Focusing on instant fresh consumption demand, e-commerce platform boosts the upgrade of the online retail category structure of agricultural products

With the maturity of infrastructure services such as logistics in domestic agricultural production areas and the further decline of e-commerce talents, the share of online retail of agricultural products has grown rapidly

Online retail sales of fresh products exceed 100 million yuan

The "Report" believes that the improvement of the basic logistics conditions for the first kilometer in rural areas and the continuous promotion of the upward market of agricultural products by traditional e-commerce platforms have laid a good foundation for the e-commerce of agricultural products

With the maturity of infrastructure services such as logistics in domestic agricultural production areas and the further decline of e-commerce talents, the share of online retail of agricultural products has grown rapidly

At the same time, from the perspective of consumption trends, the growth rates of vegetables, fresh meat and fruits reached 109.

According to the analysis of the "Report", among traditional e-commerce platforms, the top three categories of online sales of agricultural products are snack food, grain and oil seasoning, and fresh products, accounting for 25%, 23.

The "Report" pointed out that, judging from the change trend for two consecutive years, the online retail market of fresh products has gradually matured, and domestic consumers have formed differentiated shopping habits between different platforms

Relevant data shows that in 2019, the total transaction volume of agricultural (by-line) products on the Pinduoduo platform reached 136.

The "Report" analyzed that: "Structural differences drive the front-end upgrade of the agricultural product supply chain

The new e-commerce platform becomes the new engine of the market

At present, the online consumption market of fresh products is becoming more and more mature, and a number of "best-selling and long-selling" super single products have emerged in major agricultural product industry belts in China

According to the analysis of the "Report", in recent years, apples, citrus, crayfish, and mangoes have become the fastest growing fresh food categories in online retail of agricultural products

In the distribution of retail channels for some fruit super-single products, the share of new e-commerce platforms is comparable to that of traditional e-commerce platforms, becoming a new engine of the market

"The gradual improvement of the e-commerce supply chain of agricultural products has significantly expanded the circulation radius of various seasonal fruits and entered more consumer restaurants

The "Digital Agriculture and Rural Development Plan (2019-2025)" also sets clear goals for the online retail of agricultural products: in 2025, the national online retail sales of agricultural products are expected to account for 15% of the total transaction volume of agricultural products, with an average annual growth rate of more than 5.

Pinduoduo's "Ten Billion Subsidy" channel covers Dandong strawberries, Sichuan citrus, Aksu apples, rice noodles, grains and oils and other core items from major agricultural production areas in China

The "Report" believes that the new e-commerce platform has transformed decentralized long-tail demand into centralized instant consumption, and continuously promoted the development of networked sales of advantageous and characteristic agricultural products

(Chinese)

"China Food News" (07 edition on March 19, 2021)

(Editor-in-charge: Gao Na)