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A cage of steamed buns is 120 yuan, and you can't let people eat it?
As one of Tianjin's "Three Uniques", Goubuli Bun has been maintained as a "century-old brand" until now, and has even been included in the national intangible heritage. But it is such a brand that has gradually fallen off the altar.
Not only is the average price stable at 120 yuan, not to mention, even the worthless peanuts are 58 yuan.
It's a hit
Since the founding of the People's Republic of China, Goubuli Bun has had several shops, but due to national policy reasons, in 1956, the main steamed bun shop of Deju was merged with steamed bun shops in other regions to become the state-owned Tianjin steamed bun shop.
This practice has undoubtedly increased sales, and the unique workmanship and delicious taste of Goubuli buns have been continuously tasted.
You must know that the reason why Goubuli buns are so famous is actually a saying.
It is said that Yuan Shikai once tasted Goubuli buns and felt that the taste was unique, so he paid him tribute to Cixi, but after Cixi tasted it, he waved his hand and gave Goubuli buns a little royal title, so that his fame began to expand.
At the same time, after Goubuli Baozi was established as a state-owned enterprise, there was a shortage of supply, because there was only one store in Tianjin, and there were many people buying.
This also troubled the merchants, so they began to plan the branch situation, so in 1980 Goubuli Baozi was officially put into the chain store, and in just a few years, it was distributed to more than 40 cities.
With the increase of chain stores, Goubuli steamed buns became more and more famous, and the variety began to increase, and even developed to 98 buns with different flavors.
Of course, this development also brings more choices to consumers, and many people know that if you ignore the buns, the sales volume will naturally go up.
If the Spring Festival Gala promotes food rarely, then Goubuli buns are one of them.
Feng Gong once used "eighteen folds of thin skin and stuffing" to show that the buns were unique, and the Goubuli buns at that time did reflect this, so to speak, the Spring Festival Gala invisibly also made the Goubuli buns publicized.
In fact, after a product explodes in China, it must be sold abroad, which is the general psychology of merchants, so since 2004, Goubuli Baozi has taken the lead in setting up a chain store in South Korea.
After a period of time, it gradually expanded from Korea to various regions such as Japan, which is not the most exaggerated, and Goubuli even started a restaurant business in the United States and established a coffee business.
It can be seen from here how much influence Goubuli buns have in foreign countries, and at the same time, because Goubuli buns are very popular in China, in 2011, they were included in the "list of intangible cultural heritage" by the state.
I have to say that Goubuli Bun is really successful, but even if it is popular, the merchant has not stopped making money.
As early as 2015, Goubuli Bun began to be listed, which means that Goubuli Bun will gradually be transformed into a new product and put into the market.
It stands to reason that Goubuli buns should be further developed, but they never thought that in only 5 years, Goubuli announced that it would stop listing, and in the following time, Goubuli buns once declined.
This can't help but make people wonder, why did Goubuli buns fall off the altar?
Cause-effect
Since the development of Goubuli buns, in addition to the stores in Tianjin, there are many branches in other regions, but the business is not very good, and it has also received a bad review from netizens.
You must know that in addition to relying on the fame of time-honored brands, Goubuli buns are more important to be loved by consumers in terms of taste.
But in the eyes of netizens, today's Goubuli buns are really small compared to the past, and the taste is very different.
In the past, the Goubuli buns were sold with "thin skin and big filling, fat but not greasy", but now, not only the skin is thick and the filling is thin, but the most important thing is that it is greasy and has a very strong taste.
In 2020, the Goubuli bun incident sparked heated discussions, and an online blogger decided to try it when he learned that many netizens did not have a good impression of Goubuli buns.
After he came to a Wangfujing main store to taste the steamed buns, he found that he was consistent with what netizens said, the meat filling was greasy, very little, and the materials were not good.
It was precisely because of this blogger who posted this video that the head office thought that it was a violation of its own rights and interests, so it called the police, but after the matter fermented, Goubuli Group began to come forward to solve it.
However, the group's approach made netizens feel a little chilled, and the group said that the Wangfujing main store was not a direct store and broke off the cooperative relationship.
This makes netizens think that the group did not fundamentally solve the problem, but chose to escape the facts and let the interests be safeguarded to a certain extent.
It was this incident that made many people stop trying to taste Goubuli buns, which led to the annual sales of Goubuli buns gradually declining.
To this end, the company has also made adjustments, changing the original ready-made steamed buns to quick-frozen food, according to statistics, in 2019, Goubuli quick-frozen buns accounted for about 40% of the total revenue.
It can be seen from here that Goubuli Bun has been mainly engaged in quick-frozen buns.
In addition to the poor taste, the price also surprised netizens.
When some netizens went to taste Goubuli buns, they found that the price on the food list was generally very expensive, how expensive was it?
If a bun is sold for 2 yuan a bun on the street, then the Goubuli bun is sold for 15 yuan a piece, and a cage of buns for 8 is 120 yuan, which is still the average price.
Of course, some Goubuli bun shops even sell for 280 yuan, and even a plate of mediocre peanuts costs 58 yuan.
This can't help but make people wonder, what exactly is Goubuli bun made of? Who dares to buy such an expensive bun?
It can be said that the price set by Goubuli buns is beyond the range of ordinary people, and it is more like a plan for the rich.
It is precisely because of the high price that people will ignore the dog and ignore the buns, and it has become "people ignore them".
Although in 2017, the chairman of the group said that the development of the past and the present should be different, to break the traditional thinking, on the premise of ensuring the quality, the price must be reasonable.
Now think about it, what the chairman said, how ironic it seems to netizens, the price is raised, but the price is not equal, and the quality is very poor.
In addition to these two problems, there is also a service attitude.
Nowadays, Goubuli buns have developed into branches, and people will always encounter unhygienic problems when they go to taste buns, but the other party does not admit it, thinking that the service is in place.
The original fresh ingredients also began to have a large number of counterfeit behaviors, which caused Goubuli Baozi to be damaged in service, making many consumers give bad reviews.
Just from the events that occurred in 2020, it can be seen that the service attitude of the Goubuli bun shop is ignored.
Obviously, the dog ignores the bun and can only become a memory.
Development process
I believe that the vast majority of people will think of Goubuli buns, one of the "three uniques" in Tianjin, and of course, it is also the first of the three uniques in Tianjin.
The reason why Goubuli buns can be in the first place is mainly because of their popularity in taste, and at the same time, they are still very famous, and they are stable in the market with a century-old brand.
From the Xianfeng period of the Qing Dynasty, the dog ignored the bun and was born, and the founder was noble.
Gao Guiyou's parents were poor farmers who farmed for health, but because of the famine, they had to move their family to live in Tianjin.
Gao Guiyou was born here, at the age of 15, Gao Guiyou was an apprentice in a steamed bun shop in Tianjin, and it stands to reason that the apprentice should learn the craft from the master.
But Gao Guiyou is not like this, on the surface he is an apprentice, but in fact, the boss has asked him to make groceries many times, and he can't learn the technology at all.
This will not be satisfied with anyone, I came to learn the craft of making money, not doing hard labor, but Gao Guiyou is more restrained, thinking so in his heart, but he did not show it.
In order to learn the craft, during the period of doing groceries, Gao Guiyou observed the work of his predecessors, and over time, the seniors gradually discovered the sincerity of Gao Guiyou.
So he began to teach Gao Guiyou how to make steamed buns, to the surprise of the masters, Gao Guiyou learned very quickly, whether it was the details of workmanship or the process, he could learn it at once.
In this way, in only three years, Gao Guiyou learned the craft of making steamed buns, and since he has the craft to make money, Gao Guiyou will naturally not let it be wasted.
After thinking about it, he chose to set up a bun shop in a backstreet with many people, Dejuhao.
At first, Gao Guiyou's steamed bun shop business was not good, but when he saw this scene, he did not give up, because Gao Guiyou thought that business was expensive in persistence, and time would prove everything.
Sure enough, the steamed bun shop that was originally empty and bought by no one poured into a large number of people after a long time, which stemmed from the fact that the steamed buns of noble friends were very good in workmanship.
Whether it is ingredients or ingredients, Gao Guiyou chooses fresh rise, and for the bun filling, Gao Guiyou is more complicated and detailed, such as using pork as raw materials, but also adding small grinding sesame oil and soy sauce and so on.
There are many kinds of ingredients added to the bun filling alone, and the most important thing is to pay attention to "one arch of fat and half flour, eighteen pleats".
Of course, this concept has gradually been passed down among the people, since Gao Guiyou's business has improved, he has begun to be too busy, and he is tired at the end of the day.
After that, Gao Guiyou came up with a way to put a bowl every time he sold it, so that he could buy it without talking.
Of course, this method, in addition to solving these problems, is more important to be able to buy a few buns for the other party, "one penny for the price, one penny" is the truth.
The shop that does not speak will definitely make buyers feel confused and surprised, and more importantly, the buns of noble friends are very delicious, and there are often repeat customers who come to buy.
With the passage of time, these repeat customers became familiar with noble friends, because noble friends sold steamed buns for a long time and did not speak, so a saying gradually emerged that "dogs sell steamed buns and ignore them completely", which also formed "dogs ignore them".
It is worth mentioning that "Gouzi" is the nickname of Gao Guiyou, and in 1931, Goubuli Bun began to develop from a shop to the point of separation, with stores all over the place.
Author's point of view
Goubuli buns have a history of 100 years, but now they have to rely on "time-honored brands" to maintain their business, and in the final analysis, they still haven't done a good job.
If the quality can be stabilized step by step, I believe that Goubuli buns will still dominate the market, but once it comes to the issue of interests, these concepts will be broken.
[Disclaimer] The process and pictures described in the article are from the Internet, and this article aims to advocate positive social energy, no vulgar and other bad guidance. If it involves copyright or character infringement issues, please contact us in time, and we will delete the content as soon as possible!
Reference: China Economic Net, Zhongjing Commentary: The Dog with Collapsed Reputation Ignores the Time-honored Brand with Its Appearance, March 2021
China.com, which was evaluated by netizens as "unpalatable and expensive", Wangfujing Dog ignored the statement: The police have been called... , September 2020
Beijing News, Goubuli delisted, "high-priced buns" were criticized, and catering continued to shrink, May 2020