December 2013 Report on the Development of Domestic Hotel Brands in China's Hospitality Industry

1) Brand Index Changes

　　In December, the brand index of Xi rose by 0.29 to 3.51, an increase of 2.77% compared to the previous month. Detailed data shows that user influence increased significantly compared to last month, media influence saw a slight rise, while industry influence decreased somewhat compared to the previous month.

　　2) Brand Analysis

　　On December 20, 2013, the first hotel under Hanting Hotels Group’s high-end brand, Xi, opened in Shanghai. According to reports, the group plans to launch several more projects in cities such as Chengdu and Dalian.

　　Firstly, the launch of the Xi brand reflects a signal that the high-end market is being carefully targeted, and also marks a solid step forward in establishing a mid-to-high-end hotel brand portfolio. It helps to redefine the positioning of mid-to-high-end hotels and becomes a crucial milestone in the development journey of a branded hotel.

　　Secondly, the first Xi-branded hotel is not located in a first-tier city, but rather in Shanghai, a second-tier metropolis. The first consideration was the maturity and saturation of the first-tier city hotel market — simply put, “What kind of hotel doesn’t already exist in a city like Shanghai?” The second factor was the recognition of the growth potential in emerging second-tier markets. These markets, after rapid economic development, have formed substantial commercial demand, creating a huge business opportunity. This location choice reflects the brand’s strategic vision and market insight, aligning well with actual consumer demand and trends.