深度｜高州龙眼入“厦” 药食同源IP破局滋补市场

Core Viewpoint - The article discusses the marketing and branding efforts of the Gaozhou longan industry as it seeks to penetrate the Xiamen market, emphasizing the health benefits and cultural significance of the fruit, while transitioning from traditional cultivation to a more standardized and branded approach [13][22][90]. Group 1: Market Entry and Promotion - Following the summer solstice, Gaozhou longan has begun to be widely available in the market [2] - A promotional event in Xiamen attracted over 30 mainstream buyers from Fujian, showcasing the quality and unique flavor of Gaozhou longan [4][6] - The event highlighted the competitive edge of Gaozhou longan in high-end supermarkets, e-commerce platforms, and the catering industry [7] Group 2: Health and Cultural Significance - Longan is recognized as a nutritious fruit with medicinal properties, gaining popularity among health-conscious consumers [8][20] - Gaozhou longan is marketed not just as a fruit but as a symbol of health and culture, with local officials emphasizing its health benefits [17][18] - The event included a tasting of traditional dishes that incorporate longan, enhancing its cultural appeal [28] Group 3: Brand Development and Strategy - The branding strategy focuses on positioning Gaozhou longan as a "vitality supplement," aiming to create a strong brand identity [15][23] - The government and local enterprises are collaborating to develop high-value health products from longan, including functional foods and supplements [31][37] - A comprehensive development plan for Gaozhou longan includes ten measures aimed at standardization and quality improvement [39][40] Group 4: Distribution and Supply Chain - Gaozhou has established a modern agricultural industrial park focused on longan, serving as a hub for processing and sales [42][43] - The distribution strategy involves targeting high-end fresh fruit markets, e-commerce, and deep processing sectors [46][48] - A procurement manual was released to assist buyers in sourcing high-quality longan and related products [55] Group 5: Cultural Marketing and Consumer Engagement - The promotional event featured cultural performances and interactive activities to engage local consumers and enhance brand recognition [60][64] - Social media influencers played a significant role in promoting Gaozhou longan, creating a buzz around the product through creative content [83][88] - The integration of cultural elements into marketing strategies has helped Gaozhou longan stand out in a competitive market [67][90]