友瞰中国 | 锦江酒店“下南洋”：外派+本地团队2：8，输出供应链，打地基至少要三年

Core Insights - Jinjiang Hotels is expanding into Southeast Asia, driven by the region's large population, developmental gaps, and cultural proximity, marking a significant opportunity for domestic brands [2][3][4] - The company emphasizes a strategic approach to overseas expansion, focusing on building a local team and adapting to the regional market while avoiding short-term profit pressures [2][10][18] - Jinjiang has a history of international operations, having previously entered markets like the Philippines and South Korea, which provides a foundation for its current expansion efforts [3][4][15] Market Opportunities - Southeast Asia is a mature tourism destination, with Malaysia expecting to receive 35.6 million international tourists by 2026, and Vietnam seeing a 22.5% increase in international visitors in the first seven months of this year [3][4] - The company plans to establish a presence in multiple Southeast Asian countries, including Malaysia, Indonesia, Laos, Vietnam, Cambodia, and the Philippines, with a focus on key urban areas and established properties [15][16] Strategic Approach - Jinjiang is adopting a light-asset model for its overseas operations, collaborating with local partners to navigate the market effectively [7][10] - The company aims to create a mixed team of 20% expatriates and 80% local hires to ensure smooth operations and cultural integration [10][13] - A focus on long-term brand establishment and local consumer engagement is prioritized over immediate financial returns [17][18] Operational Plans - The first project under Jinjiang's Southeast Asia strategy is the Jinjiang Duzhou hotel in Laos, set to open in January next year, with plans for a hotel in Malaysia's Kuala Lumpur to follow [11][13] - Jinjiang is establishing subsidiaries in each target market to manage local operations, ensuring that standards are met while adapting to local conditions [13][14] Customer Engagement - The company recognizes the importance of activating local consumer bases while leveraging its existing membership platforms to attract both domestic and international travelers [16][17] - Jinjiang aims to create a positive feedback loop by enhancing local membership and integrating its services into the Southeast Asian market [17][18]