Chinese brand name for Club Med localization
New move part of plan to seek opportunities in domestic market
The membership event, officially titled "88 Fans Festival", was part of Club Med's marketing campaign"88 Membership Month". The event was the first offline event organized for membership by Club Med, aiming to upgrade the benefits of the members during the whole membership month and enhance members' holiday experiences from offline activities, the company said.
Club Med has opened three resorts in the first half of this year. It plans to open another 17 resorts by the end of 2024, seven of which will be in China, according to Xu.
"Taking the '88 Membership Month' as an opportunity, we hope that our 'Global Holiday Brand, Splendid in China' concept can truly improve our products, assist our internationalization effort, serve our global customers and promote the healthy development of China's leisure industry," Xu noted.
Two French partners of Club Med participated in the membership event. French winter sports brand Rossignol is a long-term partner of Club Med. It supports Club Med in promoting its snow resorts and has contributed to the long-term development of winter sports in China.
Peugeot Motocycles, a French manufacturer of motorized two-wheelers, displayed its classic retro Django model and invited its club members to participate in the event.
Club Med remains optimistic about the long-term prospects of China's tourism market. In response to a growing demand for short-haul trips in China, Club Med innovated its products and upgraded the brand of Club Med Joyview in 2021.
Currently, Club Med Joyview operates four resorts in Yanqing district in Beijing; in Qinhuangdao in the northern province of Hebei; and in Qiandaohu and Anji in the eastern province of Zhejiang.
With the rapid recovery of China's tourism industry, Club Med will continue to expand its business in the country and open more Club Med and Club Med Joyview resorts. Club Med Joyview Xianlin Nanjing, in East China's Jiangsu province, is expected to open in the second half of this year, according to the company.
