Australian Stonefruit Grower Magazine Issue 3 December 2016 | Page 7

CEO ' s Report target the Chinese New Year ( January 28 ) build up in the tier one cities of Guangzhou , Shanghai and particularly Beijing . It is understood that both yellow and white flesh nectarines will be very acceptable in northern China .

Stiff competition despite improvements
At the end of November , the first Victorian-grown nectarines arrived in Huizhan Market in Shanghai . These contained 11 – 12 Brix , a major improvement , and generated considerable interest from traders and e-commerce companies .
The trouble is , at almost the same time cherries started arriving from Chile . At first by air , then shortly afterwards by sea , tons of cherries flooded into the Chinese market . Brix in the cherries was around 18 – 19 ; even the best Australian nectarines were around 13.5 Brix .
Many of the air freighted cherries arrived direct by charter flights into Zhangzhou in Henan province . Here they swing into repacking mode , producing clam-shells of cherries for direct retailer orders . Apparently the various consortiums are planning 90 such charter flights before Chinese New Year , each flight carrying 110 tons of fruit . Stiff competition for Australian fruit .
Poor seasonal conditions have really put pressure on the Australian Summerfruit industry ’ s reputation . However , as the season progresses we will no doubt see larger , and sweeter fruit entering the market . Certainly that is the hope both here , and in China .
– John Moore
summerfruit . com . au

What do Chinese consumers want ?

With a population of more than 1.3 billion , China represents a huge yet challenging market which is showing increasing diversity among consumers . More than 55 % of the population now lives in in cities . The result has been large increases in the number of supermarkets , hypermarkets and convenience stores .
Food is an essential part of family life as well as social interaction . Research by Statista online statistics portal has shown that more than three-quarters of Chinese cook for friends and family at least two to three times a week , with many cooking daily .
Most Chinese shop in supermarkets two to three times a week , while nearly all of those surveyed indicated that where food came from and quality was very important . Chinese consumers are also very attracted to labels , whether private , national or organic .
The good news for Australian nectarine exporters is that although Chinese think that buying local is important , given a choice they will usually opt for an imported brand . The survey found that 55 % of consumers would choose the imported product , compared to only 8 % who would choose the Chinese label . The remainder had no preference .
And the next question is , how much are they willing to pay for that ?
– Jenny Ekman
December 2016 | Australian Stonefruit Grower 7