Abstract Based on micro-level data from 1,120 households in the major kiwifruit-producing areas of Shaanxi and Sichuan, this study first measures and analyzes the bargaining power of farmers in kiwifruit market transactions using a two-sided stochastic frontier model. Subsequently, employing propensity score matching and mediation effect models, the study examines the impact of product differentiation strategies on farmers’ bargaining power in sales and identifies the underlying pathways through which these strategies operate. The results indicate that differences in bargaining power cause kiwifruit growers to receive a sales price that is 2.3% lower than the benchmark price compared to buyers. Selling kiwifruit through direct sales channels such as WeChat Moments and e-commerce platforms can significantly increase the growers’ surplus and net surplus. Product differentiation achieved through brand sales and product quality certification can enhance the bargaining power of kiwifruit growers by 0.026 and 0.030, respectively. After a series of robustness tests, the above conclusions remain valid. In addition, product differentiation strategies can enhance farmers’ bargaining power in sales by expanding sales channels and increasing premium incentives. Based on the above conclusions, we propose the following policy recommendations: actively guiding growers and operating organizations to implement brand development strategies, promoting the popularization and optimization of quality certification systems, fully utilizing e-commerce platforms to expand sales channels for growers and operating organizations, and establishing a quality information-sharing platform for agricultural products.
LI Xinjie,LU Qian. Can Product Differentiation Strategies Enhance Farmers’Bargaining Power in Sales? Micro-Evidence from a Major Kiwi Fruit Producing Area. Economic Survey, 2025, 42(2): 042.
2025, Vol. 42 
