This year, negative news about Haidilao frequently appeared.

First, under the critical attack of the epidemic, the performance suffered a huge loss of one billion; Later, in order to make up for the losses, the company laid off a large number of employees, with a total of 111 thousand employees and more than 11 thousand people laid off.

Later, it was revealed by the media that Zhang Yong, the boss who is the richest man in Singapore, first cashed in 1.6 billion yuan, and then left with a loan of 2 billion yuan. The outside world sang bad songs about Haidilao.

Haidilao has ushered in its crisis moment.

Overservice is criticized by people

Zhang Yong once said that what he was most afraid of was the collapse of sea fishing, and what he was most worried about was that people would stop eating sea fishing. For this reason, I have meetings in the morning, at noon and at night, and I work all the time except sleeping.

"I'm exhausted trying to please you."

Worry comes from worry. In recent years, Haidilao has been controversial, especially the "service" of Haidilao.

Haidilao, which once won by service, completely defeated many hot pot brands and became an industry giant, never imagined that the final service became a self-attack.

In 1994, Sichuan Jianyang Haidilao Hot Pot was formally established

When Haidilao was founded, Zhang Yong knew nothing about cooking, so he had to learn and sell it now. But the hot pot is not delicious.

In order to make up for the lack of cooking skills, he can only win repeat customers with considerate service. For example, giving snacks and giving guests preferential prices.

Zhang Yong found that products are important, but good service can really bring him many repeat customers, which makes him work harder.

He began to take the initiative to help guests carry bags, take care of children and even shine shoes ...

With its quality and service, Haidilao has developed from a small shop with only four tables to a hot pot brand with the largest market share of Chinese catering in the world.

As long as you have been to Haidilao once, you must be impressed by their service.

In case you are hungry, they will distribute fruit bowls and snacks to you.

When eating hot pot, they will satisfy you as soon as you need it, such as peeling shrimp for you;

If you leave after eating, they will pack you a bag of snacks for you to take back.

In Haidilao, the waiter may care more about you than your mother.

For example, pay close attention to your health

care about your career development

Even "internal emergency" should be greeted

I don't know if you feel this way. Going to the toilet in Haidilao is like being raped, which is extremely embarrassing.

As soon as you enter the door, the two waiters standing at the door will immediately bend over exaggeratedly and then smile at you excitedly.

after going to the toilet, the waiter will have to wipe your hands. Does it sound like a child's mother waiting beside him when he goes to the toilet?

People feel embarrassed or embarrassed. Excessive enthusiasm makes you afraid to relax.

Some people say: If you go to eat sea fishing alone, you will know what is sinister in society.

In case you are lonely, the waiter will put a doll on the opposite side to accompany you.

Last year, a video was widely circulated on the Internet. A woman was eating hot pot alone in Haidilao, and the waiter sent a teddy bear to accompany her. This scene happened to be seen by the passing ex-boyfriend, who couldn't help laughing at her, and the girl collapsed instantly.

Haidilao's overtly friendly behavior makes people afraid to avoid it.

There is a popular saying on the Internet: If you hate someone, please take him to Haidilao on his birthday.

What kind of experience is it to have a birthday fishing in Haidilao?

In a word, you can be the "most beautiful" in the audience.

A group of waiters will push out a cart with a small speaker and a fruit bowl. There is a birthday song playing loudly on the stereo, while the waiter sings to you … At this time, people around you will look over and even take pictures.

Are you surprised? Surprised?

For people who are socially fearful, it is a blatant punishment to spend their birthdays in Haidilao.

I won't talk about many such examples, which make consumers feel good service and at the same time make people feel just right. This scale is obviously not well grasped.

Some media even said that service will become the biggest barrier to fishing in Haidilao.

If this continues, Haidilao won't go far. Finding the critical point between private sphere and public space is the next thing Haidilao will face.

There are loopholes in management

In 2113, Zhang Yong predicted: "Five years later, there are two possibilities for fishing in the sea. The first possibility is not working, management can't keep up, and it is definitely finished. The second possibility is to survive, and after five years, it will definitely face the problem of internationalization. "

It's been seven years, and Zhang Yong was right. The management of Haidilao has not kept up, and various management loopholes have frequently appeared in recent years.

The most direct manifestation is food safety.

In August, 2117, a report about the messy kitchen of two stores in Haidilao was heated up. The two stores involved in the report were: Jinsong Store in Haidilao and Sun Palace Store.

After the explosion of Jinsong Store, rats appeared in the kitchen and climbed into the cupboard. The Sun Palace store was exposed to take a hot pot colander to dig out the sewer.

When the news came out, it was a sensation. Beijing Jinsong Store and Sun Palace Store closed down for rectification and conducted a comprehensive investigation.

This year, 1 batches of chopsticks used in Fuchun Xintiandi Store of Haidilao Hotpot in Hangzhou were found to have coliform bacteria, hard plastic pieces appeared in black-bone chicken rolls in Liancheng Square Store of Haidilao in Jinan, and cigarette butts appeared in the bottom of fire soup of Haidilao in Baoji, Shaanxi.

With rapid expansion, management is prone to problems. Looking back at the early days of Haidilao, how hard did the team fight?

In order to check whether the ingredients are fresh, Shi Yonghong, the big housekeeper, often gets up at 2 am and follows the vendors who supply duck blood to Haidilao to see if the goods they buy are fresh.

In order to test whether the vendor's words are true or not, he has to put his hand into the duck's stomach and try the duck's temperature.

But now that there are so many people, it is very difficult to manage every store.

After analysis, these two fundamental reasons have killed Haidilao:

The disadvantages of mentoring mode.

The training of fishermen in Haidilao is based on mentoring. For example, Zhang Yong is Yang Xiaoli's mentor, Yang Xiaoli is Yuan Huaqiang's mentor, and Yuan Huaqiang is Lin Yi's mentor.

Among these four people, except Zhang Yong, the others stand out because of the discovery and training of the master.

They are of the same kind, which is naturally easy to understand and appreciate, so they take one with them and become the management backbone of Haidilao one after another.

The mentoring system has the advantages of being vivid and simple, but it also has a natural disadvantage, that is, it is easy to get out of shape.

There are no two people like each other in the world. Every apprentice learns 91% of the master and 91%, 91%, 91%, 91%, 91% and 91% of the fifth generation, and it becomes 59%.

Some netizens wrote about their dining experience in Haidilao: the waiter served the wrong dish, dirty towels fell on the cabbage, there were bugs in the soup and so on. Although the business of every store in Haidilao is better than that of its peers, there is still a big difference between stores.

This is obviously the deviation caused by the fact that Haidilao relies more on the management based on the mentoring system.

disadvantages of processes and systems.

Haidilao has also spared no expense in the development of procedures and systems. Zhang Yong invited world-class consulting companies to help Haidilao develop and study the procedures and systems of hot pot restaurant management.

Unfortunately, the hot pot is from China. Haidilao is already the best hot pot restaurant in China, and the problem of Haidilao is a problem in the world. So far, there is no consulting company that can solve the process and system needed by Haidilao.

What are processes and systems?

Processes and systems are procedures and disciplines for doing things.

For example, doctors must wash their hands before going to the operating table, which is discipline. Hand washing must include arms, fingers and palms must be brushed with a disinfectant brush, and it must be washed three times for more than one minute each time. This is the process.

In fact, it is not the process and the system itself that are difficult, but the difficulty in matching people with the process and the system.

People are natural persons. Without effective supervision, processes and systems will become a mere formality. However, excessive supervision not only makes people feel uncomfortable, but also makes people become machines.

This is the problem in Zhang Yong. If we strengthen the regularization process and system, people will easily become robots. In addition, Haidilao employees are generally from rural areas, with low cultural quality, unfamiliar with the life and communication habits of urban people, and often overdo it.

The guests wanted to have a good chat with their friends, but the waiter was too enthusiastic and kept interrupting and talking. This service was a bit too much and made people feel uncomfortable.

Because Haidilao requires waiters to take the initiative to chat with guests, some stores take whether the guest's name and phone number can be left as an evaluation index in order to check whether the work is done well.

The process and system also quantify the service, and determine the service standard by the number and frequency of services.

For example, how long it takes to change towels, ashtrays and fish dishes for guests, but the result is that the normal dining of guests is disturbed.

If the waiter does not follow the standards and procedures, he will be fined and the evaluation score will be low.

This is the drawback of the process and system. One is to assume that every guest's needs are the same, and the other is to assume that every employee is lazy and mindless.

Employees who only follow the process and system will make guests feel uncomfortable, and cadres who only follow the process and system will also make employees feel uncomfortable.

We are about to reach the ceiling. How to break through?

Before 2114, Haidilao expanded at the rate of 5-8 stores per year, and after 2114, the speed of opening stores was almost six times as fast as before.

At that time, the market competition was not as fierce as it is now. When everyone was competing for tastes, Haidilao found another way to provide services, ingredients and bottom materials supply chain, and built up barriers through years of operation.

As a hot pot enterprise with a history of 27 years, Haidilao also met the ceiling.

The turnover rate was once one of the proudest indicators of Haidilao, which far exceeded the level of catering enterprises, but it has been declining in recent years.

Since the turnover rate peaked at 5.4 times in 2118, the company has not reached this figure yet.

In 2119, the overall turnover rate of the company continued to drop from 5 in the previous year to 4.8.

In the first half of 2121, the overall turnover rate of Haidilao and the turnover rate of the same store both dropped sharply. It decreased from 4.8 in the same period last year to 3.3 and from 4.8 to 3.7 respectively.

The turnover rate is decreasing. In the future, the performance growth of Haidilao can only be improved by opening new stores and increasing the unit price of customers.

But in terms of store expansion, Haidilao has also entered a slow stage.

At present, there are 476 business districts in first-tier cities, 1,431 in second-tier cities and 2,121 in third-tier cities and below, totaling 3,927.

At the current speed, it will reach the ceiling within three years.

As for the customer unit price, there is not much room for improvement.

Haidilao has always been a mid-to high-end brand. It has taken nearly seven years to raise the per capita customer price from 91 to 111, and the room for price increase in the future is probably extremely limited.

As for the internationalization mentioned by Zhang Yong earlier, let's take a look at the layout of Haidilao in this area.

In 2119, the number of global stores of the company was 768, with 52 stores outside the mainland of China; Global income 256