Several hundred people lined up at a supermarket in Haikou, Hainan province, on Thursday to buy imported durians being sold at almost half their usual price, shortly after the launch of the island province's special customs operations.

A staff member at Wanghao Supermarket said the durians sold out within an hour of going on sale, The Nanguo Metropolis Daily reported. "Malaysian durian used to be expensive and difficult to buy fresh," said a local surnamed Chen, who purchased some fruit. "Now it's cheaper, fresher, and available right here."

According to Wang Chunyou, executive director of Haikou Huasi Network Technology, the shipment weighed 1.5 tons and was valued at about 200,000 yuan ($27,600). It included seven varieties, four of which were new to the Hainan market, according to the report.

"Customs clearance took less than two hours. We really felt the efficiency and improved business environment," Wang said. The company plans to import more high-quality, reasonably priced durians.

Experts say the island-wide special customs operations mark a significant step in China's investment and trade liberalization. The policy directly links Hainan with overseas markets, with the proportion of goods eligible for zero tariffs increasing from 21 percent to 74 percent. These goods include cosmetics, appliances, and health products.

The policy is reducing costs by making imported goods more affordable and improving the shopping experience—benefits that also extend to visitors from other Chinese provinces and abroad.

HNA Cargo, which transported the durians from Malaysia, is expanding its direct sourcing of produce and handling procurement, shipping, and customs clearance. The company aims to supply products to domestic consumers and support Hainan's development as an international produce distribution hub.