Olive oil serves up robust sales in country

With abundant sunshine and little rainfall, the zone boasts favorable conditions to grow the commodity. The planting area for olives in Longnan exceeds 42,070 hectares, accounting for 49 percent of the total nationwide.

The annual output of olive oil in Longnan reached 5,700 tons, which made up 85 percent of the total in China, and annual sales revenue of olive oil reached 2.05 billion yuan ($320 million), according to the local government.

Longnan Xiangyu Olive Development Co Ltd said that across the country, it has more than 500 sales agents and over 20 direct sales stores. It also cooperates with e-commerce platforms such as Tmall, Taobao, JD, Pinduoduo and short video platforms Douyin and Kuaishou.

The company said it has been constantly expanding its online sales channels and plans to cooperate with more online celebrities and key opinion leaders, as it hopes more Chinese consumers can learn about domestically made olive oil.

The popularity and reputation of Chinese made olive oil is constantly rising, and Xiangyu has received a number of international awards recognizing its quality. Currently, the company focuses on sales in the domestic market, and it will make an effort in going global in the next few years.

By the end of this year, Xiangyu said it plans to register an overseas branch in Spain and further increase its investment overseas.

The olive oil retailer said in China, most demand comes from major cities such as Beijing, Shanghai, and Guangzhou province's Guangzhou and Shenzhen, and the company will increase its layout with targeted measures in smaller cities.

"Most consumers of olive oil in China are young office employees who were born in the 1980s and 1990s. Young consumers are expected to be the main purchasing group in the future," Ma said.

"They seek high-quality lifestyles, and many people would like to adopt low carbohydrate diets that help with weight loss. Olive oil is also important in making maternal and baby skin care products and baby oil goods. Consumers who have such demand will translate into significant potential for olive oil purchases," she added.

"In addition, many middle-aged and elderly consumers prefer olive oil, as they attach increasing importance to healthcare and hope to prevent diseases such as high blood pressure," he said.

In recent years, Longnan has increased cooperation with Mediterranean countries. The enhanced cooperation aims to introduce better varieties and initiate technical exchanges.