大雪节气刚过，北京全国农业展览馆内热气升腾。12月11日，一场别开生面的启动仪式在此举行——农业农村部联合北京、天津、河北、黑龙江、湖北、 重庆等多个省市及广州、南京、成都等重点城市，共同启动2026年元旦春节"两节"促消费活动。 活动以"品特产 寻年味"为主题，通过穿越演绎、非遗变脸、卡通互动等创新形式，将奉节脐橙、金堂羊肚菌、昌平草莓等特色农产品，打造成备受追捧 的"国潮年货"。在活动上，各省市代表发布元旦春节促消费政策，行业组织、金融机构、电商平台等各方面积极引导"年货"供应与节日需求精准适配，发 布促消费举措，为消费者送福利，激发消费潜能，让品牌"年货"直接触达消费者。这场活动，正是贯彻落实中央经济工作会议"深入实施提振消费专项行 动""扩大优质商品和服务供给"要求的实践举措，是政策设计与市场活力的一次有效对接。 把握"两节"黄金期 政策与市场同频共振 三是物流堵点。我国每年生鲜农产品消费规模巨大，但流通环节损耗问题不小，一些地方运输费用高，好东西运不出来，直接影响了消费体验与农民收 益。 元旦、春节是我国最重要的传统节日，承载着万家团圆的温馨情感，也历来是全年消费最为集中、潜力释放最为显著的窗口期。 ...

Core Points - The "2025 Shandong Golden Autumn Consumption Season and Global Promotion of International Consumption Scenarios" event was launched in Qingdao, organized by multiple provincial departments and local government [1] - A series of initiatives were announced to promote agricultural product consumption, including an international agricultural product trade fair [3] - The Shandong Provincial Agricultural and Rural Affairs Department aims to enhance market access for agricultural products through participation in various international trade exhibitions [4] - The province will invite major wholesalers and e-commerce platforms from key markets to conduct centralized procurement in Shandong [5] - Activities to trace the origin of high-quality agricultural products will be conducted to strengthen supply-demand connections [6] - E-commerce initiatives will be promoted to boost online sales and support farmers' income [7] - The department plans to focus on precise matching of production and sales, promoting agricultural products, and cultivating consumption scenarios for greater effectiveness in consumption promotion [8] Group 1 - The event aims to enhance consumer engagement and promote Shandong's agricultural products [1] - The international agricultural product trade fair is scheduled for October 24-26, 2025, to facilitate production and sales connections [3] - Participation in international trade exhibitions is intended to expand the market for Shandong's agricultural products [4] Group 2 - Major procurement channels will be targeted, including key markets in Beijing-Tianjin-Hebei, Yangtze River Delta, and Guangdong-Hong Kong-Macau Greater Bay Area [5] - The "Shandong Quality Agricultural Products Industry Belt Traceability Tour" will be organized to enhance product visibility and connections with major stakeholders [6] - E-commerce platforms like "Qilu Nongchao" will be leveraged for online promotions and sales events to increase farmers' income [7] Group 3 - The focus will be on precise production and sales matching to enhance the effectiveness of consumption promotion efforts [8]

Core Insights - The low prices of agricultural products are primarily due to the slower growth of consumption compared to production, making the promotion of agricultural consumption both a timely and long-term strategy [1][2] - The overall agricultural consumption remains stable, but the supply-demand structure is not ideal, leading to consumer confusion and low market recognition for quality products [1][2] Consumption Trends - With rising incomes and expectations, there is a strong demand for quality agricultural products, particularly in health-oriented categories like dairy and soy products, indicating significant room for consumption growth [2] - Consumers are increasingly focused on value, quality, and experience, moving beyond mere sustenance to include emotional and social aspects in their purchasing decisions [2] Supply Chain Optimization - Quality grading is essential for improving market expectations, as seen in the successful standardization of Chilean cherries, which are categorized by size and color [3] - The establishment of a grading system for fruits in Shenzhen aims to enhance quality evaluation and pricing, benefiting producers and consumers alike [3] Processing and Value Addition - Processing agricultural products can significantly enhance their marketability, as demonstrated by the transformation of less popular items into sought-after products through innovative processing methods [3] - New consumption channels and trends, such as health-focused beverages and snacks, are driving growth in agricultural product consumption [3] Pricing Strategy - The goal of agricultural consumption promotion is not to elevate all products to high-end pricing but to ensure that reasonably priced, quality products are accessible to a broad consumer base [4] - A diverse range of agricultural products at various price points is necessary to meet the needs of a large population, ensuring that every product finds its corresponding consumer group [4]