Chile began exporting fruits to China in October 1, 2006 after the implementation of the Chile Free Trade agreement. It's only 10 years. By the end of 2016, Chile had overtaken the Southeast Asian countries, including Thailand, for the first time to become China's largest supplier of fresh fruit. From the historical point of view, the leading position of Southeast Asian fruit exports to China can hardly be shaken, and now it has been taken down by chile. According to Chile fruit export association statistics, in 2016 the total value of Chile's exports of fruits to China 1 billion 200 million U. s.dollars, or about 8 billion yuan.
A little small country, separated by thousands of miles away from Chinese, how can the world fruit forest, with China strong market conditions, achieve such impressive performance Chinese take cities and seize territory, known as the world's largest producer of fruit and forced to hand over the market?
In short, this is the result of the joint efforts of the Chilean government and nongovernmental organizations. Chilean fruit exporters and Chile Trade Promotion Council (ProChile) cooperated with the agricultural export fund under the Chilean agriculture ministry. The Chilean fruit Exporters Association (ASOEX) is responsible for organizing, planning and developing ambitious fruit marketing programs, which are jointly funded with Chilean cherry and grape growers.
I believe the main routine are as follows:
First of all, take the first line of cities, the latter two or three cities to promote the gradient entry strategy. According to Chilean fruit Exporters Association (ASOEX) statistics, a total of Chilean fruit in the last season to 37 cities in China, mainly the 123 line cities. This year, the fruits of the southern hemisphere will be launched on a large scale. In November 14th, the Association announced that a total of 58 Chinese cities would be able to easily buy Chilean fruit in this season, and the beneficiaries would also include four or five tier cities.
Secondly, choose suitable domestic importers, wholesale importers and distributors in china. In addition to their resident in Shanghai, importers, Exporters Association also met with the Chilean fruit in Guangzhou, Beijing, Shenyang and Chengdu wholesale market various fruit importers, buyers and distributors to negotiate wholesale and distribution business, extensive layout China retail and distribution market.
Third, make full use of China's e-commerce platform sweeping the world. They are expanding the field of e-commerce, with Tmall and Jingdong platform, as well as the daily good and fresh platform to reach a cooperation agreement, the distribution of Chilean fruit products. At the same time, the participation of other platforms at the regional level at the regional level is also increased.
Fourth, launch a powerful media campaign plan. Media marketing programs include promotion in major Chinese media (such as central television, Sina, Phoenix, digital TV, etc.). At the same time, they also work with key opinion leaders to promote news on China's social media, and put ads on vending machines.
I believe all these marketing plan results:
Chile's total fruit exports in the 2016/17 quarter exceeded 2 million 600 thousand tons, of which the Chinese market accounted for 48.3% of Chile's exports to asia. Among the varieties of fruits exported to Chile, fresh grapes account for the most (42%), followed by cherries (23.5%), plums (11.7%), Kiwi (7.6%), avocados (5.4%), red apples (5%) and blueberries (3.2%). The total value is $1 billion 200 million.
A country exporting its products to another country is actually a business war. The success of Chilean fruits is the overall strategy of the national level agricultural authorities, and the results of the planning, coordination and implementation of the industry associations. In China, we are lack of strategic guidance departments of national level agricultural industry association, and no operation, now mostly Industry Association officials and experts of the "show", full of administrative color and bureaucracy, but our fruit and fruit business, weak, unable to face the market tide fight a lone battle, globalization. China's fruit growers are calling their own industry organizations!
Source: fruit tree circles
