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When it comes to the regions with rapid economic development in our country, many people first think of East China. Jiangsu, Zhejiang and Shanghai, which are firmly in the top three, are a must for major hotel groups, and the brand is reborn one after another. In the six provinces of East China, Shandong, which used to be dominated by traditional industries, has taken its economy to a new level with the upgrading and transformation of its industries. At the same time, the tourism industry is also recovering strongly, and its hotel investment market prospects have been "re-recognized" by industry people.

Shandong Qingdao city night view

Shandong hotel market urgently needs brand upgrade

Yicheng Liquor Tube X Migao Group joins forces to develop

Shandong Yantai, Weihai, Jinan, Linyi, Jining and other cities each have their own leading industries in sub-sectors. In recent years, the scale of the introduction of high-tech manufacturing has increased rapidly.

Under the blessing of profound Qilu culture and rich tourism resources, Shandong has also become a national leisure and vacation destination. In 2021, Shandong received 730 million tourists, and the total tourism revenue was 827.86 billion yuan, an increase of 26.6% and 37.5% compared with 2020; from January to February this year, Ctrip data showed that the number of tourism orders in Shandong Province surged by 31%, and the overall tourist arrivals showed double-digit growth.

According to the China Hotel Association "2021 China hospitality sector development report" data shows that the number of hotel rooms in Shandong is 920,000, the volume ranks fifth in the country, of which economy hotels account for 59.3%, mid-range hotels accounted for only 32.9%, compared to Guangdong, Zhejiang, Jiangsu and other provinces and cities, economy hotels are relatively saturated, mid-range hotel inventory is not high, hotel grades are more scattered, service quality is uneven, brand need to upgrade.

"Under the favorable factors of the double improvement of GDP and tourism income, in the medium and long term, the demand of Shandong hotel market will continue to increase. In addition, the chain rate of its hotels is only 32.5%, and the development space of brand chain is relatively large. At the same time, the demand for hotel brand upgrading will also increase greatly." Ms. Zhou Qunxia, chief operating officer of Yicheng Liquor Management, is very optimistic about the development prospects of Shandong hotel market.

After several rounds of market surveys and multiple contacts, Yicheng Liquor Management decided to make a strategic investment in Shandong’s Migao Fashion Group (hereinafter referred to as Migao Group), and established Beijing Yicheng Migao Hotel Management Co., Ltd. (hereinafter referred to as Yicheng Migao) to deeply layout the Shandong and northern stock markets with a three-dimensional brand matrix.

The signing ceremony of strategic investment of Yicheng Jiuguan x Migao Group

Michael Group has been deeply involved in the Shandong hotel market for ten years

Under the depth of Yicheng wine management, the brand Shengwei is empowered

Miko Group has been deeply involved in the Shandong market for ten years, and has become a shining local business card with precise positioning, integration into local culture and affordable luxury enjoyment. It owns two brands, "Miko International Hotel" and "Miko Fashion Hotel". Miko International Hotel aims at the middle and high end of the lower-tier market, focusing on 3-5 tier cities. Miko Fashion Hotel is positioned as a mid-range hotel brand, and deploys the Shandong market with a large-scale three-dimensional matrix.

With deep accumulation in the lower-tier market, cost-effective products and services and good customer reputation, Migao Group’s operating performance recovered strongly in 2021 and returned to the same period in 2019. As of March 2022, Migao Group has 35 stores nationwide, of which 18 hotels are deeply rooted in Shandong, covering 13 cities in Shandong Province, including Jinan, Yantai, Weihai, Linyi, Liaocheng, Weifang, etc., and has been located in the capital Beijing, Suqian, Jiangsu, Yichang, Hubei, Chifeng, Inner Mongolia and other places.

"Michael Fashion Hotel" and "Michael International Hotel" two major brands

Under the trend of chain, branding, digitalization and high-quality development in the hotel market, Miko Group hopes to seize market opportunities, upgrade the quality of products and services, and exert its influence to accelerate the scale development of the lower-tier market. To achieve this goal, a large number of professional talents, IT technology and supply chain support are required, which is difficult for regional brands to have.

As a professional hotel management company on the technology platform of Yilong Hotel, Yicheng Liquor Management can help cooperation and franchise hotels upgrade products and services, enhance brand value, and improve store operation efficiency through three empowers of "brand, marketing, operation" and six major powers of "system, engineering, data, talent, technology, and finance". At the same time, through refined management, it can improve store operation efficiency. This is exactly what regional brands such as Migao Group urgently need. The strong alliance of the two sides can just complement each other’s advantages.

Through this strategic investment, Migao Group’s brands will accelerate their development under the authorization of "Eilong", with "Eilong Migao International Hotel" and "Eilong Migao Fashion Hotel" as the main brands, taking the homecoming experience as the root, ensuring that customers can obtain a homecoming-like warm and high-quality living and service experience at a light consumption level, and leading the industry from the new trend of "heart" service.

Yicheng Liquor Management will promote the all-round upgrade of the two main brands while maintaining the continuous and stable operation of the hotels under the Michael Group, and form typical cases and entry points to help Shandong and even more northern stock market hotels upgrade from economical to medium and high-end, improve the online and chain rate, and promote the overall market brand upgrade.

Double growth of branch volume and market territory

Yicheng wine pipe transmits eLong temperature in the stock market

After decades of development, China’s hotel market has entered the existing market from an incremental market, with hundreds of thousands of individual hotels and economy hotels to be chained and brand upgraded. Since its official entry into the market in 2021, Yicheng Liquor has put forward three core strategies of "multi-brand matrix, multi-brand alliance, strong service and heavy operation" for the existing market, striving to help investors and franchisees achieve investment value and maximize store operation efficiency.

Yicheng Liquor has been established for less than a year, and the brand matrix has included high-end, mid-end, mid-end, and light mid-end hotel grades. It has incubated multiple hotel brands to match the needs of the existing market, such as Zhenxuan high-end hotel brand "Yilong Xi Cheng International Hotel", light luxury mid-to-high-end hotel brand "Yilong Langyue Hotel", diversified mid-to-high-end hotel brand "Yilong Ruiyun Hotel", fashionable mid-end hotel brand "Yilong Yitang Hotel", and dynamic light mid-end brand "Yisuan Hotel".

Yicheng wine management brand matrix

This strategic investment in Miko Group is the embodiment of the development strategy of Hezhong Alliance in the three core strategies of Yicheng Liquor Management. Yicheng Liquor Management not only quickly penetrated the stock cities in Shandong market, but also expanded its brand matrix again, filling the brand gap in the lower-tier market. The brand matrix grade is more rich and three-dimensional.

"In all parts of the country, especially in the lower-tier market, there are many regional hotel brands with their own characteristics. They have the advantages of local property and customer base resources. Yicheng strategically invests in Migao Group and launches a new company in a joint venture. Join hands with’Yilong ‘and empower Migao, which can not only retain Migao’s brand influence in Shandong and the north, but also give full play to the industrial chain of Yilong Hotel Technology and the empowering advantages of Yicheng Winery. The combination of the two parties will be able to quickly establish the brand influence of Yilong in Shandong and the northern market." Ms. Zhou Qunxia, chief operating officer of Yicheng Winery and CEO of Yilong Migao Brand, said.

Although Yicheng Liquor’s brands are blooming and the hotel styles are different, its "Yilong Temperature" quality service has always been constant. Yicheng Liquor builds a standardized service process around the core value of "quality, wisdom, temperature", and has an exclusive butler service system that connects online and offline "Cheng Xiaoyi", striving to achieve a consistent check-in experience in thousands of stores and give customers a good accommodation experience.

"Cheng Xiaoyi" exclusive butler service system ensures a consistent check-in experience in thousands of stores

The trillion-dollar hotel stock market is facing new challenges. The addition of Yicheng Migao adds a powerhouse to Yicheng Winery. After deeply empowering its stores to improve operational efficiency, Yicheng Winery will assist Yicheng Migao Hotel to make great strides towards large-scale development, develop in depth in Shandong Province, and actively expand the northern market.

Yicheng Liquor has now covered 23 provinces and 78 cities across the country. With the official establishment of Yicheng Migao, Yicheng Liquor has opened a new chapter in the lower-tier market in East China and even the whole country.

At a time when the epidemic is normalized, the recovery of the hospitality sector to boost performance is still a tough battle. Zhou Qunxia said: "In the face of new opportunities and challenges, Yicheng Liquor Management will put more energy on the stock market, use the management method of’seeing different, feeling consistent ‘, do a good job in operation services, continue to pass on the right care to consumers, and at the same time reduce costs and increase efficiency for investors and franchisees to achieve better returns, and pass on Yilong temperature with an open and collaborative attitude."

Text | Financial Street Lao Li

Geely Holding is a hot spot in the global capital market, and Krypton will be its most imaginative sector.

Yesterday, Krypton announced that the ZEEKR M-Vision concept car will have mass production conditions in 2024. This car is an exclusive vehicle customized and developed for the Waymone driverless team based on the ZEEKR M-Vision concept car, which means that Krypton has taken an important step in the field of autonomous driving.

At the end of last month, Geely Automobile announced that it had submitted a proposal to the Hong Kong Stock Exchange to spin off Krypton and list it independently. The Stock Exchange has confirmed that listed companies can spin off. Although there is still a long way to go before Krypton goes public independently, it has at least taken the first step.

There are a lot of news disclosed by the industry these days. Today, Lao Li will talk with you. Why did the extremely split layout start long ago? What are the strategic considerations for spin-off listing? What are the challenges of the split listing of Krypton?

Krypton split, early signal?

The capital market has always had high expectations for Geely Holding, but frankly speaking, most funds are looking forward to "Geely": in the secondary market, although Geely Automobile’s Hong Kong stocks once made many investors earn the first pot of gold, the whole Hong Kong market is not so good; In the primary market, Geely Holding’s various sectors are booming, but there are not many external financial funds that can be invested.

Listed companies under Geely Holding include Geely Automobile, Volvo Automobile, Polar Star Automobile, Yikatong, etc., and the proposed listing sector includes Cao Cao’s trip, etc., and the listing locations include Hong Kong, the United States and Europe. As the most important intelligent electric vehicle sector under Geely Holding, it is reasonable to go public.

According to the capital market research, Geely has been preparing for the independent listing of Krypton since its establishment. Geely has two main actions: one is to open financing for Krypton, and the other is to load high-quality assets.

Let’s talk about the first action-open financing.

As we all know, Geely always wanted to go public in science and technology innovation board, but in June, 2021, Geely withdrew its listing application because of the tightening IPO policy in science and technology innovation board. At the same time, Geely Automobile announced that it would seek different financing schemes for the extremely krypton brand, that is, from this time on, the extremely krypton independent listing plan was officially launched. At the same time, Geely Holding Group and Beilun District of Ningbo signed an investment cooperation agreement for the extremely smart electric vehicle project, and the global headquarters of extremely smart technology company settled in Ningbo.

Later, everyone became more clear. In August last year, Krypton launched the Pre-A round of financing. The financing targets included ecological partners such as Contemporary Amperex Technology Co., Limited, Billie Billie and Intel Capital. The publicly disclosed financing amount was 500 million US dollars, corresponding to 5.6% of the shares. According to this figure, the post-investment valuation of Krypton in August 2021 was close to 60 billion yuan.

Two months later, Geely Automobile announced that it would buy back part of its equity. By the end of Geely Automobile’s 2021 annual report, Geely Automobile held 59.71% of its equity. As for the specific shareholding structure behind it, there is no public disclosure at present.

Not surprisingly, in the next year or two, Krypton will further carry out external financing, but not too many shares will be sold, and Geely will have absolute control over the enterprise.

The second action of the split listing of Krypton is the merger of high-quality assets. Merging high-quality assets is a common practice in the capital market, with two main purposes: First, after merging high-quality assets into Krypton, it can support the listing of Krypton and obtain a good premium; conversely, Krypton will also drive the original assets to increase the premium and achieve the effect of killing two birds with one stone.

In July last year, Krypton Group (Krypton Holdings and its subsidiaries) entered into a CEVT acquisition agreement, a vast energy acquisition agreement and a Ningbo Weirui subscription agreement to acquire assets and technologies needed for R&D, production and sales of electric vehicles.

So far, Krypton holds 51% equity of Ningbo Weirui, 49% equity of Times Geely and 30% equity of Vast Energy. It can be seen that all the best assets of Geely Holding on power batteries and charging services have been loaded to Krypton.

Split and go public, kill two birds with one stone?

Seeing this, many friends will ask why Krypton will be split and listed, or what will Krypton bring to Geely Holding after the split and listing? In Lao Li’s view, apart from obtaining high premium in the primary and secondary markets, it is more important to serve Geely Holding Group.

In the past few years, although Geely’s industries have spread all over China, Geely’s capital has been globalized. For more than a decade, capital globalization has also driven industrial globalization. In the new stage of development, it will be the general trend for industry and capital to return to China. On the new energy vehicle track, neither the American market nor the Hong Kong market can get the same treatment as the domestic market. Most importantly, the market, industrial chain and capital of new energy vehicles are all in China.

Geely Automobile has been conceiving the A+H capital layout, looking at the performance of BYD, Contemporary Amperex Technology Co., Limited and Great Wall Motor in A-shares, and then looking at the performance of Geely Automobile in Hong Kong stocks, we can see from a glimpse that Geely Automobile will get a new financing path after the listing of A-shares, but for various reasons it backfired.

In the announcement, the spin-off terms of Krypton, such as listing place, listing time and sale scale, have not yet been determined. In fact, it is in the early stage of listing, and Krypton itself cannot be determined. Lao Li believes that according to Geely Holding’s strategy and external market environment, Krypton is likely to give priority to listing in science and technology innovation board, and of course, Hong Kong market and American market are not excluded.

Some friends of Lao Li said that the probability of listing Krypton in science and technology innovation board should be above 70%, on the one hand, because it serves the overall strategic layout of Geely Holding, and on the other hand, because the overall valuation of A shares is higher than that of Hong Kong, especially the new energy sector, which will be far ahead of the Hong Kong market in the next decade or even longer, and Krypton will get a better valuation premium than Hong Kong for its spin-off listing in science and technology innovation board and its spin-off listing on Growth Enterprise Market in the future.

The strategic layout of Geely Holding is very important, and it is also important to maximize the "assets". There is a saying in the secondary market.

At present, most new energy automobile companies don’t make money, and so does Krypton. According to Geely Automobile’s financial report, Krypton’s revenue in 2021 was 2.868 billion yuan, and its net loss was 1.010 billion yuan. The loss in the first half of this year reached 759 million yuan, with an average monthly loss of 126 million yuan. In the final analysis, these inputs and losses were borne by Geely Holding, or Li Shufu personally.

In the process of spin-off, Krypton can raise funds in the primary market, or refinance after listing, so as to obtain greater funding channels. At the same time, after the split-up of Krypton, it can also greatly alleviate the financial burden of the listed company Geely Automobile, optimize the financial statements, obtain a higher return on investment than before, and boost the valuation of the secondary market.

In addition, for Krypton itself, the spin-off will also promote the company’s main business to be more focused and more transparent, which will also help to convey a clear corporate image to the capital market and gain the recognition and support of investors.

Where are the challenges and dawns?

From the general direction, the split listing of Krypton is a perfect path, but it is not easy to walk. Lao Li believes that the biggest challenge at present is not internal, but external, which is not only a problem that extremely krypton will encounter, but also a problem encountered by other new energy vehicle companies.

Lao Li has mentioned many external problems before, but each family also has difficulties. For example, Zhongchuang Singapore Airlines and Zero Run Auto are listed in Hong Kong, and the pressure from shareholders has forced everyone to go. Weimar has also slowed down the pace of listing in Hong Kong, not because it doesn’t want to go to Hong Kong, but because its valuation is too low.

In the past two years, a number of new energy vehicle enterprises hatched by traditional giants have been added to the market, such as GAC Ai ‘an, SAIC Zhiji, Dongfeng Lantiu, Great Wall Salon, Chang ‘an Aouita, etc. After the capital market targets increase, the market will naturally kill the valuation, and the number of people sharing the cake will increase, and the value of each cake will naturally decrease.

So waiting is the best way for companies that are not short of money. The idea of extreme krypton may be to choose to promote the listing process first and then start the listing according to the appropriate time and price. A brokerage analyst also put forward the possibility that the news of the spin-off listing will pave the way for the A round of financing in the next 1-2 years. After all, some industrial funds have already made contact with Krypton.

For Krypton itself, at present, both science and technology innovation board and HKEx have put forward new auditing requirements for R&D capabilities of new energy vehicle companies. From 2020 to this year, many vehicle companies and Internet companies have stopped IPO due to "insufficient R&D level". We will wait and see how Krypton can play this card.

Despite the poor external environment, the sales volume of krypton has been exceeding expectations. In the first three quarters of 2022, the cumulative sales volume of krypton was 39,500 vehicles. After entering October, the delivery of krypton entered the fast lane, and the monthly delivery volume exceeded 10,000 vehicles, reaching 10,119 vehicles, an increase of 22.3% from the previous month. But the delivery pressure of krypton is not small.

Despite this, Geely is still at the forefront of domestic car companies, and its layout in the capital market is mainly around mergers and acquisitions and spin-offs. In the past ten years, Geely has been carrying out mergers and acquisitions, from traditional cars to new energy, from intelligent networking to ecology, achieving good synergy, while spin-off listing is a means of asset divestiture, which broadens the company’s financing channels through high-quality asset spin-off.

Generally speaking, there are two types of companies listed in the capital market: one is a growing subsidiary with strong profitability, such as BYD’s Foday Battery, and the other is an incubation platform company, such as Sina Weibo, which is incubated by Sina. From this point of view, krypton belongs to both at present, and will get a higher valuation in the capital market.

The listing of krypton will open up new ideas for Geely Holding, and will also open up new ideas for the industry.