The 5,000-year history has not only created a splendid Chinese civilization, but also created a world-renowned Chinese cuisine.
However, recently, a number of "old-fashioned" catering brands have fallen off the altar one by one, such as dog delisting from the New Third Board, and Quanjude lost 88.5 million yuan in the first quarter. These long-established catering brands have almost all witnessed a number of glorious historical moments, but in the past ten years, in the face of the ever-changing catering market environment, the market position has gradually changed.
▲ The picture originates from the public comment - building outside the building
And there is such a century-old restaurant brand, it was founded in the twenty-eighth year of Qingdaoguang (1848), experienced the baptism of war, but also suffered from the test of the modern market, to this day, still gathered from all over the world, high friends full of seats.
It is the Hangzhou Louwailou, which is known for its "cuisine and beautiful scenery".
Posted on Beijing | Issue 2477
01
Outside the mountain Qingshan Building outer building
Hangzhou Louwailou, which is known for its "cuisine and beautiful scenery", is located on the banks of the beautiful West Lake and at the foot of the Lonely Mountain. Founded in the 28th year of The Qing Dynasty (1848), it has a history of more than 170 years.
Because the husband and wife both came from Shaoxing, the land of fish and rice, they have a skill in cooking live fish and shrimp. The couple thought that there were no restaurants in the Xilingqiao area, so they opened a smaller restaurant after saving a little.
Hong Ruitang was inspired by the Southern Song Dynasty poet Lin Sheng's poem "Title Lin'an Di" ("Qingshan LouWailou outside the mountain, the West Lake singing and dancing for a few hours; the warm wind smoked tourists drunk, straight to Hangzhou as a beizhou", and named the restaurant "Louwailou".
The original building was just a bungalow, a very humble lakeside shop. However, due to the fact that the owner is good at business and cooks a good dish based on lake fresh, especially he attaches great importance to interacting with the literati, so that the literati in Hangzhou and in Hangzhou take the outer building as the first choice for swimming in the lake. As a result, business is booming and fame is spreading.
Over the past century and a half, Louwailou has gone through an extraordinary road of hard work and prosperity, and now it has become a set of industry, commerce and trade as one of the Louwailou Industrial Co., Ltd., and has entered the ranks of famous buildings in the country with remarkable business performance and rich history and culture.
In this way, Louwailou has gone from the Qing Dynasty to today, becoming a well-known Chinese old name with a history of more than 170 years.
02
Famous building with vegetables, Wenxing building
Hangzhou Louwailou is famous for "eating with beautiful scenery". The cuisine is about 12 large dishes such as West Lake vinegar fish, Song Sister-in-law fish soup, dry fried bells, Dongpo stewed meat, and a large number of traditional famous dishes and specialties.
The beautiful scenery is that the outer building is located on the beautiful West Lake, at the foot of the Lonely Mountain, surrounded by west lake scenery, such as: Pinghu Autumn Moon, Crane Pavilion, Agate Slope, Xiling Bridge and other scenic spots, by the mountains and lakes, beautiful and elegant. Therefore, dining in the outer building of the building, you can enjoy the beauty of the West Lake while eating the famous Hangzhou dishes, even if the meal is completed, you can also walk out of the restaurant, while continuing to enjoy the beauty of the West Lake, while eating.
Louwailou has always been adhering to the traditional cooking methods, each dish is handled by a special team, and each process is never faked. Therefore, the delicious taste of the building outside the building makes many people come to visit. For Hangzhou locals, all guests must go to louwailou to taste the flavor of Hangzhou cuisine; while foreign tourists play the West Lake, do not go upstairs to the outer building, it seems that they have not really appreciated the delicious cuisine of Hangzhou. There is a set of data that is enough to explain the popularity of the building outside the building: at the peak of the flow of people, the West Lake vinegar fish burned more than 1600 a day, called more than 1000 flower boy chickens, and 3700 pieces of Dongpo meat.
The outer building of "famous building with vegetables and Wenxing building" has successively welcomed countless historical celebrities, such as Sun Yat-sen, Lu Xun, Yu Dafu, Zhu Kezhen, Ma Yinchu, Feng Zikai, Pan Tianshou, and Zhao Puchu.
There are also Premier Zhou Enlai ten upstairs outside the building, clean and clean, was rumored to be a good story. The restaurants in the building are elegantly decorated, the environment is beautiful and well equipped. Dishes not only pay attention to color, aroma, taste, shape and quality, but also pay attention to the variety of varieties, in addition to the West Lake vinegar fish, Longjing shrimp, called Hua tong chicken, Song Sister-in-law fish soup, Dongpo stewed meat and other traditional dishes, there are a large number of flavor specialties.
In recent years, more than 200 kinds of innovative dishes have been cooked, such as simmered pigeon with yuan fish, and duck with abalone buckle. Under the guidance of relevant experts, the "Qianlong Feast" was also developed to make the ancient feast dishes regain their glory. The dim sum snacks in Louwailou are also famous, among which Wushan butter cake, Tiger Running Vegetarian Ham, osmanthus glutinous rice root have also been rated as "Chinese Famous Snacks" by the China Cuisine Association.
03
How the old brand broke the game
Now there are too many "old brands" on the market after a glorious history, with the acceleration of the pace of the market economy, facing a severe test, do not adapt to the rules of the game will inevitably be affected by the market, and then fade out of the market. Relevant data show that 20% of the more than 1600 long-established restaurants have long-term losses, and some have even been eliminated by the market.
A century-old brand has become "old", and it is easy to be trapped in "old", and now some can regain their youth, some are difficult to hide their loss, and some have been ignored. In the face of the new environment of catering, how should the "old brand" break through?
In order to stand at the head of the tide, the century-old brand must not only adhere to the core values, brand personality, integrity spirit, but also innovate, continuously introduce modern science and technology and management methods, establish innovative mechanisms, and constantly rejuvenate new vitality to achieve high-quality development.
(1) Keep pace with the times, innovate categories and products, and extend the brand with the help of the force
Founded in the fourteenth year of Daming Yongle (1416 AD), Cheap Fang has been a true old life star for more than 600 years, and it actively inherits ancient techniques while tirelessly pursuing product innovation.
The traditional roast duck is very greasy and does not conform to the modern young people's pursuit of green and healthy eating habits, and cheap shop is aware of this, which is convenient for the innovative launch of "flower crisp" and "vegetable crisp" roast duck in 2005.
CheapFang, which keeps up with the pulse of the market and consumer demand, not only has no old attitude, but has shown strong market competitiveness, with an average profit growth rate of more than 10% in the past five years.
(2) Taking the country as the tide and resonating with the spirit of the times
Nowadays, the "national tide" culture is justified. We are seeing one old brand after another, constantly rejuvenating and innovating the brand through the concept of "national tide", constantly surprising us through new ideas and new aesthetics, and changing the stereotype in the hearts of young consumers and becoming an excellent representative of "national tide".
The old brand to do the national tide, is to use this shareholder wind, through the excavation of brand traditional culture and history, into the new technology and new trends, with a new attitude into the public vision, and then play the "feelings" card, the world under the trend, ignited the "feelings" of old customers, while firmly grasping the eyes of the young generation.
(3) Focus on the tide of brand rejuvenation and activate the Z generation
In recent years, under the marketing logic of "young people get the world", as a traditional long-established brand with historical precipitation, as long as it continues to grasp the appetite of young people, it can make the brand have long-term competitiveness.
Because as a traditional long-established brand, most of them will be labeled by young consumers as "aging" and "soil", and it is urgent to activate the enthusiasm of a new generation of young consumers through brand innovation.
(4) Expand upstream and downstream, e-commerce retail multi-pronged
Chen Mapo Tofu was founded in the early years of the Qing Dynasty (1862), and now has chain stores in Chengdu, Beijing and Tokyo, and the spices are in short supply in China, Japan and Canada.
This is the strategic positioning of Chen Ma po, not limited to word-of-mouth communication, nor limited to the domestic market, while developing new dishes, it will be debugged to facilitate the transportation of tofu seasoning packages, exported overseas.
04
The brand is the golden signboard
We have been saying that the new restaurant is moving towards the road of branding and chaining, in fact, the so-called branding has always existed, it is the "golden signboard" of the year!
When it comes to Hangbang cuisine, we think of Louwailou, mention hot pot and think of Haidilao, mention coffee and think of Starbucks... This is the charm of the brand. As an important symbol that distinguishes it from other similar competitors, the value of the brand is not only reflected in the product name or popularity, it is also a carrier for accumulating products, service thickness, reflecting product and service texture, and expressing corporate feelings.
Therefore, when the catering people see that the family members in the outer building are desperately protecting the plaque, should they think that their own brand trademarks have not been registered, and how to show more brand charm?
summary
Innovation is an eternal topic for new and old enterprises. If you don't change, you die. Not only long-established restaurants, but also new-school restaurants face the same problem.
Nowadays, in today's catering industry, the market is becoming more and more segmented, consumer cognition is more dispersed, and each company wants to find its own blue ocean market. But the reality is harsh, your track is full of competitors, and there are also dimensionality reduction blows from crossover masters, and you are still struggling in the big red sea of catering.
Ziran has focused on the design of catering brands for more than 13 years, during which it has served 700+ catering brands and successfully built nearly 2,000+ catering stores. If you have a need, welcome to come to the ~