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From 1 1.02 to 3.29, "GreenTree Inn GHG" took less than 1 year.
It was supposed to be a good day for the whole country to "pick the stars", but investors who bought "GHG Greentree Inn" shares were not happy at all.
On June 29, the "asterisk" on the communication itinerary card became history, the national "star picking" was successful, and the circle of friends of literary travelers was also boiling. The share prices of many listed travel companies show an obvious upward trend. "But the share price of GreenTree Inn GHG is still' green' and' stable'." A stockholder friend, who asked not to be named, told Zhihui, "Despite the recent frequent favorable policies for cultural tourism, the Greens' stock does not seem to be affected by it. "
"The cliff-like decline is a loss." The shareholder friend, who asked not to be named, also told Zhihui, "Hotel business is not good under the epidemic, so be careful when buying hotel stocks."
In fact, in recent years, hotel listing financing has become an important part of enterprise management. More and more hotel chains are competing to go public, but whether financing is really used for the benign commercial operation of hotels remains to be discussed. It is also worth observing whether the hotel's business model, operational efficiency, product service and brand layout can be upgraded with the needs of existing customers and adjusted in time with the consumption degradation in the post-epidemic era.
Recently, the share price of "Greentree Inn GHG" has plummeted all the way. On May 9, it directly fell below 3.29, a record low. People can't help but wonder, is this going to be "delisted"?
Rumors are everywhere, and rumors continue.
Smart research found that the rumors of green hotels are not groundless.
As early as 20 10 years ago, Green Hotel was sued by consumers, orange hotels and other subjects for alleged service fraud and unfair competition by search engines, and was also "blocked" by Ctrip for unfair pricing.
On June 5438+065438+1October 2 1 day, 2008, an article published in China Rural Credit Cooperative revealed that the plaintiff Xu claimed that the products provided by GreenTree Inn to residents were all "three noes" products, which belonged to service fraud.
On July 29th, 2009, the article "Orange Hotel v. Greentree Inn wins" published in China Economic Times exposed the verdict of the case: Greentree Inn and Yahoo! American operator Beijing Alibaba Information Technology Co., Ltd. constituted unfair competition, which affected the operation of Orange Hotel. GreenTree Inn compensated Orange Hotel for 67,000 yuan and had to publish a statement on its home page in official website for 30 consecutive days to eliminate the impact.
65438+On February 4th, 2009, PR Newswire Asia released the newsletter "Greentree Inn regrets the result after receiving the second-instance judgment". According to the communication, GreenTree Inn Hotel Management Group 65438+February 3 said that it received a civil judgment from the court yesterday and did not support GreenTree Inn's request against Ctrip. At this point, the lawsuit between Green Hotel and Ctrip ended in the "big defeat" of Green Hotel.
After 20 10 years, the Green Hotel is still in turmoil. Especially recently, it has repeatedly fallen into various storms such as operational efficiency, products and services, and complaints.
From the perspective of operational efficiency, the performance of green hotels has declined in the past two years, and the problems reflected from it are self-evident. According to the annual performance of the green hotel in 2020, the total annual income of the green hotel is 930 million yuan, compared with 65.438+92 million yuan in the same period of 2065.438+09; The net profit was 245 million yuan, compared with 438 million yuan in the same period last year. The performance data of 20021shows that the green hotel realized a net profit of1.1.70 billion yuan, down 55.06% year-on-year; The operating income was 65.438+0.206 billion yuan, a year-on-year increase of 29.69%.
20 19-202 1 Chart of Total Revenue and Net Profit of Green Hotel
It is not difficult to see that the green hotel has achieved an increase in operating income, but at the same time it has also formed a situation of a sharp decline in net profit, and the reasons are worth considering.
In terms of products and services, green hotels have had frequent problems in recent years. Fouling in the hot water kettle, water seepage in the toilet, moldy pillowcase, perfunctory or even no service all indicate the problems existing in its products and services.
Screenshot of Weibo breaking the news and black cat complaining.
Recently, the Green Hotel has been plagued by complaints. "I don't know if I'm cheating with a bunch of people. After a website pays, it is the name of his home, and it also shows the recharge of stored value cards. " A complaint message about the Green Hotel on the Black Cat APP shows.