The Chinese importer’s international procurement director discusses his busy schedule and love of creative marketing
Can you give us an overview of your current position in the fresh produce business and your previous roles?
Jason Liu: I am currently serving as the international procurement director at Shanghai Shengguo. I previously worked at a foreign-funded financial software company and had extensive exposure to marketing activities.
How did you first get into the fresh produce business?
JL: My wife founded Shengguo in 2019. Back then the overseas sourcing needed to be expanded, and professionals were very difficult to find. As someone who started from scratch, after studying hard in my spare time and receiving guidance from experts, I officially joined in 2020. So far, I have been an employee for almost five years.
What is your proudest achievement in your work in the fresh produce business?
JL: Achievements are not personal to me, many things are accomplished by a team. I would emphasise it was an exceptional honour that in my third year working at Shengguo, my supplier ClemenGold won the 2022 Marketing Campaign of the Year Award at the Asia Fruit Awards, which I made a contribution to.
Describe your typical day-to-day schedule?
JL: I usually arrive onsite around 6am and take a quick look at the wholesale market stalls to get information. Starting to communicate with clients around 9am is my daily routine. After work in the afternoon, I usually go to large supermarkets and professional fruit chains to admire the art of product display, and chat with salespeople to learn about the varieties and specifications of the best-selling fruit. I try to find out the reasons for their popularity. It’s very interesting.
Where have you travelled to lately in your job and where are you planning to go next?
JL: I recently went to Inner Mongolia for a large-scale campaign and the Mongolian culture deeply intoxicated me. We plan to go to Zhejiang and Beijing soon to prepare for the next few campaigns.
What do you love in particular about your job, and what, if anything, would you change?
JL: My favourite part of my job is being able to work under the guidance of Fruitalyst and Core, to create creative marketing campaigns and explore more possibilities with a cross disciplinary mindset.
How much fresh produce do you consume and where do you shop for it?
JL: Due to my strong curiosity, I enjoy purchasing popular, rare, beautiful, and internet-famous fruits to personally experience them, which results in spending a considerable amount of money on fruit purchases every month. There are various purchasing channels, including large supermarkets, boutique supermarkets, well-known fruit chain stores, online e-commerce, and popular livestreamers.
What do you do to unwind after a tough day at work?
JL: I like to stay in a room by myself, in almost complete darkness, close my eyes, and listen to symphonies and classical music on high volume, letting my soul soar with the beat of musical symbols.
What is the best piece of advice you’ve ever received?
JL: As a purchaser, no sweet words can compare to giving high returns and quick payments to fruit growers (suppliers).
This interview first appeared in the July/August 2024 edition of Asiafruit. Pick up your free copy at Asia Fruit Logistica in Hong Kong on 4-6 September 2024.
