China Securities Network (Reporter Gao Jiachen) on the evening of August 30th, Haidilao International Holding issued an interim results announcement for 2022. In the first half of this year, Haidilao International Holding realized a total operating income of 16.764 billion yuan and a net loss of 267 million yuan, including one-time losses and impairment losses totaling about 308 million yuan, as well as fixed expenses and staff costs incurred during the suspension of business or restaurant meals in some restaurants in Chinese mainland area in the first half of this year.
Haidilao International Holding revealed in the financial report that with the gradual improvement of the external epidemic and certain results of the internal "woodpecker program", the group plans to choose an opportunity to launch the "hard bone" store program. The stores currently considering the possibility of reopening are some of the stores closed under the "Woodpecker Project" in 2021.
The "woodpecker project" has achieved good results.
According to the financial report, in the first half of 2022, Haidilao International Holding opened 18 new restaurants and closed 26 restaurants because of the woodpecker project. As of June 30, 2022, Haidilao International Holding has 1435 Haidilao International Holding restaurants worldwide, of which 1310 are located in Chinese mainland, 22 in Hong Kong, Macao and Taiwan, and 10 in 11 other countries. Haidilao International Holding received a total of 146 million customers in the first half of the year.
The company said that from March to May this year, more than 200 Haidilao International Holding suspended eating in the restaurant every day, and the company strives to meet the needs of consumers outside eating, such as using stores as distribution stations. to provide consumers with various delivery services such as hot pot meals, lunch boxes, fake dishes and crayfish, and integrate online platforms to provide consumers with more choices.
In mid-June this year, Haidilao International Holding set up a community operation center with the community operation mode of "takeout + community + live broadcast + online mall" to focus on diversified catering service innovation beyond restaurant services. With the adjustment of business structure, it has driven the growth of takeout business. According to the semi-annual report, Haidilao International Holding's income from takeout business increased significantly from January to June this year. Haidilao International Holding said in the financial report that active income-generating projects have helped the company reduce the large losses that may be caused by the suspension of restaurant business, and effectively maintain staff morale and increase customer stickiness.
In the financial report, Haidilao International Holding also revealed that the regionalization management system proposed by the Woodpecker Project effectively helps Haidilao International Holding to continuously control the quality of the restaurant. It is reported that Haidilao International Holding has implemented the "Woodpecker Project" since November 2021, which not only optimizes the layout of the restaurant network, but also continues to improve the quality of the store operation.
Continue to promote product innovation
According to the financial report, Haidilao International Holding launched two batches of new products in stores in Chinese mainland in the first half of the year, and new products such as "real fragrant pot", "a plate of undereaten Inner Mongolia prairie lamb" and "fine fat sheep" sold well in January 2022, among which "really fragrant pot" sold more than 800000 copies during the Spring Festival. The new generation of "tomato pot bottom" that went on sale in June sold more than 2.5 million copies, "Haidilao International Holding Coconut" sold nearly 200000 copies nationwide, and more than 600,000 copies of coconut-flavored ice cream. Qixi Festival's customized dessert "White Peach, Waxberry and Raspberry Flavor Mousse" sold nearly 90, 000 copies on Qixi Festival's day.
In March this year, Haidilao International Holding announced that the number of online registered members exceeded 100 million. In the first half of this year, the overall turnaround rate of Haidilao International Holding restaurant was 2.9 times per day, and that of the same store reached 3.0 times per day. The company said that in the second half of the year, it will continue to promote product innovation and provide customers with more choices to enhance their dining experience.
According to the semi-annual report, from March to May in 2022, Haidilao International Holding had an average of more than 200 stores suspended from eating in restaurants every day, reduced to less than 90 in June and further reduced to less than 30 in July. Haidilao International Holding official said that with the gradual easing of the epidemic, restaurant performance in his Chinese mainland region and other areas has improved significantly month-on-month since June 2022.
Guoxin Securities said in the research report that combined with recent operating data, the reform after Haidilao International Holding's woodpecker plan and the new management team took office has achieved initial results; Minsheng Securities said in the research report that under the improvement of the epidemic and Haidilao International Holding's measures to actively control rents and operating costs, Haidilao International Holding's performance quality is expected to rise to a higher level.