| The development of litchi e-commerce has a profound influence on the development of litchi industry. It is of great significance to understand the characteristics of the marketing of litchi ecommerce, to optimize the litchi brand, to optimize the industry standard, to improve the income of employees of the industry chain, and to strengthen the depth of all aspects of litchi industry chain. Based on 313 copies of the online litchi stores that are being sold by Taobao Tmall, Jingdong and Shunfeng’s in July 2017, this paper analyzed six basic characteristics of fresh litchi sales, sales prices, sales areas, packaging features, logistics distribution companies and marketing language in different e-commerce platforms. The sales of litchi existed on the e-commerce platform were relatively concentrated, mainly selling dumplings, cinnamon and other varieties; different e-commerce platforms had the same difference in selling prices of litchi varieties, and were much higher than the offline prices at the same period. In order to improve the income and competitive advantage of fresh litchi sellers and promote the sustainable and healthy development of litchi industry, we should attach importance to cooperation with the e-commerce platform, cooperation and misplacement of litchi producing areas, deep cooperation with fresh logistics enterprises, and“green environmental protection”concept marketing. |
