Summary
Reports indicate that kiwifruit, once hailed as the 'king of fruits', is now facing a sharp price drop and a cold market due to declining quality, oversupply, and a crisis of consumer trust. Specific data shows that the selling price of high-quality kiwifruit has fallen from over a dozen yuan per jin in previous years to just a few yuan, with some producing regions even experiencing unsold stock. Contributing factors include early harvesting leading to poor taste, insufficient brand building, and competition from imported fruits.
This phenomenon highlights the ills of the domestic fruit growing industry's excessive focus on yield at the expense of quality, calling for industry self-discipline and upgraded standards.
Commentary
This report on the shift in the kiwifruit market offers indirect lessons for New Zealand small and medium enterprise owners. As a key export fruit for New Zealand, the evolution of kiwifruit's image in the Chinese market deserves close attention. Quality is the lifeblood of a brand; Chinese consumers have higher expectations for imported fruits, and any fluctuation in quality can affect long-term reputation.
On the other hand, the struggles of domestic Chinese kiwifruit signal a changing competitive landscape: if local products fall out of favour due to quality decline, the high-end import market may see opportunities; but if Chinese consumers lose confidence in the entire kiwifruit category, imports will suffer as well. Furthermore, Chinese consumers' aversion to practices like early harvesting indicates that food safety and honest business are increasingly important. For New Zealand exporters, the priority should be to maintain quality standardisation and avoid harming the brand for short-term gains.
Meanwhile, they can monitor China's fresh food e-commerce channels and rebuild consumer trust through live streaming and traceability. In the future, market segmentation and differentiated positioning will be key; high-quality, organic, and traceable kiwifruit still command premium pricing.
Keywords: kiwifruit, king of fruits, bad fruit, declining quality, cold market, consumer trust, early harvesting, unsold stock, brand building, imported fruits
Source: Baijiahao
Disclaimer: This article is compiled from publicly available sources for general information only. The analysis and commentary are editorial opinions. MiDeer Observer does not guarantee the accuracy or completeness of the information provided. Readers should seek independent professional advice before relying on this content, or contact us for more information.
