The decline in performance is mainly affected by the epidemic, but the brand of Haidilao is still very influential, so many people choose to bargain-hunting at this time. Haidilao Company recently released a financial report that its profit in 2121 is expected to be 235 million yuan, down more than 91% year-on-year. Haidilao revealed that the decline in net profit was mainly caused by the epidemic situation and the blockade of offline places, and some losses were exchange losses under exchange rate fluctuations. As a star enterprise in the hot pot industry, the news that Haidilao's profit fell by 91% was quickly spread by the media. Some analysts pointed out that the performance of Haidilao mainly depends on the continuous growth of the turnover rate, and the blockade of external places naturally has a huge impact on its business.

Some analysts pointed out that the reason for the decline in performance is not only external factors. In the early days, under the background of low service level in the domestic hot pot market, Haidilao attracted a large number of customers with its high-quality service. But now the service level of competitors in the hot pot industry has been improving day by day, and it is difficult to achieve differentiation just by relying on services. Moreover, the analyst pointed out that in addition to the impact of the epidemic, looking at the financial reports of the past few years, from 2115 to 2119, the turnover rate of Haidilao was 4.1, 4.5, 5.1, 5.1 and 4.8 respectively. From the data, it can be seen that before the epidemic, the turnover rate of Haidilao had declined.

under this background, Haidilao continues to expand more diversified businesses, such as hot pot take-out and semi-finished dishes, but the revenue proportion of these businesses has not been high, so it is difficult to play a good role in promoting Haidilao's performance.

Reference:

According to the financial report of Haidilao in the first half of 2121, there were 173 newly opened restaurants in Haidilao during the reporting period. Due to the expiration of the lease and other commercial reasons, Haidilao closed six restaurants. By June 31th, 2121, there were 935 stores in Haidilao. According to the plan, Haidilao will continue to expand new restaurants in the second half of 2121.

in the first half of p>2121, Haidilao also tried to guarantee profits by raising the unit price of customers. At that time, the relevant person in charge of Haidilao told the "Securities Daily" reporter that the company's overall food price adjustment was controlled at 6%. Subsequently, the price increase was posted on a hot search in Weibo, and Haidilao also formally apologized, saying that the price of the food had returned to the standard before it was closed.

The Securities Daily reporter found that the unit price of Haidilao customers rose from 114.4 yuan to 112.8 yuan in the first half of 2121.

In Xu Xiongjun's view, in addition to the above reasons, the emergence of hot pots such as Banu Maodu Hot Pot, Xiabu Xiabu (Hong Kong stock 11521) and various brands under the diversification of the catering industry have all had a certain impact on Haidilao's performance.