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[03-02] [Economist-中国]Chinese hotels Room at the inn 中国酒店宾至如归
Chinese hotels 中国酒店
Room at the inn
宾至如归
Jan 24th 2008 | SHANGHAI
From The Economist print edition
Busy people in the hyperactive Chinese economy need a place to rest
在高速运转的中国经济体中奔波忙碌的人们需要找个地方歇歇脚。
IN 1999 Ji Qi founded Ctrip,a new internet firm, and hit on a vast, untapped area of demand: theChinese traveller. This was someone who had formerly been too poor andtoo fenced in by government rules to move around even one of China's 22provinces, let alone the whole country. After the online travel agencycame Home Inns, an equally successful chain of basic hotels. Nine yearslater, Mr Ji is on his third company for travellers: Hanting Hotels.Even as China's dynamic exporters are stumbling over rising costs anddeteriorating overseas markets, these three firms are growing atferocious rates by catering to domestic demand.
瞄准中国旅游市场需求的巨大空缺，季绮于1999年创建了携程互联网公司（ctrip）。曾几何时中国旅行者还苦于囊中羞涩加之政府过多的限制，在中国22个省的各省内部尚不能随意行走，更不用说九州自由行。继这家网上旅游中介之后，如家酒店应运而生。如今这家酒店连锁机构已与携程一样成功。九年后，季绮又针对旅游者办起了第三家公司：汉庭酒店。尽管由于成本价格上升海外市场看衰，中国一些最具活力的出口商们也难免落得铩羽而归，但这三家公司看准了国内市场，仍然保持迅猛增长。
Hanting Hotels is less than threeyears old but already has 75 outlets. Occupancy averages 90%, afterbeing open for just three to four months, says Mr Ji. His customers areChinese businessmen, a hardy, self-sufficient bunch who want cleanrooms, a desk, a television and internet service and are not fussyabout pools, minibars or any other fluff. Room prices are modest—under$40 a night. A second brand, Hanting Express, will soon be launchedwith prices from $15 to $30 a night, aimed at non-business travellers,with even more austere fittings. Mr Ji says he will have 1,000 outletswithin three to five years.
汉庭酒店建成不到三年旗下却已有75家分店。季先生称开张仅三四个月汉庭入住率已达九成。他的客户群是中国商旅人士。这些精英们果敢强干，收入丰裕。他们需要的只是一间整洁的房间，里面有张写字台、一台电视机并且可以上网就够了。他们不在乎有没有游泳池、酒吧间和其他不实用之物。房间价格也不高，一晚不到40美元。第二家招牌店汉庭快捷酒店也开业在即，它的客户群是非商务旅行者，房间装修更为简约，房间价格为每晚15至30美元。季先生说在今后三至五年内他要将连锁店开至1000家。
Other companies in the low-costtravel business are doing well too—though not many have the scale tomatch Mr Ji's empire. Behind their success is a change in China itself.Tens of millions of people are travelling long distances for the firsttime, thanks to millions of new cars and investments by the governmentin roads, railways and airports. Most cheap hotels are wretched. Theyare often run by the local government or a state-owned company. It isnot uncommon to end up in a hotel with occasional heating, cigaretteends ground into the carpet and a “foot massage” room off the lobbythat is really a brothel.
中国其他一些低成本运作旅游业公司发展的也不错，但没有几家在规模上能与季绮的业务相抗衡。在他们的成功背后，我们看到的是中国自身的变化。得益于政府投资数百万元用于修筑公路、铁路及修建机场，辅之百万数量的私家车大军，数千万中国人第一遭走出家门做远途旅行。大部分政府名下或分属国有企业的旅店价钱虽便宜，条件却很恶劣。通常旅馆的住宿条件是偶尔起用的供暖设备，布满烟头烫痕的地毯和大厅旁的“足底按摩房”（其实就是妓院）。
When Mr Ji foundedCtrip, the government's desire to keep a hold on the movement of peopleand money meant there were no automated payment systems and no privatetravel firms. Ctrip had to find ways around this—many people, forinstance, do not have credit or debit cards and want a real ticket, notan electronic one. Ctrip sends out motorcycle couriers to take theircash and deliver tickets. “It did a remarkable job of being flexibleenough to address gaps in the market,” says David Michael of the BostonConsulting Group。
当携程创立之初，政府的意图还是控制人员和金钱自由流动，这就意味着自动付款系统和私人旅行社的缺失。携程需要找到各种通融的办法。例如说，许多没有信用卡和借记卡的人要求得到一张现实的票而不是电子票。这样携程就会派遣它的摩托递送员向客户收钱送票。波士顿咨询（Boston Consulting Group）的大卫米歇尔说“以灵活的运转方式填补市场空缺，携程做的很出色。”
Revenuesat Home Inns are growing at more than 70% a year and its net income isrising faster still. Its shares are valued at more than 100 times lastyear's earnings, and that attracts competition. Super 8, an Americanbrand of hotels, has come into the market, as has a domestic firm,Motel 168, and a handful of others. More will arrive soon and thecountry's travellers will benefit. Export markets may be slowing, butdomestically China is on the move. 如家现在年收入以年增长70%的速度增长，它的净收入也在飞速提高，股价更达到去年年收益的百倍以上。同时它也面临着竞争。来自的美国速8酒店（super8）,来自国内的莫泰168还有其他许多酒店都纷纷拥入这一市场。新到者马不停蹄，最终受惠的还是中国的旅游者。出口市场可能日渐萧条，但国内市场正朝气蓬勃。
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