6月，"东方爱情果"广东荔枝已成为明星消费单品。美团数据显示，本月以来该平台"荔枝"搜索量同比 增长179%，"荔枝王""桂味""妃子笑"等同比增长超200%。 美团相关负责人表示，将充分发挥平台优势，以覆盖全国的即时配送网络帮助广东荔枝建立直达消费者 的数字化通道，为全国消费者提供优质新鲜的岭南美味，继续助力农产品上行，为乡村振兴贡献平台力 量。 此外，博罗县泰美镇龙记种养专业合作社等果园、果场成为美团产地直采基地，定向为美团各地用户提 供优质荔枝。该合作社负责人陈龙兴说："希望全国都能吃到最新鲜的广东荔枝。" 据介绍，荔枝从直采基地由荔农采摘装车后即刻进行预冷处理，并在全国仓配网络分装、锁鲜后抵达全 国站点，减少周转环节，最后由美团"30分钟送达"的即时配送体系，全程冷链配送至消费者家中。 与此同时，中荔集团等不少荔枝外贸企业也在积极应对外部环境变化带来的挑战。据黎焯锋介绍，集团 过往出口市场包括美国、欧洲、东南亚等地区。面对当前复杂多变的国际形势，集团正在积极调整业务 模式。 荔枝时令性极强。如何锁住第一口鲜、延长夏日甜蜜？6月18日，由广东省"百县千镇万村高质量发展工 程"指挥办、广东省农业农村厅等部 ...

据了解，广东中荔农业集团过往以出口外贸为主，对水果品质要求较高，且在锁鲜等技术上处于行业领 先。"以妃子笑为例，单果18克以上，糖度16度以上，冷链运输过程中果心温度在12度以下"，美团小象 超市采购相关负责人表示，中荔向美团提供的荔枝与其出口果品标准一致，除了传统常见品类，双方还 将合作增城挂绿等高端品类，以及中荔今年刚刚推出上市的新品种"迟美人"等。 助力荔枝"出口转内销" 内需激活农户增收 "希望全国都能吃到新鲜的广东荔枝"，博罗县泰美镇龙记种养专业合作社负责人陈龙兴说道。作为本次 产地直采合作方的陈龙兴，已经从事荔枝农业30年。他说，荔枝比较娇贵，受天气影响大。过往，他们 的荔枝更多是通过出口销往海外，一方面是因为价格和数量上相对稳定，另一方面是国内销售需要自己 出去跑市场，产业链相对不够成熟。 继日前美团宣布正式启动"联动百城·美荔兴农"专项行动后，6月18日，在相关部门指导下，美团再次举 办广东荔枝产销对接会，会上，美团与广东中荔农业集团等出口企业签署合作协议，并与博罗县泰美镇 龙记种养专业合作社等达成产地直采合作。 平台数据显示，广东荔枝销量已呈翻倍增势。美团相关负责人表示，充分发挥平台优势，以 ...

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 Viewpoint - The "2025 Guangzhou Zengcheng Lychee Cultural Tourism Season" aims to integrate agriculture, culture, and tourism, promoting economic and social development in Zengcheng through a series of events centered around lychee [1][4][8]. Group 1: Cultural and Historical Significance - Zengcheng, known as the "Lychee Capital of China," has a lychee cultivation history of over 2000 years, with famous varieties like "Zengcheng Hanging Green" and "Crystal Ball" [2][3]. - The region has over 15,000 ancient lychee trees, with 286 out of 290 administrative villages cultivating lychee [2]. Group 2: Economic Impact and Development - By 2025, Zengcheng's lychee planting area is expected to reach approximately 200,000 acres, with around 61,400 households involved and a total production of about 50,000 tons [2][8]. - The cultural tourism season is part of a broader initiative to enhance rural revitalization and high-quality development, aligning with national policies [8][9]. Group 3: Events and Activities - The cultural tourism season spans from June to August, featuring a main event and various sub-activities that promote lychee culture and tourism [1][4]. - Activities include lychee tasting events, cultural exhibitions, and interactive experiences, such as the "Longan Lychee" interactive check-in point [4][6]. Group 4: Technological and Agricultural Innovation - The Zengcheng Agricultural Technology Promotion Center announced five new lychee varieties under development, aiming to enhance the quality and appeal of local lychee products [8]. - The integration of technology in agriculture is seen as a way to upgrade the lychee industry and boost local economic development [8][9].