In Shanghai, there are always some underperforming brands facing closure. Only in the catering industry, Shanghai has an average of more than 350 brands closing down every day.
At the same time, there are always some unique brands succeeding with unique positioning, unique operating modes and high growth. And here is the one brand I want talk about this week:Awfullu chocolate.
For Lyn Lee, the founder of Awfully Chocolate, chocolate is a small part of the food family, but it is definitely a must-have part of the dessert.
"Life is like a box of chocolates, you never know what the next piece is." Lyn, who loves chocolate, has a deep understanding of this, although he still doesn't know if it will be successful to open a store that only sells chocolate cakes. It did not affect her determination to resign as a stable lawyer and to devote herself to her favorite "chocolate".
Awfully Chocolate opened its first store in 1998. At that time, it only sold one product - the original chocolate round cake. The cake that Lyn laughed "the shape is ugly" was a great success, which made it not only in Singapore. The store has successfully opened stores in Hong Kong, Shanghai and other cities in China.
Consumer insight
It all started with a dream – to make a great chocolate cake. Lyn Lee liked chocolate from a very young age and always wanted to find a perfect chocolate cake that you would never get sick of. But she never found it. Later, I found out that she was not the only one who had such an idea, so my friends and I decided to open such a store.
The cake had to be light, not too sweet. She says. “The more you eat it, the more you like it and it is something that you can come back to.”
Chocolate preference in China
Chocolate sales are much lower than in other Asian countries and are related to traditional Chinese eating habits.
Chinese food finds a balance between bitter, sour, sweet and spicy. Desserts are rarely provided after the main course and usually fruit platters are served instead. Traditional Chinese medicine also warns against eating too many sweets. As a result, this kind of light chocolate cake will be more likely for young people to try in China.
Brand position
Their stores generally deploy a minimalist and uncluttered layout, giving customers a sense of space and simplicity. Usually located in places where they can be an asset to the people, stores and buildings in the surroundings. This is just the perfect place to have a not too sinful treats after shopping or a movie.
For me, Multi-layered Chocolate cake is my first choice. That cake is beautiful with its crispy crust and moist, dense texture.
The premium quality of the cake is a must have qualification. The cake is rich in taste yet moist and light. They still insist on handcrafting all their products. Most importantly, it is not overly sweet but something you would find yourself craving regularly and never tire of. They suit to our taste, which is the reason for their success in over 10 central cities in China.
Cited Sources:
1.“Awfully Chocolate.” Awfully Chocolate, 2018, www.awfullychocolate.com/.