统一企业中国 二零一三年中期报告

8Uni-President China Holdings Ltd. Interim Report 2013 Management Discussion & Analysis

Our instant noodles business recorded a lower profit margin for the first half of 2013 as the Group has expanded its investment in marketing activities in order to enhance the competitiveness of our products and strengthen our brand-building efforts in the face of sluggish growth and intense competition within the industry. However, the Group fought with the tough operating environment successfully and posted an increased revenue, which was a double of the market growth, as well as an increase in market share. For the second half of 2013, we will continue to maintain the edge of our products and invest in marketing where necessary in order to

establish our key products, “Lao Tan Pickled Cabbage and Beef

Flavoured Noodles ” and “Braised Beef Flavoured Noodles ”, as the

two cornerstones of our instant noodles business and gain further

foothold in the instant noodles market.

Beverage Business Tea Drinks During the first half of 2013, revenue from our tea drinks business amounted to RMB3,453.5 million, up by 10.8% as compared with the corresponding period last year. According to ACNielsen, the ready-to-drink tea (excluding milk tea) market continued to shrink in the first half of 2013 with an 8.7% year-on-year drop in overall tea drink sales amount. In contrast, our tea drinks business managed to increase its revenue amid persistent contraction of the market in general. Our market share in the tea drinks market increased

substantially by 3.5 percentage points from 21.2% for the first half

of 2012 to 24.7%.

In the first half of 2013, our tea drinks business maintained its

value-oriented marketing strategy and concentrated its resources

on our core products, “Uni Ice Tea

” and “Uni Green Tea

”. Further to the introduction of an enhanced formula to our “Uni Ice Tea ” last year in which a refreshing and

smooth lemon-flavoured product was added, “Uni Ice Tea ” kicked

off its celebrity endorsement campaign featuring Avril Lavigne, an

international star, together with the thematic activity of “In Pursuit

of Unlimited, Dare to Reach Target

” this year. The brand fused marketing events with media advertising,

in particular a combination of new media advertisements, and

organised a wide range of topical campus events during the year,

such as “Reaching Target with Avril Lavigne

” and “Skateboarding Together in the Provincial Capitals

”. Such activities successfully publicised the core brand theme of “Uni Ice Tea ” of “Youth Unlimited

” and enhanced the brand ’s identity and uniqueness. We have also

improved the formula of Uni Green Tea in 2013 to create a purer

and more refreshing taste. Coupled with the new package design,

the new formula helped to establish a younger and trendier image 2013

2013

2013

3,453.5 10.8%

2013

8.7%

2012 21.2%

24.7% 3.5 2013 • (Avril Lavigne) 2013 2013 4.20