In Guangzhou supermarkets, Chilean fruit continues to occupy a prominent place. Cherries in particular maintain a strong appeal for local consumers, who now consider them a typical product of the winter season.
This is confirmed by Gonzalo Rubilar, Commercial Director of ProChile in Guangzhou, who recently coordinated a series of promotional activations in Walmart and Yonghui stores across the city. According to Rubilar, demand remains solid thanks to the trust built over the years, and Chinese consumers associate Chilean cherries with reliable flavor and consistent quality.
This relationship translates into two main consumption patterns: purchases for the family and gifting. The latter in particular carries significant cultural weight, especially during the winter holidays.
Consumer confidence is further strengthened when the product appears visually impeccable, with fresh, shiny fruit with intense color and clearly displayed pricing based on size and quality directly on the shelf. However, Rubilar emphasizes that today the challenge is not only selling large volumes, but also preserving the premium positioning of Chilean cherries.
This year’s campaign presented several variables that increased the level of difficulty for the sector. On one hand, the calendar saw a later Chinese New Year compared with previous years, while on the other climatic conditions initially accelerated product ripening.
As a result, large volumes of cherries arrived on the Chinese market several weeks before the most intense purchasing period traditionally linked to gifting. This temporal imbalance influenced the market and also affected prices.
In the early stages of the season, consumption focused mainly on everyday purchases rather than large gifting-driven sales. Complicating the picture further was greater consumer caution.
According to Rubilar, the Chinese economy has not yet fully completed its recovery, and this is reflected in more cautious spending behavior. Consumers compare more alternatives and tend to wait until major consumption periods approach before making more significant purchases. Despite this scenario, the constant presence of cherries in supermarkets continues to guarantee rotation and visibility thanks to daily demand.
For Rubilar there is no single strategy to effectively promote Chilean cherries in China. However, some elements consistently prove effective.
The first is the strength of origin branding: the concept of Chilean cherries is now recognized by Chinese consumers and is associated with precise characteristics such as intense color, distinctive flavor, and a wide range of sizes and varieties. The second pillar is logistical reliability, since the entire supply chain from harvest to packing to transport and distribution represents a promise of quality.
When the chain works properly, the result translates into freshness and optimal conditions at the point of sale. Added to this is the product’s usage value: cherries are perceived as a healthy fruit linked to the winter season and rich in positive symbolism, especially as a gift of good fortune.
In mass retail this proposition works when it is supported by concrete elements such as clearly displayed prices, constant product rotation, tastings and clear signage about sizes. In premium stores, selection, gift packaging and the storytelling of origin and season instead become more important.
At the point of sale, tasting remains one of the most effective promotional tools because it helps reduce the main barrier to purchase: uncertainty. When consumers taste the product and confirm its quality, the probability of purchase increases significantly.
At the same time, the digital world is playing an increasingly strategic role. In China, Key Opinion Leaders and Key Opinion Consumers help generate visibility and trust while also encouraging rapid conversions on e-commerce platforms.
KOLs are influencers with large communities and strong amplification capacity, while KOCs are consumers with smaller audiences but high credibility and particular effectiveness in generating trust through reviews and testimonials.
Live streaming also allows purchase decisions to accelerate when the message is clear and focused on a few key elements such as size, freshness and intended use of the product.
Supply chain storytelling has also proven highly effective, and audiovisual content showing the journey from orchard to table has gathered millions of views.
To evaluate the effectiveness of promotional initiatives, Rubilar observes a combination of quantitative and qualitative indicators. Among the most relevant operational metrics are sales during activation days compared to comparable days, the speed of product rotation, replenishment frequency and the average receipt value.
At the same time, signals collected directly in stores are also essential, such as customer questions, reactions to different sizes and sensitivity to price variations.
This information is integrated with continuous dialogue with importers, distributors and retailers, as well as regular visits to wholesale markets, supermarkets and online platforms to monitor the real evolution of the market.
Rubilar also highlights the importance of meetings among supply chain operators, such as dinners organized by importers including Kingo with the support of ProChile. On these occasions exporters and importers can discuss the progress of the season and share information on the most requested sizes and pricing and distribution strategies.
In his daily work with the Chinese market, Rubilar also highlights the importance of cultural aspects. Knowledge of Mandarin represents an immediate sign of respect and closeness toward local counterparts.
However, language is only one part of the relationship, because in China clarity and consistency in accurately stating what is offered and in keeping the promises made are particularly valued.
Likewise, the ability to react quickly to problems becomes a key element in consolidating the trust of business partners.
From the perspective of Guangzhou, the season appears intense and dynamic. Interest in Chilean fruit remains high and the market continues to be active, even though consumers today are more attentive and selective in their choices.
Nevertheless, Rubilar identifies a clear opportunity: when cherries arrive in good condition with adequate sizes, careful presentation and simple communication, the market response remains positive. The real challenge for the sector is to continue ensuring flawless execution across the entire supply chain while protecting the value of the category.
Source: Global Times
Image source: Dario Fruticola. Caption: Gonzalo Rubilar, Commercial Director of ProChile Guangzhou
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