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一家老字号的大溃败: 从狗不理变成“Go Believe”开始

时代周报记者: 陈婷

9yue16ri,youxianchangshipinliuchu,yuangoubulibeijingwangfujingdianyizhaixiazhaopai,muqiandianneiqiheiyipian,jitianqianrenmenfenfenzaiqimenkou“daka”dejingxiangyebufucunzai。

yabo登录zheichangyouyigenanchidebaoziyinfadefenzheng,jinjinzhiweichiyizhoueryi。danjiucengzhitai,qiyuleitu;dashajiangqing,yimunanzhi,goubulidedaxingkuibai,zaoyiyunniangle15nianzhijiu。

吃顿饭都不让说

yikaishi,buguoshiyigelvyoubozhudeyicixunchangbuguodetandian。

9yue8ri,huanqiulvxingzheguyuezaiweiboshangfabuleyigetandianshipin,zaishipindeyikaishi,tajiushenmingtajiangzaidazhongdianpingshangzhaodaoyijiabeijingwangfujing/dongsidiqupingfenzuichadecantingqianqutandian,youyudazhongdianpinggaopingfenyouxianpaixu,guyueweilezaishoujishangfandaopingfenzuididecanting,“shoudousuanle”。

yabo登录zuihou,tafandaodecantingshigoubulibaoziwangfujingdian,zaidazhongdianpingshangdepingfenshi2.85。

guyuedaolezhihou,yuyourenyitongdianleliangfenbaozi,8gejiangroubao60yuan,8gezhuroubao38yuan,pinchanghouguyuepingjiajiangroubaoyouni,zhuroubaorouxianshaozhanya。

“yabodenglujuede20kuaiqianchabuduole,zheizhongzhiliang。”guyuezaishipinzhongzhiyan。buguo,guyuehaizaishipinzhongbuwangjigoubulibaoziwanlegezun,chengyabodengluyemeidazhongdianpingshangpinglundeneimecha。

wurenliaodaodeshi,jiuzheimeyigetandianshipin,yinfalegoubuliwangfujingdiandeborandanu。

yabo登录9yue10ri,goubuliwangfujingdianzhenduicichapingshipinzuochuhuiyingshengming,biaoshi"gaishipinsuoyouyiqieeyuzhongshangdeyanlunjunweibushixinxi!"

yabo登录wangfujinggoubulicantingrenwei"guyue"he"beijingrenbuzhidaodebeijingshier"qinfanlecantingmingyuquan,yaoqiuerzhelijitingzhiqinquanxingwei,gongkaidaoqian,cantingjiangyifazhuijiuxiangguanrenyuanhewangluomeitifalvzeren。

yabo登录buguo,9yue11rilingchen,cantingfabudeshengmingjiuyibeicongweiboshangshanchu,"wangfujinggoubulidian"deyonghuxinxiyewufazaibeisousuodao。

9yue11ri,guyuezaiweibohuiyingchengzijiheleyitiao,“lianchidunfandouburangshuo。”

9yue15rilingchenliangdian,goubulijituanyouxiangongsi(yixiajiancheng“goubulijituan”)zaiweiboshangfabiaoshengmingcheng,congjiriqi,jiechuyujiamengfanggoubuliwangfujingdiandehezuo。

yabo登录shengmingzhong,goubulijituanjiangwangfujingdianciqiande“budangxingwei”guiweijiamengdianshanzichulidejieguo。

goubulijituanbiaoshi,“goubuliwangfujingdian”wei2005niangoubuligaizhiqiandejiamengdianbingcunxuzhijin。goubulijituangaizhihou,weileweihupinpaimeiyuduhebaozhangshipinpinzhi,goubulijituanjianchiyizhiyingweizhu,jiezhimuqianyiluxushouhuigedijiamengqimande80duojiajiamengdian;qizhongbeijingyuanyou12jia,shouhui11jia,jincunciyijiajiamengdian。

zheigechulifangshibingmeiyouxiaomiwangyoumendebuman,gaiweibopinglunxidianzandiyiweidewangyoucheng,“bieshuojiamengdian,nijiazongdianyebuhaochixiexie。”

jiezhi9yue16ri,“wangfujinggoubulihuiyingwangyouchapingshipin”zaiweiboresoushangyueduda4.4yi,taolun3.3wan,“goubulibaoziwangfujingdianyizhaipai”yueduliang4238.3wan,taolun1011。

9yue16ri,shidaizhoubaojizhejiujiamengdianlishidengwentizhidiangoubulijituan,qiyibudalejieweiyoujujuelehuiying。

已不是从前的狗不理

zaichuanglizhichu,“goubuli”baozibianshiyidaochongmanpingminsecaiheyanhuoqixidexiaochi。ziliaoxianshi,“goubulibaozi”shichuangyugongyuan1858nian(qingchaoxianfengnianjian),chuangshirenmingjiaogaoguiyou,yinqifusishidezi,weiqiupinganyangzi,quqiruming“gouzi”,qiwangtanengxiangxiaogouyiyanghaoyanghuo。

gaoguiyou14suishi,daotianjinnanyunhebianshangdeliujiazhengchipuzuoxiaohuoji。sannianmanshihou,gaoguiyouduzikaileyijiazhuanyingbaozidexiaochipu——“dejuhao”,shengyishifenxinglong。

juxi,mianduizheluoyibujuedeguke,gaoguiyoumangdegubushanggentamenshuohua,zheiyangyilai,chibaoziderendouxichengta“gouzimaibaozi,buliren”。jiuerjiuzhi,renmenjiubatasuojingyingdebaozichengzuo“goubulibaozi”,eryuandianpuzihaoquejianjianbeirenmendanwangle。

houlai,gaoguiyoudeerzigaojinmingjichenglechanye,jianggoubulibaozidepinpaidajinletianjinshizhongxin。buguo,haojingbuzhang,1947nian(minguosanshiliunian),gaojinmingzhizigaohuanwenjichengchanye,jingyingzhi1952nianxieye。

zaigoubulibaozidehuihuangniandai,hailiuchuanzhezheimeyigegushi: jushuo,yuanshikairenzhilizongduzaitianjinbianlianxinjunshi,cengba“goubuli”baozizuoweigongpinjinjingxianjicixitaihou。cixitaihouchanghoudayue,yue: “shanzhongzoushouyunzhongyan,ludiniuyanghaidixian,bujigoubulixiangyi,shizhizhangshouye。”

yabo登录xinzhongguochenglihou,goubulibaozikaishiletadexindeyilunzhengcheng。1956nian,tianjinshijianggoubulibaozishouguiguoyoubingjiangdianpuqianhepingqushandonglu。

buguo,yinweiqidaiyoulishidabeijingdepinpaifazhanshi,fuhuodegoubulibaozichengweileyigelaozihao,zaizhihouderizili,queliyikaishiposhouxianglixiaidegoubulibaoziyuelaiyueyuan。

rujindegoubulijituanshiyuanyu2005niandegaizhi。2005nian4yue18ri,tianjingoubulijituanyouxiangongsizhengshijiepaichengli。yigeduoyueqian,tianjintongrentangyi1.06yiyuandejiagegoudebainianlaozihaotianjin“goubuli”,jingguoyigeduoyuedegongsihuagaizhi,tianjin“goubuli”youdanyideguoyouzibenjiegouzhuanbianweihunhesuoyouzhijiegoudeyouxiangongsi。

pinpaideyijiaquesihubuzhizhei1.06yiyuan。2006nian,zhongguopinpaiyanjiuyuangongbule《shoujiezhonghualaozihaopinpaijiazhibaiqiangbang》,tianjingoubulijituanzaibaiqiangzhongweilie18ming,shitianjinshangbangde7jiazhongpinpaijiazhizuigaodelaozihao,pinpaijiazhida7.57yiyuan。

资本操盘 口碑下滑

yabo登录zuoyongdetianduhoudepinpaiyoushi,gaizhihoudegoubuliquexianruyuegaiyuechadejiongjing。

2007nian,jutianjinribaobaodao,youyulishideyuanyin,quanguogedicengjingyiduyou80duojia“goubuli”jiamengdian,pubiancunzairumenmenjiandi,hetongbuguifan,guanlibudaoweidewenti。

yabo登录juxi,goubulizai90niandaitexulejiamengmoshi,jiamengfeishoudequebingbutongyi,cunzai5000kuaijiunengjiamenggoubulideqingkuang。yinci,gaizhihoudegoubulijituantourudaliangjingliyuzijinzaihaineiwaiweiquan,dao2007nian,zhishengxia20duojia。

2007nian,goubulijituanyouzhidingxinguiding,jinhoubuzaixishouxindejiamengdian,zhifazhanzhiyingdian。

“dangshideliansuodianjiamengjiyabodengludailailiangfangmiandehaochu,yifangmianjidangshideguoyingqiyezengjialexiaoyi,tongshitigaolezheigepinpaidezhimingdu。danzaifazhanjingyingguochengzhong,liansuojingyingfangmianguanlibushan,pinpaixingxiangshoudaohendadehuisun。” 2009nian,shirengoubulijituandezongjingliliyongshanzaijieshoumeiticaifangshibiaoshi。

raner,liyongshanyechengren,zai90niandai,wulunshizhiyingdianhaishijiamengdian,goubulidejingyingzhuangkuangdoushi“bucuode”。

yabo登录guanyugoubuliyuegaiyuechadelundiaobingbuxinxian。

zaozai2005nian,jiuyougongkaibaodaocheng,2005nian2yuetianjin“goubuli”gaizhihou,congbaozijiage、shipinkouweidaojiudianyabodengludoufashengleyixiliebianhua,shehuishangyechuxianleyixieyilun: “yuanlai‘goubuli’baozi12kuaiqianyiti,xianzai16kuaiqianyige,yibanlaobaixingchibuqile。”

yejiushishuo,zhiyingdekoubei,huoxuhaiburu5000yuanjiamengde、wumeijialiandexiaodian。

yabo登录congjingyingbeijingshangkan,goubulidezhongxinyidufangzaizibenyunzuoshang。2015nian11yue6ri,goubulizaixinsanbanguapaishangshi。

yabo登录cishidegoubulizaoyicongguoqibianchenglesiqi。tianyanchaxinxixianshi,zhangyansenweigoubulijituangufenyouxiangongsidezuidagudong,yeshigaigongsideshijikongzhiren。tongshi,gaigongsidedierdagudongtianjinshirunxiangsenshangmaoyouxiangongsideshijikongzhiren,yerengranweizhangyansen。

jutianyanchabaodao,2002nian,tianjintongrentangzhiyaochanggugai,zhangyansenyixianjinchuzi1700wanyuan,chigu34%,chengweitianjintongrentanggufenyouxiangongsideergudong,bingchurengongsifudongshizhang、zongjingli。suihou,jingguoshucizengziheguquanzhuanrang,zhangyansenjiazuchengweitianjintongrentangdeshijikongzhiren,hejichigu59%。

suihoujinian,tayijihuxiangtongdecaozuoshoufa,kongzhilelingyijiayiyaolaozihaotianjinhongrentang(tianjintongrentangdezigongsi),yijitianjindemingpianzhiyi——goubulibaozibeihoudeyunyinggongsigoubulijituan。

yabo登录gaizhinaizhixinsanbanshangshizhihou,goubulijituankaishizhuanxingmaiqilesudongshipin,yijizouqilegaoduanhualuxian,budanqixiademendiandaduokaizainaoshiqu,baoziyebuduantijia,bingjiangzishenyingwenmingdingwei“gobelieve”。

huoxushiweileyinqizibenshichangdeguanzhu,2015nian,goubulijituanhaiwanqilekuajie,hua3000wanshougoulegaoleyakafeizaizhongguodetexujingyingquan。

buguo,zheitiaoluyijingzanshibeifangqi,2020nian5yue11hao,goubulizhongzhileqizaixinsanbandeguapai。

抛弃包子铺 转型速冻

yabo登录rujin,“gobelieve”deyingwenmingyixianshaobeitiqi,dangoubulidegaoduanhuachangshiqueshizhongzailushang。

yabo登录“gaizhiyihou,weiletishengzheigepinpai,congfazhanzhanlveshanglaijiang,yeyinggaiwanggaocengcishangfazhande,zheiyanggengnengtigaozheigepinpaidefujiazhi,ruguoyabodengluguangshitingliuzaibaozipuneizhongshuiping,chanpindezhiliangjiukenengshangbuqu,qiyewulikezhuan,jiutanbushangfazhan,ranhouxingchengexingxunhuan。”liyongshancengbiaoshi。

dangaoduanhuameiyouyinqishenmeshuihua。xiaofeizhegoubinggoubulibaozi“youguiyoubuhaochi”,jiuliangoubulizijiyezaoyibuzaishishougongbaozidejiandingchuanchengzhe,zaiqi2019niandenianbaozhong,goubulijituanjiangzishendingweiwei“sudongshipinxingyedeshengchanshanghexiaoshoushang”。

yabo登录qizai2019niannianbaozhongbiaoshi,goubulijituanqixiadeliansuocanyinjiudiandengziqiyeshigongsizhuyaochanpindezhongyaoxiaoshouqudao,2019 nian、2018 nianduji 2017 nianduqijian,gongsitongguociqudaowanchengdexiaoshouesuozhanbizhongfenbiewei20.3%、20.4%he 23.4%。

“suiran(mendiande)guanlianjiaoyiduigongsidejingyingchengguojuyoujiaodayingxiang,dangongsitongguokaifaxinpin、kaituoxinxiaoshouqudao、kuodaxiaoshou,ciqudaodexiaoshouebiliduonianlianxuxiajiang,cifengxianxiajiangmingxian。”goubulijituanbiaoshi。

raner,goubulizaisudongshipinlingyudefazhanyebuzhanyoushi。9yue15ri,zhongguoshipinchanyefenxishizhudanpengxiangshidaizhoubaojizhezhichu,goubulisudongchanpindexianxiaqudaojibenshikongbaide,duiyujingdong、tianmaodengxianshangqudaoyilaizhengmingxian。muqianguoneilengdongshipinxingye,jibendoushiyixianxiaweizhu、xianshangweifudequdaomoshi,goubulidequdaomoshiwufapipeiyanxiaxiaofeizhedegouwusiwei。

yabo登录juqizhiqiangongbudecaibaoshujuxianshi,jinnianlai,shouyiyuzhuanxingsudongshipin,goubuliyizhichuyuzengzhangtaishi,danyetanbushangdafushangzhang,2017—2019nian,yingshoufenbiewei1.08yi,1.29yihe1.55yiyuan,jinglirunfenbiewei1820.82wan,2068.49wanhe2424.58wanyuan。

tongshi,goubulidesudongchanpinyecunzaimingxiandediyufazhanxianzhi,qizhuyaoxiaofeishichangzaitianjin,2019nian,xiaoshouejijingyingchengguo65%zuoyoujunlaiziyutianjindiqu。

xianxiacanyinbaoshouzhiyi,sudongchanpinkunshoutianjin,goubulijituandeqianlukejianxiazhai。

yabo登录erlaozihaosuozidaidepinpaiguanghuanzaidangdainianqingxiaofeizheyanzhongyirutongjilei。

9yue16ri,lingyanguanlizixunshouxifenxishilinyuexiangshidaizhoubaojizhebiaoshi,xinshengdaibingmeiyouduijinzizhaopaihen“ganmao”,tamenrezhongyuwanghongpinpai,yijiyouwendu、youqinggan、yougushidecanyin,zuoweilaozihaojiuyinggaibalishigushizhongxinbaozhuanghoushuochulai,rangnianqingrenjuedeyouyisi。

“ruguozheixiezuobudao,neimejiuyinggaizaichanpin、caipinshangxiagongfu,buhaochihaigui,jiushiyilaomailao。”linyuebuchongdao。

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