Pernod Ricard China
China
Targeting the market of tomorrow
Our China business strengthened its route to market during the year with the introduction of a new way of bringing together our business partners, consumers and key stakeholders - to the ultimate benefit of all parties.
As a direct response to stakeholders’ needs, we launched the Traditional Off-Trade (TOT) platform model - a set of five digital business solutions that leverage the same pool of data to create a Pernod Ricard ecosystem where our teams can interact with off-trade partners and consumers.
The TOT model has several strategic objectives:
- Managing the off-trade value chain
- Increasing penetration of the off-trade retail market
- Generating incremental sales for off-trade retailers
- Building consumer loyalty
- Enhancing operational efficiency
As an outlet owner, the digital solution provided by Pernod Ricard China allows me to receive information about the Chinese New Year promotions in real time and participate in specific ones, which helped with my store sales.”
From a linear model...
...to our TOT platform model
Fewer products
more products
Disconnected data
connected data
Wholesaler
partner
Sales representatives
business advisors
The platform aims to build consumer-centric driven culture and collaboration model
Traditional off-trade channels comprise a significant portion of our sales in China. The TOT platform model empowers our performance in this area, putting us in an excellent position to respond to market demands now and into the future. It enables us to create more value by facilitating interactions and encouraging collaboration between all the different stakeholders.
Looking ahead, our objective is to accelerate the model’s deployment, which is already established in the South and East regions. We aim to further strengthen penetration in these regions while expanding the TOT platform model’s footprint to the Central, West, and North regions of the country.