Three hundred years in the past life, this life to the IPO!
Text | Chinese businessman TaoLuo jotta
Half a month ago, an announcement on the official website of Guotai Junan Securities made all Texans boil, and compared with the boiling of Texas, Cui Guihai, chairman of Shandong Texas Grilled Chicken Co., Ltd., was more excited.
What kind of announcement is it that makes Texans so boiling?
Enter the official website of Cathay Securities and you will see an announcement about the "Shandong Dezhou Grilled Chicken Co., Ltd. Initial Public Offering of Shares and Listing for Counseling", which means that Shandong Dezhou Grilled Chicken Co., Ltd. (hereinafter referred to as "Dezhou Grilled Chicken Shares") has begun the countdown to listing.
Figure 1: Texas Grilled Chicken Listing Announcement
So why was Cui Guihai excited?
This Dish became the signature of Texas during the Kangxi Dynasty of the Qing Dynasty, and the Texas grilled chicken was eaten from "birth" to "IPO", how long.
This walk is more than three hundred years!
【Past Life】
Texas grilled chicken because of the origin of Texas, many people affectionately called Texas grilled chicken, it is the famous food of Dezhou City, Shandong Province, because of its taste salty and tender, chic and beautiful shape, tender and crispy meat, a shake under the bone deboned rotten, so it is named deboned grilled chicken.
But in fact, it also has a more "historical" name - spiced boneless grilled chicken.
So how did the spiced boneless grilled chicken come from?
The history of the name of the spiced boneless grilled chicken begins more than 300 years ago, because the birth of the "grilled chicken" stems from a mistake of yin and yang.
At that time, the street outside the west gate of Dezhou City, the back street of the station to the east, lived a roast chicken making artist named Jia Jiancai, he had a roast chicken shop, because this street leads to the dock, there are many foreign merchants, so the business has been good, slowly the shop is not enough, in order to better take care of the business, he hired a guy named Wang Xiao'er to start.
One day, Jia treasurer had an urgent matter had to go out, the pot was boiling chicken, he instructed Xiao Er to press the fire, but the front foot of the treasurer walked, he fell asleep in front of the stove, when he woke up, Xiao Er realized that he had been killed, a pot of chicken was cooked over the fire, the treasurer came back and quickly withdrew from the bottom of the pot, carefully fished out the chicken out of the pot, took the wooden plate and reluctantly brought it to the store, and sold it at a low price.
Who would have thought that this overheated roast chicken actually emits a unique fragrance, attracting pedestrians on the side of the road, buy and taste, ho! Not only is the meat rotten and fragrant, even the bones are crispy in the mouth, it is really mellow and fragrant, and in the blink of an eye, a pot of chicken is sold out.
Subsequently, Jia Jianjian, who came from the "family" of roast chicken, found business opportunities, so he began to ponder, improve the process, and gradually groped out the most primitive method of grilled chicken, that is, "the fire weather should first be written and then martial, and the culture and martial arts should be orderly."
After Jia's chicken became famous, the villagers suggested that he be renamed the Texas Fragrant Chicken in order to distinguish other chickens.
At that time, after Ma Xiucai of Majia Slip Street tasted it, the fragrance was full of fragrance, and then he ate while chanting, "In the heat, there is a shaking of flesh and bones, and the smell of strange smells attacks people." The old man stretched out five fingers, and the entrance teeth were long and lingering. ”
He laughed and said, "A good spiced boneless grilled chicken."
【This Life】
A pot of magical old soup, passed down from generation to generation, spanning three centuries, gave birth to the "world's first chicken", which is the Texas grilled chicken we eat today.
Figure 2: Texas grilled chicken at greenskin railway station
In the era when China was still green-skinned trains, when the train in Dezhou, Shandong Province, was about to arrive at the station, a group of conductors would always hear a group of conductors shouting in an authentic Texas accent: "Texas Grilled Chicken, Texas Grilled Chicken...", at this time, visitors who travel to Texas from other places will always be tempted to buy it.
Only because the salty and delicious meat smell has already floated all over the carriage, people can't help but salivate.
Some tourists even exaggerated that they could not use the medicine to put people down, and a Texas grilled chicken was enough.
However, all this seems simple, but it is not an easy task for Cui Guihai, the helmsman of Texas Grilled Chicken Shares, who wants to revive the brand of more than 300 years of history.
"You can't smash the ancestral signboard", these are the words he has been hanging on his lips and in his heart. For others, Texas Grilled Chicken has a history of more than three hundred years, symbolizing the ancient brand and the ingenuity of the food brand, but for Cui Guihai, it is a heavy mission in his heart.
Because grilled chicken is the glory of Texas, it is the face of Texans.
So for this goal and this mission, in 2008 Cui Guihai officially took over the Texas Grilled Chicken Group, but at that time the Texas Grilled Chicken Group was accompanied by the old dragon clock under the precipitation of the years, and everyone who did the catering business knew a truth: the older the food, the more mellow the taste, but the older the factory that produced the food, the worse the production capacity.
At that time, Cui Guihai was faced with such a situation: the aging of the product line, the backwardness of production management, and the serious lack of talents became the first hurdles he needed to cross.
At that time, the low-price competition made the Texas grilled chicken market also enter a vicious circle of dead ends: the flood of fast-growing chickens, sick and dead chickens from time to time, which became the second hurdle he needed to cross.
What is even worse is that there was a loan of 40 million yuan and 10 million yuan of employee fund-raising that could not be repaid, and if the capital chain was broken, the centuries-old brand may disappear into the public eye in an instant, which became the third hurdle he needed to cross.
Perhaps the final details are no longer known, but Cui Guihai remembers that he ran through almost all the banks in Texas, relying on the persistence and original intention of a generation of Chinese entrepreneurs, repeating the sentence over and over again to the head of the bank who was at the helm of the funds at that time, repeating the sentence "Texas grilled chicken is the old ancestor's, can not smash the old ancestor's signboard."
In this way, after the support of the head of the bank and the unremitting efforts of Cui Guihai, the Texas grilled chicken, which almost disappeared, "survived".
Perhaps it is the heavens' care for the inheritance of the century-old brand, and the future road of "grilled chicken" seems to be no longer tortuous.
In 2013, in the newly built modern grilled chicken industrial park, we can see the domestic first-class automated grilled chicken production line and assembly line, while vacuum pre-cooling, modified atmosphere packaging technology can already improve the shelf life of Texas grilled chicken to 7 days.
In 2017, Dezhou Grilled Chicken Co., Ltd. was put into operation at the Shenyang processing and distribution base.
In 2018, the Shanghai processing and distribution base was put into operation.
In 2019, the Shenzhen processing and distribution base was put into operation.
In the blink of an eye, 2020, this year, "Texas Grilled Chicken" opened an IPO.
【Dark War】
Years can sometimes precipitate the brand, but the years may not be able to precipitate people, and the madness of capital is beyond imagination.
Since the Internet rumored that the "Chinese time-honored brand" Of Texas Grilled Chicken is going to be listed, it has had a huge impact on many local Grilled Chicken enterprises in Texas, and even triggered a number of trademark rights lawsuits.
What they fight for is actually very simple - who is the most authentic Texas grilled chicken (Texas-made grilled chicken ≠ Texas grilled chicken)
According to Red Star Capital News, over the years, dozens of trademark infringement lawsuits have occurred in "Texas Grilled Chicken", and the reasons for infringement are similar: the word "Texas" is a local name, and "Texas Grilled Chicken" is the meaning of a geographical indication and the generic name of the product.
In April 2020, Shandong Dezhou Grilled Chicken Co., Ltd. (hereinafter referred to as "Dezhou Grilled Chicken Company") and Shandong Jinpeng Deshengzhai Co., Ltd. (hereinafter referred to as "Fortune Wings Company") caused another lawsuit over the trademark of "Texas Grilled Chicken".
In the end, the court ruled that Fortune Wings Company stopped producing and selling goods that infringed the exclusive right to use the registered trademark of "Texas Grilled Chicken", and Texas Grilled Chicken Co., Ltd. won the lawsuit. Other trademark infringement disputes remained similar and ended with the trademark holder Texas Grilled Chicken Company winning the case.
A dark war about "Texas Grilled Chicken" ended.
【Epilogue】
This Texas famous food spanning more than three hundred years - Texas Grilled Chicken, after several twists and turns, read the changes of the times, read all the people know the cold and warm, step by step firmly and bravely to the road of IPO.
According to Red Star News, in the more than ten years since its establishment, Texas Grilled Chicken has achieved sales from 50 million to 540 million excluding tax. Compared with the revenue of the absolute brand Zhou Black Duck of 3.186 billion, it is at least 6 times worse, and perhaps the road to IPO is doomed to be difficult.
Zhou Black Duck's operating income
But the "wisdom" contained in the Texas famous food itself, which has accumulated more than three hundred years of charm, has exceeded money, and perhaps the accompaniment of capital will bring more blessings to it.
After all, the world's famous chickens gathered, with the past, but also look at the "Texas Grilled Chicken"!
——end——
The pictures are from the Internet
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