Link to my brand work book:
We are Black Duck. We are determined to solve the problem that overseas Chinese and duck lovers cannot eat authentic Chinese-style ducks. Now in the US market, there is no shop specializing in authentic Chinese-style duck. We hope to bring the most authentic Chinese-style duck to the United States, so that more people can feel the charm of duck meat. Now there are many overseas Chinese students who can’t eat the taste of hometown duck in the United States. Through understanding, we found that Chinese-style duck is a vacancy in the United States. Therefore, we hope that one day Americans will fall in love with Chinese-style ducks, and at the same time, overseas Chinese will eat the taste of “home”.
Black duck is a company specializing in the production, marketing and retail of cooked cooked brine products. Its main business is brine duck, duck by-products, brine red meat, brine vegetables, brine poultry and other aquatic products. At present, the product packaging mainly includes modified atmosphere fresh-keeping packaging and vacuum granule packaging. “Just try it” is the brand concept of Black Duck. Our goal is to strive to be a young, dynamic and culturally rich brand of lifestyle. We believe that delicious, hygienic and convenient products can bring greater fun and better experience to consumers. We adhere to the management model of chain operation and the business philosophy of “quality first, credit first, maintaining characteristics and sustainable development”. In order to cater to the changing habits of the main consumer groups, Black Duck’s products are intended to provide takeaway services in 50 cities in the United States.
Our customer base is divided into two categories. One is overseas Chinese. It is difficult for them to eat authentic Chinese-style duck in the United States. Although there are many Chinese restaurants in the United States, not every restaurant makes the Chinese-style duck so authentic. Chinese-style duck is a very common snack in China. Basically, every Chinese loves Chinese-style ducks, especially duck parts such as duck neck and duck tongue. For these customers, what we want to offer is the real Chinese-style duck. The image below shows an example of a student named Kandun Wang.
Other customers are those who like to eat Chinese food or duck. They couldn’t get authentic Chinese-style duck because they didn’t understand Chinese food. Of course, because Chinese restaurants are not so popular in the United States, they cannot eat authentic Chinese-style duck in their cities. What we have to do for them is to make people in all cities feel the charm of Chinese-style duck.
The voice of my brand is real and traditional. We want our attitude to be specializing ourselves in making real Chinese style duck. We want our chefs to be committed to their works, focusing on doing traditional Chinese taste. We are dedicated to creating an enjoyable experience for our customers in terms of eating Chiese style duck. Other than that, I want my brand’s voice to be enthusiastic and infectious as well. Let more and more people love Chinese style duck.
A business needs to grow from competition. For our company, there are two representative competitors. One is Hong’s Cafe. This is a Chinese restaurant that has been in East Lansing for a long time. They have a large group of loyal fans. They have many dishes. They acquire customers by opening hours and different types of cuisine.
The other is Jingwu Duck. This shop is very famous in China. They received customers’ love by focusing on making ducks. But they have not yet opened a store in the United States. This is where our brand has an advantage.
BLACK DUCK 