“南北大对账”掀荔枝种草消费热，小红书一篇笔记带货5万单

Core Insights - The "lychee craze" on Xiaohongshu has transformed the fruit into a cultural phenomenon, driven by user-generated content and community engagement [1][2][24] - Xiaohongshu's unique "grass planting" power has significantly increased demand and sales for lychees, with a 59% year-on-year increase in related searches [1][5][23] Group 1: Consumer Engagement - Users on Xiaohongshu are actively discussing various lychee varieties, leading to a deeper understanding of the fruit beyond just the popular "Feizixiao" variety [3][5] - The platform has seen over 27 billion total exposures for lychee-related topics, indicating a strong community interest [5][12] - Creative culinary uses for lychee, such as lychee ribs and drinks, have gained popularity, with users sharing their own recipes and experiences [7][12] Group 2: Supply Chain Dynamics - The involvement of local lychee farmers in Xiaohongshu has created a direct connection between producers and consumers, enhancing the purchasing experience [1][21] - Xiaohongshu has facilitated a shift in the sales approach, where consumers express their needs, prompting sellers to respond with offers [15][17] - The "Lychee Secretary" initiative has led to over 500 accounts being created by farmers to engage with consumers, significantly boosting sales [21][22] Group 3: Market Trends - The platform's content ecosystem has allowed for a better match between consumer demand for high-quality lychees and the supply from farmers [23][24] - The trend has also influenced offline dining establishments to innovate their menus based on popular lychee recipes shared on the platform [23] - Xiaohongshu is evolving into a hub for high-quality, personalized consumption, reflecting a broader shift in consumer behavior towards community-driven purchasing [24]