Born in the early 1990s, it lay dormant for years before flourishing vigorously; through thick and thin, under warm sunlight or gentle rain, it has always strived diligently. Greenland — it is not just a thriving venture in the hands of dream-driven entrepreneurs, but also an ever-blooming flower in the hearts of many.
Many believe that having already reached a certain height in the real estate industry, Greenland’s bold foray into the hospitality sector smacks of overambition. But without ambition, how can one be called a tycoon? This so-called “king of Shanghai real estate,” as many call it, is quietly diving into the hospitality industry, growing robustly in this vast field.
Creating Boundless Value
The moment “the king” stepped into the hospitality industry, it caused a sensation. Aside from its usual bold financial moves and massive investments, a commanding debut was essential. Teaming up with high-profile partners only adds to the flair. For example, the renowned InterContinental Hotels Group. Together for several years, they have successfully developed a number of outstanding hotel projects. Other international hotel management groups such as Marriott, Starwood, Howard Johnson, and Langham have also collaborated with Greenland International Hotel Management Group. Strong hands holding strong hands, marching forward with heads held high. While undergoing major adjustments, Greenland has unveiled a massive hotel asset portfolio worth over 20 billion yuan, sparking endless imagination.
Releasing Boundless Dreams
Of course, collaboration is for development. “On the basis of our existing hotel projects in first-tier and central cities, we will gradually expand into second- and third-tier city markets and broaden our hotel project footprint,” Zhang Yuliang, chairman of Greenland Group, told reporters. Among the continuously increasing hotel projects, Greenland will consistently adhere to a holding strategy, managing them under its own brands — a move that is sure to make foreign investors “ache with envy.”
Nowadays, as foreign hotel chains aggressively enter China, the battle shows no signs of cooling down. Yet Greenland Hotel Management Group fearlessly steps onto foreign soil. Its independently developed premium hotel brands, “Plateno” and “Primus,” have already successfully opened in European cities such as Frankfurt, Madrid, and Barcelona. Zhang Yuliang stated that priority will be given to investing in countries and regions with large numbers of Chinese investors, immigrants, tourists, and students, ensuring stable project operations. “The franchise model aligns with market demand and trends, leverages corporate strengths, and carries controllable risks.”
Achieving Boundless Possibilities
It is reported that since 2012, Greenland Group has been expanding at a rate of 15 four- and five-star hotels per year, leveraging its comprehensive real estate development advantages. The goal is to grow its hotel portfolio to 100 properties by 2015, making it China’s largest hotel property owner.
It remains to be seen what kind of waves this real estate industry “aircraft carrier” will stir up as it sails into the deep waters of the hospitality industry. Let’s wait and see.