Recently, the topic "Haidilao announced that it will promote the franchise model" has become a hot search topic on Weibo.
In this regard, Haidilao said that it is currently focusing on direct sales and introducing a franchise model in a timely manner, which will help the company achieve further moderate expansion.
Specifically, according to Haidilao's official website, Haidilao's requirements for franchisees are to identify with Haidilao's corporate culture and have consistent values; have the willingness and plan to develop with Haidilao in the long term; have the financial foundation for multi-store development; and have local property resources. , with business management experience. Among them, having the financial foundation for the development of multiple Haidilao stores requires franchisees to have millions or even tens of millions.
It is worth noting that due to blind expansion and other reasons, Haidilao suffered its first loss since its listing in 2021, with the annual loss as high as 4.163 billion yuan.
In November 2021, Haidilao announced its decision to adjust its store expansion planning and decided to gradually close about 300 stores with relatively low customer traffic and operating performance that were not as expected before December 31 of that year (some of which will be temporarily rested and reopened at an appropriate time, The maximum rest period shall not exceed 2 years), and at the same time carry out the "Woodpecker Plan", that is, continue to pay attention to stores with poor operating performance and take improvement measures accordingly, rebuild and strengthen some of the company's functional departments, restore the "regional management system", and continue to Employees convey the corporate culture and the values of "changing your destiny with your hands". In 2022, Haidilao will continue to slow down its store expansion, and at the same time launch a "hard nut" plan in the second half of the year to reopen a number of restaurants that have been closed in the past. On the basis of a 15.5% decrease in revenue from 41.12 billion yuan in the same period of 2021, the net profit was turned into a profit, increasing from a net loss of 4.16 billion yuan to a profit of 1.37 billion yuan.
The expected growth in Haidilao’s net profit in 2023 is inseparable from the continuous expansion of its catering network.
html On February 20, Haidilao issued a positive profit forecast stating that the company’s revenue from continuing operations for the year ending December 31, 2023 is expected to be no less than 41.40 billion yuan, with an increase rate of no less than 33.3% (based on 31.04 billion yuan). Benchmark, excluding Tehai International revenue); the net profit from continuing operations recorded is no less than 4.40 billion yuan.
In the announcement, Haidilao also compared its performance in 2023 with its performance in 2019. Haidilao said that compared with the revenue of 24.94 billion yuan and the net profit of 2.56 billion yuan in 2019, the company's revenue and net profit in 2023 are expected to increase by no less than 65.9% and 71.8% respectively, and this increase is mainly attributed to Haidilao. Expansion of Lao restaurant network.
data shows that throughout 2023, Haidilao has launched more than 300 new products, including national products and regional specialty dishes, such as the "seafood dregs and vinegar pot base" launched in Hainan stores, and the sauerkraut and white meat pot base in Beijing and Northeast regions. , Hu spicy soup in Henan area, crayfish fried rice in Suzhou area, etc., to provide customers with personalized product experience.
In addition, special services such as concert buses, hair washing services, knitting experience, and subject three have made Haidilao "out of the circle" in the past year. At the same time, Haidilao said that new business formats such as campus stores, camping stores, beef workshop theme stores, and mutton workshop theme stores not only bring freshness and personalized experience to consumers, but also bring more to franchisees. Development space provides more directions for store expansion.
"Haidilao has strong management capabilities and service quality, and has formed its own differentiated advantages on this basis." Guangke Consulting Strategy Analyst Shen Meng told reporters that on the one hand, it can allow more franchisees to share Haidilao On the other hand, it can expand the scope of reach while ensuring the rights and interests of consumers. By opening up franchises, we will promote the next stage of Haidilao’s continued growth.
In recent years, the "franchise trend" in the catering industry has intensified, and many catering brands have sought new growth space through the "direct operation + franchise" model.
In April 2023, data from the "2023 China Catering Franchise Industry White Paper" released by the China Chain Store and Franchise Association and Meituan showed that from 12% in 2018 to 19% in 2022, the chain process of China's catering market continues to accelerate. However, compared with the 54% restaurant chain rate in the United States, China's restaurant chain rate still has a lot of room for improvement.
According to incomplete statistics, since 2022, dozens of brands have opened (restarted) catering franchises, distributed in tea drinks, coffee drinks, snacks and fast food, such as Heytea, Nayuki's tea, etc.
Xiaoxiang Morning News reporter Li Xuanzi
