What is the reason for Haidilao to close the store?

What is the reason for Haidilao to close the store?

What is the reason for the closure of Haidilao? In 2020, Haidilao not only did not slow down the speed of opening stores, but went against the trend, adding 544 stores, which means opening 1.5 stores every day. What is the reason for Haidilao to close the store?

What is the reason for the closure of Haidilao? 1On the evening of October 5, Haidilao announced on the Hong Kong Stock Exchange that it would gradually close 300 stores before June 365438+February 3 1 20265438. The reason given by Haidilao is that the passenger flow of these stores is relatively low and the operating performance is not as good as expected.

Translated into everyday language, it is actually: business is not good, business is not good, and the store is going to close.

This news quickly boarded the hot search of major platforms, and the reading volume exceeded 1 hour, which also caused heated discussion among netizens.

Some netizens said: the per capita fishing in Haidilao is more than RMB 150, and the main things are just like that, with no special features, but still expensive.

Some netizens also said: For social phobia, this service of Haidilao is indeed a bit too much.

As the saying goes, "peep at the leopard in the tube", from the comments of netizens, we can also see some clues about the bad business of Haidilao.

The capital market also has feedback on the operation of Haidilao stores. At the beginning of this year, Haidilao's share price peaked at HK$ 82, and now it has plummeted to HK$ 2/kloc-0. 10 month, the stock price of Haidilao evaporated by 330 billion yuan, which can be described as: falling into the bottom of the sea!

It may be the Spring Festival, or it may be for better development next year. Haidilao chose to close 300 stores by itself. Why did Haidilao, which used to have a prosperous business, go to the point of large-scale store closure today?

Some catering experts believe that these three reasons are actually driving away customers!

First, the price factor.

As commented by netizens, the per capita consumption of Haidilao is above 150 yuan. Although Haidilao officials say that per capita consumption is around 130 yuan, in fact, everyone who has eaten Haidilao knows that 130 yuan you can't eat anything at all. Just order two more plates of meat, and the per capita consumption will go straight to 150 yuan.

If this price is before the epidemic, there is actually no problem. Before the epidemic, young people like to spend in advance, and many people with a per capita income of 300 won't blink.

However, after the epidemic, people's consumption concept changed completely, from advanced consumption to rational consumption. Many young people have realized the importance of saving money and are constantly reducing unnecessary expenses. Cost-effectiveness has become a new way of consumption for many young people.

Not to mention those young people who get married and have children. Faced with the pressure of raising children, mortgage and various life pressures, many young people are frugal after marriage.

In such a big consumption environment, per capita consumption 150 yuan eating Haidilao hot pot is not fragrant at all. It is better to spend 80 yuan to eat a buffet barbecue hot pot and 50 yuan to eat a buffet small hot pot. It is better to buy the bottom material of Haidilao and cook it yourself. Not only is it affordable, but it tastes better.

Second, open a shop crazily.

As the saying goes: "If heaven wants to destroy people, it must first make people crazy!"

How crazy is it to open a shop in Haidilao?

Look at a data and you will understand that in the epidemic year of 2020, Haidilao not only did not slow down the speed of opening stores, but went against the trend and added 544 stores. 365 days a year, 544 new stores are opened in Haidilao, which means 1.5 stores are opened every day.

This crazy opening speed is a "great leap forward" in the catering industry. Behind this crazy store opening, the quality of the store opening can be imagined, and there have been many mistakes in store location, personnel training and store management.

It turns out that the training time for new employees in Haidilao is 6 months. In order to open a new store, it is shortened to less than 1 month. Even today, people are recruited, and the training time is reduced, which leads to uneven service level of stores in Haidilao.

So is the same store manager. In the past, the manager of Haidilao needed training for 10 years, but now it only takes half a month, resulting in uneven management level of each newly opened store.

Therefore, many netizens have a polarized reputation for Haidilao's service. Some people think the service is good, others think the service is poor, and even the same customer goes to different stores to enjoy different services.

Third, strategic mistakes.

Zhang Yong, the boss of Haidilao, is from Jianyang, Sichuan. However, before Haidilao 20 18 went public, Zhang Yong had a "coquettish operation" to immigrate to Singapore. With the rising share price of Haidilao, Zhang Yong became the richest man in Singapore.

However, after 20 18, the national style and tide began to rise, and the national pride was greatly improved. The operation of Zhang Yong, the boss of Haidilao, was vomited by many netizens.

Some netizens said: "It's amazing. I accidentally ate a foreign hot pot, which tasted quite Sichuan."

After the epidemic, all restaurants stopped expanding and cultivated their internal strength, but Haidilao chose to open a shop against the trend. Others follow suit. Behind his commendable courage, he tasted the bitter fruit of closing the store today.

For strategic mistakes, Zhang Yong also responded: "I misjudged the trend. Last June, I made a further expansion plan. Now I am really blind and confident. "

Regarding the future performance growth of Haidilao, Zhang Yong also said: "As the largest shareholder of Haidilao, I have no hope that no enterprise will continue to grow ..."

After reading the above three reasons, some netizens said: "This expert has hit the nail on the head. This is the truth of 300 stores in Haidilao!"

What do you think of this?

Give someone a rose, the hand has a lingering fragrance, and forward it if you like. Good luck. May you have unexpected luck and sudden joy.

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What is the reason for Haidilao to close the store? A news that Haidilao (6862.HK) plans to close 300 stores set off the investment circle. In addition to Haidilao, which is at the center of the storm, its supplier Yihai International (1579. HK) will actually be affected by this store closing plan.

The related transactions between Yihai International and Haidilao have a long history. This time, Haidilao Customs will have a great influence on Yihai International. On the first trading day after Haidilao announced the closure of the store, Yihai International plunged 8.59%, and its market value has evaporated by over HK$ 70 billion this year.

Reduce related party transactions

Yihai International, as a related party of Haidilao, has been obtaining stable orders from Haidilao. In 20 19, Yihai International's sales from Haidilao was166.3 billion yuan, up 4 1.4% year-on-year, accounting for 35% of the annual operating income.

In 2020, affected by the epidemic, the procurement of Haidilao declined sharply, and the related transactions between Yihai International and Haidilao also declined, accounting for only 22% of revenue. In the first half of this year, Yihai International's orders from Haidilao increased by 79% year-on-year to 893 million yuan, accounting for 28% of the revenue, basically returning to the pre-epidemic level.

The related procurement between Haidilao and Yihai International mainly focuses on the hot pot seasoning business, and Yihai International still has more orders for Haidilao than third parties. In fact, in order to reduce the dependence on Haidilao, Yihai International has been trying to develop independent third-party business and expand its business lines, but in the short term, the proportion of related transactions from Haidilao will still reach about 25%.

Generally speaking, the second half of the year is the peak season of hot pot consumption, and the income accounts for about 60% of the whole year. According to this speculation, Yihai International's related transactions from Haidilao this year are expected to reach 2.2 billion yuan. This time, Haidilao plans to close 300 stores in the next two months, accounting for about 1/5 of all its stores. Due to the closure of inefficient stores, it is predicted that the annual purchase volume of Haidilao will be reduced by less than 20%. According to the estimate of 15%, closing the store will reduce the related transactions between Yihai International and Haidilao by about 66 million yuan this year.

It should have a greater impact next year. Even if the average annual growth is not considered, the related transactions reduced by Yihai International due to this store closure will reach 330 million yuan, and the actual situation is likely to be more. According to the expected net interest rate of Yihai International 15%, the net profit next year may be 50 million yuan less than expected.

Why did Haidilao close the store more than 3 years ago, Haidilao took Haidilao to the altar with a book called "Haidilao You Can't Learn".

From then on, people will pay more attention to Haidilao. As long as there is any unexpected service in Haidilao, it will be recorded by netizens with a lens.

For example, some time ago, some employees of Haidilao actually helped their children with their homework in the restaurant. I am afraid this kind of service is what parents want. After all, tutoring homework is a big problem. What is even more outrageous is that the restaurant waiter came to coach, which was really unexpected, so he went on a hot search.

However, please don't give up everything. The core competitiveness of hot pot restaurants must be the food itself. The food is not delicious and the service is good. I'm afraid it won't help.

Unfortunately, Haidilao didn't give people too many surprises in the taste of the food itself. Many netizens said that it is no different from other hot pot restaurants, and the taste can only be said to be quite satisfactory.

For many socially fearful consumers, they don't want to be over-served. They prefer to eat better food than their peers, that's all.

This is the difficulty of hot pot restaurant. It's really difficult to distinguish products. After all, they are all raw products. What really sets them apart is the snacks, desserts and seasonings in the restaurant.

Some consumers who are familiar with Haidilao said that the types of spices in Haidilao are not as rich as before, and many free ingredients have been cancelled.

There is really not much room for Haidilao to play, but Haidilao is not aware of this problem.

In addition, when there are few shops in Haidilao, people can show their taste and personality by eating Haidilao. However, when Haidilao blossomed everywhere, Haidilao has become an ordinary restaurant, and its previous advantages have disappeared. What is even more cruel is that there will also be competition between shops in Haidilao, resulting in a continuous decline in the turnover rate.

It is understood that the average turnover rate of sea fishing in 20 19 is 4.8 times/day. In 2020, the epidemic impact will drop to 3.5 times/day, and the turnover rate will drop to 3 times/day in 20021year.

Haidilao without turnover rate is like a fish without air, only a dead end.

In China catering industry, don't be superstitious about myths, any brand will encounter bottlenecks, and how to break through is an eternal topic!