观察|"媒体+"赋 能 药食同源破 题高州龙眼品牌 价值跃升_南方 +_南方plus 9月初，在高州 市分界镇储良 村，火了一整个 夏天的龙眼鲜果 已接近尾声，但 空气中龙眼肉烘 干的香气却愈发 浓烈。 从7月中旬开始 采摘出货，到8 月初达到出货高 峰，再到9月初 收官。在这不到 50天的时间里， 创下新高的32万 吨高州龙眼被销 售一空，平均每 天出货量超600 吨。据悉，高州 龙眼鲜果产值已 乘"媒体+"之 势，高州龙眼正 超越"甜味"的浅 层叙事，深 描"药食同源"的 经超26亿元，今 年龙眼全产业链 产值有望破80 亿。 位于高州市分界镇储良村的储良母树公园 "如何突破精深 加工瓶颈，拓展 产品版图，实现 价值倍增？如何 深挖放大"道 地"精髓，写 好"药食同源"篇 章，塑强核心竞 争力？"高州市 副市长熊辉武指 出，登高望远， 方知天地广阔， 面向未来，我们 紧扣"媒体＋"的 浪潮，推动高州 龙眼不断实现品 牌价值跃升。 健康底色，不断 实现从"地标产 品"到"健康符 号"的价值跃 升。 "媒体＋渠道" "引进来"激活产 业源头活水 从网红主播穿梭 果园实时直播， 到采购商沉浸式 考察种植基地与 ...

Core Viewpoint - The article discusses the marketing and branding efforts of the Gaozhou longan industry as it seeks to penetrate the Xiamen market, emphasizing the health benefits and cultural significance of the fruit, while transitioning from traditional cultivation to a more standardized and branded approach [13][22][90]. Group 1: Market Entry and Promotion - Following the summer solstice, Gaozhou longan has begun to be widely available in the market [2] - A promotional event in Xiamen attracted over 30 mainstream buyers from Fujian, showcasing the quality and unique flavor of Gaozhou longan [4][6] - The event highlighted the competitive edge of Gaozhou longan in high-end supermarkets, e-commerce platforms, and the catering industry [7] Group 2: Health and Cultural Significance - Longan is recognized as a nutritious fruit with medicinal properties, gaining popularity among health-conscious consumers [8][20] - Gaozhou longan is marketed not just as a fruit but as a symbol of health and culture, with local officials emphasizing its health benefits [17][18] - The event included a tasting of traditional dishes that incorporate longan, enhancing its cultural appeal [28] Group 3: Brand Development and Strategy - The branding strategy focuses on positioning Gaozhou longan as a "vitality supplement," aiming to create a strong brand identity [15][23] - The government and local enterprises are collaborating to develop high-value health products from longan, including functional foods and supplements [31][37] - A comprehensive development plan for Gaozhou longan includes ten measures aimed at standardization and quality improvement [39][40] Group 4: Distribution and Supply Chain - Gaozhou has established a modern agricultural industrial park focused on longan, serving as a hub for processing and sales [42][43] - The distribution strategy involves targeting high-end fresh fruit markets, e-commerce, and deep processing sectors [46][48] - A procurement manual was released to assist buyers in sourcing high-quality longan and related products [55] Group 5: Cultural Marketing and Consumer Engagement - The promotional event featured cultural performances and interactive activities to engage local consumers and enhance brand recognition [60][64] - Social media influencers played a significant role in promoting Gaozhou longan, creating a buzz around the product through creative content [83][88] - The integration of cultural elements into marketing strategies has helped Gaozhou longan stand out in a competitive market [67][90]

南方财经记者张梦琦实习生杨凌霜李雪瑶深圳报道 8月2日，由高州市人民政府主办的"储良龙眼出高州 高州龙眼甲天下——2025高州龙眼走进粤港澳大湾区（深圳）品牌创新营销推广活动"在深圳龙岗万达 广场举行，活动聚集了160余位粤港澳采购商，包括品鉴交流、主题分享、标准发布、签约仪式等环 节。本次活动是继7月27日在沙田镇举办的2025广东高州龙眼品鉴会暨产销对接大会后的又一场品牌盛 会，旨在搭建产销桥梁，推动高州龙眼打开粤港澳大湾区市场，进一步提升其品牌影响力。 高州既是世界储良龙眼的发源地，也是中国金牌龙眼之乡，高州龙眼以"种植最早、品质最优、产量最 高、产业最强"四个"最"享誉全国。高州龙眼品质优良，储良龙眼皮薄、肉厚、核小，肉质晶莹、爽 脆，清甜带香，可食率高，深受消费者喜爱。高州市农业农村局表示，2024年，本地产龙眼24万吨、销 售额35亿元，同时收购外地龙眼23万吨加工销售，总额达74亿元。 此外，现场飞天梯与巨型天穹高州龙眼海报打造的沉浸式体验空间，吸引大量湾区市民驻足观看，20余 家高州优质企业摆展推介，线上现场百万粉丝级的网络达人更是"火力全开"直播带货3小时不停歇，实 现"线下逛展品鉴+线上传 ...

南农晨读丨森呼 吸_南方+_南方 plus 南农晨读 文案: 陈 迎 美编:欧剑钊 广州石门国家森林公园 州第一高峰的天堂顶脚下 从以杉木为主的单层林分 到杉木、木荷、红锥交错相伴的复层混交林 线 这片林海 于时光长河里静默生长 在岁月流转中悄然更新 (彭华 摄) 南方报业传媒集团主管主办 南方农村报出版 南方展村报 兴 | 友 力 量 · 时代 担 当 08.04 2 【今日关注】 红色预警！广东 中部和西部发生 山洪灾害可能性 大 预计，8月3日20 时至8月4日20 时，河北西部、 广东中部和西 部、广西东部、 云南西部、甘肃 南部、青海东 部、宁夏中部等 地部分地区发生 山洪灾害可能性 大（橙色预 警），其中，河 北西部、广东中 部和西部、广西 东部、甘肃南 部、青海东部、 宁夏中部局地发 生山洪灾害可能 性很大（红色预 警），预警区域 涉及的县（市、 区）见下表。其 他地区也可能因 局地短历时强降 水引发山洪灾 害，请各地注意 做好实时监测、 防汛预警和转移 避险等防范工 作。 顾益康：市民下 乡、农民增 收！"真乡"平台 将对广东农文旅 融合发展产生重 要影响 村三步并作一步 走，实现跨越式 发展 ...

Core Insights - The article discusses the expected production and market dynamics of the Longan industry in Gaozhou, Guangdong, with a projected output of 320,000 tons in 2025, including over 220,000 tons of the Shuliang variety [1][26]. Group 1: Industry Overview - Gaozhou is recognized as the "Fruit Capital of China," with an agricultural output value exceeding 32.5 billion yuan in 2024, making it the top agricultural producer in Guangdong [8][10]. - The region aims to develop six agricultural clusters, each exceeding 3 billion yuan, including Longan, Lychee, and other fruits [9]. Group 2: Longan Production - Gaozhou is the largest Longan-producing county in China, accounting for 20% of the national output and 1/5 of Guangdong's production [19][20]. - The total Longan planting area in Gaozhou is approximately 330,000 acres, with the Shuliang variety covering about 230,000 acres, representing 70% of the local market [25][26]. Group 3: Quality and Recognition - Gaozhou Longan is known for its superior quality, with the Shuliang variety being awarded multiple national and provincial accolades, including the "China Gold Medal Longan" [12][14][30]. - The region has established a modern agricultural industrial park focused on Longan, making it a hub for processing and sales [21][22]. Group 4: Processing and Sales - Gaozhou has a well-developed processing and sales network, with over 100 processing entities and 32 certified companies, producing various Longan products such as dried Longan and Longan tea [35][36]. - The region has leveraged e-commerce platforms to create a comprehensive Longan processing system, achieving significant sales both domestically and internationally [39][41]. Group 5: Future Developments - Gaozhou is collaborating with South China Agricultural University to establish a modern agricultural industrial park, focusing on the development of Longan-based health foods and pharmaceuticals [43][46].

Core Viewpoint - The city of Gaozhou has launched the "2025 Gaozhou Longan High-Quality Development Ten Measures" to enhance the marketing and brand effect of Gaozhou longan, aiming for a win-win situation in production and sales [2][3][4]. Summary by Sections Marketing and Branding - The initiative emphasizes unified packaging for all longan operators to enhance market competitiveness and promote the "Gaozhou Longan" brand [8]. - A standardization system for the entire longan industry chain will be established, including planting standards and product classification guidelines to assist consumers in selecting quality longan [9][10]. Quality Control - A traceability system will be developed to strengthen the regulation of agricultural inputs, aiming to reduce pesticide and fertilizer residues from the source [11][12]. Processing and Technology - The program includes a commitment to purchase longan for deep processing at a guaranteed minimum price, while also developing diverse, high-value longan products to meet various consumer needs [13][14]. - Investment in technological research and development for longan variety improvement, planting techniques, and preservation will be prioritized, fostering long-term partnerships with universities and research institutions [15]. Market Expansion - The initiative will promote both online and offline procurement channels, including a dedicated service for buyers and encouragement of live-streaming sales to expand domestic and international markets [17][18]. Brand Protection and Cultural Integration - The program will draw lessons from the lychee industry to enhance the storytelling of the Gaozhou longan brand, while also protecting the brand from misinformation and counterfeit products [19][20]. - There will be a push for the integration of agriculture, culture, and tourism, creating impactful cultural tourism routes centered around longan [21][22]. Financial Support and Logistics - Innovative financial products will be introduced to address the funding needs of farmers and processors, encouraging social capital investment for scaled development [23][24]. - Efforts will be made to improve logistics efficiency and reduce costs, including establishing an e-commerce whitelist and offering special discounts for Gaozhou longan shipments [26][27].

高州倡议统一使 用"高州龙眼"公 版包装箱_南方 +_南方plus 2025年7月20 日，高州市委农 村工作领导小组 办公室与龙眼协 会联合发布倡 议，推动全市龙 眼经营主体免费 使用官方设计 的"高州龙眼"公 版包装箱，以统 一品牌形象、提 升市场竞争力。 倡议明确，申请 地注册、产品通 过农业检测中心 认证且无不良记 录的企业、合作 社或个人。使用 方须承诺接受质 量抽检，不得擅 自修改包装设 计，并确保防伪 溯源信息真实有 效。 官方将动态抽 查，对违规使 用、虚假宣传等 行为依法处理， 严重者将取消授 权并追究法律责 任。即日起，符 合条件的主体可 向高州市龙眼协 会提交申请，5 个工作日内完成 审核并发放授权 书。 附：倡议书原文 主体须为高州本 关于推广使 用"高州龙眼"公 版包装箱的倡议 书 各镇（街道）及市直相关单位、各涉及龙眼经营主体： 为加快推广使 用"高州龙眼"文 字商标和地理标 志专用标志，提 高高州龙眼对外 影响力及品牌知 名度，共同打 造"高州龙眼"区 域公用品牌形 象，推动我市龙 眼产业高质量发 展，特发出如下 倡议： 各镇（街道）在 牵头举办的各类 龙眼营销和推广 活动中应统 ...

Core Viewpoint - The article discusses the launch of early-ripening longan in Gaozhou, marking the beginning of the longan season in Lingnan, and highlights the efforts of local government and stakeholders to enhance the quality and marketing of the longan industry [2][6][8]. Group 1: Industry Development - Gaozhou has experienced a bumper harvest for both lychee and longan this year, with lychee sales concluding successfully, prompting a focus on longan marketing [6][7]. - A marketing seminar was held to discuss high-quality development in the longan industry, emphasizing the need to leverage successful lychee marketing strategies for longan [3][8]. Group 2: Government Initiatives - Gaozhou's government is prioritizing longan sales, with a meeting led by local officials to outline strategies for enhancing the longan industry's quality and market presence [15][19]. - Six key requirements were proposed by local officials to improve the longan industry, including enhancing production quality, increasing processing value, expanding sales channels, and strengthening brand recognition [16][19]. Group 3: Stakeholder Engagement - Representatives from major longan-producing towns reported on planting scales, processing status, and past marketing strategies, while also proposing innovative ideas for the industry's development [11][12]. - Discussions among longan enterprises focused on challenges in market expansion, brand building, and price enhancement within the production and sales chain [13].

Group 1 - The article highlights the recognition of individuals and collectives for their outstanding contributions to the ecological construction of "Green Beautiful Guangdong," with 200 collectives and 200 individuals being commended [3][4][5] - Li Xiaofen, the director of the Agricultural and Seed Industry News Center of Southern Rural News, was awarded for her exceptional performance in promoting ecological initiatives [6] - The article emphasizes the importance of fostering enthusiasm for ecological construction across the province to enhance environmental sustainability [4][5] Group 2 - Guangdong has initiated a series of tree planting activities, with 418 events held recently, showcasing a strong commitment to environmental conservation [8][9] - The historical context of tree planting in Guangdong is referenced, highlighting the transformation of barren lands into lush forests since the 1970s [10][11] Group 3 - The article discusses the launch of a micro-short film initiative in Shaoguan, aimed at promoting the city as a "friendly city" with a focus on its rich cultural heritage and natural beauty [15][16] - Financial support of 2 million yuan per year will be allocated to encourage the development of the micro-short film industry, including script creation and production subsidies [17][18] Group 4 - The article mentions the launch of a panoramic cloud exhibition for farmland protection in Guangdong, showcasing innovative practices and responsibilities in agricultural sustainability [20][21] Group 5 - Eight tea enterprises from Yingde will participate in the 13th China (Hohhot) Tea Industry Expo, promoting Yingde black tea to a broader audience [27][28] Group 6 - The article reports on the seasonal transition from lychee to longan in Gaozhou, with the lychee sales concluding and longan beginning to appear [30][33][34]