JD.com, China’s largest online retailer, which sources items from over 50 countries and regions, offers more than 110,000 imported fresh products to customers. Its nationwide cold chain logistics network covers 300 cities across China. Recently jingdong has strengthened its partnerships with market leaders Zespri and Rockit Global Limited by bringing this year’s first kiwifruit and apple harvests from New Zealand to Chinese consumers. Fruit sales have risen over 80% in the past six years, with most consumers being younger, and middle class who tend to focus on health and wellness. New Zealand’s largest fruit export is the kiwi, and China is its largest market.
Horticultural company Zespri opened their flagship store on JD.com in 2017, further benefiting from the capabilities offered by one of the world’s most advanced e-commerce logistics networks. Ivan Kinsella, Head of China Corporate Affairs at Zespri believes that jingdong is their best partner to help them grow their distribution chain in China. Rockit Global also opened a marketplace for their hugely popular snack sized apples on JD.com. Austin Mortimer, CEO of Rockit, commented that JD is without a doubt, the best partner to bring our high quality, New Zealand-grown apples to Chinese dining tables with next-day delivery.
The demand for high quality produce is on the rise in China, both online and off. College educated millennials make up for more than 40% of Rockit apple’s customers in China. New Zealand’s fresh fruit exports to China in recent years have reached NZ$606 million, and the local produce industry in New Zealand is supporting approximately 18,000 jobs, including 2,600 kiwifruit growers alone.
Xiaozhou Zhou, who heads up the fresh fruit team at 7FRESH, JD.com’s fresh food division, hopes to bring more fresh produce items to the consumers of China from New Zealand. Andrew White, Trade Commissioner from New Zealand Trade and Enterprise, looks forward to seeing more products such as infant formula, honey and health products to join the New Zealand products that already have a strong following in China.
Liu Qiangdong: Twitter.