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“The honeydew melon industry is exploring new development models in Hainan”

"After the debut of the new season of Hainan honeydew melons, we observed two notable shifts in the market landscape. Firstly, there's an increased sensitivity to pricing, and secondly, a preference for larger-sized melons has emerged. Honeydew melons stand as the flagship product of (Shangmi) Hainan Agricultural Development Co., Ltd., and Ms. Joy Wang, representing the company, delineated the attributes of this fresh production season.

Joy elucidated that while the market previously favored medium-sized honeydew melons, this year, there's a conspicuous preference for larger varieties. She expounded, "The rationale behind this trend lies in two primary factors: firstly, the per-unit cost of larger melons has become more economical, thus favoring their adoption. Secondly, larger melons command a higher unit price in retail, thereby bolstering overall sales figures. Furthermore, within the same varietal spectrum, larger melons often offer superior taste profiles. Additionally, from a cultivation perspective, larger melons enjoy popularity among farmers due to their higher yield per unit area."

"In recent years, there has been an observable shift in consumer behavior towards a phenomenon termed 'consumption downgrade'. This denotes a transition from an emphasis on 'high quality at a premium' to 'optimal quality at an affordable price'. Concurrently, climatic anomalies, particularly prevalent since the latter half of last year, such as heavy rainfall in Hainan's cultivation regions, have substantially impacted open-field fruit production. These dual dynamics of evolving consumer preferences and climatic fluctuations have affected sales trends, prompting companies to expedite the exploration of more resilient and scientifically-driven development models."

Having operated in the honeydew melon industry for numerous years, Joy's company boasts multiple production bases across China. She conveyed that the domestic honeydew melon sector is actively seeking strategies to thrive amidst prevailing economic and climatic conditions. "Our current objectives in honeydew melon product development entail achieving varietal diversification and taste differentiation. Regarding cultivation, our focus is on reducing production costs and enhancing yield per unit area."

"Consumers are increasingly seeking affordability without compromising on quality, while companies are strategizing means to streamline costs and enhance operational efficiency. For instance, to curtail labor expenses, agricultural enterprises are contemplating greater mechanization or outsourcing certain tasks to specialized teams. Many firms have integrated sorting lines to enhance product uniformity. Moreover, interdependence among entities across the planting, processing, and sales sectors has supplanted the erstwhile isolationist approach, with industry collaborations fostering resource optimization and synergy. The pursuit of innovation amid adversity augurs well for the sustainable evolution of enterprises."

"Illustratively, within the context of honeydew melons, given the expansive cultivation of Hainan cantaloupe melons, our exploratory efforts commence from the Hainan base. We are researching methods to enhance the aesthetic appeal and fruit symmetry while advancing standardization protocols. Furthermore, to elevate taste profiles, we've transitioned from conventional manual pollination to bee-assisted pollination, despite the associated higher costs, resulting in a discernibly superior flavor profile. These enhancements aim to elevate the visual allure and gustatory experience of our melons, thereby fostering consumer loyalty."

(Shangmi) Hainan Agricultural Development Co., Ltd. primarily specializes in honeydew melons, alongside Guifei mangoes and pineapples, marketed under the brand name 'Xiyu Huaguoshan'. Besides fresh fruit retail, the company ventured into primary processing this year, introducing dried honeydew melon, dried mango, and other derivative products.

More information:
(Shangmi) Hainan Agricultural Development Co., Ltd.
Shenzhen Xiyu Huaguoshan Agricultural Products Development Co., Ltd.
Korla Xiyu Huaguoshan Agricultural Planting Professional Cooperative
Hainan Xiyu Flower and Fruit Agricultural Planting and Breeding Professional Cooperative
Contact person: Joy Wang
Tel: +86 13602693566
Publication date: