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China 2015: BRAND PROFILE | 39. Yanghe

Yanghe introduced new products, expanded its international presence and developed an ecommerce business as part of an omni- channel marketing effort to fortify the brand during this challenging period when the baijiu category is under pressure from government restrictions on alcohol at official functions.

The innovations include a baijiu app for mobile devices that enables consumers to order Yanghe online and have it delivered. The brand also facilitated social networking on WeChat. In other initiatives, Yanghe:

  • Developed new products, including a wine formulated to be a health drink.
  • Raised its international presence with increased distribution in duty free shops.
  • Designed packaging to appeal to Chinese travelers.

Net income for Jiangsu Yanghe Brewery Joint-Stock Company, Ltd. declined 13 percent to $463 million on an 8 percent decline in revenue to $1.4 billion, in the first half of 2014. For full year 2013, net income fell 17 percent to $814 million on an 11 percent decrease in revenue to $2.4 billion. Yanghe was formed in 1949 and listed on the Shenzhen Stock Exchange in 2009.