[Global Network Comprehensive Report].On March 4, Haidilao announced that it would implement the franchise model of Haidilao restaurants to further promote the expansion of the restaurant network with a diversified business model. In addition, Haidilao has also established a franchise division to formulate the details of the franchise model and business cooperation process. The reporter learned from Haidilao that the brand's official website has opened a franchise channel.
The Company believes that the introduction of the franchise franchise model will enhance its operational capabilities, introduce more high-quality resources, improve operational efficiency, and help the Haidilao brand expand to more cities and provide services to a wider range of customers on the basis of continuing to ensure management standards and customer experience. Haidilao said in the announcement.
Since 2023, the catering market has developed rapidly. According to the latest data recently released by the National Bureau of Statistics, the national catering revenue in 2023 will be 5,289 billion yuan, an increase of 20 percent year-on-year4%, a record high; The catering revenue of units above designated size was 1,335.6 billion yuan, an increase of 20 percent year-on-year9%。
At the same time, the rate of restaurant chains in China continues to rise. In April 2023, the "2023 China Catering Franchise Industry*** data released by the China Chain Store & Franchise Association and Meituan shows that from 12% in 2018 to 19% in 2022, the chaining process of China's catering market is accelerating. However, compared with the 54% restaurant chain rate in the United States, China's restaurant chain rate still has a lot of room for improvement.
Haidilao said that in the process of development, in accordance with the direct sales model, adhere to the concept of connecting interests and locking management, and realize the expansion of the number of stores. At the same time, Haidilao has always maintained its attention and evaluation of different business models in the market, and the catering industry has continued to develop and innovate in the chain operation and franchise model in recent years.
Not long ago, Haidilao released its 2023 annual performance forecast, which shows that as of December 31, 2023, Haidilao's annual revenue from continuing operations is expected to be no less than RMB 4140 billion yuan, with an increase of not less than 333%, and the net profit will not be less than RMB 440 billion yuan. Excluding the impact of foreign exchange gains and losses, compared with the first half of 2023, Haidilao's net profit in the second half of 2023 is expected to increase by no less than 100%。Compared with Haidilao, the revenue from continuing operations and net profit from continuing operations in 2019 were approximately RMB249400 million and 25 million600 million yuan (excluding Tehai international business), revenue and net profit in 2023 are expected to increase by no less than 659% and 718%。
In recent years, Haidilao has made continuous efforts in product research and development, optimization of management structure, digital construction and other aspects, and is committed to creating a diversified consumption experience for consumers. According to the data, in 2023, Haidilao will launch more than 300 new products, including national products and regional specialties. In addition, special services such as concert buses, hair washing services, yarn making experience, and subject 3 have allowed Haidilao to "go out of the circle" in the past year, and campus stores, camping shops, beef workshop theme stores and mutton workshop theme stores have also allowed consumers to enjoy Haidilao's services while getting a fresh and personalized experience.
According to the announcement, Haidilao's franchised restaurants will receive middle and back office services such as personnel training, first-chain system, management experience, food safety control, brand marketing services, and performance appraisal provided by the group, so as to ensure food safety and customer experience. Franchised restaurants will explore Haidilao's new business model in a rigorous and systematic manner based on factors such as market size, competitive landscape, property status and geographical location.
The Company will adopt a number of criteria for the selection of franchisees, including a high degree of recognition of our brand and values, vision planning, industry experience, financial foundation, etc., and implement uniform operational and quality standards in all self-operated and franchised restaurants. Haidilao said. (Author: Wang Nan).