In 1887, Wu Xiqing, a native of Shexian County, Anhui Province, founded Wu Yutai Teahouse in Beixinqiao, which mainly engaged in warehousing, transportation, and wholesale sales, supplemented by store retail. After Wu Xiqing's death, the five sons who inherited the family property established a joint-stock management organization "Li Zhixin Brothers Company" to operate Wu Yutai Tea, and began the earliest tea industry chain attempt, opening 11 teahouses in Beijing and Tianjin. . However, in 1955, the public-private partnership severed the connection between Wu Yutai Tea House and the various stores were assigned to the local government. As the main store, Beixinqiao Wu Yutai Tea House was placed under the Dongcheng District Food Company and became the tea group of an affiliated store under Beixinqiao Food Mall.
In 1997, Wu Yutai Tea Company was formally established and became a subsidiary company of Oshikai Group Company. Oshikai Group Company is a subsidiary company of Oriental Xinda Asset Company, and Oriental Xinda Asset Company It is a company established by the Dongcheng District Government and is a state-owned enterprise. At the beginning of its establishment, there was only one tea house with an area of ??80 square meters and a tea house with an area of ??60 square meters. Wu Yutai manager Sun Danwei, who started from a store, took advantage of Wu Yutai's chain operation concept and traditional positioning to start trying chain operations and opened the first branch in the industry in the suburbs of Beijing.
In 2005, Wu Yutai began to plan a joint-stock reform. Beijing Wuyutai Tea Co., Ltd. with total assets of RMB 100 million was established by Oriental Xinda and seven other shareholders. Oriental Cinda became the largest shareholder with approximately 44% stake in the company through assets such as real estate and the "Wu Yutai" trademark. Among them, Chen Lihua, chairman of Daming Trading Company and Hong Kong Fuhua International Group Co., Ltd., invested 12 million yuan in cash and became the second largest shareholder.
The chairman of Beijing Wu Yutai Tea Co., Ltd. is Liu Haiyan, deputy secretary of the party committee of Oriental Cinda Asset Company, and the general manager is Sun Danwei, the former manager of Wu Yutai Tea Company. At this time, under the promotion of Sun Danwei, Wu Yutai Tea Company already had 100 chain franchise stores. After the restructuring, these stores were transferred to Beijing Wu Yutai Tea Co., Ltd.
Although it claims to be the first time-honored brand in Beijing to be restructured into a joint-stock company in one step, Wu Yutai attempted the joint-stock reform five years later than his counterpart Zhang Yiyuan. It was during these five years that Zhang Yiyuan launched a large number of advertisements "Chinese Tea, Zhang Yiyuan" and began to carry out more market-oriented publicity and operations.
Sun Danwei The two most critical measures in Wu Yutai's expansion process: standardized transformation and chain franchise expansion are exactly what Sun Danwei advocates.
According to the traditional business operation model of the tea industry, the entire process from the purchase of tea, formulation of orders to after-sales settlement is often managed by one person. In Sun Danwei's view, this traditional management method that relies entirely on experience cannot guarantee quality. Therefore, Sun Danwei cooperated with the Tea Science Department of Zhejiang University to develop high-quality jasmine tea. Professional technicians and professional college students who have been engaged in tea business for many years visited tea bases in Guangxi, Fujian, Anhui and other tea bases to supervise the picking and processing of tea. They often stayed at the place of production. It takes two or three months to ensure product quality from the source and gradually formulate tea standards.
At the same time, on the premise of maintaining a 1:2 ratio between direct-operated stores and franchise stores, Sun Danwei began to lead Wu Yutai to formulate a chain franchise system, which included the quality and resources of franchisees, The requirements for store location and decoration are listed: in Beijing, the distance between each Wu Yutai chain store should be more than 1.5 kilometers; in addition, the area of ??each store must be more than 50 square meters; the capital should be no less than 40 Ten thousand yuan. In this regard, "Wu Yutai" charges a brand usage fee of 20,000 yuan per year, and in addition, a management fee of 20,000 yuan is extracted from the sales of franchise stores.
In order to better control and manage chain stores in a more unified manner, at the end of 2001, Sun Danwei used his "outside brain" and Wu Yutai to sign an agreement with Lenovo Group for a total amount of 1 million yuan. Wu Yutai provided a cooperation contract with the information platform for system consulting, software development, business training and network maintenance. Wu Yutai officially implemented information management, and each store was included in the computer network.
After inviting a professional design company to complete the redesign and renovation of all Wu Yutai chain stores, Sun Danwei, who is good at leveraging the power of "outside brains", focused more on the market connected with the Olympics In terms of promotion and training, a team of experts was specially hired to formulate brand promotion plans before, during and after the Olympics. Its Olympic Village "Chinese Tea House" project has been completed.