time-honored business

President Xi's meal set a time-honored brand in Beijing on fire. Qingfeng Baozipu Yuetan Store had a queue of nearly 500 orders at the peak of the day. Today, Qingfeng Baozipu Yuetan Store has become a tourist attraction. On December 30, the daily sales of pork and green onion stuffed buns and fried liver in Qingfeng Baozi Yuetan Store increased by four times, and the sales of Qingfeng Baozi Shop in the city increased by 50%. Many people came to this restaurant for dinner, they ordered a "chairman's set meal" of "6 pork scallion buns + 1 bowl of fried liver + 1 mustard greens", and took a group photo. The customer line in Qingfeng Steamed Bun Store turned a corner, and even the old master who took a photo with Xi Jinping became the target of the group photo.

Beijing Qingfeng Baozipu was born in 1948 and is a 100% state-owned chain franchise enterprise. Before the general secretary came to Qingfeng, Qingfeng did not have too much publicity and promotion. Many people living in Beijing also know that Qingfeng does not have too many preferential activities for Chinese fast food such as Jiahe Yipin porridge. There are many branches, and it can survive in the background of the current development of the catering industry. What is the business experience behind it?

A new approach, time-honored brand entered the community

Chinese people have been eating steamed buns for thousands of years The history of buns formed the bun culture. While the vast majority of Beijing's time-honored brands also set their sights on prosperous commercial districts, Qingfeng Baozipu has opened a branch in the community in a unique way. The development of time-honored brands generally faces many problems. The opening of Qingfeng Baozipu's branch into the community is a useful attempt for the time-honored brand to stand out from the siege and innovate for change.

The price is close to the people and grounded

Since the re-price of Qingfeng Baozi was re-priced when the Xidan store was demolished to Fuyou Street in 1998, the price has not changed since then. The price of the buns in each branch is exactly the same. Two yuan for one or two vegetarian and three fresh buns, nearly 7 cents a piece is not expensive, and ordinary people can fully accept it.

Compared with Qingfeng Baozi, Goubuli has a longer history and is also one of the well-known time-honored brands in China. However, many Tianjin citizens have responded to the media that "Goubuli buns" have become a "luxury" in gourmet food under the packaging of the group, and the price of hundreds of yuan makes it difficult for them to appear on the dining table of Tianjin citizens.

Standardized production to ensure uniform quality

Mushrooms, choy sum, and dried plums are washed for 15 minutes each time to ensure that the sediment is cleaned; the moisture content of fresh meat is tested every time it enters the factory; the salt and soy sauce put into the filling are every The second strictest weighing... The Qingfeng Baozipu chain headquarters invested more than 5 million yuan to establish a processing and distribution center in Lisui Development Zone, Shunyi, to process, produce and distribute the fillings of the buns in a unified manner.

At the end of 2008, the "Beijing Qingfeng Food Technology R&D Center" was established, and the ingredients of all chain stores were uniformly purchased, processed, stored and distributed to ensure the quality. The buns that citizens eat in more than 140 Qingfeng bun shops are all the same taste. In 2012, the second phase of the project was built. The automatic frying pan and other equipment are developed and manufactured by the manufacturer according to the drawings drawn by Qingfeng Baozipu, forming the independent intellectual property rights of Qingfeng Baozipu equipment.

Franchise and direct sales are treated equally

Qingfeng Baozipu's branches are divided into two forms: direct sales and franchise. The directly-operated store is directly opened by Qingfeng Company, and the head office is responsible for the management of branch revenue and expenditure, personnel scheduling, etc. The franchise store is an individual who applies to Qingfeng Company and can join after paying 100,000 yuan of franchise fee and 60,000 yuan of equity. "However, whether it is a direct-sale store or a franchise store, as long as it is a branch of Qingfeng, we will uniformly distribute material packages and uniformly designate suppliers of main raw materials such as meat, noodles, and oil. Franchisees can recruit people on their own, but they also need to receive training from the company after recruiting. We will often go to each branch for guidance. This can ensure that the taste of buns in each branch is the same as that of the main store.”

It is difficult to say the old brand Spring is coming

Qingfeng steamed buns, which are suddenly popular, should be considered lucky among thousands of time-honored brands. Today, in the Xicheng District of Beijing, there are more than 30 time-honored enterprises. These time-honored brands cover industries such as department stores, medicine, catering, arts and crafts, and cultural life. However, there are not many consumers who can fully integrate into the market like Qingfeng Baozipu.

It is particularly worth mentioning that, in addition to the catering industry and the pharmaceutical industry with secret recipes, other time-honored brands are highly substitutable in the same industry. In market choices, more consumers have begun to give up their pursuit of time-honored brands due to the influence of Western consumption concepts. Time-honored brands cannot keep up with the pace of the market and will naturally become "outcasts". Of course, in addition to market competition, there are a series of reasons behind this that lead to the troubles of time-honored brands.

At present, the further development of most time-honored brands requires a lot of capital. For example, many time-honored brands are located in prime commercial locations, which will undoubtedly drive up costs, and many time-honored companies still rely on government financial support. Among the member units of the Beijing Time-honored Brand Association, only 4 have achieved listing and financing. So far, none of Beijing's time-honored companies has attracted venture capital for financing.

In addition, it seems that time-honored brands are no longer assured, high-quality, and meticulously crafted. In addition to the trouble of surpassing product quality, time-honored brands seem to be constantly smeared, which makes consumers gradually lose confidence in them and patience. The content of cinnabar in two products of Tongrentang's "Niuhuang Qianjin Powder" and "Xiaoer Zhibao Pills" exceeds the standard, Tongrentang's poor management, Quanjude and Goubuli are regarded as "luxury goods"... A series of problems have made the old brand look less so. Trustworthy, approachable...

The old brand used to be "not afraid of deep alleys", but now "the fragrance of wine is also afraid of deep alleys". The era of pure word-of-mouth marketing in the past has passed. In the era of continuous development such as the Internet, the marketing and promotion methods of time-honored brands are not suitable, so it seems reasonable to be easily forgotten and declined. The spring of the time-honored brand is coming, but the road ahead is still difficult.