On April 2nd, the launch ceremony of Jiapei's new production season in 2024 officially opened at Hema. In recent years, the consumption of kiwifruit in the Chinese market has continued to rise, and it is expected to reach a new high this year. "Hema has become one of our most important innovative consumer channels," said Lu Tao, Vice President of Sales for Jiapei Greater China. Since the cooperation began in 2018, Hema's sales of Jiapei Kiwi have increased fivefold.
Chen Yanghui, the national fruit procurement and sales manager of Hema, said that through large-scale direct procurement, Hema, along with partners such as Jiapei and Jianong, has worked together to "lower" the price, allowing more consumers to taste the delicious and nutritious imported kiwifruit.
Retail expert Bao Yuezhong said that for mature large brand merchants like Jiapei, more emphasis is placed on channel innovation, which brings growth in sales, brand reputation, and other aspects. After joining forces with Jiapei, Hema's rapid growth for six consecutive years has not only led to an increase in orders, but also allowed Jiapei to leverage Hema's advantages in online and offline product promotion, showcasing new products to consumers through trial eating, offline activities, and other means.
For Hema, relying on direct procurement from the origin, lowering prices, continuously bringing in top-notch goods, and working together with strong partners to achieve a win-win situation. Exploring the unique fruits of China on one hand and laying out bases at overseas sources on the other have become two important measures for Hema to enrich its product categories and enhance its price competitiveness.