Time Weekly reporter: Chen Ting
On September 16, there was a live video flowing out, the original dog ignored the Beijing Wangfujing store has taken off the signboard, the store is currently dark, a few days ago people have been "punching" at its door scene is no longer there.
The dispute, sparked by a bad bun, lasted only a week. But the nine-story platform, starting from the tired soil; the building will fall, a wood will be difficult to support, and the large rout of the dog will not be ignored, which has been brewing for 15 years.
Don't let me say anything about a meal
In the beginning, it was just an ordinary visit by a travel blogger.
On September 8, Globetrotter Gu Yue posted a video of visiting the store on Weibo, and at the beginning of the video, he stated that he would find a restaurant with the worst rating in Beijing's Wangfujing/Dongsi area on Dianping to visit the store, and due to the high rating of Dianping, Gu Yue was "sore hands" in order to flip to the lowest-rated restaurant on his mobile phone.
In the end, the restaurant he flipped to was the Dog Bu BaoZi Wangfujing Store, which had a rating of 2.85 on the public reviews.
After Gu Yue arrived, he ordered two buns with his friends, 8 sauce meat buns for 60 yuan, 8 pork buns for 38 yuan, after tasting Gu Yue commented that the sauce meat bun was greasy, and the pork bun meat filling was less sticky.
"I think 20 bucks is almost that, that quality." Gu Yue said bluntly in the video. However, Gu Yue also did not forget to give the dog a respect for the bun in the video, saying that the service was not as bad as the comments on the public reviews.
What no one expected was that such a video of visiting the store triggered the anger of the dog ignoring the Wangfujing store.
On September 10, DogBu Wangfujing made a statement in response to this bad review video, saying that "all the bad words and slanderous remarks in this video are false information!" "
Wangfujing Dog ignored the restaurant and believed that "Gu Yue" and "Beijing things that Beijingers don't know" violated the restaurant's right to reputation, and demanded that the two immediately stop the infringement and publicly apologize, and the restaurant will pursue the legal responsibility of relevant personnel and online media according to law.
However, in the early morning of September 11, the statement released by the restaurant has been deleted from Weibo, and the user information of "Wangfujing Dog Ignore Shop" can no longer be searched.
On September 11, Gu Yue responded on Weibo that he was shocked, "I won't even let you say a meal." ”
At two o'clock in the morning of September 15, Dogbury Group Co., Ltd. (hereinafter referred to as "Dogbury Group") issued a statement on Weibo saying that from now on, it will terminate the cooperation with the franchisee Dogbury Wangfujing Store.
In the statement, The Dogbury Group attributed the previous "misconduct" of the Wangfujing store as the result of the franchise store's unauthorized handling.
Dogbury Group said that "Dog ignores Wangfujing store" is a franchise store before the dogbury reform in 2005 and has survived to this day. After the restructuring of Dogbury Group, in order to maintain the brand reputation and ensure food quality, Dogbul Group adheres to direct operation, and has successively recovered more than 80 franchise stores in various places that have expired their franchise period; of which 12 were originally in Beijing, 11 were recovered, and only this franchise store remained.
This treatment did not eliminate the dissatisfaction of netizens, the first netizen on the Weibo comment table said, "Don't say franchise store, your main store is not delicious thank you." ”
As of September 16, "Wangfujing Dog Ignore Responds to Bad Reviews of Netizens Video" has been read 440 million times on Weibo hot searches, discussed 33,000 times, and "Dog Ignore Buns Wangfujing Store has been delisted" has been read by 42.383 million, discussing 1011.
On September 16, a reporter from the Times Weekly called the DogBury Group about the history of franchise stores, but refused to respond on the grounds that he did not know much.
It's no longer the dog of the past who ignored it
At the beginning of its creation, the "Dog Ignore" bun was a snack full of civilian colors and pyrotechnics. According to the data, "Dog Ignore Bun" was founded in 1858 AD (during the Xianfeng period of the Qing Dynasty), the founder was named Gao Guiyou, because his father had a son in his forties, in order to seek peace and adopt a son, he took his milk name "Dog", hoping that he could be as good as a puppy.
When Gao Guiyou was 14 years old, he went to the Liu family steaming shop on the edge of the South Canal in Tianjin to work as a young man. After three years of completion, Gao Guiyou opened a snack shop specializing in buns , "Deju No." - and the business was very prosperous.
It is reported that in the face of an endless stream of customers, noble friends are too busy to talk to them, so that people who eat buns jokingly call him "dogs sell buns and ignore people". Over time, people called the buns he operated as "dog buns", but the original store name was gradually forgotten.
Later, Gao Jinming, the son of Gao Guiyou, inherited the industry and entered the brand of dog bun into the center of Tianjin. However, the good times did not last long, and in 1947 (the thirty-sixth year of the Republic of China), Gao Huanwen, the son of Gao Jinming, inherited the industry and operated until 1952.
In the glorious years of dog buns, there is also a story circulating: It is said that when Yuan Shikai was directly subordinate to the governor of Tianjin to train the new army, he once presented the "dog ignoring" buns as a tribute to Empress Dowager Cixi. Empress Dowager Cixi tasted the great joy and said: "The beasts in the mountains are walking in the clouds, the cattle and sheep on land are fresh on the seabed, and the dogs do not pay attention to the incense, and the longevity of food is also long." ”
After the founding of New China, the dog ignored the bun and began its new round of journey. In 1956, Tianjin nationalized dog buns and moved the shop to Shandong Road in Heping District.
However, because of its brand development history with a historical background, the resurrected dog bun has become an old brand, and in the days that followed, it is getting farther and farther away from the dog bun that was loved by the township at the beginning.
Today's Dogbury Group originated from the restructuring in 2005. On April 18, 2005, Tianjin Dogbury Group Co., Ltd. was officially inaugurated. More than a month ago, Tianjin Tongrentang bought the century-old tianjin "Dog Ignore" for 106 million yuan, and after more than a month of corporatization and restructuring, Tianjin "Dog Ignore" changed from a single state-owned capital structure to a limited company with a mixed ownership structure.
The premium for the brand seems to be more than 106 million yuan. In 2006, the China Brand Research Institute announced the "First China Top 100 Time-honored Brands with Brand Value", and Tianjin Dogbuli Group ranked 18th among the top 100, which is the 7 long-established brands with the highest brand value in Tianjin, with a brand value of 757 million yuan.
Capital trading Word of mouth declined
Sitting on the unique brand advantage, the restructured dog ignores but falls into the dilemma of worse and worse.
In 2007, according to Tianjin Daily, due to historical reasons, there were once more than 80 "dog ignore" franchise stores across the country, and there were generally problems such as low entry thresholds, irregular contracts, and inadequate management.
It is reported that the dog ignored the franchise model in the 90s, but the franchise fee is not uniform, and there is a situation where 5,000 yuan can join the dog. Therefore, the restructured Dogbuly Group invested a lot of energy and funds in defending its rights at home and abroad, and by 2007, there were only more than 20 left.
In 2007, Dogbury Group formulated new regulations, and in the future, it will no longer absorb new franchise stores, but only develop direct stores.
"The franchise of chain stores at that time brought us two benefits, on the one hand, it increased the efficiency of the state-owned enterprises at that time, and at the same time, it increased the popularity of the brand." However, in the process of development and operation, the chain operation is poorly managed, and the brand image has been greatly damaged. In 2009, Li Yongshan, then general manager of Dogbury Group, said in an interview with the media.
However, Li Yongshan also admitted that in the 90s, whether it was a direct store or a franchise store, the operation situation of the dog was "good".
The argument that dogs are getting worse and worse is not new.
As early as 2005, there were public reports that after the reform of Tianjin's "dog ignore" system in February 2005, a series of changes have taken place from the price of buns and food taste to hotel services, and there have been some discussions in society: "The original 'dog ignores' buns for 12 yuan a drawer, and now 16 yuan a drawer, the average people can't afford to eat." ”
That is to say, the reputation of direct sales may not be as good as the small shop with high quality and low price that joined the 5,000 yuan.
From the perspective of business background, the focus of dog disregard was once on capital operation. On November 6, 2015, Dogbury was listed on the New Third Board.
At this time, Dog Ignore has long since changed from a state-owned enterprise to a private enterprise. According to the information of Tianyancha, Zhang Yansen is the largest shareholder of Dogbury Group Co., Ltd. and the actual controller of the company. At the same time, the actual controller of the company's second largest shareholder, Tianjin Runxiangsen Trading Co., Ltd., is still Zhang Yansen.
According to Tianyancha, in 2002, the share reform of Tianjin Tongrentang Pharmaceutical Factory, Zhang Yansen invested 17 million yuan in cash, holding 34% of the shares, becoming the second shareholder of Tianjin Tongrentang Co., Ltd., and served as the vice chairman and general manager of the company. Subsequently, after several capital increases and equity transfers, the Zhang Yansen family became the actual controller of Tianjin Tongrentang, holding a total of 59% of the shares.
In the years that followed, he took control of another long-established pharmaceutical company, Tianjin Hongrentang (a subsidiary of Tianjin Tongrentang), and one of Tianjin's business cards, the operating company behind Dogbury Buns.
After the restructuring and even the listing of the new third board, dogbury group began to transform and sell quick-frozen food, as well as took the high-end route, not only its stores are mostly opened in downtown areas, buns are also constantly raising prices, and their English name is "GoBelieve".
Perhaps in order to attract the attention of the capital market, in 2015, Dogbury Group also played a cross-border and spent 30 million yuan to acquire the franchise of Gaoleya Coffee in China.
However, this road has been temporarily abandoned, and on May 11, 2020, Dog ignore terminated its listing on the New Third Board.
Abandon the bun shop and transform into quick-frozen
Nowadays, the English name of "GoBelieve" is rarely mentioned, but the high-end attempts of dog ignoring are always on the way.
"After the restructuring, in order to enhance this brand, from the perspective of development strategy, it should also be developed at a high level, so as to improve the added value of this brand, if we just stay at the level of the bun shop, the quality of the product may not go up, the enterprise is not profitable, it can not talk about development, and then form a vicious circle." Li Yongshan once said.
But the high-end did not cause any splash. Consumers criticize dogs for ignoring buns as "expensive and not tasty", and even dogs who ignore themselves are no longer the firm inheritors of handmade buns, and in their 2019 annual reports, DogBuri Group positioned itself as a "producer and seller in the frozen food industry".
In its 2019 annual report, it said that the chain restaurant hotel and other sub-enterprises under the Dogbury Group are important sales channels for the company's main products, and during 2019, 2018 and 2017, the company's sales through this channel accounted for 20.3%, 20.4% and 23.4% respectively.
"Although the related party transactions (of stores) have a greater impact on the company's operating results, the company has developed new products, opened up new sales channels, and expanded sales, and the proportion of sales in this channel has declined continuously for many years, and this risk has decreased significantly." Dog Ignore Group said.
However, dog cares about the development of the field of quick-frozen food is not dominant. On September 15, Zhu Danpeng, an analyst in the Chinese food industry, pointed out to the Times Weekly reporter that the offline channels for dogs ignoring quick-frozen products are basically blank, and the dependence on online channels such as Jingdong and Tmall is obvious. At present, the domestic frozen food industry is basically a channel model based on offline and supplemented by online, and the channel model of dog disregard cannot match the shopping thinking of consumers at present.
According to its previously released financial report data, in recent years, benefiting from the transformation of quick-frozen food, dog ignore has been in a growth trend, but it can not talk about a sharp rise, 2017-2019, revenue was 108 million, 129 million and 155 million yuan, net profit was 18.2082 million, 20.6849 million and 24.2458 million yuan, respectively.
At the same time, there are also obvious geographical development restrictions on the quick-frozen products of Dog, and its main consumer market is in Tianjin, and in 2019, about 65% of sales and operating results are from Tianjin.
Offline catering has been questioned, quick-frozen products are trapped in Tianjin, and the road ahead of the dog is narrow.
The brand aura of the long-established brand has become like a chicken rib in the eyes of contemporary young consumers.
On September 16, Lin Yue, chief analyst of Lingyan Management Consulting, told the Times Weekly reporter that the new generation did not have a "cold" to the golden signboard, they are keen on the Internet red brand, as well as the temperature, emotion, and story of the catering, as a long-established brand should repackag the historical story after saying it, so that young people feel interesting.
If these can't be done, then we should work products and dishes, which are not delicious and expensive, that is, relying on the old and selling the old. Lin Yue added.