2015年11月底，上海的初冬，在華住酒店集團(tuán)總部那個(gè)清靜的小院木屋中，《酒店精品》雜志出版人、酒店規(guī)劃建筑與設(shè)計(jì)專家王奕與華住集團(tuán)首席執(zhí)行官季琦有過一次關(guān)于企業(yè)價(jià)值與市場的談話。

小木屋里有個(gè)鐵爐子，季琦吩咐師傅把木炭燒起來，屋里頓時(shí)暖洋洋的。對于自己創(chuàng)業(yè)近二十年來的心得，對華住酒店產(chǎn)業(yè)的定位，以及對當(dāng)前中國酒店業(yè)的分析，季琦做了一次十分概括而精準(zhǔn)的解讀。

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.

我覺得我們是酒店行業(yè)里做得最好的一家

I Think We are One of the Best in the Hotel Industry of China

王奕：從攜程到如家，再到漢庭和今天的華住，這個(gè)連續(xù)而緊湊的創(chuàng)業(yè)歷程中似乎有一條不斷探索和創(chuàng)新的軌跡，你的執(zhí)著追求是什么呢？

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：創(chuàng)立這三個(gè)公司其實(shí)是一個(gè)很自然的發(fā)展過程。最開始創(chuàng)辦攜程，做得相當(dāng)成功；而后創(chuàng)辦如家；而后，我希望成立一個(gè)比如家更為出色的公司。在這個(gè)想法的激勵(lì)下，我開創(chuàng)了漢庭，后改名為華住。如家曾經(jīng)走了很多的彎路，但成立漢庭就不會再走那些彎路了?，F(xiàn)在我覺得我們是酒店行業(yè)里做得最好的一家。

這么多年來，也許是對酒店行業(yè)和市場太了解了，我們知道怎么去做，怎么去解決各種問題，而且有了自己明確的目標(biāo)。我認(rèn)為做酒店行業(yè)就一定要以長久經(jīng)營和發(fā)展為目標(biāo)，國際上做得出色的酒店都是有傳承、有歷史的。這也是我的追求。

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.

企業(yè)的核心是創(chuàng)造價(jià)值

The Core of the Enterprise is the Creation of Value

王奕：有追求的人都要應(yīng)對各種挑戰(zhàn)，這需要一種信仰和精神。

People with pursuits need to face various challenges， which requires strong belief and spirit.

季琦：是的，沒有人可以知道未來，我們不知道有沒有超越常人能力的存在，人類也沒有預(yù)知未來這種特異功能，一切都要靠自己努力。但我們這些人需要有一點(diǎn)兒自信，有時(shí)甚至是自戀，感動(dòng)于自己所做的事情、堅(jiān)信自己的思考和判斷，這種精神是非常重要的。

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：攜程、如家和漢庭的三次美國上市都是中國公司憑借資本創(chuàng)業(yè)的典型范例，你給不少創(chuàng)業(yè)者樹立了榜樣……

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：有媒體說我是“創(chuàng)業(yè)教父”，是資本家，其實(shí)不準(zhǔn)確。我不是個(gè)資本家，我是個(gè)企業(yè)家，我始終認(rèn)為資本是為產(chǎn)業(yè)服務(wù)的。的確，我們創(chuàng)業(yè)的所有資本都是來自于成立之時(shí)的融資，而公司上市后需要持續(xù)的資金投入，其中還會有些資本方面的運(yùn)作，私募融資的目的也是為了今后更好的發(fā)展。但是，資本運(yùn)作的目的是什么呢？還是要為企業(yè)服務(wù)。有些人認(rèn)為有資本就有企業(yè)，但我不這樣認(rèn)為。財(cái)富和資本固然是企業(yè)實(shí)力的自然體現(xiàn)，是企業(yè)實(shí)現(xiàn)戰(zhàn)斗目標(biāo)的重要手段，但僅僅依賴資本運(yùn)作的企業(yè)不會有可持續(xù)性。企業(yè)的核心是創(chuàng)造價(jià)值，為顧客、員工、投資者帶來價(jià)值，甚至是為你所在的社區(qū)和國家?guī)韮r(jià)值，也為創(chuàng)業(yè)者本人帶來價(jià)值。純資本的運(yùn)作只能給投資人和高管等少部分人群創(chuàng)造價(jià)值，對企業(yè)來說，這是很難持久的。我們的企業(yè)和我們的酒店追求質(zhì)量穩(wěn)定、價(jià)格便宜、干凈而負(fù)責(zé)，我們?yōu)轭櫩汀T工和社會營造一種安全感和信任感，這很值得。

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.

中國傳統(tǒng)酒店業(yè)正面臨前所未有的危機(jī)和挑戰(zhàn)

Unprecedented Crisis and Challenges Faced by China's Traditional Hotel Industry

王奕：企業(yè)的核心是創(chuàng)造價(jià)值，價(jià)值又創(chuàng)造了信任，信任又贏來更高的價(jià)值，真是太好了！但可能不是所有酒店業(yè)經(jīng)營者都能做到這一點(diǎn)。

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：這是浙江的蜜桔，特別好吃，你嘗嘗……（ 這時(shí)，小木屋的溫度被鐵爐里的炭火燒得更加溫暖了，落地大玻璃窗外的竹林和綠地濃郁依然，十分悅目。）

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：我想大家都在追求價(jià)值，但是不容易?，F(xiàn)在，中國傳統(tǒng)酒店業(yè)正面臨著前所未有的危機(jī)和挑戰(zhàn)。這大概體現(xiàn)在三個(gè)方面：第一，經(jīng)濟(jì)型酒店發(fā)展很快，但正好面臨中國經(jīng)濟(jì)下滑的嚴(yán)峻態(tài)勢，尤其是在三、四、五線城市，酒店經(jīng)營真的比較辛苦。第二，OTA的崛起占據(jù)了酒店業(yè)相當(dāng)部分的營業(yè)收入份額。第三，非標(biāo)準(zhǔn)住宿的崛起，包括各種各樣的民宿，也在擠壓著傳統(tǒng)酒店的空間。

當(dāng)然，每種危機(jī)都蘊(yùn)藏著機(jī)會。我認(rèn)為做到以下三點(diǎn)，酒店經(jīng)營就會相對容易一些：1. 創(chuàng)造價(jià)值；2. 企業(yè)家主導(dǎo)；3. 市場化主導(dǎo)。

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.

市場化主導(dǎo)，這樣想就這樣做了

Market Orientation - What You Think is What You Do

王奕：這三點(diǎn)聽上去簡單概括，內(nèi)容很實(shí)在，是你投資經(jīng)營酒店這么多年的切身經(jīng)驗(yàn)和總結(jié)。前兩點(diǎn)創(chuàng)造價(jià)值和企業(yè)家主導(dǎo)似乎緊密相關(guān)，第三點(diǎn)“市場化主導(dǎo)”的內(nèi)涵就更多了，既要企業(yè)做到，又要政府支持，還要有健康的市場競爭環(huán)境。如果僅從經(jīng)濟(jì)型酒店業(yè)的角度看，怎樣面對市場化主導(dǎo)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：我認(rèn)為中國經(jīng)濟(jì)型酒店業(yè)的市場格局已經(jīng)基本確定，未來五年，中國酒店業(yè)的主戰(zhàn)場將會聚焦于“中端酒店”，經(jīng)濟(jì)型酒店這個(gè)稱呼似乎已經(jīng)模糊了。面對市場，我們部署了四個(gè)中端品牌，分別是全季、美居、宜必思尚品、星程。美居和宜必思尚品是去年購買了歐洲雅高集團(tuán)美居和宜必思在中國的品牌使用權(quán)。此外，我們自己還有一個(gè)品牌名為禧玥，市場定位于經(jīng)常出差并且有一定審美能力的年輕人。

我們的經(jīng)營方式包括直營和加盟，我們的設(shè)計(jì)突出東方的禪意，以“靜”為核心元素，但不是簡陋；我們的服務(wù)理念是盡量貼近用戶需求，讓顧客感到比較其它酒店更方便些，更親切些；同時(shí)，再加以使用功能和視覺感受上的一些創(chuàng)新設(shè)計(jì)，比如全季的DIY自動(dòng)入住登記系統(tǒng)，這會為顧客創(chuàng)造好感……當(dāng)然，好多工作還在不斷地完善，好多事都在圍繞這個(gè)中心目標(biāo)展開。這都是市場化主導(dǎo)下的工作，這樣想就這樣做了，這樣做就會為業(yè)主帶來穩(wěn)定的投資回報(bào)，也會為企業(yè)為社會帶來好的回報(bào)。

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：市場化主導(dǎo)就是參與競爭，對民營企業(yè)來說應(yīng)該駕輕就熟，大的競爭環(huán)境還是挺好的。

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，政府很支持市場化主導(dǎo)，也開放競爭。酒店、餐飲、零售，這些都屬于完全競爭領(lǐng)域，國家在這方面是放開的，包括錦江、首旅這樣的國企也都是市場化的，也生存在市場競爭之中。我們沒有政府資源的支持，所以和國企的戰(zhàn)略是不同的，我們依靠的是我們的企業(yè)制度、戰(zhàn)略調(diào)整機(jī)制和創(chuàng)新能力。未來，我們希望與國企酒店業(yè)建立平等、融合、發(fā)展的關(guān)系，我們相信全國各地的酒店都能在新的經(jīng)濟(jì)格局中找到自己的市場，創(chuàng)造自己的價(jià)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.

（一縷陽光照在兩人面前的大茶幾上，閑聊開始…… ）

A casual chatting started as the rays of sunshine beamed down on the big coffee table in front of them......