Oris China Chao Menthol Flavour Lights is a popular variety in the affordable super slims line
The Noble Dragon (purple pack) is a premium product with a price range of US$55-60 while The Classic Dragon (red pack) is priced between US$40-$45
Oyuka Byambadorj, Travel Retail Manager, Oriental
The design details for the Oris China brand convey special meanings
good fortune. What’s more, each of the designs convey a special meaning. The cigarettes themselves, which come in six variants, were designed and developed in China by Oriental’s dedicated team of Chinese tobacco experts. “Everything from the tobacco to the packaging and other raw materials used are from China, however, the manufacturing takes place in the UAE,” explains Oyuka Byambadorj, Travel Retail Manager, Oriental. “One of the unique aspects about these cigarettes, aside from the smoke experience, is the attention to detail and the stunning design, which makes them ideal for gift-giving.” Another significant feature is highlighted by the Oris Peace variant, which is the first queen-sized Chinese cigarette in the market. “Queen-sized packaging is common for international brands but not for Chinese brands,” said Byambadorj. “This further reiterates the core values that Oris China brings, namely, our determination to provide something for various
segments of Chinese smokers, whether they prefer a traditional or more modern smoking experience.” Each of the six variants satisfy different price segments. In the premium to mid-range line of king-sized Oris Dragon Empire, for instance, The Noble Dragon (purple pack) is a premium product with a price range of US$55-$60 while The Classic Dragon (red pack) is priced between US$40-$45. Oris Peace costs around US$25-$30 per pack. For the affordable super slims line – Oris Chao Society, Oris Chao Lights and Oris Chao Menthol Flavour Lights – prices range from around US$15-$20. “Since consumers, especially millennials, are becoming more price conscious, we are always looking to provide a variety of products in terms of affordability and exceptional quality to target this particular segment,” said Byambadorj. “Even if we consider pricing as our main strategy, we will never compromise on quality to ensure there is consistency across all our variants, irrespective of price.”
Igniting the future Oriental aims to launch Oris not only in all the major, well-established travel retail outlets but in those tax-free channels where there is a high demand for Chinese products that’s unsupported due to a lack of choice. Well-timed promotions are already helping to raise awareness on the brand. To mark the Chinese New Year, for instance, promotional ‘Rooster edition’ boxes have been available to buy in Dubai Duty Free, Qatar Duty Free and Ethiopia Duty Free. Looking ahead, Oris will be exhibiting at IAADFS in Orlando in March. “For us, travel retail outlets in the Middle East, Africa and especially Asia are the main focal points for the brand,” said D’souza. “Destinations such as Dubai, Abu Dhabi, Qatar, Hong Kong, Singapore, China, Korea and Japan are desired locations. The major growth markets, however, are Africa and South America, where there is a huge population of Chinese people to reach.”
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