抖音电商三年卖出超200亿单农特产！日均万单增长，村播达人助力乡村发展

Core Insights - Douyin E-commerce has experienced explosive growth in the agricultural specialty product market, with 10.2 billion units sold from September 2024 to September 2025, averaging 24.48 million daily shipments, and a total of over 20 billion units sold in the past three years, maintaining a daily growth rate in the millions [1] Group 1: Consumer Demographics - The post-90s generation accounts for 38% of purchases, making them the primary consumer group, while the post-80s and post-60s generations contribute 21% and 16% respectively [3] - Male consumers represent 52% of the total, indicating a stronger purchasing intent [3] Group 2: Regional Contributions and Product Preferences - The top five provinces contributing to consumer orders are Guangdong, Jiangsu, Zhejiang, Shandong, and Henan, with Guangdong alone accounting for 10% of total orders [4] - The most popular product categories include nuts and snacks, grains and oils, and fruits and vegetables, with imported fruits like Chilean cherries and Thai durians seeing year-on-year sales growth of 109% and 88% respectively [4] Group 3: Sales Channels and Marketing Strategies - The platform utilizes a comprehensive model combining short videos, live streaming, e-commerce, and search functions, leading to a total of 35.74 million hours of product explanations and significant sales growth driven by shelf scenarios and search functions, which increased sales by 54% and 95% respectively [4] - Special promotional activities have led to remarkable sales increases for seasonal products, with Guangdong lychees seeing a 15-fold increase in orders [4] Group 4: Impact of Agricultural Support Initiatives - The "Tongue of Douyin | First Taste of Spring" campaign helped sell 10 million pounds of Shouguang colored peppers in two months, resulting in a 64-fold increase in sales for farmers [6] - This model of "consumer-driven production" is reshaping the agricultural product value chain, leading to increased purchase prices at the source and creating a virtuous cycle of "increased sales - stable prices - thriving cultivation" [7] Group 5: Merchant Support Policies - Since September 2024, the number of merchants using store broadcasting has increased by 51%, with 46,800 merchants achieving annual sales of over one million [7] - The platform has implemented nine major policies, including freight insurance and promotional fee refunds, providing over 16.5 billion yuan in subsidies to merchants by the end of July [7] - The exemption of commission fees for fresh non-standard products has attracted 210,000 merchants, resulting in a total commission reduction of 800 million yuan [7] Group 6: Innovative Marketing by New Farmers - Innovative marketing strategies by new farmers include a retired teacher from Shandong using classroom experience for live streaming, a post-90s individual from Guangdong selling lychees in "Cantonese English," and a farmer from Xihai Gu using documentary-style videos to sell 18,000 units of baby pumpkins [9][10] - These cases illustrate a shift in agricultural product marketing from price competition to value transmission through content innovation [10]