Core Viewpoint - Recent rumors suggest that Atour Hotel is considering a secondary listing in Hong Kong, which has garnered significant attention, but the company has not yet provided an official response [1] Company Overview - Atour Hotel, established in 2013, has rapidly expanded its portfolio to include six accommodation brands and two retail brands. As of the end of 2024, the company operates 1,619 stores with a total of 183,184 rooms, reflecting year-on-year growth of 33.8% and 32.8% respectively [3] - The company successfully listed on NASDAQ in November 2022, with its stock price increasing twofold from the issue price to $33.18 per share, resulting in a market capitalization of $4.585 billion [3] Expansion Plans - Management forecasts the opening of approximately 500 new stores by 2025, maintaining a closure rate similar to the previous year to enhance the quality of operating stores. This plan underscores Atour's commitment to achieving its goal of "2,000 quality stores" by 2025 [4] - In Q1 of this year, Atour opened 121 new stores, all through franchisees, bringing the total operating hotels to 1,727, a 33% year-on-year increase. Hotel revenue also grew by 15.6% to 1.161 billion yuan, with franchise stores contributing nearly 89% of the revenue [4] Cost Optimization Initiatives - To attract more franchisees, Atour has begun optimizing the costs of core operational materials, achieving an average reduction of 10% on items such as adult slippers and room card holders. The company has also announced significant price reductions on various operational supplies [4] Reputation Challenges - Despite rapid expansion, Atour has faced criticism regarding its reputation. For instance, during a music festival, hotel prices surged to 4,000 to 5,000 yuan, which was over ten times the usual rate, leading to public outcry [5] - Additional complaints have surfaced regarding service quality, including issues with cleanliness and the quality of amenities, which do not align with Atour's high-end image. The company has responded to these concerns by terminating contracts with problematic suppliers and conducting thorough inspections of its facilities [6]