Tobacco Asia

Volume 18, Number 1

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Page 47 of 79

48 tobaccoasia In the current climate, when advertising and other normal channels for transmitting the value of to- bacco products to consumers are restricted, Chi- nese manufacturers have been developing smarter approaches to marketing. A turning point for the industry came with the State Tobacco Monopoly Administration (STMA)'s symposium on the development and in- novation of types of Chinese-style cigarettes, held in Wuhan City five years ago. Since that meeting, the development of cigarette products in China has been notable for the innovation of branding awareness. Manufacturers have subsequently redefined their products, for instance, through the charac- teristics of flavors, and are also paying greater at- tention to the requirements of consumers. Con- sequently they are now better equipped to meet The Road to Success China Develops Modern Approaches to Brand Value "Shandong Industrial conducted more than 10,000 tests in the process of aromatization design" those demands, developing products that keep pace with consumer sentiment. One prime example in flavor development comes from China Tobacco Shandong Industrial, in east China's Shandong Province. The company conducted more than 10,000 tests in the process of aromatization design, and now employs mod- ern technology in the form of a computer-aided design (CAD) system. This is allied to the expe- By Allen Liao

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