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China: Jingdong opens Zespri Kiwi flagship store

In a new round of cooperation between Jingdong and Zespri, even more kiwis will be transported to the original birthplace of kiwis: China. 

Jingdong is the largest online retail sales platform in China and now promotes itself as the direct flagship store for Zespri Kiwis. To commemorate the new cooperation, the 226 million users of Jingdong will be able to taste the first batch of 2017 kiwis before anyone else. Jingdong relies on its strong logistics system to assure that consumers in first-tier and second-tier cities receive their products on the same day that they ordered.

Many people believe that kiwis originally came from New Zealand, but in reality the origins of kiwis lie in China. But kiwis were never popular in China until they were distributed by New Zealand in the early 20th century. But for the Chinese, kiwis are still a Chinese fruit.

Because kiwis contain fiber, potassium, vitamin C and other components, they are considered to be a super fruit. When American troops were stationed in New Zealand during the second world war, kiwis became popular and were renamed after the New Zealand bird. Since then, they have become one of the largest export products of New Zealand.

In more recent history, kiwis became popular in China and the were increasingly used in the production of juice and yoghurt. The import demand for kiwis rose day by day. In 2016, kiwis accounted for up to 15% of the total sales volumes of Jingdong. The kiwis caused an online sales eruption, even in comparison to the traditional champions on the Chinese market (bananas, apples and pineapples) and tropical fruits (such as pomelo fruit and loquat fruit). 

The rapid rise in interest for the kiwis benefits from the strongly increased interest by the Chinese to buy imported fruits. Last year, Jingdong simplified the buying proces in order to be able to meet the growing demands of so many Chinese consumers. This makes kiwi shopping even easier for Chinese consumers. 

This kind of cooperation is supported by the leading online fruit importing company of China, Tiantian Orchards. In 2015, Jingdong became a strategic investor of Tiantian Orchards and new online sales tactics were developed in a joint effort. The purpose is to become the main provider for the Chinese market of fruits from all over the world. With the cooperation of Tiantian Orchards, Jingdong has been able to provide excellent services in cold chain logistics all over the world, while also keeping imported fruits in optimal preservation conditions during the whole transport. 

Consumers appreciate the high quality of brands such as Zespri. They also truly appreciate the precise and unfalteringly quick delivery at home of their fresh fruits. All these factors helped to realise the astounding development of the fresh produce market. The cooperation is without any doubt a great aid for Zespri in its attempts to enter the Chinese market. 

Publication date: 4/20/2017


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