Durian Vendors at Thai Market See Live-Selling Drama Differently—100 Baht Per Fruit Creates Divide
Online durian promotions selling fruit at 100 baht each have divided Thai Market vendors—some say it threatens their wholesale business, while others view it as normal retail strategy that attracts different customer segments.
Following online vendor Pimree Pie's promotional campaign to sell one million durians at 100 baht per fruit starting April 28, reporters visited Thai Market in Pathum Thani province and found golden pillow durians selling at 75-150 baht per kilogram, depending on size and grade.
Chao Tuk Tuk shop owner, who sells button durians at 100 baht each, explained they chose this price point because it's easy to sell. These durians are lower-grade in appearance—not in quality of flesh, just uneven shape. Regarding the live-selling at 100 baht per fruit, it depends on the grade being sold, but this vendor personally feels impacted because most traders buy by the kilogram. While they understand if the grade and characteristics are clearly specified, selling quality golden pillow durians at 100 baht each doesn't make sense when their wholesale cost runs 96-110 baht per kilogram. They worry the wholesale price will become volatile and would prefer this marketing practice to stop as it significantly affects small traders.
Chao Ja-Yu 895 shop also criticized the live-selling as unfair to orchard owners. Since they buy at higher costs, they cannot compete at those prices. Some fruits cost 100 baht or more to acquire wholesale, not counting employee wages, transportation, and weight loss during storage.
However, Jae Kan offered a different perspective, calling it part of the durian industry's evolution. While initially skeptical, she noted the results are manageable. Since she doesn't source directly from orchards, she's less impacted, though she acknowledges orchardists may be affected. She sees this as a normal strategy for large retailers to attract customers. Her shop isn't affected because customers clearly segment themselves—online shoppers go online, while those preferring in-person selection visit the shop.
Still, she suggests the government should provide better support. While Pimree Pie has successfully drawn attention to the durian industry, the government should conduct fieldwork with actual orchard farmers to understand real pricing issues and problems, rather than just addressing symptoms.
