Tens of thousands of people were laid off and lost 654.38 billion yuan. The nightmare of Haidilao has just begun.

The negative news of Haidilao has appeared frequently this year.

First, under the critical attack of the epidemic, the performance suffered a huge loss of one billion; Later, in order to make up for the losses, the company laid off a large number of employees, totaling 1 00000, and laid off more than100000.

Later, some media revealed that Zhang Yongxian, the boss of Singapore's richest man, cashed in 65.438+0.6 billion yuan and then left with a loan of 2 billion yuan. The outside world sings down Haidilao.

Haidilao ushered in its crisis moment.

Overservice has always been criticized.

Zhang Yong once said that he was most afraid of the closure of Haidilao, and most worried that people would stop eating Haidilao. For this reason, I have meetings in the morning, noon and night, and I work all the time except sleeping.

"I have tried my best to please you."

Worry is worry. Haidilao has been controversial in recent years, especially its "service".

Haidilao, which once won by service, completely defeated many hot pot brands and became an industry giant. Unexpectedly, the final service turned into a self-attack.

1994, Jianyang Haidilao hot pot in Sichuan Province was formally established.

When Haidilao was founded, Zhang Yong knew nothing about cooking, so now he has to learn and sell. But hot pot is not delicious.

In order to make up for the lack of cooking, he can only win repeat customers with considerate service. For example, send snacks and give guests preferential prices.

Zhang Yong found that products are important, but good service can really bring him many repeat customers, which makes him work harder.

He began to take the initiative to help the guests with their bags, take care of the children and even shine shoes. ...

With its quality and service, Haidilao has developed from a small shop with only four tables to the number one hot pot brand in the global Chinese catering market.

As long as you have been to Haidilao once, you must be impressed by their service.

When waiting, in order to avoid waiting for you to be hungry, they will give you fruit bowl snacks;

When eating hot pot, as long as you need it, they will satisfy you immediately, such as peeling shrimp for you;

After eating and leaving, they will pack you a pack of snacks in case you are hungry.

In Haidilao, the waiter may care more about you than your mother.

For example, pay close attention to your health.

Care about your career development

Even an "internal emergency" should be met.

I don't know if you feel this way. Going to the toilet in Haidilao is like being raped, which is extremely embarrassing.

As soon as you enter the door, the two waiters standing at the door will immediately bend down exaggeratedly and then smile at you excitedly.

After going to the toilet, the waiter will wipe your hands. Does it sound like the mother is waiting beside the child when he goes to the toilet?

It makes people feel embarrassed or embarrassed, and excessive enthusiasm makes you afraid to relax.

Some people say that if you go to eat Haidilao alone, you will know what is sinister in society.

Afraid of your loneliness, the waiter will put a doll opposite to "accompany" you.

Last year, a video on the Internet was widely circulated. A woman was eating hot pot alone in Haidilao, and the waiter sent a teddy bear to accompany her. This scene happened to be seen by the passing ex-boyfriend, and she couldn't help laughing at her, and the girl collapsed instantly.

Haidilao is too kind to avoid.

There is a popular saying on the Internet: If you hate someone, please take him to Haidilao on his birthday.

What kind of experience is it to spend your birthday in Haidilao?

In short, you can be the "most beautiful boy" in the audience.

A group of waiters will come out with a small cart with a small speaker and a fruit bowl. There is a birthday song playing loudly in the stereo, and the waiter sings to you ... At this time, people around you will look over and even take pictures.

Are you surprised or not? Surprised?

For people who have social fears, it is a blatant punishment to spend their birthdays in Haidilao.

There are many such examples, not to mention, which make consumers feel that the service is good and at the same time make people feel just right. This scale is obviously not well grasped.

Some media even said that service will become the biggest barrier in Haidilao.

At this rate, Haidilao won't go far. Finding the critical point between private sphere and public space is the next thing Haidilao will face.

There are loopholes in management.

20 13, Zhang Yong predicted: "Five years later, there are two possibilities for underwater fishing. The first possibility is that the management can't keep up, and it's definitely over. The second possibility is to survive and will definitely face the problem of internationalization after five years. "

It's been seven years, and Zhang Yong was right. The management of Haidilao has not kept up, and various management loopholes have frequently appeared in recent years.

The most direct embodiment is food safety.

From August 2065438 to August 2007, a report about the messy kitchens of two stores in Haidilao was heated up. The two stores involved in the report are: Haidilao Jinsong Store and Sun Palace Store.

After the explosion of Jinsong store, rats appeared in the kitchen and climbed into the food cabinet. The Sun Palace store was exposed to dig sewers with a hot pot colander.

When the news came out, it was a sensation. Beijing Jinsong Store and Sun Palace Store closed for rectification and conducted a comprehensive investigation.

This year, coliform bacteria were detected in 1 batch chopsticks used in Fuchun Xintiandi Store of Haidilao Hot Pot in Hangzhou, hard plastic pieces appeared in black-bone chicken rolls in Liancheng Square Store of Haidilao in Jinan, and cigarette butts appeared at the bottom of Haidilao Hot Pot in Baoji, Shaanxi.

With the rapid expansion, management is prone to problems. Looking back at the early days of Haidilao, how hard did the team fight?

In order to check whether the ingredients are fresh, Shi Yonghong, the big housekeeper, often gets up at 2 am and follows the small vendors who supply duck blood to Haidilao to see if the goods they buy are fresh.

In order to test whether the vendor's words were true or not, he had to put his hand into the duck's stomach and try its temperature.

But now there are so many people that every store is difficult to manage.

After analysis, these two root causes killed Haidilao:

The shortcomings of the mentoring model.

The training of fishermen in Haidilao is mainly based on mentoring system. For example, Zhang Yong is Yang Xiaoli's teacher, Yang Xiaoli is Yuan Huaqiang's teacher, and Yuan Huaqiang is Lin Yi's teacher.

Of these four people, except Zhang Yong, the other three stand out because of the discovery and cultivation of the master.

They are the same kind, naturally easy to understand and appreciate, so they have become the management backbone of Haidilao.

Mentoring has vivid and simple advantages, but it also has natural disadvantages, that is, it is easy to go out of shape.

No two people in the world like each other. Each apprentice learned 90% of the master, and 90%, 90%, 90%, 90%, 90% and 90% of the five generations became 59%.

Some netizens wrote about their experience of dining in Haidilao: the waiter brought the wrong dish, the dirty towel fell on the cabbage, there were bugs in the soup and so on. Although the business of every store in Haidilao is better than that of its peers, there are still great differences between stores.

This is obviously the deviation caused by Haidilao's more dependence on the management of mentoring system.

Disadvantages of process and system.

Haidilao has also spared no expense in the development of processes and systems. Zhang Yong invited world-class consulting companies to help Haidilao develop and study the process and system of hot pot restaurant management.

Unfortunately, hot pot comes from China. Haidilao is already the best hot pot restaurant in China, and the problem of Haidilao is the world's problem. So far, there is no consulting company that can solve the process and system needed by Haidilao.

What are processes and systems?

Processes and systems are procedures and disciplines for doing things.

For example, doctors must wash their hands before going to the operating table. This is discipline. Hand washing must include arms, fingers and palms, and must be washed three times for more than one minute each time. This is the process.

In fact, the difficulty is not the process and the system itself, but the difficulty of matching people between the process and the system.

People are natural people, and without effective supervision, processes and systems will become a mere formality. But excessive supervision not only makes people feel uncomfortable, but also makes people become machines.

This is Zhang Yong's problem. If we strengthen the standardized processes and systems, people will easily become robots. In addition, Haidilao employees are generally from rural areas, with low cultural quality, unfamiliar with the life and communication habits of urban people, and often overdo it.

The guest wanted to have a good chat with his friends, but the waiter was so enthusiastic that he kept interrupting. This kind of service is a bit excessive and makes people feel uncomfortable.

Because Haidilao requires waiters to take the initiative to chat with the guests, some shops take the names and telephone numbers of the guests as assessment indicators in order to assess whether this work is done well.

The process and system also quantify services, and determine service standards through the number and frequency of services.

For example, how long does it take to change towels, ashtrays and dishes for guests, but it interferes with the normal dining of guests.

If the waiter does not follow the standards and procedures, he will be punished and his evaluation score will be low.

This is the disadvantage of technology and system. One is to assume that every guest's needs are the same, and the other is to assume that every employee is lazy and mindless.

Employees who only follow procedures and systems will make guests feel uncomfortable, and cadres who only follow procedures and systems will also make employees feel unnatural.

We are about to reach the ceiling, how to break through?

Before 20 14, Haidilao expanded at a rate of 5-8 per year, and after 20 14, the speed of opening stores was almost six times that of before.

The market competition at that time was not as fierce as it is now. When everyone is competing for tastes, Haidilao has found another way to provide services, ingredients and bottom materials supply chains, and established barriers through years of operation.

As a hot pot enterprise with a history of 27 years, Haidilao also met the ceiling.

The turnover rate was once one of the proudest indicators of Haidilao, far exceeding the level of catering enterprises, but it has been declining in recent years.

Since the turnover rate reached a peak of 5.4 times in 20 18, the company has not reached this figure so far.

In 20 19, the overall turnover rate of the company continued to drop from 5 in the previous year to 4.8.

In the first half of 2020, both the overall turnover rate and the same-store turnover rate of Haidilao dropped sharply. It dropped from 4.8 in the same period last year to 3.3 and from 4.8 to 3.7 respectively.

The turnover rate is decreasing, and the future performance growth of Haidilao can only be enhanced by opening new stores and raising customer unit prices.

However, in terms of store expansion, Haidilao has also entered a slow stage.

At present, there are 476 business districts in first-tier cities, 2,020 in second-tier cities 143 1, and 3,927 in third-tier cities and below.

At the present speed, it will reach the ceiling in three years.

As for the customer unit price, there is not much room for improvement.

Haidilao was originally a high-end brand. It took nearly seven years for the per capita unit price to go from 90 to 1 10, and the future price increase space is probably extremely limited.

Regarding the internationalization mentioned by Zhang Yong earlier, let's take a look at the layout of Haidilao in this respect.

In 20 19, the number of global stores of the company was 768, and 52 were outside Chinese mainland. Global income is 25.68 billion yuan, and overseas income is 2.27 billion yuan; The number of overseas stores and revenue accounted for 6.8% and 8.9% respectively.

By this standard, the internationalization of Haidilao is not an absolute success.

However, relatively speaking, compared with other domestic local catering enterprises (brands), the overseas income accounts for nearly 10%, which is quite good, so the internationalization of Haidilao is relatively successful compared with other domestic catering enterprises.

However, no business model is eternal, no enterprise can be in an invincible position, and the most important thing in this world is a case of the collapse of a giant.

Recalling a sentence that the mobile phone giant Nokia said before he died, "We didn't do anything wrong, but somehow, we lost."

Looking back on the development of 27 years, Haidilao has reached a dangerous moment, and layoffs just sounded the alarm.

Next, how will Haidilao save itself? We will wait and see.