HAIDILAO's "Most Awesome Part-time Girl" has a new position

Serving as the CEO of HAIDILAO, Yang Lijuan, the head of the largest hotpot chain in China, has a new position as the "most outstanding waitress" two years later.

Author | Cao Anxun

Editor | Zhou Zhiyu

Recently, HAIDILAO announced that Yang Lijuan will resign as an executive director and CEO on July 1. The 51-year-old HAIDILAO veteran, Gou Yiqun, will succeed her position. Yang Lijuan will then join TeHai International as an executive director and CEO, mainly responsible for overseeing the management and strategic development of TeHai International.

Yang Lijuan has left a good blueprint for HAIDILAO.

In her first year in office, through initiatives such as the Woodpecker Plan, Tough Bone Plan, and improving restaurant operations, HAIDILAO turned losses into profits, with a net profit attributable to shareholders reaching 1.374 billion yuan.

By 2023, HAIDILAO delivered its best annual financial report ever. In 2023, HAIDILAO achieved total revenue of 41.453 billion yuan, a year-on-year increase of 33.6%; net profit for the year was 4.495 billion yuan, a year-on-year increase of approximately 174.6%.

At the same time, HAIDILAO's table turnover rate has significantly increased. HAIDILAO stated that due to the overall recovery of the consumption environment and the relative increase in the number of times consumers dine out, in 2023, HAIDILAO's overall table turnover rate was 3.8 times per day, a year-on-year increase of 26.7%.

After the performance rebounded, HAIDILAO also reached a new development starting point. HAIDILAO founder Zhang Yong had previously stated at a shareholder meeting in early June that "HAIDILAO will focus on multi-category, multi-level development in the future."

On one hand, HAIDILAO opened up franchising for the first time this year, and TeHai International achieved a dual listing on NASDAQ in May, accelerating its expansion. HAIDILAO stated that introducing a franchising model will enhance operational capabilities while maintaining management standards and customer experience, introducing more high-quality resources, improving operational efficiency, and helping the HAIDILAO brand expand to more regions.

On the other hand, as the number of stores expands to a certain extent, HAIDILAO's over 1,300 restaurants worldwide also face the challenge of ensuring service and quality. The "second-hand drinks" incident exposed in early June was a warning.

At that time, HAIDILAO responded that the actions of the staff at the implicated store seriously violated service process norms. HAIDILAO has taken serious actions against the responsible individuals in accordance with the system process and instructed the regional manager to conduct a special inspection and guidance on the store's operational norms to ensure accurate and smooth service processes.

Jiang Han, a senior researcher at Pangu Think Tank, stated that Yang Lijuan's resignation marks the end of an era for HAIDILAO and also opens a new stage of corporate transformation.

Jiang Han mentioned that with the continuous changes in the catering industry and the increasingly diverse consumer demands, the application of technology and precise financial management have become key factors for the sustainable development of enterprises.

"Gou Yiqun's expertise in technology and finance can lead HAIDILAO to achieve breakthroughs in technological innovation, digital upgrades, supply chain management, capital operations, cost control, and enhance operational efficiency and customer experience," Jiang Han said.

HAIDILAO's announcement shows that Gou Yiqun has been in key positions at HAIDILAO since January 2000, with over 24 years of industry and management experience, having served as CFO, IT leader, and supply chain and procurement manager The board of directors of Haidilao also acknowledged that Guo Yiqun's rich experience and profound industry knowledge will lead the group to achieve new milestones. Haidilao is also ready to embrace future opportunities and challenges, strengthening its leadership position in the catering industry through innovation and digital development.

As a leading Chinese catering brand, Haidilao's performance after the leadership change will also guide more Chinese food brands in their transformation and expansion journey