农货直播间，硬控中年男人

Core Insights - The article discusses the surprising rise of male consumers in the agricultural product sector on Douyin, challenging the traditional notion that men have lower purchasing power compared to other demographics [2][3][24]. Group 1: Consumer Demographics - Male consumers account for 52% of agricultural product purchases on Douyin, surpassing female consumers at 48% [2]. - The primary demographic for agricultural product consumption on Douyin is the post-90s generation, which constitutes 38.1% of buyers [3]. Group 2: Marketing Strategies - Douyin's agricultural merchants utilize engaging and innovative live-streaming formats to attract male consumers, focusing on emotional value rather than just the products themselves [4][10]. - Successful marketing strategies include combining entertainment with educational content, such as teaching fishing techniques or agricultural practices during live streams [10][11]. Group 3: Product Quality and Experience - The quality of agricultural products and the shopping experience are crucial in attracting male consumers, who prefer straightforward and practical purchasing options [17][22]. - Douyin has implemented a "bad product refund" policy, which has led to an over 80% increase in order volume for fresh products [18][28]. Group 4: Growth in Agricultural Sales - Douyin's agricultural product sales reached 10.2 billion units, with an average of 24.48 million packages sold daily [26]. - The sales of specific regional agricultural products, such as Yantai apples and Maoming lychees, have seen significant year-on-year growth, with Yantai apples experiencing a 168% increase in transaction volume [24][26]. Group 5: Digital Transformation - The integration of digital tools and innovative agricultural techniques has attracted a new generation of consumers, including men who were previously considered less engaged in agricultural product purchasing [19][30]. - Douyin's support for agricultural merchants through training and financial incentives has facilitated the growth of small-scale farmers and enhanced their market presence [27][28].