On Dec. 16, the second Cherry Conference was successfully held at the Jiaxing Haiguangxing Wholesale Fruit Market in Jiaxing, Zhejiang province. The event featured lectures by several representatives from Frutas de Chile, which garnered significant attention.

During the opening ceremony, Iván Marambio, president of Frutas de Chile, was invited to deliver a speech, where he expressed the association’s high expectations for the Chinese market in the 2024/25 season.

Claudia Soler, executive director of the Chilean Cherry Committee of Frutas de Chile, then introduced the newly launched mascots for Chilean cherries — 桑桑 (Sāng Sāng), 宾宾 (Bīn Bīn) and 娜娜 (Nà Nà) — through a video presentation.

As the mascots transitioned from the video to the stage, Freya Huang, a representative from Frutas de Chile, provided a live explanation of the origins of their names and the inspiration behind their designs. The mascots represent the three most popular Chilean cherry varieties: Santina, Lapins and Regina.

Inspired by the unique characteristics of each variety, the mascots were designed with distinct images and personalities. This approach not only makes it easier for consumers to recognize and differentiate the varieties but also helps them remember the specific features of each one.

Next, Frutas de Chile’s Hector Zhang delivered an in-depth presentation on the current and upcoming promotional strategies for Chilean cherries in China. He shared the latest updates on Chilean cherries in China with both in-person and online attendees.

During the recent 9th Chile Week, which was held from Dec. 1 to 7, Frutas de Chile visited Beijing, Hangzhou, Chengdu and Guangzhou. Supported by over 100 media outlets, e-commerce platforms and retail channels, Chilean cherries became a trending topic online.

Offline events in the four cities attracted over 1 million participants, while the livestreamed arrival of the season’s first Cherry Express garnered 4.4 million viewers. Cherry sales during the livestream surpassed 1 million Chinese yuan ($137,000).

This year, Chilean cherry promotions will be upgraded with a strategic focus on expanding the buyer base, particularly in second- and third-tier cities. A key emphasis will be high-potential second-tier markets. The objective is to leverage major marketing events to reach a wider audience and attract new customers. By enhancing traditional marketing activities and integrating innovative approaches, such as the use of cherry mascots, the campaign aims to create a delightful and memorable shopping experience for consumers.

In the short term, sales growth is expected to stem from first-time buyers in second- and third-tier cities. In the medium term, growth will be driven by the transition of cherries from a luxury gift item to a daily fruit or snack, leading to increased per-capita purchase frequency and volume.

Images: Frutas de Chile

This article was translated from Chinese. Read the original article.