1. Demand is growing, but the competitive structure has changed
On 13 August 2026, Shenzhen Customs reported that its ports imported 26,200 tonnes of fresh durian worth RMB 797 million during April–July 2026, up 40.86% and 22.62% year on year respectively. Thailand and Malaysia were identified among the main APEC sources. The figures point to expanding demand, but the faster rise in volume than value is also a reminder that sellers cannot rely on market growth alone.
Hangzhou Customs wrote on 25 May 2026 that China’s durian supply had diversified across more ASEAN origins, giving buyers more choice. DITP reported on 18 June 2026 that, at the time of publication, China permitted fresh durian imports from six countries: Thailand, Vietnam, Malaysia, the Philippines, Cambodia and Laos.
2. Value layer one: consistency must be visible at lot level
The phrase “quality Thai durian” gains weight only when buyers can receive a similar experience repeatedly. Intake, maturity, external condition, grading and delivery criteria should be linked to the actual lot, together with inspection responsibility, timing, transfer points and exceptions.
This does not mean every fruit must be identical; fresh fruit varies naturally. A responsible brand should define the acceptable range, explain what happens when product falls outside it, and keep the evidence used for decisions. Consistency is both a quality system and a customer promise.
3. Value layers two and three: prove origin and design for the channel
Origin creates differentiation when it is connected to verifiable information such as province or orchard, lot, selection date and supply-chain parties. Any GI reference must match the registered area, producer and logo-use authorization. A place name or another operator’s status must not be presented as the brand’s own endorsement.
One product format does not fit every channel. Premium retail, gifting, e-commerce, foodservice and processing buyers need different sizes, ripeness windows, packaging, explanations and delivery plans. Designing for the customer’s real job reduces direct price comparison.
- Fresh retail: consistency, shelf presentation, ready-to-eat window and post-delivery handling.
- Gifting and e-commerce: delivery timing, opening guidance, truthful guarantee terms and service when expectations are not met.
- Foodservice and processing: agreed raw-material format, specifications, volume continuity and buyer documentation.
4. Value layer four: turn fruit sales into a brand experience
On 6 August 2026, ACFS reported that Malaysia was accelerating durian exports to China as domestic output increased. Product advantages can be copied or caught up with quickly, so Thai brands should build harder-to-copy systems: lot data, ripeness guidance, after-sales care, responsible sensory content and a feedback loop with trade partners.
For Siam Diamond, the practical direction is to communicate only what can be verified for the real lot and connect that quality with contemporary presentation. The brand should not claim GI status, a standard or certification without evidence. Premium positioning should mean easier choice, credible information and a more consistent experience—not luxury wording alone.
