Falling into a loss
According to the financial report of Haidilao, the company will have huge losses in 2021. For the expected annual loss, Haidilao announced that it is mainly attributable to two aspects:
First, in 2021, the one-off losses and impairment losses from the disposal of long-term assets caused by factors such as the closure of more than 300 restaurants and the decline in restaurant operating performance will total about 3.3 billion to 3.9 billion yuan.
Second, the continuous changes and repeated epidemics in the world, the rapid expansion of the store network in 2020 and 2021, and the company's internal management problems will have an impact on the operation of Haidilao Restaurant.
During the epidemic, facing the rental bonus period, expansion against the trend is a common choice for most leading restaurant chain brands, and this time Haidilao is no exception. From the end of 2017 before the listing, Haidilao only had 273 stores, nearly 200 new stores opened in 2018, the number of global stores reached 466, 308 new stores were opened in 2019, and all stores were 774. During the epidemic in 2020, stores were opened quickly 544, with 299 new in the first half of 2021.
Woodpecker program
In November 2021, Haidilao announced the "Woodpecker Plan" to start the "hemostasis" strategy. The plan was led by Yang Lijuan, then executive director and deputy CEO, who had been playing an important operational management role in Haidilao.
According to official data, Yang Lijuan, who was a waiter, is 43 years old and has worked in Haidilao for more than 27 years. He is a key figure for Haidilao to go out of Sichuan and develop the national market. people. The "Woodpecker Plan" led by her this time mainly includes the above-mentioned closure of about 300 stores with poor traffic and operations before December 31, 2021, some of which will be temporarily closed and selected. Reopening, the rest period shall not exceed two years.
In addition, the announcement covers several other aspects:
First, continue to pay attention to stores with poor operating performance, including overseas stores, and take corresponding improvement measures;
Second, rebuild and strengthen some functional departments of the group and restore the regional management system;
Third, on the premise of scientific assessment of each department Continue to convey the corporate culture and the value of "hands change destiny" to employees, and vigorously advocate the dedication spirit of "love" and "trust" as the core;
Fourthly, the Group's business expansion plan will be scaled down in a timely manner.
The future of Haidilao
For Haidilao, which seems to be stuck and in a "dilemma" today, how should we judge and develop in the future?
In this regard, the industry has given two analysis points:
First, the problem of Haidilao's loss is also the current "recession" of the entire catering consumer market. It is not only the problem of one Haidilao company, but the entire market has been affected by the epidemic, and there are more or less problems. Against the background of such a large environment, every restaurant company faces difficulties and problems to be solved, and faces enormous pressure. Therefore, from an objective perspective of the whole environment, it is normal for Haidilao to have problems. After all, Haidilao is also affected by the entire macro environment.
Second, from the current point of view, Qianhaidilao is in the transitional breakthrough stage of development. From the initial regional small brand to today's industry benchmarking enterprise, how to seize every opportunity in the market, expand and develop, this is not a simple matter for any enterprise.
In the current environment, how to achieve targeted expansion and improve the market efficiency of Haidilao is a key point.
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