Wen 丨 Chinese businessman Tao Luo Xibei
On October 26, Haidilao's stock price hit a new low in the year, from a record high of HK$85.75 per share at the beginning of the year, Haidilao's stock price has fallen by 70%, and its market value has evaporated by HK$300 billion.
Behind the stock price falling and falling, the founders Daniel Zhang life is not good. According to the Forbes Global Rich List, Daniel Zhang and his wife are currently ranked fourth among Singapore's richest people with US$16 billion, and in August last year, Daniel Zhang became the richest man in Singapore with US$19 billion.
In more than a year, the stock price of "Moutai in the hot pot industry" has changed dramatically, the wealth of the boss has shrunk significantly, and the catering operation has encountered a "crisis".
On October 19, "Zhengzhou a haidilao 72 yuan 200 grams of hair belly is actually only 138 grams" rushed to the hot search. Haidilao official Bo responded: the product characteristics caused moisture loss, apologized in person and was willing to compensate 20,000 cash. In this regard, netizens have ridiculed: the moisture is really big enough.
In addition to the quality of "overturning", Haidilao has been frequently exposed to price increases, especially under the epidemic price increase is more obvious, according to a survey by a financial media, the price of Haidilao's dishes has risen by 1-3 yuan compared with 2020, such as the price of green shoots that once rose from 10 yuan to 12 yuan. The per capita consumption of a review site has also risen from 110 yuan in 2020 to 131 yuan today.
In addition to the price increase, the health is worrying. In July 2020, a customer ate hard plastic flakes in a black chicken roll during a meal at Haidilao in Jinan, and then a batch of chopsticks at Haidilao's Hangzhou Fuchun Xintiandi store was detected with coliform bacteria.
At the same time, the food hygiene "corrupts" the good feelings, and the interior of Haidilao is not peaceful. The founders Daniel Zhang miscalculated the situation, in order to achieve revenue growth, even during the epidemic period, they also vigorously expanded new stores, the number of stores continues to grow, but the profits are not impressive.
Since haidilao was listed in 2018, it seems to be an infinite scenery in the capital field, but in fact, it hides endless worries before the collapse. The decline in the turnover rate, the repeated exposure of food hygiene problems, the evaporation of the market value of 200 billion Hong Kong dollars in two months, and the new low of today's stock price is undoubtedly a loud slap to capital, and after the capital carnival, only "a pool of mud" remains.
Founder Daniel Zhang once said that do not deify Haidilao. But once you stand at the high point of the catering industry, it is too late to get rid of the inherent image and let consumers reduce expectations.
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