艾媒咨询 | 2026年中国乡村振兴产业运行及标杆企业研究报告

作为农业农村现代化与城乡融合发展的核心引擎，乡村振兴产业持续受益于国家战略引导、数字技术渗透与产业链升级的全方位赋能，其效能已从传统种养生产端延伸至农业全链条价值重塑与乡村多元消费场景革新。当前，产业版图内规模养殖、农机装备、种业科技、农产品加工及乡村文旅等多元赛道竞合交织，市场主体对核心产能规模、技术壁垒与品牌溢价能力的争夺日趋白热化，产业治理框架从脱贫攻坚衔接期的政策扶持向常态化产业运营、精细化价值挖掘演进。在政策端，保障粮食安全、推进农业高质量发展与支持乡村产业振兴的信号持续释放，为涉农企业在技术研发、产业链整合及模式创新探索中注入了新的活力。纵观行业发展脉络，中国乡村振兴产业正经历从产能规模扩张向综合价值创造的跃迁，科技赋能深度、产业链整合广度与品牌化运营程度将成为进一步发展的关键支点。
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《2026年中国乡村振兴产业运行及标杆企业研究报告》数据显示，乡村振兴板块上市公司区域分布呈现显著的集聚特征，河南（3家、2429.01亿元）、广东（11家、1563.16亿元）、江苏（5家、1324.48亿元）位列总市值前三名。牧原股份2248.21亿元、徐工机械1098.10亿元、温氏股份940.24亿元位列板块市值季度均值前三，前三名市值合计4286.55亿元，占TOP10总市值的67.51%，呈现高度集中的特征。艾媒咨询分析师认为，行业整体市值水平分化明显，千亿级龙头以养殖和机械为主，反映市场对规模化、产业链整合的认可。牧原股份和温氏股份依托养殖业务高成长性支撑市值，徐工机械凭借多元机械格局巩固龙头地位。市值规模与企业行业地位高度关联，前四名均为核心领域领军者，中小市值企业如大北农则受饲料利润波动影响，估值相对合理但成长空间有限。
通过对典型企业的研究，可以更直观地了解乡村振兴产业板块各具特色的布局和差异化的发展路径。牧原股份作为生猪养殖赛道的领军企业，以全链条自繁自养的规模化模式与智能化养殖技术深耕行业，展现了产能集约化管控与产业链垂直整合的成长路径；一拖股份作为国内农机装备领域的标杆，锚定农业机械化升级需求布局拖拉机等核心产品，其经营情况与估值波动深度绑定于农业现代化推进节奏与农机购置补贴政策力度，持续的研发投入对其产品矩阵迭代与市场份额提升构成了关键支撑；京基智农作为现代农业一体化发展的代表，凭借标准化养殖基地布局与全流程品控体系，推动生猪养殖产能有序释放并向食品消费端延伸价值，实现了产业效益与乡村带动效应的协同增长。三家企业的赛道定位、资产结构与盈利逻辑虽有差异，但共同指向了规模化运营、科技化赋能与产业链价值深耕的长期发展方向。
As the core engine driving agricultural and rural modernization as well as urban-rural integration, the rural revitalization industry continues to benefit from comprehensive empowerment through national strategic guidance, digital technology penetration, and industrial chain upgrading. Its impact has expanded beyond traditional farming and breeding practices to encompass the entire agricultural value chain and innovation in diverse rural consumption scenarios. Currently, various sectors within this industry—including large-scale livestock farming, agricultural machinery, seed technology, agricultural product processing, and rural cultural tourism—are interwoven with both competition and collaboration. The rivalry among market players for core production capacity, technological barriers, and brand premium capabilities has intensified significantly. The industrial governance framework has evolved from policy support during the poverty alleviation transition period to routine operational management and refined value exploration. On the policy front, sustained signals emphasizing food security, high-quality agricultural development, and rural industry revitalization have injected new vitality into agricultural enterprises in their efforts toward technological innovation, industrial chain integration, and business model innovation. Overall, China's rural revitalization industry is undergoing a transformation from capacity expansion to comprehensive value creation, with the depth of technological empowerment, breadth of industrial chain integration, and level of brand-driven operations becoming pivotal drivers for further development.
According to the latest "2026 China Rural Revitalization Industry Operation and Benchmark Enterprises Research Report" released by iiMedia Research, a globally leading third-party data mining and analysis institution for new economy industries, listed companies in the rural revitalization sector exhibit significant regional concentration. Henan (3 firms, RMB 242.901 billion), Guangdong (11 firms, RMB 156.316 billion), and Jiangsu (5 firms, RMB 132.448 billion) rank as the top three regions by total market capitalization. Muyuan Co., Ltd. (RMB 224.821 billion), XCMG Machinery (RMB 109.810 billion), and Wen's Co., Ltd. (RMB 94.024 billion) rank among the top three by quarterly average market capitalization, with the combined value of the top three reaching RMB 428.655 billion, accounting for 67.51% of the total market capitalization of the TOP 10, reflecting a highly concentrated landscape. Analysts at iiMedia Research note that the industry demonstrates pronounced differentiation in overall market capitalization levels, with billion-yuan leaders primarily focused on livestock farming and machinery, reflecting market recognition of scale expansion and industrial chain integration. Muyuan Co., Ltd. and Wen's Co., Ltd. rely on the high growth potential of their livestock farming businesses to support their market capitalizations, while XCMG Machinery solidifies its leadership position through a diversified machinery portfolio. Market capitalization is closely linked to corporate industry status: all top four firms are leaders in their core sectors, whereas small and medium-sized enterprises like Dabeinong face valuation challenges due to fluctuations in feed profit margins but have limited growth potential.
Through the study of typical enterprises, one can gain a more intuitive understanding of the distinctive layouts and differentiated development paths within the rural revitalization industry sector. As a leading player in the pig farming sector, Muyuan Co., Ltd. has deepened its presence in the industry through a large-scale model of self-breeding and self-farming across the entire chain, coupled with intelligent farming technologies, demonstrating a growth path characterized by intensive capacity management and vertical integration of the industrial chain. Yituo Co., Ltd., as a benchmark in China's agricultural machinery equipment sector, focuses on core products such as tractors to meet the demands of agricultural mechanization upgrades; its operational performance and valuation fluctuations are closely tied to the pace of agricultural modernization and the intensity of agricultural machinery purchase subsidies, with sustained R&D investment serving as a key driver for product matrix iteration and market share expansion. Jingji Zhinong, representing integrated modern agricultural development, leverages standardized breeding bases and a comprehensive quality control system to facilitate orderly capacity utilization in pig farming and extend value to food consumers, achieving synergistic growth in both industrial benefits and rural development effects. Although these three companies differ in their sector positioning, asset structures, and profit models, they collectively point toward a long-term development direction centered on scaled operations, technological empowerment, and deep cultivation of industrial chain value.

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.