Sales Characteristics of Fresh Peach on E-commerce Platform Tmall and TaobaoTaking Beijing Pinggu Peach as an Example

In order to understand status of Pinggu peach e-commerce and provide development proposals, on-line sales data were collected and analyzed together with a distribution channel survey． With the top 100 pages of fresh peach sales data on Taobao and Tmall from 2019 to 2021, “peaches” + “fruit” were used as keywords, and screen commodity data which "Beijing" was the “shipping province” and "Pinggu" was included in the title． Following main harvest season, sales data of Pinggu peach in July, August and September were analyzed． Moreover, an on-site survey was applied in 14 villages of Liujiadian Town, which was a main production area of Pinggu peach． Statistical sales volume of Pinggu peach on Taobao platform in major harvest months were 33.15, 48.35 and 42.84 tons in year 2019, 2020 and 2021, respectively, and collective revenue was 772.6, 841.2 and 781.8 thousand yuan respectively． Sales volume on Tmall were 39.34, 59.92 and 45.35 tons, with revenue of 1 029.7, 1 182.6 and 1 023.8 thousand yuan, respectively． From year 2019 to 2020, the e-commerce sales of Pinggu peach showed a remarkable increment, it declined slightly in 2021． The highest monthly sale was found in August． The most popular peach type on both platforms was honey peach． The price of Pinggu peach sold on Taobao and Tmall was in range of 20～40 yuan/kg, and the highest price was in July． The most popular package sizes ranged from 3.5 kg to 5.0 kg on Taobao and from 1.5 kg to 2.5 kg on Tmall． The on-site survey showed that main distribution channel of Pinggu peach was vendor purchase, e-commerce only took a low proportion, and peach growers expressed strong desire to develop e-commerce channels．