The last "Goubuli" store in Beijing closed, how did "Goubuli" become "Renbuli"

329，“”。

，，。，，“”。

，，“”。，“，。”

“”“”，：“。”，，。

“”。，。

20209，，、，“”，。，。

According to Beijing Business Daily, I visited the original Goubuli Wangfujing store, which was disqualified from joining last year, and Goubuli’s Beijing head office (Qianmen store), and found that the disqualified Wangfujing store changed its sign and continued to sell.
Steamed buns, this store has now been renamed "Jingmen Maji Steamed Buns Shop".
Except for the changes in the brand story at the door and at the door, the interior decoration, tables and chairs, products, and service models are exactly the same as before for the Goubuli franchise store.
The front door of the store is closed, and this is the last store in Beijing officially recognized by Goubuli.
According to the information on the official website of Goubuli Group, currently Goubuli has no stores in Beijing.

According to the official WeChat account of Goubuli Group Co.
, Ltd.
(hereinafter referred to as "Goubuli Group"), Goubuli currently has 17 stores.
Except for the Qianmen store in Beijing, the remaining 16 stores are located in Tianjin.

In addition to the Beijing market, Goubuli has also begun to shrink its catering stores in its "base camp" Tianjin.

Earlier there was news that "Tianjin Goubuli canceled", "Goubuli resolved to dissolve", etc.
However, Goubuli Group issued a statement on its official Weibo, saying that the cancelled Tianjin Goubuli Catering Management Co.
, Ltd.
is the next company of the group.

From the disconnect with the market

The blogger Gu Yue, who posted the video of "Goubuli" Wangfujing store last year, also commented: Don't blame me, I've been to "old-brand" restaurants that have been eaten for many centuries in most of the world.
Some families run small shops, the old customers are all generations, the quality of the ingredients remains the same, and the prices are very down-to-earth.
I hope that the dog ignores it and gets better, but first of all, we must understand who the food is for, and the word "conscience" is something that our consumers like and respect.

Catering chain consultant Wang Dongming said that the shrinkage of Goubuli's catering business is mainly due to the disconnection from the market.
Its products and stores have deviated from the existing core consumer young people's taste, decoration and price range.
For a time-honored brand, it is necessary to keep advancing with the times.
As a brand, blindly sticking to it can only be eliminated.

Goubuli "Broken Arms of a Strong Man", Powering E-commerce

Public information shows that "Goubuli" was founded in 1858 and is the first batch of Chinese time-honored brands recognized by the Ministry of Commerce.
In 2005, "Goubuli Steamed Buns Food (Group) Company" underwent a capital "restructuring".
In April 2005, Tianjin Tongrentang became the master and acquired Goubuli with a bid of 106 million yuan.
After the acquisition, the "Goubuli Baozi Catering (Group) Company" went through the industrial and commercial registration procedures and officially changed to "Tianjin Goubuli".
Group Co.

In October 2015, Tianjin Goubuli Food Co.
, Ltd.
, a subsidiary of Goubuli Group, was listed on the New Third Board.

Before delisting, Goubuli Baozi handed in the last annual report.
The 2019 financial report shows that its annual operating income was 155 million yuan, net profit was 24.
245 million yuan, and gross profit margin was 37.

From 2017 to 2019, Goubuli’s operating income was 108 million yuan, 129 million yuan, and 155 million yuan; net profits were 18.
21 million yuan, 20.
68 million yuan, and 24.

From the data point of view, Goubuli's performance is increasing year by year.
From a single point of view on the business level, quick-frozen steamed buns are the most profitable product in Goubuli.

Although Goubuli has gone through delisting and shrinking stores, this may be the transformation of the time-honored Goubuli from offline to online in the form of "brilliant men breaking their wrists".

Since 2015, Goubuli has been in contact with fresh food e-commerce companies, and has successively entered e-commerce platforms such as JD.
com, Tmall, and Daily Youxian, and has also tried popular online celebrity live broadcasts.

Zhang Yansen, chairman of the Goubuli Group, made it clear in an interview with the media at the beginning of this year that he would focus on the food industry and e-commerce business, and at the same time, on the basis of reducing the number of stores, make good stores left.

Here is another related report.

"There are so many bamboo boards, hey, let's not boast about anything else.
I boast that this traditional gourmet dog ignores steamed buns.
" But in the future in Beijing, it may be difficult to see this "thin-skinned stuffing with eighteen folds".
It's like a "memory of the age" of a flower.

Recently, "the last dog in Beijing closed down" has been on the hot search.
Why is the defeat of this time-honored brand that was once popular on the Spring Festival Gala evaluated by netizens as "a good hand, a puffy hand"?

Goubuli wants to withdraw from the Beijing market?

Recently, some media reported that Goubuli’s main store in Beijing (Qianmen) was closed and the Qianmen store was officially recognized as the last store in Beijing.

On the morning of March 29, Chinanews.
com inquired the official website of Goubuli and found that there were no Goubuli stores in Beijing.

On the afternoon of the 29th, Chinanews.
com came to the troubled Goubuli Qianmen store.
If it were not for the street sign at No.
31 Dashilan Street, it would have been difficult to find that it is the location of the Goubuli Beijing main store.
At present, the door of the store is tightly locked, and the sign has been removed.
Through the window, you can see that there is a small cabinet with the words "Doubuli" written on it, but a layer of dust has fallen on it.

The dog seen through the window ignored the interior of the front store.
Photo by Zuo Yukun, China News Service

A nearby merchant told Chinanews.
com that the store had been closed for a long time because it was "under renovation.
" When Chinanews asked if there was any news of reopening, the merchant said, "I heard that it will have to wait a month or two.

At around 14:30 in the afternoon, several staff with wooden display racks, ropes and other tools opened the store door.
Faced with the inquiry from Chinanews.
com, the staff also replied that "under renovation".

On the afternoon of the 29th, a staff with tools entered the shop in Goubuli.
Photo by Zuo Yukun, China News Service

Chinanews.
com contacted a staff member of Goubuli Group by phone, and he responded that Goubuli’s Beijing head office (Qianmen store) was closed because of the expiration of the contract.
"This store is a union house.
Now the contract expires and the house is mainly repossessed.
The two parties are negotiating to renew the lease, and they are still negotiating.
It's still uncertain about the follow-up.
"

As for the follow-up development of Goubuli in the Beijing market, the staff member said, "This is the group's strategy and it is not clear.
"

Why does "dog ignore" become "people ignore" step by step?

According to data, Goubuli was founded in 1858 and has a history of 163 years.
It is known as the first of the "Three Wonders in Tianjin", one of the time-honored brands in China, and the originator of the Internet celebrity of the Empress Dowager Cixi.

The earliest "Goubuli" steamed buns were just an ordinary steamed bun shop, and the owner had a nickname called Gouzi.
Because the store’s business is so good, the owner of the bun shop is often too busy to take care of the customers, so there is a nickname of "dog sells buns, ignore people", and over time the name "goubuli buns" slowly Spread.

Goubuli, who was once famous all over the country for its delicious taste and well-known at home and abroad, has often attracted attention recently because of negative news.
The last time I boarded a hot search on Weibo, it was because of a "Tianjin Goubuli logout" message.

On March 18, Tianyancha APP showed that Tianjin Goubuli Catering Management Co.
, Ltd.
changed its business status to cancellation on March 17, and the reason for the cancellation was the resolution of dissolution.
The only shareholder of the company was Goubuli Group Co.
, Ltd.
Netizens are paying attention: Goubuli is going to close down?

Subsequently, on the evening of the 18th, Goubuli Group Co.
, Ltd.
issued a statement stating that the cancelled Tianjin Goubuli Catering Management Co.
, Ltd.
was the next chain store of the group, and the cancellation was "because the business did not meet expectations", not the online transmission of "Tianjin Goubuli Cancellation" "Goubuli Resolutions to Dissolve".

At that time, some statistics found that the Goubuli Group had cancelled 15 subsidiaries since its establishment, 11 of which were cancelled between 2019 and 2021.
Goubuli has begun to shrink its catering stores in various stores including its "base camp" Tianjin.

Goubuli Baozi (Qianmen Store) is located at No.
31, Dashilan Street.
Photo by Zuo Yukun, China News Service

Earlier, the Goubuli Group also terminated the cooperation with the franchisees of the Goubuli Wangfujing Store due to public opinion issues.

In September 2020, a video of a netizen visiting Goubuli Baozi's Wangfujing store in Beijing attracted widespread attention.
In the video, the blogger commented on the quality, service, and price of the buns in the store.
“There is a lot of fat, the price is expensive, and there are many negative reviews on the Internet”, mainly negative reviews.

Soon after the video was released, the Goubuli Wangfujing store at the time issued a statement stating that all the slanderous comments in the video were false information, and the police had been sent to the police, asking the blogger to stop the infringement and apologize publicly.

But what I didn't expect was that this domineering statement made by Goubuli Wangfujing Store really shook the reputation of Goubuli's century-old brand.

Subsequently, Goubuli Group’s official Weibo issued a statement in response that the Goubuli store in the video had handled consumer reviews without authorization and was seriously inappropriate, and could not represent the group’s official behavior and position; from now on, it will be terminated from the store.
Cooperation of franchisees.

And just five months before this incident, the wholly-owned subsidiary "Tianjin Goubuli Food Co.
, Ltd.
" of Goubuli Group terminated its stock listing on May 11, 2020.
It has only been five years since it moved to the New Third Board listing in 2015.

High price, unpalatable food, poor service is too much to ignore the evaluation label

"It's not for no reason that Goubuli became a dog Caili.
" Many netizens commented on Goubuli's retreat step by step.

Chinanews.
com randomly asked passers-by near the Qianmen store in Goubuli.
A tourist from Tianjin said that, let alone in Beijing, almost few people in their local (Tianjin) would eat Goubuli.

"I had eaten Goubuli when I was young.
At that time, meat buns were still about 2.
5 yuan a catty, and three fresh buns were about 3.
5 yuan a catty.
Now the average per capita is more than one hundred.
A few buns for more than one hundred yuan, New Year?" Tourists said.

At the same time, a staff member at the entrance of a merchant store near the store told Chinanews.
com that he had eaten this Goubuli steamed bun, but bought it from a takeout stall.
"The take-out price is half cheaper than in the store.
It is said that everything is the same.
But this does not mean that the price of buns in the store is too high!"

After sorting out, it is found that this time-honored plaque that condenses the ingenuity of the predecessors and the precipitation of history, but now makes "the price is too expensive", "the service is not good", and "the taste has no advantage" occupy too much of the comment list.

Goubuli Baozi (Qianmen Store) on the afternoon of March 29, the plaque has been removed.
Photo by Zuo Yukun, China News Service

The "high-end" positioning seems to be one of the main reasons why dogs ignore the current plight.
In 2017, Zhang Yansen, chairman of Tianjin Goubuli Group Co.
, Ltd.
, said in an interview with the media that it is necessary to break the old-fashioned thinking of cheapness and expand the profit space.

Under this concept, the price of Goubuli steamed buns is getting higher and higher, and the distance from consumers is getting farther and farther.
Goubuli steamed buns are also ridiculed by some consumers as "sky-priced steamed buns".

In addition to the high price, the controversial thing that makes dogs ignore is its unsatisfactory taste.

"The main reason is that it's really not tasty.
After eating it, I know why the dog ignored it.
" Some netizens reported on social platforms: eight different flavors of steamed buns, plus a small bowl of soup, the price is 150 yuan.
The steamed buns are about the same size as the 1.
5 yuan beef soup dumplings, and the soup smells strong, so I took a sip.

In addition to the low price-performance ratio that discourages ordinary consumers, Goubou has received many negative service feedbacks and crisis public relations in recent years, which has also caused it to fall into a whirlpool of public opinion and damage its brand image.

“The time-honored brands started because they were cheap, delicious and good service.
The more time-honored brands, the more they should enhance their service awareness and strict quality management to ensure the long-lasting brand name.
” Some netizens commented.

It's not easy to be angry, and the old brand is not easy

In fact, behind the negative comments of Goubuli, it is more people's pity for this time-honored brand.

"In the beginning, Goubuli steamed buns were indeed delicious, and the price was fair, but as the reputation became more and more popular, a small steamed bun was going to be turned into a restaurant.
" Some Tianjin people commented like this.
Goubuli Baozi.

According to the recent development plan of Goubuli, behind the "restaurant" has also been losing ground, Goubuli seems to have turned his attention to the food industry.
In the public information, Goubuli began to position itself as a "manufacturer and seller in the quick-frozen food industry.
"

On March 18, Goubuli announced that the group's revenue from January to February 2021 increased by 38% year-on-year, and during the Spring Festival, it increased by 46% year-on-year.
In fact, since 2016, quick-frozen steamed buns have gradually become the performance support of Goubuli.
In 2019, quick-frozen steamed steamed buns accounted for more than 40% of the total revenue, reaching 41.
34%; sauced meat products accounted for the proportion of total revenue.
Increased to 19.
43%.

In the eyes of economist Song Qinghui, it is not easy for a time-honored brand to have a long-term business.
"First of all, we must keep pace with the times, actively embrace the changes of the times, and create real core competitiveness in order to remain invincible in the fierce market competition; secondly, we must maintain integrity and innovation, that is, firmly develop the main business and stick to the original intention of the brand.
, And strive to adapt to the new consumption trend and seek further development.
"

"Even if cross-industry development, it must be scientifically demonstrated, compared and selected, otherwise the time-honored brands will often face greater performance pressure after cross-industry, and the subsequent risk of'brand drift' or'brand devaluation' is not small Look.
" Song Qinghui suggested that Goubuli still needs to do a good job of the main products, and should be cautious about cross-industry.

Steamed buns cannot have "eighteen pleats", "stuffing" is more important.
Would you like to give the dog another chance to ignore it?

Source: Titanium Media, China News Network

Note: All pictures in the article are reprinted on the Internet, and infringement will be deleted!