The catering industry is the foundation of the development of Xinghualou Group. Through the promotion of two enterprise reforms, the formation of new concepts, new systems and new mechanisms, especially the fruitful implementation of the brand strategy, the economic strength, brand reputation and business capacity of the Apricot Flower Tower Group have been rapidly enriched and upgraded, and the foundation for the further development of the enterprise has been forged.
March 2006, located in Luwan District Civil Defense Building, Yangzhou Hotel Ruijin store, De Da Xi Cuisine Ruijin store opened at the same time to welcome guests, which is the Apricot Flower Tower Group to carry out the implementation of the Huangpu District Government "go out" development strategy of the new project, has achieved a good brand effect. In the scope of the region of Shanghai, not only more than 130 Xinghualou, Xinya, Gong Delin, Shen Dacheng specialty food chain stores (cabinets), but also Yangzhou Hotel, De Da Xi Cuisine, Xinya Yangcheng Restaurant, small Shaoxing restaurant, Gong Delin, the old Zhenxing, and a number of Xinghualou Group's famous old restaurant enterprises.
In the business development ideas, the Apricot Flower Tower Group based on the old special catering brands, and actively extend the industrial chain, on the one hand, to the direction of the food industry, on the other hand, the investment in the development of modern hotels and guest houses, do not put the eggs in a basket, has formed a special catering industry of old, the food industry, the modern hotel industry, the pattern of development of the industry in tandem. Mid-autumn mooncake is one of the important business projects of Xinghualou Group, Xinghualou, Xinya's Cantonese mooncake and Kungdeling's Soviet mooncake have been awarded Shanghai's high-quality products consecutively since 1994, and Xinghualou's mooncake is the highest honor in the industry of "Top Ten National Cakes" for many years. 2005, in the increasingly competitive mooncake market, Xinghualou Group's brand-name mooncakes have been awarded the top ten honors in the industry. In 2005, in the increasingly competitive mooncake market, Apricot Flower Group's famous brand mooncakes created a sales performance of more than 300 million yuan, ranking steadily in half of the mooncake market in Shanghai's history of new achievements with the popularity of the brand effect, high-quality product quality and superb marketing and sales methods.
The success of Xinghualou Group's mid-autumn mooncake business comes not only from its excellent historical precipitation, but also from its continuous innovation. The key to mooncake production lies in the formula, and in the long-term practice, the enterprise has accumulated valuable production experience. The century-old formula of Apricot Flower Tower mooncake is regarded as a classic and locked in the bank's safe deposit box; and the mooncake characteristics of Xinya and Gongdelin are also unique. But the people of Xinghualou are not satisfied with this, and have implemented greater development initiatives in the areas of investment in technology, modern industrialized mass production, and chain sales.
In 2005, Xinghualou Group invested 180 million yuan in Minhang, Songjiang Industrial Park to build two food industry bases covering an area of 100 acres, Xinghualou, Xinya, Gongdelin, Shen Dacheng four food factories with a floor area of nearly 60,000 square meters, the introduction of more than a dozen of advanced food production lines. The completion of the food industry base, marking the Xinghualou Group's food production from the traditional workshop to achieve a major leap towards the development of modern food industry.
Another investment direction of the group is the modern hotel industry, located in the first commercial street of China's five-star hotel South Xinya Ramada Hotel, the operating area of more than 60,000 square meters, the development of the image of the group and the economic benefits of the important support point.
January 2006, the development of the Xinghualou Group and wielded the capital operation of the big hand. According to the Huangpu District Government to expand the development strategy of the old brand, the Group acquired the Huangpu District, another catering with a certain degree of popularity of the small Shaoxing company's entire shareholding, small Shaoxing, Freshly Done, a number of small Jinling and other food and beverage brands with a certain degree of social impact and into the ranks of the Xinghualou Group brand family.