2026.02. 05 下一步，商务部将深入实施农村电商高质量发展工程，进一步激活下沉市场消费潜力。重点加强农村电商供应链建设，加快培育一批农村电商带头人， 拓展农村电商应用场景，不断促进农村电商与一二三产融合发展。 微信编辑 | 雨林 第一财经持续追踪财经热点。若您掌握公司动态、行业趋势、金融事件等有价值的线索，欢迎提供。 专用邮箱：bianjibu@yicai.com 第一财经记者从商务部获悉，20贯彻落实党中央、国务院决策部署，会同相关部门实施农村电商高质量发展工程，支持各地因地制宜发展农村电商，政 策效应逐步显现。 据商务大数据监测，2025年农村网络零售额、农产品网络零售额分别为3万亿元、7833.1亿元，同比分别增长6.7%、9.9%。 具体来看，农村网络零售呈现以下四个方面的积极变化。 一是商品与服务消费活力加速释放。线上消费渠道持续完善，有效激活县域市场。"以旧换新"政策效果显著，2025年全年县域家电以旧换新及手机等 购新补贴实现销量4823万台，销供，头部电商平台全年开展助农直播超400万场，农特产品销量突破百亿单，日均发货超2000万单。 三是物流配送网络日趋完善。2025年支持建设县级 ...

Core Insights - The central document emphasizes the need to promote e-commerce platforms' empowerment in rural areas for stable income growth among farmers [1] Group 1: E-commerce Development - The document highlights the implementation of a high-quality development project for rural e-commerce [1] - It calls for the strengthening of infrastructure such as pre-cooling, cold storage, and sorting and processing facilities [1] - There is a focus on regulating live-streaming sales of agricultural products [1]

Core Viewpoint - The document emphasizes the importance of cultivating and expanding county-level industries to promote rural revitalization and agricultural modernization [1] Group 1: Agricultural Development - The strategy includes the coordinated development of technological agriculture, green agriculture, quality agriculture, and brand agriculture [1] - It aims to develop multiple functions of agriculture and promote the deep integration of primary, secondary, and tertiary industries in rural areas [1] - Support will be provided for the development of green and efficient farming practices, as well as the deep processing of agricultural products [1] Group 2: E-commerce and Infrastructure - The implementation of a high-quality rural e-commerce development project is planned to empower e-commerce platforms and enhance infrastructure such as pre-cooling, storage, and sorting facilities [1] - There will be regulations on live-streaming sales of agricultural products to ensure quality and compliance [1] Group 3: Tourism and Forestry - The document highlights the need to deepen the integration of agriculture, culture, and tourism, aiming to upgrade rural tourism and develop "small but beautiful" cultural tourism formats [1] - It also encourages the development of forestry and grassland industries, focusing on expanding the under-forest economy and forest health care sectors [1]

Core Viewpoint - The article highlights the vibrant cultural market in the Beijing Road business district, showcasing the unique agricultural products and cultural heritage of Chaozhou Raoping, which is actively promoting local specialties and enhancing consumer engagement through a series of promotional activities [7][10][36]. Group 1: Agricultural Products - Raoping County, located in eastern Guangdong, is known for its diverse agricultural products, including single bush tea, lion head geese, and lychee, which are gaining national recognition [12][13]. - The county has a tea planting area of 155,600 acres, producing 23,200 tons of tea with a value exceeding 5.7 billion yuan, supporting the livelihoods of 200,000 people [15][16]. - The seafood industry in Raoping is significant, with a projected total aquatic product output of 204,700 tons and an estimated value of 6 billion yuan in 2024, establishing it as an important marine aquaculture base in Guangdong [24]. Group 2: Cultural and Creative Products - The market features various local delicacies and cultural crafts, such as green bean cakes and shell crafts, which reflect the rich culinary culture and heritage of the Chaoshan region [19][23]. - Creative products like lychee woven ornaments and mini tea sets are being produced by local artisans, providing them with additional income and promoting traditional craftsmanship [28][29]. Group 3: E-commerce Development - Raoping County has implemented a three-year action plan for high-quality rural e-commerce development, aiming to integrate agricultural resources and promote local specialties to larger markets [31][32]. - The county is encouraging partnerships between enterprises and farmers to enhance product development and market access, effectively opening up new opportunities for agricultural products [33][34].

此次入选，既是对两位带头人个人奋斗成果的肯定，更是龙岩市农村电商产业高质量发展的生动缩影。近年来，我市坚持"政府引导、市场运作、企业主 体"原则，建成13个综合性电商园区，实现国家级电子商务进农村示范县（不含区）全覆盖，从"村村都有女主播"培训到校企联合育才，从供应链体系完 善到公益助农机制构建，一系列政策举措为电商人才成长提供了肥沃土壤，也催生了一批扎根乡土、服务乡邻的电商先锋。 下一步，龙岩市商务局将持续深化农村电商发展布局，以典型案例为引领，进一步完善人才培育、平台搭建，优化供应链保障，鼓励更多创业者投身农村 电商领域，让电商红利持续赋能农业增效、农民增收、农村增美，为闽西乡村振兴注入更强劲的数字动能！ 来源：龙岩商务 近日，商务部国际电子商务中心发布， 龙岩市连城县伍紫芳、长汀县赖启春两位农村电商带头人的案例成功入选"2025年农村电商带头人典型案例库"， 成为全国农村电商高质量发展的标杆范本，为闽西农村电商产业发展再添闪亮名片！ 连城"客家媳妇小伍"伍紫芳凭借真实暖心的内容创作积累400万抖音粉丝，从分享家庭日常转型电商带货，不仅带火连城地瓜干、龙岩花生、永定泡鸭爪 等本地特产，更在村民香菇滞销时紧 ...

Core Viewpoint - The recent 2025 National Rural E-commerce High-Quality Development Exchange Event highlighted successful cases in rural e-commerce, with two cases from Rizhao City recognized, showcasing the city's efforts in promoting digital circulation and e-commerce leadership in rural areas [1]. Group 1: Development Initiatives - Rizhao City has adopted a development philosophy of "using live streaming to drive e-commerce and e-commerce to support the real economy," leading to significant growth in rural e-commerce [4]. - From January to July, the rural online retail sales in Rizhao reached 840 million yuan, representing a year-on-year increase of 10.5%, which is 0.6 percentage points higher than the provincial average [4]. - The city has implemented policies such as the "Rizhao City Rural E-commerce High-Quality Development Three-Year Action Plan (2025-2027)" to guide industry development and enhance rural consumption [4]. Group 2: Infrastructure and Logistics - The city is working on improving the rural e-commerce infrastructure by implementing a three-tier delivery model consisting of "e-commerce public service centers + logistics distribution centers + town and village service points" [4]. - In Juxian County, a national-level e-commerce demonstration county, two automated sorting devices have been installed at the public logistics distribution center, integrating multiple courier services to reduce delivery times by approximately 30% [4]. Group 3: Promotional Activities - The "2025 Double Product Online Shopping Festival" in Rizhao led to a year-on-year increase of 11.9% in online retail sales, ranking third in the province [5]. - Various promotional activities, including the "Rizhao E-commerce Consumption Festival" and resource matching events, were conducted to enhance consumer engagement [5]. Group 4: Talent Development - The city has organized 17 training sessions under the "Rural Talent Program" to cultivate e-commerce talent, training a total of 1,400 individuals to support the growth of the e-commerce sector [5].

Group 1 - The core viewpoint emphasizes that developing rural e-commerce and innovating business models are crucial measures for building a modern rural circulation system and effectively increasing farmers' income [1] - Rural consumption market is continuously thriving, with e-commerce enriching the supply of goods and services in rural areas, allowing farmers to purchase quality products conveniently [4] - The rural online retail sales increased by 6.4% year-on-year from January to July 2025 [4][12] Group 2 - The rural logistics system is improving, supported by county-level commercial construction actions that facilitate the establishment and renovation of county-level logistics centers [5] - As of 2022, there are 12,851 township express logistics stations, indicating a growing logistics infrastructure [5] - The rural logistics distribution network is becoming more robust, with a nationwide express service coverage rate of 95% in administrative villages [6] Group 3 - Rural e-commerce entrepreneurship remains active, with 14 sessions of the National Rural E-commerce High-Quality Development Lecture Hall held, providing e-commerce public training to nearly 300,000 participants [8] - As of the end of July, the number of rural online merchants reached 19.5 million, reflecting a year-on-year growth of 6.4% [10][11][12]

Group 1 - The core viewpoint of the article emphasizes the importance of promoting agricultural product consumption through the development of rural e-commerce, which is seen as a key driver for rural revitalization and increasing farmers' income [1] - The Chinese government has implemented various policies to support high-quality development of rural e-commerce, including initiatives like "Express Delivery into Villages" and "Internet + Agricultural Products" [1] - Recent data shows that the number of rural internet users in China has reached 322 million, with an internet penetration rate of 69.2%, indicating a gradual reduction in the urban-rural digital divide [1] Group 2 - Despite the increase in internet penetration, challenges remain regarding farmers' digital literacy, which hinders the full potential of agricultural products and affects farmers' ability to benefit from the digital age [2] - Enhancing digital literacy is crucial, requiring a targeted approach to create a training system suitable for rural areas, supported by collaboration among government, platforms, and educational institutions [2] - The restructuring of algorithm logic is essential to prevent quality agricultural products from being marginalized in e-commerce, with a focus on optimizing algorithm recommendations to support fair competition [2] Group 3 - Establishing a solid governance foundation is necessary to address issues like misinformation and marketing tactics in the e-commerce space, with platform companies needing to take responsibility for ensuring the authenticity of product information [3] - The integration of digital technology is expected to transform farmers from mere recipients of technology into value creators, ultimately benefiting rural revitalization and providing sustainable momentum for development [3]

Group 1 - The event, organized by the China International E-commerce Center, concluded successfully in Caoxian, focusing on the 2025 Rural E-commerce Leaders Case Competition [1] - The competition aligns with the national rural revitalization strategy and aims to discover and promote leading talents and benchmark cases in rural e-commerce [3] - Over 400 rural e-commerce practitioners participated, with 30 top contestants reaching the finals, showcasing innovative marketing models and brand building for local agricultural products [3] Group 2 - The competition adopted an innovative "competition as training" model to cultivate versatile rural e-commerce talents who are practical and capable of teaching [4] - By promoting excellent cases and expanding the professional instructor team, the event addresses the talent shortage in rural e-commerce and enhances the quality of development in this sector [4]

Group 1 - The event, organized by the China International E-commerce Center, aims to discover and promote rural e-commerce leaders and exemplary cases, aligning with the national rural revitalization strategy [1][12] - Over 400 rural e-commerce practitioners participated in the competition, with 30 top finalists competing in the national finals held in Caoxian, Shandong [1][4] - The competition focused on brand building and innovative marketing models for agricultural products, showcasing the vitality and innovative application of new technologies and ideas in rural areas [4][12] Group 2 - The competition adopted an "incentive training" model to cultivate a new generation of rural e-commerce talents who are practical and capable of teaching others, addressing the talent shortage in rural e-commerce [12] - Caoxian is recognized as a leading county in rural e-commerce, with a focus on developing a comprehensive industrial chain including Hanfu, crafts, and pet products, boasting 21 Taobao towns and 181 Taobao villages [16] - The award ceremony will take place on August 21, during the "E-commerce Empowerment, Linking Rural Areas" event, where winners will serve as role models for rural industry upgrades [16]