The product life cycle is generally divided into four stages: introduction (entry), growth, maturity (saturation) and decline (decline). First of all, the conclusion is that Goubuli steamed stuffed bun is in the last stage of product life cycle-recession (decline) period.

first, the development history of Goubuli Steamed Bun

Goubuli Steamed Bun is a famous traditional snack in Tianjin, China, which is made of flour, pork and other materials. It was founded in 1858 (Xianfeng period of the Qing Dynasty) and has a history of more than 1,111 years. It is the first of the "Three Musts in Tianjin". Goubuli steamed stuffed bun has fine flour and stuffing selection, strict production technology and beautiful appearance, especially the steamed stuffed bun is well-proportioned, and each steamed stuffed bun has no less than 1.5 folds.

The steamed stuffed bun, fresh but not greasy, is delicious. Goubuli steamed stuffed bun is mainly made of fresh meat, with six categories and 98 varieties, including three fresh buns, seafood buns, sauce meat buns and vegetarian steamed stuffed bun. In October, 2111, the State Council announced the third batch of national intangible cultural heritage list, and the item "Goubuli Steamed Bun Traditional Handmade Skills" was included in it, which is one of the world-famous Chinese cuisines.

In p>2115, "Goubuli Steamed Bun Diet (Group) Company" experienced a capital "restructuring". In April, 2115, Tianjin Tongrentang entered the company and acquired Goubuli with a bid of RMB 16 million. After the acquisition, the "Goubuli Steamed Bun Diet (Group) Company" went through the industrial and commercial registration procedures and was officially changed to "Tianjin Goubuli Group Co., Ltd.".

Goubuli Group failed to sprint A shares in July 2114. In October 2115, Tianjin Goubuli Food Co., Ltd., a subsidiary of Goubuli Group, was listed on the New Third Board. However, in May 2121, Goubuli Food Company, which had been listed for less than five years, formally applied for termination of listing from the New Third Board. According to its last published financial report, that is, the 2119 financial report, its annual operating income was 55 million yuan and its net profit was 24.2458 million yuan.

On March 29th, 2121, it was found that the front door of the Beijing Head Office of Goubuli on Qianmen Street had been closed. The store had been closed for nearly half a month, and the plaque of "Goubuli" in front of the store had been removed. In this regard, Goubuli Group responded that it is undergoing structural adjustment, and the store is closed because the contract expires, and it is still uncertain whether it will reopen after renovation.

according to public information, Goubuli * * * has 17 stores, and its Beijing Head Office (Qianmen Store) is the only store of Goubuli Group in Beijing, and the other 16 stores are located in Tianjin. After the last dog in Beijing closed down, there were no stores outside Tianjin.

2. Analysis of the reasons for the decline of Goubuli steamed stuffed bun

1. Poor service to consumers

Expensive price and cheap service. Eight steamed buns can be sold for 151 yuan and a plate of peanuts for 58 yuan. The service attitude is very bad. In the eyes of the staff who ignore the dog, he thinks his food is delicious, but the consumers don't appreciate it. Finally, Tianjin natives never eat Goubuli buns, and become an early adopter experience store for foreign tourists. Most foreign tourists are suspected of being "slaughtered" when they go to the store for consumption. This kind of hotel that deviates from consumers, even if it is an old brand and a century-old enterprise, your core no longer provides consumers with high quality and low price products, but relies on the signboard with a century-old brand name, constantly raising prices and deviating from the initial heart of the enterprise. Consumers naturally vote with their feet and end up like this.

2. Go its own way to the market

The business philosophy of "Goubuli" has been divorced from the market, and the decline of "Goubuli" is the result of the consumer constantly pushing the industrial side. The system is aging, the mechanism is rigid, and the innovation, upgrading and iteration of products can't keep up with the speed of consumption upgrading.

3. Wrong strategic decision-making of enterprise

"high-end" positioning is one of the main reasons that lead to the management dilemma of Goubuli. Under the high-end route, a steamed stuffed bun with a dog ignoring ten yuan to dozens of yuan began to be abandoned by diners.

At the beginning of p>2121, Zhang Yansen, the chairman of Goubuli Group, said in an interview with the media that in the future, he would focus on the food industry and e-commerce business, and at the same time, on the basis of reducing the number of stores, do a good job in the remaining stores. Imagine that the old-fashioned catering brands should connect with diversified businesses? As a well-known time-honored brand in China, Goubuli Group should do its main business well, and then talk about diversified transformation, otherwise no matter how good the signboard is, it will collapse.

Third, how to transform

If Goubuli Group wants to continue to rely on catering and turn over in the future, "persistence" and "innovation" are the only ways. Goubuli steamed stuffed bun, as an old-fashioned enterprise, has a competitive advantage in the catering industry because of its profound brand history and certain supply chain foundation. But at the same time, the disadvantages are also obvious, which are mainly manifested in high prices, uneven franchise stores, poor sales areas and limited services. For example, it mainly faces tourist groups, and is criticized for its "high price". Many people think that the dog ignores it as a "sky-high steamed stuffed bun" and "selling the old by relying on the old".

1. Focus on the main business

As a well-known old brand in China, Goubuli Group should first do a good job in its main business, and don't try to diversify its development through cross-border activities.

2. Change the business philosophy

After the new generation becomes the mainstream consumer group, it should be able to match and meet the core demands of the new generation in time. After shrinking the physical store offline, Goubuli will definitely move online in the future. Returning to serving consumers, the price and service experience should adapt to consumers' demands. Dining environment, product quality and service attitude are three hard indicators, whether it is strategy or tactics, all around these three elements.

3. Be brave in innovation

In the future, the whole traditional enterprise will accelerate the innovation and upgrading, and accelerate the speed and quality of iteration. Single commodity and lack of innovation are difficult to support traditional enterprises to create greater glories.

4. Returning to the original heart

Being a business enterprise can't always think about making money. The reason why Goubuli can reach such a high position is that the steamed buns made by noble friends with their hands are really delicious. However, with the profligacy of noble friends' children and grandchildren, not only the problems of using frozen meat and charging high fees are exposed, but also the last little word of mouth is exhausted. The initial intention of Goubuli steamed stuffed bun is to make snacks for ordinary people in Tianjin, which everyone can afford. But after that, the distance between Goubuli steamed stuffed bun and ordinary people is getting farther and farther. The steamed stuffed bun with a hundred yuan a drawer is increasingly out of line with the needs of consumers, and ordinary people can only respect it from afar.

It's not just Goubuli steamed stuffed bun. Some time-honored brands have aging systems and rigid mechanisms, and product innovation, upgrading and iteration can't keep up with the pace of consumption upgrading. The times are progressing, and the quality of life is also improving. These "time-honored brands" must review the old and learn the new, retain the original quality and welcome new things. Ingenious production and meticulous inheritance are the foundation for the time-honored brand to be at the top.