Say 4 directors!Haidilao's "slimming", the sequelae of scraping bone healing?

Haidilao "slimming" again!

Recently, Haidilao announced that a board of directors adjusted that the number of boards of the original 15 people had decreased to 11, and the four generals who resigned will continue to serve as their current positions in Haidilao.

It has been more than half a year since Haidilao's losses of 4.16 billion yuan. Haidilao's performance in the restaurants in Mainland China and other regions has gradually moved towards the right track. At the same time, some stores that were closed at the same time also resumed the opening one by one. " The Woodpecker Program has brought positive results.

However, from the situation of Haidilao in the first half of this year, its revenue of about 16.57%year -on -year and the stock price of continuously closed down, Haidilao's "restoring vitality" road is still long.

01. What is the meaning of weight loss plan?

According to this publicity, the four executive directors who resigned are the major generals of Haidilao Restaurant operations and product food safety. They were appointed as executive directors in August last year. The resignation has been resigned.

What's more noteworthy is that they are not only a general, but also a veteran of Haidilao.

Yang Hua joined Haidilao in 1999. Liu Linyi joined Haidilao in 2003. In 2007, Yang Li was a product director responsible for product innovation, research and development, and food safety.

At the same time, Haidilao also adopted the COO (chief operating official system) plan for the first time to improve the internal decision -making efficiency of Haidilao, while optimizing the division of the role of Haidilao and senior management.

In fact, since the loss of 4.16 billion, Haidilao has been in the process of active changes. The "Woodpecker Plan" is an important measure to make up. Haidilao first shuts down 260 stores permanently, and 32 stores have suspended business.

Seeing that the monthly month of this year has improved, Haidilao chose the opportunity to launch the "hard bone" plan, and currently focuses on the stores that can be reopened.

However, the changes in the short term did not make Haidilao turn a profit. In the first half of 2022, the loss continued.

According to the profit warning issued by Haidilao, its operating income in the first half of 2022 is expected to not be less than 16.7 billion yuan. The revenue of 201 million yuan in the same period in 2021 decreases by 17%year -on -year. Between 100 million and 2.97 billion.

The frequent "ban" of the restaurant that was opened in the short period of time was conflicted between the "Woodpecker Plan" and "hard bones".

Under the "Woodpecker Program", the long -term asset impairment loss of some stores still continues to affect the overall profit and loss. In addition, due to the repeated period of the mask, during the suspension of food services or stopping business in some restaurants, the fixed expenditure of employees and rent is also in Continuous output.

The COO plan may be another strategy to deal with losses, especially in the direction of decision -making in the general direction. If you are not careful, you will "resume" again in the dark moment in 2021. It reflected the "Woodpecker Program" for 3 months.

With COO, regional managers, ministers or directors of various functional departments, and directors of various committees can participate in rotation after meeting specific conditions.

The rotating plan will allow relevant personnel to have a more comprehensive and macro understanding of all aspects of the company, region, and operation management processes, and then feedback their professional knowledge to the overall daily management, so that the management of the right to speak also has the opportunity to speak and have the opportunity to speak. Essence

It is difficult for us not to guess this, because this is likely to be a manifestation of Haidilao after fishing, and it is also Zhang Yong no longer confident in his decisions.

Zhang Yong has made a reflection internally: "The catering industry is a traditional industry, with borders. We can make money by opening two stores in our catering companies. It may be good for opening three stores. "".

Before the performance changed, Haidilao was still at the highest time since its founding. In 2020, its revenue reached 26.556 billion yuan, and its net profit was 2.347 billion yuan, a record high.

Therefore, theoretically, the logic of Zhang Yong's expansion store has no problem. In the face of the extreme turnover rate, the price increase and expansion must be selected one by one, otherwise it will cause consumers to dissatisfy.

However, there was no turning in the bow. Zhang Yong tried to walk while hot, but split the fork.

02. Expansion is the mission of Haidilao

Losses are not overnight and can be resolved, and the way to save self -rescue is not every valid.

At present, Haidilao is continuing to expand new businesses. Prefabricated dishes, takeaway, and adapt to the needs of people's livelihood to launch various food supply chains, and even pass online and offline dual traffic. , Cast beer.

The current Haidilao is more than just hot pot restaurants, but also like a food supermarket that can eat hot pot, but the housekeeping skills cannot be lost. Haidilao still maintains a high enthusiasm in expanding the new dish business.

According to data, Haidilao ’s lack of food in the Inner Mongolia grassland lamb, boutique fat sheep and other new market markets in the shelves in January this year responded well. The new generation of tomatoes on the shelves also sold a single month of over 2.5 million copies.

The dessert shop and milk tea shop hidden inside Haidilao cannot hide.

After the heat of raw coconuts rose crazy, Haidilao followed the launch of "Haidilao Coconut" and "Coconut flavor ice cream that can be eaten by coconut shells", which not only did not break away from the hot pot scene, but also gradually moved towards net red grass. New wave of catering+dessert. Diversity may be a big trick for all hot pot restaurants to deal with consumers' weak consumption power.

Haidilao once published an article in its own official account. The article states that Haidilao desserts are divided into three categories: national, regional products and seasonal products. Each year, 2 to 3 national products are released for update iterations. A regional dessert of 1 to 2 models is launched in each area.

Whether it is a dessert or service, everything is around the hot pot scene. As a catering company that has a greater influence by offline stores, Haidilao has done well enough, but the gap in 2021 is too large. It is difficult to fully make up for a while. superior.

However, it is worthy of recognition that the current diversified layout of Haidilao, the active cooperation of online and offline traffic, the ability of its own brand, the ability to enter the prefabricated vegetables, and the gradually improved takeaway service experience. Far away.

Nevertheless, Haidilao still cannot make up for the mistakes as the goal, leveraging his own mistakes, and Haidilao is still suffering from the fierce competition of his peers.

Later, the upper "Bagu", listed on the market to prepare players, Lao Wang, Qixintian ... Consumers can not eat Haidilao, but they will not eat hot pot.

The service, characteristics, and taste of any brand are different, and each small difference will become the reason for consumers to see differently. At the same time that Haidilao must retain old customers, actively embrace new market changes, and take innovation as the main as the main as the main market. Power point.

Yang Lijuan was ordered to be in danger. The first step in the battle was to find new business efforts.

In mid -June this year, Haidilao established the "Haidilao Community Operation Division", which conforms to the trend of home and provides a variety of community -to -home dining services for stores across the country. At present, the total single volume has exceeded 600,000 orders.

Can you return to highlights by community business? Zhang Yong himself was not sure that when Zhang Yong could continue to maintain his performance under the market, Zhang Yong said that "I don't have hope".

He never thought that he would "retreat to the second line" so fast, and the statement at his exchange meeting was not unreasonable. No company would continue to grow.

Once Haidilao, Haidilao, will continue to continue the road of expansion. If Haidilao wants to achieve growth, it is inseparable from the improvement of the operating efficiency of stores and stores.

"Expansion is the mission of all catering companies, as well as Haidilao." Zhang Yong said.

refer to:

Haidilao's board of directors lost weight: reduce 4 seats on the board and promote the rotating COO plan -surging

Haidilao is "the bottom of the air"? ——Titty media

Haidilao "scrape bone" healing: three years of profit one year losing light, Zhang Yong paid for the gambling — Tencent Securities

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