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。

艾媒咨询 | 熟人社交局——2026-2027年无人自助棋牌室行业消费观察报告

iiMedia Research（艾媒咨询）发布《熟人社交局——2026-2027年无人自助棋牌室行业消费观察报告》，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。当前无人自助棋牌室行业正从粗放扩张迈向精细化运营的关键转折期，市场即将步入存量博弈与品质竞争的新阶段，同质化门店泛滥与区域供需错配风险凸显，亟需从“铺点位、抢规模”转向“提体验、做品牌”的价值驱动模式。iiMedia Research（艾媒咨询）数据显示，中国连锁经营行业市场规模从2020年的4.1万亿元增长至2025年的5.6万亿元，预计2030年将达到8.1万亿元，整体呈现持续攀升态势，连锁化、标准化经营模式在各细分领域加速渗透。市场对品牌化运营和可复制商业模式的需求增强，为行业的规模化发展提供了良好的外部环境。无人棋牌室消费已从早期的尝鲜转向日常习惯驱动，形成“便捷可及为先导、卫生安全为底线、空间体验为延伸”的层级化消费逻辑，单纯依赖低价补贴或概念包装难以构建可持续的核心壁垒。本报告立足真实消费视角，梳理行业痛点、消费需求变迁与竞争格局，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。

艾媒咨询 | 2026-2027年中国流动小吃摊消费趋势研究报告

近年来，流动小吃摊市场持续受益于夜经济、文旅融合、数字化支付、供应链标准化及短视频内容生态的全方位赋能，其效能已从单一的街头餐饮售卖终端延伸至城市烟火气营造、灵活就业承载、文旅体验消费、社区便民服务等多场景融合。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《2026-2027年中国流动小吃摊消费趋势研究报告》数据显示，2014-2030年中国速冻小吃市场规模持续增长，2025年增长至353.0亿元，预计2030年有望攀升至697.6亿元。流动小吃摊作为城市夜经济与大众餐饮的重要入口之一，有望持续受益于整体消费生态扩容。
数据显示，2026年中国消费者不选择流动小吃摊的原因中，小吃摊容易被灰尘污染（40.00%）、食品卫生问题（35.24%）与食品类型不健康（29.52%）位居前列，味道不佳及位置难寻各占28.57%。这反映出流动小吃摊在卫生防护、食品安全与营养健康等方面仍存在明显短板，消费者痛点集中于清洁保障、合规经营与品质稳定。数据显示，2026年中国消费者改善流动小吃摊的方法中，市民加强监督反馈占47.51%，对摊主进行食品安全教育占43.28%，提高消费者安全意识占43.03%，完善立法惩戒占40.30%，学校管理学生占36.19%。可见，消费者期待通过社会监督、教育引导、法治惩戒与校园管理等多方协同，推动流动小吃摊向更规范、更卫生、更健康的方向升级。
艾媒咨询分析师认为，消费者对流动小吃摊的顾虑已从单一口味偏好转向“卫生-健康-体验”的复合维度，其中可见性污染与隐性卫生风险构成核心信任壁垒，折射出该业态亟须从“路边经济”向“标准摊位”升级的迫切性。未来，随着下沉市场渗透加深与产品生态完善，流动小吃摊市场仍具备强劲的增长潜力。
In recent years, the mobile snack stall market has continuously benefited from the comprehensive empowerment provided by the night-time economy, the integration of culture and tourism, digital payment systems, supply chain standardization, and the short-video content ecosystem. Its scope has expanded beyond being merely a standalone street-based food sales terminal to encompass a variety of scenarios—including fostering urban vibrancy, supporting flexible employment, facilitating cultural and tourism experiences, and providing community convenience services. According to the latest "China Mobile Food Stall Consumption Trend Research Report from 2026 to 2027" released by iiMedia Research, a globally leading third-party data mining and analysis firm specializing in new-economy industries, China's frozen snack market size will continue to grow from 2014 to 2030, reaching RMB 35.3 billion by 2025 and is projected to surge to RMB 69.76 billion by 2030. As one of the key entry points for both the urban night-time economy and mass catering services, mobile snack stalls are expected to continue benefiting from the expansion of the overall consumer ecosystem.
Data shows that among the reasons why Chinese consumers are reluctant to choose mobile snack stalls in 2026, frequent dust contamination (40.00%), food hygiene concerns (35.24%), and unhealthy food offerings (29.52%) rank among the top reasons; poor taste and difficult accessibility each account for 28.57%. This indicates that mobile snack stalls still face significant shortcomings in areas such as hygiene protection, food safety, and nutritional health; consumer pain points primarily revolve around cleanliness assurance, compliant operations, and consistent product quality. Data shows that among the methods Chinese consumers are adopting to improve mobile snack stall operations by 2026, increased public supervision and feedback accounted for 47.51%, providing food safety education to stall operators accounted for 43.28%, raising consumer safety awareness accounted for 43.03%, enhancing legislative enforcement measures accounted for 40.30%, and school-based student management accounted for 36.19%. This indicates that consumers expect to drive the transformation of mobile snack stalls toward more standardized, hygienic, and healthier operations through the coordinated efforts of social supervision, educational guidance, legal sanctions, and school-based management.
Analysts at iiMedia Research believe that consumers' concerns regarding mobile snack stalls have evolved from a single taste preference to a composite dimension encompassing "hygiene – health – experience"; among these, visible pollution and implicit hygiene risks constitute core trust barriers, highlighting the urgent need for this business model to transition from a "roadside economy" to "standardized stalls." In the future, as market penetration in lower-tier markets deepens and the product ecosystem matures, the mobile snack stall market still possesses strong growth potential.

艾媒咨询 | 2026-2027年中国影视行业消费趋势研究报告

近年来，中国影视行业持续受益于流媒体平台、短视频生态、AI制作、微短剧模式及互动内容技术的全方位赋能，其消费形态已从单一的大屏观影延伸至移动端追剧、短视频二创、微短剧投流、互动剧共演等多场景融合，“从观影到共演”成为行业变迁的重要主线。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年中国影视行业消费趋势研究报告》数据显示，2020年至2025年中国微短剧市场规模由9.4亿元跃升至677.9亿元，预计2030年将达1505.9亿元，微短剧成为拉动影视消费增量的核心引擎。
2026年中国观众影视观看平台中，腾讯视频与爱奇艺分别以32.63%、31.57%占据前两位，抖音以28.55%紧随其后，优酷、快手、B站、央视网占比均接近或超过20%，华为视频、乐视视频等平台亦保持14%以上份额，市场呈现头部集中与梯队分化并存格局。与此同时，2026年中国影视消费过程中31.49%的用户认为影视作品质量参差不齐、烂片过多，30.72%认为会员价格过高且权益不合理，28.73%指出影视IP改编过度、缺乏创新。内容质量、会员权益与原创能力成为制约消费体验的突出痛点。
艾媒咨询分析师认为，微短剧爆发、短视频平台入局与用户参与式消费是影视行业增长的核心驱动力。观众角色正从被动观影向互动共演、二创传播与付费共创转变，平台竞争从流量争夺转向内容质量、会员体验与IP创新能力的综合较量。未来，随着AI技术迭代、微短剧精品化与互动内容生态完善，中国影视行业仍具备强劲的增长潜力与商业重构空间。
In recent years, China's film and television industry has continuously benefited from the comprehensive empowerment provided by streaming platforms, the short-video ecosystem, AI-driven production, the micro-short drama model, and interactive content technologies. Its consumer behavior has expanded beyond traditional large-screen viewing to encompass a variety of integrated scenarios—including mobile-based series watching, user-generated content creation for short videos, micro-short drama distribution, and co-production of interactive dramas. The transition "from traditional viewing to collaborative viewing" has become a key theme driving the industry's evolution. According to data from the latest "2026–2027 China Film and Television Industry Consumer Behavior Trend Research Report," released by iiMedia Research—a globally leading third-party data mining and analysis firm specializing in new-economy industries—China's micro-short drama market size surged from RMB 940 million in 2020 to RMB 67.79 billion in 2025, and is projected to reach RMB 150.59 billion by 2030, positioning micro-short dramas as a core engine driving growth in film and television consumption.
As of 2026, among Chinese viewers' preferred film and television streaming platforms, Tencent Video and iQIYI ranked first and second with shares of 32.63% and 31.57%, respectively; TikTok followed closely with a share of 28.55%; Youku, Kuaishou, Bilibili, and CCTV.com each held shares close to or exceeding 20%; while platforms such as Huawei Video and LeTV also maintained market shares above 14%. The market exhibits a dual pattern characterized by concentrated leadership among top players alongside a differentiated distribution across the broader market. Meanwhile, in 2026,31.49% of Chinese consumers perceived the quality of film and television productions as uneven and noted an excessive number of subpar titles; 30.72% considered membership pricing too high or the benefits offered unreasonable; and 28.73% pointed out that film and television IP adaptations were overly repetitive and lacked innovation. Content quality, membership benefits, and original content creation capabilities have become prominent pain points hindering the consumer experience.
According to analysts at iiMedia Research, the surge in micro-short dramas, the entry of short-video platforms into the market, and user-driven participatory consumption are the core drivers of growth within the film and television industry. The role of audiences is shifting from passive viewership to interactive co-creation, user-generated content dissemination, and paid co-creation; meanwhile, platform competition has evolved from merely competing for traffic to a comprehensive contest centered on content quality, membership experience, and IP innovation capabilities. Looking ahead, with the continuous advancement of AI technology, the increasing sophistication of micro-short dramas, and the maturation of the interactive content ecosystem, China's film and television industry still possesses strong growth potential and significant room for commercial restructuring.