投身经济型酒店前途领域之时，酒店产品生命周期策略

投身经济型酒店前途领域之时，酒店产品生命周期策略
行业生命周期短洗牌来临 经济型酒店边走边叹
    就在无数将资金从股市和地产投资中撤出的大老板们还在研究是否投身经济型酒店这个很有前途的领域之时，经济型酒店传奇缔造者，成功于纳斯达克上市后市值剧增的如家快捷，在上市的第五个季度即爆出亏损。“扩张速度过快，经济型酒店出现拐点”、“经济型酒店泡沫时代来临”的评论随即浮出水面。
    “这个行业的生命周期也太短了吧。”一位刚到东南沿海城市考察了一圈经济型酒店品牌设计和经济型酒店市场的地产商对《商务周刊》感叹到。
     2008年3月4日如家快捷酒店公布的2007年第四季度和全年未经审计财报确实让人吃了一惊：如家2007年总营收为10.093亿元（约合1.384亿美元），比2006年增长71.5%，但净利润只有3600万元，同比增长16.4%，远低于同期收入的增速。尤其第四季度虽然获得3.276亿元收入，却净亏损1520万元。
    为什么会出现这样的情况呢？
    根据如家提供的报告显示，2007年10月收购上海七斗星商旅酒店旗下的25家连锁酒店，也因此带来合并报表后的1300万元亏损。如家相关负责人进一步解释道，除了在收购七斗星时产生的相关支出外，还有重新评估净递延税项资产所产生的610万元一次性成本。实际上，收购之后的新开酒店通常需要投入较大成本，并需要一定时间才能成熟运作。因此分析师指出，今后一段时间，如家扔会面临较大财务压力。
    但如家认为，如家第四季度的亏损是由于非经营性损失造成，不存在“辉煌不再，前景堪忧”的问题。如家CEO孙坚用数据证明：如家2007年新开设酒店数量超过100家，总酒店数量比2006年翻番，进入了更多的城市，并继续保持稳定运营。
    没有人指望收购能够立竿见影地带来利润，从这个角度而言，如家的解释颇为合理。如家方面认为，收购七斗星商旅连锁酒店使如家在行业收购和兼并方面积累了经验，为如家未来进一步持续发展奠定了基础。而且目前对七斗星的营运整合已经基本完成，接下来的一个月将对其硬件进行维护，并预计在未来3至6个月显示出增长和效益。如家公布财报后，汉庭、格林豪泰。7天连锁等其他经济连锁型酒店也纷纷出面发表观点，他们力挺的主题是，如家的暂时亏损并不意味着中国经济型酒店进入行业性拐点。
    从基本面上看，如家经营状况似乎是一切正常，但这真是一个虚惊一场的小事吗？
    2007年10月如家以3.4亿元收购七斗星连锁酒店，即使从如家的角度看是为了今后的扩张发展打基础，但七斗星的转手，也同样可以看作行业过热而导致弱者被淘汰出局的开始。
    七斗星的发展轨迹也折射出行业内相当一批企业的生存状态。根据中国经济型酒店网公布的经济型连锁酒店行业景气指数显示：至2008年4月，国内经济型酒店品牌达到58个，但其中只有“如家”、“锦江之星”、“莫泰”、“7天”、“汉庭”、“格林豪泰”和“速8”这7家的开业酒店数量超过了50家，余下的50多个品牌开业酒店数全部集中在27家以下的规模，爆发式增长的同时伴生的是分散。其中不乏眼熟如家上市而投资者，其实并不具备足够实力应对酒店市场的激烈竞争。在拿到风险投资的大品牌快速扩张的同时，这些规模尚小的企业赢利状况并不乐观。
    拐点或许不能轻言，但投资热带来的泡沫却已是逐渐形成。有业内人士指出，目前一些连锁酒店在房价较高时“抢楼”带来的高昂成本，已经让其不堪重负。
    实际上，如家的上市传奇毕竟只是一个企业的阶段成功，并不能代表这一模式可以在整个行业通用。而且，如今的行业环境和宏观经济环境，较之如家上市时相去甚远。由于美国次货危机。中国银根紧缩以及中国资本市场近期的变化，目前资本对于经济型酒店行业开始谨慎。
    从全中国来说，这仍然是个拥有巨大空间的市场。据国家旅游局此前公布的数据显示，至2015年，中国将成世界第一大旅游接待国。第四大旅游客源国，并形成世界规模28亿人次，我国整体旅游行业迎来了历史最佳的发展机遇。此外，2010年世博会的举办，国家法定假日的调整和带薪休假制度的实施，也将为经济型酒店带来更大的商机和发展空间。
    但在赢得这些商机之前，企业们必须“挺过最初的艰难时刻”。连锁酒店的竞争手段，并非是经济和便宜，背后是对企业专业性、标准化管理能力的高要求，即如何在连锁扩张时保持一定的服务标准。孙坚就曾经指出，经济型酒店的制胜之道在于规模化的复制能力，“当一个品牌发展到100家左右的规模、30~40个城市的跨年时，将是一个管理的瓶颈，能否讲一个城市的管理和赢利能力在每个城市都得到保持，将是进一步发展的关键所在”。
    想所有充分竞争行业一样，经济型酒店是一个优胜劣汰的角斗场。2007年7月，汉庭酒店连锁、7天假日连锁酒店等完成第二轮融资，摩根士丹利将斥资过亿美元继续购入上海莫泰连锁旅店有限公司80%过份。就在经济型连锁酒店开始频遭质疑之际，3家经济型酒店的逆流而上更表明了一种判断：你们争论你们的，我的洗牌已然开始。

To join the budget hotels future fields of the hotel product life cycle strategy
Reshuffle of the industry life cycle is short the advent of the economy hotel walking sigh
    In numerous bosses withdrawal of funds from the stock market and real estate investment are still studying whether to join this promising field of budget hotels, budget hotels legendary founders, was successfully listed on the Nasdaq after the market value of dramatic increase in home, burst loss in the listing of the fifth quarter. "The rapid rate of expansion, budget hotels inflection point, the economy hotel bubble era" comment immediately surfaced.
    The industry life cycle is too short. "One arrived in the southeast coastal city of investigated circle economy hotel brand designed and economy hotel market real estate developers on the" Business Week "laments.
     March 4, 2008, such as Home Inns announced 2007 fourth quarter and full year unaudited financial results is indeed something to eat surprised: Home 2007 total revenues of 10.093 billion yuan (about $ 138.4 million), 71.5% increase over 2006, but net profit of only 36 million yuan, an increase of 16.4 percent, well below the revenue growth rate over the same period. In particular, the fourth quarter revenue of 327.6 million yuan, a net loss of 15.2 million yuan.
    Why is this happening?
    Such as the report provided by the home in October 2007 acquisition of Top Star Business Hotel in Shanghai's 25 hotel chains, and thus bring the 13 million yuan loss in the consolidated statements. Such as the relevant person in charge of further explained that in addition to the expenses related to the acquisition of Top Star, as well as re-assessment of the net deferred tax assets of $ 610 million one-time cost. In fact, after the acquisition of new hotel usually need to invest large cost, and take some time to mature operation. Analysts pointed out that the coming period, such as home throw will face greater financial pressure.
    But such as home, such as home fourth-quarter loss is caused due to non-operating losses, there is no "brilliant and woeful". The data show, such as family CEO Sun Jian: Home 2007 newly opened hotel number over 100, the total number of hotels doubled compared to 2006, into a more urban, and continue to maintain stable operation.
    No one expects that the acquisition provides immediate profit, from this perspective, such as the interpretation of the home is quite reasonable. Home believes that the acquisition of seven Top Star hotel chain so that the accumulated experience in the industry, mergers and acquisitions, such as home, and laid the foundation for further sustainable development of the Home's future. The operation of integration of the Top Star has been basically completed, the next month hardware maintenance, and is expected to show growth and benefits in the next 3-6 months. Such as family earnings announcement, the Han court, GreenTree. 7 Days Inn and other economic chain hotels have come forward to express their views, they are behind the theme, such as temporary loss of the home does not mean that the Chinese economy hotel to enter the industry inflection point.
    From a fundamental point of view, such as the family business situation seems to be all normal, but this is really a false alarm in a small?
    October 2007 Home to 3.4 billion acquisition of Top Star hotel chain, even from the perspective of the Home is laying the foundation for future expansion of development, but the seven-Doo Star changed hands, and also can be seen as the industry to overheat and cause the weak are eliminated out of the start.
    Top Star of the development path also reflects the survival status of a considerable number of enterprises in the travel industry. , According to the Chinese economy hotel network announced the economic chain hotel industry climate index: April 2008, the domestic economy hotel brand to reach 58, but only "Home", "JJ Star", "Motel" "7 days", the Han court, "GreenTree" and "Super 8" 7, the opening of the hotel more than 50, the number of remaining more than 50 brand hotels all focused on the size of the following 27 associated with the explosive growth at the same time is dispersed. Many of them familiar, such as listed and investors, in fact, does not have enough strength to cope with fierce competition in the hotel market. Rapid expansion in the big brands to get venture capital, small scale enterprise profit situation is not optimistic.
    The turning point may not lightly, but the investment boom bubble already is gradually formed. Insiders pointed out that some hotel chains in higher prices to "grab the floor," the high cost has been allowed to be overwhelmed.
    In fact, the legend of the listing such as home, after all, only the stage of a business success, and do not represent that this model can be universal in the industry as a whole. Moreover, today's industry environment and the macroeconomic environment, a far cry from when compared to the listing of Home. Because the U.S. subprime mortgage crisis. Chinese monetary tightening as well as China's capital market, recent changes in capital for the economy hotel industry cautious.
    From the whole of China, which still has a huge space in the market. To 2015, according to previously published data by the National Tourism Administration, China will become the world's largest tourist country. The fourth largest tourist source countries, and the formation of the 2.8 billion people world-scale, the overall tourism industry in China ushered in the history of the best opportunities for development. In addition, the 2010 World Expo will be held, the adjustment of national holidays and paid leave implementation of the system, budget hotels will bring more business opportunities and development space.
    Win these opportunities, businesses must survive the initial difficult times ". The hotel chain is not a means of competition, economic and cheap, is behind a corporate professional, standardized management capabilities, namely, how to maintain a certain standard of service in the chain expansion. Sun Jian pointed out that the budget hotels to victory lies in the replication capacity of the scale, "When a brand development to a size of about 100, 30 to 40 the city's New Year's Eve, it will be a management bottleneck, whether speak of a city management and profitability in each city to maintain, will be the further development of the key.
    Want all fully competitive industry, the budget hotel is a survival of the fittest arena. In July 2007, Hanting Hotel chain, seven days holiday and hotel chains to complete the second round of financing, Morgan Stanley will spend billions of dollars to continue to acquire 80% on Motel Inn Co., Ltd. excessive. Frequently questioned in the economy hotel chains in the occasion of the three budget hotels upstream but also that a judge: you argue that you already started my shuffle.