th images menu user export search eye clock list list2 arrow-left untitled twitter facebook googleplus instagram cross photos entrep-logo-svg

‘Hugot’ Lines Win 20M Views for Jollibee Unit’s Online Video in China

An emotional family-oriented theme works well for the Chinese as for Pinoys
By Pauline Macaraeg |

Short but well-told online video ads that celebrate close family ties, which are popular among Philippine audiences, apparently also find resonance among online viewers in China.

 

When Yonghe King, a Chinese restaurant chain owned by Philippine fast food giant Jollibee Food, released an online video about a son taking care of his aging mother late March, it instantly won 20 million views in just a week, according to Carl Tan Caktiong, Yonghe King president, who wrote about it in a Facebook post from China. Carl is the son of Jollibee Foods founder Tony Tan Caktiong.

 

Lasting about four minutes, the online ad, which aims to promote Yonghe King’s soy milk product, attracted a large number of audiences in social networking platforms Tencent, iQiyi and Weibo – China’s closest counterparts to Facebook, YouTube and Twitter.

 


 

 

That kind of favorable audience reaction echoes the success of Jollibee Foods’ recent three-part series of video ads in the Philippines, which garnered an average of 15 million views on Facebook and YouTube almost two months after they were posted. Revolving around the themes of family and unconditional love, the three videos were released in time for Valentine’s Day in February.

 

 

Related story: Clicks to Chickenjoy: Do Jollibees's Viral Videos Boos Sales?

 

 

The favorable reception to Yonghe King’s online advertisement came as the company is beginning to recover from slowing sales in China in the second and third quarters last year.

 

“Finally turning around our business in China after a year of sleepless nights and constant traveling,” the younger Tan Caktiong wrote on Facebook. “Double-digit growth this year, well worth it to see the light at the end of the tunnel!”

 

Jollibee Foods, the Philippines’ biggest fast-food chain, has been expanding its footprint in China since 1994. In 2004, it bought Yonghe King for $22.5 million, now its biggest business in the mainland with 310 stores as of end-December 2016. It was followed by the acquisition of congee-maker Hong Zhuang Yuan in 2008 and beef noodle-seller San Pin Wang in 2012. However, Jollibee sold its interests in San Ping Wan to focus on Yonghe King last year, a sign of the challenges it’s facing in China.

 

Jollibee Foods currently operates three brands in China: Yonghe King, Hong Zhuang Yuan and Dunkin’ Donuts. It also has a 48-percent interest in 12 Hot Pot, a joint venture restaurant chain with Wowprime Group that serves low-cost hot pot dishes.

 

 

*****

 

 

Pauline Macaraeg is Entrepreneur PH's data journalist. Follow her on Twitter @paulinemacaraeg

ADVERTISEMENT - CONTINUE READING BELOW

Latest Articles

Property Tycoon Urges Php200-300 Hike in Daily Wages for Construction Workers

A boon for labor, the proposal could be tough for small construction firms that cannot absorb the...

byPauline Macaraeg | October 17, 2017 11:00:00

Financial Adviser: 5 Retail Lessons Every Startup Can Learn from the Co-Founder of Lazada

Lazada is the largest e-commerce destination in the country today. How did they do it?

byHenry Ong | October 17, 2017 11:00:00

The Most Powerful Word in Business Is 'No'

Focus in business is one of the key ingredients to success. Focus comes from the word no

byTim Denning | October 17, 2017 08:00:00

How One Entrepreneur Found Lasting Success By Focusing on 3 Basic Business Principles

A single-minded focus on revenue can blind you to how badly your business is really doing

bySerenity Gibbons | October 17, 2017 06:00:00

Use This Successful Entrepreneur's Scheduling Secret to Have Your Most Productive Day

Monitor your energy levels to know when to attempt your biggest tasks

byNina Zipkin | October 17, 2017 02:00:00

22 Influential Matriarchs From Notable Filipino Families

We round up a list of inspiring and accomplished women who have made an impact on Philippine society

byHannah Lazatin and Paolo Chua for TownandCountry.ph | October 17, 2017 00:00:00

Is Your Company Among 6 PH Firms Included in Forbes’ List of the World’s Best 500 Employers?

The local companies include the country’s biggest banks and property developers

byLorenzo Kyle Subido | October 16, 2017 17:00:00

Bigger and “Instagrammable” Stores Driving Greenwich To Growth

Franchise the homegrown pizza-and-pasta brand for a minimum fee of Php1 million per store

by | October 16, 2017 16:00:00

3 Takeaways on Digital Transformation from IMMAP’s DigiCon 2017

The conference chairman sums up the highlights of the three-day mobile marketing summit

byLorenzo Kyle Subido | October 16, 2017 12:00:00

3 Ways to Build Entrepreneurial Resilience for the Next 'Wave' of Challenges

When the problem is what you didn't do, the solution begins with figuring out what to do next

byJeff Boss | October 16, 2017 08:00:00

If You're Going to Fight, Fight Early

Facing conflict head on, asserting yourself and getting on the same page is critical to success

byKevin Hart | October 16, 2017 06:00:00

Here's Why Companies Lose 17% of Women Employees at Mid-Career

While many women take a career off-ramp for different reasons, most just don't want to be "stuck"

byAmanda Schnieders | October 16, 2017 02:00:00