French resort operator Club Med is accelerating localization in China with its new Chinese brand name, Dizhonghai Julebu, which literally means Mediterranean Club.

The company announced the new name on Aug 17 at a membership event held in Club Med Lijiang, Southwest China's Yunnan province. The name will be used in all Club Med marketing communication and resorts in China.

Since Club Med entered China in 2003, it has been committed to providing customers with "hassle-free all-inclusive holidays".

As a brand under Chinese conglomerate Fosun Tourism Group, Club Med has adopted the new Chinese brand name to ensure better, long-term development in the Chinese market. It will also assist the brand's long-term strategic goals in China's culture and tourism industry, according to the company.

"The official launch of this Chinese brand name means the beginning of Club Med's new journey in China. It shows that Club Med is willing to capture all the opportunities to grow in China and is highly confident about increasing its investment in the mid- to high-end holiday market. It also demonstrates Club Med's determination to better serve Chinese consumers and the Chinese market," the company said.

Andrew Xu, executive president of Fosun Tourism Group and CEO of Club Med China, said at the membership event: "The official launch of the new Chinese brand name plays an important role in promoting our brand image among consumers in China. This is not only in line with the trend of China's development, but also in line with the trend of quality development in China's leisure industry."