在"史上最长春节假期"加持下，2026年消费市场"马力十足"。乡村的年味，浸在朱红热烈的春联里、飘在翻滚的饭菜香气 里、落在邻里乡亲的问候声里，也装在翻山越岭、抵达乡村的每一个包裹里。 "我们村过年吃席爱喝果粒橙，走亲戚也好送这个。我年前专门从拼多多买了3提，放在店里卖。"在安徽巢湖边开小卖店的高 霞，自2025年底接入拼多多驿站业务后，零食调味、服饰日百等都改从线上"进货"，"现在快递不用另外加钱就能送到村口， 大家都爱在线上买，我们除夕前每天还有80件包裹，这是往年从没有过的事。" "我假期吃了20斤云南雪莲果，清甜、败火，吃着舒服。"家住陕西省秦巴山区的余胜民，年前花40多元拼单的雪莲果，三四 天就到了，"以前想都不敢想，云南的水果送到咱山里来，能这么划算、方便。" 春节，既是中国人最隆重的传统节日，也是全年消费的重要爆发点。它如同一面棱镜，折射出中国经济毛细血管的真实变 化：在广袤的乡野村屯，"线上拼单—村口取货—邻里分享"，正在成为消费日常。 这幅新图景的背后是国家邮政基础设施与电商平台服务的系统性下沉。自2025年四季度试点"免费送货入村"开始，拼多多已 在全国多地部署、建设包括县级中转仓、村级代 ...

畖底镇农贸市场同样热闹。羊汤的醇厚香气、油糕的焦香酥脆、热炒凉粉的香辣过瘾、饸饹面的筋道爽 口，各类闻喜特色美食摊位前围满了食客，氤氲热气中升腾着浓浓的年味。货架上，新鲜蔬果、干果干 货、服装鞋帽、应季冻品、鲜肉水产等商品一应俱全，丰富的品类满足了乡亲们"一站式"采购年货的需 求。往来穿梭的村民们提着沉甸甸的购物袋，成了一幅供需两旺、暖意融融的乡村消费画卷。 进入腊月以来，闻喜县各乡村农贸市场提前谋划、精准施策，通过拓宽进货渠道、优化摊位布局、加强 价格监管等举措，全力保障节日市场供应。 温徐旺 摄 山西省运城市闻喜县桐城、郭家庄、东镇、礼元、河底、畖底、薛店等乡镇的农贸市场，已然褪去冬日 的沉寂，涌动着热腾腾的人间烟火。 温徐旺 摄 在河底镇农贸集市，熙攘的人群摩肩接踵，蔬果整齐码放，肉禽海鲜琳琅满目，日用百货、节庆饰品一 应俱全，摊位前的吆喝声、顾客的询价声相互交织。商户介绍："一进腊月，集市的客流量就翻了番， 我们早就备足了货源，从品质到价格都严格把控，就是要让乡亲们买得放心、用得舒心，开开心心过大 年。" 中新网运城2月16日电 (李庭耀 杨秀文)进入腊月，年味渐浓。山西省运城市闻喜县桐城、郭家庄、东 ...

在深入调研中触摸乡村消费脉动 全国政协常委，民革福建省委会主委 夏先鹏 履职的课堂在基层，答案永远在群众之中。我们把这次调研与"助力乡村全面振兴委员进百村"活动同步进行。 在永安市霞鹤村的村口凉亭，我们和乡亲们聊起了家常。"家里的笋干今年好卖不？""取快递方便吗？"在看似琐碎的闲聊中，能更清晰地了解问 题。 消费的动力在于持续增收和稳固保障。在沙县富口镇，村民感叹好产品卖不出好价钱，我建议他们："要讲好自己的故事，打造'一村一品'的特色 招牌，用文化给农产品赋能。" 夏先鹏（左三）率队在福建省三明市开展提振乡村消费相关课题调研。 盛夏的闽西，群山叠翠。2025年8月，我和民革界别的政协委员、专家学者，共同前往三明永安、沙县等地，围绕"提振乡村消费 助力乡村振 兴"课题履职调研。这既是对"三农"工作部署的积极响应，也是我将履职答卷写在田间地头的又一次实践。 在车间田埂找寻答案 调研的首站，是福建永安石墨和石墨烯产业园。作为全国首批石墨烯产业示范基地，该园区通过"石墨烯﹢农业"跨界融合，开发出智能温控大 棚、农产品保鲜包装等新技术，为农产品附加值提升开辟新路径。 "这些技术是否真正惠及小农户？如何让农民从产业链增 ...

Group 1 - The core viewpoint of the news highlights the vibrant atmosphere of the Pikao New Sea Market, which serves as a significant hub for local residents to purchase New Year goods, showcasing the cultural and culinary richness of the area [1][2] - The market features a variety of fresh seafood, including local specialties like wild oysters, which are particularly popular among customers for their exceptional taste [1] - The market spans 31 acres and regularly hosts 109 fixed stalls, with an additional 170 to 180 mobile stalls during peak times, offering over ten categories of products including vegetables, fruits, seafood, and clothing [2] Group 2 - The lively scenes at the Pikao New Sea Market not only reflect the community's anticipation for the New Year but also preserve local customs and cultural heritage tied to the coastal environment [2] - This festive market atmosphere stimulates rural consumption and allows attendees to reconnect with traditional New Year celebrations, leaving them with a sense of joy and fulfillment as they prepare for the upcoming year [2]

2月10日是农历腊月二十三，北方小年，也是"忙年"的开始。人们逛大集、办年货、赏花灯，年的脚步 越来越近，节日氛围越发浓厚。 二十三，糖瓜粘，各地迎来满满的仪式感。在山东胶州、山西泽州等地，大伙儿开始忙着制作特色糖 瓜，为小年增添浓郁的节日氛围，期待新的一年能够甜甜蜜蜜。在贵州遵义，大家紧握木槌，轮番捶 打，制作糍粑，年味儿在欢声笑语中不断升温。在四川绵竹，一年一度的年画大巡游今天拉开帷幕。人 们以经典绵竹年画为基础，创新创作巡游表演，为大家送上新春的祝福。在青海大通，河湟社火热闹开 演。舞狮闹春、大通金冲高抬等展演，让人们在浓浓的年味中感受传统文化的独特魅力。在黑龙江虎林 的凉水泉村，乡亲们齐聚一堂，捏花馍、剪窗花、写春联，在浓浓的乡土民俗中传递团圆的喜悦。 忙忙碌碌办年货，热热闹闹迎新年。在江苏淮安，千年古镇马头镇的"马头大集"迎来最热闹的时候，当 地还在春节前夕推出消费券，提升乡村消费热度。在湖北宜昌，年货大集人潮涌动，今年，当地还首次 设立"家电以旧换新"专区，冰箱、洗衣机等绿色智能家电集中展销，成为置办年货的新选择。在福建福 州的上下杭历史文化街区，近百个摊位集结，涵盖了年货甄选、闽式风味、国潮非遗 ...

Core Viewpoint - The article highlights the significant growth in rural consumption and the increasing reliance on e-commerce platforms for purchasing goods, particularly during the festive season, as rural residents embrace online shopping for convenience and affordability [1][3]. Group 1: Rural Consumption Trends - Rural residents' per capita disposable income is projected to reach 24,456 yuan by 2025, reflecting a real growth of 6% compared to the previous year [3]. - The retail sales of consumer goods in rural areas are expected to reach 6.8 trillion yuan, with a year-on-year growth of 4.1%, indicating that rural consumption growth has consistently outpaced urban areas for several years [3][4]. - The Central Government's 2026 policy aims to expand rural consumption through improved logistics and infrastructure, promoting the flow of goods to rural and remote areas [3][4]. Group 2: E-commerce and Logistics Development - The article describes how e-commerce platforms like Pinduoduo are becoming the primary means for rural residents to purchase goods, with a notable increase in package volumes during the pre-festival period [5][6]. - In Pingli County, the volume of packages increased by approximately 30% since late January, with many young people purchasing goods for their families in advance [5][6]. - The logistics network has been enhanced, with local delivery capabilities supporting daily demands of over 3,000 packages, demonstrating the effectiveness of e-commerce in rural areas [6][10]. Group 3: Changing Consumer Behavior Among Seniors - Older consumers are increasingly participating in online shopping, challenging the stereotype that they are not tech-savvy; many are motivated by the convenience and affordability of online purchases [7][10]. - Local facilitators, such as station managers, play a crucial role in assisting seniors with online shopping, helping them navigate the process and encouraging them to try e-commerce [10][11]. - The article notes that as seniors become more familiar with online shopping, their purchasing habits evolve, leading to a broader acceptance of e-commerce as a regular part of their lives [10][14]. Group 4: Impact of E-commerce on Agricultural Practices - Farmers are leveraging e-commerce to purchase agricultural supplies and equipment, benefiting from lower prices and greater availability compared to traditional purchasing methods [11][13]. - The article highlights individual cases, such as a farmer who has expanded his online shopping list to include various agricultural tools and festive items, showcasing the integration of e-commerce into agricultural practices [11][13]. - The logistics improvements have enabled timely delivery of goods, enhancing the overall efficiency of agricultural operations and rural life [17][18].

Core Insights - The first national rural subsidy event in 2026 was launched in Jinan, aimed at stimulating rural consumption through direct subsidies and immersive offline experiences [1] - The event featured over 100 products from more than 30 mainstream brands, including Haier, Midea, and Huawei, focusing on home appliances and 3C digital products [1][3] - The initiative is part of JD's long-term strategy to enhance rural market engagement, with a planned investment of nearly 30 billion yuan in rural areas by 2025 [5] Group 1 - The event attracted significant consumer participation, with many villagers actively engaging in product consultations and experiences [3] - JD's offline stores in Jiyang also participated, offering additional promotions such as a rebate of 200 yuan for every 3000 yuan spent, with some products available at 50% off [3] - The selection of products tailored to rural needs, such as energy-efficient air conditioners and integrated washing machines, aligns with national green consumption goals and villagers' quality of life aspirations [5] Group 2 - JD provides comprehensive services including delivery, installation, and recycling of old appliances, addressing common concerns of rural consumers [5] - The establishment of a permanent "JD National Subsidy Exchange Station" in Jiyang aims to sustain the momentum of rural offline consumption [5] - The successful execution of the "National Subsidy Down to the Countryside" event is expected to enhance the intrinsic motivation for rural consumption and promote market growth [8]

基础设施是乡村消费的"毛细血管"，打通堵点方能畅通循环。针对农村商贸流通成本高、效率低的瓶 颈，要聚焦乡村流通设施更新，双向赋能消费市场，让农民以实惠价格买到优质商品，让乡村特色产品 便捷进入城市。同时健全废旧家电家具回收体系，形成"消费-回收-再利用"的绿色循环；严打假冒伪 劣，筑牢消费"安全防线"，让农民敢于消费、放心消费，让乡村市场既"旺"又"稳"。 乡村消费扩大绝非孤立的经济行为，而是关乎城乡融合、共同富裕的战略举措。2025年乡村消费品零售 额达6.8万亿元，印证其巨大潜力与稳定国内大循环的重要意义。当消费场景、产品供给、流通体系持 续优化，乡村将从单纯生产基地，转型为兼具生产、生活、生态、消费功能的综合空间，吸引人才、技 术、资本等要素回流，为乡村全面振兴注入持久动能，推动城乡从"单向帮扶"转向"双向奔赴"。 （来源：千龙网） 乡村"买买买"被"单独点名"。2026年中央一号文件，首次系统部署"扩大乡村消费"及培育具体新业态， 这是战略视野的创新性扩大。从培育新业态到完善供应链，从产品下乡到权益保障，一套精准有力的政 策组合拳，既瞄准乡村消费市场的巨大潜力，更勾勒出城乡要素双向流动的新图景，为农业 ...

Core Viewpoint - The central document emphasizes multiple measures to promote dairy product consumption and expand rural consumption, highlighting the importance of increasing farmers' income through operational and wage income strategies [1] Group 1: Dairy Industry - The document supports initiatives to boost dairy consumption, indicating a favorable environment for dairy companies [1] - Companies like Yili (伊利股份, 600887) are expected to benefit from the increase in basic consumer income [1] Group 2: Agricultural Sector - The document outlines support for agricultural innovation, including the application of drones, IoT, and robotics, which may create investment opportunities in agricultural technology [1] - The focus on agricultural bio-manufacturing technology innovation suggests potential growth for companies involved in these sectors [1] Group 3: Consumer Sector - The document encourages the development of a recycling system for old household appliances, which may benefit companies in the home appliance sector [1] - The optional consumption ETF (562580.SH) includes companies like Midea (美的集团, 000333) and BYD (比亚迪, 002594), which are likely to gain from the new "trade-in" subsidy policies and rural initiatives for smart appliances and electric vehicles [1]

1月31日，济南市济阳文体中心人潮涌动，由济南市商务局指导、京东举办的"国补下乡焕新行-济阳 站"活动在此火热开场。作为2026年全国首个乡村国补活动，该活动以送到乡镇居民"家门口"的实在优 惠和可视可感的线下体验，吸引了周边大量乡镇消费者参与，点燃了农村线下国补消费的烟火气。 活动现场，超千平方米的展区内汇集了海尔、美的、华为等30余个主流品牌的上百款家电与3C数码产 品，涵盖电视、空调、洗衣机、手机、电脑等多个品类，AI智能终端、分区洗护洗衣机、无风感空调 等创新产品成为村民关注焦点。 活动当天，在展厅内咨询补贴政策、体验产品性能的村民络绎不绝，呈现出火热消费场景。"今天正好 赶着京东的国补活动来给家里挑台新空调，买大件还是看着实物，心里才有底！"来自大王村的李先生 边挑选空调边说。 除主会场外，济阳当地15家京东家电专卖店及3C数码门店也同步开展活动，迎来消费热潮。消费者可 叠加享受"每满3000元返200元"的优惠，至高返1000元，全场再享受国补价格，部分产品更设有专享5折 福利。购物满额还可参与100%中奖的福袋派送与抽奖活动，现场有机会赢得冰箱、洗衣机等大奖。 值得一提的是，京东以此次活动为契机 ...