Source: Internet.
On March 4, Haidilao announced on the Hong Kong Stock Exchange that it would start to implement the franchise model of Haidilao restaurants to further promote the expansion of the restaurant network with a diversified business model.
As soon as the news came out, it attracted market attention. You know, 12 years ago, Haidilao refuted the rumors of "joining" on its official account, and Haidilao, which has only been directly operated, suddenly let go of joining, what is the reason?
Haidilao announced that it is open to join!
According to public information, the Haidilao brand was founded in Jianyang, Sichuan Province in 1994, and has gradually developed markets in Xi'an, Zhengzhou, and Beijing since 1999.
According to the official website, as of June 30, 2023, there are 1,360 Haidilao restaurants in Chinese mainland, 22 in Hong Kong, Macao and Taiwan, and Haidilao restaurants in Greater China serving more than 1 customer7.5 billion passengers.
It is worth mentioning that Haidilao once refuted the rumors of "joining" on its official Weibo. On September 17, 2012, Yang Tiefeng, chief consultant of Beijing Fengzhidao Catering Management, posted on Weibo: "I have the formula for Haidilao's success here, and whoever is interested, I will give it to him." If you go to Haidilao to buy, the franchise fee is 3 million. To me, $30. ”
In this regard, the next day, Haidilao Hot Pot's official Weibo said: In order to ensure the company's service quality and brand reputation, the company has not accepted any form of franchise, cooperation, franchise and other applications since 2004, nor has it authorized or licensed any **, enterprise, or individual to carry out franchise, cooperation and other work in the name of the company.
Source: Haidilao Weibo.
12 years have passed in a blink of an eye, and Haidilao's attitude has also changed.
On the evening of 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.
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 emphasized in the announcement.
It is understood that at present, the official website of Haidilao has opened the channel to join, and users who are interested in joining can log in to the official Haidilao ** "Franchise Cooperation" column, scan *** and fill in the application form for joining cooperation to apply.
According to the franchise page of Haidilao's official website, the franchise process is divided into 6 steps: 1Submit an application for joining on the official website;2.Qualification review;3.Communication of cooperation intentions;4.Join the committee to negotiate;5.Cooperation agreement signed;6.Preparation for store opening. Haidilao will provide franchisees with six franchise supports: operation management system, marketing planning, complete chain system, product development and food safety engineering and information system, and professional management personnel.
Source: Haidilao official website.
Haidilao 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 serve a wider range of customers on the basis of continuing to ensure management standards and customer experience.
Performance provides strong support
Last year, Haidilao's overall performance recovery was relatively strong. A person close to Haidilao revealed that this also made Haidilao reconsider its expansion strategy.
According to the previous announcement, 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%。
Source: Haidilao.
A few years ago, Haidilao experienced a certain degree of decline in performance. In 2022 and 2023, the performance will gradually recover. In the first half of 2023, Haidilao achieved an operating income of 188RMB900 million, 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, which is close to the net profit of the whole year of 2019;Compared with the performance in 2019, Haidilao's revenue and net profit in 2023 are expected to increase by no less than 659% and 718%。
In 2023, China's catering industry will accelerate its recovery and demonstrate strong recovery momentum. According to the data of the National Bureau of Statistics, new consumer products, new scenarios and new business formats are constantly emerging, further stimulating the vitality of the service consumer market. In 2023, the national catering revenue will reach 5,289 billion yuan, a year-on-year increase of 204%, a record high. Among them, catering revenue in December increased by 30% year-on-year0%, the growth rate was 4 percent faster than in November2 percentage points.
According to market analysts, for the current good catering market, the willingness of leading enterprises to expand has increased significantly. The reason for this is that according to the analysis of the above-mentioned market participants, the head catering enterprises are open to joining, and they intend to copy and promote standardized products and services on the basis of the management model and the first-chain model, and make full use of the franchisees to obtain advantageous card positions and resources.
A person in the catering industry said that Haidilao has a strong brand premium ability, and for Haidilao brands, shopping malls will generally give traffic support such as free rent, which may also become one of the factors attracting franchisees.
The person in charge of Haidilao said that in the process of development, Haidilao adheres to the concept of connecting its own interests and locking up management in accordance with the direct sales model, and realizes the expansion of the number of stores.
The person in charge said that Haidilao has always maintained the attention and evaluation of different business models in the market, and the catering industry has been developing and innovating in the chain operation and franchise model in recent years.
Why do giants prefer to "join".
Since last year, with the strong recovery of the catering market, the trend of opening up and joining of leading catering enterprises has become more and more obvious, and many brands have chosen to open up and join to expand the market.
In January 2024, Jiumaojiu Group announced that from February 1, 2024, it will gradually open its Taier sauerkraut fish and Shan's sour soup hot pot to join and cooperate with each other.
In July 2023, the tea of Nai Xue, a new tea brand, officially launched the "Partner Program" and entered a new stage of "direct sales + franchise".
In November 2022, Heytea, which has adhered to direct sales for ten years, opened its franchise. According to incomplete statistics, by the end of 2023, Heytea has opened more than 3,200 stores, including more than 2,300 franchised stores, with an average monthly net increase of about 164 league stores. According to Naixue's tea public data, as of February 28, 2024, Naixue has more than 1,800 stores nationwide, more than 200 franchise stores have been opened, and Naixue has opened about 28 new franchise stores per month6 homes.
According to Yum China's public information, based on its confidence in long-term growth in China, it expects to open 1,500 to 1,700 new stores in 2024 and reach 20,000 stores in 2026.
In April 2023, Lele Tea announced that it was open to joining.
For the open franchise of chain catering brands, the industry believes that although the open franchise is conducive to the rapid expansion of the brand under the premise of asset-light operation, occupy more market share, and improve brand awareness and influence. But at the same time, if the franchisee is not operating well or there are violations, it may have a negative impact on the brand image and affect the trust and loyalty of consumers to the brand.
From the perspective of the overall industry trend, in recent years, the chain rate of restaurants in China has continued to rise, and franchise is becoming a new trend of steady expansion of big brands.
According to the "2023 China Catering Franchise Industry*** data" released by the China Chain Store & Franchise Association and Meituan, 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 still has a lot of room for improvement.
WeChat***Caizhi headlines "integrated from: Beijing Business Daily, Xiaoxiang Morning News, Jiemian News, Shanghai ** News, etc.).
Editor: Bai Jing.
Proofreading: Fenghua.
Review: Gong Zimo.