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China: New business opportunities presented by the rapid development of the cold chain industry

"In recent years, the demand for diversification by consumers and the fast rise of electronic commercial platforms, have pushed the rapid development of the Chinese cold chain industry to a certain degree. This aspect has provided us with very good market opportunities, although it has forced us to confront many challenges," says mister Lianwei Shi from DELTRATRAK China in Shenzhen city (Guangdong province). 

Pre-chain system for fruit and vegetables

Thermometer for fruit and vegetables

"DeltaTrak China has been providing all kinds of information, services and technologies about the newest cold chain systems used internationally, which for the Chinese fruit and vegetable industry, has widened the product scope. The products that are sold the easiest are: a data tracker that can be simultaneously inserted and read and a paper temperature recorder. Among these, food thermometers, sugar level meters and other recorders for temperature during logistics in particular are loved by Chinese logistic companies and import/export firms." 

Electronic cargo temperature recorded, for one time use

Real time cargo temperature recorded, for one time use

"In order to satisfy customer demand to the fullest, DeltaTrak China has implemented measured regulations for plantation owners and exporters. It has also provided several products and services and has sent out technical staff and and sales people to visit them. They have monitored the requirements for testing temperature and arranging the cold storehouses. They have consulted for the clients through either telephone, mail or online video calls. Within the fruit and vegetable industry, using a monitoring and recording device during transportation of goods is a standard procedure to maintain food safety. After the recorder or tracker has reached the factory again, we put the recorded tables and PDF data in our database where it remains for 6 months, so customers can always consult these afterwards."

Wireless recorder for temperature and humidity levels, which can be connected through Bluetooth

"Vis-a-vis the Chinese market, the American cold chain supermarkets are more mature. In the United States of America, when consumers visit their convenience stores and supermarkets, they hope to purchase brand products that are new, have good quality and are safe. When consumers have picked up a fresh agricultural product, they want to know the product comes from which orchard in which country and what places it has gone through before reaching its end destination. In China, however, people, especially the growing middle class, bring a lot of pressure on the agricultural production industry. Consumers have high requirements for both quality and quantity when it comes to agricultural produce. This has caused the supply chain for fresh agricultural products to become more and more complicated."

Electronic cargo temperature recorder-PAD, for one time use

"The difference is that in the American market, two large customer groups pay attention to temperature during upstream operations: the first is the dispatchers, the second is the receivers. Both parties strongly emphasize the tracking of temperature during the transportation process. Unlike in America, Chinese receivers usually passively choose to download data on temperature, but they do not actively require the transport company or dispatcher to provide records on the temperature. Many companies actually do not consider the storing and managing of data on cold chain activities important. As soon as there is a problem with a product, their simple solution is to reject the delivery. This behavior brought about an extreme waste of resources within the fruit and vegetable industry."

Wireless temperature and humidity level recorder for storehouses, which can connect through Bluetooth

"For the past eight years that we have been selling in Shenzhen, the services of our company have grown continuously. Our main tasks in China come from exporters/importers of fruits and vegetables, international transportation companies or domestic cold chain distributors, retail stores and supermarkets, restaurants and hotels, airline caterers and pharmaceutical production enterprises. At this time, the most work still originates in the export market for agricultural products, in which we try to satisfy the requirements for both Chinese vegetable growers and trade companies using cold chain systems. On the international market, the majority of sales of our fresh agricultural products are sold through cooperation with DeltaTrak's international subsidiaries."

Sugar level meter for fruit and vegetables

"In the coming two to ten years, the Chinese cold chain industry will show a development towards virtualization, internationalization, consolidation and uniqueness. This will give our company more opportunities to grow. Being a leading company which has been actively providing services to the cold chain industry for 27 years, DeltaTrak will continue to developing automatized, integrated and smart ways to manage data, in order to meet the requirements about product quality, product quantity and product safety from both the agricultural production industry and our consumers."

Shi Lianwei/ Sun Chengyue 
Telephone number: +86 189 3805 4411
Telephone number: +86 189 3805 4488
Company e-mail address: nationalmgr@deltatrakchina.com.cn 
Company e-mail address: csun@deltatrak.com

Publication date: 9/4/2017


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