Mr. Chuang Ching-Kwan, CEO of Birdseye International, was awarded the 18th "100MVP Manager" by Manager Magazine.
Under the theme of "Only Change, No Changes, Open Up New Horizons", this year's award was highly recognized for its outstanding leadership and innovative strategies after being evaluated by a cross-sectoral panel of judges from industry, government, academia and other sectors. In his acceptance speech, Mr. Chuang said, "We would like to thank the team for their joint efforts over the past year, and we would like to express our appreciation for the high level of recognition of Birdseye's international strategic direction. In the future, Birdseye will continue to develop the international market at a steady pace, combining multi-branding strategy and smart lodging development to promote Birdseye International as a globally competitive lodging chain brand.
Multi-brand strategy to rebrand and reposition the brand Expanding market reputation by "volume
Bird's Nest International always upholds the core value of "BE TRUE TO YOURSELF." In the midst of the epidemic that hit the world, CEO Chuang Zhengjun led the team to move forward against the wind, rapidly expanding both domestic and overseas locations within a short period of time, making Bird's Nest International one of the fastest-growing hotel chain brands in recent years. With the rapid growth in scale, it also brings challenges such as multiple brands and dispersed resources. CEO Chuang adopted the "multi-brand segmentation strategy" to reorganize the brand structure, focusing on the needs of travelers and clearly distinguishing between backpackers, business people, high-end vacationers and other customer segments, and created 17 owned and co-operated brands, including the classic "Bird's Nest Hotel", "Bird's Nest Hideaway", and "Chengtou Travel", to make the brand's personality even more distinctive, and succeeded in increasing the overall sales conversion rate of more than 241% by 2023-2024. The company has succeeded in increasing the overall sales conversion rate by more than 24% from 2023 to 2024.
Integrating Resources and Cross-border Cooperation Deepening Brand Value from Quantity to Quality
In the face of rapid brand expansion and limited marketing resources, CEO Chuang Ching-Kun has focused on "deepening brand value" by integrating existing resources into cross-border cooperation, utilization of hotel venues, and a variety of off-industry collaborations and social participation, to enhance the connection between the brand and the travelers, the local community, and society, and to create an ecology of co-prosperity for all parties. By continuing to deepen the brand's competitiveness, Bird's Nest International is steadily moving towards the vision of sustainable operation and internationalization.
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