How did Quanjude develop?

The traditional culture of China has a long history of thousands of years. Time-honored enterprises are "living fossils" of China traditional culture, representing the unique material civilization and spiritual civilization of the Chinese nation.

Time-honored restaurants have been operating for more than 160 years, and some have even developed for hundreds of years. Most of them are produced in a special historical background, paying attention to cultural details, and each brand has written a colorful and legendary chapter behind the scenes.

Time-honored brands are treasures that have survived fierce competition from all walks of life in China for hundreds of years. Most time-honored enterprises have experienced arduous struggles in China, emerged from the fierce competition, formed brands, and accumulated a good reputation after hundreds of years of operation.

For example, Quanjude, Goubuli, Donglaishun and many other time-honored restaurants are well known to the public, and with the blessing of "China Time-honored Restaurant" recognized by the Ministry of Commerce, the brand effect is formed, which enables the time-honored enterprises to rely on the brand characteristics and long-standing traditional culture of "China Time-honored Restaurant" to form a unique cohesive force, attract consumers and form a unique profit model of the time-honored restaurant.

Many time-honored enterprises attract customers with their unique characteristics and form competitive advantages. Among them, some time-honored enterprises are characterized by operating certain technologies, and many of them have become intangible cultural heritage, such as Quanjude's "hanging roast duck skills".

The survival of time-honored enterprises is largely due to the inheritance of craftsmen from generation to generation. Most of the existing time-honored enterprises have grown up by their own unique traditional skills, and they still continue to develop by their own unique traditional skills. The traditional technology and craft that the time-honored brand has inherited for many years and relied on for survival is also one of its unique profit models.

First, the basic introduction of Quanjude

1. Company Profile

Quanjude was originally established in 1864. It started as a business of roast duck and made Beijing roast duck a special food in Beijing. On June 5438+0, 5438+0, 1999, Quanjude trademark became a "well-known trademark" recognized by the State Administration for Industry and Commerce. In 2007, "Quanjude" was listed on Shenzhen Stock Exchange, becoming the first time-honored catering enterprise to be listed on A shares.

Quanjude's main business is catering service industry, food processing and sales, and it owns many special catering brands such as Quanjude, Fangshan, Fengzeyuan and Sichuan Hotel.

By the end of 2020, Quanjude has * * 117 offline restaurants in domestic first-and second-tier cities, including Quanjude brand store 107, Fangshan brand store1home, Fengzeyuan brand store 5 and Sichuan hotel brand store 4, forming a number of restaurants with Quanjude as the core.

On the strategic level, Quanjude has adopted relevant diversification strategies. On the basis of the characteristics of roast duck, the auxiliary business of catering business, namely commodity sales business, has been developed horizontally. In addition, Fangshan, Fengzeyuan, Sichuan Hotel and many other outstanding time-honored catering brands have been launched, forming a multi-brand synergy. Its dishes have formed a variety of flavors and styles, such as roast, roast, rinse, Sichuan, Shandong, Tingjing and so on, extending from the pure roast duck market to diversification.

In addition, Quanjude also vertically integrated the industrial chain, forming a complete catering industrial chain mainly based on roast duck.

2. Organizational structure

Quanjude has set up a shareholders' meeting, a board of directors and a board of supervisors, and set up 13 functional departments, each of which performs its own duties, thus ensuring the development of the company.

3. Commercial composition

Quanjude's main business consists of catering and food. The catering business is famous for its brands such as Quanjude, Fanshan, Fengzeyuan and Sichuan Hotel, forming a multi-brand collaborative development pattern.

The food business includes Quanjude Imitation Food Co., Ltd., which is responsible for the research, development, production and sales of cooked food and pastry raw materials such as roast duck and duck blank. The main products of imitation food include vacuum packaging, gift-packaged roast duck products and duck derivative products sold by Quanjude to various sales points, as well as souffle, moon cakes, jiaozi and other seasonal cakes and their gift boxes.

4. Industry status

According to the changes of Quanjude's ranking in the "Top Catering Enterprises in China 100" published by China Cuisine Association every year since10, the ranking of Quanjude has gradually dropped from the fifth place in 2010 to the 75th place in 2020, which fully shows that Quanjude's development position is not as good as before, and its industry position is one.

Second, the problems of Quanjude's profit model

1. The profit point needs to be expanded.

(1) Single auxiliary business

Quanjude mainly focuses on catering business, supplemented by commodity sales. Quanjude's auxiliary business is relatively simple, which will lead to poor anti-risk ability of enterprises and reduce their ability to resist the risk of industry changes. If the competitiveness of the enterprise's commodity sales business declines or the industry changes, it will have a great impact on the operation of Quanjude.

Compared with Quanjude, Haidilao mainly focuses on catering business, supplemented by other catering business, take-away business, condiments and food sales business, and the auxiliary business is relatively rich. Even if one of the businesses faces risks, enterprises can rely on other businesses to resist risks and adjust industries in time to cope with risks.

Therefore, Quanjude should strive to change the current situation of relatively single auxiliary business, constantly tap new profit points, further expand its business scope and improve its ability to resist risks.

(2) the development area is limited

Quanjude's products have certain regional characteristics, and the consumer groups are mainly aimed at groups with strong interest in China's traditional dishes and tour groups from other provinces and cities in Beijing and surrounding areas.