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Zheng Zhiwen, The Two Generation Of Women Rich: 1 Billion 100 Million Dollars For The New World Hotel

2010/12/21 9:51:00 238

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Hong Kong New World Hotel Group new generation Head office Zheng Zhi Wen

"There are not many international hotel management brands that have Asian characteristics, and we want to be the leaders of them." A few days ago, Zheng Zhiwen, executive vice president of Hongkong New World Hotel Group, announced a huge investment expansion plan of US $1 billion 100 million to try to win the group in 5 years. Administration The number of hotels has increased from 8 to over 40, and the hotel brand image has been reformed thoroughly. As a result, the New World Hotel Group will take the first step towards becoming the global brand of The Class Hotel management.

"Our goal and investment amount are just conservative data." Zheng Zhiwen disclosed that the main purpose of the funds is to build 20 or so owned property, excluding cooperative funds for building property together, while the other 20 hotels in the planning come from the management of non self owned property.

A girl who is only 29 years old is in charge of such a huge development plan, considering that Zheng Zhiwen's background is not surprising. Her father, Zheng Jiachun, is the actual controller of Hongkong new world group, and grandpa Zheng Yutong is the Hongkong figure. The new world group has been created by its own hands, earning 7 billion dollars by many industries such as new world real estate, Zhou Dafu jewelry, new world department store and so on, ranking the fourth place in Forbes's Hongkong rich list in 2010.

The hotel industry is the beginning of Zheng Zhiwen's involvement in family affairs, and is also the starting point for her father Zheng Jiachun to enter the family business. For the Hongkong giants who take the real estate as the main business, the two or three generation of the family is not uncommon to take the hotel as the starting point for entering the family business. Heng Di chairman Li Zhaoji second son Li Jiacheng, century chairman Luo Xurui daughter Luo Baowen are all alike. But there are few such changes as Zheng Zhiwen has just entered.

Zheng Zhiwen, who has a beautiful appearance, does everything in a crisp manner, and everything goes first. In high school, she became captain of the school after one year of squash, and won the first place in the new England squash competition. "May grow up in a boy's heap and learn to protect himself." Zheng Zhiwen said with a smile. She had a brother and two younger brothers. She liked playing with boys from an early age. When she was 14, she left her parents to study in American boarding schools, and later applied to applied mathematics at Harvard University. "Students from Hongkong and Asia generally choose the economy. I don't want to be as challenging as they are to apply applied mathematics. They can cultivate my judgement." After graduating from college in 2003, Zheng Zhiwen worked as an analyst for an international investment bank and a US funded private equity fund as an analyst of real estate business. Since 2008, Zheng Zhiwen formally joined the New World Hotel Group in Hongkong. When she first took office, she began to plan to rebuild the new world hotel group.

In Zheng Zhiwen's plan, 70% of US $1 billion 100 million will be invested in the mainland. "The mainland consumes more and more power, and the number of tourists will increase by more than 73% in the next 5 years. Now there are 1 billion 900 million people travelling and traveling in China every year." Zheng Zhiwen said.

However, compared with the giant hotels in China, such as Marriott, Starwood, Shangri-La and intercontinental hotels, which began to expand in China in the early 2007, the start of the new world in the hotel industry is obviously slower. Zheng Zhiwen decided to set up the curve of catching up in the two or three tier cities in the mainland. "First tier cities, we also see that there will be a Nuevo Hotel in Chongwen District of Beijing, but the two or three tier cities will develop faster and have greater potential." Zheng Zhiwen said. {page_break}

Shenyang, Guiyang and Guangdong Qingyuan are the first three new hotels announced by the new world hotel group. The annual growth rate of double-digit GDP, high population density, large demand for five star hotels and insufficient supply are the common characteristics of these three places. Among them, Guiyang and Shenyang also have an important position in the corresponding regional centers. They are quite convenient for future development. "Guiyang is designated as the key western development city by the government, while Shenyang is located in the Northeast Convention and Exhibition Center." Zheng Zhiwen's research on the mainland's regional economy and its integration with government policies have always been one of the principles of his father Zheng Jiachun's development of the mainland business. Zheng Jiachun has been elected as a member of the CPPCC National Committee for three consecutive years or one of the 15 deputy directors of the Tenth CPPCC Economic Committee.

According to the 2010 annual report of new century China (0917.HK) of the New Century Group subsidiary, as of June 30, 2010, it has 36 development projects in more than 10 cities in China, with a floor area of nearly 28 million square meters. It is one of the Hongkong real estate developers with the largest land in the mainland. The new world group's huge network coverage in mainland China and its familiarity with the two or three tier cities will obviously help to expand the new world hotel business.

The increasing urban population and sustainable urbanization are making the "city building movement" of China's two or three tier cities develop at a rapid pace. However, the new towns are difficult to gather popularity but have always been the hidden worry of local governments. The unified planning and construction of the urban commercial centers such as real estate, department stores and hotels will undoubtedly help solve this problem. "When developers want to build comprehensive properties, we can provide experience and comprehensive planning for building complexes with department stores and real estate." Zheng Zhiwen believes that the industrial layout of the new world group will undoubtedly increase the bargaining chip of the New World Hotels in the negotiations. For example, in Shenyang, which is located in the Regional Convention and Exhibition Center, the new world group has undertaken several projects at the International Convention and Exhibition Center, department stores, hotels and hotels in Shenyang. Zheng Zhiwen said Guiyang is a similar example.

Apart from hotel expansion, how to attract more guests is the key to the success of the hotel industry. Zheng Zhiwen divides the brand of the new world hotel group into three parts: the New World Hotel, Belt and the luxury brand that will be launched next year. The division of the three brands is not based on the traditional standard of "Star". "Nowadays, the choice of a hotel by a customer is no longer a value of several stars, but more is the expectation of meeting different needs." Zheng Zhiwen is also a backpacker who loves to travel. She understands the style and service of large and small hotels and restaurants all over the world.

The new world hotel is mainly to meet the business needs of travelers. "80% of them are business travelers and 20% are tourists." Belt is a relaxed and dynamic Hotel, suitable for those who do not want to live in a complex and serious five star hotel. The luxury brands announced next year will be aimed at the guests who enjoy them.

According to Zheng Zhiwen's plan, 5 years later, the new world hotel will grow from the current 7 to over 14, and Belt will grow from the current 1 to about 30. Among them, the new world hotel will be mainly owned by its own property, and 1 billion 100 million of US $50% will be used for this purpose. Belt hotel is mostly looking for partners, relatively small rooms, small investment characteristics, making it easier to find investors to achieve rapid expansion. "Belt's gross profit margin will be above 50%, and our gross profit margin for the new world hotel is 35%." Zheng Zhiwen revealed.

In October 25th, in the main newspapers, magazines and websites of Hongkong, the mainland and the Asia Pacific region, the new world hotel included the simultaneous publication of new signs and new positioning advertisements. With this massive expansion as an opportunity, the New World Hotel changed its old appearance for more than 20 years. The new symbol of the new world hotel is mulberry, the fruit of mulberry. In Zheng Zhiwen's view, it is based on the mulberry as the starting point, which has produced a silk culture with a long history but still rich in elegance and fashion elements. "This gives us inspiration, and we hope to create something meaningful, real and beautiful."

Behind the new logo is the relocation of the new world hotel. "The hotel industry is becoming more and more formulaic and product oriented, ignoring the personalized service and gradually deviating from the tenet of people-oriented." Zheng Zhiwen regards the "Modern Oriental hospitality" as the new brand positioning of the new world hotel. It expects to integrate the traditional oriental hospitality with the modern elements and become a unique in the western style hotel industry. For example, when guests are in the room, the waiter will serve a bowl of secret soup instead of just fruit, which will bring warmth to the guests.

At present, the New World Hotel Group has one hotel in Vietnam and Philippines, but this is obviously not the same as Zheng Zhiwen's dream of becoming a first-class international hotel management company. She also plans to expand 30% of US $1 billion 100 million investment in other countries. "China has huge potential for consumption, and more and more people will choose to travel abroad. Our expansion in Asia and even the world will depend on the destination of mainland tourists to travel abroad." Zheng Zhiwen said frankly that the main purpose of her overseas expansion is to meet the needs of mainland tourists, and no matter where the goal is, China will be the starting point of her dream.