The brand of Bianyifangwas established in A.D.1416 (Yongle 14th, Ming
dynasty), 590 years ago. It is one of the oldest restaurants in China, famous for itsroast duck. Its unique method of kiln-roast-ing has been its trademark all throughout itshistory However, as it faces competition fromnew brands, especially foreign brands, how canBianyifang ensure its survival and continuedsuccess? Looking at Bianyifang's own successfulhistory and the histories of other successful Chi-nese brands; we can conclude that Bianyifangshould insist on self-innovation and increasing itscompetitive ability to make a name for itselfinternationally.
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