Another reason is that Haidilao's assets are mainly store lease contracts. What about the group's supply chain? Bohai sea? And hot pot bottom material? Yihai? They are all held by Mr. and Mrs. Zhang alone, and the listed entity does not include the core assets of the group, so it is not surprising that the stock price has fallen after the store has fallen.
Moreover, although the service quality of Haidilao has not changed, the taste of eating has not improved. For some people, when eating, they pay more attention to the experience of food, and the food in Haidilao has never been top-notch. And their prices are not cheap. In the current economic downturn, young people's income is low, and the pressure of life is increasing, cost performance has become the most important consideration. The distributability of services is not the key.
In the past, Haidilao provided various services that were worshipped by the same industry, such as manicure, birthday, helping to take care of the baby and other special services. Advertising media also rushed to report, and received rave reviews for a time. In fact, the core of mass catering is quality and price, and only paying attention to the form of shouting slogans and grandstanding and high-quality service is not very affordable for consumers.
If we pay attention to details, pursue the quality of hot pot bottom materials and ingredients, and control the appropriate price, I believe that we can still flourish without expansion; I have eaten it several times in recent months, and I feel that it is more expensive every time, and the food is less and the taste is very general. I didn't expect to fall off the altar so soon and face huge losses. It's really an unspeakable feeling.
After the epidemic, the slightly depressed and indifferent economic man tightened his belt. People spend less on eating out, so they usually surf the Internet at home and visit Taobao and Pinduoduo. Few people go to cinemas and restaurants.
Order a takeaway once in a while, but Haidilao really has no advantage as a takeaway. The food is not cheap, the delivery is expensive, there is no discount, and the dining service is directly omitted.
Moreover, the boss of Haidilao has transferred tens of billions of dollars overseas, and the money left to operate in China is borrowed by domestic banks, so it is not too important to make money through profit and loss, and bankruptcy is not a big crisis for them.