This is my first Chinese New Year in Canada. I don’t really miss it much, except for the long vacation and family gathering. I lived in Taipei (Capital city of Taiwan) all my life, so Chinese New Year means a long relaxing vacation, which includes a lot eating and a family trip abroad. My family and friends don’t really participate in any traditional ritual associated with Chinese New Year.
Since I am exposed to many different cultures, I no longer consider myself a “typical” Chinese/Taiwanese. Therefore, I am always interested when a company enters a foreign market. I want to know:
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What are their strategies?
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What are they changing and what are they keeping the same when entering a different market?
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How do they set their target audience?
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How do they define their target audience without being too stereotypical?
The most recent example I came across is Dunkin’ Donuts’ “China Invasion.” The company announced in January their plans to open 100 shops in China over the next 10 years, starting with Shanghai.
It is actually Dunkin’ Donuts’ second attempt in the China market. It had opened a handful of shops in China in the 1990s, but pulled out of the market within 10 years. After years of observing, Dunkin’ Donuts came up with a new strategy and felt like they are ready to enter the market again. The new strategy includes more localized offering, including soybean and honeydew-flavoured donuts, mochi rings (similar to donuts but made of rice flour) and a selection of teas.
It’s not like I want to let Dunkin’ Donuts down, but I really do not think the localized strategy is what the China market needs, especially in big cities like Shanghai and Beijing.
In city like Shanghai, there are at least 60 per cent of the population that has been exposed to a foreign culture (mostly North American culture). People would go to the new Dunkin’ Donuts shops because:
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they want to experience a different culture. They are looking for the real one, not the one that’s altered to fit the local standard.
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they want a sense of nostalgia. They would want the “real” donuts, the one they had tasted before, not a “localized” one.
Looking at Dunkin’ Donuts’ success in Taiwan, I am sure they will still do fine in China. However, it’s not because their rice flour donuts, but because their original ones.
The city of Taipei is always empty during the Chinese New Year, but around January 1st the city is always buzzing with excitement. Sharing with you the footage of the amazing firework at Taipei 101 this year:
