"Brand + Hotel Management + Supply Chain + Platform" Synergistic "Global Expansion"

First Financial reporters learned that this is not the first time Jinjiang has ventured into the international market. Years ago, Jinjiang established a global hotel operation network through the acquisition of Radisson Hotel Group, Louvre Hotels Group, and the integration of multiple brand resources. However, this marks the first time Jinjiang is undertaking a systematic and large-scale hotel "global expansion."

Jinjiang Hotels (China Region) revealed to First Financial that this "global expansion" is not merely a brand export but a synergistic effort involving "hotel management + brand + supply chain + platform." Jinjiang Hotels (China Region) will collaborate with Jinjiang Global Procurement Platform (GPP), Jinjiang Travel, and Jinjiang Hui, among others, to optimize project implementation by adapting to local systems and capabilities.

Yan Caihua, Chief Operating Officer of Jinjiang Global Procurement Platform (GPP), stated that by leveraging the overseas version of GPP already deployed in Europe and NOVAC, an overseas authorized integrated partner responsible for international logistics, warehousing, and delivery, Jinjiang GPP can one-stop deliver hotel-related products from Chinese suppliers to the Asia-Pacific market, forming a "domestic resources + local services" model. Adhering to the principle of "localized adaptation," Jinjiang GPP will also strengthen sourcing efforts within Southeast Asia, prioritizing Chinese enterprises that have already established local factories.

Shen Min, Vice President of Shanghai Jinjiang International Travel Co., Ltd., stated that Jinjiang will fully leverage its integrated advantages in hospitality and tourism to drive traffic to new overseas projects. "Tourism is a key engine for regional prosperity. In the future, by integrating our cross-border service network and MICE (Meetings, Incentives, Conferences, and Exhibitions) services, we will build a closer interconnected network with newly expanded hotel projects in Southeast Asia."

Public data shows that China has been the largest source of tourists for Vietnam, Thailand, Malaysia, and other countries for three consecutive years, contributing over 25% of tourism revenue. Against the backdrop of global supply chain restructuring and Chinese enterprises accelerating their "going global" efforts, Southeast Asia has become the preferred region for Chinese enterprises' global布局 due to its demographic dividend, growth potential, and strategic position, leading to a surge in local cross-border business travel demand.

"The Chinese hotel industry has developed rapidly, and domestic market competition is intense, so 'going global' has become a major direction for enterprises seeking 'blue ocean markets.' Relatively speaking, Southeast Asia is a market that can be quickly developed. Compared to the previous independent export of a few brands, Jinjiang's hotel 'global expansion' this time is highly systematic, integrating brand, supply chain, tourism, and regional unified management for synergistic development. This will benefit Jinjiang's overall expansion in the Southeast Asian market. However, it is also necessary to pay attention to international differences and understand the local economy, laws, and culture to avoid risks arising from differentiation," analyzed Wei Changren, founder of Travel Daily.