All Gathering has been a traditional Chinese delicacy for many years, and some people say that All Gathering roast duck is not suitable for the tastes of southerners, but I don't think so. If the roast duck has regional factors affecting unfavorable marketing, then KFC, McDonald's, Pizza Hut these foreign fast food why can survive? These foreign food in the country from a very small market share to the current scale, not also from unsuitable to suitable, and even cater to the tastes of the people of China? In addition, the domestic enterprises, "Tan fish head", "small potatoes", "Yonghe soybean milk" are not some local famous food, and later slowly developed into a national chain group?

Quanjude in the process of the enterprise to the south, has been constantly to adapt to local needs, including in the stores around the world to add some local specialties to attract local customers, and in other parts of the country has a successful precedent, so that the taste of the reason is not suitable is not the crux of the matter.

■ The need for refined management

Quanjude five consecutive defeats in the south is largely internal and external difficulties. Quanjude "south of the water and soil" is only the surface phenomenon of the enterprise. And the crux of the enterprise is internal and external problems, the internal reason is the enterprise in the development of franchising process, for the franchisee's investigation is not enough, in some cities, especially similar to guangzhou, shenzhen, such a large and medium-sized key cities should be given enough attention, try to set up their own direct store or set up a model store, rather than hastily give their own brand to others to operate, although the immediate look is the development, but for the future development of Quanjude, the company is not a good idea. But for the future development of Quanjude unfavorable, for example, the headquarters can not directly understand the specific business situation of their own franchise and customers for the light weight of the product taste reflection, as well as the business circle within the scope of the details of the problem, is not conducive to the development of the enterprise in the future to accumulate their own experience in the expansion and control of the franchise's expansion and business operations. After all, in those cities Quanjude did not open a branch, and do not understand the city's human environment, consumer levels and other conditions, short-term market research can not solve the store after the management of business problems. Especially after the store's business problems, the headquarters did not directly manage the store's rights, and can only be on the sidelines anxious, when the store's business does not meet the headquarters requirements, only have no choice but to cancel the cooperation, which led to the closure of the store. Such closure is not only unfavorable for the expansion of the enterprise, but also adversely affects the brand image of the head office.

The external reason is that Quanjude in the franchising process, headquarters and branches of the franchisee communication is not enough, in the management of business operations, should be timely to help stores to adjust the positioning of the product, to assist stores to solve some practical problems. In addition, due to insufficient preparation of the headquarters in the franchise expansion, whether it is the enterprise's franchise chain mechanism or their own regulatory system has been to the store distribution system is not enough to meet the enterprise's high-speed chain development. For example, Beijing Logistics Office Professor Wu Xiaohui once said, "Franchising will make the old rejuvenation, but the current logistics and distribution has become a bottleneck in the development of franchising." The closure of the Guangzhou store stems from the franchisee's eagerness to make quick profits. Each duck of Quanjude plus the cost of shipping up to 40 yuan, in the absence of monitoring efforts, local franchisees naturally steal the beam.

In the face of Quanjude in the south of the process of the many problems that occur, we should summarize the experience, learn from the lessons, to build on the strengths and avoid the shortcomings, so that the franchise in all parts of the roots and blossoms, and multiply.