Chapter 9: The distribution of imported fresh fruits from Southeast Asia in China
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The growth of fresh fruit imports in China, particularly from the mainland Southeast Asia, has aroused increasing attention since the late 2000s. While numerous studies have been conducted on the production and exports in relation to the Southeast Asian countries, the distribution of the imported fresh fruit in China’s market has been under-explored in the literature. Drawing upon field investigation and personal interviews with concerned actors, this chapter examines the distribution channels of fresh fruit imports in the salient regulations on cross-border trade between China and Southeast Asia. The study sheds light on the transformation of wholesale markets and the integration of physical retailing and e-commerce platforms, through the cases of Jiangnan market in Guangzhou and Hema Fresh of Alibaba respectively. The chapter draws attention to the evolving market in China, particularly the young-generation consumers, and implications on the fresh fruit producers and exporters in Southeast Asian countries.

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