From the king of roast duck to falling off the altar, Quanjude only took 2 steps, what mistake did he make?
When it comes to Quanjude, you may think of it as a century-old brand in Beijing, a must-have dish at state banquets, and synonymous with roast duck. But you may not know that this former king of roast duck has now fallen into the predicament of weak performance growth, shrinking market share, and damaged brand image.
What is the reason why Quanjude has fallen from its heyday to its current trough? This article will reveal for you the two fatal injuries of Quanjude and how it should save itself.
First, high-end pricing, losing civilian consumers.
Quanjude's roast duck, can you afford to eat it? If you're an ordinary salaryman, you might think it's a luxury to ask. Because Quanjude's roast duck, ** is too high.
A roast duck can easily cost two or three hundred yuan, plus a 10% service fee, and it will cost at least four or five hundred yuan for two or three people to eat a meal. Such a **, for most people, is it a little distressing?
Moreover, the high-end pricing of Quanjude did not bring corresponding high-quality services. Many consumers reported that Quanjude's service attitude was cold, the quality of the dishes was unstable, and the taste was not as good as before. Some branches even have hygiene problems, such as moldy crusts, dirty cutlery, and odorous duck meat. How can people be willing to pay for such a service?
Quanjude's high-end pricing has made it lose the favor of civilian consumers. At the beginning of the reform and opening up, Quanjude used to be a roast duck restaurant that ordinary people could afford, but now, it has broken away from the ranks of civilian consumption and has become a place where only occasional luxury.
Moreover, with the improvement of people's living standards, the choice of food is more diversified, and roast duck, a greasy and single food, is no longer people's first choice. Quanjude's high-end pricing has put it in a two-pleasing situation.
Second, a single product, lack of innovation.
What's delicious in Quanjude? Is there anything else you can think of other than roast duck? Probably a lot of people will shake their heads. Quanjude's roast duck is its signature and its shackles.
With a history of 154 years, Quanjude has almost no innovation, and has always used the traditional hanging oven roast duck. This practice of focusing on one dish is conducive to maintaining quality, but it also makes Quanjude lose its innovation and competitiveness.
In the market, there are many roast duck restaurants that are constantly innovating and launching a variety of roast duck products to meet the needs of different consumers. For example, the roast duck in the cheap shop not only tastes as good as Quanjude, but also is more accessible to the people; Da Dong's roast duck is not only high-end and atmospheric, but also healthier, using the method of oil-free roasting;
Four Seasons Minfu's roast duck is not only fresh and tender, but also more diverse, with a variety of flavors and forms to choose from. These roast duck restaurants are constantly innovating and seizing market share, making Quanjude's roast duck look outdated and monotonous.
Quanjude's single product makes it lack innovation. In the face of market changes and competitive challenges, Quanjude has also tried to transform, such as launching the takeaway platform "Little Duck Brother" and acquiring the casual catering brand "Tangcheng Little Kitchen", but all of them have failed.
The transformation of Quanjude did not find its own positioning and characteristics, nor did it bring new experience to consumers, but only made some insignificant changes on the original basis. Quanjude's single product has made it lose its market vitality and competitive advantage.
3. How to save Quanjude?
Quanjude's roast duck was once the pride of China, the business card of Beijing, and the benchmark of roast duck. But now, it is no longer the king of roast duck in people's minds, but a backward, rigid and decaying catering enterprise.
The two fatal wounds of Quanjude are high-end pricing and a single product, which makes it lose its civilian consumers and market competitiveness. So, how to save Quanjude? This paper believes that Quanjude should be reformed from the following aspects:
Lower**, improve service. Quanjude should give up the strategy of high-end pricing and reduce the ** of roast duck, so that more ordinary consumers can afford to eat it. At the same time, Quanjude should improve the quality of service, improve the attitude of service, and improve the level of service, so that consumers can feel the real value-added service, rather than passively paying additional service fees.
Diversify products and increase innovation. Quanjude should break the limitations of a single product and launch more roast duck products to meet the needs of different consumers. For example, you can launch a healthy roast duck with low oil and salt, you can launch creative roast duck in various flavors and forms, and you can launch a convenient roast duck suitable for takeaway and fast food.
Quanjude should increase innovation and constantly update its products, so that the roast duck is more in line with the trend of the times and people's tastes.
Inherit the culture
Inherit the culture and build the brand. Quanjude should attach importance to its own cultural inheritance and use the advantages of its century-old brand to shape its own brand image. For example, you can strengthen the publicity of your own history and story, let consumers understand the origin and development of Quanjude, and increase consumers' sense of identity and belonging;
It can strengthen the display of its own skills and craftsmanship, so that consumers can see how Quanjude's roast duck is made, and increase consumers' sense of trust and respect; It can strengthen its participation in its own social responsibility and public welfare, so that consumers can see that Quanjude's roast duck is not only a delicacy, but also a culture, but also love, and increase consumers' sense of appreciation and loyalty. Quanjude should inherit the culture and shape the brand, so that roast duck is not only a dish, but also an emotion and an attitude.
Fourth, Quanjude, are you still saved?
Quanjude's roast duck was once the pride of China, the business card of Beijing, and the benchmark of roast duck. But now, it is no longer the king of roast duck in people's minds, but a backward, rigid and decaying catering enterprise. The two fatal wounds of Quanjude are high-end pricing and a single product, which makes it lose its civilian consumers and market competitiveness.
This article suggests that Quanjude should carry out reforms in terms of reducing **, improving services, diversifying products, increasing innovation, inheriting culture, and shaping brands, so as to save itself and return to the throne of the king of roast duck.
Quanjude, is there any salvation? This is a question worth pondering. Perhaps, Quanjude is just a catering enterprise, and its rise and fall does not affect our lives. However, Quanjude is also a cultural symbol, and its honor and disgrace also represent our history and emotions.
Quanjude's roast duck is not only a dish, but also an emotion and an attitude. We hope that Quanjude can cheer up, regain its glory, and make roast duck once again the pride of China, the business card of Beijing, and the benchmark of roast duck.