餐饮巨头跨界民宿 外婆家创始人吴国平谈不舍·野马岭中国村

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  大品牌跨界做精品酒店近几年已不是新鲜事。
  在国内,品牌和资本更为青睐的,则是更为多元化的民宿业。首旅集团在北京郊外托管运营古村落改造的民宿聚落,打造“寒舍”品牌;开元酒店集团打造开元颐居项目;携程投资非标住宿领域客栈品牌—久栖精品连锁客栈……民宿行业开始成为品牌和资本扩张的新阵地。
  在这场角逐中,著名餐饮品牌“外婆家”的加入显得格外引人瞩目。
  很多人都熟悉杭州的外婆家,西湖边动辄排队两三个小时的传奇餐厅品牌。而外婆家的创始人吴国平(Uncle 吴),也从2014年开始了他的民宿业跨界——一个耗资六千多万的精品民宿:不舍·野马岭中国村。项目租下金华浦江县600多年历史的马岭脚古村,在村庄原有基础上改建30幢老房子,精工细作,使之华丽转身变为高端精品民宿,据说每幢小楼一日房价或将高达2万元,一时间成为业内话题的焦点。
  野马岭今年下半年即将开业,我们最近对创始人吴国平进行了一次专访。
  专访的问答是轻松而富有启示的。
  《酒店精品》:请您谈一下,野马岭这个项目是怎么缘起的呢?
  Uncle 吴:从2012年起,我就一直往乡下跑,花了三年时间,几乎走遍了浙江所有原生风貌保存较好的乡村。
  有一次,偶然路过野马岭,发现这个位于浦江、建德、桐庐三县(市)交界的夯土老屋古村落居然有着六百多年的历史!这里有山有水有风光,溪水林涧,古树鸟鸣,尤其是那些千年榧树和六百年的糙叶榆,天造神赋令人着迷。而最吸引我的,则是这里的前人生活痕迹延续保留至今仍特别明显。
  2014年中期,我们开始谈整个村落的租赁;2015年5月就正式进场了,合作模式就是和村里一下签订了30年的经营权。我们的设计团队也是熟知的朋友,默契感十足,分别是杭州的绿城设计和内建筑。
  村子共有30多幢老房子,我们从中整理出了七八十个房间,目前还未全部完工,因为大量工程都要手工操作。要做精品,手工真是不可少的。
  《酒店精品》:这真是野马岭和外婆家的缘分使然。不过,您是经营餐饮的专家,这次决定进军精品民宿酒店,是否还有更深层次的原因?
  Uncle 吴:我理想的退休生活是回归乡村。如果一定要讲个起因,其实我是受到了莫干山洋家乐的“刺激”。第一次去看的时候,把我惊呆了,老外可以把老房子改得那么漂亮,舒适性那么好,我也要做一个。
  因为一直生活在城市里,都市人对乡村,对自然,有着一股向往,就是想去接近自然。门前有条小溪,水流潺潺;村口有棵大树,可以在树下聊天……我呢就帮大家端端盘子,扫扫地,和来野马岭村的年轻人聊聊天、吹吹牛。
  我们内心里期待着体验那种回归农耕生活的闲适,这种期待可能就是特想做这件事的原因吧。
  《酒店精品》:您的描述已经让我看到一幅美丽的画面了。那么,您在整个项目中扮演什么角色?挑选了哪些合作伙伴?总体规划又是怎样的?
  Uncle 吴:我就是野马岭村的村长之一啊。这个项目是我们一群志同道合的小伙伴一起做的,我们的小伙伴有丁磊、有设计师,还有一些媒体的朋友。
  在规划上,可能不少人看到过我们的效果图,和一些已经建好的建筑。我希望的野马岭,是要在保留黄泥墙,环抱自然的同时,把当代的生活方式填进去,让人感受到淳朴的旧,也体验到时尚的新。
  在野马岭,新旧的反差特别大,那是一种穿越时空的体验。长着青苔的石板路,土得掉渣的夯土墙,但里面的设计却是超五星级的舒适与奢华,玻璃天顶,露天浴缸,各种家具和饰品都是设计师的订制产品。
  半山腰的咖啡馆原本是个老宅,设计师保留了原始的形态,并在一层加建透明的玻璃盒子,再配上宅前的露天泳池,极传统,又极时髦。
  野马岭也新建了部分建筑,比如树上的SPA,挑空的健身房。
  总之,都市与乡村的反差,当代与古老的互衬,舒适与简朴的对比.......这些混搭而生的文化情境,会使野马岭吸引来哪些期待分享闲适生活的人群,这也是我们要努力的。
  《酒店精品》:是的,任何精品都要付出不懈的努力。那么您认为这个项目对您而言是挑战和机遇并存的吗?
  Uncle 吴:挑战与机遇并存,对,没错!
  打造野马岭项目,本身就是个很大的挑战。不舍·野马岭中国村最大的特点就是不可复制性,完全没有模版。对于我来说,是非常难得也非常难做的一个项目。对民宿老房来说,推倒再建简单,局部改造也不难,但像我们这样将整个村落进行大规模保护和高标准改造,这是无处照搬和复制的,其中的困难和挑战是多方面的,很多无法预料。说实话,如此浩大的工程,连我自己也没有精力再做下一个。对我个人来说,它也是唯一的,或许这算机遇吧。
  我觉得,对有历史有故事的老村子老房子是要负责任的。所以不光是水电要做好,山上的排污系统我们也要做好做完美,那么多房子,光挖溝就要几个月,还不能破坏原来的道路和植被。所以,我们做得非常慢。
  因为不愿意破坏道路,大型设备车辆不能进,怎么办?那就用最原始的手工方式施工、用最原始的人工方式运输;半山那个游泳池花了几个月的时间才挖好,就是因为所有泥土都要由工人一点点背下山;而老房子的外观我们也尽可能保持原貌,外边保留夯土墙,里面砌加固墙,既隔热又隔潮。为此,环境得到了保护,老村落的生态原貌受到了尊重。
  其实,餐饮是服务行业,民宿也是服务行业,我想有很多方面是相通的。通过18年的发展,外婆家在国内正餐行业的确是拥有一定的知名度,但我们做民宿也是一个新兵,民宿与餐饮还是两条业务线,只能靠自己的摸索一步步做起来,这也是挑战。
  如果我们的执着和努力收到了回报,如果慢慢做出了我所需要的生活方式来,那么前面的挑战就都是未来的机遇。
  《酒店精品》:请问您比较喜欢哪些酒店品牌?野马岭这个项目,在设计方面、管理方面会借鉴其它酒店品牌的经验吗?   Uncle 吳:不一定是大品牌酒店,其实国外有很多精品设计酒店我也很喜欢。在野马岭这个项目上,我尊重建筑师和设计师,以他们为主在设计,当然我们经常会对一些规划和设计进行沟通。我要求野马岭在设计时就要保证未来居住的舒适度,我们在民宿房间的隔音、解决潮湿问题等方面都会去学习借鉴别人好的方法,这方面一点不会含糊。
  我也有自己的坚持,每一间房都要住过,每一张床要亲自试睡。不住过,没有得到我的认可,我是不给通过的。
  《酒店精品》:最后问一下,您一直愿意跟90后年轻人一起玩,这个项目有90后们的参与和实践吗?
  Uncle 吴:年轻人的想法和他们的创新,都是值得我们不断学习和跟上潮流的,我需要向他们学习,需要了解年轻人的想法,这很重要。在这个项目中同样有年轻人的参与,我们的股东中就有一位90后呢。
  《酒店精品》:非常高兴您接受我们这次专访,祝外婆家的野马岭今年开门大吉,成为中国精品民宿的优秀榜样之一。再次感谢您。
  In recent years, it is not a new thing for big brand to do crossover business in hotel industry, even more popular investment now is in Bed&Breakfast business. BTG has created "My Humble House" brand on the conversion of old villages on the outskirts of Beijing; New Century hotel group commences New Century residence project; Ctrip also invested in non-standard accommodation boutique brand… Now B&B industry has become the new target of brand and capital expansion. In this competition, the attendance of Hangzhou food and beverage brand Grandma's Home is particularly eye-catching.
  Many people are familiar with Hangzhou's Grandma's Home, a legendary restaurant brand by the West Lake usually with two or three hours waiting queue. Founder of Grandma's Home Wu Guoping (Uncle Wu), began from 2014 his new business in B&B — a sixty million Yuan boutique B&B project called Bushe-Yemaling Chinese Village. He rented the 600 year-old village by Jinhua Pujiang County, and converted 30 houses in the village into high-end B&B. The price for each house per night will be as high as 20 thousand Yuan, which has become a current hot topic.
  We conducted an interview with Wu Guoping, the founder of this B&B project to be opened this summer.
  Hotel Elite: What is the origin of Yemaling project?
  Uncle Wu: Since 2012, I have been travelling around the countryside of Zhejiang for three years. On one occasion, I passedby Yemaling, an old village located in the junction of three counties, Pujiang, Jiande and Tonglu. This village has six hundred years of history, there are mountains and water, streams and birds, thousand-year old torreya tree and other hundred-year old trees. The most attractive quality is its particularly obvious traces of life here. In 2014, we started talking about the lease of the whole village. In May 2015, we officially entered. We have signed a 30-year lease with the village. Our design team is well known friends who will be in charge of green town design and construction.
  There are 30 old houses in the village, which will make up seventy or eighty rooms. The work has not yet completed, because a large number of projects need to be manually operated.   Hotel Elite: What is the deeper reason that you decided to enter the hotel industry (Boutique B&B)?
  Uncle Wu: My ideal retirement life is returning to the countryside. If you must talk about the reason, actually I have been awed by the Mountain Mogan Yangjiale project. The first time I went, I was shocked, that foreigners can modify our old houses so beautifully and comfortably. I want to do it, too.
  After living in the city, people have a yearning for the countryside and nature. Imagine there is a stream in front of the door, and a big tree where you can chat under its shadow...... I will help out with the plates, sweeping the floor, chatting with the young man visiting the village. This way, we can slowly experience a return to the leisure of the farming life.
  Hotel Elite: What role do you play in the project? Who have been selected as your partners? What is the whole plan?
  Uncle Wu: I am one of the village heads of the Yemaling village. In this project we have a group of like-minded partners to do it together, such as Ding Lei, a designer, as well as some media friends.
  In planning, many people have seen our renderings, and some of the buildings have been built. I hope the Yemaling will keep the natural side and the contemporary lifestyle together. So people can feel the simplicity of the old, but also experience the new fashion.
  In Yemaling, the contrast of the old and new is particularly large, it is an experience through time and space. You see a mossy stone road and an earth wall outside, but the design inside is made of five star comfort and luxury, with glass zenith and Jacuzzi. Various furniture and accessories are designers' customized products.
  The hillside cafe was originally an old house, the designer retains the original form, and builds a transparent glass box, together with the open-air swimming pool, it is very traditional, and very fashionable.
  Yemaling also has new buildings, such as the tree SPA and high-raised gym.
  I hope Yemaling would attract people to share the leisure of life.
  Hotel Elite: What are the challenges and opportunities for this project?
  Uncle Wu: What I do now is to create my future life after retirement, my own life.
  The biggest feature of the Bushe-Yemaling village is that it cannot be copied, so it is a very rare project for me. It's not hard to destroy and build, or do partial renovation, but the large-scale and high standard transformation of the entire village is not possible to copy. Such a huge project, even I have no energy to do another one. For me, it's the only one.   Yemaling transformation is a big challenge. I think we need to be responsible for the old village with history and story. So we should do a good job on the mountain sewage, water and electricity included. With so many houses, the trenching takes several months. We also cannot destroy the original vegetation and roads. We do it very slowly, because we are not willing to destroy the road, large equipment cannot enter, so we have to use the most primitive manual construction. It takes a few months before the mid-hill pool was excavated, and all the dirt was carried down by the workers a little at a time. We maintain the original appearance of the old house as much as possible. We build wall reinforcement inside the earth wall, which is also good for damp and heat insulation.
  Hotel Elite: Which hotel brands, both domestic and international, do you prefer? In terms of design and management, how will you learn from their experience?
  Uncle Wu: I don't necessarily prefer big hotel brands, in fact, there are many foreign boutique design hotels that I also like. In the Yemaling project, the design is mainly about the construction of green space, and we do planning communication often. I asked the Yemaling designers to guarantee living comfort, such as sound proof and damp proof. I also have my own standard. I will stay in every room and sleep on every bed. They can't pass without my approval.
  Hotel Elite: You have years of accumulation in catering industry brand and resources, how do you apply it in the high-end B&B industry?
  Uncle Wu: Catering is a service industry, so is hospitality industry. I think there are a lot of interlinked aspects. But we are new in this field, so we are trying to find out. Through 18 years of development, the brand Grandma's Home has gained certain reputation in the industry. Still, the hotel and dining are two separate lines of business, what I want to do is to slowly find out the lifestyle I need.
  Hotel Elite: You have been willing to mingle with the post-90s young people, do you share the same consideration and practice in this project?
  Uncle Wu: Young people's ideas, their innovation, are worthy of my constant learning in order to keep up with the trend. I need to learn from them, to understand young people. In the project, one of our shareholders is a post-90s
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人文之美:贤淑温情的姿娘  潮汕女人之所以被称为姿娘,据说古时原为“煮娘”之意,即煮饭的娘子。也有一些文章解释姿娘为说话轻声细语、委婉温存的女子,因为从“姿”的字义上解释,为声音令人愉悦、有可人容貌、有轻盈体态的美丽娘子之意,所以姿娘都应该是美貌的女子。其实,姿娘就是潮汕男人叫开的。有意思的是,潮汕男人还称呼自己的老婆为姿娘人。  许多年前,小编看过潮州籍画家林墉写的一篇纪念母亲的文章。描述了母亲
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