China has a growing demand for imported fruits due to changing consumer preferences and an increasing focus on healthy eating. Imported fruits offer a wider variety of options and are often associated with better quality and taste. China imports a wide range of fruits from different countries around the world.

Some popular imported fruits include apples, bananas, grapes, citrus fruits, berries, and tropical fruits like mangoes and pineapples.

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The importation of fruits into China has not only provided consumers with more choices but has also opened up opportunities for international fruit exporters to tap into the vast Chinese market.

Market Overview of Imported Fruits in China

In Chinese culture, the act of giving and consuming fruits holds great significance. It is seen as a gesture of goodwill among friends and family, and fruits are often exchanged as gifts. Imported fruits, particularly those from Western merchants, are considered prestigious and a symbol of wealth, not only in major cities but also in smaller cities.

Chinese consumers, especially those with higher incomes, are increasingly demanding a wide variety of imported fruits, particularly tropical fruits. This presents a clear opportunity for foreign fruit exporters to cater to China’s domestic demand during off-seasons.

During the winter when domestic fruit production is limited, consumers who typically buy local fruits turn to more expensive imported options.

However, it is important to note that the imported fruit market in China is price-sensitive. Additionally, imported fruits are also perceived to meet higher food safety standards, which contributes to their premium status in the Chinese fruit market.

A growing segment of the population has become more concerned with food safety standards of domestically grown fruits as they are widely considered to be of lower quality and have fewer safety standards as compared with foreign-imported fruit.

What is the likelihood of selling Imported fruits in China on Chinese E-commerce?

China is the world’s largest e-commerce market with a predicted online revenue of US$1,487,233.0 million by 2023, placing it ahead of the United States. Fresh fruits were one of the main drivers of this exponential growth. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 12.4%, resulting in a projected market volume of US$2,374,985.2 million by 2027.

Consumers, especially young professionals, prefer to buy imported fruits in China online due to the convenience of ordering and delivered directly to their doorstep within 24 hours.

China’s monthly fruit and nuts imports from April 2022 to April 2023 (in million U.S. dollars)

Online purchase of fresh produce is quickly becoming a preferred purchase channel for Chinese consumers, especially among young professionals in Tier I cities. Sales of online fresh produce were nearly 560.14 billion yuan in 2022, increasing from about 465.81 billion yuan in the previous year.

Gross merchandise volume of fresh food e-commerce in China from 2013 to 2022 (in billion yuan)

Alibaba Group and are the two largest e-commerce platforms for imported fruit (and all e-commerce as a whole) in China. Both Alibaba and have turned to invest in smaller, more specialized fresh produce e-commerce companies to expand their own presence in online fresh produce e-commerce.

How to Enter the E-commerce Market in China?

The E-commerce market offers numerous opportunities for fresh fruit exporters, but entering this market can be challenging due to cultural barriers, language differences, and strict platform policies. However, there are two vital solutions to overcome these challenges.

Firstly, exporters need to establish a strong brand presence for their products. Secondly, they should be present on well-known E-commerce platforms.

By utilizing these platforms, exporters can easily connect with fruit suppliers worldwide, accessing a wide variety of fruits not readily available in their own country. This benefits consumers by providing them with a greater selection of fruits and ensures that they can enjoy fresh and high-quality produce.

Additionally, E-commerce platforms offer importers a convenient and efficient way to manage their supply chain. From placing orders to tracking shipments, everything can be done online, eliminating the need for time-consuming paperwork and physical visits to suppliers. This streamlines the importation process, reducing costs and improving overall efficiency.

For example, JD Worldwide is a cross-border e-commerce platform that allows international sellers to sell products to Chinese consumers. There is an import of cherries in China, from countries like the United States, Chile, and Australia. These cherries are popular among Chinese consumers and are often sold on JD Worldwide with a focus on quality and freshness.

Branding Imported Fruits in China on Chinese E-commerce Platforms

Chinese consumers prefer fresh fruit due to its availability, safety, and quality. These features need to be communicated to the consumers extensively. The company needs to build an e-reputation in order to gain popularity among customers.

The marketing campaign must address the need of customers. It is highly important for International companies to understand the local culture and demands before it translates their offerings.

Therefore, when approaching China’s E-commerce, it is advisable to partner with a local digital agency as it is equipped with the right set of skills to find a “sweet spot” between the International brand value and the preference of Chinese consumers.

Presence of Imported fruits online store on Chinese E-commerce Platforms


Tmall holds the biggest market share in the e-commerce market of China at 57%. It mainly focuses on premium brands. This characteristic makes Tmall the most expensive e-commerce marketplace in China. It provides an opportunity for International brands to open exclusive online stores and directly sell products to Chinese consumers without being physically present in China.

Tmall has an invitation-only policy where only qualified international brands can either be invited to join or can apply through a local digital marketing agency. For more information on how to sell International products through Tmall, please contact a digital marketing agency., one of China’s leading e-commerce platforms, has been successfully meeting the growing demand for imported fruits in the country. With a wide range of high-quality fruits sourced from around the world, has become a go-to destination for Chinese consumers seeking fresh and exotic fruits.

International companies can open individual online stores on JD’s cross-border service enables suppliers to sell directly to Chinese consumers without a local is less expensive than But has a zero-tolerance policy for counterfeit products.

Also, through its efficient supply chain and robust logistics network, ensures that these imported fruits reach customers in a timely manner, maintaining their freshness and quality.

By offering a seamless online shopping experience and a reliable delivery service, has played a crucial role in satisfying the increasing demand for imported fruits in China.

Cross-Border Solutions

There are several cross-border websites that cater to international brands. Cross-border B2C e-commerce refers to a form of B2C (business to consumer) online purchasing where consumers can purchase foreign goods online via e-commerce platforms and marketplaces, such as, Tmall Global, and others, who are set up to operate within special Free Trade Zones (FTZs) in China.

Chinese consumers prefer buying imported products from Haitao websites. To learn about which Haitao is suitable for your brand please contact a local marketing agency catering to International brands.


Taobao is owned by Alibaba Group. It offers the largest C2C e-commerce marketplace in China. Taobao allows registered or non-registered businesses to sell directly to consumers.

Establishing a store on Taobao is virtually free but the online marketplace is ruled by small sole sellers who compete fiercely on price and honesty and authenticity is an unwritten rule of their trade ethics. Sellers with low-budget and low-quality products opt for this platform.

WeChat Stores

WeChat is engrained in the lifestyles of Chinese consumers. It is an all-in-one app that integrates social e-commerce seamlessly. Wechat store gives numerous possibilities to International brands to reach Chinese consumers effectively. Possibilities range from branding to campaigning and easy payment methods.

WeChat Service Account is considered the most suitable for business and organization that aspires to access an advanced WeChat Official Account. Service accounts allow more APIs (Minisite) and companies can open their own store.

The online store can be used to manage products, take orders, display products, and manage customer complaints. For more information on how to manage Wechat stores, international companies are advised to partner with an expert Digital Marketing Agency, willing to apply for an Official WeChat Account on behalf of the international company.

Chinese Regulations

Chinese regulations for fruit exporters in China are designed to ensure the quality and safety of imported fruits. The regulations cover various aspects, including the use of pesticides, labeling requirements, and compliance with sanitary and phytosanitary standards. Exporters need to adhere to these regulations to gain access to the Chinese market.

They must provide detailed information about the origin, production, and transportation of the fruits, as well as any relevant certifications or test reports. By following these regulations, Chinese authorities aim to protect consumers and maintain the reputation of the country’s fruit industry.

Partnerships with Suppliers

Exporters of fruits often form partnerships with suppliers in China to ensure a steady supply of high-quality fruits for their customers. These partnerships are crucial for establishing a reliable and efficient supply chain, as China is known for its vast agricultural resources and expertise in fruit production.

By collaborating with Chinese suppliers, exporters can access a wide variety of fruits, such as apples, oranges, and grapes, which are in high demand worldwide. These partnerships also enable exporters to benefit from competitive pricing and favorable trade agreements, ultimately ensuring the availability of fresh and delicious fruits for consumers around the globe.

For example, Zespri is a New Zealand-based company that specializes in kiwifruit production and distribution. In recent years, Zespri has expanded its presence in China, which is one of the world’s largest consumer markets for kiwifruit.

Zespri collaborated with local farmers to grow Zespri-branded kiwifruit in the country. Through this partnership, Zespri aims to ensure a steady supply of high-quality kiwifruit to meet the growing demand in China. The company provides technical support and expertise to the farmers, helping them optimize their farming practices and achieve the desired quality standards.

To engage children, Zespri partnered with Fruit Ninja on WeChat to create Zespri-branded kiwis. This mobile gaming looks at how the brand engaged 680,000 kids across the country completed the 14-Day Challenge in two months.

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Imported fruits have become increasingly popular in China. With a growing middle class and increasing demand for a variety of fruits all year round, China has become one of the largest importers of fruits globally.

The availability of imported fruits has provided Chinese consumers with a wider selection and access to fruits that are not traditionally grown in the country.

Additionally, imported fruits are often associated with higher quality and safety standards, which has further contributed to their popularity. However, it is important to note that the importation of fruits also poses challenges, such as potential risks to local agriculture and the environment, as well as concerns about food safety and pesticide residues.

Overall, the importation of fruits has played a significant role in meeting the demands of Chinese consumers and diversifying their fruit consumption options.

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

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  1. Hello,

    We are an exporter based in British Columbia, Canada. We export the local BC fruit crops such as apples, blueberries and cherries. We were wanting to get into selling to China via E-commerce but were wanting to know which would be be a better platform to sell on between Tmall and JD.

  2. We are located in Brazil and we are interested in partnering with you.

    We would like to export our Palm Heart first and then our fruit to china.
    We manufacture here in Brazil with our brand

    we can sell a box with 15 units or even a pot of 540 grams.
    We have already exported large volumes of DHL air cargo as pallet cargo with 80 boxes and container

    How we could format a partnership.
    do you have any idea?

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