In March, 2006, Ruijin Store of Yangzhou Hotel and Ruijin Store of Deda Western Food Club, located in the Civil Defence Building in Luwan District, opened at the same time to welcome guests. This is a new project for Xinghualou Group to implement the "going out" development strategy of Huangpu District Committee and government, and has achieved good brand effect. In the greater Shanghai area, there are not only more than 30 specialty food chain stores (cabinets) such as Xinghualou, Xinya, Kutokuhayashi and Shen Dacheng, but also a number of well-known old-fashioned catering enterprises such as Yangzhou Hotel, Deda Western Restaurant, Xinya Yangcheng Restaurant, Xiaoshaoxing Restaurant, Kutokuhayashi and Laozhengxing under the Xinghualou Group.
In terms of business development, Xinghualou Group actively extends the industrial chain on the basis of time-honored specialty catering brands. On the one hand, it develops in the direction of food industry; On the other hand, investing in the development of modern hotel industry, not putting eggs in one basket, has formed an industrial development pattern of time-honored catering industry, food industry and modern hotel industry. Mid-autumn moon cake is one of the important business projects of Xinghualou Group. Since 1994, Xinghualou, Xinya Cantonese-style moon cakes and Kutokuhayashi Soviet-style moon cakes have been continuously rated as high-quality products in Shanghai, and Xinghualou moon cakes have won the highest honor in the industry for many years. In 2005, in the increasingly fierce competition in the mooncake market, the brand-name mooncakes of Xinghualou Group, with its brand effect deeply rooted in people's hearts, high-quality products and superb marketing and sales means, created a new historical achievement that the sales performance exceeded 300 million yuan, occupying half of the mooncake market in Shanghai.
The success of the Mid-Autumn Moon Cake of Xinghualou Group is not only due to its excellent historical precipitation, but also related to its continuous innovation. The key to making moon cakes lies in the formula. In the long-term practice, enterprises have accumulated valuable production experience. The century-old recipe of Xinghualou moon cake is regarded as a classic and locked in the safe of the bank. The mooncake features of Xinya and Kutokuhayashi are also unique. However, the people of Xinghualou are not satisfied with this, and have implemented greater development measures in the fields of scientific and technological investment, modern industrialized production and chain sales.
In 2005, Xinghualou Group invested 65.438+0.8 billion yuan to build two food industrial bases covering an area of 65.438+000 mu in Minhang and Songjiang Industrial Parks. The four food factories in Xinghualou, Xinya, Kutokuhayashi and Shen Dacheng have a construction area of nearly 60,000 square meters, and more than ten advanced food production lines have been introduced. The completion of the food industry base marks a great leap from the traditional workshop to the modern food industry in Xinghualou Group.
Another investment direction of the Group is the modern hotel industry. Ramada South Asia Hotel is a five-star hotel located in the first commercial street in China, with a business area of over 60,000 square meters, which has become an important support point for the development image and economic benefits of the group company.
From June 5438 to June 2006 10, the development of Xinghualou Group played a big role in capital operation. According to the development strategy of Huangpu District Government to expand time-honored brands, the Group acquired all the shares of another small Shaoxing company with certain catering popularity in Huangpu District, and a number of catering brands with certain social influence entered the brand family of Xinghualou Group.