Welcome to our website

A thousand story routine of fishing at the bottom of the sea

A thousand story routine of fishing at the bottom of the sea

2020-06-29 295
Everyone knows that Chinese people like hot pot. As early as 2018, Chinese people have eaten 800 billion yuan of market, and there are 300000 hotpot stores in China.
But if you want to ask which family wants to eat and drink in revenge after the outbreak, I think most people will subconsciously say that it is Haidilao.
Perhaps the capital market has seen the boom after the recovery of Haidilao. In the last two months, the total market value of Haidilao has also changed from less than 150 billion Hong Kong dollars to nearly 190 billion Hong Kong dollars. This is almost 20 times that of the former hotpot elder brother, and 10 times that of the other catering enterprises listed in Hong Kong. The market value of Haidilao is 10 times that of the other catering enterprises listed in Hong Kong There are more industries in total.
Why is the capital market so optimistic about Haidilao? Why can Haidilao become a brother of hotpot industry? Today we are going to talk about Haidilao.
When it comes to Haidilao, I have to throw my shivering soul to my friends here three questions: is Haidilao delicious? Is sea fishing cheap? Can you eat it?
Almost all of us answered in unison that the taste was ok, but no one praised it as delicious, 150 per capita was not cheap, and as for whether it could be eaten, anyway, I went to eat for three hours last time.
So here comes the question: why does such a hot pot, which tastes mediocre, is not cheap and cant be eaten, sweep across the hot pot world, become the king of the hot pot of the whole people, the light of the nation, and let Lei Jun boast that even human beings cant stop the bottom fishing?
In fact, before this program, although I knew about haidilaohuo, I really couldnt explain why it was so hot. So I asked many people when preparing the materials, and their answers were the same as expected, almost all of them were "their familys service is good and so on." but after careful research, I came to the conclusion that haidilaohuos success was not due to service at all, They think that their familys success is due to good service, and they dont know about Haidilao at all;.
For example, I asked a few random questions:
Do you know that the bottom employees of Haidilao can get 10000 yuan a month, and the store manager can get 300000 yuan a month at most?
Do you know that the turning rate of Bailing is twice as high as that of sipping and sipping? Did you know that Haidilao built a "Haidilao University" by itself?
Do you know that Haidilao is actually a manufacturing company?
Do you know there are 8 hotpot industry chain companies under Hailao?
Did you know that Haidilao has hatched 10 fast food restaurants besides hot pot restaurants?
Do you know that Haidilaos intimate service is full of routines?
Therefore, if you dont understand the above problems, or you still have doubts about one of them, take out a small bench, sit down and listen to me tell the story of Haidilao, and together reveal how Haidilao has followed you step by step over the years.
Haidilao originated in Jianyang, Sichuan Province. In 1994, Zhang Yong and his girlfriend, Shu Ping, Shi Yonghong and his girlfriend, Li Haiyan, four people raised 8000 yuan, rented a shop, played four tables and set up Haidilao hotpot shop in Jianyang.
In 1999, Haidilao went to Xian to open a store. The store manager is Yang Xiaoli, an old employee. Now, most of Haidilaos rules, such as "delivering ice when its hot, blanketing when its cold, collecting plates when its too much, handing towels when its dirty", and "tying a light yellow dress to you, and sending a bunch of fluffy dresses to you", are settled in Xian. Zhang Yong is also praised for these services Earned the first barrel of gold in life.
But when Zhang Yong decided to march across the country, he encountered a problem. After all, shops, decorations, pots and pans and even fat cow tripe can be copied 100 times in large quantities, but there are no 100 employees in the world to copy the service of Haidilao, and if the service cant be copied, the experience accumulated in Xian cant be carried out, which makes Haidilao, which doesnt pay attention to taste, smell the breath of being unable to go on.
At this time, Zhang Yong made two choices that are enough to change the fate of Haidilao, one is to insist on only being a direct store, the other is to increase investment in employees and slow down the expansion speed;. What I didnt expect was that these two decisions became the trump card for the development of Haidilao.
Its very different to be a chain store and a boutique restaurant. The popularity and brand power of a boutique restaurant depend on the upper limit of the store. There may be a teacher who is proficient in singing, dancing and basketball. We are willing to pay for his cooking for a long time. But chain is different. According to the barrel principle, the brand power of chain restaurants depends on the store with the shortest board, that is, the lower limit of the store.
For example, we can walk into McDonalds at ease, because they are consistent in food and service standards, fresh, and taste is not so bad. But if I was asked to go to KFC to eat hamburgers, it might be because I had some experience of eating stale meat slices. If I had not been hungry for three or four days, I would not have eaten them.
To make up for the shortcomings and strengthen the control, we can only rely on the direct business rather than the franchise, so the first thing Haidilao does right is to only open the direct business shop.
Take milk tea as an example. The direct sale milk tea such as Xi tea, Lele tea and Naixue gives me a good feeling in both ordering and packaging. However, coco and happy lemon are mostly franchised stores, which have different taste and service. The brand stores that invented black sugar milk tea, such as lujiaoxiang, are even worse. They have not registered good trademarks in the mainland, resulting in the proliferation of fake stores, so they have closed half of their stores in the past year.
As for hotpot stores, little Feiyang, which was successfully listed in 2008, chose franchise expansion in the early stage due to lack of money, but opened 721 stores in a few years, becoming the first share of Chinese hotpot. But Xiaofeiyangs final result is very tragic. After being acquired by yum, because of the lax control over the ingredients and employees, the customer loss of Xiaofeiyang is becoming more and more serious. Today, it has reached the point that many single stores are unable to achieve profits.
And the second thing to do right is to invest in employees. The smiling waiters you see are actually smashed with real gold and silver. Haidilao invests 80000 yuan in every waiter every year, of which ordinary employees can get 10000 yuan at most, senior employees can get more than 15000 yuan per month, and the salary of store managers starts at 35000 yuan, and can get 300000 yuan at most! This makes our group of financial practitioners feel that they are also financial migrant workers.
Haidilao first implemented the piece work wage system, which made every front-line employee get a maximum of 10000 yuan per month. Haidilao also gave the grass-roots employees a very high authorization, even the right to discount or even free guests, and the permanent producers also have perseverance, which makes the employees feel that they are fully trusted and full of energy. Haidilaos employee, a waiter, was promoted In less than four years for the store manager, such a promotion system has reduced the turnover rate to less than 10%; Haidilao has also established a "Haidilao University", which provides different courses for employees in different positions, and introduces the apprenticeship system. Each employee is equipped with a master to teach him service and management concepts. If the apprentice has the opportunity to be a store manager in the future, the master will get the apprentice The 3.1% profit of the store is 0.3% higher than the 2.8% profit of his own store.
And these stores in the same city, which have the relationship between teachers and apprentices, also form a group, sharing information, solving problems, and making money together. Under such a system of welfare and incentive at all levels, the staffs service concept of Haidilao has reached its peak.
After making the above two choices, Haidilaos routine 1.0 gradually takes shape. After managing the stores and managing the employees, Haidilao is equivalent to building a set of highly standardized factories, and continuously producing standardized stores and standardized employees, and then letting them squeeze you out in the same way.
Although it looks very tall, in fact, its Zhang Yong, the boss of the company, who is careful and purposeful. After all, there is always a way to collect the money spent here from customers.
To ask me how I can get more money back from customers, we have to start with the profit model of the catering industry.
Starting from the simplest single store profit, the profit of every store in Haidilao is equal to his income minus his cost. And income is the total consumption of all the people who enter the store. It can also be calculated by multiplying the number of people who enter the store by the per capita consumption. In the case of the same per capita consumption of medium and high-end hotpot stores, the number of people entering the store has become the most important factor affecting the profitability of the restaurant.
In the catering industry, there is an indicator called "turnover rate", which is a decisive indicator to evaluate the profitability of a hotel. It refers to the average number of times a table is used every day in a hotel. The high turnover rate naturally means that the supply is in short supply and the market is crowded. It is easy to cause queuing phenomenon, which also means that the store can really make money.
Under the premise of such high labor cost, only by making articles on the income and improving the turnover rate, can Haidilao really make money. In fact, the turning rate of the bottom fishing is terrible 5, that is to say, a table can be used more than 5 times a day. Audience friends may have no idea that the turnover rate is 5. So, every boss in hotpot industry dreams of a turnover rate of more than 3. Compared with other hotpot stores, the turnover rate of Hong Kong listed companies is only 2.6 & nbsp;.
So the question is, why is the turnover rate so high?
To answer this question, we need to recreate the scene and put ourselves in a position to experience what the employees of Haidilao have done.
In fact, its not difficult to improve the turnover rate. On the one hand, let customers come as soon as possible, on the other hand, let customers sit down and leave as soon as possible. That is to say, a warm welcome; lets go, open the door.
But the problem is that for the hotpot industry, these two aspects are just mutual constraints. If Ive been in line for a long time and I cant easily sit down, I just want to eat on the soft sofa and chat with my friends. I dont want to leave at all.
But the child just makes a choice. Haidilao only says, "I want all of them.".
Speaking of this, we have to admire the wisdom of founder Zhang Yong. We will find that the service rules set by Haidilao are all customized to improve the turnover rate.
For example, the fruit, sour plum juice, manicure and shoeshine services provided when waiting in line are not only to keep customers in disguise, which makes customers unconsciously choose the waiting position, greatly reducing the possibility of impatient waiting in line.
And serving and liquidating food in time is to catch up with customers in disguise. When the dishes are clear, the food is fast. When the table is almost clear, you want to wipe the oil on your mouth. When youre almost done with your meal, the waiter will come up and ask, "is your meal happy today?" it seems that you care about it, but in fact, it suggests that you can leave when youre full, but it makes you feel very happy.
And the initiative to apron, mobile phone bags, towels and other supplies also save their own to toss and wash their hands and faces in the bathroom, greatly saving customers dining time, making customers happy to eat and go numb.
When I


Phone
Product
Alibaba
QQ
  • 不锈钢屏风
  • Vintage washed T-shirt
  • 汇钢网
  • 不锈钢蜂窝板
  • Web建设
  • 磨砂膜
  • 普思雅思
  • 不锈钢蜂窝板
  • 不锈钢屏风
  • 不锈钢雕塑
  • 热熔胶
  • 不锈钢装饰线条