February 2014 Report on the Development of Domestic Hotel Brands in China’s Hospitality Industry

　(1) Changes in Brand Index

　　In February, the Jinling brand index was 23.62, a decrease of 9.8 from the previous month, representing a 41.49% drop. Detailed data shows that the search index and sentiment index changed only slightly, while the operational index dropped by 11.89 compared to the previous month. The media index saw a slight increase.

　　(2) Brand Analysis

　　2013 marked the 30th anniversary of Jinling Hotels, a milestone for the brand. Recently, Jinling Hotels Management Company announced that it successfully signed contracts for six hotel projects in the second half of 2013, making its first entry into Shanghai. As a result, the Jinling hotel chain now comprises 136 properties with nearly 40,000 rooms in total.

　　Currently, the “Jinling” brand footprint spans 12 provinces, municipalities, and autonomous regions including Beijing, Shanghai, Jiangsu, Zhejiang, and Fujian. “Jinling” is also accelerating its national expansion strategy, primarily radiating outward from Jiangsu and Anhui to other regions. It will gradually begin projects in some northern cities, though these will be in third- or fourth-tier cities.

　　Jinling originated in Nanjing, just a stone’s throw from Shanghai, a first-tier city, but plans to expand to Shanghai were absent for a long time. This was mainly because Jinling had been seeking the right timing and a strong partner before entering Shanghai. The brand's entry into Shanghai is of significant importance. In recent years, the influence of the Jinling hotel brand has grown stronger, and its advantages in resource integration and management teams have become more evident. Many partners have expressed strong confidence in Jinling’s development. It is believed that more Jinling collaboration projects will stand out in the hotel industry in the future.