消费端反哺生产端

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抖音电商农特产热销:三年超200亿单,村播达人涌现,新农人创新带货正当时
Sou Hu Cai Jing· 2025-09-15 04:43
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]
抖音电商三年卖出超200亿单农特产!日均万单增长,村播达人助力乡村发展
Sou Hu Cai Jing· 2025-09-14 16:19
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 ...