The Marketing Strategy of Haidilao

Research Article
Open access

The Marketing Strategy of Haidilao

Yuhan Lei 1* , Ziying Zhang 2
  • 1 Shenzhen College of International College    
  • 2 Shenzhen Vanke Meisha Academy    
  • *corresponding author christinelee13@outlook.com
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/12/20230628
AEMPS Vol.12
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-67-6
ISBN (Online): 978-1-915371-68-3

Abstract

Haidilao’s focus throughout its stores is customer service, which is one of its hallmarks. In order to attract customers, Haidilao focused its advert designs to capture the consumer’s attention. Haidilao focused its advert designs to capture the consumer’s attention. Haidilao’s great con stomper service creates a feeling of happiness and pleasantness for the consumers. These factors provide a clear image of Haidilao’s consumer attitudes. Haidilao’s advertising mainly uses four major persuasion techniques: First is the Foot-in-the-Door Technique. Haidilao’s services at the start make customers more willing to stay. Haidilao’s staff creates an environment where the customer is king and they get to enjoy themselves to their fullest. Moreover, Haidilao has successfully expanded their markets towards overseas, for example it has been a successful food dealer since opening its market in UK.[1] However, Haidilao had also faced challenges during the pandemic same with other catering industries, this means mainly economic damages from the Haidilao in the pandemic but also facing the fall in table turnover rate while forcing Haidilao to shut down some of their restaurants- slowing the expansion plan of Haidilao.

Keywords:

emotion and cognition, attitude and persuasion, consumer turnover rate

Lei,Y.;Zhang,Z. (2023). The Marketing Strategy of Haidilao. Advances in Economics, Management and Political Sciences,12,218-224.
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References

[1]. Nyamweya, S. (2021, March 11). Analysis of the efficacy of Haidilao's marketing mix in the UK. HubPages. Retrieved August 18, 2022, from https://discover.hubpages.com/politics/Analysis-of-the-efficacy-of-Haidilaos-marketing-mix-in-the-UK.

[2]. Thomson Reuters. Chinese hot pot chain Haidilao slows growth as covid-19 curbs consumer appetite. Retrieved on September 7, 2022. Retrieved from: https://www.reuters.com/world/china/chinese-hot-pot-chain-haidilao-slows-growth-covid-19-curbs-consumer-appetite-2021-10-20/.

[3]. EMBA Pro. Marketing 4P : The Haidilao Company Marketing 4P mix analysis. Retrieved on August 18, 2022. Retrieved from https://embapro.com/frontpage/marketing4pcase/14898-haidilao-haidilao-s.

[4]. Agne Blazyte. Number of Haidilao Group restaurants by location 2021. Retrieved on September 7, 2022. Retrieved from: https://www.statista.com/statistics/999133/number-of-haidilao-restaurants-by-location/.

[5]. Zhihu. Why did Little Sheep hotpot disappear. Retrieved on September 17, 2020. Retrieved from https://zhidao.baidu.com/question/760840344745334804.html.

[6]. LTL Mandarin School. Discover China’s Most Famous Hotpot Experience – Haidilao Hot Pot. Retrieved on September 17, 2020. Retrieved from https://ltl-xian.com/haidilao-hot-pot/.

[7]. Haidilao. Haidilao Privacy Policy. Retrieved on August 18, 2022. Retrieved from https://www.haidilao.com/cn/member/membership/privacyPolicy.

[8]. Qian, T. Overall satisfaction. Customer Satisfaction Survey of Haidilao (Nan Jing). 2014. P6-43.

[9]. Agne Blazyte. Revenue of Haidilao Group 2015-2021. Retrieved on September 7, 2022. Retrieved from: https://www.statista.com/statistics/999071/china-revenue-of-haidilao-group/.

[10]. Huang, T. (2022, March 23). Today, Haidilao started its annual report after changing its CEO! Last year, 276 stores were closed, with an impairment of more than 3.6 billion. China Food Press. Retrieved August 18, 2022, from https://chinafoodpress.com/2022/03/23/today-haidilao-started-its-annual-report-after-changing-its-ceo-last-year-276-stores-were-closed-with-an-impairment-of-more-than-3-6-billion/.

Cite this article

Lei,Y.;Zhang,Z. (2023). The Marketing Strategy of Haidilao. Advances in Economics, Management and Political Sciences,12,218-224.

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About volume

Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies

ISBN：978-1-915371-67-6(Print) / 978-1-915371-68-3(Online)
Editor：Javier Cifuentes-Faura, Canh Thien Dang
Conference website: https://2023.confbps.org/
Conference date: 26 February 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.12
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Nyamweya, S. (2021, March 11). Analysis of the efficacy of Haidilao's marketing mix in the UK. HubPages. Retrieved August 18, 2022, from https://discover.hubpages.com/politics/Analysis-of-the-efficacy-of-Haidilaos-marketing-mix-in-the-UK.

[2]. Thomson Reuters. Chinese hot pot chain Haidilao slows growth as covid-19 curbs consumer appetite. Retrieved on September 7, 2022. Retrieved from: https://www.reuters.com/world/china/chinese-hot-pot-chain-haidilao-slows-growth-covid-19-curbs-consumer-appetite-2021-10-20/.

[3]. EMBA Pro. Marketing 4P : The Haidilao Company Marketing 4P mix analysis. Retrieved on August 18, 2022. Retrieved from https://embapro.com/frontpage/marketing4pcase/14898-haidilao-haidilao-s.

[4]. Agne Blazyte. Number of Haidilao Group restaurants by location 2021. Retrieved on September 7, 2022. Retrieved from: https://www.statista.com/statistics/999133/number-of-haidilao-restaurants-by-location/.

[5]. Zhihu. Why did Little Sheep hotpot disappear. Retrieved on September 17, 2020. Retrieved from https://zhidao.baidu.com/question/760840344745334804.html.

[6]. LTL Mandarin School. Discover China’s Most Famous Hotpot Experience – Haidilao Hot Pot. Retrieved on September 17, 2020. Retrieved from https://ltl-xian.com/haidilao-hot-pot/.

[7]. Haidilao. Haidilao Privacy Policy. Retrieved on August 18, 2022. Retrieved from https://www.haidilao.com/cn/member/membership/privacyPolicy.

[8]. Qian, T. Overall satisfaction. Customer Satisfaction Survey of Haidilao (Nan Jing). 2014. P6-43.

[9]. Agne Blazyte. Revenue of Haidilao Group 2015-2021. Retrieved on September 7, 2022. Retrieved from: https://www.statista.com/statistics/999071/china-revenue-of-haidilao-group/.

[10]. Huang, T. (2022, March 23). Today, Haidilao started its annual report after changing its CEO! Last year, 276 stores were closed, with an impairment of more than 3.6 billion. China Food Press. Retrieved August 18, 2022, from https://chinafoodpress.com/2022/03/23/today-haidilao-started-its-annual-report-after-changing-its-ceo-last-year-276-stores-were-closed-with-an-impairment-of-more-than-3-6-billion/.

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