Quanjude, known as the king of roast duck, is a well-deserved Chinese time-honored brand. It has a long history. It was founded in Tongzhi of the Qing Dynasty for three years, that is, in the 1960s, with a history of 150 years. The first store was located in the front door of Beijing. Later, chain stores appeared in various excellent locations in Beijing, and branches were also opened in the magic capital Shanghai.
What is the status of Quanjude in people's minds during its heyday? We can catch a glimpse of a popular folk jingle at that time: It's a pity not to eat Quanjude roast duck until we reach the Great Wall of Wan Li. Quanjude's roast duck not only symbolizes food, but also symbolizes a popular traditional culture, which is a modern expression of ancient food culture.
People love Quanjude forged by "a hundred years of fire and one furnace", not only because it is an old-fashioned food, but also because it places people's yearning and hope for a beautiful and rich life. Back in Beijing in the 1970s and 1980s, many people would choose to save half a month's salary just to queue up to eat Quanjude's roast duck.
This practice is the same as some young people spend more than half a month's salary to buy their favorite bags or mobile phones. They all pay a high price for what they are eager to admire. For those Beijingers born in 1970s and 1980s, the first choice for them to celebrate entering the society and the workplace is to eat a roast duck in Quanjude. In addition, if relatives and friends come to Beijing to travel, considering the face and style, it is also the first choice to go to Quanjude for dinner.
Back to today, Quanjude, the king of roast duck, has unfortunately stepped down from the altar and ushered in the evening of the god of roast duck. The heyday of empty lanes has long passed. People still love roast duck, but Quanjude will no longer be the first choice. How did the king of roast duck fall to this point step by step?
Not popular enough price.
Perhaps people in this era are more practical and no longer believe in the cultural value of food like people before; Perhaps today's catering choices are too rich, which makes people's choices no longer stick to one place, but show a diversified trend. In fact, in addition to various brands of roast duck, there are many non-brand roast duck restaurants all over Beijing.
Their biggest advantage is that the price is close to the people and the taste is authentic, which is an excellent choice for contemporary people who pay attention to cost performance. It can not only satisfy the addiction of "Beijing roast duck", but also maintain the pursuit of cost performance. Why not?
People nowadays will settle accounts. The cost of a duck is about 30 yuan at most. Even if people pay for catering and cultural services, 200-300 or even 300-40 1 roast duck is beyond people's willingness to pay. The change of values is one of the important reasons why the roast duck king is no longer warmly sought after.
At its root, the public is no longer willing to pay too much money for a roast duck, and many people will think that three or four hundred and one roast ducks are not cost-effective, or even outrageous; But they pay for other things instead, such as brand-name bags, new mobile phones and new electronic products. And they don't feel bad about frequent updates.