HelloFresh

China
Cynthia Fan, Christina Gong, Isabella
Jimenez, Alice Yu, & Sijia Zhang
Annoying to think of a menu for dinner every day？
A pain to go to the grocery store after work to buy
ingredients?

HOW ABOUT?
HELLO FRESH
Recipes and Fresh ingredients delivered
right to your door?
Menu that changes weekly and seasoned to
suit Chinese Taste?
Our Meal Kit
❖ Deliver to door - Convenience
❖ Fresh Ingredients - Freshness
❖ Weekly menus - Taste
❖ Save waste - Sustainability
 The
Most Popular Meal Kit
in the World
HelloFresh in Japan
China
 China’s Economic
Background
● Population (2021): 1.412
billion ● Annual Income (2021): 35,128
● Age Distribution (2021): RMB per person (5,433 USD)
63.35% of the population ○ Mean: 43,504 RMB in
are 15-59 urban (6,742 USD)
● 63% of the population live ○ Mean: 16,902 RMB in
in urban areas rural (2,619 USD)
● Average household size
(2021): 2-3 people
China’s Economic
Background
 HelloFresh aims to
provide a step by step
meal preparation kit full of
Positioning delicious ingredients and
easy recipes that are
Statement
quick to make and perfect
for anyone to cook at
home.
Why bring HelloFresh to
China?
High importance
Chinese
Food delivery placed on
consumers
apps are freshness and
believe food is
popular in China flavor of
tastier when
produce and
cooked at home
food

Young
Ongoing Covid
generation
regulations and
spends less
lockdowns
time cooking
Why bring HelloFresh to
China?
Service can Service can
Cooking
enable parents teach a single
together can be
to teach their person living on
a date idea for
children how to their own how to
couples
cook cook
 Beijing Shanghai
China’s Tier 1
Cities

Guangzhou Shenzhen
 Personas
Key Info:
● Upper middle class
● White collar jobs
● Public Transportation
● Living in first-tier cities

[Shuai and Mei] [Jianguo and Jiani]

● Gen-Z couple just ● Millennial family

entered the workforce ● Family-oriented
● Cost performance is key

“We really wanna spend

“Tasty food is great,
some quality family time
but it’s better when together with my child.
cooking is quick!” Cooking together at home
is excellent!”
 Who are our competitors and threats?
● Light-Eat Restaurants (e.g. Wagas)

● Convenience Stores

● Farmers Markets

● Pre-packaged Food (e.g. Hema)

● THREAT: food delivery

 Why Is HelloFresh Better?

Sustainability
Freshness
Cost-efficiency
Deliver-to-door
High quality
HOW WILL

HELLOFRESH
LOOK IN CHINA?
HelloFresh in China
Choose a meal plan (price and menu)

I order HelloFresh
like this!
 HelloFresh in China
Selectable Menu Plan

● Classic: Plan with a wide range

of recommended menus
● Family: A plan that collects
ingredients and seasonings that
children will love
● Low calorie: A plan that
collects menus with 650
calories or less per meal
● World Gourmet: A plan that
consist of menus around the
world.
HelloFresh in China
First, choose the meal kit you want to order
based on your family composition.

Selection Price per

week+Delivery How many recipes
do I want?

2 Serving X 262RMB/
3 Recipes $37

2 Serving X 323RMB/
4 Recipes $46

4 Serving X 475RMB/
3 Recipes $67
 HelloFresh in China
Register and pay

● Once you have completed the

HelloFresh payment,

● Choose your favorite menu from

the menu that changes every week

Easy Pay with Card or E-Wallet! !
Alipay/Wechat Pay

It is safe to skip or
cancel from My Page at
any time!

Pay before choosing

your meal kit menu!
 HelloFresh in China
Choosing the recipes

You can see the overview of the dish , the cooking time , After choosing the menu, all you have to
the expiration date after the meal kit arrives, and the do is wait for your meal kit to arrive from
ingredients that will be delivered . HelloFresh!
Sample Menu
Week: November 7-13 Type: Classic

-Stir-Fried Shrimp -Stewed Chicken

with Garlic Wings with
-Stir-Fried Egg Sesame
with Cucumber -Stir-Fried Shrimp
-Shrimp Tofu and Tomato with
Soup with Cauliflower
Vegetable -Stir-Fried
Cabbage

-Beef Ball Soup -Stir-Fried Beef

with Vegetable with Green Pepper
-Steam Egg with -Stir-Fried Shitake
Shrimp Mushroom with
-Pan-Fried Tofu Tofu
-Radish Soup with
Pan-Fried Egg
Sample Menu
Week: November 7-13 Type:Low Calorie

-Stir-Fried Beef -Pan-Fried Salmon -Stir-Fried Pork with

with Celery and Beef Steak Green Beans
-Stir-Fried Choy- -Stir-Fried Chinese -Boiled Egg
Sum Broccoli -Steam Sweet
-Multigrain Rice -Quinoa rice with Potato
avocado and tuna
Sample Menu
Week: November 7-13 Type:World Gourmet

Korean Bibimbap Hawaiian Poke Bowl Bacon Cheeseburger

Japanese Beef Steak Don Spaghetti Bolognese Butter Roasted Chicken

Sample Menu
Week: November 7-13 Type: Family

-Cold Noodles with Shredded -Crispy Pork Chop

Chicken -Shrimp Wonton Soup
-Tomato Meatball Soup -Steamed Baby Cabbage in XO Sauce
-Lettuce with Oyster Sauce -Stir-Fried Tomato with Eggs
-Spicy Shrimp with Garlic
Sample Menu
Week: November 7-13 Type: Seasonal

Family Classic

-Steamed Pork Ribs with -Pan-Roasted Chicken with

Pumpkin Chestnuts
-Dry casserole shrimp -Radish Pork Rib Soup
-Choy-Sum in Soup -White Rice
-Steamed Eggplants
-White Rice
Sample Menu
Week: November 7-13 Type: City Limited

Beijing Shanghai

-Zhajiang Noodle -Stuffed Pork in Oil-Fried

Beancurd
-Stir-Fried Choy-Sum with
Garlic
-Eight-Treasure Congee
 When it arrives…

Hellofresh meal kit

will arrive like this!

It will contain:

● Recipe card for the

menu
● Ingredients divided into
paper bags for each
menu
● Cool pouches and ice
packs containing
frozen meat and fish
● Hellofresh Brochure
When it arrives…
A numbered sticker is attached to the
paper bag containing the ingredients,
which corresponds to the number on
the recipe card .
In the paper bag, there is a set of
ingredients and seasonings necessary for
the recipe.
The amount is just enough for the number
of people, so you don't have to worry
about the ingredients being left over!
When it arrives…

The recipe is easy to make, which Our food will comply with China’s
is great for novice cooks. Food Safety Law.*

*Will be obvious on packaging

● China National Food Industry Association (CNFIA): Food quality and sanitary inspection, environmental pollution inspection, pre-packaged food
standard （T/CNFIA 115-2019）
● China Food Safety Net: selective food safety inspection, food safety media, food safety data
Official online stores

RECIPE

Taobao Store Wechat Mini Program Official App

 Taobao Live-streaming

● Promote sales of agricultural products

● The gross merchandise value of e-
commerce live streaming continues to grow
 Marketing Timeline
Phase 2: Launch Future:
● Pop-up store in Beijing and ● Aiming to enter Tier 2 cities
Shanghai ● Creating new specialized
● UGC: cooking challenges and menu for upcoming cities
trends

Phase 1: Pre-launch Phase 3: Enter four Tier 1 cities

● Raising awareness: advertising, ● Shenzhen and Guangzhou
social media influencers one day cookoff
● Social media official account ● Corporate with NGO
 Phase 1
Social media official account

Hello
Fresh

Bilibili

Weibo Douyin

Xiaohongshu Wechat
Video ads
Young parents come home from a long day Several years later when the kid
of work, a little tired…. grow up…. She cooked the first
meal for her parent with the help of
Mom open the refrigerator to find a HelloFresh.
HelloFresh meal kit. With just a simple
operations, she cooks a delicious and
healthy food. The family enjoys sharing
dinner together.
Where are the ads
 @薯条🍟来啦 @Sinuo @曼食慢语
Douyin: 160M Xiaohongshu: 128.2K Bilibili: 2.37M
Parenting influencer Self-discipline influencer Home cooking influencer

Daily family life Healthy eating, single Teaching easy and

with 3yr old kid women, positive lifestyle healthy homemade food

Sending free one week subscription to influencers on

different social media platform first, offering free 2 weeks of
subscription as gift for selected influencer’s fans.
Influencer Campaign
#sayhellotofresh

- Post videos or photos of unboxing

the Hello Fresh package
- Post videos and photos of the the
whole process of cooking the Hello
Fresh meal kit
- Hashtag: #sayhellotofresh
#hellofreshchina
 Phase 2 Two weeks pop-up store in Beijing Sanlitun &
Shanghai TX Huaihai (DIY event)

- Consumer can create their own

HelloFresh menu and cook their
special HelloFresh meal
- Consumers could also place an order
within the pop-up store

📍TX淮海 📍三里屯太古里

- Place for young people to follower

trends
- Place for upper middle class to
meet and relax after work
Social Media Challenge #hellofreshshanghai
#freshchefathome #freshchefathome #hellofreshbeijing

Show your artistic No food delivery for Vlogs of a day in HelloFresh

hellofresh meal a week challenge pop-up store
 Phase 3

Guangzhou & Shenzhen Cook Off

Peter Chang ● Collaborate with ABC Cooking Studio
Martin Yan
● Invite influencers and their fans to attend
● Guests create their own meal and have 20
minutes to make it
● Tops chefs judge their food. Winner will have their
meal be included in a HelloFresh meal plan and a
free month delivery of HelloFresh
● Live-stream event
Corporate with NGO

We care about
environment
& nature ！

Friends of Nature
 Massive

Recap Continuing our

launch into the
population,
economic power,
Asian Market & strong attitudes
after Japan & beliefs toward
food

Sample menus,
meal plans, Marketing
packaging, campaign in the
price, payments, Tier 1 cities
& sustainability
Thank you!
Q&A
 Resource Page
● Admin. (2022, May 16). All you need to know about Chinese food culture and culinary magic. Usmania Chinese. Retrieved October 31, 2022,
from https://www.usmaniachinese.com/2019/12/12/all-you-need-to-know-about-chinese-food-culture-and-culinary-magic/
● Beijing News. (2022, August 9). China Food Industry Association Ma Yong. Baidu.
https://baijiahao.baidu.com/s?id=1740641835188307588&wfr=spider&for=pc
● CFSN. (2022). China Food Safety Net [Official Website]. https://www.cfsn.cn/front/web/
● CNFIA. (2022). China National Food Industry Association [Official Website]. https://www.cnfia.cn/
● Fresh Food & Meal Kit Delivery Service. HelloFresh. (n.d.). Retrieved October 30, 2022, from https://www.hellofresh.com/?c=Z8-
MPP7M00WG&dm=meals&dm_gifts=gifts&mealsize=4-
2&utm_campaign=SEA_Google_Brand_Refresh_2022_18FM_Sitelink&utm_source=google&utm_medium=cpc&utm_content=act_seabrand_
seabrand&utm_id=89348058-5254-4a34-bdc8-b3c7fa2469de&gclid=CjwKCAiAjs2bBhACEiwALTBWZXlOwI3yFbw6SHlUZUTiIMMsKXAM-
YXOmHVDMyo04oeR08_QrP63IRoCg9gQAvD_BwE
● Home: Hellofresh SE. Home | HelloFresh SE. (n.d.). Retrieved October 29, 2022, from https://www.hellofreshgroup.com/en/
● iiMedia Research (2022, April 20). China’s Convenience Store Consumer Trends. Sina.
http://k.sina.com.cn/article_1850460740_6e4bca4402000xxq6.html#/
● Kollewe, J. (2019, March 6). Just eat and Hellofresh tap into appetite for home-delivered food. The Guardian. Retrieved October 30, 2022,
from https://www.theguardian.com/business/2019/mar/06/just-eat-and-hellofresh-tap-into-appetite-for-home-delivered-food
● Lin, K. (2020, April 21). Chinese Food Cultural Profile. EthnoMed. Retrieved October 31, 2022, from https://ethnomed.org/resource/chinese-
food-cultural-profile/#:~:text=Food%20is%20an%20important%20part,essential%20for%20all%20Chinese%20cooking
● McKinsey Global Institute. (2019, July). China and the World: Inside the Dynamics of a Changing Relationship. McKinsey.
https://www.mckinsey.com/~/media/mckinsey/featured%20insights/china/china%20and%20the%20world%20inside%20the%20dynamics%20
of%20a%20changing%20relationship/mgi-china-and-the-world-full-report-feb-2020-en.pdf
● Qiu, Y. (2020, October 20). Understanding Chinese consumers. China Business Review. Retrieved October 31, 2022, from
https://www.chinabusinessreview.com/understanding-chinese-consumers
● Plc, G. D. (n.d.). Average size of households in China (2010 - 2021). GlobalData. Retrieved October 31, 2022, from
https://www.globaldata.com/data-insights/macroeconomic/average-household-size-in-china-2096122/#:~:text=Size%20in%20China-
,China%20had%20an%20average%20household%20size%20of%202.98%20people%20in,the%20indicator%20decreased%20by%2010.8%
25.
● Wagas. (2022). Wagas [Official Website]. http://www.wagas.com.cn/
● Wang, S. S., Lay, S., Yu, H. N., & Shen, S. R. (2016). Dietary Guidelines for Chinese Residents (2016): comments and comparisons. Journal
of Zhejiang University. Science. B, 17(9), 649–656. https://doi.org/10.1631/jzus.B1600341
● Zhou, W. (2021, July 16). China’s Middle Class. Baidu.
● 世界人気No.１のミールキット定期宅配サービス。. HelloFresh. (n.d.). Retrieved October 29, 2022, from https://www.hellofresh.jp/
● 2021年居民收入和消费支出情况. 首页. (n.d.). Retrieved October 31, 2022, from
http://www.stats.gov.cn/tjsj/zxfb/202201/t20220117_1826403.html/
● https://baijiahao.baidu.com/s?id=1705452973663857618&wfr=spider&for=pc
Our Menu
 Target Audience–Young Couples

Demographics Psychographics

• Spend less time cooking because of the

● Age: 21~30
busy work schedule
● Gender: all
• Appreciate convenience/efficiency
● Upper middle class
• Enjoys tasty and healthy food (less oil and
○ HHI: 70,000RMB/9,800USD per year
salt)
● Bachelors, or Masters Degree
• Food cooked at home tastes better
● employment/occupation: white collar (e.g.
• Have a Chinese stomach, but sometimes
banking, fashion, etc.)
craves for fusion or western food
○ Just entered the workforce
• Environmentally conscious and tech-savvy
● Transportation to work: Subway
● Location: living in first-tier cities
 Target Audience–Young Families
Demographics
● Age: 31~39
● Gender: all
● Income: upper middle class
○ HHI: 100,000RMB/14,000USD per
year
● Masters Degree
● White collar (e.g. banking, fashion, etc.)
○ Manager to Director level
● Transportation to work: Subway
● Location: living in first-tier cities
Psychographics
• Family-oriented: quality family time is
important
• Values the experience: cooking together
with their child is fun and meaningful
• Food cooked at home tastes better
• Texture, flavor, and aroma are keys to a
healthy meal
• Environmentally conscious and tech-savvy
 Competitor Analysis
Name/Type
Light Eat Restaurants
–Wagas
Convenience Stores
–Family Mart, Lawson, 7-11,
Bianlifeng
Farmers Markets
–Local Caishichang
Pre-packaged Food
–Hema Xiansheng
Threat from Food Delivery in
general
Product and Price
–Power Salads, pasta, sandwiches,
Curries, creative fresh juice,
speciality coffee and more
–100RMB/13.7USD (bowl+drink)
–Hot food, chilled food, drinks and
desserts
–15-20RMB/2.5USD (Oden or
Bento), 4.5RMB/0.62USD (Kebab)
–Fresh vegetable, meat, fruits,
processed food, dried food
–2-3RMB per 500g/0.3USD per 1lb
(Bok Choy)
–Groceries, pre-packaged food,
easy meals
–16RMB/2.24USD (Vegetable
mains); 30RMB/4.19USD (Protein
mains)
–Meituan, eleme
–All types of food
–20-100RMB/2.5-14USD
Promotion
–Member Rewards Program
–Slogan: “Eat Well Live Well”
–Special Menu (bi-monthly)
–Sales
–Window Posters
–Influencers
–Complimentary scallions
--Round off the price
–Word-of-mouth in the community
–freshness
–Membership-entrance, different
levels of membership
--Slogan: “Fresh, Tasty, Lifestyle”
--free delivery
–lower service fee
–money off
–New store discount
Distribution Channels
–Offline restaurants (over
160+stores, across 11 major cities)
–Online Mini-programs, and delivery
–Offline Stores
–Online delivery
–Local marketplace
–Offline in malls (B1), and
neighborhood centers
–Online delivery
–online delivery
 Government Participation

Agencies that could help Hello Fresh: Regulations:

• Need to comply with China’s Food Safety

• E-commerce/online shops: Taobao,
Law
Jingdong, etc
• China National Food Industry Association
• Local farmers: Fresh produce providers
(CNFIA): Food quality and sanitary
• social media platforms: Weibo, Xiaohongshu,
inspection, environmental pollution
etc.
inspection, pre-packaged food standard
(T/CNFIA 115-2019）
• China Food Safety Net: selective food
safety inspection, food safety media, food
safety data