The product life cycle is generally divided into four stages: introduction (entry), growth, maturity (saturation), and decline (decline). Let's give the conclusion first, Dog Buns is in the last stage of the product life cycle --- decline (decline) stage.

I. History of Go Believe Goubuli steamed buns

Goubuli steamed buns (Go Believe/Goubuli steamed buns) is a famous traditional snack in Tianjin, China, which is made of flour, pork and other materials, and was created in 1858 (during the Xianfeng period of the Qing Dynasty), with a history of more than 100 years, and has been recognized as one of the "Three Tianjin Snacks". The snack is the first of the "three best snacks of Tianjin" and is one of the old Chinese brands. The surface and filling of the buns are carefully selected, the production process is strict, and the appearance is beautiful, especially the buns are well-proportioned, and each bun has no less than 15 folds.

The buns are fresh from the cage, fresh but not greasy, fresh and fragrant. The buns are mainly made of fresh meat, and there are 6 categories and 98 varieties of buns, such as sanshen buns, seafood buns, soy sauce meat buns and vegetarian buns, etc. In November 2011, the State Council announced the third batch of national intangible cultural heritage lists, and the project of "traditional handmade craftsmanship of the buns of dog不理" was included in it, which is one of the world-renowned Chinese delicacies.

In 2005, the State Council announced the third national intangible cultural heritage list.

In 2005, the company "Dog Dumai Buns Catering (Group) Company" underwent a capital "restructuring", and in April 2005, Tianjin Tongrentang became the owner of the company and acquired Dog Dumai with RMB 106 million, and after the acquisition, the company was listed as one of the world famous Chinese cuisine. "

The company has been in the process of registering for business and formally changed its name to "Tianjin Dogfu Group Co.

Dog Li Group in July 2014 failed to sprint to the A shares. in October 2015 the dog Li Group's Tianjin Dog Li Food Co. However, in May 2020, listed less than five years, the company of the dog indifferent food from the new three board officially applied for the termination of the listing. According to its last published financial report, the 2019 financial report, its annual operating income was 155 million yuan and its net profit was 24.2458 million yuan.

On March 29, 2021, it was found that the main store in Beijing, located on Qianmen Street, has been closed, the store has been closed for nearly half a month, and the plaque in front of the door of the "dog indifferent" has been removed. In this regard, the dog indifferent group responded that is restructuring, the store is closed because of the expiration of the contract, after the renovation is not sure whether to reopen.

Publicly available information shows that there are 17 stores in the dog ****, the dog in the Beijing head office (Qianmen store) is the only store in the dog in the Beijing area, the rest of the 16 stores are located in Tianjin. After the closure of the last one in Beijing, there are no more stores outside Tianjin.

Second, the decline of the dog indifferent buns reason analysis

1, to the consumer - service is too poor

Expensive price, cheap service. Eight buns can be sold for 150 dollars, a plate of peanut rice 58 dollars. The service attitude is so bad that, in the opinion of the staff of the dog, he thinks his food is delicious, only that the consumers do not know how to appreciate it. Finally, Tianjin natives never eat the dog indifferent buns, reduced to foreign tourists to taste the experience of the store, foreign tourists to the store to consume most of the suspicion of "slaughtered". This kind of departure from the consumer hotel, even if it is an old brand, a hundred years of business, your core is no longer to provide consumers with quality products at a low price, but rely on a hundred years of signboards, and constantly increase prices, away from the original heart of the enterprise, consumers naturally vote with their feet, and end up like this.

2, to the market - bent on

Dog Li's business philosophy has been detached from the market, Dog Li's decline is the result of the consumer side of the consumer side of the industry side of the constant push back. The system is aging, the mechanism is rigid, and the innovation and upgrading and iteration of products can not keep up with the speed of consumer upgrading.

3, to the enterprise --- strategic decision-making errors

"High-end" positioning is one of the main reasons that led to the dog to the business difficulties. Under the high-end route, the buns which can easily cost more than ten dollars to tens of dollars a piece began to be abandoned by the customers.

Early in 2021, Zhang Yansen, chairman of the Board of Directors of the Dog Li Group, said in an interview with the media that the future will focus on the development of the food industry and e-commerce business, and at the same time, on the basis of reducing the number of stores, to do a good job of leaving the stores. Imagine the old restaurant brand to articulate diversified business? As a nationally recognized long-established brand, the Dogfood Group should do a good job of the main business before talking about diversification and transformation, otherwise even the best signboard will collapse.

Three, how to transform

Dog Li Group if you want to continue to rely on food and drink and turn around, "stick to" and "innovation" or its necessary path. As a long-established enterprise with a deep brand history and a certain supply chain foundation, the Baozi Group has a competitive advantage in the catering industry. But at the same time, the disadvantage is also more obvious, mainly for high price, uneven franchise, sales territory, service is too poor limited. For example, it is mainly facing the tourist groups, because of the "high price" has been criticized, many people think that the dog is "sky-high buns," "rely on the old to sell the old".

1, focus on the main business

As a nationally renowned brand name, the Dogmei Group should first do its main business, and not try to diversify through cross-border development.

2, change the business philosophy

After the new generation becomes the mainstream consumer group, we should be able to match and meet the core demands of the new generation in time. After the contraction of the physical stores offline, the dog's future is sure to turn to the line. Return to the service to consumers, price, service experience to adapt to consumer demand. Dining environment, product quality, service attitude three hard indicators, both strategic and tactical, are centered on these three elements.

3, the courage to innovate

The future of the entire traditional enterprises or to accelerate innovation and upgrading, and speed up the speed and quality of iteration. Commodity single, insufficient innovation are difficult to support the traditional enterprises to re-create glory.

4, return to the original heart

Doing business can not always think of making money, the reason why the dog can go to such a high position, from the high noble friend with hands to do out of the buns really delicious, but with the high noble friend children and grandchildren wantonly spend, not only to expose the use of frozen meat fillings, charges and other problems, and finally that a little bit of the reputation has been consumed. The original intention of the dog indifferent buns is to do the Tianjin people's snacks, everyone can afford to consume, but to do later, has been and the distance of the people is more and more far, often a hundred yuan a drawer buns, from the consumer demand more and more does not fit, the people can only be far from the respect of the.

It is not just the dog buns, some of the old system aging, rigid mechanism, product innovation and upgrading and iteration can not keep up with the speed of consumer upgrades. The time is progressing, the quality of life is also progressing, these "old" must do to learn from the past, to retain the original original quality, to meet the new things. Craftsmanship production and careful inheritance, which is the old can be at the top of the fundamental.