The 28-year-old Jingya is a precious case in the catering industry, whether it is a sudden rise or a sudden death, there are too many places for caterers to learn from.
Now, the fundraising self-help it launched when it was on the verge of bankruptcy showed the warmth and mutual assistance of the catering industry on the one hand, and on the other hand, it was also an innovative idea to solve the debt dilemma, which was worth learning.
Of course, it's best you'll never need it.
Zhang Guijun choked up several times and cried uncontrollably. This is the first time that the Jing Ya Dang family has appeared in public after experiencing frequent store closures. What kind of embarrassment has this former high-end restaurant spokesperson experienced, and how does it plan to save itself now?
On December 10th, the "Exploring Azure • 2017 China Restaurant Hotel Leaders Summit" opened in Hong Kong, and Zhang Guijun, general manager of Jingya Group, unexpectedly appeared to participate in the "Great Era Change: Meeting the New Future of Catering" roundtable forum, as a "loser". She believes that the limitations of traditional thinking and lack of courage to change have led to the imminent death of Jingya, a 28-year-old restaurant brand. At present, Jingya's assets and liabilities are too heavy, and it is unable to afford employee wages and consumer stored value card refunds.
▲ Zhang Guijun, general manager of Jingya Group, burst into tears at the venue.
The forum launched the "United Mutual Help, Help Jingya" help plan on the spot, and found investors for Jingya by taking stock of Jingya's current fixed assets and valuation. Wang Huimin, chairman of the board of directors of Xiaonanguo / co-founder of Zhongmeilian, said on the spot that he would jointly operate the Xiaonan national banquet business with Jingya. It is reported that the plan was initiated by the United Mutual Aid Association and jointly supported by the China Hotel Association, the China Cuisine Association and the Zhongmeilian Club, aiming to help Jingya raise funds and get out of the predicament.
▲ Launched the help plan of "united people to help each other and help jingya" on the spot.
The "Help Plan" lists a total of 5 assets of Jingya, of which Weihai Building (built in 2009), Jinan Kaiyuan Project (built in 2010) and Shenyang Future City Project (built in 2012) belong to Jingya's own property, which was previously used to operate stores, all located in local prime locations, covering an area of more than 10,000 square meters, with a total valuation of 780 million yuan. Built in 2010, Weihai Nautical Food Factory covers an area of 500 acres and has been used for the storage and primary processing of seafood products such as Jingya sea cucumbers and fish and shrimp, with a valuation of 500 million yuan. The Beijing Metro Dining Car Project is a mass catering project launched by Jingya in August 2013 to seek transformation and through the acquisition of "Meet Every Day", which can provide dining car services at 240 subway stations in Beijing.
▲ "United mutual help, help jingya" help plan plan.
Lu Xiaoxu, chairman of spicy trout group, sighed in an interview with the restaurant association, "The speech on the spot was very touching and was interrupted by applause several times. ”
A former executive who has worked for Jingya for decades told the guild jun, "Although Jingya has other industries such as energy, the operating conditions are not ideal." Jingya wants to raise funds through the sale of properties, factories and food truck projects to pay off arrears in employee wages and supplier arrears. ”
For the future of Jingya, the executive said, "Jingya should not open again, its biggest wealth lies in the operating model and talent, but the operating costs are very high, the business model is not suitable for the current market environment, and the brain drain is serious, and it is unlikely to reopen." ”
For the reasons for the decline of Jingya, the catering guild has issued an in-depth report analysis as early as the end of October, for details, please click on "The national stores are almost closed, what "killed" this high-end catering giant? 》。
The full text of Zhang Guijun's on-site speech
Okay, first of all, before I share, I'll correct a word that the host just said, you just said that everyone here is successful, then I think, I can do the opposite, temporary failure role here to share with you.
Before sharing, I would like to say a little bit about how I feel at the moment. I came a little earlier, I was drinking tea, and a Zou (yinzou) from Wuhan should be sitting below now. We were scanning each other's QR codes to add WeChat friends, and he asked me, "Who are you?" I said, "I am pure and elegant." He said, "Ah! When I saw his expression, I smiled calmly, and I asked him, "What?" I'm curious, I want to ask what your expression just now is trying to express what? He said, "Oh, I want to say how did you get out?" I replied to him, "Do you think I'm dead?" "Of course, it's a joke.
But this topic is actually not surprising, I think, there are many people here today, see me here, should be very surprised, ah, this is the boss of Jingya. Actually, this doesn't matter to me, what matters is that I'm sitting here today. I am very touched now, because in my heart has always been very respected two goddesses, is their great wisdom, big pattern, big energy and great love, brought me here, without them, to be honest, today I really do not have the courage to sit here, so here, I sincerely thank our president and colleagues, thank you very much for your attention. I believe that there are many people who are paying attention to Jingya and caring about Jingya, so here, I have a reason to sit here and have a reason to share my heartfelt words with everyone. Thank you.
(Zhang Guijun stood up and bowed to the stage and bowed to the stage and bowed separately.) ）
So what am I panicking about? It's because my cultivation hasn't arrived. For me, I am happier that I can live, live healthily, live positively, for me, is the biggest gain in life. This year went through two major events, my mother's departure and the closure of Jingya's store. What is it like to see a haute catering restaurant that once opened 3 stores in two years, with an area of more than 20,000 square meters, and now closes at least 10 stores a year? In fact, my heart hurts. After going through this process, I will panic what others think of you, but what is this? Death has been experienced, what is there not to face? There must be death and there must be life!
(Zhang Guijun wiped her tears.) ）
Looking back, the topic of today's host, for Jingya, I think the biggest challenge encountered through this process is the challenge of traditional thinking. In the Internet age, whether you can use wisdom to make choices quickly, and use courage to give up and let go, is very important. Looking back now, if two years ago, I could have made up my mind to shut down all the high-end stores, I believe that Jingya would not be the same state as it is now.
But at that time I thought a lot, after I closed the store, what would my employees do? What about my customers? How does society view pure elegance? After all, this is a 28-year enterprise that we have painstakingly managed and built with the spirit of craftsmanship!
(The audience applauded and shouted "come on.") ）
But in fact, now, because we are limited by traditional thinking and cannot quickly break through and adapt ourselves to changes in reality, it has led to such a tragedy as it is now. We once gave an example, like a man, walking in the windy weather, he held an umbrella in his hand, he thought that this umbrella would protect him, but in fact this umbrella had no effect on him, the rain hit his body, all wet. Eventually it leads to a severe cold and the inability to do anything. He should have thrown away his umbrella at that time, gone to a sheltered spot, let himself stop, and waited for the right opportunity to get on the road. It's easy to say, but it's hard when you're really doing it. As my friend encouraged me, "You can do it for 28 years, don't get discouraged." Now that he has been doing this for 15 years, he does not dare to say what he can do in 28 years. "I think this, for me, is a great encouragement. I think in such a society where interests are paramount, we catering people are warming everyone with love. So here I want to tell our catering peers that we catering people are not alone, we have platform support, there is association encouragement, we support each other in the big environment, support each other, encourage each other, and together towards a future that we are proud of.
Due to the wrong decision made at that time, the current Jingya assets and liabilities are too heavy, the arrears of employee wages, the stored value of the membership card can not be refunded, I am honest, back to 3 years ago, I would not believe that things will become like this.
After so much experience, I have tried my best to be able to sit here and share, thank you for being able to understand my feelings.
Original of the Catering Guild, please indicate the source when reprinting.