He Guangqi was born in a jewelry family, a rich second generation. His father is not only good at business, but also very sensitive to policies. 1979 as soon as the cross-strait policy was loosened, he immediately moved his jewelry business to the mainland and opened more than 10 jewelry stores in Beijing and Guangdong, with assets reaching 500 million.
1990, He Guangqi inherited his father's business and began to take over the family jewelry business. Although He Guangqi likes money, he doesn't like jewelry business and has little business experience. 1995, 10 Many large European and American jewelers moved to the mainland, and the whole jewelry industry was fiercely competitive. He Guangqi, who was inexperienced, was soon defeated in this battle. In just 1996, he almost lost 500 million property, and his old father's life's hard work went up in smoke and almost committed suicide.
That year, He Guangqi was 33 years old, and the failure of starting a business made him rethink his life.
How to make a comeback after not doing jewelry business? It has become a problem that He Guangqi has to think about. Soon, He Guangqi discovered the business opportunities of mainland hot pot.
He Guangqi once had dinner with friends in a hot pot restaurant. He found that the old Beijing chafing dish is mainly copper chafing dish with charcoal as fuel, mostly in groups of three or five, which is not only unsanitary, but also time-consuming.
He Guangqi believes that for environmental protection and safety, the government will definitely encourage the use of clean fuels in the future. If you can open a desktop hot pot restaurant, it should be popular.
At that time, Taiwan Province Province was popular with desktop hot pot heated by induction cooker. Convenient and fast, the key is environmental protection. He Guangqi saw this huge business opportunity, so he hollowed out the bottom of the wardrobe, rented a venue of several hundred square meters in Fengtai District, Beijing, and set up a head office while running the central factory. Then I bought dozens of induction cookers from Taiwan Province Province and opened the first Xiabu Xiabu hotpot restaurant in Xidan.
He Guangqi is full of confidence. With his own brilliant ideas and advanced equipment, are you afraid that consumers will not rush to try? I didn't expect to be slapped. At the worst of the performance, not even three pots were sold a day.
However, He Guangqi did not give up easily. He asked the chef to make a variety of seasonings according to the tastes of northerners, and then let consumers taste them for free, and then listen carefully to the opinions of diners, and finally decide the seasonings suitable for northerners' tastes. Not only that, he also bought the stock of jewelry products from the original jewelry factory at the cost price, and sent a ring necklace to eat hot pot, which is equivalent to letting customers eat hot pot for free. Even so, business is still not improving.
What really put He Guangqi's business on the right track was that in 2003, when SARS broke out, almost everyone was afraid to go out to eat, but one person drank a pot of sanitation and was not afraid of infection, which gradually gained the recognition of consumers. Subsequently, Xiabu Xiabu entered the "fast lane" of development. In 2008, it won a winning investment of $50 million from private equity funds. After 20 10, it entered Shanghai, Liaoning, Jiangsu, Shandong, Shanxi and other places, and 20 14 and 12 were listed on the main board of the Hong Kong Stock Exchange.
At present, there are thousands of branches in Xiabu Xiabu.
He Guangqi never expected that SARS would break out, but he was very depressed in COVID-19. In February this year 1 1, Xiabu's share price peaked at HK$ 27. 1 17. Four months later, its share price is now only 8.8 1 HK$, and its share price has plummeted by 67%.
The change of stock price is the true reflection of performance. Xiabu's financial report shows that in 2020, revenue decreased by 9.5% year-on-year, net profit decreased by 67. 1% year-on-year, and turnover rate decreased for seven consecutive years.
Whether the catering industry is good or not depends mainly on taste, price and service. With the rise of prices, it is understandable that the price of the ingredients will increase, but most consumers respond that the price has increased but the taste has not changed, and the cost performance is too low.
In order to cope with consumers in the new era, a high-end hot pot brand has been launched. The ingredients and tastes are really different from those of Xia, but the unit price is higher than that of Haidilao.
Since the beginning of this year, the people who have been feeding have also changed. In April, CEO Zhang Zhenwei resigned; In May this year, CEO Zhao Yi was directly dismissed. After losing his "right hand man", He Guangqi returned to the Jianghu and personally took charge of the next group.
He Guangqi said that after taking over, he will integrate the resources of the group and get through the membership system and ip. Members are private domain traffic, and IP is brand influence. This is what all enterprises are doing, but it is also something that all enterprises cannot do well.
He Guangqi, who has been in charge of shopping malls for more than 20 years, is now 58 years old. Can he still make a comeback against the wind?