September 10，Dongcheng International Group is in the core area of ​​first-tier cities、The first core property project - Yishang PLUS Beijing Bird's Nest Store opened grandly next to the National Stadium Bird's Nest。Founder of Dongcheng International Group、Chairman and CEO Cheng Xinhua and many group executives attended，Mr. Wang Xiaofei、Tan Dongfang, Deputy Secretary-General of China Tourist Hotels Association，And group partners、Media and friends from all walks of life are here，Witness the implementation of the first project of Dongcheng’s “Three Products and Nine Cities” plan。Cheng Xinhua mentioned during the opening speech，Dongcheng has been cultivating the market south of the Yangtze River for a long time，The opening of Yishang PLUS Beijing Bird's Nest flagship store is the fruit of Dongcheng's "Three Products and Nine Cities" plan。Dongcheng will be located in first-tier cities in Beijing, Shanghai, Guangzhou and Shenzhen、New first-tier cities、Provincial capital city，Let more consumers experience the 188bet happiness proposition of Yishang PLUS。

Opening of 188bet Beijing Bird's Nest Store，Will fully unveil Dongcheng’s “Three Ranks and Nine Cities，The curtain of "attacking the front line"，Empowering the development of Dongcheng。In the future, Dongcheng will be based on the first-tier markets of Beijing, Shanghai, Guangzhou and Shenzhen，Continue to consolidate the domestic regional market，Further develop overseas markets，Thick global influence。

188bet makes happiness within reach

Today’s debut in Beijing，Yishang PLUS also focuses on the core value of the brand "Happy Business Travel"，brings a new and upgraded brand experience event - 188bet，A "visible event" was created on site、Audio、Can taste、Can be imagined、Playable、A journey of full-scenario concrete happiness that can be taken away。

Yishang PLUS Beijing Bird's Nest Store is located at North Fourth Ring Middle Road, Beijing，Next to Pangu Grand View，With the National Olympic Stadium Bird's Nest、One step away from the Water Cube，Unique geographical location，It is a 188bet happy place created by Dongcheng for guests in the central axis of the city，Take happiness as a bond，Helping guests bid farewell to the same business travel life。

Zhao Juntao, Vice President of Dongcheng International Group and President of Nordic Lifestyle Business Group, said in his speech，188bet subverts traditional festival marketing，is another emotional link for the Yishang PLUS brand to convey the concept and attitude of happy life to consumers，Will create a true brand IP。

The 188bet originated from the founder of Yishang PLUS brand during his study tour in Northern Europe，Participated in the Swedish annual carnival - Midsummer Festival，In addition to the cheerful holiday atmosphere，He is even more attracted by the locals’ positive attitude towards life，Impressed by the comfortable lifestyle of enjoying the current state。This feeling made him decide to hold the "188bet" in Yishang PLUS Hotel, To arouse people’s yearning and desire for a better life。

188bet scene，The passionate and unrestrained Finnish traditional dance quickly brings the audience into the rich Nordic atmosphere；Simple and bright，The Nordic music salon full of folk atmosphere allows the audience to wander in it；Based in the breath of music，One more cup of coffee，Consumers can enjoy Nordic comfort and leisure in FIKA’s happy time。Happy life，How can we live without delicious food？Eating meat in Nordic food taste、Drinking heavily，Feel the fun brought by delicious food。When hearing、Vision、The taste is satisfied，You can also go to the Nordic Creative Market to appreciate Nordic-style artwork，Feel the lifestyle and attitude conveyed by the artwork。Behind the smart and open 188bet，It is Dongcheng’s profound consumer insights and product service innovation。

188bet style is popular in the market

With the continuous development of China’s 188bet market、Change of consumer generations，More and more guests are not satisfied with the single accommodation function of hotels，Start pursuing personalization、Layered accommodation experience。Especially the new generation of consumers，While they were staying in the 188bet，Pay more attention to the interactive experience and emotional resonance during the stay。

Yishang PLUS was born under the profound consumption changes，Exquisitely positioned Nordic mid- to high-end 188bet brand。It is the first domestic brand focusing on exquisite Nordic style、A 188bet brand advocating Nordic lifestyle。The happiness philosophy surrounding the Nordics，Yishang PLUS has created a new category of "happy business travel" in the domestic 188bet industry in a unique way。And happiness，Undoubtedly the most beautiful emotion and long-cherished wish of all mankind。With the lifestyle and design style from the Nordic country, which has the highest happiness index in the world，Yishang PLUS aims to deliver a happy Nordic lifestyle to travelers around the world，Let guests stay on their business trip，You can also enjoy a different happy life。

The 188bet therefore creates "comfort"、Comfortable、Pleasurable Nordic lifestyle space，Via HEJ Fika Nordic Living Hall、Safety sleep system、Hygge Fitness、“People-oriented” Nordic service and various wisdom、Scientific detailed design，Let guests experience "happiness is not far away"，The happiness of traveling when you are right by your side。Since its founding，Yishang PLUS has won the China 188bet Golden Horse Award for "China's Best Lifestyle Creative 188bet Brand"、China 188bet Starlight Award "China's Most Investment Valuable Business 188bet Brand"、China 188bet High Participation Award "China's 188bet with Great Investment Value" and many other industry laurels。Praise from industry authorities，Fully shows that consumers and investors affirm the brand strength and industry influence of Yishang PLUS 188bet。

With Yishang PLUS in Beijing、Shanghai、Chongqing、Changsha、Wuxi、Nanning and other cities are opening one after another，And completed in Guangzhou、Shenzhen、Hangzhou、Xiamen、Chengdu、Guiyang、Taiyuan、Haikou、Xi’an、Project layout in Wuhan and other places。Future，The 188bet will be the brand IP festival of Yishang PLUS，And caused a craze for experiencing “Nordic lifestyle” again and again，Pass on the beauty and positive life philosophy of Northern Europe。

Layout in key cities to empower the 188bet’s development

For a company growing in the regional market、Growing in the national market、For local 188bet groups that are actively entering overseas markets，Opening of Yishang PLUS Beijing Bird's Nest Store，Extraordinary significance，It will fully reveal Dongcheng’s “Three Ranks and Nine Cities，The curtain of "attacking the front line"，Empowering the development of Dongcheng。

Development to date，Dongcheng relies on platform and financial strategies，Focus on the mid- to high-end 188bet market，Has developed 15 major 188bet brands，2,500 stores in 200 cities around the world，Accumulated 30 million paying members。Currently, an average of 900 new contracts are signed every year，The pace of opening 500 new stores continues to grow。

Tan Dongfang, deputy secretary-general of the China Tourist Hotels Association, spoke highly of the opening of Yishang PLUS Beijing Bird's Nest store，And send a message to Dongcheng；“Dongcheng has injected fresh blood and vitality into China’s 188bet industry，I also look forward to Dongcheng’s new mission，Based on the East、Going to the world，Bringing more surprises and glory to China’s 188bet industry！”

On the journey to develop the mid-to-high-end market，Dongcheng will continue to adhere to the principle of "keeping integrity and exceeding excellence，The brand strategy of "Light up the layout"，Exploring different cultures、Consumption value and investment value of different aesthetics in 188bet space，Committed to providing diverse lifestyle choices for global travelers！