Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 

Anchor breaks new sales record at China's Double 11

Anchor products shone at Double 11, the world’s largest 24-hour shopping event, with Fonterra sales jumping 31% on last year.

President of Fonterra China, Christina Zhu, says Fonterra achieved another strong result with an estimated total of $28 million (132 million RMB) in the Double 11 sales period, across the Anchor, Anmum and Anlene brands.

“Anchor UHT was a crowd favourite, topping number one in its category for another year. After our continuous efforts in building the brand in China over the last five years, Anchor’s popularity among Chinese consumers, is still very exciting to watch.” Ms Zhu says.

All Fonterra products were available during Double 11. Anmum sales increased 41% on last year. Online platforms (JD and Tmall) sales of Anchor cream, cheese and butter sales doubled to over $1 million (5 million RMB). Twelve tonnes of Anchor unsalted butter was sold – 22 times the amount sold last year.

“Our focus during this event is to deliver value at scale – getting the best return by reaching as many consumers as we could while keeping Anchor’s premium up.

“While some companies heavily bulk discount their brands on Double 11, overall our prices were 5% higher than last year and 25% higher than our competitors.”

More than 30 million people visited the Anchor online store within 24 hours. The equivalent of 8400 tonnes of product was sold.

“While Kiwis have known Anchor for generations, Anchor was only launched in China five years ago. Now it’s one of the top brands in its category,” says Ms Zhu.

“This is because we’ve really concentrated on building the brand, with a big focus on smart digital marketing over the past five years. There’s also a huge team effort behind Double 11 – our people give it their all, and these results are a recognition of the passion of the team on the ground.

“The natural goodness and ‘New Zealand-ness’ that’s strongly associated with the brand gives consumers confidence in the brand’s taste, quality, and, most importantly, its safety. Consumers trust Anchor and, for these reasons, our products are considered premium.”

“We’re proud to be taking our farmers’ milk to the world. Double 11 is world's largest shopping event in a market worth US$800 billion, but ultimately for us it's about building the Anchor brand in China and selling more of our farmers milk as high-value products,” says Ms Zhu.

Over the past five years, Fonterra China has sold the equivalent of around 1 billion glasses of Anchor milk to Chinese consumers.

Double 11 is a massive global retail sale held on China’s ‘Single’s Day’ holiday. According to data from Alibaba, the event returned US$31 billion in turnover this year alone, with one billion orders placed.

© Scoop Media

 
 
 
Business Headlines | Sci-Tech Headlines

 

Commerce Commission: Latest Broadband Report Confirms Improved Performance Of Premium Fibre Plans

The latest report from the Commerce Commission’s Measuring Broadband New Zealand programme shows that the performance of Fibre Max plans has improved substantially. This follows a collaboration between the Commission, its independent testing partner, ... More>>

Air New Zealand: Capital Raise Deferred

Air New Zealand has decided to defer its planned capital raise to later in 2021 allowing more time to assess the impacts of recent developments on the airline’s path to recovery. 'We’ve seen some clearing of COVID-19 clouds recently, with ... More>>

Commerce Commission: Cartel Conduct Now Punishable By Up To 7 Years’ Jail Time

Cartel conduct can now be punished with a term of imprisonment of up to 7 years, after the Commerce (Criminalisation of Cartels) Amendment Act 2019 came into effect today. Cartel conduct includes price fixing, market allocation and bid rigging (see ... More>>

Stats NZ: Auckland Population May Hit 2 Million In Early 2030s

Auckland’s population may rise from about 1.7 million currently to 2 million by early next decade, Stats NZ said today. “Auckland will likely have the highest average annual growth of New Zealand’s 16 regions over the next 30 years, from ... More>>


Stats NZ: New Report Shows Impact Of Demands On Land In New Zealand

A new environmental report released today by the Ministry for the Environment and Stats NZ, presents new data on New Zealand’s land cover, soil quality, and land fragmentation. The land cover data in the report, Our land 2021 , provides the most ... More>>

ALSO:

Stats NZ: March Card Spending Rebounds Despite COVID

There was a lift in retail card spending in March following a fall in the lockdown-disrupted February month, Stats NZ said today. Seasonally adjusted retail card spending rose by $53 million (0.9 percent), compared with February 2021. Visit our website to read ... More>>

PwC: Outcome Of Review Into Air New Zealand Gas Turbines Business

Air New Zealand has received the report into its Gas Turbines business from independent external advisers PwC. Air New Zealand Chairman Dame Therese Walsh says the report identified a range of effective controls in the Gas Turbines revenue contracting ... More>>