After piloting Yingma in a city, Haidilao realized that providing diversified derivative services could increase customer satisfaction and significantly increase turnover. Therefore, just play as popular as you want, starting from the Dragon Boat Festival, open all services that can be provided around fans.

for example:

In the past, when I went to HE Tuber eat hot pot, I only watched ramen performances and listened to the Happy Birthday song. Now, influenced by celebrity fan culture, some new entertainment elements are gradually introduced, such as K-POP, glass cleaning, and the recently popular subject three.

Even if Aiyouteng (Youku, iQiyi, Tencent Video) has not yet successfully created a mainland entertainment singing stage, Haidilao has also begun to try.

In Xi'an, they noticed that tourists here almost always go to the Tang Dynasty to cosplay, put on Hanfu, experience the ancient culture, take photos and play; to make it more convenient for everyone, Haidilao started a Hanfu rental business directly online, and took photos for 99 yuan. All the work in the studio is included, from hair washing, makeup, DIY bracelets, and manicures. Except for the shooting, which cannot be done for you, everything else is taken care of.

In Wuxi, Haidilao found that many customers were busy at work during the day and had no time to wash their hair, so they simply introduced hair washing services in the store. The products are not inferior, including Dyson hair dryers and recliners with massage functions.

There are also more detailed services, such as the "frozen roses" launched on Valentine's Day.

 Consumers can bring their own roses, and the store provides transparent cups and ice cubes to seal the flowers in them.

According to public information, they have simply established an internal incentive mechanism and are committed to meeting the various needs of customers. They will also invite some KOLs, anchors, and celebrities into the store to check in.

These innovative services have made Haidilao frequently searched on the Internet and become the focus of various hot topics, such as "It's not that male models can't afford it, but Haidilao is more cost-effective" and "What is the secret code for Haidilao gifts?" ?" and more than 50.

Netizens have commented that Haidilao's desperate efforts to make money make the community feel ashamed; Haidilao should earn this money.

On the other hand, service changes have also made Haidilao realize that abandoning the traditional single service model and instead adopting an entertainment-based approach and combining fan culture to serve customers will be more touching.

This strategy is similar to an amusement park using the appearance and talents of NPCs to attract customers.

Maybe they didn't think too much about it at first and just wanted customers to have fun and stop by for a meal. But it turns out that this kind of roll is very useful. Some analysts pointed out that in the second half of this year, some Haidilao stores had a table turnover rate of more than 5 times.

Nowadays, more and more service industries are beginning to tap the personal potential of employees, and services are becoming more and more innovative, but this has also caused some controversy, because there are always "i" type people who cannot accept this high profile.

One time, I went to dinner with a friend. When the food was served, my friend said jokingly, "Isn't your birthday two days away?". When the waiter heard this, I got very angry.

At first, I was very happy to be given a bowl of clear soup noodles with eggs. After a while, a group of people came forward to sing, which was a bit too much. Although I am not that sociophobic, but when a group of people stand in front of you, you can't I moved my chopsticks and listened to them finish singing in embarrassment. It was really a bit of a social scene.

Another time, I went to "Oriental Famous Haircut" to get my hair cut.

Just in time for their 10th anniversary celebration, the "Thanks for You" event. At two o'clock in the afternoon, all the staff suddenly stopped what they were doing and began to sing songs around the customers.

I had just cut half of my hair, and I couldn’t stand up even while I was sitting there. As a result, my stylist also went to sing. A group of people gathered around you and sang "Thank you for having you". It was really drunk. I don’t know how other people feel about this sudden style of painting. At least, it seems to me to be a disturbance.

From the perspective of business strategy, Haidilao is obsessed with providing services and continues to practice it. It is indeed of great significance in promoting industry service innovation and development. Moreover, value-added services actually extend the business scope vertically and help improve the brand. Visibility and competitiveness.

for example:

Manicures, birthday celebrations, shoe shines, and live dance performances are all based on in-depth exploration of consumer needs, enriching the experience while increasing sales and traffic.

If a company provides good services, it will definitely have an impact on the industry. Just like the "cowardly" hotpot owned by Jiumaojiu Group, everyone is scrambling to imitate it.

When you go to have a meal, you can see "Who cares how old he is, long live happiness, who can be a normal person to encourage you to eat," and there are also two-dimensional waiters who come to the station and sing, dance, and dance in unison, and they are serving you food just a second ago Little brother, I will transform into a Dancing King next to you.

If a person over 35 years old eats it, it will be a life-changing experience. The most important thing is that the dance has become the unique cultural label for their hot pot to be recognized, just like a super symbol that distinguishes them from other brands.

But have you ever thought that such high requirements for employees in the service industry, especially in an environment like Haidilao, may conflict with certain values ​​of the company.

On the one hand, the company emphasizes team spirit and employee personal development, but on the other hand, the constant increase in performance pressure and talent display will crowd out those employees with average abilities but hard work.

In the service industry, employees have different cultures and educational backgrounds, and their main task is to provide good services rather than display talents. If too much emphasis is placed on performance and entertainment elements, employees who have solid work abilities but are not good at performing will inevitably feel marginalized, causing stress and psychological burden.

When I visited Hainan before, the catering services and barber shops there never offered value-added services. What did they offer? The answer is "professional".

Similar to, if you want to get a haircut, the store will not do anything fancy, they will just massage your head and neck for 40 minutes, free of charge, no sales. You go to eat and feel satisfied, and they will give you a dish directly. If you can't eat it, they will make a membership record, and if you have a dish in your name, you can eat it for free next time.

Presumably these are what people need.

The reason why Haidilao founder Zhang Yong emphasizes service is to treat people as human beings, give trust and respect, and first improve employee satisfaction, which will naturally lead to customer satisfaction.

Beike Zuohui once studied Haidilao's high-quality reproduction capabilities. Later, Beike's own mission was formulated as "a dignified service provider, a better life." I think he was probably inspired by this.

In my opinion, these so-called services are just marketing disguises.

And it is a marketing strategy centered on emotions. In any case, Haidilao can achieve the best mid-term net profit since its listing within one year, and can continue to grow in the second half of the year, which undoubtedly proves that its approach has merit. .