J&E Group plans to target consumers in the US, Canada and Europe. Photo: Courtesy of J&E Group

In the presence of economic globalization, China's hotel service industry is facing intense international competition. Hotel groups need to have a competitive edge and a strong will to succeed. J&E Group stands out for its dedication to the development of a Chinese hotel brand on an international scale.

A top-tier hotel management group, J&E Group, founded by Kang Jianyi, is a member of a boutique hotel global alliance, Relais & Chateaux.

 By combining Chinese characteristics with international quality, the group aims to become the standard for hotels that embrace Chinese culture and Western lifestyle.

The core mission of J&E Group is to use Chinese-style customer service to build a proud and respectable national hotel brand.

In the next three to five years, J&E Group's development strategy will focus on China's major cities, including Beijing, Shanghai, Guangzhou, Guangdong Province, and their surrounding cities. The group will develop four types of hotels: the JE Mansion luxury hotel; JE Hotels & Resorts, which are built near beautiful scenic and historical sites; JE Yue Jing·Luxury Collection Hotel, which features distinctive local culture characteristics for high-end luxury business travelers; and JE·Service Apartments for a high-end residential lifestyle.

Aside from domestic expansion, J&E Group is planning on entering the international market starting with the US, Canada and Europe. J&E Group will become the first Chinese hotel management group to enter the international market.

J&E Group has taken imagery of its brand to Times Square in New York City, where it shows off its rich traditional Chinese heritage to global consumers.

Recently, its billboard in Times Square featured the words, "Peace, Tao, Taste, Awareness" to invite overseas visitors to experience the artistic conception of Chinese traditional culture paired with internationally advanced service.

Kang believes it takes a lot of hard work to master incorporating the true essence of Chinese culture into the hotel experience.

"By deepening my knowledge of Chinese traditions and culture, I hope I can spread my understanding of Chinese culture through J&E Group," Kang said. "A smooth debut of J&E Group in New York's Times Square is the best way to show off Chinese culture to the whole world."