Core Insights - Jinjiang Hotels is expanding into Southeast Asia, driven by the region's large population and growth opportunities, while also recognizing the complexities of international operations [1][3][5] - The company aims to integrate into local tourism markets rather than merely pursuing rapid expansion and short-term profits [2][10] - Jinjiang has prior experience in international markets, having previously entered the Philippines and South Korea, and is now focusing on building a capable team for scaling operations in Southeast Asia [3][4][6] Market Opportunities - Southeast Asia is a mature tourism destination, with Malaysia receiving over 25 million international visitors last year and aiming for 35.6 million by 2026 [3][5] - Vietnam has seen a 22.5% increase in international visitors in the first seven months of this year, with a significant portion coming from mainland China [3][5] - The geographical proximity and cultural ties between China and Southeast Asia provide a favorable environment for Jinjiang's expansion [5][6] Strategic Approach - Jinjiang plans to establish a mixed team of 20% expatriates and 80% local hires to ensure effective communication and operational efficiency [6][10] - The company is focused on building a strong local team and adapting its operational standards to meet local market needs while maintaining quality [9][10] - Jinjiang's strategy includes leveraging its existing customer base and loyalty programs to attract both local and international guests [10][12] Brand Development - The company intends to introduce multiple brands, including Jinjiang Metropolo, Lavande, and Jinjiang Inn, to cater to different market segments in Southeast Asia [9][10] - Jinjiang is committed to a gradual approach, prioritizing quality and brand recognition over rapid expansion [10][12] - The company aims to create a positive feedback loop by activating local consumer bases and enhancing membership through localized operations [10][12] Team and Leadership - The leadership team, including Zhang Zhonghao, has extensive experience in building brands and navigating market challenges, which is crucial for the success of the Southeast Asia initiative [12][13] - The company emphasizes the importance of cultural integration and support for local teams to overcome operational challenges [11][12]