INVESTIGATION AND COUNTERMEASURES ON THE PROBLEM OF INCREASED LITCHI YIELD BUT NOT INCREASED INCOME: TAKING CHINA MAOMING LITCHI AS AN EXAMPLE
Keywords:
Increased production without income growth, Maoming litchis, Supply-side analysis, Demand-side analysisAbstract
The 2025 litchi harvest in Maoming, Guangdong achieved record yields, however, increased production didn’t translate into proportional profit growth. This study investigates the phenomenon of “increased production without corresponding income growth” from both supply-side and demand-side perspectives. From the supply side, the findings indicate that factors such as concentrated market entry, oversupply, labor shortages, rising production costs, limited regional brand premium capacity, and insufficient product quality and technological innovation have constrained income growth. From the demand side, Consumer survey results reveal a general preference for low-priced litchis. However, a considerable proportion of consumers are willing to pay premium prices for higher quality, strong brand, and specific consumption scenarios. Most consumers accept a regional brand premiums of up to 10% for Maoming litchis, while demonstrating strong repurchase intention. Notably, 44.3% of respondents reported never having purchased Maoming litchis, highlighting the coexistence of high repurchase potential and significant untapped market segments. A comprehensive supply–demand analysis identifies several core contradictions: rigid supply structures versus weak demand upgrading; high channel dependency versus diversified consumption patterns; misalignment between weak brand awareness and rising quality expectations; and technological limitations combined with evolving consumption experiences that create “last-mile” barriers.Based on these findings, this study proposes targeted policy recommendations to address these structural issues and promote sustainable development in the litchi industry.References
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