BAKE
To help with the entry of BAKE, one of the most famous cheese tart specialty brands in Japan, into the Chinese market, we provided one-stop services from business strategy planning, product development, promotion, and store opening.
BAKE Inc.
2016-NOW
Strategy, Marketing, UI/UX, Contents
Egg tart vs Cheese tart?
In China, people eating "egg tarts" instead of "cheese tarts" has taken root due to the influence of the food culture of Hong Kong and Macau. Therefore, most customers who saw BAKE's cheese tarts were surprised by the two-times price higher than egg tarts and did not even purchase it
Colors make the difference.
We proposed to change the single product strategy that only provides a plain flavor, which was also one of the strengths of BAKE in Japan. In China, we developed multiple flavors such as strawberry, matcha, chocolate, etc. We made a visual differentiation from the single product, single color, which is the standard in local egg tart stores.
Sale of more than 3,000 pieces per store
We also created an iconic logo featuring Tokyo Tower for the Chinese market, which is heavy exposed in the media, packaging, and storefronts. We gained recognition as a new "cheese tart" from Japan. As of 2021, the company has opened stores in Shenzhen, Guangzhou, Beijing, and other cities. Make a selling record of more than 3,000 units a day and generate monthly sales of over 20 million yen.