Recently, Mr Qinhua Hong, founder of Lvmama Group & chairman of Joyu Group, has declared that Lvmama got the strategic investment of RMB 500 million from Jin Jiang International (Holdings) Co., Ltd. (“Jinjiang International”). The investment is a booster in Joyu Group’s formation of the largest O2O platform in tourism industry in China. Joyu Group’s business consists of five sections, i.e., Lvmama Online Tourist Agency, Kchance Travelling planning and design, Joyu Tourism Marketing, Joyu Tourism Development and Tent Resort Hotels, forming an overall O2O industrial chain in tourism industry. Joyu Group has been rewarded by China Tourism Academy as one of China’s Top 20 Tourism Groups in the three consecutive years.

Lvmama is not only a comprehensive OTA with DIY tour as its core business, but also a pioneer in setting up e-ticket reservation in China. Lvmama Online Tourist Agency has been providing customers with a wider range of vocational products covering booking services for neighboring trips, inbound & outbound trips, and business customized trips. According to the reports from Iresearch and Analysis International Consulting Cooperation, Lvmama took leading positions in the market shares of both the advance payment for admission ticket and neighboring trips. According to “The Latest Specific Analysis Reports of China’s Online Family Trip” released by Analysys, the “Lvyue Family Trip” is an innovative and leading brand under Lvmama Online Tourist Agency. At the same time the self-driving trip of Lvmama Online Tourist Agency is the key product of leisure trip in the neighborhood, and plays a leading role in the OTA market. Mr Xiaosong Wang, CEO from Lvmama Online Tourist Agency, aimed at taking the first place in the market share of neighboring trip in 2015.

Prior to this transaction, Lvmama Online Tourism has gained multi-round investments respectively from Sequoia Capital, CDH Investments, South River Capital, and Guangya Capital. And Jinjiang International is one of the largest comprehensive tourist enterprises in China, which has invested and managed nearly 1689 hotels and ranked as the first hotel group in Asia, as well as the Top 10 Global Hotel Group. Jinjiang International owns four listed company with the industry chain based on hotel, tourism, passenger transport &logistics, real estate, industry, finance and other fields.

Grandall Law Firm (Shanghai) has acted as the special legal counsel for Jinjiang International, with Mr. GUAN Jianjun, Mr. WU Ming, Ms. LU Ruyi, Ms. SHAO Qinglu, Ms. DU Jiawen and Mr. YAO Yingchen being key lawyers servicing the case.