Following concerts, music festivals, and camping, Haidilao has found a new breakthrough in scene innovation, this time a movie.
Recently, the suspense comedy film "There Is No Thing That Can't Be Solved by a Hot Pot" released by Haidilao and May Day launched a joint trailer, and built a co-branded theme store in Chongqing, deeply restoring the scene of Chongqing hot pot in the movie, and replicating the "fishing-style" experience to theaters in Chongqing, Beijing, Shanghai and other cities, so that the audience can enjoy "double happiness" while watching the movie.
From last year's concert "Fishing People" to this year's move of camping hot pot to the music festival site, Haidilao has continued to amplify the value of a hot pot meal by going deep into every scene in consumers' lives, upgrading from a simple food service experience to a field that delivers happiness.
Hot pot + movie, Haidilao tests the water in a new scene
The suspense comedy movie with the theme of "hot pot" coincides with Haidilao, which insists on delivering happiness with food.
It is understood that in the movie "There is No Thing That Can't Be Solved by a Hot Pot", the plot is mainly based on Chongqing Sichuan-style hot pot, and it is mentioned at the end that the four leading actors opened a hot pot restaurant. Haidilao took advantage of the opportunity to build a co-branded theme store in Chongqing, with neon walls, mahjong tables and other props to deeply restore the scene of the Nine Cakes Theater in the movie, making it an excellent place to take photos and check in.
The "fishing experience" has also been staged in recent film screenings in Beijing and Shanghai, and special services such as fishing welcome, free snacks, and face-changing performances allow consumers to "immerse themselves in watching the movie". The main creative team made a surprise appearance at the screening ceremony to share the details and inspiration of film creation with fans. In the process of interacting with the audience, Yu Qian said that Haidilao has the quality assurance of being a big brand and will not make mistakes, so he basically chooses Haidilao to eat hot pot.
From May 1st to May 31st, the Haidilao delivery platform will also launch a new "Cake" Ye Chaoai True Fragrant Pot Beef and Mutton 5 Meat and 5 Vegetarian Double Package.
This is not the first time that Haidilao and the film have held hands. In October last year, Haidilao and the movie "Predecessor 4" launched a joint activity, which won the hot search of the three major platforms, attracting the attention of the whole network. The starring actor made a surprise appearance in the Haidilao store to sing the new song "Why Bother" for customers, and related topics topped the hot search on Weibo, and Douyin and Xiaohongshu were on the list at the same time, triggering a phenomenal swipe. As of October 10, a total of more than 300 million exposures and 200,000 interactions have been received on the whole network.
Through the co-branded cooperation with the movie, Haidilao has penetrated into different customer groups, making "drama fans" become "fishing fans". At the same time, in offline stores, Haidilao has also begun to try the scene innovation of "hot pot + movie". It is understood that in February this year, Haidilao Changsha Yanghu Tianjie Store cooperated with Bona International Cinema Changsha Yanghu Tianjie Store, consumers can book a movie + hot pot package in advance, and Haidilao will send the package to the designated viewing hall, and the audience can watch movies while eating Haidilao and enjoy double happiness.
Broaden the boundaries of the scene, Haidilao creates a happy dining experience
In addition to "hot pot + movie", in the past year, Haidilao has continued to break boundaries, combining hot pot with concerts, music festivals, camping and other scenes, from a catering brand that provides food services to a lifestyle brand that creates a gathering scene, cohesion and delivers happiness.
Last summer, Haidilao drove the bus to the door of the concert for the first time, which not only solved the problem of their difficulty in taking a taxi after the end of the show, but also continued their "unfinished" emotions after watching the concert. The chorus on the bus and the second scene of the concert in the store have become happy memories in the hearts of consumers.
On March 20 this year, Haidilao held its first hot pot music festival in Chengdu, where consumers enjoyed the pleasure brought by music while camping and eating hot pot on site. The cushions sent by the staff in time, and the toilet equipped with mouthwash, hand soap, hand cream, tissues, and dressing mirrors, made many netizens say that "future music festivals will come according to such standards".
Haidilao has always been innovating closely around customer needs, extending from in-store services such as hair washing and subject III to outside the store and into consumers' life scenarios. This film co-branding and scene innovation is also a new attempt by Haidilao to convey happiness with food.
According to the 2023 China Food and Beverage Consumption Trends Report, satiety and taste are no longer the only needs of the new generation of diners, and catering + experience will be able to better meet consumers. In line with the consumption trend, Haidilao will also extend the concept of "hot pot +" on the basis of providing dishes and services, and continue to bring consumers a happy dining experience.