On May 28, the 2022 Maoming (Dianbai) Lychee Culture Brand Promotion Conference with the theme of "Mountains and Seas, Dianbai Ancient Litchi Fragrance" was officially opened in the Xiadong Ancient Litchi Garden, which had been renovated and renovated. The launch site of the 2022 Maoming (Dianbai) Lychee Culture Brand Promotion Conference. Photo by Zhou Qichang "Dianbai will build the top ten lychee cultural brands and strive to make the lychee industry an important industry that enriches the people and revitalizes the village." It was mentioned in the event that taking the lychee cultural brand promotion meeting as an opportunity, Dianbai will plan the lychee industry with new ideas In the new development, we will make every effort to build the lychee industry, market, technology and culture brands. By telling the story of Dianbai lychee, we will enhance brand influence and market competitiveness, and use the "small incision" of the lychee industry to promote "big changes" in the agricultural industry. , to promote the overall revitalization of Dianbai rural areas. Play the "four cards" well to promote high-quality development of the industry. In late May, it was the time when Dianbai lychees were going on the market. Under strict epidemic prevention measures, many lychee companies, major growers, buyers, and citizens gathered to visit the park to view the lychee products on display, making this promotion event lively. On the day of the promotion meeting, many people went to Guli Garden to enjoy lychees. "Litchi has become Dianbai's deepest memory on the tip of the tongue, the most distinctive cultural symbol, and the brightest city card." Chen Yan, deputy secretary of the Dianbai District Party Committee and District Chief, said in his speech that Dianbai will take the millennium culture as its soul. Polish the new business card of Dianbai litchi; take brand marketing as the core to promote the development of Jiangdian white litchi; based on the city image, increase the popularity of Dianbai litchi. On the opening ceremony stage, nearly 20 litchi cultural image ambassadors performed ancient programs to promote the spread of Dianbai litchi culture; Maoming (Dianbai) Feiyu Live Broadcast Alliance was officially established, which will integrate government, industry, academia, research, investment and other parties resources and advantages to promote the coordinated development of lychee industry clusters and help Dianbai lychees open up new sales channels; the lychee-appreciating boutique tourism route and the lychee-themed video competition were officially released, using lychees as a medium, integrating culture and tourism, and further polishing the "mountain and sea electricity" "White" golden signboard; representatives of buyers from the National Supply and Marketing Alliance, "Guru Lychee Card" subscription units and enterprises, lychee customization units and individuals have signed contracts to connect the production and sales of Dianbai lychees to help win the lychee sales war. The National Supply and Marketing Alliance subscription cooperation signing site. Photo by Zhou Qichang In recent years, the Dianbai District Committee and District Government have taken the construction of litchi bases as a major event to revitalize the rural economy. At present, the lychee planting area in the district reaches 361,000 acres, accounting for about 27% of the lychee planting area in Maoming City, with an annual output value of about 1.4 billion yuan. It is the province's famous main producing area of ??early-maturing high-quality lychees and the largest contiguous area of ??early-maturing and high-quality lychees in the country. Production base, large-scale operation has obvious advantages. In accordance with the Maoming Municipal Party Committee and Municipal Government’s plan to create “five trees” across the entire industry chain, Dianbai District will continue to play the “four cards” of industry, market, technology, and culture in the future to promote the high-quality development of the litchi industry. Using lychees as a medium, we created the upgraded and renovated Lixia Agricultural Creation Museum, one of the top ten cultural brands, which is quite characteristic of local traditional culture. Outside the promotion venue, the organizers organized and carried out a series of activities around the theme of "Litchi", which were equally exciting. On both sides of the entrance of Lixia Agricultural Innovation Museum, special agricultural products from all over Dianbai are on display. Mustard greens, bitter gourd, sweet potato, agarwood, beef... The rich green agricultural products not only show the new atmosphere of high-quality agricultural development in various towns and streets and the gratifying results of rural revitalization, but also attract many people to watch the exhibition and purchase. Citizens learn about and purchase special agricultural products at the booth. "The flesh of Feizixiao is plump and juicy, and the white sugar poppies are sweet and refreshing. They are all famous products of our Dianbai lychees." Under the lychee tree, students from Maoming Vocational and Technical College were busy bringing goods for the live broadcast of Dianbai lychees. Next to them, several other live broadcast rooms are also in full swing, and the anchors are doing their best to promote Dianbai lychee to the users on the other side of the screen. Students from Maoming Vocational and Technical College are bringing goods for Dianbai Litchi live broadcast. In the ancient lychee garden, the electric white lychee feast is also eye-catching. Cantonese chefs found inspiration from local specialties and used lychees as raw materials to create special dishes such as fairy hydrangeas, Gulu golden beads, dragon tail pearls, and Phoenix tail lychee balls, presenting a lychee feast to the citizens. "As a seasonal creative delicacy, the Lychee Banquet has attracted the attention of many consumers." said the chef of Shui Linglong Holiday Inn who participated in the Lychee Banquet display. The creative lychee delicacies attracted many people to stop and admire. "Lychee Banquet is one of the lychee culture brands that Dianbai focuses on building." According to the relevant person in charge, in order to better spread lychee culture, this year Dianbai will focus on building Xiadong Ancient Lychee Garden, Liren Shengguo, and Lychee Image Ambassador , e-commerce alliance, lychee tasting boutique tourism, short video contest, Liren lychee feast, happy lychee farmers, Gulika lychee customization, Zefengyuan corporate brand and other top ten lychee cultural brands, through the integration of agriculture, enterprise, culture With tourism and other resources, it has successively launched a series of marketing activities of "lychee + e-commerce + Cantonese cuisine chef + tourism + culture + countryside" to continuously enrich the "lychee + N" combination products, promote the integrated development of primary, secondary and tertiary industries, and increase farmers' income. Multi-channel efforts are made to help farmers win the lychee sales war. Every year during the lychee season, how to sell lychees and how much they can sell are the top concerns of lychee farmers. In the past few days, buyers have entered the main lychee producing areas such as Dianbaixiadong, Lintou and Danchang to carry out the purchase of Feizixiao and Baitangyap lychees. "Currently, we have to harvest several thousand kilograms every day, up to 10,000 kilograms a day." On May 27, at a lychee planting field in Kaihetang, Songshan Village, Danchang Town, Zheng Yongren, a buyer from Fujian, was instructing workers to grow lychees. Loading the car.

The person in charge of the plantation said that Feizixiao has been harvested for a few days. The current purchase price is 14-15 yuan per kilogram, which is slightly higher than the same period last year. Although this year's fruit production is not a big year, the profit should be okay. At a lychee planting farm in Songshan Village, Danchang Town, villagers are pruning and packing lychees. Focusing on how to win the lychee sales war, Dianbai has done a lot of work on its marketing model this year. In conjunction with the special action of "I do practical things for lychee farmers", Dianbai has recently launched "ancient lychee card" subscription and lychee customization combinations. At the same time, it has increased efforts to develop the "Internet + lychee" sales model to help fruit farmers expand new sales channels and help farmers Increase income and improve agricultural efficiency. "Gulika" sells lychees in the form of pre-sale cards, ensuring that consumers can buy fresh, sweet and delicious authentic electric white lychees. After its launch, it received widespread attention and enthusiastic response from the society. Many organizations and caring enterprises subscribed to it and used practical actions to help farmers increase their income. Dianbai lychee customization activities are mainly concentrated in the three main lychee producing areas of Xiadong Guliyuan, Dianhai and Lintou. Through this, consumers can reserve the right to pick "one tree". On May 28, the author saw in Xiadong Ancient Lychee Garden that many lychee trees had been decorated with consumer-customized signs. Many lychee trees in Xiadong Ancient Lychee Garden have been decorated with consumer-customized name tags. At the promotion meeting that day, representatives of purchasers from the National Supply and Marketing Alliance, "GuLika" subscription units and enterprises, lychee customization units and individuals signed contracts to connect the production and sales of Dianbai lychees, which added fuel to win the lychee sales war. . It is understood that so far, Dianbai has helped litchi farmers sell 250,000 kilograms of lychees through the "Gulika" pre-sale method, and has also received orders for 500,000 kilograms from foreign merchants. In the lychee customization activity, more than 5,000 lychee trees have been targeted by consumers. The relevant person in charge said: “With the momentum of the lychee brand promotion conference and the large number of lychees on the market, sales results through various channels are expected to increase rapidly.

"Text/Picture Deng Jianqing (except for signature) Correspondent Deng Bofang Author Source Southern Newspaper Media Group Southern+ Client