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W27829

OMNIFOODS: PLANT-BASED PORK FROM HONG KONG TO THE

REST OF CHINA

Pong Yuen Howard Lam, Hugh Thomas, Hang Yee Rosette Leung, and Hanni Jie wrote this case solely to provide material for class
discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may
have disguised certain names and other identifying information to protect confidentiality.

This publication may not be transmitted, photocopied, digitized, or otherwise reproduced in any form or by any means without the
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Copyright © 2022, Ivey Business School Foundation Version: 2022-09-28

David Yeung co-founded Green Monday Group (GMG) in Shanghai in 2012, with the goal “to construct a
multi-faceted global ecosystem of future food that combats climate change, food insecurity, public health
crisis [sic], planetary devastation, and animal suffering.” 1 The company took small steps to become green;
the idea of Green Monday was that if everyone avoided meat for only one day a week—Green Monday—
humanity could begin to change. 2 Yeung later became chief executive officer of GMG’s subsidiary
OmniFoods, and in 2020 he oversaw the placement of OmniFoods’ product OmniPork on McDonald’s
menus in Hong Kong and Macao—a dream come true. But the journey was not over yet. In February of
2021, Yeung began to consider how GMG might expand its partnership with McDonald’s in Hong Kong
to the rest of China. The size and potential of McDonald’s in China was vast, and GMG possessed the
resources necessary to see the expansion through. Yeung considered how GMG might leverage its recent
Hong Kong successes with a marketing strategy appropriate for the rest of China.

PARTNERING AND LEVERAGING UP

Analysts said that OmniFoods’ Hong Kong partnership with McDonald’s was like finding the Holy Grail.3
It placed OmniFoods among the major vegetarian food technology companies in terms of partnerships—
Impossible Burger/Impossible Food partnered with Burger King in 2019 and Beyond Burger/Beyond Meat
partnered with PepsiCo.4 But while Impossible Foods and Beyond Meat were focused on beef eaters in
North America, OmniFoods was targeting pork lovers in Asia.

There were 245 McDonald’s restaurants in Hong Kong, and that number was expected to remain constant.5
By February 2021, there were 3,272 McDonald’s restaurants in the rest of China (excluding Hong Kong,
Macao, and Taiwan), a number that was expected to rise to 4,500 within two years.6 Shanghai, to which
Yeung would soon be flying, had 117 McDonald’s restaurants.7

Since its inception, GMG had partnered many times while pursuing its vision “to become a global
changemaker for a sustainable future.”8 An Ashoka Fellow since 2018, Yeung had secured the investment
support of filmmaker James Cameron and UK photographer (and daughter of Paul McCartney of The
Beatles fame) Mary McCarthy.9 He had worked with over ten corporations in mission-oriented projects.10
 编号 W27829

OMNIFOODS：从香港到中国其他地区的植物性猪肉

Pong Yuen Howard Lam、Hugh Thomas、Hang Yee Rosette Leung 和 Hanni Jie 撰写此案例只是为了提供课堂讨论的材料。作者无意说明对管理
情况的有效或无效处理。作者可能已经掩盖了某些姓名和其他身份信息以保护机密性。
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David Yeung 于 2012 年在上海共同创立了 Green Monday Group （GMG）

，其目标是“构建一个多方面的
未来食品全球生态系统，以应对气候变化、粮食不安全、公共卫生危机 [原文如此]、地球破坏和动物痛
苦”。公司采取了一小步实现绿色环保;绿色星期一的理念是，如果每个人都每周只有一天不吃肉——绿色星
期一——人类就可以开始改变。杨先生后来成为 GMG 子公司 OmniFoods 的首席执行官，并于 2020 年监
督 OmniFoods 的产品 OmniPork 在香港和澳门的麦当劳菜单上架——梦想成真。但旅程还没有结束。
2021 年 2 月，Yeung 开始考虑 GMG 如何将与香港麦当劳的合作伙伴关系扩展到中国其他地区。麦当劳在
中国的规模和潜力巨大，GMG 拥有完成扩张所需的资源。Yeung 考虑了 GMG 如何利用其在香港最近的成
功，制定适合中国其他地区的营销策略。

合作和杠杆作用

分析人士表示，Omnifoods 与麦当劳在香港的合作就像找到圣杯一样。
它使 OmniFoods 在合作伙伴关系方面跻身主要素食食品技术公司之列——Impossible Burger/Impossible
Food 于 2019 年与汉堡王合作，Beyond Burger/Beyond Meat 与百事可乐合作。

香港有 245 家麦当劳餐厅，预计这个数字将保持不变。

截至 2021 年 2 月，中国其他地区（不包括香港、澳门和台湾）有 3,272 家麦当劳餐厅，预计这一数字将
在两年内增加到 4,500 家。杨先生很快将飞往上海，那里有 117 家麦当劳餐厅。
自成立以来，GMG 在追求“成为可持续未来的全球变革者”的愿景时，已经多次合作。自 2018 年以来，
仅授权在
香港中文

杨先生一直是 Ashoka 研究员，他获得了电影制作人詹姆斯·卡梅隆和英国摄影师（披头士乐队保罗·麦卡

大学使

特尼的女儿）玛丽·麦卡锡的投资支持。
犯版权的
行为。
Page 2 W27829

He had placed OmniPork on the menus of close to 2,000 restaurants, most of which were in Hong Kong.11
He had also run educational programs at over 800 schools in Hong Kong, and through Green Monday

Authorized for use only at The Chinese University of Hong Kong. Any use outside this parameter is a copyright violation.
Ventures he had invested in nine green start-ups. In 2020, to accelerate the innovation of plant-based food
and scale up the business, Green Monday Holdings raised US$70 million of investment, the highest amount
of funding of its kind to date in Asia.12

Now, in February 2021, Yeung was preparing to discuss GMG’s emerging co-operation with McDonald’s
China, headquartered in Shanghai.13

VEGETARIANS, VEGANS, AND FLEXITARIANS

The countries with the most vegetarians—people who did not eat the flesh of slaughtered animals—were
India, China, and the United States. Followers of traditional Hindu and Buddhist faiths in India and China,
respectively, accounted for the bulk of vegetarians. The number of vegans (those who did not consume any
animal products, including meat, eggs, dairy, and leather) and number of flexitarians (those who favoured
eating plant-based foods while continuing to consume animal products in moderation) were unknown but
were seen to be increasing due to health, environmental, and animal rights consciousness—and
entrepreneurs were taking note of them.14 Flexitarians tended to be younger, richer, and more urban than
other consumers. 15 To meet their demands, new food companies developed plant-based meat (such as
OmniPork) and clean meat (food made up of meat cells grown in vitro, rather than in the bodies of animals;
see Exhibit 1). As of 2020, global sales of plant-based meat were worth around US$4 billion, and that figure
was projected to double by 2025.16 As China became a middle-income nation, its food consumption also
changed (see Exhibit 2). These changes offered opportunities to OmniFoods.

OMNIPORK AND MCDONALD’S

From 2016 to 2018, OmniFoods’ scientists in Vancouver, Canada, developed OmniPork using basic
elements of cooking (heating, cooling, pressure, and mixing), combining shiitake mushrooms, peas, non-
genetically-modified soy, and rice to give it a meaty taste and texture.17 Made in the shape of SPAM—a
pork-based luncheon meat originating in the United States that became popular in the United Kingdom and
East Asia thanks to its role as a “specialized army meat” and a staple of 1940s and 1950s US Army rations—
OmniPork had the consistency and taste of preserved, pressed ground pork.

OmniPork launched in April 2018. Within two years, it had achieved 62 per cent market recognition in
Hong Kong18 and OmniFoods had introduced additional products: OmniPork Luncheon, OmniPork Strip,
and OmniEat.19

OmniPork achieved its rapid success partly because its taste and texture copied SPAM, which was popular
in Hong Kong. The Chinese called SPAM “午餐肉” (“luncheon meat”), and OmniPork was called “新餐
肉” in Chinese—literally, “new meal meat,” or more loosely, “new lunch meat.” McDonald’s Hong Kong
also used the name, and it advertised OmniPork as “OmniPork Luncheon (Plant-Based Luncheon)—thick
cut 15mm [millimetres], no oil frying, non-genetically modified organism (GMO).”

There were six dishes featuring OmniPork Luncheon in McDonald’s Hong Kong (see Exhibit 3). The
OmniPork Luncheon meat in those six dishes was 5 mm thicker than the OmniPork that retail groceries and
other restaurants used (15 mm compared with 10 mm), and the added thickness gave McDonald’s
OmniPork a meatier texture; the thicker cut was also exclusive to McDonald’s.20 The price range for these
dishes was HK$20.50–HK$30.00.21
第2页 编号 W27829

他已将 OmniPork 放在近 2,000 家餐厅的菜单上，其中大部分位于香港。他还在香港 800 多所学校开展

了教育计划，并通过 Green Monday Ventures 投资了 9 家绿色初创企业。2020 年，为加速植物性食品
的创新并扩大业务规模，Green Monday Holdings 筹集了 7000 万美元的投资，这是迄今为止亚洲同类融
资中最高的。
现在，在 2021 年 2 月，杨正准备讨论 GMG 与总部位于上海的麦当劳中国的新兴合作。

素食者、纯素食者和弹性素食者

素食者（不吃屠宰动物肉的人）最多的国家是印度、中国和美国。印度和中国的传统印度教和佛教信仰的追
随者分别占素食者的大部分。素食者（不食用任何动物产品的人，包括肉、蛋、奶制品和皮革的人）和弹性
素食者（喜欢吃植物性食物同时继续适量食用动物产品的人）的数量尚不清楚，但由于健康、环境和动物权
利意识，人们发现它们正在增加——企业家们正在注意到他们。弹性素食者往往比其他消费者更年轻、更富
有、更城市化。为了满足他们的需求，新的食品公司开发了植物肉（如 OmniPork）和清洁肉（由体外生长
的肉细胞组成的食物，而不是在动物体内生长的肉细胞;见图 1） 。截至 2020 年，全球植物肉销售额约为 40
亿美元，预计 2025.As 中国成为中等收入国家时，这一数字将翻一番，其食品消费量也发生了变化（见图
2）
。这些变化为 OmniFoods 提供了机会。

OMNIPORK 和麦当劳

从 2016 年到 2018 年，OmniFoods 在加拿大温哥华的科学家们使用 basic 开发了 OmniPork

烹饪元素（加热、冷却、加压和混合） ，结合香菇、豌豆、非转基因大豆和大米，使其具有肉味和质地。
OmniPork 以 SPAM 的形式制成——一种起源于美国的猪肉午餐肉，由于其作为“特种军肉”的作用以及
1940 年代和 1950 年代美国陆军口粮的主食而在英国和东亚流行起来——OmniPork 具有腌制的压碎猪肉
的稠度和味道。
OmniPork 于 2018 年 4 月推出。在两年内，OmniFoods 在香港获得了 62% 的市场认可度，并推出了其
他产品：OmniPork Luncheon、OmniPork Strip 和 OmniEat。

OmniPork 迅速取得成功，部分原因是它的味道和质地模仿了在香港流行的 SPAM。中国人称 SPAM 为“午

餐肉”（“午餐肉”） ，而 OmniPork 在中文中被称为“新餐肉”——字面意思是“新餐肉”，或者更宽泛地说，
“新午餐肉”。香港麦当劳也使用了这个名字，并将 OmniPork 宣传为“OmniPork Luncheon（植物性午餐）
——厚切 15 毫米 [毫米]，无油炸，非转基因生物 （GMO） ”。

香港麦当劳有六道以 OmniPork 午餐为特色的菜肴（见图 3） 。这六道菜中的 OmniPork 午餐肉比零售杂货

仅授权在
香港中文
大学使

和其他餐馆使用的 OmniPork 厚 5 毫米（15 毫米对 10 毫米）

，增加的厚度使麦当劳的 OmniPork 质地更
肉;较厚的剪裁也是麦当劳独有的。这些菜肴的价格范围为 20.50 港元至 30.00 港元。
犯版权的
行为。
Page 3 W27829

COMPETITORS

Authorized for use only at The Chinese University of Hong Kong. Any use outside this parameter is a copyright violation.
For Yeung, food was a big and fragmented market, and the biggest competitors were still meat and dairy.
Yeung saw the success of all plant-based meat as feeding momentum to achieve his mission. When people
tasted a plant-based meat and loved it, Yeung’s pleasure in seeing OmniPork’s success went beyond
celebrating a success for GMG. After enjoying a meat-free hamburger, an individual might go to
McDonald’s and have an OmniPork Luncheon. And after Green Monday, they might choose to go green
on Tuesday, Wednesday, or Thursday with other plant-based meat companies’ products.

Yeung viewed so-called competitors like Beyond Meat and Impossible Foods (see Exhibit 4) as helping his
cause. If these competitors encouraged more people to eat more plant-based meat, these were positive signs
that the world was changing. Green Common, the marketplace of plant-based meat, had been carrying Beyond
Meat products since 2015, when it became Beyond Meat’s first distributor outside of the United States, so
Hong Kong was the first market outside of the United States to enjoy Beyond Meat products. In the early days,
people were skeptical and Yeung had to explain what the brand was about. At that time, Beyond Meat was
not listed. Yeung also worked with Califia Farms, a dairy-alternative company that offered non-dairy almond
milk, milk, and coffee drinks. Yeung liked to try new things and bring his partners’ products to Asia.

COLLABORATORS

OmniPork had six channels of distribution: Green Common restaurants, partner restaurants (McDonald’s
and Jade), Green Common retail shops, supermarkets, the Green Common online channel, and other online
shops. OmniFoods first introduced OmniPork to consumers through selected restaurants in Hong Kong in
June–August 2018, featuring it in several pork dishes, and it was available in Green Common stores by the
end of 2018.22 In early 2019, major supermarket channels such as ParknShop, City’super, Sogo, and YATA
carried OmniPork, and the OmniPork retail pack started selling in Macao and Singapore.23

Green Common restaurants in Hong Kong offered OmniPork in their dishes, including a dish at Kind
Kitchen, a restaurant and grocery store built around good-for-you eating.24 Chefs used OmniPork in staple
dishes and snacks. Omni Luncheon Fries was a crispy snack priced at HK$42 made with OmniPork
Luncheon that had zero cholesterol, high protein content, and no carcinogenic nitrates. 25 Planet Army
Noodle was a Korean-style ramen with OmniPork Luncheon and Moving Mountain sausage priced at
HK$69.26 Whatever Rice/Spaghetti was made of OmniPork Luncheon and vegetables with vibrant colours,
such as broccoli, carrots, and okra, and was priced at HK$70.27

On December 24, 2020, Green Common opened its first restaurant outside Hong Kong, in the Raffles City
Changning complex in Shanghai.28 On January 19, 2021, it opened a restaurant in the VivoCity mall in
Singapore.29 Yeung said that the group would open more flagship restaurants across China and Asia from
2021 onwards.30

OmniPork had co-operated with restaurants since 2018. It had launched a variety of creative “pork” dishes
based on the food in different types of restaurants, including Chinese and Western restaurants. In addition
to McDonald’s, Kentucky Fried Chicken (KFC) and Starbucks also offered plant-based meat. KFC had
launched plant-based chicken meat in the United States and Hong Kong in 2020.31 In the same year, Yeung
had collaborated with Beyond Meat and Oatly in getting Starbucks China to introduce a plant-based menu
in over 3,300 Starbucks locations across China.32 Yeung said, “Starbucks China is setting a great example
for the entire F&B [food and beverage] industry on the future of food with this nationwide blockbuster
collaboration with Beyond Meat, OmniPork, and Oatly. This is a partnership that is almost one year in the
making. At the [start] of China’s recovering from the pandemic, this carries extra impact as a key watershed
moment toward a healthier and more sustainable food system.” 33
第3页 编号 W27829

竞争 对手

对 Yeung 来说，食品是一个庞大而分散的市场，最大的竞争对手仍然是肉类和奶制品。Yeung 将全植物

肉的成功视为实现其使命的动力。当人们品尝到植物肉并爱上它时，Yeung 看到 OmniPork 的成功时，他
的喜悦不仅仅是庆祝 GMG 的成功。在享用了无肉汉堡包后，一个人可能会去麦当劳吃 OmniPork 午餐。
在绿色星期一之后，他们可能会选择在周二、周三或周四与其他植物肉公司的产品一起走向绿色。
Yeung 认为 Beyond Meat 和 Impossible Foods（见图 4）等所谓的竞争对手帮助了他的事业。如果这些
竞争对手鼓励更多人吃更多的植物肉，那么这些都是世界正在发生变化的积极信号。植物肉市场 Green
Common 自 2015 年以来一直销售 Beyond Meat 产品，当时它成为 Beyond Meat 在美国以外的第一家
分销商，因此香港是美国以外第一个使用 Beyond Meat 产品的市场。在早期，人们持怀疑态度，Yeung
不得不解释这个品牌是关于什么的。当时，Beyond Meat 并未上市。Yeung 还与 Califia Farms 合作，这
是一家提供非乳制品杏仁奶、牛奶和咖啡饮料的乳制品替代公司。Yeung 喜欢尝试新事物，并将合作伙伴
的产品带到亚洲。

合作

OmniPork 有六个分销渠道：Green Common 餐厅、合作餐厅（麦当劳

和 Jade）、Green Common 零售店、超市、Green Common 在线渠道和其他在线商店。OmniFoods 于
2018 年 6 月至 8 月首次通过香港的指定餐厅向消费者推出 OmniPok，在多款猪肉菜肴中采用
OmniPok，并于 2019 年底 2018.In 初在 Green Common 商店上市，百佳、City'super、崇光和一田等主
要超市渠道销售 OmniPork，OmniPork 零售包装开始在澳门和新加坡销售。
香港的 Green Common 餐厅在他们的菜肴中提供 OmniPork，包括 Kind Kitchen 的一道菜，这是一家以
有益饮食为基础的餐厅和杂货店。厨师在主食和小吃中使用 OmniPork。Omni Luncheon Fries 是一种酥
脆的小吃，价格为 HK$42，由 OmniPork Luncheon 制成，胆固醇为零，蛋白质含量高，不含致癌硝酸
盐。Planet Army Noodle 是一种韩式拉面，配以 OmniPork 午餐和移动山肠，售价 69 港元，无论米饭/
意大利面都是由 OmniPork 午餐和颜色鲜艳的蔬菜（如西兰花、胡萝卜和秋葵）制成的，售价为 70 港
元。
2020 年 12 月 24 日，Green Common 在上海来福士城长宁综合体开设了其在香港以外的第一家餐厅，
并于 2021 年 1 月 19 日在新加坡怡丰城购物中心开设了一家餐厅。杨先生表示，从 2021 年起，集团将在
中国和亚洲开设更多旗舰餐厅。
OmniPork 自 2018 年以来一直与餐厅合作。它推出了各种基于食物的创意“猪肉”菜肴，包括中餐厅和西
餐厅。除了麦当劳，肯德基 （KFC） 和星巴克也提供植物肉。同年，肯德基在美国和香港推出了植物性
鸡肉 2020.In，杨先生还与Beyond Meat和Oatly合作，使星巴克中国在中国的3300多家星巴克门店推出
了植物性菜单。 OmniPork 和 Oatly。这是一项酝酿了近一年的合作伙伴关系。在中国从疫情中恢复的 [开
始] ，这会产生额外的影响，成为迈向更健康、更可持续的食品系统的关键分水岭。
仅授权在
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大学使
犯版权的
行为。
Page 4 W27829

For Starbucks China, the new products were part of the “Starbucks GOOD GOOD” movement, featuring a
new plant-based food and beverage menu, compostable packaging for food items, and merchandise made

Authorized for use only at The Chinese University of Hong Kong. Any use outside this parameter is a copyright violation.
from recycled materials. Leo Tsoi, senior vice-president, chief operating officer, and president at Starbucks
China Retail, stated, “Through the ‘Starbucks GOOD GOOD’ movement, we seek to inspire new routines
by inviting everyone to eat good, feel good and do good. Together, we could take a small, humble step to
make a better world.”34

HOW TO MARKET OMNIPORK AT MCDONALD’S IN THE REST OF CHINA

Yeung set several goals for his February 2021 trip to Shanghai. He would visit colleagues at Green
Monday’s flagship store in Changning District and meet potential partners who ran Chinese restaurants. He
hoped to launch OmniPork in McDonald’s Shanghai and other key cities and then roll it out to the rest of
China. He was mindful of differences in food preferences: McDonald’s Shanghai’s menu included items
not available at McDonald’s Hong Kong (see Exhibit 5). Hong Kong and Shanghai also spoke different
languages; Hong Kongers spoke Cantonese and wrote with traditional Chinese characters while
Shanghainese spoke Shanghainese and Putonghua and wrote with simplified characters.

Yeung had protected GMG’s intellectual property by registering the trademark “OMN!PORK” at the US
Patent and Trademarks Office and in Hong Kong.35 For the rest of China, he registered “新膳肉” as the
Chinese name for OmniPork with the China National Intellectual Property Authority. 36 The word-for-word
English translation of the Chinese name was “New Good Meat.” Using a Chinese play on words, “膳” was
the first character in “膳食纤维,” the Chinese translation of the English term “plant fibre.”

GMG had rapidly expanded its online sales. OmniPork was available on Tmall, a popular online shopping
platform, in the rest of China—and, increasingly, on Tmall Global, in Hong Kong (see Exhibit 6). A
keyword search for “OmniPork” in Chinese search engines would first show GMG’s OMN!PORK, but it
would show other brands, too, including “人造肉” (meat artificially made by humans, i.e., clean meat), “植
物肉” (plant meat), and “ 素食肉” (vegetarian meat). GMG’s key messages in its marketing video for
OmniPork in Hong Kong (also shown on Tmall) emphasized that it was purely plant-based and intended to
give the consumer joy and freedom from guilt over eating meat—“New Meal Meat.”37 The OmniPork
Tmall online marketing themes, regardless of where the consumer was located, were the same themes that
Yeung had used for McDonald’s Hong Kong.38

As Yeung prepared to discuss OmniPork with McDonald’s China, he had questions for himself. Could he
urge McDonald’s to commit to reducing or eliminating meat in the long term? How should GMG
communicate the health and environmental and animal rights benefits of OmniPork to McDonald’s China
customers? Yeung knew that the “lack of negatives”—no meat, no cholesterol, no animal deaths—might
not convince consumers to change their habits because advertising the reduction of negative attributes in
products could have conflicting effects on customer demand (see Exhibit 7). He was adamant, however,
that all people should try plant-based meat products, and knew that they could benefit from them.
第4页 编号 W27829

对于星巴克中国来说，这些新产品是“星巴克 GOOD GOOD”运动的一部分，其中包括新的植物性食品和饮

料菜单、食品的可堆肥包装以及由回收材料制成的商品。星巴克中国零售高级副总裁、首席运营官兼总裁蔡
大成表示：“通过'星巴克GOOD GOOD'活动，我们邀请每个人吃得好、感觉好、行善，从而激发新的习
惯。我们可以一起迈出一小步，让世界变得更美好。

如何在中国其他地区的麦当劳推销 OMNIPORK

Yeung 为 2021 年 2 月的上海之行设定了几个目标。他会拜访位于长宁区的 Green Monday 旗舰店的同

事，并会见经营中餐馆的潜在合作伙伴。他希望在上海麦当劳和其他主要城市推出 OmniPok，然后将其推
广到中国其他地区。他注意到食物偏好的差异：上海麦当劳的菜单包括香港麦当劳没有的菜品（见图 5） 。
香港和上海也说不同的语言;香港人说粤语，用繁体字书写，而上海人说上海话和普通话，用简体字书写。
杨先生通过注册“OMN！PORK“在美国

在中国其他地区，他向中国国家知识产权局注册了“新膳肉”作为 OmniPork 的中文名称。使用中文的文字

游戏，“膳”是“膳食纤维”的第一个字符，“膳食纤维”是英文术语“plant fibre”的中文翻译。
GMG 迅速扩大了其在线销售。OmniPork 在中国其他地区的流行在线购物平台天猫上销售，在香港的天猫
国际上也越来越多地销售（见图 6） 。在中国搜索引擎中搜索 “OmniPork” 的关键词首先会显示 GMG 的
OMN！PORK，但它也会显示其他品牌，包括 “人造肉”（人类人工制造的肉，即干净的肉） 、“植 物肉”
（植物肉）和“素食肉”（素食肉） 。GMG 在香港的 OmniPork 营销视频（也在天猫上展示）的关键信息强
调，它是纯粹的植物性产品，旨在让消费者感到快乐，摆脱吃肉的罪恶感——“新餐肉”。OmniPork 天猫
在线营销主题，无论消费者身在何处，都是 Yeung 用于香港麦当劳的相同主题。
当 Yeung 准备与麦当劳中国讨论 OmniPork 时，他自己也有一些问题。他能否敦促麦当劳承诺长期减少
或消除肉类？GMG 应如何向麦当劳中国顾客宣传 OmniPork 的健康、环境和动物权益益处？Yeung 知
道，“没有负面因素”——没有肉类、没有胆固醇、没有动物死亡——可能无法说服消费者改变他们的习
惯，因为宣传减少产品中的负面属性可能会对顾客需求产生相互矛盾的影响（见图 7） 。然而，他坚持认为
所有人都应该尝试植物肉产品，并且知道他们可以从中受益。

仅授权在
香港中文
大学使
犯版权的
行为。
Page 5 W27829

EXHIBIT 1: FAMILIARITY WITH MEAT ALTERNATIVES IN THE UNITED STATES, INDIA,

AND CHINA

Authorized for use only at The Chinese University of Hong Kong. Any use outside this parameter is a copyright violation.
The data in the table below is from a questionnaire that explained clean meat to respondents as follows:
“One food innovation is called clean meat. This type of meat is identical at the cellular level to conventional
meat. This is real meat grown directly from animal cells. Clean meat is produced in a clean facility, similar
to a brewery. The process does not involve raising and slaughtering farm animals. The final product has an
identical taste and texture to conventional meat. Clean meat offers significant benefits for human health,
the environment, and animal welfare. Several companies have already successfully produced and taste-
tested clean meat. The products will be available for retail purchase in one to five years.”

The questionnaire explained plant-based meat to respondents as follows: “One food innovation is called
plant-based meat. This type of meat is made entirely from plants and has no animal ingredients. This meat
is produced using plant ingredients like proteins, fats, and carbohydrates to mimic the structure of
conventional meat. Plant-based meat is produced in a clean facility. The process does not involve raising
and slaughtering farm animals. Recent breakthroughs in producing plant-based meat make these products
look, taste, and cook just like their conventional meat counterparts. Plant-based meat offers significant
benefits for human health, the environment, and animal welfare. Several companies have already
successfully launched products in grocery stores and restaurants. The products will become more
widespread in one to five years.”

US India China
Food Preference
(%) (%) (%)
Percentage of population made up of vegetarians 5.0 36.6 3.6
Percentage of urban population likely to purchase clean meat in the future* 76.4 89.3 93.3
Percentage of urban population likely to purchase plant-based meat in the future** 74.7 94.5 95.6

Source of vegetarian population figures: “China’s Vegetarian Population Touches 50 Million: Report,” The Times of India,
February 1, 2014, http://timesofindia.indiatimes.com/articleshow/29725767.cms; “Population –All Countries and Economies,”
The World Bank Group, accessed March 22, 2021. Source of clean meat and plant-based meat figures: Christopher Bryant,
Keri Szejda, Nishant Parekh, Varun Deshpande, and Brian Tse, “A Survey of Consumer Perceptions of Plant-Based and
Clean Meat in the USA, India, and China,” Frontiers in Sustainable Food Systems, February 27, 2019,
https://www.frontiersin.org/articles/10.3389/fsufs.2019.00011/full.
第5页 编号 W27829

图表 1：美国、印度和中国对肉类替代品的熟悉程度

下表中的数据来自一份问卷，该问卷向受访者解释了清洁肉类，如下所示：“一种食品创新称为清洁肉类。这种类型的
肉在细胞水平上与传统肉类相同。这是直接从动物细胞中生长的真肉。清洁肉类是在类似于啤酒厂的清洁设施中生产
的。该过程不涉及饲养和屠宰农场动物。最终产品具有与传统肉类相同的味道和质地。清洁肉类对人类健康、环境和动
物福利有重大好处。几家公司已经成功生产和品尝了干净的肉。这些产品将在一到五年内可供零售购买。
调查问卷向受访者解释了植物肉，如下所示：“一种食品创新被称为植物肉。这种类型的肉完全由植物制成，不含动物
成分。这种肉是使用蛋白质、脂肪和碳水化合物等植物成分制成的，以模仿传统肉类的结构。植物肉是在清洁的设施中
生产的。该过程不涉及饲养和屠宰农场动物。最近在生产植物肉方面的突破使这些产品的外观、味道和烹饪方式与传统
肉类产品一样。植物肉对人类健康、环境和动物福利有重大好处。几家公司已经成功地在杂货店和餐馆推出了产品。这
些产品将在一到五年内变得更加普遍。

US 印度 中国
食物偏好
(%) (%) (%)
素食者占人口的百分比 5.0 36.6 3.6
未来可能购买清洁肉的城市人口百分比* 76.4 89.3 93.3 未来可能购买植物肉的城市人口百分比** 74.7 94.5 95.6

素食人口数据来源：“中国素食人口触及 5000 万：报告”， 《印度时报》 ，2014 年 2 月 1 日，

http://timesofindia.indiatimes.com/articleshow/29725767.cms;人口——所有国家和经济体“，世界银行集团，2021 年 3 月 22 日访问。清
洁肉和植物肉的来源数据：Christopher Bryant、Keri Szejda、Nishant Parekh、Varun Deshpande 和 Brian Tse，“美国、印度和中国消费者
对植物基和清洁肉的看法调查”，可持续食品系统前沿，2019 年 2 月 27 日，
https://www.frontiersin.org/articles/10.3389/fsufs.2019.00011/full。

仅授权在
香港中文
大学使
犯版权的
行为。
Page 6 W27829

EXHIBIT 2: ANNUAL FOOD CONSUMPTION PER CAPITA IN CHINA

Authorized for use only at The Chinese University of Hong Kong. Any use outside this parameter is a copyright violation.
2016 2017 2018 2019 29-year 4-year
Food Item
(kg/yr) (kg/yr) (kg/yr) (kg/yr) CAGR (%) CAGR (%)
Staple foods 132.8 130.1 127.2 130.1 -2.39 -0.83
Cereals 122.0 119.6 116.3 117.9 N/A -1.31
Tubers 2.6 2.5 2.6 2.9 N/A 4.84
Beans 8.3 8.0 8.3 9.3 N/A 4.50
Oils and fats 10.6 10.4 9.6 9.5 2.12 -2.70
Vegetable oil 10.0 9.8 8.9 8.9 3.23 -2.87
Vegetables and edible mushrooms 100.1 99.2 96.1 98.6 N/A 0.20
Fresh vegetables 96.9 96.1 93.0 95.2 -1.17 0.08
Red meat 26.1 26.7 29.5 26.9 0.66 0.66
Pork 19.6 20.1 22.8 20.3 2.29 0.25
Beef 1.8 1.9 2.0 2.2 6.05 8.29
Mutton* 1.5 1.3 1.3 1.2 3.86 0.00
Poultry 9.1 8.9 9.0 10.8 7.72 6.48
Aquatic products** 11.4 11.5 11.4 13.6 6.60 4.97
Eggs 9.7 10.0 9.7 10.7 5.27 3.02
Milk and dairy products 12.0 12.1 12.2 12.5 8.74 0.82
Dried and fresh melons and fruits 48.3 50.1 52.1 56.4 8.10 6.10
Fresh melons and fruits 43.9 45.6 47.4 51.4 N/A 6.14
Nuts and processed fruits 3.4 3.5 3.5 3.8 N/A 5.22
Sugar 1.3 1.3 1.3 1.3 -0.49 0.00

GDP per capita (purchasing power

13,573 14,344 15,614 16,804 10.29 6.67
parity equivalent, constant 2020 US$)

Note: * Mutton includes all sheep, goat and hogget meat; ** Aquatic products may refer to seafood; kg = kilograms; yr = year;
CAGR = compound annual growth rate; GDP = gross domestic product.
Source of major food consumption data: 2020 and 2022 China Statistical Yearbooks, “6–4 Nationwide Per Capita Consumption
of Major Foods,” compiled by National Bureau of Statistics of China, accessed February 6, 2021,
http://www.stats.gov.cn/tjsj/ndsj/2020/indexeh.htm. Source of GDP per capita data: “World Development Indicators Database:
GDP per capita, PPP (current international $)—China,” World Bank, accessed May 25, 2021,
https://data.worldbank.org/indicator/NY.GDP.PCAP.PP.CD?locations=CN.
第6页 编号 W27829

图表 2：中国年人均食品消费量

2016 2017 2018 2019 29 年 4年

食品
（公斤/年） （公斤/年）（公斤/年）（公斤/年）复合年增长率 （%）
复合年增长率 （%）
主食 132.8 130.1 127.2 130.1 -2.39 -0.83 谷物 122.0 119.6 116.3 117.9 不适用 -1.31 块茎 2.6 2.5 2.6 2.9 不适用 4.84 豆类 8.3
8.0 8.3 9.3 不适用 4.50
油脂 10.6 10.4 9.6 9.5 2.12 -2.70 植物油 10.0 9.8 8.9 8.9 3.23 -2.87

蔬菜和食用菌 100.1 99.2 96.1 98.6 N/A 0.20

新鲜蔬菜 96.9 96.1 93.0 95.2 -1.17 0.08
红肉 26.1 26.7 29.5 26.9 0.66 0.66 猪肉 19.6 20.1 22.8 20.3 2.29 0.25 牛肉 1.8 1.9 2.0 2.2 6.05 8.29 羊肉* 1.5 1.3 1.3 1.2
3.86 0.00

家禽 9.1 8.9 9.0 10.8 7.72 6.48

水产品** 11.4 11.5 11.4 13.6 6.60 4.97
Eggs 9.7 10.0 9.7 10.7 5.27 3.02
奶类和乳制品 12.0 12.1 12.2 12.5 8.74 0.82
干鲜瓜果 48.3 50.1 52.1 56.4 8.10 6.10
新鲜瓜类和水果 43.9 45.6 47.4 51.4 不适用 6.14 坚果和加工水果 3.4 3.5 3.5 3.8 不适用 5.22

糖 1.3 1.3 1.3 1.3 -0.49 0.00

人均 GDP（购买力平价当量，2020 年不变价美元）
13,573 14,344 15,614 16,804 10.29 6.67

注： * 羊肉包括所有绵羊、山羊和猪肉;** 水产品可能是指海鲜;kg = 千克;yr = 年;CAGR = 复合年增长率;GDP = 国内生产总值。主要食品消费

数据来源：2020 年和 2022 年中国统计年鉴，“全国主要食品人均消费量 6-4”，中国国家统计局汇编，2021 年 2 月 6 日
http://www.stats.gov.cn/tjsj/ndsj/2020/indexeh.htm。人均 GDP 数据来源：“世界发展指标数据库：人均 GDP，购买力平价（当前国际美
元）——中国”，世界银行，2021 年 5 月 25 日访问，https://data.worldbank.org/indicator/NY.GDP.PCAP.PP.CD?locations=CN。

仅授权在
香港中文
大学使
犯版权的
行为。
Page 7 W27829

EXHIBIT 3: MCDONALD’S HONG KONG OMNIPORK LUNCHEON MENU ITEM INGREDIENTS

Authorized for use only at The Chinese University of Hong Kong. Any use outside this parameter is a copyright violation.
Luncheon and Luncheon N’ Luncheon Luncheon Luncheon & Luncheon &
Ingredients Scrambled Egg Twisty Deluxe Jumbo Egg Mayo Egg Cheesy
Egg Burger Pasta Breakfast Breakfast Ciabatta Toast
Plant-based
OmniPork OmniPork OmniPork OmniPork OmniPork OmniPork
meat substitute
Scrambled Scrambled
Scrambled Mayonnaise, Mayonnaise,
Egg products Eggs, Steamed Eggs Eggs，
Eggs Eggs Eggs
Mayonnaise Hash Browns
Dairy/dairy
Hotcakes with
substitute - - - Cheese Cheese
Margarine
products
Onion Scallion
Other - - - - -
Soup

Note: The OmniPork Luncheon menu was available at the McCafé counters in McDonald’s in Hong Kong. McCafé counters
offered gourmet coffees (e.g., cappuccinos, mochas, and lattes) bean teas, and Danish pastries rather than the traditional
McDonald’s fare (e.g., Big Macs, Chicken McNuggets, and French Fries) offered at the main counters.
Source: Sonalie Figueiras, “McDonald’s x OmniLuncheon: Here’s The 411 On the New #PlantBased Menu,” Green Queen,
October 16, 2020, https://www.greenqueen.com.hk/mcdonalds-x-omniluncheon-heres-the-411-on-the-new-plantbased-menu/.

EXHIBIT 4: OMNIFOODS AND COMPETING PLANT-BASED MEAT COMPANIES

Company Attribute OmniFoods Beyond Meat Impossible Foods

Year Founded 2012 (GMG) 2009 2011
Chicken strips, Beyond
OmniPork, OmniPork
Core Products Burger, and Beyond Impossible Burger, Sausage
Luncheon, OmniPork Strip
Sausage
Meat Imitated Pork Chicken, Beef Beef
Key Customers McDonald’s, Crystal Jade KFC, Starbucks Burger King, Red Robin
TPG’s The Rise Fund, Bill Gates, Obvious Sir Li Ka-shing, Bill Gates,
Major Investors
Swire Pacific Limited Corporation Google Ventures
US$750 million issuance
Recent Major US$70 million private equity US$200 million (August
senior secured six-year
Funding (September 22, 2020) 2020)
notes (March 1, 2021)
Shareholding of financing US$10.6 billion (market cap US$4.5 billion (value based
Valuation
team not disclosed of February 2021) on G-round of August 2020)

Note: G-round means Series G funding.

Source: “Today 400+ Hong Kong McDonalds Introduce Vegetarian Menu With Green Monday’s Faux Meat!,” Vegan First
Daily, October 13, 2020, https://www.veganfirst.com/article/today-400-hong-kong-mcdonalds-introduce-vegetarian-menu-
with-green-mondays-faux-meat ; Sally Ho, “Crystal Jade Launches New Plant-Based Menu With Green Monday Across Asia,”
Green Queen, January 26, 2021, https://www.greenqueen.com.hk/crystal-jade-launches-new-plant-based-menu-with-green-
monday-across-asia/; Chad Bray, “Cathay Pacific Parent Swire, TPG Invest in Plant-Based Food Firm Green Monday’s US$70
Million Funding Round,” South China Morning Post, September 22, 2020, https://www.scmp.com/business/banking-
finance/article/3102478/cathay-pacific-parent-swire-tpg-invest-plant-based-food; “Our Products,” Beyond Meat, accessed
February 6, 2021, https://www.beyondmeat.com/products/; “Find Our Products,” Beyond Meat, accessed February 6, 2021,
https://www.beyondmeat.com/where-to-find/; “Summary for Beyond Meat, Inc,” Yahoo Finance, accessed February 6, 2021,
https://finance.yahoo.com/quote/BYND?p=BYND&.tsrc=fin-srch; Diana Kruzman, “Where’s the Beef? Not in These New
Plant-Based Burgers,” USA Today, updated May 25, 2017, https://www.usatoday.com/story/money/2017/05/23/wheres-beef-
not-these-new-plant-based-burgers/101890090/; Beyond Meat, “Beyond Meat Inc. Announces Proposed Convertible Senior
Notes Offering,” press release, March 1, 2021, “Our Products,” Impossible Foods, accessed February 6, 2021,
https://www.impossiblefoods.com/hk-en/food; “Impossible Foods,” Crunchbase, accessed February 6, 2021,
https://www.crunchbase.com/organization/impossible-foods; Sarah Mitroff, “Where to Get the Impossible Burger: Red Robin,
Burger King, White Castle, Little Caesars and More,” CNet, September 16, 2019, https://www.cnet.com/health/where-to-buy-
the-impossible-burger-2-0-fast-food-and-chain-restaurants/.
第7页 编号 W27829

展品 3：麦当劳香港 OMNIPORK 午餐菜单项配料

午餐会和 午餐 N' 午餐 午餐 午餐会 & 午餐会 &

成分 炒 蛋扭曲 豪华 巨型 蛋黄酱 鸡蛋芝士
鸡蛋汉堡 意大利面食 早餐 早餐 恰巴塔 吐司
植物基
OmniPork OmniPork OmniPork OmniPork OmniPork OmniPork
肉类替代品
炒 炒
炒 蛋黄酱 蛋黄酱
蛋制品 蛋 蒸蛋 蛋
Eggs Eggs Eggs
蛋黄酱 土豆煎饼
乳制品/乳品
热蛋糕
替代 - -- Cheese Cheese
人造奶油
产品
洋葱葱
其他- ----
Soup

注意：OmniPork 午餐菜单在香港麦当劳的 McCafé 柜台有售。McCafé 柜台提供美味咖啡（例如卡布奇诺、摩卡和拿铁）、豆茶和丹麦糕

点，而不是主柜台提供的传统麦当劳美食（例如，巨无霸、麦乐鸡块和炸薯条） 。
资料来源：Sonalie Figueiras，“麦当劳 x OmniLuncheon：这是新 #PlantBased 菜单上的 411”，Green Queen，2020 年 10 月 16 日，
https://www.greenqueen.com.hk/mcdonalds-x-omniluncheon-heres-the-411-on-the-new-plantbased-menu/。

图表 4：OMNIFOODS 和竞争的植物肉公司

公司属性 OmniFoods Beyond Meat Impossible Foods

成立时间 2012 （GMG） 2009 2011
鸡肉条、Beyond Burger 和
OmniPork， OmniPork 午餐，
核心产品 Beyond Sausage Impossible 汉堡、香肠
OmniPork Strip

仿肉猪肉 鸡肉， 牛肉 牛肉
主要客户 麦当劳、Crystal Jade 肯德基、星巴克汉堡王、Red Robin
TPG 的 The Rise Fund， 比尔·盖茨，显而易见 李嘉诚爵士， Bill Gates，
主要投资者
太古股份有限公司 公司 Google Ventures
发行 7.5 亿美元高级有担保 6
最近的专业 7000 万美元私募股权（2020 年 2 亿美元（2020 年 8 月）
年期票据（2021 年 3 月 1
资金 9 月 22 日）
日）
融资团队持股情况未披露 106 亿美元（2021 年 2 月的市 45 亿美元（价值基于 2020 年 8
估价
值） 月的 G 轮融资）

注：G 轮是指 G 轮融资。

资料来源： 「今天 400+ 香港麦当劳推出素食菜单 Green Monday's Faux Meat！」
每日，2020 年 10 月 13 日，https://www.veganfirst.com/article/today-400-hong-kong-mcdonalds-introduce-vegetarian-menuwith-
green-mondays-faux-meat;Sally Ho，“Crystal Jade 在亚洲推出新的素食菜单”Green Monday“，Green Queen，2021 年 1 月 26 日，
https://www.greenqueen.com.hk/crystal-jade-launches-new-plant-based-menu-with-greenmonday-across-asia/;Chad Bray， 〈国泰
航空母公司太古、TPG 投资植物性食品公司 Green Monday 的 7,000 万美元融资〉 ， 《南华早报》，2020 年 9 月 22 日，
https://www.scmp.com/business/bankingfinance/article/3102478/cathay-pacific-parent-swire-tpg-invest-plant-based-food;“我们的
产品”，Beyond Meat，2021 年 2 月 6 日访问，https://www.beyondmeat.com/products/;“寻找我们的产品”，Beyond Meat，2021 年 2
月 6 日访问，https://www.beyondmeat.com/where-to-find/;“Beyond Meat， Inc 摘要”，雅虎财经，2021 年 2 月 6 日访问，
https://finance.yahoo.com/quote/BYND?p=BYND&.tsrc=fin-srch;戴安娜·克鲁兹曼（Diana Kruzman） ，《牛肉在哪里？不在这些新的植物
性汉堡中“， 《今日美国》 ，更新于 2017 年 5 月 25 日，https://www.usatoday.com/story/money/2017/05/23/wheres-beefnot-these-
new-plant-based-burgers/101890090/;Beyond Meat，“Beyond Meat Inc. 宣布拟议的可转换优先票据发行”，新闻稿，2021 年 3 月 1 日，
“我们的产品”，Impossible Foods，2021 年 2 月 6 日访问，https://www.impossiblefoods.com/hk-en/food;“不可能的食物”，
仅授权在
香港中文

Crunchbase，2021 年 2 月 6 日访问，https://www.crunchbase.com/organization/impossible-foods;莎拉·米特罗夫，“哪里可以买到不可
大学使

能的汉堡：红罗宾、汉堡王、白色城堡、小凯撒等”，CNet，2019 年 9 月 16 日，https://www.cnet.com/health/where-to-buythe-
impossible-burger-2-0-fast-food-and-chain-restaurants/。
犯版权的
行为。
Page 8 W27829

EXHIBIT 5: MCDONALD’S SHANGHAI BREAKFAST MENU ITEMS

Authorized for use only at The Chinese University of Hong Kong. Any use outside this parameter is a copyright violation.
Menu Item Price

Sauerkraut Crisp Bamboo Shoots Chicken Porridge ¥5

Preserved Egg Chicken/Salted Egg Yolk Chicken Stipe Porridge ¥6

Sauerkraut Crisp Bamboo Shoots Chicken Porridge with Deep-fried Dough Sticks and Egg ¥12

Preserved Egg Chicken/Salted Egg Yolk Chicken Stipe Porridge with Deep-Fried Dough
¥13
Sticks and Egg

Note: ¥ = CNY = Chinese Yuan Renminbi; US$1 = ¥6.47 on February 1, 2021; item prices may fluctuate in different regions;
Stipe = shredded.
Source: “Breakfast,” McDonald’s China, accessed April 1, 2021, https://www.mcdonalds.com.cn.

EXHIBIT 6: OMN!PORK ADVERTISING MESSAGES ON GREEN MONDAY GROUP’S

OFFICIAL WECHAT ACCOUNT

OMN!PORK New Luncheon Meat

Made from Vegetables—No Guilt
• High protein
• Source of fibre
• No fats
• Brand new vegetarian experience

V 40% less calories*

V 100% less cholesterol*
V 62% less sodium*

*Compared with true luncheon meat (source: US Department of Agriculture’s nutrition database).
Note: A WeChat official account was similar to a Facebook Fan Page outside mainland China; Facebook was banned in
mainland China.
Source: WeChat official account of GMG in China, accessed April 8, 2021,
https://mp.weixin.qq.com/s/kSZKiKhYspBhS4wlX9k1kQ.
第8页 编号 W27829

图表 5：上海麦当劳早餐菜单项目

菜单项 价格

酸菜脆竹笋鸡粥 ¥5

皮蛋鸡/咸蛋黄鸡尖粥 ¥6

酸菜脆竹笋 炸蛋鸡粥 ¥12

皮蛋鸡/咸蛋黄鸡尖粥配油条和鸡蛋
¥13

注：¥ = CNY = 人民币;2021 年 2 月 1 日为 1 美元 = ¥6.47;商品价格在不同地区可能会有所波动;Stipe = 切碎的。

来源：“早餐”，麦当劳中国，2021 年 4 月 1 日访问，https://www.mcdonalds.com.cn。

图表 6：OMN！GREEN MONDAY GROUP 官方微信公众号上的猪肉广告信息

天哪！PORK 新午餐蔬菜肉——无罪恶
感
• 高蛋白
• 纤维来源
• 无脂肪
• 全新的素食体验

V 卡路里减少 40%* V 胆固
醇减少 100%* V 钠减少
62%*

*与真正的午餐肉相比（来源：美国农业部的营养数据库）
。

注：微信公众号与中国大陆以外的 Facebook 粉丝专页类似;Facebook 在中国大陆被禁止。来源：GMG 中国微信公众号，2021 年 4 月 8 日

访问，https://mp.weixin.qq.com/s/kSZKiKhYspBhS4wlX9k1kQ。

仅授权在
香港中文
大学使
犯版权的
行为。
Page 9 W27829

EXHIBIT 7: ENTITY VERSUS INCREMENTAL MINDSET

Authorized for use only at The Chinese University of Hong Kong. Any use outside this parameter is a copyright violation.
A company with a product or service that has a negative attribute but that reduces that negative attribute through innovation
has a choice: tell customers about the reduction or ignore the reduction. Telling the customers might lead them to buy
more because they conclude they will be subject to less harm through the reduction of the negative attribute. Alternately,
telling the customers might lead them to buy less because telling them reminds them of the harm that the negative attribute
causes. What should the company do? The answer depends partly on the mindset of the customers.

Customers with an entity mindset believe that the world is consistent over time, whereas customers with an incremental
mindset believe that the world is evolving over time. Those with an entity mindset are more likely to react negatively to
being reminded of a product’s or service’s negative attribute, even if that reminder is worded in terms of reducing the
negative attribute. Those with an incremental mindset are likely to react positively to a product’s or service’s
improvements regarding the attribute, even if that attribute continues to be negative. One can determine and interpret
a person’s mindset in entity-incremental space using the following two-part questionnaire.

Questionnaire Part 1

Please indicate how strongly you agree or disagree with each of the following statements (1 = strongly agree, 7 =
strongly disagree).

Score
Statement # Statement
(1–7)
1 A person’s character is something basic about them, and it cannot be changed significantly.
2 People can do things differently, but they cannot change the important parts of who they are.
3 Each person is a certain kind of person, and little can be done to change that.
As much as I hate to admit it, you cannot teach an old dog new tricks. People cannot
4
change their basic attributes.

Questionnaire Part 2

Please indicate how strongly you agree or disagree with each of the following statements (1 = strongly disagree, 7 =
strongly agree).

Score
Statement # Statement
(1–7)
5 Everyone, no matter who they are, can significantly change their basic characteristics.
6 People can substantially change the kind of person they are.
7 No matter what kind of person someone is, they can always change significantly.
8 People can change even their most basic qualities.
Total Total of all scores for statements 1 through 8

Scoring Key

8–31 = Your mindset can be described as “entity.”

32–56 = Your mindset can be described as “incremental.”

Note: Scoring for any given person is not constant over time, and altering the context can affect a person’s mindset. For
important attributes for medicinal products, and attributes that change only over long-time frames, however, the effective
inflection point between “incremental” and “entity” has a lower score.
Source: Vincent Chi Wong, Lei Su, and Howard Pong-Yuen Lam, “When Less is More: How Mindset Influences Consumers’
Responses to Products with Reduced Negative Attributes,” Journal of Marketing 84, no. 5 (September 2020): 137–1 53; Nicole
Chabot, “Diet Sodas and Low-Fat Snacks: Marketing When Less is More,” China Business Knowledge, August 13, 2020,
https://cbk.bschool.cuhk.edu.hk/low-sugar-sodas-and-reduced-fat-snacks-marketing-when-less-is-more.
第9页 编号 W27829

图表 7：实体与增量思维

如果公司的产品或服务具有负面属性，但通过创新减少了负面属性，则公司可以选择：告诉客户减少或忽略减少。告诉客户可能会导
致他们购买更多，因为他们得出结论，通过减少负面属性，他们受到的伤害会更小。或者，告诉客户可能会导致他们减少购买，因为
告诉他们会提醒他们负面属性造成的伤害。公司应该怎么做？答案部分取决于客户的心态。
具有实体思维模式的客户认为世界随着时间的推移是一致的，而具有增量思维模式的客户则认为世界会随着时间的推移而发展。那些
具有实体心态的人更有可能对被提醒产品或服务的负面属性做出负面反应，即使该提醒的措辞是减少负面属性的。那些具有增量心态
的人可能会对产品或服务在属性方面的改进做出积极反应，即使该属性仍然是负面的。可以使用以下由两部分组成的问卷来确定和解
释一个人在实体增量空间中的心态。

问卷第 1 部分

请说明您对以下每一项陈述的同意或不同意程度（1 = 非常同意，7 = 非常不同意）。

得分
陈述# 陈述
(1–7)
1 一个人的性格是他们的基本特征，无法显着改变。
2 人们可以以不同的方式做事，但他们无法改变他们是谁的重要部分。
3 每个人都是某种类型的人，几乎无法改变这一点。
尽管我讨厌承认，但你不能教一只老狗新把戏。人们无法改变他们的基本属性。
4

问卷调查第 2 部分

请说明您对以下陈述的同意或不同意程度（1 = 非常不同意，7 = 非常同意）。

得分
陈述# 陈述
(1–7)
5 每个人，无论他们是谁，都可以显着改变他们的基本特征。
6 人们可以从根本上改变他们是什么样的人。
7 无论一个人是什么样的人，他们总是可以发生重大变化。
8 人们甚至可以改变他们最基本的品质。
语句 1 到 8 的所有分数的总和。

评分键

8–31 = 您的心态可以被描述为「实体」。
32–56 = 您的心态可以被描述为“渐进式”。

注意：任何给定人员的评分都不会随着时间的推移而保持不变，改变上下文会影响一个人的心态。但是，对于医药商品的重要属性，以及仅在
较长时间范围内发生变化的属性，“增量”和“实体”之间的有效拐点得分较低。
资料来源：Vincent Chi Wong、Lei Su 和 Howard Pong-Yuen Lam，“少即是多：心态如何影响消费者对减少负面属性的产品的反应”，营
仅授权在
香港中文

销杂志 84，第 5 期（2020 年 9 月） ：137-153;Nicole Chabot，“无糖苏打水和低脂零食：少即是多的营销”， 《中国商业知识》，2020 年 8

大学使

月 13 日，https://cbk.bschool.cuhk.edu.hk/low-sugar-sodas-and-reduced-fat-snacks-marketing-when-less-is-more。
犯版权的
行为。
Page 10 W27829

ENDNOTES

Authorized for use only at The Chinese University of Hong Kong. Any use outside this parameter is a copyright violation.
1
“Our Mission,” Green Monday, accessed March 19, 2021, https://greenmonday.org/en/vision-and-mission/.
2
Chenyan Gu, “Character X Concept: Founding Green Monday to Create a Vegetarian Trend [ 人物 X 概念：創辦 Green
Monday 打 造 素 食 潮 流 ],” Ming Pao News, December 10, 2015,
http://www.mingpaocanada.com/TOR/htm/NEWS/20151210/HK-gfj1_er_r.htm.
3
Sally Ho, “McDonald’s Milestone: Hong Kong Franchise Launches First Vegetarian Menu With Green Monday’s OmniPork
Luncheon,” Green Queen, updated October 15, 2020, https://www.greenqueen.com.hk/mcdonalds-milestone-hong-kong-
launches-first-vegetarian-menu-with-green-mondays-OmniPork-luncheon/.
4
Amanda Capritto, “Burger King Impossible Whopper: Calories, Ingredients and Where to Buy It,” CNet, November 8, 2019,
https://www.cnet.com/health/burger-king-impossible-whopper-ingredients-calories-where-to-buy-it/; Amelia Lucas, “Beyond
Meat Shares Soar 26% as Company Teams Up with PepsiCo to Make Plant-Based Snacks and Drinks,” CNBC, January 26,
2021, https://www.cnbc.com/2021/01/26/beyond-meat-and-pepsico-form-venture-to-make-plant-based-products.html.
5
“Find a Restaurant,” McDonald’s Hong Kong, accessed March 18, 2021, https://www.mcdonalds.com.hk/find-a-restaurant/.
6
McDonald’s China, Restaurants List, accessed March 18, 2021,
https://www.mcdonalds.com.cn/index/Quality/publicinfo/deliveryinfo?data%5BSearch%5D%5Bcity%5D=; McDonald’s,
“McDonald’s China has been Certified as ‘China’s Top Employer,’” [ 麦当劳中国第十一次获得“中国杰出雇主”认证], press
release, January 25, 2021, https://www.mcdonalds.com.cn/news/20210125-Top-Employer-award.
7
McDonald’s Shanghai, Restaurants List, accessed March 18, 2021,
https://www.mcdonalds.com.cn/index/Quality/publicinfo/deliveryinfo?data%5BSearch%5D%5Bcity%5D= 上海&page=23.
8
“Our Vision,” Green Monday, accessed March 19, 2021, https://greenmonday.org/en/vision-and-mission/.
9
“David Yeung: Ashoka Fellow,” Ashoka, accessed March 19, 2021, https://www.ashoka.org/en-us/fellow/david-yeung;
“Food,” Mary McCartney, accessed March 19, 2021, https://marymccartney.com/food/.
10
“Go Green Solutions: Mission Partners,” Green Monday, accessed March 19, 2021, https://greenmonday.org/en/corporate-solutions/.
11
“Our Restaurant Network,” Green Monday, accessed March 29, 2021, https://greenmonday.org/en/restaurant-program/.
12
All dollar amounts are in US$; Chad Bray, “Cathay Pacific Parent Swire, TPG Invest in Plant-based Food Firm Green
Monday’s US$70 Million Funding Round,” South China Morning Post, September 22, 2020,
https://www.scmp.com/business/banking-finance/article/3102478/cathay-pacific-parent-swire-tpg-invest-plant-based-food.
13
McDonald’s China was a majority owned subsidiary of CITIC Limited. While McDonalds China owned McDonald’s Hong
Kong, it delegated decision-making concerning menu items such as OmniPork to Hong Kong. Decisions for the rest of China,
however, were centralized in Shanghai. Eric Schroeder, “McDonalds Opens New Headquarters in China,” Food Business
News, October 14, 2021https://www.foodbusinessnews.net/articles/19822-mcdonalds-opens-new-headquarters-in-china.
14
For a study of effective marketing vegan brands, see Catherine Anne Armstrong Soule and Tejvir Sekhon, “Preaching to
the Middle of the Road,” British Food Journal 121, no. 1 (2019): 157–171.
15
Callum Cheshire, “The Rise of Veganism and Its Impact on Spending on Meat,” Frontier Economics, accessed July 21,
2022, https://www.frontier-economics.com/uk/en/news-and-articles/articles/article-i6912-the-rise-of-veganism-and-its-impact-
on-spending-on-meat/.
16
“Plant-Based Meat Market,” MarketsandMarkets, accessed March 14, 2021, https://www.marketsandmarkets.com/Market-
Reports/plant-based-meat-market-44922705.html.
17
“Omn!Pork,” OmniPork, accessed March 22, 2021, https://omnipork.co/about-us/.
18
In a confidential survey of 1,000 respondents that GMG commissioned and that Ipsos carried out in December 2020, 55 per
cent of men in Hong Kong and 66 per cent of women in Hong Kong indicated that they were aware of OmniPork; “What We
Do,” Green Monday, accessed January 30, 2021, https://greenmonday.org/en/.
19
Sally Ho, “Breaking: Green Monday Launches World’s First 100% Vegan ‘Spam’ Luncheon Meat,” Green Queen, May 19,
2020, https://www.greenqueen.com.hk/green-monday-launches-worlds-first-vegan-spam-luncheon-meat/; Sally Ho,
“Omnipork Strip Now Available in Retail, Omnipork Luncheon ‘Spam’ To Come Soon,” Green Queen, July 2, 2020,
https://www.greenqueen.com.hk/omnipork-strip-now-available-in-retail-omnipork-luncheon-spam-to-come-soon/; Sally Ho,
“Omnipork’s New OmniEats Product Range Prove Plant-Based Food Can be Healthy, Accessible & Affordable,” Green Queen,
March 18, 2020, https://www.greenqueen.com.hk/omniporks-new-omnieats-product-range-prove-plant-based-food-can-be-
healthy-accessible-affordable/.
20
Bernice Chan, “McDonald’s, McCafes add OmniPork Plant-Based Luncheon Meat to Menus in ‘Groundbreaking’ Move,”
South China Morning Post, October 13, 2020.
21
HK$ = HKD = Hong Kong dollar; US$1 = HK$7.75 on February 1, 2021; “McDonald’s Hong Kong Menu,” McDonald’s HK,
accessed April 1, 2021, https://www.mcdonalds.com.hk.
22
Lester Wan, “’Omnipork’: Plant-based Pork Product Debuts in Hong Kong,” Food Navigator-Asia.com, May 17, 2018,
https://www.foodnavigator-asia.com/Article/2018/05/17/Omnipork-Plant-based-pork-product-debuts-in-Hong-Kong.
23
Tanja Wessels, “The Future of Food Has Arrived: Where to Try 3 of the Best Plant-based Protein Options in Macao,” Macao
News, March 26, 2021, https://macaonews.org/fooddrinks/the-future-of-food-has-arrived-where-to-try-3-of-the-best-plant-
based-protein-options-in-macao/; Sally Ho, “OmniPork Luncheon Lands in Singapore ahead January 2021 Green Common
Store Launch,” Green Queen, November 23, 2020, https://www.greenqueen.com.hk/omnipork-luncheon-lands-in-singapore-
ahead-january-2021-green-common-store-launch/.
24
“Menu,” Green Common, accessed February 4, 2021, https://www.greencommon.com/hk/en/menu/.
25
“Top 10 Dishes,” Green Common, accessed February 4, 2021, https://www.greencommon.com/hk/en/green-common-top-10-dishes/.
第 10 页 编号 W27829

尾注
1
“我们的使命”，绿色星期一，2021 年 3 月 19 日访问，https://greenmonday.org/en/vision-and-mission/。
2 Chenyan Gu, “Character X Concept: Founding Green Monday to Create a Vegetarian Trend [人物 X 概念：創辦 Green
星期一打造素 食 潮 流 ]，
《明报》2015 年 12 月 10 日，http://www.mingpaocanada.com/TOR/htm/NEWS/20151210/HK-gfj1_er_r.htm。

3 Sally Ho，“麦当劳里程碑：香港特许经营店推出首个素食菜单，与 Green Monday's OmniPork 午餐会合作”，Green Queen，更新于 2020

年 10 月 15 日，https://www.greenqueen.com.hk/mcdonalds-milestone-hong-konglaunches-first-vegetarian-menu-with-green-
mondays-OmniPork-luncheon/。
4 阿曼达·卡普里托，“汉堡王不可能的巨无霸：卡路里、成分和购买地点”，CNet，2019 年 11 月 8 日，
https://www.cnet.com/health/burger-king-impossible-whopper-ingredients-calories-where-to-buy-it/;阿米莉亚·卢卡斯（Amelia
Lucas） ，“随着公司与百事可乐合作生产植物性零食和饮料，Beyond Meat的股价飙升了26%， ”CNBC，2021年1月26日，
https://www.cnbc.com/2021/01/26/beyond-meat-and-pepsico-form-venture-to-make-plant-based-products.html。
5
“找餐厅”，香港麦当劳，2021 年 3 月 18 日访问，https://www.mcdonalds.com.hk/find-a-restaurant/。
6
麦当劳中国，餐厅名单，2021 年 3 月 18 日访问，
https://www.mcdonalds.com.cn/index/Quality/publicinfo/deliveryinfo?data%5BSearch%5D%5Bcity%5D=;麦当劳，
“麦当劳中国第十一次获得”中国杰出雇主“认证]，新闻稿，2021 年 1 月 25 日，https://www.mcdonalds.com.cn/news/20210125-Top-
Employer-award。
上海麦当劳，餐厅列表，2021
7
年 3 月 18 日访问，https://www.mcdonalds.com.cn/index/Quality/publicinfo/deliveryinfo?
data%5BSearch%5D%5Bcity%5D=上海&page=23。
8
“我们的愿景”，绿色星期一，2021 年 3 月 19 日访问，https://greenmonday.org/en/vision-and-mission/。
“David Yeung： Ashoka Fellow”，Ashoka，2021 年 3 月 19 日访问，https://www.ashoka.org/en-us/fellow/david-yeung;食物“，玛丽·
9

麦卡特尼，2021 年 3 月 19 日访问，https://marymccartney.com/food/。
10 “绿色解决方案：使命合作伙伴”，绿色星期一，2021 年 3 月 19 日访问，https://greenmonday.org/en/corporate-solutions/。
11 “我们的餐厅网络”，绿色星期一，2021 年 3 月 29 日访问，https://greenmonday.org/en/restaurant-program/。12 所有美元金额均以
美元为单位;Chad Bray， 〈国泰航空母公司太古、TPG 投资植物性食品公司 Green Monday 的 7,000 万美元融资〉， 《南华早报》，2020 年 9
月 22 日，https://www.scmp.com/business/banking-finance/article/3102478/cathay-pacific-parent-swire-tpg-invest-plant-
based-food。
13
麦当劳中国是中信股份有限公司的控股子公司。而麦当劳中国拥有麦当劳香港
Kong）中，它将 OmniPork 等菜单项目的决策权委托给香港。中国其他地区的决定，
然而，集中在上海。Eric Schroeder，“麦当劳在中国开设新总部”，食品商业新闻，2021 年 10 月 14 日
https：//www.foodbusinessnews.net/articles/19822-mcdonalds-opens-new-headquarters-in-china。14 有关有效营销纯素品牌的研
究，见凯瑟琳·安妮·阿姆斯特朗·苏勒和特维尔·塞洪，“向中间道路传道”， 《英国食品杂志》第 121 期，第 1 期（2019） ：157-171。
15 卡勒姆·切希尔，“素食主义的兴起及其对肉类支出的影响”，Frontier Economics，2022 年 7 月 21 日访问，https://www.frontier-
economics.com/uk/en/news-and-articles/articles/article-i6912-the-rise-of-veganism-and-its-impacton-spending-on-meat/。

“植物肉市场”，MarketsandMarkets，2021
16
年 3 月 14 日访问，https://www.marketsandmarkets.com/MarketReports/plant-based-
meat-market-44922705.html。
17
“哎呀！猪肉“，OmniPork，2021 年 3 月 22 日访问，https://omnipork.co/about-us/。
18 在 GMG 委托 Ipsos 于 2020 年 12 月对 1,000 名受访者进行的一项保密调查中，55% 的香港男性和 66% 的香港女性表示他们知道
OmniPork;“我们做什么”，绿色星期一，2021 年 1 月 30 日访问，https://greenmonday.org/en/。

19 Sally Ho，“Breaking：Green Monday 推出世界上第一款 100% 纯素”Spam“午餐肉”，Green Queen，2020 年 5 月 19 日，

https://www.greenqueen.com.hk/green-monday-launches-worlds-first-vegan-spam-luncheon-meat/;Sally Ho，“Omnipork Strip 现已
在零售中推出，Omnipork Luncheon 'Spam' 即将推出”，Green Queen，2020 年 7 月 2 日，https://www.greenqueen.com.hk/omnipork-
strip-now-available-in-retail-omnipork-luncheon-spam-to-come-soon/;Sally Ho，“Omnipork的新OmniEats产品系列证明植物性食品可
以健康、易于获取且价格合理”，Green Queen，2020年3月18日，https://www.greenqueen.com.hk/omniporks-new-omnieats-product-
range-prove-plant-based-food-can-behealthy-accessible-affordable/。

20 Bernice Chan，“麦当劳、麦咖啡在'开创性'举措中将 OmniPork 植物性午餐肉添加到菜单中， ”

南华早报，2020 年 10 月 13 日。
21 HK$ = HKD = 港元;2021 年 2 月 1 日为 1 美元 = 7.75 港元;“麦当劳香港菜单”，麦当劳香港，2021 年 4 月 1 日访问，
https://www.mcdonalds.com.hk。
22 Lester Wan，“'Omnipork'：植物性猪肉产品在香港首次亮相”，Food Navigator-Asia.com，2018 年 5 月 17 日，
https://www.foodnavigator-asia.com/Article/2018/05/17/Omnipork-Plant-based-pork-product-debuts-in-Hong-Kong。
23
Tanja Wessels，
〈食品的未来已到来：澳门最佳植物蛋白的三种选择在哪里尝试〉 ，澳门
仅授权在
香港中文

新闻，2021 年 3 月 26 日，https://macaonews.org/fooddrinks/the-future-of-food-has-arrived-where-to-try-3-of-the-best-plant-
大学使

基于澳门的蛋白质选项/;Sally Ho，“OmniPork 午餐会在 2021 年 1 月 Green Common Store 启动前登陆新加坡”，Green Queen，2020 年

11 月 23 日，https://www.greenqueen.com.hk/omnipork-luncheon-lands-in-singaporeahead-january-2021-green-common-store-
launch/。
24
“菜单”，Green Common，2021 年 2 月 4 日访问，https://www.greencommon.com/hk/en/menu/。
25
“十大菜肴”，Green Common，2021 年 2 月 4 日访问，https://www.greencommon.com/hk/en/green-common-top-10-dishes/。
犯版权的
行为。
Page 11 W27829

26
“Top 10 Dishes.”

Authorized for use only at The Chinese University of Hong Kong. Any use outside this parameter is a copyright violation.
27
“Top 10 Dishes;” “Menu.”
28
Sonalie Figueiras, “Green Common Shanghai: Green Monday Celebrates First Mainland China Store Milestone,” Green
Queen, December 31, 2020, https://www.greenqueen.com.hk/green-common-shanghai-green-monday-first-retail-shop-
mainland-china-opening/.
29
Sally Ho, “Green Common Singapore: First South East Asian Branch Opens Doors with VivoCity Plant-Based Store & Café,”
Green Queen, January 18, 2021, https://www.greenqueen.com.hk/green-common-singapore-first-south-east-asian-branch-
opens-doors-with-vivocity-plant-based-store-cafe/.
30
Figueiras, “Green Common Shanghai.”
31
Reuters, “KFC to Sell Beyond Meat’s Plant-Based ‘Fried Chicken’ in the Southern US,” CNBC, January 29, 2020,
https://www.cnbc.com/2020/01/29/kfc-to-sell-beyond-meats-plant-based-fried-chicken-in-the-southern-us.html; Sally Ho, “KFC Hong
Kong Launches ‘New Era’ Meatless Nuggets & Burger in Partnership with Green Monday,” Green Queen, updated June 30, 2020,
https://www.greenqueen.com.hk/kfc-hong-kong-launches-new-era-meatless-nuggets-burger-in-partnership-with-green-monday/.
32
Sally Ho, “Breaking: Starbucks China Launches Plant-Based Menu with Beyond Meat, OmniPork & Oatly,” Green Queen,
updated June 29, 2020, https://www.greenqueen.com.hk/breaking-starbucks-china-partners-beyond-meat-OmniPork-oatly-
new-plant-based-menu/.
33
Ho, “Breaking: Starbucks China Launches.”
34
Wang ZhuoQiong, “Starbucks Rolls Out Plant-Based Options at Chinese Stores,” China Daily, April 21, 2020,
https://www.chinadaily.com.cn/a/202004/21/WS5e9ec07ea3105d50a3d17cb5.html.
35
“OMN!PORK” Trademark Electronic Search System, United States Patent and Trademark Office, September 17, 2020,;
“OMN!PORK STRIP,” Trademark Search, Intellectual Property Department, Government of Hong Kong Special Administrative
Region, February 11, 2021, https://esearch.ipd.gov.hk/nis-pos-view/#/tm/quicksearch.
36
“新膳肉 OMN!PORK” Trademark Search, Trademark Office of China National Intellectual Property Administration, accessed
March 22, 2021, http://wcjs.sbj.cnipa.gov.cn.
37
OmniFoods, “New Meal Meat, Guilt-Free OmniPork Luncheon Official Debut” [ 新餐肉·零罪感 OmniPork Luncheon 正式登
場], September 16, 2020, YouTube Video, Cantonese version, https://youtu.be/LzrQ3XRjdfc.
38
McDonaldsHK, “McDonald’s® OmniPork New Meal Meat Breakfast 2020 TV Commercial” [ 麥當勞® OmniPork 新餐肉早餐
2020 電視廣告], October 12, 2020, YouTube Video, https://youtu.be/cfD-DzF66m8.
第 11 页 编号 W27829

26
“前 10 道菜。 ”
27
“Top 10 Dishes”（前 10 道菜）;“菜单。 ”
28
Sonalie Figueiras，“Green Common Shanghai：Green Monday庆祝中国大陆门店成立首个里程碑”，Green
女王，2020 年 12 月 31 日，https://www.greenqueen.com.hk/green-common-shanghai-green-monday-first-retail-shopmainland-
china-opening/。
29 Sally Ho，“Green Common Singapore：第一家东南亚分店开业，VivoCity植物性商店和咖啡馆”，Green Queen，2021年1月18日，
https://www.greenqueen.com.hk/green-common-singapore-first-south-east-asian-branchopens-doors-with-vivocity-plant-
based-store-café/。
30
Figueiras，“绿色共同上海”。
31
路透社，“肯德基将在美国南部销售 Beyond Meat 的植物性'炸鸡'”，CNBC，2020 年 1 月 29 日，
https://www.cnbc.com/2020/01/29/kfc-to-sell-beyond-meats-plant-based-fried-chicken-in-the-southern-us.html;Sally Ho，“肯德基香港
Kong与Green Monday合作推出'New Era'无肉块和汉堡，“Green Queen，更新于2020年6月30日，https://www.greenqueen.com.hk/kfc-
hong-kong-launches-new-era-meatless-nuggets-burger-in-partnership-with-green-monday/。
32 Sally Ho，“突破性：星巴克中国推出Beyond Meat、OmniPork和Oatly的植物性菜单”，Green Queen，更新于2020年6月29日，
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33
Ho，“Breaking： Starbucks China Launches”。
Wang
34
zhuoQiong，“星巴克在中国门店推出植物性选择”，中国日报，2020 年 4 月 21 日，
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35 “OMN！PORK“商标电子检索系统，美国专利商标局，2020 年 9 月 17 日，;“天哪！猪肉条“，商标检索，香港特别行政区政府知识产权
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“新膳肉
36
OMN！PORK“商标检索，中国国家知识产权局商标局，2021 年 3 月 22 日访问，http://wcjs.sbj.cnipa.gov.cn。

OmniFoods，
37
〈新餐肉·零罪感 OmniPork Luncheon 正式登场〉
，2020 年 9 月 16 日，YouTube 视频，粤语版，
https://youtu.be/LzrQ3XRjdfc。
麦当劳香港”
38
麦当劳® OmniPork新餐肉早餐 2020 电视广告〉®，2020 年 10 月 12 日，YouTube 视频，
https://youtu.be/cfD-DzF66m8。

仅授权在
香港中文
大学使