The fame is still out, and the dog has retreated to the place where the legend began.
"Do the old brand, don't do the old enterprise", this is a slogan hanging on the official website of dog disregard. As a long-established brand with a history of more than 160 years, Dogbuli once went out of Tianjin and laid out in many places. Now, a few years later, times have changed. Entering 2021, the last dog in Beijing ignored the closure of the store, and in the previous year, the eclipse has been staged many times.
At the beginning of April, when the Beijing News Shell Finance visited, it was seen that the consumers in the Dogbulu store located in the commercial center of Tianjin were still in an endless stream, mostly middle-aged and elderly tourists from other places who came here to taste the early adopters. A kilometer away, the "business-type" identity of the blessed dog ignores the Heping Road store, due to the epidemic situation, there is still no shortage of high-priced dishes of 888 yuan / case.
"After years of reform and innovation, dog-free direct sales stores have grown from 2 at the time of the restructuring to more than 30 at present." However, since the recovery of more than 80 franchise stores in various places last year, the grand situation of dog direct sales stores has not been the past, and there are only 10 business stores. Nowadays, there are no stores outside of Tianjin.
On April 15, in response to the store closure storm and future strategies and other related issues, Shell financial reporters tried to interview Dogbury Group, but as of press time, there was no response.
National time-honored brand "shrinking circle"
In the Binjiang Road business district of Shandong Road in Tianjin, the Dogbu bus store is hidden behind a shopping mall building. The storefront is decorated in an antique style, with two stone lions standing in front of the door. This place is the bustling commercial center of Tianjin, with Tianjin Railway Station, Porcelain House, Ancient Culture Street, Italian Style District and other tourist attractions, located here Dogbuli is the punch card place that many tourists will choose.
One high noon in April, there were not many empty tables left in the lobby on the second floor of the main store, and most of the diners with local accents rushed to the "Chinese time-honored brand" to taste the early arrival. According to the official website of Dogbury, this store is a traditional old shop of Dogbury after the founding of New China, which is a "national special hotel". A staff member said that the customers of Shandong Road are basically tourists, and the passenger flow has always been relatively large.
"The taste is OK", "Just try it." "During the visit, customers had mixed comments on the dog's buns. The reporter searched for the dog in the review APP to ignore the bun, and the total score of most stores did not exceed 4 points.
The price of the dog bun varies depending on the filling. The price of 1 cage (8 pieces) of traditional pork is 46 yuan, the price of traditional three fresh buns is 48 yuan, and the assorted vegetarian bun is 48 yuan. Beef buns, shrimp green leek buns, whole crab buns, crab meat buns, etc., the price of a single bun is about 16-18 yuan.
Although it has withdrawn from the capital, in the Tianjin base camp, the old -age "style" of dog disregard is still there.
In the dog bu li and peace road store about one kilometer, shell financial reporters noticed that the first floor set up a dog bu li culture display area, semi-surrounding hotel each floor has a different size of box, some can also meet the needs of the wedding banquet. The shop is business-oriented and has more high-priced dishes. Among them, the price of a "Hongyun Na cai" reached 888 yuan / case. However, the reporter noticed that as the main feature of dog disregard, several buns were labeled as "discontinued".
"Now the buns (varieties) are not as complete as before, and there are not so many varieties of buns trapped after the epidemic." A box staff member said that after the epidemic, the business in the store was not as good as before, and the passenger flow was significantly reduced.
In addition to the streamlined menus, the number of service personnel has also shrunk. Previously, there were more than a dozen service personnel on the first floor, and after the epidemic, "now there are only a dozen people in the whole store." In the view of employees, the epidemic has mainly affected relatively large stores, and the original smaller stores that mainly serve local customers in Tianjin have little impact.
The Dogburi Group, which uses the name of the bun as the name of the group, does not only have buns under its catering territory. During a few days of visits, the reporter learned that the high-end catering brand "Chinese Stew" on Tianjin Shuishui North Road, the "117 Garden Villa" in Heping District, and the "363 Hangzhou Caishui North Road Store" are all restaurant chain brands of Dogbury Group. These restaurants are classified as Cantonese cuisine, Shanghai Benbang cuisine, and Zhejiang cuisine.
In March this year, the dog at the Dashilar Bar at The Front Gate in Beijing locked the door of the store and posted a notice of "in-store decoration", and the store signboard was removed. After the dog ignored Wangfujing store last year due to bad reviews and was disqualified from joining, Qianmen Dog ignored the suspension of business, which also means that the dog ignore brand officially withdrew from Beijing. Dog Ignore confirmed to the Beijing News reporter that at present, Dog Ignore has no stores outside Tianjin. As for whether to continue to reduce offline stores in the future, it cannot be disclosed.
The Dog Bu Li brand was founded in 1858, and tianjin Dog Bu Li Bun Catering Company, which operated the "Dog Bu Li" brand in the early days, was an enterprise owned by the whole people.
On February 28, 2005, Tianjin Tongrentang acquired all the state-owned property rights of Tianjin Dogbu Baozi Catering (Group) Company and its shareholding in subsidiaries at a bidding price of 106 million yuan, accounting for 82.17%. Since then, Tianjin Dogburi Bun Catering Company has undergone the reform of the property rights system and the shareholding system and become the Dogbury Group.
For more than a decade, Dogbu ignored the rapid expansion with the aura of "national time-honored brand", and then underwent a strategic adjustment.
After the successful restructuring in 2005, an important strategy of dog ignoring is to adhere to direct operation. According to the statement issued by Dogbury, as of September 2020, Dogbury Group has successively recovered more than 80 franchise stores in various places, including 12 in Beijing and 11 in Beijing, and only one franchise store in Wangfujing remains at that time.
At the same time, the size of dog-not-do direct sales stores is also shrinking. In March this year, Dogbury's restaurant chain in Wuqing, Tianjin, was closed and written off because it did not meet expectations. As of the beginning of April, the grand situation of "more than 30 directly operated stores" has ceased to exist, and only 10 directly operated stores have been introduced on the official website.
An article published on the official website of Dogbuli Group in January this year showed that the actual controller Zhang Yansen realized that dine-in food is gradually declining. It said, "Every year we are reducing the number of stores, rather than blindly pursuing the number of stores, dog ignores the development of online." ”
Chinese food industry analyst Zhu Danpeng told Shell Financial Reporter that behind the dog's withdrawal from Beijing is that the overall quality cannot match the requirements of consumers, "His entire cost performance is missing, the scene is also aging, and now it is basically unable to meet the needs of consumers for high quality, big brands, service systems, and customer stickiness." ”
Zhu Danpeng said that dog care in Tianjin is part of the city business card, there is a certain demand type, but the key to brand survival is to let consumers get value for money.
Selling coffee and health care products, 38 subsidiaries once lost money in 14
According to enterprise investigation data, as of April 10, there were 32 holding and shareholding subsidiaries of Dogbury Group, of which only 18 were in a normal state of existence, including "Qianmen DogBury Fast Food (Beijing) Co., Ltd.", whichse stores have been closed.
Shell financial reporter noted that covering Hong Kong subsidiaries and overseas subsidiaries, the total number of subsidiaries or sun companies of Dogbury Group had previously reached 38. According to the prospectus updated by Tianjin Tongrentang to 2018, in 2017, 14 of these companies were in a state of loss, including Tianjin Dogbury Group Labor Service Co., Ltd., Tianjin Dogbury Group Housing Leasing Co., Ltd., Dogbury Business (Beijing) Co., Ltd., Tianjin North ShuishangDao Dogbury Restaurant Co., Ltd., Tianjin Dogbury Jinlong Stew Restaurant Co., Ltd., Tianjin Mintai Restaurant Co., Ltd., etc.
Among them, Tianjin Tianjin Mintai Restaurant lost nearly 3 million yuan, and Dogbury Pioneer Restaurant lost nearly 5 million yuan. The same dog that has been written off and Hepingli (Beijing) lost 230,000 yuan.
"Can't put down the body" is the evaluation of many people who ignore the dog. At present, shrinking stores, laying out quick-frozen foods and online sales channels are ignoring the dogs, which is becoming a portrayal of the current "Chinese time-honored brand".
Near five o'clock in the afternoon, Tianjin Dog ignored the frozen product factory workers have left work, and returned to quiet after a day of hustle and bustle. A staff member told Shell Financial Reporter that the factory is currently in a "halving production state".
Dogbury Food Co., Ltd. (hereinafter referred to as Dogbury Food), which is the company that produces Dogbury frozen products, was successfully listed on the New Third Board in 2015. At present, "halving production" is not a special case. As early as the public transfer prospectus released by Dogbury Food in 2015, it was said that the frozen pasta gift package products produced by the company were positioned in the holiday gift consumer market during the Spring Festival, accounting for about 20% of the overall sales, but during the non-Spring Festival, the company basically did not produce and sell the above products.
For Dogbury, its catering stores are an important sales channel for Dogbury frozen products. When the shell financial reporter visited the Tianjin Dogbury Shandong Road Store and the Dogbury Heping Road Store, the store has a special dog ignores the frozen products or gift box display stand, selling dog-not-frozen buns and other special snacks.
According to the prospectus of Tianjin Tongrentang, in 2017, the profit of Dogbury Food accounted for 37% of the total profit of Dogbury Group. Among them, the net profit of Dogbury Group was 54.2553 million yuan, and the net profit of Dogbury Food was 20.29 million yuan.
According to the data of the annual report of Dogbury Food, in 2018 and 2019, the net profit of Dogbury Food was 20.68 million yuan and 24.24 million yuan, respectively.
Nevertheless, in April 2020, Dogbury Food announced that "according to the needs of business development and long-term strategic development planning, combined with its own business development needs and current actual operating conditions, after careful consideration by the board of directors, it intends to apply to the National Small and Medium-sized Enterprise Share Transfer System Co., Ltd. to terminate the listing." ”
The following month, Dogbury Food officially withdrew from the New Third Board, which also means that the listing dream of Dogbury Group is even more distant.
In order to attract customers, Dogbu ignored the launch of different group purchase packages to resolve the high-end positioning that has always been there. Entering 2021, the development of online takeaway business may still be limited by the price of buns, and sales are not high. Shell financial reporter saw on April 10 on the Meituan takeaway that the monthly sales of the Dog Ignore Peace Store, the Dog Ignore Italian Style Street Store, and the Dog Ignore Shandong Road Main Store did not exceed 70 orders.
During the reporter's visit, he saw that the dog ignored and vigorously promoted banquets, packages and other business. Dog ignores many stores have advertised: dog ignores to undertake wedding banquets, birthday banquets, birthday banquets, baby eyes, college banquets, and friend parties.
In January this year, at the 2020 annual work summary meeting of Dogbury Group, General Manager Zhang Yanming concluded, "In 2020, the short board of the restaurant chain in the case of limited dine-in passenger flow highlighted: online takeaway is not compatible with the current situation, the membership system is not perfect, and the interaction cannot keep up; in the case of difficulties encountered by the restaurant chain, the performance scale of food companies is not prominent enough." In the new year, we will speed up the pace and make good use of digitalization and comprehensively improve the management level. ”
At present, going to sea is also a strategic direction for dogs to ignore. Shell financial reporter searched and saw that through overseas acquisitions, Dog Buli began to get involved in the field of coffee and health care products.
According to the company's official website, in 2015, "Dog Ignore" successfully obtained the permanent use right of Australia's largest coffee chain brand "Gaoleya" in China; in 2016, "Dog Ignore" acquired Blooms, a long-established Australian health product; in 2017, "Dog Ignore" acquired australian biotechnology company BJP.
According to the official website of "Gaoleya", more of its coffee stores are located in Tianjin, and some stores are located in Shanghai, Chengdu and Wuhan. "GBI is the international business department of the long-established Dogbury Group Co., Ltd." At present, the brand also has a franchise model.
On April 10, Shell financial reporters found the corresponding products of "Blooms", a health product brand under Dogbury Group, on Taobao Global Shopping and other platforms, which has not opened overseas flagship stores on domestic e-commerce platforms, mainly on behalf of the purchase model into China.
Since 2018, Dogbu has also increased its overseas investment many times. In December 2018 and May 2020, the Tianjin Municipal Development and Reform Commission successively licensed Dogbury Group Co., Ltd. to go to Australia to build a new Australian Probiotics AustraliaPtyLtd project, and agreed to file a capital increase project of Dogbury Group Co., Ltd. to Australia's Probiotics AustraliaPtyLtd.
Recently, Dogbury frequently published report cards: In June 2020, Dogbury Group revealed that "in 2019, the group achieved operating income of more than 1 billion yuan". In January this year, it was revealed that "in 2020, the online sales of DogBull accounted for a quarter of total revenue, doubling compared with 2019".
Two months later, the official announcement said, "From January to February 2021, the receivables increased by 38% year-on-year, and during the Spring Festival in 2021, the year-on-year increase was 46%".
In the publicity of dog disregard, we often see a vision: "to be the world's famous Chinese century-old brand." For dog ignores who are in the midst of a period of pain, there may still be a long way to go to achieve this goal.
Beijing News shell financial reporter Li Yunqi Editor Wang Jinyu