Vietnamese lychees face disadvantages in the Australian market

07/19/2023 08:28 Ha Linh Print article

ANTD.VN - This year's lychee season in Australia is a bumper one, coupled with the fact that the price of Vietnamese lychees is much higher than that of Chinese goods and the decline in purchasing power has put this specialty fruit at a disadvantage in the Australian market.

Vietnamese lychees face disadvantages in the Australian market photo 1

A series of posters promoting Vietnamese lychees were deployed in Australia.

According to the Vietnam Trade Office in Australia, dozens of tons of Vietnamese lychees continue to arrive in Australia with delicious quality. However, this year, Vietnamese lychees are at a disadvantage in this market.

The Trade Office said that the reason for the above situation was that Australian lychee output was the best in years, the harvest season was late (just a few months before Vietnam's); In addition, Chinese lychees were present in the Australian market earlier and were cheaper than Vietnamese lychees; Market purchasing power decreased, affecting the consumption results of Vietnamese lychees in this market.

Since early April 2023, the Trade Office has noticed that Australian importers are hesitant to import lychees from Vietnam. The Trade Office has continuously campaigned, committed to accompany and received approval from a number of importers such as: 4waysfresh, Bato Ausales... To boost consumption, the Trade Office also promotes Vietnamese lychees on online channels, with big promotions for customers...

Vietnamese lychees imported to Australia have stable quality. The selling price of lychees imported by air is about 400,000 to 500,000 VND/kg; the selling price of lychees imported by sea is about 260,000 VND/kg.

The Trade Office representative said that Vietnamese lychees have been recognized by Australian consumers for their brand and quality. However, producers and exporters need to do better to increase their competitiveness in this market.

For example, in addition to the exporter's brand, it is necessary to unify the development of the growing region brand on each box. The Trade Office is always proactive in marketing, creating a good effect on Vietnamese lychees, but the recognition of the growing region brand and consistent quality management need to be promoted.

Second, the Australian lychee season is getting longer and the quality is good; the Trade Office wants the lychee growing areas to cooperate in building the brand of grade 1 Vietnamese lychees in Australia (Premium) to affirm the quality and develop the market;

The cartons containing the lychees need to be reinforced to ensure that they are not deformed or crushed during transportation; Priority should be given to bringing the lychees to Australia sooner and the growing areas should be asked to coordinate with the Trade Office to organize an annual lychee tasting festival;

The Trade Office also pointed out that it is necessary to avoid the current "grab and run" approach when there is a phenomenon where exporters only need to export a few tons to Australia to gain brand recognition, without focusing on increasing output; Some others have the mentality of wanting to sell large quantities to other markets, so the Trade Office suggested that growing areas need to have an export policy to Australia to affirm the quality of Vietnamese lychees in a demanding market;

In addition, it is necessary to promote the processing of canned lychee, dried lychee, and non-alcoholic lychee cocktails to meet the trend of non-alcoholic cocktails in Australia.

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