花在堂間 人在花間 對話花間堂創(chuàng)始人張蓓

花間堂，2009年誕生于中國著名的度假勝地—麗江。張蓓，花間堂的創(chuàng)始人，一個伴花而來的唯美女人。七年來，花間堂把高端精品酒店的服務理念與地方文化、民居民俗等人文特色完美融合，開創(chuàng)了中國文化精品酒店的先河，并逐漸拓展成集唯美人文客棧、精品度假酒店和度假村于一體的文化酒店品牌。

In 2009， Blossom Hill Inn was born in China's famous resort – Lijiang. The founder， Zhang Bei， is a flower-like beautiful woman. For seven years， Blossom Hill Inn has created a perfect fusion between the high-end Boutique service concepts， local folk culture and other humanitarian characteristics， thus establishing a precedent of a Boutique hotel based on Chinese culture， which then gradually expands into a cultural hotel brand where aesthetic cultural Inn， boutique hotels and resorts are found.

院子情結Courtyard Complex

小時候，每逢假期，張蓓都要去爺爺奶奶家度過。小院里的綠蔭和花叢把爺爺奶奶的簡樸小屋緊緊包圍，茉莉花、喇叭花、爬在墻上的薔薇，還有夏天一串串妖嬈的大麥熟……，馥郁濃烈的花香和滿院繽紛的色彩，快樂著整個假期。

正屋窗外高大的葡萄架下是全家吃飯納涼的地方，趁爺爺奶奶午睡時分偷摘還未長成的青葡萄是張蓓每天的游戲之一。棗樹、桑樹、蘋果樹、桃樹、柿子樹還有只會開花不會結果的公石榴樹錯落地占滿整個院子，連籬笆也不閑著，四季豆、苦瓜、絲瓜，這些南方來的菜種被爺爺寶貝似地養(yǎng)育著……

黃昏時分，灶臺上升起裊裊炊煙，飯菜香止不住地往外溢。奶奶總能變戲法般將簡單的食物烹煮成最可口的美味，逢年過節(jié)，還會特意送些小菜與鄰居一同分享，讓歡樂在院子的內外蔓延……歲月靜好，真的就是這樣子吧。

In her childhood， Zhang would always spend holiday in her grand parents' place. The greeneries and flowers from the small courtyard would surround the entire house， such as jasmine， morning glory， rose and summer barley......Fragrant flowers， strong colors and happiness filled up the whole holiday.

One of Zhang Bei's daytime games is to pick the still-green grapes while grand parents took their naps. Under the grape trellis， the family had meals and enjoyed the cool. In the courtyard， there are mulberry trees， jujube trees， apple trees， peach trees， persimmon trees， and the male pomegranate trees that only bloom without bearing fruit. Even the ground around the fence was not left idle， grandpa has planted green beans， bitter gourd， sponge gourd with great care......

At dusk， smoke would rise from the stove that was grandma preparing food in the most magical way， turning the simplest ingredient into most delicious dishes. During major holidays， she would always share some dishes with the neighbors， spreading happiness inside and outside of the courtyard......There is no doubt that good years are like this.

親暖之心款待之道The Warmth of the Way of Hospitality

相較于安縵和其他國際品牌精品酒店的高冷范，花間堂的溫度感，親親暖暖，如柔軟的輕風拂過，只為激起人心靈深處的漣漪。這是張蓓成立花間堂的初衷。

2009年，張蓓到了麗江，舉目所及，那兒的四合院、生活狀態(tài)、鄰里關系、人文氛圍，竟若小時候爺爺奶奶家小村子的翻版。她心動了，想將厚厚沉淀的美麗記憶，帶到真實世界里來。

蘭心蕙質的她，把這里當作自己的家，把自己所喜歡的，自己的審美、對生活方式的需求、最真摯的情感，通過空間設計、生活方式設計、物件采買和精打細算，化作可觸摸的一磚一瓦一門一窗，與人分享。分享孤獨，也分享快樂，剔除塵俗的紛繁疲累，放下內心戒備，走出自己，走進別人，滋潤彼此。

張蓓說，花間堂提供的不是服務，是款待，款待朋友款待客人，之心之情享受其中。在麗江，一處如家般的溫度情感小院，它是花間堂，是人有心向往的“烏托邦”。

Compared to the cool fa?ade of Aman and other international boutique hotel brands， Blossom Hill Inn adopts a different demonstration that is soft and warm like a gentle breeze， aiming to touch upon the inner most of human emotions. This is the original intention of Zhang Bei when she first set up the brand.

In 2009， Zhang Bei came to Lijiang， everywhere she went， everything she saw， courtyards， living conditions， neighborhood relations and cultural atmosphere， all resembled the home village of her grandparents， like a replica. Her heartstrings were pulled， and she wanted to bring her beautiful childhood memories to the real world.

With a pure and intelligent mind， she sees the place as her own home， and through space design and life style design， procurement of objects， she shares her likes， emotions， aesthetic thoughts and her needs of the way of life， by transforming them into the tangible things， every brick， window， door and wall. She shares not only loneliness， but also happiness. This is a place for people to take off guard and let each other inside.

Zhang Bei said that Blossom Hill Inn does not provide mere services， but hospitality. It is the kind of hospitality that the host shows his true friends， and it makes both parties enjoy. In Lijiang， Blossom Hill Inn is a small courtyard with the feel of a home， an emotional \"utopia\" people yearn for.

首席設計師和設計師Chief Designer and Designer

身兼首席設計師的張蓓用心丈量每一間花間堂，更對酒店的文化依屬和空間利用頗用腦筋；每去到一個地方，衡量那兒是否適合開設花間堂時，她便松開思維的韁繩，任它策馬奔騰，帶著溫度，伴著生活，去設計和想象在這塊土地上的生活方式。如若設計成形，她便口授筆傳給設計師，構筑出夢幻唯美的花間堂酒店。

蘇州花間堂山塘人家設計師邵華波，在近幾年歲月變遷中，悟出從設計師思維到“設計思維”轉變的重要性，他大力主張?zhí)幚砗萌撕途幼】臻g的關系，讓來者能感到身處其中就是在家里，這就足夠了。于他而言，山塘人家是小家碧玉，不該大張旗鼓，所以，他塑造的山塘人家，返璞歸真，安于清凈。

蘇州花間堂探花府設計師駱敏卉，一心要把這間舊宅府邸“復活”為一間中國式宅邸精品酒店。在動手設計前，她久無聲息，深思熟慮，而一旦開工，她和張蓓一起四處尋選好物件，又和工人們一起把所有家俬全部人工扛入，樂在其中。難怪敏卉女士先要住遍探花府周邊所有酒店細細揣摩。最終，行家一出手，這間400年的文物建筑，就這樣驚艷了時光。

Acting also as the chief designer， Zhang Bei carefully measured every Blossom Hill Inn， and gave much thought on the culture belonging and the space utilization of the hotel. Every time she travels for venue inspection， she would unwind her head， let it run free， immerse herself in the local life style， and then she will imagine what it would be like to have a life here. When the design comes， she will dictate or pen the idea to the designer， and the formation of a Blossom Hill Inn begins.

Through the change in recent years， Shao Hua-bo， the designer of Blossom Hill Inn Suzhou Shantang， realized the importance of \"design thinking reform\". His philosophy is that， a designer should handle the relationship between men and their living space， so that the guests feel at home， and that is enough. To him， Shantang branch resembles more to a petite miss than a prima donna， and therefore， the returning to tranquility and simplicity is its most important feature.

Luo Min-hui， the designer of Blossom Hill Inn Suzhou Tan-hua， eagerly wanted to resurrect this old house into a Chinese style mansion. Before doing hands-on design， she disappeared into a long thinking retreat. Once the work started， she and Zhang Bei traveled together to search for the suitable furniture， and moved all of them into the house with the workers， a task which they both enjoyed. Later we learned that the designer has first stayed over in every hotel nearby to gather useful information for slow digestion， because of this， when she designs， only the best comes. This 400 years old heritage buildings， has once again surprised the time she traveled in！

民宿？精品酒店？BB or Boutique？

2010年初，張蓓為第一家花間堂酒店注冊的名字是“麗江花間堂精品度假酒店”。年末，她斟酌再三，改為“花間堂唯美人文客?！?。這并不是一時興起的改動。

當時的麗江大環(huán)境，競爭對手擠擠挨挨，客棧遍地開花?；ㄩg堂借“家”的元素崛起，即使再精雕細鏤，也仍然是人與家的因緣際會，取名“客?！备鼮橛H切。

花間堂與酒店不同。小到十八房大到二三十間房的花間堂小項目，大都少不了院子，無論麗江、蘇州，皆如此。而如浙江杭州或長興的大項目，則是若干四合院的集合。一個四合院是一戶人家，若干四合院則是若干人家的集合，集結成村落。從人家到村落，你，我，他，人與人之間，孩童時代的院子烙印，從未退潮。

花間堂一朝花開，艷壓群芳，麗江、束河、香格里拉、周莊、蘇州、杭州各地連鎖經營，同里、無錫、閬中等地也即將有新店開啟。但核心元素 — 家的情懷，始終不偏頗，旗下所有物業(yè)，在這條正軌上，運轉不疲。

酒店多起來，挑戰(zhàn)也不請自來。著手成立第一家花間堂的時候，從出設計方案，到做店長，很商務的張蓓，忽然就被軟化了。連鎖店開起來了，新的問題噴涌而出。如果只做單體酒店，考驗的是主人能力、心態(tài)和狀態(tài)；超過這個數量，比如五間到十間，如戰(zhàn)略布局、規(guī)劃、資金、營銷、統(tǒng)籌、運營管理、資源對接等的核心競爭力就至關重要了。

這些年，花間堂培養(yǎng)了兩批人，一批可以沖鋒陷陣，處理所有的對外合作關系、資金和建設；一批留在店里過日子，跟客人打交道，把日子過得水草豐美，把店味道養(yǎng)得香香甜甜。

At the beginning of 2010， Zhang Bei had the company name registered as \"Lijiang Blossom Hill Boutique Hotel\"， but after thoughtful considerations， she changed the name to \"Blossom Hill Inn\" at the end of the year. That time in Lijiang， most competitors named their places after \"Inn\". Since Blossom Hill rose to prominence through the \"Home elements\"， however sophisticated the interior appears， the name \"Inn\" is still more suitable when it comes to describing the relationship between man and his home.

Blossom Hill Inns are different from hotels， almost every Blossom Hill Inn in Suzhou and Lijiang has a yard， regardless of its smaller project scale， ranging roughly from eighteen to thirty rooms. For larger projects such as the ones in Zhejiang Hangzhou， Changxing， there is a gathering of a number of courtyards. If one courtyard represents a family， several represent a few families， which then could make up a whole village. From family to village， these childhood memories of courtyard never leave us.

Once Blossom Hill Inn starts to blossom， there's no stopping. Now the chain can be found in Lijiang， Shuhe， Shangri-La， Zhouzhuang， Suzhou， Hangzhou. New stores also begin to open around Tongli， Wuxi， Langzhong and other places. But the core elements of the brand – sentiments of family – have always remained the focal point of the project， following its due course.

As the hotel number grows， so does the uninvited challenge. When setting up Blossom Hill Inn the first time， the tasks of hotel design and being a hotel manager suddenly softened the very business-like Zhang Bei. As the chain opened up， a string of new problems spewed. For a single hotel， the tests lie in the manager capability， attitude and state of mind； when the number exceeds this number， and reaches five to ten hotels， the core competitiveness， such as strategic layout， planning， finance， marketing， operations management， and other resources docking， becomes crucial.

Over the years， Blossom Hill Inn has cultivated two different groups of talents； one of them is like an army that handles all the external cooperation， funding and construction； the other stays in the inn， deals with the guests， keeps the lush life style of the hotel.

哦，原來你在這里！Oh， So There You Are！

電臺主播、財經節(jié)目主持人、酒店管理……工作經歷豐富的張蓓內心卻隱隱躁動，始終想自立天地，并且已經有了花間堂的萌芽想法。直到有天，她到了麗江，才發(fā)現，哦，原來你就在這里。

做自己喜歡的事情，羨煞旁人。張蓓覺得自己很幸運，踏足了將心里所想完全呈現出來的一種商業(yè)模式。酒店是天然載體，她將自己喜歡的裝飾、生活方式和裝修，都在它那兒表達出來，與人分享，傳頌中國式的生活哲學。同時，她也將有趣的人和事，擷取記錄，集腋成裘，出書成冊。

張蓓并未大肆渲染成功之道，她認為自己順勢而為，所以才天時地利人和。09年，高端精品民宿見風就長，有備而來的她此時出手，符合也引領了那個時候的需求。同時，張蓓運用“精益創(chuàng)業(yè)”方法論，從小酒店入手，投資少，建設周期短，短時間內可以試錯和積累經驗，實現小步快追。她有一支有核心、有理想、有凝聚力的團隊，常有客人回來做義工，她以此為傲。

Through with rich working experience as a radio anchor， financial program host and hotel manager......Zhang Bei had always felt an internal restlessness， a calling to create a world of her own， and the budding idea of Blossom Hill Inn was already there. Until one day， she went to Lijiang， only there did she find out， oh， so there you are.

It's an envious thing when you are doing what you love， Zhang Bei feels lucky to be able to step into a business model that fulfills all fields of her ideals. The hotel is a natural carrier， which allows her to share her love of life style， decoration， and adornment， and pass on the Chinese philosophy of life. At the same time， she also pens the interesting anecdotes of people and things and published them as books.

Zhang Bei did not brag about her success， she felt that she has seized the opportunity， and everything came together at the right time. In 2009， high-end inns were products of high-demand. Entering the market fully prepared， Zhang Bei became the leader of that market back then. She invested in smaller hotels that require lesser capital， shorter construction period， and there was more time and room for trial and error， making it easier to improve quickly. She has a strong team with core values， ideals and sense of solidarity and loyal customers returning for volunteering， all of which have made Zhang proud.

安守情懷，扎扎實實做好內容，所以花間堂將有共同價值觀的人吸引來，聚攏來，共同專注和堅守這份理念，將花間堂塑成可持續(xù)性的品牌。張蓓確信，這才是王道。花間堂，中國文化的推手，期望通過對中國式幸福哲學的傳頌，讓世界看到注解時代、氣韻生動的中國文化之美。

By building the solid foundation for the family sentiments to radiate， Blossom Hill Inn has attracted people with the same value to come work together to realize this dream， and build a sustainable brand out of Blossom Hill Inn. Zhang Bei is convinced that this is the way. Chinese culture has the ability to give annotation to the era， and it is the wish of Blossom Hill Inn， the promoter of Chinese culture to show the world its beauty， through the spread of Chinese philosophy of happiness.