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|2020-2021中国在线直播行业年度研究报告

2020年中国直播电商市场规模达到9610亿元，同比增长121.5%。随着教育直播等细分领域快速发展，中国整体在线直播用户规模达5.87亿人。首先是国家制定政策给予支持，积极推动行业发展，为直播行业提供了良好的发展环境。同时，居民在线上消费支出的逐年上涨为直播电商提供积极的社会消费环境。直播企业的兴起也带动了相关行业发展，中国MCN机构数量迅速增长且前景持续向好。iiMedia Research(艾媒咨询)数据显示，用户对直播认可度较高。其中公益直播获65.6%的用户认可，认可度高居首位。社会公益性和非利益性是用户对直播认可度的关键，而专职带货的电商直播亦有良好的社会认可度。电商直播为用户最常观看的直播类型，约五成用户频繁观看，其中17.0%的用户观看频率非常频繁。未来在线直播平台将提高多元实时交互功能，互联网用户的参与度以及直播的关注度将进一步提升。
In 2020, China's live broadcast e-commerce market will reach 961 billion yuan, a year-on-year increase of 121.5%. With the rapid development of education live broadcast and other sub-fields, the overall online live broadcast user scale in China has reached 587 million. The first is that the country formulates policies to support it, actively promotes the development of the industry, and provides a good development environment for the live broadcast industry. At the same time, residents' online consumption expenditure has been rising year by year to provide a positive social consumption environment for live broadcast e-commerce. The rise of live broadcasting companies has also led to the development of related industries. The number of MCN organizations in China has grown rapidly and the prospects continue to improve. According to data from iiMedia Research, users have a high degree of recognition for live broadcasting. Among them, public welfare live broadcasting has been recognized by 65.6% of users, and the recognition ranks first. Social welfare and non-profit is the key to users' recognition of live broadcasts, and full-time e-commerce live broadcasts with goods also have good social recognition. E-commerce live broadcast is the most frequently watched type of live broadcast by users. About 50% of users watch it frequently, and 17.0% of users watch it frequently. In the future, online live broadcast platforms will improve multiple real-time interactive functions, and the participation of Internet users and the attention of live broadcasts will further increase.

艾媒报告|2020Q1中国农货电商市场研究报告

本报告研究涉及企业/品牌/案例：拼多多，京东，苏宁。
互联网在下沉市场的加速渗透带动了农村电商的快速发展。随着农产品触网的程度加深，农产品网络零售额迎来快速增长。截至2019年，中国农产品网络零售额达到3975亿元，同比增长72.5%。2020年新冠疫情爆发，对农产品市场的人力、物流、销售等多方面等造成影响，致使第一季度多地农货严重滞销。为帮助农户脱困，以拼多多、淘宝、京东、苏宁为代表的各大电商平台，加大了资金、资源倾斜力度，畅通农货上行通道，受到了市场的广泛认可。iiMedia Research（艾媒咨询）数据显示，在55.3%的受访者认为电商平台“助农”系列活动可有效缓解农产品滞销问题，46.9%的受访者认为活动可帮助农户减少经济损失，认为能有效平稳农产品市场价格的受访者占37.2%；85.6%的受访者表示平台推出的“助农”活动提升了自己对平台的好感度。艾媒咨询分析师认为，农货电商是农村脱贫的重要抓手，发展前景广阔，拼多多凭借下沉领域的主场优势以及模式创新能力，不仅有效助力了农货上行，还加深了其在农货电商市场的竞争壁垒，综合实力将持续提升。

　The accelerated penetration of the Internet in the sinking market has driven the rapid development of rural e-commerce. With the deepening of agricultural products hitting the Internet, the online retail sales of agricultural products ushered in rapid growth. As of 2019, China's online sales of agricultural products reached 397.5 billion yuan, a year-on-year increase of 72.5%. The outbreak of the new crown epidemic in 2020 has affected human resources, logistics, sales, and other aspects of the agricultural product market, which has led to serious unsales of agricultural products in many places in the first quarter. In order to help farmers get out of trouble, the major e-commerce platforms represented by PDD, Taobao, JD and SUNING have increased their capital and resource tilts, and opened up channels for agricultural products, which have been widely recognized by the market. According to data from iiMedia Research, 55.3% of the respondents think that the e-commerce platform "agriculture" series of activities can effectively alleviate the problem of unproductive marketing of agricultural products, and 46.9% of the respondents think that the activities can help farmers reduce economic losses. 37.2% of the respondents were able to effectively stabilize the market price of agricultural products; 85.6% of the respondents said that the “agricultural assistance” activities launched by the platform increased their favorability with the platform. iiMedia Consulting analysts believe that agricultural e-commerce is an important starting point for poverty alleviation in rural areas, with broad development prospects. By virtue of its home field advantages and model innovation capabilities in the sinking field,PDD not only effectively helped the upward movement of agricultural products, but also deepened its barriers to competition in the agricultural e-commerce market, and its comprehensive strength will continue to increase.

艾媒报告|2020-2021年中国后“疫”时代农业产业发展及前景趋势分析报告

本报告研究涉及企业/品牌/案例：北大荒，苏垦农发，中粮集团；其他提及企业/品牌:香雪集团，五谷丰登，悦活，蒙牛，长城干红，五谷道场，大悦城，我买网，中粮地产，美菜，盒马鲜生

2020年3月25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《2020-2021年中国后“疫”时代农业产业发展及前景趋势分析报告》。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2020年中国农业产业发展进行分析。报告特别针对新冠疫情的影响，对2020年农业细分领域的发展情况进行数据分析，结合对北大荒、苏垦农发和中粮集团三家典型企业的案例分析，探讨产业上下游的运营模式，以此对2020-2021年的农业产业发展进行趋势预判。中国农业总产值在近10年不断攀升，年均增长率8.3%。艾媒咨询分析师认为，在中国二三产业比重的不断增加的情况下，国家出台政策保障疫期农产品各个环节的运行顺畅，并且头部平台发起“爱心助农”活动实现农产品产销，是进一步推动农业现代化发展的基础和动力。

China's total agricultural output value has continued to rise in the past 10 years, reaching 65.5 trillion yuan in 2018, with an average annual growth rate of 8.3%. iiMedia Research found that the increasing proportion of China's secondary and tertiary industries is the basis and driving force for further promoting the development of agricultural modernization. The new crown epidemic has the greatest impact on the agricultural economy. It is the transportation link in the agricultural industry chain. Especially in light of the current international epidemic situation, the development of agricultural import and export is blocked, and the problem of production and marketing docking may occur.