[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"item-643":3,"related-643":59},{"id":4,"title":5,"url":6,"summary":7,"summary_zh":8,"content":9,"source_name":10,"source_url":8,"published_at":11,"category":12,"cover_url":8,"hotness":13,"is_selected":14,"score":15,"score_detail":16,"sources":23,"tags":25,"primary_topic":30,"secondary_topics":36,"classification":37,"search_phrases":54,"slug":57,"view_count":44,"doi":8,"paper":8,"created_at":58},643,"国新办8月18日新闻发布会预告:激发下沉市场活力活跃县域消费","https:\u002F\u002Ffinance.eastmoney.com\u002Fa\u002F202608173842890517.html","国务院新闻办公室将于2026年8月18日(星期二)下午3时举行新闻发布会,请商务部部长助理袁晓明和农业农村部、文化和旅游部、市场监管总局有关负责人介绍激发下沉市场活力、活跃县域消费有关情况,并答记者问。这是8-18中央层面的重要政策预告,凸显县域消费、下沉市场与农产品流通的政策方向,有望带动县乡消费基础设施、电商物流、特色农产品销售新一轮升级。",null,"预告：国新办8月18日将举行新闻发布会 介绍激发下沉市场活力活跃县域消费有关情况\n\n2026年08月17日 10:25\n\n来源： 财联社\n\n[](https:\u002F\u002Ffinance.eastmoney.com\u002Fa\u002F202608173842890517.html#gubaComment)\n\n小 中 大\n\n东方财富APP\n\n[![Image 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2026-08-17","2026-08-17T00:00:00Z","政策",10,false,66,{"impact":17,"substance":18,"depth":19,"authority":18,"freshness":20,"relevant":21,"comment":22},25,12,8,9,1,"国新办发布会预告，涉及县域消费政策，全国性影响，但信息为预告性质，深度一般。",[24],{"name":10,"url":6},[26,27,28,29],"国新办","县域消费","下沉市场","农产品流通",{"code":31,"slug":32,"name":33,"path":34,"parent_code":35},"E5","branding-commerce","品牌流通与电商","\u002Ftopic\u002Ffood-supply\u002Fbranding-commerce","E",[],{"status":38,"locked":14,"version":39,"method":40,"evidence":41},"classified","2026-10-22.2","rules",{"candidates":42,"agricultural_evidence":45},[43,49],{"code":31,"score":44,"supported":45,"title":46,"abstract":47,"tags":48},4,true,[],[29],[29],{"code":50,"score":21,"supported":14,"title":51,"abstract":52,"tags":53},"G4",[],[],[27],[55,56],"农产品流通 下沉市场 县域消费 国新办","农产品流通 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活跃县域消费的意见》（以下简称《意见》），系统部署激发下沉市场活力重点工作。\n\n《意见》充分发挥下沉市场在拓展内需增量空间、建设强大国内市场中的战略支撑作用，学习运用“千万工程”经验，分类施策优化消费渠道、丰富品牌供给、提升服务能力，因地制宜打造各具特色的消费场景，持续繁荣县域消费市场，更好满足人民群众多样化、品质化需求。\n\n《意见》提出活跃县域消费重点支持措施。一是支持县域消费渠道升级，加快存量商业设施更新，优化商业网点布局，完善商业服务配套，盘活闲置资源资产。二是推动县域商业业态创新和品牌打造，引导连锁企业加速下沉，促进本地品牌守正创新，因地制宜发展新兴业态。三是优化县域商品和服务供给，扩大优质优价商品供应，加快完善“一老一小”等服务业态，促进商农文旅体融合发展。四是进一步提升县域流通现代化水平，提高城乡流通网络效能，引导线上线下协同发展。五是增强消费保障能力，推动稳岗就业拓展增收途径，强化创业安居释放消费潜力。\n\n在进一步提升县域流通现代化水平方面，《意见》提出，提高城乡流通网络效能。优化商贸流通基础设施规划布局，统一建设运营标准与管理规范。深入推进邮快合作、农村客货邮融合发展，加快贯通县域商贸物流和快递物流。健全农产品物流服务体系，支持产地仓、集采集配中心、冷链仓储保鲜设施、田头市场等建设，推广标准化托盘和果蔬周转箱（筐），强化冷链服务衔接。引导线上线下协同发展。深化农村电商高质量发展工程，深入实施“数商兴农”。加强电商供应链建设，拓展乡情民俗、非遗技艺、乡村美食等农村电商应用场景。鼓励供应链企业为县域零售主体提供需求预测、物流优化、库存管理等服务，开展批量集采订制。引导平台企业自觉规范价格和平台补贴行为，对县域新入驻商户、小微商户等合理降低佣金、技术服务等费用。统筹县域电商公共服务资源，建设一批“村播学院”，加大公益培训力度。","中共中央社会工作部 2026年8月20日","2026-08-20T00:00:00Z",93,{"impact":72,"substance":73,"depth":74,"authority":75,"freshness":19,"relevant":21,"comment":76},28,24,18,15,"九部门联合发文，深化数商兴农，建设村播学院，政策层级高，内容具体，对县域农业信息化和农村电商有重要指导意义。",[78],{"name":68,"url":65},[80,27,28,81,82,83],"农村电商","数商兴农","村播学院","商务部",{"code":31,"slug":32,"name":33,"path":34,"parent_code":35},[],{"status":38,"locked":14,"version":39,"method":40,"evidence":87},{"candidates":88,"agricultural_evidence":45},[89,94],{"code":31,"score":90,"supported":45,"title":91,"abstract":92,"tags":93},5,[],[80],[80,81],{"code":50,"score":21,"supported":14,"title":95,"abstract":96,"tags":97},[],[],[27],[99,100],"下沉市场 农村电商 县域消费 数商兴农","下沉市场 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助力乡村振兴”为主题，采用“1场开幕式+3场主题活动+N场系列对接活动”的总体架构。30多场活动涵盖北部片区优质农产品推介与产销对接、“畅联北部”全国农产品大市场建设和协同发展、农产品电商标准化建设暨品牌打造、北方农产品内外贸一体化与出口合作交流、AI赋能农产品流通、上合及RCEP国家农产品推介等议题。\n\n展馆设置上，规划了乡村振兴省际馆、助农生态企业馆、山东生态食品融合馆3个主题馆和公共服务区，展品涵盖粮油、果蔬、畜禽、地理标志产品、绿色有机食品、农机器械等全品类，实现“北部好物”一站集采。\n\n值得关注的是，大会在对接模式上做了不少创新。会前即开展供需预匹配，供需双方带着需求、带着产品参会；会中组织多轮一对一、一对多精准商务洽谈；会后持续留存对接渠道，做到“大会闭幕、对接不停”。同时引入电商平台、新媒体达人资源，开展巡馆直播、品牌专场带货，打通线上线下双通道。\n\n对外方面，大会依托山东的上合示范区和RCEP地方经贸合作机制平台，定向邀约上合组织国家、RCEP境外采购商参会，推动北部片区农产品既深耕国内大市场，又拓展国际市场。","界面新闻 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农产品产销大会","AI赋能 批发市场","临沂农产品产销大会-5415",0,"2026-10-21T00:09:54.436890Z",{"id":164,"title":165,"url":166,"summary":167,"summary_zh":8,"content":168,"source_name":169,"source_url":8,"published_at":170,"category":111,"cover_url":8,"hotness":13,"is_selected":14,"score":171,"score_detail":172,"sources":174,"tags":176,"primary_topic":178,"secondary_topics":179,"classification":180,"search_phrases":207,"slug":210,"view_count":21,"doi":8,"paper":8,"created_at":211},4764,"农村电商成推动乡村振兴重要引擎","https:\u002F\u002Fwww.toutiao.com\u002Farticle\u002F7694491261629268520","围绕《加快农业农村现代化十五五规划》和2026年中央一号文件部署,分析农村电商高质量发展路径。文章以陕西平利村播等案例展示订单农业加标准赋能加品牌升级模式,论证手机成为新农具、直播成为新农活、数据成为新农资的转型逻辑,指出农村电商正推动县域消费从边缘地带走向战略前沿。","**当前，我国乡村消费品零售额占社会消费品零售总额的比重稳步提升，县域地区正从消费版图的“边缘地带”加速走向“战略前沿”，县域消费逐渐成为我国驱动内需增长的重要引擎。《加快农业农村现代化“十五五”规划》指出，实施农村电商高质量发展工程，加快农村电商迭代升级，规范发展农产品直播带货，开展“数商兴农”。2026年中央一号文件明确提出“推动电商平台下沉赋能”，乡村电商正推动乡村经济从“外部输血”向“内生造血”深度转型，成为激活乡村资源、培育本土主体、提高乡村经济发展韧性的关键支撑。**\n\n## 重塑农业生产方式\n\n农村电商根基在产业，关键在链条，绝不仅仅是给农产品挪了一个“网上摊位”。传统农业长期面临“种什么、怎么种、种多少”三大难题，丰产不丰收的现象屡见不鲜。随着农村电商快速发展，“产地直采”“定制生产”等新模式正在快速兴起，不少地方农产品依托网上订单，采用“订单农业+标准赋能+品牌升级”模式，通过定制种植标准、输出技术指导、共建特色品牌，推动农产品从“按经验种”转向“按订单种”。数字技术深度嵌入农业生产链条，农业生产方式从传统经验判断转向数据驱动，从粗放管理转向精细管控，从碎片化经营转向集约化生产，消除了农民群众“卖货难”的后顾之忧，让小农户融入了大产业，对接上大市场。\n\n手机由此成了新农具，直播成了新农活，数据成了新农资。在陕西省安康市平利县，主播手拿一块八仙“块块糖”在直播间对着镜头：“咬上一口，酥脆香甜，天星米、核桃和苏麻的香味在嘴里慢慢化开，越嚼越香。过年过节、走亲访友，都是绝佳的伴手礼……”主播介绍，产品以前只靠线下批发零售，销路窄，山货走不出去。现在通过直播，产品远销上海、广东等地，上个月线上销售额突破了3万元。这一改变，离不开“平利村播”搭建的平台。近年来，该县摸排电商人才需求，建立动态人才台账，通过分层分级渐进式培养，构建起“基础培训+进阶提升+精英精进”的人才培养体系。优质的村播培育平台，既助力本土涉农企业转型升级，也为普通村民开辟了增收新路。\n\n专家表示，电商助农的主角永远是土地和农民。从最初回应网友的购买需求开启直播，到如今发展乡村订单农业，新农人们的发展之路见证了“主播+合作社+农户”模式的成功。围绕乡村特色产业，以乡村合作社为载体，整合资源、规范生产，将更加有力地推动特色农产品从“有品相”转向“有品牌”，变“零散卖”为“规模销”，从而带动乡亲们在家门口就业，实现兴一业、富一方。\n\n## 促进农民稳定增收\n\n农村电商发展拓宽了农产品销售渠道，激活了农民主体性，成为农民增收致富的有效抓手。长期以来，不少农产品面临“藏在深山无人识”的困境，销售渠道单一。如今，鲜为人知的土特产，通过网络走出大山；农民自己当主播，带火“网红”农货。越来越多农民“扛得了锄头、玩得了直播”。每件农产品都打上标签、可追溯源头，原汁原味的特产、满满诚意的乡情引得消费者纷纷下单。农村电商发展，既让农民“离土不离乡”，实现就近就业，更是把更多收益留在乡村、留给农民。从“卖得掉”到“卖得好”，从“按筐卖”到“按个卖”，从“卖原料”到“卖品牌”，好产品卖出了好价钱，实打实装进了农民口袋。而且，不少“村播”带火了乡村旅游，把绿水青山转化为金山银山，开辟了农民增收新空间。\n\n今夏，台风“巴威”逼近福建福清，果农刘云明4000斤葡萄集中成熟，若不及时抢收与销售恐遭风毁。接到求助后，当地多单位联合行动，次日农技人员入园抢收，融媒开启助农直播，社群团购、干部代销、经销商包销多方发力，短短几小时就搭建起应急销售网络。不到一天，原本可能烂在果园里的4000斤葡萄全部售罄。这类真实发生的案例，印证着网络助农实实在在的价值。\n\n专家指出，“新农人”群体虽具有较强的数字应用意愿，但其数字素养不足、应用层次较浅，也造成了其利用数字技术发展乡村产业“心有余而力不足”的局面。要解决这一困境，必须提升“新农人”的数字应用素养，使其能够依靠数字技术获得实实在在的增收。基层党组织和政府要着力构建分层分级的精准化培训体系。针对不同的“新农人”群体，开展农业全产业链技术技能培训，把智慧农业、农产品网络销售、手机应用技能等内容纳入培训课程体系。\n\n## 畅通城乡双向流动\n\n农村电商发展，正以数字化、平台化的独特优势，成为畅通城乡要素双向流动、激活乡村振兴内生活力的关键纽带。以往，商品流通主要是从城市流向农村，农产品走出大山并不容易。现在农村现代物流配送体系不断完善、电商平台加速下沉、城乡交通网络不断织密，农产品实现“产地直发”，通过全程冷链、预先设置揽收点等方式，有效缩短在途时间、减少损耗保鲜问题。从人才流动看，农村电商催生了下乡电商人才、乡村主播、数字农业技术员等“新农人”群体，把手机作为“新农具”，把直播变成“新农活”，把土地种上“云端”。\n\n近年来，农村电商快速发展，我国基本建立起县、乡、村三级电子商务服务体系和物流配送体系，在拓宽农产品销路、促进农村消费中发挥的作用愈发凸显。相关数据显示，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。物流网络日趋完善，农村物流“最后一公里”持续打通，2025年，全国县级物流配送中心覆盖率达100%。电商已不再只是销售通道，而是深度嵌入乡村振兴、产业升级，成为推动就业增收的重要引擎，让越来越多的基层群众搭上了“数字快车”。\n\n直播间架在乡村地头，网线连通广阔市场。刚刚过去的9月，浙江嘉兴举办了“数商兴农·嘉品共富”2026嘉兴数字乡村消费季活动。据不完全统计，活动期间该市开展直播超4300场，实现销售额超1.78亿元。从田间地头到“云端货架”，数字经济正加速重构当地乡村消费场景。消费季期间，嘉兴鼓励特色农产品通过主流电商、即时配送和社区团购平台开展线上销售，让乡村好物从自产自销加快走向“线上直销”。其中，海盐县举办葡萄直播专场，主推国家地理标志产品，销售葡萄2014公斤，实现销售额11万元；海宁市组织15家农村电商企业参与活动，聚焦花卉园艺、本土特色农产品开展直播，累计直播超600场，线上销售额突破2000万元；嘉兴经开区组织6家商家开展助农直播20场，发放消费优惠券600万元，直接带动销售额2000万元。\n\n专家指出，不再单纯追求卖得多，而是向卖得稳、卖得好转变，正是电商助农努力突破的方向。通过地标认证、品质严选，把正宗产地、产品标准摆在明面上，补齐农产品的信任短板。与此同时，产地供应链、仓储冷链、分级分选这些看不见的硬功夫，也要同步跟上。直播间只是对外展示的窗口，真正的底气藏在田间分选、包装发货的每一个环节。手机可以成为新农具，但不能替代田间劳作、车间生产；直播可以拓宽销路，但走红市场的关键还在于品质。","中国食品报 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