财经聚焦丨今年中国农民丰收节金秋消费季，有何新看点？

Core Viewpoint - The article highlights the vibrant consumption scene during the harvest festival, showcasing the potential of urban and rural markets through various agricultural products and cultural experiences [1][2][4]. Group 1: Agricultural Products and Market Trends - The "Golden Autumn Consumption Season" is a key event celebrating agricultural harvests, running from early September to the end of November, with a theme of "Celebrating Agricultural Harvest, Enjoying a Better Life" [2][4]. - In Shandong, the daily sales volume of seafood reached 100,000 jin (approximately 50,000 kg) during this consumption season, driven by the seasonal demand and the opening of the sea [2]. - Data from Douyin indicates that from September 10 to 19, over 120 million orders of various agricultural products were sold, with a year-on-year increase of 56% in order volume and 47% in transaction value [4]. Group 2: E-commerce and Financial Support - Major e-commerce platforms and financial institutions have launched numerous support measures, including 25 initiatives from six well-known e-commerce platforms and 34 measures from eight financial institutions aimed at assisting farmers [4]. - The integration of online and offline sales models has provided consumers with diverse choices and revitalized the market, as noted by experts [4]. Group 3: Consumer Demographics and Preferences - There is a growing interest among young consumers in "earthy and beautiful" products, with many young people participating in the consumption season, facilitated by e-commerce and logistics developments [5][6]. - Young consumers prefer online platforms for purchasing agricultural products, with a notable increase in participation from university students [6]. Group 4: Challenges and Solutions in Agricultural Sales - Despite the booming sales, challenges such as inadequate cold chain logistics and market saturation in e-commerce are highlighted, necessitating improvements in infrastructure and technology [7][9]. - Local governments are taking initiatives to enhance the sales channels for agricultural products, such as setting up direct sales points and promoting rural e-commerce [9].