with a history of five generations within the same family, Dong Zhu begins. “The fifth generation, the master of the bakery at the time, had a real interest in entering the Chinese market. He was pursuing that interest for a couple of years before we helped him introduce the entire concept to a very successful bakery chain in Beijing”.
An agreement was reached quickly, and Zhu says it was helped by the fact that “because Danish baked goods are famous globally, basically all Chinese know that if it is from Denmark, the products are of a high quality and very delicious”.
They searched for a good location in Beijing, and ended up in not only a good, but “the number one, golden location” according to Zhu: a shopping mall area in Beijing, close to the embassy neighborhood. They decorated the entire 180 m2 shop in a Danish style, with the help of a Danish designer, and it looked perfect.
Dong Zhu continues, “We introduced all the traditional Danish products, very western styles of bread, even including the dark rye bread. That was how we did it at first, we copied and pasted the product line from the bakery in Denmark and made it the same in Beijing.”
Of course, all those products were loved by Westerners living in Beijing. The Danish, in particular, enjoyed being able to buy dark bread locally. Dong Zhu cautions that it was not as perfect as it may have seemed, “the thing was that the Chinese customers, the main target group, were new to Danish bakery products because,