2010-03-05 婚禮點心店的故事

Lee and his modernly designed box of wedding cakes.

(原文載於：A tale of two wedding pastry stores)

• Publication Date：03/05/2010
• Source： Taiwan Today
• By Tien-ying Hsu

Taiwan is no different from other nations in that it has a whole army of businesses that pamper to the needs of engaged couples and newlyweds: photography studios, banquet halls, bridal dress stores, catering services and so on, all in an attempt to make the wedding experience as splendid as possible......

Jiu Zhen Nan started out in Tainan, in 1890. But it has refused to stay put in one place: after relocating to the larger neighboring port city of Kaohsiung, it began opening one branch after another, so that it now boasts nine branches located throughout the island.

Eric H. C. Lee, the 52-year-old owner of the company, explains that he does not want only the same old clients from the past. “While we are based firmly on tradition, we have also embraced modernity—including a new group of modern clients,” he said.(雖然我們是一間傳統的公司，但我們也欣然接受現代化事物--包括新的客群)

When Lee took over the family business in 1996, he had a clear plan in mind. He would try to attract a crowd aged between 28 and 37, because this age group has the financial wherewithal to purchase the high-end cakes offered by Jiu Zhen Nan.

To make his products more appealing to this group, Lee reduced the size and sweetness of his engagement cakes in accordance with the modern preference.

He also repackaged his products and wrapped his engagement cakes in chic, modern-looking boxes. The creative packaging even won him the German iF Communication Design Award in 2009.(全面重新設計產品包裝，使產品包裝趨向時向，這樣的創新包裝設計，在2009年榮獲德國IF設計大獎)

“Good products have to be presented in an appealing package,” he explained.(好的產品必需要有一個吸引人的包裝)

But Lee did not end there. He also tried to find new outlets. In the early 1990s, he opened a branch store at the SOGO Department Store in Kaohsiung City, something that was unheard of for a traditional cake shop back then.(於1990年初在高雄SOGO設立專櫃)

His logic was clear and simple. As he explained: “Where else, if not in a department store, can you find customers willing to purchase tens of billions of NT dollars worth of goods per year?”

With the inauguration of Taiwan High Speed Rail Corp., Lee won the right to set up independent stands inside several stations, including the northern Hsinchu station in January 2010. The THSRC shops are not meant to earn money, Li said, but to promote the company’s brand image.(2010在高鐵新竹設立新據點，期望高鐵的高人次流量，可以提昇及宣傳公司的品牌意像)

“Jiu Zhen Nan’s cakes are fine examples of the wedding and food culture of southern Taiwan. With the high speed rail’s high volume of passengers on a daily basis, I hope more people will come to appreciate our refined, special engagement cakes,” Lee said.(舊振南餅店是南台灣婚禮及飲食文化的典範。伴隨高鐵的大量乘客，希望有更多的顧客體會到我們的精緻、優雅、特別的喜餅)

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