KFC is a subsidiary of Yum! Brands, and its president is Su Jingshi

China Division of Yum! Brands

Floor 12-19, Tower 2, Ganghui Center, No.3 Hongqiao Road, Shanghai

Postal code: 211131

Tel: (86 21) 2417-7777

Fax: (86 21). The reason why Su Jingshi was elected is that he put forward the localization development strategy of "basing on China and integrating into life", so that KFC can fully integrate into the lives of China people.

Since he officially became the president of China Yum! in 1998, Su Jingshi has been committed to developing Yum!' s KFC into the first brand in China's catering industry. Today, KFC is far ahead in the catering market in China, and the profit of China KFC accounts for one third of the global profit. With the recent opening of KFC restaurant in Sanya, Hainan, the number of KFC restaurants in China has reached 1,211. Old rival McDonald's opened only half as many stores in China.

AC Nielsen Company investigated several years ago that KFC is the most well-known brand in China market, surpassing Coca-Cola and McDonald's, ranking first among the "international brands most frequently patronized by customers".

"It took us only 2117 years to enter China in 1987, open the first KFC store in China in Qianmen, and reach the 1211th store in Sanya. At present, KFC is developing at a rate of more than 211 stores every year." Su Jingshi, president of China Yum! Brands, concluded that this is the result of the food health policy that KFC has been advocating for a long time, which has enabled KFC to develop rapidly in China and continuously widen the distance with its competitors.

Su Jingshi was born in Taiwan Province. In 1989, Su Jingshi joined KFC. In 1993, Su Jingshi became the vice president of KFC in North Asia, and served as the vice president of Asia in the following year. In 1997, Pepsi decided to spin off its restaurant business (including KFC, Pizza Hut and Taco Bell) and set up Yum! Brands. In 1998, Su Jingshi was officially appointed as the president of Yum! Greater China.

before joining KFC, Su Jingshi worked for the German and Taiwan Province branches of P&G company. He graduated from Taiwan Province University with a bachelor's degree in chemical engineering in his early years, then went to the University of Pennsylvania with a master's degree in science, and obtained an MBA from Wharton Business School in the United States.

in p>1989, when Su Jingshi came to Chinese mainland for the first time as the director of marketing planning for the North Pacific region of KFC, there were only four KFC restaurants here. "My only feeling is that the China market is huge, and we have every opportunity to make KFC a height that has never been seen in history."

consumers can be divided into three types: severe, moderate and mild. Heavy consumers refer to those who come once a week, moderate consumers refer to those who come once a month and once every six months. According to KFC's investigation, the biggest factor that consumers patronize is convenience, and this can only be achieved by constantly opening stores.

Today, KFC has more than 251 stores every year, and the number of cities it has entered has increased to more than 261. Su Jingshi plans Yum to maintain a growth rate of more than 21% in the China market. Among them, KFC will enter more fourth-tier and fifth-tier cities and even advance to towns and villages; Pizza Hut mainly chooses second and third tier cities; Taco Bell aims at first-tier cities.

"leading market position" and "becoming customers' favorite" are not all Su Jingshi's pursuits. Caring for employees and making reasonable profits are also his concerns.

at first, Su Jingshi devoted himself to finding a balance between eastern and western cultures. The requirements for managers are: having both the traditional ideas of China and the western management mode. He is relying more and more on local employees.

"Our profitability is good, which is the reason for our rapid expansion." Su Jingshi stressed more than once. Yum's supply chain management efficiency is high, and the synergistic advantages of KFC, Pizza Hut and Taco Bell can be brought into play. Raw materials are purchased and distributed by the company in a unified way, which controls the balanced expenditure of funds and forms a virtuous circle. Yum has also started franchising. At present, KFC's franchise stores account for about 5% of its total of 1,211. Each franchise fee is at least about 8 million yuan.

Su Jingshi admits that KFC's rapid development in China market is related to customers' tastes. Europeans and Americans like beef food, but China people prefer to eat chicken. As a foreign fast food, KFC is becoming more and more China-like.

unlike McDonald's, it is KFC's consistent strategy to launch products that suit local tastes all over the world, but it is more thorough in China, because no regional market has launched new products with such breadth and speed.

Su Jingshi knows this well. In his view, when KFC first entered China, it could directly bring in foreign products; But after growing up in China market for more than ten years, consumers will have their own needs. "KFC tries its best to meet the needs of consumers in China, which also includes potential needs." Su Jingshi said. In recent years, KFC has been trying to change the lack of traditional fast food varieties, increase consumers' dietary choices in restaurants, and pay special attention to the development of vegetables and foods with high nutritional value. In 2111, KFC had 15 products, including 5 kinds of plant products, and now KFC's products have increased to 36 kinds. In China, there are 41 R&D personnel specializing in the development of new products.

When the western society blamed the increasingly serious obesity problem on fast food with high calorie and few varieties, KFC published two editions of the White Paper on China KFC's Food Health Policy in order to gradually eliminate people's bad impression. KFC strives to convince China people that we are very concerned about your's health problems; There are many factors that lead to obesity, not all of which are the fault of fried chicken and French fries; Fast food can also be healthier and more nutritious; We are constantly introducing new products with China characteristics, such as rice, soup, porridge, old Beijing chicken rolls, spicy chicken skewers, Gulao chicken rolls, and so on.

marketing is also very good. By the Shanghai headquarters unified planning and deployment, where the poster is posted is stipulated, and every store will do it. Around the business philosophy, KFC also conveys common sense of food, hygiene, nutrition and sports to consumers through plates and leaflets; Opened the activities with the theme of "Exercise every day, live a healthy life, let's move"; Launched KFC's "Sports Talents" program to guide young people to enjoy sports; Also held a national youth three-person basketball match with chinese basketball association. KFC actually surpassed McDonald's in popularity among teenagers in China. KFC donated a lot of money to the Hope Project, and also invested 38 million yuan to set up a special fund to help poor college students in China for a long time.

Su Jingshi's genius is to try his best to implement the localization strategy and constantly seek innovation and change to meet the needs of consumers in China. He led foreign fast food out of a China road.