Investment Rating - The report maintains a "Buy" rating for the company [5][7] Core Views - The company is focusing on the development of standard management hotels and structural upgrades, which are expected to lead to higher profit margins. The introduction of innovative membership benefits is aimed at enhancing customer loyalty, alongside the continuous launch of high-quality new products, which may improve occupancy rates and average room prices [5] - Revenue projections for 2025-2027 are estimated at 77.0 billion, 79.2 billion, and 84.2 billion yuan, with year-on-year changes of -0.7%, +2.9%, and +6.3% respectively. Net profit is expected to be 8.5 billion, 9.6 billion, and 10.9 billion yuan, with year-on-year growth rates of +5.5%, +12.8%, and +14.1% respectively [5] Summary by Sections Revenue and Profitability - For the first three quarters of 2025, the company reported revenue of 5.782 billion yuan, a year-on-year decrease of 1.81%, while net profit attributable to the parent company was 755 million yuan, an increase of 4.36% year-on-year [1] - In Q3 2025, revenue was 2.121 billion yuan, down 1.60% year-on-year, and net profit was 358 million yuan, down 2.21% year-on-year [1] Store Expansion and Structure - The company opened a total of 1,051 new stores in the first three quarters of 2025, representing a year-on-year increase of 10.4%. In Q3 2025, 387 new stores were opened, with a net increase of 233 stores after closing 154 [2] - By the end of Q3 2025, the proportion of mid-to-high-end hotel room supply reached 42.5%, an increase of 1.4 percentage points year-on-year [2] Performance Metrics - In Q3 2025, the overall revenue per available room (RP), average daily rate (ADR), and occupancy rate (OCC) were 191 yuan, 259 yuan, and 73.6% respectively, showing a year-on-year decline of 2.4%, 2.0%, and a decrease of 0.3 percentage points [3] - The gross profit margin in Q3 2025 was 44.8%, an increase of 1.7 percentage points year-on-year, while the net profit margin remained stable at 16.9%, down 0.1 percentage points year-on-year [4]

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]