Characterization and insights of fig sales on e-commerce platforms – taking Taobao and Tmall as an example

With the continuous development of the internet, the e-commerce sales of figs have a better role in promoting the development of the dried fig fruit industry, and understanding the characteristics of fig e-marketing sales is conducive to the brand building of dried fig fruit, optimizing the industry’s sales model as well as promoting the development of the fig industry chain to improve.
Based on the sales data of online figs on Taobao and Tmall from May 2021 to April 2023, we analyze the 8 basic characteristics of different types of fig commodities, including sales, sales, origin, shipment, unit price change, net content of packaging, marketing buzzwords, and analysis of the characteristics of the main sales.
And combined with the sales characteristics of the producers and sellers put forward the following suggestions: 1) broaden the connotation of “fig commodities”; 2) pay attention to the cooperation with e-commerce platforms; 3) pay attention to the depth of cooperation with fresh food logistics enterprises; 4) create a brand of figs; 5) segmentation of the fig market and other revelations, in order to increase the dried figs seller’s income and competitive advantage, and promote the sustainable development of dried fig fruit industry.

VII International Symposium on Fig

L. Zhang, M.F. Cai, L. Jia, H.Q. Ma

figs, e-commerce, sales, Taobao, Tmall

https://doi.org/10.17660/ActaHortic.2024.1405.1