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On July 17, Jin Jiang Hotels held the "2024 Jin Jiang Hotels Partner Success Conference" in Shanghai, at which it released its new brand proposition - "Jin Jiang Hotels, a Place of Peace of Mind", and analyzed the brand strategy and focus.

The development history of "Jinjiang" can be traced back to the "Jinjiang Sichuan Restaurant" founded by Dong Zhujun in Shanghai in 1935, which has a history of nearly 90 years. At present, including Vienna International, Lavande, Xi'an, James Joyce Coffetel, Kyriad, Vienna, Jinjiang Star and other brands, Jinjiang's brand matrix covers various categories from luxury, high-end, mid-to-high-end, mid-range to economy. As of the end of December 2023, Jinjiang Hotels has more than 190 million members and has signed more than 16,600 hotels.

The new brand proposition emphasizes "peace of mind", and behind it is the hope to strengthen communication with consumers. Zhang Kai, senior vice president of Jinjiang Hotels (China), said that more and more travelers are shifting their demand for hotel services from standardization to personalization, and hotel brands need to establish a deeper emotional connection with consumers, so as to form a broader brand consensus in the market. Since March this year, the "Old Friends Plan" and "Fitness Plan" promoted by Jinjiang Hotels (China) in its hotels across the country are all centered on more thoughtful consumer services.

At the conference, Jin Jiang Hotels (China) also comprehensively analyzed its new "12+3+1" brand strategy for the first time: by 2028, it will fully tap the momentum of scale growth and create 12 thousand-store brands; create 3 core mid-to-high-end brands (Jin Jiang Metropolo, Radisson Blu, and Periwinkle II) with strong market competitiveness; explore 1 vacation track, focus on vacation routes, replace traditional hotel brand thinking with innovative product thinking, and create distinctive advantages.

In an era where traffic is king, mature membership systems are also seen as an important development strategy by major hotel groups. According to Zhou Jing, vice president of Jinjiang Hotels (China), this year, through a series of measures such as improving point liquidity, creating Jinjiang Club Member Day, and strengthening member experience management, the membership business has grown well, with the number of newly registered members increasing by 73% year-on-year and the total number of member points redeemed increasing by 70% year-on-year.

In addition, the conference also released the hotel and tourism integration IP "Follow Jinjiang to Travel China" and the first AI super employee "JINTELL". The former hopes to rely on the resource advantages of the entire industry chain, use hotels to run through the route, design scenic spots, classics, local restaurants, RV camping, concert economy and other products according to the route, and finally achieve one-price all-inclusive. The "Hainan Island Loop" product has been launched. The latter is regarded as one of the links in the digital strategy of Jinjiang Hotels (China). In the future, it will also carry out digital transformation around the two core scenarios of smart check-in and closed-loop customer demand management.