18 buns and 2 bowls of porridge for 266 yuan. Some customers have doubts about the price. The
last Goubuli store in Beijing closed?
"The last Goubuli store in Beijing closed down" related topics once rushed into hot searches.
On March 29, a reporter from Beijing Youth Daily found that the Goubuli Qianmen Dashilan Store had closed, and all traces of the restaurant’s operations had been erased.
The Goubuli Group is not sure whether it is still opening a store in Beijing, and said that opening and closing stores is a normal business change of the enterprise.
Actual exploration
There are only two white boards left at the sign of "Goubuli"
A reporter from Beijing Youth Daily visited the original Goubuli Qianmen Dashilan shop on March 29.
Except that the address plate of "Dashilan No. 31" is consistent with the address publicized by Goubuli Group, there are no traces of Goubuli's existence in the entire retro building: only the front of the door where the Goubuli sign was hung is left. Two whiteboards; the original bun models on the outside of the store, such as the decoration used to attract customers, and the historical introduction of Goubuli, etc. were also cleaned up; through the glass, I saw that the store has closed the store with the word "Goubuli" removed. In the antique building where it is located, the east side of the first floor has been occupied by the Xincheng Zhajiang Noodle Restaurant, and the east side of the third floor of the building has also been hung with a plaque of the restaurant.
The small "closed shop decoration" sign hanging on the Internet has also disappeared.
The staff of the noodle restaurant next door said that the next door is indeed a dog, and it has been closed. It is not clear whether it will open again.
Regarding the closing of the Qianmen store, the staff of the Goubuli Group said that the store has indeed been closed, and the reason for closing the store is "the lease has expired." As for whether the lease will be renewed in the future, it is still being negotiated, and it is not yet certain.
The other party said that the opening and closing of shops are all normal business changes of the enterprise.
In fact, Goubuli is not limited to a store in Dashilan, Qianmen, in Beijing. Goubuli Group also had a franchise store in Wangfujing.
A reporter from Beijing Youth Daily found that the shop had changed its name.
The staff of the new store confirmed that the store was previously a Goubuli Wangfujing store, "It is still the original person, that is, the contract with Goubuli expired, and we started using our own brand."
So, is Goubuli already "withdrawing" from the Beijing market?
According to Dianping.com, Goubuli also has a store in the T3 terminal of the Capital Airport.
However, there is only one in Dashilan among the Beijing stores announced by Goubuli's official WeChat account.
The staff of the Goubuli airport store stated that it is a franchised store and is currently operating normally.
The staff of Goubuli Group said that there are currently no directly-operated stores in Beijing, and it is uncertain whether they will open again in the future.
attention
Why don't diners regret and complain
The last Goubuli store in Beijing closed, and related topics rushed to Weibo hot searches in the morning on March 29.
However, unlike the nostalgic atmosphere caused by the closure of other time-honored brands, the vast majority of netizens are not sorry for Goubuli’s suspension of business. In the relevant Weibo comment area, there are more "expensive and unpalatable" baozi for Goubuli. Tucao.
A reporter from Beijing Youth Daily checked the comments on the Goubuli Qianmen store by netizens on Dianping.com and found that in addition to the netizens who bought the 30% off package, most of the customers who came to the store had doubts about the price.
Some netizens said that the restaurant "the most expensive breakfast in China, 18 buns and 2 bowls of porridge, 266 yuan".
Last year, because he released the video of Goubuli Wangfujing store and gave low scores, the blogger Gu Yue, who had been "counterattacked" by the store, also commented: Don’t blame me, I’ve been to most of the world, can’t you eat? A century-old "time-honored" restaurant.
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 is eating the food that we make. The word "conscience" is something that our consumers like and respect.
Follow up
Why did the directly-operated stores withdraw from Beijing
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, "Goubuli Baozi Catering (Group) Company" went through business registration procedures and officially changed to "Tianjin Goubuli". Group Co., Ltd.".
Goubuli Group failed to sprint A shares in July 2014.
In October 2015, Tianjin Goubuli Food Co., Ltd., a subsidiary of Goubuli Group, was listed on the New Third Board.
However, in May 2020, Goubuli Food Company, which has been listed for less than five years, formally applied for termination of listing from the New Third Board.
According to its last financial report, the 2019 financial report, its annual operating income was 155 million yuan and its net profit was 24.245 million yuan.
The Goubuli catering business is shrinking year by year.
A week ago, the news that "Tianjin Goubuli Catering Management Co., Ltd. was disbanded and cancelled" caused Goubuli and sparked heated discussion.
Afterwards, the Goubuli Group responded by saying that the Group’s Goubuli restaurant chain Wuqing Store had its industrial and commercial registration name as Tianjin Goubuli Catering Management Co., Ltd.
Because the business did not meet expectations, the group decided to close and cancel the store, not because of the online transmission of "Tianjin Goubuli cancellation" or "Goubuli resolution to dissolve."
At present, the official WeChat account of Goubuli Group shows that there are only 17 restaurants, including the closed Qianmen store and 3 non-Goubuli brand stores.
Zhang Yansen, chairman of the Goubuli Group, made it clear 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.
However, the Beijing Youth Daily reporter inquired that compared to the store’s price of 58 yuan per cage (8), Goubuli’s 16-pack quick-frozen meat buns sold on the e-commerce platform only cost 9.9 yuan.
In the Goubuli Tmall flagship store, the most-selling product is a gift box of buns, priced at 133 yuan, and 339 people paid.
Photo by Wen Bing/Reporter Zhang Xin Co-ordinated by Yu Meiying
Industry
Dislocation of business highlights that some time-honored brands have left the market
China Food Industry Analyst Zhu Danpeng said that the overall operation of the Goubuli restaurant is relatively poor. The main problem is that it is not cost-effective, the service system lacks customer stickiness, and the service attitude is also very poor.
In the eyes of the staff in Goubuli, he thinks his food is delicious, but consumers don't know how to appreciate it.
However, this dislocation of Goubuli restaurant management also highlights the fact that some time-honored business concepts have been separated from the market.
Zhu Danpeng believes that the decline of Goubuli is the result of the consumer side constantly pushing the industry side. Many traditional companies and “Chinese time-honored brands” basically cannot match and satisfy the core demands of the new generation after they become mainstream consumers. It is also a very important reason why they are far away from mainstream consumer groups and their revenue and profits continue to decline.
After shrinking offline physical stores, Goubuli will definitely move to the front line in the future, but without changing its business philosophy, its business on the Internet will be difficult to last.
Zhu Danpeng said that some time-honored brands have aging systems and rigid mechanisms, and product innovation upgrades and iterations cannot keep up with the speed of consumption upgrades. In the future, the entire traditional enterprise will still accelerate innovation and upgrade, and accelerate the speed and quality of iteration.
This has also brought lessons and warnings to many traditional enterprises. The single product and insufficient innovation can hardly support traditional enterprises to make new achievements.