Luochuan apples thrive during peak sales season with diverse strategies

In early November, as the peak sales season for Luochuan apples unfolded, Luochuan County in Yan’an City, Shaanxi Province, employed a variety of measures to expand the market for its renowned apples through both online and offline channels.

Early in the day, at the production workshop of Shaanxi Dingduan Fruit Technology Co., Ltd., workers were busy sorting, packing, and boxing apples with precision. Meanwhile, livestream sales anchor Chen Min enthusiastically introduced Luochuan apples to online viewers. Holding up a bright red apple, she exclaimed, “Look at this apple: perfect shape, vibrant color, and bursting with juice. This apple from the Loess Plateau is ready to ‘visit’ your home.”

Zhao Fengfeng, the company’s e-commerce sales manager, highlighted the appeal of Luochuan apples, noting their crisp and juicy texture. “Their unique taste has won over countless fruit lovers,” he said. The company’s livestream team, consisting of over 40 people, operates 24/7 during the sales season. This round-the-clock effort, combined with expanded marketing channels and intensified promotional efforts, has ensured that sales remain consistently strong.

At another production site, Shaanxi Wang Zhanggui Agricultural Development Co., Ltd., a similarly bustling scene played out. Workers on the production line diligently sorted apples, packing premium fruits into beautifully designed boxes destined for customers across the country.

“We ship between 150 and 200 tons of apples daily, employing 300 to 500 workers each day,” said Wang Chao, the company’s general manager. With a well-established sales network, efficient logistics, and a nationwide customer base, the company ranks among the top in annual sales within the industry.

This robust demand for Luochuan apples has also created job opportunities for local residents. Many nearby villagers, including Wang Juan from Nanyangshu Village, Laomiao Town, have taken up temporary work during the off-season. “Helping out here not only supplements my family’s income but also allows me to care for my family. Seeing people across the country fall in love with our hometown apples makes me so proud,” said Wang Juan.

In 2024, Luochuan’s total apple output reached 1.14 million tons, with cumulative online and offline sales reaching 853,100 tons to date. Prices remain stable, reflecting high quality and good value.

Wang Yan, Director of the Luochuan Apple Marketing Service Center, stated that the next steps include improving storage management, enhancing information sharing, and guiding farmers to grade and price apples according to quality. The county will also amplify online and offline promotions, support export expansion, encourage financial awareness, and explore participation in apple futures trading to further boost sales.