茂南荔枝

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日销近千吨!茂南荔枝订单火爆生产忙
Nan Fang Nong Cun Bao· 2025-06-05 14:34
Core Viewpoint - The sales of Maonan lychee are booming, with daily sales reaching 930 tons, driven by e-commerce and customized orders, contributing to the revitalization of the local economy [5][36]. Group 1: Sales Performance - Maonan district has 66,400 acres of lychee orchards, with a daily sales volume of 930 tons [5][3]. - On June 5, an e-commerce seller reported 23,000 orders, amounting to 16 tons of lychee to be shipped [7][8]. - The e-commerce price for the Bai Tang lychee is stable at 12 yuan per jin, with both quality and price gaining market recognition [18][20]. Group 2: E-commerce and Custom Orders - Nearly 8,000 young people are engaged in e-commerce, averaging 40 orders and about 600 jin per person daily, making e-commerce a significant driver for lychee sales [21][22]. - As of June 4, customized orders totaled 3,086, weighing 72,850 kilograms, generating 2.1855 million yuan, while e-commerce pre-orders reached 33,840, weighing 168,000 kilograms, amounting to 5.04 million yuan [25][26]. Group 3: Traditional Sales Channels - Traditional sales channels remain active, with nearly 590 external buyers visiting Maonan this year, resulting in purchase agreements for nearly 4,500 tons [31][32]. - The lychee is primarily sold to regions such as the Pearl River Delta, Hunan, and Sichuan, with prices remaining stable compared to previous years [32][33]. Group 4: Market Development and Economic Impact - The combination of e-commerce, customized sales, and traditional sales channels has led to a prosperous market for Maonan lychee, revitalizing the ancient lychee industry and injecting strong momentum into local rural revitalization efforts [36][38].
快评丨“古荔+国潮”,茂南荔枝价值实现“精彩一跃”
Nan Fang Nong Cun Bao· 2025-05-17 12:01
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]
火“荔”全开!茂南荔枝开启高质量发展新篇章
Nan Fang Nong Cun Bao· 2025-05-16 06:32
Core Viewpoint - The launch of the 2025 marketing campaign for Maonan lychee aims to enhance sales and increase farmers' income, marking a new chapter in the high-quality development of the lychee industry in Maonan District, Maoming City [5][6][7]. Group 1: Marketing and Sales Initiatives - The marketing campaign includes various actions to promote lychee sales, leveraging the unique climate and soil conditions of Maonan [19][20]. - The district has initiated a "production and sales preparation" model to ensure effective market entry for lychee [19]. - Agreements have been signed with multiple companies to expand sales channels for lychee, injecting strong momentum into the marketing efforts [28][30]. Group 2: Production and Economic Impact - Maonan District has over 140,000 acres of lychee cultivation, producing approximately 25% of China's total lychee output and 20% of the global total [10][11]. - In 2024, the lychee planting area is expected to exceed 66,000 acres, with a production volume of 19,100 tons and a total industry output value of 297 million yuan [18]. Group 3: Cultural and Creative Integration - The campaign emphasizes the integration of culture and creativity into the lychee industry, with new IP family series products showcasing the cultural heritage of lychee [3][75]. - Various cultural activities, including traditional performances and interactive games, are designed to attract younger consumers and enhance the brand's appeal [66][72]. Group 4: Digital Marketing and E-commerce - The use of live streaming and social media is being promoted to enhance brand visibility and connect directly with consumers [35][44]. - The district has established an online sales platform, "Maonan Market," to facilitate e-commerce and encourage local farmers to engage in digital marketing [53][54]. Group 5: Tourism and Experience Economy - The launch of themed cultural tourism routes aims to provide immersive experiences for visitors, combining fruit picking, local cuisine, and cultural heritage [88][89]. - Upcoming events, such as the "Lychee Culture Carnival," are planned to further promote the lychee brand and attract tourists [90][92].