商品敘述：

Xana Hotelle Management (Guangzhou) Co., Ltd. ("Xana") was founded in 2015 by an industry outsider, Shallen Lu. With seven years of experience at a multinational company, she grew into a branding professional. In 2015, she identified a market opportunity within China''s mid-to-high-end hotel sector, aiming to build a unique brand with a strong brand-oriented perspective. With a mere business plan, she obtained initial investments from a major hotel group and created the first Xana Hotelle in Shanghai to target the women''s market. The first Xana Hotelle quickly gained significant industry attention. Despite its media exposure, experienced hoteliers gave pessimistic judgments about the future of the Xana brand. Hotel investors remained skeptical of Xana Hotelle''s brand position. Shallen also faced internal challenges. One of her founding partners asserted she should target the mass market and attributed all frustrations on the business development side to her stubbornness. The new company nearly ran out of initial funds. After painful reflection, Shallen became even more resolute. She developed a lower-scale brand, Xana Lite, to educate the hotel investor market and maintained Xana Hotelle''s sharp brand identity. Later, when the company''s cash flow became healthier, she even developed a more upscale brand, Xana Deluxe. In the following years, Xana further expanded its brand portfolio with highly differentiated new brands targeting the youth and upscale markets. At this point, she faced a new challenge: How could she use these brands to attract more hotel investors so that Xana could further penetrate the regional markets where it already had a good presence? Or should she explore new regional markets? Should she attempt to attack the most lucrative market dominated by rivals?

涵蓋領域：

Entrepreneurship;Internal communication;Ideation;Brand positioning;Branding;Venture capital;Stakeholder relations;Personality traits

相關資料：

, (TU0186), p, by Xuebao Song, Ziqian Zhao, Haoqian Jiang

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