On November 10th, Nu Jia Hotel Management Company, a subsidiary of BTS Hotel Group, and Huayi Culture and Tourism Company, a wholly-owned subsidiary of Xiangjiang Group, reached a cooperation agreement in Changsha, in which the two parties will co-fund the establishment of a wine management platform - Hunan Xiangyi Hotel Management Co. Based on the principle of "complementing each other's strengths, mutual benefit and win-win situation", the two parties will carry out in-depth cooperation in the areas of brand building, project operation and development, and membership system sharing in the hotel sector.

Xiangyi Liquor Management Company Unveiling Ceremony

At the event, the leaders unveiled the plaque for Xiangyi Liquor Management Company, and Xiangyi Liquor Management Company signed contracts with three Hunan partners to accelerate the creation of new business and products in the hotel sector in terms of brand authorization and operation, professional talent cultivation, and development of intelligent culture and tourism.

Mr. Sun Jian, General Manager of BTS Hotel Group, Chairman and CEO of Ruijia Hotel Group

Sun Jian, General Manager of BTS Hotel Group, Chairman and CEO of Ruijia Hotel Group, said that in recent years, Changsha has vigorously implemented the innovation-driven development strategy, which shows us the city spirit of Changsha that dares to be first. BTS Hotel Group has been in close contact with Changsha in Hunan Province in the course of its previous development, which can be said to be a symbiosis and win-win situation. The establishment of "Xiangyi Wine Management Company" marks a major breakthrough in the cooperation between BTS Hotel Group and Hunan River Group Huayi Culture and Tourism Company. We will fully activate the advantages of both sides to provide strong guarantee for the high quality and sustainable development of Xiangyi Wine Management Company. At the same time for Changsha, Hunan region of wine tourism industry development, operation and management mode to shape a new industry regional benchmark.

Zhou Ying, Secretary of the General Party Branch and Chairman of the Board of Xiangjiang Group Huayi Culture and Tourism Company

Xiangjiang Group Huayen Literature and Tourism Company Secretary of the Party General Branch, Chairman Zhou Ying said that the asset-light hotel model with its flexible and efficient, cost optimization features, has become an important trend in the future development of the hotel industry, the cooperation is not only the affirmation of the two sides of the strategic vision, but also on the asset-light hotel operating model of a profound exploration and practice, for the promotion of the prosperity of the regional tourism industry, the realization of the efficient integration and sharing of resources 、推动区域经济的持续增长都具有重要意义。 Xiangjiang Group Huayi Literature & Tourism Company will work hand in hand with First Travel Group to build Xiangyi Liquor Management Company into an outstanding regional hotel light-asset operation and management platform.

Taking "franchising, co-branding and private labeling" as the key business model, Xiangyi Liquor Management Company will focus on Changsha City as the core market, the surrounding areas of Changsha City as the key market, and all parts of Hunan Province as the radiant market, and dedicate itself to creating hotel products and services that meet the trend of the times and customers' preferences, including theme hotels, boutique hotels, B&B hotels, business hotels, vacation hotels, etc., and gradually establish and improve the brand system of light-asset hotels. The company is committed to building hotel products and services in line with the trend of the times and customer preferences, including theme hotels, boutique hotels, business hotels, vacation hotels, etc., so as to gradually establish and improve the brand system of asset-light hotels.

With the arrival of more high-end and diversified hotels and the continuous prosperity of the market, the hotel industry in Xiangjiang New District will usher in an unprecedented golden period of development. In the future, Xiangyi Liquor Management Company will fully integrate the resources of both parties by taking "stock transformation and incremental expansion" as the key hand. On the one hand, relying on the excellent and solid foundation of wine and tourism industry and the global attention of the brand influence of the First Travel Group, focusing on the integration of culture and tourism industry, the innovative development of the hotel industry and other core tasks to continue to standardize the management, improve the service level and operational efficiency of light assets hotel, and to further satisfy the new generation of consumers on the travel and accommodation life of the beautiful expectations and emotional value of the demand. On the other hand, with the rich cultural and tourism resources and cultural and tourism supply chain management experience of Xiangjiang Group's Huayin Cultural and Tourism Company, Xiangyi actively explores the organic integration of hotel business and local culture, continues to promote commercial cooperation with theme parks, and designs and launches attractive and cost-effective "scenery + wine" products to benefit the entire population.

In the next step, Xiangyi Liquor Management Company will take branding and systematic development as the lead, focusing on the development and operation of medium- and high-end boutique hotels in Hunan Province to launch the "Five-Year Hundred Stores" plan, i.e., to develop and sign contracts for at least 100 hotel projects in the next five years, realizing the branding effect of "1+1 is greater than 2", and to make every effort to build a demonstrative model of inter-regional cooperation in the tourism industry of Hunan Province to inject new vitality into the traditional culture and tourism business and promote the high quality, high efficiency and benefit of Hunan's culture and tourism industry. Hunan culture and tourism industry high-quality, high-efficiency development.