1997, Wu Yutai Tea Company was formally established and became a subsidiary of Aoshikai Group Co., Ltd., a company established by Dongcheng District Government and a state-owned enterprise. At the beginning, there was only an 80 square meter teahouse and a 60 square meter teahouse. Sun Danwei, the manager of Wu Yutai, who started out as a store, used the concept and traditional positioning of Wu Yutai's chain operation to start an attempt at chain operation and opened the first branch in the suburb of Beijing.
In 2005, Wu Yutai began to brew the shareholding system reform. Beijing Wuyutai Tea Co., Ltd., with total assets of 1 100 million yuan, was founded by Dongfang Xinda and seven other shareholders. Dongfang Xinda became the largest shareholder with assets such as real estate and "Wu Yutai" trademark, accounting for about 44% of the shares. Among them, Chen Lihua, chairman of Daming Trading Company and Hongkong Hua Fu International Group Co., Ltd., made a cash contribution of RMB 654,380,200, becoming the second largest shareholder.
The chairman of Beijing Wuyutai Tea Co., Ltd. is Liu Haiyan, deputy secretary of the Party Committee of Dongfang Xinda Assets Company, and the general manager is Sun Danwei, the former manager of Wuyutai Tea Company. At this time, under the impetus of Sun Danwei, Wu Yutai Tea Company owns 100 franchise chain stores. After the restructuring, these stores were placed under Beijing Wuyutai Tea Co., Ltd. ..
Although it claims to be the first time-honored brand to be transformed into a joint-stock company in one step, Wu Yutai's attempt at share reform was five years later than that of his colleague Zhang Yiyuan. It was in these five years that Zhang Yiyuan launched a massive advertisement of "China Tea, Zhang Yiyuan" and began to conduct more market-oriented publicity and operation.
Sun Danwei and Wu Yutai's two key projects in the process of expansion: standardization transformation and franchise chain expansion, which Sun Danwei advocated.
According to the traditional operation mode of the tea industry, the whole process from the purchase of tea, the formulation of the spell order to the after-sales settlement is often handled by one person. In Sun Danwei's view, this traditional operation mode that relies entirely on experience cannot guarantee quality. Therefore, Sun Danwei cooperated with the Tea Department of Zhejiang University to develop high-quality jasmine tea. Professional technicians and college students who have been engaged in tea business for many years have come to tea bases in Guangxi, Fujian and Anhui to supervise the picking and processing of tea. They often stay in the producing area for two or three months, so as to ensure the product quality from the source, and the tea standard is gradually formulated.
At the same time, under the premise of keeping the ratio of direct stores to franchise stores at 1:2, Sun Danwei and Wu Yutai began to formulate a franchise chain system, which stipulated the quality and resources of franchisees, the location and decoration of stores: in Beijing, the distance between each Wu Yutai chain store should be greater than1.5 km; In addition, the area of each store must be more than 50 square meters; The capital is not less than 400,000 yuan. In this regard, "Wu Yutai" not only extracts 2% management fee from the sales of franchise stores, but also collects 20,000 yuan/year brand use fee.
In order to better control and manage franchise chain stores, at the end of 20001,Sun Danwei signed a cooperation contract with Lenovo Group to provide Wu Yutai with information platforms such as system consultation, software development, business training and network maintenance with the help of "external brain". Wu Yutai officially realized information management and all stores were incorporated into the computer network.
After inviting a professional design company to complete the redesign and renovation of all Wu Yutai's chain stores, Sun Danwei, who is good at using the power of "outside brain", devoted more energy to the marketing and training connected with the Olympic Games, and specially hired a team of experts to formulate brand promotion plans before, during and after the Olympic Games. Its Olympic Village "China Teahouse" project has been completed.