China In Market Sales Hit 1,000 Tonnes!
At the end of November, our ‘in market’ sales in China totalled 986 tonnes for the year, meaning by the end of December, we will have broken the 1,000 tonne target. The stocks in China are currently held by our national importer and not by YPH. However, through our agent, we monitor our importers stocks and sales through to our first level distributors closely as these have a knock on effect for our product despatches from Pocklington and we therefore consider these ‘in market’ sales from importer to distributor to be a true reflection of our sales performance in the market.
This target of 1,000 tonnes has been achieved in only 7 years of commercial sales in China and is a result of how our agent Yu Tao has positioned the products and his team’s extensive but focussed promotional work throughout the region.
Through the use of pack sizes, crop and province specific labels and different coloured product, Tao has created differentiation and added value at the farm level, and through a heavy promotional programme that has included TV advertising, farmer and retailer technical seminars and supportive literature and posters, the ‘Cui Kang’ brand has become the market leader in China.
Congratulations to Yu Tao and his team on reaching this landmark in such a short time!
Author: Joe Cole, China
Published: December 2007