Nicholas Tse, once a popular Hong Kong idol, has carved a unique path for himself in the pre-made food industry with his brand, Feng Wei. His success extends beyond just leveraging his celebrity status, showcasing a sharp business acumen and a dedication to quality.
From Idol to Entrepreneur
Many were surprised to see the former teen idol excel in the business world. While celebrated for his acting, Tse had already begun his entrepreneurial journey early on.
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Early Ventures: In 2003, at the age of 23, he founded a special effects company, P.O. Chaoting, which dominated the Hong Kong advertising scene.
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Feng Wei Control Group: In 2014, he launched Feng Wei Control Group, creating 12 Feng Wei IPs to monetize food content.
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Feng Wei Brand Launch: His breakthrough came in 2019 with the launch of the Feng Wei-branded products.
The Success of Feng Wei
Tse's approach to the pre-made food industry combines his star power with a commitment to quality, resonating with consumers. His efforts have translated into impressive sales figures and brand loyalty.
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Marketing Strategy: He utilizes live streams and promotes the products with a focus on Michelin-level quality control, elevating the perception of fast food.
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Sales Performance: The grilled sausage, for example, achieved tens of millions in sales and maintained a resale rate exceeding 35%.
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Impressive Revenue: The brand achieved 1.5 billion in track record in its launch year, with significant contributions from Douyin (nearly 700 million), e-commerce platforms (4.7 billion), and convenience stores (over 280 million). Biduan supply increased by 80 million.
Commitment to Quality and Craftsmanship
The success of Feng Wei is not solely attributed to Tse's celebrity status. His dedication to quality, mirroring his approach to acting, plays a crucial role.
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Attention to Detail: Tse personally tests products, visiting markets and sampling numerous semi-finished goods. He also personally ensures taste and flavor.
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Hands-on Approach: He even conducts live broadcasts, personally testing the products, demonstrating his commitment to quality and transparency.
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Quality Control: In 2022, a batch of products was recalled due to a minor temperature excursion during transport, resulting in an 8 million loss, demonstrating strict quality control.
Maintaining Michelin Standards
Since establishing a central kitchen, Tse has consistently used Michelin restaurant-level suppliers, industrializing food production to meet Michelin standards. He aims to deliver on the promises made in the product descriptions.
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High Standards: He ensures quality in his products.
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Dedication: He puts hard work into his business.
Contrasting with Other Celebrity Ventures
While other celebrities have ventured into the food and beauty industries, their success varies. Tse's hands-on approach and commitment to quality differentiate him from those who rely solely on their star power.
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Fan Bingbing's Success: Relied on accumulated influence over the years, resulting in $40 million in sales in one hour of the Double 11 sales in 2019 for Fan Beauty Diary.
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Failures of Others: Many others have failed in the industry.
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Key to Success: Stars who achieve lasting success actively work to ensure consumers see them as more than just celebrities.
The Importance of Sincerity and Quality
Consumers are becoming more discerning, seeking products with guaranteed quality rather than just relying on celebrity endorsements. Those brands that prioritize quality and authenticity are more likely to succeed in the long term.
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Consumer Demand: Consumers want quality, not traffic.
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Consequences: Relying on fame alone leads to failure.
Building Trust and Long-Term Success
Tse recognizes the importance of earning consumer trust through quality and transparency. He emphasizes that long-term success depends on creating a brand that can stand the test of time, even beyond his own fame.
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Accountability: He holds himself and his brand accountable for product quality.
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Focus on Quality: Focus is not only on brand name recognition.
Conclusion: A Victory of Dedication
Nicholas Tse's success in the pre-made food industry is a testament to the power of dedication, quality, and authenticity. He proves that a star's halo may initially attract attention, but only true quality and sincerity can earn long-term consumer trust. He is committed to quality.