Brand introduction
·Brand origin
The founder of Quanjude is Yang Quanren. When he first arrived in Beijing, he sold raw chickens and ducks in the meat market outside Qianmenwai. Yang Quanren has a detailed understanding of how to sell ducks, and his business is getting more and more prosperous. He lived frugally and saved more and more money like a snowball. Every day when Yang Quanren goes to the meat market to set up a stall to sell chickens and ducks, he has to pass by a dried fruit shop called "Dejuquan". Although the shop's signboard is eye-catching, its business has been declining. In the third year of Tongzhi (1864), the business collapsed and was on the verge of bankruptcy. The shrewd Yang Quanren seized this opportunity and spent his many years of savings to buy the "Dejuquan" store.
Now that you have your own shop, what font size should you choose? Yang Quanren invited a Feng Shui master to discuss the matter. The Feng Shui master walked around the shop twice, then suddenly stood still, twirling his beard and said: "Ah, this is really a Feng Shui treasure land! Look at the two small alleys on both sides of the shop, they are like two sedan poles. In the future, building a building will be like an eight-carriage sedan, and the future will be limitless!" Mr. Feng Shui rolled his eyes and said, "However, this shop was very unlucky in the past, and it is difficult to get rid of its bad luck. Reverse the old name of Quan' and call it 'Quanjude', so that you can avoid bad luck and embark on a smooth road."
Mr. Feng Shui's words made Yang Quanren smile. The name "Quanjude" is exactly what he had in mind. Firstly, his name has the word "Quan" in it. Secondly, "Jude" means to gather virtues, so he can flaunt his virtues in doing business. So he named the store "Quanjude". Then he invited Qian Zilong, a scholar who was very accomplished in calligraphy, to write the three characters "Quanjude" and made it into a gold plaque to hang on the lintel. The words were written vigorously, powerfully, and eye-catchingly, adding a lot of color to the shop.
Under Yang Quanren’s careful management, Quanjude’s business is booming. Yang Quanren is smart and capable. He knows that if he wants his business to prosper, he must rely on a good chef, a good waiter, and a good shopkeeper. He often hangs around various roast duck shops, exploring the secrets of roast duck and looking for the masters of roast duck. When he learned that there was a master chef named Sun in the Jinhua Pavilion, which specialized in cooking roast ducks for the palace, and he was very skilled in roasting ducks, he tried every means to make friends with him. They often drank and played chess together, and their relationship became closer and closer. Master Sun was finally persuaded by Yang Quanren, and he came to Quanjude with a generous offer.
Quanjude hired Master Sun, which means he mastered all the techniques of hanging oven roast duck in the Qing Dynasty. Master Sun changed the original oven into a hanging oven with a large height and a deep and wide hearth. It can roast more than a dozen ducks in one oven. It can also roast ducks while roasting them. The duck he roasted was beautiful in appearance, plump and plump, bright in color, jujube in color, crispy in skin and tender in meat, delicious and fragrant, fat but not greasy, thin but not woody. Quanjude Roast Duck won the title of "Beijing Master's Delicious Food". Yuya" reputation.
The main reason why Quanjude has become a famous restaurant is its honest selection of ingredients, exquisite cooking skills and careful operation; Roast duck is Quanjude's main business. From duck selection, feeding, slaughtering to barbecue, everything is meticulous.
·Brand influence
Quanjude is China's first service-type "China Well-known Trademark" and a famous Chinese time-honored brand.
Quanjude was founded in 1864 (the third year of Tongzhi in the Qing Dynasty) and has a history of 140 years. The founder is Yang Quanren, a native of Jixian County, Hebei Province. He is famous for his Beijing roast duck. His first hanging oven roast duck, The color, smell and taste are not inferior to the original braised roast duck.
In 1952, it was a public-private partnership, and the last boss was Yang Fulai.
Among the top 500 restaurants in China, Quanjude ranks first in Chinese formal dining.
Quanjude’s first store was in Qianmen, Beijing. It currently has chain stores in Hepingmen, Wangfujing and Asian Games Village, as well as branches in Pudong and Huaihai Road, Shanghai. There is a saying in Beijing, "If you don't visit the Great Wall, you are not a true man, and it would be a pity if you don't eat Quanjude Roast Duck." At present, Quanjude has an annual turnover of more than 700 million yuan, sells more than 3 million roast ducks every year, receives more than 5 million guests, has total assets of 600 million yuan, and intangible assets of more than 700 million yuan.
In recent years, the brand value of Quanjude has been continuously increasing. On January 1, 1994, the intangible assets of "Quanjude" were valued at RMB 269.46 million as assessed by a nationally recognized asset appraisal agency.
By January 1999, the value of the intangible assets of "Quanjude" had risen to RMB 708.58 million, an increase of 2.63 times. On June 28 this year, at the World Brand Conference hosted by the World Brand Laboratory and the World Economic Forum, Quanjude won the title of China's 500 most valuable brands, ranking 56th, with an estimated value of 8.458 billion yuan, which was 1994. 31.39 times that of the year.
Quanjude spans three centuries and has experienced several major historical periods: the decline of the late Qing Dynasty, the establishment of the Republic of China, the rule of Beiyang warlords, the national war of resistance, and the new democratic revolution; after the founding of New China, Quanjude conducted a public-private partnership , established a new branch and expanded the old store, laying a solid foundation for the development of a century-old brand.
On May 20, 1993, the establishment of Quanjude Group in Beijing, China opened a new page in the history of Quanjude. In the 11 years since its establishment, Quanjude Group has carried forward the spirit of "hard work, pioneering innovation, and striving for first-class excellence" in accordance with Premier Zhou Enlai's interpretation of Quanjude's "completeness, unity, and benevolence first", and has carried out down-to-earth institutional innovation , mechanism innovation, management innovation, marketing innovation, scientific and technological innovation, cultural innovation, and spiritual civilization construction innovation.
Dish culture
"Quanjude" is not only famous at home and abroad for its roast duck, but also a series of fine dishes represented by whole duck banquets, special dishes, innovative dishes, and celebrity banquets. The cuisine culture is inclusive of all rivers.
In the hands of chef Quanjude, the whole body of the duck turned into a treasure. While making roast duck, chefs of all ages have carefully created a variety of delicious hot and cold dishes using raw materials such as duck wings, duck feet, duck hearts, duck livers, and duck gizzards. After years of accumulation, the "Quanjude Whole Duck Banquet" has been formed, represented by mustard duck paws, Huo Liao duck heart, braised duck with four treasures, hibiscus plum duck tongue, duck wrapped shark's fin, etc. What is quite interesting is that one time when Vice Chairman Wang Guangying was having a meal in Quanjude, he said: "The 'All Duck Banquet' has all the duck ingredients, but there is only one dish missing." No one could figure out what it was, and he laughed. : "It's a duck egg!" Everyone suddenly realized. After careful research, a new dish - "Crystal Duck Treasure" - was added to Quanjude's menu, filling the gap in the "whole duck banquet".
In order to ensure the uniformity of quality and flavor of Quanjude dishes, achieve a substantial chain, and explore ways to achieve standardization and scale of Chinese food, the group has formed a specialized technical research team composed of experienced technicians with rich practical experience Combined with technical personnel with modern scientific and technological knowledge, we carry out quantitative calibration of Quanjude's traditional special dishes. Through repeated trials and precise testing, the main ingredients, auxiliary ingredients, and seasonings of the dishes have been quantified down to the milligram, and precise feeding standards have been formulated. Now 49 dishes including roast duck, cold dishes, hot dishes, and pasta have been completed. This standard of traditional specialties provides a guarantee for the uniform and consistent quality of Quanjude’s traditional specialties. Quantifying Chinese food with a wide variety of dishes is the first of its kind in the history of Chinese food development.
Environmental Culture
Quanjude’s environmental culture positioning fully reflects the diversity and rich connotation of Quanjude culture.
Quanjude Heping Store is an important place for banquets with domestic and foreign dignitaries. Therefore, the store takes the "celebrity, famous store" effect as its starting point, and its environmental style is characterized by elegance and peace. Among them, the design concept of "Celebrity Garden" is based on the theme of praising the three generations of leaders of New China, describing the artistic conception of dragons and phoenixes, and the completion of all talents, implying the revitalization of the Chinese nation and the prosperity of "Quanjude"; it was left by many heads of state while dining in Quanjude The "Wall of Fame" composed of precious photos and the "Hundred Ambassadors Signature Wall" composed of signatures and messages from ambassadors from more than a hundred countries have attracted customers to stop and admire Quanjude's unique cultural landscape; the magnificent "Golden Hall" on the fourth floor uses Modern multimedia technology and stage lighting effects integrate performances, meetings, dinners and other functions into one, making it even more famous-store style.
Quanjude Qianmen is the origin store of "Quanjude" and has a history of 141 years. Due to the special significance of the store, the old "Quanjude" shop wall in the early days of the store was moved to the lobby as it was, and the "old shop" style was restored behind the old wall according to the old furnishings. At the same time, the Beijing-style waiter service method was adopted, and the traditional Eight Immortals table , cyan floor tiles, wooden loft, old-fashioned gramophone, black lacquer counter, accompanied by the enthusiastic shouting of the guys in green hats, the traditional and nostalgic cultural scene is all in sight.
The old walls, old shops, eight scenic spots of Yanjing, and the Imperial Room in Qianmen store constitute a unique old store culture, which embodies the perfect unity of "Quanjude" brand value and cultural taste.
The newly built "Cuijin Garden" in Quanjude Wangfujing store integrates the characteristics of "Prince's Palace", taking the meaning of "gathering Jinxiu", imitating the style of Qing palace architecture, and taking the pavilions, pavilions and pavilions of the imperial palace. The name of the hall refers to the carved beams and painted buildings in the Cuijin Garden, surrounded by purple wood cloisters. The poems, paintings and ink in the hall are of different styles, which further reflects the noble and scholarly style of the palace.
The Quanjude Asian Games Village store embodies the theme characteristics of "fashionable taste, kingly style, and humanistic Olympics". It is a modern classic of the catering culture created by Quanjude Group to serve the "New Beijing, New Olympics".
It is not difficult to see that Laodian culture is the root of celebrity culture and Wangfu culture; celebrity culture reflects the characteristics of the times of Laodian culture; Wangfu culture and Olympic culture are a kind of fusion culture, which is based on Laodian culture. The store culture is derived from the fusion of the capital's unique palace culture and Western culture. The organic combination and integration of Quanjude cultural brands have sublimated and continued the environmental culture of "Quanjude".
Enterprise Spirit
A century-old fire has created "Quanjude". The best building in the world, its reputation spreads all over China.
The shining golden plaque of "Quanjude" has gone through hundreds of years of vicissitudes, telling ancient stories and recording the hardships and achievements of several generations.
Welcome the new century and write a new chapter. The new generation of Quanjude people "inherit and carry forward the outstanding achievements of the nation's food culture, and take the prosperity and development of Chinese food as their own responsibility." Give full play to the brand advantages of time-honored brands, based in Beijing, facing the country and the world. We strive to achieve the goals of group structure, chain operation and modern management, and record the innovation and development of the new generation of Quanjude people on the journey towards the 21st century.
"If you don't visit the Great Wall, you are not a hero. It would be a pity not to eat Quanjude Roast Duck." This praise from the hearts of guests and friends from all over the world at home and abroad makes "Quanjude", like the Great Wall of China, another symbol of the Chinese nation. Heads of state and dignitaries from more than 200 countries and regions have visited Quanjude. For more than a hundred years, "Quanjude" has been helping colleagues from all over the world, with a large number of distinguished guests and a cloud of successful friends. "Quanjude" is not only doing business, it is also spreading the food culture of the Chinese nation and serving as a link and bridge to promote friendship, exchanges and cooperation between China and foreign countries.
"The Quanjude moment is of course in Quanjude." This expresses customers' expectations for "Quanjude". A handful of fragrant firewood ignited a sweet life. Friends gather here and relatives rejoice here. Quanjude people bring out fragrance and love, which is hotter than a furnace.
"Complete but not missing, gathered but not scattered, benevolence and virtue supreme." Hundreds of years of fire have tempered the immortal enterprise spirit, conveying the grand ambition of "Quanjude" to not be afraid of difficulties, go all out, work hard, and seek development and growth; it embodies "Quanjude"'s concerted efforts, perseverance, concentration, and The indomitable spirit of gathering ambition, gathering strength, pursuing career development and forever forging ahead; symbolizing the moral concepts of "Quanjude" perfection, reunion, benevolence and humility, as well as putting morality first, honesty as the basis, and serving guests from all parties enthusiastically and thoughtfully. business philosophy.
Every Quanjude person should cherish the reputation of "Quanjude" as he cherishes his own eyes. If "Quan Ju De" is prosperous, I will be prosperous and prosperous; if "Quan Ju De" is declining, I will be poor and ashamed; love is related to "Quan Ju De", and fate is related to "Quan Ju De". All Quanjude people should stand together through thick and thin, honor and disgrace together, go hand in hand, and unswervingly push the "Quanjude" cause to a new stage of development. Let the golden plaque of "Quanjude" be even more dazzling in the next century.
"Quanjude" is both ancient and "Quanjude" is young. "Quanjude" is pioneering and making continuous progress between the integration and alternation of ancient and young, tradition and modernity. May the ancient "Quanjude" stay young forever, and may the young "Quanjude" be full of vitality and move toward new brilliance one after another!