中國社交媒體對櫻桃市場的影響：機遇與風險.pdf

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1、1Impact of Chinese Social Media on the Cherry Market:Opportunities&RisksCherries Summit April 2025Mr.Hector ZhangFrutas de ChilePRESENTATION OUTLINEThis presentation will analyse social media influence on the China cherry market,with a focus on crisis management.We will review the recent fake and ne

2、gative cherry case where social media impacted sentiment and sales.The discussion will highlight lessons learned,crisis management best practices,and strategies to manage reputational risks and protect market confidence during critical moments.3The China Media LandscapeSource:China Internet Network

3、Information Center(CNNIC)&National Bureau of Statistics,202476.5%of Chinas population actively uses social media5.5+HoursAverage daily usage1.150 968 683 466 277 WechatDouyinWeiboKwaiRedMAU(mil）Source:Iresearch,2025.3 Social Media is an Integral Part of Chinese Consumer LifestyleKey Opinion Leaders

4、and Key Opinion ConsumersThere is an estimated 2 million KOLs and 8 million KOCs active in China in 2025.VSWhat content they produceWho followstheir contentWho are theyThousands to millions followers:Less personal,aspirationalPolished,professional,brandedIndustry experts,celebrities,or influencers w

5、ith a large followingKOLKOCHundreds to thousands:More relatable,higher engagementInformal,Organic,PersonalEveryday consumers with smaller but highly engaged social circles43264030B14.What are the motivations for purchasing cherries?Base:All respondents,23-24 W1 n=920,W2 n=920,W3 n=912,24-25 W1/W2/W3

6、 n=1100Cherry Purchase Triggers(%)2024-20252023-2024Rank 3Rank 4(Similar to impact of price)Impact of Ads/RecommendationsSignificantly lower than 23-24Significantly higher than 23-24Suitability Of Retail PriceTotalW1+W2+W3Advertisement and Recommendations is Somewhat As Important as Retail Price For

7、 Consumer Purchase Decision7Social Media Crisis during Cherries SeasonThe Chinese Trade and Chilean Exporters Ranked Negative News&Food Safety as One of The Top Factors Impacting The Season0,002,004,006,008,0010,0012,0012.Other factors(please describe)11.Increased competition from substitute fruits1

8、0.Broad range of cherries options(sizes/varieties/packaging)9.Promotional mechanisms&advertisement8.Changing consumer behaviour7.Pricing at retail and wholesale6.Lower levels of Chilean cherries fruit condition arriving into China5.Quality assurance issues incorrect labeling,fruit size inconsistency

9、,etc.4.Declining consumer confidence3.Fruit quality:increase in soft fruit,pitting,etc.2.Negative news&food safety1.Oversupply and/or overly concentrated arrivalOverall Importers and Exporters(average ranking)In response to:“Rank the factors impacting this Chilean cherry season”:Date:March 7-10Respo

10、ndents:27Top 5 sensitive topics,ranked by engagement percentage of total sensitive content(11/072/14)52.7%Microbial Contamination(e.g.,bacteria)H15.Do you have any safety concerns about Chilean cherries?(SA)/H16.Please select the specific safety concerns you have about Chilean cherries(MA)/H17.What

11、measures could reduce or eliminate your safety concerns about Chilean cherries?(MA)Base:All respondents,24-25 W3 n=1100Note:New questions in 2024-2025 W3665848353220Spoilage or mold during storage and transportationUse of preservativesPesticide residuesMicrobial contamination(e.g.,bacteria)Potential

12、 health impacts(e.g.,causing fever,diarrhea,allergies)Heavy metal contamination6159565047322418Disclose origin information and pesticide residue test resultsProvide food safety inspection reports from authoritative organizationsExplain the use of preservatives and pesticidesProvide customs quarantin

13、e certificationProvide a traceable QR codeProvide correct storage and cleaning methodsShow videos or images of the growing and harvesting processCelebrity or expert endorsementMeasures to reduce/eliminate CC safety concerns(%)Base:24-25 W3=133Detailed concerns of CC safety(%)Base:24-25 W3=133Yes12%N

14、o88%CC safety concerns(%)Among TA Sample12%of Chinese Cherries Consumers Have Food Safety ConcernsLady who ate 1.5kg Cherries went to hospital with swollen faceAs the aftermath of the ladys incident,more consumers tend to associate their unhealthy symptoms with cherries.Deep Dive into Lady with Swol

15、len FaceConsumer Sentiment About The Lady With Swollen Face TopicNegative CommentsNeutral Comments1.Without special harmful preservatives,cherries will rot in just three days.2.Most cherries now come from Chile.To prevent spoilage during shipping,theyre soaked in formaldehydea known carcinogen.3.If

16、cherries last long,you know theyve got some“special treatment”involved.4.During New Years,my wife and I ate cherries together and got food poisoningsame symptoms as that“Swollen Face Lady”case.1.Ive bought like 4-5 pounds and ate them with no health issues.2.Shipping from Chile takes over a monthhow

17、 do they stay fresh that long?3.I tested itI think its linked to certain shady sellers,not the cherries themselves.SENTIMENT 01DARK TECHNOLOGY BEHIND TRANSPORTATIONConsumer Sentiment About The Lady With Swollen Face TopicNegative CommentsNeutral CommentsSENTIMENT 02CHERRIES QUALITY IS GETTING WORSE

18、EACH YEAR1.Cherries are so bad this year,Im embarrassed to gift them.2.This years cherries are inediblethey make you vomit and have diarrhoea.3.Overall cherry quality this year is terriblethe worst in years.4.This years cherries leave a numb,bitter taste in your mouth.1.I dont think quality dropped

19、this yearjust got cheaper.Nice!2.Why do I feel like there are more good cherries this year?3.More quantity always means worse quality.Negative News increased noticeably in the middle of the season and persisted until the end of the season0,01.000,02.000,03.000,04.000,05.000,06.000,07.000,08.000,00,0

20、20.000,040.000,060.000,080.000,0100.000,0120.000,0140.000,011-711-911-1111-1311-1511-1711-1911-2111-2311-2511-2711-2912-112-312-512-712-912-1112-1312-1512-1712-1912-2112-2312-2512-2712-2912-311-21-41-61-81-101-121-141-161-181-201-221-241-261-281-302-12-32-52-72-92-112-13EngagementViewsTotal Views1,7

21、63.1MTotal Engagement28.1MDaily Negative Views and Engagement Trend(11/072/14)Total Buzz0.18M35.030.025.020.015.010.05.00.0Engagement（K）Views（K）Buzz（K）BuzzJan.2ndThe dirtiest fruit of 2024Jan.6thJan.17thThe ladys illness incidentJan.23thJan.26thQuality issues with cherries purchased at Sams ClubJan.

22、21thJan.24thWoman hospitalized for stomach bleeding after eating 500g cherriesJan.14thJan.17thThe ladys illness incidentPrice drop caused by the ladys illness incident Li Jiaqis live streaming room incidentFeb.8thFeb.12thThe new illness case of the boyNegative ViewsRatioW4511/711/13W4611/1411/20W471

23、1/2111/27W4811/2812/4W4912/512/11W5012/1212/18W5112/1912/25W5212/261/1W11/21/8W21/91/15W31/161/22W41/231/29W51/302/5W62/62/1210.5%9.1%8.9%9.3%7.5%7.9%6.1%7.8%18.9%15.0%10.6%6.6%8.5%9.7%Jan.14thJan.17thView(%):68.8%Engagement(%):6.4%Health and Food Safety Were The Top 5 Sensitive News Issues143.7%215

24、.2%313.9%413.8%52.7%Potential Health Impacts(e.g.,causing fever,diarrhea,allergies)Pesticide ResiduesSpoilage or Mold During Storage and TransportationUse of PreservativesMicrobial Contamination(e.g.,bacteria)Compared to consumer news,a higher percentage of trade news channels reported sensitive new

25、s about Chilean CherriesDaily Change of Number of Sensitive ArticlesTrade VERSUS Consumer News（11/072/14）0%5%10%15%20%25%30%11-711-1411-2111-2812-512-1212-1912-261-21-91-161-231-302-62-13TotalTradeConsumer1.13-1.16Content about the ladys illness incident1.23-1.26Quality issues with cherries purchase

26、d at Sams ClubTradeTrade2.5Saltoro vessels delayed shippingTradeThere was much sensationalism content that generated fear and uncertainty in the marketContent about price drops of Chilean CherriesContent about slow movement ofChilean Cherries“Swollen Face Lady scandal crashes cherry prices”“Such a l

27、ow price,never been seen in this market”“Scandal blows lid off industrys dirty secrets”“No room in cherry industry for dishonest sellers”Trade Sentiment Regarding“Swollen Face Lady”17Actions We Undertook This SeasonCrisis Management PracticeRestore consumer experience as quickly as possibleProvide a

28、 timely and consistent responseProtect the reputation and profitability of the industryThe aim of our crisis management are the following:YesCrisis Management Workflow Timely and Transparent First 48 hoursFirst 72 hoursFirst 24 hoursOngoingEnd of SeasonTrade FeedbackTrade FeedbackNot yet a crisisTak

29、e Action to Resolve Issue1.Rate of increase of sensitiveviews/engagement/buzz 2.Nature of sensitive topic and involved parties3.Current media and consumer sentimentCreate CrisisTask ForceMarketing&PR Experts,LawyersIndustry Experts,Public SectorDevelops proposalEvaluate and communicate withstakehold

30、ersDaily Meeting to reviews progress Inform and engage Chilean TradeInform and engage ChinaTradeProvides input&approve resourcesProvides inputProvides inputNoConduct After Action MeetingYesa crisis topicCrisis under control?Develop SolutionCase ClosedDaily Monitoring ReportIdentify sensitive topicCh

31、inese Trade and Public SectorChilean Trade and Public SectorFDC Chile TeamFDC Asia TeamPR AgencyIs this a crisis topic?Daily Media MonitoringWeekly Media MonitoringOfficial Statement by Frutas De Chile Published on Both Official Social Media Accounts,Social Media Kols and National and Regional NewsA

32、mbassador Promote Cherries on CGTN NewsAmbassador Promote Cherries on CGTN NewsProfessional Health Experts Debunk Cherries Food Safety ConcernsMedia Interview With Professor Fan Zhihong(Health Expert)*Click to play video01/Media interview with nutritionist 21st Century Business Herald China National

33、 Radio Hunan TV News and Science Program02/Media Repost Science Popularization TimesSocial Challenge Invited Kocs to Share How They Were Enjoying Chilean Cherries During CNY:313 Million Consumer Views and 4.9M EngagementsEngagement:13,388Views:584,000Fans:1.35 MillionCelebrity:Jing ShaEngagement:13,

34、918 Views:351,000Fans:1.66 Million Engagement:10,552Views:427,000Fans:1.62 Million KOL:Smiling LunaKOL:Its MeWanghan FriendsEngagement:5,702Views:689,000Fans:1.54 Million 63,000 different KOCsWholesale Market&Retail Visits2,118 KMs1,219 KMsGuangzhouBeijingShanghaiNingboJiaxingGuangzhou JNH MarketJan

35、uary 17thBeijing Gaobeidian MarketJanuary 19thShanghai Wholesale MarketJanuary 20thJanuary 21stNingboWholesale MarketJiaxing Wholesale Market January 22nd228 KMs170 KMsBest Practice for Consumer&Trade Crisis ManagementBoth the trade and consumers are more likely to trust crisis communicationThat is:

36、Timely and easy to understandComms adapted for different mediumsPublished by a reputable source such as CCTV and/or famous public figures and influencersConsistently repeated and broadly disseminatedby official trade and industry social media accountsTherefore,it is important to:Have prepared conten

37、t,legal materials and scalable resources to respond to crisisEngage in relationship building and education of media channels,public figures and KOLsCollaborate with Chinese market and public authorities,Chinese fruit trade associations and trade to jointly strengthen industry reputation.Chinese cons

38、umer concerns for food safety is here to stayWe must work with the industry in both China and Chile as any negative news not only harm our Chilean growers and exporters but also harm the Chinese trade.27ConcludingThoughtsChilean Cherries Has Evolved from A Niche Ultra-premium Fruit and Grown into th

39、e Biggest Winter Import Fruit Category2024Driven by Lower Price and Greater Availability,Chilean Cherries Buyers Increased to 168M in China(21%Increase Vs.Last Year)33%40%139,2168,10,020,040,060,080,0100,0120,0140,0160,0180,0200,00%10%20%30%40%50%60%70%80%90%100%2023-242024-25CHERRIES BUYERS THIS YE

40、AR VS.LAST YEARPenetration of CC(%)CC Buyers(M)*Penetration of CC:P1Y purchased of Chilean cherry among cherry buyers,sourced from the holistic campaign evaluation study from Ipsos in recent years.POSITIVE STORY-TELLING TO STRENGTHEN CATEGORY REPUTATION andFOCUSED PROMOTIONS TO REINFORCE PREMIUM POSITIONING AND INCREASE CONSUMER DEMAND Ipsos|Report for 2023-2024 Chilean Cherry Holistic Study in China Market31 Gracias!