Recently, Beijing netizens posted the Haidilao consumer menu: the average is 220+, the half serving of blood has risen from 16 to 23 yuan, eight small slices; half a potato chip is 13 yuan, a potato is 1.5 yuan; self-service seasoning is 10 yuan One...Haidilao's price increase quickly made the hot search and became a hot topic.
Haidilao responded to this: “Due to the epidemic and rising costs, the company adjusted the prices of some dishes, the overall price increase was controlled at 6%, and each city implemented differentiated pricing.” What is the situation in Chongqing? Will it affect the price strategies of other local brands?
Chongqing Haidilao:
hair belly , duck intestines, yellow throat prices are all adjusted online
At 12 noon on April 8, reporters from upstream news and Chongqing Commercial Daily went to Haidilao ( Vientiane City shop) to find out, the huge wait for food, etc. The bit zone is empty.
Open the menu, Lao Pai Mao Du 72 yuan / serving, Lao Pai duck intestines 42 yuan / serving, Lao Pai yellow throat 46 yuan / serving, lotus root slices 20 yuan / serving, potatoes 18 yuan / serving...
2019 9 On the 8th, a reporter from Upstream News and Chongqing Commercial Daily also visited Haidilao’s Chongqing store. At that time, the price was 68 yuan/piece for Laopai Maodu, 38 yuan for Laopai duck intestines, and Laopai pig yellow throat 42 yuan/ Part...
Today, according to incomplete statistics from upstream news reporters from Chongqing Commercial Daily, almost the main dishes have been raised in varying degrees.
then experienced it as a consumer. When complaining that the price was too high, the staff immediately presented a plate and a half of beef. In the end, the two people spent 201 yuan on the bill, and the platform paid 100 yuan minus 5, and the actual payment was 191 yuan.
So, how does the consumer experience?
“I heard about Haidilao’s price increase, but it only increased by 6%, which is still within my acceptance range.” Ms. Li, who was dining in the store, told reporters that she was working nearby and had not been ranked before the epidemic. During this time Don't queue up, just try it with colleagues.
"The most impressive white radish is 14 yuan per serving, while the radish I bought at the market today is only 0.99 yuan per catty." Mr. Huang, a citizen, said that it is indeed a bit expensive and will not come to experience it again next time. On the day of
, according to the upstream news·Chongqing Commercial Daily reporter, Haidilao’s stores rarely line up at noon. The Raffles Store and the Vientiane City store are only a few tables at 18:00, and the Beicheng Tianjie store is quite popular. On the whole, it is quite different from the equipotential phenomenon that has been around for several hours before.
Chongqing market:
multi-preferential activities in parallel, dining costs do not increase but drop
From the perspective of the national market, after Haidilao's price increases, well-known brands such as Hey Tea have exploded price increases. So will other catering brands in the Chongqing market be brought into play?
“not only did not increase prices, but also made some discount coupons and vouchers to help the market confidence restore.” Bai Letian hot pot founder Xie Li said that from the supply side, the price of ingredients in the Chongqing market is still stable, with some raw materials A slight increase. As a local Chongqing enterprise, it will not follow the trend to adjust prices, but provide customers with higher quality food and a clean and sanitary dining environment. The relevant person in charge of
Zhou Hotpot said that since the resumption of work, not only has the price not increased, but the amount of dishes has increased without increasing the price. The person in charge said that the product is currently being upgraded in many ways, such as adding nitrogen lock technology for takeaway products, so that duck intestines and other dishes can maintain the freshness as always during the delivery process.
And on April 7th, Liziba Liangshan chicken , overtime dog, angry beef, Laiqibaotang frog, Sanjin Huieryu and other brands jointly launched a wild eating festival, which includes 1,000 overlord meals and 1 million. Welfare vouchers, 50% off meal tickets, etc.
Liziba Catering Director Yang Aixiang said that one of the purposes of this event is to activate the market. The real recovery of catering is reflected in dine-in, hoping to connect users through various coupons. Su Xiaoqiang, the brand director of Xiaolongkan Hotpot, who has opened several stores in Chongqing, also said that providing customers with delicious and inexpensive products and timely and enthusiastic service is its core business philosophy. The 14 direct-operated stores in Chengdu will not rise in 2020. The outer zone will review the price and strictly control the per capita price.
According to the situation of upstream news and Chongqing Commercial Daily reporters visiting the market, the prices of catering brand dishes and customer unit prices in Chongqing market have not risen significantly. Instead, various coupons, discount coupons, consumer coupons, etc.Various forms reduce the cost of meals.
Point of view 1:
high operating costs such as manpower, price increases and losses
Why some catering can be strong, such as Haidilao and other large-scale catering companies issued a series of price increases "notices"? Liu Ran, a catering observer at
, said that from what he understands, the raw material market has not risen significantly. Haidilao’s price increases are more constrained by labor costs and operating models.
Generally speaking, in addition to raw materials, the two most important costs of catering are site and manpower. Haidilao has a strong bargaining power for sites. But its core competitiveness is a better sense of experience, which requires human cost support.
Haidilao's 2019 financial report shows that in 2019, Haidilao opened 308 new restaurants, with a total of 768 stores. The cost (including salaries, wages, allowances and benefits) paid to 102,793 employees reached RMB 8.0 billion, an increase of 59.3%, and the proportion of income increased to 30.1% compared to 2018. During the
epidemic, Haidilao’s employees did not cut their salaries, and the takeaways were not fully rolled out, resulting in heavy losses in terms of labor costs. According to the previous research report issued by CITIC Construction Investment, it is estimated that the epidemic will cause a loss of about 5.04 billion yuan in revenue for Haidilao in 2020, and a loss of about 580 million yuan in net profit attributable to the parent.
Liu Ran believes that for leading companies such as Haidilao that have a large number of directly-operated chain stores, their price increases are eager to recover losses in operating costs such as manpower.
Viewpoint 2:
or an event marketing for the opening of Haidilao?
Jiang Wei, an MBA professor at Chongqing University of Technology, gave a different point of view.
He told reporters that under the background of encouraging consumption, Haidilao's price increase seems to run counter to it. However, the rise and fall of such large-scale catering companies affect the whole body, which cannot be simply denied. Haidilao’s official reply is that the overall price adjustment of dishes is controlled at 6%, which is an acceptable range for its target consumers. At the same time, it can also allow consumers to offset the negative emotions caused by price increases through discounts, discounts, food delivery, and more intimate services. The waiter may also guide consumers to use the points and redemption vouchers in the Haidilao app to reduce the customer unit price and increase user stickiness.
"Of course, it is still in the early stage of the price increase event, and it is not yet possible to observe whether it is a marketing event. However, from a result-oriented perspective, it plays a very good role in publicity and promotion: telling consumers that it will resume business for dine-in It has attracted a lot of attention." It is understood that on April 9, Haidilao (6862.HK) rose 6.37% to HK$31.75, with a total market value of HK$168.3 billion. Haidilao’s financial report shows that as of the end of 2019, Haidilao’s cash and cash equivalents amounted to 2.222 billion yuan. In addition, Haidilao has received 2.1 billion yuan in credit funds from China CITIC Bank Beijing Branch and Baixin Bank. Compared with other catering companies with tight cash flow, Haidilao's funding situation is still good. Upstream News·Chongqing Commercial Daily reporter Hou Jia
