Cui Jian (R), vice mayor of Maoming, appears on camera during the 2020 Maoming lychee live streaming and pre-sale promotion activity on April 19. [Photo provided to chinadaily.com.cn]

The 2020 Maoming lychee live streaming and pre-sale promotion activity kicked off on April 19, with Cui Jian, vice mayor of Maoming, appearing on camera to promote lychee sales.

The activity aimed to form a closer purchase and sales relationship, as well as a long-term production and marketing docking mechanism.

Liao Shuyi, head of Maonan district, Tan Jianfeng, head of Dianbai district, Zhu Chunbao, head of the county-level city Gaozhou, Wang Turui, head of the county-level city Xinyi, and Deng Zeyou, acting mayor of the county-level city Huazhou, also took part in the activity.

The whole lychee industrial chain in Maoming covering plantation, production, and sales was shown during the live stream, which attracted more than 110 million people and received over 4.91 million likes.

A total of 66,000 metric tons of lychees were ordered both online and offline during the activity.

In addition, the Maoming Lychee Purchaser Alliance was officially founded during the activity, with the goal of promoting the efficient production and marketing docking of Maoming lychees in various forms. The alliance currently has more than 200 members.

The city also reached a three-year strategic cooperation with Guangdong Zhongli Agricultural Group to advance the export of Maoming lychees.

Maoming has a long plantation history of lychees. It now has a lychee cultivation area of more than 1.35 million mu (90,000 hectares), and is the world's largest lychee continuous production base.

In recent years, the city has been promoting tourism products like "tourism plus lychees" and "culture plus lychees" to advance its industrial transformation and upgrading. The lychee-themed tourism route in Gaozhou was included among the first batch of the 100 quality rural tourism routes in Guangdong province in 2019.