Evaluation of the Impact of Puli Hotel Group's Group Strategy on Brand Value

Based on the searched materials, I will systematically evaluate the impact of Puli Hotel Group’s group strategy on its brand value.

Puli Hotel Group currently owns three brands: The Puli (Shanghai), The PuXuan (Beijing), and The RuMa (Kuala Lumpur). The brand naming originates from “uncarved jade”, reflecting the integration of Eastern aesthetics and contemporary design [1]. This clear brand positioning and differentiated design are the core foundation of its group development.

From a professional perspective, evaluating the impact of a hotel group’s strategy on brand value should be analyzed from the following five dimensions:

• Average Daily Rate (ADR)
  ：Reflects the brand’s pricing power and value premium level [3]
• Revenue Per Available Room (RevPAR)
  ：Comprehensively measures revenue efficiency [3]
• Revenue Generation Index (RGI)
  ：A comparative indicator of market competitiveness [3]

• Net Promoter Score (NPS)
  ：Measures customer satisfaction and recommendation willingness [3]
• Customer Lifetime Value (CLV)
  ：Evaluates long-term customer value contribution [3]
• Repeat Customer Rate
  ：Reflects service quality and brand stickiness [3]

• Market Penetration Index (MPI)
  ：Measures market share acquisition capability [3]
• Average Rate Index (ARI)
  ：Evaluates the effectiveness of pricing strategies [3]

• Supply Chain Integration Capability
  : Group procurement reduces costs [4]
• Digital Penetration Degree
  : Internal intelligent management system, external digital marketing system [4]

1. Brand Synergy
   : The three brands under Puli Group (The Puli, The PuXuan, The RuMa) share brand DNA, forming a differentiated matrix and enhancing overall brand influence [1].

2. Improved Operational Efficiency
   : Group operation can reduce marginal costs through standardized management processes and brand operation standards (SOP/PNP), and enhance the brand support from the management company to its hotels [4].

3. Resource Integration Advantage
   : Strategic cooperation in technical services, finance, distribution channels, membership systems, supply chains, etc., reduces the need for owners to purchase additional services and lowers communication and cooperation costs [4].

4. B2B Market Endorsement
   : By seeking cooperation with well-known enterprises, increase the brand’s credibility and project acquisition capability in the B2B market [4].

1. Brand Dilution Risk
   : If the group expands too quickly, it may lead to inadequate implementation of brand standards, affecting the consistency of brand experience.

2. Differentiation Balance
   : In the process of group development, it is necessary to balance standardization and personalization to avoid convergence of brand positioning.

3. Increased Management Complexity
   : Multi-brand operation requires more comprehensive management standards and audit systems [4].

For Puli Hotel Group, its brand value evaluation should focus on:

• Brand Core Value Inheritance
  : From The Puli Shanghai to The PuXuan Beijing and The RuMa Kuala Lumpur, whether the brand spirit is consistent [1]
• Customer Experience Consistency
  : Whether the same service level is maintained across different cities and brands
• Financial Performance
  : Industry comparison of core indicators such as RevPAR and ADR
• Membership System Value
  : Reuse rate and contribution of the group membership system

Overall, the boutique multi-brand group strategy adopted by Puli Hotel aligns with the current trend of differentiated competition in the high-end hotel market. By building a clear brand system, comprehensive management standards, and resource integration capabilities, its brand value is expected to continue to improve in the group process. It is recommended to continuously track its market performance data, including key indicators such as RGI and NPS, to quantitatively evaluate the actual effect of the group strategy.

[1] Puli Group Official Website (https://thepuli.com/zh-hans/)

[2] How to Evaluate Brand Value with Hotel Analysis Indicators (https://www.finebi.com/blog/article/686e6c0128946ecca8c40f3b)

[3] Key Operational Indicators for Hotel Management (https://www.smartorder.ai/resources/zh/blog/key-hotel-industry-performance-metrics-to-know-zh/)

[4] Building a Brand Development Framework: What Should Hotel Management Companies Do? (https://www.traveldaily.cn/article/145249)