Hsieh Fu-Liang Tan fruit and brand building strategy (Series 4).docVIP

 PAGE \* MERGEFORMAT 5 Hsieh Fu-Liang Tan fruit and brand building strategy (Series 4) Strategy 8: Packaging innovation and broken down out of the low-grade mud The commercialization of China’s post-harvest fruit handling capacity of only about 10% of the total output of fruit, most products there ‘first-class fruit, third-packaging’ of the status quo of the frozen post-harvest preservation, storage and transportation, so can not be in place in time, resulting in product is not listed on the first value plunges the non-normal ‘death’. Here we Hainan fruit as an example to further explain. Hainan, the quality of mango, not only in the domestic lead, as compared with similar foreign products no less significant. However, Hainan mango market is currently confined to Guangdong, Shanghai, Beijing and other large cities, the Northeast over the past few years to open up the market began to pick up, while the broader central, northwest and southwest, the market is almost a blank. The reason is largely ignored the cleaning, grading, packaging and other procedures will be directly on the market. The fruits of listed abroad, from the nutritional composition, color, shape, mouth feel packaging, have strict rules, Hainan is only about 5% of the fruit after treatment, the rest are without cleaning, grading, packaging and other procedures will be directly put on the market. In addition, Hainan, from a few years the traditional view of the history of fruit production in Hainan are the emphasis on fruit before harvest cultivation, pest control, tended to ignore the commercialization of post-harvest handling. Combined with the refrigeration and heat transport facilities such as backward, resulting in mango, litchi, rambutan and many other features of Hainan fruits, as compared with other domestic fruit, lost a lot of points, the loss is naturally very serious. More severe, the Hainan has 29 branches, 53 are varieties of fruits, and many fruits can be produced year round, th