When in Wuhan

Last month, we were lucky to join a Hong Kong Trade Development Council (HKTDC) Creativity in Business delegation to Wuhan, China.

The itinerary was packed with networking (and banqueting) opportunities with some super dynamic and interesting businesses. We enjoy breaking our routines, and – following the busy start to the year – we were looking forward to stepping away from our desks for a few days. We traded them for seats on a busy bus in Hubei province and loved it.

Wuhan has 10 million people. Did you know that? We didn’t. Like many of our fellow delegates, we assumed the brands of the region were looking beyond their borders. But why would they? They already have a huge consumer market at home. Lesson one in dismantling preconceptions.

Too often we hear businesses who are new to Asia or China generalise the market. But every day, we see how discerning, diverse and savvy these audiences and consumers in these markets are becoming, and find the stereotypes frustrating. Chinese consumers aren’t all obsessed with luxury. The fact that something is popular overseas isn’t going to guarantee its success on the Mainland.

Wuhan was a fantastic confirmation – starting with a visit to Kengee Bakery that was a breath of fresh air. The whistle-stop tour of the factory told the story of a successful, creative and intelligent business that has grown with its market. The chairman talked us through his vision for ‘experiential centres’ where customers could bake their own cakes and pastries, as well as online delivery solutions and personalised products. It was smart, insightful and totally on-trend. When asked by another delegate, “Have you thought about creating sub-brands?” the chairman replied, “We’ve only been going for 11 years. We’re still perfecting this one.” Wise words. His patience and determination are paying off – Kengee made over a billion yuan last year alone across its 250+ bakeries.

Next up, a baijiu factory where the air was thick with the tang of rice wine. We watched in awe as the CFO, who knew her target demographics inside and out, regaled us with insights and her vision for the brand. It was inspiring on multiple levels, and once again, the momentum of the region was undeniable.

After our fourth feast of delicious Wuhan cuisine, we visited an eclectic and artistic culture park. The heart of Wuhan’s creative industries and a former artillery factory, the park featured sound stages, pottery workshops, modern art and start-up incubation centres. We could’ve been walking the streets of San Francisco.

During a day of exhibitions, we met with dozens of local businesses and saw first-hand the growing interest and value placed on brand storytelling and development.

Considering that before we left, we had never heard of the place, the lakes, skyscrapers, people and baked goods of Wuhan left us feeling inspired and excited to see what happens next.

Here are a couple of our favourite pics.