Haidilao issued a profit warning. In the first half of 2122, the company's operating income is expected to be no less than RMB 16.7 billion, the highest drop of 1.7% compared with the same period of last year. In terms of net profit, it is expected to record a net loss of about RMB 225 million to RMB 297 million in the first half of the year. Haidilao blamed the expected loss on two aspects. First, due to the closure of some stores under the Woodpecker Plan and the impact of the COVID-19 epidemic in the first half of 2122, the total one-time loss and impairment loss of long-term assets were about RMB 255 million to RMB 327 million. Second, from March to May, 2122, COVID-19 epidemic occurred repeatedly in Chinese mainland, and several restaurants stopped business or suspended their dining service for a period of time, but there were still fixed expenses and staff costs.

According to reports, due to strategic misjudgment, Haidilao, which expanded its stores against the trend in the early stage of the epidemic in 2121, braked suddenly in 2121 and closed hundreds of stores in a short time. Therefore, Haidilao suffered a loss in the first year after listing in 2121, and the huge loss of 4.16 billion yuan wiped out the accumulated net profit for almost three years after listing. In desperation, Haidilao launched the "Woodpecker Plan", aiming at strategic contraction and strengthening internal management. At present, the plan has not been able to quickly reverse the dilemma. It is reported that under the Woodpecker Project, Haidilao closed nearly 311 stores in just one or two months in the fourth quarter of last year. The annual report of 2121 shows that the total number of Haidilao stores has dropped to 1,443, with more than 91% in Chinese mainland.

Sichuan Haidilao Catering Co., Ltd., the main company of Haidilao Group, was established in April 2111. The legal representative is Xie Ying with a registered capital of RMB 25 million. Its business scope includes catering management, enterprise management services, prepackaged foods and bulk food sales, warehousing services, logistics and distribution, etc. It is suspected that the actual controller is Zhang Yong. Haidilao Group has more than 111 member enterprises, and currently more than 91 enterprises are in existence or in operation, including supply chain, science and technology, investment companies and so on, in addition to catering companies. In addition to the main business of hot pot, Haidilao Group also derived brands such as Haidilao Delivery, Dish Dumei and Shuhai Supply Chain.

There are several special moments in my memory. I have been to Haidilao, so I still remember them vividly. After watching the concert in Hexi Olympic Sports Center, there was no place to go in the middle of the night. A few friends took a taxi to Haidilao, ordered a four-square grid, ate some fruit snacks, and ate until one or two in the morning. The shop was still busy. There were not many restaurants that were open 24 hours a day. I had a birthday dinner with my friends, and made a reservation for Haidilao in advance. During this time, someone held up a sign to sing, although all kinds of embarrassments were interesting, and I also gave gifts to everyone present. After giving birth to a baby, I wanted to find a restaurant with a maternal and child room, and finally went to Haidilao. Pregnant women and those with babies can also queue up first. Feed the baby and drink milk in the mother-baby room in Haidilao and change the diaper at the same time. When eating, the full-moon children are glued to the performance of hand-throwing. The clerk also came forward to send a small toy.

On the whole, the service of Haidilao really has nothing to say. But it is not irreplaceable, especially when the environment has changed dramatically. After having a baby, our family seldom eats out, such as hot pot, which has little gold content. From the perspective of thrift, all kinds of seasonings and sauces can be bought everywhere in Haidilao. Is it not fragrant to buy an induction cooker and go back to your home to eat casually? If you eat out for one meal, you may be able to eat three meals at home. After the epidemic in recent years, fewer people go out to eat, on the one hand to avoid gathering, on the other hand to save money. Before Haidilao, the stall was too big, and now the lack of follow-up is also expected. You know, before Haidilao, hot pot restaurants like Doulaofang had already closed a lot. Haidilao is not the first and will not be the last. Since the beginning of this year, the shops you see are often a street. It suddenly occurred to me that when the times want to abandon you, they won't even say goodbye. My heart is sad.

this thing is almost winning numbers. However, the stock price raised through expansion means that the cash flow of enterprises is overdrawn wildly. Therefore, since the middle of last year, the drama of Haidilao has been unable to continue, and the stock price naturally returns to a reasonable range. The decrease in cash flow is reflected in the final financial report, so we can see that we have been losing money recently. Problems such as rising prices and cutting corners in Haidilao will naturally arise, and staff can never be allowed to generate electricity with love. Just because this loss comes from expansion, it means that we want to narrow the loss range, unless the management suddenly feels that we should choose to develop steadily, and close the stores with poor profitability in time to regain cash flow. Then it is possible for this enterprise to persist for a long time.

In addition to being affected by the epidemic, there is another reason that the cost performance of Haidilao is not high. Haidilao has always been the main service, providing free manicure, snacks and even special service in the bathroom. Some people may like this kind of intimate service, but for those who are afraid of society, it is really a disaster and a social death. For hot pot restaurants, this service is not necessary. After all, the taste is the most important thing. The added value of Haidilao's service means that it will be discounted in other aspects, such as taste, food quantity, special dishes and so on. It is often said that the portion of Haidilao is small and there is not enough to eat (bushi is full of drinks). After improving the service level in other hot pot restaurants, we will no longer choose to eat Haidilao after considering the cost performance.

Not only in the first half of this year, Haidilao has been losing money continuously since last year. Haidilao released its 2121 financial report on the evening of March 23. In 2121, the company achieved revenue of 41 billion yuan, a year-on-year increase of 43.7%; The loss was 4.16 billion yuan. As of February 31, 2121, Haidilao has closed 276 stores. Among them, 261 stores were permanently closed due to the implementation of the Woodpecker Plan, 16 stores were closed due to reasons such as lease expiration and relocation, and 32 stores were closed for rest. Haidilao said that it will continue to pay attention to stores with poor business performance and take measures such as closing stores. The company controls 9 enterprises, covering Beijing, Inner Mongolia, Henan, Liaoning, Shaanxi and Shanghai, and has 56 branches, of which only 9 exist at present. In addition, Haidilao has already raised 1 rounds of financing, with investors including Morgan Stanley, Jinglin Investment and Gaoyao Capital.

it's not that I don't like eating. First, the price of Haidilao is rising or disguised. Second, I have no money, no money, no money, no money, no money! In fact, not only the performance of Haidilao has been affected, but the entire catering industry has not been optimistic in recent years! The signboard of Haidilao is service, but at present, the service of the whole catering industry has been upgraded, and Haidilao is no longer prominent. As a taste, Haidilao is not outstanding, and it is relatively simple, but the price is getting more and more expensive. Therefore, people are naturally willing to choose a store with high cost performance.