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去年净赚超13亿,“餐饮一哥”海底捞强势

仅用一年时间,海底捞就完成了从巨亏到盈利的华丽转身,这个强势回归的“餐饮一哥”究竟是怎么做到的?

仅用一年时间,海底捞就完成了从巨亏到盈利的华丽转身,这个强势回归的“餐饮一哥”究竟是怎么做到的?

“回来了,全都回来了。”周星驰在《少林足球》中的这句经典台词,恰好对应了如今“餐饮一哥”海底捞的翻盘故事。

海底捞最新发布的公告显示,过去的2022年公司在营收减少的情况下实现扭亏为盈,预计录得的净利润不低于13亿元。

要知道在2021年度财报上,海底捞还深陷在“巨亏41.61亿元”的泥潭中。如今仅仅只过去一年多时间,海底捞就填平了40多亿的亏损窟窿,还大赚超13亿元, 让人大呼震惊。 

△图片来源:百度股市通

值得一提的是,在发布盈利消息后的首个交易日(2月27日),海底捞股票最高涨幅超过了20%。

再结合此前春节、情人节等节点门店食客爆满等现象,海底捞这番曲折的境遇,着实可以说是为大家表演了一场漂亮的翻身仗。

海底捞,做对了什么?

那么,海底捞是如何扭亏为盈的?

海底捞在公告中解释称,一是“啄木鸟”计划采取改进措施令餐厅营运效率提高;二是自2022年6月以后,随着不可抗因素的缓和,海底捞在国内市场的餐厅经营表现明显好转;此外,注销从公开市场及以要约收购方式回购的2026年票据时,可确认收益约为3.29亿元。

△图片来源:海底捞公告

时间回到一年多以前,所谓的“啄木鸟”计划,一度被业界视为海底捞的“壮士断腕”之举,颇具悲情色彩。

2021年11月5日,海底捞发布公告称决定开展“啄木鸟”计划,由公司执行董事、副首席执行官杨利娟全权负责。

这个计划的核心便是扭转过往大举铺店扩张的模式,转为关店、收缩、提升门店效率等一系列组合拳。

从海底捞去年发布的年中报也可以看到,截至2022年6月底,海底捞因“啄木鸟计划”关停门店共计302家。

△图片来源:海底捞公告

为什么大刀阔斧开启“啄木鸟计划”?海底捞当时表示,此举是因为公司此前制定的快速扩张策略有误 ,具体表现在:部分门店选址失误;各级管理人员无法理解且疲于奔命的组织结构调整;优秀店经理数量不足;过分相信KPI指标;企业文化建设不足......

所以,某种意义上,“啄木鸟计划”是海底捞为自己开出的一剂猛药,目的就是为了降本增效。

具体而言,在提升效率方面,海底捞改进了门店管理体系,恢复了大区管理体系,缩短了管理半径,优化了层级冗余等问题。

在这套体系下,海底捞大区经理们负责海内外各自区域的门店运营,统筹管辖区内门店拓展、定价、评级等工作;大区经理下设家族长(合并了原小区经理岗位),负责选拔培养店经理、传递企业文化,管理门店,经营指导等。

与此同时,海底捞也放权给更贴近一线的管理者们,并鼓励各大区之间良性竞争。

比如店长有聘用员工、考核、晋升、解约并拥有给客户折扣、甚至免单等个性化服务的权利;再比如大区之间以员工努力度、客户满意度、门店上新数量、新品比例、销售额等多维度指标来互相比拼,以良性竞争来保持各区之间的活力。

此外,海底捞还通过一些举措不断提升单店的经营效率。据东吴证券汤军介绍,海底捞持续优化人力,改善单店模型也带来了新的盈利空间。

比如调整“薪酬结构”,由“高底薪+分红”改为“低底薪+高分红”模式。一级及以上员工可以参与分红,奖金池来源于一定比例的门店单月纯利润。这不仅激励员工通过工作表现和资历提升级别,也将门店业绩与员工收入做了捆绑,利于提升门店效率和经营业绩。

再如人员结构的调整,据了解,疫情前海底捞单店员工数为100-120人,在海底捞主动优化员工结构、提高外包员工占比、调整薪酬结构等举措下,单店员工数降为60-80人规模,管理费用率相对得到了大幅优化,盈利能力也得到了改善。

在降低成本方面,海底捞也相继采取了一些举措。2022年12月,海底捞将原本被视为第二增长曲线的海外业务进行了分拆上市。海底捞的海外业务亏损多年,所以分拆举动也被普遍视为海底捞减轻资产负债表压力,释放利润空间的动作。

广东省食安保障促进会副会长朱丹蓬在接受媒体采访时曾表示,在此时将海外业务分拆上市,应该是从整个集团的发展考量,去剥离掉一些较大板块的不确定因素。

前不久,登上微博热搜的“海底捞禁止自带菜”话题,同样被业界视为海底捞提升毛利等业绩数据的举措之一。

毕竟按照市面上早有流行的各类“白嫖”攻略,食客可以根据海底捞免费提供的酱料制作DIY锅底来加工自带食物,这或多或少会降低食客们在门店的消费项目和金额,同时也存在外带食物安全性不可控的风险。

时隔三年,餐饮一哥将强势回归?

海底捞此前公布的数据显示,从1月23日大年初二开始的五天中,全国海底捞门店的客流开始大幅度增长,同比增长了20%;随后的元宵节、情人节等节假日,也均在顾客的消费热情中受益。

例如情人节当天,海底捞全国门店接待人次超140万,同比增长超25%,外送订单量环比增长2.4倍,同比增长2.1倍。

另据东吴证券测算,早在2022年7-8月时,海底捞翻台率同比恢复至115~120%水平,2023年春节翻台率向上,经营表现环比改善持续。

营收的好转在海底捞的海外市场中也表露无疑。

海底捞海外业务公司特海国际发布的业绩预告显示,截至2022年12月31日,该公司的年度收入预计超5.58亿美元,较上年营收增长78.6%,亏损面大幅收窄。

△图片来源:红餐网摄

特海国际称,2022年期间多个国家陆续取消堂食限制令,使得旗下餐厅逐步恢复正常运营,客流量及翻台率显著上升,同时餐厅数量较2021年进一步扩张,因此营收获得大幅提升。

如果将时间线拉得更长一些,可以看到,疫情前的2018、2019年,海底捞净利润分别为16.46亿元与23.45亿元,规模大且保持增长态势;到了疫情冲击下的2020年,海底捞净利润跌至3.09亿元,同比大幅下滑86.81%;再到2021年,海底捞巨亏41.61亿元,这意味着一年时间几乎把2018-2021三年间的利润总和亏了个干净。

海底捞曾表示,2021年的亏损大部分与300多家餐厅关闭和停业造成的一次性亏损有关,损失约占30多亿元规模。这样的闭店潮与疫情冲击有着强关联性。

即便是到了2022年,上半年的营收依然受到疫情的重挫。海底捞财报显示,2022年3月至5月,平均每天有超过200家门店暂停堂食,2022年上半年海底捞餐厅营收也同比下滑了18.3%至158.57亿元。

但海底捞也做出了多样化的自救尝试。2022年4月,海底捞部分门店推出的6元早餐产品,有肉包、豆沙包、烧麦、茶叶蛋、凉菜以及每日都更换口味的粥品,让网友们大呼“良心”、“真香”,也获得了业内外广泛的舆论关注。

△图片来源:海底捞火锅

此外,还有海底捞的火锅外卖套餐、盒饭、冒菜、小龙虾、生鲜产品、方便食品等品类也相继面世,海底捞的产品愈加多样、丰富。财报显示,2022年上半年海底捞仅外卖一项的收入为4.76亿元,较2021年同期的3.46亿元有了大幅提高。

如今,2022年整一年的利润也算是不负所望。从巨亏到取得不低于13亿元的净利润,“餐饮一哥”业绩的回暖也给市场带来了强信心。

“我们持续看好公司业绩充足的弹性与较强的确定性。”东吴证券分析师汤军总结称,海底捞不断优化供应链,提供优质优价高毛利产品满足消费者体验;人力成本显著优化后也打造了全新的单店模型,经营杠杆助推了门店营运利润率创新高,综合各项利好因素下,更为看好海底捞的后续发展表现。

结  语

如今看来,海底捞2022年的发展算是交上了一份满意的答卷。进入2023年,海底捞在春节期间的表现也颇为不俗。一切都预示着,海底捞的后续发展还让人期待。

如果将眼光放得更长远些,或许今年火锅整个品类都有望迎来强劲复苏!

亦如红餐网创始人陈洪波于今年年初时所表述的:“2023年,餐饮复苏会是大基调。餐饮行业新一轮行情启动的准备条件正在快速成熟。”