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2025年中国农民丰收节来了,淘宝5年销售农产品超1.3万亿
SZAPSZAP(SZ:000061) Qi Lu Wan Bao·2025-09-24 06:47

Core Viewpoint - The 2025 China Farmers' Harvest Festival showcased the integration of e-commerce and agricultural products, with 淘天集团 investing 20 billion in subsidies and promoting innovative measures to enhance sales and visibility of local agricultural products [1][3]. Group 1: Sales and Growth - 淘天集团 reported that over the past five years, Taobao and Tmall have sold more than 1.3 trillion yuan worth of agricultural products, with significant sales growth in Xinjiang, Qinghai, and Anhui provinces since 2025 [3]. - During the Harvest Festival, 淘天集团 organized over a hundred marketing activities focused on local agricultural products, leading to a 20% increase in seafood sales during the Xiangshan Fishing Festival [5]. - The sales of茂名荔枝 on Taobao increased by 216% compared to the previous year, aided by strategic partnerships and promotional activities [7]. Group 2: Innovative Marketing Strategies - 淘天集团 has developed a new model for product traceability and launched the "Seeking Taste of Mountains and Rivers" marketing IP, collaborating with local governments and enterprises to enhance the supply chain of agricultural products [3]. - The introduction of digital human live streaming has significantly boosted agricultural product sales, with a reported increase of 35 times year-on-year, totaling over 500 million yuan in sales [8][10]. - The collaboration with nine agricultural universities during the Harvest Festival aimed to promote research-based agricultural products, with expected sales of 300,000 yuan from featured products [10]. Group 3: Consumer Engagement - 淘天集团's digital human live streaming technology allows for real-time interaction and has improved the performance and commercial conversion rates of agricultural product promotions [10]. - The Harvest Festival attracted over 1 million visitors, generating sales exceeding 30 million yuan, demonstrating the effectiveness of the integrated online and offline marketing approach [5].