Author Han Dan
Author brief introduction Han Xinwei (1972-), male, Han nationality, born in Luoyang, Henan Province, Ph.D., associate professor of School of Economics and Management, Beijing University of Technology, whose main research direction is enterprise strategic management;
Zhang Dan (199 1-), female, Han nationality, from Changde, Hunan, holds a master's degree. Her main research direction is enterprise strategic management.
Taking Haidilao as the research object, this paper analyzes the internal and external environment of Haidilao by using tools such as PEST analysis and five-force analysis model, and gives the competitive strategy design of Haidilao.
A, industry competition analysis:
1. Substitutability of substitutes. There are many formats in the catering industry. In addition to hot pot, other formats, such as dinner, fast food, western food, leisure catering, etc., also have a certain substitution effect on hot pot. However, this substitution function is limited, because hot pot has a unique taste, a warm dining atmosphere and a strong social attribute, which can bring unusual experiences to customers.
2. The bargaining power of suppliers. The purchase of upstream suppliers by hot pot enterprises involves many products and services such as ingredients, warehousing and logistics, store decoration, information technology and so on. Among them, the main purchases are hot pot ingredients, including meat products, peppers, sesame oil, vegetables, hot pot seasonings, hot pot ingredients and so on. Haidilao has a number of affiliated companies, including Yihai International Holdings Co., Ltd., Shu Hai (Beijing) Supply Chain Management Co., Ltd., Beijing Shu Yun Oriental Decoration Engineering Co., Ltd., Zhaluteqi Haidilao Food Co., Ltd., Honghuotai Network Technology Co., Ltd., Beijing Weihai Management Consulting Co., Ltd., etc., which provide Haidilao with hot pot bottom materials, supply chain services, store decoration, mutton supply, information support and human resource management services at relatively favorable prices. In addition, Haidilao's brand reputation and popularity can bring passengers to the business circle where the store is located, so it can get greater rent concessions.
3. The bargaining power of consumers. Haidilao's high-quality dishes and excellent service attracted a large number of customers to eat. In general, consumers have no bargaining power.
4. The ability of potential opponents to enter. Hot pot is a kind of social catering, which has the characteristics of standardization, easy replication and unique taste, and the labor cost is relatively low, so the entry threshold is relatively low.
Second, the development direction of competitive strategy
1. Protect and strengthen the existing market. For the existing stores in the first, second and third tier cities, we should continue to ensure and improve the quality and service level of dishes, enhance the competitiveness of stores, attract more customers to eat, and ensure the income of stores.
2. Market development. First of all, use brand advantages and store replication experience to accelerate the layout in second-and third-tier cities. On the one hand, it is necessary to increase the density of existing stores that have entered the city and open new stores around stores with high customer turnover rate or long waiting time to improve customers' dining experience; On the other hand, it is necessary to open new stores in second-and third-tier cities that have not been covered, and enter fourth-tier cities in due course. Secondly, we can enter the high-end hot pot sub-market in time, and set up high-end hot pot sub-brands with customer unit price above 200 yuan to attract high-end consumers. This is because, with the increasing per capita disposable income of China residents, more and more consumers will choose high-end hot pot.
3. product development. For the catering industry, although service is very important, dishes and tastes are still the most basic key factors. Haidilao should constantly implement the innovation of dishes and tastes. First of all, on the basis of market research, continue to improve and upgrade the dishes and tastes of existing stores. Secondly, in the process of store expansion, we should develop new products according to the preferences of customers where the store is located.
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