At the CCTV Spring Festival Gala every year, everyone is looking forward to new ideas and out-of-the-circle programs, and in the 2024 CCTV Spring Festival Gala of the Year of the Dragon, many "famous scenes" out of the circle actually have the shadow of Haidilao.
First of all, the famous director Zhang Yimou directed the creative New Year's show "Unique Noodles", and the noodles with regional characteristics flew up and down in the hands of the masters, and the shadow of Haidilao could be vaguely seen. After all, Haidilao can be regarded as the originator of the noodle dance, and it may also provide Zhang Yimou with creative inspiration, and walk in the forefront of national tide art......
Then, not long ago, he joined the army of "Haidilao Subject 3" and was ridiculed by netizens for having a side job in Haidilao, and Zeng Shunxi, a new-generation idol who had a side job, directly performed "Lao Noodles" on the stage of the Spring Festival Gala. I saw that he was like a little brother of Haidilao noodles, holding the noodles in both hands and shaking them back and forth, although the noodles were not very controlled, but they were quite "Haidilao flavor", netizens speculated whether he went to Haidilao specifically to study, which was very comedic.
When the camera of the Spring Festival Gala turned to the Changsha branch venue in Hunan, the ears instantly sounded, "Say goodbye to all the troubles, say hi hi to all the happiness, dear dear Happy New Year, I wish you happiness forever, happiness forever." "In the rich atmosphere of urban fireworks, the familiar melody of the birthday in the Haidilao store and the chorus under the lens of the CCTV Spring Festival Gala, what kind of fairy dream linkage is this?
The staging of many famous scenes made netizens exclaim that the world is a huge Haidilao! But it is no accident that "Haidilao's shadow" appeared on the stage of the Spring Festival Gala, which just shows that Haidilao's sincerity from the inside out has truly touched the younger generation of consumers and has truly become a part of young people's lives.
The data provides visual proof. During Haidilao's birthday month in 2023, on Douyin, there are nearly 100 topics related to Haidilao's birthday, of which the number of Haidilao birthday topics** has reached 9500 million; On Weibo, there are more than 40 topics related to Haidilao's birthday, of which the number of children who have a birthday in Haidilao has exceeded 3400 million. It can be said that Haidilao and birthdays have become a symbol, and "going to Haidilao on birthdays" has become a choice for many people without thinking.
Young people love to go to Haidilao so much, and they recognize Haidilao because Haidilao can gain insight into the real consumption needs of young people and provide personalized and diversified services. For example, in response to the consumption habits of young customers, Haidilao has launched features such as "youth**", "one-person food" and "two-person food" to meet the needs of young people at home for one-person food; Many young people are "forced" to eat supper due to overtime, and Haidilao insists on opening late at night, bringing food comfort to tired people in the middle of the night. Haidilao accompanies the doll "Xiao Hi" to give customers who eat alone a full sense of companionship.
Haidilao attaches great importance to the relationship between people. Enterprises take good care of their employees first, and then let employees build a good relationship with customers. At the same time, Haidilao requires employees to communicate sincerely with customers and make customers trust Haidilao. Some customers are willing to hand over the keys to Haidilao employees when they go out. After establishing such a relationship of trust, a long-term relationship between consumers and catering businesses can be formed, and there will be more in-depth interactions.
It can be said that insisting on good products, good services, and good experience is the key factor for Haidilao to retain customers. In Haidilao, in addition to providing functional value of products, it also provides customers with emotional value, making consumption more textured and emotional, which is the core of Haidilao's conquest of the younger generation of consumers.