关于“农村”的报告
艾媒咨询 | 2025年中国农产品电商消费行为调查数据
在消费升级浪潮与数字化转型趋势的双重驱动下，农产品电商迅速崛起。消费者对健康、安全农产品的高需求推动了电商平台的快速发展，同时冷链物流和供应链技术的进步也为市场提供了有力支撑。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国农产品电商消费行为调查数据》数据显示，数据显示，电商平台（如拼多多、天猫、京东、苏宁易购等）以41.03%的占比位居首位，凸显了消费者对线上购物渠道的显著偏好，进一步印证了农产品电商市场的蓬勃发展态势。与此同时，“方便，节省时间和精力”以41.29%的占比成为消费者选择线上购买农产品的首要原因，充分体现了便捷性在推动农产品电商化中的核心优势。此外，价格实惠以42.81%的占比成为消费者选择线上农货零售平台时最关注的因素，反映了消费者对性价比的高度重视，也为平台优化定价策略和提升竞争力提供了重要参考。艾媒咨询分析师认为，随着直播电商、社区团购等新模式的应用，未来农产品电商将朝着更高效、更精准、更可持续的方向发展，成为乡村振兴和农业现代化的重要推动力。
Driven by the double trend of consumption upgrading and digital transformation, the e-commerce of agricultural products has risen rapidly. High consumer demand for healthy and safe agricultural products has promoted the rapid development of e-commerce platforms, while advances in cold chain logistics and supply chain technology have also provided strong support for the market. According to the latest "Survey data of China's agricultural products e-commerce consumption behavior in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the data shows that e-commerce platforms (such as Pinduoduo, Tmall, Jingdong, Suning Tesco, etc.) occupy the first place with a proportion of 41.03%. It highlights the significant preference of consumers for online shopping channels, and further confirms the vigorous development trend of the agricultural product e-commerce market. At the same time, "convenience, saving time and energy" has become the primary reason for consumers to choose to buy agricultural products online, accounting for 41.29%, fully reflecting the core advantage of convenience in promoting the e-commerce of agricultural products. In addition, affordable prices, accounting for 42.81%, have become the most concerned factor when consumers choose online agricultural retail platforms, reflecting consumers' high attention to cost performance, and also providing an important reference for the platform to optimize pricing strategies and enhance competitiveness. Analysts from IIMedia Consulting believe that with the application of new models such as live streaming e-commerce and community group buying, the future e-commerce of agricultural products will develop in a more efficient, more accurate and more sustainable direction, becoming an important driving force for rural revitalization and agricultural modernization.-
艾媒咨询｜2024年中国乡村数字经济发展专题研究报告
数据显示，2023年中国农产品网络零售额为5900亿元，同比增长11.0%；2023年农村网络零售额达24900亿元，同比增长14.7%，预计2025年其网络零售额达28711亿元。艾媒咨询分析师认为，近年来中国农村发展增长势头明显，在加快补齐农村物流设施和服务短板等一系列措施下，农村电商蓬勃发展，在农产品产销对接、农业转型升级方面成效显著。目前中国的社交媒体平台中，“社交+电商”的模式较易实现内容引流、留存顾客并进行转化。短视频平台因其特色的创作内容和强互动性，更容易获得消费者的关注，从而带动乡村数字经济高速发展。针对数字农业App使用复杂问题，政府应鼓励软件开发商研发农民爱用、常用型App，让手机成为农业数字化转型发展中重要的“新农具”。
Data show that in 2023, China's online retail sales of agricultural products will reach 590 billion yuan, an increase of 11.0%. In 2023, rural online retail sales will reach 2,490 billion yuan, a year-on-year increase of 14.7%, and it is expected that its online retail sales will reach 2,871.1 billion yuan in 2025. Ai Media Consulting analysts believe that in recent years, China's rural development growth momentum is obvious, under a series of measures such as accelerating the complement of rural logistics facilities and service shortcomings, rural e-commerce has flourished, and has achieved remarkable results in agricultural product production and marketing docking and agricultural transformation and upgrading. At present, in China's social media platforms, the "social + e-commerce" model is easier to achieve content diversion, customer retention and transformation. Because of its unique creative content and strong interaction, short video platform is easier to get consumers' attention, thus driving the rapid development of rural digital economy. In response to the complex use of digital agricultural apps, the government should encourage software developers to develop popular and commonly used apps for farmers, so that mobile phones become an important "new farm tool" in the development of agricultural digital transformation. 
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艾媒咨询|2020H1中国冷链物流产业应用及典型案例研究报告
本报告研究涉及企业/品牌/案例：京东物流、海容冷链、冰山冷热、苏宁冷链。
在居民生活品质意识加强及物流产业发展日渐成熟的推动下，中国冷链物流市场规模不断扩大，2019年冷链物流市场规模已达3780亿元，并预计在2020年达到4850亿元。同时，中国冷链物流企业数量持续增长，在2019年达到了1832家，但存在着地域分布不均的问题，32.3%的企业集中在华东地区。目前冷链物流产业主要应用于食品及医药两大产品线。iiMedia Research(艾媒咨询)数据显示，2020年中国生鲜电商交易规模超过2600亿元，而医药物流市场预计在2020年达到3.8万亿元，并且预计未来冷链物流产业将开拓出新的产品线，冷链物流市场潜力较大。面对“新冠疫情”居家隔离政策下爆发的配送需求，冷链物流企业通过扩大运输网络及车辆仓储资源，同时深化信息技术的应用提高配送效能及服务体验。
Driven by people’s increasing awareness of living standard along with the development of logistics industry, the scale of China cold chain logistics market has enlarged continually, which has reached 378 billion RMB in 2019, and is expected to reach 485 billion RMB in 2020. At the same time, the number of cold chain logistics enterprises in China has increased constantly, which has reached the number of 1832 in 2019. However, there is a problem of uneven distribution, as 32.3% of the enterprises are located in the Eastern China. So far, there are two main product lines for the application of cold chain logistics, which are food and pharmaceuticals. As the data of iiMedia Research showed, the scale of China fresh food e-commerce market transaction is expected to be over 260 billion RMB, while the market scale of China pharmaceutical logistics is expected to be 3800 billion RMB in 2020, and other new product lines are also expected to be explored in the future, so the market potential of cold chain logistics is substantial. To face with the demand exposure of delivery under the policy of stay home quarantine within the “COVID-19” period, the cold chain logistics enterprises improved their delivery efficiency and customers’ service experience by expanding their delivery network, increasing the vehicles and storage resources, as well as further the application of information technology. -
艾媒咨询|2020-2021年中国快递物流行业发展现状及典型案例研究报告
本报告研究涉及企业/品牌/案例：顺丰控股，京东物流，德邦物流
iiMedia Research(艾媒咨询)数据显示，2020年，全年实物商品网上零售额97590亿元，增长14.5%;2020年中国快递服务业务量以30.7%的增速增长至830亿件，较上年上升 5.4 个百分点。艾媒咨询分析师认为，快递物流是电商体系得以顺利运转的重要基础设施，因而快递物流与电商发展相辅相成，未来随着线下消费向线上转移，网络零售的渗透率将进一步提升，物流将会成为电商平台竞争的关键。此外，随着农村电商的快速发展，并且在国家鼓励建设便捷高效的“工业品下乡”和“农产品进城”双向渠道的利好政策推动下，农村电商物流也将迎来发展良机。
According to the data of iimedia research, in 2020, the annual online retail sales of physical goods reached 9759 billion yuan, an increase of 14.5%; in 2020, the business volume of China's express service increased by 30.7% to 83 billion pieces, an increase of 5.4 percentage points over the previous year. AI media consulting analysts believe that express logistics is an important infrastructure for the smooth operation of the e-commerce system, so the development of express logistics and e-commerce complement each other. In the future, with the transfer of offline consumption to online, the penetration rate of online retail will be further improved, and logistics will become the key to the competition of e-commerce platform. In addition, with the rapid development of rural e-commerce, and under the favorable policy of encouraging the construction of convenient and efficient "industrial products to the countryside" and "agricultural products to the city", rural e-commerce logistics will also usher in a good opportunity for development. -
艾媒报告|2019-2020年中国批发市场直播电商产业调查及发展趋势报告
本报告研究涉及企业/品牌/案例：淘宝,京东,美拍,抖音,快手,苏宁,李佳琦,薇娅,农村淘宝,淘宝直播,YY直播,衣联网,红豆角,一件直播购,阿里巴巴1688,广州沙河万佳服装批发市场,蘑菇街,批批网,一手APP,汉小仙,小丫MOMO淘女郎demi,楚菲楚然twins,闻小哈joanne,陈洁kiki,烈儿宝贝,fashion美美搭,Heika-Z,李湘,祖艾妈,搭配师周末,大晶ada,恩佳N,青藤文化,蜂群文化,如涵,古麦嘉禾,薇龙文化,飞搏共创,无忧传媒,头条易,一号批发商城,99linda,酷儿饰品批发商城,小谷女装,档口女装批发小雪儿,大叔鞋包货仓,小刘翡翠批发,百色鸟,蜜糖小姐missgooey美甲批发,大饼女装批发,吴洒中国东方丝绸市场,常熟招商场,江阴食品城,江阴纺织市场,太仓轻纺市场,无锡招商城,徐州淮海食品城韩世市场,常州凌家塘农副产品批发市场,扬州曲江小商品市场,邳州新城农产品批发市场,义乌中国小商品城 ,绍兴中国轻纺城,浙江萧山商业城,浙江黄岩路桥小商品批发市场,宁波慈溪周巷副食品批发市场,诸暨市大唐轻纺市场,杭州环北小商品市场,杭州丝绸市场,湖州丝绸城,杭州四季青服装市场,江扬农产品批发市场,上海农产品中心批发市场,三林农产品批发市场,十八铺农产品批发市场,七宝农产品批发市场,江桥蔬菜批发市场,联嘉食用农产品批发市场,纵旺食用农产品批发市场,辉展进口水果批发市场,龙吴进口果蔬批发市场,临沂小商品批发城,碯川服装批发市场,即墨市服装批发市场,烟台市开发区彩云城,金乡凯盛国际农产品物流园,聊城永安蔬菜批发市场,寿光地利农产品物流园,滕州市农副产品物流中心,淄博东源市场,临沂华东水果批发市场,石家庄南三条小商品批发市场,石家庄新华贸易中心市场,石家庄桥西小青年街市场,石家庄正定国际小商品市场,白沟小商品批发市场,白沟箱包批发市场,唐山玉田鸦鸿桥市场,邯郸宏达小商品批发市场,邯郸市金凤禽蛋农贸批发市场,衡水市小商品批发市场,普宁流沙布料市场,兴宁东岳宫市场,广州白马服装批发市场,广州十三行服装批发街,广州沙河服装批发市场,东莞虎门富民服装批发市场,广州黄沙水产品批发市场,中山市沙溪休闲服装市场,深圳服装批发市场,广州芳村洞企石路茶叶专业街等
2020年2月5日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2019-2020年中国批发市场直播电商产业调查及发展趋势报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对中国批发行业的发展现状、产业链细分领域进行深度分析，特别关注到批发直播电商这种新兴业态，以批批网、一件等具有影响力的批发直播电商平台作为典型进行商情分析，深入探究运行模式和发展趋势。截止2018年末，中国批发业现存企业法人单位有354.2万个，从业人员2198.2万人，资产总计42.1万亿元，分别比2013年末增长102.9%、14.3%和56.0%;批发业全年实现营业收入72.3万亿元，比2013年增长44.9%。艾媒咨询分析师认为，近年来中国批发业和零售业总体规模不断扩大，行业结构持续优化，对国民经济的发展作出重要贡献。
On February 5, 2020, iiMedia Research, a world-renowned third-party data mining and analysis agency for the new economy industry, released the “2019-2020 China Wholesale Market Live Broadcast E-commerce Industry Survey and Development Trend Report”. The report conducts an in-depth analysis of the development status of China's wholesale industry, the industry chain segmentation field.Wholesale live streaming e-commerce, a new business format, uses influential wholesale live streaming e-commerce platforms such as batch approval network and one piece as a typical model to conduct business analysis, and in-depth exploration of operation modes and development trends. As of the end of 2018, there were 3.542 million existing legal entities in China's wholesale industry, with 21.982 million employees and total assets of 42.1 trillion yuan, respectively, an increase of 102.9%, 14.3%, and 56.0% over the end of 2013; the wholesale industry realized operating income throughout the year 72.3 trillion yuan, an increase of 44.9% over 2013. Ai Media Consulting analysts believe that the overall scale of China's wholesale and retail industries has continued to expand in recent years, and the industry structure has continued to optimize, making an important contribution to the development of the national economy. -
艾媒报告 |2018-2019中国农村电商行业分析及商业模式研究报告
本报告研究涉及企业/品牌包括:美菜、FARMLINK链农、云农场、田田圈、一亩田、草帽网、京东、苏宁易购、拼多多、唯品会、农村淘宝、三只松鼠、百草味、新农哥、小农女、我买网、本来生活、村村乐、中农网、智农通、有机有利、淘宝众筹、京东众筹、米小芽、本来味道、彩虹星球、呆萝卜、云彩网、超粮网、海上鲜、泥巴生态、妖精的盒子、7公里
2018年中国农村电商产业进入发展高潮期，中国农村电商零售额不断增长。典型农村电商平台持续发展，其中农村淘宝2018年农产品销售额超过1000亿元，拥有活跃网购用户超过2800万个，截至2018年10月，淘宝村数量达3202个；另外，艾媒大数据商情舆情监测系统（yq.iimedia.cn）显示，苏宁农村电商平台获得最佳口碑（言值为47.2）。
In recent years, China rural e-commerce has developed rapidly, with a growing value of retail sales but a stagnant percentage of the whole e-commerce. Since more and more favorable policies are being released, the number of rural online users is growing up and the investment from round C is increasing, China rural e-commerce is enjoying a good development environment. The material objects are still the main products of rural e-commerce, while rural e-commerce in the eastern China is still outstanding with the most investment capital. There are many typical rural e-commerce platforms in China, such as Rural Taobao, Jingdong’s 3F Strategy, Suning’s China Special local product Store, Pinduoduo’s social e-commerce and Weipinhui’s Weiai Workshop and so on; and Suning is the rural e-commerce platform with the best public praise. In the future, the main pattern of China rural e-commerce will be social e-commerce and community e-commerce. Under the new opportunities brought by the village promoting strategy, China rural e-commerce will be more commercialized, branding, localized and growing faster with its industry chain being remodeled. -
