本次培训旨在发挥电商平台优势，助力东莞荔农有效拓展销售新渠道，构建荔枝产业高质量发展"产供销"链条。 为贯彻落实省委、市委关于壮大特色农产品品牌、畅通供销渠道的工作部署，持续擦亮"东莞高端荔枝"金字招牌，5月30日，东莞市农业农村局、东莞市商 务局联合抖音电商平台，成功举办2025年东莞荔枝经纪人和荔枝电商培训会。 交流会现场气氛热烈、研讨深入。在交流互动环节，荔枝从业者及电商经营者踊跃发言，结合自身经营实际，分享了许多针对性问题和建设性意见。 "兰姐冰荔"负责人王仕兰表示，她从2019年开始在抖音电商平台上销售荔枝，期间遇到过一些关于店铺运营和规则等方面的问题，由于未及时掌握平台的规 则导致走了不少弯路，本次培训会让她更加熟悉了平台规则，也为接下来的荔枝销售工作提供了新思路和新方法。 "果王冰荔"传承人黄文杰提到，当前东莞荔枝品种优质品率稳定在90%以上，"高端荔枝出东莞"的市场美誉度持续攀升。其中，厚街镇作为"冰荔"核心产 区，经济效益较高。"今天的培训会让我们与抖音电商水果生鲜负责人直接对接，让我们对通过电商渠道推动东莞荔枝销售信心满满。"黄文杰说。 此次培训会是东莞落实"百县千镇万村高质量发展工程"、 ...

Core Insights - Zhanggezhuang Town in Yantai, Shandong, is recognized as "China's First Cherry Town," with a cherry planting area of 20,000 acres and an annual production of 30 million pounds [3][5] - The Zhanggezhuang Cherry Trading Market is the largest town-level cherry trading market in China, experiencing peak trading volumes of 500,000 pounds daily, expected to reach 2 million pounds during peak periods [3][5] Market Dynamics - The market features a real-time data platform that allows farmers and merchants to access information on cherry harvesting and transactions [3] - The integration of technology and logistics has enhanced the efficiency of cherry distribution, with cold chain storage and rapid sorting and loading processes established [7] Sales Channels - Offline sales are complemented by online sales, with many farmers and e-commerce businesses opening online stores and utilizing live streaming to promote their products [7][8] - The local cherry varieties, such as "Red Light," "Crystal," and "Mei Zao," have gained popularity, becoming "fresh produce internet celebrities" [5][7] Tourism and Community Engagement - The cherry harvest season transforms local orchards into "natural scenic spots," attracting tourists for a "pick and eat" experience [8] - The emergence of cherry-themed accommodations and community events has further enhanced local tourism [8]

Core Viewpoint - The promotion of Guangdong lychee in the Beijing-Tianjin-Hebei region aims to expand its market presence and enhance consumer engagement through innovative marketing strategies and digital platforms [2][4][75]. Group 1: Promotion Activities - The Guangdong lychee promotion event in the Beijing-Tianjin-Hebei region featured a showcase of star products from major production areas, utilizing the Shouheng International Agricultural Products Trading Center as a platform [3][4]. - The event included the launch of the "I have a lychee tree in Guangdong" online ordering activity, allowing consumers in the region to purchase and witness the growth of their own lychee trees remotely [6][7][9]. - Various marketing initiatives, such as "shouting globally to eat Guangdong lychee" and engaging influencers to promote lychee sales, were introduced to enhance visibility and sales [19][34][75]. Group 2: Product Quality and Market Demand - Guangdong lychee is characterized by its high yield, diverse varieties, and superior quality, making it competitive in the market [28][30]. - The event highlighted the unique regional characteristics of different lychee varieties, such as the Huizhou lychee and the "Xianpin lychee" from Suixi, showcasing the cultural heritage and quality of Guangdong lychee [24][25][26]. - The demand for Guangdong lychee is strong, with positive feedback from buyers in the Beijing-Tianjin-Hebei market, indicating its popularity among consumers [30][31]. Group 3: Technological Integration and Logistics - Guangdong has invested in digital infrastructure, completing a comprehensive production and sales connection system for over 5,500 lychee planting entities and nearly 500,000 acres of orchards [49]. - The integration of AI and low-altitude technology has enabled a "one tree, one code" digital upgrade for over 20,000 acres of core production areas, enhancing traceability and consumer engagement [50][51]. - The establishment of over 1,700 cold storage facilities has improved the logistics of lychee distribution, ensuring freshness and timely delivery to consumers in the Beijing-Tianjin-Hebei region [57][60]. Group 4: Future Market Expansion - Guangdong aims to expand its market reach by exploring potential sales areas and strengthening cooperation with countries along the "Belt and Road" initiative, as well as emerging markets in Southeast Asia and Africa [55][56]. - The collaboration between Guangdong and Hebei aims to create a high-efficiency platform for agricultural product circulation, promoting a dual-channel model for southern fruits to northern markets and vice versa [62][64]. - The successful promotion event has laid a solid foundation for further cooperation between Guangdong and Hebei, with a focus on high-quality development of the lychee industry as a key driver for local economic growth [75][77].

Core Viewpoint - The establishment of the fruit purchasing and sales station in Xin'an Town aims to enhance the development of the local specialty agricultural industry, promoting scale and brand building [2][5]. Group 1: Overview of the Fruit Purchasing and Sales Station - The fruit purchasing and sales station was officially opened on May 21, 2024, and is a collaborative effort between the Guangdong Provincial Department of Agriculture and Rural Affairs and the Guangdong Power Grid Company [2][3]. - This station is the first comprehensive service platform in Xin'an Town that integrates agricultural specialty product procurement, sales, and brand promotion [4][5]. - Located at the entrance of the Shanxi Village Committee, the station benefits from convenient transportation and a prime location near the G325 National Road [7]. Group 2: Economic Impact and Objectives - The station is surrounded by extensive planting bases for guava, yellow skin fruit, longan, and other specialty fruits, serving as a "golden window" for showcasing high-quality agricultural products [8][9]. - It acts as a hub connecting farmers, enterprises, and markets, facilitating the flow of goods and reducing circulation costs [10][12][15]. - The station directly connects growers with buyers, minimizing intermediary losses and ensuring stable farmer income and product competitiveness, contributing to a win-win situation for collective economic growth and farmer prosperity [16][17]. Group 3: Future Development Plans - The work team plans to leverage the station to further advance industrial upgrades, focusing on brand development and enhancing the quality characteristics of Xin'an fruits [19][20]. - There are intentions to expand e-commerce channels by introducing new sales models such as live streaming and community group buying, creating an integrated online and offline sales network [20][21]. - The strategy includes extending the industrial chain by exploring deep processing and cold chain storage services to increase product added value, thereby enhancing the collective economic "blood-making" function and benefiting more communities through rural revitalization efforts [22][23].

Core Viewpoint - The article emphasizes the importance of high nutrient density fruits, particularly the yellow kiwi, in addressing "hidden hunger" and promoting a balanced diet for public health in China [1][3][15]. Group 1: Hidden Hunger and Nutritional Density - Hidden hunger is caused by imbalanced nutrient intake and long-term deficiencies in micronutrients, leading to various health issues such as fatigue, obesity, and chronic diseases [3][4]. - High nutrient density foods, like yellow kiwi, provide more nutrients per calorie, aiding in weight management and overall health [3][4]. Group 2: Yellow Kiwi's Nutritional Benefits - The China Nutrition Society's report highlights that yellow kiwi has a vitamin C density 1.8 times that of strawberries and 4 times that of oranges, with 204 mg of vitamin C per 100 grams, meeting the daily requirement for adults [4][6]. - Yellow kiwi is also a good source of dietary fiber, with a density of 20.50 grams per 1000 kcal, promoting gut health and weight management [6]. Group 3: Initiatives by Zespri - Zespri has launched the "Natural Nutrition Quick Charge" campaign to raise awareness about hidden hunger and promote healthy eating habits through interactive activities in major cities [8][11]. - The company collaborates with Meituan for drone delivery of yellow kiwis and engages in office sampling to enhance nutrition intake among white-collar workers [11]. Group 4: Focus on Children's Nutrition - Zespri supports the "Knowledge and Nutrition Education" program aimed at promoting balanced diets among school-aged children, fostering healthy eating habits [13]. - The company has partnered with nutrition research institutions to publish nutrition white papers and conduct community outreach for different age groups [13]. Group 5: Industry Commitment and Future Outlook - Zespri is committed to the "Healthy China 2030" strategy, emphasizing the role of high nutrient density fruits in improving national dietary structures [15]. - The company plans to supply 47 million standard retail boxes of kiwis in the Chinese market for the 2025 season, reflecting a 10% year-on-year growth [15].

Core Insights - The article highlights the launch of the first batch of 60 tons of high-quality Guangdong lychees for export to the North American market, emphasizing the importance of stringent quality control and innovation in cultivation [1][3] - The Guangdong province is a major contributor to the global lychee supply, with China producing 70% of the world's lychees, and over half of that coming from Guangdong [1] - The establishment of an export base cooperation project involving ten cities in Guangdong aims to create a comprehensive ecosystem from cultivation to export, enhancing the standardization and scalability of the lychee industry [1] Group 1 - The event marked the simultaneous launch of the Guangdong lychee export initiative and the global release of high-quality lychees by Zhongli Group [1] - Zhongli Group's chairman emphasized the need for innovation in variety and strict quality control to ensure the premium quality of their lychees [1] - The project will leverage the unique characteristics of lychee cultivation across ten cities, providing year-round supply and integrating advanced management techniques [1] Group 2 - Product innovation is identified as a key strategy for expanding into international markets, with Zhongli Group introducing several new lychee varieties [3] - The "Volcanic Rock Lychee" and "Guangli Red Lychee" are highlighted for their unique flavors and characteristics, while the patented "Late Beauty" variety extends the supply period [3] - The introduction of the "Zhongli Huadan" IP image, which combines traditional opera elements with lychee culture, aims to enhance the cultural value of the product [3]

Core Viewpoint - The Guangdong Lychee export initiative led by Zhongli Group aims to enhance agricultural quality and expand international markets, marking a significant step in promoting Guangdong's agricultural products globally [6][8][9]. Group 1: Export Initiative - Zhongli Group is exporting 60 tons of lychee to the North American market, showcasing the demand for high-quality fruits [12][13][21]. - The event signifies a new chapter in Guangdong lychee exports, with Zhongli Group establishing itself as a leader in the lychee industry [9][18]. - The company has successfully entered over 20 countries and regions, including South America, expanding its export footprint [18][22]. Group 2: Quality Control and Standards - Zhongli Group emphasizes strict quality control measures, including self-inspection, sorting, and customs testing, to ensure high-quality lychee exports [23][25]. - The company is recognized as a standard setter for lychee exports in China, which aids in maintaining product quality [22][25]. Group 3: Growth Projections - The company anticipates a 30% increase in lychee exports this year, aiming to exceed 5,000 tons [30][31]. - Zhongli Group is committed to solidifying China's leading position in the global lychee market [31][32]. Group 4: Product Innovation - Zhongli Group introduced new lychee varieties, including volcanic rock lychee, Guangli red lychee, and late-maturing "Chimeiren" lychee, to extend the supply period from May to September [38][41]. - The company aims to capture different market segments with these new products, enhancing the overall lychee offering [41][42]. Group 5: Cultural Promotion - Zhongli Group is leveraging cultural elements, such as the "Zhongli Huadan" IP, to enhance brand recognition and connect with consumers [64][66]. - The cultural promotion strategy aims to increase international awareness and appreciation of Guangdong lychee [79].

Core Insights - The article discusses the transformation of the Maonan lychee industry in Maoming City, Guangdong Province, through cultural integration and digital innovation, leading to significant marketing success and rural revitalization [1][6][26] Group 1: Marketing Revolution - The Maonan lychee marketing revolution is reshaping the underlying logic of rural industries, moving from traditional agriculture to a cultural symbol [6][7] - As of now, the total number of customized lychee trees has reached 1,830, with 6,038 orders from individuals, groups, and leading enterprises [8][9] - E-commerce sales have achieved 12,300 orders, and nearly 363 external buyers have engaged in purchasing negotiations, resulting in agreements for approximately 3,930 tons [8][9] Group 2: Cultural Empowerment - The value of lychee products is enhanced through deep integration with regional culture, allowing for exponential growth in product value [10][11] - The "Thousand-Year Lychee" family IP has been introduced, transforming ancient lychee trees into cultural totems and modern marketing narratives [12][13][14] - The marketing strategy emphasizes the cultural heritage of the lychee, turning agricultural products into collectible cultural symbols [14] Group 3: Digital Infrastructure - Digital technology is fundamentally restructuring the production and sales chain, with mobile phones becoming new agricultural tools and live streaming serving as new sales platforms [15][16] - The integration of blockchain traceability technology with ancient lychee trees enhances consumer engagement, allowing them to become co-creators of value [17][18] - The "Luduan Ancient Lychee Garden" mini-program enables consumers to customize their purchases, facilitating a direct connection from the tree to the consumer [19][20] Group 4: Industry Integration - The integration of various industries is not merely additive but aims to achieve value multiplication through IP empowerment [21][22] - New cultural tourism routes have been launched, allowing visitors to experience a full chain of consumption, including fruit picking and cultural activities [22][23] - The Maonan rural revitalization model showcases a strategic vision that transcends single-industry thinking, combining agriculture, culture, and eco-tourism [23][24] Group 5: Rural Revitalization - The essence of rural revitalization is to reinvigorate traditional resources within the modern economic system [26] - The marketing model of Maonan lychee serves as a valuable example for rural development, addressing traditional challenges in standardization, branding, and marketization through five key pathways [29][30] - The use of lychee as a medium to activate intangible cultural heritage resources breathes new life into ancient agricultural civilization [31]

Group 1 - The core event was the 2025 Hainan Lychee Ordering and Brand Marketing Activity, which resulted in over 80 million yuan in total orders for lychees [1] - Hainan is a major production area for lychees in China, and the event showcased the core varieties, planting standards, quality control, and supply chain systems of Hainan lychees [1] - The event emphasized "direct connection from origin," "brand empowerment," and "channel co-construction," creating an efficient platform for production and sales [1] Group 2 - Since the end of April, Hainan Lianyue International Trade Co., Ltd. has sold 700,000 jin of lychees, exporting to 18 countries including the Netherlands, Spain, Singapore, and Malaysia [2] - The company plans to expand its market share in overseas markets such as Australia, Indonesia, the United States, and Canada [2] - An international buyer expressed interest in ordering 120,000 jin of Hainan lychees and aims to establish a long-term stable partnership with local enterprises [2]

Core Viewpoint - The article highlights the development and marketing strategies of the lychee industry in Maoming, emphasizing its historical significance, current production capabilities, and future growth potential through e-commerce and cultural tourism initiatives [1][2][3]. Production and Market Overview - Maoming has over 1.4 million acres of lychee cultivation, producing 25% of China's total lychee output, which translates to one in every five lychees globally coming from this region [6][7]. - The lychee industry in Maoming aims to achieve an industrial chain output value exceeding 12 billion yuan, with farmers in key production areas earning an average annual income of over 50,000 yuan [10][11]. E-commerce and Sales Strategies - Over 50% of lychees are sold through e-commerce channels, with sales in 2024 from a single point exceeding 20,000 pounds [21][22]. - The e-commerce sales scale for agricultural products in Guangdong reached 312 billion yuan in 2024, accounting for 19.5% of the national total, with Maoming lychee being a significant contributor [24][25]. Preservation and Logistics Innovations - Maoming has established 306 cold storage facilities to enhance lychee preservation, allowing for rapid cooling and extending freshness by up to one week [78][80]. - The introduction of advanced preservation technologies, including liquid nitrogen freezing, enables lychees to be stored for over a year, thus expanding the sales period and market reach [81][82]. Cultural and Tourism Integration - The opening of the first lychee cultural service area in Guangdong aims to boost local tourism and economic development, integrating cultural and agricultural experiences [88][91]. - Maoming plans to host various cultural and tourism activities, including lychee-themed events and festivals, to further promote the lychee industry and attract visitors [120][125]. Export Growth - Maoming has successfully exported 82 tons of fresh lychees to countries including Japan, Australia, and Canada, with plans to increase exports by over 5% this year [54][56].