Speaking of the Guangdong litchi marketing drama, which one impressed you the most?

The full-themed painted airplane of Guangdong Lichee, I believe this will be the answer of many people.

From May 20 to the present, in two months, the Guangdong Lichee has flown about 280,000 kilometers, which is enough to orbit the earth for more than 7 weeks.

Recently, the reporter learned from China Southern Airlines that the “Global Tour” of the Guangdong Lichi aircraft spans Asia, Oceania, Africa and other regions. Domestic cities include Guangzhou, Beijing, Shanghai, Hangzhou, Chongqing, Kunming, Chengdu, etc., and foreign cities include Melbourne, Dubai, Sydney, Kuala Lumpur, Tokyo, Bangkok, Nairobi, Manila, Dhaka, etc., and this flight map is still expanding.

Practitioners in the main litchi producing areas in Guangdong are generally satisfied with the output, selling price and income of litchi this year. “Lychee farmers’ income has increased significantly and their income is ideal.” “Selling litchi for so many years, this is the most dignified year!” 

The 2020 Guangdong lychee sales battle is successful. This is a brilliant record achieved by various production areas in Guangdong under the unified guidance of the lychee "12221" marketing system. Guangdong lychee has innovated and explored in marketing, and the climax is repeated, and the "Guangdong lychee" has become a classic phenomenon-level communication event.

Internet celebrities in the sky, KOLs who can fly

On the morning of May 20, the "Guangdong Litchi" made its maiden flight at the T2 terminal of Guangzhou Baiyun Airport. A China Southern Airlines A330 passenger plane with the "Guangdong Litchi" logo and pattern took off from the airport runway. The Guangdong Lichi was officially unveiled. Start a beautiful global tour.

The Guangdong Lichee soars in the blue sky and "confession" to consumers all over the world. This is the first "charter propaganda" of a provincial-level regional public brand in Guangdong. The fuselage is painted to create a giant screen in the sky, presenting the Guangdong lychee brand, and let the world see the "Guangdong lychee", know Guangdong lychee, and fall in love with Guangdong lychee.

The appearance of Guangdong Lichee is bright and gorgeous in lychee red design, which is condensed and novel, focusing on passengers' attention, and suitable for sharing on social media. The interior of the cabin is designed in Cantonese style with exclusive materials. Inside the Lichee cabin, not only the small table, headscarf, and luggage rack are decorated with Guangdong lychee-related elements, but each passenger on the maiden flight also has an exclusive souvenir bag.

On the social media centered on Sina Weibo, the Guangdong Lizhi account has a prominent spread. The relevant person in charge of China Southern Airlines Media stated that the construction of the aircraft fuselage as a mobile giant screen outdoor media is a brand promotion model with massive communication explosive power and long-term influence. It is a new attempt to build brand influence at home and abroad and strengthen brand promotion. .

Bring goods in the air, Oli will give

Litchi is the fruit with the largest single planting area in Guangdong. The province's planting area and output account for more than half of the country's lychee and one-third of the world's lychee.

As the world's first litchi-themed airplane, "Guangdong Litchi" helps Guangdong Litchi go to the world and builds "Guangdong Litchi" as the first domestic and world-renowned high-quality, international high-end agricultural product, so that the world can share Guangdong Litchi.

Guangdong Lychee is the "net celebrity" in the sky, which has created international brand awareness for Guangdong Lychee and spread to the potential customers of Guangdong Lychee to drive their willingness to buy. The publicity and promotion represented by Guangdong Litchi has opened up overseas markets, and has also played a better role in stabilizing and promoting the price of litchi this year.

In this year's market season, Guangdong lychees are exported to the United States, Canada, Singapore, Japan, South Korea, Malaysia, Indonesia, the Philippines, Thailand and other places. According to Chen Yaohua, chairman of Zhongli Agricultural Group, the country's largest litchi export company, the price of Feizixiao on the shelves of California supermarkets in the United States in June is $6 per pound, which is very popular. According to statistics from the Guangdong Branch of the General Administration of Customs, from January to May 2020, the export volume and value of registered litchi orchards in Guangdong increased by 11.2% and 7.8% year-on-year respectively. Zhanjiang Customs data shows that Maoming and Zhanjiang exported more than 1,850 tons, an increase of more than 60% year-on-year.

Guangdong lychee is sold to the world and has now become a beautiful business card for Guangdong's agricultural foreign exchanges. The relevant person in charge of the Department of Agriculture and Rural Affairs of Guangdong Province said that Guangdong Lichee is a major innovative action to implement the rural revitalization and development strategy and promote the "going out" of Guangdong lychee. It is an active response to the "Belt and Road" initiative, singing the Guangdong lychee brand and promoting the industry An important measure for high-quality development.