As for why time-honored brands have closed down, there is only one reason: they are too old and don’t want to innovate. Innovation means risk, but if you don’t change your own life, others will change your life.

Many catering people will ask, how to innovate? Today we will take a look at how those time-honored brands that have regained a new life are doing it.

1

Quanjude

Actively embrace the Internet

The consumption scenes, purchasing habits and emerging food culture reshaped by the Internet era are Impact on traditional catering brands;

The emergence of O2O catering has occupied most of the young market; "Diaoye Beef Brisket", "Huang Taiji", "Renrenxiang", New catering forces such as "Dadong Duck" have sprung up...

In this era of Internet +, even though it has been passed down for a hundred years and is famous at home and abroad, it has changed from a single roast duck restaurant in the past. Quanjude, which has expanded its brand to become a high-end brand in the catering industry, has also begun to follow the development trend of the times and launch the Internet + strategy.

Make full use of Quanjude’s unique resources such as its century-old brand, complete supply chain system, century-old roast duck skills and abundant offline stores, from operating products and stores to launching user management plans, utilizing Internet tools and Internet thinking fully embrace the Internet and young people.

Advance into commercial complexes in the form of MINI stores to compete for the casual dining market; at the same time, it launches a product "Little Duck Brother" that is both suitable for takeout and has Quanjude characteristics; in the new version of the Quanjude menu, the 10 " "Must-order dishes" has also designed corresponding QR codes...

As the penetration of the Internet into the catering industry continues to increase, catering companies are developing Internet restaurants and actively embracing the Internet has become an increasingly strong demand.

2

Zhiweiguan

Young people are called marketing

In Hangzhou, Zhiweiguan, with a history of more than 100 years, has grown from Originally squatting by the West Lake, it has gradually developed to cover the entire Zhejiang Province, and even extended its market tentacles to Shanghai. According to statistics, there are currently nearly 80 chain stores of various types in Shanghai and the surrounding areas of Hangzhou.

In order to adapt to the increasingly younger consumer group, in 2015, Zhiweiguan collaborated with the movie "囧" to launch Hong Kong mooncakes, which were first launched on Tmall platform and sold 5,000 in 25 seconds. 10,000 mooncakes were sold out in half a day;

Then it collaborated with the animation movie "Legend of the Sky Eye" and launched mung bean cakes with the Q version of the Sky Eye on National Day last year, further conquering younger age groups; in In terms of the development of fan interaction channels, from humble accounts to public accounts, Zhiweiguan has established its own brand of "foodie groups".

How old brands can implement brand rejuvenation marketing, create a youthful brand image, and re-close the relationship with young people is something worth spending time to explore.

3

Haiwanju

Innovation in inheritance

Haiwanju Old Beijing Zhajiang Noodles is a catering enterprise with old Beijing characteristics , after years of development, Haiwanju has become the preferred brand of fried noodles in Beijing.

The culture of "calling for food" in old Beijing restaurants has been better inherited and developed in Haiwanju, and in order to cater to young consumer groups,