Mr. Zai's soup store (siozhou noodle shop) was born in shanghai in 1999 with suzhou soup buns, noodles and cooking. At present, mr. Zai's soup store has had more than 60 since its opening, covering all regions of shanghai, and is a relatively large chain in the soup bun industry. When brands were created, they were customer-centred and focused on product quality; they began by improving the business environment, focusing on services; and allowed every customer who visited mr. Choi to feel our real efforts. It is in this sense of business and in the interest of consumers that mr. Choi gained market recognition. After the opening of the second shop in 2000, mr. Zai's soup store began steadily to expand and grow into a restaurant chain. In 2007, the seventh year of the creation of mr. Choi's brand was developed into a restaurant chain with more than a dozen stores. In the face of greater market opportunities, firms also face more and more challenges. Product standardization and regulatoryization have become new challenges for industry development; product standardization is a priority for enterprises before undertaking every major project. In response, the three founders conducted in-depth research and research into mcdonald's and kendji, and established an old and prosperous kitchen to improve/expand the quality of mr. Zai's products; and set up mr. Zai's management company, which centrally manages the stores. Mr. Zai's brand has entered a higher platform in intense market competition. In 2007, mr. Zai established a catering management company and a semi-finished distribution centre (kitchen) in early 2008. Over the next three years, the company has gradually refined its managerial functions by establishing the personnel, operations, training, finance, engineering and procurement departments and, in the course of strengthening corporate management, by adding such functions as the goods control, markets, pay, and brand management departments to facilitate better service to the doorshops; since the establishment of the distribution centre, mr. Zai's product has traditionally been of one quality and has been regulated, quality is strictly closed, and in 2009 has applied for the implementation of the soo: 9001. 2008 quality management system, which in 2010 received the qualifications of the shanghai catering industry and the quest name of the shanghai food and catering company; and has made mr. Zai's brand known and accredited to a wider audience. Since then, mr. Zai has begun to expand at an orderly and rapid pace, reaching more than 60 lock-in shops to date. The main target market at this stage is the major cities of jiangsu and zhejiang. Mr. Choi will fully strengthen the kitchen processing and distribution capacity and will soon develop a chain shop in the regional market, mainly in jiangsu and zhejiang provinces, with a view to becoming the suzhou soup chain brand。