Mövenpick leaps on China’s “brand-wagon”

New brand “brings you enjoyment and luck with Swiss quality”

Accor rebranded Grand Mercure to fit the Chinese market as Mei Jue; InterContinental Hotels Group launched Hualuxe. Now the Swiss hospitality chain Mövenpick Hotels & Resorts has launched the latest attempt by a western company to reach out to its Chinese customer base. It has adopted a Mandarin name and logo.
In a move shaped following customer research in Hong Kong, Beijing, Shanghai and Guangzhou, Mövenpick will now be known in China as Rui Xiang, which translates as “brings you enjoyment and luck with Swiss quality”. There is a website in Mandarin and the company’s Shanghai office has appointed a vice president for development, Sunny Li, to push further expansion.
Mövenpick has three projects in its pipeline in China – the 300-room Mövenpick Hotel Jiading, Shanghai due to open next year, the 380-room Mövenpick Resort & Spa, Phoenix Island, Sanya, also opening in 2013, and the Mövenpick Hotel & State Guest House Chifeng, Inner Mongolia, due to open in 2015.
TTG Asia

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