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 | 2025年中国农村电商行业发展状况与消费行为调查数据

随着农村电商生态持续完善，其发展格局呈现多元化特征，涵盖以短视频平台、社区团购为代表的销售渠道，以及合作社直供、加工企业联动的供应链整合模式。根据全球领先的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年中国农村电商行业发展状况与消费行为调查数据》数据显示，在销售渠道方面，抖音网店以29.79%占比成为农村经营者首选平台，说明农村电商行业比较依赖于抖音网店。食品生鲜类商品以超五成占比主导销售结构，本地采购供应链模式占比达53.72%，说明农村电商行业倾向于自产自销。然而53.19%的经营者面临客户拓展难题，物流信息滞后、配送成本高成为主要运营障碍。消费者端数据显示，智能手机以66.90%占比成为主要上网设备，淘宝与拼多多构成双强格局，51-100元中等价位商品占据45.92%市场份额，社交电商以54.08%偏好度领跑消费模式。说明消费者倾向于用手机在淘宝等APP上消费，消费主要集中在中低端价格的产品，并且喜欢与人分享消费经历。艾媒咨询分析师认为，需通过行业协会引导优化供应链协作，强化冷链物流基建以降低损耗成本，同时建立区域电商培训体系提升运营能力，借助内容电商模式激活下沉市场消费潜力。
With the continuous improvement of rural e-commerce ecology, its development pattern shows diversified characteristics, including sales channels represented by short video platforms and community group buying, as well as the supply chain integration model of direct supply by cooperatives and linkage of processing enterprises. According to the latest "Survey data of development status and consumer behavior of China's rural e-commerce industry in 2025" released by iiMedia Research, the world's leading third-party data mining and analysis institution of new economy industry, in terms of sales channels, Tiktok online store has become the preferred platform for rural operators with 29.79%. It shows that the rural e-commerce industry is more dependent on the Tiktok online store. Fresh food products accounted for more than 50% of the dominant sales structure, and the local procurement supply chain model accounted for 53.72%, indicating that the rural e-commerce industry tends to produce and sell by itself. However, 53.19% of operators face the problem of customer expansion, logistics information lag, high distribution costs become the main operational obstacles. Consumer data show that smart phones accounted for 66.90% of the main Internet equipment, Taobao and Pinduoduo formed a dual strong pattern, 51-100 yuan medium-price goods accounted for 45.92% of the market share, social e-commerce with 54.08% preference leading the consumption mode. This shows that consumers tend to use mobile phones to consume on Taobao and other apps, and their consumption is mainly concentrated in the middle and low price products, and they like to share their consumption experience with others.iiMedia Research believe that it is necessary to optimize supply chain collaboration through industry associations, strengthen cold chain logistics infrastructure to reduce loss costs, and establish regional e-commerce training systems to enhance operational capabilities, and activate the consumption potential of sinking markets with the help of content e-commerce models.

艾媒咨询 | 2023-2024年中国西式快餐行业及消费行为监测报告

随着生活节奏的加快，西式快餐以方便、快捷、省力及美味的特点，日益受到人们的青睐。数据显示，2023年中国西式快餐市场规模为3687.8亿元，同比增长36.3%，2024年市场规模有望达到4277.8亿元。艾媒咨询分析师认为，随着消费者对食品的需求更加多样化，快餐企业进行“全品类”融合，中西式结合的快餐更受消费者欢迎。快餐品类融合趋势凸显，餐饮企业正往“快餐正餐化”方向发展。

艾媒咨询｜2024-2025年中国方便食品市场发展及消费能力洞察报告

随着经济的不断发展，消费者对食品安全和健康饮食的关注度日益提升，多元化的营养健康需求为中国方便食品行业的发展提供了巨大的机遇。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《2024-2025年中国方便食品市场发展及消费洞察报告》数据显示，2023年中国方便食品市场规模已达6736亿元，预制菜赛道异军突起，方便食品的产品品类得以扩充，预计2026年中国方便食品行业市场规模有望突破万亿元。2024年，消费者最常购买的方便食品为方便面、方便米饭等，占比达63.1%；网上商城（58.3%）是消费者购买方便食品的主要渠道；成分安全、无添加剂（51.2%）是多数方便食品消费者对产品的期望发展方向。随着中国居民消费水平的提升，消费者在食品方面的消费支出也随之增加，营养价值、产品安全以及口味成为了消费者关注的重要因素。随着更多地域特色的方便食品、自热食品及预制菜的涌现，方便食品行业越发细分化和多元，品类日趋丰富。
With the continuous development of the economy, consumers are increasingly concerned about food safety and healthy diet, and diversified nutrition and health needs provide huge opportunities for the development of China's convenience food industry. According to the latest China Convenience Food Market Develop-ment and Consumption Insight Report from 2024 to 2025 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, the size of China's convenience food market has reached 673.6 billion yuan in 2023, the prepared food track has emerged, and the product categories of convenience food have been expanded. It is expected that the market size of China's convenience food industry is expected to exceed one trillion yuan in 2026. In 2024, the most frequently purchased convenience foods are instant noodles and instant rice, accounting for 63.1%; Online shopping mall (58.3%) is the main channel for consumers to buy convenience food; Ingredient safety and no additives (51.2%) are the expected development direction of most convenience food consumers. With the improvement of Chinese residents' consumption level, consumers' consumption expenditure on food has also increased, and nutritional value, product safety and taste have become important factors for consumers to pay attention to. With the emergence of more regional characteristics of convenience food, self-heating food and prepared dishes, the convenience food industry is becoming more differentiated and diversified, and the categories are becoming more and more rich.

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.

艾媒咨询｜中国“年鱼经济”市场运行监测报告

受首届中国年鱼博览会举办及媒体持续宣传推广驱动，叠加元旦、春节前备货充足，2022年全国海鲈鱼电商市场热度总体呈现上扬态势。数据显示，2022年8月-12月全国海鲈鱼电商市场热度值由2679增长至3128。

艾媒咨询｜2022年中国西式快餐行业研究报告

随着生活节奏的加快，西式快餐以方便、快捷、省力及美味的特点，日益受到人们的青睐。数据显示，2020年中国餐饮规模增长速度有所下降，但疫情对西式快餐行业的影响较小。2021年中国西式快餐市场规模为2800.7亿元，预计2022年达3201.2亿元。

艾媒咨询|2021年大消费领域研究图鉴

本次《艾媒咨询|2021年大消费领域研究图鉴》图鉴分别从夜间经济，直播电商，跨境电商，生鲜电商，饮料市场，新式茶饮，酒类新零售，茶叶，袋泡茶，农货新消费，代餐行业，临期食品，快销食品，调味品，化妆品，贵妇膏，运动鞋服17个行业进行数据解读，助大家了解大消费领域新趋势、挖掘消费新需求。

艾媒咨询|2021年中国农货新消费发展专题研究报告

本报告研究涉及企业/品牌/案例：拼多多，阿里巴巴，京东

随着消费水平的提高，消费者对于农产品的需求呈现出便利化、品质化和高性价比等特点。以拼多多为代表的新电商业态兴起，通过拼团、直播带货的模式，农产品能更直接地触达消费者。调研数据显示，76.5%的消费者表示愿意在相同的线上农货消费平台消费，八成受访网民对中国农货消费发展持乐观态度。在各大电商平台中，受访网民认为拼多多与农货消费的关联度最高，达到7.22。
With the improvement of consumption level, consumers' demand for agricultural products has shown the characteristics of convenience, quality and high cost performance. With the emergence of new telecom businesses represented by Pinduoduo, agricultural products can reach consumers more directly through the mode of group joining and live broadcast of goods. Survey data shows that 76.5% of consumers are willing to spend on the same online agricultural product consumption platform, and 80% of the interviewed netizens are optimistic about the development of China's agricultural product consumption. Among the major e-commerce platforms, the interviewed netizens believe that Pinduoduo has the highest correlation with agricultural consumption, reaching 7.22.

艾媒咨询|2021年上半年中国在线直播行业发展专题研究报告

本报告研究涉及企业/品牌/案例：斗鱼直播，KK直播，蘑菇街

iiMedia Research(艾媒咨询)数据显示，2020年中国在线直播用户规模达到5.87亿人，预计2022年将涨至6.60亿人。在经历了多年的发展后在线直播行业逐渐细分出了多个分支领域，受疫情影响，娱乐直播、电商直播和公益直播在2020年之后受到了广泛关注。艾媒咨询分析师认为，新技术的迭代和培训体系的完善会使得在线直播行业不断往专业化、规范化的方向发展。而另一方面，随着在线直播行业监管政策越来越严格，直播行业相应的模糊空间将会减少，规范性将会增强，平台需要利用其日渐增加的影响力，通过加强内容监管和公益活动的手段输出正能量，建立良好品牌形象。
According to data from iiMedia Research, the number of online live broadcast users in China will reach 587 million in 2020, and it is expected to rise to 660 million in 2022. After years of development, the online live broadcast industry has gradually subdivided into multiple branches. Affected by the epidemic, entertainment live broadcasts, e-commerce live broadcasts and public welfare live broadcasts have received widespread attention after 2020. IiMedia Consulting analysts believe that the iteration of new technologies and the improvement of the training system will make the online live broadcast industry continue to develop in a professional and standardized direction. On the other hand, as the online live broadcast industry's regulatory policies become more and more stringent, the corresponding fuzzy space in the live broadcast industry will be reduced, and the standardization will be enhanced. The platform needs to use its increasing influence by strengthening content supervision and public welfare activities. The means to output positive energy and establish a good brand image.