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โครงการหนังสออเล็กทรอนกสด้านการเกษตร เฉลมพระเกียรตพระบาทสมเด็จพระเจ้าอยู่หัว
Consumer Insight
The consumer insights for durian in Chinese market are reflected in the
promotion contents of the sellers (Figure 4.4), positive keywords in the
promotion message and negative comments from customers (Figure 4.5).

From the analysis of the promotion message and feedback from customers,
the positive keywords for category durian include “Tender”, “Smooth”
“Like ice cream”, “Fleshy”, “Small Stone”, “Plump flesh”, “Agreeable sweetness”,
“Strong flavor”, “Rapid freeze for freshness” and “Ripe on the tree”.

The most frequent complaints from Chinese consumers for durian are:
“Unripe” or “Si Bao (死包)”, a situation when the fruit will not ripe under
any situations, “Rotten”, or “Little meat”, “Big Stone”.

Methods for “Detecting ripeness”, “Accelerating the ripening”, “Opening the
fruit”, “Serving Ideas” are popular topics in the promotion content for
consumers.
2.2 Mangosteen

Thai Mangosteen in China

From the export value and volume of Thai mangosteen in China, we may
observe the following:

1) Mangosteen export to China reached 231,689 tons and ฿15,966
million in 2021. The volume was lower than 290,735 tons in 2019, but
the value was higher than ฿11,752 million baht in 2019. The market
accepted the higher price, and the exporters are profitable (Table 4.6);
2) Covid-19 and China’s ZCP did have a negative impact on Thai
mangosteen export to China in 2022: Its export volume and value
dropped to 181,198 tons and ฿12,499 million in 2022. The average
price, however, remained at 69 ฿/kg, the same as that of 2021.

Market 107