Packs a punch: Huiyuan Juice embraces new retail models as it seeks to hold on to top ranking

The company recently began trading on Pinduoduo, meaning it now has a presence on all three major e-commerce platforms, the others being Tmall and Jd.com.

Its 100% juices, nectars and juice drinks will be available on its flagship store on Pinduoduo.

Huiyuan is tapping on the platform’s unique sales model, where the more people buying the same product, the higher the discount for consumers.

Pinduoduo has about 600 million active users, more than 3.6 million merchants, and the annual transaction volume of the platform exceeds RMB one trillion (USD140billion).

Number one​

According to Chnbrand, a Chinese brand evaluation institute, Huiyuan Juice was the top ranked Chinese fruit juice brand in 2020.

The China Brand Power Index is a brand power evaluation system in China and is based on consumer evaluations and feedback. Huiyuan has received the top position for 10 consecutive years, in its 28-years history.

On its ranking, Huiyuan said: “Ranking the number one brand in the China Brand Power Index for ten consecutive years is both encouragement and motivation for the company. This trust and recognition from consumers and the market has enabled Huiyuan to continue to develop at a steady pace in the ever-changing market,​

“We believe that in the future, driven by this trust, Huiyuan will continue to show strong growth, bring more high-quality health products to consumers, and push China’s juice industry to greater heights​.”

According to Nielsen, Huiyuan occupied a market share of 53.4% in 100% juice, 38.3% in nectar and 2.4% in juice drinks in China in 2016, also placing it the top producer in the country.

Nielsen reported that the 100% juice market segment was the fastest-growing among the various segments of China’s fruit and vegetable juice industry in 2016, attributed by increasing health and wellness awareness, rising disposable income and increasingly fast-paced lifestyles of Chinese consumers.

New retail models​

In light of the Covid-19 pandemic, Huiyuan had turned to other channels besides e-commerce to seek new opportunities.

At the start of this year, the company encouraged its employees to tap on their personal social circles to drive product sales.

It also launched Huiyuan Card where consumers can choose between a season card (3 months) or annual card (12 months), and Huiyuan’s juices and other beverages products would be delivered to their homes.

The company is also tapping into social media to attract younger customers, one example is launching the Huiyuan Card on WeChat Mini Program Mall.

According to the company, about 60% of WeChat users were aged 15 to 29 years. This group of users would similarly have a huge presence on other social media platforms to shift overall consumer behaviours.

Huiyuan hopes to further explore live streaming and other new social retail channels in the future.