Core Insights - The article discusses the challenges and strategies of Hainan's lychee industry, particularly focusing on the efforts of Hainan Agricultural Reclamation (海垦) to enhance sales channels, improve product value, and strengthen brand recognition in the face of competition and adverse weather conditions [6][14]. Group 1: Market Challenges - Hainan's lychee industry faces significant challenges this year due to damage from Typhoon "Mokha" and increased competition from abundant lychee harvests in other regions [6][7]. - The local lychee harvest has been delayed due to climatic conditions, leading to potential market clashes with lychees from Guangdong [7][8]. Group 2: Strategic Responses - Hainan Agricultural Reclamation has adopted a proactive approach by establishing new sales models and expanding market reach, including early engagement with buyers and online auctioning of lychees [8][10]. - The company successfully auctioned 20,000 pounds of "Feizixiao" lychee at a record price of 6.58 yuan per pound, totaling 1.316 million yuan, showcasing the effectiveness of their new sales strategy [10]. Group 3: Product Innovation - Hainan Agricultural Reclamation is diversifying its lychee offerings by introducing new varieties and gift boxes, such as "New Ball Honey Lychee" and "Wangzi Lychee," to attract consumers [11][12]. - The company is collaborating with agricultural research institutions to develop early-maturing and high-quality lychee varieties, aiming to alleviate market saturation and enhance competitiveness [12][13]. Group 4: Brand Development - The focus is on creating a unique brand identity for Hainan lychees by emphasizing quality and distinctiveness, with plans to optimize planting structures and extend the supply period [14][16]. - Hainan Agricultural Reclamation is integrating agricultural production with cultural and tourism initiatives to enhance the brand's visibility and consumer engagement, including marketing campaigns and tourism maps [15][16].
海垦培育产业新实荔
Hai Nan Ri Bao·2025-06-13 01:40