2025年中国农资电商研究报告

Core Viewpoint - The agricultural input e-commerce sector in China is experiencing rapid growth, with the market size reaching 56.29 billion yuan in 2023 and expected to exceed 100 billion yuan by 2026, indicating a high-growth, low-stock phase in the industry [1][11]. Definition of Concepts - Agricultural inputs refer to the materials required for agricultural production, including fertilizers, pesticides, seeds, feed, veterinary drugs, agricultural films, tools, and machinery [2]. - Agricultural input e-commerce involves utilizing internet platforms to integrate traditional agricultural input distribution channels, facilitating online sales and services [2]. Policy Support - The government is actively promoting rural e-commerce development through supportive policies, focusing on participant guidance, infrastructure improvement, and compliance governance [2]. Infrastructure Support - The rural logistics system is being improved, enhancing the distribution of agricultural inputs to rural areas, with the establishment of 100,000 new service stations expected in 2024 [5]. Demand Drivers - The agricultural production landscape is evolving towards both intensive and fragmented models, increasing the demand for online agricultural input procurement [8]. Market Size - The agricultural input e-commerce market in China reached 56.29 billion yuan in 2023, with a compound annual growth rate (CAGR) of 35.8% from 2019 to 2023 [11]. Supply Chain Optimization - Agricultural input production companies are leveraging e-commerce channels to enhance supply chain agility and avoid high procurement costs during price fluctuations [17]. Market Coverage - Companies are seeking to expand their market reach through e-commerce to cover areas where traditional sales networks are weak [20]. Online Service System - Agricultural input companies aim to create a "second official website" through online platforms to provide professional agricultural technical consulting and improve after-sales service [23]. Brand Building - Companies are utilizing platforms to amplify agricultural technology transformation results and co-create agricultural production solutions to enhance brand recognition [26]. E-commerce Platform Analysis - The agricultural input e-commerce landscape is categorized into self-built platforms and third-party platforms, with the latter requiring less proactive engagement from agricultural input companies [29]. Third-party Platform Examples - Tmall and Taobao serve as major platforms for agricultural input businesses, providing a wide range of products and financial services to meet diverse user needs [32][35]. - Kuaishou focuses on agricultural production, utilizing short videos and live broadcasts to guide farmers and enhance service offerings [38]. - Dafen Shou leverages a smart agricultural management platform to upgrade agricultural services and expand online sales channels [40]. Operational Model Selection - Most agricultural input companies prefer to enter third-party platforms due to lower costs and greater flow advantages compared to self-built platforms [43]. Growth Strategies by Company Stage - Mature companies are developing exclusive e-commerce brands or using authorized distribution to expand online channels [46]. - Growth-stage companies are creating "super products" to quickly establish brand recognition or providing contract manufacturing services to indirectly enter e-commerce [49]. - Start-up companies are leveraging third-party platforms to quickly access sales markets due to underdeveloped offline sales networks [52]. Service Diversification - Platforms are enhancing agricultural production services through a combination of online and offline approaches to improve sales conversion rates [55]. Innovative Product Distribution - The integration of "live streaming + short videos" is expected to facilitate efficient promotion of agricultural input products [58][59]. International Trade Integration - Agricultural input companies are expanding into overseas markets through cross-border e-commerce platforms, focusing on compliance with international standards [62].