專訪 ∣ 冷學(xué)華：未來10年，海星目標(biāo)進軍全球前十
原文來自：SuperYacht Times newspaper XIV
本文作者：Ellie Brade, Gemma Fottles
Allen Leng, Chairman of Chinese shipyard Heysea Yachts, is a man with big ambitions. “My vision for the next decade is for Heysea to be one of the world’s top 10 shipyards in the 40 to60-metre sector,” he says.
海星游艇董事長冷學(xué)華先生是一位有遠大抱負的人，他表示“在未來的十年內(nèi)，海星要在40-60米游艇系列成功進軍全球前十”。
△海星游艇集團董事長冷學(xué)華先生
If the shipyard’s performance over the past decade is anything to go by, this ambition is one that should be taken seriously by the superyacht industry. Celebrating its tenth year in business in 2017, the yard says it is responsible for the largest number of yachts 60’ andover in mainland China – numbering more than 100 – andhas 10 projects currently under construction, ranging from 58’ all the way up to a custom 43-metre catamaran.
如果從過去十年海星的表現(xiàn)來看，這一目標(biāo)應(yīng)受到超級游艇行業(yè)的高度重視。2017，正值海星成立十周年之際，海星已是國內(nèi)60英尺及以上游艇占有量最多的船廠，船只交付數(shù)量逾百艘。目前有10多個項目正在施工，尺寸橫跨58英尺游艇到43米雙體游艇。
Heysea Yachts was founded in 2007, anotoriously testing time for even long standing operations let alone new ones thanks to the Financial Crisis, after Leng and his colleagues identified a gap inthe market for Chinese white boat construction.
海星游艇成立于2007年，突發(fā)的金融危機讓歷史悠久的公司也備受煎熬與沖擊，何況是剛成立不久的海星。然而，冷學(xué)華先生及其團隊以其敏銳的市場嗅覺，找準(zhǔn)游艇市場的空白領(lǐng)域，成功打開缺口，擊破僵局。
Having studied naval architecture and engineering Leng had encountered commercial ships but had very little to do with yachts and it was only when he spent time living and studying in NewZealand, a country where time on the water is a way of life, that he was first properly exposed to the world of leisure yachting.
冷學(xué)華先生畢業(yè)于船舶設(shè)計與制造專業(yè)，盡管他在商船領(lǐng)域有較深厚的造詣，但早期與游艇接觸相對較少。直至他到新西蘭生活與學(xué)習(xí)，在這個擁有水上生活方式的國家才真正打開了游艇世界的大門。
On his return to China he was determined to create a company that would be able to foster the same love for sailing in China as he had seen first hand inNew Zealand. “I came back and I said ‘we need a Chinese brand for sailing and power yachts’,” he remembers. “These yachts represented an artistry of building and of course the engineering side was interesting for me too.”
回到中國后，冷學(xué)華先生決心要在中國成立一家公司，如新西蘭一樣能夠培育與延續(xù)對航海的喜愛與熱情?！拔一貒鴷r曾說過，我們需要一個專門從事帆船與游艇制造的中國品牌”冷學(xué)華先生回憶道，“這些游艇要做到結(jié)構(gòu)與藝術(shù)相結(jié)合，這也是我感興趣的?！?/span>
△游艇，隨手拍都是一種藝術(shù)
And so Heysea Yachts was born, with avision to create a market-leading shipyard and to help bring the world of yachting to China. Initially focusing on the 60 to 80’ market Leng himself worked on the development of the naval architecture, exterior and interiordesign of the Heysea range, a process he still enjoys today.
于是，海星孕育而生，肩負著打造市場領(lǐng)先的游艇廠以及引進世界游艇文化的使命。最初，海星專注于60英尺到80英尺的游艇市場，冷學(xué)華先生親自參與Heysea系列的外觀、內(nèi)裝與結(jié)構(gòu)設(shè)計，一直堅持到現(xiàn)在（所有游艇系列），依然很享受著這個過程。
Originally the business plan had been to target the worldwide market from the get go but with the onset of the Financial Crisis, focus shifted more to the local market, a move which proved incredibly beneficial in the long run as the yard fast proved popular within China.
海星原本便是以全球市場為戰(zhàn)略目標(biāo)，但隨著金融危機的到來，重心轉(zhuǎn)移到了國內(nèi)市場，而事實證明這一舉措是非常正確的，海星的游艇在國內(nèi)倍受推崇。
△寬景系列Zoom76
Today the yard employs nearly 400staff, working out of its 66,700 sqm facility with almost all work done inhouse bar the outsourcing of steel,some key products, materials and parts that the yard prefers to use proven International brandsfor.
如今，海星的員工將近400名，廠房占地66700平方米，所有建造工作都是在廠房內(nèi)完成，個別鋼結(jié)構(gòu)外包及主要設(shè)備、原材料、零部件等皆進口。
Four lines are onoffer– the Heysea series (Heysea 60, 70, 78 and 82 models), Zoom series (Zoom58, 76 and Zoom Plus models), superyachts(Asteria 96 and 108 and Sealink 46.8) andcustom projects.
目前，海星的產(chǎn)品共有四個系列——海星系列（Heysea 60, 70, 78 和 82），寬景系列(Zoom 58, 76 和Zoom 雙體)，超艇系列(Asteria96，108和 Sealink 46.8)以及全定制系列。
△Sealink 46.8
With every build the yard looks to counter some existing preconceptions that Chinese construction does not always equate to the highest quality, taking real pride in the skill and craftsmanshipof the yard team. Building mostly in composite, the yard is now branching out to also build steel hulls with composite super structures, and is also open todiscussing other build materials for custom projects.
隨著海星產(chǎn)品的誕生，一次次地在技術(shù)與工藝上打破了現(xiàn)存的偏見——對中國產(chǎn)品質(zhì)量的質(zhì)疑。海星主要生產(chǎn)玻璃鋼的游艇，現(xiàn)已開始制造玻璃鋼-鋼（混合）結(jié)構(gòu)的游艇，同時可以根據(jù)需求定制其他材質(zhì)（游艇）。
Currently most of Heysea’s clientsare from Asia, particularly China, Hong Kong, Philippines and eastern Asia in general. As a Chinese yard, run by an experienced managementteam, Leng believes that they have a better understanding of what Chinese clients want than other yards in the industry and that this has played animportant part in their ongoing success.
目前為止，海星大多數(shù)的客戶來自亞洲，如中國內(nèi)陸、香港、菲律賓和東亞等地區(qū)。冷學(xué)華先生相信，作為一家本土品牌（游艇制造廠家），在經(jīng)驗豐富的管理團隊的帶領(lǐng)下，海星比行業(yè)內(nèi)的其他游艇廠更懂中國客戶的需求，而這也是海星能夠取得成功的一個重要原因。
“Chinese owners use their yachts very differently and we understand what they want,” he says frankly. “For example usually Chinese owners don’t like living in the boat at night, they just use it in the day, going out cruising and having fun before returning to the marina,so the communal on board spaces on Chinese owned yachts are very important, more so than the accommodation.”
“我們深知國內(nèi)船東使用游艇的習(xí)慣是不一樣的”冷學(xué)華先生坦率地說，“比如，中國買家不喜歡在船上居住，一般白天出游，游玩后當(dāng)天返回游艇會，所以游艇上的公共休閑區(qū)域?qū)λ麄儊碚f是非常重要的，重視程度更甚于生活區(qū)域?！?/span>
It was client demand that quickly pushed Heysea Yachts into the superyacht sector with customers seeking bigger and bigger yachts while wanting to stay loyal to the brand.
客戶對游艇尺寸要求越來越大，同時對海星品牌的喜愛與忠誠，加速了海星研發(fā)制造超級游艇的步伐。
“As an example, we have a client who bought a 60’ boat from us and after only three months he told me, ‘Allen I need a much bigger yacht, 60’ is toosmall.’ No problem. He then bought an 82’ yacht,” says Leng. “Two years later he called me and asked to buy one of our 108 models and sold his 82’, so wesigned another contract.” Reflective of this client demand for bigger yachts,the yard’s Asteria 108 model has proved particularly popular with eight unitssold to date including two sales in the first quarter of 2017 alone.
冷學(xué)華先生回憶道：“我們有個客戶，剛買了海星60英尺游艇三個月，就對我說‘冷董，60英尺太小了，我要一艘更大的’，于是，他接著買了一艘82英尺游艇。兩年后他又打電話和我說，要賣掉現(xiàn)在的82英尺，另外購買我們108英尺游艇，因此我們又簽了一份新合同。”Asteria108英尺船型由此推出，一經(jīng)發(fā)布，倍受追捧，迄今為止已售出八艘，僅2017年第一季度就售出兩艘。
For Leng there is a not able difference in the way Chinese buyers advance through ownership when compared tothe Western market. “I have found in the Western world that owners have smaller yachts first, starting around the 20 to 40’ mark, and then upgrade, but inChina now they are starting much bigger, at 60 to 80’, and skipping the smaller stages.”
冷學(xué)華先生表示，相較于西方市場，中國買家購買游艇明顯是不一樣。“我發(fā)現(xiàn)在西方國家，船東都是先買小型游艇，尺寸約20英尺到40英尺左右，然后購買的尺寸會逐漸增大；但在中國情況則不同，他們一開始就會購買尺寸更大的游艇，大概在60英尺到80英尺之間，直接跳過小型游艇的階段?！?/span>
This swift progression up in yacht size is one of the key reasons that the yard management team has identified the 40 to 60-metre bracket as their main focus for growth in the years ahead. “The40 to 60-metre sector will be our main range, and we are developing new models with European designers which will increase our offering,” says Leng. “Ofcourse we will also offer total customisation for clients who want something unique to them as well.”
買家購?fù)С叽绲脑鲩L是海星決定將40-60米游艇作為未來幾年發(fā)展焦點的關(guān)鍵因素。冷學(xué)華先生談到，“40-60米系列超級游艇將會是我們接下來的關(guān)鍵產(chǎn)品，我們會和歐洲的設(shè)計師合作，來提升我們的水平。而對于有個性化需求的客戶，我們同樣會提供全定制服務(wù)?！?/span>
The perfect example of a custom solution for clients is the 43-metrecatamaran Vista currently in build. “It’s a really beautiful yacht,” says Leng.“Our client had been looking around the world at various shipyards and whether they could cater to the level of customisation he was after but the Europeanyards were too expensive for him as they were offering 100 percent customisation and that costs money,” says Leng. “We totally designed the yacht according to what he wanted – we gave him a solution – and he said ‘wow you cando this?’ and committed to the build.”
在建的43米雙體游艇就是全定制系列的一個很好例子。冷學(xué)華先生感嘆道：“那是一艘非常漂亮的游艇，船東踏遍世界各地，想找一家符合要求的船廠。因為客戶要求百分百定制，這個成本很高，雖然對方能達到定制的要求，但報價太高。于是，我們根據(jù)客戶的需求進行全面設(shè)計，并提供一個最終方案給客戶，他們感到很驚訝，表示‘哇，你們竟然能夠做到？’之后（雙方）達成一致，開始動工?！?/span>
△43米雙體游艇
Two years on, the yard is hard at work on the project with one year until delivery due to some additional changes the client wanted to make during the construction process. “It’s a really beautiful yacht, I can’t wait for the industry to see it,” says Leng proudly.
過去兩年，海星一直在努力（建造）施工43米雙體游艇，在生產(chǎn)過程中客戶提出一些計劃外的修改，并表示1年內(nèi)交付即可?！澳怯瓮Ш芷粒移惹械叵Ｍ麄€行業(yè)的人都能目睹她的光彩?！崩鋵W(xué)華先生自豪地說。
△43米雙體游艇高度定制化內(nèi)裝設(shè)計
The yard adds new designs to its range every year, in order to keep its offering fresh, with the wide range ofprojects that are currently in build reflective of the different demands oftheir client base. 10 new builds are under construction at the time of writing including 58’, 76’, 78’, 96’, 108' and 115’ motoryachts, the 43-metre custom catamaran and an 82’ sailingyacht.
海星每年都會推出新的船型，確保產(chǎn)品的新鮮度。海星在建項目尺寸跨度大，這反映了客戶需求不一。目前，海星有10個在建項目，包括58英尺、76英尺、78英尺、96英尺、108英尺、115英尺和43米雙體定制游艇，以及82英尺帆船。
Sailing yachts are on Leng’s radar for future development, believing that the sailing sector in China is set to grow in the years to come. “Sailing boats are growing in popularity in China,they are a good way for clients to enjoy them, especially when you can enjoy racing them in good company or with a team,” he says. “We expect to sell more sailing yachts in the coming years, but only in the bigger sizes of 60’ andover.”
冷學(xué)華先生相信帆船時代即將到來，已將帆船列入發(fā)展計劃?！胺谥袊l(fā)流行，若在優(yōu)秀團隊或公司的配合下，帆船駕駛是一種絕佳的娛樂方式，樂在其中。我們期待在接下來幾年里售出更多的帆船，特別是60英尺以上的?！崩鋵W(xué)華先生說道。
“I see lots of opportunities for the Middle East and other locations,” says Leng, in explanation of the yard’spresence as an exhibitor at the Dubai International Boat Show. “Our currentclients tell us ‘your design is very beautiful and of course your price is good’ so we know we can be competitive in the Middle Eastern market, and next year we will come back to the Dubai show and keep building our presence here.”
海星作為迪拜國際游艇展的參展商，冷學(xué)華先生表示“中東與附近其他市場潛力很大。當(dāng)?shù)乜蛻舴答伒馈銈兊漠a(chǎn)品設(shè)計新穎，價格親民’，由此可知我們在中東市場有競爭優(yōu)勢，明年會繼續(xù)參加這個展會，推廣我們的品牌?！?/span>
△冷學(xué)華先生在迪拜國際游艇展上接受本文記者采訪
The ongoing development of their range is part of this global expansion strategy with results already showing.“We are currently building the first of our Heysea 115 line, which we designed to be targeted at the North American market.” Therecent addition of a US representative to the Heysea team is testament to theyard’s long term commitment to this market. With so many exciting developments underway at the yard, there is no doubt that the coming decade will hold exciting things for Leng and the team at Heysea Yachts.
開發(fā)新的產(chǎn)品線是海星全球擴張戰(zhàn)略的一部分，初有成效。冷學(xué)華先生說“Heysea115英尺游艇是針對北美市場的拳頭產(chǎn)品，此款的第1艘已在建造中?！苯鼇?，美國辦事處設(shè)立以及美國代表加入海星團隊更進一步地證明海星攻占這個市場的決心。以上種種都毫無疑問地說明，在未來十年，冷學(xué)華先生與海星團隊將會創(chuàng)造更多的奇跡。