Weigh a pound, "Originator of net red meal " big be defeated, burn light 2 100 million, include br

Meal industry produced a major issue recently, once the Internet meal brand of be in fashion for a period " Huang Taiji " , because default payment for goods, and was included break one's promise executive person list!

On March 11 afternoon message, check according to look forward to check data to show, on March 7, "Huang Taiji " Chang Xiangli peaceful of main body company (Beijing) because meal management limited company is defaulted supplier 830 thousand yuan of payment for goods is included to break one's promise by court of people of division of Beijing rising sun executive person list.

This founds the meal brand in July 2012, with build up of fruit of thin pancake made of millet flour, have his moment quickly because of Internet mode sale, be called " originator of net red meal " .

At the height of power and splendour when, huang Taiji undertook in all four-wheel financing, financing amount exceeds 200 million yuan, brand appraise value is as high as 2 billion yuan, father cries piece " sell one year give 10 billion yuan of thin pancake made of millet flour " target, say to want to do " Chinese Mcdonald's " .

Check according to look forward to check data to show, huang Taiji's partner also is quite luxurious, include hunger, before Li Mojiang of author of Baidu vice-president Li Mingyuan, millet, La Gang is interactive author of combination of Wang Feng of father, president, YY, president holds CEO Li Xueling concurrently to wait, among them, brand author holds free of conspicuous of company legal person concurrently to hold 38.61% .

However the netizen comments on in succession: "A thin pancake made of millet flour with respect to so much partner? The product is no good insipid, light relied on stunt not to last how long. Meal enterprise is OK cool, but aeon of fruit of thin pancake made of millet flour lives forever.

As we have learned this is not Huang Taiji is included to break one's promise for the first time in list, be in early in November 2018, it is to did not pay payment for goods more than yuan 40 likewise, be included to break one's promise first executive person.

Should know this to once the star company that appraise value is as high as 1.2 billion RMB, as good as was in at be being nailed " loser " on discreditable column.

Actually Huang Taiji's story, also be the epitome of inn of countless nets red meal, once was the heat of exposure of the focus that everybody pays close attention to, media, what go in Gao Kaigao however however is ablaze after coming on stage take a sudden turn and become worse rapidly, till continuous decline disappears from the scene.

Huang Taiji rises from the day that found, from " Gao Guang " brand, chase scumble to leave the market to now, the road it may be said of Huang Taiji's development is 3 fold.

Huang Taiji, at the company of food of Chinese style snack that established 2012, headquarters is located in Beijing. Inn-keeper author is to ever had immersed Baidu, go the Internet person of where, Gu Ge, it is the originality person He Chang of firm of virgin 4A ad more.

He Chang of Huang Taiji author

Be born as horizontal sky of Huang Taiji, also broke before " roadside booth spends a few money, with polybag the bag rises the edge walks along an edge to eat " inherent impression, fruit of thin pancake made of millet flour packs table of elegant, article to arrest a person, natural on the price disadvantageous also appropriate.

Be worth what carry is in Huang Taiji strong start business before long when, receive brushstroke to come from a country of trade outside sell order for goods, it is He Chang drives this oneself go sending. Arrived country trade office building is downstair, he Chang gives the customer that will take meal frightening: This person is leaving to run quickly unexpectedly the car sends thin pancake made of millet flour fruit.

Subsequently " run quickly send thin pancake made of millet flour " the photograph is passed to the net and travel quickly, be discovered by the netizen Huang Taiji returns existence again after " belle proprietress " " extraterrestrial lecture " wait for stunt, from Huang Taiji is rapid on small gain after this have one's moment, caused a phenomenon to class travels and enter public line of vision successfully, the one part that makes CBD white-collar and Internet person play card surely for a time " tourist attraction " .

He Chang ever was summed up say, huang Taiji has experienced 3 level:

To 2 timeses: As brand transition, make diversity brand matrix, leave early or late piece " the ox stews a gentleman " the dish that stew, " Chinese rhubarb is mad " small chaffy dish, " all along " dumpling house, " there's still time " outside sell, and invested " call a duck " , " a bowl of small happiness that risks dish " wait for meal brand, but finally because trade frequency second low, hard the element influence such as industrialized production, bring about a lot of brands to exit, shop is shut.

Arrived 3 timeses, 2015, hertz free begins author of Huang Taiji brand outside making high-quality goods, sell share platform, not only outer outside selling what oneself sends on platform, sell, still help brand of tripartite snack deserve to send, help acting treatment of tripartite brand even, hope conformity meal and the industrial catenary that swim up and down and user weigh structure of model meal market. For a short while, king of dining-room of one hot, youth, Oriental dumpling, bureau enrages Bao of emperor of Huang Jihuang, young, one hemp, a long time ago, have a meal 8 eat look forward to is swarmed into terrace sells outside Huang Taiji, but make cost finally because of closing too tall, be less than a year, into be stationed in business door collective to leave, the inn below the line and shop store are shut in great quantities.

After many transition, also let Huang Taiji brand " vigour is hurt greatly " . Current, in Beijing field Huang Taiji already was decreased from the inn of more than 40 doors of highest peak to now inn of a few doors, much door inn shows time-out does business.

The Huang Taiji that relies on sale build up appears on the strategy not only error, also do not have thorough popular feeling in product side. A few times transition expended the fund of investor not only, also increased difficulty to brand oneself operation. And be brought into this to break one's promise once more list lets a brand develop one disaster after another undoubtedly.

Actually, it is Huang Taiji not merely, still have a lot of because the network explodes red meal brand, depend on the discharge bonus inside short time blatant temporarily, subsist is put in intense meal industry is competing after the crowd drops off, get one ground chicken feather finally.

Inside course of study think generally, although the net is red food drink card is outer the each has his strong point on view, sale, but the patience of consumer and curiosity are finite, "Enrage too " also be anticipation in.

Current, market meal brand emerges in endlessly, huang Taiji is mixed in the brand the advantage of product side already no longer apparent, this also makes the brand is badly in need of promoting somewhat in respect of product, service, ability has opportunity regain market.

Anyhow, real without be particular about innovation is a castle in the air only, hope our person that do poineering work, can remember these elder people has made fault, not be absorbed in looking up look up at sky, forgot to lower his head to see a way however!