The seabed is in danger
Haidilao's announcement shows that Haidilao expects its total revenue in 2021 to be 40 billion yuan, and the loss will be about 4 billion yuan.
Of course, the reasons are manifold, including the impact of the long-term, global epidemic, the low economic prosperity, the anxiety of the Chinese people for uncertainty, began to live within their means, and then there was the rapid expansion that led to dilution of management.
Another important reason: when the economy is sluggish, the chinese people's recognition of excessive service declines.
With sufficient cash on hand, paying for services is both permissible and enjoyable.
Consumer psychology cannot be ignored
When the pocket is shy and the hands and hair are tight, everyone is more willing to pay for the products that are just needed, and the service is exactly what is not just needed.
Compared to the dishes, the rigidity of the service is much lower than that of the dishes.
The dilemma encountered by Haidilao is similar to the "fate" of the Stars of the Chinese Super League: when making a lot of money, buying villas, luxury cars, and taking beautiful women - the wife of one of the Hebei players, the total value of her cosmetics exceeds 120,000 yuan; and when the gold owner retreats, the team loses its source of funds, the salary is owed for several months, and for long-term plans, the players choose to play football for free to maintain their status.
When the "bustling" passes, all luxury returns to normal – the tide recedes and everything returns to normal.
The fourth era of consumption has arrived
As the economic boom decreases and the uncertainty of the future increases, if you don't have some silver on hand, your heart is not solid.
In this case, the need for functionality is far greater than the need for meaning– and luxury is characterized by meaning over functionality.
Haidilao's service is first-class, its dishes are decent, and I believe it can get through the difficulties.
The original pursuit of meaning is to earn the money of the rich; and the future is to pursue functional satisfaction, and the pursuit is to earn ordinary people's money.