Core Insights - Douyin e-commerce has experienced explosive growth in the agricultural product market, with over 10.2 billion agricultural products sold from September 2024 to September 2025, averaging 24.48 million daily shipments [1] - The platform has seen a significant increase in content creators involved in agricultural product sales, with over 5.46 million creators, including a 13% year-on-year increase in rural "village broadcasters" [1] - The main consumer demographic is dominated by the post-90s generation, accounting for 38% of purchases, while post-80s and post-60s contribute 21% and 16% respectively [1] Sales Performance - Cumulative sales over the past three years have surpassed 20 billion units, maintaining a stable daily growth rate [1] - The top three product categories are nuts and snacks, grains and oils, and fruits and vegetables, with imported fruits like Chilean cherries and Thai durians seeing year-on-year sales growth of 109% and 88% respectively [1] Operational Strategy - The platform employs a comprehensive operational model combining short videos, live streaming, e-commerce, and search functions, leading to a 54% and 95% year-on-year increase in sales from product explanations and search functionalities respectively [2] - Special promotional activities have significantly boosted sales, with orders for Guangdong lychees increasing 15 times and niche products like Guizhou terraced rice and Zhuhai white grouper seeing sales growth of 189% and 231% respectively [2] Impact on Farmers - The "consumer-end feedback to production-end" model is reshaping the agricultural product value chain, as demonstrated by the sale of 10 million pounds of Shouguang colored peppers, resulting in a 64-fold increase in sales for farmers [4] - The platform's activities have led to increased purchase prices at the source, creating a positive cycle of "increased sales - stable prices - thriving cultivation" [5] Merchant Support Policies - Since September 2024, the number of merchants using live streaming has increased by 51%, with 46,800 merchants achieving annual sales of over one million [5] - The platform has implemented various support policies, including freight insurance and promotional fee refunds, providing over 16.5 billion yuan in subsidies to merchants by the end of July [5] - A commission exemption policy for fresh non-standard products has attracted 210,000 merchants, resulting in a total commission reduction of 800 million yuan [5] Innovative Marketing Approaches - New marketing models by innovative farmers have emerged, such as a retired teacher from Shandong using teaching skills for live streaming and a 90s generation seller in Guangdong using "Cantonese English" to sell lychees [7] - Content innovation is transforming agricultural product marketing from price competition to value transmission, as evidenced by a video selling 18,000 units of baby pumpkins [8]

Core Insights - Douyin E-commerce has experienced explosive growth in the agricultural specialty product market, with 10.2 billion units sold from September 2024 to September 2025, averaging 24.48 million daily shipments, and a total of over 20 billion units sold in the past three years, maintaining a daily growth rate in the millions [1] Group 1: Consumer Demographics - The post-90s generation accounts for 38% of purchases, making them the primary consumer group, while the post-80s and post-60s generations contribute 21% and 16% respectively [3] - Male consumers represent 52% of the total, indicating a stronger purchasing intent [3] Group 2: Regional Contributions and Product Preferences - The top five provinces contributing to consumer orders are Guangdong, Jiangsu, Zhejiang, Shandong, and Henan, with Guangdong alone accounting for 10% of total orders [4] - The most popular product categories include nuts and snacks, grains and oils, and fruits and vegetables, with imported fruits like Chilean cherries and Thai durians seeing year-on-year sales growth of 109% and 88% respectively [4] Group 3: Sales Channels and Marketing Strategies - The platform utilizes a comprehensive model combining short videos, live streaming, e-commerce, and search functions, leading to a total of 35.74 million hours of product explanations and significant sales growth driven by shelf scenarios and search functions, which increased sales by 54% and 95% respectively [4] - Special promotional activities have led to remarkable sales increases for seasonal products, with Guangdong lychees seeing a 15-fold increase in orders [4] Group 4: Impact of Agricultural Support Initiatives - The "Tongue of Douyin | First Taste of Spring" campaign helped sell 10 million pounds of Shouguang colored peppers in two months, resulting in a 64-fold increase in sales for farmers [6] - This model of "consumer-driven production" is reshaping the agricultural product value chain, leading to increased purchase prices at the source and creating a virtuous cycle of "increased sales - stable prices - thriving cultivation" [7] Group 5: Merchant Support Policies - Since September 2024, the number of merchants using store broadcasting has increased by 51%, with 46,800 merchants achieving annual sales of over one million [7] - The platform has implemented nine major policies, including freight insurance and promotional fee refunds, providing over 16.5 billion yuan in subsidies to merchants by the end of July [7] - The exemption of commission fees for fresh non-standard products has attracted 210,000 merchants, resulting in a total commission reduction of 800 million yuan [7] Group 6: Innovative Marketing by New Farmers - Innovative marketing strategies by new farmers include a retired teacher from Shandong using classroom experience for live streaming, a post-90s individual from Guangdong selling lychees in "Cantonese English," and a farmer from Xihai Gu using documentary-style videos to sell 18,000 units of baby pumpkins [9][10] - These cases illustrate a shift in agricultural product marketing from price competition to value transmission through content innovation [10]