On September 28th, Haidilao's first store in Xinjiang was put into trial operation and landed at CCMALL Times Square in Urumqi. According to the store manager Peng Zhidong, the news of Hai Di Lao opening a store in Xinjiang has attracted the attention of local consumers. Within a week before the trial operation, there were over 3000 customers interacting and inquiring in the store's private domain group.
On the day of the trial operation, the shopping mall that originally opened at 11 am welcomed its first customer from Hai Di Lao around 9 am. I started eating Hai Di Lao when I was in college, and later I would eat Hai Di Lao every time I went out of town for sightseeing or business trips. Now I am a Black Sea member. I am very excited to know that Hai Di Lao will open in Urumqi, so I came to visit yesterday and lined up early today, thinking that I must be the first customer. "A Hai Di Lao Black Sea member who dined said," In the future, when babies are born safely, I will definitely bring my children to eat frequently
In order to enrich the dining experience for customers, Hai Di Lao staff dressed in ethnic costumes and danced Xinjiang dance, creating a cheerful atmosphere that attracted many consumers to watch and cheer.
Peng Zhidong introduced that in order to better serve customers in Xinjiang, one fourth of the more than 100 service personnel in the store are local ethnic minorities, who can better understand the preferences of local customers. The small material platform and products will also be continuously updated according to customer needs.
Haidilao is now opening in Urumqi, providing more dining options for the upcoming large number of National Day tourists. In recent years, Xinjiang has become a popular choice for holiday travelers. Data shows that during the just passed Mid Autumn Festival holiday, Urumqi, Ili Kazakh Autonomous Prefecture, Kashgar region and other places became popular tourist destinations, and the cultural and tourism consumption scale in Altay region increased by 51% compared to the previous week.
Haidilao has prepared souvenirs such as refrigerator stickers and stickers for local "fishing fans" and tourists in Xinjiang. From September 28 to October 13, consumers went to the store to have a meal and took photos or videos. With the topic # opening of Haidilao's first store in Xinjiang #, it was released on online platforms such as Tiktok, Xiaohongshu, WeChat, and so on, they had the opportunity to get a good opening gift.
In recent years, many high-quality chain brands have set up their first stores in Urumqi, Xinjiang. The "first store economy" has promoted urban consumption upgrading and stimulated the vitality of commercial districts. At the same time, Urumqi continues to optimize its business environment, providing a favorable platform for the development of high-quality brands and creating more favorable conditions. Data shows that since 2023, the Tianshan District of Urumqi has introduced 27 first stores of various well-known brands, and the interaction between first store brands and characteristic commercial districts has brought new consumption momentum.
Urumqi has a very good business environment, and the government has provided us with great support. We will continue to leverage our regional advantages for the Xinjiang market, continuously optimize our products and services, and provide Xinjiang consumers with a pleasant consumption experience, "said Chen Shuanghong, the regional head of Haidilao in Xinjiang.
Driven by the popularity of tourism, Xinjiang has gradually become a new blue ocean for hotel and catering brand layout. Data shows that from January to August 2024, Xinjiang received 210.8491 million domestic and foreign tourists, achieving a tourism revenue of 242.202 billion yuan, a year-on-year increase of 14.49% and 23.89%. It is expected that the number of tourists in 2024 will surpass the 265.4403 million in 2023, creating new glory.
Since last year, numerous well-known chain brands have been expanding their presence in Xinjiang. As a leading catering brand, Haidilao is committed to providing happy consumption experiences for customers in different regions. Haidilao has stated in its semi annual report that it will continue to adopt a bottom-up approach to store opening in the second half of 2024. With further improvement in its management capabilities, the number of store openings is expected to increase significantly compared to the first half of the year. We will continue to strengthen our regional layout, steadily expand the network of Hai Di Lao restaurants, and ensure that every newly opened restaurant can provide high-quality services and achieve excellent profitability
Relying on its strong supply chain capabilities, Haidilao has the advantage of expanding into the national market. Faced with the problems of long distance and high logistics costs, we provide customized services and will comprehensively consider cost saving solutions based on the distribution of the national warehouse network, including but not limited to resource integration, local warehousing, and coverage of warehouses in other provinces, "said the person in charge of Shuhai at Haidilao Supply Chain Company.
Upstream News Wei Qian