What is the reason why Quanjude takeaway roast duck is closed?

Quanjude takeaway closed in August 15. This news has attracted a lot of attention. As a century-old shop, Quanjude announced in the semi-annual report that its holding company, Beijing Duck Brother Technology Co., Ltd., closed down in April 20 17. Quanjude take-out therefore ended its business for several reasons:

First, Quanjude's trading business is not very mature, and its products are relatively single. 2065438+April 2006, Quanjude announced that it did not consider its own development plan, and its products were not complete enough to meet the needs of consumers. This is a major reason. Quanjude's products are mainly based on their own characteristics, and the price and product richness are not enough.

Second, there are some problems in the sales method of Quanjude takeaway, which leads to the loss of takeaway. During the operation period, Duck Brother Technology, which is in charge of Quanjude take-out business, did not have a reasonable positioning, and even the price was more expensive than ordinary supermarkets and physical stores, so it has been losing money. The net profit of Yage Technology in 2065438+2006 is-134.44 million yuan, which shows that it is average.

Third, the publicity of Quanjude takeaway is not strong enough, which has not been recognized by consumers, and even led to the impairment of Quanjude's goodwill. The century-old store lacked the propaganda experience of the first electric shock takeaway, especially the initial takeaway activity, which was not recognized by consumers. Even many Quanjude fans don't know that Quanjude has takeout. It can be seen that there are many disadvantages in the propaganda of Quanjude takeaway.

Quanjude's failure to try to take out food is a common problem in the transformation of old brands, especially e-commerce, because too little experience brings huge losses. From this point of view, the road of e-commerce of old brands is not satisfactory, so in the future, old brands such as Quanjude should really consider where to go.