季琦与王奕的对话

来源 :酒店精品 | 被引量 : 0次 | 上传用户:chenzy43111
下载到本地 , 更方便阅读
声明 : 本文档内容版权归属内容提供方 , 如果您对本文有版权争议 , 可与客服联系进行内容授权或下架
论文部分内容阅读
  2015年11月底,上海的初冬,在华住酒店集团总部那个清静的小院木屋中,《酒店精品》杂志出版人、酒店规划建筑与设计专家王奕与华住集团首席执行官季琦有过一次关于企业价值与市场的谈话。
  小木屋里有个铁炉子,季琦吩咐师傅把木炭烧起来,屋里顿时暖洋洋的。对于自己创业近二十年来的心得,对华住酒店产业的定位,以及对当前中国酒店业的分析,季琦做了一次十分概括而精准的解读。
  On a winter morning in late November 2015, Wang Yi, HOTEL ELITE publisher and a famous hotel planning architect and designer,and Ji Qi, founder and CEO of China Lodging Group, had a conversation about enterprise values and the market in the quiet courtyard cabin of China Lodging Group (Huazhu Hotel Group) headquarters in Shanghai,
  In the cabin, Ji Qi instructedthe master to burn the charcoalin the iron stove, and the room warmed up instantly......Here, Ji Qi gave a very general and accurate interpretation regarding his nearly twenty years of entrepreneurial experience, the industry positioning of the China Lodging Group, as well as the current analysis of the Chinese hotel industry.
  我觉得我们是酒店行业里做得最好的一家
  I Think We are One of the Best in the Hotel Industry of China
  王奕:从携程到如家,再到汉庭和今天的华住,这个连续而紧凑的创业历程中似乎有一条不断探索和创新的轨迹,你的执着追求是什么呢?
  In your on-going and fast-paced entrepreneurial process, from Ctrip to Home Inns, and again from Hanting Hotel to China Lodging today, you seemed to be following a course of continuous exploration and innovation, what is the pursuit behind your persistence?
  季琦:创立这三个公司其实是一个很自然的发展过程。最开始创办携程,做得相当成功;而后创办如家;而后,我希望成立一个比如家更为出色的公司。在这个想法的激励下,我开创了汉庭,后改名为华住。如家曾经走了很多的弯路,但成立汉庭就不会再走那些弯路了。现在我觉得我们是酒店行业里做得最好的一家。
  这么多年来,也许是对酒店行业和市场太了解了,我们知道怎么去做,怎么去解决各种问题,而且有了自己明确的目标。我认为做酒店行业就一定要以长久经营和发展为目标,国际上做得出色的酒店都是有传承、有历史的。这也是我的追求。
  These three companies actually belong to one natural development process. It was a great success founding Ctrip; then I founded the Home Inns; later I hoped to set up a company that will outshine Home Inns, which led to the establishment of Hanting, later renamed as China Lodging. A lot of the detours we took in setting up Home Inns, however, were not present in the process of establishing Hanting. Now I think we are of the best in the hotel industry.
  Over the years, perhaps we are already too familiar with the hotel industry and the market, we know how to do things, how to solve various problems, and we have our own clear objectives. I think that to be a part in the hotel industry means you must have long-term business and development goals. All the excellent international hotels have their unique historical heritage. This is my pursuit as well.
  企业的核心是创造价值
  The Core of the Enterprise is the Creation of Value   王奕:有追求的人都要应对各种挑战,这需要一种信仰和精神。
  People with pursuits need to face various challenges, which requires strong belief and spirit.
  季琦:是的,没有人可以知道未来,我们不知道有没有超越常人能力的存在,人类也没有预知未来这种特异功能,一切都要靠自己努力。但我们这些人需要有一点儿自信,有时甚至是自恋,感动于自己所做的事情、坚信自己的思考和判断,这种精神是非常重要的。
  Yes, no one can predict the future, we do not know if there is something beyond the ability of our human existence, and human beings can not predict the future, so we need to rely on our own efforts. But people like us need to have a little self-confidence, and sometimes even be a little narcissistic, be touched by the things you do, firmly believe in your thinking and judgment, such spirit is very important.
  王奕:携程、如家和汉庭的三次美国上市都是中国公司凭借资本创业的典型范例,你给不少创业者树立了榜样……
  The three US listings of Ctrip, Home Inns, and Hanting are all great examples of Chinese companies’ entrepreneurial endeavor based on venture capital. You have certainly set up many examples for a lot of entrepreneurs.
  季琦:有媒体说我是“创业教父”,是资本家,其实不准确。我不是个资本家,我是个企业家,我始终认为资本是为产业服务的。的确,我们创业的所有资本都是来自于成立之时的融资,而公司上市后需要持续的资金投入,其中还会有些资本方面的运作,私募融资的目的也是为了今后更好的发展。但是,资本运作的目的是什么呢?还是要为企业服务。有些人认为有资本就有企业,但我不这样认为。财富和资本固然是企业实力的自然体现,是企业实现战斗目标的重要手段,但仅仅依赖资本运作的企业不会有可持续性。企业的核心是创造价值,为顾客、员工、投资者带来价值,甚至是为你所在的社区和国家带来价值,也为创业者本人带来价值。纯资本的运作只能给投资人和高管等少部分人群创造价值,对企业来说,这是很难持久的。我们的企业和我们的酒店追求质量稳定、价格便宜、干净而负责,我们为顾客、员工和社会营造一种安全感和信任感,这很值得。
  Smiling and leaning forward slightly, Ji Qi continued promptly: Some of the media said I was "Godfather of entrepreneurship", a capitalist, in fact, this is not accurate. I am not a capitalist, I am an entrepreneur, and I always believe that the capital exist to serve the need of the industry. Indeed, all the capital of our business came from the financing at the time of the establishment, and the company needs continued funding input after the listing. There are also some capital operations, and the objective of private financing is for the better development in the future. However, what is the purpose of capital operation? Still, to serve the enterprise. Some people think that there is an enterprise when there is capital, but I do not think so. Wealth and capital, though, are the natural embodiment of the strength of the enterprise and are important means to achieve business goals, but mere reliance on the capital operation will not give birth to a sustainable enterprise. The core of the enterprise is to create value for customers, employees, investors, and even for the your communities and the country, and lastly, the entrepreneurs themselves. Pure capital operation can only create value for a small portion of investors and high executives, it is difficult to sustain for the enterprise. Our enterprise and our hotels are seeking stable quality, affordable price, cleanliness and a sense of responsibility, in doing so, we have created a sense of security and trust for our customers, our employees and our society. All is worthwhile.   中国传统酒店业正面临前所未有的危机和挑战
  Unprecedented Crisis and Challenges Faced by China's Traditional Hotel Industry
  王奕:企业的核心是创造价值,价值又创造了信任,信任又赢来更高的价值,真是太好了!但可能不是所有酒店业经营者都能做到这一点。
  The core of the enterprise is the creation of value, value then creates trust, trust then wins more value, this is wonderful! However, not all hotel operators can do that.
  季琦:这是浙江的蜜桔,特别好吃,你尝尝……( 这时,小木屋的温度被铁炉里的炭火烧得更加温暖了,落地大玻璃窗外的竹林和绿地浓郁依然,十分悦目。)
  This Zhejiang honey orange is most delicious, you must try......
  (Cabin became warmer as the temperature rose due to the burning charcoal in the stove. The bamboo forest and green meadows outside the floor-to-wall windows are most pleasant to the eyes.)
  季琦:我想大家都在追求价值,但是不容易。现在,中国传统酒店业正面临着前所未有的危机和挑战。这大概体现在三个方面:第一,经济型酒店发展很快,但正好面临中国经济下滑的严峻态势,尤其是在三、四、五线城市,酒店经营真的比较辛苦。第二,OTA的崛起占据了酒店业相当部分的营业收入份额。第三,非标准住宿的崛起,包括各种各样的民宿,也在挤压着传统酒店的空间。
  当然,每种危机都蕴藏着机会。我认为做到以下三点,酒店经营就会相对容易一些:1. 创造价值;2. 企业家主导;3. 市场化主导。
  I think we are all in the pursuit of value, and it is not easy. Now, China's tradition hotel industry is facing unprecedented crisis and challenges. This is generally reflected in three aspects: first, the development of Economy Hotel, though very fast, is now facing the grim situation of China's economic downturn, especially in the third, fourth or fifth tier cities. The hotel business has taken a hard hit. Second, the rise of OTA has accounted for a considerable portion of the hotel industry's operating income share. Third, the rise of non-standard accommodation, including a variety of guesthouses, is squeezing the space for the tradition hotels.
  Of course, every crisis offers a chance. I think the hotel business will be relatively easy if three things can be done as followed: 1. Creation of value; 2. Entrepreneurial leadership; 3. Market-orientation.
  市场化主导,这样想就这样做了
  Market Orientation - What You Think is What You Do
  王奕:这三点听上去简单概括,内容很实在,是你投资经营酒店这么多年的切身经验和总结。前两点创造价值和企业家主导似乎紧密相关,第三点“市场化主导”的内涵就更多了,既要企业做到,又要政府支持,还要有健康的市场竞争环境。如果仅从经济型酒店业的角度看,怎样面对市场化主导呢?
  These three points, though simple and inclusive, are of substantial content. They are certainly the summary of your many years of personal experience in hotel management and investment. The first two points, creation of value and entrepreneurial leadership, seem closely related. There seems to be much more to the third point of the Market-oriented approaches, since it requires the enterprise to achieve, but also the government to support, and lastly, a healthy market competition environment. If we are only looking from the perspective of the Economy Hotel industry, how should one face the market-orientation?   季琦:我认为中国经济型酒店业的市场格局已经基本确定,未来五年,中国酒店业的主战场将会聚焦于“中端酒店”,经济型酒店这个称呼似乎已经模糊了。面对市场,我们部署了四个中端品牌,分别是全季、美居、宜必思尚品、星程。美居和宜必思尚品是去年购买了欧洲雅高集团美居和宜必思在中国的品牌使用权。此外,我们自己还有一个品牌名为禧玥,市场定位于经常出差并且有一定审美能力的年轻人。
  我们的经营方式包括直营和加盟,我们的设计突出东方的禅意,以“静”为核心元素,但不是简陋;我们的服务理念是尽量贴近用户需求,让顾客感到比较其它酒店更方便些,更亲切些;同时,再加以使用功能和视觉感受上的一些创新设计,比如全季的DIY自动入住登记系统,这会为顾客创造好感……当然,好多工作还在不断地完善,好多事都在围绕这个中心目标展开。这都是市场化主导下的工作,这样想就这样做了,这样做就会为业主带来稳定的投资回报,也会为企业为社会带来好的回报。
  I think the market structure of China's economy hotel industry has basically been settled, in the next five years, the main battlefield of China's hotel industry will focus on the "mid-end hotel", the name of economy hotel seems to have been blurred. We have deployed four mid-end hotel brands to face the market, they are All seasons, Mercure, Ibis, Starway. We have purchased Mercure and Ibis brands' right to use in China from the European Accor Group. In addition, we have also created a brand called "Joya", which is targeted on the young and capable generation who travel frequently and possess certain aesthetic ability.
  Our business models include chain stores and franchising, our design highlights the Oriental Zen, using "tranquility" as the core elements, but not frugality; our service philosophy is to understand the customers' demand as much as possible, making their stay here much more convenient and heart-warming than elsewhere; at the same time, to utilize some innovative designs new to both function and visual perception to create a good impression, such as All Season's automatic DIY check-in system... Of course, we are still constantly improving a lot of work, and many projects revolve around the center of such target. These are all work to do under the market-orientation goal, what you think is what you do. This brings a stable return on investment for the owners, but also good result for the community.
  王奕:市场化主导就是参与竞争,对民营企业来说应该驾轻就熟,大的竞争环境还是挺好的。
  Market-orientation means to participate in the market competition, and the private enterprises should be adepts at it. In general, the competition environment is still quite good.
  季琦:是的,政府很支持市场化主导,也开放竞争。酒店、餐饮、零售,这些都属于完全竞争领域,国家在这方面是放开的,包括锦江、首旅这样的国企也都是市场化的,也生存在市场竞争之中。我们没有政府资源的支持,所以和国企的战略是不同的,我们依靠的是我们的企业制度、战略调整机制和创新能力。未来,我们希望与国企酒店业建立平等、融合、发展的关系,我们相信全国各地的酒店都能在新的经济格局中找到自己的市场,创造自己的价值。
  Yes, the government is very supportive of market-orientation, and also open to competition. Hotels, catering and retail all belong to fully competitive areas, the government is liberal in this regard. Even state-owned enterprises including Jinjiang Group and Beijing Capital Tourism are also marketized and survive in the market competition. We do not have the support of the government, so we use different strategy compared to state-owned enterprises. We rely on our corporate system, strategic adjustment mechanism and innovative capability. In the future, we hope to establish an equal relationship of integration and development with the state-owned hotel industry. We believe that hotels across the country can find their own market and create their own value in the new economic scale.
  (一缕阳光照在两人面前的大茶几上,闲聊开始…… )
  A casual chatting started as the rays of sunshine beamed down on the big coffee table in front of them......
其他文献
蔚蓝45  AZURE 45  蔚蓝45(Azure 45)是一家创意精致的高档餐厅,由米其林星级厨师宫崎慎太郎主理,提供当代法国美食。无论是情侣浪漫约会、团体聚餐或家庭节日活动,它均能不负众望,调顺众口。高雅美丽的私人包房,提供可容纳17位客人的个人化舒适环境。若是约见重要商业客户或私人聚会,不来此处,更待何时。  Awarded with one Michelin star by Michel
期刊
位于罗马的时尚大道康多提大道(Via Condotti)的Palazzo FENDI精品店,以其得天独厚的地理位置成为国际新地标。这座令人瞩目的建筑共有五层,而盘踞在四层的7间绝世罕见的套房成为FENDI旗下的首间精品酒店,满足那些寻求私密空间及意欲体味罗马独特韵味的贵宾们对高品质生活的追求,也颠覆了世人对于奢华的定义。  Situated on Via Condotti, Palazzo Fen
期刊
2016年3月26日,中乐集团、中乐汇中国名人俱乐部在北京中乐六星酒店召开“助推全球酒店资产合作,打造首个五星民族品牌”——启动全球酒店资产收购计划新闻发布会。  据悉,中乐集团、中乐汇中国名人俱乐部预计将用10年的时间,以品牌为主线,通过全资收购、合作托管、股权收购、兼并及品牌管理等多种方式并购与管理100家超五星级和五星级酒店,并携手餐饮、美业、健身等行业的众多知名品牌,打造全球第一个连锁五星
期刊
“维也纳第一区”,被誉为奥地利首都最古老最高贵的地区,联合国教科文组织已将其列为世界遗产。凯悦酒店集团在维也纳开业的第一间酒店就位于第一区中心地带,她就是维也纳柏悦酒店。酒店所在的建筑曾经是奥地利信贷银行的总部,已有百年之久,是第一区中一道不可抹煞的风景。如今,维也纳柏悦酒店栖身于此,倾诉着这栋建筑过往的同时,也为这座古城带来一丝现代魅力。  "Vienn's First District" is
期刊
ME by Meliá Debut in Vibrant Downtown Miami  2016年10月,美利亞酒店集团旗下ME品牌首次进驻美国,在迈阿密繁华市区盛大揭幕。ME酒店是美利亚旗下个性化生活方式品牌,在尊重当地特色的同时也寻求融合创新的风格。  酒店共14层,129间客/套房。与此同时,ME品牌以其无与伦比的露台而闻名,迈阿密的这家ME酒店大部分客房都带有私人露台,远眺比斯坎湾,近望
期刊
忘记从哪里看到这样一段话:“我在冗长的时光里旅行,遇见一位流浪女歌手,穿着复古长裙,站在中世纪废弃的古堡前,将流水的过往做成一枚山茶花的胸针。”复古潮流作为一种趋势,在酒店业中表现的愈发明显,尤以崇尚高雅生活方式的巴黎酒店业为甚。  这座城市拥有多间另欧洲邻国望之兴叹的“宫殿级”酒店,她们由内而外散发着高尚风雅的法国精神,彰显着对奢华生活与精致美学的主张,有些不乏复现旧世界的繁华与经典。历经4年改
期刊
Six Senses Hotels Resorts Spas in the Kingdom of Bhutan  六善養生及酒店集团计划于2017年下半年开幕在不丹五处各具特色的地方开设的卫星度假酒店,以便宾客更好的游览不丹全境,五间酒店将全部隶属不丹六善酒店一部分。此项目将五种独一无二的体验交织为一场不同凡响的不丹王国之旅。酒店共设有82间套房及别墅,宾客可于此被誉为“人间乐土”的缤纷国度享受廷
期刊
北京CBD商圈喧闹繁华、车水马龙,人们快速地穿梭于高楼大厦之中。然而,当你走出北京瑰丽酒店六层电梯的那一刻,周边的一切仿佛即刻安静下来,感受到的只有源于大自然的安逸及祥和。穿过温和的烛光到达Sense水疗中心的前台,你会感叹,在这节奏超快的大都市中心还有这样一片净土,抚慰着来客的身心。  Within the bustling CBD district of Beijing, people shu
期刊
2016年3月1日,安缦开设了其于日本的第二家度假村,也是旗下首座温泉度假村——Amanemu。坐落于日本中部本州岛三重县的伊势志摩国立公园,Amanemu既借自身与自然相融的乡间环境与东京安缦优势互补,又延续安缦在日本的繁衍旅程。汲取传统日式旅店的典型日本美学,Amanemu田园风光无限好。  Tuesday 1 March 2016 sees the launch of Amanemu, a
期刊
万豪国际酒店集团在西安的首家公寓品牌——西安万豪行政公寓,凭借自身对品质的追求及现代简约的别样魅力,正成为这座中国中部崛起战略的重要城市的理想下榻地。从公寓内的慕尼黑传统现酿啤酒坊,到采用德国海福乐五金配件的客房,西安万豪行政公寓似乎从一开始就与德式理性严谨却品质考究的产品文化结下了不解之缘。  As Marriott International's first apartment brand i
期刊