Hotpot restaurant chain operator Xiabuxiabu appoints Cheil China to its IMC business

Cheil China has won the account for China’s leading operator of casual, hotpot restaurant chain, Xiabuxiabu which as of December 2014 owns 452 restaurants in 26 cities over six provinces. Cheil China was selected based on its clear understanding of the company’s needs and IMC capabilities to help enhance the Group’s brand recognition.

Established in 1998, Xiabuxiabu’s is the leading 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 (China) Holdings Co. Ltd was listed in the Hong Kong Stock Exchange (stock code: 520) at the end of 2014

He Guangqi, Chairman of Xiabuxiabu Catering Management (China) Holdings’ vision for the brand is to promote brand image and recognition in 2015 and shift away from a business-centered strategy to a brand-building strategy. The brand value of “Xiabuxiabu” 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.

Cheil China 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.

As suggested by Jacky Lung, National ECD of Cheil China, “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.”

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