多平台竞逐农产品电商赛道：抖音年销超百亿单

Core Insights - The "2025 Agricultural Products Consumption White Paper" released by Douyin E-commerce indicates significant growth in agricultural product sales, with a total of 10.2 billion units sold from September 2024 to September 2025, averaging 24.48 million packages daily [1] - The paper highlights a remarkable increase in regional specialty products, with sales of Guangdong lychees, Yantai apples, Qingzhou green plants, and Beiliu passion fruits rising by 419%, 168%, 124%, and 76% respectively [1] - Douyin E-commerce has implemented policies to support merchants, including a commission exemption for fresh products, benefiting over 210,000 merchants and reducing commissions by 800 million yuan [1] Industry Overview - The agricultural product sector is becoming a key focus for major e-commerce platforms, with Alibaba enhancing fresh product sourcing through Tao Cai Cai and Hema Fresh, Pinduoduo investing in the "Farm Land Cloud Pin" model, and JD leveraging its logistics for cold chain distribution [1] - Pinduoduo reported a 47% year-on-year increase in agricultural product sales in the first half of the year, with a 30% rise in the number of post-00s agricultural merchants and a 54% increase in quality varieties and new products [2] - JD's sales of fresh agricultural products surged fivefold within 52 hours during the 618 shopping festival, following the launch of its "100 Billion Agricultural Subsidy" plan [2] - The overall growth of the agricultural e-commerce sector is driven by policy support, improved cold chain logistics, and rising consumer demand for quality agricultural products [2] - E-commerce platforms are competing not only in sales but also in supply chain development, quality control, and training new farmers, with short videos and live streaming enhancing the marketing of local specialty products [2] - The future of agricultural e-commerce is expected to focus on quality standardization, supply chain efficiency, and sustainable development, contributing to rural revitalization and agricultural modernization [2]