Research on E-commerce Development Strategy of Lychee Industry in Dongguan City

DOI: https://doi.org/10.62517/jbm.202609408

Author(s)

Rui Wang, Ying Li*

Affiliation(s)

Guangdong University of Science and Technology, Dongguan, Guangdong, China *Corresponding Author

Abstract

With the rapid development of e-commerce for agricultural products in China, the lychee industry in Dongguan has also shown a vigorous growth trend. However, there are still some issues that need to be addressed and improved during its development. This paper takes the lychee industry in Dongguan as the research object, systematically analyzing the current status and challenges faced by its e-commerce development. The study finds that although Dongguan lychees have the advantages of excellent quality and distinct regional characteristics, there are still issues such as insufficient brand value exploration, poor price competitiveness, limited marketing channels, inadequate promotion through new media, and poor supply chain management in the process of e-commerce development. This paper proposes strategies to promote the e-commerce development of the lychee industry in Dongguan: strengthening the "Guanli" brand culture construction to tap into the premium potential of geographical indication products, constructing a comprehensive sales channel and expanding a diversified marketing model that integrates online and offline channels, increasing the application of new media technology to enhance the digital presentation ability of products, and optimizing the supply chain management system. Comprehensive research indicates that the lychee industry in Dongguan needs to transform and upgrade from "selling products" to "selling brands" and "selling culture", and use digitalization to empower the construction of an e-commerce ecosystem for agricultural products with regional characteristics. To some extent, this study provides theoretical guidance and practical references for the development of e-commerce for lychees and other similar agricultural products in Dongguan.

Keywords

Dongguan Lychee; E-Commerce Development; Brand Building Marketing Channels; Supply Chain Optimization

References

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