On July 25th, Haidilao announced its performance report for the first half of the year.

The data shows that compared with last year, Haidilao has turned from a loss to a win, but it still fails to meet the management's expectations.

Perhaps the pressure of performance is too great. In order to increase the turnover, stores in Haidilao have tried their best and even robbed customers everywhere.

Recently, some netizens broke the news that when they were shopping in Beijing Youtang Shopping Center, they were stopped by Haidilao waiters, who invited them into the store for dinner with warm service.

When you go shopping in Youtang, you can find that even if it's a meal, the entrance of Haidilao is not well located, and Monroe is a bird. On the other hand, the door of another hot pot restaurant, Banu Maodu Hot Pot, is full of people. In order to improve the turnover rate of Haidilao, waiters searched around the shopping mall and even stopped at Youtang store.

This is actually not the first time that Haidilao has done this.

Some time ago, in Zhengzhou, a Haidilao waiter actually solicited customers across shopping malls. Because it affected the business of other stores, he was complained by the merchants and warned by the shopping malls.

many netizens are very disgusted with this, saying that soliciting is against business ethics, which is very annoying in itself, and anyone who solicits customers will have no good impression.

For a long time, the impression of Haidilao is that you have to wait in line to eat. Now, how come it's so bad?

1

In the past two years, Haidilao has been particularly obsessed with opening stores and expanding.

even under the general environment that the whole catering industry is depressed due to the epidemic, it has not stopped Haidilao from opening a shop.

in 2121, for example, the number of stores opened in the whole year was 544, and in the first half of 2121, 173 stores were newly opened, and the speed was even more exaggerated in the second half of the year. The number of newly added stores was 363, with an average of one store opening every day.

compared with 2119, the total number of global stores in Haidilao increased from 768 to 1298. The focus of Haidilao's expansion is mainly concentrated in cities below the third tier, with 257 new stores, accounting for almost half of the number of new stores.

In 2119, the number of stores in Haidilao increased by 64.8% compared with 2118, with an average of 1 new stores opened every 1.2 days.

After such rapid expansion, the turnover rate of Haidilao is not optimistic.

The average daily turnover times of Haidilao stores dropped from 4.8 in 2119 to 3.5 in 2121, and the operating income dropped significantly.

In fact, Haidilao's expansion pace was not fast before, but since its listing, perhaps in order to stand firm as the leader of hot pot brands, the expansion density and coverage area of Haidilao's restaurant network have been significantly improved.

In 2115, the number of stores in Haidilao was only 112, but when it was listed in Hong Kong in 2118, the number of stores in Haidilao increased to 211.

up to now, in just a few years, the number of stores has doubled.

behind the rapid expansion, the cost pressure of submarine fishing has also increased a lot.

Originally, the operation mode of Haidilao was service-oriented, but the unique human resource management mode also made the labor cost much higher than that of peers.

when the revenue level drops, the burden of labor costs becomes more obvious.

haidilao's 2121 financial report shows that the staff cost has risen from 7.993 billion yuan in 2119 to 9.677 billion yuan in 2121, with an increase of 21.1%, and its proportion in revenue has also increased from 31.1% in 2119 to 33.8% in 2121.

in order to reduce costs, in the first half of 2121, Haidilao No.1 laid off 11,614 employees, and maintained the salary level of employees in other stores, so as to balance the operating pressure brought by labor costs.

2

Of course, the rapid opening of Haidilao stores has made it no longer new to go to Haidilao for dinner, but the most fundamental problem of Haidilao is that consumers' stickiness has decreased.

In the past two years, the negative news about Haidilao has obviously increased a lot.

The price increase at the beginning of 2121 triggered a heated public debate, and people's aversion to over-service and questioning the quality of food made Haidilao fall from the once-unsurpassed myth for a time.

There is such a big contrast in Haidilao. In the final analysis, the business model of Haidilao is out of date.

Over the years, Haidilao has dominated the hot pot market by its refined service.

A long time ago, the catering industry north of the Yangtze River had a very weak sense of service, and there were no relevant rules and regulations in the industry. Haidilao just seized this blank spot, seized the time and became popular, and successfully occupied the hot pot market in China.

once upon a time, the service experience of Haidilao was full of freshness everywhere.

Take the initiative to provide rubber bands, glasses cloth, and mobile phone bags when eating. When eating, someone will hand over hot towels. There are free fruits and snacks in the waiting area. You can get manicures and shine shoes. If you serve slowly, someone will give you food, and you can also deduct the meal fee by folding paper cranes and stars ...

However, nowadays, good service has long been the standard in the catering industry. On the contrary, in today's privacy-oriented society, customers are tired of too much service.

Some time ago, there was a little girl from Qingdao, Shandong Province, and her family took her to Haidilao for her birthday.

However, when the waiter in Haidilao celebrated it, the little girl was not very happy, but looked serious all the time. She didn't look back at the waiter who danced and celebrated for herself, and her face was indifferent.

after this video was put on the internet, many netizens felt that the little girl's supercilious look was a true portrayal of her inner self.

From this, we can see that people don't like the service of Haidilao as much as before, and even feel a little disgusted.

3

Overservice and unattractiveness are only the superficial reasons of sea fishing, and the deeper reason is that the taste of sea fishing is not competitive.

However, Haidilao didn't realize it himself.

At the exchange meeting in mid-June, I was asked "Why the service of Haidilao is good, but the attitude is average".

Zhang Yong, chairman of Haidilao, said: It's hard to tell if you have an insight into human nature. Consumers say Haidilao is not delicious, but they may think it is too expensive. Just like my wife thinks I come home late, but she thinks I care too little about her. If I really believe my wife and stay at home all day, she hates me even more.

Having said that, Zhang Yong immigrated to Singapore in the past two years and kept cashing in, which made people feel that he was not confident in Haidilao.

In today's fierce competition in the hot pot market, there are many rising stars, and each family mainly focuses on its own characteristics.

General Ba's hot pot is mainly about health preservation, and the slogan is that he hopes to eat health from the hot pot.

Little Sheep, which originated in Inner Mongolia, has the same management characteristics as the name of the store, that is, fat mutton with delicious meat, giving customers the best taste.

The beef omasum hotpot in Banu is the main dish of beef omasum hotpot. The waiter's formula of beef omasum hotpot is: "Beef omasum, seven times, eight times and fifteen seconds, dipped in sesame oil and garlic paste, tastes the best ..." It has even been put into "Yearning for Life", and popular science has been carried out when celebrities eat hotpot.

Zhang Yong's argument that Haidilao was questioned by consumers because it was expensive is actually untenable.

Banu chooses the best ingredients because of productism, and the price is not cheap, even per capita, which is much more expensive than Haidilao.

However, judging from the comparison of the passenger flow between Haidilao and Banu in Youtang at the same time, it is obvious that everyone recognizes the better taste of Banu hot pot.

On Saturday, July 31th, 2121, at 19:11, I had a meal at the peak passenger flow in Youtang evening (5L Haidilao on the top and 4L Banu on the bottom)

So in the final analysis, the poor benefit of Haidilao is actually due to my own internal reasons.

nowadays, although there are many brands of hot pot, the hot pot market is still very large.

From the beginning to the end, no hot pot brand really occupied the market of Haidilao. In the final analysis, Haidilao actually lost to itself.

If Haidilao can't face up to the problem, it will be a matter of time before it is eliminated.

However, Zhang Yong has a good saying: "As the largest shareholder of Haidilao, I don't have any hope that Haidilao can continue to grow in performance. Enterprises are organizations and have the same vitality as people. Good this year is not necessarily good next year; If this year is not good, it does not mean that next year is not good. "

if haidilao can be changed, the future can still be expected.