According to reports, due to strategic misjudgment, Haidilao, which expanded its stores against the trend at the beginning of the epidemic in 2020, suddenly braked on 202 1 and closed hundreds of stores in a short time. For this reason, Haidilao suffered its first annual loss after listing in 20021,and the huge loss of 410.6 billion yuan will completely lose its accumulated net profit for almost three years after listing. In desperation, Haidilao launched the "Woodpecker Plan", aiming at strategic contraction and strengthening internal management. At present, the plan has not been able to quickly reverse the predicament. It is reported that under the woodpecker project, Haidilao closed nearly 300 stores in just one or two months in the fourth quarter of last year. According to the 20021annual report, the total number of shops in Haidilao dropped to 1443, with more than 90% in Chinese mainland.
Sichuan Haidilao Catering Co., Ltd., the main company of Haidilao Group, was established in April 20001year. The legal representative is Xie Ying, with a registered capital of 654.38+25 billion yuan. Its business scope includes catering management, enterprise management services, prepackaged foods and bulk food sales, warehousing services, logistics and distribution. It is suspected that the actual controller is Zhang Yong. Haidilao Group has more than 100 member enterprises, of which more than 90 already exist or are operating, including supply chain, technology and investment companies. In addition to the main business of hot pot, Haidilao Group has also derived brands such as Haidilao Takeaway, Dish Dumei and Shu Hai Supply Chain.
There are several special moments in my memory, and I have been to Haidilao, which is still fresh in my memory. After watching the concert in Hexi Olympic Sports Center, there was no place to go in the middle of the night. Several friends took a taxi to Haidilao, ordered a square grid and ate some fruit snacks until one or two in the morning. The shop is still busy. Not many restaurants are open 24 hours a day. I had a birthday dinner with my friends and booked Haidilao in advance. During this time, someone sang with a sign. Although all kinds of embarrassment were interesting, I also gave gifts to everyone present. After giving birth to the baby, I wanted to find a restaurant with a mother and baby room, and finally went to Haidilao. Pregnant women and babies can also queue up first. Breast-feed the baby in the mother-baby room in Haidilao and change diapers at the same time. During the meal, the children of the full moon are sticking their hands and throwing performances. The clerk also came forward to send a small toy.
Generally speaking, the service of Haidilao really has nothing to say. But it is not irreplaceable, especially when the environment has changed greatly. After having a baby, our family seldom eats out, such as hot pot, which has little gold content. From a frugal point of view, all kinds of spices and sauces can be bought everywhere in Haidilao. Is it not delicious to buy an induction cooker and go back to your home? If you eat a meal outside, you may be able to eat three meals at home. After the epidemic in recent years, fewer people went out to eat, on the one hand to avoid gathering, on the other hand to save money. Before, the stall of Haidilao was too big, and now the lack of follow-up is also expected. You know, before Haidilao, hot pot restaurants like Doulaofang had already closed a lot. Haidilao is not the first and will not be the last. This year, the shops you see are often a street. It suddenly occurred to me that when the times want to abandon you, they won't even say goodbye. I feel sad in my heart.
This thing is almost a winning number. The stock price raised through expansion means that the cash flow of enterprises is overdrawn crazily. Therefore, since the middle of last year, the drama of Haidilao has been unable to continue, and the stock price naturally returns to a reasonable range. The decrease in cash flow is reflected in the final financial report, so we can see that we have been losing money recently. Problems such as rising prices and cutting corners in Haidilao will naturally arise, and staff must never be allowed to generate electricity with love. Just because this loss comes from expansion means that we have to narrow the scope of the loss, unless the management suddenly feels that we should choose steady development, close the stores with poor profitability in time and regain cash flow. Then this enterprise may persist for a long time.
In addition to being affected by the epidemic, there is another reason that Haidilao is not very cost-effective. Haidilao has always been service-oriented, providing free manicure, snacks and even special services in the bathroom. Maybe some people like this kind of intimate service, but for those who are afraid of society, it is really a disaster and a social death. For hotpot restaurants, this service is not necessary. After all, taste is the most important thing. The added value of Haidilao service means that it will be discounted in other aspects, such as taste, food quantity, special dishes and so on. It is often said that the sea bottom fishing is small and there is not enough to eat (all the alms are drinks). After improving the service level in other hot pot restaurants, considering the cost performance, we will no longer choose to eat Haidilao.
Not only in the first half of this year, Haidilao has been losing money since last year. Haidilao released the 20021financial report on the evening of March 23rd. In 20021year, the company achieved revenue of 4 1 1. 1 billion yuan, up 43.7% year-on-year; The loss is 410.60 billion yuan. As of 202165438+February 3 1, Haidilao has closed 276 stores. Among them, 260 stores were permanently closed due to the woodpecker plan, 16 stores were closed due to the expiration of lease, relocation and other reasons, and 32 stores were closed for rest. Haidilao said that it will continue to pay attention to stores with poor business performance and take measures such as closing stores. The company controls 9 enterprises, covering Beijing, Inner Mongolia, Henan, Liaoning, Shaanxi and Shanghai, and has 56 branches, with only 9 remaining at present. In addition, Haidilao has raised 1 round, and investors include Morgan Stanley, Lin Jing Investment and Gao Yan Capital.
It's not that I don't like it. First, the price of Haidilao rises or rises in disguise. Second, no money, no money, no money, no money, no money! In fact, not only the performance of Haidilao is affected, but the whole catering industry is not optimistic in recent years! The signboard of Haidilao is service, but at present, the service of the whole catering industry has been upgraded, and Haidilao is no longer prominent. As a taste, Haidilao is not prominent and relatively simple, but the price is getting more and more expensive. Therefore, people are naturally willing to choose shops with high cost performance.