2024淘宝丰收节报告

Industry Investment Rating - The report highlights the strong performance of agricultural products on the Taobao and Tmall platforms, with significant growth in sales and consumer engagement, particularly in western provinces [4][5][6] Core Findings - Guangdong accounts for one-sixth of the national agricultural product consumption, while Zhejiang sells one-fifth of the national agricultural products [4] - Western provinces are gaining prominence in the agricultural e-commerce sector, with 46% of the top 50 fastest-growing counties in agricultural e-commerce coming from western regions [5][21] - Livestreaming has become a key driver for fresh agricultural product sales, with a 33.18% year-on-year growth in livestream sales [9][10] Regional Analysis - The top five provinces in the national agricultural e-commerce top 100 counties are Shandong, Fujian, Jiangsu, Anhui, and Henan [5][17] - Shandong leads with 18 counties in the top 100, followed by Fujian, Jiangsu, Anhui, and Henan [17] Consumer Trends - Post-90s generation is the main consumer group for agricultural products, with the post-00s generation showing the fastest growth in consumption [8] - The "Chinese-style health trend" has driven the popularity of medicinal and health-supplement agricultural products, with significant growth in categories like herbal teas and health supplements [6][23] Product Categories - Essential products like rice and flour have seen significant sales growth, with rice sales increasing by 19.02% and flour by 23.09% [7] - Livestream sales of fresh agricultural products, such as fresh stewed bird's nest and pure milk, have shown strong growth, with some categories achieving over 300% growth [10] E-commerce Performance - The top 100 agricultural e-commerce counties are spread across 21 provinces, with Shandong having the highest number of counties [17] - The fastest-growing agricultural e-commerce counties are concentrated in western provinces, with 46% of the top 50 fastest-growing counties located in these regions [21] New Farmers and Innovation - The report highlights the emergence of new farmers who are leveraging e-commerce platforms to innovate and drive sales, such as Zhang Shipo and Chen Zhiguo, who have successfully marketed local specialties through Taobao [27][28][29]