Korean Local Food Brand Thank U Mom Localization Strategy Research In China

The catering industry plays an increasingly important role in people's social and economic life,and has gradually become one of the hottest industries in China with the highest growth rate and the fastest growth rate in the consumer demand market.The huge market prospects of China's catering industry have attracted many multinational brands to enter China.In order to adapt to the Chinese market environment and quickly enter the target market,brand localization is an inevitable choice for multinational brands.Thank u mom has a certain reputation in South Korea,but the whole fried chicken market in South Korea is close to saturation,to seek further development,external breakthrough may be a good choice.However the Chinese food and beverage market is complex and changeable,and it is not easy to enter successfully.China's catering market is experiencing a new round of reshuffle,high-end catering market is cold,low-end catering is in the Red Sea,the structure of commercial complex is constantly adjusting,and the catering industry has gradually become the main force of commercial complexes.As a small and medium-sized food and beverage brand in South Korea,Thank u mom wants to enter the Chinese market,but different cultural soils and market realities make it impossible to copy the Korean model.Thank u mom combines the reality of the Chinese market,and has made a serious of adjustments to the brand strategy and it can even be said to reshape the entire brand,such as positioning mid-end specialty catering,abandoning street-side stores and focusing on shopping malls,targeting the post-90 s and even post-95 female groups,redesigning and renovating the storefront according to the target audience,and selecting the brand image spokesperson among the target audiences,and these adjustments make Thank u mom more suitable for Chinese market.Based on this,this paper attempts to use Thank u mom as the research object,compares Thank u mom Chinese with Thank u mom South Korea,South Korean restaurant brand and other foreign products in China,studying the whole process of Thank u mom China's positioning,development and dissemination basing on relevant domestic and international branding theories,combing and summing up the main successful experience of Thank u mom China localization strategy.Hope to provide reference for transnational small and medium-sized catering enterprises to do a good job in the Chinese market,and to provide a realistic reference for catering brands to localize their strategies and enhance their competitiveness.This paper is mainly composed of three parts.The first chapter and the second chapter are the first part,which elaborates the research background,research significance,research methods and main innovations.It sorts out and summarizes the relevant core concepts and current research results on brand localization at home and abroad.It focuses on the theoretical basis of the localization strategy and builds a solid theoretical platform for later research.The third chapter is the second part,expounding and analyzing the Korean brand Thank u mom's motivation to seek external development,and the problems to be faced in order to enter China.The forth chapter and the fifth chapter are the third part.It analyzes the specific ways and methods of Thank u mom's brand localization in China,dividing into three parts: brand development localization strategy,brand marketing localization strategy and brand expansion localization strategy.Finally,summarize some experiences of Thank u mom brand localization in China.