"听到锦江酒店（600754）要去东南亚，连之前离职去印尼做生意的伙伴都回来投简历。" "投资人们海外考察一趟回来，催着说'赶紧带我们出去！'上个月他们还特别着急来深圳的新总部，说 快聊聊你们最近的准备速度如何了。" 不止于跨境电商和短途旅游，开线下店、组建分公司、修建工厂……从现制茶饮、彩妆到冰淇淋、RTD 饮料，国内消费品牌们对东南亚市场的开发，已成为多个出海大方向中最成熟的一个。 与不少出海东南亚的国内品牌相似，锦江酒店也看到了当地庞大人口基数的红利、区域不同发展阶段的 空白商机，以及地理距离、文化交流的密切优势。 但锦江也比第一次向外迈出步伐的品牌们更清醒——出海业务能否顺利推进是一项"天时地利人和"的复 合工作。 即使有时外部环境的变数不可控，作为企业也要规划不同风险等级的投资组合，来与当地营商氛围适 配。即便两地团队在工作习惯、具体路径想法上存在差异，也要抱着开放心态去接纳过往经验和新地盘 的碰撞，而非过早假定文化融合的高难度，质疑新伙伴的潜力。 更重要的是，在一个看似机遇遍地的地区中，拒绝"割韭菜"的想当然，暂时撇开规模扩张和短期利润的 计算公式，而去成为真正对当地旅游业态发展有益的组成部分，才 ...

Core Viewpoint - Jin Jiang International Hotel Company expects a significant decline in net profit for the first half of 2025, projecting a decrease of approximately 52.81% to 57.53% compared to the same period last year, primarily due to the absence of non-recurring income from asset disposals in the previous year [2][4]. Financial Performance - For the first half of 2025, the company anticipates a net profit attributable to shareholders between 360 million to 400 million yuan, a drop from the previous year's profit by about 4.48 billion to 4.88 billion yuan [2]. - Jin Jiang's revenue from 2022 to 2024 was 11.31 billion yuan, 14.65 billion yuan, and 14.06 billion yuan respectively, with net profits of 127 million yuan, 1 billion yuan, and 911 million yuan [5]. - The average revenue per available room (RevPAR) has decreased, indicating a decline in profitability amid increasing competition in the hotel industry [5]. Expansion Strategy - Jin Jiang Hotel is in a phase of aggressive expansion, with plans to add 1,300 new hotels in 2025 and 2,000 new signed contracts [4]. - The company has a significant international presence, with operations in 55 countries and regions, and aims to enhance its overseas business through capital investment and management efficiency improvements [6][9]. Market Position - As of December 31, 2024, Jin Jiang Hotel operates 13,400 hotels with 1.29 million rooms, making it the largest hotel group in China and the second largest globally by room count [4]. - The company’s overseas revenue accounted for approximately 30% of total income in recent years, with stable gross profit margins compared to declining margins in the domestic market [6][7]. IPO Plans - Jin Jiang Hotel is pursuing a dual listing in Hong Kong, aiming to become the first hotel group in China to achieve an "A+H" listing [8]. - The funds raised from the IPO will be allocated to expanding overseas operations, repaying bank loans, and enhancing working capital [9].

Core Viewpoint - The article discusses the recent move by Jin Jiang Hotels to pursue a secondary listing on the Hong Kong Stock Exchange amid declining financial performance despite aggressive expansion efforts. The company faces challenges in converting its extensive hotel network into sustainable profits and revitalizing its overseas assets, which have been underperforming [2][4][10]. Group 1: Company Overview - Jin Jiang Hotels is the largest hotel group globally, with a presence in 13416 operating hotels and over 1.29 million rooms, ranking second worldwide [8]. - The company has been expanding rapidly, opening 1515 new hotels last year and 97 in the first quarter of this year, bringing the total to 13513 hotels [9]. - Despite the growth in scale, Jin Jiang Hotels has experienced a decline in revenue and net profit, with 2024 revenue at 14.06 billion RMB, down 4% year-on-year, and net profit down 9.06% to 911 million RMB [10][11]. Group 2: Market Challenges - The hotel industry in China is facing oversupply, with over 370,000 hotels and a net increase of nearly 30,000 hotels, leading to intense competition and price wars [13]. - Key performance indicators for Jin Jiang Hotels have declined, with RevPAR at 157.47 RMB (down 5.78%), ADR at 240.67 RMB (down 11.19 RMB), and occupancy rate at 65.43% [13][14]. - The company plans to continue its expansion strategy, targeting lower-tier cities and aiming to open an additional 1300 hotels this year [15]. Group 3: International Expansion and Financial Performance - Jin Jiang Hotels has been expanding internationally since acquiring the Louvre Hotels Group in 2015, with overseas revenue contributing 42.56 billion RMB (30.8% of total revenue) in 2024 [16]. - The overseas hotel business has a higher gross margin of 41.9% compared to 36.9% for domestic operations, indicating better profitability potential [16]. - However, the overseas operations have faced losses, with the Louvre Group reporting a net loss of 10.79 million euros despite expectations from the Paris Olympics [17][19]. Group 4: Future Outlook - The company aims to use the funds raised from the Hong Kong IPO to strengthen and expand its overseas business, repay bank loans, and supplement working capital [22]. - There are concerns about the sustainability of Jin Jiang's overseas strategy, as it must prove that its expansion can lead to self-sustaining profitability rather than relying on external funding [23].

Core Viewpoint - Jin Jiang Hotels has officially submitted its prospectus to accelerate the "A+H" listing process, aiming to enhance its financial position and operational efficiency amid ongoing challenges in its overseas business [1][6]. Fundraising Purpose - The funds raised will primarily be used for the construction and upgrading of overseas hotels, digital transformation, repayment of bank loans, and supplementing working capital [2]. Overseas Business Challenges - Jin Jiang's overseas asset, the Louvre Group, operates 1,168 hotels and generated revenue of €556 million by the end of 2024. However, it has faced continuous losses since 2020, with cumulative losses exceeding €210 million by the end of 2024 due to international environmental changes, economic slowdown in Europe, and intensified market competition [3]. - As of September 2024, the Louvre Group's total bank loans amounted to €180 million, with related party loans of €410 million, resulting in a debt ratio exceeding 70% [4]. Financial Support and Strategy - High financial leverage and rising overseas financing costs have led the Louvre Group to rely heavily on support from Jin Jiang. In April 2024, Jin Jiang increased its investment in the Louvre Group by ¥2.35 billion [5]. - Jin Jiang has also provided guarantees for refinancing, with an additional guarantee amount of €10,000 this year [6]. Business Recovery Plans - The Louvre Group is set to implement a five-year plan focusing on asset disposal, renovation, and improving system contribution rates to drive business recovery [6]. - Jin Jiang plans to renovate 80 repositioned hotels, primarily in France [7]. Market Expansion Strategy - With the easing of outbound travel restrictions, domestic hotel companies are increasingly looking to expand overseas, shifting focus from Europe and the US to Southeast Asia and Belt and Road countries. Jin Jiang has announced a partnership with Malaysian hotel management group RIYAZ to launch five brands in Southeast Asia [8]. - The expansion strategy will involve a shift to a model led by Chinese teams while attracting local and Chinese investors [9]. Industry Trends - The domestic hotel industry is facing oversupply and intensified competition, prompting companies to accelerate overseas expansion. By the end of 2024, Jin Jiang's overseas limited-service hotel RevPAR has recovered to 112.27% of 2019 levels, showing a 0.35% increase from 2023 [10]. - In contrast, the domestic limited-service hotel RevPAR has decreased by 5.78%, remaining roughly stable compared to 2019 [11]. Future Growth Plans - Jin Jiang plans to open 1,300 new hotels, representing an increase of approximately 9.7%. The company will also accelerate the construction of its membership system to convert OTA channel customers to its official website, aiming to boost revenue and reduce commission costs for franchisees [13]. Financial Performance - In the first quarter, Jin Jiang's revenue and net profit declined by 8% and 81% year-on-year, respectively. By the end of the first quarter, the company's cash reserves decreased by 23.2% to ¥8.1 billion, indicating ongoing short-term debt repayment pressure [15].