Happy Home & Business: "Diversifying Is Key"

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At the best of times, running a business is an uphill battle, an endless struggle to innovate ideas that put you ahead of the competition and continually turn a profit. In a post-COVID-19 world, however, those challenges have not only grown in scale, but morphed into something entirely unrecognizable. In this series, we talk to expat-entrepreneurs and find out what they’re doing to remain successful in business, and happy at home.

I suppose for many parents, one of the biggest drawbacks of the COVID-19 crisis is a loss of alone-adult time. The ability to sneak off for a boozy brunch at a nice establishment with delightful company before returning to the routine of homework, packed lunches, and bedtimes.

But a week or so into Beijing’s semi-shutdown, there came the fantastic news of Hulu’s delivery service. With a select menu and even bottles of wine up for delivery, suddenly adult time was saved, and self-quarantine stopped being as gloomy an experience as it could have been.

One might wonder whether Ignace Lecleir, the owner and founder of Hulu by TRB didn’t have the amazing superpower of intuiting just what Beijing’s parents so desperately craved – good adult food, a good bottle of wine, and a moment of dining decadence. Or whether this time of crisis shows just how astute a businessman Lecleir truly is.

How long have you and your family been in China and what made you decide to move this far East?

We moved from New York to China in 2008. I was working as a General Manager in a 3 Michelin-starred restaurant called Daniel, and moved to Beijing with my family to open a new restaurant for Chef Daniel to prepare for the Olympics.

What do you do and how long have you been in business?

I started in the business as a restaurateur in 2012. Now I own two fine dining restaurants, TRB Hutong and TRB Forbidden City, one catering team, TRB Catering, and two casual dining restaurants, Hulu by TRB, and Merci French Food by TRB.

What were you and your family’s initial reactions when COVID-19 first hit the news?

I almost didn’t know how to react to the outbreak in the beginning. It did not fully sink in until we saw the streets were empty and everything came to a standstill.

TRB Hutong

What were your expectations as far as the virus and its effect on daily life and business in Beijing?

From a business point of view, I was not prepared for the situation at all. I believe a lot of businesses out there weren’t expecting this either. However, as a family, the change to our daily life is that we started spending a lot of time together in the house, which is different yet very exciting.

What has been the reality for you and your family?

On the positive side, it has been great that I’ve been able to spend a lot of quality time with my family, trying to keep ourselves and the kids entertained creatively, taking the time to reconnect and reflect on ourselves, and taking this rare advantage of the current pause, which was rare under normal circumstances, as running restaurants means crazy long hours.

How has your business been affected by the current situation?

It has been affected severely as all units except for Hulu by TRB were temporarily closed. The revenue of Hulu also dropped by a significant amount.

TRB Forbidden City

What form of support have you received from the expat community here in Beijing, for both your family’s and business’ well-being?

After the epidemic outbreak, I launched a new branch, Hulu Delivery, trying our best to give back to the community and take care of our customers’ needs. The support we have received is great. People have been very responsive, offering feedback and comments to help us improve this new delivery system, and also been generous on helping to spread the word. The unity of the communities and willingness to help each other out is what makes Beijing such a special place.

In terms of family well-being, we’ve received a lot of messages and calls to check-in, making sure we are staying healthy and sane.

Do you believe the current situation will permanently change the face of business in Beijing? If so, why and how? If not, then why?

Unfortunately, some businesses might not be able to remain in the market, as it has been a very difficult situation for a lot of business owners including myself.

Beijing had always been a bustling city before the epidemic. Now, due to the current situation, consumer purchasing habits might be changing as people have started discovering the fun of “being at home” by utilizing the resources which are most easily found. For instance, the growth of delivery business and online entertainment streaming has seen a massive boost.

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Moving forward, what are some of the plans you have set in place for your business to ensure it is not adversely affected by such an unexpected situation?

There is always a positive way to look at things in different situations, whether good or bad. Hulu Delivery is the latest business I have built out of these unexpected circumstances and it will continue as a sustainable branch of TRB in the future.

Diversifying is also an important foundation that allows me to re-think and make adjustments to my company. Therefore, food delivery, easy cooking kits, and wine delivery will all be included under Hulu Delivery.

Has the current situation deterred you from continuing to be a part of the business landscape in Beijing or are you here to stay?

I love the people and how vibrant and dynamic Beijing has always been, therefore I am not looking to leave anytime soon.

What advice would you give to other business owners in Beijing at this time?

Stay positive. As a restauranteur, I know I am still young and fortunate enough to experience this now in order to learn and be better prepared for the obstacles in the years to come.

How can other expat families show their support for expat business owners in Beijing?

Coming to the restaurant, ordering from our Hulu Delivery menu that my kitchen team has put their entire heart and effort into building, and providing feedback for us to improve are the greatest encouragement and support we could have so far.

Any words of encouragement or hope for the international community as a whole in Beijing?

It is indeed a great time to reconnect with family and to reset and re-evaluate ourselves. After all, the epidemic will come to an end eventually and the good things will be back.

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Photos: Courtesy of Ignace Lecleir, Hulu by TRB

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