Woks
Millions of people around the world use woks for cooking in, which means that they are unlikely to disappear as a cooking method, and because of the volume of users they are mass produced cheaply in developing countries. The wok is surprisingly versatile and can be used for steaming and limited baking applications as well as the better known stir frying.
Woks make ideal gifts and it is surprising the number of people in western countries who do not own one.
Although most of us know what a wok is and how it is used there are millions of westerners who do not own one. Admittedly halogen ranges and other flat topped devises are not ideally suited, and most Asians will cook using a gas flame which suits the shape of a standard work better, but there are flat bottomed woks available and with sufficient heat and a firm hand a round bottomed one can be used even on a flat surface.
Your goal will be to persuade people to try cooking with a wok, and to educate them in how best to use one. You may want to focus on the health benefits of cooking in a wok, which can use less oil than a traditional pan as well as cooking faster and perhaps being a talking point for those who entertain. One idea might be to write a cookery book, or instruction guide that goes with your woks, or even to produce an instructional video if you are feeling brave.
Once you have your pitch you will still need to develop a workable distribution channel, we would suggest the following: -
Ebay
Website
Direct Response
Cookware Shops
Demonstrations
Cookery courses
Ebay only has a total of 22 items listed under a search for “woks” and about 400 for “wok” Prices range from $5 to $400 on the first page of items and there is no clear offer of an instruction book packaged with a wok, although cookery and instruction books are listed separately. A decent wok store ought to go down well here, with the opportunity to sell colours, different materials, round and flat bottoms plus accessories.
Equally Google has only 1.2 million results for “woks” but about 11 million for “wok”. The top result is for a Wikipedia entry with number 2 being www.wokshop.com they have an exemplary website with lots of information about products and accessories, cooking class information and local tour information for Chinatown. Naturally I wouldn’t recommend copying a site but this should be fertile ground for inspiration.
Direct response relies on getting your message in front of as many people as possible. You may do this by making an offer to cookery students, or by advertising in cooking magazines. You will want to keep your ads small and punchy to keep the cost down but a little practice will get you good results. You could also try advertising in the Yellow pages and local newspaper with a message about providing everything you need for wok cooking including recipe books, instruction etc.
Many cookware based shops may be happy to carry your stock. Lots of cookware sets will include half a dozen saucepans and frying pans but not include a wok, which gives you an in. It is also something that can go on gift lists that is inexpensive and that alone should be enough to persuade independent operators that they should carry your stock.
Another way to clinch someone else carrying your stock is to run demonstrations. You can publicise these in local event listings or even on local radio if you want a lot of people to come. Let people taste the food you cook and show them clearly how you use and clean the wok. Make sure you use as many of the accessories that you sell as possible. This approach works well in places with more space such as department stores, garden centres etc.
Taking this a step further you may want to run, or sponsor an asian (or wok specific) cookery course (like www.wokshop.com) to encourage people to learn how to use your woks. You can of course provide woks at a discount to course attendees as you will make money from course fees.
www.alibaba.com has over 600 listings for “wok” from suppliers in China. If you don’t want to import then you can buy from other suppliers on Ebay and “add value” by attaching instructions or packaging accessories with your wok.
Woks have a surprisingly low penetration in western communities. Typical users worry about cleaning them, and not knowing enough recipes. If you can educate them in how to use the product it will sell.