[Global Network Financial Consumer Information Reporter Fan Junqing, video Hong Zucheng] When it comes to famous food in old Beijing, which dish will you think of first? Bean juice, inby or enema, braised? It’s winter, and it’s believed that it’s a good idea for gourmets to rinse meat in a white copper pot.
There is a saying circulating in the main circle of old Beijing: In winter in Beijing, you must go skating in Shichahai, have a copper pot to rinse meat in Donglaishun, and take a hot spring at the foot of Gubei Great Wall. After these things are done, Beijing’s winter will not be wasted. As the "time-honored brand in China and the first Muslim hotpot", Donglaishun hotpot, which was founded in 1903, took advantage of its time-honored brand and set foot in the development of chain industries, semi-finished products and finished products, and became one of the representatives of the hotpot culture in Beijing.
"A must"+sesame sauce, the old taste of Donglaishun
Every time I talk about Donglaishun’s "unique skill", the saliva can’t stop flowing downwards, which is exactly "a dish into a seat", which is not greasy.
For many years, Donglaishun insisted on using castrated high-quality small-tailed Han sheep produced in Xilingelemeng, Inner Mongolia Autonomous Region as raw materials, while the mutton parts only selected five parts of the sheep, namely, the upper brain, the third fork, the third crop, the grinding crotch and the cucumber strips, with fresh meat. In 2018, Donglaishun established its own meat processing base in Wulanchabu, Inner Mongolia. The establishment of this processing base has opened up the whole industrial chain of production, supply and marketing for Donglaishun, bringing the most guaranteed supply of raw materials, and also providing a strong basis for Donglaishun to realize the supply chain control of franchise stores.
Live sheep supplied from grassland origin are first sent to Wulanchabu meat processing base, where they are slaughtered, divided, processed and acid discharged, and then the products are transported to Donglaishun’s own logistics company through the cold chain, and then the logistics company is responsible for the distribution to more than 100 stores and online and offline supermarkets across the country.
With perfect raw materials, you have to have perfect cooking. Donglaishun hand-cut mutton, which is rated as a national intangible cultural heritage, is famous for its thinness, uniformity, uniformity and beauty. Half a kilogram of meat can be cut into 80 to 100 pieces of meat with a length of 20 cm and a width of 8 cm, each piece weighs only 4.5 g, and each piece is folded in half, with clear texture. Some people describe it as "as thin as paper, as uniform as crystal, as neat as line and as beautiful as flowers", and put it into a hot copper pot for instant cooking.
In addition to rinsing meat, Donglaishun also operates a variety of halal stir-fry dishes, and its representative dishes include more than 200 kinds of dry-fried mutton, sauteed tenderloin, kebabs, glutinous rice, chicken with white fungus, roast leg of lamb, white soup chop suey, hand-grabbed mutton, fried sheep tail and roast duck.
Compared with the spicy hot pot originated in Sichuan and Chongqing, the clear spring soup base used in the old Beijing copper pot seems to lack some appetizing taste, but its taste will be very different with the traditional formula of sesame sauce. For sesame sauce, old Beijingers have a love that is almost obsessive. I am afraid it is hard to find a second thing that can match this deep-rooted love.
Just like some Beijing snacks, there are many people who are not used to this kind of "paste mouth" sesame sauce. More interestingly, many friends are also keen to transform other cuisines with sesame sauce, such as Northeast Rapi with sesame sauce or Sichuan Mala Tang with sesame sauce.
These two magic weapons are the best old flavor of Donglaishun. Donglaishun’s old teacher motto wrote: "The person who can come to our shop for a stop is the predestined relationship;" The person who can come to our shop and sit down is the one who respects us; The people who can come to our shop for dinner are the people who take care of us. " A few simple words show the hospitality of Donglaishun. Today’s Donglaishun service culture, on the basis of inheriting the tradition, has also injected the concept of "China service", combining food with culture, so that mass consumers can feel at home while enjoying delicious food and experience the profoundness of a century-old brand.
Chain+new retail, new development of time-honored brands
Although Donglaishun has suffered many changes in its development history, at present Donglaishun has developed into a large-scale restaurant chain brand enterprise covering catering chain development, meat product processing, halal food sales, logistics and distribution services, and its economic and social benefits have made great progress.
Donglaishun official said that for more than ten years, Donglaishun has shaped its brand image with unique muslim food culture, actively explored domestic and overseas markets, and accelerated the expansion of chain operation. Now, Donglaishun has more than 150 restaurant chain stores, including more than 20 direct stores, covering many cities such as Beijing, Shanghai, Qingdao and Wuhan, and more than 130 franchised stores, covering 24 provinces, municipalities and municipalities directly under the Central Government and Hong Kong, Macao and Taiwan.
In the history of Donglaishun, people talked about its instant-boiled mutton "one dish at a time" and praised its four characteristics of "fine selection of ingredients, beautiful knife, fragrant seasoning and crisp sugar and garlic". In addition, it acquired "Tianyi Soy Sauce Garden" and opened "Yongchangshun" Soy Sauce Garden, as well as shops such as flour milling, oil pressing, non-staple food and dried and fresh five-flavor seasonings, thus forming a one-stop business pattern of "production, supply and sales". In recent years, Donglaishun has been actively committed to inheriting and promoting the traditional catering culture concept, while constantly researching and developing innovative dishes to meet the experience needs of modern consumers.
As a century-old well-known store with a heavy history, Donglaishun inherits and develops the essence of Chinese traditional food culture while insisting on maintaining the tradition of Muslim food customs and spreading Islamic food culture. On the basis of the original copper pot, it has successively launched four series and multiple varieties of delicious food, which shows the hospitality, elegance, exquisiteness and luxury in Chinese food culture.
Nowadays, Donglaishun actively faces a new generation of consumer groups, and constantly tries brand cross-border marketing. It has successively cooperated with brands such as Xicha, Box Horse and Universal Studios to approach young people and launch products that meet the aesthetics of young people. In addition, Donglaishun has also created a series of drama courses and picture books in the face of "new generation" consumption scenes such as primary schools and kindergartens, hoping to convey the understanding and inheritance of "Chinese time-honored brands" to children and let them form relevant cognition in their minds. At the same time, Donglaishun also launched prefabricated vegetable products on the e-commerce platform. The product composition includes more than 100 varieties in nine categories, including sliced meat, kebabs, cooked food, pasta, seasoning and part meat. This semi-finished gift box has entered the online comprehensive e-commerce platforms such as JD.COM, Tmall, Dingdong, Meituan, Daily Fresh and Box Horse, and basically achieved full online coverage. Offline, such products are also stationed in large supermarkets such as Jingkelong, Carrefour and Wal-Mart, realizing the brand’s new energy layout.
