Core Insights - The company is launching the "Pomegranate Plan" in 2024 to create unique dining experiences under the Haidilao brand, with a focus on high-end dining models [1][3] - Li Jiajie, a young and ambitious manager, has been selected to lead this initiative, showcasing a willingness to embrace uncertainty and innovation [1][3] Group 1: Leadership and Management - Li Jiajie started as a management trainee and quickly rose to become a store manager, successfully turning around a struggling location in less than six months [1][3] - He emphasizes the importance of choice over effort, indicating a proactive approach to leadership and project management [1][3] - The company has fostered an environment where employees' innovative ideas are respected and supported, allowing for greater autonomy in decision-making [9] Group 2: Operational Strategy - The new high-end restaurant model will feature a unique service approach, with a focus on anticipating customer needs and providing personalized experiences [4][6] - Li Jiajie personally interviewed and recruited all staff, ensuring a high standard of service and expertise, including training from experienced professionals [4][5] - The restaurant will offer a limited menu with a focus on fresh and rare ingredients, aiming to optimize offerings based on seasonal changes [8] Group 3: Market Positioning - The company is exploring various new store formats, including high-end dining, while maintaining its core identity as an accessible brand [3][9] - The shift towards high-end dining may create a perception gap among some customers, but the company aims to enhance its brand image through quality and service [3][9] - The restaurant's pricing strategy includes a range of set menus, catering to different customer segments, with prices for two-person meals ranging from 628 to 1088 yuan [7][8] Group 4: Challenges and Adaptations - The preparation phase for the new restaurant has faced delays, with renovations taking ten months instead of the usual 75-85 days [5][6] - The restaurant is currently in a testing phase, adjusting its menu and service based on customer feedback, indicating a flexible approach to operations [7][8] - Li Jiajie is committed to maintaining high standards of quality, even if it means longer wait times for certain dishes, as all items are made fresh [6][7]

Core Viewpoint - Haidilao is testing the high-end market with its new store model, Haidilao · Zhenxuan, which has an average spending of nearly 700 yuan per person, significantly higher than its regular outlets [2][7][10]. Summary by Sections New Store Model - The first Haidilao · Zhenxuan store has opened in Beijing's Guomao business district, focusing on high-quality seafood and Wagyu beef, with a more refined environment and service [4][10]. - The store spans over 1,000 square meters but has only 26 tables, featuring a low-key luxury design with nine private rooms and various dining areas [10][11]. Consumer Response and Market Positioning - Initial consumer feedback has been mixed, with some praising the quality of ingredients and ambiance, while others criticize the service and perceived value compared to regular outlets [11]. - The store has adopted a limited reservation model during its trial phase, which has now transitioned to full operations with high occupancy during dinner hours [11]. Market Trends and Strategic Direction - The launch of the Zhenxuan store reflects a broader trend in the hot pot market towards premiumization, as consumer demand for quality dining experiences increases [12][14]. - The hot pot industry is experiencing polarization, with mid-to-high-end establishments gaining traction among consumers seeking quality and service [14]. - Haidilao plans to diversify its offerings by introducing various themed restaurants and enhancing customer engagement to meet specific dining needs [15].

Group 1 - Haidilao is expanding into high-end dining with the launch of its first premium store in Beijing, focusing on high-quality seafood and Wagyu beef [1] - The new store has received positive feedback, with an average customer spending over 700 yuan, and has quickly transitioned from limited reservations to full operations [1] - The store features a luxurious design with independent dining rooms, a tea room, a cocktail area, and a dedicated seafood display section [1] Group 2 - Staff at the premium store have undergone professional etiquette training, with many having experience in Michelin-starred and high-end restaurants [2] - The hot pot industry is experiencing a polarization in pricing, with mid-to-high-end restaurants gaining traction among quality-seeking consumers, which supports Haidilao's strategy [2] - Future plans for the premium store include optimizing the model and gradually introducing services like private chef experiences, with a focus on major cities [2] Group 3 - The restaurant industry is competitive yet full of opportunities, requiring companies to understand consumer needs and refine their strategies [3] - Haidilao aims to communicate with consumers to identify dining preferences and innovate in products, store formats, and services to enhance dining experiences [3]