Everything can be "Haidilao", how far can a hot pot restaurant "do not do business properly"

Everything is available in Haidilao.
How far can a hot pot restaurant "do not do business properly"?

Free manicure, unlimited snacks, shoe shine, tutoring, playing games.

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Recently, after a cup of self-service milk tea for 9.
9 yuan, Haidilao unexpectedly launched a "free shampoo" service.

Some time ago, a Haidilao family in Qingyuan, Guangdong had a small room with shampoo beds, mirrors, towels, etc.

, as well as a professional barber.
Some consumers who have experienced said that the washing is professional and comfortable, and the haircut is good enough to make the barber shop next door unemployed.

However, according to the Beijing News, Haidilao’s shampoo service was launched in December 2020.

Trial for 1 month, the service has been temporarily suspended.
But the store staff revealed, “Because this service has received a good response, it is applying to the headquarters for approval, hoping to apply for a long-term reservation for a fixed project.

What's more beyond imagination is that Haidilao's Glen Waverley store in Melbourne has launched a "script kill" package.

The script killing is carried out in a separate private room, and an appointment is required.
The little brother in the store is the host and exclusive service throughout the whole process.

Everything is available in Haidilao.

How far can a hot pot restaurant "do not do business properly"?

9.

9 yuan, Haidilao sells milk tea

9.
9 yuan, Haidilao sells milk tea

Haidilao has been constantly exploring consumer personalized services.

Years ago, Haidilao once again attracted the attention of young people with its self-service DIY milk tea.

TideSight (ID: TideSight) learned that Haidilao Wuhan Chuhe Han Street Store has opened a "tea making paradise" in the waiting area.

Consumers can DIY drinks at this stall and choose the ingredients and decorations according to their personal tastes.
Small ingredients, hot and cold, make a personalized drink.

It is understood that Haidilao milk tea has four kinds of ingredients: roasted grass, coconut, crispy bobo, and pearl.

The base flavors are Hi Pie Milk Tea, Hi Pie Milk Green, Peach Nectar and Grape Nectar.
Each cup of milk tea is 9.
9 yuan, and you can also add unlimited ingredients, "adding a cup of ingredients will do.
"

This is not the first time that Haidilao has launched milk tea.

It has been selling tea three years ago, but this is the first time it has been sold independently.

Unlike Haidilao’s mid-range hot pot, the price of 9.
9 yuan is very close to the people, comparable to Michelle Ice City.
In addition, the coverage groups of Haidilao and Michelle Ice City are different, and the shared store area can reduce costs and accelerate the promotion of milk tea.

Young consumers are full of hands-on desires for the novel DIY milk tea.

As soon as "Tea Making Paradise" was launched, it quickly became popular on social platforms such as Douyin and Xiaohongshu.
Many people checked in and launched a "tea making tutorial.
" Some customers come for milk tea instead of hot pot and pack milk tea.

From the consumer feedback on Dianping, most customers will try "DIY milk tea" when they go to hot pot, and the reviews focus on "free milk tea" and "early taste".
There are also some customers who report that the taste is average and do not allow refills, but the cost performance is high, and they can be played.
The overall praise rate is high.

Haidilao, which often waits in line, needs a variety of matching "entertainment and leisure projects.
" After Wuhan, Haidilao in Shanghai started selling milk tea.

After DIY milk tea, Haidilao opened three new "Haidilao milk tea shops" in Shanghai and Nanjing in February, launching 4 fruit teas and 2 milk teas, a total of 6 products, with an average price of 18 yuan and 20 yuan for fruit tea.

The appearance of Haidilao milk tea in Shanghai is very similar to that of tea Yanyue, especially Youyou Guanyin, which also uses Tieguanyin as the base of the tea, adding fresh milk, and topping with cream and pecans.
Many customers said that the taste is exactly the same as the Orchid Latte.
Another pepper milk tea that fits the hot pot theme, it is said that it tastes good.

The enthusiasm for DIY is still there, and Haidilao has stepped up its tea exploration efforts.
"Milk tea + hot pot" is a good try.
But Haidilao is not the first hot pot restaurant to sell milk tea.

As early as 2017, Xiabuxiabu's Coucou hot pot began to try "milk tea + hot pot", and many consumers took it away.
According to the data disclosed by Xiabuxiabu, tea revenue accounted for 20% of Coucuo hot pot's turnover, and tea drink delivery accounted for more than 40% of its turnover.

From noodle shops to milk tea, everything can be "Haidilao"

From noodle shops to milk tea, everything can be "Haidilao"

"Don't stand upright, overwhelming.
"

"Don't stand upright, overwhelming.
"

Before the tea making paradise, Haidilao has incubated many sub-brands, from U Ding Maocai to "Eighteen Boil" noodle restaurants, Baifu private noodles, etc.
Haidilao has incubated many sub-brands, especially the "ten yuan" business.

According to the incomplete statistics of public information, Haidilao’s fast-food brands have been on the market since 2019.
In addition to the online celebrity shop “Eighteen Boil”, there are also “Lao Pai You Mian Er” and “TideSight”.
There are 9 restaurants including "Baifu Private Noodle", "Xinqinpai Noodle Restaurant", "Fanfanlin" and "Qin Xiaoxian", as well as many fast food restaurants that have not yet launched.

Similar to the tea making paradise, these sub-brands all take the parity route.
For example, Shiba Bian's signature fried noodles are 9.
9 yuan, Lao Pai has noodle special cold noodles 2.
99 yuan, and the average price of Baifu private noodles is 7 yuan.

Take Beijing Shiba Bian Noodle Shop as an example.
The noodle shop mainly deals in 4 categories: noodles, tea, desserts and breakfast.
The store has an area of ​​about 80 square meters, 42 seats, with independent tea stalls, noodle take-out stalls and independent dining windows.

There are very few waiters in the Shiba Bianmen store, and customers are self-service throughout the whole process: take a tray after entering the door, choose side dishes, drinks, etc.
, choose staple food, and finally put it in the induction area, AI automatically recognizes the checkout.

All sub-brands are located in densely populated commercial areas, close to office buildings.
The overall score of these stores on Dianping is around 4 points (out of 5 points).
The cheap store is full of gimmicks, but there is no slogan or Haidilao logo in the store, and the decoration style is minimal.

Relying on Haidilao's strong supply chain, these fast food sub-brands have their own natural advantages.
At the same time, intelligence reduces production and labor costs, and also provides a basis for people-friendly prices.

It is reported that the product development, procurement, production, quality assurance, warehousing and transportation of several restaurants are provided by the Shuhai supply chain; the intelligent service equipment in the restaurants is designed and produced by Yinghai Intelligent; the digital service provider is Honghuotai Network Technology Co.
, Ltd.
; The decoration of the store is in charge of Shu Yun Dongfang.

Haidilao Zhang Yong said before that high-end catering is not profitable, and mass catering is king.
"If you really make money, take a closer look.
Starbucks is very cheap and McDonald's is also very cheap.
The consumer products of popular brands must have more market capacity than extreme luxury goods.
Haidilao's goal is definitely not high-end, I want to be cheap and good.
, And make more money.
"

In June 2020, Haidilao once stated that the newly emerging fast food sub-brand is an innovative attempt by excellent internal store managers and an important measure for the company to encourage internal entrepreneurship and cultivate diverse talents.

Behind the loss of nearly 1 billion and not doing business properly

Behind the loss of nearly 1 billion and not doing business properly

Zhang Yong entered the tractor factory at the age of 18 and became an electric welder.
After 6 years of work, I found it boring, so I set up 4 tables on the street and sold Mala Tang.

In March 1994, Zhang Yong and his wife and their classmates Shi Yonghong and Li Haiyan founded Haidilao.
At that time, Zhang Yong didn't even know how to stir-fry ingredients, holding a book in his left hand and cooking ingredients in his right hand, and he was learning while cooking.

Since none of the four had any experience in operating the catering industry, they all worked consciously at the beginning.
Later, Zhang Yong believed that a store must have one person as the backbone, responsible for overall management of the hot pot restaurant's operations, and others to coordinate the division of labor.
Of course, the one in power is himself.

Compared with other catering, the quality of hot pot is not much different, so service is particularly prone to become a means of differentiation in competition.
Zhang Yong gradually discovered that the taste is not the best, but the high-quality service can make up for the lack of taste: helping guests with children, carrying bags, polishing shoes.
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No matter what the guests need, they do nothing.

Soon, Haidilao became a household name.
On September 26, 2018, Haidilao successfully listed on the Hong Kong Stock Exchange.
On February 5, Haidilao’s share price hit a new high, with a total market value of over 400 billion Hong Kong dollars, and Zhang Yong's worth over 200 billion Hong Kong dollars.
It has tripled in less than 3 years.

But behind the rapid development there is also a hidden crisis.
According to Haidilao’s performance report for the first half of 2020, Haidilao achieved a revenue of 9.
761 billion yuan in the first half of the year, a net loss of 965 million yuan, and a profit of 911 million yuan in the same period in 2019.
This is also Haidilao's first loss since its listing in 2018.

As of June 30, 2020, Haidilao restaurants contributed 93.
7% of total revenue to Haidilao, and the overall performance of the sub-brands was weak.
Affected by the epidemic, the passenger flow of hot pot restaurants in stores decreased but the takeaway business increased significantly, with revenue exceeding 410 million yuan, a year-on-year increase of 123.
7%.

Compared with the low-end and middle-end catering companies whose revenue fell sharply or went bankrupt, the epidemic did not stop Haidilao's pace.
In the first half of 2020, 173 Haidilao restaurants were newly opened, mostly in second- and third-tier cities.

In fact, before the epidemic, Haidilao was in an expansion period.
According to data, there were 262 new Haidilao stores in 2018 and 302 new stores opened in 2019.
As of June 30, 2020, Haidilao has 935 stores worldwide.

In addition to the sub-brands mentioned above, Haidilao is also in the mid-to-high-end catering industry.
In 2020, Haidilao spent 120 million yuan to acquire Hanshe Chinese Food, and 3.
04 million US dollars to acquire Hao Noodel (New York Internet celebrity brand).

Soochow Securities mentioned in a research report on Haidilao that Haidilao is expanding its track through extensional mergers and acquisitions and endogenous entrepreneurship.

It is not difficult to find that Haidilao's mid-to-high-end and flat-price, sea-going and sinking have been carried out simultaneously, continuously enriching the catering business and consumer groups.

Conclusion: The industrial empire beyond Haidilao

Conclusion: The industrial empire beyond Haidilao

An electric welder used 4 tables to create a myth in the catering industry.
Haidilao started as a small mala Tang shop and has now become an industry benchmark.

Zhang Yong has previously revealed that Haidilao will not rely on hot pot to make money in the future, but mainly rely on surrounding affiliated industries to make money.
Hot pot is a hot spot for drainage.

In fact, Haidilao is not a simple hot pot restaurant.

Zhang Yong's assets span catering, entertainment, education, and investment.
The empire map of Haidilao Group includes Yihai International, New Third Board Company Youdingyou, New Third Board Video Security Company Wan Jiaan, Supply Chain Shuhai Weihai Catering Management Training Company, Shuyun Oriental Decoration Company, etc.

In order to better engage in investment, Haidilao established Haiyue Investment in 2012; Zhang Yong is also one of the indirect investors of Yunfeng Equity Investment Center and Haijing Linxiyu Investment Center; in addition, Zhang Yong’s wife Shu Ping is still in Singapore in 2019 Set up a family office.

Since its establishment in 1994, Haidilao has been nearly 30 years old, and it continues to break the ceiling of outside expectations.

Manicure, shampoo, milk tea, script killing.
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Who would have thought that after eating a hot pot for a day, in the end, you might even forget whether to eat, drink or have fun.

Source: Watching New Consumption

Note: All pictures in the article are reprinted on the Internet, and infringement will be deleted!

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