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The sweet success of a bakery business

 Photo: An Amy’s Bakery shop in Qingdao.
Photo: An Amy’s Bakery shop in Qingdao.
 An Amy’s Bakery shop in Qingdao.
A graduate of the University of Hong Kong, Amy Fung studied at Le Cordon Bleu culinary arts school of France and was once the overall champion (western cuisine) of a Hong Kong cooking competition. During her first visit to Qingdao, the hometown of her husband, William, they fell in love with this exotic coastal city. The young couple then decided to settle down in Qingdao. The brand of Amy's Bakery was conceived in Qingdao in 2003. In the following year, the first shop opened in the city, offering coffee, pastries and birthday cakes. At that time, most of the cake shops in Qingdao were not professional and their setting basically did not provide any seating for customers. Under the circumstances, Amy's Bakery soon became a favourite choice of fashionable consumers.

Today, Amy's Bakery has a total of nine shops in Qingdao. With a pastry mix of 200 styles, it is the only baking enterprise in the city that provides such a great variety of cake mix and pattern choice. Ever since 2008 in particular, Amy's Bakery has begun to set up branches inside mid- to upmarket department stores such as Wanda, Mykal and Hisense Plaza. By virtue of good quality, it has also collaborated with a number of banks and top-class clubs in providing their VIP clients or members with quality products and cordial services. It soon draws in a large group of customers from the medium- to high-end sector of Qingdao's bakery market, and firmly sets its foot at the market which has all along been dominated by Royal Delicious Bakery, Ganso, Lamoka and Good World, as well as a large number of mass brands. 

Upholding its beliefs in sharing the tastes of happiness while emphasising freshness, health, taste and quality, Amy's Bakery has been making solid strides and has established a good reputation among Qingdao consumers during its nine years of operation. While many large-scale baking enterprises cannot provide customers with the freshest products because of their long production lines and the need for air delivery, Amy's Bakery advocates freshness by turning out freshly-baked cakes all the time in order to provide their customers with first class quality in the first instance. Their products are made of natural ingredients with low fat, low sugar and pure tastes without any artificial flavouring, preservatives, food extracts and spices or any other unhealthy additives.

Photo: Irresistible.
Photo: Irresistible.
 Photo: Mouth-watering.
Photo: Mouth-watering.
Irresistible. Mouth-watering.

Besides, Amy's Bakery is the first baking enterprise that applies for the certification of national product standard compliance for its cheese cakes.  Its raw materials come from China, US, UK, Belgium and Italy whereas its production techniques and processes draw in those of Hong Kong and Taiwan. The well-chosen materials and skilful techniques have contributed to the high quality of the products under its brand name.

Amy's Bakery not only offers smooth and soft mousse, delicious sourly sweet blueberry cheese and other ever-changing new materials and new products, the light music flowing around the shops also provides a favourable setting for enjoying the food either by oneself or with a group of buddies. On the basis of its product quality and brand culture built up over the years, Amy's Bakery is going to set up 20 new shops in Shandong in the next two years. At the same time, it will set up a baking club and run a bakery magazine of its brand name. In short, Amy's Bakery is not only a mere bakery, but is also one embracing an attitude and a culture.

from Jessie Jiao, Qingdao Office

Content provided by Picture: HKTDC Research
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