阿里研究院联合发布“数商兴农”从阿里平台看农产品电商高质量发展

4月24日，农业农村部管理干部学院、阿里研究院联合发布《“数商兴农”：从阿里平台看农产品电商高质量发展》（以下简称《报告》）。

《报告》指出，农产品电商迈入高质量发展阶段，呈现出四大趋势：一是数字化从餐桌延伸到土地，数据成为新型农业生产要素。二是数字技术弥合东西部差距，西部农产品电商搭乘新基建进入快车道。三是近场电商改造农产品供应链带动鲜花首次进入销售品类前十。四是“红美人”效应愈发明显，一批县域通过数字技术打造区域公用品牌，从农业大县迈向农业强县。

从销售来看，增速排名前五的分别为云南、甘肃、西藏、新疆、福建，前四被西部省份包揽，充分证明西部农产品电商潜力正在显现。其中，云南表现尤为突出，消费销售增速均为全国第一，其中销售同比增长30%，排名从全国第10跃升至第7，销量前三的农产品为普洱、多肉植物、鲜花，同比增长分别为76.5%、12.9%、87.3%。脱贫县销售排行榜前二也被云南省包揽，分别为勐海县和文山市。

《报告》指出，数字技术有助于破解区域发展不平衡格局，因为缩小数字鸿沟比消除工业基础设施的差距更容易。西部普遍为农业大省，通过搭乘电商等数字新基建，优质农产品越来越多的走上全国消费者的餐桌。

《报告》显示，农产品电商销售前十分别为纯牛奶、普洱、混合坚果、大米、鸭肉零食、牛肉、鲜炖即食燕窝、酱类调料、鸡肉零食、鲜花。三类农产品在电商渠道最受欢迎，一是深加工农产品，包括纯牛奶、肉类零食、酱类调料等。二是耐储运农产品，包括普洱、混合坚果、大米等。鲜花行业数字化升级步伐较慢，究其原因，是因为鲜花比一般蔬菜、水果更娇贵，对温控、品质、成熟度要求更高，且非常易损，很难通过原产地包裹直发消费者，属于生鲜中最难啃的“硬骨头”。

《报告》认为，近场电商模式的价值是能让人、货、场更精准匹配，通过打通供应链全链路数字化，反向推动农业基地确定性供应，最终实现订单农业。这种对农产品供应链的改造，让鲜花等易损农产品大规模网购成为可能。

其中，《报告》还公布了农产品数字化百强县名单，福建安溪（铁观音）、江苏沭阳（鲜花）、福建武夷山（大红袍）、福建福鼎（白茶）、江苏丰县（樱桃）、江苏兴化（坚果）、江苏东海（鲜花）、江苏邳州（鲜花）、浙江义乌（养生茶）、江苏新沂（核桃仁）位列前十。

从省份来看，山东有17个县市入围，之后依次是江苏（14），浙江（11），福建（9），安徽（7），东部四省合计超过百强县一半，地区优势明显。西部省份共有陕西、云南、广西、四川、甘肃、宁夏6省的15个县市上榜，比去年多25%，进步明显。

On April 24, the Management Cadre College of the Ministry of Agriculture and Rural Affairs and the Ali Research Institute jointly released the "Digital Commerce to Promote Agriculture": Looking at the High-quality Development of Agricultural Products E-commerce from the Ali Platform (hereinafter referred to as the "Report").

The "Report" pointed out that the e-commerce of agricultural products has entered a stage of high-quality development, showing four major trends: First, digitalization extends from the dining table to the land, and data becomes a new type of agricultural production factor. Second, digital technology bridges the gap between the east and the west, and the e-commerce of agricultural products in the west takes the new infrastructure to enter the fast lane. Third, the near-field e-commerce transformation of the agricultural product supply chain has driven flowers to enter the top ten sales categories for the first time. Fourth, the "Red Beauty" effect is becoming more and more obvious. A number of counties have created regional public brands through digital technology, moving from a large agricultural county to a strong agricultural county.

In terms of sales, the top five in terms of growth rate are Yunnan, Gansu, Tibet, Xinjiang, and Fujian. The top four are taken by the western provinces, which fully proves that the potential of western agricultural products e-commerce is emerging. Among them, Yunnan's performance is particularly outstanding. The growth rate of consumption and sales is the first in the country. Among them, sales increased by 30% year-on-year, and the ranking jumped from the 10th to the 7th in the country. The top three agricultural products in sales are Pu'er, succulents, and flowers, with year-on-year growth respectively. were 76.5%, 12.9%, and 87.3%. The top two sales in poverty alleviation counties were also swept by Yunnan Province, namely Menghai County and Wenshan City.

The report pointed out that digital technology can help to solve the uneven pattern of regional development, because it is easier to close the digital divide than to close the gap in industrial infrastructure. The western region is generally a major agricultural province. By taking advantage of new digital infrastructure such as e-commerce, more and more high-quality agricultural products are on the table of consumers across the country.

The "Report" shows that the top ten e-commerce sales of agricultural products are pure milk, Pu'er, mixed nuts, rice, duck snacks, beef, freshly stewed bird's nest, sauce seasonings, chicken snacks, and flowers. Three types of agricultural products are the most popular in e-commerce channels. One is deep-processed agricultural products, including pure milk, meat snacks, sauces and seasonings. The second is the storage and transportation of agricultural products, including Pu'er, mixed nuts, rice, etc. The digital upgrade of the flower industry is slow. The reason is that flowers are more delicate than ordinary vegetables and fruits, have higher requirements on temperature control, quality, and maturity, and are very fragile. It is difficult to package them directly to consumers through the origin. , belongs to the most difficult "hard bones" in fresh food.

The "Report" believes that the value of the near-field e-commerce model is to enable more accurate matching of people, goods, and fields. By opening up the digitalization of the entire supply chain, it can reversely promote the deterministic supply of agricultural bases, and ultimately realize contract farming. This transformation of the supply chain of agricultural products makes it possible to buy flowers and other vulnerable agricultural products online on a large scale.

Among them, the "Report" also announced the list of the top 100 counties for digitalization of agricultural products. Fujian Anxi (Tieguanyin), Jiangsu Shuyang (flowers), Fujian Wuyishan (Dahongpao), Fujian Fuding (white tea), Jiangsu Fengxian (cherry), Jiangsu Xingxing Hua (nuts), Jiangsu Donghai (flowers), Jiangsu Pizhou (flowers), Zhejiang Yiwu (health tea), Jiangsu Xinyi (walnut kernels) ranked in the top ten.

From the perspective of provinces, Shandong has 17 counties and cities shortlisted, followed by Jiangsu (14), Zhejiang (11), Fujian (9), and Anhui (7). The four eastern provinces have more than half of the top 100 counties, with obvious regional advantages. A total of 15 counties and cities in the six provinces of Shaanxi, Yunnan, Guangxi, Sichuan, Gansu and Ningxia were listed in the western provinces, which was 25% more than last year, showing a significant improvement.