On August 4th, 2022, according to the relevant data released by Haidilao, the net loss of Haidilao was about 225 million yuan to 297 million yuan. The loss of Haidilao continues, and the share price of Haidilao is also declining. Haidilao was founded in 1994, but now it is facing a midlife crisis. There is no doubt that Haidilao suffered very heavy losses. Whether we can get out of the predicament depends on the follow-up development. Haidilao responded to the loss. Under the influence of the COVID-19 epidemic, most restaurants closed down, resulting in a lot of reduced passenger flow. Coupled with the woodpecker plan, the number of restaurants has also decreased accordingly, and the closure of some stores has also had a great impact on Haidilao.
Haidilao faces the dilemma of sustained losses, which has a certain relationship with the strategy formulated before. In 2020, a large number of catering industries closed down, and Haidilao was blindly confident that the epidemic would end as soon as possible and expand rapidly in the market. Haidilao thought that after the epidemic passed, it would usher in the peak season, thinking that it could seize more market share, but it did not expect Haidilao to pay a corresponding price because of its own strategy. In June of 20021year, the founder reflected on this strategy and said that he had misjudged the situation. When the founder realized his mistake, it was too late to react. Under the influence of the big environment, Haidilao put forward the woodpecker plan in order to tide over the difficulties as soon as possible.
Haidilao has realized its own problems, but the tuition still has to be paid. Bian Xiao also hopes that Haidilao can get through this crisis as soon as possible, and that Haidilao will be more cautious in implementing its strategy after this incident.