Career Skills Training Presentation - Chinese soup Business Careers Skills Training Presentation – Chinese Soup Business Group Members: Mo Kit Han 2001280205

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


Secret of Chinese Soup

--Background of 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


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


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


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


Chinese Soup Business in Hong Kong

• Chinesesoup.com founded in 2001– First online Chinese soup delivery Busines

s


Why do Chinese Soup Business become popular in HK?

-- Reasons for development of Chinese Soup business in Hong

Kong


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


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


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


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


-- Results of online Survey about Chinese soup

Conducted between Apr 1 – Apr 1094 replies received

What do people think about Chinese soup?


Online Survey Results

1. Gender– Male = 44 (46.8%)– Female = 50 (53.2%)


Online Survey Results2. Age


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%)


Online Survey Results4. Do you like to drink soup?

– Like = 73 (77.7%)– Dislike = 9 (9.6%)– No opinion = 12 (12.7%)


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%)


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%)


Online Survey Results7. Do you think drinking soup is important?

– Important = 75 (79.8%)– Unimportant = 7 (7.4%)– No opinion = 12 (12.8%)


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%)


Online Survey Results9. Do you buy soup from outside?

– Yes = 23 (24.5%)– No = 71(75.5%)


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


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%)


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%)


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%)


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%)


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%)


How do Chinese Soup business operate?

-- Case Study of 3 Chinese soup businesses


Case Study 1 --The Soup Cafe


The Soup Cafe

• Shop Profile– Location

• Central, Hong Kong Station

– Services• Sell take-away soup• Provide lunch• Provide delivery service


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


The Soup Cafe

• Selling points– Slow-cooked soup– No Monosodium Glutamate (MSG). – Use fresh ingredients– Variety of soup


The Soup Cafe

• Ways to maintain business success – Keep the shop’s principle – Provide more services to customers– Different means of advertisements– Offer discount


Case Study 2

--Pheona’s Business Report in 全線大搜查


Pheona’s Business


• Kowloon Bay

– Service• Soup Delivery


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


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.


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.


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


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


Case Study 3Chinesesoup.com


Chinesesoup.com


• Kennedy Town, Hong Kong

– Services• Soup and dessert delivery service


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


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


Chinesesoup.com

• Publicity– Magazine and TV interviews– Give out flyers – Website


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


Chinesesoup.com

• Ways to maintain business success– Be innovative– Provides special soups– Provides good service and high quality food– Offers discounts


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


Can Chinese Soup Business satisfy customers’ needs?

-- Comparison between customers’ expectations and

business operation


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


Comparison: Similarities


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


Comparison: Difference


BUSINESS

Ideal price HK$ 20 per 500 ml

Mostly HK$ 40 per 500 ml

Most students like to drink soup

Mainly target working group


How is Chinese Soup Business in Hong Kong?

-- Opinions towards 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


How can Chinese Soup business further develop in Hong Kong?

--Recommendations


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


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


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


Recommendation

• Offer Premium– Encourage monthly consumption– Discount (e.g. commutation ticket, stamps

upon patronage)– Mass order privilege– Special price for students


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


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


How to succeed when creating a new business?

-- Keys to business success


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


Keys to Career Success

• Take the initiative– Be active

• Stick to own aspiration– MSG-free

EvolutionR

Documents

Career Skills Training Presentation - Chinese soup Business Careers Skills Training Presentation – Chinese Soup Business Group Members: Mo Kit Han 2001280205