What marketing model does Haidilao use?

Wang Shunjie's free model, that's why business is so hot.

Not all business success depends on marketing, Haidilao is not obvious in marketing publicity, if it uses the most famous marketing method, it is "service marketing".

Service marketing is a marketing method that takes customer expectations and customer perception as the company's marketing objectives. It can generally be described in terms of a service blueprint. It is divided into tangible display, front office, back office, and support system.

1. Sentimental marketing:

Everyone needs to care and be cared for, and this care is based on the belief that all men are created equal" Daniel Zhang, the founder of Haidilao, has successfully made Haidilao have an irreproducible business model by fully stimulating the enthusiasm of every employee to treat Haidilao as a writer. Haidilao has created a model of China's catering service industry, from corporate management to brand building, it reflects its unobtrusive sentimental marketing.

Haidilao not only creates a relationship of trust between employees and enterprises, bosses and employees, and enterprises and customers. Haidilao's cultural concept emphasizes caring for employees and giving them a sense of belonging like home. Haidilao's employee benefits not only include comfortable food, clothing, housing and transportation, but also family leave, children's school allowance, and a good promotion rating system.

2. Service Marketing:

The high-quality services that consumers can enjoy in Haidilao include: valet parking, free car wiping; The waiting area provides free services such as shoe shine and nail art; Provide aprons, mobile phone bags, glasses cloth, rubber bands and hairpins, cushions, toys, cosmetics and other items according to different groups of people; Each table is equipped with a waiter, with sauces and dishes; Familiarize yourself with the customer's name; Waiters can use their power to change dishes, deliver food, discount, or free orders for customers.

Lock-up management of the headquarters

The headquarters has given the store manager greater autonomy to operate, such as the hiring, termination, promotion, discount, personalized service of store employees, etc., but the headquarters has unified control of system risks, provided core resources and optional services for the store, and realized "lock management".

Store assessment and food safety risk management. The headquarters evaluates the stores on a quarterly basis, and only takes customer satisfaction and employee effort as KPL indicators, and does not assess store operation or financial indicators.

The assessment results are divided into three grades: A, B, and C, which represent excellent, good, and unqualified, respectively; Once it is rated C, the store manager is not allowed to open a new store in the next quarter, and once there is a food safety incident, the store is directly rated as C. Through this assessment mechanism, the development of stores and the control of risks are balanced.

Control core management functions. The headquarters effectively controls the core links of store management, including expansion strategy, food safety, information technology and chain management, etc., to ensure standardization and large-scale growth.

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The current status of Haidilao's marketing: a variety of marketing strategies have been adopted, including online, offline and social** promotion. Haidilao's offline stores are located in very good locations, and the store opening speed is very fast, and there are businesses in major cities across the country.

Haidilao's online promotion is also quite popular, allowing customers to order on the store and pick up takeaway hot pot at the store. Haidilao has also partnered with some well-known bloggers and influencers to attract more customers. Haidilao is a very successful example and has achieved good results in marketing.

In addition to the above marketing strategies, Haidilao has also noticed the importance of membership and customer experience. Haidilao has implemented a major program called the All-Around Customer Experience Program, which focuses on improving customer satisfaction and overall customer experience. In addition to providing high-quality food and services, Haidilao will also launch some special services, such as pick-up and drop-off services, as well as convenient ways to make reservations, queue up, pay bills, etc.

In addition, Haidilao is constantly updating its menu by exploring new hot pot cultures to ensure that its brand remains fresh and attractive. Overall, Haidilao's marketing status quo Huque is quite successful, not only using a variety of marketing strategies, but also working to improve the customer experience. Haidilao can be used as a reference and learning to improve customer satisfaction and brand reputation of other brands.

We are happy to answer for you what is Haidilao's business model: Haidilao has formed its own business model. I believe that one of the reasons why many of us like Haidilao is because of Haidilao's good service.

The biggest feature of Haidilao that is different from other hot pot restaurants is that it does not only have the service of eating hot pot. This is where his marketing success lies, and he builds his own brand as a hallmark. And this feature is not replicable by other hot pot restaurants, or the core Zeliang said that he has taken the lead in this feature, and other hot pot restaurants are imitating him, and it is no longer so the opportunity to occupy the market.

This is because the hot pot restaurants we know are not the same as the hot pot restaurants in Haidilao. Which hot pot restaurant can provide customers and consumers with free nail art services, and which hot pot restaurant can provide such cordial service as Haidilao's employees. Haidilao's service system is very complete.

From before the consumer to after the consumer eats, they are very thoughtful about the whole process and service, which is why many people want to eat Haidilao. In addition to the service model, his value proposition is customer first, the best service, and their employee benefits are also very good, including their import and transportation channels, cost structure, revenue, customer segmentation, marketing, logistics, warehousing, research and development, etc., have formed a very complete process, which cannot be replicated by other hot pot restaurants. Just as Haidilao recently launched the service of self-service milk tea, which can be distinguished from some hot pot restaurants.

Haidilao has been working hard and innovating for customer service. That's what makes it special. Hope it helps, hee-hee.