Study Background & Objectives

As a Mandarin saying goes, “Everything can be solved by one hot-pot; if not, then two.”

In China, Hotpot is more than just a way to satisfy hunger 🤤; it is also associated with socialization 🧑‍🤝‍🧑 ****where the shared experience fosters a sense of community and strengthens relationships.

Haidilao introduction 👏👏👏

Haidilao is the leading player in hotpot industry with 1597 chain restaurants worldwide in 11 countries of 4 continents.

It is famous for its customer services quality that is far beyond the industry standard.

Except for uncompromising table service, Haidilao provides complimentary snacks, shoe-shining, and even nail services. 🍉 👞 👠 💅🏻 🎉

Main competitors:

Target appears…

In order to keep Haidilao’s leading position in the industry facing the challenge of epidemic and fierce competition, Haidilao needs to cultivate customer loyalty among the target segment.

🎓 College students 👫

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