BIDU(US:BIDU) Nan Fang Nong Cun Bao·2025-05-27 15:05Core Insights - Douyin e-commerce successfully launched a live-streaming event selling high-quality "Gaozhou" lychee, achieving significant sales and popularity in a short time frame [3][4][7]. Group 1: Sales Performance - The live-streaming event sold 15,000 units of "Gaozhou" lychee within a short period, with a peak of 3,000 orders in just over ten minutes [3][4]. - The product quickly rose to the top of Douyin's fresh produce rankings and became the most searched item related to "Gaozhou" lychee [4][7]. Group 2: Promotional Activities - Douyin e-commerce initiated a "Summer Flavor in Douyin" campaign from May 20 to June 30, aimed at promoting "Gaozhou" lychee and supporting local farmers [16][18]. - The campaign includes various activities such as brand building, live-streaming for product traceability, and collaboration with logistics companies to enhance distribution [17][18]. Group 3: Market Context - Maoming City is recognized as the largest high-quality lychee production base globally, with Gaozhou being the primary production area in China [11][12]. - The lychee harvest season runs from April to July, with an expected yield of over 280,000 tons this year, featuring popular varieties like "Bai Tang Wan" and "Fei Zi Xiao" [13][14]. Group 4: Consumer Engagement - The hashtag campaign "This Lychee Has Been Waiting a Year" has garnered over 33.66 million views, indicating strong consumer interest and engagement [28][30]. - Original videos related to "Gaozhou" lychee have received significant view counts, showcasing the popularity of the product among consumers [30]. Group 5: Future Initiatives - Douyin e-commerce plans to enhance supply chain efforts and leverage various promotional channels, including short videos and live-streaming, to boost sales of "Gaozhou" lychee [25]. - The platform is also set to invest in consumer experience improvements, including quality control and logistics services, during the upcoming "618 Shopping Festival" [26][27].