Inspirational entrepreneurial history of Haidilao
In 1994, Zhang Yong, who was then an electric welder in Sichuan Tractor Factory, used his spare time to set up four tables on a roadside in Jianyang, Sichuan, and started his own mala Tang business. Without any experience, he can only touch customers with meticulous service. Although his spicy taste was not "delicious" at that time, customers always came to this small shop called "Haidilao" again and again.
In 21, Haidilao has become a catering enterprise with more than 5 chain stores, with operating income exceeding 6 million yuan, operating profit exceeding 1 million yuan and total assets reaching 25 million yuan. Making customers' impeccable service has become the unique secret of Haidilao, and all this is the secret of success of Zhang Yong, chairman and general manager of Haidilao.
Haidilao is going out to sea
"People on earth can't stop Haidilao!" This is a joke on the internet, but whenever there is a "major move" in Haidilao, countless netizens will choose this sentence to evaluate Haidilao. Recently, when Haidilao launched the door-to-door food delivery service, some netizens photographed the whole process of the door-to-door service of Haidilao service personnel and posted it online. For a time, "the earth people have been unable to stop Haidilao!" It is overwhelming again.
what is unstoppable? In fact, everyone on earth knows very well that that is the magic weapon "service" for the success of Haidilao. The above-mentioned netizen said: "Originally, the hot pot food delivery service was just a joke idea of some people, but I didn't expect Haidilao to turn this idea into reality, and the service was as good as the store."
After successfully putting its own hot pot into the user's restaurant, Haidilao has a new plan-let Haidilao's hot pot occupy the American dining table.
In May this year, Haidilao's plan to enter the American market was exposed by the media. According to reports, Haidilao will establish its first overseas store in the United States this year. In order to smoothly push forward the overseas store opening plan, overseas management departments have been set up in Haidilao, and advertising videos reflecting hot pot culture and corporate culture have been produced, while other details such as menus and store decoration have also been put on the agenda.
It is reported that Haidilao has initially selected two regions in the United States as the first choice for opening the first overseas branch. Because of the restriction of eating habits and other factors, most catering enterprises that have gone abroad are often local Chinese or Asians, but Haidilao wants to conquer the appetite of Americans. "We don't just launch a catering model, a format, but hope to convey a hot pot culture. The target is the local mainstream market, so the address of choosing to open a store will not be in the Chinese community, but in the local influential business district or high-quality area. " A staff member of Haidilao revealed this to the outside world.
Compared with hot pot enterprises such as Little Sheep and Xiabu Xiabu, Haidilao has maintained a restrained and cautious expansion speed and insisted on direct sales. At present, there are 52 stores in China. However, Zhang Yong, the founder of Haidilao, has his own grand plan. It is understood that the United States is the first stop of Haidilao's overseas development, but it is not the only destination. The overseas development path of Haidilao is from the United States to North America, and then to Europe, Southeast Asia and other places. Previously, Zhang Yong had expressed the intention of Haidilao's listing in the future, and overseas expansion and listing will undoubtedly form a benign interaction.
So, can Americans stop fishing in the sea? Even though it has gained a good reputation at home, expanding overseas markets is still a huge challenge for Haidilao. The biggest problem facing Haidilao is how to replicate the successful experience of domestic "abnormal service" overseas. It is still unknown whether the equal checkers, fruits, free shoeshine and manicure services, and service personnel who can bring happiness to customers can be preserved in Haidilao's overseas journey and accepted by overseas consumers. "Employees in China can't take it out, and waiters definitely need localization. How to graft the original inherent business characteristics into the local market and culture is a problem we have to study." Insiders of Haidilao have foreseen the difficulties in overseas expansion.
A Chinese who has been engaged in catering for many years in Chinatown, New York, USA, said that whether Haidilao can gain a foothold in the United States needs to face two problems. First, Haidilao hot pot is greasy and spicy, while Americans' dietary tastes are relatively light, and whether it can adapt to American tastes remains to be tested by the market; Second, although the catering industry in Europe and America also pays attention to "customer first", the service is moderate. In contrast, the service of Haidilao is too enthusiastic, which will make European and American customers uncomfortable.
In addition, some analysts pointed out that how to set up a service team in an environment different from that in China during the overseas expansion of Haidilao will determine whether Haidilao can gain a firm foothold in the US market. If American employees are to be employed, it is a question that Zhang Yong must consider whether Americans can provide meticulous service to local customers like domestic employees of Haidilao.
Service is the key to success
Although some people are worried, more people still believe that "Americans can't stop Haidilao" on the issue of opening a branch in the United States, just as many netizens said, "As long as you are from the earth, you can't refuse Haidilao's service".
Today, if you walk into Haidilao, it is often inevitable to wait in line for meals, but this extremely boring process has become an impressive link for customers in Haidilao. In the meantime, the waiter will send free drinks, fruits and snacks from time to time. Customers can enjoy services such as shoeshine, surfing the Internet and manicure for free, and they can also choose entertainment items such as playing cards and playing chess at will. Therefore, during the long wait, the guests felt less anxious.
Zhang Yong has extended this kind of intimate service to all aspects of Haidilao from dining to checkout: when you get to the dinner table, you can order half a portion of hot pot dishes, drinks can be refilled for free, and fruits are free ... There are also special services for different customers, such as giving rubber bands to ladies to tie up your hair and avoid sticking to food; There are pregnant women among the customers, and the waiter will send soft pillows; Guests who wear glasses will be given a cleaning cloth to prevent the hot air from blurring the lenses ...
Besides, the "undersea fishing service" is exceptionally generous. Free skin care products and toothbrushes and toothpaste are prepared in the bathroom; Candy can be taken almost infinitely. Interestingly, because the waiter kept handing out drinks and snacks to the guests waiting in line, some guests felt almost full before they went to the table to eat hot pot.
Although there are many kinds of free services, Zhang Yong is not worried about losing money. In his view, these small efforts are only the cost of business, but the popularity accumulated by special services can be exchanged for greater returns. It is Zhang Yong's logic to exchange generous and humanized service for word of mouth.
gradually, "service" has become a magic weapon for Haidilao. Almost all people who have eaten in Haidilao will give their thumbs up to Haidilao's service, and most of these people have become repeat customers of Haidilao.
Regarding the success of Haidilao, Zhang Yong did not shy away from talking about the secret of his success. "Doing a good job in hot pot is the same as doing a good job in other traditional industries. There is no secret. It is to implement the honest management and quality service that we have advocated for thousands of years."
For enterprises trying to imitate the successful track of Haidilao, this prosaic statement is just a copy of the classic creed that "the customer is God". However, it seems that only Haidilao has turned it into its core competitiveness and made many venture capitalists flock to it.
Basic features of Haidilao
Excellent service
Because there are many people eating and often queuing, the boss provides free manicure, free soybean milk and snack fruit for the waiting customers, and all the waiters are Sichuanese, and their attitude is very enthusiastic. Such as Sichuan Jianyang Hotpot Restaurant, "a place where people are still wanting more!" The food here is "fresh", the taste is "first-class", the weight is "sufficient" and the price is "reasonable". The environment is "quite good", the service is "scraping", and each table has "at least" one waiter; All the waiters will greet you "respectfully" whenever they see you; There are "free" refreshments, "free" manicures and shoeshine when waiting for a seat; There is also a children's playground in the hall, and there is an aunt who is "specially guarded"; Every child also has a "free" custard.
authentic taste
outstanding features. There are four kinds of hot pot in Haidilao, 48-98 yuan, which is not expensive, because the pot bottom is a gift. If you eat from 58 yuan, you can get a freshwater fish weighing about 3 kg and a homemade bean curd. Other prices are also complimentary. In addition, its seasoning includes general sesame sauce and oil dish, as well as homemade seasoning from Haidilao, which is the specialty of the store. A dozen different condiments are added to this recipe. Put the fresh soup in the pot in the seasoning bowl before eating, and it will become a delicious and unique seasoning. You can also choose spicy or not spicy according to your personality. It is particularly worth mentioning that each person's lemonade or soybean milk is an unlimited refill.
Good quality and low price
All the dishes in Haidian Fishing can be ordered for half, and you can return them if you can't eat them. Vegetarian dishes are generally served in 6 yuan and half in 3 yuan. If there are about four people, half is enough. In this way, you can taste more kinds of food and the price is not high.
enterprise management of Haidilao
management team
Now Haidilao has opened 71 direct-selling branches nationwide, and the number is increasing by five to seven every year. He has accumulated rich market experience and management experience in the 18 years of enterprise operation practice, and has visited Europe and America successively to inspect the market and learn from large international catering enterprises, becoming a member of China Catering Association and an executive director of Sichuan Catering Association.
Management Textbook
The phenomenon of underwater fishing has attracted attention in the business community. What is the essence of the phenomenon of underwater fishing? What does Haidilao rely on to win customers and employees in Haidilao's book business? On the basis of in-depth study on the business model of Haidilao, Yang Tiefeng, a practical management expert, wrote and published a book entitled "Haidilao Can't You Learn", which interprets Haidilao's business model in an all-round way, deciphers Haidilao's business code, summarizes the inherent law of Haidilao's rapid wealth creation, and details the management methods of Haidilao, so that Haidilao is no longer mysterious. "Haidilao You Can't Learn" starts with removing the management method of Haidilao Hotpot Restaurant, and disseminates the wealth creation system of Haidilao into eight sections for in-depth research, from which it summarizes the regular rules of enterprise wealth creation. Combined with modern enterprise operation theory, it gives the implementation methods that enterprises can learn quickly and use immediately to help the majority of enterprises embark on the road of healthy development.
When improving the quality of managers, Haidilao often makes managers keep diaries all the year round, so that their thinking ability and expressive power can be exercised. Judging from the management results, this method has effectively improved the ability of managers to listen, think, speak and do, so that those with low academic qualifications can meet the standards of Shanghai bottom fishing book post for company managers. The book "Diary of Haidilao Manager" is a true record of Li Shunjun, the former executive of Haidilao, during his work in Haidilao. Through his personal experience of joining Haidilao, becoming a waiter, being promoted as a foreman, becoming an assistant to the general manager of the region, and growing into an agency shop, it reflects the troubles and happiness that Haidilao people encountered during their growth, which is of positive significance to the majority of professionals in setting life goals, expanding their work horizons and improving their professional quality. It is a rare practical case-based management textbook.
people who read the history of inspirational entrepreneurship in Haidilao also read:
1. classic quotations from the inspirational novel "Haidilao, you can't learn"
2. successful experience of personal catering entrepreneurship
3. entrepreneurial story of street snacks
4. entrepreneurial story of wooden house barbecue
5. news manuscript of entrepreneurial story.