Recently, Haidilao's popular subject 3 dance has been praised and spread by many people, and some people even went to eat hot pot specifically to enjoy the performance of subject 3, which shows its great influence. Everyone praised Haidilao's innovation, but some people thought it was vulgar.
When it comes to Haidilao's innovation, in addition to maintaining the quality and quality of products, it is more important to continuously study and meet the needs of customer experience. This strategy of not completely focusing on low price competition is different from the existing playing style of various industries, and still attracts a lot of users to come to consume, which is also reflected in Haidilao's performance, such as Haidilao's operating income of 188 in the first half of this year900 million yuan, an increase of 24 over the same period last year6%, net profit 22600 million yuan, a new high in the first half of the year, close to the net profit of the whole year of 2019.
What have we done recently?For example: chartering a bus to the concert site, picking up fans for free supper, setting up a stall in the night market, adding hair washing services, performing subjects three dances, Sichuan opera changing faces, etc.
Its concert pick-up strategy is worth knowing. However, everyone will ask what the concert has to do with the hot pot restaurant?Haidilao seized the opportunity of the concert outbreak after the epidemic ended, and combined them with the concert by chartering buses to go to the concert site and picking up fans for free supper, etc., and I have to admire the proposer of this strategy.
According to the data released by the China Performance Industry Association, in the first half of this year, the number of operational performances nationwide reached 19330,000 games;The number of spectators reached 6223660,000 person-times. Among them, a total of 506 large-scale concerts and festivals were performed, with an audience of more than 5.5 million people.
Since the beginning of this year, many concerts held in Beijing, Shanghai, Guangzhou, Hangzhou, Wuhan and other cities across the country have appeared Haidilao free buses to pick up fans for meals, and in order to help fans continue the atmosphere of the concert, the star songs that ended the performance on the bus will provide them with audio, microphones, banners, posters and other supporting services when the fans arrive at the store.
Haidilao has successfully captured the fans' "social space needs for sharing and discussion" and "late-night dining needs", which not only satisfies the emotional value and experience of users, but also drives the company's performance growth, and also brings positive publicity to the company's brand.
In addition, Haidilao stores in Qingdao, Xi'an, Taiyuan, Shanghai and other places have successively joined the ranks of night market stalls, and the forms and products of night market stalls in different regions are different, such as Qingdao's main fried crispy meat, brain flower, Mao Xuewang, Shanghai's bowl chicken skewers, special snacks wolf tooth potatoes, lo-mei, etc., Tai Principle mainly promotes skewers + beer, customers can also eat and play, such as open-air singing KTV, playing board games, etc.
Key Food for Thought *
Haidilao thinks from the perspective of users, and the personalized activities carried out by stores in combination with the consumption needs and preferences of local users, and from "passive to active" instead of waiting for users to come to the door, which is a major change in Haidilao's services. At the same time, the most critical element of the personalized service of thousands of stores is to enable regional employees to "constantly think about the needs of users and propose ways to meet the needs of users", rather than the headquarters discussing and planning in the conference room, which is the core of Haidilao.
All retail industries should learn Xi the thinking behind this, not just the food and beverage industry.
The drastic changes in today's social environment have led to the occurrence of phenomena such as "aging", "singleness" and "declining birthrate", and the post-95 and post-00 generations have gradually become the main force of consumption, their consumption needs are also very different from those of the post-70-80s, they are more rational in consumption, and pay more attention to personal feelings and emotional values. The above changes have led to the "diversification and grading" of users' consumption behavior. For more information, see the author's previous article: In Unstable Times, Businesses Need Growth Accelerators.
Therefore, based on the overall changes mentioned above, enterprises need to have a deep understanding of what the needs of their target users areFor example, Hema "discount model", * * "** power products", Jingdong "provide high-quality and low-cost products", behind these strategies are not only to provide low-cost goods, but to provide users think that "cost-effective" goods.
Therefore, enterprises cannot blindly think that low prices are the only way, because low prices are only one of the needs of users, not necessarily the needs of all users. And the perception of this cost performance is different in different groups of people, some people think that the product is good as long as it is low, but some users are concerned about whether it can bring emotional value and good experience, so the most important thing is the needs of the user group you are operating.
Take the offline catering industry as an example**
It is mentioned in the "2023 China Catering Consumption Trend Report" that taste is no longer all the needs of customers, and "product + experience" will be able to better meet the needs of most users.
When the catering industry does not provide other experience value, pure eating, then the best is only the only competitiveness, which needs to start from the source to optimize the overall ** chain, in order to provide users with lower price goods, otherwise it will be eliminated, but if the user can feel the experience of the value, can make the user feel cost-effective, low price is no longer the only element, Haidilao is based on this strategy to develop. Just like when users go to Starbucks to consume, they do not mainly drink coffee, but enjoy the third space provided by Starbucks to meet their social needs.
The author believes that in response to the changes in the current social environment, the development of the catering industry has the following key directions, to meet the needs of different consumer groups, the goods need to be personalized, healthy and specialized. In the process of experience, offline services and environments, it is necessary to be able to interact with users and bring emotional value and feelings to users.
1.Personalization:
The needs of different user groups are becoming more and more diversified, and large-scale enterprises need to provide more diversified and diverse products to meet the needs of different users, and also need to provide personalized catering services, for example, according to the user's taste and preferences, to provide personalized customized dishes, which refers not only to let users choose the degree of spicy or sweet, but to open users to choose different side dishes mechanism or like the elderly with weak chewing ability, the control of the softness and hardness of the dishes to meet the personalized needs of users。
2.Health:
In the future, people's attention to healthy diet has been increasing, for example, the milk tea industry has already provided users with the choice of sweetness to meet the needs of some users for low sugar and low calories. Therefore, catering companies need to provide healthier and nutritious dishes, in addition to basic green vegetables and less oil and less salt, to provide an immunity-boosting diet**, a meat-free vegetarian diet to reduce meat intake, and even a vegan diet, light food and low-allergic diet products, etc., will be pursued.
3.Specialization:
Enterprises need to create the most distinctive and popular dishes for their own brands, that is, the creation of special signature dishes, which should be able to impress users, and this product also needs continuous innovation and research and development to upgrade the dishes.
4.Experience Feelings and Emotional Value:
It is not necessary to learn Haidilao to dance subject 3 or learn the dance of Chongqing hot pot factory, but it needs to be able to bring users a good service experience, eat happily, eat happily and other basic. Provide active service, don't wait for users to complain before coming to service, such as slow delivery, lack of seasoning, and active communication with users when eating, etc., which are the most basic service feelings. In addition, medium and large catering stores have strong social attributes, birthdays, anniversaries, colleagues and friends and other topical gatherings, for these social attributes of the dinner, the industry can further think about how to create unexpected feelings to users.
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