Cakeshop Consulting - Updated March2014

© 2013-‐2014 Cakeshop Consul4ng, China LLC

Cakeshop Consulting Integrated Marketing, Branding & Business Consulting

完整的市场、品牌 & 业务经营咨询


About 关于

Cakeshop Consulting is a boutique marketing and business consulting practice based in Beijing, servicing clients in various industries from all over the world. We advise our clients on access and approach to the China market through the intangible strength of their brand. Sometimes we’re a part of that approach as a functional resource in China.

Our strengths come in many forms including our service and skill backgrounds, creative and cultural backgrounds as well as actual time spent on the ground. We’re here to help as your marketing counsel and business specialists in the Chinese market on a project-by-project basis or on a long-term partnership basis.

Cakeshop咨询公司是⼀一家总部设在北京服务于全球不同⾏行业客户的市场及经营的咨询公司。我们为客户提供利⽤用他们品牌优势进⼊入中国市场的建议，有时我们也作为客户本地功能性资源的⼀一部分。我们的优势来⾃自我们的服务和⾏行业背景、创造性和⽂文化背景以及我们在中国⼯工作和⽣生活的时间。我们在这⾥里以不同项⺫⽬目或⻓长时间合作伙伴的形式为您提供市场策略和经营业务⽅方⾯面的协助。


What’s with the name?

A cake shop evokes a comfortable and familiar place. With Cakeshop Consulting and the work that we do, we wanted a name that suggests familiarity and choice. In a cake shop, the end result of type, size, shape and flavor of the cake is dependent on the ingredients, i.e., the inputs. Combine the needs of the customer, resources available, not to forget the overall goals of the project and you’ve got a solution that’s fully customized. We think of Cakeshop as homemade business consulting.

我们为何以此命名?

蛋糕店总是让⼈人联想到⼀一个舒适和熟悉的地⽅方。Cakeshop咨询公司和我们所做的⼯工作，我们想要⼀一个关于熟悉感和选择的名字。在蛋糕店⾥里，蛋糕最终的种类、尺⼨寸、形状和⼝口味取决于原材料，例如客户的需求、可利⽤用的资源、不忘记项⺫⽬目整体的⺫⽬目标，然后您会得到⼀一个完全定制的解决⽅方案。我们把Cakeshop看作⾃自家制的经营咨询服务公司。


Our core competencies 我们的核⼼心优势

Marketing Strategy 营销策略

Optimization 优化

Business Development

业务发展


How can we help? 我们可以如何帮到您？

Campaign Development 宣传活动发展

Content 内容

Mobile 移动策略

Branding 品牌

Touch Points 触点开发

PR + Communications 公众关系＋传播

Marketing Strategy 市场策略

Social + Digital Media

社交＋数字媒体

Sales + Distribution 销售＋分布


Values 价值

Alignment 品牌调整

Culture ⽂文化

Skills Training 技能培训

Service Delivery 服务传递

Due Diligence 必要调研

Optimization 优化



Partnerships + Networks

合作伙伴＋关系⺴⽹网络

Client Management

客户管理

Research + Analysis

调研＋分析

Sourcing + Procurement 资源＋采购

Product, Service + Experience Design 产品，服务＋体验

设计

Project Management

项⺫⽬目管理

Planning + Forecasting 计划＋预测

Budget + Forecasting 预算＋预测

Business Development

业务发展



Where can we help? 我们在哪些⽅方⾯面可以帮到您？

Restaurants + Bars

餐厅＋酒吧

Luxury Hospitality 奢侈旅游酒店业

Retail 零售

~?~ Film + Television 电影＋电视


Luxury Hospitality 奢侈旅游酒店业

Concept Development 概念发展

Experience Design 体验设计

Operations Planning 运营计划

Service Design 服务设计

Marketing + Branding 市场＋品牌

Brand Activation 品牌激活

Content Creation 内容创造

Pre-Opening 筹备开业

Sales Strategy 销售策略

Hotels + Resorts 酒店＋度假村


The Opposite House 瑜舍 Opened in 2008, this 99 room lifestyle hotel redefined the meaning of luxury in Beijing by providing a casual service style, a paperless resort-like arrival and departure sequence, and fashionably designed uniforms accompanied by a smile. As a part of the opening team of the hotel, the partners of Cakeshop were directly involved in the development of the first property by Swire Hotels. This also includes the simultaneous opening of five restaurants & bars; developing the style of service; cultural training; and mentoring in the leadership development program. Marketing and sales activities included annual marketing campaigns, content creation, strategic partnerships, international sales in the United States, Europe and Asia. The global PR initiatives, managed from Beijing, included partners in the United States, United Kingdom, Russia, Japan, Hong Kong, and Australia. ⾃自2008年开业以来，这家99间房间的⽣生活⽅方式酒店通过提供休闲的服务⻛风格、⽆无纸化度假村式到达和离店体验及时尚设计的⼯工装配合微笑，在北京重新定义了奢华的含义。作为酒店开业团队⼀一部分，Cakeshop的创始⼈人直接参与了太古酒店集团第⼀一家酒店的发展筹备。其中包括五家餐厅酒吧的同时开业、发展服务⻛风格、⽂文化培训和辅导领导发展项⺫⽬目。市场销售活动包括年度市场活动、内容创建、战略伙伴合作、在美国欧洲和亚洲的国际销售、包括美国、英国、俄罗斯、⽇日本、⾹香港、澳⼤大利亚的全球公关合作。


Available for download in Apples iTunes, Housevibe by The Opposite House features the team’s favorite places to eat, shop, explore and experience the culture in Beijing. The app uses intriguing images that invite the user to explore. With this experience in mind, we helped craft the content from the concept stage to distribution. Targeted social media and and awareness initiatives were created for the app to guests checking into The Opposite House.

Housevibe allows users to stream music from Oppositehouse Volumes 1-5 and organize their itinerary with an interactive day planner. Users can also pinpoint favorite locations in the city on the included map. The app also features jokes and insider tips from the team to add a personal touch to the project.

可以在Apples iTunes下载的Housevibe应⽤用程序是瑜舍酒店开发的推荐北京吃喝、逛街、探索和体验⽂文化的App。这个应⽤用程序使⽤用有趣丰富的图⽚片吸引使⽤用者探索。我们参与了从概念开发到程序发布的内容制定。这个程序主要针对瑜舍的客⼈人。 Housevibe使⽤用者可以欣赏瑜舍1-5张⾳音乐CD和运⽤用互动的⽇日历安排他们在北京的⾏行程。使⽤用者还可以在含括的地图上定位程序推荐的地⽅方。这个应⽤用程序还包含瑜舍管理团队的个⼈人推荐和笑话给此项⺫⽬目增添更私⼈人的触点。

Housevibe


While at The Opposite House, helped create a guest amenity to complete the departure experience. The result was a series of six luggage stickers designed in the Art Deco style of the 1930’s and 40’s. The distribution of each sticker began in May 2012 and was spaced out over the course of six months with one new sticker each month. A social media contest held on Sina Weibo, Facebook, and Twitter accompanied the distribution of stickers. Cross-posting by fans of the hotel appeared on Facebook, Instagram, and travel blogs. Repeat visitors (and quite a number of non-guests) have requested full sets of stickers. Collectors have shared photos of their hard-shell suitcases from all over the world prominently featuring the stylized stickers. The stickers are still considered favorite from the mix of guest departure amenities 在瑜舍⼯工作的时候，帮助开发⼀一套六张的30、40年代Art Deco⻛风格⾏行李贴作为客⼈人离店礼物。⾏行李贴从2012年5月开始每月送出⼀一张。随着⾏行李贴的送出，我们同时在新浪微博、Facebook、Twitter等社交媒体和粉丝互动赢得全套⾏行李贴。常客（和⾮非酒店客⼈人）向酒店索取全套⾏行李贴并随他们的硬壳⾏行李箱全世界展⽰示。此套⾏行李贴被认为是最喜欢的离店礼物。 www.theoppositehouse.com

Guest Experience 客户体验


Located in Queenstown, New Zealand, Azur’s luxury villas and lodge cater to high net worth individuals looking for a low key experience surrounded by the picturesque mountains of The Remarkables and Cicil & Walter Peaks. Cakeshop was brought in to realign the website’s copy with the simplicity of the brand by reworking the language and removing unnecessary extras that had been added over time. We reduced excess language content by 80% and delivered an informative, informal, and sophisticated feeling to the language for the site include room features, dining options, bespoke services, complimentary amenities, and an introduction to the many activities in Queenstown. 位于新⻄西兰皇后镇，Azur的豪华别墅和⼩小屋迎合了⾼高收⼊入⼈人⼠士寻求由⻛风景如画的The Remarkables群⼭山和Cicil & Walter峰环绕的低调体验的需求。 Cakeshop参与调整精简⺴⽹网站语⾔言使⺴⽹网站和品牌的简约⻛风格⼀一致。我们减少80%的额外内容，⽤用内容翔实、⾮非正式和精致的⺴⽹网站语⾔言介绍房间特点、餐饮场所、定制服务、免费设施，并介绍皇后镇的众多活动。 www.azur.co.nz

Azur


Launched in September 2013, Rediscovered is a luxury membership club offering exclusive access to an eye-opening array of destinations with a collection of curated residences, hand-crafted adventures and tailored personal travel concierge service across the globe.

Cakeshop was brought in to leverage its network throughout Asia and develop luxury products and design experiences for discerning travelers in Sri Lanka, Indonesia, Singapore, Thailand, and Japan. The result was a unique blend of highly customizable experiences specific to the location with access to local journalists, entrepreneurs, conservationists, and thought leaders in the areas. Traditional services like helicopter transfer, leopard safaris, and spa treatments from qualified partners rounded out the Rediscovered membership packages.

于2013年9月推出，Rediscovered是⼀一个在全球各地提供策划⾼高档住宅、⼿手⼯工定制冒险和量⾝身定制个⼈人旅游礼宾服务的会员制的俱乐部。 Cakeshop利⽤用其遍及亚洲的⺴⽹网络和经验为挑剔的旅客在斯⾥里兰卡、印度尼⻄西亚、新加坡、泰国和⽇日本开发奢华产品和服务体验。我们为Rediscovered会员创建⼀一系列适合当地特⾊色的独特体验，包括联系当地记者、企业家、⽣生态环境保护者和思想领袖，还有⼀一些传统的服务包括直升机接送、美洲豹游猎和⽔水疗。 www.re-discovered.com

Rediscovered


This renovated B&B concept hutong hotel will feature 16 rooms with heated floors surrounding two courtyards connected by a north-south corridor. Cakeshop has been engaged from the early development stage to design the guest experience flow - from booking and check-in to departure. In order to do so, the exploratory period included discussions on the owner’s vision and mission; branding workshops to define values and culture; discussions on visual branding and visual elements; meetings on interior design. From the brand values and culture, Cakeshop has been able to design service training materials for the property and will commence training four weeks prior to opening with an additional eight weeks after opening. Cakeshop will also help in aligning all hotel touch point with the brand values. The hotel is slated to open Q2 of 2014.

这家翻新的B&B概念胡同酒店包括装备地暖的16间房间和由⼀一条南北通道连接的两个院⼦子。 Cakeshop参与从概念发展到设计客户体验的⼯工作－从预定到登记⼊入住到离店。探索阶段包括与业主讨论远景和使命、品牌及核⼼心价值专题讨论会、讨论品牌视觉元素和内部设计会议。从品牌价值和⽂文化，Cakeshop为酒店设计服务培训材料并在酒店开业前四周和开业后⼋八周进⾏行培训。Cakeshop还将协助确保酒店触点和品牌价值⼀一致。胡同酒店预计2014年第⼆二季度开业。

Peking Courtyard 北京四合院


Dining + Imbibing 餐饮

Concept 概念

Design 设计

Planning 筹划

Construction + Fit Out 建造＋配备

Licensing 执照

Training 培训

Sourcing 资源

Pre-Opening 筹备开业

Operations + Management 运营＋管理

Restaurants + Bars

餐厅＋酒吧


Opened in September 2012 and originally from Hong Kong, Feast focuses on the philosophy of “simple things done well.” The restaurant covers 700m2 with an open kitchen, a main dining room that seats 182 persons and a private dining room for 12 diners. The bistro is open for breakfast, lunch, afternoon tea, and dinner. The international menu features the freshest seasonal ingredients available. Our role in the project started from the very early stages of planning and development, interior design, construction, kitchen layout, training, licensing and operations to one year after opening. It was key to ensure these aspects were properly executed as they directly affect the operations of the restaurant, customer experience, and bottom line.

We were able to create a bustling new and popular restaurant in the Jiu Xian Qiao area of Beijing by keeping an eye on the hardware and carefully developing the soft skills amongst the team.

来⾃自⾹香港开业于2012年的Feast本着把简单事情做好的理念。餐厅⾯面积700平⽶米包括⼀一个开放式厨房，主要⽤用餐区域可容纳182位客⼈人还包括⼀一个可容纳12⼈人就餐的包间。这个全⽇日餐厅位客⼈人提供最新鲜的当季⾷食材。我们在此项⺫⽬目中的⾓角⾊色包括开始的计划和发展、内部设计、建设、厨房配备、培训、执照和开业⼀一年后的运营。确保这些⽅方⾯面正确的执⾏行直接影响了餐厅运营、客⼈人体验和净收益。

FEAST (Food by EAST)


Xian opened in September 2012 as an expansive 1,300m2 space spread over two floors with a whiskey bar, live performance area, multiple lounge spaces, pizza bar, and outdoor seating. It comfortably holds about 600 people. We helped successfully actualize Xiān from a simple concept to a venue that would attract patrons from the Jiuxian Qiao neighborhood appropriate for any night of the week. By dividing up the large space into more intimate areas, we were able to create a lounge-like atmosphere with a casual yet attentive service style that can accommodate individuals or groups looking for a quick drink or an revelers celebrating with bottle service. 仙酒吧于2012年9月开业，1300平⽶米两层的空间包括⼀一个威⼠士忌吧、现场⾳音乐演奏区域、酒廊空间、⽐比萨吧和户外区域，可以轻松容纳600⼈人。我们帮助仙酒吧成功从简单概念过渡到⼀一个吸引酒仙桥区域客⼈人每晚光临的场所。把⼤大的空间分割成更亲密的区域，我们可以⽤用随意但周到的服务⻛风格营造酒廊式氛围，可以适应⼩小酌即可或开怀畅饮的客⼈人。 www.xian-bar.com

Xian 仙酒吧


Opened in August 2008, Sureño offers Mediterranean fare and an extensive wine list. The 350m2 space seats 92 diners for lunch or dinner with a 10 person semi-private dining room auspiciously named Table 88. To create a sophisticated dining experience appropriate for frequent visits, we looked at the design and also considered service sequence, pacing, and styling. Staff development of soft skills and product (menu) knowledge was also key. The eight months of pre-opening included two months of training. Another element to the restaurant’s success was the menu’s pricing reflected market rates to emphasize Sureño as an independent venue while ensuring profitability. Sureño has become a mainstay in Sanlitun with a mix of foreign and Chinese customers on a nightly basis.

Sureño地中海餐厅于2008年开业，350平⽶米的空间可以容纳92位客⼈人享⽤用午餐或晚餐，其中包括⼀一个10⼈人的半包间被吉利的称为88桌。为营造适合经常⽤用餐的精致的⽤用餐体验，我们深⼊入研究了设计和服务流程、速度和⻛风格。员⼯工的软技能和产品知识掌握也是关键。⼋八个月的筹备开业包括了两个月的培训。餐厅成功的另⼀一个因素是菜单价格反映了市场⾏行价确保Sureño盈利的同时强调餐厅是⼀一家独⽴立餐厅。Sureño每晚都成为三⾥里屯餐饮中的⽀支柱，吸引了中外客⼈人。 www.surenorestaurant.com

Sureño


Janes & Hooch opened in 2012 as an urban saloon that offers an intimate experience over 120m2 and comfortably serves about 100 patrons over two floors. The bar offers classic cocktails as well as signature cocktails, champagne and wines by the glass. Cakeshop assisted with the development from the beginning: bar concept, brand alignment, interior design, and service experience. J&H offers ongoing training and development of its team and ensures a company culture that promotes high retention and a strong sense of loyalty to the brand. Cakeshop currently provides ongoing operational support for Janes & Hooch.

Janes & Hooch 是⼀一家于2012年开业的城市酒吧，在120平⽶米的场地提供亲密的体验，⼜又有两层的空间可以为100位客⼈人提供舒适的服务。酒吧提供经典鸡尾酒以及特⾊色鸡尾酒、⾹香槟和葡萄酒。 Cakeshop⾃自开始⼀一直协助酒吧的发展：概念、品牌统⼀一、内部设计和服务体验。J&H提供持续进⾏行的培训和团队发展，确保促进员⼯工对品牌⾼高度忠诚的公司⽂文化。Cakeshop⺫⽬目前为Janes & Hooch提供运营⽀支持。 www.janeshooch.com

Janes & Hooch


Based in New York City and founded in 2003, Cool Hunting is an independent publisher of stories and videos featuring creativity and innovation in design, technology, style, culture, food, and travel. In 2007, Largetail was started to connect brands with a network of like-minded publishers and their influential audience in the arts, culture, and style areas. Cakeshop is helping Cool Hunting to develop the China portion of a larger global partnership network of like-minded publishers in Beijing, Shanghai, Hong Kong, and Taipei. With an expanded network, Largetail will be able to offer advertisers, sponsors, and partner brands an opportunity to reach a growing and very influential set of Chinese thought-leaders throughout the region. 总部设在纽约，成⽴立于2003年，Cool Hunting是⼀一家发布关于设计、科技、⻛风格、⽂文化、美⾷食、旅游类具有创造⼒力和创新的故事和影⽚片的独⽴立出版商。2007年，Largetail开始帮助品牌与在艺术、⽂文化和⻛风格⽅方⾯面志同道合的出版商⺴⽹网络及有影响⼒力的观众建⽴立联系。 Cakeshop帮助Cool Hunting发展联合全球志同道合出版商合作⺴⽹网络的中国部分，其中包括北京、上海、⾹香港和台北。随着⺴⽹网络的扩展，Largetail能够为⼲⼴广告客户、赞助商和合作品牌提供在区域内联系到那些⾮非常有影响⼒力的中国思想领袖的机会。 www.coolhunting.com

Cool Hunting


Functional Practice

Budgeting 预算

Critical Paths

Entertainment Production 娱乐制作

Content Creation 内容创造

Branding

Business Plans 营销计划

Monitoring 监督支持

Representation 代理

Events 活动

Project Management 项目管理


Warner China Film HG Group was a joint venture by three major entertainment Players: state enterprise, China Film Group, Hollywood powerhouse, Warner Bro’s., and studio behemoth, Hengdian Group. The short lived JV produced The Painted Veil with a $60 million budget and a 2005 theatrical release. Crazy Stone by director Ning Hao was an acquisition property that developed a cult-like following was also released in 2005. Both films were marketed and distributed in the China market with supporting activities included a celebrity press junket at the Beijing Film Studies and multiple theatrical screening events in 2nd and 3rd tier cities. Coverage was tracked over various titles such as Film China, GQ, Esquire, China Daily, People’s Daily and multiple blog posts including a feature on Sina’s Film & Entertainment section of it’s portal. 华纳中国电影HG集团是⼀一家由三家娱乐⼤大鳄：国有的中国电影集团、好莱坞强⼤大集团华纳兄弟和电影制⽚片巨兽横店集团组成的合资企业。这个短暂的合资企业以6000万美⾦金的预算拍摄电影’⾯面纱’并于2005年在各院线上映。由宁浩导演的’疯狂的⽯石头’发起了邪教般的势头也于2005年上映。两部电影均在中国市场通过明星媒体推⼲⼴广和⼆二三线城市院线上映进⾏行推⼲⼴广和发布。报道涵盖各⼤大媒体包括电影中国、GQ、时尚先⽣生、中国⽇日报、⼈人民⽇日报和包括新浪电影娱乐频道在内的多个博客⽂文章。

Film Marketing 电影推⼲⼴广


Annually since 2009, The Opposite House, In conjunction with Universal Music China and Development9, has provided a platform featuring local Chinese artists that might not have an opportunity to be heard by mainstream audiences. Themes for each volume range from bohemian, old & new, and modern with musical styles ranging from traditional folk, urban folk, rock-n-roll, and acid jazz. Each limited edition CD features different artwork from a Chinese artist and is produced with in-house art direction and styling. Each year’s release is marked with a catered celebration at The Opposite House’s atrium space with 300+ invited guests and a live performance by a handful of featured artists on the album. The event is produced with support from various internal resources and external contractors for staging, audio visual production, and decorative arrangements.

⾃自2009年以来瑜舍每年和全球⾳音乐及Development9合作为还没有机会被主流听众认可的中国艺术家提供平台发⾏行⼀一张⾳音乐CD。每张CD主题从放荡不羁、新与旧到现代主题涵盖了传统民乐、都市民乐、摇滚、迷幻爵⼠士等不同⾳音乐形式。每张限量CD封⾯面也是来⾃自⼀一位中国艺术家作品。每年CD发⾏行也被列为瑜舍⼤大堂年度庆祝活动，邀请⾄至少300位客⼈人和专辑中艺术家现场演奏。活动由内部资源及外部舞台、⾳音响灯光和装饰设计承包商合作完成。

Special Events 特别活动


www.cakeshopconsulting.com [email protected]


Cakeshop Consulting

Cakeshop Consulting - Updated March2014

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