Hung Fook Tong Story

By Ricky Szeto

Redefine Herbal Drinks

HFTHFT InnovationInnovation

HUNG FOOK TONG Business Model

Fresh DrinkFresh Herbal Tea Drink,

Deluxe Series

Bottled DrinkHerbal drink, Ginseng drink, 

Refresh Series, Fruit with Honey Series,

100% Series

Home‐made SeriesChinese soup, Sweet soup,  

Herbal Jelly Series

HUNG FOOK TONGRETAIL CHAIN:‐

HFT Herbal Teahouses HFT Health Express 

HFT Herbal Tea & Soup SquareHFT Express

HUNG FOOK TONGRETAILER:‐Supermarket 

(Parknshop, Welcome…)Convenience Store (7‐11, OK…

Consumer / User

Brand Development Brand Development ModelModel

VMIXS V for Value  M for Mission I for Innovation X for Execution S for Strategy

Corporate Value

真心製造．自然流露

(True and Natural)

真心製造．自然流露真心製造．自然流露

True and NaturalTrue and Natural

Commits To:

use only FRESH & NATURALFRESH & NATURAL ingredients provide BEST QUALITYBEST QUALITY & HEALTHYHEALTHY products without

preservatives & artificial colors to customers

Corporate ValueCorporate Value

“真心製造 自然流露”“真心製造 自然流露”

無添加防腐劑及人造色素

只選用新鮮及天然的材料

發揚中國傳統草本文化

關懷顧客，幾乎有阿媽咁好

Core ValueCore Value

Corporate MissionCorporate Mission

Herbs: Popular & Convenience涼茶普及便利化

香港香港

1. 健康快線

2. 涼茶館

3. 鴻福堂快線

4. 自家湯涼茶坊

5. 自家涼茶生活坊

地鐵 遍佈全港

九鐵 遍佈全港

商場/ 旺區 遍佈全港

其他 百佳, 吉之島

中國中國

1. 自家湯涼茶坊

商場 深圳吉之島

深圳Co Co Duck

HFT Hero Products HFT Hero Products ((鴻福堂三寶鴻福堂三寶))

Common Self-Heal Spike FruitCommon Self-

Heal Spike FruitGinseng with

HoneyGinseng with

HoneyCanton Love

PineCanton Love

Pine

Products  Products  ‐‐ Bottle DrinksBottle Drinks

Best Selling ProductsBest Selling Products

Tortoise JellyTortoise Jelly SoupsSoups Mango DeluxeMango Deluxe

Fresh Herbal Tea

Fresh Herbal Tea

Products Products ‐‐Retail ChainsRetail Chains

ExecutionExecution

執行力

(Execution is King)

HUNG FOOK TONGknows consumers are

health conscioustime concern

efficient‐demanded

longing for home feeling 

look for convenience

instantdrop‐by

hustle life

travel by railway(MTR/KCR)

natural nourishment

HUNG FOOK TONGHUNG FOOK TONGRecognition on consumer needsRecognition on consumer needs

•HUNG FOOK TONG•response & action to

•consumer needs•(YR 2005 – 2008)

•Extend •product category

• Ginseng series(2006), •Refreshing series(2007), •Home-made series(2008)

•Design special •packaging product

•Chinese herbal soup (2006)•& sweet soup (2006)

•Extend

•distribution network•MTR, KCR

•Supermarket, department store•(2005 ~)

•Develop •speedy service

•Take-away & Member Club•(2006)

HFT Positioning HFT Positioning React consumer needsReact consumer needs

Focus group

Mystery shopper

e‐mail/phone enquiry

Frontline 

Customer service team

Research  agency

Business partner

HUNG FOOK TONGHUNG FOOK TONGCustomer relationshipCustomer relationship

HUNG FOOK TONGcollecting consumer needs

Home‐made series

AdvertisingTV, magazine, radio, road‐show

PR promotionHerbs CultureHome Made Brand

Lifestyle magazine“Home Made Life”

Sales promoBank JP, scrape card

GameRadio, web

HUNG FOOK TONGHUNG FOOK TONGPromotional ProgramPromotional Program

Family Lock StrategyFamily Lock Strategy

One stop base

Service ModeService Mode

Mother Like

Celebrity Endorsement Celebrity Endorsement ZacZac Kao Kao ––高晧正高晧正

CSR Program

“家”愛涼茶湯水義賣幾乎有阿媽咁好“家”愛母親節探訪活動 •

“幾乎有阿媽咁好”愛心果凍親子班

•支持環保綠色活動贊助 Greenpeace踩亮綠色聖誕/

參予膠樽回收大行動

•產品贊助家庭活動/老人

活動等

Corporate Outcomes

FIVE YEARS No.1 Sales on FIVE YEARS No.1 Sales on the wellness drink marketthe wellness drink market

連續連續55年全港銷量冠軍年全港銷量冠軍

2007 -2008

2006 - 07

2004-05

2003-04

2005-06

首家港澳企業榮獲

《國家級非物質文化遺產認證》

COST

CustomerValue

Valueinnovation 

Blue Ocean StrategyBlue Ocean Strategy

Focus: From Competition to Other Choices

e.g.: Redefine Herbal Drinkse.g.: Redefine Herbal Drinks

BLUE OCEAN STRATEGY BLUE OCEAN STRATEGY

•Naturally Made•Wholeheartedly Good

•真心製造 自然流露

•Reduce•使用添加;藥用意識

•Raise•草本意識;

•自然健康每日選擇;•價值意識

•Eliminate• 古老次等;

•老套

•Create•鴻福堂經驗

•(優質、自家、•真心、自然)

Innovation Strategy

Who Make the Who Make the Difference? Difference?

You!You!

Business Leader’s Character ‐‐ 4 P

積極 ‐ Positive寓工作於娛樂 ‐ Playfulness熱誠 ‐ Passion堅持、毅力 ‐ Persistence

You Make the Difference!積極 - Positive

寓工作於娛樂 - Playfulness

熱誠 - Passion

堅持、毅力 - Persistence

Thank you!Thank you!

rickyszeto@hungfooktong.com.hkrickyszeto@hungfooktong.com.hk