大家好，今天咱们就直奔主题——你还记得吗？几年前车厘子那价格贵得吓人，动辄一两百块钱一斤， 现在居然能买到每公斤不到25块！这是什么神仙操作？进口水果怎么从"奢侈品"一下子变成了平价消 费？今天我就带大家好好扒一扒这背后到底发生了啥，保证你听完能重塑对进口水果的认识。 先问大家一句，大家有没有体验过，明明水果有价钱，却感觉自己买不起？这"水果自由"到底靠不靠 谱？其实这不仅仅是价格的变化，更是一场市场、产业和消费的大革命。下面就一步步给你讲清楚。 先说第一条，这进口水果是怎么从"奢侈品"变成"家常便饭"的。三年前，当"车厘子自由"还成了富裕生 活的代名词。你能想象吗？2021年春节前，5公斤车厘子能卖到一千多块，办公室里的人吃着都小心翼 翼，琢磨着一颗颗咽着。不过，今年上海市场上，车厘子批发价已经跌破每公斤25元，比以前价格跌了 70%！这涨跌比股市还刺激，这个变化有多夸张？ 不仅仅是车厘子，咱们看看其他水果：进口蓝莓批发价从170块一箱跌到70块左右，泰国的金枕榴莲从 50元一斤跳水到18元一斤，新西兰皇家嘎啦苹果也降了12%。这些果子，曾经就是"贵族水果"，现在普 普通通地走入寻常百姓家了。 可奇怪的是， ...

本文来自微信公众号：新周刊 （ID：new-weekly），作者：谢无忌，编辑：Felicia，题图来自：AI生成 一个瘦瘦的、穿着白色T恤的科普达人，带了17种荔枝来到电影院。在《长安的荔枝》观影现场，他向观众科普了荔枝相关的知识，言语中透着理科生的一 丝不苟："很多人不知道荔枝居然有这么多品种，每一种的味道和香气都不同。品尝荔枝也有小技巧，果肉有的是透明的，有的已经混浊了，其实半透明、 带点奶白色的才是品质比较好的荔枝。" 观众反响平淡，等他将荔枝送给台上的主演明星时，掌声和欢呼声才开始热烈起来。"看得出来现场很多人对水果不关心，觉得它们是可有可无的东西，能 吃就行——不都是一个味道？"事后在采访当中，他回忆起当时的场景，有些落寞地感慨大家对科普不感兴趣。 这个科普达人就是被称为"中国最爱吃水果的人"的杨晓洋，他是中文互联网上著名的"水果猎人"，可以说，是国内对水果理解最透彻的人之一。水果猎人并 不是传统意义上的职业类别，而是一类寻找全球特色水果，记录和传播它们的特性，并以此为核心使命的人。 （图/被访者供图） 十几年前，加拿大记者亚当·李斯·格尔纳在《水果猎人》一书当中记录了自己的经历：他走访热带国家， ...

Core Viewpoint - The article discusses the complex relationship between fruit consumption and social identity, highlighting how fruits have evolved into symbols of status and lifestyle, particularly through the concept of "superfruits" and the associated consumerism [3][6][11]. Group 1: Superfruits and Consumerism - The concept of "superfruits" emerged in the early 21st century, characterized by high popularity driving rapid consumption, and is seen as a product of capital and scientific collaboration [3][17]. - Examples of superfruits include avocados, cherries, and grapes, which have been marketed as luxury items, reflecting a trend where fruits are not just food but also social currency [3][19]. - The marketing strategies for superfruits often involve significant investment, with avocados seeing a compound annual growth rate of 12% in global trade from 2014 to 2023 [18]. Group 2: Changing Consumption Patterns - From 2015 to 2024, China's per capita fresh fruit consumption increased from 40.5 kg to 61.6 kg, reflecting a growth rate of approximately 4.8% per year, outpacing other food categories [11]. - The rise of social media has amplified the visibility of trendy fruits, leading to the phenomenon of "fruit freedom," where consumers equate fruit consumption with economic status [11][24]. - The article notes that the perception of fruits has shifted, with consumers now considering not just affordability but also health benefits and emotional value when purchasing fruits [28][30]. Group 3: The Fruit Hierarchy - The article describes a "fruit hierarchy," where different fruits are associated with varying social classes, with some fruits being seen as luxury items while others are viewed as common [8][13]. - The price fluctuations of fruits like cherries and blueberries illustrate how market dynamics can elevate or diminish the status of certain fruits over time [27][33]. - The narrative of "fruit freedom" suggests that consumers should not feel pressured to conform to artificial demands created by marketing, but rather choose fruits based on personal preference [25][35].

Price Trends - Recent consumer observations indicate a significant drop in prices for previously expensive fruits, such as blueberries, lychees, and cherries [1] - In Guangzhou's Jiangnan fruit and vegetable wholesale market, the price of Feizixiao lychee fell to 4-4.5 yuan per kilogram by the end of June, compared to 14-16 yuan per kilogram during the same period last year [1][2] Production and Supply - The 2023 season has seen a bumper crop of lychees, with the total expected production reaching 3.45 million tons, a year-on-year increase of 100% [2] - The main lychee production area in Maoming is expected to yield approximately 630,000 tons this year, marking a significant increase due to favorable weather conditions [2][3] Market Dynamics - The increase in fruit supply has led to lower prices, with the average purchase price for lychee ranging from 3 to 8 yuan per kilogram as of early July [3] - The cherry market has also experienced price declines, with the price of the representative "Samito" variety dropping by approximately 15% compared to last year [3] Industry Challenges - Experts warn of potential "overproduction" risks, where producers may face reduced profits if they do not secure sales channels in advance [4] - The overall increase in fruit production capacity has led to intensified competition and reduced scarcity for certain fruits, such as blueberries [5][6] Consumer Behavior - The expansion of blueberry cultivation has made the fruit more accessible, with the total cultivation area in China reaching 1.44 million acres by 2024, a significant increase from previous years [6] - The market for blueberries has seen a price drop of about 20% this year, despite a tripling of total output compared to last year [6][7] Long-term Strategies - Industry experts emphasize the importance of improving fruit quality and enhancing supply chain management to ensure sustainable growth [11][12] - The development of value-added products, such as lychee ice cream, is seen as a viable strategy to manage excess production and stabilize prices [13]

Group 1 - The "618" shopping festival in China has been extended to 39 days, starting from May 13 and ending on June 20, which is 7 days earlier than last year, aiming to boost consumer spending amid global economic uncertainties [1] - Major e-commerce platforms like Tmall and JD.com have simplified their promotional rules this year, eliminating complex discount calculations and focusing on straightforward discount methods to enhance consumer experience [2] - The sales of agricultural products, particularly lychees, have surged during the "618" festival, with JD.com reporting a significant increase in sales due to direct sourcing from Guangdong [3][4] Group 2 - The "618" festival has attracted international attention, with foreign companies increasing their stock for the event, indicating a growing interest in the Chinese market [5][6] - China's retail market is showing signs of vitality, with the retail sales growth rate reaching 6.4% in May, the highest since December 2023, supported by strong consumer spending during the Labor Day holiday and government subsidies [6][7] - Despite external challenges such as trade conflicts, the demand in the Chinese market remains stable, with experts suggesting that the retail sector has significant growth potential [7]

Core Insights - The price of lychee has significantly dropped this year due to a combination of factors, including increased production and market demand fluctuations [4][6] - The average daily supply of lychee is currently 40 tons, with wholesale prices for the "Feizixiao" variety ranging from 5 to 5.5 yuan per pound, and "Baitangying" from 5.5 to 6.5 yuan per pound [1][3] - The overall trend in the fruit market this summer is characterized by price reductions, with lychee prices falling dramatically compared to previous years [3][4] Market Dynamics - The lychee market has experienced a price drop of approximately 70% compared to the beginning of May, with wholesale prices for "Feizixiao" previously exceeding 10 yuan per pound [1][3] - The increase in supply is attributed to favorable weather conditions in major production areas such as Hainan and Guangdong, leading to a bumper harvest [4][5] - The short shelf life of lychee has resulted in increased transportation and storage costs, prompting wholesalers to lower prices to expedite sales [4][5] Consumer Behavior - There has been a notable increase in the sales volume of lychee, with daily sales rising from over 100 boxes to more than 300 boxes due to lower prices [3] - Online sales data indicates a 25.4% year-on-year increase in lychee sales on platforms like Taobao, driven by price reductions and increased production [3][8] - Consumers are becoming more discerning, leading to a wider variety of fruit options available in markets, with different price points for lychee based on quality [6][7] Export Opportunities - The export market for lychee is expanding, with significant sales to regions including Europe, the Middle East, Southeast Asia, and South America [8][9] - Varieties such as "Feizixiao" and "Heiye" are favored for export due to their thicker skin and better preservation qualities [9] - In Dubai, fresh lychee from Guangdong is being sold at premium prices, indicating strong demand in international markets [11]

Core Viewpoint - The article discusses the significant price drop of various fruits, particularly "noble fruits" like lychee and durian, leading to increased consumer access to these products while simultaneously creating challenges for fruit farmers due to heightened market competition [1][2][3]. Price Trends - This summer, the keyword for most fruits is "price drop," with lychee prices plummeting from 80-100 yuan per jin last year to below 20 yuan this year [1]. - In Guangxi, the purchase price for lychee has decreased from 5-8 yuan to 2-3 yuan per jin [1]. - Data from Ele.me shows that fruit delivery volumes, including lychee and watermelon, have increased by over 50% compared to last year, with lychee sales up by 70% [2]. Market Dynamics - The decline in prices is attributed to increased production and improved agricultural technology, leading to a trend of "noble fruits" becoming more affordable [2][3]. - The overall market is experiencing a shift, with the introduction of more varieties and price points for the same fruit, indicating a diversification in consumer preferences [5][6]. Consumer Behavior - Consumers are increasingly drawn to the concept of "fruit freedom," with a growing interest in different fruit varieties and willingness to pay for premium options [5][6]. - The article notes that while some fruits are experiencing price drops, others, like tomatoes, are seeing price increases, reflecting a complex market landscape influenced by consumer health trends [6]. Challenges for Farmers - Farmers are facing difficulties due to the oversupply of fruits like lychee, leading to lower prices and uncertain sales [5]. - The article highlights the anxiety among farmers regarding the short harvesting period and the need to secure buyers, which complicates their ability to sell their produce profitably [5]. Future Outlook - The article suggests that as agricultural practices improve and more varieties are developed, the market for "noble fruits" will continue to evolve, potentially reducing the number of high-priced fruit categories [3][4]. - Industry participants are encouraged to explore diverse sales channels and focus on producing higher quality or rarer fruit varieties to adapt to changing market conditions [6].

Core Insights - The fruit market is experiencing a significant price drop, leading to increased competition among producers and greater accessibility for consumers, referred to as "fruit freedom" [1][2][3] - The price of traditionally expensive fruits, such as lychee, has decreased dramatically, with some varieties dropping from 80-100 yuan per pound last year to below 20 yuan this year [2][3] - The overall trend in the fruit industry indicates a move towards lower prices due to advancements in agricultural technology and increased production capacity [3][5] Price Trends - Lychee prices have seen the most significant decline, with wholesale prices dropping from 5-8 yuan to 2-3 yuan in Guangxi [2] - Data from platforms like Ele.me shows that the sales volume of fruit and vegetable categories has increased by over 50% compared to last year, with lychee and fruit cuts seeing growth rates of over 70% and 90% respectively [2] - Taobao reports a year-on-year increase in sales for lychee (25.4%), durian (6.57%), and mango (8.87%), attributed to lower prices and increased supply [2] Market Dynamics - The trend of "noble fruits" becoming more affordable is seen as a long-term industry shift, with various fruits like lychee, durian, and blueberries lowering their prices [3] - The increase in production technology and market competition is expected to continue driving prices down, making it less likely for fruits to maintain their previous high price points [3][7] - The diversification of fruit offerings in supermarkets and community stores indicates a shift in consumer preferences towards different varieties and price points [5][6] Producer Challenges - Farmers are facing difficulties due to the price drop, with concerns about selling their produce at profitable rates amidst increased supply [5] - The short harvesting period for fruits like lychee adds pressure on farmers, who must quickly find buyers to avoid losses [5] - Producers are encouraged to explore diverse sales channels and focus on higher quality or niche products to adapt to the changing market landscape [7]

Core Viewpoint - The article discusses the transformation of the fruit retail market in China, highlighting the decline of high-end fruit retailers like Baiguoyuan amidst increasing competition and changing consumer preferences towards more affordable options [1][21]. Industry Overview - The concept of "fruit freedom" has emerged as consumers now have access to a wider variety of fruits at lower prices due to improved supply chain efficiency, expanded import trade, and the rise of fresh e-commerce [1][21]. - The China-ASEAN Free Trade Area negotiations have further intensified this trend, leading to an influx of tropical fruits into the market [1]. Company Performance - Baiguoyuan, once a leading fruit retailer, is facing unprecedented operational challenges, closing an average of 2.65 stores daily in 2024 and reporting a staggering pre-tax loss of 391 million yuan [1]. - The company's stock price has remained below 2 yuan, categorizing it as a "zombie stock" [1]. Financial Trends - Baiguoyuan's revenue growth rates have significantly declined from 16.22% in 2021 to just 0.7% in 2023, with net profit growth also plummeting from 369.49% to 11.9% during the same period [7]. - The average revenue per store has decreased from 884,500 yuan to 796,000 yuan from 2021 to the first half of 2023, with a significant portion of stores in major cities like Beijing and Wuhan operating at a loss [14]. Competitive Landscape - The rise of e-commerce platforms and new retail formats has intensified competition, with consumers increasingly preferring to shop at places like Sam's Club and Hema for their fruit needs [16][18]. - These new retail formats leverage their extensive product offerings and strong membership systems to negotiate better prices with suppliers, further eroding Baiguoyuan's market position [18]. Brand and Consumer Trust - Baiguoyuan's brand value has been severely impacted by quality control issues, including reports of selling substandard fruits, which have led to a loss of consumer trust [12][15]. - The company's shift to a "high cost-performance" strategy in 2024, aimed at lowering prices to attract customers, may not be sufficient to compete in the highly competitive low-price market [18][19]. Conclusion - The article concludes that Baiguoyuan's inability to maintain high quality while competing on price has left it in a precarious position, as the market shifts towards more affordable and fresher options [21][22].

Core Viewpoint - The article highlights the significant price reduction of previously expensive fruits in China, driven by increased supply and improvements in agricultural technology and logistics, leading to a transformation of these "noble fruits" into more accessible consumer products [1][4][5]. Group 1: Price Reduction of Fruits - Prices of fruits such as lychee, mangosteen, and durian have dropped significantly, with lychee prices nearly halved compared to last month [1]. - The wholesale price of durian has decreased by approximately 20 yuan per kilogram since winter, with current prices around 38 yuan per kilogram for premium quality [2]. Group 2: Supply Chain and Import Dynamics - The increase in durian supply is attributed to improved management practices in Thailand and Vietnam, leading to a smoother import process and a rise in market availability [2][3]. - The overall fruit market in June is expected to remain abundant, further contributing to the decline in durian prices due to increased consumer choices [3]. Group 3: Agricultural Technology and Domestic Production - Advances in agricultural technology have enabled the local cultivation of fruits that were previously reliant on imports, such as blueberries and cherries, enhancing domestic production capabilities [4]. - The expected production of domestic durian is projected to exceed 2,000 tons by 2025, indicating a shift in market dynamics [4]. Group 4: Logistics and Supply Chain Improvements - The efficiency of cross-border logistics has improved, reducing transportation costs and time, which has contributed to the price drop of imported fruits [5]. - The cold chain logistics market in China is projected to grow, with a total demand of 365 million tons in 2024, reflecting a 4.3% year-on-year increase [5]. Group 5: Future Sustainability and Recommendations - Experts suggest that to maintain the affordability of "noble fruits," there should be effective policy guidance for fruit cultivation, quality enhancement, and cost reduction for farmers [5]. - Companies are encouraged to focus on quality control and value addition through processing to stabilize market prices and ensure sustainable development in the fruit industry [5].