Zigui oranges lead sales surge on e-commerce platform
2025-11-17 19:11:53
By Yan Wanqin.
Zigui navel oranges rank among the top five most popular citrus varieties on Douyin E-commerce, according to a new citrus consumption trends report by Douyin.
The report, which covers data from October 2024 to October 2025, shows that sales of Zigui’s spring navel orange varieties surged 204 percent year-on-year, making them the fastest-growing citrus category on the platform. Yunnan’s Ailao Mountain rock sugar oranges ranked second with a 90 percent increase.
Zigui navel oranges rank among the top five most popular citrus varieties on Douyin E-commerce, according to a new citrus consumption trends report by Douyin.
The report, which covers data from October 2024 to October 2025, shows that sales of Zigui’s spring navel orange varieties surged 204 percent year-on-year, making them the fastest-growing citrus category on the platform. Yunnan’s Ailao Mountain rock sugar oranges ranked second with a 90 percent increase.
A villager picks navel oranges at an orchard in Zigui County. Photo by Peng Qiang.
Zigui County in Yichang, known as China's Hometown of Navel Oranges, is the country’s first region to supply fresh oranges year-round. Its late-maturing varieties have the highest output among all county-level regions nationwide, led by the Lunwan navel orange.
Zigui now has over 400,000 mu (26,667 hectares) of navel orange orchards, with annual production exceeding 1 million tons. Its products are exported to over 140 foreign markets.
In 2024, the county’s navel orange industry generated a total output value of 25 billion yuan (US$3.5 billion). The "Zigui Navel Oranges" brand, which is owned by the county government and managed by the county’s citrus association, has reached a value of 16.68 billion yuan.
The brand's influence continues to grow. In February 2025, 15 citrus-producing areas across Hubei Province signed an agreement in Zigui to share the use of the "Zigui Navel Oranges" brand. In October, the brand was included in the national agricultural brand cultivation program.
