Which is hotter – duck neck or chips? Ask China’s millennials

Duck neck maker Zhou Hei Ya last year sold nearly 2.5 billion yuan in duck necks and duck parts, turning a traditional dish into a trendy bite-snack for young Chinese consumers

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Zhou Hei Ya CEO Hao Lixiao says the company will open more stores in the northern and eastern parts of China, aiming to bring its total network to 1,000 by the end of 2017. Photo: Xiaomei Chen

Published: 7:52pm, 8 May 2017Updated: 10:44pm, 8 May 2017

Spicy duck neck is hot – it is the trending snack among China’s millennials.

Once a traditional dish from central Wuhan city, its rise to national popularity status on a par with potato chips and chocolates can be credited to Zhou Hei Ya (周黑鴨)and a shrewd marketing plan built on understanding the psychographics and social media.

Across WeChat, Weibo and online marketplaces Taobao and Meituan, consumers have posted numerous threads of their purchases and experiences with the brand and the snacks. The duck neck producer’s WeChat account offers discounts and promotions to consumers who sign up as members.

Hao Lixiao, chief executive officer of Zhou Hei Ya International Holdings, said gauging the millennials’ likes and their spending habits was crucial to help the snack go viral. The company mainly targets the 18–35 year old age group, which they found were willing to pay for entertainment and self-expression.

The Hong Kong-listed and Wuhan-based casual braised food producer and retailer, is known for its deep reddish-brown, spicy and numbing braised duck neck, but also specialises in other duck parts.

“The success is not all about taste,” he said in an interview with the South China Morning Post.“What we’re selling is a distinguished experience.”

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