艾媒咨询 | 2025年中国乡村数字经济市场发展状况与用户行为调查数据

随着数字化浪潮席卷各行各业，乡村数字经济作为推动乡村振兴、促进农业农村现代化的关键力量，近年来呈现出蓬勃发展的态势。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年中国乡村数字经济市场发展状况与用户行为调查数据》数据显示，在市场规模方面，乡村数字经济展现出强劲的增长势头。2024 年全国农村网络零售额达 2.86 万亿元，农产品网络零售额也达到7183亿元。预计2025年全国农村网络零售额可达3.1万亿元，农产品网络零售额达8045亿元。上述数据足以说明数字化、数据化的乡村数字经济市场发展前景广泛。在对农村有利的数字化经济方式中，有35.71%的用户认为农业物联网发展是有利的数字化经济方式，这表明对于农村来说，处理好农业相关发展问题是最重要的数字化经济方式。在对互联网企业助力优质产区技术更新看法中，46.38%的用户认为持续供应时间更久，46.14%的用户认为质量更有保障，说明未来发展乡村数字经济市场可以多与互联网企业进行深度合作。在对乡村数字经济下人才培养与引进措施的认知中，66.67%的用户认为最有助于人才培养与引进的措施是“提供数字化人才就业与创业支持政策”，59.67%的用户希望“搭建数字化人才交流平台促进合作”。这说明未来发展乡村数字经济过程中，应着重关注和扶持相关数字化人才的培养，同时应该搭建相关平台用以进行深度合作。艾媒咨询分析师认为，未来要推动乡村数字经济持续、健康、均衡发展，行业协会需积极发挥作用，优化供应链协作，加强冷链物流等基础设施建设以降低损耗成本；建立区域电商培训体系，提升从业者运营能力；借助内容电商模式，进一步挖掘下沉市场的消费潜力。通过多方协同合作，充分释放乡村数字经济的巨大能量，助力乡村实现跨越式发展。
With the digital wave sweeping across all industries, the rural digital economy, as a key force in promoting rural revitalization and modernizing agriculture and rural areas, has shown a vigorous development trend in recent years. According to the latest "iiMedia Report | Survey data on the development status of China's rural digital economy market and consumer behavior in 2025" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, in terms of market size, the rural digital economy shows a strong growth momentum. In 2024, the national rural online retail sales reached 2.86 trillion yuan, and the online retail sales of agricultural products also reached 718.3 billion yuan. It is estimated that by 2025, the online retail sales in rural areas across the country will reach 3.1 trillion yuan, and the online retail sales of agricultural products will reach 804.5 billion yuan. The above data are sufficient to demonstrate that the market development prospects of the rural digital economy characterized by digitalization and datafication are broad. Among the digital economic models that are beneficial to rural areas, 35.71% of users believe that the development of agricultural Internet of Things is a favorable digital economic model. This indicates that for rural areas, handling agricultural-related development issues well is the most important digital economic model. Among the views on how Internet enterprises can assist in technological updates in high-quality production areas, 46.38% of the users believe that the continuous supply period is longer, and 46.14% of the users think that the quality is more guaranteed. This indicates that in the future development of the rural digital economy market, more in-depth cooperation with Internet enterprises can be carried out. In the absence of awareness of measures for talent cultivation and introduction under the rural digital economy, 66.67% of the users believe that the most helpful measure for talent cultivation and introduction is "providing employment and entrepreneurship support policies for digital talents", and 59.67% of the users hope to "build a digital talent exchange platform to promote cooperation". This indicates that in the future development of the rural digital economy, emphasis should be placed on and support provided for the cultivation of relevant digital talents, and at the same time, relevant platforms should be established for in-depth cooperation. Analysts from iiMedia Research believe that to promote the sustained, healthy and balanced development of the digital economy in rural areas in the future, industry associations need to play an active role, optimize supply chain collaboration, and strengthen the construction of infrastructure such as cold chain logistics to reduce loss costs. Establish a regional e-commerce training system to enhance the operational capabilities of practitioners; By leveraging the content e-commerce model, further tap into the consumption potential of the lower-tier markets. Through multi-party collaborative efforts, the tremendous power of the rural digital economy can be fully unleashed, facilitating the leapfrog development of rural areas.

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 | 2024年广东省农产品电商市场发展洞察报告

农产品电商作为数字经济与农业现代化融合的重要载体，正在中国乡村振兴战略中扮演着日益关键的角色。作为中国经济第一大省和改革开放前沿阵地，广东省在农产品电商领域展现出显著的领先优势和鲜明的区域特色。广东农产品电商的发展不仅受益于全省雄厚的经济基础和活跃的市场环境，更得益于其独特的供应链体系、创新的政策支持以及庞大的消费市场，形成了农产品电商发展的“黄金三角”。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年广东省农产品电商市场发展洞察报告》数据显示，2024年中国农产品电商销售规模突破1.6万亿元，达16025亿元。其中，广东省以3120亿元的规模领跑全国，占全国总量的19.5%，六年蝉联全国榜首。目前，广东农产品电商已构建起“热带水果+特色加工品+文化IP产品”三大核心矩阵，形成产业发展新格局。艾媒咨询分析师认为，广东农产品电商发展势头强劲，呈现多维度创新发展态势，未来将以技术创新为驱动，深化产业融合，拓展国际市场，聚焦精准营销，全方位巩固领先地位，为乡村振兴和农业高质量发展注入强劲动能。
E-commerce for agricultural products, as an important vehicle for the integration of the digital economy and agricultural modernization, is playing an increasingly crucial role in China's rural revitalization strategy. As the largest economy in China and the forefront of reform and opening up, Guangdong Province has demonstrated significant leading advantages and distinct regional characteristics in the field of agricultural product e-commerce.The development of agricultural product e-commerce in Guangdong is not only supported by the province's strong economic foundation and vibrant market environment, but also benefits from its unique supply chain system, innovative policy support, and vast consumer market, forming a "golden triangle" for the development of agricultural product e-commerce.According to the latest data from the “Insight report on the development of Guangdong province's agricultural product e-commerce market in 2024” released by iiMedia Research (a global third-party data mining and analysis institution for the new economy), the sales volume of China's agricultural product e-commerce exceeded 1.6 trillion yuan in 2024, reaching 1.6025 trillion yuan. Among them, Guangdong Province led the nation with a scale of 312 billion yuan, accounting for 19.5% of the national total and topping the national list for six consecutive years.Currently, Guangdong's agricultural product e-commerce has established three core matrices of “tropical fruits + specialty processed products + cultural IP products,” forming a new pattern of industrial development. Analysts from iiMedia Research believe that the development of agricultural product e-commerce in Guangdong is robust and shows a multidimensional innovative development trend. In the future, it will be driven by technological innovation, deepen industrial integration, expand into international markets, focus on precision marketing, and comprehensively consolidate its leading position, injecting strong momentum into rural revitalization and high-quality agricultural development.

艾媒咨询 | 2025-2029年中国直播电商行业运行大数据分析及趋势研究报告

在数字经济蓬勃发展的当下，直播电商的内涵与外延不断拓展，从传统实物商品销售延伸至本地生活服务、虚拟内容付费等多元领域，成为推动消费升级、助力经济增长的新引擎。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《2025-2029年中国直播电商行业运行大数据分析及趋势研究报告》数据显示，2024年中国网上零售额达到15.52万亿元，预计到2025年规模将达到16.65万亿元。艾媒咨询分析师认为，直播电商正经历从野蛮生长到高质量发展的关键转型，在资本、平台、政府三方合力下，行业逐步构建起“效率-秩序-理性”的良性发展框架。
In the current era of vigorous development of the digital economy, the connotation and extension of live-streaming e-commerce are constantly expanding. It has extended from traditional physical goods sales to multiple fields such as local life services and virtual content payment, becoming a new engine for promoting consumption upgrading and economic growth. The latest "Analysis and trend research report on the operation of China's live e-commerce industr from 2025 to 2029" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, shows that China's online retail sales reached 15.52 trillion yuan in 2024. It is estimated that the scale will reach 16.65 trillion yuan by 2025. Analysts from iiMedia Research believe that live-streaming e-commerce is undergoing a crucial transformation from wild growth to high-quality development. With the joint efforts of capital, platforms, and the government, the industry is gradually establishing a virtuous development framework of "efficiency - order - rationality".

艾媒咨询 | 2025年中国年份普洱茶行业现状及消费趋势洞察报告

在消费升级浪潮的席卷下，茶叶市场正经历着深刻的结构性变革。消费者不再满足于基础的茶饮需求，而是朝着追求高品质、独特风味与文化内涵的方向大步迈进。年份普洱茶作为茶叶品类中的佼佼者，以其随着时间陈化而愈发醇厚的口感、丰富的养生保健功效，以及深厚的文化底蕴，吸引了越来越多消费者的目光，已然成为茶叶市场中炙手可热的细分领域。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年中国年份普洱茶行业 现状及消费趋势洞察报告》数据显示，未来中国普洱茶行业市场规模将整体平稳上升，预计到2030年，普洱茶市场规模将达到242.6亿元，年份普洱茶市场规模将达84.8亿元。
艾媒咨询分析师认为，随着消费升级与健康理念的普及，年份普洱茶市场正围绕品质与养生价值展开深度竞争。高品质的年份普洱茶受到越来越多消费者的青睐，从茶叶原料的甄选，到制作工艺的把控，再到仓贮条件的优化，每一个环节都备受关注。
Under the sweeping tide of consumption upgrading, the tea market is undergoing profound structural changes. Consumers are no longer satisfied with basic tea-drinking needs but are rapidly moving towards the pursuit of high-quality, unique flavors, and cultural connotations. Aged pu'er tea, as a standout in the tea category, has attracted the attention of an increasing number of consumers with its mellow taste that improves with age, rich health benefits, and profound cultural heritage, becoming a hot niche in the tea market. Data from the latest report titled "Insight Report on the Current Status and Consumption Trends of vintage pu'er tea Industry in China in 2025" released by iiMedia Research (a global third-party data mining and analysis institution for new economy industries) shows that the overall market size of China's pu'er tea industry will steadily rise in the future. It is projected that by 2030, the market size of Pu'er tea will reach 24.26 billion yuan, and that of aged pu'er tea will reach 8.48 billion yuan.
Analysts from iiMedia Research believe that with the upgrading of consumption and the popularization of health concepts, the aged Pu'er tea market is now engaged in an in-depth competition centered on quality and health-care value. High-quality aged Pu'er tea is gaining favor with an increasing number of consumers. Every aspect, from the selection of tea leaves, to the control of the production process, to the optimization of storage conditions, is highly focused on.

中国广告主协会x艾媒咨询 | 2025-2026年中国绿色消费行为白皮书

绿色消费已成为全球可持续发展的重要议题，也是中国推动经济高质量发展、实现“双碳”目标的关键路径。随着消费者对生活品质要求的提升，以及可持续发展理念深入人心，产品的绿色环保属性成为消费者决策的重要因素之一。一方面，“十五五” 时期随着我国城镇化水平的大幅提升，大量农业转移人口进入城市将形成新的消费需求。另一方面，绿色智能家电、绿色有机食品、绿色健康养生服务越来越受到消费者的青睐。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《2025-2026年中国绿色消费行为白皮书》数据显示，超九成消费者意识到“绿色消费”的重要性，这充分彰显绿色消费已构筑起广泛的社会共识基础。在影响消费者购买绿色产品的决策因素中，个人/家庭健康需求以46.57%的占比处于首位，环保责任感以46.36%的微小差距紧随其后，显示健康意识与环保责任意识已成为两大核心驱动力。在食品消费、出行交通、日常购物等各类场景中，多数消费者在做出消费选择时会考虑环保/绿色因素，各场景平均有72.87%消费者会积极考虑环保因素，说明高环保意识在消费市场中展现出较强的渗透力，其中食品领域表现最突出。艾媒咨询分析师认为，绿色消费不仅是生活方式的转变，更是经济发展模式的革新。随着政策体系不断完善、技术水平持续提升和消费者意识日益增强，绿色消费将从现在的“新风尚”逐步发展为“新常态”，成为推动

艾媒咨询 | 2024年中国即时配送市场发展状况及消费行为分析报告

即时配送服务在新零售概念的推行下迅速普及，其通过打通线上线下销售，建立短途物流体系，解决传统配送服务中同城配送的问题，已成为商业发展的必然趋势。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年中国即时配送市场发展状况及消费行为分析报告》数据显示，2018至2023年间中国移动电商市场交易额显著增长，从15.7万亿元起步，至2023年达到34.8万亿元，年均增长率约为21%。
艾媒咨询分析师认为，随着消费者对即时、省时的需求持续提升，即时配送将从传统外卖到家逐渐渗透至更多“微场景”，品类上从餐饮外卖、生鲜、日用快消向更广泛的服装鞋帽、3C数码、时尚美妆等全品类拓展。
Instant delivery service is rapidly popularized under the implementation of the new retail concept. It has become an inevitable trend of commercial development by opening up online and offline sales, establishing a short-distance logistics system, and solving the problem of intra-city distribution in traditional distribution services. According to the latest "2024 China Instant Delivery Market Development and Consumer Behavior Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the transaction volume of China's mobile e-commerce market has grown significantly between 2018 and 2023, starting from 15.7 trillion yuan. By 2023, it will reach 34.8 trillion yuan, with an average annual growth rate of about 21%.
Analysts from iiMedia Consulting believe that as consumers' demand for instant and time-saving continues to increase, instant delivery will gradually penetrate from traditional take-out home to more "micro-scenes", and the category will expand from catering take-out, fresh, daily fast consumer goods to a wider range of clothing, shoes and hats, 3C digital, fashion and beauty makeup and other categories.

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 | 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。