New action on the hot pot track! Haidilao has come up with new tricks.
Mahua 1.5 yuan per tea egg 2.5 yuan per bowl, tweer fungus porridge 3 yuan per bowl... Haidilao "set up a stall" at his doorstep.
On September 8, Haidilao's first community store in the country opened in Jiuyaoli Business District, Shahe Town, Changping District, Beijing. Community stores can not only sell hot pot, but also sell breakfast, staple food, cooked food and dessert beverages.
Compared with the traditional Haidilao store that costs hundreds of square meters, this community store has a significantly "slimming" size,The area is only about 200 square meters, but the business hours range from 6 am to 3 am, covering almost all the catering needs of the day.
△Haidilao Community Store. (The picture comes from the WeChat official account of "Jiuyaoli")
"" There is another breakfast shop, so you can feel at ease when eating a chain brand." said a resident. During breakfast, the dining car outside the Haidilao Community store attracted the attention of passers-by.The breakfast variety is rich and diverse, as well as handmade pork buns, beef carrot buns, frozen tofu vermicelli bags, etc. The staple food is priced between 2.9 yuan and 4.5 yuan.
△Breakfast sold at Haidilao Community Store. (The picture comes from the WeChat official account of "Jiuyaoli")
△Haidilao Community Store Breakfast Price List. (Pictures are from Dianping)
After breakfast, the Haidilao community store became familiar to everyone. Diners mix small ingredients and hot pot in the store, and cooked foods such as five-spice smoked chicken, sauce beef, rabbit legs, spicy crayfish, and various desserts and drinks were sold at the cooked food stalls outside the store. Outdoor dining areas and "bubble houses" are also set up outside the store to meet the outdoor dining needs of some consumers.
△""Bubble House" in Haidilao Community Store. (The picture comes from the WeChat official account of "Jiuyaoli")
At present, most of the customers who come to this store to eat are residents of the surrounding community, among which "silver-haired" consumers account for a considerable proportion. "I came to eat on the day of opening. I don't have to run out if I want to eat hot pot in the future." An old couple with my grandson said that they have visited twice recently, "I didn't expect that this store also sells breakfast and cooked food."
" During the operation, we will constantly collect feedback from our neighbors and continuously improve product structure and services.It is expected that there will be new varieties such as braised food, barbecue, bibimbap, etc. in the future, providing neighborhoods with more convenient and rich dining options.We hope that the Haidilao Community Store is not only a hot pot restaurant, but also a good neighbor, and will become a part of everyone's daily life." The person in charge of the store said.
On social media platforms, many netizens posted that store employees in some cities in Haidilao have begun to push food trucks selling breakfast, lunch boxes and mao vegetables to the streets.
△The picture is cut from Xiaohongshu.
In the past year, Haidilao has made frequent layouts, and has successively launched different theme stores such as Zhenxuan stores, late-night snack stores, and parent-child stores. This time, targeting the community track, the project leader said: "I hope to pursue a trusted relationship between people. We think the neighborhood relationship is still very good, and Haidilao is also your neighbor. It is not that unfamiliar to come to the neighbor's house to have a meal, and you don't have to talk about a sense of ritual, just to visit the door and have a meal. Make it more warm and trustworthy."
Zhu Danpeng, an analyst at China's food industry, said: As the layout of business district stores becomes increasingly dense, Haidilao is trying to find new growth points by sinking into markets such as communities
Sun Gonghe, director of the catering department of the China Chain Business Association, believes that from the phenomenon of "Su Chao 10 yuan tickets to leverage 300 yuan per capita cultural and tourism consumption", it can be seen that service consumption has shifted from functional supply to emotional connection. "When 'emotional value' becomes popular, community catering chain stores are evolving into urban capillary emotional supply stations. The 'acquaintance society' attribute of community commerce makes it the best carrier for emotional value supply."
Zhu Danpeng believes that from the perspective of convenience, enterprises should be close to consumers, improve consumers' convenience, upgrade their service system, and further enhance the stickiness between brands and consumers. This is also a new trend in the future development of China's entire retail and catering industries.
Financial report shows that in the first half of this year, Haidilao's operating income was 20.703 billion yuan, a year-on-year decrease of 3.7%; the group's profit was 1.755 billion yuan, a year-on-year decrease of 13.7%. The financial report stated that the decline in profits was affected by the decline in the turnover rate and the initial adjustments in innovative models such as products and scenarios.
The financial report pointed out that in the first half of this year, Haidilao focused on launching differentiated services, such as creating special product scenarios, late-night snack scenes, parent-child interactions, pet-friendly and other theme stores. Recently, Haidilao launched a new store with a per capita consumption of nearly 700 yuan - Haidilao Zhenxuan Store. This move is regarded as a attempt by Haidilao to "test" high-end catering and significantly break through the average customer unit price.
It is reported that as of the end of June this year, nearly 30 night snack scene theme stores in Haidilao have been renovated, and more than 50 standard version theme stores focusing on fresh cut and live products have been open.
Do you often go to Haidilao for dinner? What do you think about this?
China Business Daily is integrated from the Beijing Changping District Commerce Bureau, Workers' Daily, Beijing Daily, Beijing News Broadcasting, China Fund News, etc.
