Why is Haidilao's serviceism being eliminated by the market?

On July 25th, Haidilao announced its performance report for the first half of the year.

The data shows that compared with last year, Haidilao has turned from a loss to a win, but it still failed to meet the management's expectations.

Perhaps the performance pressure is too great. In order to increase the turnover, Haidilao stores have tried their best and even grabbed customers everywhere.

Recently, some netizens broke the news that when they were shopping at Beijing Youtang Shopping Center, they were intercepted by Haidilao waiters and asked to eat in a restaurant with warm service.

When you go shopping in Youtang, you will find that even if it is a meal, you can find Monroe because of the poor location of the entrance to Haidilao. On the other hand, another hotpot restaurant, Banu beef omasum hotpot, is already crowded with people outside. In order to improve the turnover rate of Haidilao, waiters searched around the shopping mall and even stopped at Youtang Store.

This is actually not the first time that Haidilao has done this.

Some time ago in Zhengzhou, a Haidilao waiter actually solicited customers across shopping malls. Because it affected the business of other stores, he was complained by the merchants and warned by the shopping mall.

Many netizens are very disgusted with this, saying that soliciting customers violates business ethics and is very annoying in itself. Anyone who attracts customers will not have a good impression.

All along, the impression of Haidilao is that you need to queue up to eat it. Now, how did it fall so low?

1

In the past two years, Haidilao has been particularly obsessed with opening stores and expanding.

Even in the general environment of the whole catering industry because of the recession, Haidilao has not been prevented from opening a shop.

Take 2020 as an example, the number of stores opened in the whole year is 544, and in the first half of 2020, there are 173 new stores opened, and the speed in the second half is even more exaggerated. There are 363 new stores, with an average opening every day.

Compared with 20 19, the total number of stores in Haidilao increased from 768 to 1298. The focus of Haidilao's expansion is mainly concentrated in cities below the third tier, with 257 new stores, accounting for almost half of the number of new stores.

In 20 19, the number of shops in Haidilao increased by 64.8% compared with 20 18, with an average of new shops opened every 1 0.2 days.

After such rapid expansion, the turnover rate of Haidilao is not very optimistic.

The average daily turnover of Haidilao stores decreased from 4.8 in 20 19 to 3.5 in 2020, and the operating income decreased significantly.

In fact, the expansion pace of Haidilao was not fast before, but since its listing, the expansion density and coverage area of Haidilao's catering network have been significantly improved, perhaps to stabilize the position of the hot pot brand leader.

In 20 15, the number of stores in Haidilao was only 1 12. When it was listed in Hong Kong in 20 18, the number of stores in Haidilao increased to 200.

Up to now, the number of stores has increased by 10 times in just a few years.

Behind the rapid expansion, the cost pressure of sea fishing has also increased a lot.

Originally, the operation mode of Haidilao was service-oriented, but the unique human resource management mode also made the labor cost much higher than that of its peers.

When the revenue level drops, the burden of labor costs becomes more obvious.

The financial report of Haidilao in 2020 shows that the personnel cost has increased from 7.993 billion yuan in 20 19 to 9.677 billion yuan in 2020, with an increase of 2 1. 1%, and its proportion in revenue has also increased from 30./kloc in 20 19.

In order to reduce costs, in the first half of 2020, Haidilao laid off 106 14 people to maintain the salary level of employees in other stores to balance the operating pressure brought by labor costs.

2

Of course, it is nothing new for Haidilao to open a shop quickly, but the most fundamental problem of Haidilao is that consumers' stickiness has decreased.

In the past two years, the negative news about Haidilao has obviously increased a lot.

At the beginning of 2020, the price increase triggered a heated public debate. Everyone's aversion to over-service and doubts about the quality of food made Haidilao fall from the once insurmountable myth for a time.

Haidilao has such a big contrast. In the final analysis, the business model of Haidilao is out of date.

Over the years, Haidilao has been leading the hot pot market with refined service.

A long time ago, for a long time, the service consciousness of the catering industry north of the Yangtze River was very weak, and there were no relevant rules and regulations in the industry. Haidilao seized this blank spot, seized the time, became popular, and successfully occupied the hot pot market in China.

Once upon a time, the service experience of Haidilao was full of freshness.

When eating, rubber bands, glasses cloth and mobile phone bags are provided. When eating, hot towels are handed by a special person. Free fruit snacks in the waiting area, manicure and shoeshine, slow delivery of food, and deduction of meal fees for origami cranes and stars. ...

However, nowadays, service has already become a standard in the catering industry. On the contrary, in today's privacy-oriented, customers are tired of too many services.

Some time ago, there was a little girl in Qingdao, Shandong Province. The whole family took her to Haidilao for her birthday.

However, when the waiter in Haidilao celebrated, the little girl was not very happy, but always looked serious. She didn't look back at the waiter who celebrated dancing for herself, and her face was cold.

After this video was put online, many netizens felt that the little girl's supercilious look was a true portrayal of her heart.

It can be seen that people don't like the service of Haidilao as before, and even feel a little disgusted.

three

Overservice is only the superficial reason of Haidilao, and the deeper reason is that the taste of Haidilao is not competitive.

However, Haidilao himself did not realize this.

At the exchange meeting in mid-June, someone asked me, "Why is Haidilao's service good, but its attitude is average?".

However, Zhang Yong, chairman of Haidilao, said: It's hard to say that you have insight into human nature. Consumers say that sea fishing is not delicious, but they may think it is too expensive. Just like my wife thinks I come home late, but she thinks I don't care about her too much. If I really trust my wife and stay at home all day, she hates me even more.

On the other hand, in the past two years, Zhang Yong immigrated to Singapore and kept cashing out, which made people feel that he was not confident in Haidilao.

In today's fierce competition in the hot pot market, there are many rising stars, each of which is mainly characterized by its own characteristics.

General Ba's hot pot is based on health preservation, and the slogan is that he hopes to eat health from hot pot.

Little sheep, which originated in Inner Mongolia, has the same operating characteristics as the name of the store, that is, fat mutton with delicious meat gives customers the best taste.

Banu's beef omasum hotpot is the main course of beef omasum hotpot. The waiter's recipe for beef omasum chafing dish is: "beef omasum, seven times, eight times, fifteen seconds, dipped in sesame oil and mashed garlic, which tastes the best ..." It was even put into "Life I yearn for", and popular science was also carried out when the stars ate hot pot.

But Zhang Yong said that Haidilao was questioned by consumers because it was expensive, which is actually untenable.

Because Banu takes productism, he chooses the best ingredients, and the price is not cheap, even per capita, which is much more expensive than Haidilao.

However, from the comparison of passenger flow between Haidilao and Banu in Youtang, it is obvious that everyone agrees that Banu hot pot tastes better.

2021July 3 1 Saturday 19:00 for the evening peak passenger flow in Youtang (5L Haidilao above and 4L Banu below).

So in the final analysis, the poor efficiency of sea fishing is actually due to its own internal reasons.

Although there are many brands of hot pot now, the hot pot market is still very big.

From beginning to end, no hot pot brand really occupied the market of Haidilao. In the final analysis, Haidilao actually lost to himself.

If Haidilao can't face up to the problem, it will be a matter of time before it is eliminated.

However, Zhang Yong has a good saying: "As the largest shareholder of Haidilao, I have no hope that Haidilao can continue to have performance growth. Enterprises are organizations and have the same vitality as people. Good this year is not necessarily good next year; If this year is not good, it does not mean that next year is not good. "

If Haidilao can change, the future can still be expected.