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Career Skills Training Presentation - Chinese soup Business
Careers Skills Training Presentation – Chinese Soup
BusinessGroup Members:
Mo Kit Han 2001280205Lau Stephanie Marie Sze Man 2001114664
Fong Ka Ki Jessica 2001114614Wong Ka Yu 2001152082Chan Man Yi 2001529601
Career Skills Training Presentation - Chinese soup Business
Secret of Chinese Soup
--Background of Chinese Soup Business
Career Skills Training Presentation - Chinese soup Business
Soup as Chinese tradition
• History of soup being traced to Prehistoric period
• Man knew about boiling before invention of earthenware pottery (around 6,000 BC)
• Meat boiled in water before they knew how to cook
Career Skills Training Presentation - Chinese soup Business
Soup as Chinese tradition• Soup plays different roles in Chinese
cuisine
• China's dynastic families feast on luxuries for banquet course e.g. shark's fin or bird's nest soup
• Rural Chinese make meal of watery mixture flavored with bean curd and
whatever vegetables available
Career Skills Training Presentation - Chinese soup Business
Soup as Chinese tradition
• Herbal Chinese soups being important for medicinal value under Yin and Yang Philosophy – Yin : feminine, darker, cooling forces – Yang : masculine, lighter, hot forces– Soup being able to restore the balance
between two forces
Career Skills Training Presentation - Chinese soup Business
Chinese Soup Business in Hong Kong• Chinese Soup routinely offered in Chinese
restaurants and fast food shops• Not welcomed by customers due to low nu
tritional value • Ah Yee Leng Tong founded in 1980s
– First Restaurant to introduce Chinese tonic soup
–明火靚湯‧真材實料 as gimmick– MSG free
Career Skills Training Presentation - Chinese soup Business
Chinese Soup Business in Hong Kong
• Chinesesoup.com founded in 2001– First online Chinese soup delivery Busines
s
Career Skills Training Presentation - Chinese soup Business
Why do Chinese Soup Business become popular in HK?
-- Reasons for development of Chinese Soup business in Hong
Kong
Career Skills Training Presentation - Chinese soup Business
Reasons
• Chinese soup as familial tradition– Chinese soup to be beneficial for health– Serve soup in meal instead of cold drinks – Sweet soups make light, satisfying finale
to a meal
Career Skills Training Presentation - Chinese soup Business
Reasons• Raising status of Chinese tonic soup
– Transaction of Chinese medicine on international market growth rapidly
– Chief Executive committed providing favorable environment for entrepreneurial development in the Chinese medicine on 2001
– More publications confirming tonic value of Chinese soup and medicine
Career Skills Training Presentation - Chinese soup Business
Reasons• Social changes in HK
– Women regarded as primary care-givers of family in Chinese culture
– More women participated in workforce in recent years
– Lifestyles of many families changed
Career Skills Training Presentation - Chinese soup Business
Reasons• Increase awareness on health
– Economic affluence encouraged people to pursue better quality of life
– More people suffered from stress-related problems
– SARS and Bird influenza in HK captured public awareness of health
Career Skills Training Presentation - Chinese soup Business
-- Results of online Survey about Chinese soup
Conducted between Apr 1 – Apr 1094 replies received
What do people think about Chinese soup?
Career Skills Training Presentation - Chinese soup Business
Online Survey Results
1. Gender– Male = 44 (46.8%)– Female = 50 (53.2%)
Career Skills Training Presentation - Chinese soup Business
Online Survey Results3. Occupation
A 學生 (Student) = 69 (73.4%)
B 白領 (White collar) = 9 (9.6%)
C 藍領 (Blue Collar) = 0
D 專業人士 (Profession) =13 (13.
8%)
E 家庭主婦 (House Wife) = 0
F 待業 (Unemployed) = 0
G 退休人士 (Retire) = 1 (1%)
H 其他 (Others) = 2 (2.2%)
Career Skills Training Presentation - Chinese soup Business
Online Survey Results4. Do you like to drink soup?
– Like = 73 (77.7%)– Dislike = 9 (9.6%)– No opinion = 12 (12.7%)
Career Skills Training Presentation - Chinese soup Business
Online Survey Results 5. Which type of soup do you prefer?
– Chinese soup = 66 (70.2%)– Western soup = 26 (27.7%)– Japanese soup = 2 (2.1%)
Career Skills Training Presentation - Chinese soup Business
Online Survey Results6. How often do you drink soup?
A 每天都喝 (Everyday) = 25 (26.6%)
B 隔天喝一次 (Every 2 days) =18 (19.1
%)
C 一星期二次 (Twice a week) = 24 (25.
5%)
D 一星期一次 (Once a week) = 17 (18.
1%)
E 一個月二至三次 (2 to 3 days per mo
nth) = 9 (9.6%)
F 從不喝湯 (Never) = 1 (1.1%)
Career Skills Training Presentation - Chinese soup Business
Online Survey Results7. Do you think drinking soup is important?
– Important = 75 (79.8%)– Unimportant = 7 (7.4%)– No opinion = 12 (12.8%)
Career Skills Training Presentation - Chinese soup Business
Online Survey Results8. If important, why? (Can choose more
than one answer)A
湯水是餐膳的一部份 (It is part of the meal) = 38 (21.1%)
B
相信湯水對身體有益 / 有其醫 藥療效例如有美容瘦身等
功效、滋潤 (Believe that drinking soup is good for the health/ soup has medical effect, such as beauty,
keep fit =72 (40%)
C 幫助補充水份 (implement of
water) = 33 (18.3%)
D 自己喜好 (Self favor)= 36 (20
%)
E 其他 (Others) = 1 (0.6%)
Career Skills Training Presentation - Chinese soup Business
Online Survey Results9. Do you buy soup from outside?
– Yes = 23 (24.5%)– No = 71(75.5%)
Career Skills Training Presentation - Chinese soup Business
Online Survey Results10. If yes, why? (Can choose more than
one answer)A
自己不懂煲 (Do not know how to boil) = 8 (18.2%)
B 沒時間煲 (No time to boil) = 7
(15.9%)
C 方便 (Convenience) = 17 (38.6
%)
D 有自己喜愛的湯水款式 (Favorit
e soup is available) =12 (27.3%)
E 其他 (Others) = 0
Career Skills Training Presentation - Chinese soup Business
Online Survey Results11. If no, why? (can choose more than
one answer) A
家中已有湯水 (Soup is available in home) = 42 (50.6%)
B 沒有必要 (It is not necessary)
= 21 (25.3%)
C 沒有合適的款式 (No suitable
choice) = 8 (9.6%)
D 其他 (Others) = 12 (14.5%)
Career Skills Training Presentation - Chinese soup Business
Online Survey Results12. Do you think canned soup can
replace slow-boiled soup?– Yes = 1(1%)– No = 89 (94.7%)– No opinion = 4 (4.3%)
Career Skills Training Presentation - Chinese soup Business
Online Survey Results13. Which soup you will choose? Canned
soup or slow-boiled soup?
A 罐頭湯 (Canned soup)
= 7 (7.4%)
B 老火湯 (Slow- boiled so
up) = 82 (87.2%)
C 兩者都不會選擇 (Neithe
r) = 5 (5.4%)
Career Skills Training Presentation - Chinese soup Business
Online Survey Results14. Which factor(s) will you consider when buyin
g soup from outside? < Can choose more than one answer>
A 價錢 (Price) = 63 (23.1%)
B 款式 (choices ) = 51 (18.7%)
C 湯的療效 (例如滋潤,補腎等 ) (Medical effect)
= 41 (15%)
D 有否含有味精 (MSG is added ) = 61 (22.3%)
E“ ” 是否 老火湯 (whether it is slow-boiled soup)
= 31 (11.4%)
F 方便 (例如有否送貨服務 ) (Convenience, such
as delivery service) = 20 (7.3%)
G 其他 Others = 6 (2.2%)
Career Skills Training Presentation - Chinese soup Business
Online Survey Results15. How much are you willing to pay for
500-ml soup ?
A <$20 = 71 (75.5%)
B $ 20-$ 30 =12 (12.8%)
C $ 30-$ 40 =5 (5.3%)
D $ 40-$ 50= 0
E >$ 50 =1 (1.1%)
F
價錢不是考慮的因素,只要合口味便 成了 (if there is suitable type of
soup, price is not a factor) = 5 (5.3%)
Career Skills Training Presentation - Chinese soup Business
How do Chinese Soup business operate?
-- Case Study of 3 Chinese soup businesses
Career Skills Training Presentation - Chinese soup Business
The Soup Cafe
• Shop Profile– Location
• Central, Hong Kong Station
– Services• Sell take-away soup• Provide lunch• Provide delivery service
Career Skills Training Presentation - Chinese soup Business
The Soup Cafe
• The idea of soup industry– Office workers have no time to make soup for
themselves– They have the need of drink soup
• Target Group– Office ladies and workers
Career Skills Training Presentation - Chinese soup Business
The Soup Cafe
• Selling points– Slow-cooked soup– No Monosodium Glutamate (MSG). – Use fresh ingredients– Variety of soup
Career Skills Training Presentation - Chinese soup Business
The Soup Cafe
• Ways to maintain business success – Keep the shop’s principle – Provide more services to customers– Different means of advertisements– Offer discount
Career Skills Training Presentation - Chinese soup Business
Case Study 2
--Pheona’s Business Report in 全線大搜查
Career Skills Training Presentation - Chinese soup Business
Pheona’s Business
• Shop Profile– Location
• Kowloon Bay
– Service• Soup Delivery
Career Skills Training Presentation - Chinese soup Business
Pheona’s Business
• Idea of soup business– Herself as a busy office lady – Need of slow-boiled soup for dieting
reason – Lack in slow-boiled and MSG free soup in
market.
• Target Group– Factory Workers
Career Skills Training Presentation - Chinese soup Business
Pheona’s Business
• Selling Point– MSG free and slow-boiled– Rarely made by oneself at home• e.g. 玫瑰花楜椒豬肚湯
• Publicity– Take initiative to promote to potential custo
mers in nearby factories.
Career Skills Training Presentation - Chinese soup Business
Pheona’s Business
• Business operation– About 40 staffs, 2 of them specialized in s
oup preparation. – Obtain ingredients from Sheung Wan to lo
wer costs.
Career Skills Training Presentation - Chinese soup Business
CapitalItem Amount invested
Rent $ 7000
頂手費 $ 8000
Furnace installation $ 30000
Salary (for the two chef) $ 20000
Salary (~40 staff) $ 120000
Thermal flask (1000 pieces)
$ 50000
Miscellaneous $ 65000
Total $ 300 thousands
Career Skills Training Presentation - Chinese soup Business
Pheona’s Business
• Ways to maintain business success– Good quality of products offered make it
enough to sustain her business – No need to try the products of competitors
Career Skills Training Presentation - Chinese soup Business
Chinesesoup.com
• Shop Profile– Location
• Kennedy Town, Hong Kong
– Services• Soup and dessert delivery service
Career Skills Training Presentation - Chinese soup Business
Chinesesoup.com
• The idea of soup industry– People recognize the benefits of drinking
slow-boiled soup – They do not have the time to make the soup
themselves
• Target Group– Office ladies
Career Skills Training Presentation - Chinese soup Business
Chinesesoup.com• Selling Points
– No MSG– Uses high quality ingredients – Offers a large variety of soups– High transparency– Hygienic – Consult Chinese doctor for soup recipes
Career Skills Training Presentation - Chinese soup Business
Chinesesoup.com
• Publicity– Magazine and TV interviews– Give out flyers – Website
Career Skills Training Presentation - Chinese soup Business
Chinesesoup.com
• Problems encountered– Limited Budget for publicity
• First of a kind attracted a lot of media exposure
– Route Planning• Hired 2 staff to plan delivery route
– Copy cats• Do the best to provide good service and good food
Career Skills Training Presentation - Chinese soup Business
Chinesesoup.com
• Ways to maintain business success– Be innovative– Provides special soups– Provides good service and high quality food– Offers discounts
Career Skills Training Presentation - Chinese soup Business
Chinesesoup.com
• Future Development– Self-branding, sells high quality oyster sauce– Sells packaged food as well, eg ready-to-eat
abalone, sea cucumber, bird’s nest and shark’s fin
Career Skills Training Presentation - Chinese soup Business
Can Chinese Soup Business satisfy customers’ needs?
-- Comparison between customers’ expectations and
business operation
Career Skills Training Presentation - Chinese soup Business
Comparison: Similarities
RESPONDENTSCHINESE SOUP
BUSINESS
Prefer Chinese soup than Western soup
Sell only Chinese soup
Office ladies have the most need: no time to
make soup
Target on working group
Don’t like MSG No MSG in soup
Career Skills Training Presentation - Chinese soup Business
Comparison: Similarities
RESPONDENTSCHINESE SOUP
BUSINESS
Chinese soup good for health
Focus on health and slow-boiled soup
Like variety 3 kinds of soup each day
Prefer convenience in buying soup
• online order• sell at shop
Career Skills Training Presentation - Chinese soup Business
Comparison: Difference
RESPONDENTSCHINESE SOUP
BUSINESS
Ideal price HK$ 20 per 500 ml
Mostly HK$ 40 per 500 ml
Most students like to drink soup
Mainly target working group
Career Skills Training Presentation - Chinese soup Business
How is Chinese Soup Business in Hong Kong?
-- Opinions towards Chinese soup business
Career Skills Training Presentation - Chinese soup Business
Opinions• Intriguing business due to rising needs for
tonic products for HK people• Not yet well accepted by Hong Kong people
– Adherence to Chinese traditional values of home-made soup
– Inconvenience– Price disparity
• Some service gaps still exists– Location
– Target Group
Career Skills Training Presentation - Chinese soup Business
How can Chinese Soup business further develop in Hong Kong?
--Recommendations
Career Skills Training Presentation - Chinese soup Business
Recommendation
• Expand Target Group– Students living in hall– Primary or secondary students meal
services– Family – People with health problems. e.g. diabetics– Banquet or party services
Career Skills Training Presentation - Chinese soup Business
Recommendation
• Explore New Locations– White collars in commercial areas. e.g. C
entral– Industrial areas. e.g. Tai Po Industrial Vill
age, Kwai Fong, and Fo Tan. – University hall or secondary schools area
s– Hospital
Career Skills Training Presentation - Chinese soup Business
Recommendation
• Tailor-made soup for different groups– “Simpler” soup for students– Medicinal soup for patients– Tonic soup for general public
• Increase soup types with varying price– Existing price too expensive for
students
Career Skills Training Presentation - Chinese soup Business
Recommendation
• Offer Premium– Encourage monthly consumption– Discount (e.g. commutation ticket, stamps
upon patronage)– Mass order privilege– Special price for students
Career Skills Training Presentation - Chinese soup Business
Recommendation
• Strengthen Publicity– Web pages and interviews too passive – Adopt more active approaches e.g.
distributing leaflets– Offer free soup-tasting
– Encourage customers to introduce new buyers
Career Skills Training Presentation - Chinese soup Business
Recommendation
• Develop Signature Dish for the Company – 鎮店之寶 – Deepen people’s impression for the comp
any– “McDonald’s and French fries”
– Affinity to the public
Career Skills Training Presentation - Chinese soup Business
How to succeed when creating a new business?
-- Keys to business success
Career Skills Training Presentation - Chinese soup Business
Keys to Career Success
• Get to know from daily lives– Most ideas come from life experiences
• Innovative– Not to be bounded by existing resources– Stall located in a eye-catching place
• Know the needs of target customers – Right product for right customers