Yellow dragon fruit or 'yellow pitahaya' is also known as 'swallow's nest' in China. This fruit looks like regular dragon fruit but with a yellow fruit peel. The yellow dragon fruit is sweet and rich in nutrients. Although still rare, the yellow dragon fruit is gradually becoming a more common sight in fruit markets.
"The appearance of yellow dragon fruit is unique and the flavor is great, but the cost price is high. The cost price of plantation is around 100,000 yuan [14,734 USD] per 0.07 hectare. Moreover, plantation management is complicated, so the scale of plantation is often small. In the plantations that we cooperate with, the plantation technology is carefully selected and the product standard is high. There are several production areas in China where farmers grow yellow dragon fruit, including in Hainan, Guangdong, Guangxi, and Yunnan. We mainly source our yellow dragon fruit in Hainan and Yunnan." This is according to Mr. Zhou Baliang of Jiaxing Lehe Strategy Co., Ltd.
"Yellow dragon fruit requires specific selection equipment to guarantee uniformity in terms of size, color, and sugar content, and to maintain stable product quality. Thanks to improvements in cultivation technology we can now supply the market with yellow dragon fruit all year long."
Compared to regular dragon fruit with red fruit peel and white fruit flesh, or red fruit peel and red fruit flesh, the price of yellow dragon fruit is quite a bit higher. "Regular dragon fruit is very common in the Chinese market, but yellow dragon fruit still requires much promotion. When investment grows, then the production volume will expand, and at that time the price will come down to more affordable levels," said Mr. Zhou, and added that he is optimistic about the future of the yellow dragon fruit market.
"We have a fruit product series that is suitable for young children. We aim this product series at babies and mothers. This series includes yellow dragon fruit, sugar apples, pomelo, and oranges. They are all subject to strict tests for food safety. We also designed our own mascot to attract the attention of younger customers. This mascot looks like a cute 'fruit baby'. The mascot appears on our packaging with a matching color scheme."
Mr. Zhou also explained their brand strategy. "We target different segments of the market. We currently aim for the high-end market. We hope to bring the market new, high-quality fruit products. It is our wish that consumers who desire safe, high-quality fruit products can easily buy and enjoy these fruits."
Mr. Zhou further emphasized the importance of branding. "Market position and branding are key in the fruit market. Fruit sellers require a highly-recognizable brand, good brand standards, appropriate retailers, and publicity. We have our own brand strategy company and we represent quite a few fruit brands in China. Branding is a great way to put your mark on fruit products."
Jiaxing Lehe Strategy primarily sells fruit via wholesale markets in Guangzhou, Shanghai, Beijing, Changsha, and Jiaxing. "China has many fruit production areas and can produce fruit of the highest quality. Moreover, plantation technology and post-harvest management standards continuously improve. I am confident that fruit lovers around the world will eat more and more Chinese fruit. Importers and exporters with an interest in Chinese fruit are welcome to contact us. If you already obtained permission to trade, then we can easily start trading in small volumes. More importantly, we do not sacrifice quality for quantity. We believe that good practice will work out in the end, and the Chinese fruit market will only grow better."
For more information:
Mr. Zhou Baliang
Jiaxing Lehe Strategy Co., Ltd.
Tel.: +86 182 6834 4466