Core Viewpoint - Shoulv Hotel has established a wholly-owned subsidiary, Nuo Jin International, to integrate its high-end hotel brands and target luxury market segments, focusing on brand rejuvenation, new brand introduction, vacation product line expansion, and international brand promotion [2] Group 1: Financial Performance - In Q1, Shoulv Hotel's total hotel business profit increased by 47.64% year-on-year, primarily due to an increase in franchise store proportion and cost optimization [2] - The company opened 300 new hotels in Q1, a 46.3% increase year-on-year, with 90 new mid-to-high-end hotels, reflecting a 36.4% growth [2] - As of March 31, 2025, Shoulv Hotel operates 1,998 economy hotels with 166,439 rooms, 2,057 mid-to-high-end hotels with 218,427 rooms, and 3,012 light management hotels with 137,979 rooms [2] Group 2: Operational Metrics - The RevPAR for economy hotels was 114 yuan, down 4.1% year-on-year, with direct-operated hotels at 109 yuan (down 1.6%) and franchise-managed hotels at 115 yuan (down 5.1%) [3] - The RevPAR for mid-to-high-end hotels was 162 yuan, down 6.9% year-on-year, with direct-operated hotels at 192 yuan (down 5.8%) and franchise-managed hotels at 156 yuan (down 6.6%) [3] - The increase in light management hotels alongside the decline in RevPAR indicates a dilution of brand premium due to the company's low-price strategy [3] Group 3: Strategic Initiatives - The establishment of Nuo Jin International reflects Shoulv Hotel's strategy for synergistic development among its hotel brands, aiming for optimized regional market collaboration [3] - The company plans to link its membership system with online travel platforms to expand customer acquisition [3][4] - Shoulv Hotel has a LIFE membership base of 197 million and 3.68 million members in its first-class membership program, indicating a strong customer base [4]

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]