28 Business
No cake walk
The Choi Heong Yuen Bakery believes it has the
recipe for success after acquiring the resources
required for expansion. The company is looking
to expand its number of stores in Macau to 13
by Grace Gan
C
hoi Heong Yuen is an un- promotion of Choi Heong Yuen Bakery
doubted tourist brand success is integrated into that of Macau tourism
and much of this is down to as a whole.
managing director Alan Wong Yeuk- Advertisements mainly target places
lai who has put in years of painstaking outside Macau. Wong believes promot-
efforts. ing both the city and the brand gives a
Wong tells Macau Business that win-win situation. They have also adopt-
the firm has retained a lot of traditional ed different types of promotions, using
products, and for years kept production music and well-known performers.
in the city: “Production costs would no A soft-sell strategy in cafés and
doubt be reduced if we moved to the shops is also employed.
mainland. But the core of the brand
and one of its selling points is ‘Made in Transformation
Macau’,” he says. and integration
On completing his studies in account-
Long history ing in Los Angeles, Wong returned to
In 1935, Wong’s grandfather Wong Kit Macau in 1993.
Bun opened the first store in Travessa do In 1997 Wong was commissioned
Auto Novo. by his father to manage their branches
The most popular product was al- in Avenida de Almeida Ribeiro. After
mond cakes. Expansion ensued and the computerising their accounting system,
business took off in the 1950’s. By the he began to calculate the precise produc-
1960’s the company started to develop tion costs of each kind of baked goods
overseas markets by selling almond and cakes in order to enhance the man-
cakes to countries in Southeast Asia, agement quality of the company.
Europe and America. In the following years the company
For more than seven decades it has experienced a hard time running its
grown and now has shops in Avenida business due to the poor public security
Nova, Travessa do Auto Novo, Rua da situation. So Wong went into exports.
The core
Ressurreicao, Avenida Dr. Rodrigo Ro- To attract buyers from the European
of the brand
drigues and Rua do Regedor. and American markets, he improved the
packaging and it worked.
and one
Strategic planning Public order improved after the
of its selling
With the continuous expansion of the 1999 Handover and tourism promotion
tourism market in recent years, the Fa- grew. Wong knew it was time to expand.
points is
cilitated Individual Travel (FIT) policy However the family-run bakery
‘Made in
has provided further room for develop- could hardly keep pace, so Wong sought
ment for the souvenir industries in Hong reform.
Macau’
Kong and Macau. “Let me put it this way: it’s much
Wong has adopted vivid and clear- easier to open 10 branches for another
cut promotional strategies and has brand than to open one branch for an old
successfully established Choi Heong brand store with a history of several dec-
Yuen Bakery as an inseparable part of ades,” he says.
Macau’s cultural landscape. The difficulties came in changing
Promotional information for the established techniques and ideas, includ-
Choi Heong Yuen Bakery is often pre- ing those of staff and the operators. The
sented alongside that of the Macau tour- store had always been managed in the
ism industry. In other words, the product traditional “front-shop-back-factory”
March 2010
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