I was fortunate to participate in an online course at a foreign university, and the research object was also very interesting, which is the current living situation of traditional pastry shops and exploring their way out. It just so happens that I am a foodie, and I like history, and I have a lot of fun in this class. I chose "Ji Qingxiang" in Yunnan and "Zhi Lan Zhai" in Lanzhou.
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Let's first look at "Auspicious Qingxiang". "Ji Qingxiang" was founded in 1907, the founders are Chen Huiquan and Chen Huisheng, and the brothers' nicknames are "Xiaoqing" and "Xiaoxiang" respectively. Because the business of the two was funded by his sister-in-law Yuan Jizhi, he named it "Ji Qingxiang" with one of the three names as a signboard. "Cloud Leg Mooncake" was the first creation of Ji Qingxiang, which was called "Ham Lump" or "Ham Four Two Lumps" in the old days. The "Jiqing brand cloud leg mooncake" produced by Jiqingxiang has been exported to the United States, Japan, Singapore, Hong Kong and other places.
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However, due to the fact that the brand development of long-established pastry enterprises has not been able to keep up with the changing trend of consumer demand concepts, the long-established pastry brands have gradually declined. Just as the century-old brand "Ji Qingxiang", as the pioneer of Dian-style pastries, its market share has gradually declined in recent years due to the lack of brand development and innovation awareness, the lag of product innovation, and the outdated marketing promotion method.
Ji Qingxiang brand value
As a century-old store, it and its products have left a strong mark in the development of Kunming for more than a hundred years. The resulting enhancement of the soft power of the brand is its biggest competitive advantage and the cultural core that provides impetus for the future development of the brand.
1. "Ji Qingxiang" can be said to be known to everyone in Kunming. Ji Qingxiang, who has gone through 111 years of history, represents the memories and local feelings of generations of Yunnan people, and represents the development history of Dian-style pastries.
2. The original product, ham mooncake, is a representative of Dian-style mooncakes, and "Jiqingxiang" is the first shop to sell this kind of mooncake. For the local food culture of Yunnan, the sign of "Ji Qingxiang" is an important milestone.
3. The century-old brand has been passed down to the present, and has been deeply integrated into the lives of local residents, and has integrated their living habits and eating habits. It has won the recognition of the locals, and it has also become a deep nostalgia for the wanderers who have left their hometown.
4. The production of Dian-style mooncakes has been listed as intangible cultural heritage, and with the continuous innovation of the brand, the production process of mooncakes will continue to develop and the cultural connotation will be further enriched.
Potter Five Forces Model
Analyze the competitiveness of Ji Qingxiang's industry
The Porter Five Forces Model was proposed by world-renowned management guru Michael Porter as a standard method for analyzing the competitiveness of market players in combination with industry structural factors. Michael Porter believes that potential entrant threats, substitution threats, buyer bargaining power, supplier bargaining power, and competition between competitors determine the competitive environment in the industry.
Comparison of ancient and modern product categories
SWOT analysis
SWOT Summary
After completing Ji Qingxiang's PPT, I also bought a little from Taobao, and I felt that the original taste was more delicious. Completed the homework to increase insight and also ate Yunnan special pastries, quite delicious!
Looking at Zhi Lan Zhai again, I am most satisfied with the appearance of this set of PPT! I didn't buy the pastries for Lan zhai because Lanzhou is relatively close and ready to eat on the spot.
According to the "China Supply and Marketing Cooperative Historical Materials Series", Zhi lan zhai was founded in Beijing in the eighteenth year of Daoguang (1838) and is one of the four traditional pastries in the capital (Baolan Zhai, Gui Fu Zhai, Zhi Lan Zhai and Ju Qing Zhai). In the sixth year of the Qing Dynasty (1880 AD), the Shanxi merchant Chai Zuodong transplanted the traditional Beijing-style pastries of Zhilanzhai to Lanzhou, and presented the exotic flavor to the people of Lanzhou and the past merchants, and gradually turned Zhilanzhai into a comprehensive food industry integrating pickles, seafood and pastries. Among them, puff pastry is the most famous, sweet and delicious, oily but not greasy, deeply loved by Lanzhou citizens, exported to Hexi counties. The sixteen-headed sweets created (1 pairs of each, 16 for one pound), exquisitely made and unique, became a good gift for relatives and friends during the Republic of China period.
During the Republic of China period, the reputation of "Zhi Lan Zhai" was greatly enhanced. In 1929, Chai Zhongguizi inherited his father's business. He inherits the legacy of his father Keqin Kejian, adheres to the business purpose of the elderly, operates categories along the family's pastries, and strives to create famous brands. On the basis of the family tradition of sixteen-headed sweets, he also created dozens of varieties such as crystal cake, Taishi cake, to-mouth puff pastry, hibiscus cake, etc., and adopted colored paper packaging and wooden box packaging, which developed in a beautiful direction. Zhi Lan Zhai has gradually developed into a well-known large brand in lanzhou and its surroundings, and together with Sanhe Gong and Tiansheng Garden, it has become a long-established brand of local dim sum in Lanzhou.
A hundred years ago, Zhilanzhai was famous in the five provinces and regions of the northwest, at this time Zhilanzhai has become a well-known big name in Lanzhou and its surroundings, zhang Shaoting, a former Qingju person and chief official, wrote a plaque for Zhilanzhai and edited liu Erzhuo's plaque name. The reputation of the people and the favor of celebrities have made Zhilanzhai famous in the five provinces and regions in the northwest, and its business performance has become more brilliant. There are more than 200 employees and assets of more than 10 billion yuan.
After the outbreak of the War of Resistance Against Japanese Aggression, Lanzhou as a rear area, many enterprises in coastal cities relocated to Lanzhou, Lanzhou's economic development level has been greatly improved, the commodity economy is unprecedentedly prosperous, Chai Zhonggui on the basis of "Zhi Lan Zhai", opened two pawnshops, set up Deshun Cheng Food Store, Shunde Department Store, Zhongsheng Yongyang Guangdong Grocery Wholesale Store and Heshun Cheng Food Store, forming a commercial group with "Zhi Lan Zhai" as the leader, symbolizing the heyday of "Zhi Lan Zhai", Chai Zhonggui also became a well-known entrepreneur.
After the founding of the People's Republic of China, Chai Zhonggui actively supported the party's industrial and commercial policies and devoted himself to the construction of new China. In the early days of liberation, southern Anhui suffered from floods, and he donated 2,000 pieces of clothing at a time. During the economic recovery, he provided funds to help the government with production. In 1951, the whole country set off a patriotic upsurge of donating aircraft cannons to resist us aggression and aid Korea, Chai Zhonggui responded positively, took out a silver coin of 100,000 yuan and generously donated, known as a patriotic industrialist and businessman, the municipal government presented a pennant that "carried forward patriotic enthusiasm" and rode a glorious ride through the streets.
After analyzing the historical development of long-established pastry brands, we can also find a series of problems exposed by long-established pastry brands: First, in terms of brand image shaping, the phenomenon of solidification and aging of the brand image of long-established pastries is prominent. Influenced by traditional Chinese festival culture, customs such as eating rice dumplings during the Dragon Boat Festival, eating mooncakes during the Mid-Autumn Festival, and eating tangyuan at the Lantern Festival have become the inherent impression of Chinese people on time-honored pastries. During non-festive periods, ordinary people are also less likely to patronize long-established brands. The competition in China's pastry industry is particularly fierce, but the problem of aging of the pastry brand image is prominent, which seriously hinders enterprises from improving market competitiveness; Second, in terms of brand development ability, compared with the exquisite appearance and packaging of Western-style pastries, most of China's time-honored pastry enterprises are not equipped with modern production processes, and their product innovation, cultural innovation and marketing innovation capabilities are generally insufficient, resulting in time-honored pastries not being able to keep up with consumers' pursuit of pastry taste, packaging and cultural concepts; Third, in the protection of brand rights and interests, there are more intellectual property infringement or ownership disputes caused by historical reasons, and the brand maintenance awareness and ability of long-established pastry enterprises are insufficient, resulting in consumers being difficult to distinguish between true and false, and it is more difficult to seat the brand and the enterprise. The series of problems exposed by the long-established pastry brand are the direct embodiment of the lack of brand operation awareness and insufficient ability of the long-established pastry enterprises.
In addition, China's vast territory, a hundred years old stores are innumerable, but the development of modern culture is increasingly diversified, many traditional brands due to the lack of innovation, the cost is getting higher and higher, away from the young people's consumer groups and other reasons gradually declined. However, traditional brands are an important part of China's excellent traditional culture, and are an important carrier for us to inherit and carry forward the development of Chinese traditional culture and tell Chinese stories well. You can also share the local traditional specialties in the comment area, and you can't thank you enough!
Tianjin - Gui Shunzhai; Shanghai, Wuhan - Guansheng Garden; Xi'an - Quansheng Zhai........