Core Insights - The article discusses the launch of the high-end luxury brand management platform, Nuo Jin International, by Shoulv Hotel Group, which aims to revitalize its luxury hotel segment and introduce new brands while refreshing older hotels [1][3][4] Brand Integration - Nuo Jin International was established as a wholly-owned subsidiary of Shoulv Hotel Group to integrate its high-end luxury hotel segment, with a focus on ten brands that cover luxury, premium, and high-end categories [3] - The brand matrix includes both traditional brands like Jianguo and modern brands like Nuo Lan, targeting different market segments and consumer preferences [4] Revitalization of Older Hotels - Shoulv Hotel Group faces challenges in revitalizing its older hotels, many of which are 30-40 years old, to meet modern consumer demands [6] - The company is considering effective investments to upgrade these hotels, with potential room rate increases from 600-700 RMB to 1000-1200 RMB post-renovation due to their advantageous locations [6] Membership System Development - Nuo Jin International plans to develop a separate membership system, aiming to grow its membership base to 6.6 million by the end of the year, leveraging cross-industry collaborations and digital marketing strategies [7] - The company intends to attract high-end customers from its parent company's existing member base of over 200 million [7] International Expansion Plans - Nuo Jin and Jianguo are identified as key brands for future international expansion, capitalizing on their strong Chinese cultural identity to cater to outbound Chinese travelers [9] - The company recognizes the need for strategic partnerships with established international hotel groups to enhance its global operational capabilities [9]