Jenny Chan 陳詠欣
Apr 13, 2015

Cheil China wins Xiabuxiabu hotpot chain

BEIJING - Xiabuxiabu, which operates a chain of hotpot restaurants in China, has warmed up to Cheil China in a competitive pitch for its integrated marketing communications business.

Cheil China wins Xiabuxiabu hotpot chain

Cheil China won the business over an unnamed local agency based on its "clear understanding of the company’s needs", according to He Guangqi, chairman of Xiabuxiabu Catering Management, whose corporate vision is to shift away from a business-centered strategy to a brand-building plan.

"The brand value of Xiabuxiabu will be the vanguard for the group’s business in 2015," he said.

Cheil's goal this year will be to promote the brand image of Xiabuxiabu with both online and offline marketing initiatives.

The scope of work includes brand positioning, communication, visual image, storefront optimisation design, consumer experience activation, market analysis, creative upgrade and product marketing.

“What we like about the Cheil China team is their professionalism and passion," added Song Hancong, vice president of Xiabuxiabu. "We share the same ideas in creating a well-loved brand." 

Jacky Lung, national ECD of Cheil China, said Xiabuxiabu is the agency's first client in the casual-dining industry in China.
 
Xiabuxiabu owns more than 450 restaurants in 26 cities and focuses on 'new-style' hotpot cuisine. 
 
 

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