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Xianfeng Fruit comes to the aid of Chilean cherries
鲜丰水果2021年货节,缓解智利车厘子果农滞销难题

近日,鲜丰水果全国2000家门店开展新春年货节车厘子试吃活动,店员不停地用青瓷大盘端着新鲜的车厘子拿到店外邀请顾客试吃,不长时间内,盘里的车厘子就被品尝一空。据了解,自鲜丰水果近期开启新春水果年货节活动以来,水果销量不断上升,尤其是来自智利的车厘子,供不应求,大大缓解了智利果农与供应商车厘子滞销问题。
As part of its Chinese New Year Nianhuo (goods for the CNY holidays) Festival promotions, China’s leading fruit store chain Xianfeng Fruit recently launched a cherry tasting event in its 2,000 stores across the nation. The event was very well-received, with plates of fresh cherries emptied by customers soon after they were put on shelves. According to Xianfeng Fruit, sales of fresh fruit in its stores have continued to grow since the launch of its Chinese New Year promotions. Chilean cherries were particularly popular. The surge in demand couldn’t come at a better time for the Chilean growers and suppliers who were affected by a downturn in sales in recent weeks in the China market.
每年11月至次年3月,都是智利车厘子销售旺季,尤其是临近春节,车厘子更是成为消费者最喜爱的水果之一。但由于车厘子较高的价格,很多消费者发出了无法实现“车厘子自由”的感叹。随着国民经济水平以及对产品品质要求的不断提高,智利车厘子进口量也在逐年上涨。不过由于今年智利车厘子实现丰收量产,伴随着疫情的发生,相关部门以及经销商们对进口水果的要求也加强了严格把控,智利车厘子也面临着严重滞销的困境。
Chilean cherries are in season from November to March every year. They have become a favourite among Chinese consumers in the weeks leading up to the Chinese New Year holidays. As cherry prices surged in recent years, many consumers complained amusingly about their unaffordability and created the now-popular new term ‘cherry freedom’. China’s economic growth gave rise to an increasing demand for high-quality products, and the import volume of Chilean cherries grew with it. This season, however, has been a different story. Chile’s increased cherry volume was met with the global pandemic, and tightened inspection measures by Chinese authorities and distributors, hindering sales.
据了解,多年前,鲜丰水果便深入智利车厘子产地进行直采,与智利果农供应商建立了深度信任合作关系。“智利拥有种植车厘子得天独厚的自然条件,因此车厘子品质非常好,疫情发生后,我们也紧急与智利当地进行了深度沟通,并要求在产地就要对车厘子进行检疫消杀,同时在海关也会进行统一的检验检疫,最终到仓储物流中心后,还会进行检测并消杀,严格把控车厘子品质。”据鲜丰水果采购负责人张存红介绍,鲜丰水果在智利采购的车厘子也由传统的人工挑选改为全自动光谱分拣,大大提高了车厘子分选包装效率。“这样不仅可以保证车厘子新鲜程度,也避免过多的人员接触。”
Xianfeng Fruit started its direct sourcing programme of Chilean cherries a few years ago, and has since developed a meaningful partnership with its Chilean suppliers based on mutual trust. “Chile is gifted with the best natural conditions to grow cherries, and its cherries have great quality. When the news about positive test results came out, we immediately had a lengthy communication with Chile. We requested disinfections at the origins. Cherries will go through more inspections, testings and disinfections afterward at the China Customs and at our distribution centres. We are monitoring the safety and quality of cherries very thoroughly, ” says Zhang Cunhong, Xianfeng Fruit procurement manager.
She says that the cherries the company sourced from Chile are sorted by optical sorting machines instead of by hand, which increased packing efficiency. “It not only guarantees the freshness of cherries, but also reduces human handling.”
为了解决智利车厘子在国内的的销售问题,鲜丰水果便针对疫情等因素进行提前预案,不仅严格对采购的车厘子进行检疫消杀,还通过线上+线下的方式进行宣传推广,“我们此次年货节设置了不同优惠政策和玩法,希望能够将高品质智利车厘子卖出去,让消费者实现真正的‘车厘子自由’。”鲜丰水果市场负责人说。
Xianfeng Fruit has a plan in place to help improve the sales of Chilean cherries in the China market. Stringent screening and disinfection measures aside, the company has also been carrying out marketing activities online and offline. “We have put in various discount policies mechanisms in this year’s nianhuo festival. We hope they can facilitate the sales of quality Chilean cherries, and help consumers truly achieve ‘cherry freedom’,”  a marketing manager at Xianfeng Fruit says. 
据了解,除鲜丰水果在内的国内多个大型水果企业外,智利私营部门和政府也进行了多项举措来缓解高品质智利车厘子滞销难题。近期,智利官方和智利水果出口商协会(ASOEX)智利樱桃委员会对北京、上海、广州和嘉兴等水果市场也都进行了访问,并投入大量资金,进行全自动采摘、密封环保包装,以保证车厘子全流程的安全性。
Chile’s government bodies and private sectors are also doing everything they can to drive the recovery of Chilean cherries in the China market. In recent days, Chilean officials and ASOEX’s Cherry Committee have visited fruit wholesale markets in Beijing, Shanghai, Guangzhou, Jiaxing and other cities, and have invested heavily in fruit picking automation and environment-friendly sealed packaging, to ensure safety throughout the cherry supply chain.
“智利车厘子品质非常好,受到了广大消费者喜爱,老少皆宜,真的是很好的一款水果,我们希望力所能及的帮助智利车厘子果农缓解他们的滞销难题,也会严格把控品质安全,加强与智利车厘子果农之间的沟通,为消费者提供高性价比的智利车厘子,让大家真正实现车厘子自由。”鲜丰水果采购负责人张存红说。
“Chilean cherries have great quality, and are loved by many, young and old. It is a great fruit. We hope to do everything we can to help Chilean cherry growers. We will continue to have  firm control over the quality and safety of the fruit through improved communication with the growers. We hope to bring quality Chilean cherries at an affordable price to consumers and let everyone enjoy a true ‘cherry freedom’,” Zhang says.