In 2012, Haidilao opened its first overseas store in Singapore, and since then it has started the journey of overseas expansion. In a short period of more than 10 years, Haidilao has successfully taken root in overseas markets, which is loved by local consumers and has become a typical representative of Chinese catering going global. The success of Haidilao overseas is not only a commercial victory, but also a successful spread of Chinese food culture in the world.
Audience: Diverse and Inclusive, Wide Range of Diners
Overseas Chinese are an important part of Haidilao’s overseas audience. Being in a foreign country, they have a strong desire for their hometown food. Haidilao’s original Chinese flavor carries their nostalgia for their hometown. Moreover, Haidilao has long established a good reputation in China, with high brand awareness, and the sense of identity and trust of Chinese overseas Chinese is also born, and Haidilao has naturally become their priority choice for dinners. Many overseas Chinese say that dining at Haidilao not only allows them to taste the flavors of their hometown, but also to feel the familiar cultural atmosphere, which comforts their homesickness.
In addition to overseas Chinese, Haidilao has successfully attracted a large number of local consumers through its clever localization strategy. In Singapore, a place where multiple cultures converge, Haidilao has introduced Malaysian and Indian-flavored dishes that complement the rich local food culture. In the United States, taking into account the preference of local consumers for Western-style fast food, Haidilao bold innovation, the launch of steak and hamburger hot pot, Chinese hot pot and Western-style ingredients combined to meet the taste needs of local consumers. This strategy of adapting to local conditions allows Haidilao to quickly integrate into the local market in different countries and regions, and harvest the favor of many local diners.
In terms of marketing strategy, Haidilao has keenly captured the preferences of young consumers. social media platforms such as TikTok are popular among young people, and Haidilao has placed advertisements on these platforms and cooperated with famous KOLs to showcase its special services and unique hotpot culture. Young people are full of curiosity and like to try new things, and Haidilao’s innovative concept and energetic brand image coincide with their needs. Haidilao also organizes online and offline interactive activities from time to time to attract young people’s participation, which further enhances the brand’s influence among young groups.
Evaluation: Double excellence in service and cuisine, winning reputation
Haidilao’s excellent service is also well known overseas. The waiters are enthusiastic and considerate, and can respond quickly to consumers’ needs, whether it is adding water, changing bone plates or recommending dishes, all of which are done in a meticulous manner. The dining environment is cozy and comfortable, from the interior decoration style to the seating layout, all of which take into full consideration of the consumer’s dining experience. A foreign consumer commented, “Dining at Haidilao is as comfortable as being at home, and the waiters have a very good attitude that makes people feel warm.” Such favorable comments reflect the high quality of Haidilao’s service and make more consumers willing to enter Haidilao.
In terms of dishes, Haidilao also performs well. The dishes are rich and varied, the ingredients are fresh, and the special pot base such as spicy pot base, tomato pot base, and the rich Sichuan flavor characteristics are loved by consumers who like to eat spicy and sweet and sour flavors. In order to meet the needs of different consumers, Haidilao also introduces localized dishes according to the needs and taste preferences of local markets. In Japan, Haidilao has introduced seafood pot base and Japanese dipping sauce suitable for local people’s taste; in South Korea, it has introduced kimchi hot pot and other special dishes. These localized dishes not only enrich the choice of dishes, but also make it easier for local consumers to accept the hot pot culture of Haidilao.
Market Performance: Expanding Stores, Climbing Influence
In terms of store expansion, as of March 31, 2024, Haidilao has operated 119 self-operated restaurants in 13 countries on four continents. In some popular cities, such as New York, London, Singapore, etc., Haidilao’s stores are often full. In Singapore, for example, Haidilao has opened a number of stores there, which are located in different areas to make it convenient for consumers to go to dine. The continuous increase in the number of stores and the expansion of coverage have fully proved the popularity of Haidilao in overseas markets.
The brand influence of Haidilao is also increasing. It has been on the list of Brand Finance, an authoritative British organization, for many times. In 2024, it was ranked second in the Top 10 Strongest Brands in China 2024, and was regarded as “the strongest brand leading China’s catering industry”. In overseas markets, Haidilao’s brand awareness is getting higher and higher, and many foreign consumers think of Haidilao first when mentioning Chinese hot pot. Haidilao has not only become a representative brand of Chinese catering, but also spread the Chinese hotpot culture to all over the world.
Consumption data also intuitively reflects the acceptance and recognition of overseas consumers of Haidilao. The per capita consumption of overseas Haidilao is much higher than that in China, with the per capita consumption of 466 yuan in New York’s Queens District store and 471 yuan in London’s Piccadilly Circus store. Behind the high consumption figures, consumers highly recognize the quality and service of Haidilao. They are willing to pay more for the dining experience at Haidilao to enjoy quality service and delicious dishes.
Haidilao’s success in overseas markets is the result of a combination of factors such as its brand strategy, service quality, cuisine innovation and market expansion capability. It has brought a unique dining experience to overseas consumers and provided valuable experience for Chinese restaurant brands to go global. In the future, with the further opening of the global market and the constant changes in consumer demand, Haidilao is expected to continue to expand its overseas territory and enrich its dishes and services, so that the Chinese hot pot culture can bloom more splendidly in the world, and more people can understand and love Chinese cuisine.
