统一企业中国 二零一三年中期报告

11Uni-President China Holdings Ltd. Interim Report 2013 Management Discussion & Analysis

For the second half of 2013, the juice drinks business will operate under the guiding principle of “securing the leadership of its major flavours, adjusting its product mix continually and rationalising resource allocation ”. Adhering to our value-oriented marketing strategy and carrying on our brand-building efforts, savings from the lower raw material bulk purchasing prices will be applied to product improvement and marketing activities. The “More Juice Series ” will continue to demonstrate its image of beauty and youthfulness and uphold its vitality and liveliness with the annual brand events and marketing activities of “International Beauty Inn ” in order to accumulate sustainable brand equity. On the other

hand, we will advertise the “Seasonal Drinks ” series, strengthen

its marketing, and demonstrate the “quenching

” quality of this brand through the activities of the “Do You Remember?” programme and interviews with its endorsing celebrity, Fish Leong, and the champion of the programme, together with promotion activities on radio and Weibo. Tickets to such events were highly sought after.

Milk Tea Revenue from our milk tea business for the first half of 2013 increased by 14.8% as compared with the corresponding period last year. According to ACNielsen, the market share of “Uni Milk Tea ” rose to 62.7% in the first half of 2013, thereby maintaining its market leadership. “Uni Milk Tea ” is fully committed

to the provision of better products of higher quality to consumers, and will carry on its value-oriented marketing strategy.

In 2013, in order to prepare for the traditional sales peak during the Chinese New Year, our milk tea business launched the 1.5-litre package of its leading product line, “Assam Milk Tea

”, designed for sharing in a timely manner with a view to satisfying consumers ’ increased and diversified consumption needs, promoting its products awareness among consumers and penetrating into county and township markets. “British Earl Grey

Milk Tea

” carried on its promotion campaign with the theme of good mood from England through offering unique experience to the consumers with advertisements on CCTV, national satellite channels and regional television stations, as well

as the “Joyful Playland

” integrated point-of-sales marketing campaign, which involved a series of marketing activities tailored to our target customers such as the interactive “Joyful Playland ” experience events held at points of sales and activities on the Internet and Weibo. This campaign has successfully promoted the sustainable growth of “Uni Milk Tea ” and enhanced its brand awareness.2013

2013 14.8% 2013 62.7% 2013 1.5