The lychees grown in Maoming have gained popularity both online and offline, especially with the implementation of Maoming's customized online sales model.

The 7th China Lychee and Longan Industry Conference. [Photo/WeChat account: maofabu]

Maoming's lychee cultivation area measures 1.39 million mu (92,813 hectares), with 85 percent of its farmers engaged in lychee industry. The value of Maoming's lychee industry chain exceeds 11 billion yuan ($1.53 billion).

At the 7th China Lychee and Longan Industry Conference on May 20, more than 20 large agricultural suppliers were deeply impressed by the lychees produced in Maoming and signed a number of lychee sales agreements.

Maoming is expected to produce 630,000 metric tons of lychees this year, at a purchase price that is 20 percent higher than last year's sales price.

The online sales for Maoming lychees have also seen a surge. Many online celebrities have come to Maoming to sell lychees online, promoting Maoming's lychee brand to the whole country.

An anchor sells lychees online. [Photo/WeChat account: maofabu]

Maoming has also created a customized online lychee sales model. Once someone has 'bought' a tree, they can come and pick the ripe lychees from that tree with the help of staff members, or have the lychees delivered to their door step. This new sales model provides a sense of security for lychee growers and businesses.

The lychees that are sold under this futures model can have a 10 to 20 percent higher price compared to retail. Many customers are willing to pay the extra fee for the value added to the whole experience.

Xieji town in Gaozhou, a county-level city, held an activity on June 15 that uses Maoming's customized lychee model. The town's 9 million Guiwei lychees were booked a year in advance.

Maoming sold 22,000 lychee trees last year, with a total output of about 479,800 kilograms and a total value of about 37.71 million yuan. This year, Maoming sold 32,000 lychee trees, 70 percent of which were bought by online consumers rather than banks, enterprises and other traditional customers.