Dezhou Braised Chicken is a time-honored brand in China, but it faces the risk of brand overdraft. In particular, the competition between Dezhou Braised Chicken and other braised chicken brands has affected the brand value of Dezhou Braised Chicken. Moreover, there have been many disputes between Dezhou Braised Chicken and other Dezhou Braised Chicken brands, and there are many unfavorable factors in the brand image. Moreover, the revenue scale of Dezhou Braised Chicken is not as good as that of its peers, and the asset-liability ratio is even increasing year by year.

1. Because the brand value has always been regarded as a competitive advantage by Dezhou Braised Chicken, it has caused a lot of controversy and also caused it to face brand overdraft

Dezhou Braised Chicken has always existed as a combination of gourmet food and place names. , causing many trademark disputes. Moreover, Texas Braised Chicken does not conflict with other brands due to brand reasons. For example, it once sued Dexiangzhai for infringement. Although Texas Braised Chicken won the lawsuit, it lost its reputation. The brand has been overdrawn again. Dezhou Braised Chicken prevents other braised chickens from promoting themselves as Texas braised chicken, causing a lot of inconvenience to other braised chickens in the Texas area.

2. Food safety issues are also factors that put Dezhou Braised Chicken at risk of brand overdraft

Many products sold under the Dezhou Braised Chicken brand do not comply with food safety regulations, such as The ready-to-eat jellyfish shredded and chicken hearts sold at Dezhou Braised Chicken Food City are also found to be substandard. This makes many consumers not so trustful in Texas Braised Chicken. In addition, there are phenomena such as fishy smell and black color, which makes some consumers even less likely to choose it. Food safety issues are very important, otherwise we will lose customers just like Texas Braised Chicken.

3. Moreover, Dezhou Braised Chicken is lagging further and further behind in the competition on the braised food track, and its brand value is facing overdraft

Dezhou Braised Chicken’s own products are very single, and the taste is It's also not popular with many people. Especially Zhou Hei Ya or Juewei Food can make it more delicious than Texas Braised Chicken, which also makes Texas Braised Chicken inferior in taste. Moreover, Texas Braised Chicken is a regional delicacy and has not formed an industrial chain nationwide, so the total revenue is relatively small.