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- Source/Brand Officer
- Author/Brand Officer
Introduction: If you talk about the "volume king" in the hot pot industry, Haidilao dares to say second, and no one dares to say first.
Following nail art, hair washing, night market stalls, and concert bus pick-up, Haidilao has once again become a "conspicuous bag".
Haidilao, which has always been mediocre in decoration and full of greasy and noisy environments, has become the best place for young people to make films!
I can't think of it!
On the Xiaohongshu platform, search for "Haidilao Photography", and there are as many as 40,000+ notes, including various photo tutorials and photo pose strategies.
In a series of photos with Haidilao as the background, all of them are white-skinned and beautiful, with creamy skin, and proper "atmospheric beauties".
And the copywriting with pictures is indispensable for a key sentence "Haidilao's lights are beautiful".
For young people, when eating in a restaurant, "shoot first and eat later" is already a conventional social code.
It's just that it has now developed from the previous stage of "focusing on food" to "shooting people locally".
And lighting can be said to be a "killer feature" for taking beautiful photos.
When shooting portraits, as long as the lighting is in place, the sense of atmosphere is directly full, and the production rate is rising.
Unexpectedly, the "hidden function" of Haidilao was unearthed by netizens.
Everyone has shared their beautiful photos on social platforms, and there is no doubt that Haidilao has once again become a hot "social currency".
01, "unintentionally inserted willows and willows" Haidilao
Young people go to restaurants to eat, on the one hand, to eat delicious food, and on the other hand, of course, more importantly, to take beautiful photos.
As a restaurant with a strong market atmosphere, hot pot can take photos with a "sense of relaxation" despite the very down-to-earth environment.
Recently, the word "relaxation" has become very popular, and it is also a very popular photo style among young people at present.
The so-called "relaxation" is to sit on the ground drinking high-end liquor on the side of the street, creating a feeling of not caring.
Yu Shuxin once followed the trend of relaxation, put the baguette on the ground and posed, and was complained by netizens about wasting food.
But in Haidilao, this kind of casual daily photos can be realized, which are naturally relaxed but full of atmosphere.
And it will not be complained about "posing", "pseudo-exquisite", and "wasting food".
After all, hot pot is a delicacy consumed by civilians, and everyone can afford to eat it.
Haidilao's soft lighting and low-saturation background, accompanied by the smoke rising from the steaming hot pot, are equivalent to adding a layer of dermabrasion filter to the skin.
It can be said that the steps of beautification are directly omitted, and the appearance is raised to a higher level.
This kind of natural and casual expression of eating hot pot can be said to be the most incisive expression of "relaxation".
Lighting, for the pursuit of the visual effect of photography, its importance is self-evident.
Looking at the "chiaroscuro" in the picture below, one is bright and the other is dim, which restaurant will you choose to go to?
Obviously, the bright one is more attractive.
Looking at the picture below, it is also bread, and the bread that is obviously focused by the light will make people more appetizing.
Nai Xue's tea, which is well versed in the "Internet celebrity economy", is praised by the industry because of its grasp of lighting and has "customized lighting" similar to that of a studio.
When designing the store, Nai Xue's tea specially invited a professional stage art team to lay out the lighting, and achieved the desired effect by adjusting the brightness, angle, color temperature and other aspects of the lighting.
In order to give a group of young people who are keen on socializing and like to take pictures and share, they can take energetic portraits.
Even because of the lighting, people have a visually enjoyable environment, and they can't help but pick up their mobile phones to take selfies everywhere they go.
On social platforms, everyone also praised the lighting and atmosphere of Nai Xue's tea "good film".
However, unlike the lighting atmosphere carefully created by Nai Xue's tea, Haidilao's wave of "taking pictures" out of the circle is really "unintentionally inserting willows and willows".
As we all know, Haidilao has a "birthday" service, and on social platforms, Haidilao officials have expressed the advantages of taking photos of its birthday atmosphere:
"Please believe in the Haidilao lighting and background color, whoever shoots knows it"
As a result, netizens who are good at entertaining themselves have taken this advantage to the extreme.
However, in terms of "being able to live", netizens are still not as strong as Haidilao, for fear of losing their sense of presence in the catering industry, and they have a strong desire to "roll to death" their peers.
There is only what you can't think of, and there is nothing that Haidilao can't do.
02, "Volume King" Haidilao, relying on "whole work" to pinch young people
The so-called young people win the world, Haidilao can be said to be holding young people to death.
Especially this year, Haidilao has made great efforts to "hook up" young people.
After the epidemic, this year's offline concert "Zatui" is popular, and Haidilao directly drove a free bus to the concert door to "fish for people"!
The Haidilao waiter of "Sheniu" directly held a loudspeaker and shouted: "Free bus, pull us to eat Haidilao hot pot." ”
Hungry young people who just watched the concert saw the free shuttle bus and a place to eat, and asked who was not moved by the one-stop service!
Moreover, wherever the concert goes, there must be a Haidilao figure.
It has "fished" fans of stars such as Jay Chou, Jolin Tsai, Mayday, Xue Zhiqian, and TFBOYS.
is not only "fishing for people", Haidilao will also build itself into a "concert venue", giving fans who are still unsatisfied with a place to sing.
After one operation, Haidilao has accumulated another wave of young people's goodwill.
In the first half of the year, when the "special forces trip" was very popular, Haidilao also provided overnight services for these young people.
In the summer, the night market economy was on fire, and Haidilao also took advantage of the trend to enter the night market and set up stalls to sell hot pot.
And according to local conditions, according to different regions, the products sold and the way they are presented are different, and the main thing is intimate.
For example, in Shanghai, skewers are sold, in Qingdao all kinds of snacks and drinks are sold, and Shanxi has directly turned into a food stall environment and launched outdoor supper.
Young people are keen on camping, and Haidilao has opened the first "camping hot pot" restaurant, focusing on the dual experience of "exquisite camping + hot pot".
In short, what young people play, Haidilao also plays, and sticks wherever they go.
Haidilao has even launched a script killing game, which can be used to kill the script over and over again, directly unlocking a new way to play.
After all, anyone who has played script killing knows that a script kill takes a long time, and Haidilao can combine eating and script killing, and the experience is directly full.
Not to mention Haidilao's shampoo room, after eating hot pot, leave fragrantly.
The shampoo service that can be enjoyed for 200 coins, and the hair dryer used is even the Dyson brand, which can be said to have completely "washed" into the hearts of young people.
Observing the money-saving consumption of young people now, before the National Day holiday, Haidilao also opened the first store of its sub-brand "Hi Lao Hot Pot", which focuses on the affordable hot pot market.
Even in order to reach young people more directly, Haidilao "quietly" settled on university campuses and launched the world's first Haidilao campus store.
This autumn, as the top stream of new tea drinks in the hearts of young people, Haidilao will naturally not miss it.
launched a new black tea, and with younger marketing, it once again "landed" on the young people's Xiaohongshu and circle of friends.
These "whole activities" not only made Haidilao frequently out of the circle, but also successfully made Haidilao "circle" a wave of loyal fans.
In fact, from the oldest "college student discount", it can be seen that Haidilao has always paid great attention to the young market and grasped the minds of the main consumers in the future as early as possible.
In the case of the hot pot track becoming more and more crowded, Haidilao Fancy and young people "play" together, I have to say, win hemp.
03. Follow the young people and have "rice" to eat
By currying favor with young people, Haidilao has indeed "changed its life against the sky".
You must know that because of the radical way of expanding stores during the epidemic period, Haidilao fell into a predicament and gradually closed 300 stores.
In 2021, it will lose a huge loss of 4.161 billion yuan, and all the money earned in three years will be lost at once.
Even last year, Haidilao did not come to its senses, and was still in the quagmire of a net loss of 266 million yuan.
A wave has not settled, and another wave has risen.
In order to reduce expenses, Haidilao even made measures to "increase prices and reduce volume", which directly led to a decline in its reputation, and consumers were reluctant to go to Haidilao anymore.
Haidilao, which is not angry, is also overtaken by rising stars.
As a result, Haidilao, who felt the crisis, began to choose to save itself - to find business opportunities from the needs of customers.
Haidilao also knows that a large proportion of its customer base is young, so it tries its best to attract the attention of young people and break into the young people.
Moreover, Haidilao also listened to persuasion, everyone felt that it was expensive, and it slowly let go of its noble figure.
According to the financial report, the unit price of Haidilao has risen from 100 yuan in 2018 to 110.1 yuan in 2020.
Later, the price was reduced year after year, and in the first half of 2023, it fell back to 102.9 yuan.
The unit price of the head hot pot is much lower than that of Laowang, Coucou, and Banu.
Haidilao tried his best to do all the work, and the results were also good.
In August, Haidilao released its performance report for the first half of 2023.
According to the latest financial report data, Haidilao's revenue in the first half of 2023 was 18.886 billion yuan, a year-on-year increase of 24.6%, and its net profit reached 2.258 billion yuan, a year-on-year increase of 945.19%, creating the best results in the history.
The profit of 2.258 billion yuan is even close to the net profit level of the whole year of 2019.
It can be said that Haidilao has finally turned losses into profits and made a big turnaround.
In the involution track of hot pot, the homogenization of products is serious, and it is difficult to make tricks, and it is difficult to rely on eating hard.
Haidilao has found another entry point, volume service, volume creativity, volume consumption emotional experience.
How to continue to seize the market in a highly competitive industry is also a topic that Haidilao needs to consider for a long time.
What do you think of Haidilao's ultimate service and marketing methods to please the young market? Welcome to leave a message in the comment area to discuss and express your opinions or opinions, thank you.
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