Losses were 297 million, and the market value evaporated 330 billion!Can't Haidilao can't get it?

Haidilao searched again.

The entry of the hot search this time is#Why don't people like to eat Haidilao#.

The hot search part is: Haidilao, which was expanded in the early 2020s of the epidemic in the early 2020s, braked the store in 2021 and focused on hundreds of stores in a short time. To this end, the first annual loss after the listing of Haidilao in 2021, and 41.6 The huge losses of 100 million yuan will lose a lot of net profit for almost three years after listing.

In fact, losses and love or not to eat Haidilao are not necessarily connected, and the growth of revenue and the number of stores is an important criterion for judging consumption power and consumption frequency.

Therefore, it is not rigorous to give people the conclusion that people do not like to eat Haidilao from the decline in net profit. In addition, in the past two years, Haidilao has also been searched several times because of the price increase and the weight of the dishes.

It can be seen that it is not unreasonable to prevent people from reducing the consumption of going to Haidilao, but because of -expensive.

As of the evening of August 15, the topic had generated 390 million reading and 22,000 discussions.

In fact, as a star catering company, since its listing, Haidilao has brought its own traffic. Each time it is related to food hygiene, related to the founder, and the price increase with the dishes, it can stir up the nerves of the public, and then rush to hot search.

Behind this phenomenon is the public's attention to basic consumption, which is another embodiment of Haidilao's own influence. It is reported that before the listing of Haidilao, Haidilao's services have always been the standard for industry imitation. However, after the listing, the store's rapid expansion caused the frequent management and service problems, which caused this excellent catering company to fall into the "quagmire". And all of this has nothing to do with food and has an absolute relationship with the founder's strategic mistakes.

Zhang Yong, chairman of Haidilao, once said: "I started to start a good life, but I bought a house by myself. The lobby manager and chef can not buy it. Everyone can afford a room, and our shop will open more and more. "

Although we know that Haidilao has always been very good for employees, this sentence itself has a lot of loopholes, because there are always employees who can't afford a house, and opening a store can not make money all the time, because this catering industry has marginal effects.

In addition, opening a store quickly can quickly grow the scale and revenue of the company, which is more popular in the capital market. In fact, it is the logic behind Zhang Yong's crazy expansion. Of course, this trick does not work. In February 2021, Haidilao's stock price climbed at a high of HK $ 85.779, and Zhang Yong successfully became the richest man in Singapore. But what made the outside world unexpected was that because the founder of Haidilao immigrated to Singapore, it became a target and was criticized by the outside world.

In fact, the underestimation of the epidemic is an important reason for Zhang Yong's strategic mistakes, and it is also the root cause of Haidilao's trapped situation. At the shareholders meeting of Haidilao in 2021, Zhang Yong acknowledged that the fast -opening store was blind and confident, and Zhang Yong also paid about 330 billion yuan (market value evaporation) for his mistakes.

Zhang Yong once seriously reflected: "In June 2020, I judged that the epidemic was over in September, but until today, our Taiwan and Singapore stores were still affected by the epidemic. It is indeed blind and confident now to make a plan to expand the store. When I realize the problem, it is already January this year, and it is already March when I responded. "

Since then, Zhang Yong surrendered the scepter and began to retreat behind the scenes.

On March 1, 2022, Haidilao released a new personnel appointment, and veteran Yang Lijuan replaced Zhang Yong as the CEO of Haidilao. Then Yang Lijuan wants to lead Haidilao to climb out of the valley. The first thing to do is comprehensive contraction. For Yang Lijuan, challenges must be unprecedented, because the number of opening a store in Haidilao has exceeded the sum of the past. The painful pain and other issues accompanied by it are inevitable.

From the judgment of the history of other industries, the blind expansion has led to the decline or even dying of the company. Among them, the clothing industry is the most representative. Latharbeel, Meibang clothing, and urban beauty are all "victims" without border expansion.

On August 14, Haidilao issued a profit early warning. The announcement shows that in the first half of 2022, Haidilao's revenue was expected to be less than 16.7 billion yuan, a year -on -year decrease of 17%, and its net loss is expected to be 225 million to 297 million yuan.

If the performance of Haidilao from Ying to losses from profit to losses from the first half of last year, it is indeed very negative, but compared with the loss of 4.163 billion yuan last year, it is obviously that this year may be much better than last year.

Regarding the loss of performance, Haidilao explained: "The main reason for losses is due to the shutdown of some stores under the" Woodpecker "plan and the impact of the new crown epidemic in the first half of 2022. Losses reached a total of 255 million yuan to 327 million yuan. "

It can be seen that Haidilao's losses in the first half of the year were not caused by the changes in the main business. Therefore, after Haidilao's financial report was released, its stock price also rose 7.99%.

In addition, as of June this year, Haidilao has 1,247 stores across the country. Compared with the end of last year, the number of stores has decreased by more than 80.

It can be expected that in the next few years, there will be two directions in Haidilao:

First, continue to close the store.Until the number of stores began to reach a critical point, the financial growth of Haidilao's financial health was increased; second, the price of the turnover rate and the price of balanced dishes.On the one hand, increasing the turnover rate is conducive to the benefits of large single stores, and the price of dishes between the balanced areas is to consume better.

In summary, I think that Haidilao's "Woodpecker" plan has achieved some results, but it takes time to test. As for when Haidilao can get out of the predicament, it depends on the end of the epidemic and the progress of Haidilao contraction.Essence

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