The success of bottom fishing _ the reason for the success of bottom fishing

What Haidilao saw and heard from front-line employees, personalized random service from the heart, truly non-standardized, can retain people's hearts? Top service? . What you consume here is not food, but each other's enthusiasm! This hot pot enterprise called Haidilao subverts people's rights? Service? Existing knowledge. The following is the story I compiled for you about the success of Haidilao. Welcome to read!

Exploring the success of Haidilao is well documented in all workflows of McDonald's and KFC. Uncle McDonald and grandpa KFC think that this can provide the best service for customers. Haidilao has always been famous for its excellent service. Dining in Haidilao, the service is not only delicious food, but also the warmth of each other!

Eating in Haidilao is inevitable and normal, and other industries can easily achieve this effect. However, in catering enterprises known for their low quality employees, this standard is rarely met. Haidilao completely subverts everyone's understanding of catering enterprise services.

In the first half of 2006, when Yum! (China) Regional Managers Meeting? After more than 200 catering executives all poured into Haidilao Hotpot Restaurant, there was an upsurge in the catering industry in China. Haidilao whirlwind? Not only hot pot enterprises, but also professors from Guanghua College of Peking University have publicly declared that they want to serve enterprises to learn from Haidilao, and Haidilao has become synonymous with quality service for a time.

Hot pot restaurant, service is more important than products! This is the summary of Haidilao boss Zhang Yong.

Zhang Yong is not a hereditary catering family, nor an executive of a well-known catering enterprise. Before making hot pot, he was an ordinary welder in a tractor factory. 1994 He was laid off. He set up four tables on the roadside for a living, all of which he learned and now he sells them. He has poor taste and can only work hard on service. Do what others want, and smile if you are dissatisfied. ? Zhang Yong recalled that you knew nothing. If even the most basic modesty and friendly attitude towards guests are lost, what business can we do? ! ?

But despite this, the new sea fishing business is still scary and cold. One day, Zhang Yong couldn't attract a table of guests with his enthusiastic selling. After that, the guests said it was delicious and would come again at the next friend's party. This excited Zhang Yong for a long time, but when he tasted his hot pot, he found that too much Chinese medicine made it bitter. Is that so? Inferior products? Can you get good reviews? After Zhang Yong thought hard, it was his sincere service that made up for the lack of taste and moved customers.

Seeing this, Zhang Yong is more considerate in service, helping guests bring things back, carrying bags, taking vegetables and so on. As long as the guests need it, Zhang Yong will meet them one by one. In this process, Zhang Yong also created the signature reception action of Haidilao: the right hand caresses the heart, bends slightly, smiles naturally, and the left hand reaches forward naturally to make a request, which can still be seen everywhere in various Haidilao shops today. With this service, Haidilao has gained a firm foothold in Jianyang.

Service is above everything else.

1999, Haidilao began to enter Xi 'an, which was the first step for Haidilao to go out of Jianyang. However, a few months later, Yang Xiaoli, the right-hand man of Zhang Yong who was sent to Xi 'an, offered to resign on the grounds that the owner of Xi 'an cooperative franchise store had an extra penny, and all the traditions of Haidilao were abolished by him, which led to losses for several months and soon lost all his money. In this do or die, Zhang Yong decisively asked franchisees to withdraw their shares, and Yang Xiaoli took full responsibility for regaining the core concept of Haidilao? Service is above everything else.

Yang Xiaoli, who won the sword on the side, began to provide consumers in Xi 'an with a large number of special services of Haidilao, and showed extraordinary enthusiasm and patience in treating guests. Very service? Haidilao not only regained its attention in Xi 'an, but also became an instant hit.

During the period of SARS in 2003, a hot pot came to the door, which made Haidilao famous, and Haidilao's ordering phone immediately kept ringing. In order to facilitate delivery, Haidilao replaced the traditional gas tank with a portable induction cooker. Deliver meals the day before and pick up equipment the next day.

For the management, not only the regional directors and store managers, but also the front-line waiters are in power: they can give away fruit bowls or snacks; If guests complain, they can also get a direct discount or even free!

We are a hot pot restaurant, but our core is not the recipe of hot pot, but our service.

In July 2004, Haidilao began to enter the Beijing market. In Beijing, there are not only Sichuan cygnets, but also Dezhuang, Qinma, Foreign House, Donglaishun and so on. How can we get a piece of this big-name gathering place? Haidilao began a subversive revolution against the traditional standardized single service. Since then, Haidilao hot pot has some exclusive terms: disgusting service and abnormal service. Can customers really feel it at the bottom of the sea? God's superiority? , even think? Excuse me. . Some customers feel flattered and unaccustomed by this service, but it is undeniable that the disgusting service has conquered the hearts of Beijing consumers. Customers who have been to Haidilao began to tirelessly promote it by word of mouth, and finally boarded the plane for an hour without making an appointment in advance to let you eat a hot pot. The number of people waiting is similar to the number of people eating. This is the legendary sea fishing equipotential site.

Waiting is a kind of suffering for anyone, especially in front of a delicious restaurant, but Haidilao has turned this suffering into a kind of enjoyment. Customers waiting for dinner with numbers receive free fruits, drinks and snacks while looking at the printed seat information on the screen. If a large group of friends are waiting, the waiter will also take the initiative to send table games such as playing cards and checkers to kill time for everyone; Or use the same time to browse the web in the restaurant internet area; You can also get a manicure and shine shoes for free.

Haidilao's attitude towards service has never been ambiguous, even if it is to provide free services. A diner once told about her experience: while waiting for a manicure, a girl repeatedly tossed the color of her nails six times, even other customers on the side could not stand it, but her aunt who served her was still patient and enthusiastic.

When dining, in addition to aprons and towels, the waiter also carefully sent epithelial tendons and hairpins to the long-haired lady; Customers wearing glasses will get glasses cloth and so on. If you order too much food, the waiter will kindly remind you that you are full. There are fewer people to accompany you, and you will be advised to order half a meal.

A very popular story about Haidilao, after a customer checked out, casually said, why is there no ice cream? A few minutes later, the waiter breathlessly handed the lovely duo and apologized. No, I bought it in the supermarket across the street. ? After sneezing, the waiter ordered the kitchen to make a bowl of ginger soup, which moved us deeply. ? Many customers have had similar experiences.

This is the enjoyment of Haidilao fans? Spend less money to get star service? This process. So close, no doubt? Abnormal service? It will really make people linger. Re-evaluate and continue to go to this restaurant.

Employees are wealth. They are more important than customers.

Haidilao has nearly 10000 employees, but the turnover rate has remained around 10%, while the average turnover rate in the catering industry in China is 28.6%. At the same time, Haidilao has only opened nearly 40 stores in four years, which is extremely disproportionate to its annual turnover of tens of millions of single stores and the turnover rate of 3 ~ 5 units per night.

In order to ensure the continuity and consistency of service quality, every store in Haidilao should ensure about 30% old employees? Behind the house? . At this point, Zhang Yong is very clear-headed: it is never money but employees who support the development of Haidilao. Before training enough qualified employees, spending money to win the number of stores is the fastest way to lose customers and make Haidilao brand disappear. ?

The consciousness and enthusiasm of employees come from Zhang Yong's simplest idea: employees are the core competitiveness of enterprises, and their importance far exceeds profits and even customers!

In Haidilao, employees who work in two shifts every day will always be arranged in the day shift and the night shift will always be arranged in the night shift. In this way, employees don't have to change their schedules to adapt. Such careful arrangements also include: the staff dormitory will not be more than 20 minutes away from the work place, all of which are regular residential quarters and will be equipped with air conditioning; There are people responsible for cleaning and washing clothes; The apartment is even equipped with an internet computer; If the employees are husband and wife, consider giving them a room? A store will spend 500,000 RMB on staff accommodation for one year.

In every Haidilao office, there will be a painting hanging on the wall? Golden idea list? This is the source of the spark of Haidilao's thought. Every month, the Innovation Committee composed of ministers and regional managers will review the creative services provided by employees. Once the review is passed, it will be extended to all branches, and employees will receive rewards ranging from 200 to 2,000 yuan.

In order to stimulate the enthusiasm of these mostly rural employees, Haidilao has a tradition of giving part of employees' bonuses directly to their parents and relatives. Although there are only 400 ~ 500 yuan per month, it allows employees' families to share the glory.

Zhang Yong, the founder of Haidilao, is 40 years old and comes from the bottom of society? Chuanwazi? Not good at words, not handsome, dark skin, much older than his actual age.

Haidilao has no stores overseas, but it has become a classic case of Harvard Business School. The rise of Haidilao is not fast. Established in 1994. Up to now 17, there are only 60 chain stores with a turnover of over one billion. Haidilao's business model is not unique, that is, selling one pot at a time and opening one shop at a time.

What is the story of Haidilao? People? This story. Treating employees as people is the innovation of Haidilao.

Zhang Yong's logic is simple: fairness. This word is one of the most common needs of people. Once fairness is carried out to the end, employees will regard Haidilao as their second home, sincerely pay for it, and even work hard for this home.

Different guests have different ways of moving.

Even employees who work in Haidilao all day know? Is the guest caught in the table? This quotation from Zhang Yong.

Although all the guests at each table come for hot pot, some are lovers' dates, some are family gatherings, and some are business banquets? Different guests have different needs, and the methods of contacting guests are not exactly the same.

From buying vegetables, washing vegetables, ordering food, delivering vegetables and frying bottom materials to washing vegetables for guests and collecting money to settle accounts, Zhang Yong, who has done every job in a hot pot restaurant, knows that the requirements of guests are varied, and the standardized service can make the guests find nothing wrong at most, but it will not exceed the expectations of customers.

When he started to open a hot pot restaurant, one day, local cadres he was familiar with came back from the countryside and went to the store to eat hot pot. Zhang Yong found his shoes dirty, so he arranged for someone to help him clean them. This small move touched the guests, and from then on, Haidilao had the service of shoeshine for the guests free of charge.

An elder sister who lives upstairs in Haidilao praised Haidilao for its delicious hot sauce when eating hot pot. The next day, Zhang Yong sent a bottle of hot sauce to her home and told her that she would like to eat Haidilao at any time in the future.

This is the Haidilao series? Pervert? The beginning of the service.

Ask the waiter? Use your head?

The most important thing to open a chain restaurant is standardization, which not only ensures the quality, but also suppresses human nature and ignores the most valuable part of the executors? Brain. Let employees operate in strict accordance with standardized procedures, which is equivalent to hiring a person's hand and not hiring a brain. This is a loss-making business, which can't be solved by processes and systems, but can be solved by the brain.

A guest wants to eat ice cream Can the waiter buy it for him outside? Can I return some vegetables? Since it's a semi-finished product, can guests order half a portion and eat more? A customer likes Haidilao's apron and wants to take it home for the children. Do you want it?

Without these procedures and regulations, most restaurants certainly follow the rules? No In Haidilao, waiters need brains? Why not?

Zhang of Haidilao Shanghai No.3 Store had such an experience: on a Saturday night, business was particularly good. At 7: 30, a guest named Xu came to Room 3. She found that Xu's mother had eaten shredded radish on quail eggs in a bowl. Zhang thought that Xu's mother liked carrots, so she immediately called the serving room and asked them to prepare a plate of shredded radish. She took shredded radish to the seasoning table and put some seasoning on it. The guests were surprised when she brought the mixed shredded radish to the table. She said:? It is estimated that my aunt likes to eat shredded radish, so I specially mixed a plate for her to eat. I don't know if you like it.

? The guest was very happy, praised me while eating, and asked how this shredded radish was mixed. ? Finally, Aunt Xu's son asked for a bowl of rice, and mixed the soup in the radish dish into the rice, saying it was the best rice he had ever eaten. The following month, my family came three times in a row to introduce friends to dinner.

? Innovation is not deliberately carried out by Haidilao. We are just trying to create an environment where employees are willing to work, and the result is that innovations are constantly emerging. ? Zhang Yong said that when the company grew up, when he tried to evaluate innovation with a system, there were fewer real innovations. ? Innovation can't be created if you want to. Evaluation of innovation itself assumes that employees have no ability and desire to innovate, which is a sign of distrust. ?

Low wages are also happy. Family-friendly human resource management in Haidilao.

? Humans can't stop Haidilao? This marketing topic is not the main topic discussed today. Perhaps major companies are more interested in another management topic? What makes Haidilao's employee turnover rate only 10% under the background of labor shortage in catering industry, and why the salary not far from that of peers can make employees do such thoughtful service? Named by the industry as? MLM recruitment? Can similar companies such as Starbucks stand out in the world by this method?

Effective family management, hard work of employees

The thoughtful service of Haidilao is unheard of. In fact, our worries may be on another level. Why can Haidilao employees be dead set on thinking about customers? Another catering company also surprised its peers.

China is Starbucks' largest overseas market. Starbucks' ambition is to open 1500 stores in China in 20 15 years. In order to rapidly replicate and grow on the basis of more than 570 stores today, it is said that three new stores are opened every day and 300 employees are recruited. However, in Starbucks, which has sprung up like mushrooms after rain, the salary of employees is only 2,000-3,000 yuan, and that of managers is only 5,000 yuan. However, many employees still enjoy it, which makes outsiders laugh and cry. Is coffee magic?

Schultz, CEO of Starbucks with 1.3 million employees, even played family cards at the recruitment sites of major universities in China. ? I firmly believe that everyone is different, but everyone needs a sense of belonging in Starbucks, and everyone is respected, whether it is the CEO or the bottom staff. Remind entrepreneurs who want to succeed not to show your employees what you know, but to tell them that you have been paying attention to them. ? It is said that there is a small detail inside Starbucks, and there are no so-called leaders and colleagues. Everybody? Partner? . Maybe some people don't agree with changing the title, but admirers think it conveys an idea invisibly, and the bomber sets it as? MLM recruitment? . People in the circle are extremely happy. They firmly believe that everyone is United for the benefit, but people outside the circle don't seem to be awake, and they can still work so happily with a salary below the level of food and clothing.

Zhang Yong, the founder of Haidilao, who wants to expand from more than 60 stores to 2,000 stores, is obviously among the concepts set by critics, just like Schultz.

In addition to having a university named after the brand name like Starbucks, Haidilao provides detailed and standardized training for its employees. Haidilao's family card can be described in all aspects, which can be seen from the recruitment notices of ordinary employees. Free dormitory, bedding, air conditioning, TV, computer, washing machine, clothes and shoes cabinet, and special cleaning staff. Is it difficult for Spring Festival travel rush to take it home? You can reimburse your ticket home after working in Haidilao for three months. Is it difficult for young people to buy a house? After working in Haidilao for half a year, either husband or wife can enjoy the husband and wife housing or the husband and wife housing subsidy provided by the company.

It may be just a drop in the bucket, but who can't applaud this measure? Lack of care for left-behind children? Children of employees who have worked in Haidilao for three years can enjoy education subsidies ranging from 2000 to 5000 yuan/year. Not only welfare, but also power. It is said that the store manager can be the master for the expenses below 300,000 yuan, and even ordinary employees who shuttle back and forth can decide to give fruit bowls or snacks. Once the customer is dissatisfied, they can even directly discount or give up the order.

Change the way of monitoring to win people's hearts

As early as 80 or 90 years ago, entrepreneurs had to admit in dismay that just improving the working environment, raising wages, adopting a competitive performance system and even enriching their spare time could not make it positively related to the increase in output. The experimenter thinks that the interpersonal relationship in the enterprise is the core of everything. Everyone wants to have the ability to do more with less money, but smart women don't cook without rice. Enterprises that understand the core truth are actually doing the same? A smart woman can cook less? Sales of.

Zhang Yong's idea is simple: you are good to employees, and employees are good to enterprises and customers. ? The professional identity of Haidilao waiters is even much higher than that of MBA students. The turnover rate of 10,000 employees has been maintained at around 10%, far below the average turnover rate of 28.6% in the domestic catering industry. Even in Zhang Yong, if the manager resigns after only one day, he will be given a resettlement fee as high as 80,000 yuan, and if the regional manager leaves, he will be sent to a hot pot restaurant? After that, the turnover rate of its management is almost negligible.

Not only Haidilao, but also how to mobilize the enthusiasm of employees has become a topic of concern to more and more business leaders, and the measures can be described as squandering flowers and getting fascinating. Google's magic kitchen is not a new topic. Whether it is the chef's skill or the collocation of dishes, it is quite clever. Some people even say that its level is comparable to that of five-star hotels. Perhaps this statement is exaggerated, but the principle of free meals for employees, diversified cuisines and fresh ingredients is beyond the reach of other companies. Although the free kitchen is no longer free since then, it has created many followers such as Facebook, which can be said to be the first to open the atmosphere.

P&G, as the first choice for many graduates, is not as well treated as others. Five stars? Luxurious, but also quite extraordinary. In addition to the entertainment and fitness facilities provided internally, its medical welfare system is also quite comprehensive and thoughtful, and the long-term savings plan of the relevant welfare departments also gives every employee the opportunity to become a shareholder. L' Oreal, on the other hand, thinks that neither good daily welfare nor salary is more valuable than a platform for young people to show themselves, so it attaches great importance to employees? Old? With what? Force? A combination of. When employees achieve one achievement after another with the poet's dream and the hard work of farmers, L 'Oré al's incentive mechanism will give fair and timely affirmation. Paolo gasparrini, president of L 'Oré al China, is an Italian who loves racing. He likes to use various opportunities and occasions to communicate with employees. He personally participated in the training of every new employee and encouraged them to realize their dreams in L 'Oreal.

Welfare exceeded expectations and achieved remarkable results.

The treatment of employees such as Haidilao and Starbucks is not the most expensive, but the effect is the best, mainly from the demand, including physiology, safety, socialization, respect, self-realization and so on. ? Material incentives mainly play a role in the lower-level needs of physiology and safety, which most legitimate enterprises can do. Today's employees expect the company to have humanized management and high-level satisfaction such as socialization, respect and self-realization. ?

In recent years, new welfare plans, such as child care plan, elderly care plan, health service plan and children's scholarship, have gradually emerged, meeting the special needs of employees for individuals and families under the one-child policy. ? Especially after the 90s, they pay more attention to a good working environment, personal discretionary holiday time, respect for the release of personality and hobbies, and a humanized working atmosphere. ? In its view, in view of the characteristics of the post-90s generation, the company can focus on providing a good working environment, various holidays, holiday solatium, travel, health service plans, and consulting services (employee psychological assistance plans, financial consultations, marriage consultations, psychological consultations, etc. ). Just like Zhang Yong's pulse for employees' success? Maybe they don't want 200 yuan, but need a dormitory with a computer where they can chat with couples online. ?

In Li's view, the company's efforts for the treatment of employees are all aimed at improving the enthusiasm of employees. Compared with the industry level, the company's welfare expenditure level can be roughly divided into leading type (the expenditure level exceeds most enterprises in the industry), following type (close to the industry average level), lagging type (lower than most enterprises in the industry) and mixed type (different welfare strategies are adopted for different positions). Many things have happened in Haidilao, some of which stem from the fact that it has provided employees with incentives beyond expectations, including proper and thoughtful arrangements for food, clothing, housing and transportation, and a perfect promotion system. Similarly, the paradox that many management scholars or entrepreneurs who think they have a good set of management practices can't understand is not against management science, because management science involves the principle of reciprocity at the psychological level in addition to well-known scientific principles.