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

Time-honored catering brands usually have been in business for more than 160 years, and some have even developed for hundreds of years. Most of them are produced under a special historical background and focus on cultural heritage. Each brand has a colorful and legendary chapter written behind the scenes.

Time-honored brands are treasures that have survived the fierce competition in all walks of life in my country for hundreds of years. Most time-honored companies have experienced arduous struggles in the country, stood out in the fierce competition, and formed brands. After hundreds of years, The operation has accumulated a good reputation.

Many time-honored catering brands such as Quanjude, Goubuli, and Donglaishun are well known to the public. Coupled with the blessing of the "Chinese Time-honored Brand" certification by the Ministry of Commerce, a brand effect has been formed that time-honored companies can rely on. The brand characteristics of "Chinese time-honored brands" and the long-standing traditional culture form a unique cohesion, attract consumers, and form a unique profit model of catering time-honored brands.

Many time-honored companies use their unique special projects to attract customers and form competitive advantages. Among them, some time-honored enterprises are characterized by operating certain technologies and crafts, many of which have become intangible cultural heritage, such as Quanjude’s “Roast Duck Skill in a Hanging Oven”.

The reason why time-honored enterprises can survive today is largely due to the inheritance of generations of craftsmen. Most existing time-honored enterprises rely on their own unique traditional skills to develop and grow. , still relies on its unique traditional skills and continues to develop. The traditional technology and craftsmanship that time-honored brands have inherited for many years and rely on for survival is also one of their unique profit models.

1. Introduction to the basic information of Quanjude

1. Company profile

Quanjude was originally founded in 1864. It started as a roast duck business and single-handedly made Beijing roast duck a famous brand. Specialty foods from Beijing area. In January 1999, the "Quanjude" trademark became a "well-known trademark" recognized by the State Administration for Industry and Commerce. In 2007, "Quanjude" was listed on the Shenzhen Stock Exchange, becoming the first time-honored catering company to be listed on the A-share market.

Quanjude's main business is catering services, food processing and sales. It owns various specialty catering brands such as "Quanjude", "Fangshan", "Fengzeyuan" and "Sichuan Restaurant".

As of the end of 2020, Quanjude has 117 offline catering stores in first- and second-tier cities in China, including 107 Quanjude brand stores, 1 Fangshan brand store, and 5 Fengzeyuan brand stores , there are 4 Sichuan Hotel brand stores, forming a development pattern with Quanjude as the core and multi-brand coordinated development.

Quanjude has adopted relevant diversification strategies at the strategic level. On the basis of focusing on the characteristics of roast duck, it has horizontally developed ancillary businesses serving the catering business, that is, commodity sales business. In addition, it has launched imitation meals, Many excellent time-honored catering brands such as Fengzeyuan and Sichuan Restaurant have formed a multi-brand synergy effect. Their dishes have formed a variety of flavors and styles such as roasted, roasted, shabu-shabu, Sichuan, Shandong, palace, Beijing, etc., from the simple roast duck market Extended to the diverse catering market.

In addition, Quanjude has also vertically integrated the industrial chain, forming a complete catering industry chain focusing on roast duck.

2. Organizational structure

Quanjude has established a shareholders’ meeting, a board of directors and a board of supervisors, and has set up 13 functional departments, each of which performs its own duties to ensure the company’s development.

3. Business composition

Quanjude’s main business consists of catering and food. The catering business is famous for brands such as "Quanjude", "Fangshan", "Fengzeyuan" and "Sichuan Hotel", forming a development pattern of coordinated development of multiple brands.

The food business includes Quanjude Imitation Meal Products Co., Ltd., which is responsible for the research, development, production and sales of duck blanks, the raw material for roast duck, and other cooked pastry products. The main products of imitation meal products include Quanjude, which is sold to various markets We order vacuum-packed and gift-boxed roast duck products and duck derivatives. In addition, we also include egg yolk cakes, moon cakes, glutinous rice balls and other seasonal pastries and their gift boxes.

4. Industry status

According to the changes in Quanjude’s ranking in the “Top 100 Chinese Catering Enterprises” released annually by the China Cuisine Association in the past 10 years, Quanjude’s ranking has changed from 2011 to 2011. It gradually dropped from 5th place in 2020 to 75th place in 2020, which fully shows that Quanjude's development status is not as good as before, and its industry status has plummeted and is in the stage of decline.

2. Problems with Quanjude’s profit model

1. Profit points need to be expanded

(1) Single auxiliary business

Quanjude The catering business is its main business and commodity sales is its auxiliary business. Quanjude's auxiliary business is relatively single, which will result in the company's poor ability to resist risks and reduce the company's ability to withstand the risks of industry changes. If the company's commodity sales business declines in competitiveness or the industry changes, it will have a greater impact on Quanjude's operations. Big impact

Compared with Quanjude, Haidilao is mainly engaged in catering business, supplemented by other catering businesses, takeaway businesses, condiments and ingredients sales businesses, and its auxiliary businesses are relatively abundant. Even if one of its businesses is facing Enterprises can also rely on other businesses to resist risks and make timely industrial adjustments to deal with risks.

Therefore, Quanjude should try to change the status quo of relatively single auxiliary business, continue to explore new profit points, further expand its business scope, and improve its ability to withstand risks.

(2) Limited development area

Quanjude’s products have certain regional characteristics. The consumer groups are mainly targeted at those who have a strong interest in traditional Chinese dishes and those who come to Beijing from other provinces and cities. Tour groups traveling to and around the area.