The secret of Haidilao
As anyone who does catering knows, it is not easy to open a family, and it is difficult to open a family. If the three do not die, they are gods. However, Haidilao has created a "miracle". From 2004 to the present, more than 20 hot pot restaurants have been opened in Beijing in one breath: each of them is so hot that they have to queue up, so many colleagues come here admiringly, hoping to find out.
A regional manager from Yum China chose the location of the pre-annual dinner at Haidilao’s branch in Peony Garden, Beijing. The purpose of this meal is to "visit and learn, and improve management."
According to Zhang Yong's words, " is simply what an elephant learns from an ant." This analogy is not unreasonable. Every Yum! regional manager at the dinner table has at least 36 stores in his hands. At that time, the number of stores in Haidilao nationwide was not much. The questioner is not just Yum. Since 2010, Wang Fen, an associate professor in the Department of Business Administration of Beijing Institute of Technology, whose research direction is human resources, has gone to Haidilao from "eating hot pot" to "professional survey". What makes her curious is that the seabed The salaried waiter's sense of professional identity is far higher than that of the MBA students she brought.
The investment company with a keen sense of smell also heard the news. IDG, China International Finance Securities, and Tiger Fund successively approached Zhang Yong, hoping to inject capital into this chain catering enterprise with 23 stores in 6 regions across the country to help it accelerate its development. The per capita consumption of
is less than 70 yuan, but the service is almost "abnormal", and it has become the focus of the industry for a while. If you want to have a dinner in Haidilao, the basic method is to book a seat 2-3 days in advance. If you need a private room, then the reservation time must be advanced to 2 weeks.
Every Haidilao store has a dedicated parking attendant , who takes the initiative to park the car. After parking the car, the key will be handed over to the guest. When the guest checks out, the parking attendant will actively ask: "Do you need help Car?" If the customer needs it, immediately pick up the car to the front of the store, and the customer only needs to wait in front of the store. If you choose to dine at noon from Monday to Friday, Haidilao will also provide free car cleaning services. According to netizens, "The smile of the parking brother is also very warm, and the sincerity and warmth of the smile are not determined by the model."
If you do not book in advance, you are likely to face a long wait, but the process may not be as bad as you think. At dinner time, you can see the following scenes in any Haidilao waiting area in Beijing: The latest seat information is constantly displayed on the big screen. Dozens of ranked customers are eating fruits, drinking drinks, and enjoying what the store provides Free internet, shoe shine and nail art services. If you are waiting with a group of friends, the waiter will also take out playing cards and checkers for you to pass the time, so as to alleviate the anxiety of waiting.
In the lobby, the waitress will tie up the hair for the long-haired lady, and provide small hair clips to clamp the front bangs to prevent the hair from hanging into the food; friends who wear glasses can get a mirror cloth; a mobile phone on the table Will be packed in small plastic bags to prevent greasy, every l5 minutes, a waiter will take the initiative to change the hot towel in front of you, if you bring a child, the waiter will help you feed your child, and accompany him/her Play games for children.
stretched noodles is a must-order food for many old Haidilao customers, not for eating, just for watching. The young master will stretch the 4 yuan a piece like a ribbon of rhythmic gymnastics, and sometimes throw it to a certain guest, with a strong desire to perform.
After the meal, the waiter immediately delivered gum, and all the waiters met along the way will smile and say goodbye to you.
There is a widely circulated story about a customer who finished checking out and asked casually when he left: "Is there any ice cream to be delivered?" The waiter replied, "Please wait." 5 minutes later, the waiter took " "Much more cute" came back breathlessly: "Miss, your ice cream has kept you waiting a long time. This is just bought from Yichu Lotus Supermarket."
The service of "exceeding customer expectations" has won Zhang Yong customers. . Haidilao has never fallen out of the top two on the "Best Service" list of Beijing, Shanghai, Zhengzhou, and Xi'an on Dianping.com. Average single store per day in Beijing branch2,000 customers were received, and the daily turnover of a single store reached 100,000. The difference between
and its counterparts, the Little Sheep Hotpot Chain, which has introduced 3i and Pukai's US$25 million capital, went public in Hong Kong with high profile, and rapidly expanded the number of stores by virtue of standardized management, is that in Zhang Yong’s mouth, you rarely hear "standardization", Words like "funds" and "accelerated expansion". Zhang Yong was even very resistant to these words, and therefore rejected all venture capital throwing olive branches at him.
They want to buy shares, and they also require a development plan to stipulate the level of development in the first year and the level of development in the second year. However, Zhang Yong said: " should eat and eat, sleep and sleep is a realm of life, and the same is true of being a business, how to develop next year and how to develop. " He believes that with Haidilao's current market, as long as the price is increased, Lower wages can achieve the profits required by venture capital, but he is unwilling to change his rhythm for funds, because he feels that the foundation of Haidilao's development has never been money. He said: "The time is not here." The time Zhang Yong said by
refers to having qualified employees who are sufficient to meet the needs of expansion. Before that, taking money to fight for the number of stores may be the fastest way to make the Haidilao brand disappear. How to die. And how to reserve more managers and front-line employees with "Haidilao" thinking has occupied most of his energy now.
"There are many ways to train, one is theoretical training, one teacher speaks, N students listen to it, also has another way to explore in real life, one master leads one apprentice." Zhang Yong introduced that at present, he We are looking for a suitable human resource company to assist Haidilao in recruiting personnel and participating in the establishment of the training system and the compilation of teaching materials. However, in Zhang Yong's view, the real key to "manufacturing" Haidilao employees is not in training, but in creating a working environment that employees are willing to stay and make employees feel that they are alone and normal.
"The catering industry is a low-value-added, labor-intensive industry. How to start a fire and how to open the door does not require repeated education. The most important thing is how to make employees like the job and be willing to do it. As long as they are willing to do it, they will not Can’t do it well.” Zhang Yong said bluntly, “Standardization is important, but there is no way to standardize a smile.” In Zhang Yong’s view, the standard service that customers experience in Haidilao is only because he met him on the first floor. Of the waiters are willing to work in Haidilao, and the waiters met on the second floor are also willing to work in Haidilao.
Haidilao’s pricing strategy: the law of large profits
pricing strategy determines the living space and development speed of catering companies. Unlike the law of small profits that many people admire, Haidilao advocates the law of large profits. The real brand road should respect the law of profitability. Small-profit operations are just barely making ends meet, and the accumulation of original capital cannot be completed even if they are exhausted. Looking at the small-profit operators in the catering industry, how many people realized their original dreams with their own development?
General catering companies adopt low-margin pricing for sensitive products that are familiar to the public, and high-margin pricing for non-sensitive products that are not familiar to the public. The purpose of this pricing strategy is to transfer customers' goodwill towards the low prices of familiar products to the rest assured purchase of most products of the enterprise.
In Haidilao’s menu, the vegetables (26 yuan/piece) and Jingsha fish cake (26 yuan/piece) listed separately are non-sensitive products that are not familiar to the public. Non-sensitive products generally adopt high-margin pricing methods. Zhang Yong, who has been in the catering industry for 17 years, must take this deeply. These two varieties should be Haidilao's pioneers in increasing sales and gross margins.
I am very puzzled after a catering counterpart went to Haidilao for inspection: the price of Haidilao is not cheap. Customers will also secretly sigh after paying at Haidilao: The per capita consumption of Haidilao needs at least 80 yuan. After reading this consumption analysis table, you will understand that Haidilao is taking the road of profitable business. Because
has a large number of highly profitable dishes, Haidilao can make generous profits while giving generously. Therefore, Haidilao’s assessment of individual stores can not focus on sales or gross profit margins, but only examine customer satisfaction and employee satisfaction. profitable managementIt is the essence of the Haidilao model and the material basis on which Haidilao depends on its continuous development.
For any enterprise, only profitable operations can develop rapidly. Jumping out of the catering industry, let us look at the law of corporate development worldwide. Microsoft, Apple, Starbucks, Coca-Cola, Amway, Nike, Melatonin, Baidu, Nongfu Spring, Master Kong, Vanke, Ajisen Ramen, mobile communications, these companies that grow wildly like weeds, which one is not based on huge profits Known for business.
does not have to be shy and reluctant to admit that your company advocates huge profits. In an industry environment that has been fully market-oriented, a company that can operate at huge profits is really beyond the reach of ordinary people. The traditional Chinese business has always been based on small profits but quick turnover, abiding by the business spirit of "one share of profits, and recognition of genuine goods at a fair price." It now appears that this way of doing business is acceptable to maintain food and clothing, but it seems a bit conservative and powerless to build a business empire. Modern business leaders, which one is not searching and racking their brains to shape product value in order to expand product gross profit. This is the general trend of business development.
Summary: Pricing strategy determines the living space and development speed of catering companies. Unlike the law of small profits that many people admire, Haidilao advocates the law of large profits. The real brand road should respect the law of profitability.
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