Core Viewpoint - The 2025 Guangdong Lychee Production and Sales Connection event in Guangzhou aims to enhance the market presence and sales of local lychees through various promotional activities and collaborations among stakeholders [2][5]. Group 1: Event Overview - The event was launched on July 3, 2023, at Guangzhou's Warehouse No. 8, with the theme "Lychee Fragrance Across the Seas, Win-Win Production and Sales" [2]. - A total of 1 million yuan in "Food in Guangzhou" dining coupons was issued specifically for the "Conghua Lychee Festival" [2][10]. - Various shopping districts and malls have initiated promotional activities to support lychee farmers [2]. Group 2: Stakeholder Engagement - The event attracted numerous influential guests, including industry experts, representatives from major agricultural wholesale markets, chain supermarkets, e-commerce platforms, and local lychee producers [5]. - The representative from Taiping Town reported that the lychee planting area is approximately 75,900 acres, with a total output of about 26,000 tons and sales exceeding 145 million yuan [5]. Group 3: Sales and Marketing Initiatives - Since June, Guangzhou's business and agricultural departments have actively organized multiple production and sales connection meetings to promote lychee sales [5]. - A recent event titled "Lychee Heart Together, Sincerely Assist Farmers" utilized a dual approach of offline pop-up events and online live streaming, selling over 1,200 pounds of lychees in just five hours [5]. Group 4: Event Activities and Features - The event featured various themed exhibition areas, including fresh fruit, processed products, and innovative experiences, showcasing high-quality lychee varieties and deep-processed products [8]. - A "Technology Assisting Lychee" segment demonstrated the application of technology throughout the supply chain, including smart planting and cold chain logistics [8]. - Influencers participated as "Lychee Recommendation Officers," exploring new e-commerce models for lychee sales in the "Internet+" era [8][9]. Group 5: Partnerships and Agreements - Eight purchasing companies and cooperative enterprises signed agreements on-site to support lychee production and sales, enhancing market competitiveness [9].

Core Viewpoint - The Chinese lychee industry is experiencing a significant decline in production for 2024, with a total output of 1.7279 million tons, a year-on-year decrease of 47%. However, favorable climatic conditions and good flowering rates in early 2025 are expected to lead to a substantial recovery in production, projected to reach 3.6504 million tons, an increase of 111.26% year-on-year [1][18]. Industry Overview - Lychee is a subtropical fruit tree that thrives in warm, humid environments and is sensitive to frost. The main cultivation areas in China are located between latitudes 18-29 degrees north, with Guangdong being the largest production region, followed by Fujian, Guangxi, and Hainan [1][3][19]. - The lychee industry has undergone three development phases since the establishment of New China: recovery (1952-1980), rapid expansion (1981-1998), and transformation and upgrading (1999-present) [10]. Production and Yield - The lychee production in China for 2024 is significantly impacted by climatic conditions, with Guangdong's output dropping to 876,400 tons, a decrease of 51.01% year-on-year. The expected production for 2025 is projected to be 2.0626 million tons in Guangdong, 1.1451 million tons in Guangxi, and 184,000 tons in Hainan [19][24]. - The average flowering rates for major early and mid-late varieties are reported at 90.00% and 88.50%, respectively, indicating a strong foundation for the upcoming harvest [1][18]. Market Dynamics - The lychee industry is characterized by a diverse enterprise landscape, with key players including Guangdong Zhongli Agriculture Group and Shenzhen Baiguoyuan, which dominate the market through export trade and retail networks [26][28]. - The lychee supply chain encompasses seedling cultivation, agricultural inputs, planting management, processing, and sales, with a growing emphasis on cold chain logistics and deep processing [14][16]. Policy and Support - Recent government policies aim to promote the standardization and scaling of the lychee industry, including initiatives for rural income enhancement and agricultural brand cultivation [11][13]. - The establishment of technology systems and innovation in logistics and preservation methods are crucial for enhancing the competitiveness of the lychee industry [8][32]. Future Trends - The industry is expected to focus on variety optimization and quality enhancement, with a shift towards high-quality, storage-resistant varieties to meet consumer demands [32]. - Climate adaptability in planting practices and risk management strategies will be increasingly important to mitigate the impacts of extreme weather on production [33]. - The diversification of consumption markets and international expansion will be key growth areas, with an emphasis on processed products and new retail channels [34].

Core Viewpoint - Huizhou lychee is celebrated for its historical and cultural significance, particularly associated with Su Dongpo, and is recognized as a key agricultural product in the region, with ongoing efforts to enhance its quality and market reach [3][4][5][6][8]. Group 1: Historical and Cultural Significance - Su Dongpo is regarded as the best representative of Huizhou lychee, having written about it in his famous poem during his time in the region [3][6][7]. - The lychee has a history of over 1400 years in Huizhou, making it an important agricultural product in Lingnan [16]. - Huizhou lychee is often referred to as "Dongpo lychee," reflecting both respect for Su Dongpo and local pride in the fruit's quality [18]. Group 2: Agricultural Characteristics - Huizhou is a major production area for mid to late-maturing lychee varieties, benefiting from a subtropical monsoon climate that provides ideal growing conditions [13][14][22]. - The region has approximately 400,000 acres of lychee cultivation, with various varieties such as Guiwei, Glutinous Rice, and Lingfeng being harvested from late May to mid-July [21][22]. - The lychees are characterized by large fruit size, small seeds, high edible rates, and a focus on producing high-quality late-maturing varieties [22][23]. Group 3: Industry Development and Marketing - The local government and enterprises are working together to elevate the lychee industry from a small specialty to a significant agricultural sector, with Huizhou lychee recognized as a national advantageous industry cluster [36][38]. - In 2021, Huizhou lychee was included in the national advantageous industry cluster, with multiple specialized towns and villages dedicated to lychee production [38][40]. - The marketing strategy includes leveraging e-commerce and live streaming to enhance sales, with a focus on quality over quantity for this year's harvest [48][50][51]. Group 4: Quality Control and Export - Huizhou lychee has a fresh fruit sales ratio of 75%, primarily targeting markets in the Greater Bay Area, Beijing-Tianjin-Hebei, and the Yangtze River Delta, while also exporting to Southeast Asia, Europe, and Canada [53]. - The region implements strict quality control measures, ensuring that only mature and compliant products are marketed, supported by a four-tier agricultural product safety supervision system [55][56]. - Huizhou has established eight major green lychee production bases and 18 export-registered bases to ensure a stable supply for international markets [56]. Group 5: Regional Collaboration - Huizhou is expanding its lychee cultivation efforts to other regions, such as Guizhou, through collaborative agricultural projects, aiming to introduce lychee farming in areas previously not known for it [64][66]. - The collaboration includes planting various high-quality lychee varieties and providing employment opportunities for local farmers, enhancing their income [69][70]. - Upcoming events will promote Huizhou lychee in Guizhou, fostering cross-regional agricultural development and consumer engagement [75][76].

Core Viewpoint - The 6·18 shopping festival serves as a significant opportunity for agricultural product sales, particularly for Guangdong lychee, which is leveraging both online and offline strategies to enhance its market presence and export potential [1][2]. Online Sales Strategy - Guangdong's mainstream media, under the guidance of the provincial internet office, launched a "shopping cart" initiative on video platforms to facilitate direct purchases of lychee through short videos, enhancing marketing and sales precision [4][6]. - The e-commerce platforms have seen a substantial increase in sales, with Guangdong lychee's transaction volume on JD.com growing over 560% year-on-year, and search volume on Meituan increasing by 143% since June [6][7]. Offline Promotion Activities - Multiple lychee-themed promotional events were held, including a cultural tourism promotion in Huizhou and a high-end lychee exhibition in Dongguan, aimed at enhancing consumer engagement and establishing direct connections between producers and buyers [2][3]. - The Guangdong lychee industry is characterized by its significant production capacity, holding over half of the national planting area and one-third of global production [2][3]. Market Preparation and Sales Tactics - Prior to the 6·18 festival, Guangdong implemented a "12221" marketing system to activate the entire supply chain, allowing for early sales and securing market demand [3][4]. - The first day of lychee pre-sales in Zhanjiang reached over 4,500 tons, with a pre-sale value nearing 100 million yuan, reflecting a 20% increase in average price compared to the previous year [3][4]. Export Growth and International Market - Guangdong's lychee exports are expanding, with a projected order volume of approximately 2,300 tons, marking a 20%-30% increase compared to the previous year, primarily targeting markets in Russia, UAE, and Australia [7][8]. - The logistics capabilities have improved, allowing lychee to reach international markets within 48 hours, enhancing the global competitiveness of Guangdong lychee [7][8]. Quality and Product Differentiation - The lychee industry in Guangdong is focusing on high-quality varieties, with new cultivars like "Xianjinfeng" and "Jingganghong" being developed to meet diverse consumer preferences [8][9]. - The pricing strategy for premium varieties can reach several dozen yuan per pound, with significant demand from high-end markets in Hong Kong, Japan, and Western Europe [8][9]. Cultural and Tourism Integration - The integration of cultural tourism with lychee promotion is evident, with initiatives like the "Beautiful Huizhou" tourism route that combines lychee picking experiences with local attractions [10][11]. - Collaborations with the entertainment industry, such as the promotion of the drama "Chang'an's Lychee," have further elevated the profile of Guangdong lychee, showcasing its cultural significance [10][11].

Core Insights - Guangdong's lychee production is expected to increase by 30% compared to normal years due to favorable weather conditions this year [1][3] - The lychee planting area in Guangdong remains stable at around 4 million acres, accounting for over half of China's and one-third of the world's lychee production [3] - The "Xianjinfeng" lychee brand is set to officially launch in late June, with a harvesting period of approximately 20 to 25 days [1][3] Industry Overview - The total planting area for "Xianjinfeng" lychee in Guangzhou's Zengcheng District is 6,384.9 acres, with an estimated output value of approximately 234 million yuan [1] - The overall output value of the lychee industry in the region exceeds 9 billion yuan, benefiting around 49,000 local farmers [1] - Eight major lychee varieties account for about 85% of Guangdong's total lychee production, with "Feizixiao" expected to dominate at 32.74% of the total output [1][3] Market Dynamics - The company plans to sell 30% of its "Xianjinfeng" lychee through wholesale markets and supermarkets, with 30-40% sold directly by farmers, and the remainder focused on e-commerce channels [3][4] - The company is exploring international markets, including Russia and the Middle East, while already in discussions with Thailand and Vietnam [4] - A global lychee festival was held to promote new marketing strategies, introducing innovative products like lychee soda and lychee-flavored snacks to attract younger consumers [5] Production and Supply Chain - The total expected lychee production in Guangdong this year is 103,000 tons from the western region, over half of the province's total output, with early varieties available from mid-May [5] - The company has preserved over 320 varieties of lychee genetic resources and maintains a collection of ancient lychee trees, enhancing its production capabilities [4]

Core Viewpoint - The article discusses the significance of Guangdong lychee in the agricultural market, highlighting its production dominance, variety richness, and expanding global reach, particularly in the context of the upcoming lychee season in May 2025 [4][19]. Group 1: Importance of Guangdong Lychee - Lychee is originally from China and is particularly abundant in Guangdong, which produces over half of the country's lychee and one-third of the world's supply, with a stable planting area of approximately 4 million acres [6][9]. - Guangdong has over 300 varieties of lychee, with 21 recognized in the national list of premium agricultural products, showcasing both quantity and quality [11]. - The lychee season in Guangdong spans from early May to late July, featuring a range of varieties that ensure a continuous supply of fresh lychee [11]. Group 2: Transformation into a Major Industry - The favorable natural conditions in Guangdong, including a warm and humid climate, contribute to the high quality of lychee production [15]. - The lychee industry in Guangdong is supported by a robust supply chain, with 378 processing-related enterprises, and innovations in digital breeding and standardized cultivation enhancing both yield and quality [15]. - Marketing initiatives and diverse product offerings, such as themed tourism and digital engagement, are expanding the lychee industry's reach and appeal [15]. Group 3: Global Expansion of Guangdong Lychee - Guangdong lychee has gained international popularity, with exports reaching 7,100 tons in the first quarter of 2025, marking a 132% increase year-on-year, primarily to countries like Russia, Singapore, and the USA [19][22]. - The province has improved its export logistics through technological advancements and cold chain facilities, facilitating the global distribution of lychee [22]. - The inclusion of Guangdong lychee cultivation systems in the list of China's global important agricultural heritage sites underscores its cultural and agricultural significance [22].

Core Viewpoint - The article discusses the launch of the "Ten Measures for Lychee" aimed at promoting the high-quality development of the lychee industry in Gaozhou by 2025 [9]. Group 1: Ten Measures Overview - The ten measures include standard demonstration, unified packaging, origin traceability, customized lychee, pesticide residue management, quality grading, financial support, processing guarantees, cultural tourism integration, precise matching, and logistics support [5][10]. - These measures are designed to enhance brand image, ensure quality, expand sales channels, strengthen safety, improve standards, stabilize income, optimize services, and extend the supply chain [6]. Group 2: Specific Measures - **Unified Packaging**: Initiatives to enhance the branding and packaging of Gaozhou lychee to meet market demands and improve recognition and reputation [11][12]. - **Origin Traceability**: Establishing a traceability system for Gaozhou lychee to ensure consumer confidence through a unique identification system [13][14]. - **Customized Lychee**: Development of an online platform for customized Gaozhou lychee, allowing businesses to participate in an online marketplace [15]. - **Pesticide Residue Management**: Implementation of targeted actions to regulate pesticide use, ensuring the quality of lychee [16][17]. - **Quality Grading**: Introduction of guiding standards for lychee grading to help farmers price and sell their products effectively, increasing their income [18][19]. - **Financial Support**: Innovation of diverse financial products to address the funding needs of lychee farmers during the harvest season [20][21]. - **Processing Guarantees**: Establishing a minimum purchase price for fresh lychee to stabilize market prices and secure farmers' income [22][23]. - **Precise Matching**: Providing comprehensive services for buyers through a procurement guide and dedicated service personnel [24][25]. - **Cultural Tourism Integration**: Promoting a model that combines agriculture, culture, and tourism to create impactful cultural tourism experiences centered around lychee [27][28]. - **Logistics Support**: Enhancing logistics efficiency and reducing costs, including establishing special discounts for lychee shipping and increasing flight frequencies for lychee transport [29][30].

Core Viewpoint - The article highlights the transformation of the lychee industry in Gaozhou, Guangdong, through the efforts of three generations of the He family, showcasing a shift from traditional farming to modern agricultural practices and e-commerce strategies, ultimately enhancing the economic viability of the lychee business and promoting local culture [1]. Group 1: Historical Context - The lychee industry in Gaozhou was initially underdeveloped, with low prices and poor sales channels, leading to minimal profits for farmers [9][19]. - In the 1970s, the industry relied heavily on natural conditions, and farmers struggled to sell their produce, often resorting to rudimentary methods to improve yields [20][22]. - The 1980s brought opportunities for growth as market prices improved, prompting the younger generation, including He Jianhe, to engage in lychee farming [25][26]. Group 2: Innovations and Improvements - He Jianhe, initially a carpenter, adopted innovative farming techniques, including pruning and spacing trees for better sunlight and water access, which significantly improved the quality and yield of lychees [34][36]. - By 2008, He Jianhe's orchard became a demonstration site for lychee variety improvement, attracting local farmers to learn modern agricultural practices [40][42]. - The establishment of a cooperative in 2013 allowed for better coordination among farmers, leading to increased profits through direct supply chains and cold chain logistics [45][48]. Group 3: Modernization and E-commerce - The younger generation, represented by He Xiongbing, has embraced e-commerce, utilizing social media and online sales to reach customers directly, significantly increasing sales [64][68]. - The introduction of innovative packaging and branding strategies has helped differentiate their products in the market, with over 70% of sales coming from e-commerce channels by 2022 [68][69]. - The integration of modern technology in farming and sales has transformed the lychee industry into a comprehensive economic model that includes agriculture, e-commerce, and cultural promotion [85][86]. Group 4: Cultural and Economic Impact - The He family's efforts have not only revitalized their own business but have also contributed to the broader economic development of Gaozhou, making lychee farming a key economic pillar for the region [43][87]. - The combination of lychee cultivation with cultural tourism initiatives has led to the emergence of various related projects, enhancing the local economy and attracting visitors [88][90]. - The ongoing transformation reflects a shift towards a more integrated approach to agriculture, combining traditional practices with modern technology and marketing strategies [92].