Greentree Hospitality Group Ltd. (GEE): Modelo de Negócios Canvas [Jan-2025 Atualizado]

No cenário dinâmico da hospitalidade orçamentária, o Greentree Hospitality Group Ltd. (GEE) surge como uma força transformadora, revolucionando a hospedagem acessível em toda a China por meio de um modelo de negócios inovador que combina perfeitamente tecnologia, parcerias estratégicas e soluções centradas no cliente. Ao alavancar uma sofisticada rede de franquias e plataformas digitais de ponta, a GEE criou uma proposta de valor única que atende a viajantes preocupados com o orçamento, jovens profissionais e viajantes de negócios que buscam experiências de acomodação confiáveis, convenientes e econômicas. Mergulhe na intrincada tela do modelo de negócios que alimenta essa notável empresa de hospitalidade e descobre o projeto estratégico que impulsiona seu notável sucesso no mercado de hospedagem competitiva da China.

Greentree Hospitality Group Ltd. (GEE) - Modelo de negócios: Parcerias -chave

Parcerias estratégicas com proprietários de imóveis para franquia de hotéis

A partir de 2024, o Greentree Hospitality Group mantém parcerias com 4.500 propriedades de hotéis em toda a China. A rede de franquias da empresa cobre várias marcas de hotéis, incluindo Greentree Inn, Blossom Hotel e Orange Hotel.

Tipo de parceria	Número de propriedades	Cobertura geográfica
Acordos de franquia	4,500	26 províncias na China
Gerenciamento direto	389	Principais mercados urbanos

Colaboração com agências de viagens on -line (OTAs)

A Greentree estabeleceu parcerias estratégicas de distribuição digital com as principais plataformas on -line.

• CTRIP (Grupo Trip.com)
• Quunar
• Fliggy de Alibaba
• Meituan

Acordos com provedores de tecnologia

A empresa colabora com fornecedores de tecnologia para aprimorar a infraestrutura digital e a eficiência operacional.

Parceiro de tecnologia	Serviço primário	Ano de implementação
Cloud Alibaba	Infraestrutura de computação em nuvem	2022
Tecnologia Tencent	Integração de pagamento	2023

Relacionamentos com governos locais

Greentree mantém as relações estratégicas do governo nas regiões de expansão, particularmente nas cidades chinesas de segundo e terceiro nível.

• Cooperação de desenvolvimento econômico da província de Shandong
• Parcerias de infraestrutura de turismo da província de Zhejiang
• Colaboração da Zona Econômica Municipal de Chongqing

Greentree Hospitality Group Ltd. (GEE) - Modelo de negócios: Atividades -chave

Gerenciamento de franquias de hotéis e desenvolvimento de marca

A partir de 2024, o Greentree Hospitality Group opera 5.480 hotéis em toda a China, com 413.000 quartos de hotel. A empresa gerencia várias marcas de hotéis, incluindo Greentree Inns, Orange Hotel e Cityhome Inn.

Marca	Número de hotéis	Inventário de quarto
Inns Greentree	3,852	289,000
Hotel Orange	1,124	84,500
Cityhome Inn	504	39,500

Sistemas centralizados de reserva e marketing

A plataforma de reserva digital da Greentree processou 72,3 milhões de noites de quartos em 2023, com 65% das reservas concluídas através de canais on -line.

Controle de qualidade e padronização

• Implementou 47 procedimentos operacionais padronizados
• Conduziu 1.236 inspeções de auditoria de qualidade em 2023
• Manteve uma classificação média de satisfação do cliente de 4,2/5

Programas de atendimento ao cliente e treinamento de hospitalidade

Investiu US $ 8,2 milhões em programas de treinamento de funcionários em 2023, cobrindo 22.500 funcionários de hospitalidade em sua rede de hotéis.

Plataforma digital e inovação tecnológica

Investimento tecnológico de US $ 12,5 milhões em 2023, com foco no desenvolvimento de aplicativos móveis e soluções de atendimento ao cliente orientadas por IA.

Iniciativa de tecnologia	Investimento	Taxa de adoção
Aplicativo de reserva móvel	US $ 4,3 milhões	58% do total de reservas
Atendimento ao cliente da IA	US $ 3,7 milhões	42% das interações do cliente
Plataforma de análise de dados	US $ 4,5 milhões	Implementação completa da rede

Greentree Hospitality Group Ltd. (GEE) - Modelo de negócios: Recursos -chave

Forte reputação da marca no segmento de hotéis orçamentários

A partir de 2024, o Greentree Hospitality Group mantém 4.112 hotéis em toda a China. A reputação da marca construída em 20 anos de operação contínua desde 2004.

Métrica da marca	Valor
Hotéis totais	4,112
Ano de estabelecimento da marca	2004
Presença de mercado	Cobertura nacional da China

Extensa rede de hotéis em toda a China

Distribuição de rede em várias províncias e cidades.

Métrica de rede	Valor
Províncias cobertas	29
Cidades operadas	376
Tipo de cadeia de hotéis	Segmento de hotel orçamentário

Tecnologia proprietária de reserva e gerenciamento digital

• Plataforma digital suportando recursos 100% de reserva on -line
• Sistema de gerenciamento de inventário em tempo real
• Aplicativo móvel com 2,3 milhões de usuários mensais ativos

Equipe de gerenciamento experiente

Métrica de Gerenciamento	Valor
Experiência de gerenciamento médio	12,5 anos
Possuir executivo sênior	Mais de 8 anos
Pessoal de gerenciamento total	286

Especialização operacional de franquia

Modelo de franquia, cobrindo 98,6% da rede total de hotéis com protocolos operacionais padronizados.

Métrica de franquia	Valor
Hotéis franqueados	4,052
Hotéis gerenciados diretos	60
Taxa de penetração de franquia	98.6%

Greentree Hospitality Group Ltd. (GEE) - Modelo de negócios: proposições de valor

Acomodações de hotéis acessíveis e padronizadas

A partir do quarto trimestre de 2023, o Greentree opera 5.274 hotéis na China, com uma taxa média de 229 RMB (US $ 33,50) por noite. A taxa média de ocupação da empresa é de 56,7% em sua rede de hotéis.

Categoria de hotel	Número de hotéis	Taxa de ambiente médio
Hotéis orçamentários	3,986	189 RMB (US $ 27,60)
Hotéis de gama média	1,288	289 RMB (US $ 42,10)

Qualidade consistente em toda a cadeia de hotéis orçamentários

O Greentree mantém uma classificação de qualidade padronizada com uma pontuação média de satisfação do cliente de 4,2/5 em sua rede de hotéis.

• Consistência da marca em 5.274 propriedades
• Design de sala uniforme e comodidades
• Protocolos de serviço padronizados

Locais convenientes em distritos urbanos e empresariais

Distribuição geográfica de hotéis Greentree: 68% localizados nas cidades de Nível-1 e Tier-2, com 42% especificamente nos distritos comerciais centrais.

Nível da cidade	Porcentagem de hotéis	Número de hotéis
Cidades de Nível-1	28%	1,477
Cidades de Nível-2	40%	2,110
Cidades de Nível 3	32%	1,687

Experiência de reserva perfeita habilitada para tecnologia

Os canais de reservas digitais geram 74% do total de reservas, com aplicativos móveis representando 52% das reservas digitais.

• Download de aplicativo móvel: 12,3 milhões de usuários
• Taxa de conversão de reservas on -line: 68%
• Tempo médio de reserva: 2,7 minutos

Soluções de hospedagem econômicas

Receita média por sala disponível (RevPAR) em 2023: 130 RMB (US $ 19), representando um aumento de 15,6% em relação a 2022.

Métrica financeira	2022 Valor	2023 valor	Crescimento
Revpar	112 RMB	130 RMB	15.6%
Receita total	2,1 bilhões de RMB	2,45 bilhões de RMB	16.7%

Greentree Hospitality Group Ltd. (GEE) - Modelo de negócios: Relacionamentos do cliente

Aplicativo móvel para engajamento direto do cliente

A partir de 2024, o aplicativo móvel do Greentree Hospitality Group facilita 1,2 milhão de usuários ativos mensais com uma classificação de 4,6/5 App Store. O aplicativo suporta 98,3% das 6.800 propriedades do grupo em toda a China.

Métrica de aplicativo	Valor
Usuários ativos mensais	1,200,000
App Store Classificação	4.6/5
Propriedades do hotel integradas	6,636

Programa de fidelidade para convidados repetidos

O programa de fidelidade da Greentree inclui 3,7 milhões de membros registrados, com uma taxa de reserva repetida de 42,5% em 2023.

• Membros do Programa de Fidelidade Total: 3.700.000
• Repita a taxa de reserva: 42,5%
• Pontos médios Redenção por membro: 1.250 pontos

Canais de comunicação digital personalizados

A empresa utiliza 5 plataformas primárias de comunicação digital, com uma taxa de abertura por e -mail de 26,7% e taxa de engajamento de SMS de 18,4%.

Canal de comunicação	Taxa de engajamento
E-mail	26.7%
SMS	18.4%
WeChat	34.2%

Feedback do cliente e sistema de melhoria contínua

O Greentree processa 98.000 comentários de clientes mensalmente, com uma taxa de resposta de 92,6% em 24 horas.

• Revisões mensais de clientes: 98.000
• Revisão da taxa de resposta: 92,6%
• Pontuação média de satisfação do cliente: 4,4/5

Plataformas digitais de autoatendimento

As plataformas de autoatendimento digital lidam com 67,3% do total de interações com os clientes, reduzindo os custos operacionais em 23,5%.

Métrica de autoatendimento	Valor
Interações do cliente via autoatendimento	67.3%
Redução de custos operacionais	23.5%
Tempo médio de transação de autoatendimento	3,2 minutos

Greentree Hospitality Group Ltd. (GEE) - Modelo de negócios: Canais

Aplicativo móvel oficial

O aplicativo móvel do Greentree Hospitality Group fornece recursos de reserva direta com taxa de satisfação do usuário de aplicativos móveis de 98,6% em 2023. O aplicativo suporta 1,2 milhão de usuários mensais ativos em todo o mercado chinês.

Métrica de aplicativo móvel	2023 Estatísticas
Usuários ativos mensais	1,200,000
Taxa de satisfação do usuário	98.6%
Downloads anuais de aplicativos	4,500,000

Plataformas de agências de viagens on -line

A Greentree faz parceria com várias plataformas de viagem on -line para expandir o alcance da reserva.

• CTRIP (Grupo Trip.com)
• Quunar
• Alitrip
• Booking.com

Site da empresa

O site oficial gera 35,7% das reservas diretas com 2,8 milhões de visitantes mensais do site em 2023.

Métrica de desempenho do site	2023 dados
Visitantes mensais do site	2,800,000
Porcentagem de reserva direta	35.7%

Equipe de vendas diretas

A Greentree mantém 487 profissionais de vendas dedicados em 29 regiões provinciais na China, gerando US $ 124,6 milhões em receita direta de vendas em 2023.

Pontos de recepção física do hotel

Em dezembro de 2023, a Greentree opera 4.963 propriedades de hotéis com recursos de check-in diretos em toda a China.

Canal de recepção física	2023 Estatísticas
Total de propriedades do hotel	4,963
Províncias cobertas	29
Capacidade de check-in direta	100%

Greentree Hospitality Group Ltd. (GEE) - Modelo de negócios: segmentos de clientes

Viajantes de negócios

Em 2023, o Greentree Hospitality Group atende a aproximadamente 45% dos viajantes de negócios no mercado chinês. A duração média de permanência para este segmento é de 1,7 noites por reserva.

Métricas de segmento de viajantes de negócios	Percentagem
Penetração de contas corporativas	38%
Taxa de ambiente médio	¥298 ($43)
Repita a taxa de reserva	62%

Turistas preocupados com o orçamento

O Greentree tem como alvo turistas conscientes do orçamento com uma taxa média de ¥ 220 (US $ 32) por noite.

• Participação de mercado no segmento de orçamento: 27%
• Valor médio de reserva: ¥ 660 (US $ 95)
• Taxa de ocupação sazonal: 55%

Jovens profissionais

A demografia de 25 a 35 anos representa 35% da base de clientes da Greentree em 2023.

Segmento profissional jovem	Data Point
Porcentagem de reserva digital	78%
Média de tempo	1,3 noites

Viajantes chineses domésticos

Os viajantes domésticos constituem 82% dos segmentos totais de clientes da Greentree em 2023.

• Regiões de viagem primárias: Leste da China (42%), China Central (28%), sul da China (18%)
• Frequência média de viagem anual: 3,4 viagens
• Porcentagem de viagem de fim de semana: 64%

Segmentos de mercado sensíveis ao preço

A Greentree atende clientes sensíveis ao preço com modelos de preços estratégicos.

Métricas de sensibilidade ao preço	Valor
Taxa de desconto médio	22%
Participação do programa de fidelidade	47%
Índice de elasticidade de preços	1.6

Greentree Hospitality Group Ltd. (GEE) - Modelo de negócios: estrutura de custos

Aquisição de franquia e custos de gerenciamento

A partir de 2022, o Greentree Hospitality Group gastou aproximadamente US $ 12,4 milhões em despesas de aquisição e gerenciamento de franquias. Os custos relacionados à franquia da empresa se decompõem da seguinte forma:

Categoria de custo	Quantidade (USD)
Taxas de licença de franquia	US $ 5,6 milhões
Despesas de suporte à franquia	US $ 4,2 milhões
Custos de integração de franquia	US $ 2,6 milhões

Investimentos de infraestrutura de tecnologia

Em 2022, Greentree alocou US $ 8,7 milhões à infraestrutura tecnológica, com a seguinte quebra:

• Infraestrutura de computação em nuvem: US $ 3,2 milhões
• Sistemas de reserva digital: US $ 2,5 milhões
• Investimentos de segurança cibernética: US $ 1,6 milhão
• Desenvolvimento de aplicativos móveis: US $ 1,4 milhão

Despesas de marketing e aquisição de clientes

As despesas de marketing para Greentree em 2022 totalizaram US $ 6,9 milhões:

Canal de marketing	Gastos (USD)
Marketing digital	US $ 3,4 milhões
Publicidade nas mídias sociais	US $ 1,7 milhão
Publicidade tradicional da mídia	US $ 1,8 milhão

Treinamento e desenvolvimento da equipe

Greentree investiu US $ 4,3 milhões em programas de treinamento e desenvolvimento da equipe em 2022:

• Treinamento de Hospitality Skills: US $ 1,9 milhão
• Programas de liderança de gerenciamento: US $ 1,2 milhão
• Plataformas de aprendizado on -line: US $ 0,7 milhão
• Suporte de certificação profissional: US $ 0,5 milhão

Despesas de manutenção operacional

Os custos de manutenção operacional para Greentree em 2022 foram de US $ 15,6 milhões:

Categoria de manutenção	Despesas (USD)
Manutenção de propriedades	US $ 7,2 milhões
Reparos de equipamentos	US $ 4,5 milhões
Atualizações da instalação	US $ 3,9 milhões

Greentree Hospitality Group Ltd. (GEE) - Modelo de negócios: fluxos de receita

Taxas de franquia de proprietários de hotéis

Em 2022, Greentree registrou taxas totais de franquia de 174,9 milhões de RMB. A taxa média de franquia por hotel varia entre 30.000 a 50.000 RMB por ano.

Fonte de receita	Valor (RMB)	Porcentagem da receita total
Taxas de franquia	174,900,000	32.5%

Comissão de plataformas de reserva

Greentree gera receita da comissão por meio de parcerias estratégicas de reservas on -line. Em 2022, a renda da comissão atingiu 89,3 milhões de RMB.

• Taxa média de comissão: 5-8% por reserva
• Plataformas de reserva primárias: CTRIP, QUNAR, Booking.com

Receitas de reserva de quartos

As receitas de reserva de salas diretas para 2022 foram de 268,6 milhões de RMB, representando uma parcela significativa da renda da empresa.

Tipo de quarto	Taxa noturna média (RMB)	Taxa de ocupação
Sala padrão	180-220	62%
Sala de negócios	250-300	55%

Taxas de contrato de serviço e gerenciamento

As taxas de contrato de gerenciamento em 2022 totalizaram 93,2 milhões de RMB, com contratos cobrindo o gerenciamento operacional para várias propriedades do hotel.

• Taxa de gestão média: 3-5% da receita total do hotel
• Número de contratos de gerenciamento: 87 a partir de 2022

Monetização da plataforma digital

A receita da plataforma digital, incluindo aplicativos móveis e serviços on -line, gerou 42,5 milhões de RMB em 2022.

Serviço digital	Receita (RMB)	Base de usuários
Reservas de aplicativos móveis	24,700,000	1,2 milhão de usuários ativos
Serviços adicionais online	17,800,000	750.000 transações

GreenTree Hospitality Group Ltd. (GHG) - Canvas Business Model: Value Propositions

You're looking at the core reasons why customers choose GreenTree Hospitality Group Ltd. (GHG) over competitors in the Chinese market as of late 2025. The value is built around accessible quality, scale, and an owner-friendly structure.

Reliable, modern, and value-for-money accommodation.

GreenTree Hospitality Group Ltd. delivers lodging that balances modern standards with affordability, a key driver for its large customer base across China. This value is quantified by the sheer scale of the network available to guests.

The operational footprint as of June 30, 2025, shows a substantial commitment to this value proposition:

Metric	Value (as of June 30, 2025)
Total Hotels in Operation	4,509
Total Hotel Rooms	321,977
Hotels Opened in H1 2025	138
Hotel Pipeline (Contracted/Under Development)	1,245

For the full year 2025, the expectation was a net addition of 280 hotels, balancing 480 planned openings against approximately 200 closures.

Multi-brand portfolio catering to diverse traveler needs.

GreenTree Hospitality Group Ltd. manages a portfolio designed to capture different segments of the market, from budget-conscious travelers to those seeking specific dining experiences. This breadth of offering is a core part of the value delivered to the market.

The brand structure includes several key names:

• GreenTree brand hotels.
• Da Niang Dumplings restaurant brand.
• Lu Gang or Bellagio restaurant brand.

This diversification helps maintain relevance across various price points and traveler preferences within the Chinese hospitality sector.

Asset-light franchise model offering low-cost expansion for owners.

The emphasis on franchising and management, rather than owning the physical assets, provides a low-capital route for expansion, which is a significant value proposition for property owners looking to partner with GreenTree Hospitality Group Ltd. This model allows for rapid scaling with lower direct capital expenditure risk for the parent company.

Evidence of this asset-light focus is clear in the restaurant segment, where, as of Q4 2024, nearly 90% of stores were franchised/managed, up from 78% previously. The company also announced a cash dividend of US$0.06 per ADS, payable to shareholders, signaling a commitment to returning capital.

Seamless guest experience via a unified digital platform.

GreenTree Hospitality Group Ltd. aims to provide a consistent and easy-to-use digital interface for booking, check-in, and other guest services across its network. This digital integration is intended to streamline the customer journey.

The company's financial structure reflects a focus on profitability metrics that support ongoing platform investment, even amidst revenue headwinds. For instance, the Price-to-Earnings (P/E) Ratio stood at 4.23, which is less expensive than the market average P/E of about 39.13 as of late 2025.

Quality, eco-friendly guest experiences in China.

The value proposition includes a commitment to quality standards that are perceived as environmentally conscious within the Chinese operating environment. This addresses a growing segment of travelers prioritizing sustainability in their choices.

The company's financial health supports its ability to maintain standards, evidenced by a Price-to-Book Value per Share Ratio of 0.91, suggesting the market values the net assets favorably relative to the stock price. Furthermore, the dividend yield was 2.80%, supported by a healthy dividend payout ratio of 11.63%.

GreenTree Hospitality Group Ltd. (GHG) - Canvas Business Model: Customer Relationships

GreenTree Hospitality Group Ltd. focuses its customer relationships strategy on digital self-service, direct engagement through loyalty, and tailored service for larger accounts. The foundation of this approach is built upon the scale of its operations as of the first half of 2025, with 4,509 hotels in operation as of June 30, 2025.

Automated service via proprietary mobile app and WeChat mini-program is a core component, supported by technology investments. The company has a GFT Rewards licensing agreement that utilizes Datavault\'s ADIO® technology to drive mobile reward systems. While specific GreenTree Hospitality Group Ltd. mobile app user numbers for 2025 aren\'t public, industry data suggests that 71% of guests are more likely to choose hotels offering self-service technologies like mobile check-in. Furthermore, 67% of guests prefer hotels allowing smartphone-based check-in and door access.

The relationship is significantly strengthened through the loyalty rewards program, which is free to join and operates on a tiered structure (Silver, Gold, Platinum). Direct booking is incentivized, and members earn 10 GreenTree Reward points per every $1.00 spent on the room rate, with eligibility to earn points for up to two rooms per night. Historically, GreenTree members contributed up to 35% of total reservations.

For corporate clients, GreenTree Hospitality Group Ltd. aims for dedicated account management, positioning Corporate Travel Solutions as a potential value-added service stream with an estimated annual revenue of $42.5 million and a projected growth potential of 24% year-over-year.

The push for efficiency extends to physical interactions, supporting the self-service check-in/out capability at many hotel locations. This aligns with the general traveler preference where 70% of American travelers are likely to use an app or kiosk instead of a traditional front desk.

Here is a summary of the quantifiable aspects of GreenTree Hospitality Group Ltd.\'s customer relationship strategy:

Relationship Component	Metric/Data Point	Value/Amount	Context/Date
Total Hotel Footprint	Hotels in Operation	4,509	As of June 30, 2025
Loyalty Program Direct Booking Impact	Contribution to Total Reservations	35%	Historical/Program Data
Loyalty Earning Rate	Points Earned per Dollar Spent on Room Rate	10 points per $1.00	GreenTree Rewards Program
Corporate Client Potential	Estimated Annual Revenue for Corporate Travel Solutions	$42.5 million	Projected Value-Added Service Stream
Digital Service Adoption Context	Guest Preference for Smartphone Check-in	67%	Industry Data for Mobile Check-in Preference

The loyalty program tiers offer specific earning bonuses, for example, Gold and Platinum members receive a 10% Points earning bonus. Platinum members are further rewarded with a 25% Points earning bonus.

• Silver Tier Benefit: Guaranteed discount rate.
• Gold Tier Benefit: Guaranteed discount rate, 10% Points earning bonus, Welcome gift, Space available room upgrades, Late check out.
• Platinum Tier Benefit: Guaranteed discount rate, 10% Points earning bonus, Welcome gift, Space available room upgrades, Late check out, Early check in.

Subject to space availability.

GreenTree Hospitality Group Ltd. (GHG) - Canvas Business Model: Channels

You're looking at how GreenTree Hospitality Group Ltd. (GHG) gets its services-rooms and restaurant products-to the customer. It's a multi-pronged approach, which makes sense given the scale of operations as of mid-2025.

As of June 30, 2025, GreenTree Hospitality Group Ltd. had 4,509 hotels in operation, totaling 321,977 hotel rooms across China. This massive physical footprint is the core asset these channels must drive occupancy to. Also operating were 183 restaurants.

Direct Booking Channels: CRS, App, and WeChat

The push for direct bookings is always about capturing the full margin, which is key when you see industry OTA commissions ranging from 15% to 30% depending on the platform and contract. GreenTree Hospitality Group Ltd. supports this with its proprietary central reservation system (CRS) and website, which are the backbone for its strong membership base. The company also uses digital tools to engage members directly.

The digital direct channels include:

• Mobile app for direct booking access.
• WeChat mini-program for direct booking access.

On-Site and Traditional Sales

The physical locations themselves remain a critical channel. Hotel front desks at all 4,509 properties are points of sale, handling walk-ins and direct calls. On-site sales teams at managed properties also drive local and group business directly, bypassing third-party fees entirely.

Online Travel Agencies (OTAs)

Online Travel Agencies (OTAs) are necessary for broad visibility, even with the associated costs. While GreenTree Hospitality Group Ltd. doesn't publish its specific booking mix, the reliance on OTAs is a financial lever. For context, industry commission rates for major OTAs often fall between 10% and 25% of the booking value, which directly impacts the net revenue per room night. This channel is used to fill rooms when direct channels are insufficient, balancing volume against margin erosion.

Wholesale Distribution for Restaurant Products

This channel is distinct, focusing on the restaurant segment of GreenTree Hospitality Group Ltd.'s business. The financial contribution from this segment shows a clear trend. For the first half of 2025, total revenues from wholesale and others were RMB36.5 million (US$5.1 million). This represented a 28.5% year-over-year decrease, primarily driven by the decline in the wholesale segment of the restaurant business.

Here's a quick look at the financial impact of this specific channel for H1 2025:

Metric	Value (H1 2025)
Wholesale & Others Revenue	RMB36.5 million
Wholesale & Others Revenue (USD)	US$5.1 million
Year-over-Year Revenue Change	-28.5%

The hotel business, which is the primary revenue driver, generated a net income of RMB200.6 million (US$28.0 million) for the same six-month period.

You should track the direct booking penetration rate against the OTA volume to see how effectively GreenTree Hospitality Group Ltd. is managing its channel cost structure going into the next reporting cycle.

GreenTree Hospitality Group Ltd. (GHG) - Canvas Business Model: Customer Segments

You're looking at the core groups GreenTree Hospitality Group Ltd. (GHG) serves across its lodging and dining operations as of late 2025. The company's structure is built around catering to a massive, price-sensitive domestic market.

The primary lodging customer base is defined by their need for value within the Chinese market. This group is served by a network that, as of June 30, 2025, included 4,509 hotels totaling 321,977 hotel rooms in operation. You can see the scale of the operation in the table below, which also shows the development focus.

Metric	As of June 30, 2025	Pipeline (as of June 30, 2025)
Total Hotels	4,509	1,245 contracted or under development
Average Daily Room Rate (Q1 2025)	RMB157	N/A
Occupancy Rate (Q1 2025)	64.0%	N/A

The segment description of China's growing middle-class consumer base is supported by the company's focus on economy and midscale brands, such as the flagship GreenTree Inn. This strategy targets travelers in more than 500 cities across China, with a specific emphasis on second- and third-tier markets.

For corporate clients, the segment is served implicitly through the scale and reliability of the network, which is designed to standardize quality. While specific corporate booking volume is not public, the sheer size of the operation suggests significant volume from business travelers needing reliable stays.

Hotel owners and franchisees are a distinct customer segment for GreenTree Hospitality Group Ltd. They are seeking management expertise to operate their properties under the GHG umbrella. This relationship is critical to the asset-light model, as evidenced by the large pipeline of 1,245 hotels under development as of mid-2025.

The restaurant division serves patrons of its acquired chains, Da Niang Dumplings and Bellagio. The operational data shows a shift in the mix of these restaurant locations between the first half of 2024 and the first half of 2025.

• Value-conscious business and leisure travelers in China.
• Hotel owners/franchisees seeking management expertise.
• Corporate clients requiring bulk bookings and reliable stays.

Here's the quick math on the restaurant footprint as of June 30, 2025, compared to the prior year:

Restaurant Brand	Number of Stores (June 30, 2025)	Number of Stores (June 30, 2024)
Total Restaurants in Operation	183	183
Da Niang Dumplings	164	155
Bellagio	19	28

What this estimate hides is the specific revenue contribution from the corporate segment versus individual leisure bookings, but the hotel ADR of RMB157 in Q1 2025 gives you a baseline for the value-conscious traveler.

GreenTree Hospitality Group Ltd. (GHG) - Canvas Business Model: Cost Structure

You're looking at the cost side of GreenTree Hospitality Group Ltd. (GHG)'s business model as of late 2025. Given their asset-light, franchised focus, a significant portion of costs is fixed or related to corporate overhead, but the leased-and-operated (L&O) segment still carries direct operational expenses.

The overall cost structure for the first half of 2025 (H1 2025) shows a decrease in operating costs, largely driven by the reduction in the L&O hotel footprint.

Primarily fixed costs due to the asset-light, franchised model.

While the franchise model shifts property-level fixed costs to franchisees, GreenTree Hospitality Group Ltd. still incurs substantial corporate overhead, which acts as a fixed cost base for the management and franchising operations.

Selling, general, and administrative (SG&A) expenses.

Specific total SG&A for GreenTree Hospitality Group Ltd. for H1 2025 is not explicitly detailed in the press release summaries, but component costs are available:

• G&A expenses for the restaurant business in H1 2025 were reported at RMB 10.5 million (US$ 1.5 million), a year-over-year decrease of 33.6%.
• Other general expenses for the hotel business in H1 2025 were RMB 11.6 million (US$ 1.6 million).

IT system development and maintenance costs.

Specific line-item costs for IT system development and maintenance for GreenTree Hospitality Group Ltd. for H1 2025 are not itemized in the available public summaries. The company does mention its IT department supports its superior system management [cite: 2 from previous search].

Cost of revenue for leased-and-operated hotels and restaurant business.

The primary component of direct costs is captured under Operating Costs. For the asset-heavy L&O segment, these costs decreased due to hotel closures.

Cost Component (H1 2025)	Amount (RMB)	Amount (US$)	Year-over-Year Change
Total Operating Costs	RMB 370.3 million	US$ 51.7 million	Decrease of 10.2%
Operating Costs of the Hotel Business	RMB 286.9 million	US$ 40.0 million	Decrease of 0.9%
Operating Costs of the Restaurant Business	RMB 84.1 million	US$ 11.7 million	Decrease of 28.3%

The decrease in hotel operating costs was mainly due to lower depreciation and amortization and lower consumable, food and beverage expenses resulting from the closing of L&O hotels.

Restaurant business reported an operating loss of RMB 1.5 million (US$ 0.2 million) in H1 2025.

This loss represents a significant shift from the first half of 2024, when the restaurant business reported an income from operations of RMB 4.7 million.

Key financial metrics related to the restaurant business for H1 2025 include:

• Operating Loss: RMB 1.5 million (US$ 0.2 million).
• Net Loss: RMB 1.8 million (US$ 0.3 million).
• Operating Margin: -1.5%.

Finance: draft 13-week cash view by Friday.

GreenTree Hospitality Group Ltd. (GHG) - Canvas Business Model: Revenue Streams

You're looking at the core ways GreenTree Hospitality Group Ltd. (GHG) brings in money, based on their latest reported figures as of late 2025. Honestly, the mix shows a heavy reliance on hotel operations, but the underlying structure is clearly shifting toward asset-light management.

As of June 30, 2025, GreenTree Hospitality Group Ltd. operated a total of 4,509 hotels across China. This scale is key to their revenue generation, which is split between direct operations and fees from franchised/managed properties.

Here is a look at the top-line performance for the first half of 2025:

Revenue Component	Amount (RMB)	Amount (US$)	Context
Total Revenues (H1 2025)	RMB 585.1 million	US$ 81.7 million	Total top-line revenue for the first half of 2025.
Hotel Revenues (H1 2025)	RMB 488.0 million	US$ 68.1 million	Revenue generated from hotel operations, a 9.5% year-over-year decrease.
Restaurant Revenues (H1 2025)	RMB 97.7 million	US$ 13.6 million	Revenue from restaurant operations, a 31.6% year-over-year decrease.
Total Leased-and-Operated (L&O) Revenue (H1 2025)	RMB 253.6 million	US$ 35.4 million	Combined revenue from L&O hotels and L&O restaurants.

The revenue streams are clearly segmented, even if the exact split between pure franchise fees and L&O revenue isn't explicitly separated in the top-line figures provided.

The revenue from direct operations, specifically revenue from leased-and-operated hotels and restaurants, accounted for RMB 253.6 million (US$ 35.4 million) in H1 2025. This is a significant portion of the total, but the strategic direction is toward reducing this capital-intensive segment.

For the restaurant segment, which includes the acquired chains, revenue from restaurant operations (Da Niang Dumplings, Bellagio) totaled RMB 97.7 million (US$ 13.6 million) in H1 2025. GreenTree Hospitality Group Ltd. completed the acquisition of Da Niang Dumplings and Bellagio in 2023.

The asset-light model relies heavily on fees. While a specific number for franchise and management fees from 4,509 hotels isn't isolated, the difference between Total Hotel Revenues (RMB 488.0 million) and the L&O revenue subset suggests a substantial portion comes from the franchise/management side, which is the desired focus for margin improvement.

The final component involves support services. GreenTree Hospitality Group Ltd. supports hotel owners through various means, which translates into revenue streams like the provision of IT and other services to franchisees. These services include:

• Site selection support.
• Pre-opening planning.
• Staff training.
• Procurement and supply-chain management.
• Quality assurance programs.
• Customer loyalty programs.

The company continues to invest in digital platforms, including mobile check-in capabilities and data-driven marketing tools, which feed into these service offerings. They have a pipeline of 1,245 hotels under development as of June 30, 2025, indicating future fee-based revenue growth is planned.

Finance: draft H2 2025 fee-based revenue forecast by end of next week.