Core Viewpoint - The implementation plan released by the Ministry of Agriculture and Rural Affairs and ten other departments aims to promote agricultural product consumption through 23 measures across nine areas, signaling a positive move towards expanding domestic demand and stabilizing the economy [3][11]. Group 1: Supply Optimization - The plan emphasizes optimizing the supply of green and high-quality products to meet diverse consumer needs, including enhancing the production of organic and geographical indication products [6]. - It proposes a series of measures to innovate and optimize product supply, thereby expanding the consumption space for local specialties [6]. Group 2: Promoting Circulation - The plan outlines strategies to enhance the connection between production, supply, and sales, including the creation of consumption platforms and the promotion of local specialties through various events [8]. - It highlights the importance of improving infrastructure from production to sales to facilitate the flow of local products [8]. Group 3: Market Activation - The plan stresses the need for health-conscious consumption promotion, including initiatives for nutritional education and the introduction of healthy food options in various institutions [10]. - It encourages the integration of rural tourism with agricultural products to create new consumption channels and experiences [10].

Core Viewpoint - Guangdong is implementing the "Hundred Counties, Thousand Towns, and Ten Thousand Villages High-Quality Development Project" (referred to as the "Hundred Thousand Project") and aims to leverage media to enhance agricultural product market systems and promote rural revitalization [2][3]. Summary by Relevant Sections Media Empowerment - The "Media+" model is introduced to integrate media with various sectors such as market, culture, life, industry, brand, technology, and think tanks, aiming to achieve five goals by 2027: promoting consumption, foreign trade, cultural tourism, increasing farmers' income, and transforming media [3][4]. Key Tasks - Eight key tasks are outlined, including strengthening media-market linkages, enhancing cultural value co-creation, promoting lifestyle integration, deepening industry collaboration, accelerating brand transformation, fostering technological innovation, aggregating think tank effectiveness, and leading media transformation [5]. Agricultural Market System - The plan focuses on reshaping the agricultural product market system by enhancing circulation links, elevating brand value, and activating data potential, exploring a new path for rural revitalization through media leadership and multi-party collaboration [6][10]. Brand Development - Guangdong will launch a series of "Media+" agricultural brand projects to enhance brand visibility and market penetration, with a strong emphasis on innovative storytelling and resource integration [7][11]. Media Transformation - The initiative aims to redefine the role of mainstream media, emphasizing its function as a resource integrator, brand promoter, and participant in rural revitalization, moving beyond traditional information dissemination [11][12]. Innovation and Collaboration - The establishment of the "Guangdong Agricultural AI Laboratory" and partnerships with educational institutions are part of the strategy to foster innovation and develop talent in the pre-prepared food sector [12][13]. Future Outlook - The implementation of the "Media+" strategy is expected to institutionalize and normalize media involvement in agricultural development, enhancing the global recognition of Guangdong's agricultural products [10].

Core Insights - The sales season for Maoming lychee is nearing its end, with an expected production of approximately 630,000 tons and sales revenue projected to reach 9.1 billion yuan [1] - Maoming has actively expanded sales channels, promoting lychee in major cities and online platforms to increase farmers' income [1] Sales Performance - The Douyin e-commerce report indicates that Maoming lychee has gained significant popularity, with over 45,000 related video submissions and a total view count exceeding 1.12 billion [6] - Orders for Guangdong lychee on Douyin have surged by 1509% year-on-year, with Maoming accounting for nearly 70% of the total orders [8] Consumer Preferences - The top five cities purchasing Maoming lychee are Shanghai, Chongqing, Chengdu, Shenzhen, and Hangzhou, with Shanghai leading at 190,000 orders [10] - The most favored lychee variety is Guiwei, followed by Baitangying and Feizixiao, with Shanghai being the primary consumer location for the top three varieties [12] Innovative Marketing Strategies - Maoming has introduced innovative consumption scenarios, including "lychee blind boxes" and holiday-themed customizations, resulting in over 520,000 customized orders weighing approximately 80 million kilograms and generating over 1.7 billion yuan in revenue [13] - The prices for customized lychees are more than 20% higher than traditional sales prices [13] Demographic Insights - The primary consumer groups for Guangdong lychee on Douyin are young professionals and affluent middle-class individuals, making up over 40% of the market, while "refined mothers" represent the fastest-growing segment at 12% [15] Industry Growth - The lychee industry has seen a significant increase in processed product sales, with dried lychee sales up 228%, lychee-flavored tea beverages up 170%, and lychee-flavored sodas up 399% [17] - Maoming has around 3,000 lychee processing enterprises, developing over 30 deep-processed products, which allows lychee to be available year-round [17]

Core Viewpoint - The sales of Maoming lychee have exceeded 90%, with the season expected to conclude in early July, showcasing a successful harvest and strong market demand [1][16][21]. Group 1: Sales and Production - Maoming is a significant contributor to China's lychee production, accounting for approximately 25% of the national output and 20% of the global output [4][5]. - The estimated production of Maoming lychee this year is around 630,000 tons, with over 570,000 tons already harvested and sold as of June 25 [21][22]. - The price for high-quality Guifei lychee is currently stable at 6-7 yuan per jin, while the purchase price for early-ripening varieties ranges from 3 to 4.5 yuan per jin [19][26]. Group 2: Marketing and E-commerce - The local government and enterprises are actively promoting Maoming lychee through various marketing strategies, including e-commerce initiatives and brand promotion [6][36]. - The "Ten Thousand E-commerce Selling Lychee" campaign has attracted 4,000 e-commerce businesses and 10,000 micro-businesses, with an average purchase price in e-commerce channels being 10% higher than traditional channels [44][46]. - A notable sales event occurred on June 20, where 400,000 orders of Maoming lychee were placed within one hour during a live-streaming session [47][50]. Group 3: Export and Processing - Maoming lychee has expanded its export reach to 22 countries and regions, with exports amounting to approximately 3,500 tons valued at 60 million yuan, marking a 110% increase compared to the previous year [51][52]. - The local processing industry is thriving, with various companies focusing on lychee processing to create high-value products, including ice cream and beverages [58][74]. - The establishment of a major lychee beverage production base by Guangdong Wanglaoji in Maoming is expected to process around 3,000 tons of lychee this season [62][64].

Core Insights - The collaboration between Taobao and Maoming has led to a significant increase in lychee sales, with a 216% year-on-year growth in sales volume [8][6][9] - The innovative half-managed model by Taobao has effectively addressed the issue of supply and demand mismatch in agricultural products, ensuring quality and increasing farmers' income [29][30][12] Group 1: Sales Performance - In just two days, over 60,000 orders of Maoming lychees were sold, showcasing the effectiveness of the promotional efforts [33][46] - The sales price of lychees remained stable at around 8 to 10 yuan per pound, with a total of over 200,000 pieces sold in June, amounting to approximately 800,000 pounds [9][8] Group 2: Supply Chain and Logistics - The lychee planting area in Maoming exceeds 1.4 million acres, accounting for a quarter of the national production, indicating a fruitful year for lychee cultivation [6][5] - The cold chain logistics process is crucial for maintaining the freshness of lychees, with rapid temperature reduction to 0 degrees Celsius being a key factor [21][20] Group 3: Marketing and Promotion - The timing of the lychee harvest coincided with the Tmall "618" shopping festival, which significantly boosted sales through increased traffic and promotional activities [34][48] - Taobao leveraged the popularity of the TV drama "The Lychee of Chang'an" to enhance visibility and sales, creating dedicated promotional events and live streams [50][49] Group 4: Operational Efficiency - The half-managed model allows Taobao to coordinate with local farmers and ensure a steady supply of quality products, thus enhancing operational efficiency [28][30] - The collaboration has led to improved logistics and packaging processes, allowing for timely delivery of fresh lychees to consumers [41][20]

Group 1 - The event held on June 22 in Guangzhou marked the introduction of Baise mangoes from Tianyang District to the Guangdong-Hong Kong-Macao Greater Bay Area, showcasing the integration of technology and agriculture [2] - Over 50 buyers and representatives from the mango industry participated in the event, highlighting the collaboration between the Guangdong and Guangxi governments [2] - The "Bay Area Certification" initiative aims to enhance product quality and consumer confidence, supporting the high-quality development of rural areas [5][6] Group 2 - The New Hui Chenpi industry in Jiangmen has achieved significant results in integrating agriculture, with a total industry chain output value of 26.1 billion yuan, creating over 700,000 jobs [10] - The establishment of agricultural technology service stations in Gaozhou has empowered the lychee industry, promoting modern agricultural techniques and enhancing production [12] - The opening of the Yingde Black Tea promotion center in Jinan represents a strategic move to expand the market presence of Yingde Black Tea in northern China [13]

Core Viewpoint - The event "Maoming Red Lychee Across Thousands of Miles" successfully showcased the innovative integration of transportation, live streaming, and cultural IP, significantly enhancing the brand value of Maoming lychee and opening new pathways for regional agricultural product branding [2][4][5]. Group 1: Event Overview - The event took place from June 10 to June 14, covering over 2000 kilometers from Baqiao Service Area to Xi'an Huaqing Palace [3][26]. - It featured a live streaming component that attracted over 100,000 online viewers, witnessing the journey of lychee from the orchard to consumers [30][39]. Group 2: Cultural and Marketing Strategy - The integration of the TV drama "Lychee of Chang'an" with the lychee marketing strategy created a unique opportunity for cultural and agricultural synergy, transforming the lychee into a cultural symbol [8][20]. - The collaboration with Tencent led to the creation of three themed gift boxes that incorporated elements from the drama, enhancing market engagement and expanding sales channels [13][20]. Group 3: Sales Performance - The innovative "direct supply + IP gift box" model effectively addressed consumer pain points, resulting in over 10,000 orders within a week [31][32]. - The event culminated in a cultural festival at Xi'an Huaqing Palace, attracting thousands and boosting both brand visibility and sales [40][41]. Group 4: Industry Development - The Maoming Agricultural and Cultural Tourism Group is focusing on extending the lychee industry from a seasonal product to a year-round offering by developing processed products such as lychee pastries and desserts [46][47]. - The group is also enhancing brand value through cultural initiatives, including collaborations with local artists and the creation of promotional content [48][49]. Group 5: Future Outlook - The company aims to continue leveraging cultural IP to drive innovation in the lychee industry, exploring the integration of culture, technology, and agriculture to elevate Maoming lychee to a broader market stage [55][56].

Core Insights - The Baqiao Service Area has become a popular destination, attracting over 1 million visitors within just 18 days of its opening on May 20, 2023 [4][5][21] - The service area is themed around lychee culture, coinciding with the lychee harvest season in Guangdong, which has significantly boosted local lychee sales [6][15][21] Visitor Statistics - As of June 8, 2023, the total vehicle traffic at the Baqiao Service Area exceeded 220,000 vehicles, with total visitor numbers surpassing 1.17 million [4][5] - On the Dragon Boat Festival, the service area recorded a single-day vehicle count of over 18,000 and nearly 90,000 visitors [14] Local Agricultural Impact - The service area has implemented a "pre-inspection direct access" model, allowing local farmers to sell their lychees efficiently, with one farmer selling 500 pounds in just 2 hours [17][18] - Various initiatives, including cultural displays and promotional materials, have been introduced to enhance the connection between local lychee farmers and consumers [19][20] Future Development Plans - The Guangdong Provincial Department of Transportation and the Guangdong Transportation Group are exploring new development models that integrate transportation with agriculture, culture, and tourism [30] - Plans are in place to upgrade and transform 32 service areas, including Baqiao, from 2024 to 2027, focusing on precision in planning, design, and management [31][32]

Core Viewpoint - The film "Lychee of Chang'an," directed by Da Peng, is set to be a highlight of the 2025 summer film season, showcasing a deep collaboration with Maoming, the renowned "Lychee Town" in Guangdong, and telling a compelling story about the journey of lychee delivery [6][10][20]. Group 1: Film Overview - "Lychee of Chang'an" is an adaptation of a novel by Ma Boyong, focusing on the legendary journey of a Tang Dynasty minor official, Li Shande, tasked with delivering lychees [18][20]. - The film combines humor with historical elements, aiming to resonate with modern audiences while depicting the grandeur of the Tang Dynasty [22][23]. - The film features Da Peng as the writer, director, and lead actor, making it a highly anticipated release for the summer of 2025 [20][21]. Group 2: Maoming's Lychee Industry - Maoming is recognized as the largest lychee production base globally, contributing to one in every five lychees produced worldwide [15]. - The city boasts a rich lychee culture, with over 102 ancient lychee trees aged over a thousand years and more than 19,600 trees over a hundred years old still bearing fruit [14][15]. - The total industrial output value of the lychee industry in Maoming exceeds 12 billion yuan, highlighting its economic significance [15][16].

Core Viewpoint - The event aims to promote Maoming lychee through a dual-track model of "highway service areas + national e-commerce," enhancing its market reach across the country [6][12][25]. Group 1: Event Overview - The "China Specialty Harvest Conference" was launched on June 5, 2023, in Maoming, Guangdong, to support local farmers during the lychee harvest season [5][9]. - The event is a collaboration between the Central Radio and Television Station, Maoming Municipal Government, and Guangdong Transportation Group [4][5]. Group 2: Marketing Strategy - The initiative employs a dual approach of utilizing highway service areas and e-commerce platforms to facilitate the sale of Maoming lychee [6][10]. - The event features nearly 20 leading community group buying platforms and e-commerce representatives, focusing on large-scale online sales from June 5 to June 30 [10][11]. Group 3: Economic Impact - Maoming is recognized as the largest lychee production base globally, with over 4,000 e-commerce businesses and more than 10,000 micro-businesses in the city [13][14]. - Approximately 40% of early-ripening lychee is expected to be sold through e-commerce channels this year, with purchase prices exceeding traditional channels by over 10% [14][15]. Group 4: National Reach - The event has set up lychee sales points in 109 highway service areas across the country, enhancing the visibility and accessibility of Maoming lychee [22][23]. - This initiative aims to significantly broaden the market reach of Maoming lychee, allowing travelers to conveniently taste the fruit while promoting rural revitalization [25][26].