Huang Tai Ji

About

黄太吉 - Huang TaiJi was founded on 07.28.2012 by an entrepreneur named He Chang. A traditional Chinese fast food company that is based in Beijing.

Story

Huang Tai Ji Biography

From Humble Beginnings to the Beginnings of a Global Food Empire

Huangtaiji is a giant of China’s fast food domestic market. Its humble beginnings were as an operation in a 20m2 space located in the fashionable Soho area of Beijing’s business district, with just a handful of staff. In the four years since its founding in 2012 it has sky rocketed to its current position as a domestic market leader with plans in place for IPO status within the year.

Huangtaiji as a Lifestyle

Providing young urban professionals with satisfying breakfast, lunch and dinner options which hark back to a golden age of Chinese cuisine that goes back to the days of their grandparents, HTJ brand offers customers a perspective on food which offers a broader lifestyle choice. In today’s bustling economic and hi-tech environment brings an out-look on life which serves as a best-of-both- worlds philosophy combining the nostalgia and traditional values of classic urban Chinese dishes a long with the bright, pioneering spirit of the new ‘Chinese Dream’. The result is a progressive and inclusive outlook on living which strikes a note with China’s post 80s generations.

Unparalleled Success

At present, with a chain of stores gracing 5 cities across the nation, domestically it ranks alongside global giants such as McDonalds and KFC. HTJ has put itself ahead of many in the catering industry by simultaneously addressing to needs of fast food consumers. We can consider these to be the two key ‘ingredients’ to HTJ’s success.


Two Ingredients to Huang Tai Ji’s Incredible Success

The first ingredient

The first ingredient is that of standardization and food safety: in contemporary China tainted food scandals and food safety hazards are numerous and a cause of great public concern. For this reason consumers are constantly in search of dining options which can be trusted to deliver food with untainted and fresh ingredients that are prepared to the highest of food safety and hygiene standards.

These needs are met by HTJ’s standardized and stringent food sourcing and production protocol which are in-line with the safest and most hygienic standards globally. This has then, in turn, been bolstered by the corporation’s excellent marketing and communications strategies which allow for a kind of consumer trust which is facilitated by a transparent, down-to-earth, informative and friendly tone.

The second Ingredient

Secondly and of equal importance to HTJ’s world class catering platform -spanning from sourcing, and production all the way to delivery- there is HTJ’s unique fast-food product range itself. It can be said that HTJ’s products makes it one of a kind in the field of global fast food, in that its menus are brimming with products which are characteristically Chinese. From the humble but hearty Tianjin Jianbing Guozi, which is a favorite of breakfast diners all over China, to the square meal options including the braised beef in brown sauce with rice, all to be enjoyed with nutritious and characteristically beverages such as hot soy-milk or pomelo honey warmers.

All of these delicacies are created with the use of tried and tested recipes which are faithful to the original recipes but implemented with cutting edge kitchen techniques. Before the arrival of HTJ the Chinese fast food market was craving for familiar comfort food as China’s post 80s generation- HTJ’s target market- was raised on snacks from traditional road-side stalls and xiao chis- small, hole-in-the-wall mom and pop restaurants providing all manner of filling, ready in minutes, tasty dishes.

Not only do Chinese fast food consumers favor the familiar and enjoy a taste of nostalgia, they also appreciate HTJ’s preference for creating dishes with a healthy set of ingredients offering broader nutritional value –for example the inclusion of tofu- and a greater emphasis on the inclusion of fresh, whole foods with a much lesser reliance upon the process of deep frying, which is broadly recognized as being detrimental to the health of consumers and linked to health issues such as obesity.

Fast Food in the Internet Age

Thanks, in part, to founder Hechang’s stint at Microsoft and his internet savvy approach to branding HTJ is equipped for the internet age. Underpinning HTJ’s refreshingly down to earth approach to food and flawless presentation is a highly sophisticated, internet based approach to marketing and PR which has captured the hearts and interest of the broader public via its approach to social media.

Along with its innovative uses of social media platforms including Weibo and Wechat, HTJ presents a public face which wows with its novelty and innovation but also resonates at a deeper level, chiming with president Xi’s much lauded ‘Chinese Dream’. One such example of HTJ’s glamorous yet humorous public relations endeavors was its use of luxury cars for the delivery of large orders of jianbing. This strategy generated much attention on Weibo -China’s answer to Twitter.

HTJ’s understanding of the power of China’s thriving O2O business ecology was best summed up by Zhang Yisheng of China Institute of Communications words, “The success of Huangtaiji is an example of how internet based businesses work” quoted in a Xinhua News article which likens mastery of online presence to that of other homegrown successes currently at the forefront of web-based enterprises in the middle kingdom including China’s tech giant and strong competitor to Apple, Xiao Mi.

Mission

Huangtaiji is a fusion of traditional ideas, reaching far back to ancient times, with those of contemporary China as a modern economic powerhouse of pioneering and innovative business. Domestically HTJ is seen as a cutting-edge, internet based company that is literally fuelling-by means of sustenance for the nation’s younger generation- China’s second wave of hi-tech and domestic consumer based economic growth. Fostering both the well being of the individual and that of the planet as one of its cornerstones, HTJ prizes environmental and economic sustainability along with the health of its customer base, seeing itself primarily as an ethical internet based corporation. On a broader scale HTJ is exporting these values worldwide with planned expansion to Australia and the USA as a burgeoning catering outfit, bringing quality food and sustainability by means of its presence on the global stage.

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#Jianbing #Chinesecuisine #Fastfood #Chinesefood