SME

By FedEx | June 6, 2025

Did you know China’s perishable import market is so massive it can impact the global economy? With demand for premium fresh produce soaring, global exporters are turning to smart cold-chain logistics to keep up.

• In China, rising incomes and healthy-eating consumer trends are driving increased demand for high-quality fresh produce, such as premium fruits and vegetables.
• For importers and exporters of perishable foods, key success factors include supply chain resilience, regulatory compliance, and effective brand differentiation.
• To capitalize on these opportunities, exporters are partnering with experienced cold-chain logistics providers to navigate the food industry’s complex regulatory landscape – and ensure produce arrives in perfect condition.

Can one country’s eating habits change the world? If the country is the size of China, the answer is yes. China consumes and produces billions of tons of fruit and vegetables each year.

If you traveled across the country, from province to province, you’d find millions of different ways to prepare, preserve, and cook fruit and vegetables. Many of these dishes have been part of local diets for thousands of years – China’s appetite for quality fresh produce is nothing new.

But its consumption habits are now dramatically influencing the global perishable goods market – and global trade dynamics as a whole.

We explore the factors driving this growth, and how exporters can take their business further with a technology-driven cold-chain logistics strategy.

What’s driving demand for fresh foods in China?

Bolstered by rising disposable incomes, health-conscious consumers, and advancements in supply chain infrastructure, China’s perishable imports market has emerged as a promising frontier for international exporters.

There’s been a shift in the consumption habits of Chinese consumers, who increasingly prioritize freshness, nutrition, and food safety. Over 55% of daily grocery spending in Chinese supermarkets now goes towards fresh, often premium, produce.

In recent years, Chinese imports of perishable goods have surged remarkably. Food imports alone skyrocketed to $217.1 billion in 2023 – a staggering increase considering they were pegged at $9.37 billion in 2001. Perishables are a major part of this growth.

In 2024, fruit imports reached $17.7 billion, a 5.25% year-on-year increase. In cities like Nanjing, Jiangsu Province’s largest fresh produce port, daily cargo flights transport perishable goods in and out, particularly premium seafood.

A global supply chain: From the world to China’s shopping baskets

Where are the most popular products sourced from? 2024 saw the Beijing Capital Airport processing a significant volume of high-value imports, including rock lobsters from New Zealand, king crabs from Russia, and Chilean cherries, with a 25.1% year-on-year increase in total value.

Tropical fruits are imported from Southeast Asian countries like Thailand, Vietnam, and Indonesia, while Norway and Australia supply premium seafood like chilled salmon.

But China’s strict import regulations can be difficult for global exporters to navigate. One recent example is the economic impact of tighter inspections on durians from Thailand, Vietnam, and Malaysia.

To sell perishable goods to China successfully, exporters need to consider three things:

1. Resilience

The backbone of perishable trade is supply chain resilience. If you’re selling temperature-sensitive goods that have an expiry date, major delays or disruptions can lead to catastrophic losses. Integrating advanced technologies like IoT sensors and blockchain will enhance transparency. You’ll be able to monitor temperature, humidity, and location in near-real-time during transit, minimizing spoilage and building buyer trust. 

2. Compliance

Navigating China’s complex regulatory landscape is crucial. Exporters need to comply with GACC (General Administration of Customs of China) standards on packaging, labeling, and markings. Detailed documentation, such as phytosanitary certificates and traceability records, is essential to avoid customs delays.

3. Brand differentiation

In a market saturated with premium imports, brand differentiation is key. Exporters must craft compelling narratives that resonate with discerning Chinese consumers and deliver them via the right channels, from social platforms like Douyin to e-commerce malls.

How do cold-chain logistics support exporters entering China?

The short shelf life and temperature sensitivity of perishables make logistics a mission-critical success factor. If you’re looking into which logistics network or provider to use, make sure the following elements are in place:

Infrastructure investment

Robust cold-chain logistics require well-equipped infrastructure. Temperature-controlled storage facilities need to be located near key entry points for fast distribution. Multimodal transport solutions that combine air freight for speed with refrigerated trucks for last-mile delivery are essential.

Regulatory alignment

If you’re exporting to China, you’ll need to operate within a strict legal framework. The Food Safety Law mandates batch-level traceability, making technologies like RFID tags and QR codes indispensable. These tools link products to farm information, satisfying both regulators and consumers.

Risk mitigation

The inherent volatility of perishable logistics means you’ll need a risk mitigation strategy. Real-time monitoring systems can detect temperature deviations during transit, enabling instant corrective actions, such as rerouting shipments if there’s a delay.

With over 40 years of experience in the Chinese market, FedEx can offer support for exporters eyeing market entry. Our digital capabilities and tailored solutions for temperature-sensitive shipments ensure that perishables maintain freshness and compliance from farm to fork.

Facilities on the ground include our hub at Guangzhou Baiyun Airport, the primary distribution center for fresh produce in South China. From here, we connect international suppliers with Chinese consumers efficiently.

Seizing the moment

China’s perishable imports market offers immense potential, but strategic agility is critical. Collaborating with logistics providers like FedEx with expertise in the region can help reduce operational risk and smooth the entry into this lucrative market.

As consumer preferences evolve, businesses that innovate in both product quality and delivery efficiency will excel in this dynamic, high-stakes arena.