SHANGHAI, 8 MAY 2018 – This January, Hsu Fu Chi launched its new retail store concept in Dongguan, China. Labbrand helped to develop the brand strategy and Chinese brand name 徐福记 呈味空间 [xú fú jì chéng wèi kōng jiān] for this new brand.

Founded by the Hsu brothers in China in 1992, Hsu Fu Chi delivers a variety of products including confectionery, biscuit and pastries. Throughout the years, Hsu Fu Chi has enjoyed high brand awareness as a household brand with a deep connection to China’s festive culture and everyday consumers. Leveraging its strong brand equity, Hsu Fu Chi decided to create a new boutique brand to elevate the existing brand image, thus further appealing to its modern customers.

Labbrand, a leading China-originated global brand consultancy, worked closely with Hsu Fu Chi to conduct a comprehensive brand strategy project, helping to rejuvenate the master brand, develop brand positioning for the new sub-brand as well as define an effective brand architecture between the two brands.

Through in-depth interviews with key stakeholders, it was clearly recognized that Hsu Fu Chi’s strong brand equity must be kept at the core of its refined brand positioning, while new perspectives should be introduced to attract the young generation of consumers. The sub-brand offers an innovative and refreshing experience that is inspired by Hsu Fu Chi’s heritage, giving the master brand a modern edge. Based on the brand positioning of the new sub-brand, we provided visual reference and recommendation on the style and interior design of the store.

“The new brand showcase not only HFC’s ambition to step into the retail territory but also its determination to create a new yet old brand embedding HFC’s heritage and its new initiative’”, said Feifei Xu, Labbrand’s Executive Director.

With market insights and strategic recommendations consolidated from previous phases, Labbrand’s naming experts created the Chinese brand identity 呈味空间 [chéng wèi kōng jiān] for the new brand. This highly modern and creative name embodies the boutique’s modern presentation of Hsu Fu Chi’s classic and tasty products while carrying the meaning of open exploration and infinite possibilities.

Pictures provided by Hsu Fu Chi

Located at KINGMALL in Dongguan, China, Hsu Fu Chi’s modern boutique store features a transparent kitchen area that enables consumers to directly see the process of baking, opening a new way for connecting with the consumers by building brand esteem and relevance.

About Labbrand

Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.

About Hsu Fu Chi

Founded by the Hsu brothers in 1992 and trademarked in 1994, Hsu Fu Chi is one of the top-selling confectionary brands in China, manufacturing various confectionaries, biscuits, chocolates, jellies, sachima, and snacks. Hsu Fu Chi was the first company to introduce the “Pick and Mix” format in China, and created the world’s first fully automated sachima plant. In 2011, Hsu Fu Chi announced a strategic partnership with Nestlé. You can search “呈味空间” on Tmall or JD.com to buy the products or follow the official WeChat: HFC_CWKJ.