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Song Xuan Spoon Class 1 week ago
Mobile phone reading
Wen | Song Xuan
Edited | He Nan
Source | Spoon Classroom
Entrepreneurs can never lie on the credit book
Entrepreneurs must always be strivers
If the entrepreneur is wrong, he has to admit it! Reflect on winning!
Huawei is so, Haidilao is so...
In November, Huawei formed a "five major armies" to start a new campaign in various fields, and Ren Zhengfei vowed: "We will use hard struggle and heroic sacrifice to create a peaceful environment for the next 30 years." ”
Behind this is a sharp decline in Huawei's performance in 2021. On October 29, Huawei announced its operating results for the first three quarters of 2021, in which Huawei achieved sales revenue of 455.8 billion yuan and a net profit margin of 10.2%. But in the same period last year, Huawei's sales revenue was 671.3 billion yuan, with a net profit margin of 8.0%. Although the net profit margin has increased, the revenue has decreased by 32% year-on-year!
On the same day, Huawei held a team formation conference, with the theme of "no retreat is the road to victory".
At this moment, Huawei is turning the crisis into a decisive reason for fighting with itself and itself within the enterprise.
Only a week later, Haidilao, as a recognized "big brother" brand of Chinese catering, stood up and boldly "admitted mistakes" and "closed stores". In line with Huawei's establishment of a team against the trend, Haidilao's open letter is also so powerful!
Haidilao's "big gamble"
Time back to 2018, September 26 of this year is probably the highest moment of Haidilao, this day of the Hong Kong Stock Exchange Haidilao is the absolute protagonist. It was also from this day that China's catering industry also opened the curtain of capitalization, and in the following years, capital poured into the catering market.
After the listing, the development speed of Haidilao began to accelerate, and as a customer-oriented company, it had to carry out "market value management" with the help of capital. After the start of the epidemic, Daniel Zhang was consistent with the judgment of most chain restaurant owners, who believed that it was a good time to expand against the trend under the epidemic.
Recalling the rapid recovery of the market after the "SARS" ravaged, all temporary difficulties should be left behind. During this time, the death rate of the hot pot industry quickly climbed to 25%, and Daniel Zhang determined to break the number of stores in the thousands.
In 2020, Haidilao quickly opened 530 stores, and the number of stores completed the task of breaking 1,000. Haidilao's share price rose all the way to HK$83 in 2021, reaching the peak of its share price in 2021. But since then, Haidilao's stock price has fallen all the way.
The reason for the decline in the stock price was the rapid decline in the year-on-year revenue of the same store, the turnover rate of the store fell from 4-5 units to 3 units that were the envy of peers, and the unit price of customers fell from 112 yuan in the same period last year to 107 yuan. At the same time, the scale of thousands of stores makes the brand potential energy quickly diluted. In this case, Haidilao continued to expand to 1597 stores, reaching the peak of the number of stores.
And the market also gave more brutal feedback: the net profit margin of Haidilao sales in the first half of 2021 was only 0.48%
So, with Daniel Zhang's words at the shareholders' meeting: "I misjudged the trend... It is indeed blind confidence to look at now. ”
Haidilao is "inseparable" Daniel Zhang
The ultimate state of a top business must be "kill the boss"
The founder/boss is not there, but the company can move forward under the action of the mechanism, self-innovation, self-exchange, and continue to stay ahead. Today's McDonald's is typical of this kind of enterprise.
But most of China's enterprises are still "boss" enterprises, even Huawei, it is difficult for us to ignore the impact of Ren Zhengfei's will on the entire enterprise. The same is true Daniel Zhang, at the beginning of the epidemic, Haidilao launched a "successor" plan, saying that it will complete the retirement plan within 10 to 15 years. At that time, Haidilao had not yet encountered today's dilemma, and at that time, Daniel Zhang said in an open letter: "Today, we are still sober-minded and full of vitality. ”
And Daniel Zhang also soberly realized in the letter:
"Everything is predetermined, and early planning will eventually seem more relaxed." In any case, I will be sixty years old in ten years. In the past two years, all four of us have been particularly worried, worried that our learning ability will not keep up. The four of us were also particularly afraid, afraid that we would become a stumbling block to the development of the enterprise. ”
Nowadays, as a listed company, Haidilao is still inseparable from the decision-making of Daniel Zhang, succession decision-making, rapid store opening decision-making, store closure decision-making...
It seems that the Daniel Zhang who has been hiding behind the scenes has begun to return to the "front of the stage", and at this moment, the Daniel Zhang seems to be wearing a "battle robe" again.
In "Positioning", Trout has profoundly explained how industry leaders can carry out market defense and self-innovation, that is, have the courage to attack themselves.
On the one hand, dare to let the products that were once their own advantages become "backward" products, so that the brand can transform from the products, on the other hand, let the former organization re-transform and re-emerge in one battle after another.
Today, the great companies we see are no longer the earliest ones, they are cutting feet and shoes again and again, so that they always look young and energetic.
Today, China's catering industry is still "young", and the first generation of rich people is about to enter a new cycle, which is a painful process, a process of self-innovation, and a process of rebirth.
Finally, I would like to say that when most people are using the 300 Haidilao closed stores as "gossip talking points" after tea and dinner, I think it is really understandable that Daniel Zhang is every catering founder who is wearing a battle robe like him and struggling in the front line, 2020-2021, the epidemic is raging, the future time, the epidemic may become the norm, but we must always warn ourselves: anything that cannot defeat me will eventually help me become stronger!