First, emotional marketing:

"Everyone needs to care and be cared for, and this care is based on a belief that all men are created equal." Zhang Yong, the founder of Haidilao, successfully made Haidilao have an unrepeatable business model by fully motivating every employee to be a writer. Haidilao has created a model of China's catering service industry, which reflects its untraceable emotional marketing from enterprise management to brand building.

Haidilao not only creates a trust relationship between employees and enterprises, bosses and employees, enterprises and customers. Haidilao's cultural concept emphasizes caring for employees and making them feel like home. Haidilao's employee benefits include not only comfortable food, clothing, housing and transportation, but also family leave, school subsidies for children, and a good promotion rating system.

Second, service marketing:

The quality services that consumers can enjoy in Haidilao are: parking service, free car cleaning; Free services such as shoeshine and manicure are provided in the waiting area; Provide aprons, mobile phone bags, glasses cloth, rubber bands, hair clips, cushions, toys, cosmetics and other items according to different groups of people; Each table is equipped with a waiter, with sauce and vegetables; Familiar with customer names; Waiters can use their power to change dishes, deliver dishes, give discounts and get free of charge for customers.

lock management of headquarters

The headquarters gives store managers greater autonomy in management, such as hiring, canceling contracts, promotion, discounts and personalized services, but the headquarters uniformly controls systemic risks, provides core resources and optional services for stores, and realizes "lock management".

store assessment and food safety risk management. The headquarters evaluates the stores every quarter, and only takes customer satisfaction and employee efforts as KPL indicators, and does not evaluate the store operation or financial indicators.

the assessment results are divided into three grades: A, B and C, which respectively represent excellent, good and unqualified; Once rated as C, the store manager is not allowed to open a new store in the next quarter, and once there is a food safety accident, the store is directly rated as C. Through this assessment mechanism, the development of stores and risk control are balanced.

control core management functions. The headquarters effectively controls the core links of store management, including expansion strategy, food safety, information technology and supply chain management, so as to ensure standardized and large-scale growth.