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The development history of Quanjude
● Project background

Quanjude, as a well-known and time-honored enterprise in China catering industry, has a development history of 135 years since it was founded in Tongzhi for three years in Qing Dynasty (A.D. 1864). After several generations' efforts, Quanjude has formed a series of gourmet products and a unique food culture represented by roast duck. Quanjude, a century-old shop, has become the main place for national leaders to entertain international friends, and also the window for international and domestic friends to know and understand Beijing. Since the reform and opening up, China's catering market has developed rapidly. Facing the increasingly fierce market competition and the challenge of foreign catering industry, Quanjude established a large-scale catering enterprise group based on Qianmen, Hepingmen and Wangfujing Quanjude in May, 1993, including more than 50 joint ventures, which ended the unfavorable situation of one store, one industry and decentralized operation. Quanjude Group became the sole holder of Quanjude trademark, thus giving birth to Quanjude.

By the beginning of 1999, Quanjude Group had registered the trademark 1 1 in China, covering 25 categories 124 kinds of goods or services; At the same time, it has registered the "Quanjude" trademark in 3 1 key countries and regions around the world. 1996- 1998 "Quanjude" trademark was awarded "Beijing Famous Trademark" by Beijing Administration for Industry and Commerce for two consecutive years; 1999 65438+ 10 The brand "Quanjude" was recognized as "China Well-known Trademark" by the State Administration for Industry and Commerce, which is the first well-known service trademark in China.

2 1 century is coming, and Quanjude time-honored brand is playing the second century in the history of development. The success or failure of Quanjude brand strategy is the key to determine whether an enterprise can maintain its vigorous vitality in the new century. The project investigation faces the 2 1 century, and the development of Quanjude brand is facing good opportunities and severe challenges, just like the catering industry in China and even the commercial and service industries in China.

● Opportunities faced

1. With the development of market economy and the improvement of people's consumption level, the famous brand effect is becoming more and more obvious. Using and enjoying famous brands has gradually become a social fashion, and the prestigious Quanjude will be further respected and favored by society and consumers.

2. The promotion of Quanjude's state-owned enterprise reform, the establishment of modern enterprise system and the improvement of enterprise management mechanism have laid a good institutional guarantee for the promotion of Quanjude's corporate image;

3. All employees of Quanjude have deep feelings for Quanjude, and have a lofty sense of historical responsibility and social responsibility for brand promotion and development, which has become the ideological basis of Quanjude's corporate image public relations;

In addition, the brand image of Quanjude occupies a high position in the public mind. On March 1998, the column group of Beijing Express of Beijing TV discussed with the Institute of Public Opinion of China Renmin University "Which products can best represent Beijing's brand image?" This topic adopts the way of questionnaire survey. The questionnaire asked respondents to write down four products that best represent Beijing's economic image. As a result, as many as 40 or 50 kinds of Beijing products were nominated, among which Quanjude Roast Duck ranked first, which was unanimously considered as the most iconic product that could represent Beijing's economic image. Beijing Preserved Fruit, Beijing Jeep, Peony Color TV, Erguotou Liquor, Beijing Snacks, Yanjing Beer, Dabao Cosmetics, Wang Zhihe Sufu, Lenovo Computer and Tongrentang Chinese Medicine ranked 2nd-11.

● Challenges encountered

1. From the buyer's (consumer's) point of view: With the improvement of people's living standards and the change of lifestyle, consumers put forward higher requirements for the quality of Quanjude catering;

2. From the seller's own point of view: the operation of Quanjude Group's franchise management system needs a unified corporate image;

3. From the current domestic catering competitors, the domestic catering industry continues to develop. There are more than 400 roast duck restaurants named after "Beijing roast duck" in Beijing alone, and there are thousands of restaurants and restaurants operating Beijing roast duck, which makes the competition more intense;

From the perspective of potential competitors and substitutes in the future, the process of global economic integration is accelerating. After China's entry into the WTO, foreign catering will be easier to enter, which will pose a threat to the survival and development of domestic catering, including Quanjude. In order to seize the opportunity, meet the challenge, actively participate in the market competition, and build a world-class brand in the catering industry with profound cultural heritage, strong strength, extraordinary quality and outstanding market performance in China, the group company decided to take the anniversary of Quanjude Store 1999 as an opportunity to launch a series of multi-level corporate image public relations activities throughout the year. The public relations goal of the project planning: to carry forward the enterprise spirit of "honesty, gathering but not dispersing, benevolence and righteousness first", to carry forward the national brand of Quanjude to the outside world, to establish a brand-new image of Quanjude's old brand, to create a market by celebrating the store, to promote the market by culture, to strengthen the popularity of Quanjude roast duck food at home, to enrich the corporate cultural connotation of Quanjude, and to inspire all employees of Quanjude Group to meet the challenges in the new century with 100 times confidence. Public relations strategy: In order to achieve this goal, we will hold Quanjude Cup, Quanjude Roast Duck Food Culture Festival and Quanjude Brand Strategy Seminar. The media choice of these public relations activities is mainly newspapers, as well as TV stations and radio stations, supplemented by our company's publicity publications.

● Specific plan

The series of public relations activities throughout the year can be divided into three stages from overture to climax: the first stage: the first quarter includes holidays such as New Year's Day, winter vacation, Spring Festival, Lantern Festival, etc., and the "Quanjude Cup" Spring Festival prize-winning collection couplet activity (hereinafter referred to as collection couplet) is jointly held with Beijing Evening News and Beijing couplet research society; For the whole society (including employees of the group), carry out the essay Quanjude and Me to collect historical relics of stores; Set out to sort out the data, edit and publish the book Quanjude Past and Present. The second stage: "Quanjude135th Anniversary Celebration and the Opening Ceremony of the First Quanjude Roast Duck Food Culture Festival" will be held on the sixth day of June of the lunar calendar, that is, the founding day of Quanjude on July 18. The third stage: June 5438+ 10 golden autumn, on the occasion of the 50th birthday of New China, Quanjude brand strategy seminar will be held.

● The list is as follows

● Project implementation

At the beginning of the year, the group company mobilized to carry out a series of public relations activities throughout the year at the working meeting. Each activity has set up a special working group led by the general manager or deputy general manager and composed of relevant personnel from different business departments to be responsible for the specific implementation.

overture

"Quanjude Cup" Spring Festival prize collection activity (1998 65438+February-1999 March) The following are the media reports of the five-color edition of Beijing Evening News during this activity: 1998 12.22 published "Supplement Center of this newspaper, Quanju"

Pay attention to199965438+1October10 "List of New Year Award-winning Judges of Quanjude Cup"

Highlight the authority in order to attract readers' attention, and participate in one of the awards collection works of' Quanjude Cup' on June 65438+1October 65438+June 6.

Six days later, the first activity prompt199965438+1October 22nd, "Quanjude Cup' Prize-winning Collection Works for the Spring Festival' was selected for the second time.

Six days later, I was reminded that the activity had started again. 199965438+1On October 26th, "Quanjude Cup' New Year Award-winning Collection Works' was selected for the third session.

Four days later, the deadline for the third reminder activity is1February 99915th (Lunar New Year's Eve), when the "List of Quanjude Cup Award-winning Works and New Year Award-winning Solicitation Activities" will be announced.

It was announced on New Year's Eve. On the one hand, there are more readers than usual, on the other hand, it is considered as a cultural gift for the Spring Festival as a blessing to readers. 1Winner List of "Quanjude Cup" New Year Prize Collection Activity on February 25th, 999 "

Thank readers and all walks of life for their attention. On March 1999, the news of the "Quanjude Cup" Spring Festival Awards Association was released.

Announcing the successful conclusion of the event 65438+March 65438+1June 6, 1999, the "Corporate Culture" column of Beijing People's Broadcasting Station broadcasted the live interview recording of the reporter of the "Quanjude Cup" Spring Festival prize-winning essay awarding conference. After the first solicitation, in order to better carry out the second celebration, the group company made a timely summary, and on March 30th, 1999, 1999 officially issued the "Written Notice on the Arrangement of Quanjude Store135th Anniversary Celebration Series" to further decompose and implement various activities. Carry out the essay "I and Quanjude" to the whole society and collect historical relics of stores; Set out to sort out the information, edit the book Quanjude past lives, and hold the launching ceremony on the day of Quanjude135th anniversary; Please ask the authoritative asset appraisal agency to make a second appraisal of the intangible assets value of Quanjude since the establishment of the group. The value of Quanjude's intangible assets based on 1999 65438+ 10/is 708.58 million yuan, 2.63 times that of the first appraisal 1 994. Quanjude not only preserves and increases the value of state-owned tangible assets, but also increases the value of intangible assets. This news was announced to the public through the news media on the day of Quanjude135th anniversary.

(2) Main rotation

Quanjude135th Anniversary Celebration and Opening Ceremony of the First Quanjude Roast Duck Food Culture Festival 1999 July 9: 30-1:30 held a grand opening ceremony in the lobby on the first floor of Qianmen Quanjude Roast Duck Restaurant. More than 200 people attended the event, including leaders and responsible comrades of the State Bureau of Domestic Trade, relevant commissions and bureaus of the Beijing Municipal Party Committee and Municipal Government, district committees and governments, journalists from news organizations and representatives of Quanjude member enterprises.

Specific arrangements

1, sing "the group song"

2. Statement by the Chairman of the Panel

3. Congratulatory message from Beijing Commercial Federation

4. Show Quanjude's strong technical force to the group head chef, deputy head chef and chefs of various enterprises with letters of appointment and ribbons.

5. The newly edited book Quanjude Past and Present spreads the history and culture of Quanjude.

6. 135 Quanjude Ice Wine Collection Ceremony shows Quanjude brand extension products.

7. Please invite relevant leaders to speak.

8. "Tear down the old wall and reproduce the old shop"-The unveiling ceremony of the old wall in Quanjude reappeared history and traced back to the past, which left a deep impression on people.

9. The release ceremony of the 65438+ billionth Quanjude roast duck The release of the 65438+ billionth roast duck has become a hot topic for journalists to report. 1 1 point, before Quanjude 1 100 million roast duck was baked, 10 photographers waited in front of the roast duck stove early to occupy the best shooting position. After the roast duck was roasted, the reporters quickly pressed the shutter and recorded this meaningful historical moment with their cameras. In order to grab the first news, the reporter of Beijing Evening News forgot to have lunch and immediately returned to the newspaper to send photos. The Evening News published news pictures in the first edition that afternoon, making it the first media to report this activity.

10, 1 100 million pieces of Quanjude roast duck. Mr. Yang, former deputy secretary-general of the municipal government and the first chairman of Quanjude Group, spoke first. This roast duck was awarded to a French couple who came to Quanjude for dinner at noon that day. In order to report this incident, CCTV also conducted an exclusive interview with the chairman of the group. Unexpectedly, some foreign journalists came uninvited. For example, during the morning activities, Yugoslav TV station rushed to the scene to shoot; Afterwards, the Hong Kong Business Daily reporter deeply regretted the failure to conduct on-site interviews, and followed up the company afterwards.

Launching Ceremony of Quanjude Special Cuisine (1July, 999 18) Time: 15: 00- 18: 00 Venue: Room 208, Quanjude Roast Duck Restaurant, Heping Gate Attendees: leaders of group companies, representatives of member enterprises and heads of relevant departments and offices:

1. The vice president in charge of the group introduced the significance of launching Quanjude specialty dishes, arranged the unified food quality and implemented the boutique strategy.

2. The head chef of the group explained the production of Quanjude specialty dishes and the quantitative calibration of taste specialty dishes to improve the scientific and technological content.

3. Opening ceremony of "Opening the first floor to show the hall". Newly renovated lobby on the first floor-"China is a must" reopened.

4. The guests watched the making process of special dishes and tasted the "Food Culture Festival" (July 18-25).

Activities carried out during this period include

1. Preferential sale of fine roast duck sincerely returns to consumers.

2. International culinary masters tour.

3. Wonderful performances by Asian chefs and award-winning chefs

4. Issue "Quanjude Membership Card"

5. Give Quanjude135th anniversary souvenirs.

6. Carry out interesting cooking, service skills and Quanjude knowledge competitions with customers.

(3) Promotion

Quanjude Brand Development Strategy Seminar (199910/0/0/6) 9: 00-12: 00 invited China Business Economics Society, China Business Culture Research Association, China Academy of Social Sciences, China Renmin University, capital university of economics and business and Beijing Industry and Commerce. With the help of external brain analysis, the theoretical guidance and practical project evaluation of corporate image public relations activities of Quanjude Group 1999 have achieved the expected public relations purpose. 1, the Spring Festival prize-winning activity of "Quanjude Cup" lasted for two months, and * * 3,954.5 couplets were received from Beijing, Hebei, Liaoning, Inner Mongolia, Shandong, Jiangsu, Anhui, Jiangxi, Hunan, Guizhou, Guangdong, Hainan, etc. 12 provinces, cities and autonomous regions. The youngest author is a junior high school student aged 14, and the oldest is an 82-year-old man. Some old people lead the whole family to participate in writing for three generations, and even some blind people in welfare factories let their colleagues write for them. We didn't expect this. After initial evaluation, re-evaluation and final evaluation by expert judges, five first prizes, two second prizes 10, 20 third prizes, and encouragement prizes 135 were selected. This activity combines the Spring Festival with commercial publicity, organically combines Quanjude's brand image with China's traditional couplet culture, creates news hotspots of "building a brand with culture" and "promoting business with culture", and publicizes Quanjude's food culture and brand culture, which has aroused great repercussions in the society. 2. Improve the popularity and reputation of Quanjude brand. A number of news media have comprehensively reported the "Quanjude135th Anniversary and Food Culture Festival". The forms of reporting include news, photos, tidbits and interviews.

It can be seen that the media coverage of this event is quite high, which not only formed a shock wave of Quanjude's corporate image in China, but also spread the news of Quanjude135th anniversary to Beijing and the world through some overseas media. Quanjude has become a topic that people generally talk about and pay attention to, which further enhances the popularity and reputation of Quanjude brand and strengthens its brand image. 3. Quanjude Group achieved good economic benefits through135th anniversary celebration. As the achievement of Quanjude135th anniversary and the first Quanjude Roast Duck Food Culture Festival, during the National Day (65438+ 10/-7), the group company 10 direct store * * * realized an operating income of 7.035 million yuan and received 76325 guests. By the end of June, 1999, 1 1, the operating income and profit of the group company had completed the annual planned tasks ahead of schedule. The profit reached 1 10% of the annual plan index. 1999 In the second half of the year, the average daily turnover of Heping Store and Qianmen Store increased by about 20% compared with the same period of last year. 4. The seminar on Quanjude brand development strategy defined the strategic goal of Quanjude brand, that is, with Quanjude roast duck as the leader, fine food as the foundation, and through effective capital operation, it actively and prudently extended to related industries to build a world-class brand in the food and beverage industry with profound cultural background, strong strength, extraordinary quality, excellent market performance and world-renowned reputation in China. The strategic discussion of Quanjude also triggered the capital experts and scholars to explore and study the inherent laws of the development of Beijing time-honored brands represented by Quanjude. Experts and scholars who have participated in Quanjude's "Quanjude Brand Strategy Seminar" and Quanjude's related activities have had many discussions around the theme of "How an old brand enters the new century". Taking Quanjude as a typical business practice as a case, this paper makes a theoretical discussion on the general law of the development of Beijing time-honored brands.

Experts believe that "it is a historical responsibility to develop time-honored foods", "time-honored brands should carry forward their brand advantages, keep pace with the times" and "base themselves on tradition and innovate and develop". (See China Food News (65438+20001October 20th).

Project planning and implementation unit: case review of China Beijing Quanjude Group Co., Ltd.;

1, Quanjude Group Co., Ltd. is an old-fashioned catering enterprise in Beijing with a long history and cultural tradition. Facing the wave of reform, opening up and market economy, Quanjude Group has been reorganized, becoming the sole holder of Quanjude trademark, and registered its trademark at home and abroad. By the beginning of 1999, the Group had registered 1 1 trademark in China, covering 25 categories of 124 kinds of goods and services, and registered "Quanjude" trademark in 3 1 key countries and regions around the world. 1 99965438+1October1day, the "quanjude" brand was appraised by an authoritative asset appraisal agency, and the brand value of "quanjude" was 708.58 million yuan. On this basis, Quanjude Group began to fully implement the "famous brand strategy" project to ensure that the enterprise will continue to maintain its vigorous vitality in the new century. This case fully shows that the leaders of Quanjude Group are far-sighted and have strong market awareness. Through the implementation of the "famous brand strategy" project, the golden signboard of Quanjude's century-old shop will be fully promoted to the second century.

2. Large-scale activities are the most common form of public relations activities and the easiest means for enterprises to achieve public relations goals. Because of its great social impact, strong pertinence and good communication effect, it is also difficult to implement. "Quanjude135th Anniversary Celebration" is an important external communication case for Quanjude Group to implement the "brand strategy" project. This case lasted nearly one year from planning, preparation, implementation and promotion, covering three large-scale activities, namely "Quanjude Cup" Spring Festival prize-winning activity, the first Quanjude Roast Duck Food Culture Festival and Quanjude brand development strategy seminar. These large-scale activities also included a series of special topics. In this case, "Quanjude" skillfully designed public relations activities for different target audiences, and combined them with communication means, and achieved good public relations benefits. For example, for ordinary consumers, it has adopted the activities of "Spring Festival Solicitation" and "Roast Duck Culture Festival", supplemented by mass media publicity; For the important target public, invite relevant leaders and celebrities to attend the 35th anniversary celebration of Quanjude/KLOC-0 and the opening ceremony of the first Quanjude Roast Duck Food Culture Festival; For professionals, communication is conducted in the form of "seminars". At the same time, we also see that each activity is aimed at different target audiences, and the information disseminated is highly targeted. It should be said that the execution of this case is very difficult, involving many departments of the group, especially for a traditional state-owned commercial enterprise. In order to ensure the smooth implementation of the project, the group president personally took the lead, and the relevant departments were responsible for the division of labor, and they were implemented one by one as planned. It can be said that the implementation of large-scale activities requires not only strict planning, but also strong execution.

3. The 6,543.8+billionth Quanjude roast duck was released, and the duck cutting ceremony was the most attractive and newsworthy activity in this large-scale event. Quanjude seized this bright spot and made a big fuss. The Beijing Evening News reporter grabbed the news to explain that the creative planning of the event was in place, which was the crowning touch of this case and an important theme of many media reports.

In this case, Quanjude Group attaches great importance to the publicity of mass media. About the "Quanjude135th Anniversary Celebration and the Opening Ceremony of the First Quanjude Roast Duck Food Culture Festival", 24 media participated in the coverage, and the number of reports reached 56 times. In addition, Beijing Evening News' interactive follow-up report on "Spring Festival Solicitation" pushed the event to a climax and laid a good foundation for Quanjude135th anniversary celebration. The active participation of the news media shows that Quanjude Group can maintain a good cooperative relationship with the media at ordinary times.

5. This case fully reflects the professional level of Quanjude Group in the planning and implementation of large-scale public relations activities. The whole planning and implementation is a prelude and a follow-up. In the early stage, it paved the way for the climax of the store celebration, and in the later stage, sublimation pushed the brand strategy of Quanju to a deeper level. Of course, there are still some shortcomings. The whole activity planning is a bit rigid, the information dissemination is relatively not particularly concentrated, there is interference, and the copywriting needs to be improved. I believe that through continuous public relations practice, the corporate brand of Quanjude Group will be as famous at home and abroad as its famous trademark Quanjude.