Since the establishment of the group, Quanjude has broken the traditional single-store business model of catering industry and taken the lead in introducing the concept of chain operation in China. After more than ten years of continuous exploration and practice, it has 5? There are more than 0 chain enterprises, and the influence of Quanjude brand covers all continents.
In order to further accelerate the development of Quanjude chain operation, Quanjude Group established Quanjude chain operation company as the headquarters of Quanjude chain operation, which is responsible for Quanjude chain operation.
In the process of promoting franchise chain, Quanjude has formulated the principle of "emphasizing quality instead of quantity", focusing on developing economically developed areas, with provincial capitals, large and medium-sized cities and coastal areas as the main market layout, and developing A-level and B-level stores. Established a set of franchise management system and process from project establishment and contract signing to training, distribution, opening and supervision.
No matter who owns the assets, all members of the group will use the intangible assets of Quanjude and sign the Franchise Contract and Trademark License Contract with Beijing Quanjude Group Co., Ltd., the first bid of Quanjude? "Quanjude main raw materials and materials distribution contract" and "duck stove lease contract"? , "Expatriate? A series of related contracts and documents, such as the Employee Agreement, have formed a perfect chain operation system and legal guarantee system.
At the same time, actively promote the image recognition system in chain enterprises across the country, and implement the standards, norms and unification of trademark identification, work clothes, tableware and special equipment. Improve the brand management level of Quanjude.
In order to establish a strong chain operation and distribution system, the Quanjude distribution center established by the group company actively standardized enterprise management according to international standards, and was established in 2? 0? I passed in 2000? S09？ 00? 1 quality system certification has improved the quality of unified distribution.
At present, the distribution center has implemented unified distribution of main raw materials such as duck blank, lotus leaf cake and sauce for national lock enterprises. After the implementation of unified distribution, it initially changed the manual production mode of Quanjude for more than 100 years, promoted the old brand Quanjude to embark on the road of industrialization and large-scale operation, and played a role in promoting and ensuring the development of chain enterprises.
2. In China, a country dominated by low-consumption groups, such positioning cannot meet the needs of the general public, so it is imperative to enlarge, civilize and reduce the price of high-quality New Year's Eve dinner. Therefore, it is wise and inevitable for Quanjude enterprises to develop fast food strategy.
Its development prospect is extremely broad. Of course, the road ahead is not smooth sailing. Quanjude will have a way out only by constantly improving itself in learning, in which changing traditional concepts and management methods and cultivating high-quality management talents are the key to success or failure. Manage enterprises according to the modern enterprise system. Quanjude enterprises will surely achieve breakthrough development.
3. Pay attention to brand cooperation.
Quanjude's brand cooperation adheres to two principles: vertical integration, that is, the extension of the brand should be able to form upstream and downstream industrial associations; The second is to closely focus on the catering industry and form a horizontal relationship that serves the main industry. Ferdinand Beard Grape Brewing Co., Ltd. of Germany is a professional plantation with a long history of more than 300 years-Lainburg, Germany.
The company has gathered many world-famous wine-making masters, owned the most modern wine-making enterprises in the world, and won 2? There are more than 40 branches in more than 0 countries and regions.
Quanjude Group cooperated with Germany Biluode Liquor Company to produce pure German white wine and French red wine with "Quanjude Biluode" double trademarks, and introduced them into the domestic market. The press calls it "China people make brands and foreigners make fine wine", and the transnational "marriage" of two time-honored enterprises at home and abroad has produced a compound amplification effect.
4. Quanjude brand value has now exceeded RMB 65.438+0 billion, and China Beijing Quanjude Roast Duck Group Company was established in May of 654.38+0.993, with 53 members as the backbone of Qianmen Quanjude, Quanjude recognized and Heping Gate Quanjude Roast Duck Restaurant.
1In March, 1995, Quanjude jointly established Beijing Quanjude Roast Duck Co., Ltd. with six enterprises including Shanghai Xinya and china baoan, and issued 70 million shares, becoming the first joint-stock enterprise in Beijing catering service industry.