Jinjiang star: internal and external minor in brand extension

Jinjiang star takes the lead in innovation into overseas markets, a new mode of economy hotel in China international units, but for the moment, its development are still cautious, the domestic market is still the focus of future hair force

Wen ‖ inspected Shanghai reporter li wei this

After the Philippines, France after project, June 5,, jinjiang star company in Shanghai and South Korea SANG WON HOUSING CO. LTD company signing a franchise contract, into its overseas expansion project of the third station, becoming the first Chinese to the Korean market economy hotel brand.

From the continuous development of domestic jinjiang stars the size of the market, to gradually push jinjiang star brand internationalization, jinjiang star to union of inside and outside the development superiority, skilled business capacity, leading the industry advanced level.

In overseas markets far-reaching consideration

From the domestic market move overseas, jinjiang star brand gradually enter the international, although at this stage is not involved in the capital output, but for the next step go out capital accumulated experience.

Jinjiang star hotel co., LTD., vice President LiYu kai told the Shanghai salt ":" jinjiang star go internationalization road, more from the group strategy level consideration, for future jinjiang international group of foreign acquisitions training." He said, jinjiang star is not such as external could guess, because the domestic market to do bad, just in overseas, but for deeper consideration.

In fact, from the state-owned enterprises to purchase overseas brand situation, the overseas acquisition cost relatively high, so through the brand authorization, brand alliance, as a form, first in the internationalization process of pilot training, seem to be more conducive to purchase the accumulation of experience and management experience.

Secondly, overseas mergers and acquisitions in the hardest part is to purchase is completed, how to successfully to manage these assets. Therefore, jinjiang star plan in the investment circumstances, to learn how to manage overseas assets method for future acquisitions management lay a the most solid foundation.

Innovation brand internationalization three mode

In the full use of jinjiang star in the domestic market brand influence and business capacity conditions, jinjiang star brand continuously explore overseas markets in a variety of patterns. Up to now, have innovation three kinds of mode, the potential of formation.

September 2, 2011, jinjiang star and good jia (international) formally signed, through the brand licensing business formally settled in the Philippines, started to explore overseas brand output model of the first case. In the Philippines cases, adopt brand licensing business model, namely the brand to join and the concession rights all outsourced. In fact, good beautiful (international) became jinjiang star brand in the Philippines development sole agent.

Good good (international) will be in its help establish management company, training on the basis of relevant personnel for bigger and stronger, and independent development regular distributors or franchisee; Jinjiang star the overseas edition way provide brand support, so as to expand its influence in overseas.

After 2 months, jinjiang star once more with the French Lou floating hotel group signed a contract, with the brand alliance way officially unveiled France, this is jinjiang star in the key step on the European market. For French cooperation projects, jinjiang star very valued, and for Europe and the United States hotel acquisitions may be the main direction of the group purchase, can provide the opportunity to gain experience.

And in the debt crisis situation, European local the number of visitors has plunged, Chinese tourists compound growth rate has reached double digits. Therefore, the French very much hope that through the and jinjiang star cooperation, attract more Chinese tourists, improve the hotel occupancy rate. This motivated the French active in hand jinjiang star.

The brand alliance mode is jinjiang star brand internationalization second exploration. In this mode, jinjiang star and French league brand hotel, Lou floating hotel group's economy hotel Campanile keep their business, and at the same time, mutual recommend tourists.

Domestic consumers in France jinjiang star alliance in a hotel, can enjoy and domestic same service quality, especially tea, breakfast (special increased to 2-3 Chinese style variety), Chinese channel, and so on are combined with people's spending habits.

Lou floating hotel group the jinjiang star on the B2B face enterprise customer purchasing platform, make jinjiang star can share the Lou floating enterprise customers, at the same time, jinjiang star member can be in league brand hotel to enjoy preferential discount of. In have cooperation more than four months, France jinjiang star well received including kam brigade to tourists, many Chinese tourists.

And the Philippines, France project is different, jinjiang star of overseas project the third stop in South Korea, is taking the constructions of the franchise mode. June 5 after signing the contract, the first franchise will be SANG WON HOUSING CO. LTD company according to the jinjiang star overseas standard, investment to build in Seoul. Earlier, South Korea because local economic consumption strong, and approved jinjiang star hotel management idea and good Chinese tourists, frequently and jinjiang star contact, finally led to the cooperation.

Franchise business model originating in the United States, is the mainstream business mode. Through the sign a contract, jinjiang star award South Korea SANG WON HOUSING CO. LTD company is using jinjiang star brand, mode of management business resources, but SANG WON HOUSING CO. LTD company no independent management, and according to the contract to jinjiang star pay a franchise fee.

In this mode, jinjiang star didn't give up his own brand exclusive rights, and will insist on stationed manager, provide booking and member system implant, regular related hardware inspection, establishment and domestic jinjiang star unified many service standards and other rights.

"The Korean economy consumption momentum strong, the market prospect is very good." LiYu kai said, the use of SANG WON HOUSING in South Korea development project ability and financial chain advantages, jinjiang star can use the least cost and the shortest possible time to achieve brand in South Korea's rapid expansion.

Three for parallel plundered the domestic market

Although, jinjiang star takes the lead in innovation overseas market of new mode,