Talk of Asian Marketing Show 47 Marketing Steak Through Service

Chinese Consumer Connection More Chinese Consumer Research at ccc.qbook.tv In the next three shows, we visit Wang Ping Steak in Taiwan. Clyde and James are in studio to present the background of the steak restaurant market in Taiwan and China. What makes this topic interesting is the lack of beef in Chinese cuisine. How have firms marketed the concept of beef–a problem faced by McDonald’s and skipped over by KFC? There is a clear steak market built up from the 1960s to 1990s, which included both restaurants and the ever-exciting night markets. A standard model of steak emerged and the market segment was stable. Wang Ping has changed all that with a big emphasis on service–never part of the mainstream steak market before. A totally new design, learning from the production efficiencies of McDonald’s, and a clear market segmentation has led to a rapid dominance of the steak market, and a firm that wins award after award, stays in the popular press and requires reservations days in advance. Beef is product that has required education of consumers in order to fit into the local culture. The high end restaurants, such as Chris Ruth, could always depend on expats and consumers who have traveled overseas and bought into the Western assumptions of steak. I suspect these consumers also appreciate wine and coffee, and generally have a jet-setting life style. For the rest of Chinese consumers, a standard steak meal developed, which could be found from chain restaurants to the …

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