Without innovation there would be neither development nor vitality. Over the years Quanjude Restaurant has created new dishes to meet the tastes of its wide range of customers. There are now Quanjude restaurants throughout the country and the group offers local dishes from various localities in addition to its famous Beijing specialties.
Quanjude's slogan "A Trip to the Great Wall is for real heroes; Roast duck at Quanjude is fare for true gourmets" is internationally known. Among its past patrons is former British Prime Minister Edward Heath, former US president Bush and his wife, former Ger-
man chancellor Helmut Kohl, Cuban president Fidel Castro, Swedish prime minister Goran Persson and Romanian president Emil Constantinescu.
It was Jiang Junxian, chairman of the board of directors of the QuanjudeGroup, that put forward the strategy ofmaking the restaurant a chain. The group has formally registered nine Quanjude
Trademarks for 97 items in 25 categories, and its trademark is registered in 29 countries and regions, including the USA, Japan, France, Germany, Britain, Russia, Canada, Australia, Italy and Hong Kong. The Quanjude trademark is thus protected both at home and abroad.
The Quanjude Group has developed a system of scientifically standardized management and legal guarantees for its chain operation. It has also implemented a corporate identification system of standardized trademarks, uniforms, decor, and equipment. In order to build an effective distribution system for its chain operation, the group has set up its own distribution center, managed according to international standards, and was awarded IS09001 certification in
2000. Unified distribution of main raw materials一ducks, lotus leaf-shaped cakes and sauce一has now superseded the century-old hand operation mode.
In recent years, the Quanjude Group has cooperated with the well-known Ferdinand Pieroth GmbH Winery of Germany in selling "Quanjude-Pieroth" brand grape wine on the Chinese mar-ket. This "marriage" of two time-honored enterprises has boosted both their
Reputations and returns, as their sales volume has risen steadily, and consumers have taken to the concept of Quanjude roast duck with Quanjude-Pieroth wine like ducks to water. The Quanjude Group has also cooperated with the Beijing Postal Express Company in promoting 11185 Express Delivery of Quanjude roast duck. This interaction and mutual complementation of two brand names has enabled Beijing inhabitants to enjoy the excellent services and expanded business scope of these two established enterprises.
Since implementation of its brand innovation strategy, the Quanjude Group's economic returns have risen at an annual rate of 20 percent, and the value of its brand increases with each passing day. In 1994 Quanjude's intangible assets were professionally evaluated at RMB 269.46 million, a figure that jumped to RMB 708.58 million in 1999. At the World Brand Conference sponsored by the World Economic Forum on June 28, 2004, this figure rose again to RMB 8.458 billion, giving it 56th ranking among China's top 500 enterprises.
