Haidilao's boss abdicated, the waiter took the stage, and the only way out of the crisis was to slash the store and service
Recently, Haidilao has been on the hot search again, "the most cattle waiter" on the hot search of major platforms, attracting the hot discussion of netizens, Haidilao founder and boss Daniel Zhang officially announced that he retired behind the scenes, Haidilao's most cattle waiter Yang Lijuan came to power.
Yang Lijuan, born in 1978, a native of Jianyang, Sichuan, is 43 years old this year, and entered the first Haidilao store in Jianyang, Sichuan at the age of 17, and is the manager of the first store to the fifth store of Haidilao.
Only primary school education, but because of her excellent service level, it has been well received by customers, and now at the age of 43, she has become the head of Haidilao, with a value of up to 10 billion.
Handover of power in Haidilao
The boss abdicated after 60, and the waiter after 70 came to the stage.
Haidilao founder Daniel Zhang, born in 1969, and Yang Lijuan is in the same place, are all From Jianyang, Sichuan, 52 years old this year, looking at domestic business owners, 52 years old choose to retire behind the scenes.
As a family business, why did Haidilao Daniel Zhang choose to abdicate and give way?
In fact, behind this is very much related to the sharp decline in Haidilao's expected performance, according to Haidilao's financial statements, its net profit from 2018 to 2020 fell by more than 80% year-on-year.
From 1.6 billion yuan in 2018 to 2.3 billion yuan in 2019, in 2020, after the epidemic came, Haidilao Daniel Zhang misjudged the trend, opened 800 stores against the trend, and finally the business was dismal, and the net profit was only 310 million yuan.
By 2021, Haidilao issued an announcement showing that the net profit loss was between 3.8 billion yuan and 4.5 billion yuan.
From a store profit of 2.3 billion yuan to a store loss of at least 3.8 billion yuan, Haidilao, which once had unlimited scenery, is now facing a large-scale store closure and is full of dangers.
In such a dilemma, Daniel Zhang chose to abdicate and let Xian, publicly admitted his mistakes, resulting in excessive expansion of stores, and finally suffered bitter fruit.
Woodpecker Program
Yang Lijuan still has two brushes, and just took office as CEO launched the "Woodpecker Plan", as the name suggests, it is to rectify the problems existing in existing stores and suspend the plan to open new stores.
Many well-known enterprises in the catering industry have failed in the plan to open stores like small fat sheep and beautiful Jiangnan, all of which are bosses who have not seen the trend, crazy blindly open stores, and finally led to a decline in business, a breakdown in cash flow, and finally a failure of Maicheng.
As a waiter, Yang Lijuan naturally understands that the only way out of Haidilao's crisis is to slash stores and services!
After the crazy opening of stores in 2019-2021, Haidilao has accumulated a large number of stores with poor address locations, and even many stores have the edge of loss in business, and they need headquarters to replenish blood to survive.
In the face of loss-making stores, stores with poor performance, naturally must stop losses in time, close as soon as possible, and delay hesitation will cause greater losses.
The knife slashing service is because Haidilao's excessive service has been criticized, so that young consumers are not happy, and young people after 90 and 00 are not willing to be watched like monkeys when they eat.
Young people pay more attention to privacy and pay more attention to private space than to like endless interruptions.
Trying to label customers and overly enthusiastic service made Haidilao completely eaten by the service, so that later competitors such as Banu hot pot achieved curve overtaking.
Stop the pace of expansion, can only be a symptom, only the real adjustment of Haidilao's service model can cure the root cause, once "to Haidilao experience service" has become The golden sign of Haidilao, and now this sentence has become the label that Haidilao most wants to tear off.
Wielding a knife to cut service requires courage, but also requires business wisdom, can not be too hasty, can not go back to the old road, but should find a balance with customers, establish a new set of service system.
To provide meticulous services to customers after 60 and 70; to provide experiential services after 80s and 90s, to provide personalized services after 00 and 10, if such a service system can be established, then Haidilao can truly get out of the crisis, and 43-year-old Yang Lijuan can also become the real successor of Haidilao.
What do you think about that?
Give people roses, hand has residual fragrance, praise point push forward good luck, may you have unexpected luck and sudden joy.
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