The Spring Festival is also the peak period for many people to spend: visit gifts, treat yourself, and some of the products that are usually reluctant to buy at this time, but they don’t feel bad
The cherries that look good and bright in color are one of the hot items for the Spring Festival. Recently, a brush-screen article “26 years old, monthly salary of 10,000, can not afford to eat the car”, so that these fruit “hot” overnight
“Some people are glamorous on the surface, but they can’t afford even the cherries in the back.” Some people divide the financial freedom into several grades, and the “cherry free” level is above the milk tea and Starbucks
“I bought the Chilean cherries in the Baiguoyuan, the member price is 188 yuan per catty, and counts 6 yuan per piece.”
Chengdu citizen Mr. Yang’s experience is by no means an isolated case. Regarding the price of the “touching” of the cherries, the netizens’ “spits” can be seen everywhere…
The Daily Economics reporter noted that due to factors such as the production season, most of the imported cherries in the Chinese market were produced in Chile during the Spring Festival
Pulling the time back to November 26, 2018, in the city of Chile’s Requino on the other side of the ocean, Chilean Minister of Agriculture Antonio was pleased to announce the official launch of the 2018-2019 Chilean cherries export season. At the ceremony, Antonio watched a batch of cherries packed on board and sailed to China
Chile’s Ministry of Agriculture is optimistic that the export sales in this season is expected to achieve 17% growth, and the Chinese Spring Festival consumption has become the biggest expectation of Chilean fruit farmers this year. “China craze” has also become a popular vocabulary that often appears in Chile’s financial media
82% of imported Chinese cherries are from Chile.
Chile’s narrow territory, such a unique condition is conducive to agricultural development: the isolation of the environment makes mad cow disease, pests and other external impacts difficult to reach, and across multiple latitudes, Chile has a variety of climate types, rich in products
There are 10 major types of climate in Chile.
For this reason, Chile’s fruit industry exports have become one of the country’s important economic pillars. According to the Chilean Fruit Exporters Association (ASOEX), Chile has reached a free trade agreement with most countries around the world, covering 80% of the world’s population, which laid the foundation for Chilean fruit marketing worldwide
Daily Economic News reporter noted that in 2005 Chile became the first country in Latin America to sign a free trade agreement with China. In 2017, the China-Chile Free Trade Zone upgrade negotiations reached an agreement, and more than 97% of the products of both parties have achieved zero tariffs
In the 2017-2018 Chilean cherries export season, the cherries sold to China broke through the record of 103,000 tons
According to the report of the Chilean Cherry Committee of ASOEX, the weather in Chile in 2018 has been sloppy, resulting in a significant increase in the production and quality of the cherries. “There are almost no defective cherries in the orchard.” Although the Spring Festival holidays in 2019 is not over yet, Chile’s exports to the Far East market (mainly China) increased by 17% year-on-year in the first week of the 2018-2019 export season
According to the report of the International Fruit and Vegetable Association, “more than 85% of Chilean cherries are exported to China, and the remaining 15% is due to the lack of quality to meet the needs of the Chinese market.”
At the International Agricultural Society (ISHS) Forum held in Yamagata Prefecture, Japan in 2018, the participating scholars estimated that about 82% of the imported cherries in the Chinese market came from Chile, and the remaining market share was from the United States and Australia. And the country of New Zealand and other countries
Xinhua News Agency New China TV video screenshot.
The chairman of the Chilean Cherry Committee, Tagel, said, “As long as the transportation capacity keeps up, we are not selling at all in China.”
Indeed, although the netizens who “cry poorly” shouted that they did not have “freedom of the car”, more Chinese people were gnawing their teeth to enjoy this juicy fruit
According to the 2018 Spring Festival fruit sales report, during the period from February 13 to 23, 2018, the cherries were the winners of the fruit sales list and became the most popular fruit in the north and south. On the eve of the Spring Festival this year, during the period from January 18 to 28, 2019, the sales of the car on the platform was close to 100 million yuan
Explosion is inseparable from money marketing
Remember how avocado was red in the past few years?
The Mexican avocado, once banned from import by the United States, was renamed “Avocado” under the packaging of the public relations’ company, promoting its “low-fat health” characteristics and rich nutritional value. Finally, this kind of fruit that has been abandoned and unpleasant has become a super “explosion”, becoming the favorite of fitness people and fashion people
And the Chilean cherry in China’s red, in addition to its own taste and quality, naturally can not be separated from the marketing plan behind
Promo screenshots.
The brand image of Cherries from Chile is inseparable from the unified coordination of the Chilean Fruit Exporters Association (ASOEX). ASOEX costs US$5 million (about RMB 33.7 million) for the Chinese market. Launched a marketing campaign called “Happy and Happy”.How far is
“Cheese Freedom”?
In China, the price positioning of the cherries does not need to be described. According to the netizens’ actual measurement, the imported cherries are more expensive than five or six dollars, and the cheap ones are one or two yuan each
However, with the increase in supply and the reform of sales channels, the price of cherries in China has also declined
According to the 2016 World Sweet Cherry Guide Report, during the period of 2001-2016, the surge in demand in the Chinese market has brought about earth-shaking changes in the supply and demand pattern of the global cherries’ industry. In 2001, Chile was still an insignificant pawn in the world fruit market, and by 2016, Chile had surpassed the United States as the world’s largest exporter of cherries by virtue of its massive exports to China
For this reason, Australia, Spain and other agricultural exporting countries are also eyeing Chinese consumers’ wallets and want to share a piece of Chile
On January 23 this year, the Spanish Cherry Association said that the Spanish industry, commerce and trade departments are working hard to negotiate export standards with relevant Chinese parties, and they are confident that they will export to the Chinese market as soon as possible. The president of the association, Sanchez, said: “In the face of the uncertainty brought about by Brexit, the Chinese market can bring us new opportunities.”
Since January 1, 2019, China has exempted most Australian fresh fruits from import duties, and the cherries are also one of the duty-free goods. Australian Trade and Investment Commission business consul Karen Surmon said that the Australian cherries supplied to China in the future will all be transported by air, which will ensure the freshness of the cherries, have a longer shelf life and higher quality. And a more stable supply. The Australian Cherry Planting Association also stated that it will expand its planting area to meet the expected growth in demand from China
车枝子线线 Xinhua News Agency New China TV video screenshot.
In addition, according to the website of the Chilean Ministry of Agriculture, the current supply and marketing season for Chilean cherries is only about 3 months, just covering the period from Christmas before the Spring Festival. In order to extend the supply season, Chilean fruit merchants are developing new varieties of cherries to extend the delivery period to half a year
In addition to the increase in supply, the sales model of “no middlemen earning the difference” is also expected to lower the price of the cherries
According to the Xinhua TV of the Xinhua News Agency, as early as 1996, American businessmen went to Chile to buy the cherries and then resold them to China. Later, more and more Chinese companies took the initiative to come to Chile to negotiate business, and the link between the cherry blossoms from the orchard to the Chinese consumers was also reduced
According to the International Fruit and Vegetable Association, industry insiders estimate that nearly 70% of Chilean imported cherries will enter the wholesale market for distribution; in 2019, the proportion dropped to around 50%. More and more cherries are directly connected to Chile by large retail channels or e-commerce platforms. The reduction of intermediate links is naturally beneficial to lowering the price of consumers
Hope that in the near future, it will no longer be difficult to realize “freedom of the cherries.”