果蔬赛道的新机会：抖音电商如何让“小生意”做大

Core Insights - The article highlights the transformation of agricultural product sales through Douyin (TikTok) e-commerce, enabling farmers to sell directly to consumers, thus improving their income and reducing waste [1][9][25]. Group 1: Sales and Market Trends - From September 2024 to September 2025, Douyin e-commerce is projected to sell 10.2 billion agricultural products, averaging 24.48 million packages shipped daily [1][3]. - The sales of agricultural products through Douyin have seen significant growth, with shelf and search scenarios driving sales up by 54% and 95% year-on-year, respectively [3][26]. - The platform has facilitated over 546,000 creators in promoting agricultural products, enhancing market reach and consumer education [27]. Group 2: Case Studies of Successful Farmers - Gao Meng, founder of the "Peach Xiaomeng" brand, transitioned from a pharmaceutical management role to support local farmers, achieving significant sales through Douyin e-commerce [8][9]. - The brand has garnered a loyal customer base, with over 170,000 repeat customers and a 50% repurchase rate, demonstrating the effectiveness of quality assurance and customer engagement [11][13]. - Liang Haiyang, who shifted from furniture to agricultural products, successfully targeted health-conscious consumers, achieving profitability by focusing on niche markets [14][24]. Group 3: Supportive Policies and Cost Management - Douyin e-commerce has implemented various supportive policies, including commission waivers for fresh produce, which have saved businesses significant operational costs [25][26]. - The platform's initiatives have allowed businesses like "Peach Xiaomeng" and "Fengdeng Jiuyue" to save substantial amounts, enabling them to invest in better cold chain logistics and packaging [25][26]. - The introduction of interest-free loans for small agricultural businesses has further supported their growth and operational expansion [25].