/PRNewswire/ -- China Quanjude Group Co., Ltd. ("Quanjude"), a time-honored Chinese restaurant brand, recently announced its "Internet plus" strategy. Making good use of its well-known brand, sound supply chain, hundred-year-old artisan roast duck techniques, and a great many restaurant locations all over China, Quanjude will start a new operational project based on using internet tools, so as to attract younger customers and leverage new advantages that the internet offers.
BEIJING , April 13, 2016 Compared to most traditional restaurants, which make few adaptive changes, Quanjude has gone much further. In order to realize its "Internet Plus" strategy, Quanjude entered into a partnership with Chongqing Kuangcao Technology Inc. ("Kuangcao") on Oct. 15, 2015, forming a joint venture company -- Yage Technology Inc. in Beijing as a dedicated operational service provider for Quanjude's internet vision.
Model Change: From Restaurant-oriented and Product-oriented Services to Customer-oriented Service
Quanjude's internet plus strategy has changed the company's focus from solely managing the restaurants and products themselves to going all-out to meet the needs of customers.
In the view of Quanjude General Manager Xingying: A traditional business link is the link of goods, the link of money; whereas in the mobile Internet era, the business link is the link of people. Links to people can create greater value.
Customer Management: Meeting Needs via Takeaway and E-Commerce
Quanjude has also announced the launch of two new services, Quanjude Takeaway and Quanjude E-Commerce, thus breaking the time and space limitations of traditional restaurants. Focusing on scenario-based customer experiences, Quanjude has carried out reform, design and integration of its product, service and management.
Product Innovation: A Whole New Take on the Treasure of the Restaurant
Quanjude has signed a strategic cooperation agreement with Baidu Takeaway, which will facilitate the building of a new takeaway ecosystem for the duck giant. Quanjude has also announced that customers now can place an order on Xiaoyage's official WeChat account (ID: xiaoyage222). Xiaoyage is a takeaway service that has been tested in Chongqing on Kuangcao's Takeaway Platform -- Jiabangou Online -- for more than 6 months. It has also been available in Beijing since this year's Spring Festival (Feb. 8, 2016). It has received good feedback from both the Chongqing and Beijing markets.
After more than a year of product research and development, Xiaoyage's handmade duck rolls have totally broken the shackles of the traditional roast duck takeaway. They are specialized, customer-oriented takeaway food with self-heating packages and can be eaten anytime, anywhere with the same good texture and flavor of the roast duck that you would get while sitting in a Quanjude restaurant.
Limitation Breakthrough: Cooperation for An Internet Catering Business
Many traditional companies don't have a deep understanding of the essence of internet, leaving them no choice but to flow with the cyber-tides: use coupons through group-buying schemes, offer takeaway options when takeaway platforms come on-line, engage in WeChat via a public account when WeChat grows, start accepting mobile payment when mobile payment becomes fashionable, etc. That's why the majority of traditional catering enterprises cannot speed up in the era of change.
"Knowing itself" is one key element of Quanjude's self-reform.On one hand, it owns unique resources: the time-honored brand, the sound supply chain, the high-quality products, and a great many restaurants all over China. On the other hand, Quanjude lacks an internet operations team. The traditional catering giant is eager to cooperate with a younger team that knows both the internet and catering, and can lead through innovation.
Through nearly a year's cooperation and team bonding, Quanjude and Chongqing Kuangcao Technology Inc. established a long-term partnership to carry out Quanjude's takeaway business.
In the past three years, Kuangcao has created one of the most popular restaurant brands in Chongqing, Liziba Liangshan Chicken. Its table turnover rate has been keeping over 3, which is rare in the whole of China's catering industry.
The energetic team entered into online takeaway service more than one year ago, establishing a fast-growing takeaway platform, Jiabangou, which has obtained multiple rounds of financing. As a young and cross-border team, Kuangcao has made good use of both the tools and thinking of the internet from the very beginning. They don't just tell stories, they are veritable "Internet + restaurant" practitioners.
According to Quanjude's public announcement, Beijing Yage Technology Inc. is the joint venture of Quanjude and Kuangcao's. The takeaway brand Xiaoyage is owned by this joint venture. Yage is specially established to realize the "internet plus" strategy, which also reflects Quanjude's commitment to reform.
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