兴趣电商创新“造血式”助农范式

Core Insights - The integration of short videos and live streaming with agriculture has enabled more agricultural products to reach larger markets through interest e-commerce, which actively recommends products based on consumer interests [1][2] Group 1: Interest E-commerce Impact - Interest e-commerce has restructured the supply chain of agricultural products, transforming it from a simple online sales channel to an immersive content-driven model that stimulates consumer interest [1][3] - Douyin e-commerce reported that from September 2024 to September 2025, it expects to sell 10.2 billion agricultural specialty products, averaging 24.48 million packages shipped daily [1] - Over the past three years, Douyin e-commerce has sold over 20 billion agricultural specialty products, with an average daily increase of 10,000 orders [1] Group 2: Market Response and New Farmers - Traditional agriculture struggles with slow market response due to fragmented smallholder farming, while new farmers leverage digital platforms to align production with market demand [2] - In the past year, the total duration of live-streamed agricultural product explanations reached 35.74 million hours, with sales driven by shelf and search scenarios increasing by 54% and 95% year-on-year, respectively [2] Group 3: Challenges in Rural E-commerce - Rural e-commerce faces challenges such as a lack of specialized talent, single business models, and insufficient technological innovation [3] - The entrepreneurial and operational models in rural e-commerce are still in the early stages, lacking deep exploration and effective innovation [3] Group 4: Future Development and Integration - Future interest e-commerce ecosystems are expected to integrate live streaming, short videos, and online shopping seamlessly, creating a complete consumption loop that enhances efficiency [4] - Interest e-commerce is anticipated to extend beyond mere product transactions to include brand building, rural tourism promotion, and cultural heritage, becoming a vital link between the digital and physical economies [5]