为什么消费力排名垫底的男人们，却在直播间里买农货上瘾？ 作者｜王彬 封面｜后会无期 卖的不只是农产品，更是情绪价值 消费行业一直有一条流传甚广的黄金法则，简单来说就是"少女>儿童>少妇>老人>狗>男人"。 这条法则有诸多变体，但总结起来表达的就是一个意思——男性群体消费力在各消费人群中排名垫底。 吸引男性消费群体下单似乎总是一件不太容易的事情，以至于每次男性消费出现反常增长时都能引发媒体连篇累牍的报道。比如前两年双十一期间，就有 电商平台专门统计指出男性消费力首次超过宠物经济，又或者去年瑞幸联名《黑神话》的爆单。 不过，抖音电商最近公布的一组数据却打破了这种刻板影响。《2025 丰收节抖音电商农产品消费白皮书》显示，抖音电商农产品的消费者统计中，男性 消费者占比 52%，女性消费者占比 48%。在抖音的农产品直播间里，男性消费者也爱买买买。 农产品并不是过去消费领域中男性占优的品类。如果套用过去电商统计中男性消费的偏好数据来看，它既不如数码产品有更强的用户心智，对男性的吸引 力也不及白酒、钓鱼等消费场景。 相反，由于网购人群结构中女性用户往往更多，加之女性消费者在家庭采购中参与度也更高，农产品在电商消费中并不 ...

Core Insights - The event showcased nearly 100 enterprises and their agricultural products, emphasizing the unique qualities of He Pu's offerings in the Greater Bay Area [1][3][4] Group 1: Event Highlights - The event featured over 80 enterprises displaying a diverse range of local agricultural products, including He Pu's mooncakes, sea duck eggs, and lychees, which attracted significant consumer interest [10][12][14] - The branding influence of He Pu's products is on the rise, with promotional activities enhancing consumer awareness of their ecological value and quality advantages [17][18][19] - Collaboration within the agricultural industry has deepened, with partnerships formed with leading agricultural enterprises and e-commerce platforms in Guangzhou, particularly in areas like prepared food development and cold chain logistics [21][22][23] Group 2: Future Development Plans - He Pu County aims to align with Greater Bay Area market standards by establishing a quality safety traceability system and promoting green and organic product certifications [26][27] - The strategy includes expanding both online and offline sales channels, focusing on e-commerce platforms, and developing live-streaming sales teams to enhance market competitiveness [28][29][30] - Plans to deepen the integration of agriculture with tourism and culture are underway, promoting projects that combine agricultural products with travel and cultural experiences [32][34]