Chapter 6 Hot pot is very profitable!

Anyone who runs a restaurant knows that it is easy to open one restaurant, but it is difficult to open two restaurants. Only three restaurants are immortal.The reason is simple. Although a sparrow is small and well-equipped, no matter how small a restaurant is, it is still a business. The owner who can manage three restaurants well can become a chain. However, from 2004 to the present, Haidilao has opened 20 hot pot restaurants in Beijing in one breath; every family is so hot that customers have to queue up. The thing that makes the colleagues most uncomfortable is that after many bosses go to Haidilao to eat, they ask the management and foremen to eat too.But colleagues have contributed a lot of turnover to Haidilao for nothing, and customers just don’t come to line up in their own restaurants; some hot pot restaurants simply send undercover agents to serve as waiters at Haidilao, but they still haven’t learned the essence of Haidilao.

How strange, hot pot is not an atomic bomb, why is it so difficult to learn? As the saying goes, laymen watch the excitement, and experts watch the way. On June 23, 2006, 200 regional managers from Yum! chose Haidilao Beijing Mudanyuan store as the venue for their annual dinner. Unlike other customers, they were more interested in service than in food.They said the purpose of the meal was "to see and learn". Most people may not know Yum!, but they will know KFC and Pizza Hut.Yum! is the parent company of these two fast food chains. It is said that each Yum! regional manager manages at least 36 stores.At that time, Haidilao had less than 20 stores across the country.Zhang Yong said, "This is simply an elephant learning from an ant."The next day, at Yum!'s annual meeting, Zhang Yong, who was invited to be a guest speaker, was questioned by these "elephant" students for 3 hours.

Now, Haidilao has become a phenomenon in the catering industry in Beijing.Not only the restaurants and eaters know about Haidilao, but taxi drivers also know about Haidilao.Not only are there many customers going to Haidilao, Haidilao is also the latest restaurant to close at night in Beijing.Going to work in front of Haidilao late at night (taxi driver jargon, waiting for business), that's right! When something becomes the focus, it naturally attracts people's comments. Some people say that there is some mystery in Haidilao's hot pot base?So many colleagues secretly took back the bottom material of Haidilao for testing.

Others said that the owner of this company did not know how many loans he had cheated, or why did he spend such a large amount of money on expansion?Each store in Haidilao covers an area of ​​about 2,000 square meters. The decoration cost of a large store is tens of millions, and that of a small one is several million.Others said that Baobuqi's family has some kind of side business, that they are using hot pot to launder money. But Haidilao not only has no bank loans, but even the money from venture capital investment is useless.I started to study Haidilao because one of my investment banking students.He said: "Mr. Huang, we found a very interesting company called Haidilao Hot Pot Restaurant. We offered to give money to it, but the boss refused."

I asked Zhang Yong: "A lot of businessmen want to make money these days, why don't you?" Zhang Yong said: "If you use the money from the investment bank, you have to open a store according to other people's plans. But I think business is just like people. You work when you need to work, eat when you need to eat, and sleep when you need to sleep. Not every year. You can open as many stores as you want, but you should open as many stores as you want according to the business situation and your own ability." I asked, "Have you ever borrowed money from a bank?"

Zhang Yong said: "It's not that we don't want to use bank loans, but loans need assets as collateral. Haidilao doesn't have any valuable assets. The storefronts are all rented. The most expensive things are decoration and pots and pans, but these cannot be used as assets. mortgage." I asked Zhang Yong again: "What kind of business have you done?" Zhang Yong said: "The hot pot restaurant is the only business I have done. When we opened the first hot pot restaurant in Haidilao in Jianyang, Sichuan in 1994, the four shareholders had 8,000 yuan in cash. By 2010, we had more than 60 In the past ten years, Haidilao has only used some small short-term bank loans a few times, and Haidilao's current wealth is sold plate by plate!"

I opened my eyes wide and asked him, "You mean Haidilao's initial investment is only 8,000 yuan?" Zhang Yong said: "Yes, it's only 8,000 yuan. Mr. Huang, if you don't run a restaurant, you may not know that making hot pot is indeed very hard, but it is very profitable when it is done well. Haidilao's restaurants recover their investment in an average of one and a half years. When a store recovers half of the investment, we start to prepare for the second store, because the renovation of a new store always takes several months. " I did some calculations in my mind. If the investment is recovered in one year, Haidilao has been in business for 16 years, with one life for one, two for two, four for four...

Oh, it seems that Zhang Yong is telling the truth. If I knew that hot pot is so profitable, I would cook hot pot! But after I studied Haidilao for two years, I knew that I couldn't do Haidilao.