We spoke with Yun Tso Lee, advisor to the Chilean Fruit Cherry Committee.
Every season, Chilean cherry producers send tons and tons of cherries through fruit exporters, with the main destination being the Chinese market. In the recent campaign, our country exported more than 414 thousand tons, a record figure, surpassing the barrier of US$2.260 million, 16% more than last season, according to data from the Market Intelligence Department of ProChile.
This figure is expected to increase for the 2024-2025 season, which is why it is necessary to understand and look more closely at the Chinese markets and consumers. In this context, we spoke with the advisor of the Chilean Fruit Cherry Committee, Yun Tso Lee, who is also a Doctor of Political Science and an academic at the Universidad del Desarrollo, and has been in Chile for 40 years.
One of the aspects that the specialist highlighted regarding the Chinese consumer is the importance that he gives to the price-quality relationship: «It is very important because the Chinese know how to associate price and quality, which consumers in other countries do not have, because one always buys the cheapest, the most functional, but the Chinese have the idea that the expensive is because it is of better quality; and if I want to give someone a gift, the Chinese always try to give the best, so many buy North American cherries because they are more expensive, to give as gifts; and they say no, it is because Chilean cherries are cheaper, so it is a matter of perception of Chinese consumers», the academic commented.
While a significant amount of cherries are sold through supermarkets or established retailers, online sales and influencers are gaining ground.
«Influencers are playing an extraordinary role, more than influencers, they are e-commerce, because this has generated a type of business for these new entrepreneurs; they sell their products from the place of origin. Imagine with the efficient logistics infrastructure that exists in China, one can buy something that is 800-100 kilometers away and it arrives on the same day or in the afternoon and that is a tremendous potential; just as the president of China said, if one wants to reduce poverty the first thing to do is to pave, establish the logistics infrastructure so that everyone has the possibility of selling and that makes sense because, imagine if in Chile the logistics system were so efficient that a farmer can sell his "pig" for September 18 from his field and in the afternoon someone in Santiago can receive it, it would be great, it will improve the quality of life of that farmer, because he will be able to sell directly, and that directly affects his quality of life, economic condition and he will also have more money and then it is a whole circle; "You will have more money, you will be able to buy more, so there is economic growth and that is what the Chinese government and president have contributed when they took power. Logistical means are essential for new technologies, for the development of e-commerce," Yun Tso Lee explained.
Chinese New Year and the Cherries Fever
There is no better coincidence in the Chilean cherry industry than our production and export season coinciding with the celebration of the Chinese New Year, a holiday in which the red fruit is the queen of the festivities.
«Chinese New Year is the main reason why Chinese people buy cherries; and number two, the color red has a lot of meaning for the Chinese; and three, Chinese people give fruit to their elders, and elders to their parents and uncles, as a healthy gift, so Chinese people don't give chocolates like here in Chile, Chinese people give fruit, so cherries for Chinese New Year coincide with all these factors that Chinese people consider to be good omens and good health, which is why they are so well received right around Chinese New Year.» said the advisor of the Chilean Fruit Cherry Committee.
In this context, marketing plays a fundamental role, a task that is led each season by the Chilean Fruit Cherry Committee in the Asian giant.
«The Chilean Fruit Cherry Committee has done an extraordinary job there in China on the dissemination of the image of the Chilean cherry in China, but I believe that all producers have to join in this, since it is not an effort of one or an association, but of all; in that sense, I believe that the Chilean cherry is already within the collective memory of being something of great value, especially for the Chinese New Year, so in that sense it is achieved, what needs to be done perhaps is to maintain it and I know that there are influencers who work for Frutas de Chile and have done very well in the Chinese market.", said the academic from the University of Development.
The advisor to the Chilean Cherry Fruit Committee also stressed the importance of continuing to cultivate a relationship with Chinese buyers.
"If we want to continue doing business with the Chinese, it is better to get to know them; for the Chinese it is better to do business with friends than with strangers, so it is good to continue strengthening ties of friendship and mutual knowledge.", Yun Tso Lee concluded.
