Chilean cherries and cranberries launch export season among importers of Huizhan Fruit Market in Shanghai, China
Through a workshop, the Chilean export fruit industry presented a new season of exports of fresh fruits in China, which include table grapes, cherries, kiwis, avocados, plums and blueberries, shipments that will be enhanced with promotions that allow enhance not only its increased consumption, but also the positioning of Chile as the number one fruit supplier against China station. Asia has a share close to 19% of total fruit exports from Chile, where China keeps almost 50% of shipments.
«We held a meeting with importers from the Huizhan Fruit Market in Shanghai, China, in order to analyze the past season of fruit exports from Chile, and anticipate projections on this campaign, focusing especially on the promotional actions we will carry out to boost the consumption of blueberries and Chilean cherries among Chinese consumers », said Charif Christian Carvajal, Marketing Director for Asia and Europe at ASOEX.
This launching workshop for the 2017-2018 export campaign of Chilean fruits is just the beginning of other meetings that will be held with fruit importers, buyers and distributors from the wholesale markets of Guangzhou, Shanghai, Beijing, Shenyang and Chengdu.
Carvajal added that some of the challenges of the Chilean industry are related to gaining access to China for fresh pears and citrus fruits from Chile, as well as increasing consumption of cherries, blueberries, avocados and nectarines.
Likewise, the professional explained that each of the actions is possible thanks to joint efforts of the Chilean export fruit industry and ProChile, through the Fund for the Promotion of Silvoagricultural Exports of the Ministry of Agriculture.
Chile is the leading exporter of fresh fruits in the Southern Hemisphere, said the ASOEX marketing expert, noting that the 2016-2017 season sent more than 2,6 million tons of fresh fruit to the different target markets. From this amount 231.614 were sent to China, a market that represents 48,3% of total fruit exports to Asia.
Regarding the species, during the 2016-2017 exercise, the table grapes were the most exported fruits by Chile to China, staying with the 42% of the total shipments to the Asian Giant, followed by cherries with the 23,5%, plums with 11,7%, kiwis with 7,6%, avocados 5,4%, red apples 5% and blueberries 3,2%.
The meeting was also attended by Steve Lee, Publicis Business Director; and Patti Sun, CEO of BetterWay China (Publicis partner company), who had the task of informing about the promotional actions planned for this campaign, its dates and places.
In this sense, Patti Sun, CEO of BetterWay China commented that this new promotion campaign, especially for fresh cherries, in addition to maintaining the amount of 5 million dollars for its implementation, will increase the number of cities. “Last season we tackled 37 cities, corresponding to Tier 1, 2 and 3, and this year we want to reach 58, also integrating Tier 4 and Tier 5 cities due to the consumption potential they represent. In addition, to better coordinate and control the campaign, we will hire a professional in China, "he clarified.
For his part, Steven Lee, Business Director of Publicis added that some of the aspects that will be enhanced this season are actions at the level of E-commerce, and wholesale markets. "Although the results of the activities of the last campaign were very positive, there are aspects in which we want to improve, especially gathering the concerns of the Chilean industry in this regard, therefore, we have defined deepening actions at the level of E-commerce, maintaining what we are doing with T-mall and JD.com, but increasing participation in other regional platforms. As well as we will increase the actions at the level of the wholesale markets ».
In relation to the blueberry promotion campaign Carvajal commented that online promotion actions will be carried out, through a collaboration with Miss Fresh App and KOL to generate messages on social networks, as well as advertising on dispensing machines. Interventions will also be made in media such as CCTV, Sina, Ifeng, BTV, among others.
“Regarding the actions at the point of sale, we will carry out activities in 10 cities, in three retail chains, three wholesale markets and 22 hypermarket stores and 200 stores specialized in Pagoda fruit stores, actions that will be key to promoting the consumption of our blueberries. The activities will be carried out, mainly two weeks before the Chinese New Year, seeking to directly impact 308 people per store ”, closed the ASOEX marketing expert.
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