荔枝重生记：爷爷种、爸爸改、90后儿子将其卖成顶流丨荔乡三代人

Core Viewpoint - The article highlights the transformation of the lychee industry in Gaozhou, Guangdong, through the efforts of three generations of the He family, showcasing a shift from traditional farming to modern agricultural practices and e-commerce strategies, ultimately enhancing the economic viability of the lychee business and promoting local culture [1]. Group 1: Historical Context - The lychee industry in Gaozhou was initially underdeveloped, with low prices and poor sales channels, leading to minimal profits for farmers [9][19]. - In the 1970s, the industry relied heavily on natural conditions, and farmers struggled to sell their produce, often resorting to rudimentary methods to improve yields [20][22]. - The 1980s brought opportunities for growth as market prices improved, prompting the younger generation, including He Jianhe, to engage in lychee farming [25][26]. Group 2: Innovations and Improvements - He Jianhe, initially a carpenter, adopted innovative farming techniques, including pruning and spacing trees for better sunlight and water access, which significantly improved the quality and yield of lychees [34][36]. - By 2008, He Jianhe's orchard became a demonstration site for lychee variety improvement, attracting local farmers to learn modern agricultural practices [40][42]. - The establishment of a cooperative in 2013 allowed for better coordination among farmers, leading to increased profits through direct supply chains and cold chain logistics [45][48]. Group 3: Modernization and E-commerce - The younger generation, represented by He Xiongbing, has embraced e-commerce, utilizing social media and online sales to reach customers directly, significantly increasing sales [64][68]. - The introduction of innovative packaging and branding strategies has helped differentiate their products in the market, with over 70% of sales coming from e-commerce channels by 2022 [68][69]. - The integration of modern technology in farming and sales has transformed the lychee industry into a comprehensive economic model that includes agriculture, e-commerce, and cultural promotion [85][86]. Group 4: Cultural and Economic Impact - The He family's efforts have not only revitalized their own business but have also contributed to the broader economic development of Gaozhou, making lychee farming a key economic pillar for the region [43][87]. - The combination of lychee cultivation with cultural tourism initiatives has led to the emergence of various related projects, enhancing the local economy and attracting visitors [88][90]. - The ongoing transformation reflects a shift towards a more integrated approach to agriculture, combining traditional practices with modern technology and marketing strategies [92].