BEIJING, March 29 (Zuo Yukun) "Bamboo boards such a dozen, hey, other we don't boast." I boast that this traditional delicacy dog ignores the buns. But in the future in Beijing, it may be difficult to see the "memory of the times" of this "thin-skinned and large stuffing with eighteen folds, like a flower".
Recently, "the last dog in Beijing ignored the closure" on the hot search. Why is the defeat of this old brand that was once on fire at the Spring Festival Gala evaluated by netizens as "a good hand of cards, playing a thin mess"?
The dog ignores and wants to withdraw from the Beijing market?
Recently, there are media reports that the dog ignores the beijing main store (qianmen store) the door is closed and suspected of closing the store, the former store is the last store in Beijing recognized by the dog ignores the official recognition.
On the morning of March 29, China News Network inquired about the official website of Dog Ignore and found that there were no dog ignore stores in Beijing.
On the afternoon of the 29th, China News Network came to the dog in the storm to ignore the front store. If it were not for the street sign at No. 31 Dashilan Street, it would have been difficult to find that it was the location of the Dog Ignore Beijing Main Store. At present, the door of the store is locked, the sign has been removed, and through the window, you can see that there is a small cabinet with the words "Dog Ignore" written on it, but a layer of dust has fallen on it.
The dog seen through the window ignored the interior of the front store. Photo by Zuo Yukun, China News Network
Nearby merchants told China News Network that the store had been closed for a long time because it was "under renovation." When asked by China News Network whether there was any news of reopening, the merchant said, "I heard that I have to wait a month or two." ”
At about 14:30 p.m., several staff members armed with wooden display stands, ropes and other tools opened the door. In the face of The China News Network's inquiry, the staff also replied that it was "in the renovation".
On the afternoon of the 29th, a staff member with tools entered the dog's former store. Photo by Zuo Yukun, China News Network
China News Network telephoned a staff member of the Dogbury Group, who responded that the dog ignored the closure of the Beijing main store (Qianmen store) because the contract expired. "This store is the house of the union, and now the contract expires and the house is mainly recovered, the two parties are negotiating the renewal of the lease, and they are still negotiating, and the follow-up is still uncertain."
As for the follow-up development of the Beijing market, the staff member said, "This is the group's strategy, not very clear." ”
"Dogs ignore", why has it become "people ignore" step by step?
According to the data, Dogbury was founded in 1858, has a history of 163 years, it is known as the first of the "Tianjin Three Absolutes", is one of the chinese time-honored brands, but also the Empress Dowager Cixi "with goods" of the Internet celebrity originator.
The earliest "dog ignore" bun was just an ordinary bun shop, and the owner had a nickname called Dogzi. Because the business of the shop is too good, the owner of the bun shop is often too busy to take care of the guests, so there is a nickname of "dogs sell buns, ignore people", and over time the name of "dogs do not pay attention to buns" has slowly spread.
Dogs that were once famous throughout the country and famous at home and abroad because of their delicious taste have often attracted attention because of negative news recently. The last time it was on Weibo's hot search, it was because of a message that "Tianjin Dog ignored the cancellation".
On March 18, tianyancha APP showed that Tianjin Dogbury Catering Management Co., Ltd. changed its operating status to deregister on March 17, and the reason for the cancellation was the resolution to dissolve, and the only shareholder of the company was Dogbuly Group Co., Ltd. Netizens have paid attention to: the dog ignores this is going out of business?
Subsequently, on the evening of the 18th, Dogbury Group Co., Ltd. issued a statement of the situation, saying that the deregistered Tianjin Dogbury Catering Management Co., Ltd. was the next chain store of the group, and the cancellation was "due to the failure of the operation to meet expectations", not the network rumor "Tianjin Dog Ignoring the Cancellation" and "Dog Ignoring the Resolution to Dissolve".
At that time, some statistics found that a total of 15 subsidiaries had been written off since the establishment of dogbury group, of which 11 were written off during the period from 2019 to 2021. Dogs ignored the contraction of restaurant stores in various places, including its "base camp" Tianjin.
Dog ignore bun (former store) is located at No. 31 Dashilar Street. Photo by Zuo Yukun, China News Network
Earlier, the Dogbury Group also lifted the cooperation with the franchisee of the Dogbury Wangfujing store due to public opinion problems.
In September 2020, a video of netizens visiting the Dog's Buns store in Wangfujing, Beijing, attracted widespread attention. In the video, the blogger commented on the quality, service and price of the buns in the store, "more fat meat, expensive prices, and more bad reviews on the Internet", mainly negative reviews.
Shortly after the video was sent, the then dog ignored Wangfujing store issued a statement saying that all the bad words and slanderous remarks in the video were false information, and had called the police, asking the blogger to stop the infringement and publicly apologize.
But what I didn't expect was that the dog ignored this overbearing statement of the Wangfujing store, but it really pried the sign of the dog ignoring the century-old brand reputation.
Subsequently, the official Weibo of The Dogbury Group issued a statement in response, saying that the Dogbury Store's evaluation of consumers appearing in the video was handled without authorization and was seriously inappropriate, and could not represent the group's official behavior and position; from now on, the cooperation with the franchisee of the store was terminated.
Just five months before this incident, Tianjin Gobuly Food Co., Ltd., a wholly-owned subsidiary of Dogbury Group, terminated its stock listing on May 11, 2020. Only five years have passed since it moved to the new third board in 2015.
High price, unpalatable, poor service into the dog does not pay attention to the evaluation label
"Dogs don't become dogs, not without reason." For the dog's step by step failure, many netizens commented on it.
China News Network randomly asked the dog to ignore the passers-by near the front store, and a tourist from Tianjin said that not to mention in Beijing, few people in their local area (Tianjin) will eat the dog and ignore it.
"When I was a child, I ate dogs and ignored them, at that time, the meat bun was still about 2.5 yuan a pound, and the three fresh buns were about 3.5 yuan a pound, and now there are hundreds of people at every turn." More than a hundred dollars to eat a few buns, New Year's Ah? The tourist said.
At the same time, the staff at the entrance of a business near the store told China News Network that they had eaten the bun that the dog ignored, but bought it from a takeaway stall. "The take-away price is half cheaper than in the shop, and it is said that everything is the same. But doesn't this also show that the price of buns in the store is too inflated! ”
Combing found that this piece of old-fashioned plaque that condensed the ingenuity and historical precipitation of predecessors has now allowed "too expensive price", "poor service" and "no advantage in taste" to occupy too much proportion of the review list.
On the afternoon of March 29, the dog ignored the bun (Qianmen), and the plaque had been removed. Photo by Zuo Yukun, China News Network
The positioning of "high-end" seems to be one of the main reasons why dogs ignore today's predicament. In 2017, Zhang Yansen, chairman of Tianjin Dogbury Group Co., Ltd., said in an interview with the media that it is necessary to break the old-fashioned cheap thinking and make the interest space bigger.
Under this concept, the price of dogs ignoring buns is getting higher and higher, and the distance with consumers is getting farther and farther, and dogs ignoring buns are also ridiculed by some consumers as "sky-high buns".
In addition to the high price, what makes the dog ignore the controversy is its unsatisfactory taste.
"The main thing is that it's really quite unpalatable, and after eating it, I know why the dogs don't pay attention." Some netizens have feedback on the social platform: eight different flavors of buns, plus a small bowl of soup, the price is 150 yuan. The bun is about the size of a 1.5 yuan beef soup bun, and the soup is very fishy, so I took a sip.
In addition to the low cost performance that discourages ordinary consumers, the dog ignores many negative service feedback and crisis public relations in recent years, which also makes it deeply involved in the whirlpool of public opinion and damaged brand image.
"The old brand started out because it was cheap and delicious and well served. The more time-honored it is, the more it should enhance its sense of service and strict quality management to ensure that the gold signboard will last forever. Some netizens commented.
Anger is indisputable, and the old brand evergreen is not an easy task
In fact, behind the negative comments that the dog ignores, it is more people's regret for this old brand.
"At the beginning, the dog did not pay attention to the buns, it was delicious, and the price was fair, but as the fame grew, a small bun was to be made into a restaurant." Some older generation of Tianjin people commented on dogs ignoring buns.
According to the recent development plan of Dogbury, behind the decline of "restaurants", Dogbu seems to have turned its attention to the food industry. In public information, Dogbury began to position itself as a "producer and seller in the quick-frozen food industry."
On March 18, Dog ignored the announcement that the Group's revenue from January to February 2021 increased by 38% year-on-year, and during the Spring Festival, it increased by 46% year-on-year. In fact, since 2016, quick-frozen buns have increasingly become the performance support of dog disregard, and in 2019, the quick-frozen steamed buns that dogs ignore accounted for more than 40% of the total revenue, reaching 41.34%; the proportion of sauce and marinated meat products in total revenue increased to 19.43%.
In the view of economist Song Qinghui, it is not easy for an old brand to build a long-term business. "First of all, we must keep pace with the times, actively embrace the changes of the times, and create a real core competitiveness in order to be invincible in the fierce market competition; secondly, we must be honest and innovative, that is, firmly develop the main business, adhere to the original intention of the brand, and strive to adapt to the new consumption trend and seek further development."
"Even if cross-border development, it must be scientifically demonstrated and better selected, otherwise the old-fashioned cross-border will often face greater performance pressure, and the risk of 'brand drift' or 'brand depreciation' that follows cannot be underestimated." Song Qinghui suggested that the dog still needs to do a good job in the main products, and should be cautious about cross-border.
Buns can not have "eighteen pleats", "stuffing" is more important. Would you rather give the dog another chance to ignore it? (End)
Source: China News Network