抖音电商近日发布的《2025丰收节抖音电商农产品消费白皮书》显示，过去一年平台农特产品市场呈现 爆发式增长。2024年9月至2025年9月期间，累计售出农特产品102亿单，日均发货量达2448万单，近三 年累计销量突破200亿单且保持日均万单增速。这一数据背后，是超过546万名创作者参与农产品带货， 其中扎根乡村的"村播达人"数量同比增长13%，形成"人人皆可带货"的新农人生态。 消费画像显示，90后群体以38%的购买占比成为主力军，80后与60后分别贡献21%和16%的销量。性别 维度上，男性消费者占比达52%，展现出更强的购买意愿。地域分布方面，广东、江苏、浙江、山东、 河南五省消费者贡献最大，其中广东订单量独占平台总量的十分之一。从品类偏好看，坚果零食、粮油 米面、水果蔬菜位列前三，智利车厘子、泰国榴莲等进口水果成交额同比分别增长109%和88%，形 成"土特产+进口果"双轮驱动格局。 助农行动产生显著溢出效应。以寿光彩椒为例，今年春季受出口影响价格暴跌，平台通过"舌尖上的抖 音|第一口春味"活动，2个月内售出1000万斤，帮助农户实现64倍成交额增长。这种"消费端反哺生产 端"的模式，正在重塑农产品价 ...

Core Insights - The article discusses the collaboration between Suixi County's agricultural sectors and the social media platform Xiaohongshu to enhance the marketing and sales of local agricultural products, particularly lychees and cherry tomatoes. Group 1: Agricultural Products and Pricing - The price of cherry tomatoes has increased from approximately 4 yuan per pound last year to over 7 yuan this year, with the newly introduced "Qingtian No. 2" variety reaching prices above 10 yuan per pound [2] - The initial market price for cherry tomatoes this year was around 12 yuan per pound, indicating a strong sales performance [28] Group 2: Marketing Strategies - The local government and agricultural leaders are adopting a "market-oriented" approach, integrating social media strategies to promote products, including a "lychee tree adoption" initiative [8][10] - A strategy termed "1 core 3 rings 5 actions" has been developed to enhance content marketing, resource integration, and community engagement through Xiaohongshu [15][16] Group 3: Economic Impact - The integration of new media and agricultural practices has led to the transformation of Jiangtou Village into a "billion-yuan village," showcasing the economic potential of cherry tomatoes [12] - The total income for the town from cherry tomatoes is expected to exceed 400 million yuan in the 2025 sales season [30] Group 4: Training and Development - A training program for high-quality farmers has been established, focusing on live streaming techniques and product quality standards, with 212 participants in the latest session [31][33] - The county has seen the emergence of a new agricultural ecosystem where technology and data play a crucial role in farming practices, with online retail sales of agricultural products reaching 1.272 billion yuan in 2023 [33][34]