从荔枝大省到品牌强“荔”，广东怎么做？丨潮经济观察

Core Insights - The article discusses the challenges faced by the Chinese fruit industry, particularly in branding and market positioning, despite being the largest fruit producer and consumer globally [3][4][8] - Guangdong province, known for its lychee production, is exploring new marketing strategies to enhance brand recognition and market value [2][9] Industry Overview - China's fruit production exceeded 320 million tons in 2023, showing significant growth, yet there are very few impactful domestic brands [3][4] - The market is highly fragmented with over 10 million fruit-related enterprises, leading to low market concentration and brand recognition [4][7] Challenges in Branding - The lack of product quality and standardization hampers brand development, resulting in consumers being reluctant to pay a premium for branded fruits [8][9] - The traditional supply chain inefficiencies contribute to high wastage rates, estimated at around 25%, affecting profitability [7][8] Guangdong Lychee Branding Efforts - Guangdong is the largest lychee-producing province, with over 4 million acres dedicated to cultivation, accounting for more than half of China's and a third of the world's lychee production [9][10] - The province is leveraging its diverse and high-quality lychee varieties to enhance brand recognition and market competitiveness [9][10] Technological Advancements - Guangdong is adopting advanced agricultural technologies, including AI and big data, to improve yield and quality, alongside enhanced preservation techniques that extend shelf life from 6 days to 1 month [10][11] Marketing Strategies - The government is spearheading a comprehensive marketing system to address sales challenges, aiming to build a strong brand presence for Guangdong lychee [12][13] - E-commerce is playing a crucial role in boosting brand visibility, with significant sales growth reported through online platforms [14][15] International Expansion - Guangdong lychee exports exceed 8,000 tons annually, representing 55.7% of China's lychee exports, with efforts to promote the brand globally [18][19] - The province is initiating marketing campaigns to position lychee as a cultural product, enhancing its appeal in international markets [19][20]