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RGun123456
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IP属地:吉林
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RGun123456
2020-10-30
$陆金所(LU)$
还是5股。感谢老虎不杀之恩
RGun123456
2020-09-24
$老虎证券(TIGR)$
这是怎么了[笑哭]
RGun123456
2020-08-05
$金融壹账通(OCFT)$
集团科技部门!
RGun123456
2020-08-05
$金融壹账通(OCFT)$
近两年的折腾,还是回归成为平安集团的科技部!1、外部收入占比回归到18年水平,还是得靠平安集团(占比超60%)。2、系统部署(Business Origination)收入大幅减缓35%——>19%,第三方客户收入失速明显100%的降速107%——>50.4%——>28.9%。输出不易! 还受到蚂蚁集团强大科技输出。3、零售贷款/中小企业贷款同比下降,给集团的流量获取能力也在减弱。
RGun123456
2020-07-24
$金融壹账通(OCFT)$
跌跌更健康!
RGun123456
2020-06-30
$华住(HTHT)$
盼了好久的一季度在半年报数据截止日出来!是故事呢,还是事故?
RGun123456
2020-03-09
$百度(BIDU)$
账上有现金,回购啊
RGun123456
2020-03-06
$百度(BIDU)$
百度系有点残啊
RGun123456
2020-02-27
$百度(BIDU)$
连续几个财报发布前都是跌。真是加不懂,仓位了
RGun123456
2020-02-27
$51Talk(COE)$
熔断了?
RGun123456
2020-02-26
这
$51Talk(COE)$
换手率太好了吧
RGun123456
2020-02-17
$华住(HTHT)$
高瓴Q4清仓了?12月从雅高大宗交易接的盘,不用锁定期?
@小虎老师
@2018虎妞
RGun123456
2020-01-14
这篇文章不错,转发给大家看看
季琦讲透了这个行业:中国新四大红利与酒店的未来
RGun123456
2019-12-13
$华住(HTHT)$
这市盈率多少倍了?高瓴31.5接的雅高的盘就够高的了!酒店加盟来到县城就能估值百倍?魔幻
RGun123456
2019-09-10
这是为什么?暴涨
RGun123456
2019-08-22
$跟谁学(GSX)$
跳水动作标准!国家队姿势[得意]
RGun123456
2019-08-07
新发股价10.5。现在还维持12,等着瞧吧
RGun123456
2019-04-18
$华住(HTHT)$国际化战略,不太受市场欢迎啊。准备撤了。感谢1年多给的盈利
RGun123456
2019-04-04
$如涵控股(RUHN)$ 去如涵旗下淘宝店里,随便买个啥,然后差评!!!就是一带量卖假货的!
RGun123456
2019-04-03
$趣头条(QTT)$ 放出空券来,马上哇哇的跌。绝对有庄,不跟他玩了
去老虎APP查看更多动态
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href=\"https://laohu8.com/S/BIDU\">$百度(BIDU)$</a>连续几个财报发布前都是跌。真是加不懂,仓位了","text":"$百度(BIDU)$连续几个财报发布前都是跌。真是加不懂,仓位了","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/989628112","isVote":1,"tweetType":1,"viewCount":1477,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":989638450,"gmtCreate":1582814637770,"gmtModify":1704347811174,"author":{"id":"3462352031183532","authorId":"3462352031183532","name":"RGun123456","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":3,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/COE\">$51Talk(COE)$</a>熔断了?","listText":"<a href=\"https://laohu8.com/S/COE\">$51Talk(COE)$</a>熔断了?","text":"$51Talk(COE)$熔断了?","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/989638450","isVote":1,"tweetType":1,"viewCount":1633,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":989322172,"gmtCreate":1582727948196,"gmtModify":1704347462742,"author":{"id":"3462352031183532","authorId":"3462352031183532","name":"RGun123456","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":3,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"这<a href=\"https://laohu8.com/S/COE\">$51Talk(COE)$</a>换手率太好了吧","listText":"这<a href=\"https://laohu8.com/S/COE\">$51Talk(COE)$</a>换手率太好了吧","text":"这$51Talk(COE)$换手率太好了吧","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/989322172","isVote":1,"tweetType":1,"viewCount":1444,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":917504244,"gmtCreate":1581953461788,"gmtModify":1704345360937,"author":{"id":"3462352031183532","authorId":"3462352031183532","name":"RGun123456","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":3,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/HTHT\">$华住(HTHT)$</a>高瓴Q4清仓了?12月从雅高大宗交易接的盘,不用锁定期?<a href=\"https://laohu8.com/U/36989258284800\">@小虎老师</a><a href=\"https://laohu8.com/U/3477890285029750\">@2018虎妞</a>","listText":"<a href=\"https://laohu8.com/S/HTHT\">$华住(HTHT)$</a>高瓴Q4清仓了?12月从雅高大宗交易接的盘,不用锁定期?<a href=\"https://laohu8.com/U/36989258284800\">@小虎老师</a><a href=\"https://laohu8.com/U/3477890285029750\">@2018虎妞</a>","text":"$华住(HTHT)$高瓴Q4清仓了?12月从雅高大宗交易接的盘,不用锁定期?@小虎老师@2018虎妞","images":[{"img":"https://static.tigerbbs.com/b2591eaa821f2c149f7a30f19fdcec47","width":"640","height":"1136"}],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":4,"repostSize":0,"link":"https://laohu8.com/post/917504244","isVote":1,"tweetType":1,"viewCount":3031,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":1,"langContent":"CN","totalScore":0},{"id":918245647,"gmtCreate":1579010438189,"gmtModify":1704338642442,"author":{"id":"3462352031183532","authorId":"3462352031183532","name":"RGun123456","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":3,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"这篇文章不错,转发给大家看看","listText":"这篇文章不错,转发给大家看看","text":"这篇文章不错,转发给大家看看","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/918245647","repostId":"2003694957","repostType":2,"repost":{"id":"2003694957","weMediaInfo":{"introduction":"秦朔朋友圈是由中国著名媒体人、财经观察家秦朔牵头创立的一个新媒体与专业服务品牌,包括微信公众号、微博、视频节目、音频节目等。内容聚焦于经济、金融和商业领域,关注重点为全球和中国财经商业热点、企业家精神、创新与发明创造、商业文明探索等。","home_visible":1,"media_name":"秦朔朋友圈","id":"60","head_image":"https://static.tigerbbs.com/707686f07ebc41778130c729f4eea24e"},"pubTimestamp":1578758460,"share":"https://www.laohu8.com/m/news/2003694957?lang=&edition=full","pubTime":"2020-01-12 00:01","market":"us","language":"zh","title":"季琦讲透了这个行业:中国新四大红利与酒店的未来","url":"https://stock-news.laohu8.com/highlight/detail?id=2003694957","media":"秦朔朋友圈","summary":"· 关注秦朔朋友圈 ID:qspyq2015 字数 13k+ ·这几年,我们总是认为当下的那一年是最特别、最艰难的。就像去年,我用“越过山丘,人声鼎沸”来总结,今年,我用三个词“变化、挑战、新高峰”","content":"<html><body><div>\n<p><img src=\"https://static.tigerbbs.com/aa3d446063457be7585cc72129581dae\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><span></span></span><span arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>·</span></strong></span><span> 关注</span><span>秦朔朋友圈 </span><span> </span><span>ID:qspyq2015 </span><span>字数 13k+ </span><span arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>·</span></strong></span><span><strong><span></span></strong></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>这几年,我们总是认为当下的那一年是最特别、最艰难的。</span><span>就像去年,我用“越过山丘,人声鼎沸”来总结,今年,我用三个词“变化、挑战、新高峰”来预测。</span></p><p arial=\"\" auto=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/bf977957ec5b654419f270bcdc350a2c\" ui=\"\" yahei=\"\"/><strong><span>天下</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中美贸易摩擦对中国和全球经济的影响很大,已经持续两年多了。</span><span>中国GDP的曲线从2011年开始画到现在的话,正好是一个完美的“L”型。</span><span> </span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/6f8ab193d4d22772105e60a272a68fee\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>这个L型还会往下吗?</span><span>往下底有多深呢?</span><span>还是横着往前走?</span><span>在6%左右徘徊?</span><span>我期望能够比较平稳,GDP能够在6%左右徘徊。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>贸易摩擦同样影响了全球,影响了发展中国家,影响了发达国家。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/b4b17fd42b7a8cba014b3ffcc68703f1\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们可以看到从2018年开始,全球经济明显往下走。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>从中国国内情况来看,有几个现象值得我们重视:</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>一是制造业大量外移。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span></span><span>外移的原因除了贸易摩擦的影响,中美互增关税以外,也和近几年中国自身的发展阶段有关。</span><span>中国的发展,使得各项成本增高,一些制造业转移到成本更低廉的地区。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>二是债务压力。</span><span> </span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/6f8c6fef563a59a64606096ebeda5e29\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们看到,中国债务水平这几年飞快上涨,而且长期居于高位,下不来。</span><span>我们跟全球平均水平比,高得很多。</span><span>前段时间引起关注的P2P爆雷,就是相对比较脆弱的民间金融机构在债务压力下,率先崩盘引起的。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>三是投资效应递减。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>投资、出口、消费一直是拉动中国经济所谓的“三架马车”。</span><span>当出口疲软的时候,投资往往能够起到很强的拉动效应,比如,上一次金融危机,中国投了4万亿,拉动GDP。</span><span> </span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/cc27156d42eea193cd36295313bc20ff\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>但是,这种效果出现了“抗药性”,这几年投资效应明显递减。</span><span>出口、投资、消费三架传统的马车,有两匹都有些老态龙钟,拉起来有些费力了。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>四是股市疲软和房地产市场冷落。 </span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/757cce8e954ee0b5df055b28508fab9d\" ui=\"\" yahei=\"\"/><img arial=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/4691ae7d9369c968a916f4225cfcb2bf\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>过去10年,中国的股市基本没有涨,还跌了一点。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>楼市无论从成交量和成交价,这几年都是明显的萎缩和下降的,而土地财政是很多地方政府非常重要的预算外收入,这让他们在财政上压力很大,地方政府债务也是压力山大。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>刘鹤是这么总结中国经济的:</span><span>“中国经济正在经历深刻的结构调整和再平衡,面临经济增速换档、结构调整阵痛、前期刺激政策消化的‘三期叠加’局面。</span><span>”</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>在这样的调整期,我们原来依赖的许多东西都靠不住了,比如,所谓的传统四大红利:</span><span>人口红利、城市化红利、互联网红利和全球化红利,开始式微。</span><span>因此,有人说,中国正走在繁荣顶点的右侧。</span><span>也有人预言,中国将会落入中等收入陷阱。</span><span>但是,我觉得中国经济的独到之处就在于它的纵深和韧性,我用四个新红利来阐述我的观点。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/8bf345187e10b3db55ca2111a2c8a01f\" ui=\"\" yahei=\"\"/><strong><span>新人口红利</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>作为世界第一人口大国,曾经以提供大量廉价劳动力,出口便宜的简单商品而为世界所知;</span><span>如今,成长起来的庞大人口,拉动了消费,中国从提供廉价劳动力的国家,到世界第一的消费大国!</span><span> </span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/42b66f27e18504d63f19aabacae3a54e\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中国的消费品零售总额,已经接近了美国!</span><span>虽然这里有汇率因素的影响,但是中国人口的庞大基数,还是使得中美两国的消费品零售总额逼近,超过美国也只是时间问题,我估计就在这一两年间。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>是消费降级还是消费升级?</span><span>我的结论是中国实际上同时存在两个市场。</span><strong><span>一个市场是中等收入人群为主的4亿消费升级的市场;</span><span></span><span>另一个是10亿大众市场。</span></strong><span></span><span>不管是淘宝还是<a href=\"https://laohu8.com/S/PDD\">拼多多</a>,不管是<a href=\"https://laohu8.com/S/SBUX\">星巴克</a>还是瑞幸,做得都风生水起,中国的消费市场是两个巨量市场的叠加。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们来看一组有趣的数字:</span><span>南京一年吃的鸭子是1亿只,四川一年要吃掉2亿只兔子,武汉一年要吃掉小龙虾30亿只,中国有40万家火锅店、50万家奶茶店、2亿辆私家车、11亿智能手机、一年500亿的快递……</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中国是全球最大的单一市场。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>同一种文化,同一种语言,同一种货币,同样的法律,同一个政体,这样大的单一市场只有美国可以跟中国匹敌。</span><span>欧盟相对还要碎片化一些。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中国市场不仅大,增长也快。</span><span> </span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/0de70f73d250db84a5342195560626d5\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>即使中国的GDP已经跌到了6%左右,但也比美国、欧盟的2%、3%要高很多。</span><span>虽然印度在某些年份增长超过中国,但是他们基数太小,不在一个比较水平上。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中国市场除了大、增长快,还最具潜力。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中国有10亿人没坐过飞机,8亿人没有到过北京,没有出过国的12.6亿人......第一次看到这样的数字我也非常震惊!</span><span>说明中国消费市场的潜力有多大!</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/b35d218464a0ec6a12c823a97b14eaac\" ui=\"\" yahei=\"\"/><strong><span><a href=\"https://laohu8.com/S/300778\">新城市</a>化红利</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>前几年中国城市化迅猛发展,不仅城市规模和人口增长,城市与城市之间的交通便利性也大大增强。</span><span>中国的高铁全球第一,中国的高速公路全球第一,中国的航空跟美国比,差得也不远,我估计未来几年也会超过美国。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>未来4年,中国20万人口以上城市都会有高速公路和机场,高铁覆盖到100万人口以上城市的80%。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>城市的发展和城市与城市之间高速的交通设施,使得商务旅行和休闲旅游变得更加方便,物流更加便捷,商务效率更加高效,将会大大推动广大乡村的城市化进程,会有越来越多的人口会融入到大都市圈里,再加上内陆和沿海距离的缩小、更多的人才流动,将会对中国经济,乃至社会、观念、文化等带来史无前例的巨大影响,而这些影响才刚刚开始。</span><span>这就是我说的新城市化红利。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/0246c1c1734b6e084f43809c7b844ed1\" ui=\"\" yahei=\"\"/><strong><span>新互联网红利</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>互联网的发展在中国也创造了很多世界第一。</span><span>中国的移动支付是全球第一。</span><span>在中国付现金的地方很少,不管买菜、打酱油、打车、超市买东西,都要扫码。</span><span>农村的手机拥有度是93%,估计也是世界第一。</span><span>中国的农村,最贫穷的地方,100个人只有7个人没有手机,这里面还包括小孩、老人等。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>互联网的发展,使得各种商业模式,更容易下沉,更方便惠及到更广大的人群,无形中起到了加速器的作用。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>互联网的发展,使得传统行业同样借助互联网技术和互联网公司提供的平台和工具,得到了再一次发展的好机遇。</span><span>可以说,传统行业趁着互联网的春风,又迎来了第二个春天。</span><span>所以有人说,中国所有的生意都值得重新再做一次。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>资本市场也佐证了我的观点。</span><strong><span><a href=\"https://laohu8.com/S/HTHT\">华住</a>和<a href=\"https://laohu8.com/S/06862\">海底捞</a>的市盈率要比阿里和<a href=\"https://laohu8.com/S/00700\">腾讯</a>的市盈率还要高,照理说,传统行业都会比互联网行业、高科技行业市盈率低很多,但是我们两家公司一家是吃做得最好的,一家是住做得最好的,我们市盈率比阿里、腾讯都高。</span></strong><span></span><span>跟酒店领域市值世界第一的万豪比,我们市盈率也是他们的两倍。</span><span>一方面是华住做得好,但更重要的是中国互联网发展带给传统企业额外的增长潜力和超高速度。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>新互联网红利给传统企业带来了一次崭新的机会,叠加上庞大市场规模,许多传统企业将会脱胎换骨,屹立于世界之巅!</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/ccf4d1a90b4aa586987fc352ec438dfc\" ui=\"\" yahei=\"\"/><span><strong><span>新全球化红利</span></strong></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>由贸易战引发的中美对抗,使得世界开始重新审视中国,中国另外一个形象浮现出来了,就是中国不仅仅是一个廉价商品的制造国,中国可以有资格跟美国这样的头号大国PK,可以自豪地说一声“我们行!</span><span>”,积弱的中国同样可以孕育出华为这样技术领先世界的公司,中国庞大的内需市场给中国经济提供了广大纵深和顽强的韧性。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我有一次跟著名画家周春芽先生聊天,他的一句话点醒了我。</span><span>当时我问他:</span><span>为什么你的画在中国已经这么贵了,这么好卖,不卖到欧洲、美国去?</span><span>他说我的画没有必要全球化啊,中国都卖不过来,供不应求,还考虑国外市场干啥呢?</span><span>未来的中国就是世界,他有一个说法,叫做“把中国当作全世界来做”。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>周春芽认为:</span><span>虽然中国过去不被别人认可,但是我们自己必须努力让别人认可我们,这个认可不是我去巴黎开画展,而是巴黎的画廊请我到巴黎开画展。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>任正非总结得更好:</span><span>“利用世界的能力和资源,来领导世界。</span><span>”</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>这就是我所说的“新全球化红利”——中国即世界,世界亦中国。</span></strong><span></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>虽然在当前的形势下,中国有很多困难,但冬天就是这样,虽然它给人们带来了寒冷,然而却是明媚春光的必要准备!</span><span>正像丘吉尔曾经说过:</span><span>Never waste a good crisis! 中国需要一个长的、寒冷的冬天。</span><span>瑞雪兆丰年,冻死的是害虫,腐烂的是败叶,而给予庄稼的是丰沃的养分。</span></p><p arial=\"\" auto=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/5afddae361e2c639b28c131d456d7c05\" ui=\"\" yahei=\"\"/><strong><span>江湖</span><span></span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>“江湖”是讲我们酒店行业,但是这个行业在2019年看上去波澜不惊,变化不大,相对比较平静。</span><span>但历史和数据却告诉我们:</span><strong><span>平静之下孕育着险恶,是暗潮汹涌。</span></strong><span></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中国酒店市场很大,有81万家酒店,2000万间客房,甚至人均拥有客房数和美国也是相当的。</span><span>但是美国酒店平均客房数量是93间,中国酒店平均客房数却只有25间,单间收入只有98元,房量大于40间的有效供给只有10万家,只占酒店数的12%;</span><span>而连锁化率大大低于美国的70%、欧洲的39%。</span><span>中国的星级酒店,累年在盈亏平衡点上下挣扎。</span><span> </span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/e2cf0ca927a7b8fb3317f7031ae7a5a2\" ui=\"\" yahei=\"\"/><img arial=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/fc445b58b4fe8a2f0fe7dfa63d5e8dc4\" ui=\"\" yahei=\"\"/><img arial=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/a59793a39fdc5e0f6a670596735d5e69\" ui=\"\" yahei=\"\"/><img arial=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/e6015f98bbf8c7f15a4c2888a2fbc7dd\" ui=\"\" yahei=\"\"/><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/e7ef82b881d30a7c2d611b34ea7e84ef\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中国的酒店业一直处于规模大、效率低、盈利薄的状态下,长期以来一直如此。</span><span>虽然几大连锁集团取得了一定成绩,但相对于整个行业来说微不足道,酒店业长期以来处于亚健康状态。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>酒店业里另一个比较重要的角色是OTA,以携程、美团为主的中介。</span><span>他们的市场占有率目前已经达到了30%以上,在未来3-5年里,达到50%几乎没有悬念;</span><span>而且利润也是节节高升。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/8b74078cbecd356ac19f423f91b67a6f\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>当社会总财富恒定,一部分的富足,意味着另一部分的贫乏,共同富裕只能是一个美好的梦想。</span><span>在改革开放之初,在全民贫穷、物质匮乏的时代,邓小平同志曾经说过:</span><span>“让一部分人先富起来”,这句话依然适用当前的酒店行业,那就是党和政府一直提倡的——供给侧结构性改革。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>上文已经概述了中国酒店业的情况,酒店业的供给侧是典型的“弱供给”,产品差、效率低、盈利差,绝大多数的酒店都不具备规模经济效益,属于无效供给,属于落后产能。</span><span>废污合流、污水直排、后院洗涤晾晒布草、无烟感喷淋、无监控安防、大通铺、异味隔音......这样的酒店产品随处可见。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>但是有些酒店,虽然现状差,但是具备潜力,比如位置好、规模合适、产品破旧,只要稍加改造,就能有很好的经济效益;</span><span>有些只是管理不好,自身不具备销售能力,成本控制也不佳,这些都是有潜质的产能,只要加以提升,仍然是好的供给。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>酒店业的现状在许多行业都存在,正是如此,中央才三番五次、坚持不懈地倡导供给侧结构性改革,19大报告里,也着重强调“把提高供给体系质量作为主攻方向”。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>不管“供给侧结构性改革”还是“供给体系质量”,都非常好地指出了酒店业的未来方向和作为,不在供给侧改革,不做存量的提升,不做高质量的供给体系的打造,中国酒店业是没有希望、没有未来的。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>直白地说,市场规模就是这么大,不够这么多人荣华富贵,只能是20-30%的头部企业先富起来,其余70-80%的落后企业,要么被改造提升,要么就被淘汰,只有这样,中国酒店业才会有发展。</span></p><p arial=\"\" auto=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/502ca457115b83319efe1fdbfaa556cc\" ui=\"\" yahei=\"\"/><strong><span>华住</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>当然,华住是中国高质量供给侧的典型代表,可能不是唯一代表,但是是典型代表。</span><span>我们把华住的一些实践和做法,跟各位分享,希望能够给大家、给中国酒店业带来启发和帮助。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/8bf345187e10b3db55ca2111a2c8a01f\" ui=\"\" yahei=\"\"/><strong><span>华住商业操作系统</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>首先要跟大家分享的是华住商业操作系统,这也是第一次跟外界明确地沟通这件事情。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>15年前创办到今天,华住逐步形成了一整套实用有效的商业操作系统,这是一个闭环操作系统,有点像<a href=\"https://laohu8.com/S/AAPL\">苹果</a>的IOS系统,我们的所有管理软件都是自己写的,我们的打法也是自己独创,许多都是世界级的应用,比如会员。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住商业操作系统由软件和硬件组成。</span><span>线下门店就是硬件平台;</span><span>在硬件之上,我们构筑了许多高级精准的软件系统,比如会员、供应链、IT、云服务、品牌、市场、金融、投资顾问、品质控制、产品、培训、经营管理等12大项,给华住旗下的5000多家门店支持和赋能。</span><span>软件系统无形无状,但无处不在,跟硬件系统紧密配合,形成了华住独特的商业操作系统。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/94825fd9d7aee68e1677f6687198e0ee\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>没有这套操作系统,华住不可能迅速建立起业绩优良的5000多家庞大门店网络;</span><span>没有如此强大的操作系统,华住要实现未来的“万家灯火”“千城万店”,赋能更多酒店,也是不可能的。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>其次,我们从品牌、产品、效率、规模来介绍华住的实践,而这几点,我认为是酒店集团竞争力的四个关键要素。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/b35d218464a0ec6a12c823a97b14eaac\" ui=\"\" yahei=\"\"/><strong><span>品牌</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/e79ef9a335e7354741c52d3c7f2903ec\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住的品牌覆盖了从经济型到高档,从一星到五星的全部品类。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住会是我们最重要的品牌,是总领所有品牌的品牌。</span><span>云预订(中央预订)达到了55%的历史新高,其中,金卡、铂金会员占了会员预订的73%。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>汉庭</span></strong><span>是我们发家的品牌,是华住第一个品牌。</span><span>她是如此重要,我特别给她取了一个名字“国民酒店”,以区别于传统意义上的经济型酒店。</span><span>“国民酒店”既不是中档酒店,也不是传统经济型酒店,是一个新的品类,汉庭要以一己之力,成就一个新的品类——国民酒店。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>前几年,经济型酒店粗暴野蛮地生长,随着产品的老化和连锁规模的扩大,确实出现了一些问题,因此许多人唱衰,认为经济型酒店没有前途了,大家一股脑地涌入了中档的市场。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>那么实际情况到底怎样呢?</span><span>历年我都是用一个中国社会各阶层分布的金字塔来说明我的观点,今年让我们来看一些数字:</span><span>中国有10亿人家庭年收入低于8万,这些人出行的时候,他们对价格是非常敏感的,能坐汽车不会坐火车,能坐绿皮不会坐高铁,能坐高铁不会坐飞机。</span><span>这些人就是我说的10亿大众市场的人群。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>过去旅行是件奢侈的事情,但是,因为交通的便利和观念的改变,旅行实际上成了刚需。</span><span>父母去上海看望上大学的孩子,是刚需吧?</span><span>去东莞看望打工分居的配偶,是刚需吧?</span><span>守卫边疆的士兵,看望退伍的战友,是刚需吧?</span><span>过去可以在亲戚家挤挤,胡乱住一个晚上,当今的社会大多数家庭没有这个习惯了,他们会去汉庭开一间房给亲戚住。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>所以,旅行成了刚需,住酒店成了刚需。</span><span>这10亿中国人的住宿去哪里?</span><span>除了挤亲戚家的沙发,汉庭这样的酒店就是为这些普通百姓服务的。</span><span>不管是农民工还是司机,还是军人,还是教授、企业家、公务员都可以住汉庭,觉得有尊严,很实惠,基本功能都够。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中国有2000多个县城,我们下一步计划是把汉庭开到中国的每一个县城去。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong>由于服务于最广大的10亿人民,所以,汉庭将会是全球单一规模最大的品牌。</strong></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>全季</span></strong><span>目前已经是我心目中中档品牌的第一。</span><span>有些品牌号称是中档,看看RevPAR(单房收入)就知道,其实是一个经济型水平的收入指标。全季的坪效非常高,可以说是全行业最高的(当然,新的汉庭升级版也有可能会挑战这个第一),可以这么说:</span><span>假如一栋物业,全季做不下来,其它酒店品牌更不用去想!</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>全季的RevPAR已经远远超过了4星级酒店的平均值,在这个意义上,已经不是中档的了,但是我们还是定义为中档。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/6738793ff57d12b6d871d353d2b1f1d8\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>我希望全季跟星巴克、华为、无印良品一样成为中产生活方式的代表;</span><span></span><span>我希望未来全季成为全球中档酒店的第一,这没有什么悬念,只是假以时日。</span></strong><span></span><span>因为道理非常简单,全季是针对中国4亿中产,没有一个国家有这么多的中产人群,为4亿中产提供标准住宿的酒店,肯定是世界第一。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住从经济型到中档,下一步我们要走的就是高档的管理,前面更多是直营和加盟,到了高档主要是靠管理,我们海外也会去,但是下一个大台阶就是高档的管理。</span><span>根据2019年《Hotel》杂志统计,华住已经是全球最大的酒店管理公司了,但是管理的最多的还是经济型和中档,未来要管理更多的高档和豪华酒店。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/2391b138d9f6436ab46728560680d1e8\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>最近,我们全资收购了德国最大的酒店集团——DH德意志酒店集团,他们大部分品牌都是4星和5星级,正好弥补华住在这一档的薄弱。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住在经济型、中档、高档的管理、国际化布局等方面都取得了一定的成绩,针对存量酒店,还推出了“软品牌”。</span><span>对软品牌定义是这样的:</span><span>品质一致,审美多元。</span><span>软品牌不单单要求数量,也要质量,我们希望品质是一致的,和华住过去标准品牌的质量是一致的,但是审美可以不一样,可能有的是地板,有的是地毯;</span><span>有的是墙纸,有的是涂料。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们在“软品牌”上布局了海友、怡莱、你好、星程、美仑等五个品牌,分别针对1-4星的存量市场。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们试着运用华住15年来打造的优秀商业操作系统,赋能更多的存量酒店,积极响应供给侧结构性改革的号召,为中国酒店业繁荣昌盛,贡献微薄之力。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/0246c1c1734b6e084f43809c7b844ed1\" ui=\"\" yahei=\"\"/><strong><span>产品</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>品牌离不开产品。</span><span>我认为好的酒店产品应该符合以下5点:</span></p><ul><li><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>功能强</span></p></li><li><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>有审美</span></p></li><li><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>有特色</span></p></li><li><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>造</span><span>价低</span></p></li><li><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>易生产</span></p></li></ul><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>集合这5点才是一个好的产品。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>可以毫不夸张地说:</span><span>这是一个产品主导一切的时代!</span><span>过去是:</span><span>好事不出门,坏事传千里。</span><span>但是现如今的社交媒体使得传播变得飞快。</span><span>好事随时会在朋友圈分享,一下子几百人甚至几千人知道了;</span><span>坏事不是传千里,而是很快万里了。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>产品从来没有像今天这样这么重要。</span><span>乔布斯甚至这么说:</span><span>我创建公司的唯一目的只是为了产品。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>下面我们有请华住集团首席产品官——周光明先生给我们介绍华住的产品。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>周光明:</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>整个华住集团在研发产品上都非常专注,产品研发我们关注三个点:</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>首先是环保,环境保护里面第一件事情就是预防环境的破坏。</span></strong><span></span><span>我认识一个很好的开发商,他说他在城市里面造了一栋楼,就是意味着在大自然里面,少了一座山,所以环境保护刻不容缓,因此华住集团在研发产品过程之中,会全面使用再生资源,用再生的纸、再生的材料建造华住的每一个产品,达到环境的保护。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>如今华住所有品牌的特用品展示,全部使用可降解的材料,这样一年可以减少至少3亿支塑料包装,这是一个集团对社会的责任。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>第二件事情,我们在研发过程之中,非常关注智能化。</span></strong><span></span><span>智能化可以帮助我们的客户有更好的体验,也让管理成本大大降低。</span><span>住过华住酒店的客人应该也接到过人工智能的服务电话,见到过<a href=\"https://laohu8.com/S/300024\">机器人</a>服务,这让我们的员工节省了不少时间,并拥有更多时间为客人提供更周到的服务。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>第三件事情,有信息数据方面的管理。</span></strong><span></span><span>这能让我们很多投资方、加盟商在家就可知天下,不用出门就可以看到当天的入住率以及收入情况,这一功能将植入在所有品牌的产品中。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>第四是人文关怀。</span></strong><span></span><span>员工是华住集团的主心骨,我们设计更好、更安全、舒适的后台,让员工能更有自信地在这个环境里面工作。</span><span>另外,对于弱势群体,华住也会加强关怀,让更多人感受到华住集团的温暖。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>接下来我跟大家分享一下新产品的开发举例,第一个是汉庭。</span><span>汉庭酒店是经济型酒店,将来会朝着国民酒店的方向发展。</span><span>汉庭的预算建造成本是被严格控制的,同时要解决传统的经济酒店的两个最大痛点:</span><span>第一没有记忆点,因此我们用意大利原装进口的材料,色彩呈现,突破没有记忆点的痛点。</span><span>第二是施工周期过长,在房间的研发过程之中,我们采用的天花板、墙面、地板以及所有设备设施都是装配式的,施工周期大大缩短,我们会尝试在第一百个汉庭酒店升级改造时,实现99天建造完成的目标。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们再分享一下全季酒店。</span><span>全季酒店无疑是中国第一品牌,已经在12月初开出了第800家店。</span><span>全季特别简单,全季4.0的第一个特征,就是我们做了“客听”,并提供所有我们的客户旅途上的需要,有书、3C产品等。</span><span>我们把线下流量变现,这是全季第一个创新。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>第二个创新,全季酒店也是装配式的,所有的桌子、椅子通通是装配式的,包括我们淋浴底盘也是装配式的产品,这是我们全季酒店今年最新的发展。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>下一个我们要提到跟大家分享的是美居。</span><span>美居两年多前,我们用在杭州、上海、成都、苏州四店齐开的方式,迎接这个品牌进入华住大家庭。</span><span>如今美居已经有67家营业门店,27家在建门店。</span><span>这个品牌的法式优雅是我们对法国生活的向往,我们请艺术家林子楠创造了一个东方以及法国生活方式的结合,然后在墙面上、公共大堂里面、客房里用壁画及各种方式进行呈现。</span><span>产品客房的标准化,可复制性是我们坚定不移的目标。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>讲到馨乐庭,12月10日刚在上海开出第一家店,这个产品的特点就是公寓的生活方式,我们把接待、吃饭、娱乐、休闲都集结在同一个空间里面,更有家的感觉,并利用“实用主义”传递这个信息。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>讲到桔子,桔子进入华住以后,我们全面升级换代,桔子顾名思义是有活力、健康、阳光的象征,因此我们仍然把桔子的特性进行到底。</span><span>将来我们会把整个健身房植入在大堂里面,体现出现代人对健康的需求与重视。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们讲到桔子水晶,水晶在我们心目中是纯洁无暇的,因此我们用极简的方式诠释水晶,极简就是现在人我们讲的“断舍离”。</span><span>断舍离并不是降低了我们的生活品质,降低了我们的生活水平,降低了我们生活的需求,而是更加地提升了对产品、对精致生活的追求,当一个水晶有一束光射入的时候,会有七彩的光芒,我们的客户就是一束光,进入水晶以后,必将绽放他七彩的人生。</span><span>所以水晶将来会以极简的风格跟大家见面。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>下一个我们要讲的是美爵,同样是来自法国,法式的奢华离不开东方的文化,当美爵进入到中国,我们同样把东方的奢华、法式的奢华结合在一起。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>即将在杭州亮相的美爵有更多的功能,有早餐厅、酒吧、下午茶等等,但是有一个特别重要的点,就是华住所有品牌的所有的房间,我们都要求高度的标准化,在标准化里面,才能达到对成本的控制。</span><span>这对投资者来讲,是最好的回报。</span><span>我们开始大量地减少对材料的使用,回归到对材料本质的呈现。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>接下来是花间堂。</span><span>花间堂就像一个乡下来的小姑娘,进到了华住大家庭之后,我们对它进行了重新包装,我们希望它在城市里面,仍然是无拘无束纯洁的,所以我们把它创造成城市的乌托邦。</span><span>即将在上海外滩出现的花间堂在房间上仍然强调一致,它仍然是可被复制的空间。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>最后我跟大家分享的就是禧玥酒店,禧玥酒店对我来讲就是中国人的精致生活。</span><span>当中国人满足生活的基本需求时,就会对文化有再一次的精炼。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>最近台北有一个展览,叫做《文人的生活》,我们可以看到韩熙载邀请他的朋友听音乐、喝茶,最后吃饭,每一个场景有不同的道具、配置,这是中华文化的表现。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span></span><span>我们今天吃饭、喝茶、睡觉、听音乐全部在一个空间里面,我们没有认真对待我们的生活,我们富裕了,我们也一定要有对文化的追求。</span><strong><span>全世界文明之中唯一能把文字变成艺术的就是中国,所以再一次说明一件事情:</span><span></span><span>我们要对中华文化进行一次复兴,在这个复兴里面,我们希望借着禧玥酒店跟大家分享。</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们用东方的生活方式,茶空间的生活方式,跟大家分享生活;</span><span>我们用图书馆听音乐的方式跟大家分享音乐的美好;</span><span>我们用雅极的方式,在空间里面跟大家分享这一份中国人特有的生活方式。</span><span>我们未来的禧玥有SPA、普拉提、瑜珈、健身,这一切的一切都是在呈现东方的生活方式,这就是我们即将为大家呈现的禧玥酒店,谢谢。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>从商业操作系统到品牌和产品,接下来跟大家分享华住另两个方面:</span><span>效率和规模。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/6160aee29e17d3c4af1ab80670d6e4ac\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/ccf4d1a90b4aa586987fc352ec438dfc\" ui=\"\" yahei=\"\"/><strong><span>效率</span><span></span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住的效率最早为众人所知,甚至有人讲到华住,就是“效率高”的印象,所以一直是我们自豪的地方。</span><span>德鲁克很早就讲过:</span><span>“管理就是两件事:</span><span>降低成本、提高效率”。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住在效率上,不仅仅是会降低成本。</span><span>首先我们是从收入开始,从直销开始。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>曾几何时,店里都用地铁口发传单来进行宣传销售,如今这种现象已经消失了,不一定适用了。</span><span>我们要建立平台、事业部和战区三级直销体系,希望从销售开始提高效率。</span><span>直销是高效售卖产品的能力,是一切效率开始的地方,没有直销、没有送客能力,何谈其它效率呢?</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>会员更是效率非常重要的组成部分,许多老同事都知道,发展会员是华住的铁律,容不得讨论和敷衍。</span><span>华住从一开始就做会员,许多做法都是世界首创。</span><span>目前华住会员的人数已经到了1.5亿,会员间夜占比80%以上,中国第一。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>云预订(中央预订)和云支付都达到了55%,也是世界第一。</span><span>前台不收或者少收现金,出错率就低,服务人员就容易操作,所以云支付我们未来要大力推广,减少前台的工作复杂度,减少出错的机会,要是能够达到80-90%,就是一个比较理想的状态了。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住AI,是计算机模拟人的经验和智慧,用算法固化下来。</span><span>目前我们做得还比较初步。</span><span>比如自助入住、自助选房、华小二前台、送物机器人等。</span><span>尽管这些小的AI、小的自动化看上去不起眼,也没有那么高科技,但它给我们省钱、省人工。</span><span>以上几项大约可以每家门店节省1.6人,乘以5000个店,一年节省的人工成本(按照人工成本每月5000计算)就是近5个亿!</span><span>要多挣五个亿可不太容易,而这个节省下来的都是纯利润呐!</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住的收益管理系统也运作得非常好,目前做到了58%自动调价。</span><span>这里面对收益的贡献就不太好估了,应该又是一个吓人的数字。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住的中央采购,我们叫“云采购\"。</span><span>云采购的电视机价格只有75折,空调的折扣达到了51折!</span><span>在厂商的配合下,我们定制的床垫,只有市场价的13折!</span><span>也就是外面市场价一万块钱的床垫,华住云采购的价格是1300元!</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>首先是因为我们采购量大,把几千家门店采购量集合在一起和别人谈价钱,议价能力就比较强,所以能拿到比较好的折扣。</span><span>但我觉得更多是因为我们的供应商认可华住的理念和价值观,愿意和华住一起来建设这个市场。</span><span>一个良好的品牌,一个良好的公司,没有好的供应商是不会走到今天的。</span><span>我们要感谢这些优秀的华住供应商!</span><span>是你们帮助我们成就了许许多多的门店,能够买到好的产品,提供给住客。</span><span>我们也不能一味地要求低价,要建立互利互惠多赢合作的关系,相互尊重,紧密配合,公平合理地交易。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>由于我们的独特优势,云采购的规模会越来越大,估计明年将会达到50亿元的规模,这个规模又是一个世界第一。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/59ae68a80b28566b3275e8ff0b71a7ad\" ui=\"\" yahei=\"\"/><strong><span>规模</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>效率讲完,讲规模。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>2019年,我们有5000多家门店,每年在华住旗下酒店入住的人数近亿。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>2019年,华住集团解决了10万人的就业,拉动资本性投资120亿,营业额达352亿,为国家贡献税收38亿。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>正像中央领导在19大报告里所说:</span><span>“必须把发展经济的着力点放在实体经济上”。</span><span>五年前我们讲要做线下大王,这个想法和国家的政策不谋而合。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住只用15年的时间,从零起步,达到了5000多家的规模,而国外同等规模的酒店集团,至少花了50年以上的时间。</span><span>我们下一步的目标是“万家灯火”,是“千城万店”。</span><span>三年之后,也就是2022年争取能够达成。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>实现这一目标的着重点是什么呢?</span><span>我们不能局限在一二线城市,要下沉了。</span><span>华住从一二线开始,从华东开始,走向了全国,华北、西北、华东、西南。</span><span>华住不仅要充分占领一、二线,还要下沉三、四线,布局五环外。</span><span>广阔天地,大有可为!</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/384d48ddd6b812d4f73f173fe32ebec1\" ui=\"\" yahei=\"\"/><strong><span>客户热爱</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>介绍了华住的商业操作系统、品牌、产品、效率和规模,我们还必须花些篇幅到我们的住客和加盟商身上。</span><span>请看视频:</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>衡量住客热爱的程度,最好的指标就是出租率。</span><span>华住出租率高出竟品20%!</span><span>单房收入RevPAR已经连续12年领先。</span><span>要不是住客的关爱,我们哪有可能取得这样的业绩?</span><span>!</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>也借此机会感谢选择入住华住旗下酒店的朋友们!</span><span>因为你们的支持,才有华住的今天!</span><span>我们要一如既往地赢得你们的芳心,让你们睡得踏实,住得放心。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/7211b992d0910262850a37694101df6f\" ui=\"\" yahei=\"\"/><strong><span>加盟商发财</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>“加盟商发财”听上去有点土,土归土,但是很能说明我们加盟商加入华住的根本原因,下面我们看看加盟商怎么说华住。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>为了做到让“加盟商发财”,华住还准备进一步采取以下一些措施。</span><span> </span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>首先是对现有门店进行分类。</span></strong><span></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住有一万名左右的加盟商,也不是每个人都发财,所以华住准备对所有的门店做分类——中、发、白。</span><span>“中”就是中等,“发”就是发财,“白”就是白板,白板就是那些位置不好,产品不好,或者租金太高了的门店。</span><span>我们分类目的是更好为大家服务,争取消灭白板,保证绝大多数都是发财挣钱的。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>其</span><span>次是布点规划。</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>在盈利不好的门店里,有一些是不合理布点造成的。</span><span>在一些客源薄弱的地方,短期内开了太多同档次的门店;</span><span>或者在低线城市,开了档次不匹配(通常是高了)的品牌,投资不小,但价格上不去。</span><span>所以,华住要做布点规划,精细化布点,规划到商圈,规划到品牌。</span><span>这跟城市规划一样,特别重要。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>但是,在一线城市不存在开店保护;</span><span>二线城市要看经营数据,经营数据不好,爬坡期很长,就要考虑开店保护;</span><span>三四线一定要有开店保护。</span><span>比如在三、四线城市,如果没有保护,开一个汉庭,生意很好,开十个汉庭,在短期内生意都会很惨。</span><span>在低线城市,全季也是一样的,越高端分流越厉害,假如开水晶酒店生意不错,也许能做到300RevPAR。</span><span>再开3-4家水晶,基本上这类客人很快就稀释掉了,没有一个门店可以存活的。</span><span>华住不能干这些杀鸡取卵的事情,要未雨绸缪。</span><span>要保证绝大多数加盟商发财,我们一定要做布点规划。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>再次是考核GOP经营利润。</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>GOP考核,我们说了很多年,因为种种原因没有落实下去。</span><span>我跟部分加盟商聊过,他们都愿意我们为他们管GOP,管经营成本。</span><span>虽然会增加我们的工作量,会遇到一些障碍,但是,不管有多大困难,对加盟商好的事情,能够帮助到加盟商的事情,我们必须做。</span><span>再说,酒店管理本来就应该管理经营成本。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>还有,我们还要关注加盟商的投资回报。</span><span></span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>要把加盟店的租金、装修的投入、营建成本都要纳入我们的系统,跟我们的直营店一样,要算投资回报。</span><span>每一个加盟店进入华住前都要估算投资回报率,太低了,做不了,要告诉加盟商。</span><span>已经开业的加盟店也要算一下,算完之后我们就知道哪些加盟店是有困难的?</span><span>哪些加盟店是好的?</span><span>好的门店我们不妒忌、不羡慕;</span><span>做得不好的门店,就要思考什么原因没有做好,是我们没有经营好还是成本高了?</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们要从根本上,从门店的规划到GOP考核,再到投资回报,都要和加盟商站在一起,想在一起,将来有什么事情,才可以共同面对,才能缔造持久的伙伴关系。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>最后还有针对加盟商的金融服务。</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>今年发放了5.5亿的贷款,明年有27亿的额度。</span><span>但是估计不容易完全贷出去。</span><span>一方面我们要改善内部流程,另一方面,加盟商提供的材料也要快、准确,这样就能比较有效率地帮到加盟商们。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/1285268c4df19e4541a97cc96e93dab0\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/fd300ab5f25a8e8b04ef8261fc33a2e9\" ui=\"\" yahei=\"\"/><strong><span>商业逻辑和华住哲学</span></strong></p><ul><li><p><strong><span>商业逻辑</span></strong></p></li></ul><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>一个公司,一个商业机构,品牌固然重要,但除品牌以外,还有很多重要的东西,比如产品、效率、规模和我们的客户,但是作为华住生态圈,我想跟所有利益相关者分享我们的商业逻辑和价值观,这是最最重要的部分。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>首先,服务于最广大的人民群众。</span></strong><span></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我特别喜欢熊彼得的这句话:</span><span>“商业的典型成就,并非在于给女王提供更多的丝袜,而是使纺织女工买得起丝袜”,这句话特别打动我。</span><span>一个企业提供的产品和服务能够惠及社会的绝大多数人,让我们觉得自豪,觉得特别有价值。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>“以人民为中心”,服务于最广大的人民群众,这是华住的第一个商业逻辑。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>其次是守正出奇。</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>这几年出奇招,出奇兵的人太多了,大家都在抢风口,做网红。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我觉得华住应该是“守正出奇”,华住不应该打扮的花枝招展,去做网红;</span><span>不会追风口、追流行;</span><span>不靠低俗吸引眼球;</span><span>也不做放烟花的事儿。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们不做红艳一时的玫瑰,要做春华秋实的稻谷和麦子。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>再者,做价值创造者。</span></strong><span></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>真正为客户、为生态圈、为社区创造价值,然后才有可能分享价值,企业才有存在的价值。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>最后,客户是一切的起点和终点。</span></strong><span></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们的客户有三类,第一是住客,我们希望“住客热爱”;</span><span>第二是员工,他们是内部客户,要让“员工美好”;</span><span>第三是加盟商,目标是让“加盟商发财”。</span><span>所以华住生态圈里,住客是第一客人,第二是员工,第三是加盟商。</span></p><ul><li><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>华住哲学</span></strong><strong><span></span></strong></p></li></ul><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住哲学可以用“求真、至善、尽美”</span><span>这三个词来概括。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>“求真”,实际上是对意义的思考,我们努力工作,艰苦奋斗,要把企业做大做强,意义何在?</span><span>价值何在?</span><span>这就是对“意义”的思考。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>前人已经有过许多类似的思考,让我们来看看他们的结论。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>乔布斯说:</span><strong><span>试图用我们仅有的天分去表达我们深层的感受,去表达我们对前人所有贡献的感激,去为历史长河加上一点儿什么。</span><span></span><span>那就是推动我的力量。</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>爱因斯坦是这么说的:</span><span>我每天上百次地提醒自己,我的精神生活和物质生活都依靠别人的劳动,我必须尽力以同样的分量来报偿我所领受的和至今还在领受的东西。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>而德鲁克简单明了地阐述了企业对社会的贡献:</span><span>大型公司在很大程度上实现了我们的社会信仰和希望。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>最近发表的美国118位顶级企业CEO的关于《公司目的》的宣言,开头的这句话“一个良好的经济,应该让每个人通过努力工作和创造获得成功,并过上有意义和有尊严的生活”,更是开宗明义地阐述了一个企业对于社会的价值。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们对于企业的理解,对于华住的意义的思考,跟这些前辈们相似,就是要让“每个人通过劳动,通过创造,过上有意义和有尊严的生活”。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>找到了意义,找到了真理,才能让我们分辨善恶,此所谓“至善”。</span><span>在华住,不作恶是底线,不能为了多开店,忽悠加盟商;</span><span>不能为了省钱,使用有污染、对环境有害的材料;</span><span>不能为了一己之私,损害合作伙伴的利益。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住对善的理解包括:</span><span>住客热爱、员工美好、加盟商发财、社区和谐这几个有机组成部分。</span><span>我们不仅不作恶,而是行善业而得昌盛(Do well by doing good)。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>真和善的自然结果就是创造美好。</span><span>华住的使命就是:</span><span>成就美好生活。</span><span>我们不仅自身美好,还能够让周边、让这个世界美好。</span><span>假如通过我们的努力,不仅能够改善我们生态圈的生活,还能够影响到人类文明的进程,那才真正是一件伟大的事业!</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>这就是华住对“求真、至善、尽美”的理解,这也是华住能够走得更远,迈向伟大的前提和基础。</span></p><p arial=\"\" auto=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/a733c261e2aee6d4b3d6dd4f4b5079e6\" ui=\"\" yahei=\"\"/><strong><span>远方</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>每年的世界大会,我都会以一首诗歌结束我的演讲。</span><span>今年的冬天很冷,实在挤不出啥诗情画意。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>2019年对我们大家来说,都觉得不一般,都觉得这一年是最难的。</span><span>展望未来,也是迷雾茫茫,并不轻松。</span><span>甚至,有人说,跟未来比,2019年可能是最好的一年。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>万事万物的根本还是你的内心。</span><span>因此,对我来说,未来既不悲观,也不乐观,但确实是充满了变化,充满了挑战。</span><span>面对变化,唯以不变应对万变。</span><span>什么不变呢?</span><span>那就是我们所坚守的价值观,我们所倡导的文化,我们所信奉的商业逻辑。</span><span>以这样的不变来应万变。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>所以,华住将会以成就美好、志同道合、求真至善尽美,来应对低俗、忽悠、自私和贪婪;</span><span>以踏踏实实的价值创造,来应对鼓噪的网红和风口;</span><span>以我们的长期主义来应对机会主义;</span><span>以我们的初心和理想,来应对边界的不断模糊;</span><span>以我们的价值坚守,来应对未来的变化。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>在</span><span>挑战面前,华住人牢记初心,满怀理想,保持定力,以“日日是好日,年年是好年”的平常心,迎接新挑战,攀登新高峰!</span></p><p><img src=\"https://static.tigerbbs.com/3658b44181b2a1aad09329d92e934dfd\" width=\"auto\"/></p><ul><li><p><span>本文为华住集团创始人、董事长兼CEO季琦于2019年12月12日在上海世博中心举办的“2019华住世界大会”上的演讲。</span></p></li></ul><p><span>「 本文仅代表作者个人观点 」</span></p><p><span>「 图片 | <a href=\"https://laohu8.com/S/000681\">视觉中国</a> 」</span></p><p><img src=\"https://static.tigerbbs.com/47bebfc6cb10e46d035988cff2723e13\" width=\"auto\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>秦朔朋友圈id:qspyq2015 开白名单:duanyu_H</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>商务合作:biz@chinamoments.org</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>内容合作、投稿交流:friends@chinamoments.org</span></p>\n</div></body></html>","source":"weixin_highlight","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>季琦讲透了这个行业:中国新四大红利与酒店的未来</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; 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margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n季琦讲透了这个行业:中国新四大红利与酒店的未来\n</h2>\n\n<h4 class=\"meta\">\n\n\n<a class=\"head\" href=\"https://laohu8.com/wemedia/60\">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/707686f07ebc41778130c729f4eea24e);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">秦朔朋友圈 </p>\n<p class=\"h-time\">2020-01-12 00:01</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<html><body><div>\n<p><img src=\"https://static.tigerbbs.com/aa3d446063457be7585cc72129581dae\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><span></span></span><span arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>·</span></strong></span><span> 关注</span><span>秦朔朋友圈 </span><span> </span><span>ID:qspyq2015 </span><span>字数 13k+ </span><span arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>·</span></strong></span><span><strong><span></span></strong></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>这几年,我们总是认为当下的那一年是最特别、最艰难的。</span><span>就像去年,我用“越过山丘,人声鼎沸”来总结,今年,我用三个词“变化、挑战、新高峰”来预测。</span></p><p arial=\"\" auto=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/bf977957ec5b654419f270bcdc350a2c\" ui=\"\" yahei=\"\"/><strong><span>天下</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中美贸易摩擦对中国和全球经济的影响很大,已经持续两年多了。</span><span>中国GDP的曲线从2011年开始画到现在的话,正好是一个完美的“L”型。</span><span> </span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/6f8ab193d4d22772105e60a272a68fee\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>这个L型还会往下吗?</span><span>往下底有多深呢?</span><span>还是横着往前走?</span><span>在6%左右徘徊?</span><span>我期望能够比较平稳,GDP能够在6%左右徘徊。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>贸易摩擦同样影响了全球,影响了发展中国家,影响了发达国家。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/b4b17fd42b7a8cba014b3ffcc68703f1\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们可以看到从2018年开始,全球经济明显往下走。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>从中国国内情况来看,有几个现象值得我们重视:</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>一是制造业大量外移。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span></span><span>外移的原因除了贸易摩擦的影响,中美互增关税以外,也和近几年中国自身的发展阶段有关。</span><span>中国的发展,使得各项成本增高,一些制造业转移到成本更低廉的地区。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>二是债务压力。</span><span> </span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/6f8c6fef563a59a64606096ebeda5e29\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们看到,中国债务水平这几年飞快上涨,而且长期居于高位,下不来。</span><span>我们跟全球平均水平比,高得很多。</span><span>前段时间引起关注的P2P爆雷,就是相对比较脆弱的民间金融机构在债务压力下,率先崩盘引起的。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>三是投资效应递减。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>投资、出口、消费一直是拉动中国经济所谓的“三架马车”。</span><span>当出口疲软的时候,投资往往能够起到很强的拉动效应,比如,上一次金融危机,中国投了4万亿,拉动GDP。</span><span> </span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/cc27156d42eea193cd36295313bc20ff\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>但是,这种效果出现了“抗药性”,这几年投资效应明显递减。</span><span>出口、投资、消费三架传统的马车,有两匹都有些老态龙钟,拉起来有些费力了。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>四是股市疲软和房地产市场冷落。 </span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/757cce8e954ee0b5df055b28508fab9d\" ui=\"\" yahei=\"\"/><img arial=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/4691ae7d9369c968a916f4225cfcb2bf\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>过去10年,中国的股市基本没有涨,还跌了一点。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>楼市无论从成交量和成交价,这几年都是明显的萎缩和下降的,而土地财政是很多地方政府非常重要的预算外收入,这让他们在财政上压力很大,地方政府债务也是压力山大。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>刘鹤是这么总结中国经济的:</span><span>“中国经济正在经历深刻的结构调整和再平衡,面临经济增速换档、结构调整阵痛、前期刺激政策消化的‘三期叠加’局面。</span><span>”</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>在这样的调整期,我们原来依赖的许多东西都靠不住了,比如,所谓的传统四大红利:</span><span>人口红利、城市化红利、互联网红利和全球化红利,开始式微。</span><span>因此,有人说,中国正走在繁荣顶点的右侧。</span><span>也有人预言,中国将会落入中等收入陷阱。</span><span>但是,我觉得中国经济的独到之处就在于它的纵深和韧性,我用四个新红利来阐述我的观点。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/8bf345187e10b3db55ca2111a2c8a01f\" ui=\"\" yahei=\"\"/><strong><span>新人口红利</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>作为世界第一人口大国,曾经以提供大量廉价劳动力,出口便宜的简单商品而为世界所知;</span><span>如今,成长起来的庞大人口,拉动了消费,中国从提供廉价劳动力的国家,到世界第一的消费大国!</span><span> </span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/42b66f27e18504d63f19aabacae3a54e\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中国的消费品零售总额,已经接近了美国!</span><span>虽然这里有汇率因素的影响,但是中国人口的庞大基数,还是使得中美两国的消费品零售总额逼近,超过美国也只是时间问题,我估计就在这一两年间。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>是消费降级还是消费升级?</span><span>我的结论是中国实际上同时存在两个市场。</span><strong><span>一个市场是中等收入人群为主的4亿消费升级的市场;</span><span></span><span>另一个是10亿大众市场。</span></strong><span></span><span>不管是淘宝还是<a href=\"https://laohu8.com/S/PDD\">拼多多</a>,不管是<a href=\"https://laohu8.com/S/SBUX\">星巴克</a>还是瑞幸,做得都风生水起,中国的消费市场是两个巨量市场的叠加。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们来看一组有趣的数字:</span><span>南京一年吃的鸭子是1亿只,四川一年要吃掉2亿只兔子,武汉一年要吃掉小龙虾30亿只,中国有40万家火锅店、50万家奶茶店、2亿辆私家车、11亿智能手机、一年500亿的快递……</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中国是全球最大的单一市场。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>同一种文化,同一种语言,同一种货币,同样的法律,同一个政体,这样大的单一市场只有美国可以跟中国匹敌。</span><span>欧盟相对还要碎片化一些。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中国市场不仅大,增长也快。</span><span> </span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/0de70f73d250db84a5342195560626d5\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>即使中国的GDP已经跌到了6%左右,但也比美国、欧盟的2%、3%要高很多。</span><span>虽然印度在某些年份增长超过中国,但是他们基数太小,不在一个比较水平上。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中国市场除了大、增长快,还最具潜力。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中国有10亿人没坐过飞机,8亿人没有到过北京,没有出过国的12.6亿人......第一次看到这样的数字我也非常震惊!</span><span>说明中国消费市场的潜力有多大!</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/b35d218464a0ec6a12c823a97b14eaac\" ui=\"\" yahei=\"\"/><strong><span><a href=\"https://laohu8.com/S/300778\">新城市</a>化红利</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>前几年中国城市化迅猛发展,不仅城市规模和人口增长,城市与城市之间的交通便利性也大大增强。</span><span>中国的高铁全球第一,中国的高速公路全球第一,中国的航空跟美国比,差得也不远,我估计未来几年也会超过美国。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>未来4年,中国20万人口以上城市都会有高速公路和机场,高铁覆盖到100万人口以上城市的80%。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>城市的发展和城市与城市之间高速的交通设施,使得商务旅行和休闲旅游变得更加方便,物流更加便捷,商务效率更加高效,将会大大推动广大乡村的城市化进程,会有越来越多的人口会融入到大都市圈里,再加上内陆和沿海距离的缩小、更多的人才流动,将会对中国经济,乃至社会、观念、文化等带来史无前例的巨大影响,而这些影响才刚刚开始。</span><span>这就是我说的新城市化红利。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/0246c1c1734b6e084f43809c7b844ed1\" ui=\"\" yahei=\"\"/><strong><span>新互联网红利</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>互联网的发展在中国也创造了很多世界第一。</span><span>中国的移动支付是全球第一。</span><span>在中国付现金的地方很少,不管买菜、打酱油、打车、超市买东西,都要扫码。</span><span>农村的手机拥有度是93%,估计也是世界第一。</span><span>中国的农村,最贫穷的地方,100个人只有7个人没有手机,这里面还包括小孩、老人等。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>互联网的发展,使得各种商业模式,更容易下沉,更方便惠及到更广大的人群,无形中起到了加速器的作用。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>互联网的发展,使得传统行业同样借助互联网技术和互联网公司提供的平台和工具,得到了再一次发展的好机遇。</span><span>可以说,传统行业趁着互联网的春风,又迎来了第二个春天。</span><span>所以有人说,中国所有的生意都值得重新再做一次。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>资本市场也佐证了我的观点。</span><strong><span><a href=\"https://laohu8.com/S/HTHT\">华住</a>和<a href=\"https://laohu8.com/S/06862\">海底捞</a>的市盈率要比阿里和<a href=\"https://laohu8.com/S/00700\">腾讯</a>的市盈率还要高,照理说,传统行业都会比互联网行业、高科技行业市盈率低很多,但是我们两家公司一家是吃做得最好的,一家是住做得最好的,我们市盈率比阿里、腾讯都高。</span></strong><span></span><span>跟酒店领域市值世界第一的万豪比,我们市盈率也是他们的两倍。</span><span>一方面是华住做得好,但更重要的是中国互联网发展带给传统企业额外的增长潜力和超高速度。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>新互联网红利给传统企业带来了一次崭新的机会,叠加上庞大市场规模,许多传统企业将会脱胎换骨,屹立于世界之巅!</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/ccf4d1a90b4aa586987fc352ec438dfc\" ui=\"\" yahei=\"\"/><span><strong><span>新全球化红利</span></strong></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>由贸易战引发的中美对抗,使得世界开始重新审视中国,中国另外一个形象浮现出来了,就是中国不仅仅是一个廉价商品的制造国,中国可以有资格跟美国这样的头号大国PK,可以自豪地说一声“我们行!</span><span>”,积弱的中国同样可以孕育出华为这样技术领先世界的公司,中国庞大的内需市场给中国经济提供了广大纵深和顽强的韧性。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我有一次跟著名画家周春芽先生聊天,他的一句话点醒了我。</span><span>当时我问他:</span><span>为什么你的画在中国已经这么贵了,这么好卖,不卖到欧洲、美国去?</span><span>他说我的画没有必要全球化啊,中国都卖不过来,供不应求,还考虑国外市场干啥呢?</span><span>未来的中国就是世界,他有一个说法,叫做“把中国当作全世界来做”。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>周春芽认为:</span><span>虽然中国过去不被别人认可,但是我们自己必须努力让别人认可我们,这个认可不是我去巴黎开画展,而是巴黎的画廊请我到巴黎开画展。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>任正非总结得更好:</span><span>“利用世界的能力和资源,来领导世界。</span><span>”</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>这就是我所说的“新全球化红利”——中国即世界,世界亦中国。</span></strong><span></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>虽然在当前的形势下,中国有很多困难,但冬天就是这样,虽然它给人们带来了寒冷,然而却是明媚春光的必要准备!</span><span>正像丘吉尔曾经说过:</span><span>Never waste a good crisis! 中国需要一个长的、寒冷的冬天。</span><span>瑞雪兆丰年,冻死的是害虫,腐烂的是败叶,而给予庄稼的是丰沃的养分。</span></p><p arial=\"\" auto=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/5afddae361e2c639b28c131d456d7c05\" ui=\"\" yahei=\"\"/><strong><span>江湖</span><span></span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>“江湖”是讲我们酒店行业,但是这个行业在2019年看上去波澜不惊,变化不大,相对比较平静。</span><span>但历史和数据却告诉我们:</span><strong><span>平静之下孕育着险恶,是暗潮汹涌。</span></strong><span></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中国酒店市场很大,有81万家酒店,2000万间客房,甚至人均拥有客房数和美国也是相当的。</span><span>但是美国酒店平均客房数量是93间,中国酒店平均客房数却只有25间,单间收入只有98元,房量大于40间的有效供给只有10万家,只占酒店数的12%;</span><span>而连锁化率大大低于美国的70%、欧洲的39%。</span><span>中国的星级酒店,累年在盈亏平衡点上下挣扎。</span><span> </span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/e2cf0ca927a7b8fb3317f7031ae7a5a2\" ui=\"\" yahei=\"\"/><img arial=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/fc445b58b4fe8a2f0fe7dfa63d5e8dc4\" ui=\"\" yahei=\"\"/><img arial=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/a59793a39fdc5e0f6a670596735d5e69\" ui=\"\" yahei=\"\"/><img arial=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/e6015f98bbf8c7f15a4c2888a2fbc7dd\" ui=\"\" yahei=\"\"/><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/e7ef82b881d30a7c2d611b34ea7e84ef\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中国的酒店业一直处于规模大、效率低、盈利薄的状态下,长期以来一直如此。</span><span>虽然几大连锁集团取得了一定成绩,但相对于整个行业来说微不足道,酒店业长期以来处于亚健康状态。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>酒店业里另一个比较重要的角色是OTA,以携程、美团为主的中介。</span><span>他们的市场占有率目前已经达到了30%以上,在未来3-5年里,达到50%几乎没有悬念;</span><span>而且利润也是节节高升。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/8b74078cbecd356ac19f423f91b67a6f\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>当社会总财富恒定,一部分的富足,意味着另一部分的贫乏,共同富裕只能是一个美好的梦想。</span><span>在改革开放之初,在全民贫穷、物质匮乏的时代,邓小平同志曾经说过:</span><span>“让一部分人先富起来”,这句话依然适用当前的酒店行业,那就是党和政府一直提倡的——供给侧结构性改革。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>上文已经概述了中国酒店业的情况,酒店业的供给侧是典型的“弱供给”,产品差、效率低、盈利差,绝大多数的酒店都不具备规模经济效益,属于无效供给,属于落后产能。</span><span>废污合流、污水直排、后院洗涤晾晒布草、无烟感喷淋、无监控安防、大通铺、异味隔音......这样的酒店产品随处可见。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>但是有些酒店,虽然现状差,但是具备潜力,比如位置好、规模合适、产品破旧,只要稍加改造,就能有很好的经济效益;</span><span>有些只是管理不好,自身不具备销售能力,成本控制也不佳,这些都是有潜质的产能,只要加以提升,仍然是好的供给。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>酒店业的现状在许多行业都存在,正是如此,中央才三番五次、坚持不懈地倡导供给侧结构性改革,19大报告里,也着重强调“把提高供给体系质量作为主攻方向”。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>不管“供给侧结构性改革”还是“供给体系质量”,都非常好地指出了酒店业的未来方向和作为,不在供给侧改革,不做存量的提升,不做高质量的供给体系的打造,中国酒店业是没有希望、没有未来的。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>直白地说,市场规模就是这么大,不够这么多人荣华富贵,只能是20-30%的头部企业先富起来,其余70-80%的落后企业,要么被改造提升,要么就被淘汰,只有这样,中国酒店业才会有发展。</span></p><p arial=\"\" auto=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/502ca457115b83319efe1fdbfaa556cc\" ui=\"\" yahei=\"\"/><strong><span>华住</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>当然,华住是中国高质量供给侧的典型代表,可能不是唯一代表,但是是典型代表。</span><span>我们把华住的一些实践和做法,跟各位分享,希望能够给大家、给中国酒店业带来启发和帮助。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/8bf345187e10b3db55ca2111a2c8a01f\" ui=\"\" yahei=\"\"/><strong><span>华住商业操作系统</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>首先要跟大家分享的是华住商业操作系统,这也是第一次跟外界明确地沟通这件事情。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>15年前创办到今天,华住逐步形成了一整套实用有效的商业操作系统,这是一个闭环操作系统,有点像<a href=\"https://laohu8.com/S/AAPL\">苹果</a>的IOS系统,我们的所有管理软件都是自己写的,我们的打法也是自己独创,许多都是世界级的应用,比如会员。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住商业操作系统由软件和硬件组成。</span><span>线下门店就是硬件平台;</span><span>在硬件之上,我们构筑了许多高级精准的软件系统,比如会员、供应链、IT、云服务、品牌、市场、金融、投资顾问、品质控制、产品、培训、经营管理等12大项,给华住旗下的5000多家门店支持和赋能。</span><span>软件系统无形无状,但无处不在,跟硬件系统紧密配合,形成了华住独特的商业操作系统。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/94825fd9d7aee68e1677f6687198e0ee\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>没有这套操作系统,华住不可能迅速建立起业绩优良的5000多家庞大门店网络;</span><span>没有如此强大的操作系统,华住要实现未来的“万家灯火”“千城万店”,赋能更多酒店,也是不可能的。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>其次,我们从品牌、产品、效率、规模来介绍华住的实践,而这几点,我认为是酒店集团竞争力的四个关键要素。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/b35d218464a0ec6a12c823a97b14eaac\" ui=\"\" yahei=\"\"/><strong><span>品牌</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/e79ef9a335e7354741c52d3c7f2903ec\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住的品牌覆盖了从经济型到高档,从一星到五星的全部品类。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住会是我们最重要的品牌,是总领所有品牌的品牌。</span><span>云预订(中央预订)达到了55%的历史新高,其中,金卡、铂金会员占了会员预订的73%。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>汉庭</span></strong><span>是我们发家的品牌,是华住第一个品牌。</span><span>她是如此重要,我特别给她取了一个名字“国民酒店”,以区别于传统意义上的经济型酒店。</span><span>“国民酒店”既不是中档酒店,也不是传统经济型酒店,是一个新的品类,汉庭要以一己之力,成就一个新的品类——国民酒店。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>前几年,经济型酒店粗暴野蛮地生长,随着产品的老化和连锁规模的扩大,确实出现了一些问题,因此许多人唱衰,认为经济型酒店没有前途了,大家一股脑地涌入了中档的市场。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>那么实际情况到底怎样呢?</span><span>历年我都是用一个中国社会各阶层分布的金字塔来说明我的观点,今年让我们来看一些数字:</span><span>中国有10亿人家庭年收入低于8万,这些人出行的时候,他们对价格是非常敏感的,能坐汽车不会坐火车,能坐绿皮不会坐高铁,能坐高铁不会坐飞机。</span><span>这些人就是我说的10亿大众市场的人群。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>过去旅行是件奢侈的事情,但是,因为交通的便利和观念的改变,旅行实际上成了刚需。</span><span>父母去上海看望上大学的孩子,是刚需吧?</span><span>去东莞看望打工分居的配偶,是刚需吧?</span><span>守卫边疆的士兵,看望退伍的战友,是刚需吧?</span><span>过去可以在亲戚家挤挤,胡乱住一个晚上,当今的社会大多数家庭没有这个习惯了,他们会去汉庭开一间房给亲戚住。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>所以,旅行成了刚需,住酒店成了刚需。</span><span>这10亿中国人的住宿去哪里?</span><span>除了挤亲戚家的沙发,汉庭这样的酒店就是为这些普通百姓服务的。</span><span>不管是农民工还是司机,还是军人,还是教授、企业家、公务员都可以住汉庭,觉得有尊严,很实惠,基本功能都够。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>中国有2000多个县城,我们下一步计划是把汉庭开到中国的每一个县城去。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong>由于服务于最广大的10亿人民,所以,汉庭将会是全球单一规模最大的品牌。</strong></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>全季</span></strong><span>目前已经是我心目中中档品牌的第一。</span><span>有些品牌号称是中档,看看RevPAR(单房收入)就知道,其实是一个经济型水平的收入指标。全季的坪效非常高,可以说是全行业最高的(当然,新的汉庭升级版也有可能会挑战这个第一),可以这么说:</span><span>假如一栋物业,全季做不下来,其它酒店品牌更不用去想!</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>全季的RevPAR已经远远超过了4星级酒店的平均值,在这个意义上,已经不是中档的了,但是我们还是定义为中档。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/6738793ff57d12b6d871d353d2b1f1d8\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>我希望全季跟星巴克、华为、无印良品一样成为中产生活方式的代表;</span><span></span><span>我希望未来全季成为全球中档酒店的第一,这没有什么悬念,只是假以时日。</span></strong><span></span><span>因为道理非常简单,全季是针对中国4亿中产,没有一个国家有这么多的中产人群,为4亿中产提供标准住宿的酒店,肯定是世界第一。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住从经济型到中档,下一步我们要走的就是高档的管理,前面更多是直营和加盟,到了高档主要是靠管理,我们海外也会去,但是下一个大台阶就是高档的管理。</span><span>根据2019年《Hotel》杂志统计,华住已经是全球最大的酒店管理公司了,但是管理的最多的还是经济型和中档,未来要管理更多的高档和豪华酒店。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/2391b138d9f6436ab46728560680d1e8\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>最近,我们全资收购了德国最大的酒店集团——DH德意志酒店集团,他们大部分品牌都是4星和5星级,正好弥补华住在这一档的薄弱。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住在经济型、中档、高档的管理、国际化布局等方面都取得了一定的成绩,针对存量酒店,还推出了“软品牌”。</span><span>对软品牌定义是这样的:</span><span>品质一致,审美多元。</span><span>软品牌不单单要求数量,也要质量,我们希望品质是一致的,和华住过去标准品牌的质量是一致的,但是审美可以不一样,可能有的是地板,有的是地毯;</span><span>有的是墙纸,有的是涂料。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们在“软品牌”上布局了海友、怡莱、你好、星程、美仑等五个品牌,分别针对1-4星的存量市场。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们试着运用华住15年来打造的优秀商业操作系统,赋能更多的存量酒店,积极响应供给侧结构性改革的号召,为中国酒店业繁荣昌盛,贡献微薄之力。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/0246c1c1734b6e084f43809c7b844ed1\" ui=\"\" yahei=\"\"/><strong><span>产品</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>品牌离不开产品。</span><span>我认为好的酒店产品应该符合以下5点:</span></p><ul><li><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>功能强</span></p></li><li><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>有审美</span></p></li><li><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>有特色</span></p></li><li><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>造</span><span>价低</span></p></li><li><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>易生产</span></p></li></ul><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>集合这5点才是一个好的产品。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>可以毫不夸张地说:</span><span>这是一个产品主导一切的时代!</span><span>过去是:</span><span>好事不出门,坏事传千里。</span><span>但是现如今的社交媒体使得传播变得飞快。</span><span>好事随时会在朋友圈分享,一下子几百人甚至几千人知道了;</span><span>坏事不是传千里,而是很快万里了。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>产品从来没有像今天这样这么重要。</span><span>乔布斯甚至这么说:</span><span>我创建公司的唯一目的只是为了产品。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>下面我们有请华住集团首席产品官——周光明先生给我们介绍华住的产品。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>周光明:</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>整个华住集团在研发产品上都非常专注,产品研发我们关注三个点:</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>首先是环保,环境保护里面第一件事情就是预防环境的破坏。</span></strong><span></span><span>我认识一个很好的开发商,他说他在城市里面造了一栋楼,就是意味着在大自然里面,少了一座山,所以环境保护刻不容缓,因此华住集团在研发产品过程之中,会全面使用再生资源,用再生的纸、再生的材料建造华住的每一个产品,达到环境的保护。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>如今华住所有品牌的特用品展示,全部使用可降解的材料,这样一年可以减少至少3亿支塑料包装,这是一个集团对社会的责任。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>第二件事情,我们在研发过程之中,非常关注智能化。</span></strong><span></span><span>智能化可以帮助我们的客户有更好的体验,也让管理成本大大降低。</span><span>住过华住酒店的客人应该也接到过人工智能的服务电话,见到过<a href=\"https://laohu8.com/S/300024\">机器人</a>服务,这让我们的员工节省了不少时间,并拥有更多时间为客人提供更周到的服务。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>第三件事情,有信息数据方面的管理。</span></strong><span></span><span>这能让我们很多投资方、加盟商在家就可知天下,不用出门就可以看到当天的入住率以及收入情况,这一功能将植入在所有品牌的产品中。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>第四是人文关怀。</span></strong><span></span><span>员工是华住集团的主心骨,我们设计更好、更安全、舒适的后台,让员工能更有自信地在这个环境里面工作。</span><span>另外,对于弱势群体,华住也会加强关怀,让更多人感受到华住集团的温暖。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>接下来我跟大家分享一下新产品的开发举例,第一个是汉庭。</span><span>汉庭酒店是经济型酒店,将来会朝着国民酒店的方向发展。</span><span>汉庭的预算建造成本是被严格控制的,同时要解决传统的经济酒店的两个最大痛点:</span><span>第一没有记忆点,因此我们用意大利原装进口的材料,色彩呈现,突破没有记忆点的痛点。</span><span>第二是施工周期过长,在房间的研发过程之中,我们采用的天花板、墙面、地板以及所有设备设施都是装配式的,施工周期大大缩短,我们会尝试在第一百个汉庭酒店升级改造时,实现99天建造完成的目标。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们再分享一下全季酒店。</span><span>全季酒店无疑是中国第一品牌,已经在12月初开出了第800家店。</span><span>全季特别简单,全季4.0的第一个特征,就是我们做了“客听”,并提供所有我们的客户旅途上的需要,有书、3C产品等。</span><span>我们把线下流量变现,这是全季第一个创新。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>第二个创新,全季酒店也是装配式的,所有的桌子、椅子通通是装配式的,包括我们淋浴底盘也是装配式的产品,这是我们全季酒店今年最新的发展。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>下一个我们要提到跟大家分享的是美居。</span><span>美居两年多前,我们用在杭州、上海、成都、苏州四店齐开的方式,迎接这个品牌进入华住大家庭。</span><span>如今美居已经有67家营业门店,27家在建门店。</span><span>这个品牌的法式优雅是我们对法国生活的向往,我们请艺术家林子楠创造了一个东方以及法国生活方式的结合,然后在墙面上、公共大堂里面、客房里用壁画及各种方式进行呈现。</span><span>产品客房的标准化,可复制性是我们坚定不移的目标。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>讲到馨乐庭,12月10日刚在上海开出第一家店,这个产品的特点就是公寓的生活方式,我们把接待、吃饭、娱乐、休闲都集结在同一个空间里面,更有家的感觉,并利用“实用主义”传递这个信息。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>讲到桔子,桔子进入华住以后,我们全面升级换代,桔子顾名思义是有活力、健康、阳光的象征,因此我们仍然把桔子的特性进行到底。</span><span>将来我们会把整个健身房植入在大堂里面,体现出现代人对健康的需求与重视。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们讲到桔子水晶,水晶在我们心目中是纯洁无暇的,因此我们用极简的方式诠释水晶,极简就是现在人我们讲的“断舍离”。</span><span>断舍离并不是降低了我们的生活品质,降低了我们的生活水平,降低了我们生活的需求,而是更加地提升了对产品、对精致生活的追求,当一个水晶有一束光射入的时候,会有七彩的光芒,我们的客户就是一束光,进入水晶以后,必将绽放他七彩的人生。</span><span>所以水晶将来会以极简的风格跟大家见面。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>下一个我们要讲的是美爵,同样是来自法国,法式的奢华离不开东方的文化,当美爵进入到中国,我们同样把东方的奢华、法式的奢华结合在一起。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>即将在杭州亮相的美爵有更多的功能,有早餐厅、酒吧、下午茶等等,但是有一个特别重要的点,就是华住所有品牌的所有的房间,我们都要求高度的标准化,在标准化里面,才能达到对成本的控制。</span><span>这对投资者来讲,是最好的回报。</span><span>我们开始大量地减少对材料的使用,回归到对材料本质的呈现。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>接下来是花间堂。</span><span>花间堂就像一个乡下来的小姑娘,进到了华住大家庭之后,我们对它进行了重新包装,我们希望它在城市里面,仍然是无拘无束纯洁的,所以我们把它创造成城市的乌托邦。</span><span>即将在上海外滩出现的花间堂在房间上仍然强调一致,它仍然是可被复制的空间。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>最后我跟大家分享的就是禧玥酒店,禧玥酒店对我来讲就是中国人的精致生活。</span><span>当中国人满足生活的基本需求时,就会对文化有再一次的精炼。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>最近台北有一个展览,叫做《文人的生活》,我们可以看到韩熙载邀请他的朋友听音乐、喝茶,最后吃饭,每一个场景有不同的道具、配置,这是中华文化的表现。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span></span><span>我们今天吃饭、喝茶、睡觉、听音乐全部在一个空间里面,我们没有认真对待我们的生活,我们富裕了,我们也一定要有对文化的追求。</span><strong><span>全世界文明之中唯一能把文字变成艺术的就是中国,所以再一次说明一件事情:</span><span></span><span>我们要对中华文化进行一次复兴,在这个复兴里面,我们希望借着禧玥酒店跟大家分享。</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们用东方的生活方式,茶空间的生活方式,跟大家分享生活;</span><span>我们用图书馆听音乐的方式跟大家分享音乐的美好;</span><span>我们用雅极的方式,在空间里面跟大家分享这一份中国人特有的生活方式。</span><span>我们未来的禧玥有SPA、普拉提、瑜珈、健身,这一切的一切都是在呈现东方的生活方式,这就是我们即将为大家呈现的禧玥酒店,谢谢。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>从商业操作系统到品牌和产品,接下来跟大家分享华住另两个方面:</span><span>效率和规模。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/6160aee29e17d3c4af1ab80670d6e4ac\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/ccf4d1a90b4aa586987fc352ec438dfc\" ui=\"\" yahei=\"\"/><strong><span>效率</span><span></span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住的效率最早为众人所知,甚至有人讲到华住,就是“效率高”的印象,所以一直是我们自豪的地方。</span><span>德鲁克很早就讲过:</span><span>“管理就是两件事:</span><span>降低成本、提高效率”。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住在效率上,不仅仅是会降低成本。</span><span>首先我们是从收入开始,从直销开始。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>曾几何时,店里都用地铁口发传单来进行宣传销售,如今这种现象已经消失了,不一定适用了。</span><span>我们要建立平台、事业部和战区三级直销体系,希望从销售开始提高效率。</span><span>直销是高效售卖产品的能力,是一切效率开始的地方,没有直销、没有送客能力,何谈其它效率呢?</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>会员更是效率非常重要的组成部分,许多老同事都知道,发展会员是华住的铁律,容不得讨论和敷衍。</span><span>华住从一开始就做会员,许多做法都是世界首创。</span><span>目前华住会员的人数已经到了1.5亿,会员间夜占比80%以上,中国第一。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>云预订(中央预订)和云支付都达到了55%,也是世界第一。</span><span>前台不收或者少收现金,出错率就低,服务人员就容易操作,所以云支付我们未来要大力推广,减少前台的工作复杂度,减少出错的机会,要是能够达到80-90%,就是一个比较理想的状态了。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住AI,是计算机模拟人的经验和智慧,用算法固化下来。</span><span>目前我们做得还比较初步。</span><span>比如自助入住、自助选房、华小二前台、送物机器人等。</span><span>尽管这些小的AI、小的自动化看上去不起眼,也没有那么高科技,但它给我们省钱、省人工。</span><span>以上几项大约可以每家门店节省1.6人,乘以5000个店,一年节省的人工成本(按照人工成本每月5000计算)就是近5个亿!</span><span>要多挣五个亿可不太容易,而这个节省下来的都是纯利润呐!</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住的收益管理系统也运作得非常好,目前做到了58%自动调价。</span><span>这里面对收益的贡献就不太好估了,应该又是一个吓人的数字。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住的中央采购,我们叫“云采购\"。</span><span>云采购的电视机价格只有75折,空调的折扣达到了51折!</span><span>在厂商的配合下,我们定制的床垫,只有市场价的13折!</span><span>也就是外面市场价一万块钱的床垫,华住云采购的价格是1300元!</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>首先是因为我们采购量大,把几千家门店采购量集合在一起和别人谈价钱,议价能力就比较强,所以能拿到比较好的折扣。</span><span>但我觉得更多是因为我们的供应商认可华住的理念和价值观,愿意和华住一起来建设这个市场。</span><span>一个良好的品牌,一个良好的公司,没有好的供应商是不会走到今天的。</span><span>我们要感谢这些优秀的华住供应商!</span><span>是你们帮助我们成就了许许多多的门店,能够买到好的产品,提供给住客。</span><span>我们也不能一味地要求低价,要建立互利互惠多赢合作的关系,相互尊重,紧密配合,公平合理地交易。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>由于我们的独特优势,云采购的规模会越来越大,估计明年将会达到50亿元的规模,这个规模又是一个世界第一。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/59ae68a80b28566b3275e8ff0b71a7ad\" ui=\"\" yahei=\"\"/><strong><span>规模</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>效率讲完,讲规模。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>2019年,我们有5000多家门店,每年在华住旗下酒店入住的人数近亿。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>2019年,华住集团解决了10万人的就业,拉动资本性投资120亿,营业额达352亿,为国家贡献税收38亿。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>正像中央领导在19大报告里所说:</span><span>“必须把发展经济的着力点放在实体经济上”。</span><span>五年前我们讲要做线下大王,这个想法和国家的政策不谋而合。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住只用15年的时间,从零起步,达到了5000多家的规模,而国外同等规模的酒店集团,至少花了50年以上的时间。</span><span>我们下一步的目标是“万家灯火”,是“千城万店”。</span><span>三年之后,也就是2022年争取能够达成。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>实现这一目标的着重点是什么呢?</span><span>我们不能局限在一二线城市,要下沉了。</span><span>华住从一二线开始,从华东开始,走向了全国,华北、西北、华东、西南。</span><span>华住不仅要充分占领一、二线,还要下沉三、四线,布局五环外。</span><span>广阔天地,大有可为!</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/384d48ddd6b812d4f73f173fe32ebec1\" ui=\"\" yahei=\"\"/><strong><span>客户热爱</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>介绍了华住的商业操作系统、品牌、产品、效率和规模,我们还必须花些篇幅到我们的住客和加盟商身上。</span><span>请看视频:</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>衡量住客热爱的程度,最好的指标就是出租率。</span><span>华住出租率高出竟品20%!</span><span>单房收入RevPAR已经连续12年领先。</span><span>要不是住客的关爱,我们哪有可能取得这样的业绩?</span><span>!</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>也借此机会感谢选择入住华住旗下酒店的朋友们!</span><span>因为你们的支持,才有华住的今天!</span><span>我们要一如既往地赢得你们的芳心,让你们睡得踏实,住得放心。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/7211b992d0910262850a37694101df6f\" ui=\"\" yahei=\"\"/><strong><span>加盟商发财</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>“加盟商发财”听上去有点土,土归土,但是很能说明我们加盟商加入华住的根本原因,下面我们看看加盟商怎么说华住。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>为了做到让“加盟商发财”,华住还准备进一步采取以下一些措施。</span><span> </span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>首先是对现有门店进行分类。</span></strong><span></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住有一万名左右的加盟商,也不是每个人都发财,所以华住准备对所有的门店做分类——中、发、白。</span><span>“中”就是中等,“发”就是发财,“白”就是白板,白板就是那些位置不好,产品不好,或者租金太高了的门店。</span><span>我们分类目的是更好为大家服务,争取消灭白板,保证绝大多数都是发财挣钱的。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>其</span><span>次是布点规划。</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>在盈利不好的门店里,有一些是不合理布点造成的。</span><span>在一些客源薄弱的地方,短期内开了太多同档次的门店;</span><span>或者在低线城市,开了档次不匹配(通常是高了)的品牌,投资不小,但价格上不去。</span><span>所以,华住要做布点规划,精细化布点,规划到商圈,规划到品牌。</span><span>这跟城市规划一样,特别重要。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>但是,在一线城市不存在开店保护;</span><span>二线城市要看经营数据,经营数据不好,爬坡期很长,就要考虑开店保护;</span><span>三四线一定要有开店保护。</span><span>比如在三、四线城市,如果没有保护,开一个汉庭,生意很好,开十个汉庭,在短期内生意都会很惨。</span><span>在低线城市,全季也是一样的,越高端分流越厉害,假如开水晶酒店生意不错,也许能做到300RevPAR。</span><span>再开3-4家水晶,基本上这类客人很快就稀释掉了,没有一个门店可以存活的。</span><span>华住不能干这些杀鸡取卵的事情,要未雨绸缪。</span><span>要保证绝大多数加盟商发财,我们一定要做布点规划。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>再次是考核GOP经营利润。</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>GOP考核,我们说了很多年,因为种种原因没有落实下去。</span><span>我跟部分加盟商聊过,他们都愿意我们为他们管GOP,管经营成本。</span><span>虽然会增加我们的工作量,会遇到一些障碍,但是,不管有多大困难,对加盟商好的事情,能够帮助到加盟商的事情,我们必须做。</span><span>再说,酒店管理本来就应该管理经营成本。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>还有,我们还要关注加盟商的投资回报。</span><span></span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>要把加盟店的租金、装修的投入、营建成本都要纳入我们的系统,跟我们的直营店一样,要算投资回报。</span><span>每一个加盟店进入华住前都要估算投资回报率,太低了,做不了,要告诉加盟商。</span><span>已经开业的加盟店也要算一下,算完之后我们就知道哪些加盟店是有困难的?</span><span>哪些加盟店是好的?</span><span>好的门店我们不妒忌、不羡慕;</span><span>做得不好的门店,就要思考什么原因没有做好,是我们没有经营好还是成本高了?</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们要从根本上,从门店的规划到GOP考核,再到投资回报,都要和加盟商站在一起,想在一起,将来有什么事情,才可以共同面对,才能缔造持久的伙伴关系。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>最后还有针对加盟商的金融服务。</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>今年发放了5.5亿的贷款,明年有27亿的额度。</span><span>但是估计不容易完全贷出去。</span><span>一方面我们要改善内部流程,另一方面,加盟商提供的材料也要快、准确,这样就能比较有效率地帮到加盟商们。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/1285268c4df19e4541a97cc96e93dab0\" ui=\"\" yahei=\"\"/></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/fd300ab5f25a8e8b04ef8261fc33a2e9\" ui=\"\" yahei=\"\"/><strong><span>商业逻辑和华住哲学</span></strong></p><ul><li><p><strong><span>商业逻辑</span></strong></p></li></ul><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>一个公司,一个商业机构,品牌固然重要,但除品牌以外,还有很多重要的东西,比如产品、效率、规模和我们的客户,但是作为华住生态圈,我想跟所有利益相关者分享我们的商业逻辑和价值观,这是最最重要的部分。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>首先,服务于最广大的人民群众。</span></strong><span></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我特别喜欢熊彼得的这句话:</span><span>“商业的典型成就,并非在于给女王提供更多的丝袜,而是使纺织女工买得起丝袜”,这句话特别打动我。</span><span>一个企业提供的产品和服务能够惠及社会的绝大多数人,让我们觉得自豪,觉得特别有价值。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>“以人民为中心”,服务于最广大的人民群众,这是华住的第一个商业逻辑。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>其次是守正出奇。</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>这几年出奇招,出奇兵的人太多了,大家都在抢风口,做网红。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我觉得华住应该是“守正出奇”,华住不应该打扮的花枝招展,去做网红;</span><span>不会追风口、追流行;</span><span>不靠低俗吸引眼球;</span><span>也不做放烟花的事儿。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们不做红艳一时的玫瑰,要做春华秋实的稻谷和麦子。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>再者,做价值创造者。</span></strong><span></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>真正为客户、为生态圈、为社区创造价值,然后才有可能分享价值,企业才有存在的价值。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>最后,客户是一切的起点和终点。</span></strong><span></span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们的客户有三类,第一是住客,我们希望“住客热爱”;</span><span>第二是员工,他们是内部客户,要让“员工美好”;</span><span>第三是加盟商,目标是让“加盟商发财”。</span><span>所以华住生态圈里,住客是第一客人,第二是员工,第三是加盟商。</span></p><ul><li><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span>华住哲学</span></strong><strong><span></span></strong></p></li></ul><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住哲学可以用“求真、至善、尽美”</span><span>这三个词来概括。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>“求真”,实际上是对意义的思考,我们努力工作,艰苦奋斗,要把企业做大做强,意义何在?</span><span>价值何在?</span><span>这就是对“意义”的思考。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>前人已经有过许多类似的思考,让我们来看看他们的结论。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>乔布斯说:</span><strong><span>试图用我们仅有的天分去表达我们深层的感受,去表达我们对前人所有贡献的感激,去为历史长河加上一点儿什么。</span><span></span><span>那就是推动我的力量。</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>爱因斯坦是这么说的:</span><span>我每天上百次地提醒自己,我的精神生活和物质生活都依靠别人的劳动,我必须尽力以同样的分量来报偿我所领受的和至今还在领受的东西。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>而德鲁克简单明了地阐述了企业对社会的贡献:</span><span>大型公司在很大程度上实现了我们的社会信仰和希望。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>最近发表的美国118位顶级企业CEO的关于《公司目的》的宣言,开头的这句话“一个良好的经济,应该让每个人通过努力工作和创造获得成功,并过上有意义和有尊严的生活”,更是开宗明义地阐述了一个企业对于社会的价值。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>我们对于企业的理解,对于华住的意义的思考,跟这些前辈们相似,就是要让“每个人通过劳动,通过创造,过上有意义和有尊严的生活”。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>找到了意义,找到了真理,才能让我们分辨善恶,此所谓“至善”。</span><span>在华住,不作恶是底线,不能为了多开店,忽悠加盟商;</span><span>不能为了省钱,使用有污染、对环境有害的材料;</span><span>不能为了一己之私,损害合作伙伴的利益。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>华住对善的理解包括:</span><span>住客热爱、员工美好、加盟商发财、社区和谐这几个有机组成部分。</span><span>我们不仅不作恶,而是行善业而得昌盛(Do well by doing good)。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>真和善的自然结果就是创造美好。</span><span>华住的使命就是:</span><span>成就美好生活。</span><span>我们不仅自身美好,还能够让周边、让这个世界美好。</span><span>假如通过我们的努力,不仅能够改善我们生态圈的生活,还能够影响到人类文明的进程,那才真正是一件伟大的事业!</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>这就是华住对“求真、至善、尽美”的理解,这也是华住能够走得更远,迈向伟大的前提和基础。</span></p><p arial=\"\" auto=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" src=\"https://static.tigerbbs.com/a733c261e2aee6d4b3d6dd4f4b5079e6\" ui=\"\" yahei=\"\"/><strong><span>远方</span></strong></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>每年的世界大会,我都会以一首诗歌结束我的演讲。</span><span>今年的冬天很冷,实在挤不出啥诗情画意。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>2019年对我们大家来说,都觉得不一般,都觉得这一年是最难的。</span><span>展望未来,也是迷雾茫茫,并不轻松。</span><span>甚至,有人说,跟未来比,2019年可能是最好的一年。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>万事万物的根本还是你的内心。</span><span>因此,对我来说,未来既不悲观,也不乐观,但确实是充满了变化,充满了挑战。</span><span>面对变化,唯以不变应对万变。</span><span>什么不变呢?</span><span>那就是我们所坚守的价值观,我们所倡导的文化,我们所信奉的商业逻辑。</span><span>以这样的不变来应万变。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>所以,华住将会以成就美好、志同道合、求真至善尽美,来应对低俗、忽悠、自私和贪婪;</span><span>以踏踏实实的价值创造,来应对鼓噪的网红和风口;</span><span>以我们的长期主义来应对机会主义;</span><span>以我们的初心和理想,来应对边界的不断模糊;</span><span>以我们的价值坚守,来应对未来的变化。</span></p><p arial=\"\" auto=\"\" break-word=\"\" gb=\"\" helvetica=\"\" left=\"\" neue=\"\" none=\"\" repeat=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>在</span><span>挑战面前,华住人牢记初心,满怀理想,保持定力,以“日日是好日,年年是好年”的平常心,迎接新挑战,攀登新高峰!</span></p><p><img src=\"https://static.tigerbbs.com/3658b44181b2a1aad09329d92e934dfd\" width=\"auto\"/></p><ul><li><p><span>本文为华住集团创始人、董事长兼CEO季琦于2019年12月12日在上海世博中心举办的“2019华住世界大会”上的演讲。</span></p></li></ul><p><span>「 本文仅代表作者个人观点 」</span></p><p><span>「 图片 | <a href=\"https://laohu8.com/S/000681\">视觉中国</a> 」</span></p><p><img src=\"https://static.tigerbbs.com/47bebfc6cb10e46d035988cff2723e13\" width=\"auto\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>秦朔朋友圈id:qspyq2015 开白名单:duanyu_H</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>商务合作:biz@chinamoments.org</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>内容合作、投稿交流:friends@chinamoments.org</span></p>\n</div></body></html>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/289b82a155026055831ebe486b902c66","relate_stocks":{"HTHT":"华住"},"source_url":"http://mp.weixin.qq.com/s?__biz=MzA3ODI5NDg0Mw==&mid=2654109201&idx=2&sn=29eb7f3f36a01aaadc736ef4b5e462f4&chksm=84822445b3f5ad53bc9971ac6787aee2be888bfcd0d0c433db381147abc3831daed4bbca0b3e&scene=0#rd","is_english":false,"share_image_url":"https://static.laohu8.com/ecd74548980bc5b366aa8f4b37ed0bd5","article_id":"2003694957","content_text":"· 关注秦朔朋友圈 ID:qspyq2015 字数 13k+ ·这几年,我们总是认为当下的那一年是最特别、最艰难的。就像去年,我用“越过山丘,人声鼎沸”来总结,今年,我用三个词“变化、挑战、新高峰”来预测。天下中美贸易摩擦对中国和全球经济的影响很大,已经持续两年多了。中国GDP的曲线从2011年开始画到现在的话,正好是一个完美的“L”型。 这个L型还会往下吗?往下底有多深呢?还是横着往前走?在6%左右徘徊?我期望能够比较平稳,GDP能够在6%左右徘徊。贸易摩擦同样影响了全球,影响了发展中国家,影响了发达国家。我们可以看到从2018年开始,全球经济明显往下走。从中国国内情况来看,有几个现象值得我们重视:一是制造业大量外移。外移的原因除了贸易摩擦的影响,中美互增关税以外,也和近几年中国自身的发展阶段有关。中国的发展,使得各项成本增高,一些制造业转移到成本更低廉的地区。二是债务压力。 我们看到,中国债务水平这几年飞快上涨,而且长期居于高位,下不来。我们跟全球平均水平比,高得很多。前段时间引起关注的P2P爆雷,就是相对比较脆弱的民间金融机构在债务压力下,率先崩盘引起的。三是投资效应递减。投资、出口、消费一直是拉动中国经济所谓的“三架马车”。当出口疲软的时候,投资往往能够起到很强的拉动效应,比如,上一次金融危机,中国投了4万亿,拉动GDP。 但是,这种效果出现了“抗药性”,这几年投资效应明显递减。出口、投资、消费三架传统的马车,有两匹都有些老态龙钟,拉起来有些费力了。四是股市疲软和房地产市场冷落。 过去10年,中国的股市基本没有涨,还跌了一点。楼市无论从成交量和成交价,这几年都是明显的萎缩和下降的,而土地财政是很多地方政府非常重要的预算外收入,这让他们在财政上压力很大,地方政府债务也是压力山大。刘鹤是这么总结中国经济的:“中国经济正在经历深刻的结构调整和再平衡,面临经济增速换档、结构调整阵痛、前期刺激政策消化的‘三期叠加’局面。”在这样的调整期,我们原来依赖的许多东西都靠不住了,比如,所谓的传统四大红利:人口红利、城市化红利、互联网红利和全球化红利,开始式微。因此,有人说,中国正走在繁荣顶点的右侧。也有人预言,中国将会落入中等收入陷阱。但是,我觉得中国经济的独到之处就在于它的纵深和韧性,我用四个新红利来阐述我的观点。新人口红利作为世界第一人口大国,曾经以提供大量廉价劳动力,出口便宜的简单商品而为世界所知;如今,成长起来的庞大人口,拉动了消费,中国从提供廉价劳动力的国家,到世界第一的消费大国! 中国的消费品零售总额,已经接近了美国!虽然这里有汇率因素的影响,但是中国人口的庞大基数,还是使得中美两国的消费品零售总额逼近,超过美国也只是时间问题,我估计就在这一两年间。是消费降级还是消费升级?我的结论是中国实际上同时存在两个市场。一个市场是中等收入人群为主的4亿消费升级的市场;另一个是10亿大众市场。不管是淘宝还是拼多多,不管是星巴克还是瑞幸,做得都风生水起,中国的消费市场是两个巨量市场的叠加。我们来看一组有趣的数字:南京一年吃的鸭子是1亿只,四川一年要吃掉2亿只兔子,武汉一年要吃掉小龙虾30亿只,中国有40万家火锅店、50万家奶茶店、2亿辆私家车、11亿智能手机、一年500亿的快递……中国是全球最大的单一市场。同一种文化,同一种语言,同一种货币,同样的法律,同一个政体,这样大的单一市场只有美国可以跟中国匹敌。欧盟相对还要碎片化一些。中国市场不仅大,增长也快。 即使中国的GDP已经跌到了6%左右,但也比美国、欧盟的2%、3%要高很多。虽然印度在某些年份增长超过中国,但是他们基数太小,不在一个比较水平上。中国市场除了大、增长快,还最具潜力。中国有10亿人没坐过飞机,8亿人没有到过北京,没有出过国的12.6亿人......第一次看到这样的数字我也非常震惊!说明中国消费市场的潜力有多大!新城市化红利前几年中国城市化迅猛发展,不仅城市规模和人口增长,城市与城市之间的交通便利性也大大增强。中国的高铁全球第一,中国的高速公路全球第一,中国的航空跟美国比,差得也不远,我估计未来几年也会超过美国。未来4年,中国20万人口以上城市都会有高速公路和机场,高铁覆盖到100万人口以上城市的80%。城市的发展和城市与城市之间高速的交通设施,使得商务旅行和休闲旅游变得更加方便,物流更加便捷,商务效率更加高效,将会大大推动广大乡村的城市化进程,会有越来越多的人口会融入到大都市圈里,再加上内陆和沿海距离的缩小、更多的人才流动,将会对中国经济,乃至社会、观念、文化等带来史无前例的巨大影响,而这些影响才刚刚开始。这就是我说的新城市化红利。新互联网红利互联网的发展在中国也创造了很多世界第一。中国的移动支付是全球第一。在中国付现金的地方很少,不管买菜、打酱油、打车、超市买东西,都要扫码。农村的手机拥有度是93%,估计也是世界第一。中国的农村,最贫穷的地方,100个人只有7个人没有手机,这里面还包括小孩、老人等。互联网的发展,使得各种商业模式,更容易下沉,更方便惠及到更广大的人群,无形中起到了加速器的作用。互联网的发展,使得传统行业同样借助互联网技术和互联网公司提供的平台和工具,得到了再一次发展的好机遇。可以说,传统行业趁着互联网的春风,又迎来了第二个春天。所以有人说,中国所有的生意都值得重新再做一次。资本市场也佐证了我的观点。华住和海底捞的市盈率要比阿里和腾讯的市盈率还要高,照理说,传统行业都会比互联网行业、高科技行业市盈率低很多,但是我们两家公司一家是吃做得最好的,一家是住做得最好的,我们市盈率比阿里、腾讯都高。跟酒店领域市值世界第一的万豪比,我们市盈率也是他们的两倍。一方面是华住做得好,但更重要的是中国互联网发展带给传统企业额外的增长潜力和超高速度。新互联网红利给传统企业带来了一次崭新的机会,叠加上庞大市场规模,许多传统企业将会脱胎换骨,屹立于世界之巅!新全球化红利由贸易战引发的中美对抗,使得世界开始重新审视中国,中国另外一个形象浮现出来了,就是中国不仅仅是一个廉价商品的制造国,中国可以有资格跟美国这样的头号大国PK,可以自豪地说一声“我们行!”,积弱的中国同样可以孕育出华为这样技术领先世界的公司,中国庞大的内需市场给中国经济提供了广大纵深和顽强的韧性。我有一次跟著名画家周春芽先生聊天,他的一句话点醒了我。当时我问他:为什么你的画在中国已经这么贵了,这么好卖,不卖到欧洲、美国去?他说我的画没有必要全球化啊,中国都卖不过来,供不应求,还考虑国外市场干啥呢?未来的中国就是世界,他有一个说法,叫做“把中国当作全世界来做”。周春芽认为:虽然中国过去不被别人认可,但是我们自己必须努力让别人认可我们,这个认可不是我去巴黎开画展,而是巴黎的画廊请我到巴黎开画展。任正非总结得更好:“利用世界的能力和资源,来领导世界。”这就是我所说的“新全球化红利”——中国即世界,世界亦中国。虽然在当前的形势下,中国有很多困难,但冬天就是这样,虽然它给人们带来了寒冷,然而却是明媚春光的必要准备!正像丘吉尔曾经说过:Never waste a good crisis! 中国需要一个长的、寒冷的冬天。瑞雪兆丰年,冻死的是害虫,腐烂的是败叶,而给予庄稼的是丰沃的养分。江湖“江湖”是讲我们酒店行业,但是这个行业在2019年看上去波澜不惊,变化不大,相对比较平静。但历史和数据却告诉我们:平静之下孕育着险恶,是暗潮汹涌。中国酒店市场很大,有81万家酒店,2000万间客房,甚至人均拥有客房数和美国也是相当的。但是美国酒店平均客房数量是93间,中国酒店平均客房数却只有25间,单间收入只有98元,房量大于40间的有效供给只有10万家,只占酒店数的12%;而连锁化率大大低于美国的70%、欧洲的39%。中国的星级酒店,累年在盈亏平衡点上下挣扎。 中国的酒店业一直处于规模大、效率低、盈利薄的状态下,长期以来一直如此。虽然几大连锁集团取得了一定成绩,但相对于整个行业来说微不足道,酒店业长期以来处于亚健康状态。酒店业里另一个比较重要的角色是OTA,以携程、美团为主的中介。他们的市场占有率目前已经达到了30%以上,在未来3-5年里,达到50%几乎没有悬念;而且利润也是节节高升。当社会总财富恒定,一部分的富足,意味着另一部分的贫乏,共同富裕只能是一个美好的梦想。在改革开放之初,在全民贫穷、物质匮乏的时代,邓小平同志曾经说过:“让一部分人先富起来”,这句话依然适用当前的酒店行业,那就是党和政府一直提倡的——供给侧结构性改革。上文已经概述了中国酒店业的情况,酒店业的供给侧是典型的“弱供给”,产品差、效率低、盈利差,绝大多数的酒店都不具备规模经济效益,属于无效供给,属于落后产能。废污合流、污水直排、后院洗涤晾晒布草、无烟感喷淋、无监控安防、大通铺、异味隔音......这样的酒店产品随处可见。但是有些酒店,虽然现状差,但是具备潜力,比如位置好、规模合适、产品破旧,只要稍加改造,就能有很好的经济效益;有些只是管理不好,自身不具备销售能力,成本控制也不佳,这些都是有潜质的产能,只要加以提升,仍然是好的供给。酒店业的现状在许多行业都存在,正是如此,中央才三番五次、坚持不懈地倡导供给侧结构性改革,19大报告里,也着重强调“把提高供给体系质量作为主攻方向”。不管“供给侧结构性改革”还是“供给体系质量”,都非常好地指出了酒店业的未来方向和作为,不在供给侧改革,不做存量的提升,不做高质量的供给体系的打造,中国酒店业是没有希望、没有未来的。直白地说,市场规模就是这么大,不够这么多人荣华富贵,只能是20-30%的头部企业先富起来,其余70-80%的落后企业,要么被改造提升,要么就被淘汰,只有这样,中国酒店业才会有发展。华住当然,华住是中国高质量供给侧的典型代表,可能不是唯一代表,但是是典型代表。我们把华住的一些实践和做法,跟各位分享,希望能够给大家、给中国酒店业带来启发和帮助。华住商业操作系统首先要跟大家分享的是华住商业操作系统,这也是第一次跟外界明确地沟通这件事情。15年前创办到今天,华住逐步形成了一整套实用有效的商业操作系统,这是一个闭环操作系统,有点像苹果的IOS系统,我们的所有管理软件都是自己写的,我们的打法也是自己独创,许多都是世界级的应用,比如会员。华住商业操作系统由软件和硬件组成。线下门店就是硬件平台;在硬件之上,我们构筑了许多高级精准的软件系统,比如会员、供应链、IT、云服务、品牌、市场、金融、投资顾问、品质控制、产品、培训、经营管理等12大项,给华住旗下的5000多家门店支持和赋能。软件系统无形无状,但无处不在,跟硬件系统紧密配合,形成了华住独特的商业操作系统。没有这套操作系统,华住不可能迅速建立起业绩优良的5000多家庞大门店网络;没有如此强大的操作系统,华住要实现未来的“万家灯火”“千城万店”,赋能更多酒店,也是不可能的。其次,我们从品牌、产品、效率、规模来介绍华住的实践,而这几点,我认为是酒店集团竞争力的四个关键要素。品牌华住的品牌覆盖了从经济型到高档,从一星到五星的全部品类。华住会是我们最重要的品牌,是总领所有品牌的品牌。云预订(中央预订)达到了55%的历史新高,其中,金卡、铂金会员占了会员预订的73%。汉庭是我们发家的品牌,是华住第一个品牌。她是如此重要,我特别给她取了一个名字“国民酒店”,以区别于传统意义上的经济型酒店。“国民酒店”既不是中档酒店,也不是传统经济型酒店,是一个新的品类,汉庭要以一己之力,成就一个新的品类——国民酒店。前几年,经济型酒店粗暴野蛮地生长,随着产品的老化和连锁规模的扩大,确实出现了一些问题,因此许多人唱衰,认为经济型酒店没有前途了,大家一股脑地涌入了中档的市场。那么实际情况到底怎样呢?历年我都是用一个中国社会各阶层分布的金字塔来说明我的观点,今年让我们来看一些数字:中国有10亿人家庭年收入低于8万,这些人出行的时候,他们对价格是非常敏感的,能坐汽车不会坐火车,能坐绿皮不会坐高铁,能坐高铁不会坐飞机。这些人就是我说的10亿大众市场的人群。过去旅行是件奢侈的事情,但是,因为交通的便利和观念的改变,旅行实际上成了刚需。父母去上海看望上大学的孩子,是刚需吧?去东莞看望打工分居的配偶,是刚需吧?守卫边疆的士兵,看望退伍的战友,是刚需吧?过去可以在亲戚家挤挤,胡乱住一个晚上,当今的社会大多数家庭没有这个习惯了,他们会去汉庭开一间房给亲戚住。所以,旅行成了刚需,住酒店成了刚需。这10亿中国人的住宿去哪里?除了挤亲戚家的沙发,汉庭这样的酒店就是为这些普通百姓服务的。不管是农民工还是司机,还是军人,还是教授、企业家、公务员都可以住汉庭,觉得有尊严,很实惠,基本功能都够。中国有2000多个县城,我们下一步计划是把汉庭开到中国的每一个县城去。由于服务于最广大的10亿人民,所以,汉庭将会是全球单一规模最大的品牌。全季目前已经是我心目中中档品牌的第一。有些品牌号称是中档,看看RevPAR(单房收入)就知道,其实是一个经济型水平的收入指标。全季的坪效非常高,可以说是全行业最高的(当然,新的汉庭升级版也有可能会挑战这个第一),可以这么说:假如一栋物业,全季做不下来,其它酒店品牌更不用去想!全季的RevPAR已经远远超过了4星级酒店的平均值,在这个意义上,已经不是中档的了,但是我们还是定义为中档。我希望全季跟星巴克、华为、无印良品一样成为中产生活方式的代表;我希望未来全季成为全球中档酒店的第一,这没有什么悬念,只是假以时日。因为道理非常简单,全季是针对中国4亿中产,没有一个国家有这么多的中产人群,为4亿中产提供标准住宿的酒店,肯定是世界第一。华住从经济型到中档,下一步我们要走的就是高档的管理,前面更多是直营和加盟,到了高档主要是靠管理,我们海外也会去,但是下一个大台阶就是高档的管理。根据2019年《Hotel》杂志统计,华住已经是全球最大的酒店管理公司了,但是管理的最多的还是经济型和中档,未来要管理更多的高档和豪华酒店。最近,我们全资收购了德国最大的酒店集团——DH德意志酒店集团,他们大部分品牌都是4星和5星级,正好弥补华住在这一档的薄弱。华住在经济型、中档、高档的管理、国际化布局等方面都取得了一定的成绩,针对存量酒店,还推出了“软品牌”。对软品牌定义是这样的:品质一致,审美多元。软品牌不单单要求数量,也要质量,我们希望品质是一致的,和华住过去标准品牌的质量是一致的,但是审美可以不一样,可能有的是地板,有的是地毯;有的是墙纸,有的是涂料。我们在“软品牌”上布局了海友、怡莱、你好、星程、美仑等五个品牌,分别针对1-4星的存量市场。我们试着运用华住15年来打造的优秀商业操作系统,赋能更多的存量酒店,积极响应供给侧结构性改革的号召,为中国酒店业繁荣昌盛,贡献微薄之力。产品品牌离不开产品。我认为好的酒店产品应该符合以下5点:功能强有审美有特色造价低易生产集合这5点才是一个好的产品。可以毫不夸张地说:这是一个产品主导一切的时代!过去是:好事不出门,坏事传千里。但是现如今的社交媒体使得传播变得飞快。好事随时会在朋友圈分享,一下子几百人甚至几千人知道了;坏事不是传千里,而是很快万里了。产品从来没有像今天这样这么重要。乔布斯甚至这么说:我创建公司的唯一目的只是为了产品。下面我们有请华住集团首席产品官——周光明先生给我们介绍华住的产品。周光明:整个华住集团在研发产品上都非常专注,产品研发我们关注三个点:首先是环保,环境保护里面第一件事情就是预防环境的破坏。我认识一个很好的开发商,他说他在城市里面造了一栋楼,就是意味着在大自然里面,少了一座山,所以环境保护刻不容缓,因此华住集团在研发产品过程之中,会全面使用再生资源,用再生的纸、再生的材料建造华住的每一个产品,达到环境的保护。如今华住所有品牌的特用品展示,全部使用可降解的材料,这样一年可以减少至少3亿支塑料包装,这是一个集团对社会的责任。第二件事情,我们在研发过程之中,非常关注智能化。智能化可以帮助我们的客户有更好的体验,也让管理成本大大降低。住过华住酒店的客人应该也接到过人工智能的服务电话,见到过机器人服务,这让我们的员工节省了不少时间,并拥有更多时间为客人提供更周到的服务。第三件事情,有信息数据方面的管理。这能让我们很多投资方、加盟商在家就可知天下,不用出门就可以看到当天的入住率以及收入情况,这一功能将植入在所有品牌的产品中。第四是人文关怀。员工是华住集团的主心骨,我们设计更好、更安全、舒适的后台,让员工能更有自信地在这个环境里面工作。另外,对于弱势群体,华住也会加强关怀,让更多人感受到华住集团的温暖。接下来我跟大家分享一下新产品的开发举例,第一个是汉庭。汉庭酒店是经济型酒店,将来会朝着国民酒店的方向发展。汉庭的预算建造成本是被严格控制的,同时要解决传统的经济酒店的两个最大痛点:第一没有记忆点,因此我们用意大利原装进口的材料,色彩呈现,突破没有记忆点的痛点。第二是施工周期过长,在房间的研发过程之中,我们采用的天花板、墙面、地板以及所有设备设施都是装配式的,施工周期大大缩短,我们会尝试在第一百个汉庭酒店升级改造时,实现99天建造完成的目标。我们再分享一下全季酒店。全季酒店无疑是中国第一品牌,已经在12月初开出了第800家店。全季特别简单,全季4.0的第一个特征,就是我们做了“客听”,并提供所有我们的客户旅途上的需要,有书、3C产品等。我们把线下流量变现,这是全季第一个创新。第二个创新,全季酒店也是装配式的,所有的桌子、椅子通通是装配式的,包括我们淋浴底盘也是装配式的产品,这是我们全季酒店今年最新的发展。下一个我们要提到跟大家分享的是美居。美居两年多前,我们用在杭州、上海、成都、苏州四店齐开的方式,迎接这个品牌进入华住大家庭。如今美居已经有67家营业门店,27家在建门店。这个品牌的法式优雅是我们对法国生活的向往,我们请艺术家林子楠创造了一个东方以及法国生活方式的结合,然后在墙面上、公共大堂里面、客房里用壁画及各种方式进行呈现。产品客房的标准化,可复制性是我们坚定不移的目标。讲到馨乐庭,12月10日刚在上海开出第一家店,这个产品的特点就是公寓的生活方式,我们把接待、吃饭、娱乐、休闲都集结在同一个空间里面,更有家的感觉,并利用“实用主义”传递这个信息。讲到桔子,桔子进入华住以后,我们全面升级换代,桔子顾名思义是有活力、健康、阳光的象征,因此我们仍然把桔子的特性进行到底。将来我们会把整个健身房植入在大堂里面,体现出现代人对健康的需求与重视。我们讲到桔子水晶,水晶在我们心目中是纯洁无暇的,因此我们用极简的方式诠释水晶,极简就是现在人我们讲的“断舍离”。断舍离并不是降低了我们的生活品质,降低了我们的生活水平,降低了我们生活的需求,而是更加地提升了对产品、对精致生活的追求,当一个水晶有一束光射入的时候,会有七彩的光芒,我们的客户就是一束光,进入水晶以后,必将绽放他七彩的人生。所以水晶将来会以极简的风格跟大家见面。下一个我们要讲的是美爵,同样是来自法国,法式的奢华离不开东方的文化,当美爵进入到中国,我们同样把东方的奢华、法式的奢华结合在一起。即将在杭州亮相的美爵有更多的功能,有早餐厅、酒吧、下午茶等等,但是有一个特别重要的点,就是华住所有品牌的所有的房间,我们都要求高度的标准化,在标准化里面,才能达到对成本的控制。这对投资者来讲,是最好的回报。我们开始大量地减少对材料的使用,回归到对材料本质的呈现。接下来是花间堂。花间堂就像一个乡下来的小姑娘,进到了华住大家庭之后,我们对它进行了重新包装,我们希望它在城市里面,仍然是无拘无束纯洁的,所以我们把它创造成城市的乌托邦。即将在上海外滩出现的花间堂在房间上仍然强调一致,它仍然是可被复制的空间。最后我跟大家分享的就是禧玥酒店,禧玥酒店对我来讲就是中国人的精致生活。当中国人满足生活的基本需求时,就会对文化有再一次的精炼。最近台北有一个展览,叫做《文人的生活》,我们可以看到韩熙载邀请他的朋友听音乐、喝茶,最后吃饭,每一个场景有不同的道具、配置,这是中华文化的表现。我们今天吃饭、喝茶、睡觉、听音乐全部在一个空间里面,我们没有认真对待我们的生活,我们富裕了,我们也一定要有对文化的追求。全世界文明之中唯一能把文字变成艺术的就是中国,所以再一次说明一件事情:我们要对中华文化进行一次复兴,在这个复兴里面,我们希望借着禧玥酒店跟大家分享。我们用东方的生活方式,茶空间的生活方式,跟大家分享生活;我们用图书馆听音乐的方式跟大家分享音乐的美好;我们用雅极的方式,在空间里面跟大家分享这一份中国人特有的生活方式。我们未来的禧玥有SPA、普拉提、瑜珈、健身,这一切的一切都是在呈现东方的生活方式,这就是我们即将为大家呈现的禧玥酒店,谢谢。从商业操作系统到品牌和产品,接下来跟大家分享华住另两个方面:效率和规模。效率华住的效率最早为众人所知,甚至有人讲到华住,就是“效率高”的印象,所以一直是我们自豪的地方。德鲁克很早就讲过:“管理就是两件事:降低成本、提高效率”。华住在效率上,不仅仅是会降低成本。首先我们是从收入开始,从直销开始。曾几何时,店里都用地铁口发传单来进行宣传销售,如今这种现象已经消失了,不一定适用了。我们要建立平台、事业部和战区三级直销体系,希望从销售开始提高效率。直销是高效售卖产品的能力,是一切效率开始的地方,没有直销、没有送客能力,何谈其它效率呢?会员更是效率非常重要的组成部分,许多老同事都知道,发展会员是华住的铁律,容不得讨论和敷衍。华住从一开始就做会员,许多做法都是世界首创。目前华住会员的人数已经到了1.5亿,会员间夜占比80%以上,中国第一。云预订(中央预订)和云支付都达到了55%,也是世界第一。前台不收或者少收现金,出错率就低,服务人员就容易操作,所以云支付我们未来要大力推广,减少前台的工作复杂度,减少出错的机会,要是能够达到80-90%,就是一个比较理想的状态了。华住AI,是计算机模拟人的经验和智慧,用算法固化下来。目前我们做得还比较初步。比如自助入住、自助选房、华小二前台、送物机器人等。尽管这些小的AI、小的自动化看上去不起眼,也没有那么高科技,但它给我们省钱、省人工。以上几项大约可以每家门店节省1.6人,乘以5000个店,一年节省的人工成本(按照人工成本每月5000计算)就是近5个亿!要多挣五个亿可不太容易,而这个节省下来的都是纯利润呐!华住的收益管理系统也运作得非常好,目前做到了58%自动调价。这里面对收益的贡献就不太好估了,应该又是一个吓人的数字。华住的中央采购,我们叫“云采购\"。云采购的电视机价格只有75折,空调的折扣达到了51折!在厂商的配合下,我们定制的床垫,只有市场价的13折!也就是外面市场价一万块钱的床垫,华住云采购的价格是1300元!首先是因为我们采购量大,把几千家门店采购量集合在一起和别人谈价钱,议价能力就比较强,所以能拿到比较好的折扣。但我觉得更多是因为我们的供应商认可华住的理念和价值观,愿意和华住一起来建设这个市场。一个良好的品牌,一个良好的公司,没有好的供应商是不会走到今天的。我们要感谢这些优秀的华住供应商!是你们帮助我们成就了许许多多的门店,能够买到好的产品,提供给住客。我们也不能一味地要求低价,要建立互利互惠多赢合作的关系,相互尊重,紧密配合,公平合理地交易。由于我们的独特优势,云采购的规模会越来越大,估计明年将会达到50亿元的规模,这个规模又是一个世界第一。规模效率讲完,讲规模。2019年,我们有5000多家门店,每年在华住旗下酒店入住的人数近亿。2019年,华住集团解决了10万人的就业,拉动资本性投资120亿,营业额达352亿,为国家贡献税收38亿。正像中央领导在19大报告里所说:“必须把发展经济的着力点放在实体经济上”。五年前我们讲要做线下大王,这个想法和国家的政策不谋而合。华住只用15年的时间,从零起步,达到了5000多家的规模,而国外同等规模的酒店集团,至少花了50年以上的时间。我们下一步的目标是“万家灯火”,是“千城万店”。三年之后,也就是2022年争取能够达成。实现这一目标的着重点是什么呢?我们不能局限在一二线城市,要下沉了。华住从一二线开始,从华东开始,走向了全国,华北、西北、华东、西南。华住不仅要充分占领一、二线,还要下沉三、四线,布局五环外。广阔天地,大有可为!客户热爱介绍了华住的商业操作系统、品牌、产品、效率和规模,我们还必须花些篇幅到我们的住客和加盟商身上。请看视频:衡量住客热爱的程度,最好的指标就是出租率。华住出租率高出竟品20%!单房收入RevPAR已经连续12年领先。要不是住客的关爱,我们哪有可能取得这样的业绩?!也借此机会感谢选择入住华住旗下酒店的朋友们!因为你们的支持,才有华住的今天!我们要一如既往地赢得你们的芳心,让你们睡得踏实,住得放心。加盟商发财“加盟商发财”听上去有点土,土归土,但是很能说明我们加盟商加入华住的根本原因,下面我们看看加盟商怎么说华住。为了做到让“加盟商发财”,华住还准备进一步采取以下一些措施。 首先是对现有门店进行分类。华住有一万名左右的加盟商,也不是每个人都发财,所以华住准备对所有的门店做分类——中、发、白。“中”就是中等,“发”就是发财,“白”就是白板,白板就是那些位置不好,产品不好,或者租金太高了的门店。我们分类目的是更好为大家服务,争取消灭白板,保证绝大多数都是发财挣钱的。其次是布点规划。在盈利不好的门店里,有一些是不合理布点造成的。在一些客源薄弱的地方,短期内开了太多同档次的门店;或者在低线城市,开了档次不匹配(通常是高了)的品牌,投资不小,但价格上不去。所以,华住要做布点规划,精细化布点,规划到商圈,规划到品牌。这跟城市规划一样,特别重要。但是,在一线城市不存在开店保护;二线城市要看经营数据,经营数据不好,爬坡期很长,就要考虑开店保护;三四线一定要有开店保护。比如在三、四线城市,如果没有保护,开一个汉庭,生意很好,开十个汉庭,在短期内生意都会很惨。在低线城市,全季也是一样的,越高端分流越厉害,假如开水晶酒店生意不错,也许能做到300RevPAR。再开3-4家水晶,基本上这类客人很快就稀释掉了,没有一个门店可以存活的。华住不能干这些杀鸡取卵的事情,要未雨绸缪。要保证绝大多数加盟商发财,我们一定要做布点规划。再次是考核GOP经营利润。GOP考核,我们说了很多年,因为种种原因没有落实下去。我跟部分加盟商聊过,他们都愿意我们为他们管GOP,管经营成本。虽然会增加我们的工作量,会遇到一些障碍,但是,不管有多大困难,对加盟商好的事情,能够帮助到加盟商的事情,我们必须做。再说,酒店管理本来就应该管理经营成本。还有,我们还要关注加盟商的投资回报。要把加盟店的租金、装修的投入、营建成本都要纳入我们的系统,跟我们的直营店一样,要算投资回报。每一个加盟店进入华住前都要估算投资回报率,太低了,做不了,要告诉加盟商。已经开业的加盟店也要算一下,算完之后我们就知道哪些加盟店是有困难的?哪些加盟店是好的?好的门店我们不妒忌、不羡慕;做得不好的门店,就要思考什么原因没有做好,是我们没有经营好还是成本高了?我们要从根本上,从门店的规划到GOP考核,再到投资回报,都要和加盟商站在一起,想在一起,将来有什么事情,才可以共同面对,才能缔造持久的伙伴关系。最后还有针对加盟商的金融服务。今年发放了5.5亿的贷款,明年有27亿的额度。但是估计不容易完全贷出去。一方面我们要改善内部流程,另一方面,加盟商提供的材料也要快、准确,这样就能比较有效率地帮到加盟商们。商业逻辑和华住哲学商业逻辑一个公司,一个商业机构,品牌固然重要,但除品牌以外,还有很多重要的东西,比如产品、效率、规模和我们的客户,但是作为华住生态圈,我想跟所有利益相关者分享我们的商业逻辑和价值观,这是最最重要的部分。首先,服务于最广大的人民群众。我特别喜欢熊彼得的这句话:“商业的典型成就,并非在于给女王提供更多的丝袜,而是使纺织女工买得起丝袜”,这句话特别打动我。一个企业提供的产品和服务能够惠及社会的绝大多数人,让我们觉得自豪,觉得特别有价值。“以人民为中心”,服务于最广大的人民群众,这是华住的第一个商业逻辑。其次是守正出奇。这几年出奇招,出奇兵的人太多了,大家都在抢风口,做网红。我觉得华住应该是“守正出奇”,华住不应该打扮的花枝招展,去做网红;不会追风口、追流行;不靠低俗吸引眼球;也不做放烟花的事儿。我们不做红艳一时的玫瑰,要做春华秋实的稻谷和麦子。再者,做价值创造者。真正为客户、为生态圈、为社区创造价值,然后才有可能分享价值,企业才有存在的价值。最后,客户是一切的起点和终点。我们的客户有三类,第一是住客,我们希望“住客热爱”;第二是员工,他们是内部客户,要让“员工美好”;第三是加盟商,目标是让“加盟商发财”。所以华住生态圈里,住客是第一客人,第二是员工,第三是加盟商。华住哲学华住哲学可以用“求真、至善、尽美”这三个词来概括。“求真”,实际上是对意义的思考,我们努力工作,艰苦奋斗,要把企业做大做强,意义何在?价值何在?这就是对“意义”的思考。前人已经有过许多类似的思考,让我们来看看他们的结论。乔布斯说:试图用我们仅有的天分去表达我们深层的感受,去表达我们对前人所有贡献的感激,去为历史长河加上一点儿什么。那就是推动我的力量。爱因斯坦是这么说的:我每天上百次地提醒自己,我的精神生活和物质生活都依靠别人的劳动,我必须尽力以同样的分量来报偿我所领受的和至今还在领受的东西。而德鲁克简单明了地阐述了企业对社会的贡献:大型公司在很大程度上实现了我们的社会信仰和希望。最近发表的美国118位顶级企业CEO的关于《公司目的》的宣言,开头的这句话“一个良好的经济,应该让每个人通过努力工作和创造获得成功,并过上有意义和有尊严的生活”,更是开宗明义地阐述了一个企业对于社会的价值。我们对于企业的理解,对于华住的意义的思考,跟这些前辈们相似,就是要让“每个人通过劳动,通过创造,过上有意义和有尊严的生活”。找到了意义,找到了真理,才能让我们分辨善恶,此所谓“至善”。在华住,不作恶是底线,不能为了多开店,忽悠加盟商;不能为了省钱,使用有污染、对环境有害的材料;不能为了一己之私,损害合作伙伴的利益。华住对善的理解包括:住客热爱、员工美好、加盟商发财、社区和谐这几个有机组成部分。我们不仅不作恶,而是行善业而得昌盛(Do well by doing good)。真和善的自然结果就是创造美好。华住的使命就是:成就美好生活。我们不仅自身美好,还能够让周边、让这个世界美好。假如通过我们的努力,不仅能够改善我们生态圈的生活,还能够影响到人类文明的进程,那才真正是一件伟大的事业!这就是华住对“求真、至善、尽美”的理解,这也是华住能够走得更远,迈向伟大的前提和基础。远方每年的世界大会,我都会以一首诗歌结束我的演讲。今年的冬天很冷,实在挤不出啥诗情画意。2019年对我们大家来说,都觉得不一般,都觉得这一年是最难的。展望未来,也是迷雾茫茫,并不轻松。甚至,有人说,跟未来比,2019年可能是最好的一年。万事万物的根本还是你的内心。因此,对我来说,未来既不悲观,也不乐观,但确实是充满了变化,充满了挑战。面对变化,唯以不变应对万变。什么不变呢?那就是我们所坚守的价值观,我们所倡导的文化,我们所信奉的商业逻辑。以这样的不变来应万变。所以,华住将会以成就美好、志同道合、求真至善尽美,来应对低俗、忽悠、自私和贪婪;以踏踏实实的价值创造,来应对鼓噪的网红和风口;以我们的长期主义来应对机会主义;以我们的初心和理想,来应对边界的不断模糊;以我们的价值坚守,来应对未来的变化。在挑战面前,华住人牢记初心,满怀理想,保持定力,以“日日是好日,年年是好年”的平常心,迎接新挑战,攀登新高峰!本文为华住集团创始人、董事长兼CEO季琦于2019年12月12日在上海世博中心举办的“2019华住世界大会”上的演讲。「 本文仅代表作者个人观点 」「 图片 | 视觉中国 」秦朔朋友圈id:qspyq2015 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