Jilin Holliday renamed "Good Foley", Jiangxi Holliday changed "Dandelion" ...... recently, Holliday Jilin, Suzhou, Lanzhou, Nanchang and other stores have been renamed one after another The name of the store has been changed one after another in Jilin, Suzhou, Lanzhou, Nanchang and other places, causing netizens to be curious. Goodwill official explanation for this "implementation of multi-brand development strategy", but its different regions to fight for their own, sub-brand products, pricing, service and the main brand Goodwill similar to some cities and even the main sub-brand **** birth, so that the industry questioned its strategy "lack of business logic! "

The new Beijing Capital Group (BCG) is a new company.

The Beijing News reporter combed through and found that the above renamed stores and the company behind them have no equity relationship with Beijing Holliday headquarters and Holliday founder Luo Hong. Confirmed by Holliday staff and informed sources, the renamed stores are not Holliday directly operated stores. According to the group's planning, the future of good luck more inclined to open stores in the first and second tier cities, the whole good luck are in the process of adjustment.

Part of the regional renamed stores and "good luck" **** exist

July 27, WeChat public number "good Foley" released a "Holliday & Goodfellow" recruitment advertisement said, in order to better serve local consumers, Holliday since 2019 to implement the multi-brand development strategy. In addition to the first-tier cities, the original "Holliday" belongs to the company's more than 60 stores in Jilin (Ed: Jilin City), Tieling, Datong, Yantai, Jiamusi, Fuxin, Jining, Chifeng, unified renamed "HaoFuLi".

According to the "Goodfellows" announcement on July 13, Goodfellows in addition to the rest of the first-tier cities outside the area, will be renamed "Goodfellows" "Sweet Star". "Heart Bank", "Dandelion", "Mazifang". After the name change, "Haofuli" in the production of raw materials, production process, quality management and service system and Holliday to implement uniform standards.

June 1, "Jiangxi Dandelion" in the WeChat public number, said, "in order to meet the market development, Holliday Group, after comprehensive consideration, decided to launch a new bakery brand in Jiangxi 'Dandelion Pokoni ' to serve Jiangxi consumers in a more youthful manner." For the transformation of the "Dandelion" and Holliday's difference, the article said, "Dandelion heritage in Holliday, product unity, price unity, stored value card can be used interchangeably."

The Beijing News reporter noted that the Holliday store name change involved in the region, including Jilin, Jiangsu, Jiangxi, Northwest, etc., but not all the stores in these areas to change the name, some cities even appeared in the main brand Holliday and the sub-brand "*** raw" situation.

July 30, the New Beijing News reporter in the capacity of consumers from the "heart shore baking" Xining Garden store clerk learned that "the Northwest will have a part of the Goodwill to change into the heart of the shore store, some areas only Goodwill, there are also some areas only the heart of the shore, a small number of areas are Goodwill and the heart of the shore * * * * exist, such as Lanzhou. *exist, such as Lanzhou."

The above statement was confirmed by the clerk at the Holliday Lanzhou Customs store, "Lanzhou Holliday and Heart Bank is a family, the card can be universal. In the future, whether all the Goodwill in the Lanzhou area will be renamed Heart Bank, I can't say, but there are already two Goodwill changed to Heart Bank."

If the price, product and even service system and the mother brand convergence, the development of these sub-brands of the significance of Goodwill? The same region at the same time the existence of the main vice brand will be how to separate? As of the New Beijing News reporter, Holliday headquarters has not yet responded.

Food industry analyst Zhu Danpeng believes that the practice of Goodwill "unthinkable", not in line with business logic. "Brand development will generally follow the principle of optimization, that is, to strengthen the main brand to form a synergy, but the practice of good Lilly will undoubtedly distract the main brand value. So many sub-brands in the absence of visibility, how to graft with the Holliday price system? The original high pricing of Holliday is based on the brand's premium ability, the sub-brand's premium ability is obviously not as high as the mother brand." It is worth noting that now there are netizens on the relevant sub-brand "cottage good luck" question.

Employees said that the renamed stores are not directly

For the phenomenon of the name change, Shenyang Goodwill a clerk explained, "Jilin side does not belong to the regular Goodwill, so they are now asked to change the name, I know that Henan side to change." The clerk said, the so-called "irregular", refers to the non-Hollywood directly managed stores, "probably means that the owner is not called a name with ours, not directly managed, similar to join.

Eye of the sky shows that the "heart shore baking" is subordinate to the Beijing heart shore enterprise management limited company, and Lanzhou Holliday food limited company, the actual controllers are Luo Li. Heart bank baking official website, Luo Li's identity as "heart bank baking founder, one of the founders of the brand Holliday". But at present, Luo Li's name of these two companies and Beijing Holliday headquarters and Holliday founder Luo Hong does not have any equity relationship. According to public reports, Luo Li is the second brother of Luo Hong, founder of Holliday.

Similarly, Holliday's name change involves the Liaoning Holliday Food Science and Technology Company Limited, Jilin Holliday Industry Limited Liability Company, Datong Pingcheng District Holliday Food Company Limited, Jining Holliday Food Company Limited, etc., the actual control of the people for Han Guang, and these companies and the headquarters of the Beijing Holliday and Luo Hong has no equity relationship; and the Nanchang Holliday Food Company Limited, Nanjing Sweet Star Ltd. also has another actual controller.

The Beijing News reporter noted that on July 26, 2018, has not been renamed "Goodfellas" "Jilin Goodfellas" has released a recruitment advertisement. Which revealed that in 1993, Goodfellow opened its first store in Jilin, "under the leadership of Han Guang, one of the founders of Goodfellow and general manager of the Central Plains, Jilin Goodfellow has been growing, and now owns 21 directly-managed chain stores and a Goodfellow central factory", "Mr. Han Guang, as a core Goodfellow entrepreneurial team member and founder of the 'Goodfellow' brand, he will write the 'Goodfellow' brand legend with the spirit of craftsmanship".

On May 28, 2019, the "Sweet Star Suzhou" (formerly known as "Holliday Suzhou") WeChat public number released in a similar tone "Holliday & Sweet Star "The job advertisement says, "On June 1, 1996, Goodwill opened its first store in Suzhou. Under the leadership of Wu Bing, one of the founders of Goodwill and general manager of East China, Suzhou Goodwill is growing, and now has more than 50 directly-managed chain stores and a Goodwill centralized factory."

Eye on the sky shows that Han Guang, Wu Bing, in addition to the above involved in the change of name of the company's real controllers, or Shenyang Holliday Foods Ltd. directors and shareholders, respectively, 4.63%, 6% of the shares. And Luo red holding Beijing Holliday, Shenyang Holliday, etc. confirmed are not in the name change.

Shen Meng, executive director of Chanson Capital, believes that the divestment of non-directly operated stores is a way to reconfigure the distribution system in order to strengthen the brand of Holliday, "non-directly operated stores are divested to some of the patriarchs, not only to solve the problem of cutting the interests of the patriarchs, to consolidate Luo Hong's control of Holliday, but also to reduce the non-directly operated stores of uncontrollable risks. In the future, Holliday should gradually dilute the association with local brands, until eventually completely split."

"Goodwill" brand or more focused on the first and second-tier cities

Official information shows that in September 1992, because of the failure to buy a satisfactory birthday cake for his mother, Luo Hong created the "Goodwill Cake World

However, in recent years, with the online and offline emerging bakery brands, "Holliday" media exposure frequency gradually reduced, brand aging has become a fact. Nowadays, in Baidu's search for "Luo Hong, the founder of Holliday", the keywords are still stuck in "King of Cake", "photographer" and the former rumor object "Jiang Yiyan", about the "Holliday". Jiang Yiyan", the latest brand information about Holliday involves very little.

At the same time, Holliday also encountered a lot of trouble in business management. The eye of the sky shows that because of the refusal to vacate the army land and housing, on September 10, 2018, Beijing Holliday Enterprise Investment Management Company Limited was listed as a faithless executor by the Beijing Shunyi District People's Court. In addition, Heilongjiang Holliday Food Company Limited, Beijing Holliday Catering Management Limited Liability Company, Chengdu Black Swan Catering Management Company Limited, Zhonghai Holliday Food Store in Hi-tech Zone, and Panjin Bay Holliday Bakery and Cake Workshop, in which Luo Hong serves as legal representative or shareholder, have all been listed in the Business Abnormal List. And Shijiazhuang Holliday, Shenyang Holliday, Tianjin Holliday, Beijing Holliday, Changchun Holliday, Dalian Holliday, etc. have been involved in legal disputes with other people or companies, and some of the subsidiaries have been penalized by the tax, industry and commerce, environmental protection and other departments.

In addition, Holliday's attempt to high-end is not smooth sailing. 2009, Luo Hong founded high-end baking brand "Black Swan", his son Luo Hao, Luo Cheng also joined the team in 2014. However, the eye of the sky shows that Beijing Black Swan Xizhimen store, Tianjin Black Swan Xiaobailou branch, Meijiang store have been canceled.

Edited by Li Yan Proofread by He Yan