2022 Guangdong lychee sells a good price, millions of lymogon blooms flowers

Yun Tian received summer color, and the wood leaf moved in autumn. After the busy litchi season, He Jianhe, a planting householder in Gaozhou, Maoming, did not dare to stop for a while, and immediately devoted himself to the management of orchards: medicine, fertilization, weeding, and pruning ... At this time, Baiyun District, Guangzhou In Tian Tou, "how to plant high -quality litchi and sell a good price next year."

From Zhanjiang in the west, to Shantou in the east, spanning thousands of miles. After March, the full garden litchi changed from green to red to green.

Litchi sells well, millions of fruit farmers bloom.

I don't know if it is difficult. Since the beginning of this year, the domestic epidemic has been distributed more, and the sales of agricultural products are difficult. Guangdong anchor target, work hard, litchi sales against the trend "breakout", selling a good price. "For more than 30 years, I have never seen such a good price this year." He Jianhe said.

The days of fruit farmers are like litchi.

Behind the "selling good price", the Guangdong Provincial Party Committee and the Provincial Government have insisted on playing the litchi industry, market, technology, and culture "four cards" in the past four years. ; Over the past four years, the province's agricultural and rural systems have continued to promote the construction of the "12221" market system and explore the wisdom and tenacity of litchi marketing innovation; And sweat.

Price breakthrough

Create fresh fruit selling price records of Linong planting full of confidence

In the summer, it was frequent, and Kaige played Nanyue. As the earliest production area of ​​litchi in the province, at the end of June, 220,000 tons of lychee in Zhanjiang City has been sold after the sales. It was 30%higher than last year.

"Strong price and active channels" is the biggest feeling of "China Lidu" and "National Fruit First City" -Cogon Litchi production and sales practitioners this year. He Jianhe planted more than 250 acres of white sugar poppy and concubine smiling litchi, with an average sales price of about 15 yuan/catties, far exceeding 9 yuan/jin last year, an increase of more than 100,000 yuan year -on -year. "At the beginning of the epidemic, many fruit farmers were worried about sales and were ready. I didn't expect the price for four consecutive years was so good, and now I am confident about litchi planting." He Jianhe said.

Litchi is strong in price, and fruit farmers laugh.

"The overall acquisition price of litchi increased by 30%compared with last year, setting the highest price of lychee fresh fruit in the past 20 years." Liang Zisheng, a member of the party group of the Gaozhou Agricultural and Rural Bureau, said that this year's lychee purchase price has remained basically stable in the high level, and good quality is in short supply. Buyers grabbing goods in multiple litchi production areas.

Chinese litchi watched Guangdong, and Guangdong litchi watched Maoming. Statistics show that the total output value of Maoming lychee in 2022 reached 8.07 billion yuan, an increase of 13.34%year -on -year; the average price was 7.43 yuan/catties, an increase of 23.36%from the average price of 6.02 yuan/jin in 2021. Although the total output is only 543,000 tons, a decrease of 8.12%year -on -year, the total output value does not decrease. "This is due to the increasingly significant brand effect of Maoming Litchi, and the brand brings a broader bargaining space to the product." Said Dai Yaowu, Secretary -General of Maoming Electronic Commerce Association.

Litchi is strong in price, and fruit farmers laugh.

Since July, Jieba reported by the Zhonglian Cooked Products Zone frequently passed on: Guangzhou Litchi output is about 100,000 tons, as of July 29, the total sales of nearly 3.1 billion yuan, an increase of 15.2%year -on -year; 97%, the highest price reached 388 yuan/jin; the largest Litchi production area in the eastern Guangdong -Huilai County, Jieyang City. Litchi fields rose at the head price, and the output value rose to 1.232 billion yuan, an increase of 76%year -on -year ...

Hunan Hongxing Agricultural Corporate Market Purchaer Investigator on the spot.

Selling a good price is the last word. This year, Zhaoqing Deqing Test the construction of the "12221" market system, and launched the "Big Orange Big Litai" litchi feast and Lixiang gallery tourism route to join the new farmer's immersive live broadcast promotion. As soon as the launch of cinnamon lychee is on the market, it sells at a high price of 25 yuan/catties, and the market price increases 4 times compared with the same period last year.

Deqing launched the "Big Orange Dali" litchi feast.

In 2019, after the successful practice of Xu Wen's pineapple, Guangdong Litchi followed closely. In 2020, millions of lychee harvested the "litchi dignity"; in 2021, litchi "sold the level"; in 2022, the price of lychee was "breaking through" again, selling a good price. "12221" is a sharp and prestige for Guangdong lychee, allowing the industry to have a new look, and the industrial chain is living.

Marketing new

Early deployment of hanging charts to combat online and offline to work together

Thinking of Fang Yiyuan, conspiracy and movement. Facing the century's epidemic, the Provincial Agricultural and Rural Affairs Department moved and took the initiative to act, deployed early, and linked to the battle. A general map of litchi marketing in the province. More than 80 counties (cities, districts) are divided into four major areas according to the time of listing and output. The background of the Guangdong Litchi Marketing Campaign allows Guangdong lychee to sell a good price.

A general map of litchi marketing in the province.

——The marketing starts earlier. In January, the first winter litchi industry conference opened the prelude to the sales battle of Litchi in 2022; in March, the litchi rewarding flowers in the honey tour; in April, the province's litchi "12221" market system was launched. The implementation plan for the construction of the "12221" market system in Guangdong; in May, "520 I love Li" public welfare live broadcast, the China Litchi Industry Conference, the production and sales conferences of various production areas, and the festivals of Litchi Festival. ——The form is more diverse. Guangzhou issued a picture of flavors. "Slowly reward Conghua lychee 100 days" with hot cloud sales, and 100 communities "Litchi Regiment" cooperative group purchases; Conghua upgraded the US "lytic" customization model, more than 6,000 litchi trees hanging on the surname. Gaozhou's "Folica" popular market, leading the pre -sale model of lychee, pre -order orders exceeded 30,000 tons, with an amount of over 600 million yuan. Dongguan City has carried out special consumption activities for "Tesco Wanli", online coupons, online consumption, and cold chain home.

Gaozhou pre -sale "Folica".

——The "friends circle" in the sales area is greater. Guangdong lychee "Light" Huanghelou, walked into Beijing, Tianjin, Hebei (Baoding), "Guangdong Litchi, Guangdong Hube", "Guangdong Hebei joined hands with the beauty 'li". Maoming Litchi walked into Chengdu and Macau, and Liangping Hangzhou West Lake Skymop, the brand's strength influenced the cover of South China, Central China, North China, Southwest and other places. The eight varieties of Litchi in Dongguan are concentrated on JD.com, connected to the newly developed place in Beijing, and Wanli is sweet all over China. Guangzhou Union Southern Airlines, 23 important urban airports across the country realized the "early adoption of the day" in Guangzhou lychee.

Guangdong lychee walks into Beijing -Tianjin -Hebei (Baoding).

Under the epidemic, the clouds were "li" and snatched the wind. Facing the trend of live broadcasts of the people, Guangdong vigorously developed the "short video+net red" agricultural product marketing model and build an online marketing matrix. Maoming carried out live broadcast training for hundreds of online celebrities and organized "100,000 e -commerce to sell litchi"; Suixi held the "Xianpinli" cloud sales meeting of the river valley to carry out clouds signing, visiting Liyuan, live broadcast and bringing goods; Huilai relied on " Huilai Wubao Cloud Exhibition Hall "and other platforms to create a live broadcast area on Litchi Cloud ...

Suixi held the "Xianpin Li" cloud sales meeting.

"Traditional markets, the high -end markets of e -commerce are refined, the profits are more considerable, and the market is wider." Ge Zhiyong, the head of the Agricultural Town of Gaozhou City, is transforming and upgrading from the traditional market to the mid -to -high -end online marketing market. This year, he launched high -end gift box products on the e -commerce platform, and the value of lychee has doubled. Today, Maoming City has more than 3,600 lychee e -commerce and more than 8,000 WeChat. In 2022, the average acquisition price of lychee e -commerce reached 13 yuan/catties, an increase of 62.5%from 8 yuan/jin last year; e -commerce sales reached 2.16 billion Yuan, an increase of 19.17%year -on -year.

Conghua host Litchi e -commerce live marketing labor competition.

Jiu Xiang is not afraid of deep alleys, and Guangdong litchi is popular overseas. In April, Maoming Litchi exported to the Philippines and opened the first stick of Litchi exports in Guangdong; in May, the representatives of RCEP member states gathered Maoming; in June, he went to Dubai. This year, Maoming Litchi exported 5156 tons, an increase of 77.18%year -on -year; the export value was 103 million yuan, a year -on -year increase of 121.22%. Guangzhou litchi exports to more than ten countries including Europe, America, Southeast Asia, and the Middle East, with an export value of over 90.5 million, an increase of more than 40%year -on -year. Zhanjiang has achieved double growth for four consecutive years in Zhanjiang's export volume and export volume.

Maoming Litchi exported to the UAE.

"Litchi exports to 19 countries and regions this year, and two countries including the UAE and Malta are added. RCEP takes effect to open the vast overseas market for Guangdong Litchi, which is popular with international consumers." Said Lin Bo, general manager of Guangdong Zefeng Garden Company.

"This year, we have driven Zhanjiang, Maoming, Yangjiang, Guangzhou, Zhaoqing, Yunfu, Huizhou, Shantou, Shanwei and other production areas to export litchi exit in 20 countries and regions of five continents. Among them, Shanwei Litchi exports to Japan and Singapore for the first time. , Deqing 鸳 Guiwei exported to Canada. "Chen Yaohua, chairman of Guangdong Zhongli Agricultural Group Co., Ltd., said.

Zhongli Group helps Guangdong lychee to sing the world.

Science and technology

Intelligent digital operation is rich in deep processing matrix

On June 25, Zengcheng District's Buyun Fruit Farm officially opened the park to welcome guests, and 400 acres of litchi was listed. This batch of lychee is controlled by the drone to protect a complete growth cycle. The young owner He Zhijie proudly introduced that this was the first batch of "drone bands of large litchi" in Guangzhou.

Do not know enough and forge ahead. Over the past four years, Guangdong has worked for shortcomings such as optimization of litchi varieties, cold chain circulation, and deep processing. In 2022, Guangdong lychee was bursting in science and technology.

Litchi picking robot.

Estimation of the tide, wisdom to the future. Carry out the research on the research on lychee's large and small year technology, demonstrate and promote new technologies such as "5G+Smart Litchi" and "Empty Heaven and Earth Integration", introduce lychee picking robots, and promote digital perception and intelligent operations. The Maoming National Litchi -breed quality resource garden is completed, collecting more than 700 centers and more than 3,500 lychee resources at home and abroad; new categories such as giant beauty, nuclear lychee, Lingfeng Nuo, Jinggang Hongnan, etc., have become new stars in the market this year ... … China's lychee industry "Silicon Valley" is rising in Guangdong.

Maoming Litchi Big Data Platform.

Improve quality and keep the price. Guangzhou promotes the quality of high -quality varieties, and late -cooked high -quality varieties in litchi account for 95.7%. Gaozhou established a litchi -product supervisor consisting of government, experts, suppliers, and media representatives to ensure the quality of litchi from the source, resolutely achieve immature and never picked, not mixed with adulteration, and never pick up the interval between the medication of the medicine and never pick it. , Guard the Gaizhou lychee brand. The concept of "beautiful goods" penetrates the heart of fruit farming. Optimize the cold chain and make up for shortcomings. For a long time, litchi preservation and logistics transportation have been one of the difficulties in restricting industrial development. Guangzhou, Maoming and other places actively promote the demonstration application of Tiantou Smart Station, and use "cold chain+" to solve the "first kilometer" of litchi preservation. Gaozhou explores the new model of "Litchi Cold Chain Direct Transit", and sends Gaozhou lychee to millions of households with the most "fresh" quality and fastest speed. China Post implemented the Litchi Cold Chain Logistics and Speed ​​up, with a maximum price decrease of 75%.

Tiantou small station, help "Li" and "fresh" line.

Industry pick -up, drawing a new bureau. On May 28, Guangyao Wang Laoji Guangdong Litchi (Maoming) Industrial Park was completed and put into operation. Fresh litchi was put into the production line, and a can of "Li Xiaosi" from here to the market. This is the nation's largest litchi beverage production base, which fills the gap in domestic litchi processing technology and achieves the synchronization of litchi "high -end fresh fruits" and "deep processing".

Litchi snacks, canned litchi, lychee juice, lychee wine, lychee jelly, lychee vinegar, lychee jam, lychee prefabricated dishes ... rich product matrices make "eating litchi all year round" a reality, Guangdong lychee is regional production Become global consumer goods.

"Li Xiaosi".

Cultural empowerment

The brand's brightening value increases the integration of Li as the media

With a snow -white long skirt, the lantern sleeves are red, litchi is not on the waist, and the top of the head is round and bright. On May 20th, she released the first domestic lychee industry to the virtual idol "Princess Lier" in China. It experiences the immersive fun of the litchi orchard, creating the country's first virtual lychee orchard experience planting+customized base, and "lygen" as the media to achieve the integration of cultural tourism.

Conghua launched the "Princess Lier".

Wo -planting fertile soil, extract the essence. In the past four years, Guangdong has taken the "12221" market system as the starting point, tapped the cultural value of lychee, and implanted cultural genes. The cultural connotation of Guangdong lychee has been continuously enriched, and brand value has been continuously improved.

——Noin a new connotation of lychee. Continue to create a new IP of lychee culture in "520 I love Li". New farmers in 11 litchi production areas in Guangdong will pick up the dragon connection public welfare live broadcast on May 20 this year. Essence Maoming held a collective wedding of "520 I Love Li" to interpret the story of litchi and love together. Cantonese opera is a media. A song "Litchi Song" sings overseas, and "Litchi Huadan" is popular. "Legend of Lixiang", "Litchi Red", "Fate is Maoming Litchi Come", "Summer of Litchi", "Ji Lili Song" ... The new series of litchi songs have emerged.

"520" Litchi public welfare connection live broadcast.

Maoming held a "520 I Love Li" collective wedding.

——Ad "Li" as the media to realize the integration of cultural tourism. The Lingnan Litchi planting system (Zengcheng, Dongguan, and Maoming) was successfully applied to the important agricultural cultural heritage of China (Zengcheng, Dongguan, and Maoming) to select Guangdong lychee longan planting artisans and the first batch of ancient litchi ancient tree guardians. This year, Gaozhou City's "Datang Lixiang" Tour of Hua Tan Honey Pinli was selected as a national rural tourism boutique line, with an annual number of tourists exceeding 2 million. Conghua Litchi Culture Expo launched the "5G+Smart Cultural Tourism" and launched 5G+VR panoramic live broadcast, panoramic VR tour guide, Smart Liyou and other projects.

Film and television actor Huang Yifan introduced Huilai lychee.

"Taste Guangdong lychee, which should have a cultural taste." Said Zhao Fei, executive deputy director of the Guangzhou Agricultural Cultural Heritage Research Base of South China Agricultural University.

Today, the sales of Guangdong lychee have been sold from simple selling products, to selling culture, stories, and brands. The "worth" of Guangdong lychee is no longer the same, and it is moving towards the mid -to -high -end and high -end global agricultural industry.

[Reporter] Wang Lei

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