Core Insights - The report from Douyin E-commerce indicates a significant increase in citrus consumption, with a projected sale of 1.47 billion units (approximately 800 million pounds) from October 2024 to October 2025, reflecting a year-on-year growth of 31% [1][5] Citrus Consumption Trends - Jiangsu has emerged as the leading province for citrus consumption in China [1][12] - The top five favorite citrus varieties among consumers on Douyin E-commerce include Sichuan Chun Jian Pa Pa Gan, Sichuan Aihong Jelly Orange, Jiangxi Gan Nan Navel Orange, Hubei Zhi Gui Navel Orange, and Guangxi Wu Ming Wo Gan, with Sichuan Chun Jian Pa Pa Gan selling over 22 million units in a year [6][12] Consumer Demographics - The primary consumer group for citrus products consists of young white-collar workers, contributing 18.6% of the total sales, followed by "delicate mothers," seasoned middle-class individuals, and urban seniors, accounting for 16.8%, 15.3%, and 13.3% respectively [6][12] Regional Preferences and Trends - Different consumer preferences are noted, such as the "juicy and sweet" varieties favored in East China, while the sweet varieties from Guangxi and Yunnan cater to the taste preferences of consumers in Guangdong [12][13] - The top three provinces for citrus consumption are Jiangsu, Zhejiang, and Guangdong, forming a consumption triangle in economically developed regions [13][14] Sales Growth and Market Dynamics - Notable sales growth was observed in specific citrus varieties, with Hubei Zhi Gui Spring Orange, Chongqing Fengjie Navel Orange, and Jiangxi Gan Nan Navel Orange experiencing year-on-year sales increases of 204%, 90%, and 58% respectively [17][21] - The report highlights a trend of local citrus varieties gaining popularity beyond their production areas, indicating a strong local preference and regional market dynamics [15][17]

Core Insights - The rise of live-streaming e-commerce is redefining agricultural harvests, with significant sales figures reported in the recent Douyin e-commerce agricultural product consumption white paper [1][6] - The white paper indicates that from September 2024 to September 2025, Douyin e-commerce sold a total of 10.2 billion agricultural specialty products, averaging 24.48 million packages shipped daily across China [6][10] Group 1: Sales and Consumer Trends - Douyin e-commerce has seen a substantial increase in agricultural product sales, with 10.2 billion units sold and a daily average of 24.48 million packages [6][10] - The top five regions for consumer purchases of agricultural products are Guangdong, Jiangsu, Zhejiang, Shandong, and Henan [6][10] - Specific products like Shouguang bell peppers experienced a dramatic increase in sales, with 10 million pounds sold in two months, resulting in a 64-fold increase in transaction value compared to the previous year [9][10] Group 2: Impact on Farmers and New Agricultural Entrepreneurs - Farmers like Lv Yuxia have transitioned to digital platforms, selling their products online and reaching a wider audience, with her selling 80,000 orders of peaches during the season [3][5] - The number of agricultural product live-streaming merchants increased by 51% over the past year, with over 5.46 million creators actively selling agricultural products [10] - The Douyin e-commerce platform has empowered new farmers, enabling them to share their stories and products, thus enhancing their income and connecting them with consumers [12][15] Group 3: Future of Agricultural E-commerce - The 2025 Douyin e-commerce harvest festival highlighted the collaboration between creators, e-commerce operators, and agricultural experts to explore new technologies and business models [13][15] - The agricultural sector is expected to evolve towards a more integrated model, combining product sales with cultural tourism to stimulate rural economies [15]

Core Viewpoint - The event "Celebrating Harvest and Promoting Income" organized by the Baoji Supply and Marketing Cooperative aims to leverage live-streaming e-commerce to enhance agricultural production and increase farmers' income through the promotion of "Guo Wang Sweet Potato" [1][7]. Group 1: Event Overview - The live-streaming e-commerce event took place on September 1 in Guo Wang Town, focusing on the promotion of "Guo Wang Sweet Potato" to expand sales channels and support farmers' income [1]. - The event featured a full-chain presentation model, showcasing the harvesting and distribution processes of "Guo Wang Sweet Potato" from the fields to consumers [3]. Group 2: Product Promotion - The live-stream emphasized the core characteristics of "Guo Wang Sweet Potato," highlighting its taste, texture, and nutritional benefits, including high starch, protein, and sugar content [5]. - Various cooking methods for sweet potatoes were demonstrated during the live-stream, enhancing consumer interest and engagement [5]. Group 3: Future Plans - The Tai Bai County Supply and Marketing Cooperative plans to continue regular live-streaming sessions on the "Tai Bai Supply and Marketing" Douyin account to promote local specialty agricultural products and support county-level industrial revitalization [7].