Brilliant restaurant Culture after a 136-year History's Refinement

QUANJUDE, a famous historied brand of

China, was established in 1864 (the third year

of Tongzhi of Qing dynasty).

Century’s casting and polishing bring QUANJUDE a

far reaching good reputation of “the Best Restaurant

in the World”.

The well-known All-Duck Banquet is headed

by QUANJUDE roast duck and supported by

over 400 dishes with QUANJUDE

characteristic flavor. Government leaders,

officials and VIPs from nearly 200 countries

and regions have visited QUANJUDE roast

duck restaurants and had dinner here.

History

The Originator

Quanren Yang (1822-1890), the first manager of

QUANJUDE roast duck restaurant. In 1864, he bought

DEJUQUAN on the verge of bankruptcy. He renamed

the firm QUANJUDE. Due to his extreme smartness

and painstaking management, QUANJUDE developed

from an ordinary roast duck shop front to a real

restaurant characterized by roast duck done by

hanging in the oven. This laid a sound foundation for

the roast duck to become well known throughout

Beijing.

The Name, The Spirit, The Public Strategy

Premier Zhou Enlai has paid tribute to QUANJUDE for several times. Once he explained QUANJUDE to his foreign friends.

“QUAN means perfection without a flaw, JU means gathering without departing and DE means virtues to be supreme.”

Therefore QUANJUDE together implies perfection, union, benevolence and virtue. Accordingly, the Group sets QUAN,JU, and DE as its enterprise spirit.

Mistaken Logo ? Historical strategy.

Why the “ 德” becomes in the Logo?

It wasn’t a mistake in the Qing dynasty, but

actually it is today. For the strategy of remaining

the historical feature, the small mistake lasts till

now.

QUANJUDE has two ways to expand the

market, Running direct-sale restaurant and

franchise restaurant. The direct-sale

restaurants are all located in Beijing, and

franchise restaurants are not only in Beijing,

but all over most big cities of China.

Also the group bought three old bands to

expand the market.

Expanding

“To the Great Wall

----a Trip for Real Heroes,Peking Duck at QUANJUDE

----Food for Real Gourmets.”

1· Good material

2·Advanced processing equipment

3·distinctive flavor

Supreme Roasted Duck ---------198RNB ----------99RMB(half)

Set meal for 2 people ----------242RMB 3 people ---------- 358RMB 4 people ----------457RMB

Market segmentation Market segmentation

Local old people

Tourist

Governmental officials

Person sponging on an aristocrat

Target market address selection

Quanjude is becoming a real travel product in the restaurant and other catering business 。

The crazy duck

Get some problem in its way to being the travel product.

Competitors

Position

Employee satisfaction

Promotion

promotion mix

★ Advertising

★Sales Promotions

★Public Relations

★Personal Selling

Quanjude is an old established firm, when it compete with its competitors ， it also use

Sales promotionsQuanjude pay more attention on the Chinese traditional festivals. When those festivals coming, Quanjide has lots of coupons or have some special events to sell more products.

Mid-autumn Day

And National Day

Dragon Boat Festival

Christmas Day

Chinese Valentine’s Day

Public RelationsWe all know that the major tools in marketing public relations are Publications, Events, News, Speeches, Public Service Activities, Identity Media, and so on.

Juan Antonio Samaranch (The former president of International Olympic Committee )

Employees’ etiquette training for the 2008

Beijing Olympic Games

Hold a sign language training class for the 2008 Beijing Olympic

Games

Cooking contest with the theme of

2008 Beijing Olympic Games

Opportunity for Quanjude to develop its public relations through

all kinds of medias.

Every company faces a broad range of competitors. The marketing concept states that to be successful a company must satisfy the needs and wants of consumers better than its competitors. Market must do more than adapt to the needs of target customers. They must also adapt to the strategies of other companies serving the same target markets. Companies must gain strategic advantage by strongly positioning their product in the minds of

consumers.

Bianyifang(便宜坊 )

Ya wang( 鸭王 )

Jing zun( 京尊 )

Li Kang(利康 )

Jinbaiwan( 金百万 )

Dayali( 大鸭梨 )

Quanjude Peking Roast Duck –since

1864

The competitors of Quanjude in Beijing market !

Dayali has more than 23 restaurants sell roast duck only in Beijing.

(Chain companies)

Jinbaiwan has 12 roast duck restaurants in Beijing

And other kinds of restaurants.

(Chain companies)

Bianyifang is also a famous brand in Beijing, it also has long history. This brand is belong to the Beijing Hademen ( 哈德门 )restaurant .It has more than 12 restaurants just in Beijing.

Competitive advantages

Long history and unique service culture

The government's support.

Unique technique to roast duck

The harmony working environment

The managers and the employees have a party to celebrate

the new year of 2008.

February 8, 2008

Celebrate the Spring Festival

Employee’s sports meeting

★Boost employee’s morale

★ Enhance the sense of team honor

We’d better have the same level of seriousness and commitment to meeting employee needs as we do to

meet guest needs.

——Michael Kay

(president of the Portman hotels)

Employee satisfaction creates customer satisfaction

——Doctor Huang’ PPT

Evaluation

Positive

Negative

VS

Evaluation

Positive

Negative•History

•Culture

•Franchising

•Distinguishing feature

•Tourism consumption

•History

•Distinguishing feature

•Tourism consumption

Evaluation

1.Quality is always the most important.

2.Special skill means you can not find another restaurant treat ducks like QUANJUDE does.

3.Particular culture makes the distinguishing feature

4.The name QUANJUDE somehow has some attraction to both Chinese people and foreigners.

• The foundation of China Beijing Quanjude Group set up on May 20th

of 1993. The Group set its developing strategy as taking advantage

of QUANJUDE brand and expanding the business by scaling,

modernizing and franchising . Since the implementation of the

strategy, QUANJUDE’s business has been booming and more

positive.

• Currently(2006), the Group has over 60 company-owned and

franchised restaurants in China. The annual sales reaches 500

millions yuan (RMB); The Group lists one of the largest food service

enterprises in China with 600 millions yuan (RMB) of assets and 700

millions yuan (RMB) of intangible assets.

Core Strategy and Achievement

How to proceed?

Suggestion

Join us?

• To Become a Member of QUANJUDE • If you are a company incorporated under the laws of your country or region;

If you enjoy a good credit and have strong economic strength;If you are looking for a new increasing point;If you wish to develop or expand your business;If you are determined to operate and run a Chinese restaurant of top quality and reputation;…Please contact us and we will give you a warm welcome to our franchise system.

What you are going to do are :

1. to prepare a fund to set and run the restaurant;2. to select an operation site with an area of about 500 square meter with around 150 seats;3. to pay QUANJUDE Group Royalty Fee;4. to pay QUANJUDE Group franchise fee according to a set ratio of the net sales;5. to implement the six standards set by the QUANJUDE Group and service procedures;6. to pay salaries to personnel if dispatched by QUANJUDE Group.

What we are going to do are:

1 、 to provide personnel training and advices in construction and decoration if needed;2 、 to provide the gold tablet and the right to use symbols and logos for the publicity of the franchise restaurant;3 、 to provide technical and managing personnel according to your request;4 、 to provide raw material and special kitchen utensils in terms of you request; 5 、 to provide operation manual.

For overseas partners

1 、 short term demonstrationAccording to your request and at your invitation and cost, we can organize a team consisting of chefs and cookers to demonstrate and display at your site of operation the cookery art of Quanjude. This type of display only lasts for a short term.

2 、 Technical personnel dispatchWe can send chefs and cookers to work in your restaurant. What you are going to do is to pay salary(ies) which will be negotiated. But you are forbidden to use any word in the operation or publicity of the restaurant concerning the trademark, trade names, service marks, logos and goodwill associated with QUANJUDE and QUANJUDE roast duck restaurant since you have not signed to be a member restaurant of Quanjude Group.

Thanks for your attention!