导语：合纵文化集团作为中国最大娱乐文化实体集团，音乐+构建了合纵文化从音乐独角兽到品牌联合国的企业战略，音乐+模式推动了中国体验式消费的快速发展，打开了全新的市场。近日更获得了快公司FastCompany的专题报道，《Fast Company》是与《财富》、《商业周刊》齐名的美国最具影响力的商业杂志之一。曾见证奥巴马从给杂志提供内容到封面人物再到美国总统，并伴随了苹果、亚马逊、特斯拉、迪斯尼的创新故事一路走来。以下为此次专题报道详细内容：
Introduction: As China's largest entertainment and cultural group, Music+ builds up the corporate strategy of Hezong Culture from a music unicorn to a United brand. Music+ promotes the rapid development of experiential consumption in China and opens up new markets. Recently, the company was featured in Fast Company, one of the most influential business magazines in America, alongside Fortune and BusinessWeek. It has seen Barack Obama go from providing content for the magazine to being on the cover to being President of the United States, and has accompanied the innovative stories of Apple, Amazon, Tesla, and Disney along the way. Here are the details of the feature story：
2018中国商业创新公司50之合纵文化
2018 China Business Innovation Company 50 of Hezong Culture
中国最大的综合音乐实体，在进入资本市场后更具计划性和目的性，从不断“造出”新市场的品牌创造者，升级为以“合纵+”赋能新品牌的创新加速器，并以“合纵街”、“音乐小镇”的构想描画大型综合商业实体的进化版图。
China's largest integrated music entity, after entering the capital market, has become more systematic and purposeful, upgrading from a brand creator that constantly creates new markets to an innovation gas pedal that empowers new brands with "Hezong+". The concepts of "Hezong Street" and "Music Town" depict the evolution of a large-scale integrated commercial entity.
这是2018年12月的一个寻常周末夜，在广州城中心的一个寻常商区，有一家胡桃里，时钟刚好指向九点。
It's an ordinary weekend night in December 2018, in an ordinary business district in downtown Canton, and there's a Hutaoli with the clock pointing exactly at nine o'clock.
如同中国其它200多座城市里的其它400多家胡桃里一样，“从晚餐就开始的夜生活”刚好进入酒吧时段——音乐刚好调高了分贝，灯光刚好调低了亮度，花茶刚好换成了适合开启味蕾的气泡酒，人们坐在被错落有致的绿植刚好隔开的木质方桌旁，开始浅酌微醺……
Like the other 400 or so Hutaoli Leagues in 200 other Chinese cities, Nightlife Since Dinner enters the bar period just in time - just the right amount of music turned up, just the right amount of lights turned down, just the right amount of flower teas replaced with the right amount of tea to start the night. The taste buds of bubbly, people sit at wooden square tables just separated by mismatched greenery, and begin to get a little tipsy! ……
通盘无妙手
no miracle worker on the whole
对于“餐厅+酒吧+咖啡厅”的混血儿胡桃里红遍大江南北的秘诀，它的创造者——合纵文化的掌舵人李华宾或许最有发言权，“胡桃里是什么？说白了就是川菜馆子加文艺演出。”然而它的魅惑，用李华宾的话来说，在于一切“刚刚好”：从空间、到音乐、到美食、到酒品，一切能调动人们感官愉悦的元素都被设计得恰如其分，从未破坏整体的协调与平衡。
Li Huabin, the creator of the restaurant-bar-café hybrid Hutaoli, may have the most to say about the secret of its popularity. To put it bluntly, it's a Sichuan restaurant plus a cultural performance." But its allure, in the words of Li Huabin, lies in the fact that everything is "just right": from the space, to the music, to the food, to the wine, all elements that engage the senses are designed to be just right, never disrupting the overall harmony and balance.
要怎么“刚刚好”？即使在苏荷酒吧年代开始就与李华宾一同“打江山”的合纵文化执行总裁覃文平，也无法一言概之，“这很难很难，我也在慢慢领悟中。”
What's "just right"? Even Qin Wenping, CEO of Hezong Culture, who has been "fighting the good fight" with Li Huabin since the Soho bar days, can't make a blanket statement: "It's very, very hard, and I'm slowly coming to grips with it."
棋局中有一种高手，从不出奇招，只在每手棋间追求51%的胜率，称为“半目胜”。所谓“通盘无妙手”，看似平淡无奇，却积胜势于点滴，化危机于无形，最终稳操胜券。
There is a kind of master in the game of chess, who never makes a strange move, but only pursues a 51% winning rate in each move, which is called "half-eye win". The so-called "no magic moves in the whole game" seems to be nothing special, but it is a winning move that can turn a crisis into an invisible one and finally win the game.
如果说运营企业品牌是下一盘棋，那么合纵显然是最懂个中之道的善弈者。
If it is said that operating a corporate brand is a game of chess, then it is obvious that Hezong is the best player who knows how to play the game.
“半目胜”的奥妙只可意会不可言传。这也是为什么在过去4年间，胡桃里一直被模仿却从未被超越。放眼望去，市场上标榜音乐主题的餐厅并不在少数，善变的年轻人总在催生日新月异的餐饮潮流，顺势而为本该大红大紫，可大浪淘沙后幸存者寥寥，唯独胡桃里仍在旺盛生长、枝繁叶茂，若要深究它的“奇招”，也不过就是“刚刚好”而已。
The magic of "half-eye victory" can only be understood in words. That's why, over the past four years, Hutaoli has been imitated but never surpassed. If you look around, the market flaunts a musical theme of the restaurant is not a small number of fickle young people are always giving birth to the ever-changing food and beverage trend, the trend should have been a huge success, but the waves of sand after the few survivors, only the Hutaoli is still growing vigorously, flourishing, if you want to delve into its "tricks", but only is "Just right" is all.
不过，覃文平的关注重点可能不在棋艺拙劣的对手们，毕竟除了胡桃里，作为“中国最大音乐综合实体”的合纵棋盘上，今年又增加了四名新成员，而如今摆在她面前的，还有一盘叫做“资本”的大棋尚待运筹。
However, Qin Wenping's focus may not be on her poorly-played opponents; after all, in addition to Hutaoli Li, the "largest music complex in China" has added four new members to the Hezong board this year, and now she has a game of "Capital" in front of her. "The great game of chess is yet to be played.
谋势不谋子，善弈者谋势，不善弈者谋子。
Those who are good at playing the game seek power, those who are not good at playing the game seek chess.
善弈者，首要素质是机敏而果断的布局意识与准确与适度的布局艺术。但凡精于下棋之人，无论棋风是厚重稳健或者轻灵飘逸，都将布局视为胜败关键。
The first quality of a good player is the consciousness of clever and decisive opening and the art of accurate and moderate opening. Anyone who is good at playing chess, no matter whether the style is heavy and steady or light and graceful, will regard a diagram as the key to victory or defeat.
如今，在合纵布局的“棋盘”上可谓火列星屯：除了跨界“网红”胡桃里，还有全国第一酒吧连锁品牌苏荷酒吧、美好生活收集者“杂咖”、泰式风情集成者“泰炯音乐餐厅”、派对式夜生活领导者本色酒吧、融合英式酒馆与日式美学的新物种“事外”英式居酒屋，以及中国最浪漫的女性酒吧“Fun 花酒吧”……
Now, in the "chessboard" of the joint venture, it is said that there is a lot of fire on the board: in addition to the crossover "net red" Hutaoli, there is the first national bar chain brand Suho Bar, and the good life collector "mixed coffee". "Thai-inspired music restaurant Tae Jong, a leader in party-style nightlife, a new breed of British izakaya that combines English pubs with Japanese aesthetics, and the most romantic women's bar in China. "The Fun Flower Bar." ……
善弈者，非为一子独秀，却见其势汤汤。
Those who are good at playing are not for the sake of a single son, but they see their momentum in the soup.
黑白世界里的高手最善于审时度势。2018年合纵文化最大的改变，就是借“势”跨入了资本市场。
The best in the world of black and white are good at judging the situation, and the biggest change of Hezong Culture in 2018 is to use the "momentum" to cross into the capital market.
10月29日，“合纵文化&鸥翎投资”携手走向资本市场新闻发布会在深圳福田香格里拉酒店举行。鸥翎投资联合创始人、合伙人江天一宣布战略入股合纵文化集团。
On October 29th, the press conference of "Ouling Culture & Ouling Investment" was held in Futian Shangri-La Hotel, Shenzhen. Ouling Investment's co-founder and partner, Jiang Tianyi, announced that he had made a strategic investment in the Hezong Culture Group.
相比起以往在娱乐文化“战场”上一泻千里的攻城略地，合纵对于资本市场，态度却尤为谨慎，“虽然打造了那么多响当当的品牌，但是合纵本身的形象一直都很低调；看到我们的成功模式，也有不少投资者找我们合作，都被我们一一拒绝了。”
Compared to the past when the company attacked and conquered the entertainment and culture market with great success, Hezong is more cautious about the capital market, "Although we have built so many famous brands, Hezong has always kept a low profile.
经过多番深思熟虑，合纵选择携手欧翎投资，在覃文平看来，是“水到渠成”：“对于合纵来说，投资人收到资金并不是最主要的。外来的投资者能够给我们带来眼界上的开阔，引领我们走入资本市场，另外在互联网+这方面，能够给予我们一些指引。鸥翎与合纵气息相投，也真正看懂了合纵核心竞争力。”
After a lot of careful consideration, we chose to join hands with Ouling Investment”, which, in Qin Wenping's opinion, is "a natural result": "For us, investors are not the most important thing to receive funds. Foreign investors can broaden our horizons and lead us to the capital market, as well as give us some guidance in Internet+. Ouling and Hezong share the same breath and really understand Hezong's core competitiveness."
资本市场是另一盘完全不同的棋，这意味着进入棋局的合纵，要变换另一套“棋谱”：从前，也许出于骨子里天生的文艺基因，合纵关注创作多于利润，只醉心于如何下好这盘棋，对于胜负结果却并不太在意。“进入资本市场，意味着有利润目标。资本市场对资金回报有要求，资本也有退出的年限，这都要求我们在管理上要更具计划性，要把控预算，提升管理效率，这对于合纵来说是好事。”覃文平说。
In the past, perhaps because of the literary genes in their bones, they were more concerned about creation than profit, and only cared about how to play the chess game well. "To enter the capital market means to have a profit target. Capital market has requirements for capital returns and capital also has an exit period, which all require us to be more planned in management, to control the budget and improve management efficiency, which is good for Hezong," Qin Wenping said.
这盘棋下好了，意味着在未来3-5年间，合纵可望实现上市的目标。
If this game is played well, it means that in the next 3-5 years, Hezong can achieve the goal of going public.
唯专心致志
only concentrating on the task at hand
弈之为数，唯专心致志。
The only way to play is to concentrate on the game.
棋中高手，最大的“妙招”不是出奇制胜，说到底，要做到攻守自如，靠的不过是两个字——专注。
In the final analysis, the greatest "trick" of a master chess player is not to win by surprise, but to be able to attack and defend freely by just one word - concentration.
一直以来，合纵只专注于两件事情：一是在做流行音乐的生产和造型，二是在做跟音乐相关的连锁店——把两者串联起来的主线，就是音乐。
All this while, Hezong has only been focusing on two things: producing and styling pop music, and building a chain of music-related stores - the main thread that ties the two together, and that is music.
从2003年“苏荷酒吧”成立伊始，音乐就是合纵纵横交错的棋盘上那道护城河，根深蒂固，始终不渝。
Since the establishment of Soho Bar in 2003, music has been the moat on the chessboard of the merging and criss-crossing bars, and has been deeply rooted and unchanging.
这道坚实的护城河，给了合纵文化攻城略地的基础和底气。
This solid moat gave the foundation and strength for the combined culture to attack the city.
于是在这个日渐扩张的棋盘上，一支支新军宣告加入：
So on this ever-expanding chessboard, a new army was announced：
2018年7月6日，合纵文化另一国内知名连锁企业上上酒吧携手结盟。新公司的取名为“合翼”，在古语中意为比翼鸟，常比喻夫妻恩爱，亦比喻情深谊厚、形影不离的好朋友。
On July 6, 2018, Hezong Culture's other well-known domestic chain company, Shang Shang Bar, joined hands in an alliance. The name of the new company is "Heyi", which means "birds with wings" in the ancient language, and is often used to describe a loving husband and wife, as well as a good friend with deep love and inseparable shadow.
2018年9月27日，合纵文化与高品质日料餐饮品牌深夜食堂达成战略合作，共同打造“有温度的都市夜生活”。
On September 27, 2018, Hezong Culture and Late Night Canteen, a high-quality Japanese food and beverage brand, entered into a strategic partnership to create a "warm urban nightlife".
2018年10月28日，合纵文化&谁在居酒屋举行战略合作签约仪式，开启了合纵品牌塑造新征程……
On October 28, 2018, Hezong Culture & Who's in Izakaya held a strategic cooperation signing ceremony, which started a new journey of branding for Hezong ……
“从前都是合纵自己在创造品牌，发展到现阶段，我们发现合纵也可以用自己独有的‘音乐+’模式赋能其它品牌，塑造另一种全新的模式。”覃文平说。以音乐为核心赋能其它已有品牌，走出了另一条品牌创新的孵化平台之路——这可能是合纵最“无心插柳”的成果。
"In the past, it used to be that Hezong was creating brands by itself, but at this stage, we found that Hezong can also empower other brands with its own unique 'Music+' model, creating another new model," Qin Wenping said. Empowering other existing brands with music as the core has led to another incubation platform for brand innovation, which may be the most unintentional achievement of Hezong.
善弈者气定神闲，落子有方。可以预见，在这场全新的棋局里，合纵文化也将纵横捭阖，一往无前，为观棋者呈献教科书般的精彩之役。
Those who are good at chess will be calm and have a good way to make their moves. It can be predicted that in this new game of chess, Hezong Culture will also present a textbook game with unrelenting success.