广东茂名荔枝嘉年华启幕 打造“中国荔乡”节庆经济

Core Insights - The event held in Maoming, Guangdong, aims to promote the lychee industry through cultural performances, industry contracts, and consumer benefits, creating a "festival economy" around lychees [1][3]. Industry Overview - Maoming is recognized as "China's Lychee Town" and the world's largest contiguous lychee production base, with over 2,300 years of cultivation history. The city has more than 1.4 million acres of lychee plantations, and in 2024, the lychee production is expected to exceed 500,000 tons, generating an annual output value of over 12 billion yuan [3]. Event Highlights - The lychee carnival has been held annually since 2020, showcasing the development of the lychee industry through immersive cultural narratives, including performances of national intangible cultural heritage and live-streaming sales [3][5]. - A 3D lychee order tree at the event displays real-time global procurement data, emphasizing the trade reach of Maoming lychees. Since 2022, Maoming has pioneered a customized lychee model, allowing pre-orders for various lychee products [5]. Marketing and Promotion - During the event, Maoming will distribute lychee consumption vouchers and tourism coupons, enabling citizens and tourists to enjoy discounts on fresh lychees, processed products, and attractions. The city will also launch a "100,000 E-commerce Selling Lychees" initiative in collaboration with major platforms like Taobao and JD [8]. - The event aims to enhance the recognition of the "Maoming Lychee" regional public brand, promoting quality grading standards and expanding the use of the geographical indication trademark [8].