https://www.youtube.com/watch?v=lSk40JLKle8&feature=player_embedded

It is a link to an advertisement of McDonald in China, which is talked about in the article McDonald’s Takes Ammonia-Free Beef Message to China. (I have no idea how to insert the video directly into the blog) The article mainly introduces the video, which is about the change of the beef in the hamburgers in China.

Not only in Canada, but most of the world I believe, McDonald is more popular than KFC in the fast food market; however, people in China are more prone to consuming KFC. I still remember that when I was little, KFC and McDonald just entered the China market, and they were too expensive for normal families to afford. With the development of the economy in China, more and more families regard McDonald as cheap and affordable, which means that fast food industry has a larger market to explore. If McDonald wants to win the battle and change the current circumstance that KFC is occupying most market share in China, it has to make some strategy. In this advertising video, we see that McDonald is making propaganda targeting at young man, and saying the beef is healthier than before. Personally speaking, it is in the right direction. In China, the younger generation is more likely to accept new things and new culture. The taste of the older generation is hard to change, and like my parents, they do not actually like the taste of hamburgers, thus they cannot be the targets consumers. Also, people today are paying more and more attention to eating healthier, thus the change that McDonald makes has differentiated itself form KFC, and makes its brand more competitive.