In the heart of Jinan’s Tianqiao District, the Dikou Fruit Wholesale Market has become a vital pillar of the city’s food supply and a model for the transformation of traditional commerce in Shandong Province. Established in 1986, the market has grown from a modest trading area of simple stalls into a provincial-level standardized agricultural wholesale hub handling more than 800,000 tons of fruit annually, with transactions surpassing 10 billion yuan.
At the helm of this transformation is Liu Chaohua, chairman, CEO, and party secretary of Jinan Dikou Group. A CPC member and veteran entrepreneur, Liu has dedicated more than three decades to modernizing the fruit trade, expanding its influence from Jinan to nationwide distribution, and integrating it into global supply chains. He has been recognized as a Model Worker in Shandong Province, a labor model in Jinan, and a deputy to multiple sessions of the National People’s Congress.
“Our mission has always been simple but profound: to safeguard the citizens’ fruit baskets,” Liu said. “From local orchards to international farms, we bring fresh, safe, and affordable produce to households across Jinan and beyond.”
From Humble Beginnings to National Recognition
In the 1980s, with the momentum of China’s reform and opening-up, fruit traders from across northern China flocked to Jinan. Early conditions were modest — asbestos-roofed sheds housed more than 300 vendors offering limited varieties of domestic fruit. But with its strategic location and policy support, the market rapidly became the largest fruit wholesale hub north of the Yangtze River, at one time exporting to more than 200 countries and regions.
Today, the Dikou Fruit Market is recognized as a “National Top 100 Market” and a “Shandong Agricultural Industrialization Leading Enterprise.” Its management model — shifting from property leasing to enterprise-based operations, introducing competitive stall bidding, electronic gate verification, and annual performance assessments — has set benchmarks across the industry.
Investing in Modern Infrastructure
The group has invested heavily to upgrade both hardware and software. More than 11 million yuan has been spent on modern facilities, including a 20,000-square-meter steel-framed trading hall, cold storage for over 10,000 tons of fruit, and more than 30 banana-ripening chambers. The market is now divided into five distinct functional zones: bulk trading, boutique shops, dry goods, warehousing and logistics, and merchant services.
On the digital front, 18 million yuan has gone into building six advanced service centers, including electronic trading, food safety testing, CRM customer service, and waste treatment. These centers enable full-process traceability, real-time monitoring, and nationwide price information services — placing the Dikou Market at the forefront of China’s agricultural e-commerce innovation.
Balancing Growth with Social Responsibility
Beyond commerce, Liu Chaohua emphasizes social responsibility. The market has supported disaster relief, including significant donations during the 2008 Wenchuan earthquake, and plays an active role in rural revitalization by promoting “West Fruit to the East” programs, connecting farmers in Chongqing, Jiangxi, and Sichuan with northern markets.
During the COVID-19 pandemic, Dikou Fruit Market played a crucial role in ensuring stable supply chains while enforcing strict safety protocols. “Our responsibility was to guarantee both supply and safety,” Liu recalled. “This mission gave us strength during the most difficult times.”
Looking Ahead: Digital Transformation and Integrated Development
As the group enters its fourth five-year development plan in 2024, Liu envisions an integrated commercial complex combining wholesale trade, storage, processing, cold-chain distribution, retail services, dining, and e-commerce. Digital transformation — including AI-driven logistics, smart management systems, and livestream sales platforms — will be central to this new phase.
“Our future lies in blending tradition with innovation,” Liu said. “By adapting to digital commerce and global trade trends, we aim to create a modern wholesale ecosystem that benefits farmers, traders, and above all, the people of Jinan.”
With its history of resilience, innovation, and social commitment, the Dikou Fruit Market stands not only as a cornerstone of Jinan’s economy but also as a shining example of how traditional markets can thrive in the new era.