Inspirational entrepreneurial history of Haidilao

Haidilao was established in 1994. Is a large-scale inter-provincial direct catering brand hot pot restaurant, mainly engaged in Sichuan-style hot pot, integrating local hot pot characteristics. The full name is Sichuan Haidilao Catering Co., Ltd. Below I will unlock the inspirational entrepreneurial history of Haidilao for everyone, hoping to help you.

Inspirational entrepreneurial history of Haidilao

During 1994, Zhang Yong, then an electric welder in Sichuan Tractor Factory, used his spare time to set up four tables at a roadside in Jianyang, Sichuan, and started his own mala Tang business. Without any experience, he can only touch customers with meticulous service. Although his spicy taste was not "delicious" at that time, customers always came to this small shop called "Haidilao" again and again.

20 10 Haidilao has become a catering enterprise with more than 50 chain stores. The company's operating income exceeds 600 million yuan, its operating profit exceeds 10 million yuan, and its total assets reach 250 million yuan. Making customer service impeccable has become the unique secret of Haidilao, and all this is the secret of success of Zhang Yong, chairman and general manager of Haidilao.

Haidilao is going to sea.

"The earth people can't stop the sea fishing!" This is a joke on the internet, but whenever there is a "big move" in Haidilao, countless netizens will choose this sentence to evaluate Haidilao. Recently, when Haidilao launched the door-to-door service of food delivery, some netizens photographed the whole process of the door-to-door service of Haidilao service personnel and posted it online. For a time, "the earth people can't stop the sea fishing!" It is unstoppable again.

What is unstoppable? In fact, everyone on earth knows very well that that is the magic weapon "service" for the success of Haidilao. The above-mentioned netizen said: "Originally, the hot pot food delivery service was just a joke idea of some people. I didn't expect Haidilao to turn this idea into reality, and the service was as good as the store."

After successfully putting its own hot pot into the user's restaurant, Haidilao has a new plan-let Haidilao's hot pot occupy the American table.

In May this year, Haidilao's plan to enter the US market was exposed by the media. It is reported that Haidilao will set up its first overseas store in the United States this year. In order to smoothly promote the overseas store opening plan, Haidilao set up an overseas management department, produced an advertising video reflecting the hot pot culture and corporate culture, and other details such as menu and store decoration were also put on the agenda.

It is reported that Haidilao has initially selected two regions in the United States as the first choice for opening the first overseas branch. Because of the restriction of eating habits and other factors, most catering enterprises going abroad are local Chinese or Asians, but Haidilao wants to conquer the appetite of Americans. "We don't just launch a catering model, a format, but hope to convey a hot pot culture. The target is the local mainstream market, so the address of choosing to open a store will not be in the Chinese community, but in the local influential business circle or high-quality area. " A staff member of Haidilao revealed this to the outside world.

Compared with hot pot enterprises such as Little Sheep and Xiabu Xiabu, Haidilao has always maintained a restrained and cautious expansion speed and insisted on direct sales. At present, there are 52 stores in China. However, Zhang Yong, the founder of Haidilao, has his own grand plan. It is understood that the United States is the first stop for Haidilao's overseas development, but it is not the only destination. The overseas development path of Haidilao is from the United States to North America, and then to Europe, Southeast Asia and other places. Previously, Zhang Yong had expressed the intention of listing Haidilao in the future, and overseas expansion and listing will undoubtedly form a benign interaction.

So, can Americans stop Haidilao? Even though it has gained a good reputation at home, expanding overseas markets is still a huge challenge for Haidilao. The biggest problem that Haidilao faces is how to replicate the successful experience of domestic "abnormal service" overseas. Whether equal checkers, fruits, free shoeshine and manicure services and service personnel who can bring happiness to customers can be preserved in Haidilao's overseas trip and accepted by overseas consumers is still unknown. "China employees can't take it out, and waiters definitely need localization. How to graft the original inherent commercial characteristics into the local market and culture is a problem we have to study. " Insiders of Haidilao have foreseen the difficulties of overseas expansion.

A Chinese who has been engaged in catering in Chinatown in New York for many years said that whether Haidilao can stand in the United States needs to face two problems. First, Haidilao hot pot is greasy and spicy, while Americans' diet tastes relatively light, and whether it can adapt to American tastes remains to be tested by the market; Second, although the catering industry in Europe and America also pays attention to "customer first", the service is moderate. In contrast, Haidilao's service is too enthusiastic, which will make European and American customers uncomfortable.

In addition, some analysts pointed out that in the process of overseas expansion, how to set up a service team in an environment different from that in China will determine whether Haidilao can gain a foothold in the US market. If we want to hire American employees, whether Americans can provide meticulous service to local customers like domestic employees in Haidilao is a problem that Zhang Yong must consider.

Service is the key to success.

Although some people are worried, more people still believe that "Americans can't stop Haidilao from opening a branch in the United States", because as many netizens said, "As long as you are from the earth, you can't refuse Haidilao's service".

Today, if you walk into Haidilao, it is often inevitable to wait in line for meals, but this extremely boring process has become a link for Haidilao to impress customers. In the meantime, the waiter will also send free drinks, fruits and snacks from time to time. Customers can enjoy shoeshine, surfing the Internet, manicure and other services for free, and they can also choose entertainment items such as playing cards and playing chess at will. Therefore, during the long wait, the guests were less anxious.

Such intimate service, Zhang Yong has extended to all aspects of Haidilao from dining to checkout: at the dining table, hot pot dishes can be ordered for half a meal, drinks can be refilled for free, and fruits are free ... There are special services for different customers, such as giving women rubber bands to tie their hair to avoid sticking to food; There are pregnant women among the customers, and the waiter will send soft pillows; Visitors who wear glasses will get a cleaning cloth to prevent hot air from blurring the lenses. ...

In addition, the "sea fishing service" is exceptionally generous. Free skin care products and toothbrushes and toothpaste are prepared in the bathroom; Candy is almost unlimited. Interestingly, because the waiter kept distributing drinks and snacks to the guests in line, some guests felt almost full before going to the table to eat hot pot.

Although there are many kinds of free services, Zhang Yong is not worried about losing money. In his view, these small efforts are only the cost of business, but the popularity accumulated by special services can be exchanged for greater returns. It is Zhang Yong's logic to exchange generous and humanized service for word of mouth.

Gradually, "service" has become a magic weapon for fishing in the sea. Almost everyone who has eaten in Haidilao will give a thumbs-up to Haidilao's service, and most of them have become repeat customers of Haidilao.

For the success of Haidilao, Zhang Yong talked about the secret of his success without hesitation. "Doing hot pot well is the same as doing other traditional industries well. No secrets. It is to implement the honest management and quality service that we have advocated for thousands of years. "

For enterprises trying to imitate the successful track of Haidilao, this bland sentence is just a replica of the classic creed that "the customer is God". But it seems that only Haidilao has turned it into a core competitiveness, which makes many venture capitalists flock to it.

Basic characteristics of sea fishing

first-rate service

Because there are many people who eat, they often have to wait in line. The boss provides free manicure, free soybean milk and snack fruit for the waiting customers. The waiters are all from Sichuan, and their attitude is very enthusiastic. Such as Sichuan Jianyang Hotpot Restaurant, "a place where people are still wanting more!" The food here is "fresh", the taste is "first-class", the weight is "sufficient" and the price is "reasonable". The environment is "good", the service is "scraping", and each table has "at least" one waiter; All the waiters will greet you respectfully when they see you; There are "free" refreshments, "free" manicures and shoeshine when waiting for a seat; There is also a children's paradise in the hall, with aunt "special guardian"; Every child also has "free" custard.

Taste authentic

Outstanding characteristics. There are four kinds of Haidilao hot pot, 48-98 yuan, which is not expensive, because the bottom of the pot is a gift. From 58 yuan, you can get a freshwater fish weighing about 3 Jin and a homemade tofu brain. Other prices are also free. In addition, its seasoning also includes general sesame sauce and oil dish, as well as homemade seasoning from Haidilao, which is the specialty of the store. A dozen different condiments have been added to this recipe. Before eating, put the fresh soup in the pot in the seasoning bowl, which becomes a delicious and unique seasoning. You can also choose spicy or not according to your personality. It is particularly worth mentioning that everyone's lemonade or soy milk is an unlimited refill.

Cheap and good quality

You can order half of all the fishing dishes in Haidian, and you can return them if you can't finish them. Vegetarian food is generally half that of 6 yuan and half that of 3 yuan. If there are about four people, half is enough. In this way, you can taste more kinds of food and the price is not high.

Enterprise management of Haidilao

Management team

At present, Haidilao has opened 7 1 direct branches all over the country, and the number is increasing by five to seven every year. He has accumulated rich market experience and management experience in eighteen years' enterprise operation practice, and has visited Europe and America to learn from large international catering enterprises, becoming a member of China Catering Association and the executive director of Sichuan Catering Association.

Management teaching materials

The phenomenon of underwater fishing has attracted the attention of the business community. What is the essence of underwater fishing? What does Haidilao's book business rely on to win customers and employees? Yang Tiefeng, a practical management expert, wrote and published a book "Haidilao Can't Learn" on the basis of in-depth study of Haidilao's business model, deciphering Haidilao's business code, summarizing the inherent law of Haidilao's rapid wealth creation, and detailing the management methods of Haidilao, so that Haidilao is no longer mysterious. "You can't learn from Haidilao" starts with removing the management mode of Haidilao hot pot restaurant, spreads the wealth creation system of Haidilao into eight sections for in-depth research, and summarizes the regularity of enterprise wealth creation. Combined with modern enterprise operation theory, the implementation methods that enterprises can learn quickly and use immediately are given to help the majority of enterprises embark on the road of healthy development.

When Haidilao improves the quality of managers, it often makes managers keep diaries all the year round, so that their thinking ability and expression ability can be exercised. From the perspective of management effect, this method effectively improves the ability of managers to listen, think, say and do, so that those with low academic qualifications can meet the standards of Shanghai Dilao Book Post for company managers. The book Diary of Haidilao Manager is a true record of former Haidilao executive Li Shunjun during his work in Haidilao. Through his personal experience of joining Haidilao, becoming a waiter, being promoted to foreman, becoming an assistant to the general manager of the region, and growing into an agency shop, it reflects the troubles and happiness that Haidilao people encountered in the process of growing up, which is of positive significance to the majority of professionals in setting life goals, expanding their work horizons and improving their professional quality. It is a rare practical case management textbook.

People who read the history of inspirational entrepreneurship in Haidilao also read:

1. Classic Quotations of Inspirational Novel "Haidilao Can't Learn"

2. Successful experience of personal catering management.

3. Street snacks entrepreneurial story

4. The entrepreneurial story of log cabin barbecue

5. Entrepreneurial story press release