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โครงการหนังสออเล็กทรอนกสด้านการเกษตร เฉลมพระเกียรตพระบาทสมเด็จพระเจ้าอยู่หัว
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Figure 5.1 Channel Structure for Thai Fruits in China

Source: CASPIM
& 4%,
Table 5.10 Players in the Channel Structure
. (L 4
Player Player Definition Definition
Conducted by a cross-border trade operator in the name of personal use
&
1 Cross Border Trade Definition
Regulated by special rules for lower tariff & VAT
# ,# ꢀ
in the form of formal international trade
; - Conducted by a registered importer in the form of informal international trade
2 General Trade # ff D+-
Involving multilevel channels, regulated by normal rules of tariff & VAT
# ꢀ
' . -
3 New Retail % " # ff D+-
Retailers integrating online ordering & payment, offline display & experience and logistic service
* C " ffl 2
4 Franchise National or regional fruit chain stores such as Pagoda
3 ) C &
5 Fruit Stall Small size roadside fruit retailers
8 ) (
6 Fruit Bar F&B establishments selling fruit juice, fruit snack, and other processed fruits
: ) ; ) ; # F " "
7 B2B An e-commerce firm selling to business units, e.g. restaurants, fruit processing factories
< ;'; + , fi # " $ $ "
8 B2C An e-commerce firm selling to individual consumers
= ;' + ,
9 C2C An individual selling on an e-commerce platform such as Taobao to individual consumers
? ' + , - #
Source: CASPIM
& 4%,

( (

Strategy 143