The 378-year-old Chinese time-honored brand finally couldn’t bear the loneliness in the region and wanted to expand its chain across the country. In late September 2006, when the national brand Wanli Tour came to Jilin City, the person in charge of Jilin Fuyuan Pavilion introduced its five-year economic development plan to the media, which was mainly divided into three steps: short-term, medium-term and long-term goals. According to the person in charge: "In the next five years, we will plan to open 500 'Fuyuanguan' food and fast food chain stores nationwide (including 150 directly owned stores and 350 franchised stores)." Developing into a modern food industry group with the advantages of modern management and high-tech, corporate brand and cultural connotation, production base and chain operation is the mid-term goal of its five-year plan. It is understood that Fuyuan Pavilion was built in 1628 AD and has a history of 380 years. For hundreds of years, Fuyuanguan has been a time-honored brand for nearly four hundred years with its rich culture and connotation, unique craftsmanship and technology, complete social reputation and awareness, and representative products and services. In 1993, Fuyuanguan was certified as a "Chinese Time-honored Brand" food enterprise by the Ministry of Internal Trade. However, in the late 1990s, due to the influence of the operating system and market economy, Fuyuan Pavilion suffered from poor management, backward technology and equipment, insolvency, and was in trouble. In 1999, the time-honored Fuyuan Guan was restructured as a state-owned enterprise and "Jilin Fuyuan Guan Food Co., Ltd." was reorganized. Jilin Fuyuan Guan opened a new historical chapter.
In recent years, Fuyuanguan has achieved leapfrog development in terms of production and operation scale and brand awareness. It now has eight series of products with nearly a thousand designs and colors, and has Chinese well-known trademarks, Chinese time-honored brands, and Chinese top ten brands. Best Cake Shop and hundreds of other awards. With the advantages of modern management and high-tech, corporate brand and cultural connotation, production base and chain operation, it has always been the dream of Fuyuanguan people to form the core competitiveness of the enterprise and become the largest modern food industry group in China.
Taking the road of chain expansion is one of the strategic development planning goals of Fuyuanguan to cultivate new economic growth points. It is the only way to seek economies of scale and build a sustainable development strategy for big business and trade in the 21st century. . The person in charge said that the group will achieve success through specialization in functions such as procurement, production, distribution, sales, and operation, standardization of store names, store appearances, products, and service directions, and centralized networking of business flow, logistics, and information flow. Good economies of scale targets.
Scientific and standardized management is achieved through unified storefronts, unified marking, unified purchasing, unified distribution, unified advertising and promotion, unified accounting, unified personnel management, and unified service specifications; through the point-of-sale management system and barcode management system , inventory automation management system, automatic accounting system, and network information system to achieve real-time dynamic management of all branches; through the establishment of the group logistics center, it has transformed from a single property, wholesale, and warehousing management model to an all-round, multi-functional , transforming into a logistics center that integrates logistics, business flow, and information flow. Through the above planning and implementation, Fuyuanguan's national food and fast food chain operations will develop in a planned and step-by-step manner, forming an overall economy of scale across the country.
The person in charge told reporters that in order to enable the Jilin Fuyuanguan production and processing base, especially quick-frozen food, to carry out chain operations with national food fast food, the group plans to build a 10,000-ton quick-frozen food storage and transportation base in Changchun. By then, we will make full use of the quick-frozen food production and processing capabilities of the Jilin production base and the advantages of the province's agricultural resources and the wild resources of Changbai Mountain to focus on the development of deep processing and fine processing of glutinous rice balls, yuanxiao, dumplings, sweet corn, wild vegetables, aquatic products and other foods. Form economies of scale, drive the development of related industries, expand re-employment, and make it a storage, transportation, distribution and distribution center for Fuyuanguan's specialty foods, agricultural and sideline products, and lay the foundation for the operation of the group's logistics center.
When it comes to the future, the person in charge is full of confidence. He said that 2006-2010 were the five years when Jilin Fuyuanguan Food Group achieved leapfrog development. By 2010, the overall plan is to complete the new fixed asset investment of 300 million yuan; to achieve annual sales revenue of 1.1 billion yuan and profits and taxes of 350 million yuan.
By then, Jilin Fuyuanguan Food Group will develop into a large-scale comprehensive food production and processing base in China and become one of the top ten enterprises in China's food industry.
Nonetheless, when the reporter asked about the issue of flavor coordination for cross-radius expansion of food companies, the person in charge also had some concerns.
It should be said that Fuyuanguan, as a time-honored brand, has accumulated nearly 400 years of history and reputation in Jilin. This is a "trump card" for its nationwide expansion. But at the same time, for a food company that pays great attention to taste and flavor, Fuyuanguan has developed in Jilin for nearly 400 years and has also developed a traditional taste suitable for local people. Its main products include traditional series of products such as glutinous rice balls, yuanxiao, dumplings, sweet corn, wild vegetables, moon cakes, and pastries, as well as corn staple food sausage products with modern production technology, and high-tech Beiling Shenru oral liquid nutrition and health products. These are foods with local specialties and strong flavors.
Now that the chain is going to be chained across the country and the north and south are integrated, will the taste change? If it doesn’t change, how can we adapt and develop? If it changes, how will it continue?
It is understood that one of the main reasons why Daoxiangcun, which has always been the largest time-honored food brand in Beijing, has only been famous in the north for so many years and has been slow to expand in the south is the difficulty in adjusting the taste.
The person in charge of Fuyuan Pavilion said that the first stop for Fuyuan Pavilion chain expansion is likely to be Guangzhou, which is a big challenge for Fuyuan Pavilion. But he also said that they would make corresponding adjustments based on adhering to traditional craftsmanship and flavor, combined with local eating habits. Chinese time-honored brands play an important role in creating a famous cultural city. Because of its rich cultural connotation, time-honored brands have brought overall positive effects to the city where they are located, and have become a uniquely charming tourism and cultural resource.
Jilin Fuyuan Hall is located in the most prosperous commercial district in Jilin. It not only has a 378-year-old "Chinese Time-honored Brand" and "China Famous Trademark" brand, but also has a unique and superior geographical location. While planning its medium and long-term goals, Fuyuanguan Group also does not forget to lay the foundation for its sustainable development. It is understood that in recent years, Fuyuan Hall is preparing to demolish the current building of Jilin Fuyuan Hall and rebuild the most distinctive and largest "Fuyuan Hall Food City" and "Ming and Qing Antique Street" in China.
At present, the group company has entrusted the Central Academy of Arts and Crafts of Tsinghua University in Beijing to carry out the preliminary planning and preliminary design of the project. In terms of theme positioning, style positioning, functional positioning, business positioning, brand positioning, product positioning, service positioning, communication and marketing positioning, corporate culture construction positioning, and the positioning of the only ethnic food museum in China in the construction of "Fuyuan Pavilion" Food City, it has been Form a research plan. By then, the "Fuyuan Pavilion" will be expanded on the basis of the original store into a themed garden with traditional Chinese culture and modern life style that integrates catering, leisure, tourism and sightseeing, and will become an iconic attraction and symbol of Jilin City. Special leisure places and iconic eating places are integrated with the city's tourism and cultural management.
At the same time, in the planning, design and construction of the "Fuyuanguan Food City" and the "Ming and Qing Antique Happiness Street" on the east side, combined with the filming of the "Fuyuanguan" TV series with historical themes, the It has become a film and television base and an iconic attraction for leisure, tourism and sightseeing. It has sounded the march for "Fuyuan Pavilion" to open up a national food and fast food operation chain project. In order to realize the scale benefits of Fuyuan Pavilion, it will build big business and trade in the 21st century. laid the foundation for a sustainable development strategy.