The consumer market is doing great this year and many fruits face unmarketable conditions. The prices are not as strong as before either and in some cases fruit prices have simply plummeted. However, even under these dire circumstances, Western plums from Xinjiang sell exceptionally well. These plums do not face unmarketable conditions, on the contrary, the price remains steady at 18 yuan [2.69 USD] per 0.5 kg.
How do these Western plums from Xinjiang stand out in an otherwise depressed market?
First, the Western plums from Xinjiang have a particular advantage. If Chinese consumers want to eat Western plums, they have to purchase imported plums, or buy the plums from Xinjiang. Western plums only grow under certain conditions, and while Xinjiang provides the right natural environment, few other places in China do. The production of Western plums in China is therefore limited to Xinjiang. The plantation of Western plums became popular in Xinjiang and the fruit gradually turned into a characteristic 'Xinjiang fruit'.
Western plums from Xinjiang
Second, Chinese consumers have gradually begun to recognize the product quality of Western plums from Xinjiang. The fruit and vegetable market suffers from a particular problem. Some farmers will always harvest their products too early to beat competitors to the market. They obtain a short-term benefit, but consumers are less likely to buy their products a second time. Western plums from Xinjiang have a reputation for good product quality, and so they stand out in the Chinese market, and that is why the price remains strong.
Western plums from Xinjiang are extremely fragrant and sweet because the weather and geography of Xinjiang are particularly suitable for growing Western plums. Chinese consumers are also drawn in by the beautiful color of these plums. Imported plums are quite good, but they are a bit sour in comparison with plums from Xinjiang, and they are much more expensive. Chinese consumers quickly learned the difference between Western plums from Xinjiang and imported Western plums, and Western plums from Xinjiang rapidly gained repeat customers. That is how the Western plums from Xinjiang manage to stand out in an otherwise depressed Chinese fruit market.
Source: Discussing Three Rural Issues [Qu Tan San Nong]