JINJIANG HOTELS(SH:600754) 经济观察报·2025-08-30 06:01Core Viewpoint - Despite the downturn in the hotel industry and intense competition, Jin Jiang Hotels has reported record-breaking performance, indicating a potential recovery and strategic transformation within the company [2][3]. Financial Performance - In the first half of 2025, Jin Jiang Hotels achieved operating revenue of 6.526 billion yuan, a year-on-year decrease of 5.31%. However, the net profit attributable to shareholders was 409 million yuan, reflecting a year-on-year increase of 5.17%, marking the best mid-year profit performance since the company's listing [2][5]. - The second quarter of 2025 showed a significant turnaround, with a net profit of 382 million yuan, a year-on-year increase of 17.11% and a quarter-on-quarter increase of 1335.32% [2][3]. Strategic Reforms - Jin Jiang Hotels has implemented a series of reforms aimed at enhancing operational efficiency, including organizational restructuring and digital transformation, to prepare for industry recovery [8][9]. - The company has shifted from a traditional growth model based on scale to a new growth logic, focusing on improving responsiveness to market changes [3][9]. Organizational Changes - The management has streamlined decision-making processes by reducing the number of regional divisions and empowering local managers, which has led to a 2.66% decrease in management expense ratio to 15.62% [10][11]. - The restructuring has allowed for quicker responses to market demands, with local managers now directly responsible for results [10][11]. Digital Transformation - Jin Jiang Hotels has unified its hotel management systems across 10,000 locations, enhancing operational consistency and management efficiency [14][15]. - The company has increased its direct booking rate to over 75% by eliminating unauthorized connections with online travel agencies (OTAs), aiming for 80% by the end of the year [17][18].