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In this regard, some insiders believe that “retaliatory consumption” in the post-epidemic era may be able to contribute more revenue to Haidilao in 2020, but Haidilao quietly adopted the strategy of increasing prices of some dishes, trying to reverse situation.

Whether it is retaliatory consumption or the price increase of dishes, the basis must be sufficient passenger flow. Before discussing this topic, it is necessary to look at the opening of the business premises.

Recently, a set of data released by the Cheetah Global Think Tank shows that after the closure of Wuhan on January 23, passenger traffic in shopping malls across the country plummeted, and the average passenger traffic fell by more than 70%.With the resumption of business from March 2nd to 8th, the number of passengers in shopping malls across the country has increased by 42%, but there is still a large gap between returning to normal levels.

Can Haidilao save itself by retaliatory consumption or price increases? Will the crazy shop opening model still work in 2020? What should the future growth of catering companies depend on?

Hai Di Lao after the epidemic

On the evening of March 27, Haidilao in Longhu Tian Street, Liuhe District, Nanjing was very lively. If it was n’t the occasionally empty table, it would be hard to see that this was Haidilao that did n’t take long after the epidemic.

Since the official announcement of Haidilao’s gradual return to business on March 12, this Haidilao will welcome many diners every day.

It is understood that the majority of consumers in the store currently make meals through reservations. For safety reasons, the store only opened 80% of the seats, but the average turnover rate has rebounded to more than 4.

In the past year, Haidilao has opened a total of 308 new stores around the world, of which 125 are located in second-tier cities in China. This store is one of them.

Longhu Tianjie, where the store is located, was opened on December 21 last year, based on multiple factors such as a dozen large communities gathered within 3 kilometers of the radius, and only one Haidilao within 15 kilometers of the radius. .

The waiter Xiaolin is from Henan. After training and internship at a store in Zhengzhou, Haidilao, the company was sent to Longhu Tianjie store to work.

According to Kobayashi, before the epidemic, in addition to reservations, it was common for guests to wait in line for an hour or two during lunch hours and evening meals.

“Haidilao ’s store has a total of 44 items of service. When there are more guests, the work pressure is quite high.” Kobayashi said, fortunately, colleagues like each other encourage and comfort each other like family members, especially when tired, I heard a sentence “Come on, get off work later””, You can become your motivation to keep going.

Despite the hard work, Haidilao ’s employees are indeed well paid. During the training period, wages are not discounted, including food and accommodation. No matter whether you work or rest, as long as you want, all three meals a day can be solved free of charge in Haidilao. After working for 3 months, you can apply to transfer to other stores. During the epidemic, Haidilao also prepared daily necessities for employees.

In terms of accommodation, Haidilao is also not stingy. Opposite the Liuhe Longhu Tianjie store is a high-end community. Haidilao rented a room in this community directly for employees to commute to work. The four rooms, two halls, and two bathrooms are finely decorated. Before the outbreak, there were 4 people in each room, with bunk beds. It felt like a university dormitory.

Haidilao’s substantial investment in employees is finally reflected in the financial report. In the financial report of Haidilao in 2019, the labor cost is close to 8 billion, accounting for more than 30% of the total revenue, an increase of 0.5 percentage points compared with the previous year.