As summer approaches, Maoming, China's largest and earliest lychee-producing region, has launched its early-season lychees, kicking off this year's lychee market with a fresh start.

One of the highlights of Maoming's lychee industry upgrade is its innovative sales model. Since 2022, the city has actively explored new approaches such as customized lychee trees, gift cards, and supply chain-tailored services for leading enterprises. This year, Maoming has tapped into youth consumption trends, introducing blind boxes and holiday-themed customizations, while also expanding its custom lychee market overseas. As of May 10th, more than 50,000 customized lychee orders have been placed, offering consumers both delicious fruit and unique shopping experiences.

The rapid growth of e-commerce also opens broader sales channels for Maoming lychees. Partnering with leading e-commerce platforms, the city continues to scale up the "100,000 E-commerce Sellers Sell Maoming Lychees" campaign. So far this year, Maoming has held over 20 e-commerce training sessions for beginners, covering around 5,000 new entrepreneurs. The city now boasts more than 4,000 e-commerce companies and 10,000 micro-businesses, with about 40% of early-ripening lychees sold through online platforms and over 10% higher average purchase prices compared to traditional channels, making e-commerce a key driver of lychee sales.

Leveraging China's first national evaluation base of technical tradefor specialty fruits, Maoming has added five new export destinations in 2025, including Kuwait, Serbia, Uzbekistan, Kazakhstan, and Kiribati. The city's lychee export volume is expected to increase by more than 5%, with the total number of export markets increasing to 22 countries and regions, further boosting Maoming lychees' international influence.

Currently, Maoming has cultivated 25 leading lychee-processing enterprises, developing over 30 products such as lychee soda, milk drinks, fruit wine, canned lychees, and jam. This year, the city has invested approximately 52 million yuan to build two new lychee ice cream production lines, with a plan to launch seven new lychee ice cream products. The new lines are expected to begin production by the end of May, further extending the lychee industry chain and increasing the added value of products.

Source: Lingnan on the Cloud

茂名早熟荔枝抢“鲜”上市

随着夏日临近，作为全国荔枝早熟产区和最大产区，茂名特早熟荔枝已抢“鲜”上市，为今年的荔枝产业打响“头炮”。

销售模式创新是茂名荔枝产业升级的一大亮点。自2022年起，茂名便积极探索定制荔枝树、荔枝卡和供应链龙头企业定制等新模式。今年，茂名精准对接年轻群体消费趋势，推出盲盒定制和节日场景定制，并成功将定制市场拓展至海外。截至5月10日，茂名荔枝定制已达5万单，让消费者在品尝美味的同时，也体验到独特的消费乐趣。

电商渠道的蓬勃发展为茂名荔枝打开了更广阔的销路。茂名联合头部电商平台，持续做大做强“茂名十万电商卖荔枝”活动。今年以来，茂名已累计开展电商新手培训超20场次，覆盖电商初创人员约5000人。目前，茂名拥有4000多家电商、1万多家微商，约40%的特早熟品种荔枝通过电商渠道销售，且收购均价比传统渠道高出10%以上，电商正成为推动荔枝销售的重要力量。

依托全国首个特色水果技贸评议基地，今年茂名新增科威特、塞尔维亚、乌兹别克斯坦、哈萨克斯坦、基里巴斯等5个出口国家和地区，预计全市荔枝出口量将增长5%以上，出口国家和地区增加到22个，进一步提升了茂名荔枝的国际影响力。

目前，茂名已培育25家荔枝加工型龙头企业，开发出荔枝汽水、牛奶、果酒、罐头、果酱等超30种产品。今年，茂名投入约5200万元新建两条荔枝冰淇淋生产线，并计划新开发7款荔枝冰淇淋产品，预计5月底可投产，将进一步延伸荔枝产业链，提升产品附加值。

文、图、视频 | 记者 全良波 詹翔闵 通讯员 周仪
英文视频 | 黎杰文 古司祺
译 | 盛嘉
英文审校 | 杨钧雅