Turning one Lingnan lychee into a human proof of JD Logistics' speed and care.让一颗岭南荔枝，从产地出发，成为京东物流速度与温度的内容证明
A content IP where history, origin stories, growers, merchants, public partners, and logistics solutions met around the question of freshness.让历史文化、产地、政府、商户、农户与物流方案在同一产业内容 IP 中相遇。
CASE 50案例 50
Company project materials; the six-character IP delivery is recorded, while performance data requires authorization and independent reporting support.公司在册项目材料
Company project materials; the six-character IP delivery is recorded, while performance data requires authorization and independent reporting support. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
A campaign focused only on delivery speed could resemble any fresh-food logistics story; a campaign focused only on lychee culture would fail to explain JD Logistics' business value. The project had to speak to both business audiences concerned with production, sales, and fulfillment and consumers looking for freshness, flavor, and an engaging story.如果只讲物流速度，内容容易与任何生鲜品牌相似； 如果只讲荔枝文化，又无法让客户理解京东物流的商业价值。 项目需要同时面对 B 端与 C 端：一端关心产销与履约，一端关心新鲜、好吃和有趣。 两种语言必须在同一内容平台相遇。
02
The decisive insight关键洞察
The historical memory of transporting lychees creates attention, but real growing regions and logistics solutions create credibility. A story spanning past and present could ask one commercially relevant question: how can a fresh lychee reach more people, farther away, in less time?明通从古代驿传荔枝的文化记忆出发，设计六位跨越古今的“荔痴”人物，让历史人物、当代消费者与京东物流共同追问：一颗新鲜荔枝，怎样更快抵达更远的人。 故事提供注意力，真实产地与物流解决方案提供可信度，产业协同则让内容超越一次消费话题。
03
The core idea核心创意
Create six 'lychee devotee' characters across historical and contemporary settings, using their shared pursuit of freshness to connect cultural memory, consumers, growers, merchants, public partners, and JD Logistics' supply-chain role.用一个清楚、可识别、可延展的创意主张，统一内容、媒介、体验与后续承接。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
围绕核心判断，统一策略、创意、内容、媒介与体验触点。
02
根据目标人群与渠道任务拆解执行，并在项目过程中持续校准。
01
Developed six distinct character identities as the core of the lychee-content IP.
02
Connected historical imagination with contemporary origin and consumption scenes.
03
Placed growers, merchants, public partners, and logistics capabilities inside one coherent industry story.
04
Balanced consumer interest in freshness and culture with business concerns around production, sales, and fulfillment.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
项目材料记录了相应交付与传播成果；公开展示以已完成授权与口径核验的内容为准。
01
The project records confirm the creation of six character-based IP systems and a campaign framework connecting culture, origin, and logistics.
02
Reported reach figures are not included because source summaries conflict and the underlying reporting and deduplication rules have not been independently verified.
What this proves它证明什么
Why this case matters案例价值
The case materials document six IP character systems and a narrative that makes JD Logistics integral to the freshness story rather than an end-card service claim.这个案例展示了明通如何围绕“一部穿越古今的荔枝寻鲜记”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Rather than explain logistics from the sidelines, Meantime let consumers enter the worlds and passions that logistics makes possible.不解释物流，而是让消费者进入一场由物流连接的热爱。
From a main key visual to complete store, training, promotion, and battle report materials, Meantime provided agile, consistent annual design services to ensure every marketing action quickly reaches the retail floor.从一张主KV到一整套门店、培训、促销和战报物料，明通用敏捷且一致的年度设计服务，让每次营销动作都能迅速进入终端。
美的冰箱事业部生意增长与品牌从小做到大品牌增长与年度传播
Midea Refrigerator DivisionBusiness Growth and Scaling BrandsBrand Growth and Annual Communication
Grand opening traffic is fleeting. Meantime leveraged local lifestyle content, cross-platform influencers, and dual trending topics to turn Panyu TEEMALL from a new address into a must-visit landmark.开业流量只有一次。 明通以本地生活内容、多平台达人与双话题引爆，把番禺天河城从一个新地址，做成一座值得立刻到访的新地标。
番禺天河城生意增长与品牌从小做到大整合战役与节点营销
Panyu TEEMALLBusiness Growth and Brand ScalingIntegrated Campaigns and Node Marketing
