JD.COM released the ＂Report on the Upward Trend of Landmark Agricultural Products＂： In the past five years, the turnover of landmark fresh agricultural products has increased by 41% annually, which ha

Characteristic ecological origin, history and culture are the unique source of value of landmark agricultural products, and they are also important quality signs. Apple in Aksu, pear in Dangshan, mutton in Inner Mongolia and Lycium barbarum in Ningxia, which are well-known landmark agricultural products, have not only driven one farmer to become rich, but also become a development model for cultivating landmark agricultural products industrial belts with high public recognition. One of the cores of rural revitalization is industrial revitalization. The core of increasing farmers’ income is that agricultural products can be sold well and at high prices, and the development of landmark agricultural products can activate the development vitality of agriculture and rural areas around the country, drive the construction of industrial belt supply chain and promote rural revitalization and development.

On the eve of the Harvest Festival in 2022, JD.COM released the Report on the Upward Trend of Landmark Agricultural Products in 2018-2022 (hereinafter referred to as the Report), which combed the upward trend characteristics, category structure changes, market distribution and consumer portraits of landmark agricultural products in various provinces from 2018 to the first half of 2022. The Report found that:

* Landmark agricultural products are new growth points for agricultural products. In the past five years, the turnover of landmark agricultural products has increased by 36% annually, which is 4 percentage points higher than the overall growth rate of agricultural products; The turnover of landmark fresh agricultural products increased by 41% annually, which was 7 percentage points higher than the overall growth rate of fresh agricultural products.

* Landmark agricultural products such as Northeast Rice, Yunnan Pu ‘er and Xinjiang Fruit account for over 90% of the online turnover of agricultural products in this province, which has become a characteristic business card of the place of origin.

* The average annual growth rate of the turnover of landmark products such as pork, beef, mutton, poultry, eggs and vegetables is higher than that of ordinary agricultural products. The sales of landmark pork increased by 300% annually, and the turnover of papaya, litchi and fish increased by over 150%.

* Inner Mongolia mutton, Ningxia Tan mutton and Hainan litchi were the landmark agricultural products with the highest turnover in the first half of 2022.

* The number of landmark agricultural products continues to grow, with more brands in the west and east, among which Shandong, Sichuan and Hubei have the highest number of landmark agricultural products brands.

* Northeast China and East China have the highest growth rate of agricultural products’ upward turnover, and the average annual growth rate of agricultural products’ upward turnover in the past five years is 47%. In the past five years, the upward turnover of agricultural products in North China has increased by 44% annually, and the upward turnover of agricultural products in South China, Southwest China, Northwest China and Central China has all increased by more than 30% annually.

* Awareness of landmark agricultural products has increased. Xinjiang is the place of origin of agricultural products with the highest search volume, followed by Chongqing, Ningxia, Yunnan and Hunan.

* Guangdong, Beijing, Shandong, Sichuan, Hebei and other provinces have a higher consumption proportion of landmark agricultural products than general agricultural products, and have a higher consumption preference for landmark agricultural products.

At present, in the China market, there are few brands of agricultural products with real national influence. Therefore, landmarks play the role of brands to a great extent, helping consumers to choose safe and high-quality agricultural products. Landmark agricultural products are not only an indication of consumption upgrading, but also a clear path for agriculture to move towards high-quality and sustainable development.

Landmark agricultural products are the new growth point of agricultural products.

In recent years, consumers have paid more and more attention to the origin information when purchasing agricultural products, and well-known origin and varieties have become more and more popular. At present, the growth rate of upward consumption of landmark agricultural products is significantly higher than the overall growth rate of agricultural products. In the past five years, the consumption amount of landmark agricultural products has increased by 36% annually, which is 4 percentage points higher than the overall growth rate of agricultural products; The consumption amount of landmark fresh agricultural products increased by 41% annually, which was 7 percentage points higher than the overall growth rate of fresh agricultural products.

Yunnan Pu ‘er, Wuchang Rice, Ningxia Lycium barbarum and other landmark agricultural products have become a characteristic business card of the place of origin.

Many landmark agricultural products are highly recognized by consumers and become a characteristic business card of the place of origin. According to the data of Oteo Consulting, Heilongjiang rice accounts for 93% of the turnover of agricultural products in Heilongjiang, Xinjiang apples and pears account for 92% of the turnover of agricultural products in Xinjiang, Yunnan Pu ‘er tea accounts for 88% of the turnover of agricultural products in Yunnan, and Ningxia Lycium barbarum accounts for 84% of the turnover of agricultural products in Ningxia. Under the influence of the Internet, the market share is further concentrated in superior categories.

Sales of landmark agricultural products such as pork, beef, mutton, poultry, eggs, milk and vegetables increased rapidly.

In the past five years, the turnover of landmark products of seafood and aquatic products has increased by 81% annually, which obviously exceeds the consumption growth rate of general seafood and aquatic products. The average annual growth rate of turnover of landmark products such as pork, beef, mutton, poultry, eggs and vegetables is also higher than that of ordinary agricultural products, and landmark agricultural products have become a growth point of agricultural products.

Landmark pork sales increased by 300% annually, and the turnover of papaya, litchi and fish increased by over 150%.

From the perspective of sub-categories, the turnover of landmark pork products has increased by 313% annually in the past five years. Among the fruit categories, the turnover of papaya, litchi, coconut green, banana, jujube and blueberry increased by more than 100% annually. Among aquatic products, the turnover of fish and aquatic gift boxes increased by more than 100% annually.

Inner Mongolia mutton is the most attractive landmark agricultural product in 2022.

Inner Mongolia mutton, Ningxia Tan mutton and Hainan litchi were the landmark agricultural products with the highest turnover in the first half of 2022.

The number of landmark agricultural products continues to grow, and there are more brands in the west and east.

According to the data of OTO Consulting, there are nearly 2,700 regional public brands of agricultural products recognized by the Ministry of Agriculture. In the past three years, the number of online coverage of regional brands of agricultural products has continued to increase. In 2019, the number of regional brands was 1,157, and by 2021, the number of regional brands of agricultural products increased by 155 to 1,312. It can be seen that the online process of regional brands of agricultural products has accelerated.

Judging from the comparison of the number of regional brands of online agricultural products in the four major regions from 2019 to 2021, all regions have shown an increasing trend year by year. Among the four regions, the number of brands in the western region is the highest, reaching 526 in 2021, followed by the eastern region with 379 brands.

Shandong, Sichuan and Hubei have the highest number of landmark agricultural products brands.

According to the data of Oteo Consulting, in the first half of 2022, Shandong Province had the highest number of landmark agricultural products brands, followed by Sichuan, Hubei, Guangxi and Heilongjiang.

Yunnan landmark agricultural products accounted for the highest proportion of sales.

According to the data of Oteo Consulting, in 2021, the sales of landmark agricultural products produced in Yunnan accounted for 87% of the total sales of agricultural products in this province, which is the province with the strongest upward capacity of landmark agricultural products. The sales of landmark agricultural products produced in Heilongjiang, Ningxia, Xinjiang and Liaoning account for 60%, 58%, 48% and 32% of the total sales of agricultural products in this province respectively.

The upward turnover of landmark agricultural products in Northeast China and East China has the highest growth rate.

Generally speaking, among the agricultural products (including fresh food, grain and oil condiments) produced in various places, the upward turnover of agricultural products in Northeast China and East China has the highest growth rate, with an average annual growth rate of 47% in the past five years. In the past five years, the upward turnover of agricultural products in North China has increased by 44% annually, and the upward turnover of agricultural products in South China, Southwest China, Northwest China and Central China has all increased by more than 30% annually.

The turnover of fresh products in North China and East China has increased the fastest in the past five years, with the growth rate exceeding 50%. The turnover of cereals, oils and condiments in Northeast and South China has increased rapidly in recent five years, with an average annual growth rate of 52% and 47%.

The awareness of landmark agricultural products has increased, and Xinjiang is the origin of agricultural products with the highest search volume.

Consumers’ awareness of landmark agricultural products has been further improved. Among them, Xinjiang is the origin of agricultural products with the highest search volume, followed by Chongqing, Ningxia, Yunnan and Hunan; Consumers in Guangdong, Beijing and other places love to search for landmark agricultural products, and they have a higher recognition of the origin mark. The number of searches in Jiangsu, Yunnan and Henan increased the most, and the awareness of landmark agricultural products on the consumer side increased significantly.

Consumers in Guangdong, Beijing and Shandong prefer to buy landmark agricultural products.

Guangdong, Beijing, Shandong, Sichuan, Hebei and other provinces have higher consumption proportion of landmark agricultural products than general agricultural products, and have higher consumption preference for landmark agricultural products.

From the growth trend, the consumption growth of consumers in Qinghai, Shaanxi, Guangxi and other provinces is higher than that of ordinary agricultural products, and the sales growth momentum of landmark agricultural products in these provinces is stronger.