锦江荟：解码会员经济新范式

Core Insights - The hotel industry is undergoing a strategic transformation from "scale expansion" to "value cultivation" in member operations, with Jin Jiang Hui as a leading example of this shift [1] - Jin Jiang Hui has launched nearly 30 summer cultural and tourism activities, leveraging user insights and ecological operational strategies to stand out in a competitive market [1] User Engagement - Jin Jiang Hui's APP and mini-program saw a nearly 15% increase in monthly active users during the summer, with a 106% month-on-month increase in activity participation [3] - The platform has created a complete closed loop of "digital user assets - diversified consumption scenarios - instant value realization," transforming members from "transients" to "residents" through high-frequency, strongly related scenario designs [3] Points Redemption - In a single month, nearly 600 million points were consumed, showcasing Jin Jiang Hui's innovative construction of a "points equal rights" value closed loop [5] - The integration of points redemption across various sectors, such as global travel projects and Michelin restaurant bookings, has transformed the points system from a promotional tool to a value currency, significantly increasing member lifetime value (LTV) [5] Comprehensive Ecosystem - Jin Jiang Hui's unique four-dimensional service ecosystem encompasses "eating, staying, traveling, and playing," supported by the extensive hospitality industry chain of Jin Jiang International Group [7] - The integration of cultural consumption resources, such as performance tickets and intangible cultural heritage experiences, expands member rights beyond traditional offerings, enhancing the emotional value of membership [7] - The evolution of the membership system signifies a fundamental shift from maintaining transactional relationships to co-creating lifecycle value, indicating a transition from price competition to value symbiosis in the industry [7]