"Say goodbye to all your troubles, say hi hi to all your joys, happy new year dear dear, and I wish you happiness forever, happiness forever. "When the CCTV Spring Festival Gala in the Year of the Dragon was transferred to the Changsha branch venue in Hunan, in the thick of the city's fireworks, the familiar melody of the birthday celebration in the Haidilao store sounded, what kind of fairy dream linkage is this?
Netizens said: "It feels like I'm back on my birthday." "As soon as the Divine Comedy sounds, I want to make shabu-shabu with chopsticks" "I have to sing this song more than a dozen times a year, do I dare to grow it longer, the emotions are aroused, and the singing is over." ”
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. 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.
Behind these figures, there is consumers' recognition and love for Haidilao's birthday service, and it can be said that Haidilao has become a symbol of ritual life for the younger generation. Insisting on good products, good services, and good experience is the key factor for Haidilao to conquer the younger generation of consumers. In Haidilao, in addition to providing functional value of products, it also provides customers with emotional value, making consumption more textured and emotional.
Haidilao can gain insight into the consumer needs of young people, provide personalized and diversified services, and actively involve them in the co-creation of new products to truly meet the real needs of young consumers. In terms of service, 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, and the accompanying doll "Xiaohi" gives customers who eat alone a full sense of companionship; Many young people are "forced" to eat supper due to overtime, and Haidilao insists on opening late at night to bring food comfort to tired people in the middle of the night. In terms of user co-creation, Haidilao will listen to customers' opinions, create new products with customers, and actively invite young people to participate. Haidilao will hold a new product tasting meeting before each new product launch, listen to customer feedback and make optimization adjustments.
In addition to the birthday song sung by everyone, the CCTV Spring Festival Gala also has many shadows of Haidilao. The famous director Zhang Yimou directed the creative New Year's show "Unique Noodles", which narrated the customs and noodle culture of various places, and the noodles with regional characteristics flew up and down in the hands of the masters, and the shadow of Haidilao was already vaguely visible. After all, Haidilao can be regarded as the originator of the noodle dance, and it may also provide Zhang Yimou with creative inspiration. Then, the new generation of idol star Zeng Shunxi directly staged a famous scene of fishing noodles on the stage, only to see him like a little brother of Haidilao noodles, holding the noodles in both hands and shaking back and forth, although the noodles are not very controlled, but it is already quite "Haidilao flavor", netizens have speculated whether he went to Haidilao specifically to study, and the comedy effect is very obvious.
A number of famous scenes of "Haidilao Shadow" appeared on the stage of the Spring Festival Gala, which seems to show that Haidilao's sincerity from the inside out has really touched the younger generation of consumers, and has truly become a part of young people's lives, making the majority of netizens ridicule that the world is a huge Haidilao!