the same year, the Kerryard Hotel brand officially entered the Chinese market.
In 2018, after the acquisition of Radisson Blu, Jinjiang International Group, which has invested and managed more than 13,000 hotels and 1.3 million rooms (sets), has become one of the top three global hotel groups, which is the strongest backing for the development of the "Three Musketeers" of the legal system in China.
In recent years, Jinjiang International Group has further accelerated its globalization layout, while constantly improving and building the group's "One center and three platforms", namely "global innovation center, global hotel financial sharing platform, global unified procurement sharing platform, and Jinjiang WeHotel global hotel sharing platform". The integration of these strong resources enables Campanile, Keriade and Yu Jinxiang to get all-round support and guarantee in the fields of talent introduction and training, membership system and central reservation, new cross-border marketing and digital management, and thus to develop like a tiger in the Chinese market.
Jinjiang International Group also enabled the development of Campanile, Keriad and Yu Jinhsiang in China through organizational structure adjustment, and gave the right of national operation and development of the three brands to the Vienna team within its own system. The flexible mechanism, high execution force and Wolf spirit helped Campanile and Keriad to achieve amazing results in a short period of time.
Take Keryad as an example. The first Keryad hotel opened in Yangzhou. By February 2019, the number of Keryad hotels has reached nearly 200, with 14 officially opened in 63 cities across the country. In 2019, Campanile will deliver results from 82 hotels and 8,700 rooms in 30 cities. Within three years, the number of hotels is expected to exceed 500.
"Speak" with results, brand promotion will be recognized and sought after by investors
On April 28, Campanile & Kerillard co-brand promotion meeting was held in Hangzhou, Zhejiang Province. It was only the first non-public internal invitation activity of the two brands, which attracted more than 150 investors to participate in the site. Investors were interested in the site and actively exchanged and interactive with the brand development team, and signed 18 letters of intent in just 3 hours.
Three brands can be recognized and sought after by investors, in addition to their own strength is hard enough, attractive enough, but also inseparable from its attractive conditions to join. The strong background of Jinjiang Group means that franchisees can obtain multi-dimensional resource support of the whole industry chain covering design engineering, operation support, staff training, marketing, financing and promotion.
And the three major brands in the Chinese market to hand over the report card, stable return on investment is to let many investors follow. Take Campanile Shanghai Bund Hotel as an example. After the renovation of the hotel, RevPar increased by 1.5 times, GOP increased by 1.56 times, ADR increased from 284 yuan to 540 yuan, and the return on investment period was shortened to only 1.5 years.
Summary message
In the era of digital economy, "experience is king", hotel brands only do fine, specialized, unique, in order to win the favor of consumers. Under the guidance of the globalization development strategy of Jinjiang International Group, it replans the development road of overseas hotel brands in China with a forward-looking vision, fully integrates Eastern and Western cultures, and forms the joint force of standards, teams, systems and platforms. Under such circumstances, Campanile, Keriade and Yu Jinxiang, which are rapidly optimized and iterated, are conquering the Chinese market with French life aesthetics as the entry point.
