跨越2000公里的文化接“荔”，10万+观众云端见证茂名荔枝借剧出圈

Core Viewpoint - The event "Maoming Red Lychee Across Thousands of Miles" successfully showcased the innovative integration of transportation, live streaming, and cultural IP, significantly enhancing the brand value of Maoming lychee and opening new pathways for regional agricultural product branding [2][4][5]. Group 1: Event Overview - The event took place from June 10 to June 14, covering over 2000 kilometers from Baqiao Service Area to Xi'an Huaqing Palace [3][26]. - It featured a live streaming component that attracted over 100,000 online viewers, witnessing the journey of lychee from the orchard to consumers [30][39]. Group 2: Cultural and Marketing Strategy - The integration of the TV drama "Lychee of Chang'an" with the lychee marketing strategy created a unique opportunity for cultural and agricultural synergy, transforming the lychee into a cultural symbol [8][20]. - The collaboration with Tencent led to the creation of three themed gift boxes that incorporated elements from the drama, enhancing market engagement and expanding sales channels [13][20]. Group 3: Sales Performance - The innovative "direct supply + IP gift box" model effectively addressed consumer pain points, resulting in over 10,000 orders within a week [31][32]. - The event culminated in a cultural festival at Xi'an Huaqing Palace, attracting thousands and boosting both brand visibility and sales [40][41]. Group 4: Industry Development - The Maoming Agricultural and Cultural Tourism Group is focusing on extending the lychee industry from a seasonal product to a year-round offering by developing processed products such as lychee pastries and desserts [46][47]. - The group is also enhancing brand value through cultural initiatives, including collaborations with local artists and the creation of promotional content [48][49]. Group 5: Future Outlook - The company aims to continue leveraging cultural IP to drive innovation in the lychee industry, exploring the integration of culture, technology, and agriculture to elevate Maoming lychee to a broader market stage [55][56].