艾媒咨询 | 2025年中国乡村数字经济市场发展状况与用户行为调查数据丨十大品牌排行榜

随着数字化浪潮席卷各行各业，乡村数字经济作为推动乡村振兴、促进农业农村现代化的关键力量，近年来呈现出蓬勃发展的态势。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国乡村数字经济市场发展状况与用户行为调查数据》数据显示，在市场规模方面，乡村数字经济展现出强劲的增长势头。2024 年全国农村网络零售额达 2.86 万亿元，农产品网络零售额也达到7183亿元。预计2025年全国农村网络零售额可达3.1万亿元，农产品网络零售额达8045亿元。上述数据足以说明数字化、数据化的乡村数字经济市场发展前景广泛。

在对农村有利的数字化经济方式中，有35.71%的用户认为农业物联网发展是有利的数字化经济方式，这表明对于农村来说，处理好农业相关发展问题是最重要的数字化经济方式。在对互联网企业助力优质产区技术更新看法中，46.38%的用户认为持续供应时间更久，46.14%的用户认为质量更有保障，说明未来发展乡村数字经济市场可以多与互联网企业进行深度合作。在对乡村数字经济下人才培养与引进措施的认知中，66.67%的用户认为最有助于人才培养与引进的措施是“提供数字化人才就业与创业支持政策”，59.67%的用户希望“搭建数字化人才交流平台促进合作”。这说明未来发展乡村数字经济过程中，应着重关注和扶持相关数字化人才的培养，同时应该搭建相关平台用以进行深度合作。

艾媒咨询分析师认为，未来要推动乡村数字经济持续、健康、均衡发展，行业协会需积极发挥作用，优化供应链协作，加强冷链物流等基础设施建设以降低损耗成本；建立区域电商培训体系，提升从业者运营能力；借助内容电商模式，进一步挖掘下沉市场的消费潜力。通过多方协同合作，充分释放乡村数字经济的巨大能量，助力乡村实现跨越式发展。（《艾媒咨询 | 2025年中国乡村数字经济市场发展状况与用户行为调查数据》完整高清PDF版共41页，可点击文章底部报告下载按钮进行报告下载）

With the digital wave sweeping across all industries, the rural digital economy, as a key force in promoting rural revitalization and modernizing agriculture and rural areas, has shown a vigorous development trend in recent years. According to the latest “iiMedia Report | Survey data on the development status of China’s rural digital economy market and consumer behavior in 2025” released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, in terms of market size, the rural digital economy shows a strong growth momentum. In 2024, the national rural online retail sales reached 2.86 trillion yuan, and the online retail sales of agricultural products also reached 718.3 billion yuan. It is estimated that by 2025, the online retail sales in rural areas across the country will reach 3.1 trillion yuan, and the online retail sales of agricultural products will reach 804.5 billion yuan. The above data are sufficient to demonstrate that the market development prospects of the rural digital economy characterized by digitalization and datafication are broad.

Among the digital economic models that are beneficial to rural areas, 35.71% of users believe that the development of agricultural Internet of Things is a favorable digital economic model. This indicates that for rural areas, handling agricultural-related development issues well is the most important digital economic model. Among the views on how Internet enterprises can assist in technological updates in high-quality production areas, 46.38% of the users believe that the continuous supply period is longer, and 46.14% of the users think that the quality is more guaranteed. This indicates that in the future development of the rural digital economy market, more in-depth cooperation with Internet enterprises can be carried out. In the absence of awareness of measures for talent cultivation and introduction under the rural digital economy, 66.67% of the users believe that the most helpful measure for talent cultivation and introduction is “providing employment and entrepreneurship support policies for digital talents”, and 59.67% of the users hope to “build a digital talent exchange platform to promote cooperation”. This indicates that in the future development of the rural digital economy, emphasis should be placed on and support provided for the cultivation of relevant digital talents, and at the same time, relevant platforms should be established for in-depth cooperation.

Analysts from iiMedia Research believe that to promote the sustained, healthy and balanced development of the digital economy in rural areas in the future, industry associations need to play an active role, optimize supply chain collaboration, and strengthen the construction of infrastructure such as cold chain logistics to reduce loss costs. Establish a regional e-commerce training system to enhance the operational capabilities of practitioners; By leveraging the content e-commerce model, further tap into the consumption potential of the lower-tier markets. Through multi-party collaborative efforts, the tremendous power of the rural digital economy can be fully unleashed, facilitating the leapfrog development of rural areas.( The complete high-definition PDF version of “iiMedia Report | Survey data on the development status of China’s rural digital economy market and consumer behavior in 2025” is 41 pages long. You can click the report download button at the bottom of the article to download the report.)

2016-2025年中国农村网络零售额及预测

数据显示，2017年中国农村网络零售额突破万亿网络零售额，达到12449亿元。随后每年均稳步增长，在2021年中国农村网络零售额突破2万亿大关，达到20500亿元。2024年的中国农村网络零售额达到28667亿元十大品牌排行榜，预计2025年中国农村网络零售额将突破3万亿元大关，达到30731亿元。

2025年中国乡村数字经济用户想实地体验乡村旅游数字化活动的类型

数据显示，占比最高的是参加当地数字技术与传统文化结合的主题活动，达到52.67%。其次是参观未来乡村智慧旅游体验馆，占比为52.53%。领略数字化乡村历史、艺术文化、景观文物等活动也受到较多欢迎，占比为49.60%。体验智慧民宿和通过3D打印技术DIY文创产品的占比相对较低，分别为37.73%和32.93%。整体来看，用户更倾向于参与结合数字技术与传统文化的沉浸式体验活动。

2025年中国乡村数字经济用户对电商平台开展助农活动的了解程度

数据显示，在2025年中国用户对电商平台开展助农活动的了解程度中，有45.20%的用户表示非常了解，占比最高，说明电商平台的助农活动宣传效果较好，有近一半的用户对相关企业的具体事件有所了解。41.52%的用户表示大致了解，对相关事件有一定印象，占比也较高。9.25%的用户听说过但不太了解，4.03%的用户表示没听说过，这两个比例相对较低，说明电商平台的助农活动宣传还有提升空间。总体来看，大部分用户对电商平台的助农活动有一定了解，但仍有少部分用户了解程度较低。

2025年中国乡村数字经济用户对农村题材内容盈利模式的看法

数据显示，在用户对农村题材内容实现盈利的商业模式看法中，最支持的是“促进当地特色产业发展”，占比高达39.74%。其次是“有助于形成特色乡村品牌”占比37.01%。“吸引年轻人回家乡发展”，也获得了36.42%的支持率。而对“过于商业化，降低用户黏性”的看法占比最低，为30.84%，表明用户对过度商业化持谨慎态度。整体来看，用户更看重农村题材内容对当地经济和社会发展的积极影响。

2025年中国乡村数字经济用户所在农村地区智慧农业应用场景

数据显示，农业产品网上销售（41.87%）居首，凸显电商在农产品流通中的重要性；农业信息技术推广（39.98%）次之，体现数字化信息对生产决策的支撑；农作物精准种植（39.03%）和畜禽水产精细养殖（37.01%）紧随其后，展现精准技术对生产效率与质量的提升；农业监督与管理（35.71%）应用广泛，助力全程监管；智能温室占比 30.84%，通过环境控制推动设施农业升级。数据覆盖产销、技术、监管等环节，显示智慧农业正全面赋能农业产业链。