Orion Captivated Chinese Taste Buds with 'Pie' Products

[Asia Economy Reporter Choi Saeng-hye] Orion has captured the taste buds of Chinese consumers with its pie products, including Choco Pie.

Orion announced on the 9th that it ranked first for six consecutive years in the pie category of the ‘2020 China Customer Net Promoter Score (C-NPS)’ announced by ‘Chnbrand,’ a leading Chinese brand evaluation organization.

The China Customer Net Promoter Score evaluates the reputation and loyalty of brands sold locally in China through consumer surveys. As China’s first customer recommendation evaluation system, it is used as a benchmark to indicate the direction of Chinese consumer trends and to gauge the growth potential of companies and brands. Since the establishment of the China Customer Net Promoter Score in 2015, Orion has ranked first every year in the pie category, continuously proving high loyalty and brand power among local consumers.

Since officially entering China in 1993, Orion has been loved by local consumers for offering a variety of products with excellent taste and quality. In particular, Orion’s Choco Pie, known as ‘Haoliyou Pie,’ meaning ‘Good Friend,’ has become more familiar to Chinese consumers and is leading the pie market. In 2018, Orion led trends in the Chinese confectionery industry by consecutively launching differentiated new pie products such as ‘Choco Pie Strawberry,’ ‘Cutie Pie Red Velvet,’ and ‘Yogurt Pie.’ Recently released products like ‘Cutie Pie Yuzu White Chocolate Flavor’ and ‘Cham Bungeoppang’ have also been well received by local consumers.

By operating a flagship store at the Harbin Ice Festival, the world’s largest snow festival, sponsoring the Strawberry Music Festival, and conducting various social media promotions, Orion has infused a trendy and youthful image into its existing brand, increasing affinity among millennial consumers.

Orion competes confidently with global confectionery companies with hit products such as Choco Pie, which has become a representative snack for Chinese people, as well as ‘Langligerang’ (Kkobuk Chip), ‘Haoduoerwei’ (Whale Snack), and ‘Ya! Tudou’ (Oh! Potato). Last year, Orion secured first place for three consecutive years in the ‘2019 China Comprehensive Brand Value Management Award’ (TBV), and consecutively ranked first in the China Brand Power Index, Customer Recommendation Index, and Customer Satisfaction Index, achieving a grand slam in brand evaluations in China and solidifying its position as a leading Chinese confectionery brand.

An Orion official said, “We were able to rank first in the China Consumer Recommendation Index for six consecutive years based on differentiated product capabilities and long-standing consumer trust,” adding, “We will continue to develop products that meet the rapidly changing tastes of local consumers to strengthen our market leadership and the status of Orion as a leading Chinese confectionery brand.”

This content was produced with the assistance of AI translation services.