Chongqing Navel Orange Expands Exports to Southeast Asia and Russia, Seeing 20% Sales Growth | Insights

Chongqing - Chongqing's Wushan County Sweet Navel Orange has expanded its reach beyond domestic markets, with over 20 tons exported to Singapore, Malaysia, the Philippines, and Russia since January. Sales have grown 20% year-on-year, both locally and internationally.

Wang Chenyu, General Manager of Chongqing Farming to Feed E-Commerce, credited the orange's success to its high quality, fast logistics, and competitive pricing, especially in Southeast Asia, as shared in an exclusive interview with Bridging News on February 6.

A batch of oranges is being packed and prepared for shipment to overseas markets. (Photo/Wang Chenyu)

Delivery to Southeast Asia in just 3 to 5 days

Given Southeast Asia's geographic conditions, orange products have long relied on imports, primarily from countries like Egypt, Morocco, South Africa, Australia, and the United States.

"While these countries have established brand recognition and mature supply chains, Chongqing Sweet Navel Orange offers a distinct advantage in terms of quality, long harvest cycles, and a lack of quarantine pests," Wang explained. "Moreover, its proximity to Southeast Asia significantly shortens logistics times, allowing us to offer fresher and higher-quality products."

Wang emphasized that the logistics advantage is significant. From harvesting in Chongqing to reaching Singapore, the journey takes just 5-7 days, while oranges from the United States take at least 30-35 days to arrive. "This not only guarantees freshness but also gives us a logistical edge in the competitive Southeast Asian market," he added.

Wang also highlighted the importance of supply chain optimization in boosting efficiency and lowering costs. "Improving supply chain capabilities, including post-harvest handling, packaging, and logistics, is key to driving exports," he said. The company began exploring overseas markets in 2022 but faced challenges such as product freshness and post-harvest processing issues.

"Initially, products were not as fresh upon arrival in overseas markets and faced high spoilage rates, so we strengthened our post-harvest handling capabilities," Wang explained. Optimizing the supply chain has not only helped preserve product quality but also reduced waste, improving export efficiency.

Chongqing Sweet Navel Orange is displayed on supermarket shelves in Hong Kong. (Photo/Wang Chenyu)

Actively expanding into Central Asia and the Middle East

In addition to expanding into Southeast Asia, the company is actively exploring other emerging markets, including Central Asia and the Middle East. 

"Brand building is not just about increasing exposure and recognition; it's about establishing trust and credibility," Wang said. "For agricultural products, building a brand means delivering consistent quality, timely deliveries, and exceeding customer expectations over time."

Wang highlighted the importance of long-term commitment to quality, reliability, and customer service for brand development. He believes that ongoing product quality and supply chain management improvements will help Chongqing Sweet Navel Orange gain global recognition and establish a strong presence.

As brand development continues, Chongqing Sweet Navel Orange has successfully entered Southeast Asian markets and helped local farmers increase their income. As of now, the orange planting area in Wushan County has reached 200,000 mu (133.33 square kilometers), with 150,000 mu under cultivation, yielding 130,000 tons of oranges. This has become an important source of income for local farmers.