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Original title: Internet celebrities complained that the buns are unpleasant and led the dog to ignore the police, and the old catering brand encountered new difficulties How can we make diners like it?
Recently, a video blogger complained that Goubuli’s steamed buns were unpleasant and too expensive, and the company called the police. How is this going
Tucao caused the alarm
Zhongzheng Jun briefly describes the content of the video for everyone.
In the video, blogger @ 谷 岳 found Beijing in DianpingWangfujing/ The lowest rated restaurant in Dongsi-Goubuli Baozi Wangfujing Main Store area with a score of 2.8, and took a real photo of this restaurant in an experience way. The blogger ordered two crates of steamed buns and millet porridge. A case of 8 pork buns cost 60 yuan and a case of 8 pork buns cost 30 yuan.
@ 谷 岳 concluded that the pork bun with sauce is very fatty, while the pork bun has a thick skin and less filling, and the dough is sticky. It’s not unpleasant, but almost 100 yuan for two drawers of steamed buns is obviously a bit pricey, and around 20 yuan is more reasonable.
At the time of Zhongzheng Jun’s posting, the video has been viewed more than 10 million times on Sina Weibo, ranking in the top three on the Sina Weibo Food List today.
In fact, this incident is a secondary fermentation.
@ 谷 岳 is certified as a world tourist on Sina Weibo, a big V in tourism, and has close to 2 million fans. Goubuli’s related video was posted on September 8, and it didn’t attract much attention at first. On September 10, after the video was forwarded by the Weibo account “Beijing Things Beijingers Don’t Know” with 7.08 million followers, the popularity increased considerably.
On September 10, the official Weibo of Wangfujing Goubuli Restaurant published a post, arguing that this video had a negative social impact on Wangfujing’s Goubuli Restaurant. Considers that the unauthorized recording and editing of the author of the video without the consent of the restaurant has seriously affected the operations of the restaurant, has infringed the reputation rights of the restaurant and caused related economic losses; believes that the sending party posts and spreads false video content and infringes on the reputation rights of the restaurant. The restaurant asked the author and the carrier to immediately stop the infringement and apologize to the mainstream media in China. At the same time, they said they had informed the Beijing Municipal Public Security Bureau.
Source: Wangfujing Goubuli’s official Weibo, this statement has been removed
In this sense, both parties subsequently carried out new actions.
The Sina Weibo account of the Goubuli restaurant in Wangfujing has been deleted.
Zhang Ying, Deputy CEO of Goubuli Group and CEO of Goubuli Food Co., Ltd., publicly responded to some rumors about the company in August this year. He noted that more than a dozen hotel chains operated directly in Beijing and Tianjin focus on quality management and consumer satisfaction. If the scones and dishes are not tasty, the service and atmosphere are not done well, the rate of customer complaints is high, and the management is not up to standard. , Decidedly closes the store.
And @ 谷 岳 said that Goubuli has not had any contact with him, nor has he received any notice from the police.
After delisting or searching for A stock quote
Public information shows that Goubuli Baozi was founded in 1858 and is a well-established Chinese brand with a history of more than 160 years and known throughout the country. In 2005, Goubuli Group underwent a restructuring.
It is understood that Goubuli Group currently has three businesses: one is a restaurant chain, which is simply the business of “eating buns”, the other is fast food, that is, Goubuli food, and the third is overseas investment. There are many actions abroad. In 2015, it obtained the permanent right to use the trademark of the Australian coffee chain Colleya in China, and also acquired some probiotic assets abroad. The overall return on investment was good.
Goubuli Group’s wholly owned subsidiary “Goubuli Food” was listed on the new OTC market in 2015, and its listing will end in May 2020.
Goubuli Food’s core business includes quick frozen pasta, steamed buns to keep fresh at room temperature with air conditioning, cakes and meat products with soy sauce. The company said the exclusion was primarily due to the company’s requirements for business development and long-term strategic development planning, combined with its own business development needs and current operating conditions. Zhang Ying has previously publicly stated that the delisting is not an exclusion, and he plans to declare an initial public offering of A shares at the appropriate time.
Source: Announcement of the Patrimonial Transfer Society
In terms of performance, the performance of the fast food business is relatively stable.
The company’s 2019 annual report shows that Goubuli Food’s operating income in 2019 was 155 million yuan, a year-on-year increase of 20.10%; net profit was 24,245 million yuan, a year-on-year increase of 17.22%; the total gross profit margin was 37.99%.
Quick frozen buns accounted for most of the business.In 2019, quick frozen buns revenue was 63.986 million yuan, accounting for 41.34% of total revenue, a year-on-year increase of 7.25%; revenue from quick frozen pasta packages and meat products in sauce increased rapidly over the same period last year.
Customer data shows that in 2019, JD.com was the biggest customer for Goubuli Food, with a sales amount of 7,819,600 RMB, which represents 5.05% of total sales. During the reporting period, the main consumer market for the company’s products was in Tianjin, and around 65% of sales and operating results came from the Tianjin area, showing that the company’s products are still most recognized in Tianjin.
Consecrated brand
Many established restaurants face development pressure. In general, some companies have weak performance growth in the restaurant sector, and fast food is becoming the key to performance. Often times, the performance of long-established catering brands with better fast food businesses is more certain.
Restricted by industry characteristics, catering companies are generally weak in terms of financial accounting bills and employee social security payments, making it more difficult for catering companies to list Type A shares. Currently, the pure catering companies of A-share listed companies mainly includeQuanjude、Xi’an Food、Guangzhou restaurantwithTongqing BuildingWait. Overall, in recent years, the performance of Guangzhou Restaurant and Tongqing Building has been relatively stable, while Xi’an and Quanjude Restaurant have performed poorly. Due to the poor performance of Quanjude, the share price is slow. At one point, some investors suggested that the company should buy Bosideng and transform the down jacket business. It was really “broken”.
Zhu Danpeng, a well-known analyst in the food and catering industry, told Zhongzheng Jun that there are three main reasons for the current confusion in the development of Chinese food and beverage brands such as Quanjude and Xi’an Food: First, the system and the mechanism are relatively rigid; second, the service system is not sticky and profitable. It is not high; third, innovation has not caught up with the speed of consumer upgrades.
Therefore, Zhu Danpeng believes that established brands need subversive innovations in their institutional mechanisms. Since the new Quanjude management took over, their service system, pricing and customer loyalty have improved relatively. They have clearly abolished service fees and promised to lower the overall price of dishes. This may be one of the ways traditional Chinese brands make their way into the future. .
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