Economic Daily and JD.COM released data： seasonal fruits are more popular.
Data source: JD.COM Institute of Consumption and Industrial Development.
"Fresh home" is a big business opportunity.
With the increase of per capita consumption expenditure and the upgrading of diet consumption, consumers’ demand for high-quality fruits is increasing. At the same time, the fruit retail business model tends to be diversified, consumers have more choices, and the fruit consumption market is becoming broader. But no matter how the market changes, freshness is still a big business opportunity.
From the sales trend, the fruits of origin continue to realize the vertical expansion of the region and the horizontal innovation of the species. In early summer, loquat, blueberry, cherry, litchi and other fruits come in droves, and seasonality and freshness become the most important labels. Taking cherries as an example, Dalian Meizao cherries continue to sell well all over the country, and the proportion of consumption in Guangdong, Beijing, Sichuan and other places continues to increase. In terms of species, in addition to Feizixiao litchi, white sugar poppy, glutinous rice paste and other litchi varieties have also received high attention from consumers.
From the perspective of channel development, online and offline sales of fruits are constantly integrating with each other. Consumers can choose offline supermarkets to buy, or they can choose online orders to buy. They can also receive goods faster through the instant consumption platform, link online and offline, and open up an omni-channel model to continuously enrich shopping scenes. On the whole, the scale of instant consumption in the fruit consumption market has grown steadily, which has become an important driving force for consumers to upgrade their fruit plates in China.
It is worth noting that the main consumer groups of online fruits are mainly young people, who pay more attention to physical health and nutritional collocation. High-quality fruits represented by cherries, durians and lychees are more likely to be favored by this consumer group.
From the perspective of quality assurance, the continuous extension and deepening of the supply chain of fruit industry is very important. At present, consumers are demanding higher and higher fruit quality. When buying fruit, the primary concern is whether the fruit is fresh, followed by the sweetness and maturity of the fruit, and whether the water is sufficient. Enterprises should try their best to let high-quality fresh fruits enter the consumer market at a faster speed and lower price. Therefore, from the quality control of direct harvesting of origin, to the professional cold chain logistics and distribution, and then to the omni-channel sales model, enterprises need to constantly improve all aspects of the industrial supply chain, and strive to make every fruit "fresh".
(Author: Dong Fei, Senior Research Fellow, JD.COM Institute of Consumption and Industrial Development)
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