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Kfc in beijing

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Transcript

  • 1. Globalized Childhood? Kentucky Fried Chicken in Beijing
  • 2. Transnationalism / Transnational Corporations
    • The flow of ideas, products, people, capital, & technologies across national boundaries
    • “ increasingly wearing the same kinds of clothes, eating the same kinds of food, reading the same kinds of newspapers, watching the same kinds of television programs, and so on”
    • due to a more integrated global system of production & consumption
  • 3. KFC-Catering to Beijing Children in the 1990s
    • Fast food restaurants like KFC have been especially successful among children in large Chinese urban centers
    • Children are often the deciding factor in a family visiting a fast food industry
    • Giving clues to their socialization, changes in children's dietary patterns are indicative of changes in their larger social environment
  • 4. Social Analyses of Transnationalism
    • Two perspectives
    • “ concrete models of globalization”
    • -cultural homogeny has been studied from the perspective of the passivity in the adaptation by the host cultures
    • 2. Cultural implications of transnational processes
    • -underestimate the political asymmetries between nation-states & their ability to define and shape transnational issues
  • 5. Social Analyses of Transnationalism
    • Lozada tries to avoid these problems by combining the strengths of both perspectives and focusing on a single transnational organization
    • Author’s approach:
    • Examines KFC in a single city, Beijing, understanding how the local society operates
  • 6.
    • KFC operations have become gradually domesticated from exotic imported food to a familiar type of cuisine
    • This domestication process effects “localization” & how KFC makes innovations and modifications to react to local competition & to understand the importance of children in Urban China
  • 7. Chicky or Colonel Sanders?
    • The first KFC in China opened in 1987 near Tiananmen Square, quickly became the world’s largest fast-food restaurant, seating 500; by 1994 KFC had seven restaurants in Beijing & 21 other restaurants in cities throughout the country
  • 8. Chicky or Colonel Sanders?
    • In 1994 KFC announced that it was investing an additional $200 million over the next four years to expand the number of KFC restaurants in China to 200
  • 9. Chicky or Colonel Sanders?
    • KFC also realized like other fast food restaurants that children love eating at its restaurants & are its regular customers; adult customers often visit KFC because their children like it
  • 10. Chicky or Colonel Sanders?
    • When Chinese children rejected the white-bearded, elderly-looking Colonel Sanders, they adopted a new mascot “Chicky” specifically developed for the Chinese market & introduced there in 1995
    • The chicken encourages children with the motto “renzhen xuexi, kaixin youxi”
  • 11. Chicky or Colonel Sanders?
    • When Chinese children rejected the white-bearded, elderly-looking Colonel Sanders, they adopted a new mascot “Chicky” specifically developed for the Chinese market & introduced there in 1995
    • The chicken encourages children with the motto “renzhen xuexi, kaixin youxi” (study hard, play hard)
  • 12. Chicky or Colonel Sanders?
    • “ On a Saturday afternoon in the summer of 1995, I visited a KFC restaurant in Dongsi. Inside the foyer, two children crowded around a KFC-uniformed “children’s hostess,” trying to get “flying sticks”– a toy children can spin and make fly. ‘I don’t want a green one, I want the red one!’ one boy shouted” (Lozada)
  • 13. Chicky or Colonel Sanders?
    • KFC in China had been introducing changes to adapt to local consumer demands
    • Stress hygiene and cleanliness in these new fast food industries
  • 14. KFC vs. Glorious China Chicken
    • Ronghuaji
    • Ronghuaji – a Chinese company competed with KFC
    • A standard meal is considerably cheaper & the customers get more food, there are also alternatives to chicken on the menu
    • Both food & service seem more “Chinese”
    • There were fewer families with children & more groups of young adults eating at the Ronghuaji than at KFC
  • 15. KFC vs. Glorious China Chicken
    • With the success of the Beijing KFC restaurants, Chinese companies in other major cities such as Shanghai sought to form joint-venture operations with KFC restaurants
    • Shanghai entrepreneurs went to Beijing to see what was behind the “KFC Fever”
    • They concluded that the reasons for KFC’s success in Beijing were tied to the region itself
    • Northerners were used to eating foods similar to the standard KFC fare, such as potatoes & bread
  • 16.
    • They decided to emulate the social & technical practices of KFC, but for Shanghai they would offer fried chicken that was more appealing to the southern Chinese palate
  • 17.
    • Ronghuaji’s success in competing with KFC demonstrated that Chinese entrepreneurs could employ Western technology & create an industry with “Chinese characteristics”
  • 18.
    • Some claim the origins of fast foods in China date back to thousands of years ago in such foods as stuffed buns (baozi) & glutinous-rice rolls (zongzi)
  • 19.
    • Others argue that fast food is an idea wholly imported from the U.S. & is something unique to American culture that has spread throughout the world
  • 20. Working with Schools and Finding Young Consumers
    • KFC worked to develop partnerships with schools, teachers, & parents
    • KFC sponsors numerous children’s sporting events, essay competitions, & other contests
    • KFC set a one-day sale record on June 1, 1993, International Children's Day
    • John Cranor, the president & chief executive officer of KFC was welcomed by 110 Shanghai school children
  • 21. Working with Schools and Finding Young Consumers
    • KFC plays an important role in this stratification of Chinese childhood, meals at fast-food restaurants are considered expensive by average consumers
    • With the enforcement of the one child policy, Chinese parents are willing to spend more money on their “little emperors” (xiao huangdi) for fast-food meals, snacks, & toys
  • 22.  

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