—— Shanghai Fuhualyra Resort to open its doors this autumn
On May 8, 2018, Fuhua Cultural Tourism’s Lypira Group and Shangzhi Group (stock code HK1207) signed a strategic cooperation agreement at Fuhualyra Resort Huangshan, marking the arrival of the first international family resort hotel brand in China under the Lypira Group — “Lyra Resort”
Mr. Cheng Erjun (fifth from the right), Senior Vice President of Fuhua Cultural Tourism and CEO of Liberty Group,
and Mr. Liu Feng (fifth from the left), President of Shangzhi Group, signed the agreement on behalf of their respective sides.
The signing of this strategic cooperation agreement was also witnessed by Mr. Liu Xiaofeng, Vice President of Liberty Group, Mr. Gu Zhengrong, Assistant to the President, Ms. Qin Wenying, Vice President of Shangzhi Group, Mr. Lü [surname blurred], Vice President, and others.
Speech by Mr. Liu Xiaofeng, Vice President of Liberty Group
Speech by Mr. Lü [surname blurred], Vice President of Shangzhi Group
Liberty Group is a hotel brand and lifestyle brand operator dedicated to bringing happiness to guests through high-quality services. The group has attracted top global talents and boasts extensive experience in project planning, management, pre-opening operations, investment expansion, and supply chain management. Based on creative project development, it has built a brand line under the concept of sustainable development that aims to “create a fashionable lifestyle.” It owns four hotel and resort brands and four lifestyle brands, operating and developing over 20 hotels and resorts in many of the most beautiful destinations across China and around the world.
Through this strategic cooperation agreement, both parties have launched comprehensive collaboration in the development, investment, and operation of domestic project resources, with Fuhua Cultural Tourism’s Liberty Group fully supporting Shangzhi Group in enriching the diversity of its real estate business portfolio. Based on the Shanghai Meilan Lake project and starting with the East China market, both sides will further seek the implementation of strategically invested and developed projects nationwide to support their strategic growth, meet the growing demand in the vacation market, deliver a higher-quality vacation service experience, and in the future expand globally to jointly tap the unlimited potential of China’s distinctive resort hotels and vacation ownership markets. Both sides look forward to deeper strategic cooperation and more collaborative projects in the future, contributing to the development of China’s resort hotel and timeshare industry, and advancing hand-in-hand in the exploration and innovation of cultural tourism real estate and resort hotel markets to create shared brilliance.
Group photo of the management teams of both sides
The first collaborative project between the two parties will use the Lijiang Resort brand and is located in the Meilan Lake scenic area in Baoshan District—the second-largest artificial lake in Shanghai. The Shanghai Meilan Lake Liberty Lijiang Resort is a 50-minute drive from Hongqiao Airport and is surrounded by leisure and entertainment facilities including Shanghai’s only 36-hole USGA-standard golf course and Gucun Park, the city’s largest suburban park. Within a 2-hour drive, nearby cities such as Suzhou and Wuxi can be reached. The Shanghai Meilan Lake Liberty Lijiang Resort project covers a total land area of 11,988 square meters, with a total construction area of 30,106 square meters. It offers 275 guest rooms with oversized areas ranging from 42 to 84 square meters. Positioned as a luxury brand for “international family vacationing,” its innovative “Perfect Vacation, All-Inclusive” premium vacation model is committed to providing an unparalleled one-stop vacation experience for every family member. The resort is equipped with amenities such as a water SPA, the Fearless Explorers Club, the Holiday Kitchen all-day dining restaurant, the Lelive Family Club, a karaoke lounge, a carnival show venue, as well as Liberty Village Outings that guide guests to explore Shanghai and the MC Magicians team. These offerings will comprehensively elevate the family vacation lifestyle experience in Shanghai and the East China region and are set to become the premier destination for family vacations and romantic weddings in Shanghai and surrounding areas. Over the next three years, Liberty Group plans to develop all-inclusive vacation destinations in numerous beautiful locations across China and the world, including Lijiang, Beijing, Huanglong, Changchun, Jinan, Sanya, Cyprus, and the Gold Coast of Australia.
About Liberty Group
Liberty Group is a hotel brand and lifestyle brand operator dedicated to bringing happiness to guests through high-quality services. The group has attracted top global talents and boasts extensive experience in project planning, management, and operational launch, and based on creative project development, it has built a brand line under the concept of “creating a fashionable lifestyle with sustainable development.” Its portfolio includes four hotel brands: the ultra-luxury resort brand F Hotel & Resorts; the super five-star luxury resort brand for family vacations—Liberty Lijiang Resort; the premium resort brand Liberty Select, which inherits the Liberty service philosophy and offers selected modern quality; and the limited-service themed boutique hotel brand Xiaoshanqing. The group also operates four lifestyle brands: the modern urban wellness hot spring brand Lan Zhi Tang; the educational and entertaining children’s brand Fearless Explorers Club; the luxury pet care service brand Sayye Valley Dog Hotel; and the traditional yet internationally inspired Chinese noodle brand Face to Face. Liberty Group introduces a new brand operation model that not only facilitates industrial upgrading in related sectors but also achieves effective utilization and protection of local environments at destinations. As a global leader in the vacation business, Liberty Group, through its various brands, pursues continuous innovation across multiple dimensions, writing a new chapter in modern lifestyles.
About Liberty Lijiang Resort Brand
Liberty Lijiang Resort is the super five-star luxury resort brand under Liberty Group, featuring an innovative all-inclusive premium vacation model that aims to deliver an unparalleled one-stop vacation experience for every family member. The resort offers exclusive and innovative sub-brands and products such as the Holiday Kitchen all-day dining restaurant, the Play Big Fun Center, the Lelive Family Club, the Liberty Mirror private cinema, a karaoke lounge, a carnival show venue, as well as Liberty Village Outings that explore the destination and the MC Magicians team, all of which will comprehensively enhance and offer an ultimate vacation lifestyle experience for families across China and globally. It will open in Lijiang in the second quarter.
About Shanghai Meilan Lake Liberty Lijiang Resort
The Shanghai Meilan Lake Liberty Lijiang Resort is located in the Meilan Lake scenic area in Baoshan District—the second-largest artificial lake in Shanghai. It is a 50-minute drive from Hongqiao Airport and is surrounded by leisure and entertainment venues including Shanghai’s only 36-hole USGA-standard golf course and Gucun Park, the city’s largest suburban park. Within a 2-hour drive, key regional cities such as Suzhou and Wuxi can be reached. The project covers a land area of 11,988 square meters, with a construction area of 30,106 square meters. It features 275 guest rooms with oversized spaces ranging from 42 to 84 square meters. The resort is equipped with amenities such as a water SPA, the Fearless Explorers Club, the Holiday Kitchen all-day dining restaurant, the Lelive Family Club, a karaoke lounge, a carnival show venue, as well as Liberty Village Outings that explore Shanghai and the MC Magicians team. These offerings will comprehensively upgrade the family vacation lifestyle experience and aim to become the preferred hotel for family vacations and romantic weddings in Shanghai and surrounding areas.