On October 9th, Meituan and First Travel Group signed a strategic cooperation agreement in Beijing. Both parties will deepen cooperation in areas such as joint marketing and combination products, innovation and brand revitalization of time-honored brands, park economy and rural tourism, membership system and digitalization, and promote the synergy of multi format resources such as hotels, catering, and scenic spots, exploring new models of cultural and tourism consumption.

The business of Shoulv Group covers multiple fields such as hotels, catering, scenic spots, and commerce, and has well-known time-honored brands such as Quanjude and Donglaishun. Meituan relies on a local lifestyle service ecosystem covering "food, accommodation, transportation, tourism, shopping, and entertainment", and has accumulated rich experience in consumer demand insights, online marketing, and digital operations, providing an important foundation for deep cooperation between the two parties.

Previously, the two parties had cooperated in areas such as hotel reservations, catering, scenic spots, and vacations. This signing is a new model of overall collaboration between the two parties, deepening from dispersed cooperation in various business forms to the group level, and further exploring the integrated development of online and offline consumption scenarios. This also marks a strategic new stage of cooperation between Meituan and top tourism groups.

Li Jinfei, Vice President and Head of Hotel Travel at Meituan, stated that Meituan hopes to be a reliable and innovative business partner for merchants, promoting cooperation between the two parties from channel connection and online operation to business co construction. The platform will apply the digital operation experience and business capabilities accumulated by long-term service to merchants in the hotel, catering, and scenic areas of First Travel, continuously helping partners improve their product, service, and marketing capabilities, and supporting their better development towards digital and intelligent operations.

Moving from decentralized cooperation to deep collaboration across multiple business formats, expanding new spaces for cultural and tourism consumption

In recent years, tourists' travel needs have gradually extended from single accommodation and scenic area tours to multi scene and deep experiences. Connecting consumption scenarios such as hotels, restaurants, and scenic spots, and transforming scattered cultural and tourism resources into complete consumption experiences, has become an important direction for cultural and tourism enterprises to explore growth space.

The First Travel Group has over 170 brands, including three listed companies: "First Travel Hotels," "Wangfujing," and "Quanjude." Its business covers five major sectors: commercial, accommodation, entertainment, catering, and travel. Over the years, the First Travel Group has operated more than 4000 hotels in Meituan, covering over 400 cities.

Previously, the First Travel Group had launched combination packages and specialty products such as "Hotel+Catering" and "Hotel+Scenic Area Tickets" in Meituan. In the future, it will continue to carry out joint marketing in conjunction with major festivals and urban consumption promotion activities, deepening the product combination and passenger flow linkage between different business segments.

The cooperation will also extend to park economy and rural tourism. Both parties plan to cooperate in planning cultural activities, themed markets, and specialty restaurants based on the consumption scenarios of some parks and surrounding areas in Beijing, in order to enrich the supply of urban leisure and surrounding tourism products.

Liu Shaojian, Deputy Secretary of the Party Committee of First Travel Group, stated that First Travel Group has a rich offline consumption scene, and Meituan has the advantage of an online life service platform. The cooperation between the two parties is not just a simple accumulation of resources, but also a digital way to reconnect the "food, accommodation, transportation, tourism, shopping and entertainment" of a city. Looking forward to working with Meituan to enrich the consumption scene in the capital and provide a better experience for citizens and tourists.

Meituan and First Travel Group signed a strategic cooperation agreement in Beijing

Promote the revitalization of time-honored catering brands and enhance their business collaboration capabilities through digitalization

Shoulv Group owns time-honored brands such as Quanjude and Donglaishun. This cooperation will focus on revitalizing time-honored brands, and both parties plan to showcase their products and cultural features through live broadcasts, short videos, and brand special topics to attract consumers to learn about the brand and experience it in store.

Renovating old brands not only allows more people to see the brand online, but also adapts traditional dishes and services to new consumption habits. Zhang Cong, Deputy Secretary of the Party Committee and General Manager of Donglaishun Group, introduced that Donglaishun has attempted to expand its customer base and improve its leisure time operations through the launch of diversified products such as vouchers and home banquet group purchases at Meituan, as well as online booking, queuing and number collection services, live streaming display of specialty dishes, and connecting online purchases with in store consumption, forming a "watch broadcast order in store" consumption chain.

These online attempts are gradually reflected in store operation data. According to Meituan data, in the past six months, Quanjude's in store catering group buying transactions on the Meituan platform have increased by 38% month on month, and the number of cancelled orders has increased by 10%; During the same period, the order volume of same store takeout in Donglaishun increased by nearly 10% year-on-year.

It is reported that both parties plan to establish a "First Travel Zone" on the Meituan platform, integrating products such as hotels, restaurants, and scenic spots to facilitate consumers' search and selection; And with Meituan as the link, gradually realize the interconnection of membership rights between different formats such as hotels and catering under the First Travel Group, explore new models of full scenario cooperation in "food, accommodation, transportation, tourism, shopping and entertainment", and contribute to the construction of Beijing as an international consumption center city.