Specializing in the cultivation, processing, sale and storage of local agricultural products, Xinjiang Fruits Co is now making great strides in its e-commerce business, said company officials.

Established in 2011, products from Xinjiang Fruits include a large variety of fruit and nuts such as dates, raisins, almonds and other signature products from the autonomous region.

More than 400 online stores now sell the specialties.

The products are also carried on the well-known online marketplaces Tmall, JD, Yihaodian and Dangdang.

Both its own online store and the e-commerce marketplaces have made the company's products popular with consumers.

The large Internet presence is also crucial in the company's expansion strategy.

It has already joined several Web portals including xjlinguo.com, the largest online store selling Xinjiang fruit and nuts across the world.

Xjlinguo also opened experience stores throughout China that enable local consumers to buy Xinjiang fruits directly.

Another major initiative is by West Orchard, a well-known brand started by the company.

High-quality gift boxes of fruit from West Orchard, which sells both online and offline, have become widely popular in big cities.

The company said it aims to make a "perfect combination of traditional and modern business models".

It has also partnered with e-commerce giant Alibaba for the past two years.

In August and September, the company had a "Meet in Xinjiang" sales campaign using an online channel provided by Alibaba.

More than 60 kinds of Xinjiang agricultural products ranging from fresh grapes to cotton were offered to consumers during the sales period, with nearly 100 million yuan ($17 million) in revenues generated.

To aid e-commerce, the company also puts great effort into its logistics system.

It now cooperates with online portal Tencent and Best Logistics Technology Co to bring its after-sales services to the next level.

The e-commerce effort has already brought Xinjiang Fruits many awards, including an honor from the Ministry of Commerce as "an example of Chinese enterprises that apply e-commerce" in May.

It also works closely with the local government to promote development of e-commerce in the region.

In 2013, it started classes and training programs in Xinjiang to show college graduates and businessman benefits and methods in e-commerce.

rouhaiya@chinadaily.com.cn

(China Daily USA 12/18/2013 page15)