3万亿农村电商，如何再向上？中央一号文件释放清晰信号

21世纪经济报道02-06

电商作为新兴业态，近年来发展不断提速，以农村为代表的下沉市场发展也被愈发重视。记者从商务部了解到，2025年，农村网络零售额首次突破3万亿元。据商务部相关负责人介绍，2025年，商务部深入贯彻落实党中央、国务院决策部署，会同相关部门实施农村电商高质量发展工程，支持各地因地制宜发展农村电商，政策效应逐步显现。商务大数据显示，2025年农村网络零售额、农产品网络零售额分别为3万亿元、7833.1亿元，...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260206125118a6d9fbcd&s=b><strong>21世纪经济报道</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>电商作为新兴业态，近年来发展不断提速，以农村为代表的下沉市场发展也被愈发重视。记者从商务部了解到，2025年，农村网络零售额首次突破3万亿元。据商务部相关负责人介绍，2025年，商务部深入贯彻落实党中央、国务院决策部署，会同相关部门实施农村电商高质量发展工程，支持各地因地制宜发展农村电商，政策效应逐步显现。商务大数据显示，2025年农村网络零售额、农产品网络零售额分别为3万亿元、7833.1亿元，...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260206125118a6d9fbcd&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU1719994722.HKD","symbol_name":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (HKD) 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Central Document No. 1 Releases Clear Signal","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89618":0.6,"09618":0.9,"JD":0.6,"IBUY":1.86},"content_text":"电商作为新兴业态，近年来发展不断提速，以农村为代表的下沉市场发展也被愈发重视。记者从商务部了解到，2025年，农村网络零售额首次突破3万亿元。据商务部相关负责人介绍，2025年，商务部深入贯彻落实党中央、国务院决策部署，会同相关部门实施农村电商高质量发展工程，支持各地因地制宜发展农村电商，政策效应逐步显现。商务大数据显示，2025年农村网络零售额、农产品网络零售额分别为3万亿元、7833.1亿元，同比分别增长6.7%、9.9%。农村电商的发展体现在多方面：一方面，商品服务消费活力加速释放。线上消费渠道日益优化，持续激发县域消费潜力。以旧换新成效显著，2025年，县域家电以旧换新及手机等购新补贴实现销量4823万台、销售额1586亿元。服务消费提质扩容，据第三方大数据监测，2025年，县域服务销售额实现9.1万亿元，同比增长5.9%。另一方面，农村电商供应链快速发展。实施县域商业建设行动，2025年支持建设农产品商品化设施1428个，农产品商品化处理和销售能力持续增强。直播电商带动源头直供，头部电商平台全年开展助农直播超400万场，农特产品销量突破百亿单，日均发货超2000万单。物流配送网络日趋完善。2025年支持建设县级物流配送中心348个，乡镇快递物流站点562个。截至目前，全国县级物流配送中心覆盖率达100%，邮政普遍服务网络代投建制村快件超70亿件。农村物流共同配送比例稳步提升，占比超过30%，据第三方大数据监测，截至2025年底，全国农村网商数为2007.4万，同比增长4.6%；全国农村“直播+社交”网商数为747.7万家，同比增长5.1%。从业者素养稳步提升，全年共举办12期“农村电商高质量发展大讲堂”直播培训活动，覆盖超14万人次。商务部相关负责人表示：“下一步，商务部将深入实施农村电商高质量发展工程，进一步激活下沉市场消费潜力。重点加强农村电商供应链建设，加快培育一批农村电商带头人，拓展农村电商应用场景，不断促进农村电商与一二三产融合发展。”此外，2026年中央一号文件也关注农村电商，提出“实施农村电商高质量发展工程，推动电商平台下沉赋能，加强产地预冷、仓储保鲜、分拣加工等设施建设。”在文件的重视背后，下沉市场蕴含着庞大消费潜力。国家统计局数据显示，2025年，城镇消费品零售额比上年增长3.6%，增速比上年全年加快0.2个百分点；乡村消费品零售额增长4.1%，增速快于城镇0.5个百分点。近期，关于激发下沉市场消费潜力的政策不断。2025年12月，商务部等三部门联合发布《关于加强商务和金融协同 更大力度提振消费的通知》（以下简称《通知》），提出扩大县域消费，配合“新大集、新服务、新消费”县域商业消费季等活动提供信贷支持。升级农村消费，促进农特产品销售，向农产品产销大会等服务乡村振兴相关展会平台提供特色金融服务。与此同时，2026年全国商务工作会议将“激发下沉市场消费活力”列为今年重点工作之一。多措并举下，城乡消费潜力有望进一步发掘。中国数实融合50人论坛智库专家洪勇向21世纪经济报道记者表示，下沉市场的消费呈现出人口基数大、边际潜力高、结构升级快的显著特征。一方面，随着城乡居民收入差距逐步缩小、县域产业和就业吸纳能力增强，下沉市场正从“以基本消费为主”转向“品质化、服务化、数字化”并行发展。另一方面，数字基础设施、电商物流、移动支付和平台下沉持续推进，使数字消费、绿色消费和健康消费在下沉市场具备“后发快跑”的条件。“激发下沉市场消费活力，本质上是抓住我国消费增长的最大增量空间。在一二线市场趋于饱和的背景下，下沉市场既是扩大内需的重要支点，也是畅通国内大循环、增强经济韧性的关键所在。”洪勇说。关注同花顺财经（ths518），获取更多机会","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.42.0","shortVersion":"4.42.0","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2609700553","isCrawlerRequest":true}