Delicious! It will stop operating the Chinese fast food brand Dongfang Baibai and close five stores this year. However, Yum! China said in the 20021annual report that he decided to stop operating the brand. Yum will stop operating Oriental White and close five stores this year.
Delicious! It will stop operating Oriental Xiaobai and close five stores 1 during the year. March 1, Yum! China released its annual report 202 1, announcing that it would stop operating its Chinese fast food brand "Oriental White". As of 202 1, 12, 3 1, Oriental Xiaobai has five stores in China, all of which are planned to be closed permanently in 2022.
According to Yum! China Annual Report shows that the closure of Dongfang Bailiang was mainly affected by the COVID-19 epidemic. But in fact, the decline of Dongbai began several years before the outbreak. From 20 12 to 20 15, many stores in Hangzhou and Guangzhou were closed one after another.
Oriental Xiaobai was born in Shanghai in 2004. It is regarded as the brother brand of KFC by Yum! China, which is also known as a completely localized brand established by multinational catering enterprises in China for the first time. The brand name "Oriental White" is taken from "I don't know Oriental White" written by Su Shi, a poet in the Song Dynasty.
According to public comments, the last five places of Dongfang Baidian are Suzhou, Shenzhen, Jinhua and Shanghai, which are mainly distributed in transportation hubs. There are two stores in Shanghai, both of which have closed. At present, Oriental Xiaobai official website is also showing the upgrade, and the result of telephone joining is empty.
According to China food industry analyst Zhu's analysis of interface news, as a sub-brand of Yum! Brands, Oriental White Bar has never formed brand effect and scale effect, and the reason behind it is related to its weak differentiation and innovation ability and no iteration in upgrading.
Yu Zeng, the founder of the accelerator in the future catering industry, commented that Dongfang Baibai fell into the trap of internal thinking in brand positioning, category selection and explosive product shaping, and simply copied the operational thinking of western-style fast food to Chinese fast food. This limitation has also failed the white road of change in the East.
When Dongfang Baibai first chose the store location, it was based on the principle of being close to KFC. Most of the dishes continue KFC's materials, and there is a problem with the innovative direction of the dishes. For example, use chicken chops and pork chops with rice and black pepper juice. There are nearly 200 SKUs on Oriental Xiaobai menu at most, covering breakfast, lunch, dinner and afternoon tea, and it is impossible to establish a clear brand awareness.
In 2020, Oriental Xiaobai also made some innovative attempts, such as the transformation of "steamed stuffed bun shop" and the promotion of "Huaiyang cake" in terms of products. In addition to the steamed stuffed bun series, there are also a series of dishes such as Huaiyang braised lion's head, Jinling salted duck and soup. But such an attempt did not fundamentally solve the problem.
Compared with other brands under Yum! The expansion of China and Oriental Xiaobai is particularly slow, and it has not been able to form scale effect. KFC expands at the speed of hundreds of stores every year, while Dongfang Baibai, which is positioned as a brother brand, opened 13 stores in Shanghai only in the three years from its appearance to 2008. 20 15 the last store in Guangzhou closed, leaving only nearly 20 stores in the country. After the brand adjustment of 20 18, only four stores were added.
However, the competition in the Chinese fast food track where the East is located is becoming more and more fierce. Chinese fast food brands such as Helao Noodles, Laoxiang Chicken and Yang Guofu started the listing process one after another. According to the 202 1 annual report, Yum! China's next brand strategy will focus on promoting the growth of core brands and emerging industrial brands (such as Lavazza).
Delicious! It will stop operating Oriental Xiaobai and close five stores during the year. Yum recently! China (9987, HK) issued the annual report 202 1. According to the data, the company recorded a revenue of 9.9 billion dollars in 202 1, and there were more than 1 1700 restaurants as of 2021231.
Delicious! There are many famous catering brands in China. In addition to KFC and Pizza Hut, the company's catering brand portfolio also includes Little Sheep, Huang, Lavazza and Coff II& etc. JOY, Taco Bell, the East is white.
Among them, Dongfang Bai is a Chinese fast food brand, which is mainly distributed in transportation hubs. However, Yum! China said in the 20021annual report that he decided to stop operating the brand.
Delicious! The China Annual Report said that the brand was "seriously affected" by the COVID-19 epidemic. Therefore, the company has decided to stop operating the brand. As of 202 1, 12, 3 1, there are five Dongfang Bai stores in China, all of which are scheduled to close permanently in 2022.
It is not without a clue that the development of the East is not smooth. The National Business Daily reporter noted that according to Yum! China 2020 Annual Report, as of June 5438+February 3, 20201,there are 8 Oriental White stores in China. In other words, in the past year, the number of China stores in Oriental White has decreased by three.
It belongs to the same company as KFC, Pizza Hut and other catering brands. Why is the development of Oriental Xiaobai not smooth or even stagnant? According to the recent analysis of China food industry analyst Zhu, as a sub-brand of Yum! Brands, Dongfang Baitiao has never formed brand effect and scale effect, and the reasons behind it are related to its poor differentiation and innovation ability.
Delicious! It will stop operating Oriental Xiaobai and close five stores during the year. March 1, Yum! China announced in its 20021annual financial report that it would stop operating its original China food brand, Oriental White.
Delicious! China said that the "Oriental White" brand was seriously affected by the COVID-19 epidemic. Therefore, we decided to terminate the operation of this brand. As of 202 1, 65438+2, 3 1, Oriental Xiaobai has five stores in China, and plans to close all the stores permanently in 2022. "
It is understood that Dongfang Bai was founded in Shanghai in 2005, focusing on the transportation hub and specializing in Chinese food. At the beginning of its establishment, it was once called by the media as a brand-new brand completely localized by multinational catering enterprises in China for the first time.
Previously, on July 9, 20021year, Oriental Xiaobai Shanghai Wanyuan City Store just opened grandly, and only half a year later, Yum! China announced that it would stop operating the brand. Between opening and closing, countless people are embarrassed.
Zhu, a food industry analyst in China, told the reporter of Henan Business Daily First News that Dongfang Baibai, as a sub-brand of Yum!, has not formed brand effect and scale effect for a long time, and the reason behind it is related to its weak differentiation and innovation ability and no iteration in upgrading.
Some insiders also said that the fundamental reason lies in the rapid development of domestic catering brands, especially Chinese food categories. Under the fierce competition, the rule that "foreign monks like to recite scriptures" has also become a thing of the past.
All along, delicious! It seems that the road to Chinese food in China is not smooth. In March 2009, Yum! Acquired 20% equity of Little Sheep for HK$ 493 million, becoming the second largest shareholder of Little Sheep. On June 5438+ 10 of the same year, Yum spent about HK$ 300 million to increase its shareholding in Little Sheep to 27.3%. 20 12 years, Yum! China spent HK$ 4.6 billion to acquire the first little sheep in China Hotpot, holding 93.2% of the shares.
In its heyday, Little Sheep's annual turnover exceeded 5 billion yuan, ranking first in the revenue of hot pot brands in China for six consecutive years, and repeatedly making the list of the top 100 restaurants in China, which was praised as "the first hot pot in China".
However, after Little Sheep was acquired by Yum. Its development has come to a standstill. After the reform of retiring franchisees in a large area, strengthening the management and control of stores, carrying out standardized transformation, management upgrading and brand upgrading, Little Sheep, which was in full swing, was greatly weakened and recovered.
Delicious! China 202 1 financial report shows that Little Sheep has reached 202 1 and 3 1, and there are more than 240 stores in the world, of which 220 are franchised stores, less than 360 in its heyday.
The same thing happened to Huang's card. In April 2020, Yum! China announced in an announcement that it had officially completed the acquisition of the controlling stake in braised pot brand Huang, but the curse happened again.
As a Chinese food chain brand, Huang lacks his own supply chain. In recent years, food safety issues have been frequently exposed. The emerging Chinese food among network celebrities further occupied Huang's market share, which made Huang go downhill in recent years.
Of all brands owned by Yum! In China, the main sources of operating profit are basically contributed by KFC and Pizza Hut, two western-style fast food brands, while China catering brands are frequently frustrated.
According to Xu Jian, the founder of catering chain consulting, this is because the business model of western food is incompatible with the Chinese food system. The essence of western food is standardization, while Chinese food has too many food cultures that can only be expressed but not expressed. For example, whether there is a charge for paper towels, the different needs of consumers in the north and south for spices, and so on. , the management of Yum! China couldn't understand them deeply.
Zhu also thinks that western food and Chinese food are two different systems. "Interlaced like the hills. Chinese food pays attention to precise docking. Different cities, regions, stores, seasons, dishes and scenes have different strategies and have high requirements for teams or traders. "
If we use foreign simple standardized chain thinking to cook Chinese food, the effect will definitely be greatly reduced. Although yum! At present, it is not easy for China to set up its own Chinese food business department to revitalize Chinese food business and increase the contribution rate of Chinese food in the whole income. Coupled with the epidemic situation, there is still a long way to go for Chinese food in Bai Sheng, China.