During the May 1st holiday, the hotpot restaurant that once threw Haidilao a few blocks away was completely cold! The most valuable trademarks were auctioned off, meaning it would be difficult for founders to make a comeback. The name of this hotpot restaurant is "Tan Yutou". When Haidilao became its "little brother", Tan Yutou had thousands of employees, nearly 10 billion in assets, and stores across the country. ?

Now it suddenly collapsed, making many people lament. The founder bluntly stated that the reason for the bankruptcy was that he wanted to go public. In 2009 and 2011, Tan Yutou planned to go public twice, and even signed a gambling agreement IPO, but both ended in failure. Tan Yutou was also in debt crisis. The starting price of 49 trademarks was 1 million yuan, and they were eventually auctioned for a sky-high price of 55.1 million yuan. Tan Yutou even sold his most valuable trademark. From 10:00 on May 1, 2021 to 10:00 on May 2, 2021, the managers of Chengdu Tan Yutou Investment Co., Ltd. (Chengdu Tan Yutou) auctioned and cleared at Taobao's Ali auction platform and gave 49e the exclusive rights to the trademark, which has been auctioned with a starting price of RMB 1 million. At 12:19 on May 2, after 188 bids and 169 delays, 49 "Tan Yutou" trademarks were finally sold at a price of 1,510 yuan. The auction, which was supposed to end at 10am, was delayed 169 times until 12:19 due to intense bidding. According to the auction page, eight people signed up to bid wildly, and it was finally sold at a high price of 15.1 million yuan. It is reported that this auction includes 49 trademark exclusive rights of Chengdu Tan Yutou Investment Co., Ltd. The trademarks involved include "Tan Yutou", "Tan Zhuangyuan", "Bajiaoyufu", "Tanjiabazi", and "Tanhong". """TANYOTO" etc. Regarding the fact that the trademark will be auctioned, its founder Tan Changan previously told the media: "We will take the trademark back and continue to be Tanyu's first high-end brand." ?

From an industry perspective, in today's fiercely competitive hotpot market, it would be difficult for Tan Changan, who has lost his trademark, to even start over. Is the Tan Yutou brand worth the price? Without taste and my management, is this still a fake? "Although he had previously stated to the media that he would take the trademarks back, Tan Chang'an said that he had no intention of (these trademarks) and could not propose them. He believed that the added value of Tan Yutou's trademarks lies in the taste, except in the past 20 years. Beyond the accumulated reputation, “Consumers eat it and have the taste in their memory. The recipe is still in my hands. If there is no Tan Changan, Tan Yutou's trademark will be zero. I registered the trademark and had no taste and no management from me. Forged. As long as I, Tan Changan, am there, it will be true. ” He pointed out that there are now many fake Tan Yutou that have lost their management without using their materials, and the next step will be to clean up these stores. The tens of billions empire (which once had tens of thousands of employees and was spread all over Tens of billions of empires, stores all over the country) collapsed. As for Tan Changan himself, he has become an "old man". According to the data, Tan Changan was born in Pingchang County, Sichuan. ?

After graduating from high school in 1980, he joined the army and founded the "Tan Yutou" hotpot restaurant in 1996. Ten years later, it developed into a multi-billion empire with tens of billions of assets. Net assets exceed 2 billion. Today, data shows that Tan Changan has five cases that have been temporarily suspended due to lack of enforceable property. The amount involved in these five cases exceeds 31 million yuan, and the non-performance rate is 100%. : “When I was in distress, I didn’t even have a dollar in my bag. "In 2004, the media reported that Tan Changan had two sons, one was 12 years old and the other was one and a half years old. After the divorce, the two sons went to Australia with his ex-wife.