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Ecuador promotes mangoes in China through e-commerce

On November 15, Ecuador launched a campaign to promote its mangoes, which have recently entered the Chinese market after 13 years of negotiations between the two countries, with e-commerce as the main bet.

In a ceremony held at the Yiguo virtual trade company's headquarters in Shanghai, Pro Ecuador, with the help of Fundacion Mango producers, publicized this tropical fruit in the world's second largest economy.

The first shipment of mangoes from Ecuador to China arrived in October, and is already being distributed in greengrocers and supermarkets, although the authorities of the Latin American country have pinned their hopes on electronic commerce.

"Through online platforms we will have a greater impact and reach more consumers," said Diego Vega, head of Ecuador's trade office in Shanghai.

Ecuadorian mangoes will be sold in China, via the Internet, through Yiguo and the company's store in the portal Tmall of the Alibaba e-commerce emporium, where they are shipped out along with special introductory offers.

Ecuador's intention is to harness the pull of virtual trade in China, the world's largest market for a sector that is experiencing a period of turmoil in the country, especially in the promotional side, in order to publicize the mangoes. 

"It's hard to get into China, and for a new product it is even harder to break the barrier of ignorance," pointed out Vega, who considered that e-commerce can facilitate their entry "as it is the most direct channel and with the most impact" amongst consumers.

Ecuadorian mangoes are selling today at 39 yuan (US $5.5) a piece, but with promotions that lower the price. The fruit's potential public in China is in the cities, where there is an increase in affluent middle and upper-middle class young adults.

Pro Ecuador, said its representative in Shanghai, has not set future goals for exports to China and is waiting to assess the outcome of the current campaign (the mango season ends in February) to set their targets for the next year.

Mango is the fourth Ecuadorian food product that has gained access to the Chinese market after fresh bananas, frozen shrimp and cocoa. The Andean country is currently negotiating with Beijing for the entry of dragon fruit and quinoa.

During Chinese President, Xi Jinping's, visit to be held this week in Quito, it is expected that the Ecuadorian authorities will also propose the start of talks for the export of pineapples to the World's second largest economy.

Source: EFE

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