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FRUIT MARKETING IN CHINA

Xiaornan Zhu

Warsaw

Agr

icultural

Univer

s

ity

Abstract. Chinese fruit industry has undergone dramatic changes sincc the cconomic rerorm. Production or fruit in China grew obviously: in 1998 fruit production 1-...:achcd 54.5 million tons. making China the largest fruit-producing country in the world. Fruit clistribution channels have also hccn improvcd consider::ibly and the establishment al° rruit wholcsalc markcts has signiricantly racilitated fruit distrihution. Cons111nption p;rttcrns havc also changcd: as family incomc incrcascs. consumcrs dcmand mare rnrit with high quality. including importcd f'ruit. Also. in rccent years. therc has bccn a rcmarkahk increasc in China's fruit tracie. inclucling hoth domestic inter-rcgional trade ;1nd rorcig11 trade. This paper analyzcs the tcnclcncy or COllSl.llllption and marketing or rnrits mainly rrom 1989-2002 in China. and macic comparisons bctwccn China and the other c011ntries (such as Poland) for the above itcms. Main prohlcms or the marketing or rruits in Chi11;1 wcre cliscussed. and the devcloping stratcgics werc suggestcd.

Key words: China fruit marketing, rrnit wholesalc & rct;1il, rruit consumption. import & ex port

INTRODUCTION

Chinese fruit induslry has unclcrgonc clramatic changcs sincc the cconomic reform. Procluction of fruit in China grew clramatically at an average annual growth ratc of 11.3 percent between 1978 and 1997. Between 1985 and 1997 the annual growth r;1tc aclually reached J 3.1 percenl. when areas undcr orcharcls exp;rnded by I O percent annu-ally l'rom '.2.8 million hectarcs in 1985 to 8.6 million hectares in 1997 llntergovernment;rl group on bananas and on tropical fruits 1999/. In 1998 fruit procluctior1 rc:rchcd 54.5 million tons (44.8 kg per capita) !Zhu & Hao 20001, making Chin:t the L11~es1 fruit-proclucing country in the world.

Fruil clistribution channels have also been improved consicler:tbly and thc cst:thlish -ment of fruit wholesale markets has significantly facilitatecl fruit clistribution. The strect --stand style of fruit retailing also has subslantially improvecl the fruit rctail system. Corresponding author - Adres do korespondencji: Xiaorrnn Zhu. Dcpartment or /\gr:man Policy and Marketing. Warsaw Agricultur:rl University. ul. Nowoursynowska 166. 02-787 Wa1~:1w. Poland, tel.lrax 843 07 74. c-mail: xuguzi a y:rhoo.com

150

X. Z/111

Fruit consumption patterns have also changed. As family income increases, consumers have clemanclecl new varieties and higher quality fruits, which have includecl imported fruit. Therefore, in recent years, there has been a remarkable increase in China's fruit tracie, including both clomestic inter-regional tracie and foreign tracie.

The objectives of this study were to evaluate the above present situation of marketing within China. to fincl somc problems and to provicle proposals for both poiicy and support measures that can be usecl to improve fruit marketing and exploit. export opportunities.

METHODOLOGY

The mai n stuclying methoclology used in the study was to gather fruit information in China, Poland and the whole world, then to analyze this information by statistical methocls. The data usecl in the prcscnt paper mainly carne from FAO clatabase and the national and provincial statistical ycarbooks or China. Jnformation from other web pages, working rcports. newsletters, articlcs and newspapers were also usecl in this thesis. For obtaining first hand information, some activities were clone in Poland cluring the course of the study, such as field work, visiting farms and orcharcls, wholesale and retail markets.

FRUIT DISTRIBUTION AND MARKETING CHANNELS

Berorc 1984. fruit clistribution was basically uncler the centrally plannccl economic system and was h;1ncllecl primarily by state-ownecl fruit buying-selling agencies. After 198-1. the clomin;1n1 role or the statc-ownecl agencies in fruit clistribution has graclually clcrn.:asccl. By 1989, statc-ownecl rrnit agencies hancllecl unly about one thircl of total apple clis1ribution in China. This share further clecreased to

JO

percent by 1993. Private 111iclcllcmcn now play a dominant role in China's fruit clistribution lShi and Wahl 1996.J.

Accorcling to Shi and Wahl ( 1996), there are currently four fruit clistribution chan-nels in China. At the wholesale level, there are severa! clifferent types of markets. These largc-sc;de wholcs;dc markcts are usually locatecl in suburban areas and have relatively mmkrn racilities inclucling computcr networks. cold storage, and market information pub I i cal ions.

The second typc or rruit clistribution channel is the wet market. These markets usu;dly havc both wholcs:de and rctail runctions. Many sellers in wet markets are fruit prnduu.:rs and a majority or buycrs are fina! consumers.

The thircl fruit distribu1ion channel is run by fruit corporations. Most fruit corpora-1ions in Chin;1 wcrc previously publicly-owned cnterprises that are now fully or partially privatizccl. Thcsc frui1 corpora1ions clircctly purchase fruit products from producers and s ·li 10 consurncrs.

The last rruit clistribution channcl is the street-stancl. In China, fruit retailing is pri1n:1rily by private indiviclu;ds who set up small fruil shops or fruit street stancls. This 1ypc or rruil rc1ail cs1ablishmc111 exists cverywhere, but cspecially in large metropoli1an :1rcas. 1n:1h.ing i1 vcry convcnicnl ror consumcrs to buy frcsh fruit.

MARKET ANALYSIS

Fruit consumption

According to O'Rourke (1994), food is consumed firstly to satisry the minimal physiological needs in order to survive. At a second level, food is consumed to satisry the energy and nutritional requirements of norma! physical activities (work and play).

At a third level, food is consumed for the taste and pleasure. He rurther pointed out that a population in a subsistence mocie would devote their scare resources to grain. lt is only as they pass this subsistence level that fruit will appear on their dinner table. China is a country which has experienced a transition from a lower-level physiological ncccl or

food consumption to a higher-level neecl (i.e„ taste and pleasure) or food consumption.

1-Ience, fruit has become a more irnportant food item.

This new fruit consurnption behavior is reflected in the following fivc: aspects

I

hi and Wahl 1996]: "NEW" means that consumers have a dcsirc for trying new things and want to taste fruit products they never had before or exotic fruit. "E/\RL Y" mcans th;1t

consumers would like to consume fruit proclucts in the early scason or oll-scason period

to satisfy their early-season consumption appeal. "RARE" means that thcrc is a limited

quantity available in the market. Consurning these rarcly availablc products can show off wealth to other people and satisfy consumers' need for estccrn. "QU1\LITY" mcans that products have good quality attributes. "APPEARANCE"' means that consumcrs

would like to purchase nicely packagecl rruit proclucts, espccially for gil'! purposcs.

Accorcling to the report "Market for tropical f"ruits in China"

I

lntcrgovcrnmcntal group on bananas and on tropical fruits 1999]. therc is a positivc rclationship bctwcc:n income and fruit consumption. In the last twenty years. the Chincsc cconomy has d cvclo-pecl rapiclly with real annual GDP (Gross Dornestic Product) growth r;1tcs avcr:1ging

9.8 percent. Chinese foreign tracie has also grown rapiclly and the country now ranks among the top 10 trading countries in the world. Per capita incomc has also grown r;1pidly over the last decade-4,I perccnt for rura! and 5.7 pcrccnt for urban houscholds ycarly

betwecn 1985 and 1997. During the same period avcrage annual total consumption or fruit increased from 11 kg per head to 41 kg, of which tropical and subtropical l'ruit

accounted for 14 kg.

In fact, fruit consumption per capita in China has incrcascd dramatically since the early l 980s as a result of the substantial increase in family incomc and the dra111;1tic

increase in market availability of l'ruit. The rapid increase in rruit consumption is al~o

associated with the increasing knowleclge of food nutrition and dict-rc:latcd hc;ilth problems. Government educational programs and the mcdical prol"cssion havc ;id vo-cated fruit as a type of "healthy" food. Howevcr, per capita rruit consumption in China is lower than in other countries. For instance, the apple con~umption lcvel per c;1pita in

China was much !ower than in Poland. The same was truc bcforc 1994. il' comp;11·cd with the world (Fig. 1 ).

152

25

-() -1-1-1-1 -+---l--l-f---1--+--I

1989 1991 1993 1995 1997 1999 2001 Ycar

Fig. I. Apple~ consumption per capita in 1989-2001 Rys. I. Konsumpcp .iabkk na oso bi,; w latach 1998-200 I

nurce: Based on the data from FAOSTAT Database.

Źr6dlo: Opracow:1nie 11-Jasnc na podstawie danych z bazy FAOSTAT.

Dc1nand claslicity

X. Z/111

-+---Cl1ina -O-Poland -l:r-World

Dcmancl and supply rclationships are clifficult to cletermine with conrictence [How 1991 \. Econornists havc spcnt considerable cllort estimating such relationships. Kn owle-dgc or pricc flcxibility can be userul in irnproving price forecasts and in making or analyzing policy dccision such as marketing order provisions.

I luang ( 1985) uscd data on civilian food disappearance and retail prices ror the year 19.'iJ- 198] t<i c:slimatccl a cnmple1c system of price and expenditure elasticity for 40 rond commoclity catcgorics and one nonfood catcgory (Table 1). The direct-price ela s-ticity arc estimatcd or the change in utilization that might accompany a I percent

L·ha11gc in price. whilc the cxpcnditurc clasticity cstimate the change in utilization that might acrnmpany :1 I pcrccnt change in expenditurcs. Rcsults or this study inclicatecl th:1t the dcmand was pricc clastic for grapes, was about unit elasticity for oranges, and ll'as 1nicc ind1stic fm the nthcr rruits. The cxpcncliturc elasticity was positivc for all C\Ccpt two nr thcse CO!lllllllclitics. inciicating that uti!ization WOU!cl increase with

incn::1sc I consumcr expcncliturcs. 1\ccorcling to thcsc estirnatcs the utilization of apples :111d h:111:111as ll'Ould dcclinc with incrcasccl consumer expcncliture.

Sili and Wahl ( 1996) cstimatcd dc111:1ncl clasticity for rrcsh fruit proclucts (primarily d\llncstically procluccd) by using crnss-scctional (by city) data rrom China's 1992- 199...J. Urb:111 I luus ·huki Lx1 cncliturc Survcys. Eight fresh fruit groups wcre consiclered in the stud:i· including applcs. citru~. pcachcs. pcars. bananas. grapes, watcrmclons. and other rrcsh fruit. The li11c:11izcd vcrsion or the Alrnost lclcal Dc111a11cl System was usecl to

estimate the demand elasticity. In order to gain insight into the !"ruil purchasing responses to consumer income, the conditional expenditure e!:tsticity for the sclectccl fruit groups were converted to their corresponcling income elasticity by utilizing the previous estimate (1.226) of total fruit income elasticity basecl on urban household survey data [Chern and Wang 1994].

Table I. Eslimatcd dirccl-price and expenditurc elasticity for sclcctcd fruits

Tabela I. Oszacowane elastyczność cen bezpośrednich oraz wydatków dla wyh1·a11ych owoców Commoditics Applcs Oran ges Bananas Grapcs Grapefruit Sourcc: Huang 1985. Żróclło Huang 1995. Dircct-pricc clasticity -0. 2015 -0.9996 -0. 4002 -1. 3780 -0. 2191 E.xpcnditurc das1ici1y -0. 351-1

o

.

-l8(i(i -0. 0-129 O. -l-107 O. -1588

According to Shi and Wahl (1996), if the income elasticity for impurtccl l"ruit is assumecl to be 1.50 and annual income growth in real terms is 8 pcrcent. then by the

year 2000, China's clemancl for importecl fruit woulcl increase by 70 perccnt comparecl 10

the clemand in 1995. By the year 2005, the clemancl for importecl l"ruit coulcl triple. J-"ur -thermore, when the rapicl increase in the number of newly wealthy hinese consumers is accountecl for, the potentia! market for importecl fruit coulcl be even larger.

Table '.2 shows the income elasticity of fruit consumption. The income elasticity

or

fruit clemancl for the highest income group was founcl to be 0.320'.2 co111p;1recl to 0.8985 for the lowest income group. Therefore, the greatest potentia! for signif"icant expansion in consumption woulcl rest with the !ower income groups, while substitution cllects

coulcl lead to some increase in consumption of trupical fruits among the highcr income

gro ups.

Table 2. lncomc clasticity or fruit consumplion T::ibcla 2. Elastyczność dochodowa a spożycie owoców

lncomc housd1olds group i\vcr;igc inco1nc cl:"1ici1y

Lowcst I O pcrccnt O. 81₎₈₅

Low (second I O pcrccn1) O. 7<18X Lowcr middle (second quintilc) O. (10')-l

~~~~~~~~~~~~~~--~~~~~

~~~~~~~~-Mi cl d I c (thircl quintilc) O. -l8-l(1

Up middle (frn1nh quintik) O. -l(i39

High (highcst quintilc) O. 3202 Sourcc: China S1a1is1ic:li Ycarbook 1998.

Żródło: Rocznik StJtystyczny Chin 1998.

Fruit trading

Fru i t tracie, i ncl ud i ng clomest ie i nter-regiona I tracie and foreign t racic. ha~ i ncrc;isecl remarkably cluring the last IO years clue to the liberalization

o

r

the Chincse l"ruit scctm and the rapicl increase in family income.

154 X. Zhu

According to the report "Market for tropical fruits in China" [Intergovernmental group on bananas and on lropical fruits 1999], China is a net fruit exporting country. In 1997, it imported about 691 thousands tons of fruit worth

USD

21

O

mi Ilion and exported ;1boul 91

O

thousands tons valued at

USD

542 mi Ilion (Table 3). Both exports and imports have increased rapidly in recent years.

Generally, China exports temperate fruits and imports tropical fruits. However, a signific::int quanlity of tropical fruit (38 percent of the total fruit shipped) is also

exportecl. Manclarins, apples, pears and apricots were the dominant exports, while

bananas, longans and longan pulp, mangoes and mangosteens were the major imports. Table 3. Fru il trade of China 1995-1997 (in tones)

Tabela 3. Handel owocarni w Chinach w latach 1995-1997 (w tonach) Ex port 1995 1996 Frni1 (101:11) 636 320 716 002 Frcsh :ind driccl 435 Ci! 3 506 321 Proccsscd 200 707 209 681 Millio11 USD Frui1 (101:!1) 471.56 -!73.52 1:rcsh :111d driccl 270.51 253 20 l'roccssccl 201.05 22032 Sourcc: i\gricullur:il lnl"ormalion Analysis.

i.rtidlo: ;\grirnllural l111'onrn11ion A11alysis.

1997 1995 91

o

356 224 486 649 433 216 798 260 923 7 688 542.06 7459 294.25 67.46 247.81 7.13 lmporl 1996 1997 (i24 871 691 421 GI l 126 676 590 13 745 14 831 187.72 210.64 179.05 200.46 8.67 10.18

/\ccorcling to Table 3, Chinese fruit tracie with foreign countries has also increasecl

considerably. The substantial increase in fruit procluction and strong clesire to earn

for-eign eurrency to f'inance the clramatic increase in imports has put pressure on increasing 1'1uit expor1s /\ccorcling to Shi and Wahl ( l 996), in 1993, total fruit exports reachecl 320 thuusancls metric tons. a 411'/,., increase over 1990 levels. In 1994, China's exports for

a pp I es and or<1nges, respecti vely, reaehecl 107 and 127 thousancls metric tons, which are,

rcspcctivcly. 71.7% and 9-L2% increases over the corresponcling exports in 1990. In 19 ), China's l'ruit exports for apples and oranges, respectively, reachecl I 09 and 132 thousancls 1net1·ic tons (Table 4). The major clestination ol' Chinese fresh fruit exports is COLllllrics

o

r

the i'ormer Soviet Union (clue to the low quality and prices). In 1993, China\ apple cxporls to Russia accountecl for 81.3% of the tot::il apple exports.

Table -l. 1\pplcs ex port quantity (I OOO Mt) and its percentage or total production in 1989-2002 T:ihc\:1 -l. \Viclko~ć eksportu jabkk (I OOO Mt) orn jego uclzial procentowy w całkowitej pro

-dukc.1i w l:11:1ch 1989-2002 I 'JX'J I ')90 I 'J'J I I 1)')2 _{1993 199.J 1995 1996 l997 1998 1999 2000 2001 2002} Pnl:111d 25 .\ ~B 6 70.5 l 12.:i 176.1 115. I 139.0 95.9 19l.5 169.3 148.5 21 l.6 2-15.9 327.8 I"

,,

_{I.') -1.8 6.2 72 9.6 8.0 I 0.8 .1,9 9.1 I O.O 9.3 14.6 lO I 15.1} C'hi11:1 70.5 (i2.-l 24.> 38.5 l 19.-l 107.2 108.<J 165.0 188.5 170.~ 219.2 297.7 303.6 .J38.9

l':,

\.(1 l-1 0.5 0.6 13 l.O 0.8 I .O I I 0.9 l.O 1.4 l.5 ? ,

-

··'

Snurcc.::: F1\0STi\T \):11:i\l:1sc. /1tidlo· ll.11:1 d:111ych Ff\ OS TA T. Ac/a Sci. Pol.

As China's fruit production increases and quality improves. Chin:1's fruit exports may increase in the future. However, at present, the export quantity of fruit is st iii low.

For example, apples export quantity in China is closer to that in Poland (Fig. 2), but the ex port quanti ty accounted as the percentage of total procluction is much lower than that

in Poland (Fig. 3).

--1

500000 450000 400000 350000 300000 i-

~

C

hi

n

a

]

~ 250000 200000 ~l'ol:111d 150000 -100000 l--+---!--f-t-+-ł-t-l-t--t-t-1-1 1989 1991 1993 1995 1997 1999 2001 Ycar Fig. 2. Apples export quantity in 1989-2002 Rys. 2. Wielkość eksportu jabkk w latach 1989-2002

Sourcc: Based on the data in Table 4. Żródlo: Obliczenia w tabeli 4. -ł-łl-ł-ł-ł---1-1-1-' 1993 1995 1997 1999 2001 Ycar

r

- - -l'oland -D-Ch111:1 Jl

Fig. 3. Apples ex port quantity accountcd as pcrccntagc or to1:1l production in 1989-2002 Rys. 3. Udział procentowy cksponu _jablck w całkowitej produkcji w latach 1989-2002 Source: Bascd on the data in Table 4.

Żródlo: Obliczenia w tabeli 4.

156 X. Zhu

J\lthough China is a surplus proclucer, it stili imports same fruits to meet clemancl

for variety and higher quality fruits. As for apples, Fig. 4 shows the comparison of

import quantity between China and Poland from 1989 to 2002.

! 200000

~---180000 160000 - + - - - -• """"'"""".,..-"' 140000 120000

t:

I 00000

"""

₈₀₀₀₀ 60000

+

-40000 - ~

2

000~

-

~

~

---

~

- ' I 1989 1991 1993 1995 1997 1999 200 I Ycar -O-Poland

f'ig . .+. Co111pariso11 or applcs import quanti ty bctwccn China and Poland in 1989-2002 Rys. 4. Por<Jwnanic wiclkości importujablck porni<;clzy Chinami i Polską w latach 1989-2002 Sourrc: Bascd on the <l:na or FAOSTAT Datahasc Collcctions.

i.ród Io: Ohlic.:1.enia oparte na danych FAOSTAT.

In aclclition to 1'1-.::sh markets. processecl fruit proclucts such as raisins, fruit juice or l'ruil clrinks may also f'incl a large market in China, especially in Southern and coastal

rcgions. 1\ccording to Sili and Wahl ( 1996), approximately 1988 metric tons of California

goldt:n raisins were cxportecl to China via I-long Kong in 1992. Fruit juice is popular

a mong nt: wl y rich Chi ncse con su mers, however, Chi na's current processi ng technology

:111cl prnct:ssing capacity ror J'ruit juice or drinks is quite limited, which may create

markeling opportunitics ror imported products.

C

ON

C

LUS

I

ONS

'nrnparing apple inclus1ry bctwccn China and New Zealancl, Cranwell (1999) poi111cd nul „il' wt: do11'1 gct il right in the next two ycars. we will Jose out to others. like

1hc Snuth 1\111crica11s an I 1he Chincsc". lt is apparcnt that Chinese fruit industry has got

grc:11 achicvcmcnt~. 1 lowcver. dcspite the grcat achievement. main problems stili exist

as bcluw:

Low cxpnrl quantity. /\s China's J'rui1 procluc1ion increases :mel quality improves. Chin:i's J'ruit cxpor1s rnay increase in the future. However. at present, the exporl qu:t11ti1y or J'ruit is stili low ( 1-2';~

or

101al procluction). For example, apples export qu:rntity in China is closer to that in Pol:incl (Fig. 2). but the export quantity

accounted as the percentage of total production is much !ower than that in Poland (Fig. 3). The reason for low exports was low fruit quality caused by inappropriale use of chemical fertilizers and pesticides to leave harmful rcsiduc on fruits and

inappropriate harvesting, packaging, and transpor1a1ion of fruit procluc1s. So. il is

important to improve fruit quality and economic performance.

• Proportion of fresh and processing fruits was not rational. In generał. the proporlion of fresh and processing fruits is about 65:35 for cirrus, and 70:30 for applcs in the

world. But in China the processing fruits only accountecl for 5-JQr;„ of 101al pro -duction [Zhu & Hao 2000]. The levels of processing in the major fruit producing

countries in the world are, Brazil: 70%, USA: 60-70%. Malaysia: 83% and lsrael:

50%. However, in China only about I 0% of cit rus production arc for proccssing.

• The lack of colcl-chain transportation and storage focilitics: According to 1he

estimation from Zhu & Hao (2000), the fruit storage capacity was 20% or total procluction, only 7% for cold storage.

• The growers were not been properly organized. In many counlrics, growers' asso

-ciations provicle services such as information 10 facilitatc pro luction, marketing

and long-term planning and market assessment. National marketing boarcls can

coorclinate marketing and clistribution to ensure a reasonablc return for prncluccrs. In this sense, China's fruit industry was not well slructured compared 10 ils western

counterparts since there werc a few institutions for macro-lcvel con1rols and coor

-dination in procluction and marketing of fruit products.

In order to solve the above problems, the developing stratcgics bclow wcrc su~ge­ stecl:

• To control fruit growing area, and to adjust and optimize the rruit cul1iv;11it1n

structure, especially stabilize the apple-growing areas;

• To pay more attention to fruit quality and to implcment the change from "quantily„ to "quality";

• To accelerate the establishment of fruit processing inclustry and to implcmcnt the

change from "eat" to "drink'';

• To enlarge exportation. For aclapting itsclf to economic globaliza1ion. the rruil

inclustry shoulcl fully use international markets and ac1ively take part in in1crna

-tional tracie. economic coopcration and market compctition;

• To aclopt plastic tunnel cultivation to gct morc profit: Somc bcncl'ils or pl;1s1ic

tunnel cultivation inclucle: earlier crop procluction; highcr yiclcls per aere; clcaner,

higher-quality procluce; more cllicient usc of wa1cr resources; more cllicicnl usc or fertilizer inputs; potential clccreasc in cliscase and pcsts; and rcwcr weccls.

In generał, the fruit procluction must meet the clemancl or the market, ;111d 1hc 1radi-tional farming concepts which only focus on quantity shoulcl be ahandoncd. The restructure of· fruit sector and rura! economy are important in kccping up wi1h the global

economy and the liberalization of tracie.

REFERENCES

Chern 'vV.S .. Wang G.. 1994. The Engel Func1ion and Co111plete t:ood Dc111and Sy,tem ror Chinese Urban Households. China Economic Review. 4. 35-57.

Cranwell D .. 1999. NZ apple industry has 1wo years to counter Chincóe. I lonNcw>. 1 la,ting'

158 X. Z/111

FAOSTAT Datahasc rin:I

http://apps.rao.org/I i m500/wrap. pl ')FoodBalanceSheet&Domai n=Food BalanceSheet& Language=

english

I luang K.S.. 1985. U.S. Demand ror food: A complete system or price and income elTects. U.S. Deparlment of Agriculture. Economic Research Service. Technical Bulletin No. 1714.

How R.B .. 1991. Marketing fresh rruits and vegetables. An Avi Book.

l11tergovernmental group on bananas and on tropical fruits, 1999. Market for tropical fruits in China. Committee on com modi ty problems. First session. Gold Coast. Australia.

O'Rourke A.D .. 1994. The World Apple Market. Food Product Press.

Shi 11.. Wahl T.I.. 1996. Reccnt Developments in the Chincsc Fruit lndustry and Fruit Market: lmplications ror the US Fruit lndustry. IMPACT Center, No. 83, Washington State University.

Zhu Y., Hao S .. 2000. China fruit inclustry. problems and strategies dealing with the problems. hina Fruits. No. I. 46-48 (in Chincsc).

MARKETING OWOCÓ\V W CHINACH

Streszczenie. Chii'1ski przcmysl owocowy od czasu rerormy gospodarczej przechodzi 111;1czącc zmiany. Produkcja owoców w Chinach wz.rosla wyraźnie. sii;gając w 1998 roku

5-LS miliona ton. przez co Chiny staly sit; największym producentem owoców na świecie.

Dystrybucja owoców poprawia si.,: znacząco. glównic dzięki powstaniu owocowych

rynków hurtowych. Wraz 7.c wzrostem dochodów gospodarstw domowych z.mieniają si.;

wzorce konsumpcji. Konsumenci żądają wysokiej jakości owoców. także importowanych. \V ostatnich latach w Chinach rozwija sic; także handel owocami. zarówno kraJOll')'. jak i zagraniczny. /\rtykul przedstawia tendencje konsumpcji i marketingu owoców w Chi-· n;Kh. w latach 1989-2002. również w porównaniu z innymi krajami (m.in. z Polską). Omówiono taki.c glównc probk:my związane z marketingiem owoców i zasugerowano strategie rozwoju tego sek1or;1.

Slow:i kluczowe: marketing owoców w Chinach. sprzedaż hurtowa i detaliczna owoców,

spoiycic owoców. import i eksport

Acccptcd for print - Zaakceptowano do druku: I 0.12.2004