In 2023, the lychee marketing campaign of Guangdong province achieved a significant victory.

The campaign involved 97 counties and districts, engaging over 1.8 million lychee farmers across a vast cultivation area of 4.1 million mu. This extensive effort resulted in an impressive lychee production of 1.6 million tons and sales amounting to a remarkable 16 billion yuan. Compared to the previous year's figures, the sales revenue saw a substantial growth of 5%.

This year marks a "Five Consecutive Bumper Harvests" for lychee in the region, with an impressive 60-day period during which more than 2.6 million tons of lychee were shipped daily, totaling 1.6 million tons. Both farmers and city dwellers are now sharing the joys of a bountiful harvest, as lychee prices hold firm on the production side while offering consumers ample choices.

The digitized economy played a significant role in boosting lychee sales in Guangdong, with e-commerce platforms lending crucial support. A spotlight-stealing event was the live broadcast from Zhanchuan Village in Wutang Town, Suixi County, which drew the attention of hundreds of buyers. In just over two weeks, 15,000 acres of "Xianpin Lychee" from Suixi were sold out, amassing 200 million yuan in revenue, an increase of 50 million yuan from the previous year.

High-quality lychee live streaming became a common sight in Gaozhou's Baiqiao Village, with local fruit growers doubling as charismatic hosts. Even prominent live streamers joined the sales-boosting efforts, and the East Buy's livestreaming enabled the sale of 200,000 orders in just three hours.

Officials from the Agriculture and Rural Affairs Bureau in Maoming reported that this year's lychee output surpassed 600,000 tons for the first time, while the purchasing prices received by farmers remained robust, with an average increase of 15% compared to previous peak years. The number of offline lychee purchasing points in Maoming increased by 20%, and they received a total of 19,000 visits from buyers.

The integration of lychee industry big data platform provided precise market information, facilitating accurate matching of supply and demand. From April 1st to July 15th, Guangdong's lychee industry big data platform received 142,000 visits and facilitated 26,441 transactions.

With e-commerce's involvement, lychee sales have diversified in Guangdong, as regions actively promote custom lychee offerings and online pre-sales, elevating the industry from merely selling agricultural products to cultural exports and brand monetization.

In early June, Gree introduced a specially designed mobile "large refrigerator" for lychee transportation to Gaozhou, extending the fruit's shelf life by 25 to 30 days. Guangzhou Pharmaceutical Holdings' Wang Laoji lychee processing plant in Gaozhou started production a year ago, filling a domestic technology gap in lychee processing, with a procurement of 2 million kilograms of fresh lychee. Maoming has developed over 30 varieties of "lychee dishes", while Conghua processes 20,000 tons of lychee annually, with processed products accounting for 30% of sales and the value of lychee products increased by 120%.

Through the "Guangdong Silk Road Litchi Tour", Guangdong lychee has reached markets in Singapore, Italy, South Korea, France, the United Kingdom, Spain, and South Africa. According to data from customs authorities, Guangdong exported 7,014.5 tons of lychee in the second quarter of this year, accounting for 60.8% of the country's total and marking a 66.7% increase compared to the previous year. The export value reached 139 million yuan, accounting for 62.6% of the national total and registering a 47.9% increase. Currently, Guangdong's lychee exports have reached more than 20 countries and regions worldwide, establishing it as a true "worldly fruit".

广东160万吨荔枝卖了160亿元

97个县区，超180万荔农，410万亩种植面积、160万吨产量，160亿元销售额、较2022年增长5%……2023年广东荔枝营销首战告捷。

今年广东荔枝迎来“五连丰”，160万吨产品60天内大量集中上市，平均每天出货量超2.6万吨。生产端荔枝不掉价，消费端实现荔枝自由，农民与市民共享丰收喜悦。

数字经济时代，广东的荔枝销售离不开电商的加持。遂溪县乌塘镇湛川村的一场央视直播吸引了上百家采购商闻讯涌入。半个多月的时间，1.5万亩的遂溪“仙品荔”售罄，销售额达2亿元，较去年增收0.5亿元。

在茂名高州柏桥村的果园处处可见荔枝直播，主播正是当地果农。众多头部主播也前来助“荔”，东方甄选团队溯源直播，3小时卖出20万单。

“今年茂名荔枝产量首次突破60万吨，但田头收购价持续坚挺，均价较以往大年高出15%。”茂名市农业农村局相关负责人说，茂名荔枝线下收购点增加20%，累计接待采购商1.9万人次。

提供助力的还有荔枝大数据平台，实现市场信息精准触达，精准匹配需求。4月1日-7月15日，广东荔枝大数据平台访问量达14.2万次，累计撮合26441对买卖。

有了电商的加盟，荔枝销售的打法更加丰富多彩，广东各地积极推动荔枝定制、网上预售，实现从单纯销售农产品升级为文化输出、品牌变现。

6月初，格力电器将新下线荔枝专用移动“大冰箱”运送到高州，可延长荔枝保鲜期25到30天；广药王老吉荔枝加工厂在高州建成投产一年，填补国内荔枝加工技术空白，采购了200万斤鲜荔枝；茂名开发系列“荔枝菜”，荔枝加工品达30多种；从化荔枝年加工2万吨，加工品销售占比达30%，荔枝产品价值提高120%。

通过举办“广东荔枝丝路行”活动，广东荔枝走进新加坡、意大利、韩国、法国、英国、西班牙、南非。据海关部门官网数据，今年二季度广东出口荔枝7014.5吨，占全国60.8%，同比增长66.7%；出口额1.39亿元，占全国62.6%，同比增长47.9%。目前，广东荔枝出口全球20多个国家和地区，土特产成为“世界果”。

文 | 羊城晚报全媒体记者 许悦 通讯员 王磊
图 | 受访者供图
翻译 | 刘佳慧