艾媒咨询 | 2026-2027年手机用户骚扰电话观察报告

近年来，随着移动通信深度普及与数字化生活全面渗透，骚扰电话问题持续困扰广大手机用户，成为影响通信体验与个人信息安全的重要民生议题。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《2026-2027年手机用户骚扰电话观察报告》数据显示，中国智能手机用户规模由2019年的882.2百万人稳步增长至2025年的1152.8百万人，预计2027年将达到1210.6百万人，但增速持续回落，用户规模红利逐步见顶，存量用户的通信体验与隐私保护诉求日益凸显。
从用户应对方式来看，给号码做标记提醒他人（32.57%）、将号码拉入黑名单（31.90%）、安装防骚扰软件（31.49%）及直接挂断（31.49%）为用户主要应对方式，反映出用户已形成一定的主动防御习惯，但治理手段仍以个体规避为主。对于骚扰电话屡禁不止的根源，30.96%的用户认为虚拟运营商审核宽松沦为骚扰电话温床，30.28%认为产业链成熟致使屡禁不止，29.88%指向个人信息泄露。用户认知已从单纯的“拦截不利”转向对源头审核、产业链治理与信息保护的系统性质疑。
艾媒咨询分析师认为，用户对骚扰电话治理的关切已从单纯技术拦截转向源头防控与违法成本过低的系统性焦虑，表明该问题已进入需多维共治的“深水区”。运营商及终端厂商应协同构建“源头审核+AI拦截+用户赋权”的立体防护体系，通过严控入网资质、升级识别模型、开放个性化黑白名单及“号码信用分”查询等功能，并将合规通信与隐私保护作为核心卖点加强宣导，切实提升用户信任与品牌黏性。
In recent years, with the widespread adoption of mobile communications and the full integration of digital lifestyles, the issue of harassment calls has continued to plague a vast number of mobile phone users, becoming a critical public concern that impacts both the communication experience and personal information security. According to data from the latest "2026–2027 Mobile Phone User Harassment Call Observation Report" released by iiMedia Research—a globally leading third-party data mining and analysis institution for the new economy industry—the number of smartphone users in China has steadily grown from 882.2 million in 2019 to 1,152.8 million in 2025, and is projected to reach 1,210.6 million by 2027. However, the growth rate has been steadily declining, and the demographic dividend of user growth is gradually reaching its peak. Consequently, the demands of existing users regarding communication experience and privacy protection have become increasingly prominent.
In terms of user response strategies, marking a number to alert others (32.57%), adding a number to a blacklist (31.90%), installing anti-harassment software (31.49%), and directly hanging up (31.49%) are the primary approaches adopted by users. This reflects that users have developed certain proactive defense habits, yet regulatory measures still primarily rely on individual avoidance behaviors. Regarding the root causes of the persistent prevalence of harassment calls, 30.96% of users attribute it to lax screening standards by virtual network operators, which have become breeding grounds for such calls; 30.28% attribute it to a mature industry ecosystem; and 29.88% point to personal information leaks. User perceptions have thus shifted from merely viewing "blocking as ineffective" to harboring systematic concerns about source screening mechanisms, industry ecosystem governance, and information protection measures.
Analysts at iiMedia Research believe that users' concerns regarding the regulation of spam calls have evolved from a focus solely on technical interception to a systemic anxiety centered on root-cause prevention and control, as well as the excessively low costs of legal violations; this indicates that the issue has entered a "critical phase" requiring multi-dimensional collaborative governance. Telecom operators and device manufacturers should collaborate to establish a comprehensive defense framework comprising "source-level screening + AI-based interception + user empowerment." This framework should include stringent controls over network access qualifications, upgrades to identification models, the provision of personalized black/white list features, and access to "number credit scores," while positioning compliant communications and privacy protection as core value propositions through targeted advocacy efforts. Such initiatives will effectively enhance user trust and strengthen brand loyalty.

艾媒咨询 | 2026年中国方便食品渠道定制消费趋势研究报告

2026年，会员商超、零食集合店加速布局自有专供SKU，渠道定制成为方便食品行业挖掘新增量的核心方向，零供共创模式快速落地，渠道反向定义产品成为行业新热点。
当前，国内方便食品渠道定制赛道形成三层竞争梯队：以安井、三全等为代表可开展深度共创的头部食品企业，具备单品类定制能力的中型厂商，仅承接贴牌代工的中小产能工厂。不同梯队企业能力边界、盈利水平、业务定位差异显著，共同推动行业从单纯供货向产品联合研发转型。
行业发展同时面临定制表层化改造、柔性供应链短板、贴牌订单冲击自有品牌、过度依附渠道削弱品牌力等多重风险。未来，渠道数据前置赋能研发，新品开发由事后验证转向需求前置；品类增长逻辑从打造大单品转向场景化创新；竞争重心由规模扩张转向柔性快反供应链能力建设；零供关系从简单交易逐步升级为价值共生。iiMedia Research（艾媒咨询）数据显示，2025年中国方便食品行业规模为9141亿元，预计2026年将达10749亿元。(《2026年中国方便食品渠道定制消费趋势研究报告》完整高清PDF版共59页，可点击文章底部报告下载按钮进行报告下载）
In 2026, member supermarkets and snack aggregation stores will accelerate the establishment of their own exclusive SKUs.

艾媒咨询 | 2026年全球空气能行业白皮书

iiMedia Research（艾媒咨询）数据显示，2025年全球空气能市场规模达103.3亿美元，中国市场规模达291.8亿元；预计2030年全球市场规模将达166.6亿美元，中国市场规模将达462.4亿元。全球市场增长主要依靠各国双碳政策推动、存量化石锅炉改造需求释放以及海外能效法规的倒逼驱动；国内市场则更多依托低温技术迭代、工商业供热与烘干等新兴场景拓展来实现修复性增长。海内外市场驱动逻辑各有侧重，但空气能赛道的整体成长空间依然广阔。
全球空气能行业已形成金字塔形的分层竞争格局。海外暖通巨头凭借深厚的技术积淀和本土渠道优势占据领先地位；中国企业则依托完整的供应链体系快速崛起，并积极出海参与全球竞争。目前行业整体集中度仍偏低，日系、欧系、美系及中国厂商呈现多强并立的态势。随着并购整合与海外建厂持续推进，细分赛道上的专业品牌也在寻求突围，整体市场竞争格局仍具备较大的重构空间。
全球空气能行业在政策导向与能源价格周期的双重外部驱动下持续扩容。家用与商用两大赛道的技术分化不断加剧，全球化供应链与区域差异化渠道体系正逐步成型；同时，冷媒环保合规要求也在推动产品持续迭代升级。短期内，能源价格波动会扰动市场节奏，但政策层面对替代大趋势的支撑力度不变，行业竞争正从硬件产品竞争逐步转向解决方案与本地化服务能力的综合较量。

艾媒咨询 | 理性养生族——2026年保健品行业消费趋势研究报告

iiMedia Research（艾媒咨询）发布《理性养生族——2026年保健品行业消费趋势研究报告》，该报告为独立第三方中立产业调研，依托艾媒CMDAS数据系统多维度产业数据、终端市场实测样本完成测算。当前保健品行业在国民健康消费意识深化与老龄化社会需求释放的叠加效应下，正步入从规模扩张向价值深耕转型的关键阶段。iiMedia Research（艾媒咨询）数据显示，中国保健品市场规模由2013年的993亿元稳步增长至2025年的3775亿元，预计2030年有望达到4840亿元，行业持续扩容、增势稳健。随着健康消费意识的持续深化与老龄化社会需求的加速释放，行业增长逻辑由渠道扩张向产品创新与品牌信任建设转变，消费者对保健品的诉求已从“泛泛补充”向“精准有效”升级，保健品消费正从“焦虑驱动”迈向“理性养生”，消费者需求结构、购买决策逻辑与品牌信任机制均呈现独有特征。本报告立足真实消费视角，依托艾媒CMDAS数据系统多维度产业数据与终端市场实测样本，系统梳理保健品消费者的购买动机、品类偏好、渠道选择与品牌信任逻辑，为从业者洞察趋势、优化产品布局及挖掘细分机遇提供专业决策参考。

艾媒咨询 | 家庭营养新阶段——2026年羊奶粉品类消费者需求调研报告

iiMedia Research（艾媒咨询）发布《家庭营养新阶段——2026年羊奶粉品类消费者需求调研报告》，该报告为独立第三方中立产业调研，依托艾媒CMDAS数据系统多维度产业数据、终端市场实测样本完成测算。当前中国羊奶粉行业在健康消费升级与乳制品细分需求持续释放的双重驱动下，正加速从导入期向成长期跃迁，赛道扩容态势明显。iiMedia Research（艾媒咨询）数据显示，2021年中国羊奶粉市场规模为133.0亿元，2025年增至222.3亿元，预计2028年将达354.6亿元；市场规模同比增长率由2022年的11.5%逐年提升至2025年的15.5%，并预计于2028年达到17.3%，增速呈稳步扩大态势。羊奶粉凭借小分子易吸收、低致敏性等品类优势，消费认知与接受度持续提升。在此背景下，羊奶粉消费正从“母婴专属”向“全家营养”演进。本报告立足真实消费视角，依托艾媒CMDAS数据系统多维度产业数据与终端市场实测样本，系统梳理羊奶粉消费者的购买频次、配方偏好、渠道选择与品牌忠诚度，为从业者洞察趋势、优化产品布局及挖掘细分机遇提供专业决策参考。

艾媒咨询 | 即时零售进乡镇——2026年乡镇外卖行业消费者需求洞察报告

iiMedia Research（艾媒咨询）发布《即时零售进乡镇——2026年乡镇外卖行业消费者需求洞察报告》，该报告为独立第三方中立产业调研，依托艾媒CMDAS数据系统多维度产业数据、终端市场实测样本完成测算。当前中国即时零售行业正从一二线城市向县域及乡镇市场加速渗透，“线上下单、就近履约、快速送达”的消费模式向更广泛的市场层级延伸。iiMedia Research（艾媒咨询）数据显示，中国即时零售规模从2018年的687亿元稳步增长至2025年的9714亿元，预计2035年将达到55325亿元。乡镇居民对即时性消费服务的接受度提升，为乡镇外卖行业从餐饮配送向多品类即时配送延伸提供了市场基础。商家依托即时零售在县域及乡镇地区的履约网络，将外卖服务与日用百货、生鲜果蔬等品类配送相结合，持续拓展乡镇外卖的业务边界。在此背景下，乡镇外卖市场正经历从“餐饮外卖单一场景”向“多品类即时配送生态”演进的关键阶段，消费者需求结构、平台使用习惯与履约体验预期均呈现出区别于城市的独有特征。本报告立足真实消费视角，依托艾媒CMDAS数据系统多维度产业数据与终端市场实测样本，系统梳理乡镇消费者的外卖使用频次、品类偏好、平台选择逻辑与配送体验诉求，为从业者洞察趋势、优化品类布局及挖掘乡镇细分机遇提供专业决策参考。

大众化之路——2026年折叠屏手机品类消费者行为调研报告

近年来，折叠屏手机行业持续受益于柔性显示、铰链工艺、AI交互、移动办公及多设备协同生态的全方位赋能，其产品形态已从早期的高端尝鲜单品延伸至商务办公、影音娱乐、轻量创作与日常主力机等多场景融合。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《大众化之路——2026年折叠屏手机品类消费者行为调研报告》数据显示，2020年至2025年中国国产折叠屏手机出货量由50.0万台跃升至1490.3万台，品类规模快速扩张，正加速从高端小众向大众市场渗透。
2026年中国消费者放弃折叠屏手机的主要原因中，价格偏高、性价比未达预期（34.10%），屏幕折痕明显（32.95%）与机身偏重、握持不便（32.95%）占比居首。此外，42.00%的消费者认为折叠屏手机未来增长应聚焦技术升级以降低折痕、提升耐用性，38.20%关注服务升级与完善售后及以旧换新，36.60%的消费者则看重生态建设，反映出市场需求正从硬件尝鲜转向技术可靠、服务完善与生态成熟并重的综合体验竞争。
艾媒咨询分析师认为，当前折叠屏行业已进入从高端小众向大众市场渗透的关键阶段，厂商应优先攻坚铰链结构与屏幕材料技术以根治耐用性焦虑，同步构建覆盖维修保障与残值回收的全周期服务体系，加速主流应用大屏适配并推出中端价位细分机型，通过场景化营销强化办公与娱乐生态联动，方能突破增长瓶颈并抢占主流消费心智。
In recent years, the foldable smartphone industry has continuously benefited from the comprehensive empowerment provided by flexible displays, hinge technology, AI interaction, mobile office solutions, and multi-device collaborative ecosystems. Its product portfolio has expanded from early-stage premium novelty devices to encompass a wide range of usage scenarios—including business and office applications, audio-visual entertainment, lightweight creative workflows, and as everyday primary devices. According to the latest "The Mass Market Path – 2026 Foldable Smartphone Consumer Behavior Survey Report" released by iiMedia Research, a globally leading third-party data mining and analysis firm specializing in new economy industries, China's domestic foldable smartphone shipments surged from 500,000 units in 2020 to 14,903,000 units in 2025, indicating rapid market expansion and accelerating penetration from the premium niche segment into the mass market.
Among the primary reasons why Chinese consumers are abandoning foldable smartphones by 2026, high price (34.10%), suboptimal cost-performance ratio (32.95%), noticeable screen creases (32.95%), and heavy device weight or poor ergonomics (32.95%) rank as the most prevalent factors. Additionally, 42.00% of consumers believe that future growth for foldable smartphones should focus on technological advancements to reduce creases and enhance durability; 38.20% emphasize service upgrades and improved after-sales support as well as trade-in programs; and 36.60% of consumers prioritize ecosystem development. These trends reflect a shift in market demand from merely adopting new hardware to competing on a comprehensive experience that balances technological reliability, robust service offerings, and a mature ecosystem.
Analysts at iiMedia Research believe that the foldable phone industry has now entered a critical phase of transitioning from a high-end, niche market to broader mass-market penetration. Manufacturers should prioritize breakthroughs in hinge structures and screen material technologies to fundamentally address durability concerns, while simultaneously establishing a full-lifecycle service ecosystem encompassing repair support and residual value recycling. Additionally, they should accelerate the adaptation of large screens for mainstream applications, launch mid-range segment models, and leverage scenario-based marketing to strengthen the synergy between office and entertainment ecosystems. Only by doing so can they overcome growth bottlenecks and capture the mind-share of mainstream consumers.

艾媒咨询 | 2026年中国生活服务业发展趋势及标杆企业研究报告

作为促消费、稳就业与城市生活运转的核心支撑，生活服务业持续受益于人工智能、大数据及物联网对营销获客、运营调度及交付履约等环节的全方位赋能，其效能已从单纯的线上流量匹配延伸至即时零售、无人配送与智能门店等场景革新。当前，行业版图内外卖平台、生鲜电商、餐饮连锁及本地生活服务等多元模式竞合交织，平台间对用户时长、履约效率与消费心智的争夺日趋白热化，监管框架从包容审慎向常态化、精细化规范演进。在政策端，促消费与支持平台经济健康发展的信号持续释放，为生活服务企业在技术研发、模式创新及下沉市场探索中注入了新的活力。纵观行业发展脉络，生活服务业正经历从规模扩张向效率提升与体验价值创造的跃迁，AI技术与实体场景融合的广度深度将成为进一步发展的关键支点。
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《2026年中国生活服务业发展趋势及标杆企业研究报告》数据显示，AI技术在生活服务业的应用正从营销端向运营端与交付端加速渗透，三大应用方向已初具规模。在营销端，基于用户行为数据与AI算法实现千店千面的精准推荐与个性化营销，提升转化率与复购率，典型应用包括外卖平台智能推荐、商户智能发券与会员精准运营，数据显示推荐转化率提升32%，会员复购率提升28%，头部平台已部署覆盖率达65%。在运营端，AI驱动智能调度在即时配送、出行、家政等场景广泛应用，优化路线规划、运力分配与供需匹配，大幅提升履约效率与资源利用率，是平台型企业的核心竞争壁垒，数据显示配送时长缩短18%，运力利用率提升22%，订单自动分派率提升48%。在交付端，智能烹饪设备与无人餐厅、无人仓与无人配送、智能清洁机器人等在特定场景实现人工替代，缓解人力成本压力，数据显示人力成本降低40%，试点渗透率达15%，预计3-5年规模化普及。然而，行业核心挑战在于数据积累不足、场景适配复杂度高与投入产出比不明确，短期内在营销与调度环节落地最快，长期向交付端延伸。
通过对典型企业的研究，可以更直观地了解生活服务板块各具特色的布局和差异化的发展路径。美团以其在本地生活领域的平台生态优势，依托“履约网络×商户网络”双核心壁垒，构建了连接消费者、商户与骑手的三边平台生态，通过即时配送、商户评价数据沉淀与SaaS工具及供应链服务协同，实现从流量撮合向经营赋能的跃迁；叮咚买菜作为生鲜即时零售的代表，其经营情况与估值波动深度绑定于前置仓盈利模型的优化及供应链管理能力，通过“产地直采+自有品牌”提升毛利与差异化，在30分钟履约时效与高订单密度之间寻求单仓盈利平衡，持续向全品类拓展；海底捞作为餐饮连锁服务的标杆，凭借全链路标准化运营体系、蜀海供应链整合及师徒制人才培养机制，构建了以差异化服务体验为核心的品牌壁垒，实现了门店跨区域快速复制与品质管控的协同发展。三家企业的资产结构、盈利质量与估值逻辑虽有差异，但共同指向了精细化运营、持续创新与场景化服务价值的深度挖掘。
As a core pillar supporting consumption stimulation, employment stabilization, and the smooth operation of urban life, the lifestyle services sector continues to benefit from the comprehensive empowerment provided by artificial intelligence, big data, and the Internet of Things across various aspects—including marketing and customer acquisition, operational scheduling, and delivery fulfillment. Its scope has expanded beyond mere online traffic matching to encompass innovative scenarios such as instant retail, unmanned delivery, and smart retail stores. Currently, the industry landscape is characterized by a complex interplay of competitive and collaborative dynamics among diverse business models—such as food delivery platforms, fresh produce e-commerce platforms, restaurant chains, and local lifestyle service providers. The competition among these platforms for user engagement duration, fulfillment efficiency, and consumer behavior is intensifying, while the regulatory framework is evolving from a tolerant and prudent approach toward more normalization and refined oversight. On the policy front, signals encouraging consumption growth and supporting the healthy development of the platform economy continue to emerge, injecting new vitality into lifestyle service enterprises in their efforts toward technological R&D, model innovation, and exploration of lower-tier markets. Looking at the overall development trajectory of the industry, the lifestyle services sector is undergoing a transition from scale expansion to a focus on efficiency enhancement and experience value creation; the breadth and depth of integrating AI technologies into physical business scenarios will serve as a key lever for further growth.
According to data from the latest "2026 China Lifestyle Services Industry Development Trends and Benchmark Enterprise Research Report" released by iiMedia Research, a globally leading third-party data mining and analysis firm specializing in the new economy sector, the application of AI technology within the lifestyle services industry is accelerating its penetration from the marketing domain to the operational and delivery domains, with three major application areas already taking shape. On the marketing front, leveraging user behavior data and AI algorithms enables precise, personalized recommendations and tailored marketing strategies across thousands of stores, thereby boosting conversion and repeat purchase rates. Typical applications include intelligent recommendation systems on food delivery platforms, automated coupon distribution for merchants, and targeted membership management; data shows that recommendation-driven conversion rates increased by 32% and membership repeat purchase rates rose by 28%, with leading platforms having deployed these solutions across a coverage rate of 65%. On the operations front, AI-driven intelligent scheduling is widely adopted in scenarios such as instant delivery, mobility services, and household services; it optimizes route planning, transport capacity allocation, and supply-demand matching, significantly enhancing fulfillment efficiency and resource utilization – serving as a core competitive advantage for platform-based enterprises. Data indicates that delivery times were shortened by 18%, transport capacity utilization rates increased by 22%, and the automated order dispatching rate rose by 48%. On the delivery front, intelligent cooking equipment, unmanned restaurants, unmanned warehouses and delivery systems, and smart cleaning robots are being used to replace human labor in specific scenarios, alleviating the pressure of labor costs; data shows that labor costs were reduced by 40%, the pilot deployment rate reached 15%, and large-scale adoption is expected within the next 3–5 years. However, the industry's core challenges include insufficient data accumulation, high complexity in scenario adaptation, and an unclear return on investment (ROI) profile; therefore, the most rapid implementation is likely to occur in the marketing and scheduling segments in the short term, with long-term expansion expected into the delivery segment.
Through case studies of representative enterprises, one can gain a more intuitive understanding of the distinctive strategic layouts and differentiated development pathways within the lifestyle services sector. Leveraging its platform ecosystem advantages in the local living services sector and its dual-core competitive moat consisting of the "Delivery Network × Merchant Network," Meituan has built a tripartite platform ecosystem that connects consumers, merchants, and delivery riders. By integrating instant delivery services, the accumulation of merchant review data, SaaS tools, and supply chain services, the company has achieved a strategic shift from traffic matching to operational empowerment. As a representative player in the fresh produce instant retail sector, Dingdong Maicai's business performance and valuation fluctuations are closely tied to the optimization of its front-end warehouse profitability model and its supply chain management capabilities. Through a "direct sourcing from production sites + proprietary brand" strategy, the company enhances its gross margin and differentiation, seeking a profitable balance between a 30-minute delivery timeframe and high order density, while continuously expanding its portfolio across all product categories. Haidilao, as a benchmark for restaurant chain services, has established a brand barrier centered on differentiated service experiences through its end-to-end standardized operational system, Shuhai supply chain integration, and a mentorship-based talent development mechanism, enabling the simultaneous rapid cross-regional expansion of its stores and the coordinated advancement of quality control. Although the three companies differ in their asset structures, profit quality, and valuation logic, they all share a common focus on refined operations, continuous innovation, and the deep exploration of scenario-based service value.

艾媒咨询 | 从功效到情绪价值——2026年化妆品行业消费者需求洞察报告

近年来，中国化妆品行业持续受益于成分创新、功效护肤、情绪价值、直播电商、AI测肤及国货崛起等多重赋能，消费形态已从单一的功能满足延伸至“功效+情绪”双轮驱动、悦己体验与个性化表达等多场景融合。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《从功效到情绪价值——2026年化妆品行业消费者需求洞察报告》数据显示，2015-2030年中国化妆品市场规模由3181亿元增至2024年5458亿元，预计2030年达7554亿元。化妆品作为颜值经济与悦己消费的核心赛道，有望持续受益于消费升级与情绪消费扩容。
2026年中国消费者购买化妆品时，44.14%认为功能与情绪同等重要，27.16%认为功能稍重要，11.71%认为功能远重要于情绪。功能与情绪并重已成为主流消费观念，单纯功效导向的决策模式正在弱化。2026年中国消费者近一年化妆品消费中，情绪驱动消费占比在21%-40%的占44.14%、41%-60%的占35.82%，合计79.96%，20%及以下仅占14.09%。这表明情绪驱动消费已在绝大多数消费者的支出中占据显著比重，化妆品消费正从“买功效”向“买功效+买情绪”转变。
艾媒咨询分析师认为，成分创新、情绪价值、国货崛起与数字化渠道是行业增长的核心驱动力。消费者对功能与情绪双重满足的需求持续释放，推动品牌在研发实力、内容营销与体验服务上展开综合竞争。未来，随着下沉市场渗透加深、个性化定制发展以及情绪消费进一步深化，中国化妆品市场仍具备强劲的增长潜力。
In recent years, China's cosmetics industry has continuously benefited from multiple driving forces—including ingredient innovation, efficacy-driven skincare, emotional value, live-streaming e-commerce, AI skin analysis, and the rise of domestic brands—shifting consumer behavior from merely fulfilling functional needs to a dual-driven approach combining "efficacy + emotion," as well as the integration of various scenarios such as self-care experiences and personalized expression. According to data from the latest "From Efficacy to Emotional Value – 2026 Cosmetics Industry Consumer Demand Insight Report" released by iiMedia Research, a globally leading third-party data mining and analysis firm specializing in new-economy industries, China's cosmetics market size is projected to grow from RMB 318.1 billion in 2015 to RMB 545.8 billion by 2024, and is expected to reach RMB 755.4 billion by 2030. As a core sector within the beauty economy and self-care consumption landscape, the cosmetics industry is poised to continue benefiting from rising consumption upgrades and the expansion of emotional-driven consumption.
By 2026, when Chinese consumers purchase cosmetics, 44.14% consider functionality and emotion to be equally important, 27.16% consider functionality slightly more important, and 11.71% consider functionality significantly more important than emotion. The dual emphasis on both functionality and emotion has become the mainstream consumer mindset, while the purely efficacy-oriented decision-making model is gradually weakening. Among Chinese consumers' cosmetics spending over the past year, those who attributed 21%–40% to emotional drivers accounted for 44.14%, those who attributed 41%–60% accounted for 35.82%, collectively representing 79.96%, while those with an attribution of 20% or less accounted for only 14.09%. This indicates that emotion-driven consumption now constitutes a significant share of the expenditures of the vast majority of consumers, and cosmetics spending is transitioning from a "buy for efficacy" model to a "buy for efficacy + buy for emotion" model.
According to analysts at iiMedia Research, ingredient innovation, emotional value, the rise of domestic brands, and digital channels are the core drivers of industry growth. The growing demand from consumers for dual satisfaction—both functional and emotional—is prompting brands to engage in comprehensive competition across R&D capabilities, content marketing, and experiential services. Looking ahead, as market penetration in lower-tier markets deepens, personalized customization evolves, and emotional consumption becomes increasingly prominent, China's cosmetics market still possesses strong growth potential.

艾媒咨询 | 渠道定制走热——2025-2026年山姆超市消费者行为调研报告

iiMedia Research（艾媒咨询）发布《渠道定制走热——2025-2026年山姆超市消费者行为调研报告》，该报告为独立第三方中立产业调研，依托艾媒 CMDAS 数据系统多维度产业数据、终端市场实测样本完成测算。当前中国付费准入型仓储会员店行业在消费升级持续深化、品质购物需求释放与会员制模式加速渗透的多重驱动下，正经历高速增长与格局重塑的关键阶段。iiMedia Research（艾媒咨询）数据显示，2025年中国付费准入型仓储会员店营收规模达1830亿元（包含商品零售GMV及会员收入），同比增长34.6%；预计2030年将突破3000亿元，达到3170亿元，2035年营收规模有望增至3835亿元。消费升级背景下，主打精选品质的仓储会员模式认可度持续提升，商品销售叠加会员费的双收益模式商业闭环日趋成熟。消费群体对品质购物的需求释放，赛道增长潜力可观，但行业竞争也将加剧，品牌需强化供应链与会员运营，方能持续释放增长动能。山姆超市作为付费准入型仓储会员店的代表性品牌，其消费者行为与渠道定制策略正成为行业观察的重要窗口。本报告系统梳理山姆超市消费者的购物频次、品类偏好、渠道选择与会员续费逻辑，复盘渠道定制产品的市场表现，为从业者洞察趋势、优化门店布局及挖掘细分机遇提供专业决策参考。