统一企业中国 二零一三年中期报告

7Uni-President China Holdings Ltd. Interim Report 2013 Management Discussion & Analysis

Many competitors in the market have also released products similar to “Lao Tan Pickled Cabbage and Beef Flavoured Noodles ” to compete with us. In view of the surge of similar products, we maintained our focused operating strategy to differentiate ourselves from the competing, imitating pickled cabbage flavoured products by means of brand promotion and marketing, which strengthened our interaction with consumers, advocated our “authenticity of Lao Tan ” concept, promoted our “Made by 81-day Double Fermentation with Traditional Pickling Jars ” technique, and established the image of “Uni-President Lao Tan: Authentic Sourness and Crunchiness ” in consumers ’ hearts. In respect of product quality, we continued to improve our product in order to outshine our competitors and secure our leading position in the spicy flavours market. For the new “Braised Beef Flavoured Noodles ”, we focused on building the image of “Braised Beef Flavoured Noodles is the

Choice for New Generation Consumers

” among consumers and obtaining share in the non-spicy market actively. Extending our marketing theme of “Enjoy the Perfect Taste

of Braised Meat

”, we promoted the concept of “Long-Pickled and Slow-Braised with 18 Selected Pickling Ingredients, Delivering Rich Aroma and Taste

” on the media and actively held free tasting events called “Invitation to a Feast Full of Braised Flavours

” and exhibited the “Box of 18 Pickling Ingredients

” around the cities to give a full demonstration of the product ’s quality.

In respect of sales channels construction, we continued to adopt the strategy of “celebrity products driving development of sales channels ” and allocate resources to expand new channels. Besides enhancing sales of the existing network, we have also devoted great efforts to the development of new points of sales. We have basically completed a dealership and distributor network from first tier cities to prefecture-level cities, counties and townships across the PRC. At the same time, the penetration of our channels into rural markets continued through rural procurement conferences and roadshows in market time. The

Group also devoted great efforts to the development of railway, highway, airport, factory, mine, construction site and chain hotel as special new sales channels.