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- Source/Brand Observer
- Author/Brand Observer
Introduction: The May Day holiday is coming, some people have made travel strategies early, some people plan to watch movies and eat big meals, but for people with primary school students at home, there is nothing happier than not having to tutor homework.
I have seen many short videos of parents' tutoring homework, all of which are a test of parent-child relationship, some parents are angry and crying, some parents are broken, and some parents almost do it.
I believe many parents have fantasized that if someone is willing to help their children with homework, it must be a savior sent by God.
So, Haidilao came.
01
Haidilao
Launched the "Homework Help" service
"Haidilao, when will you help us help us with our children's homework?" Many parents have summoned Haidilao on the Internet.
Finally, the needs of parents were heard.
At the end of April, a poster of a Haidilao store went viral on the Internet. On the poster, the copywriter "Are you still worried about tutoring homework" directly hits the pain points of parents.
▲ Source: Xiaohongshu
This Haidilao store, located in Vanke Plaza in Nanhai, Foshan, has allowed many parents to see the dawn of breast dredging.
Although the service hours are from 17:00 to 21:00 from Monday to Thursday afternoon, excluding holidays, it is enough to make parents happy.
After a day's work, take the children to Haidilao Meimei to have a hot pot, and you don't have to be angry with homework guidance to go crazy, this is definitely a beautiful thing in the world.
For the child's brother/sister, the brother and sister of Haidilao tutoring homework are definitely more patient and pleasant than their biological parents, at least they will not lose their temper, and they will not serve in the family law.
To ease the parent-child relationship and promote family harmony, Haidilao is absolutely meritorious.
But unfortunately, this service of Haidilao was stopped just at the beginning.
The lobby manager of the store said in a recent interview, "This service was only launched in the past few days, and today (April 24) is no longer available." Because it was too exaggerated, I quickly accepted it. ”
It is reasonable to guess that the "spread is too exaggerated" as mentioned by the lobby manager involves the legal issue that Haidilao's homework guidance service may cross the line.
After all, even educational institutions such as New Oriental, which specializes in education and training, have the possibility of making up classes in violation of regulations under the "double reduction" policy, not to mention Haidilao, which has no educational qualifications.
Although it is only a simple homework tutor at present, under the "magnifying glass" of the Internet, once public opinion links it to extracurricular tutoring classes, Haidilao will fall into a negative crisis.
The emergency call may be Haidilao's helplessness, but it is also a move to protect itself.
The lobby manager also said in an interview that this service is not charged, but only a value-added service.
02
Haidilao is alive
褒贬不一
In fact, what bad intentions can Haidilao have?
Haidilao, which is constantly innovating and involution, is actually just to attract passenger traffic and improve the growth of performance.
During the epidemic, due to the expansion of stores against the trend, Haidilao suffered a heavy blow, and in 2021, there was a loss for the first year after listing, and the huge loss of 4.16 billion yuan will be a one-time loss of the cumulative net profit of almost three years after listing, and the market value will evaporate about 330 billion yuan.
In 2023, the epidemic will be completely released, and in order to recover blood, Haidilao will become obsessed with fancy work and frequently become the focus of discussion.
First of all, involution on the service.
When the concert economy exploded, Haidilao went directly to the entrance of the concert venue to solicit customers, providing free buses to the store, launching a hair washing service, so that when you walk out of the hot pot restaurant, your head is not the smell of hot pot but the fragrance; online yarn service, voucher dining, you can also enjoy a 5% discount.
▲ Source: Video number
Secondly, involution in business.
For example, when you go to the night market to set up a stall, you can set up a small fennel fritter for 8 yuan, Mao Xuewang for 9 yuan for 9 yuan, and a brain flower for 18 yuan, etc., which are of good quality and low price, and full of fireworks; if you open a store on the campus of Xi'an University, the hot pot set meal of about 50 yuan on average is definitely a blast change to the university canteen.
▲ Source: Xiaohongshu
In addition to the main business of hot pot, Haidilao has also opened up a lot of side businesses, such as the high-end bistro "Ji Shan", the main "beef hot pot" "Hi Lao Hot Pot", the main barbecue "Yan Please Barbecue Shop", as well as Miao Senior Brother Xiang Pot, Five Grains and Three Meals, Hanshe, etc., and now Haidilao's business has covered a variety of business formats such as hot pot, fast food, barbecue, and Chinese dinner.
Haidilao, which is constantly reorganizing, has won repeated praise from the public for its humanized service and cost-effective meals, but it has not suffered without suffering.
For example, when Haidilao has stores that set up "i-person area" and "e-person area", many people complained about embarrassment, which was not humane at all.
Second, the "subject three" dance that caused controversy on the whole network in November last year pushed Haidilao to the forefront of public opinion.
You can say that Haidilao is just a keen control of hot spots, and even "subject three" was once popular in the Spring Festival Gala in various places and in foreign art palaces, but when people think that "subject three" is too noisy in dining occasions, and even "glass cleaning dance" suspected of rubbing edges, Haidilao is the target of public criticism.
▲ Source: Weibo @白鹿视频
Therefore, it is not difficult to understand that when public opinion is too loud and questioning Haidilao's "homework guidance" service, Haidilao has become a soldier.
03
Maintain word-of-mouth
Haidilao attaches more importance to it than anyone else
Haidilao's "homework guidance" service was suspended, but this is undoubtedly an opportunity to enhance the brand's reputation, and some people praised, "In Haidilao, only the unexpected, nothing can be done".
More importantly, the overall quality of Haidilao's employees has also become a concern.
You must know that today's primary school students' homework is not easy for anyone to tutor, and Haidilao dares to launch this service because of its confidence in the knowledge level of employees.
The lobby manager of the Vanke Plaza store in Nanhai, Foshan, said that because some clerks are undergraduates, if it is just a simple primary school homework, they can simply teach children in the hospitality area.
We all know that Haidilao employees are full of skill points, they can shake faces, change magic, change faces, and do nail art, but I didn't expect that undergraduates are already the minimum threshold for entering Haidilao.
The recruitment requirements for management trainees in a Haidilao store in Shanghai start with 985 bachelor's degree and 211 master's degree.
Therefore, it is not unreasonable for Haidilao to dare to encourage all employees to innovate and delegate authority last year, so that store managers and regions can adjust products and services according to local needs.
And by giving greater autonomy to the region, Haidilao has indeed recovered its vitality and walked out of the predicament. In 2023, Haidilao's annual revenue reached 41.453 billion yuan, a year-on-year increase of 33.6%, and its net profit was 4.495 billion yuan, a year-on-year increase of about 174.6%.
It is worth mentioning that this year, Haidilao also officially announced its opening to the outside world to join, breaking the pure direct development model that has been adhered to for nearly 30 years.
▲ Source: Haidilao announcement
In this regard, many people are worried that Haidilao will lose its grasp of quality control, resulting in a decline in reputation.
However, the minimum threshold of "less than 1,000 yuan" is enough to show that Haidilao has not considered this risk.
In an interview with Chinese entrepreneurs, Zhou Zhaocheng, vice chairman of the board of directors of Haidilao, once mentioned: "This time (Haidilao) will be limited to institutional investors and enterprises with business experience, and not for ordinary investors or individual investors - because only professional franchisees who have a deep understanding of the industry and cycle are more likely to establish a consensus with Haidilao in terms of values." ”
In other words, to maintain and improve reputation, Haidilao actually attaches more importance than anyone else.
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