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jimu news reporter zhou dan

on september 22, the seventh chinese farmers' harvest festival was held in lankao, henan province. taotian group participated in the event as a representative of the e-commerce platform. on the "harvest" caravan, new farmers in lankao, henan province recommended local specialty agricultural products to all parts of the country in the taobao live broadcast room. a relevant person in charge of taotian group said that during the harvest festival, taotian group invested 2 billion yuan and released a number of farmer-benefiting plans, including the "rest assured seedlings" plan, the "digital business to revitalize agriculture" plan, the "harvest china tour" traceability live broadcast plan, and the domestic soybean support plan, to help farmers continue to increase their income with practical measures.

the 2024 taobao harvest festival report was released at the harvest festival in lankao, henan

at the event, taotian group research center and zhejiang university china rural development research institute jointly released the "2024 taobao harvest festival report". the report shows that relying on the gradual improvement of e-commerce basic capabilities and the gradual improvement of digitalization, as well as the innovation of e-commerce live broadcasts and online semi-hosting models, agricultural products in western provinces such as xinjiang, gansu, qinghai, and yunnan are becoming more and more popular among consumers, and the agricultural advantages of the western region are becoming increasingly prominent.

the rise of agricultural product e-commerce in the west, with over 40 billion yuan of agricultural products sold in a year

the 2024 taobao harvest festival report released a list of the top 100 counties for agricultural product e-commerce and the 50 counties with the fastest agricultural product e-commerce growth. shandong province has 18 of the top 100 counties for agricultural product e-commerce, four more than fujian province, which ranks second, making it a well-deserved agricultural province.

from january to august 2024, in terms of the growth rate of agricultural product sales in various provinces on taobao tmall platform, gansu ranked third and xinjiang ranked fifth. in the list of 50 counties with the fastest growth rate of agricultural product e-commerce published in the report, 23 counties from seven provinces (autonomous regions) in the western region, including sichuan, yunnan, guizhou, gansu, qinghai, xinjiang and inner mongolia, accounted for 46%. among them, zaduo county, yushu, qinghai is the county with the fastest growth rate of agricultural product e-commerce, and the sales of agricultural products on taobao increased by 675 times year-on-year.

zuo chenming, deputy director of the taotian group research center, told reporters that in the past year, 12 provinces, autonomous regions and municipalities in the western region sold 40 billion local specialties on taobao. "western provinces such as xinjiang, inner mongolia, yunnan and guizhou are all major agricultural provinces with rich agricultural product resources. the top agricultural products in western provinces are all local 'specialties', such as citrus in guangxi, pu'er in yunnan and cordyceps in gansu. with the help of e-commerce platforms such as taobao and tmall, and relying on the digital transformation from the consumer end to the production end, the agricultural advantages of the western region are being continuously magnified."

as the autumn wind blows, crabs itch for their feet. now is the season for the harvest of hairy crabs. last year, hairy crabs from xinjiang were first launched on taobao, allowing more consumers to eat the "glacier snow crabs" from the gobi desert. on september 16, this year's live hairy crabs from xinjiang were launched on taobao. since the beginning of this year, both the number of merchants and the logistics coverage area have doubled. a hairy crab merchant from altay has also built a temporary breeding pond for hairy crabs in urumqi, and chartered flights from urumqi to the whole country can ensure 24-hour delivery to most cities.

more fresh agricultural products are bought from live streaming

the report shows that from january to august 2024, the sales of agricultural products through live streaming on taobao and tmall platforms increased by 33.2% year-on-year. among the agricultural products with sales exceeding 10 million yuan, 20 categories achieved more than 3 times growth in live streaming sales. agaricus blazei, king crab, oolong tea, yam slices, and lamb rolls ranked in the top 5, with growth rates of more than 800%.

during this year's harvest festival, taobao tmall food and fresh launched the "harvest china tour", with live broadcast traceability as the core scene, spanning ten provinces, connecting the core food and fresh industry belts across the country, including heilongjiang rice, inner mongolia beef and mutton, xinjiang apples, jiangsu hairy crabs, etc. the industry organized live broadcasts by experts, store broadcasts, official broadcasts, and small stores in industrial belts, invested hundreds of millions of traffic to support, leverage the explosion of transactions in the place of origin, and drive farmers' income. as of september 22, during the harvest festival, the live broadcast sales of black oolong, lu'an melon slices, biluochun, and bird's nest products increased by more than 17 times year-on-year, and the live broadcast sales of seasonal fruits such as wax apples, guava, grapefruit, and avocados increased by nearly 6 times.

on the evening of september 2, the "harvest china tour" landed in guizhou, tracing the origin of the prickly pear orchard in guizhou. during the live broadcast, the tracing anchor showed consumers what the most original prickly pear with sweet and sour taste and rich fragrance looks like, and tasted guizhou specialties such as crispy rice balls, chili sauce, and three bowls of noodles. the live broadcast promoted the hot sales of a local specialty "first batch of prickly pear nfc freshly squeezed juice", which sold nearly three million in just one hour.

this year's spring tea season, taobao has driven a substantial increase in the spring tea category through live broadcasts of origin tracing, and spring tea from all over the country is hot on taobao. platform data shows that in march 2024, taobao's spring tea live broadcast sales increased by more than 80% year-on-year. on march 29 alone, 1,500 taobao accounts simultaneously broadcast spring tea, of which more than half were live broadcasts of origin. more than 100,000 kilograms of tea were sold through live broadcasts in one day. among the transactions of taobao spring tea on that day, more than one-third of consumers placed orders from the live broadcast room.

new consumption trends: "chinese health-preserving style" and "domestic substitute style" also affect agricultural products

in the past year, the chinese health trend has made food and medicine and health-promoting agricultural products popular, and sales have continued to rise. the report shows that among the top 100 counties in the country for agricultural product e-commerce, 24 counties’ representative agricultural products are mainly food and medicine, health-promoting and other related agricultural products, especially in the western region.

on social platforms, young people's health needs are becoming more "refined" and "ingredient-oriented". bird's nest is nourishing, ginseng is warming, coix seed is for removing dampness, and black plum is for relieving heat. it is definitely not just "soaking wolfberries in a thermos cup".

the report shows that from january to august 2024, the 10 fastest-growing representatives of nourishing and edible foods on taobao and tmall are nourishing herbal tea, ophiopogon japonicus, medicated health powder, hawthorn, aloe vera, polygonatum sibiricum, cornus officinalis, cordyceps sinensis, mulberry juice, and medicated health soup. during the harvest festival, the fastest-growing agricultural products on taobao were also mainly nourishing and edible. donkey-hide gelatin paste prescriptions increased by 63% year-on-year, bird's nest tonics increased by 38%, and dendrobium candidum increased by 17%, which fully demonstrated consumers' love for "chinese health".

the post-90s generation is the absolute main force in purchasing agricultural products on taobao, and their love for domestic products is also reflected in agricultural products. the report shows that the sales of domestic brand cranberries, domestic brand cherries, domestic brand nut products, domestic brand coffee, and domestic brand blueberries have all achieved year-on-year growth of more than 20%. "the taste of yunnan baoshan coffee beans is not inferior to any imported coffee beans. now many big brand chain coffee shops on the market also use yunnan coffee beans." miss guan from shanghai told reporters.

guo hongdong, director of the rural e-commerce research center of the china rural development research institute of zhejiang university, believes that the key to rural revitalization lies in industrial revitalization. we must do a good job in local specialties, use various e-commerce platforms and sales methods, connect the supply of the production market with the demand of the sales market, and make local specialties sell smoothly and at a good price. the taobao harvest festival report fully illustrates the importance of e-commerce platforms for the sales of local specialties. in particular, the western region should take the development of local specialties as an important starting point for industrial revitalization, make good use of the advantages of platforms such as taobao and tmall, and combine new models such as e-commerce live broadcasts and online semi-hosting to use e-commerce as an important means to promote the upward movement of local specialties and enhance the value of local specialties.

(source: jimu news)

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