Chapter 57 Haidilao's DNA

Sizhi Street, what a great name!It is also a coincidence that the first Haidilao is located here.Zhang Yong said: "Haidilao has been in business for so many years, in fact, it is adhering to the principle of four knowledges and doing things with conscience! Whether it is for employees or customers." On the dilapidated second floor of Sizhi Street, I found almost all the successful DNA of Haidilao. Haidilao has been in the midst of intense competition since its inception, and competition is the best teacher.Hot pot has the least technical content in the catering industry, because it does not rely on a chef, and does not require any expensive materials.So in Jianyang, Sichuan, where hot pot is a favorite, Zhang Yong’s innovations in form, such as allowing customers to cook Mala Tang in a small hot pot and opening the hot pot restaurant on the second floor, will immediately attract a large number of imitators.The competition is naked hand-to-hand combat-concentrated on one street, one floor, and 100% imitation without any disguise!

Zhang Yong has worked hard on the taste of hot pot. His mother said: "He has read all kinds of hot pot books and studied all kinds of hot pot bottom materials. The frying of the ingredients makes the right arm obviously bigger than the left arm. Thick. In order to make the hot pot soup unique, he would add goose soup to the hot pot soup every day from the pot where Grandma Zhan cooked the goose." However, good taste alone cannot make Haidilao win from many competitors!Especially the spicy Sichuan hot pot, the taste buds of the diners are numb at the end of the meal. In order to purchase the freshest raw materials, Shi Yonghong did not hesitate to put his hand into the belly of the duck; in order to improve the dining environment, they pasted tiles on the simple walls and cabinet panels on the hot pot table; Customize uniforms for waiters...

These practices were pioneers in Jianyang's hot pot industry at that time. However, only improvements in taste, hardware and sanitation cannot make Haidilao beat its opponents! What about price cuts?A hot pot without any technical content crowded seven or eight competitors on a floor of more than 1,000 square meters, and the price was so low that there was no room for it. Therefore, there is only one way for Huashan——to impress and attract customers with services beyond competitors and beyond the imagination of ordinary people. This trick works.Haidilao finally distanced itself from its opponents.

People in Jianyang have a good face, and it would be embarrassing for friends to open a restaurant if they don't join in.When Haidilao competed fiercely with its competitors, some customers were originally friends with the owner of the hot pot restaurant next door, but they became prisoners of Zhang Yong's "perverted" service. Slipped into Zhang Yong's store; I had to deliberately find a seat facing away from the door, because I was afraid that my friends would see it from the door. When the friends of these competitors all became Zhang Yong's customers, they had no choice but to surrender.When competitors in the same building sold their stores to Haidilao, the famous Sizhi Street hotpot town in the county became Haidilao’s exclusive hotpot town.

'Thus, the "abnormal" service to customers has become Haidilao's business card, and service has become Haidilao's pinnacle.Haidilao's strategy of service differentiation took shape in the fight at Sizhi Street Hot Pot City. Any effective strategy is not thought out, but made by groping. Zhang Yong, who started Haidilao at the age of 24, must not have known about this service differentiation strategy in advance.But Zhang Yong knows that he is good to the guests, and they are willing to come.There are countless guests eating hot pot in Jianyang County, but the guests at the four tables at Haidilao must fight for them one by one.

There are thousands of guests, how to win?On a rainy day, an old customer came back from the countryside with dirty shoes, and Zhang Yong asked the clerk to wipe his shoes; a customer had a bad stomach after drinking yesterday, and Zhang Yong made a pot of millet porridge for him; a customer praised Haidilao's chili sauce It's delicious, so he will send a few cans to others. Is this gallantry?of course. However, man is such a strange animal, and the same behavior can be divided into high and low.Normal people can feel the difference between unconscious and conscious attention.People will feel kindness if they are unconsciously attentive; people will feel utilitarian if they are consciously attentive.As soon as anything involves utilitarianism, it loses its touch.

Zhang Yong, who is arrogant, treats his guests with extra hospitality and humility than ordinary people.This is due to his professional thinking - catering is a service industry, and the service industry is for serving people, and serving people should serve people well?Or is it because his nerves of humiliation are more numb than ordinary people, so that he doesn't feel too uncomfortable when he is spit on his face when he collects oil by the roadside, so he doesn't feel humble when he is too attentive to his guests? There may be both reasons, but I guess the humiliation in Zhang Yong's character may be more numb!Because the former reason is based on rational thinking, everyone in this industry knows that, so the service industry educates employees: the customer is God.It's a pity that what is educated the day after tomorrow is not always so natural.And the things in the personality are revealed naturally-the customer is God, and God is right when he is wrong, and there is no need for education!

As a result, Zhang Yong's hospitality was interpreted as sincerity by the guests; then, the friends of his competitors became his customers;