Kfc in beijing


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Kfc in beijing

  1. 1. Globalized Childhood? Kentucky Fried Chicken in Beijing
  2. 2. Transnationalism / Transnational Corporations <ul><li>The flow of ideas, products, people, capital, & technologies across national boundaries </li></ul><ul><li>“ 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” </li></ul><ul><li>due to a more integrated global system of production & consumption </li></ul>
  3. 3. KFC-Catering to Beijing Children in the 1990s <ul><li>Fast food restaurants like KFC have been especially successful among children in large Chinese urban centers </li></ul><ul><li>Children are often the deciding factor in a family visiting a fast food industry </li></ul><ul><li>Giving clues to their socialization, changes in children's dietary patterns are indicative of changes in their larger social environment </li></ul>
  4. 4. Social Analyses of Transnationalism <ul><li>Two perspectives </li></ul><ul><li>“ concrete models of globalization” </li></ul><ul><li>-cultural homogeny has been studied from the perspective of the passivity in the adaptation by the host cultures </li></ul><ul><li>2. Cultural implications of transnational processes </li></ul><ul><li>-underestimate the political asymmetries between nation-states & their ability to define and shape transnational issues </li></ul>
  5. 5. Social Analyses of Transnationalism <ul><li>Lozada tries to avoid these problems by combining the strengths of both perspectives and focusing on a single transnational organization </li></ul><ul><li>Author’s approach: </li></ul><ul><li>Examines KFC in a single city, Beijing, understanding how the local society operates </li></ul>
  6. 6. <ul><li>KFC operations have become gradually domesticated from exotic imported food to a familiar type of cuisine </li></ul><ul><li>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 </li></ul>
  7. 7. Chicky or Colonel Sanders? <ul><li>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 </li></ul>
  8. 8. Chicky or Colonel Sanders? <ul><li>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 </li></ul>
  9. 9. Chicky or Colonel Sanders? <ul><li>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 </li></ul>
  10. 10. Chicky or Colonel Sanders? <ul><li>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 </li></ul><ul><li>The chicken encourages children with the motto “renzhen xuexi, kaixin youxi” </li></ul>
  11. 11. Chicky or Colonel Sanders? <ul><li>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 </li></ul><ul><li>The chicken encourages children with the motto “renzhen xuexi, kaixin youxi” (study hard, play hard) </li></ul>
  12. 12. Chicky or Colonel Sanders? <ul><li>“ 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) </li></ul>
  13. 13. Chicky or Colonel Sanders? <ul><li>KFC in China had been introducing changes to adapt to local consumer demands </li></ul><ul><li>Stress hygiene and cleanliness in these new fast food industries </li></ul>
  14. 14. KFC vs. Glorious China Chicken <ul><li>Ronghuaji </li></ul><ul><li>Ronghuaji – a Chinese company competed with KFC </li></ul><ul><li>A standard meal is considerably cheaper & the customers get more food, there are also alternatives to chicken on the menu </li></ul><ul><li>Both food & service seem more “Chinese” </li></ul><ul><li>There were fewer families with children & more groups of young adults eating at the Ronghuaji than at KFC </li></ul>
  15. 15. KFC vs. Glorious China Chicken <ul><li>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 </li></ul><ul><li>Shanghai entrepreneurs went to Beijing to see what was behind the “KFC Fever” </li></ul><ul><li>They concluded that the reasons for KFC’s success in Beijing were tied to the region itself </li></ul><ul><li>Northerners were used to eating foods similar to the standard KFC fare, such as potatoes & bread </li></ul>
  16. 16. <ul><li>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 </li></ul>
  17. 17. <ul><li>Ronghuaji’s success in competing with KFC demonstrated that Chinese entrepreneurs could employ Western technology & create an industry with “Chinese characteristics” </li></ul>
  18. 18. <ul><li>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) </li></ul>
  19. 19. <ul><li>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 </li></ul>
  20. 20. Working with Schools and Finding Young Consumers <ul><li>KFC worked to develop partnerships with schools, teachers, & parents </li></ul><ul><li>KFC sponsors numerous children’s sporting events, essay competitions, & other contests </li></ul><ul><li>KFC set a one-day sale record on June 1, 1993, International Children's Day </li></ul><ul><li>John Cranor, the president & chief executive officer of KFC was welcomed by 110 Shanghai school children </li></ul>
  21. 21. Working with Schools and Finding Young Consumers <ul><li>KFC plays an important role in this stratification of Chinese childhood, meals at fast-food restaurants are considered expensive by average consumers </li></ul><ul><li>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 </li></ul>