| Saw Wei Jie travelled to the Chengdu Trade Show this month (March) to check out Sino Grandness' participation and products. Officials were upbeat about sales prospects. The company's stock price, meanwhile, has been rising as investors turn more confident that the IPO of Sino Grandness' subsidiary, Garden Fresh, is just around the corner. (Photos by Saw Wei Jie) |
 Big turnout of F&B distributors from all over China @ the Chengdu Trade Fair recently.SINO GRANDNES participates in two major trade shows each year. The first and larger trade show is the Chengdu Food & Drinks Trade Fair （成都糖酒会）which is held around late March. The second trade show is held in different cities every year around October. These trade shows, which attract distributors from all over the country, serve as a platform for Sino Grandness to, among other things, showcase new products and introduce its entire range to new distributors. In all, substantial orders are typically placed during these events. Last year, Garden Fresh (the beverage subsidiary) received indicative orders of RMB 470m during the Chengdu Trade Fair, amounting to 20% of its beverage revenue for FY2015.  Longan drinks by Garden Fresh.At this year's Chengdu Trade Fair (19-22 March), Garden Fresh rolled out several new products, including a coconut milk beverage -- it looks like a lighter version of the coconut milk that comes from grating coconut flesh. Coconut-based beverages, including coconut water, are common in the country and sales are growing. Garden Fresh also introduced 2 varieties of longan drinks -- one with 30% juice content and another with 10%. I also noted that Garden Fresh has repackaged its range of yoghurt-based drinks based on feedback from consumers and distributors. This range was developed in collaboration with CNIF, one of China’s most prestigious research institutions. These products are in line with Garden Fresh’s strategy of developing secondary supporting products while still focusing on its core loquat juice series which has an outstanding market dominance. |
More: Vending machines, Advertising & Promotion
Garden Fresh beverages in vending machine.Retail vending machines are one of Garden Fresh’s fastest growing sales channels.
I understand that the number of vending machines that carry Garden Fresh’s beverage has grown rapidly.
This channel has great potential because the number of vending machines per capita in China is still low compared to developed countries like Japan.
Due to space constraint, vending machine operators will allow only fast-selling beverages in the machines.
Garden Fresh’s sales growth throuogh this channel is another strong indication that its products are generally well received.
In anticipation of its IPO and general business growth, Garden Fresh will continue to increase its advertising reach. Its two recent TV sponsorship programs, 非正式会谈 and 饮食男女 have received good viewership and the company has further plans for advertisements.
In this interview during the Chengdu trade show, Sino Grandness executive director Zeng Ming spoke about the company’s marketing strategies and advertising plans -->
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Among other things, he touched on how 2 TV sponsorships have lifted the brand of Garden Fresh -- and how brand building is the company's main priority.
It will make more use of new media -- and is considering appointing a famous personality as a brand ambassador this year to help take the brand to the next level.
Having done well in FY2015, Sino Grandness looks set to achieve a watershed year in 2016 too -- and, of course, there's the upcoming IPO of Garden Fresh that will bring on further cheer for investors.
See report on previous trade fair: SINO GRANDNESS in action @ Nanjing trade fair
