2025上半年中国农产品电商发展报告

2025上半年中国农产品电商发展报告 ReportofE-BusinessforAgriculturalProductsinChinaintheFirstHalfof2025 中国食品（农产品）安全电商研究院北京工商大学商业经济研究所 2025年8月28日 目录 一、引言.............................................................................................................................................5 （一）中国电商经历了五个发展阶段....................................................................................5（二）两个基本结论................................................................................................................6 二、背景.............................................................................................................................................7 （一）国际背景........................................................................................................................71、三大不确定因素..........................................................................................................72、全球经济增长减缓......................................................................................................73、全球贸易10年来新低................................................................................................7 1、GDP增长5.3%。.........................................................................................................82、夏粮再获得丰收。......................................................................................................83、新增消费品超800万种。..........................................................................................84、货物贸易额超21万亿元。........................................................................................95、AI技术加快普及。....................................................................................................106、农村网民达3.22亿人。...........................................................................................107、社会消费品零售总额超24万亿元。......................................................................108、网络零售额增长8.5%。...........................................................................................119、寄递业务超过1000亿件。......................................................................................1110、物流费用率降到14%。..........................................................................................1211、跨区域人员流动量超330亿人次。......................................................................1212、“中国游”变“中国购”。..................................................................................1213、节庆消费活跃。......................................................................................................1314、电影消费火热。......................................................................................................1315、乡村居民收入增幅超过城镇。..............................................................................13 三、上半年农产品电商现状..........................................................................................................14 （一）网上期货期权交易......................................................................................................14（二）大宗商品电子交易......................................................................................................15（三）B2B交易.......................................................................................................................15（四）网络零售......................................................................................................................16（五）即时零售......................................................................................................................17（六）直播带货......................................................................................................................18（七）快递电商......................................................................................................................20（八）社区团购......................................................................................................................20（九）“数商兴农”..............................................................................................................20（十）农产品跨境电商..........................................................................................................21 四、上半年农产品电商特点..........................................................................................................22 （一）各类政策相继出台，促进线上线下融合发展..........................................................22（二）线上线下融合发展，促进线下零售额较大幅度增长..............................................22（三）大量AI大模型助推数字农产品电商转型升级........................................................22（四）农产品电商竞争激烈和“同业拆墙”同时并行......................................................23（五）农产品“性价比”“质价比”“情价比”正在升级迭代......................................23（六）多主体、多样化直播电商模式不断涌现..................................................................23（七）跨境电商十分活跃但也面临国际挑战......................................................................23 （一）1月份的政策...............................................................................................................24（二）2-3月份的政策............................................................................................................24（三）4-6月份