Compared with other pear varieties, the Crown is well-established in Southeast Asia with relatively high market acceptance. Generally speaking, it is a variety suitable for mass consumption, accepted by both lower-, middle-, and higher-income groups, resulting in a large overall sales volume. However, different consumer groups have different requirements for the quality and sizes, which requires exporters to accurately control and position, as well as appropriately match the differentiated customer needs for quality with cost and pricing, in order to satisfy different consumer groups.
Due to extreme weather during the year, China's fresh pear production has fallen significantly this year, inevitably resulting in higher export prices. On the whole, the price this year is 1.4-2 times that of the same period last year, depending on the quality. "Our pears are mainly for export, with a small fraction going to the local market. Most of our products are marketed under our own brand W&F,” said Mr. Wang Feng of Jinan Haoyuan Agricultural Products Co. Ltd.
"As far as overseas markets are concerned, our pears are mainly exported to Southeast Asian countries, and some are exported to Europe, the Middle East, and Africa. Among the pears exported by our company, Qiuyue is the most popular new variety this year. It has a good eating quality and a good appearance, is high in sugar content (mostly above 13 degrees) and juice content, making it a great match for the taste of Southeast Asian consumers. Although the selling price is quite high, they are still flying off the shelves.”
When talking about the impact of price increases on the export volume of fresh pears this season, Mr. Wang said, “For the Southeast Asian market, our target customers can be roughly divided into two categories. The first is retailers of branded products that target middle- and above- income groups. They have higher spending power, certain requirements for product quality, and preferences for certain brands. After years of brand loyalty programs, although prices have increased, these customers can still accept them and the overall sales volume has seen little impact. This is also our main target customer group. The second category is distributors of general goods that target ordinary or lower-income groups. These groups are more price-sensitive, so the consumption volume is affected more by the increase in prices and the import volume has decreased."