官方App比OTA贵4倍，锦江酒店被指“杀熟”，加盟商“用脚投票”

Core Viewpoint - The Jinjiang Hotel Group is facing a trust crisis due to significant price discrepancies between its official member platform and OTA platforms, leading to a need for improved membership strategies and pricing consistency [1][14]. Pricing Discrepancies - Some franchise hotels under Jinjiang have set prices on the Jinjiang Hui platform at five times higher than those on OTA platforms like Ctrip, with one example showing a price of 635 yuan per night on Jinjiang Hui compared to 122 yuan on Ctrip for the same hotel [1][3][4]. - The Jinjiang Hui platform's commission rate of 6% is less competitive compared to the 10%-15% charged by OTA platforms, prompting some franchisees to prefer OTA channels despite higher costs [1][8]. Membership Challenges - Jinjiang's membership count stands at approximately 205 million, lagging behind Huazhu's 270 million, indicating a struggle in member acquisition and retention [14]. - The company has seen a decline in various operational metrics in 2024, with plans to reduce new hotel openings from 1,515 in 2024 to 1,300 in 2025, highlighting the impact of membership growth on overall performance [14]. Franchisee Behavior - Franchisees are increasingly opting to close official booking channels in favor of OTAs, which provide greater customer traffic and order volume, despite the lower commission rates offered by Jinjiang Hui [15]. - The reliance on OTAs for customer acquisition is exacerbated by the lack of a robust independent sales system among soft brands like Pai Hotel, leading to diminished motivation for franchisees to support official channels [15]. Strategic Response - In response to these challenges, Jinjiang has prioritized the enhancement of its membership system in its 2025 strategy, aiming to optimize member marketing through data tools and improve the benefits offered via the Jinjiang Hui app [14][15]. - The company recognizes the need to balance low commission rates with effective traffic support for franchisees and to integrate soft brands with the membership system to enhance overall value [15].