Query on the renaming of Holiland store: separation of founders and overall strategic adjustment.

Holiland in Jilin changed its name to "Hao Fuli" and Holiland in Jiangxi became a "dandelion" ... Recently, shops in Jilin, Suzhou, Lanzhou, Nanchang and other places have changed their names one after another, causing netizens to be curious and onlookers. Hollyland officially interprets this as "implementing a multi-brand development strategy", but wars are raging in different regions, sub-brand products, pricing and services are similar to those of the main brand Hollyland, and some cities even have the distinction of main and sub-brands, which makes the industry question its strategy "lack of business logic".

The Beijing News reporter found out that the above-mentioned renamed stores and the companies behind them have no equity relationship with Beijing Hollyland Headquarters and Hollyland founder Luo Hong. It was confirmed by Hollyland employees and insiders that the renamed store was not a Hollyland direct store. According to the group's plan, Holiland is more inclined to open stores in first-and second-tier cities in the future. At present, the whole Hollyland is in the process of adjustment.

In some areas and "Holiland" renamed the store * * *

On July 27th, WeChat official account "Hao Fuli" published an article "Holiland &; According to the job advertisement of "Hao Fuli", in order to better serve local consumers, Holiland began to implement the multi-brand development strategy from 20 19. In addition to the first-tier cities, more than 60 stores in Jilin (edited by Jilin), Tieling, Datong, Yantai, Jiamusi, Fuxin, Jining and Chifeng under the Central Plains Company have renamed the original "Holiland" as "Hao Fuli".

According to the announcement of "Hao Fuli" in July 13, the rest of Hollyland will be renamed as "Hao Fuli", "Sweet Star", "Heart Coast", "Dandelion" and "Mazifang" respectively. The renamed "Hao Fuli" and Holiland have unified standards in raw materials, production technology, quality management and service system.

On June 1 day, "Jiangxi Dandelion" posted on the official WeChat account that "in order to cater to the market development, Holiland Group decided to launch a brand-new baking brand" Dandelion Poconi "in Jiangxi after comprehensive consideration" to serve Jiangxi consumers with a younger attitude. Regarding the difference between "dandelion" and Holiland after the transformation, it is said that "dandelion inherits Holiland, the products are unified, the prices are unified, and the stored value cards can be used interchangeably".

The Beijing News reporter noted that the areas involved in the renaming of Holiland stores include Jilin, Jiangsu, Jiangxi, Northwest China and other places, but not all the stores in these areas have to be renamed, and some cities even have the main brand Holiland and the sub-brand "* * *".

On July 30, the Beijing News reporter learned from the clerk of Xining Garden Store that "there will be some Hollywood stores in the northwest, only Hollywood stores in some areas, heartwood stores in some areas, and Hollywood stores and heartwood stores in a few areas, such as Lanzhou."

The above statement was confirmed by the clerk of Holiland Lanzhou Customs Store. "Lanzhou Holiland and Xin 'an are a family, and the card can be universal. I dare not say whether the Hollyland in Lanzhou will be renamed the Heart Coast in the future, but there are already two Hollyland to be changed to the Heart Coast. "

If the price, product and service system are similar to those of parent brand, what is the significance of developing these sub-brands by Holley? How will the main and sub-brands coexist in the same area be distinguished? As of the Beijing News reporter's press release, Hollyland headquarters has not yet responded.

Zhu, a food industry analyst, believes that Hollyland's approach is "incredible" and does not conform to business logic. "Brand development will generally follow the optimal principle, that is, strengthening the main brand to form a joint force, but the practice of Hollyland will undoubtedly disperse the value of the main brand. With so many sub-brands, how can we graft the Hollyland price system without popularity? Holiland's original high pricing was based on the brand's premium ability, and the premium ability of sub-brands was obviously not as high as that of parent brand. " It is worth noting that some netizens have questioned the relevant sub-brands.

Employees said that the renamed stores are all non-direct.

In response to the phenomenon of renaming, a clerk of Shenyang Holiland explained, "Jilin is not a regular Holiland, so now they are required to change their names. I know that Henan will also change. " The clerk said that the so-called "irregularity" refers to the non-Hollyland direct store. "It probably means that the boss doesn't call us by the same name, not direct sales, similar to joining."

It is striking that "Xin 'an Baking" belongs to Beijing Xin 'an Enterprise Management Co., Ltd., and like Lanzhou Holiland Food Co., Ltd., the actual controller is Li Luo. On the official website of Xin 'an Baking, Li Luo's identity is "the founder of Xin 'an Baking and one of the founders of Hollyland Brand". However, at present, the two companies under Li Luo's name have no equity relationship with Beijing Hollyland headquarters and Hollyland founder Luo Hong. According to public reports, Li Luo is the second brother of Luo Hong, the founder of Holiland.

Similarly, the actual controllers of Liaoning Hao Fuli Food Technology Co., Ltd., Jilin Holiland Industrial Co., Ltd., Datong Pingcheng Hao Fuli Food Co., Ltd. and Jining Holiland Food Co., Ltd. involved in the renaming of Holiland are Hanguang, and these companies have no equity relationship with Beijing Holiland Headquarters and Luo Hong; Nanchang Holiland Food Co., Ltd., Nanjing Tianxing Food Development Co., Ltd. and Suzhou Holiland Food Co., Ltd. also have other actual controllers.

The Beijing News reporter noted that on July 26th, 2065438+2008, Jilin Holiland, which has not been renamed as Hao Fuli, released a job advertisement. According to reports, Hollyland opened its first store in Jilin on 1993. "Under the leadership of Han Guang, one of the founders of Holiland and the general manager of Zhongyuan, Jilin Holiland has grown and developed, and now has 2/kloc-0 direct chain stores and a central factory of Holiland." "As a member of Hollyland's core entrepreneurial team and the founder of' Hao Fuli' brand, Mr. Han Guang will use the craftsman spirit.

On may 28th, 20 19, "Sweet Star Suzhou" (formerly known as "Holiland Suzhou") posted a job advertisement of "Holiland & Sweet Star", saying, "On June 1996, Holiland opened its first store in Suzhou. Under the leadership of Wu Bing, one of the founders of Holiland and the general manager of East China, Suzhou Holiland has continued to grow and develop. So far, there are more than 50 direct chain stores and a Hollyland central factory. "

It is obvious to all that Han Guang and Wu Bing are not only the actual controllers of the above-mentioned renamed company, but also the directors and shareholders of Shenyang Holiland Food Co., Ltd., holding 4.63% and 6% shares respectively. Beijing Holiland and Shenyang Holiland, which are controlled by Luo Hong, have been confirmed not to be included in this name change.

Shen Meng, the executive director of chansons Capital, believes that Hollyland's divestiture of non-direct stores is a way to reorganize the distribution system to strengthen Hollyland's brand. "Stripping the non-direct stores to some elders can not only solve the problem of cutting interests among elders, but also consolidate Luo Hong's control over Hollyland and reduce the uncontrollable risks of non-direct stores. In the future, Hollyland should gradually dilute its connection with local brands until it is completely differentiated. "

"Holiland" brand or more focus on first-and second-tier cities

According to official data,1September, 1992, Luo Hong founded "Holiland Cake World" because he failed to buy a satisfactory birthday cake for his mother, and became one of the earliest baking enterprises in China to implement the chain cake shop model, with nearly 1,000 direct chain stores in more than 80 large and medium-sized cities across the country.

However, in recent years, with the emergence of new online and offline baking brands, the media exposure frequency of "Holiland" has gradually decreased, and brand aging has become a reality. Nowadays, when searching for "the founder of Holiland" in Baidu, the key words still stay in "cake king", "photographer" and "Jiang", and rarely involve the latest brand information about Holiland.

At the same time, Hollyland also encountered a lot of troubles in management. A striking investigation shows that Beijing Holiland Enterprise Investment Management Co., Ltd. was listed as an executor of bad faith by Shunyi District People's Court of Beijing on September 18, 2065438. In addition, Heilongjiang Holiland Food Co., Ltd., Beijing Holiland Catering Management Co., Ltd., Chengdu Black Swan Catering Management Co., Ltd., Zhonghai Holiland Food Store in High-tech Zone, Panjin Bay Holiland Bakery, etc. Are listed in the business exception list. Shijiazhuang Holiland, Shenyang Holiland, Tianjin Holiland, Beijing Holiland, Changchun Holiland and Dalian Holiland all involved in legal disputes with others or companies, and some subsidiaries were also punished by tax, industry and commerce, environmental protection and other departments.

In addition, Hollyland's high-end attempt was not smooth. In 2009, Luo Hong founded the high-end baking brand "Black Swan", and his sons Luo Hao and Luo Cheng joined the team on 20/4/kloc. However, an eagle-eyed survey shows that Beijing Black Swan Xizhimen Store, Tianjin Black Swan Xiaobailou Store and Meijiang Store have all been cancelled.

Editor Li Yan proofreads the peace.