At this service trade fair, the long-established catering enterprise Quanjude Group changed from a past supplier to an exhibitor, and showed consumers the new image of IP Mengbao Duck.
On September 5, Zhou Yanlong, general manager of Quanjude Group, said in an interview with the Beijing News that long-established brands, including Quanjude, have been moving forward in shouzheng innovation, constantly innovating from the aspects of dishes, services, and environment, embracing consumers and embracing the market, while doing a good job in excavating the history and culture of long-established brands, and making products "exquisite" to the extreme. He believes that the brand name is not new or old, and the most terrible thing is the aging of the enterprise. Long-established brands should continue to innovate and learn from young enterprises and young brands. "In the catering market, regardless of age and youth, whoever wins the hearts of consumers can go further."
Talk about exhibiting
From a service trade fair supplier to an exhibitor
Beijing News: As a "regular customer" of the service trade fair, what new highlights and new features has Quanjude brought this year?
Zhou Yanlong: Quanjude used to participate in the protection and service of service trade fairs as a supplier. This year, Quanjude participated in the service trade fair as an exhibitor in the Beijing time-honored exhibition area of Shougang Park, and brought pre-packaged foods, duck snacks, snack products and so on created in recent years. There is also a new IP image of Quanjude that I am very proud of and hope to introduce to you- Mengbao Duck, which has appeared on the daily necessities loved by many young consumers.
At this service trade fair, Quanjude did not stick to the past catering services, conveyed more to consumers the concept of Quanjude Shouzheng innovation, and displayed the new image of Quanjude in front of the majority of consumers, so that consumers can feel the new changes of the old brand and the efforts we have made.
On September 5, Zhou Yanlong, general manager of Quanjude Group, was interviewed by a reporter from the Beijing News during the service trade fair.
Talk about innovation
Universal Studios Full Jude Codiy Roast Duck
Beijing News: After you took office, you have changed Quanjude in terms of dishes, services, environment, etc., how do you consider this?
Zhou Yanlong: The sudden outbreak of the epidemic has had a huge impact on the catering industry, and it has also disrupted the original work rhythm of Quanjude. But the epidemic will always pass, and we will re-enter the "red sea" of very competitive catering. As a long-established brand, what you have to do is to keep the integrity and innovation, and return to the people, goods and fields of catering.
From the epidemic period to the present, Quanjude has launched a series of innovative pilots: Quanjude Heping Store has launched a "Chinese must-have" restaurant on the first floor, from decoration style to dishes and service model innovation, and now Heping Store has become the most active and independently accounted for business in large stores. Qianmen Origin Store launched the first light and shadow restaurant, using sound and light to display the taste of old Beijing, the love of time-honored brands and the central axis culture. At present, this attempt is a "small test knife" and has gained some results. In the future, we will continue to work hard.
Beijing News: How is the restaurant project at Universal Studios progressing?
Zhou Yanlong: At Universal Studios Beijing, Quanjude is also displayed in front of consumers with a new image. The restaurant's menu is completely different from other Quanjude stores, not only with traditional Chinese meals, but also with snacks from all over the world. At the same time, Quanjude's core product, roast duck, is also presented in a youthful, convenient, and walking way, for example, customers can diy, hold the duck roll roll rolls rolled on the spot, and eat while walking, eating and playing.
It is worth mentioning that since the trial operation of Universal Studios Beijing Restaurant, Quanjude's cultural and creative products have also been welcomed by tourists. This makes us realize that the old brand has great potential in the development and derivation of cultural and creative products.
Talk about development
Old brands need to adapt to new competition
Beijing News: There are voices saying that the old brand "can't do it" and "rely on the old to sell the old". What "major surgeries" do you think need to be developed by the old brand?
Zhou Yanlong: The old brand will not be impossible. In fact, many times the old brand is to call themselves "old", according to the international translation method, should be called "well-known brand". We emphasize innovation, not only inheritance and original copying, but to keep the soul of the industry. For more than 100 years, our skills are unique. More importantly, to be able to become a long-established brand, our insight into the changing needs of consumers is very in place. Today, when the old brand competes with many new brands, it should re-pick up these "weapons", do a good job in excavating the history and culture of the old brand, and achieve the ultimate "exquisite" products. I believe that the supporters of Chinese food culture, including young people, will also like the time-honored brand of shouzheng innovation.
There is no new or old font size, and the most terrible thing is the aging of the enterprise. We must build an old brand, but do not do old enterprises, we should continue to innovate in the mechanism system, boldly embrace consumers, embrace the market, take the initiative, continue to innovate, and learn from young enterprises and young brands. In the catering market, regardless of age and youth, whoever wins the hearts of consumers can go further.
Beijing News reporter Wang Ping
Edited by Qin Shengnan Proofreader Jia Ning