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FRESH.JD.com to Use Global Resources to Create High-quality Fruit Industry Chain Channels

China Agriculture Report By CnAgri2018-10-10 15:36:28China Agriculture Report Print
2017 was the first year of the new retail as Alibaba.com, FRESH.JD.com, Tencent, Yonghui superstores, Amazon, Meituan.com, Suning and other e-commerce giants and retailers had entered fresh retail. On September 6, FRESH.JD.com launched the Global Fruit Brand Strategic Alliance in Hong Kong, developing 18 world well-known fruit companies to become the first members.
These members are all fruit companies with strong global competitiveness, such as New Zealand's largest kiwifruit brand, Zespri, South Africa's international fruit retailer, Capespan, the United States’ berry grower, Driscoll's, Dutch FruitMasters and Chilean fruit exporter, Prize. FRESH.JD.com will have deep cooperation with the alliance members in product packaging, joint customization, new product launching and channel promotion. According to this plan, the above-mentioned high-quality fruits of these enterprises will reach China within 48 hours, providing consumers with more accurate, higher cost performance and targeted fruit consumption experience. In order to realize the development plan, FRESH.JD.com has made adequate preparations.
a. Fruit is a non-standard product, and the choice and quality control of the product requires rich experience and professional knowledge. Therefore, FRESH.JD.com has set up a professional buyer team to look for global high quality fresh products for the platform;
b. Relying on the joint purchasing mode, FRESH.JD.com adopts the overseas direct purchasing pattern to compress the intermediate links so that foreign fruits can enter the Chinese market faster and cheaper.
c. New business formats such as FRESH.JD.com and JD 7FRESH will also become a platform for exhibiting and selling high-quality fruits from everywhere around the world. Consumers can enjoy the one-stop experience of the fresh fruits from the whole world.
Based on this, FRESH.JD.com announced the launch of the "Fresh Farm Program". Through direct and joint ventures, it will open the industrial chain channel - from the origin to the dining table, and gradually realize the standardization of safety, packaging and logistics. At present, seven well-known fruit brands including Zespri, San Miguel, GESEX, Sunview, Oneanta, Fruitmasters and Agricom have announced that they will join the program. In the future, they will strictly control the fruit quality and safety through leading technologies such as UAV flight control, block chain traceability and personalized quality certification.
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