spinscoremegaways| Ripples caused by a cheap durian

Source: Beijing Business Daily

Durian ushered in the mature season, its sales price is also falling. On May 7, Beijing Business Daily reporter from multiple channelsSpinscoremegawaysIt has been learned that at present, the price of durian in the Beijing market is roughly between 20 and 40 yuan per jin, and the lowest price can reach 23.Spinscoremegaways.9 yuan, compared with 60 yuan a month ago, can be said to usher in a "waist cut", which triggered a consumer buying boom. At the same time, durian has also become the selling point of business drainage. During the May Day period, the Century Jinyuan Shopping Center launched the durian Festival; many restaurants and Tangquan restaurants put up the sign of "durian freedom" and launched durian self-service packages. The analysis points out that dry Yao durian and golden pillow durian are listed in batch, and the supply channels are expanding, and the price of durian on the market has declined, and this state will be stable for a period of time. Next, with the changes in supply and demand, durian prices will fluctuate, suppliers, merchants and consumers need to rationally face the market changes.

The price has been reduced to half

Consumers are one step closer to durian freedom. A reporter from the Beijing Business Daily visited various supermarkets and found that durian had been put on the shelves in many supermarkets and fruit stores in Beijing, and the price was lower than before, and many stores launched promotional activities for durian. At present, most of the varieties on the shelves of Beijing Shangchao are Vietnamese Ganyao and Thai gold pillows, and some stores have introduced relatively minority varieties of Qingni Wang and black thorns.

From the price point of view, the price of durian on the market has dropped greatly. Beijing Business Daily reporter saw in the box horse Xiansheng store, the price of gold pillow durian is 25.9 yuan / jin, dry Yao durian is 23.9 yuan / jin; in a convenience supermarket in Chaoyang District, the price of gold pillow durian is 24.8 yuan / jin, and the larger one is 39.8 yuan / jin; while in the Guoduomei store, the membership price of gold pillow durian is 42.9 yuan / jin, and that of Qingni Princess durian is 29.9 yuan / jin. It can be seen that the prices of dry Yao durian and golden pillow durian purchased by Volkswagen have reached the range of 25 yuan / jin.

At the beginning of March, the price of golden pillow durian was as high as 60 yuan per jin. A salesperson at a supermarket told Beijing Business Daily that the price of durian has been much lower than before, attracting many consumers to buy it. "at present, small gold pillow durian can be obtained for less than 100 yuan."

At the wholesale end, durian prices are also falling. According to the official website of Beijing Xinfadi Market, on April 30, the average price of Ganyao durian was 21 yuan per jin, down 23 percent from 27.5 yuan per jin on April 20, while the average price of gold pillow durian was 27 yuan per jin, down 7 yuan from April 20.

At the same time, durian prices have also shown a downward trend in other cities. According to media reports, the wholesale price of durian at Hangzhou Xiaoshan Agricultural products Wholesale Market is about 26 yuan per jin, which is half the price when the golden pillow durian was first put on the market half a month ago. On the streets of Nanning, Guangxi, the price of slap durian "100 yuan / 5" is the envy of netizens.

The heat of multi-consumer side is rising.

The continued decline in durian prices has triggered a sales boom on the consumer side. During the May Day holiday, many merchants launched durian promotions and held a durian festival at the Century Jinyuan Shopping Center. On April 26th, the opening ceremony of the "2024 Zhengda Thailand durian Wumart first Station" jointly created by the Royal Thai Embassy in China and the Agricultural Affairs Office of the Royal Thai Embassy in China, Wumart Group and CP Group was held at the Yuyingqiao store of Wumart supermarket. According to the person in charge of Wumart supermarket, during the May Day period, Wumart supermarket's sales of dry Yao and gold pillow durian ushered in an increase of more than 30% month-on-week as a whole.

"Durian Freedom" has also become a hot spot in business marketing. Beijing Business Daily reporter saw in the life platform, many restaurants, leisure service stores have launched durian self-help. Some stores create durian and seafood package, the price of 198 yuan / person can eat durian and seafood; some hot spring restaurants even replace their avatars with durian, mainly promoting durian-related packages, the platform shows that the annual sales of this group-buying package is more than 157000.

Online channels, businesses also opened live durian, price comparison activities. On the Douyin platform, a merchant in Xinfadi market is holding a live broadcast of the opening fruit, and the price of the 3.5jin golden pillow durian in the store is 126 yuan. According to reports, the store guarantees 40% of the fruit yield, and the lack of pulp is made up by the store. At the same time, after consumers place an order, the store will be delivered by flash delivery, which will be delivered within an hour within 20 kilometers, attracting many consumers to place orders online.

As the "king of fruit", the popularity and attraction of durian should not be underestimated. At the end of May 2023, the "2023 Thailand durian Carnival" series of activities were launched in Longhu Beijing Daxingtian Street and SOLANA Blue Harbor. In addition to durian self-help, durian blind boxes and online talent challenges were also launched at the scene. The relevant person in charge of CP Group revealed that the related topic "durian eating" has received 120 million exposure on social platforms, with more than 1 million offline passengers.

Broaden the supply channels

It is the continuous expansion of supply channels, durian prices can be "knocked down", consumers also have more choices. Nowadays, minority varieties represented by Qingni Wang and black thorns are becoming more and more common. in a fruit and vegetable supermarket, there are not only fresh fruits. Beijing Business Daily reporter also saw the price of 699 yuan per super black thorn frozen durian, 288 yuan per special Elvis frozen durian, as well as opened boxed flesh and so on.

Behind the hot sales of durian is the rapid development of agricultural trade between China and ASEAN. Through the convenient cross-border logistics system and more developed transportation and fresh-keeping technology, tropical fruits from ASEAN countries can continue to enter China. Global durian production is expected to grow by nearly 10 per cent by 2030, while competition among exporters from Thailand, the Philippines and Malaysia is intensifying in China, the world's largest durian consumer market, according to the China Fruit Circulation Association.

The decline in durian prices is inseparable from changes in the relationship between supply and demand. Tong Wei, head of the marketing department of Xinfadi, told Beijing Business Daily that from the supply side, durian has been listed in bulk recently, and the price is lower than that of a month ago, and this state will remain stable for some time. He said that Malaysia is also actively promoting durian fresh fruits into the Chinese market as Malaysia enters the mass production season in July, which is expected to stimulate prices to fall further.

At the same time, domestic durian is also accelerating mass production. According to CCTV news reports, the current planting area of durian in Hainan is close to 40,000 acres. This year's output has increased two to three times compared with last year, about 200 tons. Although the output is far from market consumption, as the output of domestic durian gradually increases, the market's dependence on imported durian will decrease to a certain extent in the future.

According to Hong Tao, director of the Institute of Business Economics at Beijing Technology and Business University, rising production has brought prices down, which has also led to the launch of many durian derivatives and durian-related combination packages in the market. However, he believes that people need to treat the price changes of durian rationally and avoid "big ups and downs" by adjusting supply and demand, so that the industrial chain and supply chain remain relatively stable and the industry can develop more healthily and sustainably.

Beijing Business Daily reporter Liu Zhuolan Hu Jingrong

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