量发展分会场 上，茂名市委副 书记、市长王雄 飞娓娓道来三 个"小故事"。透 过一颗荔枝 的"跨界新生" 、 一项化工单品 的"霸气出海" 、 一座产业园 的"人才活水" ， 这座粤西城市推 动"制造+服 务"深度融合的 "制造+服务"如 何加出新动能？ 茂名市长以三个 故事作答_南方 +_南方plus 2月24日，广东 省高质量发展大 会召开，在"百 千万工程"县域 产业融合与高质 实践路径清晰浮 现。 一颗荔枝，撬动 百亿产业链 作为中国荔枝之 乡，茂名坚持种 植标准化、加工 多元化、产品品 牌化、文旅增值 化。在荔枝全产 业链发展的"价 值密码"中，种 植环节约占 42.5%，物流服 务环节约占 17.5%，社会化 服务、销售渠 道、文旅及品牌 溢价高达40%。 为破解"一日色 变"的千年难 题，茂名建起4 个区域冷链物流 中心、300多 个"田头小站"； 发展食品加工， 开发荔枝冰淇 淋、荔枝饮品、 荔枝月饼等畅销 产品；上线荔枝 大数据平台，成 立农业银行"荔 枝支行"、推 出"荔枝贷"；打 造以荔枝为主题 的包茂高速柏桥 服务区，茂名荔 枝火爆出圈， 2025年全产业链 产值超120亿 元。 茂名 ...

Core Viewpoint - The innovative freezing technology developed by the research team at the Guangdong Academy of Agricultural Sciences is transforming the lychee industry, addressing long-standing preservation challenges and enhancing product offerings, thereby increasing market reach and profitability for farmers [1][2][3]. Group 1: Technological Innovations - The breakthrough in ultra-low temperature freezing technology allows lychees to be preserved for over a year without significant loss of quality, maintaining over 80% of their nutritional content [2]. - The research team has developed a comprehensive technical system that includes a no-ice preservation system for e-commerce, reducing post-harvest loss by 15%, and an air transport preservation system that extends shelf life by 30% for exports [3]. - A new production line for frozen lychees is expected to reach an output of 2,000 tons, utilizing a "shared factory + shared technology" model to lower costs for farmers and cooperatives [3]. Group 2: Product Development - The team is also focusing on deep processing of lychees, creating new products such as lychee ice cream, which incorporates over 40% fermented lychee juice, enhancing flavor and health benefits [4]. - Innovative techniques have been established to produce dietary fiber from lychee pomace, achieving a yield of up to 58.55%, and new lychee rice wine products have been developed, gaining popularity among consumers [4]. Group 3: Future Outlook - The research team aims to continue optimizing technologies and developing market-driven products to expand the global reach of Guangdong lychees and improve the livelihoods of local farmers [5].

Core Viewpoint - The recent initiative by local government officials in Guangdong to promote local products is a strategic economic action aimed at boosting confidence and reshaping the brand value of "Guangdong goods" in the context of high-quality development [7][8][20]. Group 1: Government Actions - Local government leaders, including mayors, have actively participated in promoting local products through various media channels, signaling a shift from traditional management roles to more service-oriented and empowering roles [10][15]. - The "Guangdong Goods Going Global" campaign was launched to stimulate economic growth, featuring 12 promotional events and 18 supporting activities [7][20]. - The involvement of mayors in product promotion is seen as a way to reduce trial and error costs for businesses and accelerate market cultivation in areas where market mechanisms are not fully developed [13][14]. Group 2: Economic Context - The campaign reflects a historical context where Guangdong's products were once popular nationwide, indicating a renewed effort to adapt to changing global economic conditions and consumer behaviors [9]. - The government aims to embed itself within the industrial, supply, and innovation chains, moving beyond traditional methods like infrastructure development and tax reductions [10]. Group 3: Market Strategy - The focus is shifting from promoting individual star products to leveraging regional industrial clusters, enhancing competitiveness through collective branding [16]. - There is a call for a transition from government-led initiatives to market-driven strategies, emphasizing the need for businesses to develop their own brand and distribution capabilities [17]. - Future marketing efforts should highlight the cultural narratives behind "Guangdong goods," promoting not just products but also the lifestyle and values associated with them [18].

Core Insights - Maoming, located in Guangdong Province, is recognized for its significant contributions to the lychee and petrochemical industries, with a projected lychee production of over 620,000 tons by 2025 and a total output value of the petrochemical sector stabilizing around 180 billion yuan [2][6][9]. Economic Development - Since the start of the 14th Five-Year Plan, Maoming's economic total has surpassed 400 billion yuan, ranking first in the western part of Guangdong, with 290 new projects worth over 100 million yuan introduced [3]. - The urbanization rate of the permanent population has increased by 4.55 percentage points from 2020 to 2024, the highest in the province [3]. Agricultural Innovation - Maoming has developed a "frozen dormancy" technology for lychees, allowing for a stable supply of raw materials year-round and establishing the largest lychee puree processing base in the country [5]. - The local government has shifted from traditional selling methods to innovative models, increasing the value of lychees by over 30% and achieving a 15% higher price through e-commerce channels [5][6]. Tourism and Cultural Integration - The city is leveraging its agricultural resources to create tourism experiences, attracting over 5 million visitors annually through initiatives like the "520 I Love Lychee" cultural tourism IP [6]. - The integration of agriculture, culture, and tourism is seen as a core strategy for rural value enhancement, with various themed service areas and demonstration villages established [6]. Industrial Diversification - To address the dominance of the petrochemical industry, Maoming is promoting a "five-chain co-construction" strategy, focusing on upgrading petrochemical processes and developing new energy and materials sectors [7][9]. - Significant investments are being made in projects such as the 30 billion yuan petrochemical upgrade, which is expected to increase chemical product output by over 2 million tons annually [9]. Technological Advancements - The city has seen a 56.9% increase in the number of national high-tech enterprises during the 14th Five-Year Plan, with substantial growth in high-tech manufacturing and new energy sectors [10]. - Maoming is actively pursuing emerging industries such as new energy vehicles and artificial intelligence, with annual growth rates of 46.9% in high-tech manufacturing investments from 2021 to 2024 [10].

Core Insights - The article discusses the recent developments in the ice cream market in China, particularly focusing on the brand "Raising a Cow" and its product innovations, as well as the challenges faced by the brand "Chongxuegao" [1][3][24] Product Innovations - "Raising a Cow" launched a new series of ice creams in December 2026, including clean formula series, fresh milk series, refreshing series, and mini sharing packs [1] - The brand introduced a "children's ice cream" series in March 2024, which has seen significant sales, surpassing 10 million cups since its launch [3] - Other products like the matcha fresh milk ice cream sold 140,000 units in its first week, and the lychee ice cream reached a sales volume of 1 million units within a month, aided by media exposure [3] Market Dynamics - Three years ago, "Chongxuegao" was a leading brand in the ice cream sector, known for its strong marketing and innovative products, which set a precedent for other brands [3][16] - The emergence of "Chongxuegao" has contributed to the mid-to-high-end positioning of domestic ice cream brands in China [8][16] Strategic Decisions - "Chongxuegao" faced challenges due to strategic missteps, including product and channel mismatches, which led to its decline [7][21] - The brand's marketing strategies and product innovations have significantly influenced the ice cream market, despite its current struggles [8][24] Competitive Landscape - "Raising a Cow" has learned from "Chongxuegao" by redefining ice cream products, focusing on children's ice cream and emphasizing quality ingredients and clean labels [18][20] - The pricing strategy of "Raising a Cow" is positioned between 5-10 yuan, avoiding the pitfalls of being a "price killer" in the market [21][23] Consumer Insights - "Raising a Cow" has engaged with over 10,000 users to gather insights on children's ice cream preferences, leading to the development of products that meet consumer demands for health and safety [20][21] - The brand's focus on quality and safety resonates with family-oriented consumers, similar to the target audience of "Chongxuegao" [20][21] Distribution Strategy - "Raising a Cow" has established a presence in both e-commerce and offline channels, including partnerships with platforms like Hema and Dingdong Maicai, while avoiding aggressive expansion [23] - The brand's sales performance has been strong, with significant growth in e-commerce, particularly during promotional events [23]

Price Trends - Recent consumer observations indicate a significant drop in prices for previously expensive fruits, such as blueberries, lychees, and cherries [1] - In Guangzhou's Jiangnan fruit and vegetable wholesale market, the price of Feizixiao lychee fell to 4-4.5 yuan per kilogram by the end of June, compared to 14-16 yuan per kilogram during the same period last year [1][2] Production and Supply - The 2023 season has seen a bumper crop of lychees, with the total expected production reaching 3.45 million tons, a year-on-year increase of 100% [2] - The main lychee production area in Maoming is expected to yield approximately 630,000 tons this year, marking a significant increase due to favorable weather conditions [2][3] Market Dynamics - The increase in fruit supply has led to lower prices, with the average purchase price for lychee ranging from 3 to 8 yuan per kilogram as of early July [3] - The cherry market has also experienced price declines, with the price of the representative "Samito" variety dropping by approximately 15% compared to last year [3] Industry Challenges - Experts warn of potential "overproduction" risks, where producers may face reduced profits if they do not secure sales channels in advance [4] - The overall increase in fruit production capacity has led to intensified competition and reduced scarcity for certain fruits, such as blueberries [5][6] Consumer Behavior - The expansion of blueberry cultivation has made the fruit more accessible, with the total cultivation area in China reaching 1.44 million acres by 2024, a significant increase from previous years [6] - The market for blueberries has seen a price drop of about 20% this year, despite a tripling of total output compared to last year [6][7] Long-term Strategies - Industry experts emphasize the importance of improving fruit quality and enhancing supply chain management to ensure sustainable growth [11][12] - The development of value-added products, such as lychee ice cream, is seen as a viable strategy to manage excess production and stabilize prices [13]

Group 1 - The cultural integration with the economy is driving new consumption trends, as seen in Guangdong where lychee culture is creating new business opportunities [1][2] - The advancement of cold chain technology and logistics has transformed lychee from a luxury item to a widely consumed product, enhancing its presence in daily life [1] - Cultural resources are being leveraged to create economic value, with various cultural events and products boosting local economies [1][2] Group 2 - The rise of new business models in cultural tourism is evident, with unique lychee-themed products and experiences attracting consumers [2] - The branding of lychee as the "Eastern Love Fruit" at cultural events is an example of how cultural narratives can enhance product appeal [2][3] - The emphasis on optimizing cultural products and services is seen as a key driver for high-quality economic development [3]

Group 1 - The event on June 29 in Qianxinan, Guizhou, marks the launch of the 2025 Guangdong-Guizhou cooperation to promote agricultural products, featuring a delegation from Huizhou showcasing lychee [3][29] - Huizhou is recognized as a key region for lychee cultivation in Guangdong, with an area of 396,000 acres, accounting for about 10% of the province's total lychee planting area [8][10] - The lychee varieties presented include Guiwei, Nuomici, and Feizixiao, with "Zhenlong Lychee" and "Luofushan Lychee" receiving national geographical indication certification [9][10] Group 2 - The event will also feature local specialties from Qianxinan, such as Yiren rice, red tea, and stone flower, allowing attendees to enjoy a variety of high-quality agricultural products [15][16] - The promotion includes tasting sessions for Huizhou lychee, where visitors can sample different varieties for free [46][50] - The event coincides with the "June 6" Buyei Festival, showcasing cultural performances and enhancing community engagement [57][60] Group 3 - Qianxinan is an important area for high-quality mountain agriculture in Guizhou, with favorable ecological conditions for crop growth [61] - The region has certified 29 geographical indication agricultural products and has a variety of organic and green food certifications [63] - The introduction of lychee cultivation in Ceheng County, with 10,000 pounds expected to bear fruit this year, aims to establish a local lychee market [70][72]

Core Viewpoint - The article discusses the phenomenon of brands clustering around the popular drama "Chang'an's Lychee," highlighting the intense competition for consumer attention in a content-scarce environment, which is described as "content famine" [8][10]. Brand Collaboration and Marketing Strategy - Over thirty brands collaborated with "Chang'an's Lychee," with ten dairy brands participating, indicating a high level of brand investment in the show [4][6]. - The article questions the effectiveness of such dense brand placements, suggesting that brands may have collectively misjudged the situation or are simply eager to spend their budgets [5][6]. - The show has become a significant marketing platform, with a notable increase in search interest for "lychee" by 270% since its premiere [10]. Consumer Engagement and Emotional Connection - The drama resonates with contemporary workers, portraying relatable struggles, which brands leverage to connect with their target audience [12][14]. - The article emphasizes that the emotional appeal of the show allows brands to engage consumers beyond traditional advertising, creating a "spiritual currency" around the lychee theme [15][18]. Product Innovation and Seasonal Marketing - The timing of the show's release coincides with the lychee season, benefiting food and beverage brands that introduce seasonal products [19][20]. - Brands like "Raising a Cow" and "Daily Fresh" have creatively integrated the show's themes into their marketing, resulting in successful product launches, such as over 100,000 bottles of lychee yogurt sold on the first day [22][24]. Long-term Value and Industry Impact - The article suggests that brands are not only chasing short-term traffic but are also recognizing the long-term value of associating with successful content IPs [37][38]. - The integration of regional products with the show's narrative creates a closed loop of content exposure, product innovation, and industry upgrade, enhancing the overall consumer experience [38][39].

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].