The Application of Hospitality Management Experience to the Senior Living Industry Catherine Hua Deputy GM of Jiangsu Jinling Robinson Senior Care Cooperation Ltd. Assistant GM of Nanjing Jinling hotel Holdings Ltd.

Overviews The Evolution of Hospitality Industry in China The Experience of Hospitality Industry for the Reference of Senior Living Industry —marketing perspective, e.g., how to attract target customers —service perspective, e.g., how to retain target customers Local Case study: integrate the experiences of Hospitality industry with the overseas senior living industry

The Evolution of Hospitality Industry in China

China’s Top 30 Hotel Groups, 2013 ——Source: China Tourist Hotels Association

The Evolution of Hospitality Industry in China International hotel chains play a leading role in developing high-end hotels in China By contrast, local brand hotel chains focus on budget hotels Local hotel chains catch up the high-end hospitality industry and become diversified in recent years

How the Evolution of China’s Senior Living Industry will be ？

The Experience of Hospitality Industry for the Reference of Senior Living Industry

Marketing Perspective

Lessons for Hospitality Industry Attach importance to upgrade the hotels, but ignore the tapping of markets Attach importance to “hardware”, but ignore “software”

Marketing Perspective ： Positioning Product Positioning: Building an appropriate and necessary hardware, Maximizing a value of space Price Positioning: Conforming the need of target market Pricing capability of client Return on investment (ROI)

Service Perspective ： Build Human Environment Sensory appeal Social pleasure Emotional touch Intelligent exploration

Service Perspective ： Standardized Management

A Case Study: Integrate Experience of Hospitality Industry with the Overseas Senior Living Industry

Jinling Tianquan Lake Senior Living Community

Jinling Hotel Holdings Heading Towards Senior Living Industry 30 years’ marketing and service experience Leadership focusing upon internationalization and localization in hospitality industry Receiving the highest quality reward of China’s service industry Cooperating with a healthcare consulting and management company from the U.S. Fulfilling Chinese’s dream of an idyllic rural life, and creating an attractive and happy lifestyle

Characteristics of the Senior Living Project Emphasize on building of human environment, as well as building appropriate and necessary hardware Locational advantage, situated between urban area and natural environment Economics of the scale, implementing the sustainable development of the senior care project Product positioning, in line with the senior’s affordability and the efficient operations of the management Professional services, a perfect combination of hotel operations and nursing experience Contracted management, long-term senior living services are guaranteed 专业服务，酒店和养老护理服务的完美结合 契约管理，让老人生活长期有保障 快乐养怡，可得永年

Locational advantage, situated between urban area and natural environment

Economics of the Scale, implementing the Sustainable Development of the Senior Care Project

Product Positioning, in Line with the Senior’s Affordability and the Efficient Operations of the Management

Professional Services, a Perfect Combination of Hotel Operations and Nursing Experience

Contracted Management, long-term Senior Living Services are Guaranteed

Q & A

Thank you! Catherine Hua Nanjing Jinling hotel Holdings Ltd. Jiangsu Jinling Robinson Senior Care Corporation Ltd. cell ： Weixin ： seniorhua