2020 online agricultural products consumption trend report From Jingdong big data research institute

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The following is the 2020 online agricultural products consumption trend report From Jingdong big data research instituterecommended by recordtrend.com. And this article belongs to the classification: B2C, Electronic Commerce, research report.

Spring flowers and autumn fruits, rice fragrance. In autumn equinox, China ushered in the third “Chinese farmers harvest festival”. On September 22, Jingdong big data Research Institute released the “report on e-commerce building agricultural expressway, 2020 online agricultural products consumption trend”. The report showed that: in the first half of 2020, the transaction volume of e-commerce agricultural products doubled, with a year-on-year growth of more than 104%; the market share of agricultural products outside the province increased, and regional agricultural products went to the whole country through e-commerce; through the “helping agriculture” highway created by e-commerce, the central and western provinces were Agricultural products were sold to developed provinces such as Beijing, Shanghai and Guangzhou, and the sales of agricultural products on-line in Guizhou, Hainan and Qinghai increased rapidly.

At the same time, the upward trend of industrial belt is very obvious. The proportion of grain supply on the line of Shu, Hei and WAN increased. Beijing, Guangdong, Liaoning, Shanghai and Jiangsu contracted half of northeast rice. The online transaction volume of Jiangsu, Shandong and Guangdong seafood is the highest, and the customers in Northeast China, Inner Mongolia and Shaanxi love to buy seafood. Inner Mongolia and Henan Shandong have the highest online turnover of pork, beef and mutton, while customers in Shanghai, Zhejiang and Henan love to buy meat online. Guangdong, Shandong and Sichuan have the highest online turnover, and Beijing, Shanghai and Suzhou users love to buy fruits.

“In the process of selling agricultural products to help agriculture, e-commerce not only serves as a super marketing channel, but also enters the mode of whole industry chain, which can realize the upgrading from” product “to” industry “. Li Yongjian, director of the Internet Economy Research Office of the Institute of financial strategy, Chinese Academy of Social Sciences, said that the cooperation mode of e-commerce whole industry chain and agricultural industry belt is very valuable for the long-term development of regional agriculture, It is helpful to form characteristic industrial agglomeration and give full play to scale advantage, so as to reduce industrial operation cost and enhance industrial competitiveness.

Doubling the transaction volume of online agricultural products in the first half of 2020 to help regional products move to the whole country

Since 2020, online sales of agricultural products have been particularly popular. According to the data of the Ministry of Commerce, the national online retail sales of agricultural products reached 193.77 billion yuan in the first half of 2020, an increase of 39.7% year-on-year, which is 6 percentage points higher than that in the first half of 2019. The turnover of agricultural products on the platform of Jingdong has increased by more than 104% year on year, with a growth rate of 2.6 times that of the national market. As the most representative retail platform of quality consumption, Jingdong is also one of the leading players in the field of agricultural products sales.

In recent years, e-commerce has been regarded as an important way of agricultural products sales in all provinces. When the format is mature, online agricultural products sales can be used as a source of income for local economy, which can improve the income of farmers, enhance the local consumption vitality and living standards. At the same time, the creation of regional brands also helps local governments to develop agricultural products derivatives and improve the quality and efficiency of industrial development. According to Jingdong big data, in recent three years, the sales growth rate of agricultural products in Guizhou, Hainan, Qinghai, Heilongjiang and other places is the highest.

In recent years, landmark agricultural products are very popular. There are not many famous brands of agricultural products in China. Many people first look at the place of origin when they buy agricultural products. Origin has become the primary label of agricultural products quality. In the first half of 2020, the turnover of landmark agricultural products increased by 74% year-on-year and 50% month on month. In the front line in 2019, the sales of agricultural products with very little sales, such as Sichuan ugly orange, Guangxi Wogan and Yunnan blueberry, will increase by leaps and bounds in 2020. People are concerned about nutrition and love to taste new products. They are more used to searching and evaluating agricultural products through the origin. In the future, there will be more and more local specialties in the online market.

Thanks to the regional characteristics of agricultural products, star and online red agricultural products, as well as the improvement of Jingdong Logistics and other upstream channels, more and more agricultural products have broken through the regional limitations and achieved national market coverage through online consumption and logistics services. Data show that Anhui, Guizhou, Shanghai, Heilongjiang and other places have higher market share outside the province.

Jingdong big data has outlined a distinct agricultural products flow channel. Through online agricultural products sales, agricultural products in western provinces are mainly sold to economically developed areas such as Beijing, Shanghai and Guangzhou, which not only enables consumers in the first and second tier markets to enjoy the original ecological agricultural products, but also realizes the developed provinces to feed back to the less developed areas. Western provinces are also provinces with high growth in consumption of industrial goods such as household appliances, mobile phones and digital products. Through the help agriculture Expressway created by e-commerce, the income of farmers in western provinces will be increased, which is also conducive to the release of local consumption vitality and the improvement of quality of life, and promote the internal circulation of domestic economy.

Map of industrial belt: beef and mutton in Inner Mongolia, fruits in Guangdong, Shandong and Sichuan are popular

In 2020, people are more concerned about food and vegetables online. Young people who don’t cook at ordinary times and the parents who visit the vegetable market all go to the Internet to buy vegetables. The production of agricultural products is based on the local agricultural resources, varieties and basic advantages of agricultural products, and the value of industrial belt is more obvious.

In the grain industry belt, the proportion of Sichuan, Heilongjiang, Anhui, Jiangxi and Hunan in the national online grain supply has increased, and the proportion of grain sold online from these major producing areas is increasing. Northeast rice is a star commodity in grain. In addition to Liaoning Province, consumers in Beijing, Guangdong, Shanghai and Jiangsu Province who like to eat northeast rice most are consumers in Beijing, Guangdong, Shanghai and Jiangsu, who have bought nearly 50% of northeast rice.

Since 2016, the online sales of seafood have increased rapidly. Affected by the epidemic situation in 2020, the growth rate will be slower than that in previous years. Jiangsu, Shandong and Guangdong have the highest sales volume of seafood on the Internet, and seafood focuses on the word “fresh”. Coastal areas generally buy fresh seafood from local seafood markets. Online channels are more able to meet the demand of inland consumers to eat seafood. According to Jingdong big data, the three northeast provinces, Inner Mongolia and Shaanxi are the provinces with the largest proportion of online seafood purchase, and the provinces farther away from the sea prefer to buy Seafood Online.

The online consumption of meat started relatively late. Affected by the epidemic situation, the first half of 2020 witnessed the largest increase in nearly eight years. Inner Mongolia, Henan and Shandong have the highest online turnover of pork, beef and mutton, while Shanghai, Zhejiang and Henan are the provinces with the highest proportion of online meat.

With the increasing coverage of cold chain logistics services, online shopping for fresh fruits and vegetables has not been a problem for a long time. In the sales of agricultural products, the market share of fruits and vegetables is also increasing year by year. In the first half of 2020, online fruit sales accounted for nearly 20% of the total sales of agricultural products. Guangdong, Shandong and Sichuan have the highest online turnover of fruits, while Beijing, Shanghai and Jiangsu are the largest online fruit consumption markets.

Industry belt cooperation is in the ascendant

With the flourishing harvest festival celebrations around the country, e-commerce platforms have also taken active actions to carry out abundant online harvest festivals. Before the harvest festival, Jingdong took the lead in proposing to further deepen the cooperation of agricultural industry belt, create “top 100 Jingxin brands” in the national agricultural industrial belt, and drive the annual income growth of farmers with brand cooperation by 100%. Establish a four in one agricultural assistance system of “government + enterprise + media + platform”, help local governments build product quality control and service capacity system, build e-commerce infrastructure, and help agricultural products go up, etc., so as to build a complete agricultural industry ecology.

The “Jingxi” harvest festival, which focuses on sinking markets, covers more than 30 agricultural industrial belts, such as Suzhou hairy crab, Pujiang kiwifruit, Kunming flowers, etc., and 1000 traceability live broadcast of “Beijing autumn harvest season” is launched online. In combination with direct delivery from the origin, 10 billion subsidy, traceability live broadcast, second kill activities, Jingxi farm and other ways, it promotes the hot sales of agricultural products around the country.

On the basis of cooperation, online promotion and other activities, Jingdong has made a long-term layout in helping agriculture. Jingdong has carried out the construction of regional brand, brand recognition and brand building of Jingdong District, and has carried out the construction of regional brand recognition and brand awareness, and the construction of regional brand awareness and brand awareness.

On the one hand, it can give full play to the advantages of e-commerce, take the demand and data of large market as the basis, and take the flow of large platform as the guarantee, so that brand poverty alleviation can be established on a reliable market basis; on the other hand, it meets the requirements of rural industry to promote agriculture by quality and green, and to promote the organic connection between small farmers and modern agriculture It is simply to help poor areas to sell existing products, but to promote industrial upgrading in poor areas through brand building.

Affected by the epidemic, many people who lack online shopping experience began to buy agricultural products online. At the same time, live broadcasting, social e-commerce fission, online and offline integration have achieved rapid expansion in the low-end market. With the continuous optimization of the consumption experience of online purchase of agricultural products due to direct delivery of origin and efficient logistics, the share of online sales of agricultural products will continue to increase. Information economy links agriculture, will also stimulate the economic vitality of agricultural industrial belt, is conducive to promoting regional economic circulation and helping economic internal circulation. Nowadays, the digital economy has become an important driving force for economic growth. Internet plus agriculture is expected to go out of a new road to achieve road change and overtake, further promote agricultural modernization and make farmers richer.

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