12月初的海南万宁，2025郎酒庄园会员大会如期举行。 在这场年度盛典上，全国郎酒会员代表齐聚，共同见证2026年首批100位新会员入会，品鉴"郎酒马跃乘风·丙午马年限量版"新品……更关键的是，郎酒正式 发布《2026年会员增值服务暖冬计划》，宣告其会员体系在历经八年蝶变之后，即将实现从"销售产品"到"提供服务"、"经营关系"乃至"共创价值"的四重境 界跨越。 这场以"唯客是尊"为内核的长期主义组织变革，不仅为企业构筑了穿越周期的用户基石，更为中国白酒行业提供了从"交易思维"走向"共同体思维"的战略镜 鉴。在用户主权时代，郎酒的探索证明：最深的护城河，终将构筑于企业与用户共同生长的价值土壤之中。 三次进化：从权益链接到价值共生 "酿极致好酒，唯客是尊"是郎酒一切行动的准则。因此，2025年会员大会更像一场"家庭聚会"。活动现场，郎酒不仅为卓越贡献者颁奖、为新会员举办入会 仪式，还为当月生日的会员定制专属庆祝环节，种种举动都彰显了品牌与会员之间的深度连接。 实际上，郎酒的会员体系并非一蹴而就，而是历经八年持续迭代，完成了从基础权益链接到生态化价值共生的三级跨越，每一步都精准契合了消费升级与行 业变革的脉搏。 2 ...

Core Viewpoint - The focus on enhancing member experience and direct sales is crucial for hotel groups, particularly for Jinjiang Hotels, which aims to improve its member direct sales business and address pricing discrepancies in its membership system [2][6][7]. Group 1: Membership Strategy - Jinjiang Hotels emphasizes the importance of member loyalty and repeat purchases, which can lead to predictable and sustainable revenue streams [2][3]. - The company has established a comprehensive membership ecosystem that integrates dining, accommodation, travel, and entertainment services [2][3]. - Jinjiang Hotels aims to improve its central reservation rate, currently at 56.9%, by enhancing direct sales channels and reducing reliance on third-party platforms [3][4]. Group 2: Pricing Issues - A significant challenge for Jinjiang Hotels is the pricing discrepancy, where member rates are often higher than those offered by third-party platforms like Meituan and Ctrip [6][8]. - The company is implementing measures to address this issue, including a project to ensure price protection for members and real-time price monitoring across platforms [7][8]. - Industry experts note that pricing issues are common in the hotel sector, often due to a lack of professional pricing strategy and the influence of OTA channels [8][9]. Group 3: Competitive Landscape - Compared to its peers, Jinjiang Hotels' central reservation rate is competitive, but there is still room for improvement [4][5]. - Other hotel groups, such as Huazhu and Atour, report higher central reservation rates, indicating a competitive advantage in member engagement and direct sales [4][5]. - The industry is moving towards a "big membership" era, where hotel groups must develop tailored membership strategies to maintain competitiveness in a growing market [12].

Core Viewpoint - The company anticipates a slight decline in revenue for the first half of 2025, while projecting significant profit growth compared to the same period in 2024 [3][4]. Revenue and Profit Forecast - For the first half of 2025, the company expects revenue to be between 1.2 billion to 1.24 billion yuan, representing a year-on-year decline of 1.5% to 4.7%. Profit is projected to be between 90 million to 113 million yuan, a growth of 55.2% to 94.8% compared to 58 million yuan in the first half of 2024 [3]. Operational Adjustments and Reforms - The company has actively adjusted its store structure since 2024, closing underperforming stores, which has led to a stabilization in single-store performance. The revenue decline has narrowed significantly compared to previous periods [4]. - The management has implemented a more flexible organizational structure and clear strategic priorities, which are expected to continue improving operational performance [4]. Specific Reform Actions 1. **Store Closures and Employee Incentives**: The company has closed low-efficiency stores and improved employee motivation by linking sales growth to staff commissions, resulting in over a thousand stores achieving positive sales growth by July 2024 [4]. 2. **Membership System Enhancement**: The company has strengthened its membership program to increase average transaction value and repurchase rates, with membership sales showing a significant increase [4]. 3. **Brand Youthfulness and Store Format Adjustments**: The company is focusing on brand rejuvenation and plans to adjust store layouts in key locations to enhance customer experience and increase transaction values [4]. 4. **Capacity Utilization and New Channel Development**: To improve operational efficiency, the company has established a special department to develop new products for various retail channels, which is expected to contribute to revenue growth [5].