Haidilao's transformation journey: the direct sales giant enters the franchise, and the catering industry will open a new chapter?
Haidilao, the catering giant known for its direct sales model, recently announced that it will open its franchise, which has attracted widespread attention in the market. On March 4, Haidilao International Holdings announced that it plans to implement a franchise model to promote the further expansion of the restaurant network.
For Haidilao, this strategic shift is a major adjustment to its traditional direct sales model. Haidilao has always been known for its high standards of management and excellent customer experience. After the opening of the franchise, Haidilao said that it will maintain these advantages, and at the same time introduce more high-quality resources, improve operational efficiency, and promote the expansion of the brand to more cities.
In the context of economic recovery and the recovery of the catering market, Haidilao's franchise strategy comes at the right time. In 2023, the national catering revenue will increase by 20% year-on-year4%, a record high. However, the competition in the catering industry is fierce, and in order to find new growth space and enhance the ability to resist risks, many catering companies choose to operate multi-brand and diversify.
In addition to Haidilao, in recent years, Jiumaojiu Group, new tea brands Naixue's tea, Hey Tea and Lele Tea have also opened their franchise business. Although the franchise model can help brands expand rapidly and gain market share, it also comes with risks. If a franchisee is not doing well or violating the rules, it may damage the brand image. Therefore, Haidilao needs to effectively manage and support franchisees while maintaining brand image and customer experience.
With the increase in the rate of restaurant chaining, there is still huge room for development in China's catering market. The opening of Haidilao's franchise will bring new growth opportunities to Haidilao, but it also needs to be cautious about potential risks. In the future, it is expected that Haidilao will move forward steadily on the road of franchising and inject more innovation and vitality into the catering market.