Global traveler, initiator and protagonist of the travel channel "Hitchhiking to Berlin All the Way South", which is the authentication information about kyle johnson in Weibo. No one expected that a video of Weibo signing a contract with a media person would trigger a "crisis" of an old brand.
On September 8th, kyle johnson released a video of Goubuli Steamed Bun (Wangfujing Store). In the video, kyle johnson said that the restaurant scored 2.85 on Dianping.com, which is the lowest among restaurants in Wangfujing. Kyle johnson then walked into this restaurant. 60 yuan bought a cage of eight steamed buns with sauce meat, and 38 yuan bought a cage of eight pork buns. After tasting, kyle johnson commented that the sauce meat package was particularly greasy and did not use real materials; Pork buns, on the other hand, have thick skin and little stuffing, and the dough sticks to the teeth.
Another detail in the video is that while Gu Yue was waiting for dinner in the store, the dog ignored the violent cough in the kitchen for several seconds. At the end of the video, kyle johnson gave a meal evaluation: "It's not that bad. This quality is almost 20 yuan, and two drawers 100 yuan is a bit expensive. " Subsequently, the video was reprinted by the well-known blogger "Beijing things that Beijingers don't know".
"Call the police when you see a bad review? The old brand has to talk about' reason'. " On September 14, CCTV also commented on the incident of Goubuli, and said that "selling the old by relying on the old, there should be a two-part allegorical saying: the steamed stuffed bun opens its mouth-the stuffing is exposed".
Goubuli Group also said that the group is organizing all its hotels to conduct self-examination and serious rectification one by one according to the opinions of netizens to further improve customer satisfaction; At the same time, we should also strengthen the management of franchise stores, and once again strictly enforce the rules and regulations and punishment mechanism for the management and approval of major issues in direct stores and franchise stores.
"International Finance News" inquired about public comments and found that Wangfujing Goubuli Store has added remarks and is currently closed.
However, as a post-90s generation, Qian Xiaoxiao (pseudonym) has a slightly higher evaluation of Goubuli Steamed Bun. "Goubuli steamed stuffed bun tastes good and tastes very satisfied. In the eyes of Tianjin people, Goubuli steamed stuffed bun is Tianjin's business card and a proud brand.
Indeed, when Tianjin is mentioned, it will be associated with Goubuli, who also experienced its heyday.
According to public information, Goubuli steamed stuffed bun was first created in 1858 and has a history of more than 60 years. At the Spring Festival Gala in 2000, Feng Gong and Guo praised Goubuli steamed stuffed bun in a cross talk: the skin is thin and the stuffing is eighteen folds, just like a flower.
According to the data of Tianyancha, Goubuli Group is mainly engaged in catering industry, and also engaged in the research and development and sales of quick-frozen food and characteristic packaged food. Its hotels operate famous Goubuli series steamed buns and authentic Shandong cuisine and Tianjin cuisine at home and abroad, and have established a unique management system with the trademark of "Goubuli" as the core in long-term production and operation. In 2007, the brand value of "Goubuli" was 757 million yuan, ranking first among Tianjin time-honored brands. In 2008, Goubuli Group ranked 18 in the top 100 list of catering industry in China.
Goubuli has also undergone restructuring. According to the Beijing News, in 2005, Tianjin Tongrentang Co., Ltd. acquired the state-owned property rights of Goubuli Group and the equity of its subsidiaries for 65.438+0.06 billion yuan. After the reorganization, the ultimate beneficiary of Goubuli Group is Chairman Zhang, with a shareholding ratio of 60.99%.
But in recent years, Goubuli has gradually lost its right to speak in mass consumption, and many people point their finger at its high-end strategy. Some netizens once said that they and a few friends had breakfast in Goubuli and ate nearly 1,000 yuan. In the mouth of many consumers, buns ignored by dogs have become "sky-high buns".
It is said that Zhang once publicly stated on 20 17, "We must break the concept that time-honored brands are cheap. If the old brand wants to last for a long time, it must have a certain profit margin and reasonable price while maintaining quality. "
But the reality is that the outside world thinks that while taking the high-priced strategy, product innovation and service have not followed up.
Zhao Liyang believes that relying on the reputation of a century-old shop, products will sell at high prices, and ignoring the development concept of dogs will have problems. "There is no secret recipe for steamed stuffed bun. The key is reasonable ingredients and fine production. In addition to inheritance, century-old stores should also innovate. If a restaurant doesn't produce new dishes for half a year, business will definitely be affected. "
As a time-honored brand, Goubuli also sought A-share listing.
At the end of 20 15, Tianjin Goubuli Food Co., Ltd. was listed on the New Third Board. Notably, Goubuli Food is a subsidiary of Goubuli Group Co., Ltd., which holds 99% of the shares of the former.
According to the 20 19 annual report disclosed by Goubuli Food, the operating income of Goubuli Food in 20 19 was 654.38+55 million yuan, up by 20.1%year-on-year; The net profit was 24.246 million yuan, a year-on-year increase of 65.438+07.22%.
From the product point of view, in 20 19, its quick-frozen steamed stuffed bun revenue reached 63.9862 million yuan, up 7.25% year-on-year, accounting for 41.34% of the total revenue; Sauced braised pork products increased by 765,438+0.865,438+0% to 30,074,600 yuan, accounting for 65,438+09.43% of the total income; In addition, the income of quick-frozen pastry package was 3,265,438 yuan+0,759 yuan, up 24.38% year-on-year, accounting for 20.79% of the income.
Goubuli Food also stated in the 20 19 annual report that the main consumer market of its products is Tianjin, and about 65% of its sales and business performance comes from Tianjin. For a period of time, the company's product sales market will still be dominated by Tianjin, with limited performance growth and relatively concentrated business risks.
In May of this year, Goubuli Food announced the official termination of the listing of the New Third Board. The explanation in the announcement is that the company applied for termination of listing after careful consideration according to its business development needs and long-term strategic development plan, combined with its own business development needs and current actual operating conditions.
At present, the development of time-honored brands seems to be unsatisfactory. Previously, the "China Time-honored Brand Development Index" jointly completed by Ali Research Institute and Wang Rui, a professor at Guanghua School of Management of Peking University, showed that according to the data of the Ministry of Commerce, there were 1 128 enterprises identified as "China Time-honored Brands", of which only 10% flourished, and many enterprises faced certain difficulties. Generally speaking, most time-honored enterprises have certain obstacles to innovation and development, including insufficient product innovation motivation, outdated organizational structure and insufficient human capital, which have all become obstacles to the advancement of time-honored brands.
(Interns also contributed to this article)