论文部分内容阅读
杭州市是福布斯认证的世界最佳商业城市，是浙江省的政治经济中心，也是中国酒店业一扇靓丽的“发展之窗”。1984年开业的杭州香格里拉酒店最近迎来时隔三十二年后的本家晚辈：2016年3月12日开业的城中香格里拉大酒店，新的“香派”环境和服务令人期待。
近年来杭州城市规划建设荡气回肠，商业开发和房地产发展飙速，在国内外顶级财团争相进场的巨大支持下，随之而来的国际酒店大品牌相继登台逐一亮相，好不热闹。最近，柏悦酒店和康莱德酒店两家新店即将在杭州钱江新城闪亮登场，前者出现在新加坡地产大鳄凯德置地打造的来福士广场最高顶端位置中，后者是中资华润集团和香港新鸿基地产两个大牌联手的钱江新城万象城商业中心内的一颗明珠。此外，万豪、希尔顿、喜来登、费尔蒙、美高梅、卓美亚等近十家新店也被诸多大型城市商业开发业主邀约加盟，只待大戏开演，连四季酒店也罕见被传要与杭州再续前缘。
浙江宁波，也是孕育现代新城市生命的热土，受到长江三角洲和省府杭州经济暖流的影响，商业房地产走势上升，请来国内外酒店品牌搭台唱戏既理所当然也顺理成章，据悉，未来两年居然会有多家外来酒店品牌入赘。
但是，影响酒店开业的因素很多，流传最多的担忧是如此众多豪华名牌酒店一起吹响集合号可能会有问题，时过境迁之际，人们看到市场发生着快速变化，超大商业综合体的资本负担不可超限，寅吃卯粮也未必一直靠谱，抱团取暖虽说有理，但抱个多大的团最合适最安全？
一个大型现代城市打造一个巨无霸商业文化+房地产综合体不仅可行而且必要，但再多一个就可能立马出错；三两个奢华顶级酒店做邻居可能勉强还行，但五公里之内再有三两家竞品抢戏，日子就没法过了。因为谁都知道，酒店市场的同城竞争一定会伤害原本健康的格局，一定会对投资者和股东不利，也一定会拖累酒店自己。就像香格里拉酒店在杭州，三十年后才会再出一牌，谨慎之至无可挑剔。
其实，“做大不如做精，进城不如进郊”
的理念在浙江已经开始逐渐深入人心，浙江酒店投资，也已经更加精明了。
据当地媒体报道，截止到2016年4月，浙江已确定开业试营时间的大型新酒店只有三家，在已知即将开业的三十几家国内外著名品牌酒店中只占10%，而且还有不确定因素。速度，这个一直被歌颂被追求的城市发展情怀，被新局面新现实注射了一针清醒剂，竞跑者们似乎停下来了，在来得及控制损失的时候他们多数人停下了快跑的步伐。与此同时，原本闷声推广的中低端连锁酒店、原本名不见经传的郊区小酒店，风景山林民宿和多种热情众筹的创新酒店或度假村模式却如雨后春笋般在浙江各主要城市，也在杭州周边区域雀跃生长，朝气蓬勃！
有些停下来，有些开步走，对浙江是大好事，对全国也是榜样。
江苏省的酒店发展，也有与浙江省较为类似的现状。苏州就很像杭州，这几年发展速度超快，负重也逐渐增多。而南京、无锡、扬州、常州、镇江和盐城等地则各有特色，酒店业或倚老或求新，都在思考盘整再发之中。江苏虽然交过学费，只要该停就停该走就走，不落俗套科学规划，机会还有一大把。
无论浙江和江苏，类型太集中模样太相似的高档奢华大酒店显然面临瘦身、整理和局部战略退出的选择；而中小型城市酒店和乡郊魅力民宿们择地而生，因地制宜，轻资产轻成本，真正生逢其时！当然，多数中小酒店正在追求数量热衷众筹的扩展阶段，不少民宿产品也凭着依山傍水的自然环境，以及住老房拉体验的办法，在新媒体推起最早的口碑，但多数对酒店产品的专业化设计和服务品质关注不足，对长期发展策略考虑不足，这可能是成长初期难免的身体缺欠，期待也相信他们能很快补足营养，健康成长。
毕竟，这几年长江三角洲的酒店，比起全国，步伐快了好几步，体格也要健壮起来才更好。
为了自己的命运，为了我们的酒店，告别过去，重新启航！
（作者是345酒店规划设计机构董事长兼总建筑师，酒店精品传媒出版人）
Hangzhou city， the political and economic center of Zhejiang， is certified by Forbes as one of the world's best commercial cities. It is also regarded as a beautiful "window of development" across China's hotel industry. Opened in 1984， Shangri-La Hotel Hangzhou has recently greeted its younger brother after a lapse of 32 years： on March 12， 2016， Midtown Shangri-La Hangzhou opened and its "Shangri-La style" environment and service are drawing enormous attention.
In recent years， Hangzhou city has been experiencing magnificent planning and construction and its commercial development and real estate industries have been developing very fast. With the ensuing support of domestic and foreign top consortiums， the international hotel brands have successively appeared on stage one by one. Recently， a Park Hyatt hotel and a Conrad hotel will make their shining debuts in Hangzhou Qianjiang New City. The former will appear on the top of Raffles City built by Singapore's CapitaLand， and the latter will appear in Qianjiang New City MIXC City Commercial Center built by China Resources Group and Hong Kong Sun Hung Kai Properties. In addition， 10 new hotels brands including Marriott， Hilton， Sheraton， Fairmont， MGM and Jumeirah are also signed by property developers and owners， and a great show is about to begin. Even the Four Seasons hotel may renew its connections with Hangzhou again. Ningbo， Zhejiang Province are also hotspots for breeding modern new city life. Influenced by the economic recovery of the Yangtze River Delta and Hangzhou， the real estate industry is on the rise， so it becomes natural for domestic and international hotel brands to start business here. It is learned that in the next two years there would be two dozen foreign hotel brands to begin operations here.
However， many factors affect the opening of hotels， and problems may occur when so many luxury brand hotels come together. As time passes， the market is undergoing rapid changes and large commercial complexes cannot exceed the limit of the capital burden. It may not always be advisable to borrow money for starting business. Although it makes sense that one stays safe by being closely located to each other， but what is the most suitable and safest pattern for this？
Building a giant complex featuring commerce， culture and real estate in a large modern city is not only feasible， but also necessary， but building one more could likely be a mistake； a couple of luxury hotels as neighbors could barely work； however， if two or three more open within five kilometers， they cannot survive. Because everyone knows that the same-city competition will certainly harm the otherwise healthy hotel market pattern， which is unfavorable to investors and shareholders， but also poses difficulties for the hotel itself. Shangri-La has opened another hotel in Hangzhou， three decades after the opening of its first hotel in this city. Such is impeccable caution.
In fact， "refinement matters more than size， and the suburbs are better than city centers." Such concept has been widely accepted in Zhejiang， so businesspeople in Zhejiang are becoming more shrewd when they invest in building a hotel.
According to local media coverage， as of April 2016， only three large new hotels have determined the opening dates of their trial operations； in the 30 domestic and foreign well-known brand hotels which are known to open， this number only accounts for 10%， and there are further uncertainties involved. The speed of growth has been the sole praise and pursuit of the city， and now injected
with the understanding of the new reality， the competing runners have slowed down. They know they still have the time to control the loss. At the same time， the once quiet low-end chain hotels， originally unknown small suburban hotels， scenic mountain lodges， innovative crowd-funded hotels and resort hotels are now sprouting in the main cities in Zhejiang as well as the surrounding areas of Hangzhou. Some stop while others continue to stride forward. It is good for Zhejiang and serves as a good example for the whole country.
The development of the hotel industry in Jiangsu Province also has a status quo similar to that of Zhejiang Province. Much like Hangzhou， Suzhou has entered a super-fast development phase in recent years， and its burden has gradually increased. Cities like Nanjing， Wuxi， Yangzhou， Changzhou， Zhenjiang and Yancheng have their own characteristics. Their hotel industries， old or new， are all planning for a new future. Although Jiangsu has paid a lot for this， there are still a lot of opportunities for it as long as it follows scientific planning and knows where to start and where to stop.
Regardless of Zhejiang and Jiangsu， similar hotels are now facing options–downsizing， restructuring and exiting. Small and medium-sized urban hotels and rural homestay hotels， with light asset and costs， are adjusting themselves to local conditions. They are coming at the right time！ Certainly， the majority of small and medium-sized hotels are still expanding their business and pursuing crowd-funding ， and many homestay hotels are also promoting the charming scenery around them by advocating the idea of "Stay in Old Houses， Enjoy New Experiences". They may have accumulated initial word-of-mouth referrals on social media， but most of them lack professional design， service and a long-term development strategy. Such may be an inevitable physical defect in the early development stages. We expect and believe that they will grow healthily with adequate nutrition soon.
After all， the hotel industry has been developing faster in the Yangtze River Delta than in the rest of the country in recent years， but it is also advised to maintain a "robust physique."
For the destiny of our hotels， we need to bid farewell to the past and set sail again！
（The author of this article is president and general architect of the 345 Hotel Design Group and publisher of Hotel Elite.）
近年来杭州城市规划建设荡气回肠，商业开发和房地产发展飙速，在国内外顶级财团争相进场的巨大支持下，随之而来的国际酒店大品牌相继登台逐一亮相，好不热闹。最近，柏悦酒店和康莱德酒店两家新店即将在杭州钱江新城闪亮登场，前者出现在新加坡地产大鳄凯德置地打造的来福士广场最高顶端位置中，后者是中资华润集团和香港新鸿基地产两个大牌联手的钱江新城万象城商业中心内的一颗明珠。此外，万豪、希尔顿、喜来登、费尔蒙、美高梅、卓美亚等近十家新店也被诸多大型城市商业开发业主邀约加盟，只待大戏开演，连四季酒店也罕见被传要与杭州再续前缘。
浙江宁波，也是孕育现代新城市生命的热土，受到长江三角洲和省府杭州经济暖流的影响，商业房地产走势上升，请来国内外酒店品牌搭台唱戏既理所当然也顺理成章，据悉，未来两年居然会有多家外来酒店品牌入赘。
但是，影响酒店开业的因素很多，流传最多的担忧是如此众多豪华名牌酒店一起吹响集合号可能会有问题，时过境迁之际，人们看到市场发生着快速变化，超大商业综合体的资本负担不可超限，寅吃卯粮也未必一直靠谱，抱团取暖虽说有理，但抱个多大的团最合适最安全？
一个大型现代城市打造一个巨无霸商业文化+房地产综合体不仅可行而且必要，但再多一个就可能立马出错；三两个奢华顶级酒店做邻居可能勉强还行，但五公里之内再有三两家竞品抢戏，日子就没法过了。因为谁都知道，酒店市场的同城竞争一定会伤害原本健康的格局，一定会对投资者和股东不利，也一定会拖累酒店自己。就像香格里拉酒店在杭州，三十年后才会再出一牌，谨慎之至无可挑剔。
其实，“做大不如做精，进城不如进郊”
的理念在浙江已经开始逐渐深入人心，浙江酒店投资，也已经更加精明了。
据当地媒体报道，截止到2016年4月，浙江已确定开业试营时间的大型新酒店只有三家，在已知即将开业的三十几家国内外著名品牌酒店中只占10%，而且还有不确定因素。速度，这个一直被歌颂被追求的城市发展情怀，被新局面新现实注射了一针清醒剂，竞跑者们似乎停下来了，在来得及控制损失的时候他们多数人停下了快跑的步伐。与此同时，原本闷声推广的中低端连锁酒店、原本名不见经传的郊区小酒店，风景山林民宿和多种热情众筹的创新酒店或度假村模式却如雨后春笋般在浙江各主要城市，也在杭州周边区域雀跃生长，朝气蓬勃！
有些停下来，有些开步走，对浙江是大好事，对全国也是榜样。
江苏省的酒店发展，也有与浙江省较为类似的现状。苏州就很像杭州，这几年发展速度超快，负重也逐渐增多。而南京、无锡、扬州、常州、镇江和盐城等地则各有特色，酒店业或倚老或求新，都在思考盘整再发之中。江苏虽然交过学费，只要该停就停该走就走，不落俗套科学规划，机会还有一大把。
无论浙江和江苏，类型太集中模样太相似的高档奢华大酒店显然面临瘦身、整理和局部战略退出的选择；而中小型城市酒店和乡郊魅力民宿们择地而生，因地制宜，轻资产轻成本，真正生逢其时！当然，多数中小酒店正在追求数量热衷众筹的扩展阶段，不少民宿产品也凭着依山傍水的自然环境，以及住老房拉体验的办法，在新媒体推起最早的口碑，但多数对酒店产品的专业化设计和服务品质关注不足，对长期发展策略考虑不足，这可能是成长初期难免的身体缺欠，期待也相信他们能很快补足营养，健康成长。
毕竟，这几年长江三角洲的酒店，比起全国，步伐快了好几步，体格也要健壮起来才更好。
为了自己的命运，为了我们的酒店，告别过去，重新启航！
（作者是345酒店规划设计机构董事长兼总建筑师，酒店精品传媒出版人）
Hangzhou city， the political and economic center of Zhejiang， is certified by Forbes as one of the world's best commercial cities. It is also regarded as a beautiful "window of development" across China's hotel industry. Opened in 1984， Shangri-La Hotel Hangzhou has recently greeted its younger brother after a lapse of 32 years： on March 12， 2016， Midtown Shangri-La Hangzhou opened and its "Shangri-La style" environment and service are drawing enormous attention.
In recent years， Hangzhou city has been experiencing magnificent planning and construction and its commercial development and real estate industries have been developing very fast. With the ensuing support of domestic and foreign top consortiums， the international hotel brands have successively appeared on stage one by one. Recently， a Park Hyatt hotel and a Conrad hotel will make their shining debuts in Hangzhou Qianjiang New City. The former will appear on the top of Raffles City built by Singapore's CapitaLand， and the latter will appear in Qianjiang New City MIXC City Commercial Center built by China Resources Group and Hong Kong Sun Hung Kai Properties. In addition， 10 new hotels brands including Marriott， Hilton， Sheraton， Fairmont， MGM and Jumeirah are also signed by property developers and owners， and a great show is about to begin. Even the Four Seasons hotel may renew its connections with Hangzhou again. Ningbo， Zhejiang Province are also hotspots for breeding modern new city life. Influenced by the economic recovery of the Yangtze River Delta and Hangzhou， the real estate industry is on the rise， so it becomes natural for domestic and international hotel brands to start business here. It is learned that in the next two years there would be two dozen foreign hotel brands to begin operations here.
However， many factors affect the opening of hotels， and problems may occur when so many luxury brand hotels come together. As time passes， the market is undergoing rapid changes and large commercial complexes cannot exceed the limit of the capital burden. It may not always be advisable to borrow money for starting business. Although it makes sense that one stays safe by being closely located to each other， but what is the most suitable and safest pattern for this？
Building a giant complex featuring commerce， culture and real estate in a large modern city is not only feasible， but also necessary， but building one more could likely be a mistake； a couple of luxury hotels as neighbors could barely work； however， if two or three more open within five kilometers， they cannot survive. Because everyone knows that the same-city competition will certainly harm the otherwise healthy hotel market pattern， which is unfavorable to investors and shareholders， but also poses difficulties for the hotel itself. Shangri-La has opened another hotel in Hangzhou， three decades after the opening of its first hotel in this city. Such is impeccable caution.
In fact， "refinement matters more than size， and the suburbs are better than city centers." Such concept has been widely accepted in Zhejiang， so businesspeople in Zhejiang are becoming more shrewd when they invest in building a hotel.
According to local media coverage， as of April 2016， only three large new hotels have determined the opening dates of their trial operations； in the 30 domestic and foreign well-known brand hotels which are known to open， this number only accounts for 10%， and there are further uncertainties involved. The speed of growth has been the sole praise and pursuit of the city， and now injected
with the understanding of the new reality， the competing runners have slowed down. They know they still have the time to control the loss. At the same time， the once quiet low-end chain hotels， originally unknown small suburban hotels， scenic mountain lodges， innovative crowd-funded hotels and resort hotels are now sprouting in the main cities in Zhejiang as well as the surrounding areas of Hangzhou. Some stop while others continue to stride forward. It is good for Zhejiang and serves as a good example for the whole country.
The development of the hotel industry in Jiangsu Province also has a status quo similar to that of Zhejiang Province. Much like Hangzhou， Suzhou has entered a super-fast development phase in recent years， and its burden has gradually increased. Cities like Nanjing， Wuxi， Yangzhou， Changzhou， Zhenjiang and Yancheng have their own characteristics. Their hotel industries， old or new， are all planning for a new future. Although Jiangsu has paid a lot for this， there are still a lot of opportunities for it as long as it follows scientific planning and knows where to start and where to stop.
Regardless of Zhejiang and Jiangsu， similar hotels are now facing options–downsizing， restructuring and exiting. Small and medium-sized urban hotels and rural homestay hotels， with light asset and costs， are adjusting themselves to local conditions. They are coming at the right time！ Certainly， the majority of small and medium-sized hotels are still expanding their business and pursuing crowd-funding ， and many homestay hotels are also promoting the charming scenery around them by advocating the idea of "Stay in Old Houses， Enjoy New Experiences". They may have accumulated initial word-of-mouth referrals on social media， but most of them lack professional design， service and a long-term development strategy. Such may be an inevitable physical defect in the early development stages. We expect and believe that they will grow healthily with adequate nutrition soon.
After all， the hotel industry has been developing faster in the Yangtze River Delta than in the rest of the country in recent years， but it is also advised to maintain a "robust physique."
For the destiny of our hotels， we need to bid farewell to the past and set sail again！
（The author of this article is president and general architect of the 345 Hotel Design Group and publisher of Hotel Elite.）