21% discount. Guests who spend money in Haidilao can enjoy a 21% discount as long as they show their valid certificates on their birthdays. On the one hand, Haidilao, as a well-known catering brand, can increase brand exposure and word-of-mouth communication by offering discounts to birthday guests, and attract more consumers to try its services and food. On the other hand, Haidilao can stimulate consumption and increase sales by giving discounts to birthday guests. Birthday is an important anniversary, which has special significance for many people, so they will choose to celebrate it in Haidilao. Offering discounts can attract more birthday guests to spend, and increase their purchasing power and consumption.