Chapter 30 Haidilao's "dowry"

In April 2009, I published the case of Haidilao in the Chinese version of Harvard Business Review.According to the editors of "Harvard Business Review", this article is the most influential article since their magazine entered China 10 years ago. Why did the case of a hot pot restaurant cause such a big response? Because hot pot is an industry with the least technical content, the least market access, the least need for relationships, the lowest quality of employees, and the most competitive industry.To put it bluntly, anyone in this industry can do it, and everyone understands it.

However, Haidilao can do it. In the dog days of the off-season for hot pot, customers still have to queue in front of its door; while the average attendance rate of hot pot restaurants in the same industry is less than half.The catering industry pays the most attention to the attendance rate, because as soon as the restaurant opens, regardless of whether there are guests, the rent and the wages of the employees must be paid. Therefore, every additional table business means an increase in profit or a decrease in loss. The uniqueness of Haidilao is not a flash in the pan. Haidilao has been in Beijing and Shanghai for 6 years, but Haidilao still stands out from the crowd!Hot pot restaurants are not atomic bombs, so why can’t colleagues learn from them?Is it true that other than Haidilao who make hot pot, everyone else is a fool? !

This case even attracted the attention of Hong Kong's catering industry.Hong Kong is the gourmet capital of the world, but many of the Hong Kong catering industry's cross-rival dragons have not found gold in the mainland.A friend of mine from the catering industry in Hong Kong called me one day and said that he was going to Beijing to open a Hong Kong-style seafood hot pot. He knew about Haidilao when he was investigating the Beijing market, and he also saw the case of Haidilao. He said: "I didn't expect you to write this case, you must know someone from them, can you help us find a person from Haidilao, preferably the 28-year-old Beijing regional manager Yuan Huaqiang that you wrote in your case! "

Hong Kong people are the most straightforward. Many people think that money can solve all problems.When we met in Beijing, I told them: "I can't dig people from Haidilao, because I can't." Zhang Yong has an unwritten rule. Although it is not written, Zhang Yong is a "god" in Haidilao.Haidilao people really believe what he said. Zhang Yong said: "Had been a store manager for more than one year, no matter what the reason was, Haidilao had to give a 'dowry' of 80,000 yuan. .” I asked, "Including being poached by a competitor?" Zhang Yong said, "Yes."

"why? "The answer was completely beyond my imagination, I stared at Zhang Yong and asked. Zhang Yong said: "Haidilao's work is too heavy. Anyone who can be a store manager or above in Haidilao has made considerable contributions to Haidilao." Not only have they made considerable contributions, but many cadres have worked overtime for a long time, and their physical strength and energy have been exhausted; some cadres have suffered from illnesses at a very young age. Yang Bin, Haidilao's head of procurement, once set a record. In 2004, he did not take a day off for 365 days.

Zhang Yong said: "Haidilao is today, and every cadre has a share of credit and hard work. So no matter what the reason is, we should give others their share. When the community manager leaves, we will give 200,000; Going above, we will give away a hot pot restaurant, about 8 million." I was a little skeptical and said: "Yuan Huaqiang was poached, you will give him 8 million?" "Yes, if Yuan Huaqiang is leaving today, Haidilao will give him 8 million yuan." Zhang Yong answered me calmly with his head bowed in thought. Although I know that I want to play hard to get, but Zhang Yong's policy is really slanted, and no ordinary person dares to use it.It seems to be true: being different doesn't mean you can win; but you can't win if you aren't different!Zhang Yong is a person who goes to extremes.

People's hearts are fleshy, can Yuan Huaqiang be poached? ! I let out a sigh of relief, I know that Yuan Huaqiang will not be poached by me or anyone, at least when the "god" Zhang Yong is not confused. When Haidilao first entered Beijing, it was very difficult.I was cheated when I rented the first house, and a total of 3 million yuan was cheated, which was all the cash in Haidilao's account at that time. "Has anyone been found?" I asked Zhang Yong. "It's useless to find it. There is also a retired judge in that group. They have already set up a trick, and we don't understand."

I asked again: "After you heard the news that they were cheated, did you scold them?" Zhang Yong said: "How dare I scold?! The manager in charge had been so anxious that he couldn't eat for two days, and I didn't dare to call him for a few days. Later I heard that they were looking for someone to kidnap the liar, so I gave him a call." He called. I said, you are only worth 3 million? Get down to business now." I asked again: "You really didn't blame him, you really didn't feel sorry for him?" Zhang Yong said: "Of course I feel distressed, it was all the cash we had at the time. However, I really didn't blame him. Because I went to rent, wouldn't I also be cheated!"

Bosses, read this and ask yourself a word.Would you think so if something like this happened to you? No wonder that in Haidilao’s more than ten-year history, only three of the hundreds of cadres above the store manager have taken Haidilao’s “dowry”. However, "the forest is big, and there are all kinds of birds."The same goes for people.Last year, after a store manager resigned to join a competitor, he took away the kitchen manager, lobby manager and several foremen; and opened a hot pot restaurant opposite the new Haidilao store.But she came back to ask for the dowry. This time Zhang Yong broke his promise.