Weee kais Crazy Rich Asians tus thawj coj Jon M. Chu hauv kev thawb rau kev loj hlob khoom noj khoom haus

Lub khw muag khoom noj online pib Weee tshwj xeeb hauv cov zaub mov nyuaj nrhiav los ntawm Asian thiab Hispanic cuisines. Nws tau ntes lwm yam tsis tshua muaj ua ntej xyoo no: Lub npe Hollywood loj hauv nws chav ua haujlwm.

Lub tuam txhab ntiav Jon M. Chu, tus thawj coj ntawm "Crazy Rich Asians" thiab cov yeeb yaj kiab hloov kho ntawm Lin-Manuel Miranda's "In the Heights," ua nws tus thawj coj muaj tswv yim. Chu tab tom nqa nws qhov kev txawj ntse piav qhia los ntawm cov yeeb yaj kiab, uas cov zaub mov thiab kab lis kev cai ua lub luag haujlwm tseem ceeb, mus rau ib pab pawg hauv tsev uas muaj txog 10 tus neeg uas tsom teeb cov tais diav tshwj xeeb thiab cov khoom xyaw uas xav tau los ua rau lawv - muag ntawm txhua qhov kev nthuav dav Weee online platform.

Chu tau hais tias nws xav txog kev coj cov yam ntxwv tsis zoo rau cov khw muag khoom online, zoo li cov npe nkauj ntawm cov neeg siv khoom tuaj yeem mloog thaum ua noj lossis xa email rov qab lawv yuav tau txais txog keeb kwm ntawm cov khoom lawv tau yuav.

"Rau kuv, qhov no tseem ceeb dua li kev ua haujlwm rau kev pib," nws hais. "Qhov no yog hais txog kuv zaj dab neeg uas tau txais daim ntawv tshiab."

Weee muag ntau dua 10,000 yam khoom, los ntawm cov khoom noj tshwj xeeb xws li kimchi thiab khov cw dumplings rau staples xws li mis nyuj, txiv tsawb thiab nqaij qaib mis. Cov neeg yuav khoom tuaj yeem tshawb xyuas lub tuam txhab lub vev xaib thiab app ua ntau hom lus, suav nrog Askiv, Mev, Suav, Nyiv, Nyab Laj thiab Kaus Lim lossis Mev. Ntawm lub app, cov neeg yuav khoom tuaj yeem xaj khoom los ntawm ntau dua 1,000 lub tsev noj mov.

Lub San Francisco Bay Area-raws li kev pib tam sim no xa cov khoom noj tshiab rau 18 lub xeev thiab cov khoom txee ruaj khov rau txhua lub xeev qis dua 48. Nws muaj yim lub chaw ua tiav thoob plaws lub tebchaws, hauv cov xeev suav nrog Washington mus rau New Jersey, qhov chaw xaj xaj tau ntim thiab xa khoom.

Lub tuam txhab tab tom sim sawv tawm hauv qhov chaw tawg - thiab saib ua ntej yuav ua li cas cov khw muag khoom hauv online tuaj yeem saib yav tom ntej. Lub khw muag khoom app thiab lub vev xaib co cov kev paub dhau los ntawm kev yuav khoom hauv online kom ua rau nws muaj kev sib raug zoo thiab muaj txiaj ntsig.

Weee txhawb kom cov neeg siv khoom xa cov yeeb yaj kiab ntawm cov zaub mov thiab cov zaub mov nyiam rau nws lub app los ntawm TikTok-zoo li feature. Cov neeg yuav khoom tuaj yeem yuav khoom noj txom ncauj thiab cov khoom xyaw tshwj xeeb hauv cov yeeb yaj kiab no nrog nias ntawm lub pob. Lawv tau txais kev txo nqi yog tias lawv xa mus rau ib tus phooj ywg lossis cov neeg hauv tsev neeg thiab tuaj yeem faib daim coupon rau cov khoom uas lawv nyuam qhuav yuav.

"Peb tsuas yog ntseeg tias kev yuav khoom noj yuav tsum tsis txhob zoo li qhov peb pom niaj hnub no," tus tsim thiab CEO Larry Liu tau hais. "Nws yuav tsum muaj ntau, zoo dua, ntau, ntau dua kev tshoov siab thiab lom zem."

Ob xyoos dhau los, cov neeg siv khoom tau txais txoj hauv kev tshiab los ua kom cov tub yees thiab tsim nthuav palates thaum ua noj ntau hauv tsev. Qhov ntawd tau tshoov siab rau qee tus kom sim cov khoom siv noj mov, tau txais khoom noj xa mus rau lawv lub qhov rooj lossis siv cov khoom thauj khoom.

cov Covid kev kis mus thoob sparked kev loj hlob rau Weee. Tus kheej tuav, venture-backed start-up tsis kam qhia tag nrho nws cov neeg siv khoom thiab cov nyiaj tau los, tab sis hais tias nws tau ua tiav ntau dua 15 lab xaj kom txog rau tam sim no. Nws cov neeg siv txhua hli tau nce ntau dua 150% xyoo dhau los. Txog rau hnub tim, qhov kev pib ua lag luam tau nce ntau dua $ 800 lab hauv cov peev nyiaj - suav nrog $ 425 lab kev nqis peev uas tau tshaj tawm thaum Lub Ob Hlis coj los ntawm SoftBank Vision Fund 2.

Tus kab mob kis thoob qhov txhia chaw kuj ua rau Asmeskas cov khw muag khoom noj hauv online, uas suav rau me me tab sis loj hlob feem ntawm kev lag luam muag tag nrho. Kev muag khoom hauv online yuav luag ob npaug ntawm $ 29.3 nphom hauv 2019 txog $ 57 nphom hauv 2020, raws li IRI E-Market Insights thiab Coresight Research. Kev muag khoom hauv online hauv lub tebchaws yuav ncav cuag ze li $ 90 nphom xyoo no, raws li cov tuam txhab kwv yees. Txawm li cas los xij, cib-thiab-mortar tseem tseem nyob hauv cov khoom noj khoom haus, nrog ntau npaum li 95% ntawm kev muag khoom noj khoom haus siv nyob rau hauv khw muag khoom xyoo 2021, raws li Coresight txoj kev tshawb fawb.

Cov khw muag khoom noj hauv online tsis muaj cov qauv chaw nres tsheb, cov yeeb yuj qhia thiab lwm yam kev paub uas rub tib neeg mus rau hauv khw muag khoom thiab yuav khoom sai, hais tias Ken Fenyo, tus thawj tswj hwm ntawm kev tshawb fawb thiab kev tawm tswv yim ntawm Coresight Research.

Hauv khw muag khoom, cov neeg siv khoom muaj peev xwm hnov ​​​​cov txiv hmab txiv ntoo. Koj tuaj yeem taug kev aisles thiab pom tias muaj qee yam tshiab koj xav tau. Tej zaum koj yuav muaj qhov serendipity ntawm 'Auj, Kuv tsis nco qab kuv xav tau qhov ntawd. Cia kuv muab pov rau hauv.'”nws hais. "Online nyiam ua ntau yam kev tshawb nrhiav-tsav, ntau ntau cov npe-tsav."

Cov khw muag khoom xws li Weee tuaj yeem rov ua kom muaj kev paub dhau los rau cov khw muag khoom noj kom ua lag luam e-lag luam zoo siab dua thiab tus kheej, Fenyo tau hais. Lwm cov khoom muag ncaj qha rau cov neeg siv khoom lag luam tau nthuav tawm cov khoom tshwj xeeb, xws li Thrive Market, uas muag cov khoom noj organic thiab ntuj, lossis Misfits Market thiab Imperfect Foods, uas muag cov khoom noj zoo rau tsawg dua los ntawm kev muab cov txiv hmab txiv ntoo thiab zaub tsis zoo, tawg almond pieces lossis cov khoom zoo sib xws.

Qhov kev sib tw rau Weee thiab lwm cov neeg siv khoom noj me me hauv online yog yeej cov neeg siv khoom tshiab, ua kom tus nqi ntawm cov khoom xa tuaj qis thiab tiv thaiv cov khw muag khoom noj, uas tuaj yeem cuam tshuam rau lawv cov nyom, Fenyo tau hais.

Rau Liu, 41, cov teeb meem uas tau tshoov siab Weee yog tus kheej.

Liu, thawj tiam neeg tsiv teb tsaws chaw Suav, tau tsim lub tuam txhab hauv xyoo 2015 tom qab tawm tsam nrhiav qee yam ntawm nws cov zaub mov nyiam. Nws tau nkees ntawm ib teev thiab ib nrab tsav mus rau nws lub khw Esxias ze tshaj plaws thiab tau txais kev tshoov siab los ntawm kev pom WeChat pawg tsim los ntawm lwm tus neeg uas tsis nco qab lub saj ntawm lub tsev. Hauv ib qho, ib tug poj niam sib koom ua pab pawg rau cov phooj ywg - thiab cov phooj ywg ntawm cov phooj ywg - uas xav yuav cov cod tshiab los ntawm Half Moon Bay hauv California.

Qhov kev paub dhau los tom qab ntawd ua rau qee qhov Weee app cov yam ntxwv sib txawv, xws li "Lub Zej Zog" tab uas zoo li lub vev xaib kev sib raug zoo nrog kev sib xyaw ntawm tuam txhab- thiab cov neeg siv tsim cov yeeb yaj kiab.

Weee txhawb nqa cov neeg siv khoom uas nyob hauv cov zej zog uas tsis muaj qhov ntom ntom los txhawb kev lag luam Esxias loj xws li H Mart, los ntawm cov tub ntxhais kawm thoob ntiaj teb mus kawm hauv tsev kawm qib siab hauv Tebchaws Meskas mus rau cov neeg laus uas nyob ntawm cov chaw pabcuam nyob, Liu tau hais. Cov neeg siv khoom feem ntau xaj ntau dua ob zaug hauv ib hlis thiab Weee ua li 40% mus rau 50% ntawm lawv cov peev nyiaj khoom noj txhua hli, nws hais.

Weee maj mam ntxiv cov zaub mov Hispanic, ib yam nkaus. Nws muaj qeb Mexican cuisine hauv California thiab Texas.

Cov khoom nrov muaj xws li txhua hnub staples xws li mov thiab zaub tshiab, nrog rau cov khoom raws caij nyoog, xws li lub caij ntuj no melon qab zib los ntawm Nyab Laj, cov khoom siv lauj kaub kub los ntawm Tuam Tshoj yav qab teb thiab cov ncuav mog qab zib los ntawm Northern China thaum Lub Xyoo Tshiab.

Nws lub app muaj cov lus qhia hloov pauv, ib yam nkaus, xws li cov khoom noj txom ncauj Nyij Pooj los ua kev zoo siab "sakura," lossis paj paj ntoo, lub caij lossis khoom noj rau Niam Hnub. Nws kuj tseem muaj ntau hom kev zoo nkauj thiab cov khoom siv hauv tsev, xws li Korean tshuaj pleev ib ce.

Ua ntej Weee ntiav tus thawj coj ua yeeb yaj kiab Chu, nws twb tau pom lub tuam txhab xa khoom tsheb thauj khoom, tau hnov ​​​​txog lub tuam txhab los ntawm cov phooj ywg, thiab pib tau txais khoom xa tuaj raws li cov neeg siv khoom ntawm Korean barbecue cov khoom xyaw xws li ntses thiab tav tav. Txaus siab rau lub tuam txhab thiab nws txoj haujlwm, nws ncav cuag Liu. Lawv cov lus sib tham tau ua rau muaj kev ua haujlwm.

Chu yuav sai sai no pib coj Universal Pictures 'kev hloov pauv ntawm Broadway ntaus "Wicked" nrog Ariana Grande thiab Cynthia Erivo. Txawm hais tias qhov project loj, nws hais tias nws xav ua chav nyob hauv nws lub sijhawm rau Weee.

Raws li menyuam yaus, Chu feem ntau ua nws cov ntawv ua tom tsev ntawm tus kws ua zaub mov Chu's, tsev noj mov nws niam nws txiv tau muaj nyob hauv San Francisco Bay Area tau txog 50 xyoo. Lub tsev noj mov yog featured nyob rau hauv ib daim video hais txog Weee lub hom phiaj ntawm kev sib txuas tiam neeg thiab kab lis kev cai los ntawm cov khoom noj.

Tam sim no ib leej txiv nws tus kheej, Chu hais tias nws xav ua kom nws peb tus menyuam yaus kawm txog lawv cov kab lis kev cai.

"Kuv xav kom lawv, thaum lawv hnov ​​​​cov zaub mov Asian, [xav] tias nws tsis txawv lossis txawv rau lawv," nws hais. "Nws yog tsev rau lawv raws li nws yog rau kuv."

Chu tsis ntev los no tau nqis peev rau nws Rolodex ntawm Hollywood kev sib txuas, koom tes nrog Disney thiab Pixar los tsim cov zaub mov txawv thiab tua cov yeeb yaj kiab rau Weee app tau txais kev tshoov siab los ntawm "Turning Red," zaj yeeb yaj kiab uas muaj hnub nyoog txog ib tug tub hluas Suav-Canadian uas hloov mus ua ib tug. loj heev liab panda. Chu tau xam phaj tus thawj coj ua yeeb yaj kiab, Domee Shi, hais txog kev ua yeeb yaj kiab thiab tau ua ib qho ntawm cov khoom noj txom ncauj uas nws nyiam thaum yau.

Chu thiab Liu tau hais los ntawm kev qhia cov dab neeg tom qab cov tais diav, cov khoom noj khoom haus tuaj yeem qhia tib neeg txog kev coj noj coj ua tshiab thiab qab.

Erin Edwards, 34, ntawm Santa Ana, California, thiab nws tsev neeg yog cov neeg noj mov. Edwards, uas tsis yog Neeg Esxias lossis Mev, tau tso nws thawj qhov kev txiav txim los ntawm Weee thaum Lub Ob Hlis tom qab saib cov yeeb yaj kiab los ntawm ib tus phooj ywg. Txij thaum ntawd los, nws tau khaws cia khoom lag luam nrog lub xaib kom ntxiv nws lub khw muag khoom txhua lub limtiam ntawm Trader Joe's thiab Target.

Nws tsev neeg ntawm plaub tau yuav suav cov khoom noj txom ncauj thiab cov khoom xyaw rau Asian zaub mov, los ntawm crab-flavored qos yaj ywm chips mus rau noodles rau homemade pho. Pocky, Japanese chocolate-dipped biscuit sticks, tau dhau los ua khoom qab zib nyiam rau nws tus ntxhais 2 xyoos, Holland, thiab tus ntxhais 4 xyoos, Wren.

"Pom tib neeg ua yeeb yaj kiab thiab ua cov ntawv qhia, nws ua rau nws yooj yim heev," nws hais. "Peb tau muaj zog ntau dua los ua nws tus kheej."

Liu hais tias nws pom cov kab lis kev cai zoo sib xws ntawm kev sib koom hauv nws peb tus menyuam yaus.

“Lawv cov phooj ywg, tsis hais lawv cov tawv nqaij li cas, lawv txhua tus haus boba mis nyuj tshuaj yej. Lawv txhua tus noj sushi. Lawv txhua tus noj Korean barbecue thiab Indian curry thiab Mexican tacos, "nws hais. "Yog li kuv xav tias cov tiam tom ntej, lawv cov saj yuav txawv heev. Nyob rau hauv ib txoj kev, peb tab tom tsim lub assortment rau yav tom ntej kab lis kev cai explorers. "

Qhia tawm: CNBC yog tus tswv los ntawm NBCUniversal, niam txiv ntawm Universal Pictures.