What problems should be paid attention to in the regional and brand expansion of hotel groups?

I don't know if it will help. Please refer to.

First, determine the expanded business products.

Whether the previous product can meet the existing consumption demand, consumption environment and level positioning after expansion. At the same time, there must be a formed management model. Have a good management team and strict structure (clear division of labor, financial accounting, warehouse access is complete? Are all kinds of rules and regulations complete? At the same time, we must understand the following key points!

1) Where are you now? You have been in the catering business for several years. Is there a system and standard for the current management mode?

2) What is the capital supply? Whether there are enough funds to promote the process of enterprise expansion.

3) Can catering products be recognized by consumers? Refers to the products or services you operate, which can't meet the existing consumers at present, and you are waiting in line for meals every day or the time is ripe, so it is possible to expand the store.

4) Is there a unique brand? Taking this into account before expansion can enable enterprises to have their own unique brand protection in the process of expansion, and catering joining is not a brand replacement like dry cleaning joining.

5) Management operation and system manual should be complete, financial management should be detailed, and computerized management and special software can be used.

6) Improve the cost control system and equip full-time purchasing personnel.

To invest in chain restaurants, we should first examine the feasibility of this project, and at the same time pay attention to the following issues: 1. The catering chain franchisees should be examined for joining qualification, and investors should ask for and review their filing materials from catering chain franchisees to determine their legitimacy.

Second, understand the brand awareness of restaurant chain franchisees and whether the local situation is related to publicity. Whether it's true or not.

Now the competition of catering enterprises is no longer directly manifested as the competition between products, but in the form of brand competition. In other words, when consumers decide to eat, they often have to decide which hotel or restaurant to eat, and then decide what to eat; Even if he decides what to eat first, he must decide where to eat. Therefore, it is necessary to choose a restaurant chain franchisee with good reputation and excellent corporate brand image.

A restaurant chain franchisee with excellent brand image should have the following four characteristics: outstanding flavor characteristics and high technical content; Large radiation space and high social reputation; A long history of communication and more cultural connotations; Better economic benefits and greater social impact.

Thirdly, the development history and stages of franchise chain restaurant were investigated.

At present, the average life cycle of catering enterprises in China is 2.5 ~ 3 years, of which the payback period is 8 ~ 18 months, and the growth period is 18 ~ 28 months, and the establishment and perfection of franchise chain system takes 24 months. Obviously, choosing a restaurant with a long history in franchise chain can make people feel at ease.

But this is not an absolute reference standard, because some emerging businesses have great potential for development. According to the relevant data in recent years, the development stage of restaurant chain franchisees can also be reflected by the number of franchisees. The number of shops in the general exploration stage is1~10; The growth period is 1 1 ~ 40, during which the risk is the greatest; The first ripe stage is 41~100; There are more than 100 in the complete mature stage. The more mature the restaurant chain franchisees are, the less risk investors will take.

Fourth, check whether the direct stores and franchisees operated by catering chain franchisees are operating normally.

When choosing a good restaurant chain franchisee, we should fully understand whether the operating conditions of its direct stores and franchisees are good, whether there are stable operating profits and whether the profit prospects are follow-up.

Fifthly, the franchisor of restaurant chain should have a perfect enterprise management organizational structure system.

An excellent restaurant chain franchisee should have a reasonable organization, clear functions, scientific and efficient management organization, so that all chain stores can operate efficiently.

Specifically, it can be evaluated from the following aspects: whether there is a sound financial management system, a sound human resource management system, new product research and development and innovation capabilities, a sound logistics distribution system, an overall operation management and supervision system, and an advanced, scientific, standardized and reproducible product production management support system.

For food quality problems, investors should judge whether they have passed ISO9000 certification according to the following standards: 1, and whether there is an independent quality control and management department; 2. Is there the following quality management document system: comprehensive and detailed quality manual documents; Detailed quality control plan documents; Standardized quality control procedure documents; True quality record documents; Full-time quality internal auditor; And perfect food safety management system.

Sixth, catering chain franchisees should provide comprehensive support for opening.

Its good support should be: 1, the choice of regional market business circle. 2. Staffing and recruitment; 3. Product positioning and regional product development in regional markets; 4. Pre-job training; 5. preparation for opening.

The so-called "regional market business circle selection" support includes: providing assistance to franchisees to complete local business circle surveys; Provide franchisees with appropriate business circle isolation protection; When joining the elite business circle, restaurant chain franchisees should provide store relocation guarantee when adding new points in the same area; In the event of horizontal competition, reserve competition guarantee space for franchisees.

Seventh, the franchisor of restaurant chain should have a reasonable and complete franchise contract and franchise manual.

Franchise contract is a legal document that stipulates the relationship between franchisee and franchisee and the rights and obligations of franchisee. It is also the basis for the development of franchise business and franchise system. Franchise Manual is a programmatic guiding document for the daily operation of franchise stores.

According to the Convention, franchisers of restaurant chains should allow investors to bring them back for review for 7 working days. Investors can judge from the following aspects: fairness, rationality, legitimacy, affordability, regional restrictions, timeliness, operability and so on.

Hotel renovation and the rapid expansion of Jinjiang Group's development strategy

Source: Oriental Morning Post: 65438,2008 2008+ 10/08:57 on October 25th Author: Tian Chunling

The horn of Shanghai's state-owned assets integration has sounded, and Jinjiang, as the focus of integration, will benefit a lot; It is estimated that 70 million tourists will come to Shanghai for Expo 20 10, and Jinjiang will not miss this profitable business opportunity.

The reform of Jinjiang Group has gone through five years. At present, Jinjiang International Group is one of the largest comprehensive tourism enterprise groups in China. Under the background of the new round of state-owned assets integration and the World Expo 20 10 held in Shanghai, Jinjiang Group has also started a new round of integration and strategic layout.

The staff of the Secretary-General's Office of Jinjiang Group said that the integration of state-owned assets is to make the enterprise bigger and stronger, and Jinjiang Group will inevitably benefit. Expo 20 10 provides a rare opportunity for Jinjiang Group. At present, Jinjiang Group's strategy is mainly to transform old stores and continue to expand budget hotels to prepare for the World Expo.

Jinjiang Group has core industries such as hotels, catering services, tourism and passenger transport. Holding (or indirectly holding) four listed companies such as Jinjiang Hotel (in 2006. HK), Jinjiang Shares (600754 and 900934), Jinjiang Tourism (900929) and jinjiang investment (600650 and 9009 14).

Strategic layout under the financial crisis

People in the hotel industry said that the financial crisis triggered by the subprime mortgage crisis will definitely affect the hotel industry. In order to reduce costs, some enterprises will probably cancel some incentive tours, some business meetings will be reduced, and hotels will be "tired".

According to the statistics of Shanghai Tourism Network, the occupancy rate of five-star hotels in Shanghai decreased by 7.68% in July this year, and the occupancy rate of four-star hotels decreased by 8.20%. Relatively speaking, two-star and three-star hotels are more popular. The occupancy rate of two-star hotels increased by 0.68%, while that of three-star hotels decreased by 1.64%.

The staff of the Secretary-General's Office of Jinjiang Group said that the financial crisis did have some adverse effects on Jinjiang Hotel. In particular, the impact on high-star hotels is relatively large, and the impact on budget hotels such as Jinjiang Inn is relatively small. Most of the tourists in high-star hotels are business tourists and overseas tourists. With the economic fluctuation, they will reduce their trips, which will have a certain impact on the group's high-star hotel tourists. The main tourist sources of budget hotels are domestic business guests and self-funded tourists, which are relatively stable and still growing. The situation is relatively good at present.

"With the arrival of the World Expo, the adverse impact of the financial crisis on hotels will gradually pass and the future development will be further improved." The staff of the secretarial office said.

According to the statistics released by Shanghai Tourism Industry Association, the construction of high-star hotels in Shanghai will continue to grow rapidly in 2008-20 10. In 2008, it is estimated that there will be 65,438+340,000 high-star hotel rooms in Shanghai. Together with the existing 60,000 high-star hotel rooms and the planned 24,000 rooms under construction, it is estimated that the scale of 654,380,000 high-star hotel rooms will be formed by 2065,438+00. In addition, the transformation of existing high-star hotels has become another development feature of Shanghai high-star hotel market.

According to reports, the financial crisis has no impact on the strategic layout of Jinjiang Group. Jinjiang Group will still repair its old stores as planned, and the expansion of Jinjiang Inn, a budget hotel, will not slow down.

Jinjiang shares: or benefit from the integration of state-owned assets

Shen Yin International Research Report judges that Jinjiang, a listed company of Jinjiang Group, may benefit from the future integration of state-owned assets.

There are *** 12 hotels wholly-owned and shareholding by Jinjiang Co., Ltd., among which 4 high-star hotels are the main profit sources of the company's hotels. Jinjiang Inn owns 20% of the company's shares, which is mainly located in Shanghai and is expanding to the whole country. It is estimated that the annual expansion rate will reach 35%. The company's hotel management business ranks first among national brands in the industry, with 94 star-rated hotels contracted for management and about 70 actually operated.

Of the 12 hotels in jinjiang investment, 10 is located in Shanghai. Affected by the surge in the supply of star-rated hotels in Shanghai and the increasing competition pressure in the industry, the operating conditions of the hotels invested by the company slowed down in 2007, but overall, the overall operating conditions of the star-rated hotels invested by the company were better than the average market level, among which the excellent performance of the four-star hotels of the company benefited from the renovation of some floors of Hailun and Jianguo Hotel, which greatly improved the average house price and occupancy rate.

Shen Yin Wanguo judges that from 2008 to 20 10, Shanghai will vigorously promote the integration and listing of state-owned assets at an extraordinary speed. Jinjiang shares may benefit from this round of state-owned assets reorganization in Shanghai. In the future, Shanghai Hengshan (Group) Hotel Company is likely to be reorganized, integrated and listed. If as expected, Jinjiang International Hotel (Group) Co., Ltd. will become the undisputed recipient in the future, and Jinjiang shares will benefit from it.

Jinjiang Group was included in the focus of Shanghai's state-owned assets integration. What benefits will you get from the integration of state-owned assets? The staff of the Secretary-General's Office of Jinjiang Group said: "At present, this issue is only studied at the leadership level. The specific integration plan has not yet been issued. However, the purpose of state-owned assets integration is to make enterprises bigger and stronger. In the end, Jinjiang Group will definitely benefit. "

In this regard, Ceng Guang, a tourism industry analyst of China Investment Consulting, believes that the integration of state-owned assets in Shanghai is expected to have limited impact on Jinjiang's performance, and the 20 10 Shanghai World Expo will become the focus of the company's long-term attention. As it has reached an understanding with the parent company of H-share listing, Jinjiang will focus on the development of hotel management business in the future, and the hotel investment business will maintain its stock. Therefore, even if the integration of state-owned assets in Shanghai will bring high-quality assets to the parent company, listed companies may share the management opportunities injected into hotels. However, due to the small net profit contribution of the hotel management business itself (95 hotels managed in 2007 brought a profit contribution of 39.52 million yuan), the additional hotel management contract will not produce obvious performance improvement.

Relatively speaking, the Shanghai World Expo has a greater positive impact on the company. The Shanghai World Expo will have 70 million visitors and will be extended for half a year. It is predicted that in 20 10, the average house price and occupancy rate of star-rated hotels in Shanghai will have a double boom.

Open up territory to prepare for the World Expo.

During the World Expo, 70 million tourists will visit Shanghai, which provides a large number of potential customers for Jinjiang Group's hotel and catering business. At present, Jinjiang Group is actively taking measures to make corresponding strategic layout.

Jinjiang Hotel is the core industry of Jinjiang International (Group) Co., Ltd. and the largest hotel group in China. It owns or manages more than 465,438+08 hotels and guesthouses, including wholly-owned hotels and other hotels and guesthouses entrusted by hotel owners, which are distributed in large and medium-sized cities in China, and its management ranges from luxury five-star hotels to economical Jinjiang star hotels.

On June 5438+ 10 this year, Shanghai World Expo Land Holding Co., Ltd. officially signed a contract with Jinjiang International Hotel Management Company to entrust Jinjiang International to manage about 900 serviced apartments in the Expo Village. The total construction area of Jinjiang Apartment Hotel signed by Expo Village is about146,000 square meters, and the above-ground area exceeds 1 1 10,000 square meters. There are about 900 serviced apartments in different forms, which are divided into 7 main buildings. The person in charge of Jinjiang told the reporter that Jinjiang cooperated with China International Import Expo(CIIE) in a responsible management way. At present, the project has been started and is expected to be delivered at the end of June 2009.

Entering the Expo Village has two positive meanings for Jinjiang Group. First, during the Expo, hotel prices should rise sharply, and hotels will have direct cash flow to make profits. Another more important advantage is that hotel brands can be marketed in the Expo Village, because there will be many guests from home and abroad, and hotels in the park are equivalent to the most effective marketing brand promotion.

In July this year, Jinjiang International Hotel (Group) Co., Ltd. (Jinjiang Hotel), a listed company of Jinjiang Group, signed a transfer agreement with Xi 'an Catering Co., Ltd., and Jinjiang Hotel will wholly acquire the equity of Xijing International Hotel Co., Ltd. (Xijing Hotel) 100% for a total consideration of no more than 230 million yuan.

Jinjiang Hotel is the controlling shareholder of Jinjiang. An executive of Jinjiang once told the media that taking over Xijing Hotel is an important step in Jinjiang's national hotel layout strategy. For Jinjiang, the national layout structure includes East China, North China, Northeast China, Northwest China, Central China and South China. As the company is headquartered in Shanghai, East China is a relatively complete region and hotels are relatively concentrated, so it needs a balanced development of the whole country now. Previously, Jinjiang Co., Ltd. operated in the northwest region in a pure export management mode. Xijing Hotel, which took over this time, is also the first hotel in Jinjiang to directly invest in the northwest region. Next, if there are suitable projects in the national market, Jinjiang will still consider the acquisition. In addition to the northwest, Jinjiang currently plans to focus on expanding the southern regional market.

Regarding Jinjiang's strategic layout for the World Expo, the staff of the Secretary-General's Office of Jinjiang Group told the Financial Weekly reporter that it was mainly to transform well-known old shops. It is understood that Jinjiang Group plans to spend 450 million yuan to completely transform the Peace Hotel. In addition, the expansion strategy is mainly adopted for the budget hotel Jinjiang Inn, and the stores of Jinjiang Inn will be laid out in various business districts and tourist outlets in Shanghai.

Yang Weimin, CEO of Shanghai Jinjiang International Hotel (Group) Co., Ltd. once said that the group should first pay attention to the layout of luxury hotels. The Group has established and improved six regional companies (offices) in Northeast China, Southwest China, Central China, Northwest China, South China and East China, and determined the flagship hotels among luxury hotels: Kunlun Hotel in the north, Jinjiang and Xinjinjiang in East China, Jinjiang in Kunming in the southwest and Jinjiang in Wuhan in Central China. These flagship stores basically formed the strategic layout of six regional companies in China, and enhanced the regional influence and radiation of the brand. In the next step, the acquisition, equity participation and construction of flagship hotels in northwest and south China are the key points.

Catering business: the group has a large profit.

Jinjiang's chain catering business mainly includes KFC, Xinya Dabao, Cafe de coral, Yoshinoya, Jing 'an Bakery, Lu Jin and other famous Chinese and western brands.

In the first half of 2008, the catering business of Jinjiang Co., Ltd. achieved an operating income of 45.87 million yuan, up 25.7 1% year-on-year, accounting for 5.6% of the main business, up 0.3 percentage points from 2006. The scale of each brand chain catering enterprise invested by the company has been expanded to varying degrees, and the benefits have obviously improved.

Among the catering brands, Shanghai KFC, the main profit contributor, achieved a net profit of 65.438+0.63 billion yuan in 2007, a year-on-year increase of 265.438+0.4%; The income growth rate exceeded the average level of the previous three years, showing a steady upward trend. At present, Cafe de coral and Yoshinoya are still in the growth stage and cultivation stage. In 2007, Xinya Cafe turned losses into profits, while Yoshinoya was still in the loss stage, but it grew substantially year-on-year and developed well.

Zhang Hao, hotel industry analyst of GF Securities, believes that Lujin Restaurant, the only high-end restaurant in the company, has been in the market cultivation stage since it opened at the end of 2006, and it is expected that it will bring profits to enterprises in about two years.

Zhang Hao predicted that with the 20 10 Shanghai World Expo, the overall market of Shanghai hotel industry is expected to be greatly improved from the second half of 2009. Considering that the profitability of Wuhan Jinjiang Hotel, a newly-opened five-star hotel of Jinjiang Group, will be gradually reflected after 2009, and some high-star hotels that the Group concentrated on comprehensive renovation in 2007 will make a breakthrough in occupancy rate and price increase. It is estimated that the hotel operating income of the company will increase by -3%, 10% and 25% respectively in 2008-20 10. Based on the substantial increase in investment income in the first half of the year, GF Securities raised this part of its previous forecast for full-year profit.

Jinjiang Inn: Open 600 stores in two years.

In the United States, 60% hotels are budget hotels, while in China, the figure is only 5%, which means there is a lot of room for development.

Jinjiang Inn belongs to Jinjiang Group, and it is the representative of economical hotel chain. Yang Weimin, CEO of Shanghai Jinjiang International Hotel (Group) Co., Ltd. said in an interview with the media: "In 2007, there were 280 Jinjiang Stars, and we will increase them by 100 every year, reaching 600 by 20 10. The Group should actively and steadily promote the expansion of Jinjiang Inn, expand the proportion of franchise development methods, and at the same time increase the system support and quality control of franchise stores to achieve sound and rapid development of Jinjiang Inn. "

The current development situation of Jinjiang Inn is good. In 2007, Jinjiang Inn maintained rapid growth, especially in East China and the Yangtze River Delta. By the end of 2007, there were 280 Jinjiang Inn opened and under construction, an increase of 99 compared with the same period of last year, and the number of rooms exceeded 38,000. From June 5438 to October 2007 10, Jinjiang Inn entered Hainan. In March 2008, Jinjiang Inn in Tibet opened its doors to welcome guests, achieving zero breakthrough in budget hotels in Hainan and Tibet.

By the end of June 2008, Jinjiang Inn had 3 19 chain stores, including 203 direct stores and the rest franchisees. In the future, the ratio of franchise stores to direct stores will remain at around 3: 7. At present, all the chain stores of Jinjiang Inn, which have been open for more than one year, are profitable, with an average occupancy rate of over 85%, which is at the leading level in the low-cost hotel chain industry.

Yang, a researcher at Aijian Securities, believes that due to the rapid increase in rental costs, the future expansion of Jinjiang Inn may be slower than previously expected.

Besides budget hotels, Jinjiang Group also owns many established hotels, such as Jinjiang Hotel, Peace Hotel, International Hotel, Golden Gate Hotel, Xinya Hotel and Xincheng Hotel. These old hotels built in the 1920s and 1930s have excellent location advantages. For more than half a century, Jinjiang Hotel has received more than 400 heads of state and government from more than 100 countries and witnessed the birth of the Sino-US Shanghai Joint Communique. These old hotels with profound cultural heritage are the unique advantages of Jinjiang Hotel. Yang Weimin also said in an interview with the media a few days ago that the Group will integrate these hotels into a classic brand series of "Jinjiang Hotel" to promote the development of luxury hotels.

Besides, Jinjiang has flagship stores in four regions of China, including Jinjiang Hotel and New Jinjiang Hotel in Shanghai, Kunlun Hotel in Beijing and Jinjiang Hotel in Wuhan, Wu Hanyou. These five-star hotels are among the best in the local area, which have improved the hardware and services of the local hotel industry. For example, Jinjiang Hotel in Kunming is regarded as a model of successful cooperation between Yunnan provincial government and Shanghai municipal government, which has promoted and promoted the development of local tourism. The investment and construction of flagship hotels in northwest and southwest China is the focus of the next development.

Jinjiang investment: Backed by a "cash cow"

Jinjiang investment, another listed company under Jinjiang Group, has successfully entered two new industries: automobile service and modern logistics, and its profitability has been significantly improved.

In 2003, the Shanghai Municipal Government began to reorganize Jinjiang Group. By June 2004 1, the asset replacement between jinjiang investment and Jinjiang International Group was basically completed, and its main business was successfully transformed from hotel industry to passenger service, modern logistics industry and logistics warehousing industry.

Jinjiang investment holds 56% equity of Pudong International Airport West Public Freight Station Co., Ltd., and exclusively manages the warehousing business inside Pudong Airport. This freight station is currently a "cash cow" in Jinjiang's investment and has always been in a leading position in air freight business.

In addition, Jinjiang Automobile Company, the main carrier of jinjiang investment's passenger service, has the highest market share in Shanghai's state guest passenger reception and business travel activities, while the general taxi and passenger extension industries are also quite competitive, contributing considerable profits, and the potential value-added of the taxi license is about 900 million yuan. Jinhaijieya International Freight Company was established in 1992, holding 50% of the company's shares. It is a freight forwarder with A-level qualification and a member of the International Air Transport Association. With the exception of several China giants, it has been in the forefront of domestic freight forwarding industry for many years and has a high market visibility.

The logistics warehousing industry in jinjiang investment mainly includes frozen warehousing business and airport freight station warehousing business. There are five cold storages 10 in Wujing, Huangpu and Yangpu, with a total storage capacity of 450,000 square meters, accounting for about 23% of the total cold storages in Shanghai, and the scale of cold storages ranks first in China. Shanghai Pudong International Airport Freight Station Company holds 65,438+03% of the shares. In the first half of 2008, it contributed 38.59 million yuan in investment income to the company, which is also an important source of profit for the company.

The World Expo will drive a new round of economic growth, and the bidding period, preparation period and holding period will all drive the development of passenger service, modern logistics and logistics warehousing industry.

Morgan Stanley Investment predicts that the World Expo and Disneyland construction will drive a new round of economic growth, promote the development of passenger service, modern logistics and logistics warehousing industry, and jinjiang investment will continue to benefit. Based on the good expectation of the company's development prospects, since July this year, it is obvious that large-scale medium-and long-term funds have been stationed in the stock, which is obviously different from the short-term speculation of other local poor-performing stocks in Shanghai. The funds involved by jinjiang investment are obviously for the layout of the Expo market and based on the long-term.

The future development of Jinjiang Group, which integrates multiple concepts of reorganization, Expo and Disney, is worth looking forward to.