Flower Finance Original
"The bitter fruit swallows itself".
Haidilao's rollover scene has been quite a few lately.
In the past, whenever Haidilao was mentioned, it always reminded people of its meticulous service, but now?
"Expensive and tasteless", it seems to have become the label of Haidilao. There are even many voices in the middle that hate Haidilao's over-service.
In the past, with its thoughtful service, Haidilao once spread all over the country. As of June 30, 2021, Haidilao has opened 1,597 directly operated restaurants worldwide.
However, today, as consumers' bad reviews of Haidilao have intensified, the hot pot big man who was originally standing still has also begun to falter.
Daniel Zhang, chairman of the board of directors of Haidilao, once said, "I don't spend money to occupy the headlines for a long time, and others can't get on it, which is very embarrassing." ”
The embarrassment soon came again.
On November 5, Haidilao, which had previously expanded wildly, suddenly braked and decided to gradually close about 300 Haidilao stores with relatively low passenger flow and lower operating performance than expected by the end of this year.
Related topics quickly swept up to the top of the hot search, triggering heated discussions on the Internet.
But what is the concept of 300 stores?
It is also quite scary to say, because it is equivalent to closing new stores opened throughout 2019, or the sum of new stores added in the first half of this year.
Haidilao said the stores did not meet expectations, mainly due to the company's rapid expansion strategy formulated in 2019.
The company also said that if the average turnover rate of Haidilao restaurants is less than 4 times / day, in principle, it will not open new Haidilao restaurants on a large scale.
Data from 2018 to June 30, 2021 show that the average overturning rate of Haidilao was 5.0 times/day, 4.8 times/day, 3.5 times/day, and 3.0 times/day, respectively.
According to this calculation, this means that it is difficult for Haidilao to restore the glory of its previous high expansion.
Haidilao admitted that "the current bitter fruit can only be swallowed by oneself." For this tragic situation of Haidilao, Daniel Zhang have long predicted.
On June 15 this year, Daniel Zhang publicly stated at a symposium that there was no hope for whether Haidilao would maintain sustained growth in the future.
Questioning the good service of Haidilao, but the general taste, Daniel Zhang also directly said, "There are standards for rockets in the sky, and there are no standards for catering." Some companies emphasize the publicity of taste, and we do not pay attention to it. ”
Looking at the Daniel Zhang's integrity, the image of an honest person has undoubtedly been vividly reflected here, but is this really the case?
Ma Yun was more upright than Daniel Zhang.
At the Bund Financial Summit, Ma Yun was shocked and denounced financial supervision: "Only talk about risk control, not development", but what is the result?
Since the Ant Group, which made its fortune with nearly a hundred times leverage, was thoroughly exposed, overnight, Ma Yun became the target of people's bombardment from Teacher Ma.
Daniel Zhang gengzhi, is there any secret behind it?
Before Daniel Zhang geng spoke up, he had already achieved a huge cash-out early.
In May 2020, the founding team of Daniel Zhang reduced its holdings by HK$1.56 billion, which was reported by major media. Because before that, Haidilao had just borrowed 2.1 billion yuan from the bank to rescue the emergency.
On the one hand, from the bank loan expansion of stores, stimulate the stock price to rise steadily, on the other hand, through cash out to achieve wealth freedom, and after cashing out, finally inform investors that the early expansion is not as good as expected to close 300 stores, such an operation, what is the fairy operation?
What is less well known is that Haidilao has changed from a private enterprise to a foreign enterprise.
As we all know, Haidilao is a Sichuan-style hot pot restaurant filled with Chinese elements, but Haidilao's registration is far away in the "Cayman Islands". In addition, as early as 2018, when the company went public, the nationality of Haidilao's founder Daniel Zhang couple had also become "Singapore".
Singapore and the Cayman Islands have always been known as "global legal tax havens". For example, Singapore's personal income tax is up to 20%, corporate income tax is up to 17%, and there is no capital gains tax, no inheritance tax, etc.
Earning Chinese money, and the price is still expensive, but it is patted on the back and immigrated, as if it is to legally avoid taxes and enjoy preferential policies for foreigners.
Look, how honest are haidilao's Daniel Zhang?
Just a short time ago, Haidilao was also exposed as suspected of "selling at the most expensive price and the least amount." ”
On October 15, when a consumer in Zhengzhou, Henan Province, went to Haidilao New World Department Store for dinner, he found that the hair belly of 72 yuan was displayed as 200g, but it was actually only 138g.
Although Haidilao claims that it is due to the employees placing the tray in advance and putting it in the freezer for preservation, the product characteristics lead to moisture loss. It is an operational error and has been strengthened for rectification.
But this does not block the mouth of Yo-Yo, but there is a big doubt: "The loss of water in the hairy belly can lose 1/3, then the moisture in your house is large enough." ”
In addition, the food safety of Haidilao is also difficult to guarantee.
On the evening of July 30, 2020, Haidilao's Hangzhou Fuchun Xintiandi store was exposed to be on the "black list of sampling inspection" by the Hangzhou Municipal Supervision Bureau, because a batch of chopstick products used in the store was detected with coliform colonies.
Less than 20 days ago, Haidilao also experienced the "black chicken roll plastic sheet" storm.
According to media reports, consumer Ms. Zheng and her friends ate hard plastic pieces from the black chicken rolls in Jinan Haidilao Liancheng Square restaurant. And Ms. Zheng and her friends who dined with her had different degrees of stomach cramps and blood in the stool symptoms the next day.
On the consumer service platform black cat complaints, it can also be seen that "Haidilao has diarrhea fever after eating, and Haidilao eats pig brain to eat acute gastroenteritis".
It should be pointed out that as early as April 2017, Haidilao's Baoan Haiya Colorful City store in Shenzhen was also ordered by the regulatory authorities to rectify problems such as mixed raw and cooked food in the refrigerator and unclear markings in the ice warehouse.
In August of the same year, haidilao's two branches in Beijing were also exposed to hygiene problems such as "rats crawling into food cabinets", "brooms for cleaning floors and walls, rags and tableware", and "hot pot colanders for drainage garbage".
On the latest November 1, there was also news that the Tongji Road Branch of Shanghai Laopai Catering Management Co., Ltd., a subsidiary of Haidilao, was fined 20,000 yuan for producing and operating false production dates, shelf life or food and food additives that exceeded the shelf life.
Food safety quality can not be guaranteed, and the price is expensive and insufficient, and the proud service has begun to be overspeaked, it seems that the decline of Haidilao seems to have been doomed.
At the dinner table, the retention rate has become a problem for Haidilao.