Wen | Longxi
The source | business legend
Chinese consumers are too difficult, in the future to eat a "Haidilao", they have to consider whether to bring a scale.
Haidilao's response to "hairy belly shrinkage" is very official. Think about it, you can only respond in this way, any business, of course, will say that it is "employee operation error", only "accidental", "individual", is it "we have been like this"?
"When you see a cockroach, it means that there are 1,000 cockroaches operating in secret." Chinese consumers are shrewd and do not understand such a simple truth? So, the scales are a bit exaggerated, but it's certain that the eyes are getting brighter.
In fact, this is the result of being "educated" again and again.
From the "cockroach crawling" of Nai Xue's tea by reporters in August to the "education" of the Ziyan Baiwei Chicken store in September, which was exposed to "rats scurrying" and "net red" chains, it was more profound.
At the same time, it also brings a question: can the Internet celebrities with stories and capital blessings "grow red"? How long does it take to be red?
<h1 class="pgc-h-arrow-right" data-track="2" >1, frequent "accidents" of Internet celebrity chain enterprises</h1>
In recent months, a number of Internet celebrity chain companies have been exposed to similar problems.
In August, Nai Xue's tea, which had just been listed, was exposed after a secret visit by a Xinhua reporter, and it was exposed that some branches were "cockroaches crawling around, rags were not washed, fruits were rotten, and labels were not real", and they were also on the hot search.
In September, the Shanghai Huguang Road store of Ziyan Baiwei Chicken, which has more than 4,300 stores, was exposed to rats wandering around in the store's food window, and it was immediately on the hot search. In July, it just started the listing counseling work.
Listing, that is, becoming a public enterprise, is a way to become more "red", of course, it is also the result of "red", and both companies are exposed to problems when they are listed.
Have you found that rats seem to be a "natural enemy" of the catering and food industries, and many popular companies have had "rat infestations".
In 2018, a pregnant woman in Weifang City, Shandong Province, when eating at a fashionable hot pot sipping and feeding Taihua restaurant, actually fished out a mouse from the hot pot, which was exposed on September 9, and on September 10 and 11, the decline of sipping and feeding for two consecutive days fell by more than 6%.
A year ago, Haidilao also suffered from a "rat infestation". In August 2017, the Legal Evening News reported that reporters had found "rats scurrying on the back kitchen floor" after nearly four months of going undercover in two Beijing Haidilao kitchens. At that time, Haidilao's response attitude was far better than this time, not saying that it was just an accidental operation mistake of the employee, or even announcing the punishment of the employee, but immediately closing the store for rectification.
<h1 class="pgc-h-arrow-right" data-track="4" >2, stories and capital to open a store fiercely</h1>
I don't know when it began, Chinese companies became popular to tell stories. Only by telling stories can it be easier to gain the favor of capital, and then use capital and stories to support enterprises.
Nesher's story is romantic and legendary. After the 80s, Peng Xin wanted to open a store and wanted to ask Zhao Lin, a post-70s industry professional, about opening a store. Zhao Lin was busy with his career before and missed marriage, and at that time, unless he was "blind date", general activities were not willing to participate. Peng Xin successfully met Zhao Lin in the name of "blind date". After an awkward chat, Zhao Lin said, you want to open a shop, unless you are my girlfriend, I did not expect Peng Xin to agree.
As a result, the two not only successfully opened Nai Xue's tea, but also achieved a marriage.
Haidilao's story is mainly a variety of "extreme service" and "humanized management", and some people have written a book "Haidilao You Can't Learn", and their stories have become the teaching materials for many business courses.
These companies have gained the favor of capital and have landed on the stock market.
Capital has a characteristic, like "growth", the most intuitive embodiment of growth is data. In the Internet industry, it is a daily active user; in chain enterprises, it is the number of stores. In their view, scale is more important than quality or even making money.
Therefore, opening a store has become the main task.
At the end of 2017, Nesher's tea had only 44 stores, 155 in 2018, 327 in 2019, 491 at the end of 2020, and 93 opened in the first half of this year, reaching 578 (and also closed).
From 2017 to 2019, the compound growth rate of Haidilao stores reached 41%, and in 2020, when the new crown epidemic broke out, it was even more known as expanding against the trend, opening 544 new stores, and the number of global stores reached 1298 by the end of the year.
After a sharp decline in performance, Daniel Zhang said they were too optimistic about the epidemic at the time. However, the opening of stores in 2021 is still fierce. In the first half of this year, Haidilao added 75 stores in first-tier cities, and 204 and 344 more in second-tier cities and 344 in third-tier cities, respectively. Of course, there are also many closures.
Everyone knows that an area can not open a store without restrictions, that means "inner volume", from 2018, Haidilao's overturn rate from 5 times to 4.8 times a day, and then to 3.5 times in 2020, and 3 times in the first half of this year, which is the best example.
Therefore, after the density of first-tier cities reaches a certain level, they will open stores in the second line, and the second-line density will be high, and they will go to the third line. This is the so-called "sinking expansion" that has become popular in recent years.
<h1 class="pgc-h-arrow-right" data-track="6" >3, capital no longer loves? How long can it be red? </h1>
Capital also has a characteristic, when you are good, he is closer to you than anyone, and when he is not good, he abandons the speed faster than anyone, and he is very determined.
Capital loves it or not, and the stock price is the most intuitive.
After Haidilao hit a new high of 85.779 Hong Kong dollars / share in February this year, the store opened more and more, and in the first half of the year, it turned a loss into a profit, but the stock price fell all the way, now only 29.2 Hong Kong dollars / share, half a year fell 2/3, the market value shrank by 300 billion Hong Kong dollars, and now less than 160 billion. Daniel Zhang has also lost the throne of Singapore's richest man, and his wealth in the 2021 Hurun Global Rich List released earlier this year was 245 billion yuan, which is now less than 100 billion yuan.
Nai Xue's tea, known as the "first share of China's milk tea", also performed generally, with an issue price of 19.8 Hong Kong dollars per share when it was listed on June 30, and it was directly broken on the same day, the highest was 18.89 Hong Kong dollars per share, and on the day of the exposure of the cockroach incident, it fell 10.83% and now it is 10.28 Hong Kong dollars per share.
The highest price of sipping and feeding this year was HK$27/share, and now it is only HK$6.41/share, a decline even more than Haidilao.
"The gift of fate has long been marked in secret." Becoming an Internet celebrity can make enterprises and products premium, and may also affect the overall situation because of an accident and individuality of a store, so that the of thousands of miles is destroyed in the ant nest. It's at the operational level.
Nowadays, capital seems to have stopped loving, how long can these former Internet celebrities be popular?