Core Insights - The "Oriental Love Fruit" from Guangdong lychee has become a star consumer product, with a 179% year-on-year increase in search volume on Meituan's platform, and specific varieties like "Lychee King," "Guiwei," and "Feizixiao" seeing over 200% growth [1] Group 1: Industry Developments - A lychee production and sales matchmaking conference was held in Huizhou, Guangdong, focusing on variety research, freshness preservation technology, and production-sales connections [1] - Meituan signed cooperation agreements with Guangdong Zhongli Agricultural Group to extend the lychee harvest season through new variety research and to establish a comprehensive freshness preservation system [1] - Zhongli Group, known for its high-quality export standards, aims to enhance product quality and service for domestic consumers through increased investment in technology and marketing [1] Group 2: Supply Chain and Distribution - Meituan plans to leverage its nationwide instant delivery network to create a digital channel for Guangdong lychee, ensuring fresh products reach consumers quickly [2] - Direct sourcing bases have been established in lychee orchards to provide high-quality lychee directly to Meituan users, with immediate pre-cooling and cold chain logistics to minimize handling time [2] - Zhongli Group is adapting its business model to address external challenges and is focusing on expanding its domestic market presence with Meituan's support [2] Group 3: Strategic Initiatives - The Guangdong "Hundred Counties, Thousand Towns, and Ten Thousand Villages" project aims to enhance the trade flow of lychee and support agricultural exports [3] - Meituan's "Linking Hundred Cities, Promoting Lychee Agriculture" initiative aims to build a comprehensive lychee production and sales network across 100 cities, utilizing its rapid delivery capabilities and cold chain logistics [3]

Group 1 - Meituan has launched the "Linking Hundred Cities · Meili Xingnong" initiative to enhance the sales of Guangdong lychee, signing cooperation agreements with local agricultural groups and cooperatives [1] - The sales volume of Guangdong lychee has doubled, with Meituan leveraging its nationwide instant delivery network to create a digital channel for direct consumer access [1] - The search volume for "lychee" on Meituan has increased by 179% year-on-year, indicating a growing consumer interest in this fruit [2] Group 2 - Meituan has formed a strategic partnership with Guangdong Zhongli Agricultural Group to extend the lychee harvest season through new variety research and a comprehensive freshness preservation system [2] - The Guangdong Zhongli Agricultural Group, previously focused on exports, is now shifting towards domestic sales due to global market fluctuations, aiming to stabilize income for local farmers [3] - The collaboration with Meituan allows Zhongli to enhance product quality and service, benefiting nearly ten thousand farmers associated with their cooperative orchards [3]

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].