统一企业中国 二零一三年中期报告(11)

统一企业中国 二零一三年中期报告

10Uni-President China Holdings Ltd. Interim Report 2013 Management Discussion & Analysis

In terms of the sales network, while maintaining better relationship with distributors, we will also focus on the storage capacity, distribution, coverage, policy execution and management of key stores in 2013 through expanding our investment in refrigerators and improving the management of our points of sales in order to

enhance our market share.

Juice Drinks Our juice drinks business carried on its value-oriented marketing strategy and active brand-building efforts during the first half of 2013 and recorded a revenue of RMB2,403.4 million, a year-on-year increase of 23.4%. In comparison, the growth rate of the juice drinks market in general was only 4.7% according to ACNielsen. In particular, pear drinks performed strongly and have become the major juice flavour second only to orange juices. The Group was able to fully utilise celebrity endorsement and outperformed the industry in general by focusing on “More ” Orange Juice

under the “More Juice Series

” and “Crystal Sugar Pear Drink ” under the “Seasonal Drinks

” series.Adhering to the promotion theme of “Boosting Your Beauty with

Vitamin C C

”, the “More Juice Series ” continued to engage Jang Keunsuk, the “Prince of Asia

”, and Park Min Young, the “Beautiful Princess

”, to endorse its products in 2013. A micro film and a theme song, ICU, were released under the theme of “International Beauty Inn

” while a series of events of “International Beauty Inn ” were launched since April. The new small-sized 450 ml “More ” Orange Juice hit the market with a comprehensive launch campaign conducted on online platforms and media with a wide coverage across television and outdoor and online media. This campaign

successfully evoked a “beauty whirlwind

” and aroused fierce response after winning the recognition of consumers, thereby utilising the effect of celebrity endorsement to the fullest. Thus, the brand ’s equity was demonstrated and communicated to consumers in the most effective way. In comparison, we promoted Crystal Sugar Pear Drink under the “Seasonal Drinks ” series, which stresses its “quenching and soothing quality

”, with the special sponsorship of Zhejiang Satellite TV ’s highly popular “Do You Remember?

” programme which showcases people who are good at remembering lyrics. Through frequent product placement in the programme, our product,

relevant brand activities and the “quenching quality

” of the brand were widely advertised. 2013

2013 2,403.4

23.4% 4.7%

C 2013 ICU 4 450ml