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How did Feixi old hen become a hometown chicken? Shu Congxuan, the founder of Feixi old hen, said that this was a gorgeous turn after a painful lesson, with the aim of letting Feixi old hen go out of Anhui to the whole country and even the world. Ufo- AeQo
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Shu Congxuan introduced that as early as 29, the group had the idea of changing its name. The origin of the idea is mainly based on the development of enterprises, specifically for the following important reasons. First of all, the five words of the trademark "Feixi old hen" are all handwritten, and Anhui people will not mispronounce them, but some people who don't know Feixi well in other places will mistake Feixi for "Shanxi". ] c'owj
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Secondly, the word "fat" of Feixi old hen is taken as the adjective "greasy" by many people, and the first impression of Feixi old hen to this part of consumers is greasy chicken. And modern people don't like greasy, like light. Ex*g> ~e
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The third objective reason is that Feixi old hen has five words, and there are too many words, which is not only inconvenient to remember and spread, but also unfavorable to the company's listing in the future. "The name of a listed company is the best in two words, and the longest can't exceed three words." Chairman Shu Congxuan said that the original Feixi old hen was called "Fat Chicken", "Western Chicken", "Old Chicken" or "Hen" for short. ,U< Ku*}B
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The fourth reason, the original name, has a strong regional character, which is not conducive to development in other regions except Anhui, because there will be conflicts and rejection reactions in other regions. B: u ~ Sr
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Shu Congxuan revealed that in the development process, Feixi old hen attracted many international capital investors. These large companies have asked him many times whether the company will change its name if it wants to go to the whole country. In the eyes of investors, the name Feixi old hen is suitable for Anhui, but it is not suitable for the development of the whole country. This is another important reason for the company to change its name. Um9=< *p
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details of renaming: the word "hometown chicken" cost more than 5 million yuan: ss9-
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Regarding the renaming of Feixi old hen as "Laoxiang Chicken", some citizens said that Laoxiang Chicken was not as friendly as its original name, nor was it foreign enough. Shu Congxuan told reporters that the name "hometown chicken" was certified by the company for more than 5 million yuan. After market research, the final score was 95 points, while the name Feixi old hen was only 5 points, out of 1 points, which was a failure. -D V; {8U4
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"Hometown Chicken can easily remind people of their hometown, and it is concise and unforgettable." Shu Congxuan took out a notebook on which more than 2 names were recorded, including "Top Gua Chicken", "Good Chicken", "Power Chicken" and "Chicken on Chicken". Finally, the name was determined by a world-class brand strategy company in the United States. ? 2G^6> O`
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After one month, the certification is over. Then ask the design company to design new LOGO and doorways, tables and chairs, tableware, staff clothes and so on. Speaking of design companies, Shu Congxuan said that in order to achieve a complete makeover, the design company changed from a company in Hefei to a company in Hangzhou, and then went to a well-known design company in Shanghai. After paying the company 2, yuan, he finally chose a company in Beijing to design. 5 wc& h
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"The color is mainly green, which includes the concept of green food safety and environmental protection. But also draw a clear line with foreign fast food. " Shu Congxuan said that in the past, some people said that Feixi old hen was a copy of KFC and McDonald's. After this upgrade, Feixi old hen also had its own innovations and characteristics, and it would not be regarded as a copy again. S)[2\Z{**T
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renovation investment: the renovation cost will exceed 3 million yuan (cak/5 k
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There are many chain stores of Feixi old hen, and changing the door head is not a small expense. Shu Congxuan said that there are more than 16, and there are more than 1 in Hefei. If you change the door, a store will cost about 1, yuan. After all the upgrades, the cost will exceed 3 million yuan. & GbCJ
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changing the name is not a trivial matter, especially when the company is booming. Shu Congxuan said that considering the acceptance of local consumers in Hefei, they first changed their names and doors in other places. Before the Spring Festival in 212, several stores in Nanjing were completely replaced, and "consumers and employees are very satisfied". Later, it was transferred to the province, starting from Shucheng and then to Lu' an. All the replacements were completed, and the turnover rose instead of falling, which inspired everyone. Now it is being replaced in Huainan, and several in Hefei have been replaced. The replacement of all stores is expected to be completed on April 15, 212. C3memimN