Group 1 - The drama "The Lychee of Chang'an" has sparked a surge in interest for lychee-related tourism and consumption, with a significant increase in procurement and sales of lychee this summer, particularly in Guangdong, where transaction volume increased by over 560% year-on-year [1] - The drama has led to the promotion of various tourist attractions related to lychee, with many social media posts showcasing themed travel routes that allow visitors to taste lychee and explore the area [1] - The central government's recent policy encourages the development of local specialty brands, addressing the challenges faced in agricultural brand building, which often results in low pricing for unique agricultural products [1] Group 2 - Guangdong is the leading producer of lychee in China, with an estimated production of about 1.6 million tons this year, and over 1.8 million people are employed in the lychee industry [2] - The Guangdong Provincial Department of Agriculture has initiated a promotional action plan for lychee sales, focusing on different production areas and varieties to extend the supply period of fresh fruit [2] - The "Hundred Counties, Thousand Towns, and Ten Thousand Villages" initiative aims to enhance the economic development of various regions in Guangdong, with a specific focus on agricultural product marketing systems [2][3] Group 3 - The "12221" marketing system aims to establish a comprehensive agricultural product data network, develop procurement teams, and expand market reach, with the goal of improving brand recognition and farmer income [3] - By 2025, Guangdong aims to have 21 out of 31 recognized lychee varieties in the national catalog, showcasing its commitment to agricultural excellence [3] - Guangdong's lychee industry is also being positioned as a potential global brand, with the establishment of the largest lychee export group in China, indicating a strategic move towards international markets [3]

Core Insights - The article discusses the transformation of regional branding in Guangdong from a focus on individual products to a collaborative ecosystem approach, emphasizing the importance of cultural, technological, and marketing strategies in enhancing county-level economies [11][12][13]. Group 1: Event Overview - The "Brand Empowerment County Economy Sharing Exchange Conference" was held in Dongguan, gathering nearly a hundred representatives from government, enterprises, academia, and media [2][3]. - The conference highlighted the transition of regional brands from "product output" to "value co-creation" [3][4]. Group 2: Key Strategies - The "12221" marketing system is central to the discussion, aiming to build a comprehensive data platform, cultivate sales teams, and expand markets to achieve brand premium, increase farmers' income, and upgrade industries [6][7]. - Experts emphasized that regional brand building is a reconstruction of the industrial ecosystem rather than mere symbolic design [11][12]. Group 3: Case Studies - The transformation of Xu Wen's pineapple from a sales challenge to a cultural IP, increasing its value from 980 million yuan in 2018 to 2.5 billion yuan in 2023, illustrates the effectiveness of the "12221" marketing system [24][28]. - The success of Zhanjiang's golden pomfret, with an annual output value exceeding 10 billion yuan, is attributed to technological advancements such as 5G deep-sea net cages and AI feeding systems [30][32]. Group 4: Three-Dimensional Resonance - Successful regional branding relies on the synergy of culture, technology, and marketing [38][39]. - Cultural elements are being transformed into emotional symbols, as seen in the case of the orchid brand in Zhaoqing, which has become associated with Father's Day gifts [40][42]. Group 5: Future Directions - The article suggests that Guangdong's exploration provides replicable experiences for the nation, demonstrating that small industries can drive significant economic growth [85][87]. - The need to avoid homogenization in competition is highlighted, with a focus on leveraging unique cultural genes and industrial endowments [88][89].