Core Viewpoint - The "Xianjinfeng" lychee brand is embarking on a nationwide journey to enhance its market presence and establish a unified quality and branding strategy, marking a significant shift from cultivation to marketing [1][4][10]. Group 1: Industry Expansion - Over the past decade, "Xianjinfeng" has expanded its cultivation to seven provinces, with a total of 6 million trees covering over 300,000 acres [2][4]. - The journey aims to connect various regions within the "lychee golden belt" (latitude 22°-24°), allowing for staggered harvests and extending the sales period from the traditional 40 days to 150 days [7][9]. Group 2: Quality and Standardization - "Xianjinfeng" lychee has been recognized as a leading variety in the Ministry of Agriculture's "13th Five-Year Plan," with strict quality standards based on the original trees in Guangdong [9]. - The initiative includes training on grafting and soil improvement to replicate the "Guangdong flavor" across different regions [9][13]. Group 3: Marketing and Innovation - The focus for 2025 is on enhancing marketing capabilities, particularly among local youth, to effectively sell the lychee [10]. - The journey will also explore new media marketing strategies, including transforming technical specifications into consumer-friendly narratives [13]. Group 4: Cultural and Community Engagement - The event serves as a platform for interaction among farmers, experts, and media, fostering a sense of community and shared purpose in promoting the "Xianjinfeng" brand [4][12]. - The initiative emphasizes the importance of cultural identity and storytelling in agricultural modernization, aiming to break regional barriers and unify production efforts [13].