Introduction:
Approaching the Spring Festival, the New Year's goods are at its peak. You may never have thought that Lafite, sea cucumber, and cherries would constitute a "three-piece set of New Year's goods" for young people in small towns.
That's right, you read that right, it's the aristocratic fruit Chilean cherries that I used to look at and was afraid that the boss would charge money. It is not difficult to find that the purchase of New Year's goods by young people in small towns is no longer limited to nuts, candied fruits, and puffed foods, but has been upgraded to the above-mentioned "three-piece set of New Year's goods".
Recently, with the frequent swiping of price reduction news, cherry sales have become more popular. The topic of "Cheerilee defeats the top adult goods of sugar oranges" also rushed to the first hot search on Weibo, and Cheerilees defeated sugar oranges and became the "first sister of New Year's fruits".
The formation of this new fashion for the Spring Festival is due to the contribution of fresh e-commerce. A small cherry has even spurred the upgrading of a multinational fruit industry chain. China's economic engine is having a pulling effect on global industries.
According to data provided by the Chilean Fruit Exporters Association (Frutas de Chile), Chilean cherry exports to China have increased by about 29% annually over the past seven years.
The huge growth potential of the Chinese market has instilled significant confidence in the Chilean cherry industry, and many farmers have expanded their planting area, reaching a record 67,570 hectares in 2023.
Cherries are the new "top stream" of adult goods
Successfully stood on the C position of the "three-piece set" of middle-class annual goods in the town, and the ** high point was reduced by nearly 80%.
During this year's New Year's Festival, high-end fresh food sold well, and Chilean cherries became one of the most popular items, properly standing on the C position of the fresh fruit hot list.
Jingdong data shows that the growth rate of cherry consumers in 3rd-6th tier small cities far exceeds that of 1st and 2nd tier cities. In the past five years, more and more cherries have drifted across the ocean from Chile to China, and then sunk to counties and towns. Among them, the growth rate of transaction volume in fifth-tier cities has reached 321%, and that of sixth-tier cities has reached 279%, far exceeding the growth rate of first-tier cities by 49%.
Jingdong supermarket cherries are selling hot)
In this year's New Year's goods purchase season, the sales of cherries in the 3-6 tier market increased by nearly 200%. In addition to cherries, Lafite has also become a sought-after commodity in the town. Ranked first in the growth rate of foreign liquor. Sea cucumbers are also popular in the middle and low-tier markets, with consumption increasing by about 5 times.
This is a proper "three-piece set of New Year's goods" for the middle class in the town, and it can even be called a new consumption phenomenon. This small-town youth, also referred to as the "small-town middle class", is the main consumer group of cherries aged 26-45 years old. They have accounted for 80% of the total cherry consumption in the town for five consecutive years.
Recently, Xiao Zhou in Yicheng District, Zhumadian, Henan Province, bought 25kg of 3j Chilean cherries. In the past few days, she has been chasing dramas while eating cherries.
Some netizens on the Internet sighed: Recently, I went to the village to eat a flowing water banquet, and found that the table was filled with king crab, sea cucumber, abalone, etc., and each table was accompanied by Lafite red wine, and even the after-dinner fruits were cherries. Are the rural banquets so arrogant now?
Behind the sharp increase in cherry trading volume, the main driving factor is the decline. Recently, affected by the market, the fruits of previous years have opened the price reduction mode. Imported cherries have also frequently rushed to the hot search due to price cuts.
Taking Jingdong Supermarket as an example, some cherries are as low as 6% off 2 pieces. Consumers go to the JD app and enter "Cheerilee Freedom" to directly enter the venue to purchase and enjoy the New Year's special offers.
Compared with the end of October and the beginning of November 2023, this ** basically belongs to the halving and then halving. Especially just after New Year's Day 2024, the ** drop of Chilean cherries is close to 80%.
Xinfadi market official website data).
According to the ** information of the Xinfadi wholesale market, the average price per catty of Chilean cherries on January 20, 2024 was 365 yuan jin, up to 50 yuan jin; However, at the end of October 2023, the average price when it was first listed was 165 yuan jin, and the most ** reached 200 yuan jin.
Cheerilee, who once couldn't climb high and is now gradually fading out of the status of a noble fruit, has defeated sugar orange to become the "first sister of New Year's fruits". Supermarkets around the country stacked cherries in the C position to attract customers. In the past, everyone used to bring some nuts, candied fruits, and room temperature milk for New Year's greetings, but now it is as high as a whole box of cherries.
Nearly 400,000 tons of Chilean cherries were sold to the Chinese market
The "Cherry Express" queued up to enter the port, and the search index soared
Cherries*** also naturally brought about a surge in e-commerce sales. Cherries have also become a weapon for some e-commerce companies to compete for consumers. encountered some explosive products with good quality and good price, and some buyers even asked someone to take pictures regularly overnight.
Eating by themselves, delivering New Year's goods, or company team building, people will look to buy imported cherries. Even small fruit dealers can sell thousands of boxes a day. Such a peak sales season generally lasts after the Spring Festival.
JD.com's cooperation with the Chilean Fruit Exporters Association (Frutas de Chile) and others is based on the principle of deep business mutual benefit, with the goal of helping JD.com build a healthy category and a positive sales environment.
The latest data from Frutas de Chile shows that Chile has sent 36. to the Chinese market in the 2023 24 season until the 4th week of this year60,000 tons of cherries, a record high for the same period. A total of 3990,000 tonnes of cherries departed from Chile to the rest of the world, compared to 41 in the same period of the previous season50,000 tons decreased by 38%。However, China's position in the Chilean cherry export market is more solid, with up to 92% of cherries destined for China.
According to the analysis of industry insiders, cherries ** every winter generally experience the process of "driving high and going low". The concentration of arrivals after New Year's Day is the biggest reason for lowering the average price of Chilean cherries.
Chilean cherries arriving in port by sea)
This is due to the fact that when Chilean cherries are first listed at the end of October every year, they are generally flown from Chile, which is high in cost and small in quantity. Since mid-December, Chilean cherries have arrived in large quantities by ship, with low costs and sufficient supply, and ** will generally be lower.
According to ** reports and customs data, since the end of November 2023, cargo ships carrying four or five thousand tons or even nearly 10,000 tons of cherries have begun to line up to enter major ports in South China, East China, and North China along the coast of China.
In order to snatch the cherry transportation business, major shipping companies have opened the "Cherry Express" in recent years, from Chile to China. In recent years, almost all of the top 12 shipping companies in the capacity ranking have opened the "Cherry Express", and it is expected that a total of 50 ships will carry Cherries in the 2023 and 2024 seasons, including 39 Express.
In January 2024, the arrival of Chilean cherries by sea is most concentrated, and the peak period will continue until the beginning of February. In the run-up to the Chinese New Year, 90 percent of the cherries sold by fruit dealers came from shipping. Sales have even increased by more than ten times, or even dozens of times.
During this time, Chilean cherries have been increasing both in sales and in the market. In recent years, this has been the case every year.
cherries".
The search index, for example, clearly shows this trend: around the Chinese New Year, the search index for "cherries" began to soar. If there is a relevant network hotspot, the search index will spike significantly.
"Cherry Freedom" is the back of the fresh e-commerce industry
China's "small town middle class" has driven the planting boom in Chile, and it has been striving to catch the wealth for more than ten years
Once the imported cherries arrive at these ports along the coast, some of them are shipped directly to warehouses in some inland cities. The merchant then sends the cherries to all parts of the country according to the order.
When these cherries arrive by sea, they tend to sell much more in one day than they do in a week or two during the air freight period.
Chilean cherries have become the hard currency of the New Year, what is happening behind this? Behind this, there is actually a pair of "invisible hands" in market regulation, and the unremitting efforts of one of the e-commerce companies are indispensable.
For example, e-commerce companies such as Jingdong Supermarket have established a complete set of system support around logistics, ** chain, procurement and marketing, quality control, etc.
Jingdong Chile Cherries' first ship arrived and opened the container).
Through this complete set of support systems, JD not only has the advantages of direct procurement, quality control, and procurement and sales capabilities, but also has the ability to improve bargaining power through large-scale procurement, and can achieve the lowest price on the whole network.
What is particularly important is that Jingdong Supermarket has the logistics advantage of radiating the whole country, and can quickly spread high-quality products to the whole country and to the sinking markets; With JD.com's credit endorsement, JD Supermarket has also significantly improved consumer trust. Due to the large-scale user base and the strong trust relationship of users, it has also promoted the willingness of JD Supermarket to pay some costs in order to provide consumers with high-quality goods, rather than blindly pursuing low prices without quality.
It is precisely because of the long-term efforts of dealers like JD.com that Chilean cherries have flown into the homes of ordinary people and into thousands of households. In addition, behind this is also the unremitting efforts of various market links for many years, which has made Chilean cherries dominate the list of New Year's fruits and regions.
It is precisely because of the rapid penetration of cherries in the Chinese market that the reverse has promoted the increase in production in Chile. Data shows that when Chilean cherries tested the Chinese market in 2010, the import value was only 500,000 US dollars, and in 2019, China's imports exceeded 1 billion US dollars, an increase of 200 times in ten years.
The rapid growth of demand in China has led to Chilean farmers growing cherries five times more profitable than apples, and many farmers have cut down their apple trees to plant cherries instead. As a result, the area under Chile's cherry cultivation has increased nearly 18-fold in 22 years.
Chilean cherries account for more than 90% of China's imports
Over the past seven years, the average annual growth rate is about 29%, and the planting area will reach a record 6760,000 hectares
The Chilean Fruit Exporters Association (Frutas de Chile) said that behind the hot sales of Chilean cherries is the closer economic and trade relations between China and the countries that jointly build the "Belt and Road". The rapid and stable development of China and Chile is inseparable from the construction of a high-level free trade zone, which not only brings convenience to the exchanges between China and Chile, but also creates conditions for exchanges in the fruit industry. Over the past seven years, Chilean cherry exports to China have grown at an average annual rate of about 29%.
Chilean cherry plantation).
Judging from the import data, 2018 is an important symbol year for Chilean cherries to surpass American cherries. In that year, China's total cherry imports reached 1860,000 tons, of which 1630,000 tons came from Chile, accounting for nearly 90%.
China's cherry imports have increased year by year, and the market share of Chilean cherries has remained at about 90%.
Chilean cherries have achieved this market result, and if you want to be rewarded, you will naturally be inseparable from Chinese e-commerce.
For example, this year, JD.com has deployed direct mining in Chile to control quality from the source. When the cherries arrive in China, JD.com's nationwide self-operated logistics team and experienced cold chain transportation structure can minimize the time for cherries to reach users, effectively ensure quality, and greatly help consumers taste the best state of cherries.
This fully shows the value of the whole system established by Jingdong around the first chain, procurement and marketing, logistics and quality control, and the Chilean Fruit Exporters Association (Frutas de Chile) commented, "Such an efficient ** chain has played a very important role in the healthy growth of the entire industry." ”
It is through the principle of mutual benefit of in-depth business that Chinese e-commerce companies such as JD.com continue to strive to build healthy categories and a positive sales environment in cooperation with institutions such as Frutas de Chile, and explore existing and potential new opportunities.
The Chilean Association of Fruit Exporters (Frutas de Chile) also said that the huge growth potential of the Chinese market has instilled important confidence in the Chilean cherry industry and has also benefited many Chilean farmers. Many farmers have expanded their cherry planting area. According to the Chilean Office for Agricultural Research and Policy, Chilean cherries cultivation has grown rapidly from 3,241 hectares in 2000 to 61,559 hectares in 2022 and a record 67,570 hectares in 2023.
In recent years, "Chilean cherries" have been successfully linked to the "Chinese New Year".
One of our medium-term strategies in China is to increase the frequency and quantity of cherries per person per season on a variety of occasions. Now, the promotion of Chilean cherries is more focused on real-life scenarios such as three meals a day, casual snacks and holiday gifts, hoping to establish more emotional connections with consumers. Frutas de Chile said, "Convey the concept of 'giving life a happy red' to more consumers." ”
This strategy proved to be a big success. As a result, cherries not only maintained a relatively high-end positioning, but also gradually entered the hearts of Chinese consumers.
This splashing wealth was completely caught by Chilean cherries.
Cherries** fell to 20 yuan per catty, and cherries** took a big dive to sweep the township