FruitsUnsalable is a problem that has frequently occurred in recent years. At this time, we can see the eyes of the growers who have worked hard to grow them all year roundFruits, looking forward to the joy of the harvest, but did not expect to face such a predicament. According to statistics, ChinaFruitsThe annual loss of unsalable goods has reached 400 billion. This is a shocking number and a cause for concernFruitsThe issue of unsalable goods has generated a lot of interest. Why it happensFruitsUnsalable problems? Is it the reason for market supply and demand or the farmer's own reason? 2. Excessive supply: ChinaFruitsThe output ranks first in the world.
First of all, we need to be clear that China'sFruitsThe output ranks first in the world. According to 2021 data, ChinaFruitsThe output has reached the scale of nearly 30 million tons. This number is very large and should have been a good news, representing a good harvest year. However, this is exactly what leadsFruitsThe root cause of the problem of unsalable. The supply is too large and exceeds the demand of the market, resulting inFruitsUnable to sell smoothly and even at risk of rotting.
Oversupply means not onlyFruitsThe overproduction of the market means moreFruitsSales are far from keeping pace with the growth in supply. WhateverFruitsNo matter how rich and delicious it is, only a limited number of people are buying it, while fruit farmers grow a lot of itFruits, so that the imbalance between supply and demand, there is a large number of unsalable phenomenon.
Restrictions on offline sales are also causedFruitsAn important reason for slow sales. withInternetYoung people are more inclined to shop online rather than go to physical stores. They are busy with work and don't have much time to go to the mall to shop, preferring to choose convenient and cheap ones onlineFruits。This has led to a change in the market structure, gradually shifting from the offline market to online shopping as the mainstream.
However, most of the growers are middle-aged and elderly, and they are not good at using online shopping software and do not have the ability to adapt to online sales. They can only rely on traditional sales channels that will:FruitsShip to farmers' markets or individual retailers for sale. This method of selling is restricted, resulting in:FruitsThe circulation of the problem, made partiallyFruitsUnsalable, which ultimately led to losses for growers.
Another one leadsFruitsThe reason for the unsalable is the sensitivity of consumers to **. FruitsIt is a consumer product that has a greater impact on consumers' purchasing decisions. In the case of an oversupply, ifFruitsIf it is too high, consumers are likely to choose to buy other cheaper foods, or reduce themFruitsof purchases.
On the other hand,FruitsIt is also susceptible to fluctuations due to market supply and demand. When there is an oversupply, growers may reduce their market share in order to gain market share. This will also lead to a decline in market prices, and consumers' expectations for the best will be further reduced, forming a vicious circle.
FruitsThere are certain difficulties in preservation, especially some perishableFruits。In the case of oversupply, if there is no perfectCold chain logisticssystem,FruitsDifficult to keep fresh and transport. This has led not only to a lotFruitsRotting and not being able to access the market also makes farmers face increased transportation costs.
Currently, China'sCold chain logisticsThe system is not sound enough to be satisfiedFruitsThe need for freshness and circulation. A lot of regionsFarmersYou can only rely on your own strength to willFruitsShipping to the point of sale, which is not only inefficient, but also easy to lead toFruitsThe quality of the decreased. At the same time, it is also because of the lack of an effective cold chain transportation networkFruitsInability to quickly reach the various sales locations, resulting in partialFruitsUnsalable.
The last one leadsFruitsThe reason for the slow sale is the restrictions of the growers themselves. Many growers come from rural areas and have not received itMarketingprofessional training, lackingMarketingof knowledge and means. They only know how to plantFruits, but don't know howFruitsPromotion and sales. This leads them to faceMarket competitionWhen in a weak position, it is difficult to effectively put itFruitsGet to market.
At the same time, growers lack direct contact with consumers to understand their needs and preferences. This makes it difficult for them to adjust the product structure and variety selection according to market demand, which is further exacerbatedFruitsUnsalable problems?
Overall,FruitsThe emergence of unsalable problems is the result of a combination of factors. The supply is too large, offline sales are limited, and consumers are sensitiveCold chain logisticsProblems such as imperfection and limited marketing capacity of fruit growers are intertwined, resulting in:FruitsThe problem of unsalable goods. In order to solveFruitsThe problem of unsalable goods requires the joint efforts of the agricultural sector, fruit farmers and market players to improve the market structure and upgradeCold chain logistics, training fruit farmers' marketing capabilities and other measures to promoteFruitssales and circulation.