Core Insights - The launch of the TV series "Lychee of Chang'an" has significantly increased the popularity of lychee-related food, attractions, and discussions, leading to a surge in both online and offline sales of lychee, with a reported increase of over 560% in transaction value for Guangdong lychee compared to last year [1] - The series has also prompted local tourism media in Guangdong and Xi'an to promote related attractions, resulting in a rise in tourist visits to sites associated with the lychee transportation theme [1] - The central government's recent policy emphasizes the importance of developing local specialty brands to enhance agricultural product marketing and sales [1][2] Industry Overview - Lychee is one of Guangdong's most important agricultural products, with the province leading the nation in cultivation area, production, and value, employing over 1.8 million people in the industry [2] - The expected lychee production for this year in Guangdong is approximately 1.6 million tons, marking a peak production year [2] - The Guangdong Provincial Department of Agriculture has initiated a promotional action plan for lychee sales, targeting various production areas to optimize marketing strategies and extend the supply period [2][3] Agricultural Development Strategy - The "12221" market system aims to enhance agricultural product branding and sales, focusing on data collection, market expansion, and promotional activities [3] - The "Hundred Counties, Thousand Towns, and Ten Thousand Villages" initiative seeks to improve the economic development of all administrative levels in Guangdong, with specific goals set for the next decade [3] - Guangdong has successfully included 21 lychee varieties in the national list of quality agricultural products, showcasing its potential to establish a global reputation for lychee [3] Export Potential - Guangdong has formed the largest lychee export group in China, indicating a strategic move to enhance its international market presence [3]

Core Insights - The successful northward expansion of Yangxi lychee is attributed to the proactive marketing strategy under the "12221" system, facilitating direct supply to major markets like Beijing and Tianjin [2][4] - Yangxi County is recognized as a key production area for high-quality lychee, with a diverse range of varieties and a strong agricultural infrastructure [2][3] Group 1: Market Expansion - Since June, the Shouheng market has sold nearly 3 million pounds of Yangxi lychee, with an average daily entry of 200,000 pounds [1] - The county's government and local enterprises have collaborated to enhance market access, addressing the "last mile" issue in supply chain logistics [2][4] Group 2: Agricultural Development - Yangxi has implemented a digital agricultural network, transforming traditional orchards into "digital twin" production units, allowing for better tracking and quality assurance [3] - The total lychee planting area in Yangxi is approximately 130,000 acres, with an expected production exceeding 90,000 tons and a projected output value of over 650 million yuan [3] Group 3: Quality and Branding - Yangxi lychee is noted for its superior quality, characterized by fuller flesh, higher sweetness, and longer shelf life compared to other regions [4] - The region's branding efforts, including the establishment of a regional public brand and the use of e-commerce platforms, have significantly enhanced the market value of its lychee products [3][4]