艾媒咨询 | 数实融合 场景创新——2026年乡村数字经济市场用户观察报告

近年来，乡村数字经济持续受益于数实融合、数字乡村建设、农村电商、智慧农业、乡村旅游数字化及普惠金融的全方位赋能，其应用场景已从单一农产品上行延伸至乡村文娱、农旅融合、质量追溯与金融助农等多场景融合。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《数实融合 场景创新——2026年乡村数字经济市场用户观察报告》数据显示，2024年中国农村网络零售额达28667亿元，2025年为30731亿元，保持持续增长态势，乡村数字消费与产业数字化基础持续夯实。
乡村数字经济用户认为最有利于乡村产业升级的数字化经济方式中，乡村旅游数字化占比最高，达48.87%；其次是乡村文娱数字化，占45.70%；智慧农业占45.36%。文旅融合与文娱数字化成为用户感知最强的产业升级路径，智慧农业与农村电商亦获广泛认可。与此同时，乡村数字经济用户认为互联网企业助力乡村产业升级最需要解决的问题中，用户对乡村数字经济相关产品/服务的信任度不足占比最高，达41.28%；其次是农产品标准化、品牌化程度不足，占34.55%；农村数字化应用门槛高占33.75%。信任缺失、标准化不足与能力短板共同构成乡村数字经济深层制约。
艾媒咨询分析师认为，信任问题是当前乡村数字经济发展面临的核心挑战，而标准化与品牌化不足、应用门槛高、人才短缺等则是深层次的制约因素。解决这些问题需要政府、企业、社会组织等多方协同发力，共同构建健康可持续的乡村数字经济生态。未来，随着数实融合深化、场景创新扩容与助农机制完善，乡村数字经济仍具备强劲的增长潜力与价值释放空间。
In recent years, the rural digital economy has continuously benefited from the comprehensive empowerment of digital-real integration, digital rural development, rural e-commerce, smart agriculture, digital rural tourism, and inclusive finance. Its application scenarios have expanded from the upward flow of single agricultural products to the integration of multiple scenarios, including rural cultural and entertainment, agritourism integration, quality traceability, and financial support for farmers. According to the latest report "Digital-Real Integration and Scenario Innovation—2026 Rural Digital Economy Market User Observation Report" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, rural online retail sales in China reached 2.8667 trillion yuan in 2024 and 3.0731 trillion yuan in 2025, maintaining a continuous growth trend, while the foundation for rural digital consumption and industrial digitalization continues to strengthen.
Among the digital economic models that rural digital economy users consider most conducive to rural industrial upgrading, digital rural tourism accounts for the highest proportion at 48.87%; followed by digital rural cultural and entertainment at 45.70%; and smart agriculture at 45.36%. The integration of culture and tourism with digital cultural and entertainment has become the most strongly perceived industrial upgrading path by users, while smart agriculture and rural e-commerce have also gained widespread recognition. Meanwhile, among the issues that rural digital economy users believe internet companies need to address most urgently to facilitate rural industrial upgrading, insufficient trust in rural digital economy-related products/services accounts for the highest proportion at 41.28%; followed by inadequate standardization and branding of agricultural products at 34.55%; and high barriers to rural digital applications at 33.75%. Lack of trust, insufficient standardization, and capacity gaps collectively constitute the deep-seated constraints on the rural digital economy.
Analysts at iiMedia Research believe that trust issues represent the core challenge currently facing the development of the rural digital economy, while inadequate standardization and branding, high application thresholds, and talent shortages serve as deeper-level constraining factors. Addressing these issues requires coordinated efforts from the government, enterprises, social organizations, and other stakeholders to jointly build a healthy and sustainable rural digital economy ecosystem. In the future, as the integration of the digital and physical economies deepens, scenario-based innovation expands, and mechanisms for supporting farmers are further refined, the rural digital economy will continue to possess strong growth potential and significant room for value realization.

艾媒咨询 | 不卷低价 品质为先——2026年果切市场消费趋势研究报告

iiMedia Research（艾媒咨询）发布《不卷低价 品质为先——2026年果切市场消费趋势研究报告》，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。当前中国果切市场正依托上游水果供给的稳步增长与居民鲜瓜果消费的持续提升，迎来从初级农产品加工向标准化零售业态跃迁的关键阶段。iiMedia Research（艾媒咨询）数据显示，2017至2025年中国生鲜电商市场规模从903亿元增长至5403亿元，预计2027年将达6302亿元，年复合增长率超23%。生鲜电商已成为果切消费的核心线上渠道之一，其规模扩容为果切市场提供了广阔的流量入口与即时配送履约基础。随着生鲜电商供应链能力的成熟以及消费者线上购买生鲜习惯的养成，果切业态正迎来打破区域限制、走向全国性规模化运营的机遇；但同时，行业也面临损耗率高、标准化难等制约因素的挑战。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，系统梳理果切市场的发展背景、驱动与制约因素，深度剖析消费者的购买频次、品类偏好、渠道选择与信任逻辑，为从业者洞察趋势、优化供应链布局及挖掘细分机遇提供专业决策参考。

艾媒咨询 | 精细发展 体验至上——2026年生活服务业消费观察报告

iiMedia Research（艾媒咨询）发布《精细发展 体验至上——2026年生活服务业消费观察报告》，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。当前中国生活服务业正经历从模式创新向精细化运营与体验升级切换的关键阶段，O2O模式作为连接数字经济与实体经济的重要桥梁，在经历早期的高速扩张后，已全面步入平稳增长与深耕细作的新常态。iiMedia Research（艾媒咨询）数据显示，中国O2O市场规模由2015年的4666.7亿元增长至2025年的38881.0亿元，预计2028年将突破5.9万亿元，整体呈稳定增长态势。随着下沉市场渗透加深与服务品类拓展，O2O市场仍有较大增长空间，将继续推动生活服务业数字化转型。在此背景下，生活服务消费正从“有没有、快不快”的基础诉求，向“精不精、好不好”的品质体验演进，粗放式的流量补贴与盲目扩张难以为继，回归服务本质、深耕履约质量成为行业共识。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，系统梳理了家政、餐饮外卖与即时零售三大核心赛道的消费特征，为从业者洞察趋势、优化服务供给及挖掘下沉市场机遇提供专业决策参考。

艾媒咨询 | 悦己理性 日常轻养——2026年中国轻医美行业消费洞察报告

iiMedia Research（艾媒咨询）发布《悦己理性 日常轻养——2026年中国轻医美行业消费洞察报告》，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。当前中国医美行业正告别野蛮生长，迈入以技术壁垒与合规能力为核心的高质量发展新阶段，轻医美化、日常化的消费趋势日益显著。iiMedia Research（艾媒咨询）数据显示，中国医美器械行业市场规模从2016年的232.8亿元增长至2025年的1070.3亿元，预计2026年将达1194.5亿元。同期，非手术类医美服务占比从2016年的39.7%波动提升至2025年的46.9%，预计2026年将达49.4%。国产器械技术突破与成本下探赋能非手术服务放量增长，行业上下游的竞争焦点正加速向合规资质、产品品质与服务体验转移。医美消费从“焦虑驱动”与“重度改造”向“悦己理性”与“日常轻养”深度演进，轻医美凭借低风险、恢复快、高频次等特征，正成为消费者日常抗衰与皮肤管理的主流选择。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，系统梳理轻医美消费者的决策动机、项目偏好、机构选择逻辑与复购意愿，为从业者洞察趋势、优化产品布局及合规化运营提供专业决策参考。

偏好即饮 场景化进补——2026年人参饮品消费行为调查报告

近年来，人参饮品行业持续受益于大健康产业、即饮化消费、场景化滋补与国潮养生理念的全方位赋能，其消费形态已从传统的炖煮进补延伸至运动补给、日常免疫、礼品赠送与熬夜恢复等多场景融合。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《偏好即饮 场景化进补——2026年人参饮品消费行为调查报告》数据显示，中国保健品市场规模由2013年的993亿元增长至2024年的3554亿元，2025年达3775亿元，2026年预计将达4005亿元，整体保持稳健增长。人参饮品作为传统滋补即饮化的代表品类，有望持续受益于保健品市场扩容与消费场景多元化。
从饮用场景看，中国消费者饮用人参饮品的主要场景中，运动后补充能量占比最高，达62.86%；其次为作为礼品赠送，占51.43%；工作疲劳时提神与生病康复期间均为42.86%，日常养生保健占40.00%，熬夜后恢复精力占20.00%。运动补给与礼赠场景构成人参饮品消费的双核心，日常养生与疲劳恢复则形成重要补充。从产品偏好看，中国消费者偏好的人参精华原液类型中，人参与草本植物混合占68.54%，与水果精华混合占59.43%，纯人参精华原液占55.98%，添加益生菌占42.18%。复合配方与风味改良型产品接受度更高，纯原液亦保持较强基础需求。
基于消费调研发现与行业趋势，艾媒咨询分析师对人参饮品品牌提出四点策略建议：一是聚焦核心场景与人群，优先选择运动补给、日常免疫、老年滋补等高频场景中的一个做深做透，打造场景化爆品，而非贪多求全；二是强化价值透明化，主动公开原料产地、成分含量、检测报告等信息，用透明建立信任，破解消费者对价格与品质的顾虑；三是构建全渠道运营体系，线上做内容种草与私域复购，线下做体验与信任背书，形成协同闭环；四是适度创新引领，优先推进剂型与包装创新，辅以天然成分复合配方，在提升体验的同时强化功能感知，逐步培养消费者的高频饮用习惯。未来，随着即饮滋补消费习惯养成与产品创新深化，人参饮品市场仍具备强劲的增长潜力与品牌突围空间。
In recent years, the ginseng beverage industry has continuously benefited from the comprehensive empowerment of the broader health industry, on-the-go consumption trends, scenario-based nourishment, and the China-fashion wellness concept. Its consumption patterns have expanded from traditional stewing-based tonic use to multi-scenario integration, including sports replenishment, daily immune support, gift gifting, and recovery after staying up late. According to the latest report titled "Prefer On-the-Go Consumption, Scenario-Based Tonic—2026 Ginseng Beverage Consumption Behavior Survey" released by iiMedia Research, a global leading third-party data mining and analytics institution in the new economy industry, the market size of China's health product sector grew from 99.3 billion yuan in 2013 to 355.4 billion yuan in 2024, reaching 377.5 billion yuan in 2025 and is expected to hit 400.5 billion yuan in 2026, maintaining steady overall growth. As a representative category of traditional tonic beverages adapted for on-the-go consumption, ginseng drinks are poised to continue benefiting from the expansion of the health product market and the diversification of consumption scenarios.
In terms of consumption scenarios, among the primary contexts where Chinese consumers drink ginseng beverages, post-exercise energy replenishment accounts for the highest proportion at 62.86%; followed by gift gifting at 51.43%; refreshing during work-related fatigue and during illness recovery at 42.86% each; daily health maintenance at 40.00%; and energy recovery after staying up late at 20.00%. Sports replenishment and gift gifting scenarios form the dual core of ginseng beverage consumption, while daily health maintenance and fatigue recovery serve as important complements. In terms of product preferences, among the types of ginseng essence liquid preferred by China consumers, a mixture of ginseng and herbal plants accounts for 68.54%, a mixture with fruit essence for 59.43%, pure ginseng essence liquid for 55.98%, and probiotic additives for 42.18%. Composite formulations and flavor-enhanced products enjoy higher acceptance, while pure essence products maintain strong foundational demand.
Based on consumer research findings and industry trends, iiMedia Research analysts offer four strategic recommendations for ginseng beverage brands: First, focus on core scenarios and target audiences, prioritizing in-depth development in one high-frequency scenario—such as sports replenishment, daily immunity, or elderly nourishment—to create scenario-based hit products rather than attempting to cover too many areas; second, enhance value transparency by proactively disclosing information such as raw material origins, ingredient content, and testing reports, using transparency to build trust and address consumer concerns about price and quality; third, establish an omnichannel operational system, leveraging online content-driven recommendations and private domain repeat purchases, while offline experiences and trust endorsements create a synergistic closed loop; fourth, foster moderate innovation leadership by prioritizing formulation and packaging innovation, complemented by natural ingredient blends, to enhance both user experience and functional perception, gradually cultivating frequent consumption habits among consumers. In the future, as convenient ginseng beverage consumption habits take root and product innovation deepens, the ginseng beverage market still holds strong growth potential and room for brand differentiation.

艾媒咨询 | 从瘦身到养生——2026年轻食行业消费观察报告

iiMedia Research（艾媒咨询）发布《从瘦身到养生——2026年轻食行业消费观察报告》，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。当前中国轻食产业正经历从爆发式增长向稳健增长过渡的关键阶段，行业消费逻辑正由早期的“网红减脂”概念驱动，全面转向以日常化、健康化、大众化为核心的常态化消费。iiMedia Research（艾媒咨询）数据显示，2020年至2025年中国轻食产业市场规模从1117亿元持续攀升至3808亿元，预计2030年将达到8227亿元，整体呈持续快速扩容态势；行业增长率在2021年达到50.6%的高点后波动回落，预计2030年将降至9.0%。轻食早已突破单一的西式沙拉形态，演变为涵盖中式热轻食、预包装代餐及控卡食品等满足热量可控与营养均衡的多元集合，全面覆盖体重管理与日常健康用餐场景。轻食消费正从“追求低卡的焦虑型进食”迈向“兼顾营养与口感的养生型享受”，健康诉求的长期化与饮食场景的全面化，为行业带来了新的结构性机遇。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，系统梳理轻食消费者的购买动机、品类偏好、渠道选择逻辑，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 | 从室内走向文旅——2026年剧本杀行业消费者需求调研报告

iiMedia Research（艾媒咨询）发布《从室内走向文旅——2026年剧本杀行业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。当前中国剧本杀行业正经历从爆发式增长向规模化稳健运营切换的关键阶段，行业增长动力已由门店数量扩张转向单店运营质量与用户复购的提升。iiMedia Research（艾媒咨询）数据显示，2018-2025年中国剧本杀行业市场规模由65.3亿元增长至448.1亿元，整体呈持续扩大态势，同比增长率由2019年的67.99%逐步回落至2025年的17.30%。消费者对剧本杀的认知已从“新奇体验”转向“常态化娱乐选择”，市场告别野蛮生长，进入比拼内容质量、DM专业度与沉浸体验的精细化运营时代。剧本杀消费正打破传统室内门店的物理边界，加速向文旅景区、特色小镇、文化街区等更广阔的实景空间延伸，“剧本杀+文旅”的融合业态为行业打开了新的增量空间。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，系统梳理剧本杀消费者的剧本偏好、游玩频次、渠道选择与文旅融合体验诉求，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 | 为IP与科技买单——2026年密室逃脱行业消费趋势研究报告

iiMedia Research（艾媒咨询）发布《为IP与科技买单——2026年密室逃脱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。当前中国密室逃脱行业正经历从规模扩张向沉浸式实景娱乐升级的关键转型期，技术融合与内容创新成为驱动行业增长的核心引擎。iiMedia Research（艾媒咨询）数据显示，2018年中国密室逃脱行业市场规模为50.0亿元，2019年快速扩张至99.7亿元，期间短暂回落后重拾升势，于2025年增长至155.5亿元，预计2026年将达175.9亿元。行业在波折中展现出较强的消费韧性，消费者不再满足于传统的机械解谜，而是对场景沉浸感、剧情丰富度与互动科技感提出了更高要求。密室逃脱消费正从“小众圈层爱好”向“大众沉浸式社交体验”演进，IP内容力与科技体验感已成为消费者衡量品牌价值的核心标尺。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，系统梳理密室逃脱消费者的购买动机、主题偏好、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 | AI预测 主动干预——2026年健康管理平台行业用户行为研究报告

近年来，健康管理平台行业持续受益于大健康产业、智能穿戴、AI预测分析、慢病管理及数字化医疗服务的全方位赋能，其价值已从基础健康记录延伸至风险预警、主动干预与全场景生活方式管理等多场景融合。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《AI预测 主动干预——2026年健康管理平台行业用户行为研究报告》数据显示，中国大健康产业营收由2015年的2.8万亿元快速增长至2019年的6.9万亿元，随后步入增速换挡期，2025年达9.3万亿元。大健康产业由高速扩张转向提质增效，为健康管理平台从“记录工具”向“预测干预平台”升级提供了坚实支撑。
2026年中国健康管理平台用户付费因素中，专属课程（健身、瑜伽、减脂、康复等）以36.67%位居首位，睡眠监测与改善建议、长期健康管理与风险提醒均达30.91%紧随其后，用户付费意愿正从单一课程向睡眠改善与长期风险管理延伸。2026年中国健康管理平台用户期待的发展方向中，更专业医疗健康服务与更全面生活方式管理的占比分别达41.35%和40.26%，期待更智能个人健康数据分析与预测的占34.39%。专业医疗能力、全场景管理与AI预测分析构成用户核心期待。
艾媒咨询分析师认为，用户需求正加速从基础健康记录向“专业医疗干预+全场景生活方式管理”深度融合转型，平台亟须重点布局慢病管理与医生咨询服务，构建饮食、运动、睡眠、心理一体化管理体系，并依托智能穿戴生态打通与AI预测分析实现精准健康干预。建议商家以医疗级专业服务建立用户信任壁垒，以极简无广告设计降低使用门槛，通过软硬件数据协同与隐私合规建设，构筑差异化竞争护城河。未来，随着大健康产业提质升级与AI主动干预能力成熟，健康管理平台仍具备强劲的增长潜力与模式创新空间。
In recent years, the health management platform industry has continuously benefited from comprehensive empowerment across the broader health industry, smart wearables, AI predictive analytics, chronic disease management, and digital healthcare services. Its value has expanded from basic health record-keeping to multi-scenario integration, including risk early warning, proactive intervention, and comprehensive lifestyle management across various contexts. According to data from iiMedia Research—a globally leading third-party data mining and analytics firm in the new economy sector—its latest report, "AI Prediction & Proactive Intervention: 2026 Health Management Platform Industry User Behavior Research Report," shows that the revenue of China's broader health industry grew rapidly from 2.8 trillion yuan in 2015 to 6.9 trillion yuan in 2019, then entered a phase of slowing growth, with projected revenue reaching 9.3 trillion yuan by 2025. The broader health industry is now transitioning from rapid expansion to quality and efficiency enhancement, providing solid support for health management platforms to evolve from mere "record-keeping tools" to "predictive intervention platforms."
In 2026, among the user payment drivers for health management platforms in China, exclusive courses (e.g., fitness, yoga, fat loss, rehabilitation) will rank first with 36.67%, followed by sleep monitoring and improvement recommendations, and long-term health management and risk alerts, both at 30.91%. User willingness to pay is shifting from single-course offerings toward sleep improvement and long-term risk management. Among the development directions users anticipate for health management platforms in 2026, more professional medical and health services and more comprehensive lifestyle management will account for 41.35% and 40.26% of expectations, respectively, while more intelligent personal health data analysis and prediction will account for 34.39%. Professional medical capabilities, full-scenario management, and AI predictive analytics constitute the core expectations of users.
Analysts from iiMedia Research believe that user demand is accelerating a transition from basic health records toward a deep integration of "professional medical intervention + full-scenario lifestyle management." Platforms urgently need to prioritize the development of chronic disease management and physician consultation services, establish an integrated management system encompassing diet, exercise, sleep, and psychological well-being, and leverage smart wearable ecosystems to enable precise health interventions through AI predictive analytics. It is recommended that businesses build user trust through medical-grade professional services, lower the barrier to entry via minimalist and unobtrusive ad designs, and create a differentiated competitive moat through the synergy of hardware and software data and the implementation of privacy compliance frameworks. In the future, as the broader health industry undergoes quality improvement and upgrading, and as AI-driven proactive intervention capabilities mature, health management platforms will continue to possess strong growth potential and significant room for business model innovation.

艾媒咨询 | 2026年中国有声书行业发展趋势研究报告

iiMedia Research（艾媒咨询）发布《2026年中国有声书行业发展趋势研究报告》，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。当前中国在线阅读市场持续扩容，有声书作为其中核心的内容消费形态，正迎来用户需求分化与产业价值重构的重要窗口期。iiMedia Research（艾媒咨询）数据显示，中国声音经济产业市场规模从2017年的307.6亿元持续攀升至2025年的6110.1亿元，预计2029年将达到7415.8亿元，整体增势稳健。行业增速逐步趋于平稳，单纯的流量红利与内容铺量难以构建持久壁垒，产业发展正面临同质化竞争加剧与用户付费意愿分化的双重挑战，亟需从规模驱动向精细化运营与内容品质驱动转型。在此背景下，有声书消费已从早期的“碎片化尝鲜”转向深度的“陪伴式习惯”，用户对内容质量、演播体验与场景适配的要求持续提升。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，系统梳理有声书行业的发展痛点、消费需求变迁与竞争格局，为从业者洞察趋势、优化内容布局及挖掘细分机遇提供专业决策参考。