Haidilao closed 300 stores due to misjudgment. Haidilao, as the leader of China catering industry and a well-known national brand, gives people the impression that there is always a long queue at the door, but now it is forced to close. Haidilao closed 300 stores due to misjudgment.

Haidilao closes 300 stores due to misjudgment of the situation 1 Recently, a news item "Haidilao talks about closing 300 stores: misjudging the epidemic situation" has attracted the attention of netizens from all walks of life. It is reported that repeated outbreaks have triggered some chain reactions, and the news that Haidilao, a leading hot pot enterprise, will close 300 stores before the end of 20021surprised the outside world. This figure is equivalent to the number of newly opened stores in Haidilao in 20 19, and it is also equivalent to about 20% of the total number of stores.

1 1.5, Haidilao announced that the group decided to gradually close about 300 Haidilao stores with relatively low passenger flow and unsatisfactory business performance before 200211February 3 (some of them will be temporarily closed and reopened for the longest closing period) Yang Lijuan, executive director and deputy CEO of Haidilao, said that the closure of 300 stores this time was a misjudgment of the recovery speed after the epidemic. Based on the operating conditions of these stores and their own problems, the company made a decision to close them down.

According to reports, the epidemic situation stabilized in March 2020. When it reopened in April and May, Haidilao recovered relatively quickly. Besides, shops are easy to find and there are many favorable conditions (rent, etc.). The company thinks it may be an opportunity and wants to seize it. I didn't expect the epidemic to be repeated and last for so long.

At present, the competition in hot pot rivers and lakes is becoming more and more fierce, the tastes of consumers are changing, the epidemic situation is repeatedly superimposed, the prices of raw materials are rising, the catering industry is more difficult, and the spring of the industry is still far away. Affected by the misjudgment of the epidemic, Haidilao's share price has been falling all the way, and it has even shown an accelerated decline in the near future. Up to now, Haidilao's share price has fallen by 75% during the year, and its market value has evaporated by HK$ 350 billion.

Haidilao closed 300 stores due to misjudgment. In China, Internet giants especially like to invest in trillion-dollar industries, such as artificial intelligence, autonomous driving and community group buying.

Then the problem is coming. The catering industry is also a trillion-dollar market, but the Internet giants are not interested. Moreover, it is difficult for the catering industry to have large listed companies, except Haidilao.

Because although catering meets the characteristics of high frequency, it is difficult to standardize. Even if the product is standardized, it is difficult to standardize your service and sanitary conditions, and there will always be a scandal because of something.

Haidilao, once known as the ceiling of China catering, is an enterprise that everyone admires. Its unexpected service is amazing, even if the price is a little more expensive than that of its peers, people can accept it, and there are often long queues at the door of the store.

Similarly, the capital market was once extremely optimistic about Haidilao, with a market value of HK$ 468 billion. In less than nine months, Haidilao fell by more than 75% and its market value evaporated by more than HK$ 350 billion. By the close of 1 1.5, the market value of Haidilao remained at11.49 billion Hong Kong dollars. Zhang Yong, the founder, also lost the honor of being the richest man because the stock price kept falling.

Why did Haidilao close the store?

The epidemic has passed and everything is on the right track. Why did Haidilao suddenly close the store? And there are 300 stores in one breath. Even if a Haidilao has only 10 employees and 300 stores have 3,000 employees, where should they go?

In response to these questions, Haidilao gave the answers in the announcement issued on June 5, 165438.

Haidilao said that the company will close about 300 stores with unsatisfactory performance before 202 1 12 3 1 this year. In addition, if the average turnover rate is less than 4 times a day, the Group will suspend the opening of new stores.

However, it should be noted that there will be no layoffs when closing the store, and all employees and leaders will be placed in other stores.

For Haidilao's practice of not laying off employees, netizens are still relatively recognized, and they have said that this is the responsibility of large enterprises.

For the reasons for closing the store, Haidilao summed up four points:

First, some stores are in the wrong position;

Second, the change of organizational structure consumes a lot of manpower, material resources and financial resources;

Third, there is a lack of excellent store managers;

Fourth, excessive trust in KPI and insufficient corporate culture construction.

The above four reasons are not only the problems existing in Haidilao, but also the problems existing in many catering enterprises, which seems to be a little unsolved in the Chinese food industry. This is also the reason why many catering enterprises cannot go public.

So what exactly should we do? Haidilao also gave the answer, that is, the implementation of the "Woodpecker Plan" was undertaken by Ms. Yang Lijuan, the company's deputy CEO. Focus on stores with poor performance and close down. Restore the regional management system and strengthen the construction of corporate culture. Suspension of enterprise expansion, focusing on the average turnover rate data of Haidilao.

The myth of Haidilao has been shattered.

Many years ago, Haidilao took Haidilao to the altar with a book "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!

Haidilao closed 300 stores due to misjudgment of the situation 3 1 65438+18: 00 pm on October 5, and Haidilao released the latest announcement that it would gradually close about 300 stores before 2002165438+February 31because of the low passenger flow of these stores. In addition, the announcement also said that Haidilao will also shrink the group's expansion plan in due course.

Haidilao, as the leader of China catering industry and a well-known national brand, gives people the impression that there is always a long queue at the door, but now it is forced to close down, with 300 stores at a time. What kind of signal does this reveal?

In fact, not only Haidilao, but also many catering enterprises are opening the "closed door" mode.

As early as 2020, affected by the epidemic, countless stores closed down one after another, and catering brands such as Jiumaojiu, Xu Liushan and Diaoye Beef brisket ranged from dozens to hundreds. However, this wave of closure did not stop with the epidemic control of 202 1. Yoshinoya announced to close 150 stores before February this year, and Xiabu announced to close 200 stores as early as September. Now Haidilao has announced the closure of 300 stores, and the tide of closing stores has intensified.

According to "20021China chain catering industry development report", the total number of restaurants in China has dropped from 9.05 million to 7.6 million, a decrease of over 1.45 million, which is close to 20%. This shows that the catering market is still in a downturn.

There are 300 closed stores in Haidilao, and the market downturn is only one aspect. More importantly, it reveals one of the most important messages. The market of China catering industry has changed, and the era of Haidilao's monopoly is fading away. When the catering industry entered a new stage of high-level competition, the myth of Haidilao began to fade.

For a long time in the past, the service awareness of the catering industry was generally not strong. Haidilao is the first to offer high-quality service, which not only provides all kinds of drinks, fruits and snacks for free, but also provides unexpected services such as hand sanitizer and toilet paper. Whether in the eyes of peers or customers, Haidilao is a unique new species and has won a huge market reputation. Haidilao is not only a brand name, but also a synonym for service.

Therefore, the whole country has set off an upsurge of learning about sea fishing, not only in the catering industry, but also in almost all service-related industries. Some people even specialize in the service of Haidilao, and published a monograph "Haidilao, You Can't Learn", which became the bible of the catering industry and swept the country for a time. It is no exaggeration to say that Haidilao has contributed to the overall improvement of service awareness in China catering industry.

However, with the service level of the catering industry getting higher and higher, the service advantage of Haidilao is becoming less and less obvious. In order to strengthen the service advantage, Haidilao has continuously increased its efforts, even a little too hard-so that after manicure and shoeshine, services such as shampoo appeared. In short, all kinds of novel services are always unexpected. However, as the saying goes, the service of Haidilao is no longer so pure in everyone's mind, and some services are considered too exaggerated. Among them, 90-degree bow is considered too mechanical, and Haidilao is more like a stage to express service, which begins to disgust some guests.

Compared with the continuous improvement of service, the product innovation of Haidilao is much slower. The so-called product is the ingredients, taste and weight of hot pot, which is the driving force for consumers to pay the bill. Haidilao not only lacks product improvement measures, but also frequently exposes various negatives. First, in June this year, 5438+ 10, the hairy belly of 200g was only 138g, and then it was reported that the beancurd was fined 20,000 yuan, and so on.

On the contrary, many competitors in the market have made great efforts in product strength after learning the service of Haidilao. Among them, Banu beef omasum hotpot and Haidilao are tit for tat, and put forward the slogan of "service is not excessive, everything is exquisite", paying attention to the introduction of high-quality ingredients and the research and development of taste, such as the introduction of New Zealand beef omasum and the introduction of "papain tenderization" technology, which has become a new star in consumers' hearts.

No matter how many conceptual elements these products of Banu have, we can see that they hold high the banner of productism and insist on the excessive service of Haidilao. And productism is obviously the trend of the catering industry. Xicha, valued at 60 billion yuan, can stand out, not by service, but by excellent product quality.

In fact, the deep message behind this is that not only hot pot, but also the catering industry in China has entered an era of high-quality development from the era of barbaric growth. Among them, capital is a boosting force that cannot be ignored. Following the listing of Haidilao and Jiumaojiu, Xibei and Laoxiang Chicken also actively embraced capital, and the news of listing was frequent. This year, many brands, such as Wu Ye Mianmian, Bama Rice Noodle, Meet Xiaomian, Kuafu Fried String, and Fulao Noodles, all received the minimum financing of 654.38 billion yuan. With the blessing of capital, new brands, new experiences and new models of catering industry emerge one after another, many of which are ambitious and aim to catch up with Haidilao.

Throughout the present era, the catering industry is rapidly upgrading, and many brands are advancing by leaps and bounds, but the innovation and progress of Haidilao are somewhat weak. Haidilao is still that Haidilao, but the opponent is not that opponent! When competitors' products shine brilliantly, Haidilao's "service" banner is no longer so effective.

Therefore, it is not that Haidilao is not excellent, but that colleagues have become better. The unique position of Haidilao in that year was because the development level of the industry was relatively low, and there were few brands that consumers could choose. But now there is no shortage of excellent catering brands in the market, and consumers have more and more choices. It is inevitable that the market share of Haidilao will be diverted.

On the one hand, the competition is becoming more and more fierce, on the other hand, the environment is not good, so even Haidilao will be closed!

Of course, the closing of Haidilao also reflects the management decision-making problem of Haidilao. Haidilao was listed on the Hong Kong Stock Exchange in 20 18 and began to expand rapidly in 20 19. When the epidemic came in early 2020, Haidilao saw that the store rent was low at this time, but misjudged the impact of the epidemic on the entire catering industry and continued to implement the rapid expansion plan.

There will be as many as 544 new stores in Haidilao in 2020, and 299 in the first half of 2002/kloc-0.

However, due to the explosive growth of new stores, there is a serious shortage of excellent managers and low management efficiency. At the same time, in the face of heavy market pressure, trying to ease it by raising prices has met with strong opposition from consumers, which has led to the word-of-mouth of Haidilao changing from unanimous praise in the past to crazy spitting: expensive price, small weight and poor taste.

As Haidilao said, the bitter fruit can only be swallowed by himself, but at the same time Haidilao should re-examine the present era and its own problems.