Cheil China bags Xiabuxiabu

Cheil China has won the account for Xiabuxiabu, a hotpot restaurant chain in China which owns 452 restaurants in 26 cities over six provinces.

The agency will work with the brand in the areas of brand positioning, communication, visual image, storefront optimization design and consumer experience activities, as well as provide market analysis, creative, brand upgrade and product marketing.

Established in 1998, Xiabuxiabu’s is a restaurant group which focuses on new-style, hot pot cuisine. In Beijing, there are 246 branches, Shanghai (58), Tianjin (42) and other regions 106 (Hebei, Liaoning, Jiangsu, Shandong, Shanxi and Henan.)

The group’s restaurant operating profit was 2.2 billion RMB as of December 2014. Xiabuxiabu Catering Management was listed in the Hong Kong Stock Exchange at the end of 2014.

Xiabuxiabu’s brand vision is to promote brand image and recognition in 2015 and shift away from a business-centered strategy to a brand-building strategy. Its brand value will be the vanguard for the Group’s business in 2015. In the meantime, innovative online and offline marketing initiatives will be launched to help enhance the Group’s recognition.

“What we like about Cheil China team is their great professionalism and the passion for creating unique ideas,” said Song Hancong, vice president of Xiabuxiabu.

“They understand clearly our vision and we share the same picture in creating a well loved brand. We look forward to working with Cheil China in helping us build a greater future of Xiabuxiabu.”

Jacky Lung, national ECD of Cheil China, added: “Besides traditional creative, Cheil China is leading the way in new media creative. Xiabuxiabu is Cheil China’s first client in restaurant chain industry and we are very excited to work with a client who recognizes and realizes the importance of what our vision is for the brand in terms of creative media and integrated marketing.”

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