Core Insights - The core viewpoint of the news is that Jiumaojiu Group is actively implementing strategic adjustments to address growth challenges and stabilize its market position, as evidenced by the opening of new restaurant concepts and a decline in same-store sales [1][7]. Group 1: New Brand Initiatives - Jiumaojiu Group has launched its first "Jiumaojiu Shanxi Restaurant" in Guangzhou, focusing on fresh Shanxi cuisine with a tagline emphasizing "freshly made" dishes [5]. - The new restaurant features signature dishes priced between 69 to 78 yuan, highlighting the use of fresh ingredients [5]. - The company is also testing a new model for its Shanxi cuisine, with plans for future expansion yet to be disclosed [6]. Group 2: Performance Challenges - Jiumaojiu Group's same-store daily sales have seen a decline, with a drop of 9.3% for Taier, 19.1% for Song Hotpot, and 14.8% for Jiumaojiu in the latest quarter [7]. - The total number of stores has decreased from 824 to 686 over the past year, indicating significant operational pressure [7]. - Despite these challenges, there are signs of improvement, with Taier's same-store sales showing a narrowing decline and positive growth in major cities [8]. Group 3: Strategic Adjustments - The company is undergoing a brand upgrade and model transformation, including the introduction of a new "5.0 Fresh Model" for Taier, which emphasizes fresh ingredients [7]. - Jiumaojiu Group is also launching its first barbecue brand, "Chao Nabei," as part of its diversification strategy [7]. - The shift in focus from price competition to value-driven offerings reflects a broader industry trend, with consumers increasingly prioritizing ingredient quality and dining experience [8]. Group 4: Brand Synergy and Market Positioning - Jiumaojiu Group is working to enhance brand synergy by eliminating special dining rules and exploring delivery options [9]. - The company aims to establish a transparent menu system for Taier, categorizing dishes based on ingredient freshness to improve customer choice [10]. - There are concerns about potential brand confusion as Jiumaojiu expands into Shanxi cuisine, necessitating a clear communication of the brand's identity and culinary focus [11].
开新餐厅、爆改旗下品牌 九毛九集团想靠“新鲜”求生