The harvest of domestically grown cranberries in China is in full swing, with production and market interest seeing significant growth compared to previous years.
Fuyuan, Heilongjiang, is home to China's largest cranberry planting base, covering about 280 hectares. This year marks the sixth year of mass production. "By self-propagating seedlings, we've expanded both the planting area and production. This year's output is expected to reach nearly 3,000 tons, more than double that of last year," said Mr. Fang Kaizhe (KK) from Shanghai Yikailong Enterprise Management Co., Ltd. The company collaborates with the cranberry base to provide a full range of services, including harvesting, post-harvest processing, packaging, brand promotion, and sales.
"Thanks to years of technical improvements, the rate of commercial-grade cranberries has increased, and we're seeing a larger proportion of bigger fruits this season. While we primarily focus on the domestic market, we're also preparing for export, with the base holding GAP and organic certifications," KK added.
Despite relatively low awareness of fresh cranberries in the Chinese market, a promotional event at the end of last year significantly boosted the fruit's visibility.
"We leveraged a popular tourist hotspot and the power of short video platforms to introduce fresh cranberries to the public. Following that promotion, our order volume skyrocketed by over 30 times, far exceeding our inventory. Even businesses in third- to fifth-tier cities began inquiring about cranberries."
When asked about the factors behind this successful promotion, KK explained, "First, we analyzed the product thoroughly. Fresh cranberries are a niche fruit in China but are well-known internationally for their high levels of type A proanthocyanidins, which make them highly nutritious. With China's ongoing consumption upgrade, health-conscious consumers are increasingly seeking out nutritious fruits like cranberries, which have strong market potential."
"Secondly, channel diversification has been key to our success. Since 2019, we've been developing multiple distribution channels and focusing on the most promising ones. Currently, our most established channel is high-end supermarkets, and we also utilize online short video platforms."
"The power of short videos lies in their ability to deliver rapid, cost-effective exposure when the content is compelling. Last year, we formed a short video operations team. During a promotional campaign connecting tourism between Guangxi and Heilongjiang, we gave away 100,000 boxes of cranberries and released a video promoting Heilongjiang. The campaign took off, generating widespread public interest, with the topic quickly spreading via user-generated short videos, greatly increasing cranberry market buzz."
Looking ahead, KK plans to continue using short videos for promotion. "While awareness of cranberries has increased, recognition still lags. We plan to promote the fruit's health benefits, usage, and availability through both online content and large-scale marketing campaigns in well-known retail chains. We enforce strict, unified pricing to ensure all partners receive fair profits."
"Fresh cranberries are functional fruits, known more for their health benefits than their taste. I believe the key to successful promotion is identifying their uniqueness and turning perceived 'disadvantages' into advantages that appeal to consumers."
In addition to cranberries, Yikailong also manages the "Zhao Jiayi" brand for kiwis and pineapples, and the "Shi Tie Shou" brand for Papagan mandarins, covering the entire supply chain.