Recently, Hai Di Lao released its performance for the first half of 2024, with both revenue and core operating profit reaching historic highs. It is worth noting that, following the previous Woodpecker Plan and Hardbone Plan, Haidilao announced in its semi annual report the "Pomegranate Plan" aimed at encouraging the incubation and development of more new catering brands and promoting innovation in catering services.
Compared to the previous "Woodpecker Plan" aimed at helping Haidilao turn losses into profits, Haidilao has launched the; quot; Pomegranate and Pomegranate; quot; Plans are more 'expansive'. According to industry insiders close to Haidilao, it is more like a multi brand strategic plan with diversified categories and multi-level markets, aiming to encourage the incubation and development of new catering brands by drawing on and replicating Haidilao's management concepts and mechanisms.
At this stage, Hai Di Lao needs to provide more brand choices beyond its main brand to cover the different needs of more consumers. "An investor who has long been interested in the catering industry said that its core logic lies in relying on Hai Di Lao's mature supply system and talent system. In fact, the reporter learned from multiple sources that this strategy has been brewing among the senior management of Haidilao for a long time, and the previous "change of leadership" in June was also a preliminary preparation for the smooth implementation of this strategy.
At that time, the announcement showed that Gou Yiqun was appointed as the executive director and CEO of the company. From Gou Yiqun's resume, it can be seen that his years of experience in information technology and finance have sparked a lot of imagination from the outside world. In the announcement at that time, the company evaluated that "Mr. Gou has rich experience in strategic decision-making, enterprise management, supply chain supervision, and cooperative development, and is an ideal candidate to lead the transformation of our group
According to this announcement, the company stated that in order to ensure; quot; Pomegranate and Pomegranate; quot; The smooth progress of the plan has been carefully selected by the company with five experienced and outstanding abilities; quot; Five Tiger Generals& quot; Take on a core role. They are: Song Qing, Deputy General Manager of Haidilao and Director of the Product Committee; Shao Zhidong, Deputy General Manager of Haidilao; Yang Hua, head coach of the Haidilao Entrepreneurship Committee and founder of the Flame Invitation Barbecue Shop brand; Haidilao's rotating COO Miao Xiqing; Zhang Guanping, Marketing Director and Regional Manager of Haidilao.
It can be said that after years of cultivation and observation, in the domestic market, under the leadership of CEO Gou Yiqun, Haidilao has formed a new generation of executive team, "said the industry insider close to Haidilao. It is understood that the five executives mentioned above have at least ten years of work experience at Haidilao, with Song Qing and Yang Hua having worked for more than twenty years.
As for the new "Red Pomegranate Plan", Yang Hua, head coach of Haidilao Entrepreneurship Committee and founder of Yanqing Barbecue Shop, said that the Woodpecker Plan and the Hard Bone Plan have selected high-quality points for the development of multiple brands and built a "highway". On this basis, all sub brands need to keep pace and drive steadily on the "highway".
It is reported that Yang Hua joined Haidilao in 1999 and is a senior executive who grew up from the grassroots level within the company. Prior to that, he was already the overall coach of the company, responsible for regional stores. In 2020, the company first proposed a multi brand strategy and mobilized all coordinating coaches to conduct a second round of entrepreneurship internally. Yang Hua chose to retrieve it from the seabed and began a difficult race. "Entrepreneurship may be near death, but it should be done." Yang Hua said that this confidence comes from her absolute trust in the strategic direction of the company for many years.
At the shareholders' meeting in June this year, Zhang Yong, founder of Haidilao, also stated that the company has made many attempts at new formats and brands internally, and the enthusiasm for innovation is high. The company adheres to a principle of being willing to pay costs to encourage innovation and not afraid of failure.
It is understood that Hai Di Lao has expanded its catering consumption patterns closer to daily life and higher frequency around the core scene of hot pot restaurants. Since last year, Hai Di Lao has opened multiple camping hotpot, campus hotpot, corporate hotpot, and more across the country. In terms of food delivery, data shows that the revenue of Haidilao's food delivery business in the first half of the year was 581 million yuan, a year-on-year increase of 23.3%. In terms of new brand incubation and innovation, Hai Di Lao has launched a total of 5 entrepreneurial projects in the first half of the year, such as Yan Please Barbecue Shop, Xiao Hi Hot Pot, etc., covering more price ranges and consumer groups, including grilled meat, hot pot, Chinese fast food, etc.