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«In-market Research to Identify Prime Target for Future Market Development under the auspices of Australia – Pakistan Agriculture Sector Linkages ...»

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Market of Xinjiang In Xinjiang, the volume of mango consumption is much less than Guangdong. This is because

1) Xinjiang itself produces a large amount of fruit which has very cheap retail prices (For example grapes 2 Yuan / kg, Melon 0.5 Yuan/ Kg) and can be as substitute for Mango,

2) Most male in Xinjiang are not used to the flavour and taste of mango, which results in female as the main consumption group

3) the income in Xinjiang is relative lower than other provinces near the coast areas and its purchasing power has limitation

4) Xinjiang has much less population than Guangdong. As a result the market is relative smaller.

However, people in Xinjiang regard Mango as a luxury fruit, which has been used regularly for gifts. In the focus group conducted in Urumqi, one mentioned that many government organizations (such as taxation, legal system and police) or state own monopoly companies (such as power supply, banks, petroleum, airline, telecommunication and railway) are often purchased luxury fruit for their staff as fringing 20 benefit. This purchase is happened before Chinese festivals such as spring festival, moon festival, Chinese national day and New Year. Focus group also indicated that some wealthy consumers (women in particular) will buy mango regularly regardless the price.

A taxi driver indicated that the mango price in winter can be as high as 90 RMB per kg.

However price in May or June can be as low as 4 RMB per kg.

In the interview of 9 taxi drivers in Urumqi, five mentioned that people in Urumqi had the concept that all the mangoes taste the same. Taxi drivers believed that most people in Urumqi had tried only one varieties of mango in their life time. This was often in the pick season when price was very low. Often the mango they tasted was not so good due to farmer’s deliberately harvesting very early so that the fruit was not easy to decay during the long distance transport from South China to Xinjiang. Three taxi drivers interviewed indicated that the mango they had before was not sweet at all. They also mentioned that they only try once in a year. This point was confirmed in the focus group that low income people do not purchase mango at all.

Given the conditions of Xinjiang market described above, the marketing strategy in Xinjiang should focus on wealthy people and top markets. Due to people in Xinjiang do not have experience in good quality of mango, promotion is needed. Mango quality is absolutely essential given most buyers for gifts. Pakistan companies need to work with local retailers to deicide what packaging is best to suit local taste.

Market in Guangdong Guangdong is the richest province in China. People in Guangdong are used to tropic fruit such as mango. They love mango and it has become one of the important fruit for most people in Guangzhou. As indicated in the focus group, most people purchase mango at lest once a week regardless seasons. The consumption of mango is therefore much larger than Xinjiang. Mangoes are used mainly for self-consumption. Some are used for gift.

However the proportion of mango used for gift is much less than Xinjiang.

People in Guangdong have experienced all different variety of mangoes from different countries. They know which variety is better than another and they know how to choose mango in the markets. Two ladies in the focus group described the process of the way they chose mango. For a new variety, they judged by the appearance. If the appearance is attractive (free of blemish, golden or yellow in color, even in size), they will try some. If they like the taste and flavor of the new variety, they will stick to it. If not they will not buy it anymore. Once they like the taste and flavor of a new variety, the appearance of the fruit is becoming less important to them. They can tolerant some defects on the fruit surface if they purchase for self-consumption. The mango has to be perfect if used for gift. This point was confirmed by visiting supermarket where the Thai mango was displayed with less attractive appearance but high price. This is purely because some people like its taste and flavor.

Pakistan mango is new to people in Guangdong. However results from sensory evaluations of the Pakistani Chaunsa variety in focus group discussion showed very promising sign. The common comment is that Pakistani mango is sweet although its texture is not as smooth as other mangoes which are much less or no fiber. A participant 21 in the focus group indicated that she likes to pay 3 to 6 Yuan extra per kg for Pakistani mango in the markets because of the sweetness and flavor.

Given the situation in Guangdong province, the marketing strategy has to start with promotion. The promotion is not just let people know that a new variety mango is coming. It has to give people opportunity to try it. The target group should be much wider than Xinjiang, given the most people purchasing mango regularly. The quality of mango for promotion has to be perfect in both appearance and taste.

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5. Conclusions China is a huge potential market where high quality fruit is imported from all the • countries of the world and the consumers can certainly afford to buy Pakistani mangoes.

22 Chinese quarantine laws are very strict and it is important that quarantine • requirements must be met. (A pre shipment inspection is necessary for export to China).

All three hot water treatment plants, certified by AQSIQ, are based in Karachi which • is a barrier for export of mango from Punjab. The mango will need to be brought to Karachi first for treatment prior to export to China.

It is highly advisable that PHDEB endeavours promotion of citrus & mangoes in the • coming seasons using the platform & expertise of ASLP mango supply chain project.

Delegation of exporters can be arranged for promotion of mango & citrus in China.

Late harvest of Pakistani mango i.e. any time after 10th September nearing Chinese • moon festival that is celebrated around 20th of September every year can fetch big gains.

Each box should clearly mention the origin of produce & other relevant information • in Chinese language. Each box should contain even number of fruit that is 6 to 12 mangoes per box. Each mango should have a sticker which is important & symbolic of good imported quality.

Chinese prefer blush and golden mangoes having average weight of around 500grams • Retail price and cost of mangoes on arrival should be calculated by doing some trail • shipments as cost is certainly an issue for Chinese importers. Also in road transportation the enhanced shelf life will be an important issue and needs to be addressed.

Competition for fresh Pakistani mangoes is quite significant as China has lots of local • mango varieties and so the key to market our mangoes would be to ensure that we deliver good quality

6. Follow up Actions

1. A shipment of 8 to 10 ton White Chaunsa mangoes will be sent to China in the coming mango season in collaboration with either of the following companies in China;

a. Guangzhou Jiangnan Fruit and Vegetable Co. Ltd.

b. Shenzhen Agriculture Products Logistics Co. Ltd.

c. Golden Wing Mau Agricultural Produce Co. Ltd d. Yuqi Biological Science and Technology and Development Ltd.

The PHDEB with support from ASLP will undertake this activity with the leading exporters (approved HWT plants) of Pakistan. The ASLP Mango Supply Chain Participants (Pakistan Side) will take the responsibility for ensuring the fruit quality.

2. These companies will be invited to visit Pakistan’s horticulture industry (as desired by the companies) in order to have a mutual interaction and sustainable partnerships for horticulture business between the two countries.

3. For the promotion of Kinnow from Pakistan, the New Cooperation Jiajiale Chain Supermarket Co., Ltd. (NCS, China) has already agreed to provide the free space to Pakistani Kinnow suppliers. Therefore a delegation comprising the leading Pakistani

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7. Acknowledgements The research team is thankful to the ASLP, ACIAR project leaders from Australia (Dr.

Ray Collins, University of Queensland, Australia) and Pakistan (Muhammad Iqbal, PHDEB) for planning, support and sponsor of this activity. The role of Dr. Timothy Sun was tremendous to organize the scheduled events and to link Pakistan to the best horticulture business industry in China.

24Annex 1: Fact Sheet about China (PRC - People’s Republic of China)

The world’s most populous country, China is a society in transition. It is an emerging global superpower, and maintains a permanent seat on the UN Security Council. Though nominally communist, the ruling Communist Party began liberalizing the economy in the 80’s and China is now one of the major players in global trade. Though almost half of citizens depend on agriculture for their livelihood, recent economic growth has been largely urban-based, drawing waves of poor rural farmers to migrate to the country’s many massive cities.

–  –  –

4.1. Ms Lee Chang See, General Manager, Urumqi Yuqi Biological Science and

Technology and Development Ltd. Email: Lijg4299@263.net, Website:


4.2. Mr. Yimit Rosol, Plant Quarantine Officer, AQSIQ,Urumqi, China. Ph: 0991Email: yimitjan@sina.com

4.3. Mr Chia Ze Yan. Xinjing New Cooperation, Jiajiale Supermarket Co., Ltd. Email:

zjb@ncsjjl.com, Web: www.ncsjjl.com.

4.4. Mr. Giang Lai, Fruit wholesaler, Urumqi. Ph: 13039466583, 13999403052

4.5. Mr. Mau Wah. General Manager, Golden Wing Mau Agricultural Produce Co Ltd., Shenzhen China. Email: exp@wingmau-fruit.com, Web: www.wingmau-fruit.com,

4.6. Mr. Fan Li Zun. General Manager, Shenzhen Agriculture Products Logistics Co.

Ltd., Shenzhen, China. Email: lvtian@vip.163.com, Web: www.ps-cz.com

4.7. Mr. Zhiqiang Guan General Manager Assistant, Guangzhou Jiangnan Fruit and Vegetable Wholesale Market Development Co Ltd. Email: jnpfsc@vip.163.net

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A: Export to China by Road Export to China by road freight is undertaken through Sost border. The Pakistani transport can go till Kashgir or Taxurgan, where from the produce changes hands and is transported in different vehicle. The transit time for travel from Karachi to Taxurgan is seven to eight days and it takes another three to four days from Taxurgan to Biejing.

Similarly, it takes about eight days from Karachi to Kashgir, where from Urumqi is three days travel and Shenzhen/Guangzhou is about six days travel.

The produce can be transported from Karachi to Rawalpindi in some private vehicle and NATCO provides transportation from Rawalpindi to China (Taxurgan/Kashgir). Within China, railway and other transport (reefer/non reefer) is available.

Freight Cost

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