What is the main reason for Haidilao's annual loss of 465,438+600 million in 2002/kloc-0?

It is not surprising that Haidilao lost 202 1 410.6 billion.

On the evening of March 23rd, Haidilao released the annual performance announcement for 20021,with revenue of 4 1 1 billion yuan and loss of 410.6 billion yuan, almost equivalent to the total profits of the previous three years. The loss situation is "the estimated net loss is about 3.8 billion yuan to 4.5 billion yuan" released a month ago, and the loss amount is within the early warning range.

Then Haidilao's huge loss from serving the head of the hot pot brand to the present is mainly due to the following reasons:

1. Due to misjudgment, it expanded at the bottom of the market and opened 662 stores a year.

At the internal exchange meeting in June last year, Zhang Yong, former CEO of Haidilao, admitted that he had misjudged in mid-2020 and made expansion plans blindly and confidently. In the second half of 2020 and the first half of 20021year, Haidilao added 363 stores and 299 stores respectively, and the number of new stores was close to the total number of stores in 20 19. Among them, 83% are located in second-and third-tier cities with high transaction rate, 204 in second-tier cities and 344 in third-tier and below cities.

However, the later results proved that Zhang Yong underestimated the sustained impact of the epidemic and overestimated the management ability of Haidilao. More importantly, the "bargain-hunting" expansion at the bottom of the market is indeed "too hasty".

Second, improper site selection, weak management of some stores, and the impact of the epidemic have led to a sharp drop in the transaction rate.

In the second, third and below cities where Haidilao has greatly expanded, the turnover rate (times/day) has dropped from 3.6 in 2020 to 3. 1 and 2.9 in the middle of 2026. The performance of its newly opened stores is even weaker, only 2.4. This also lowered the overall average turnover rate of Haidilao, from 3.5 in 2020 to 3.0 in 202 1. The turnover rate of service industry is an important index to determine the profit and profit of enterprises, and the linear decline of turnover rate will inevitably lead to losses.

Third, after timely stop-loss, it began to shut down poorly managed stores in batches, and the cost burden increased sharply.

After discovering the vicious results brought by blind expansion, the per capita consumption of Haidilao is also declining, from11yuan in 2020 to 104.7 yuan in 2026. Third-tier and below cities, as low as 95.7 yuan. Haidilao has always adopted the self-operated mode of heavy assets, and opened a large number of stores in a short period of time, which also brought a heavy cost burden. 202 1, the rental cost of Haidilao property increased by 44.7%, the personnel cost increased by 53.6%, the raw material cost increased by 46.3%, and the water and electricity expenditure also increased by 49%. Profits are falling, costs are soaring and losses are certain.

Fourth, being bitten by over-service, the brand influence has declined, and Haidilao is no longer "fragrant"

There are three factors that affect the reputation of catering brands: taste, service and cost performance. Unexpected service may bring some freshness in the early stage, but in the long run, taste and cost performance are what consumers are more concerned about. Haidilao has never had a prominent explosion in taste and products, and its cost performance is not high. Among similar hot pot brands, the price of Haidilao is high. There are too many hot pot brands on the market now, and some people no longer have a soft spot for fishing at sea.

Previously, the topic of "customers spit out the hairy belly of Haidilao 4 1 yuan for only 7 yuan" was posted on the hot search, and there were endless comments about Haidilao's "expensive and small quantity". In 2020, the price of Haidilao dishes once rose by 6%, but it quickly caused consumer dissatisfaction. Subsequently, Haidilao apologized and said that it would restore the original price. And this kind of up-and-down operation has made many consumers lose their goodwill.

In fact, no enterprise can guarantee that it has always been in a leading position in the market. Facing the future, Haidilao needs to learn from a painful experience and start again. Only in this way can we change the status quo and regain the love of consumers.