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。

艾媒咨询 | 2026-2027年中国信息流广告消费决策洞察报告

近年来，信息流广告持续受益于数字营销、算法推荐、短视频生态及平台商业化能力的全方位赋能，已成为品牌触达用户的重要形态。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年中国信息流广告消费决策洞察报告》数据显示，2023至2025年中国信息流广告保持平稳增长态势，2025年市场规模达2563.5亿元，但增速已从早期高速扩张阶段逐步收窄，行业进入存量精耕与体验优化并重的发展阶段。
从消费决策看，不购买原因集中在信任与体验层面，信任构建是关键。2026年中国用户不购买信息流广告相应产品的原因中，广告弹窗/形式干扰引发抵触占23.88%，对品牌不了解缺乏信任感占23.13%，产品非实际需求占20.90%。微信广告痛点则集中在频繁推送与真实性，体验问题突出。2026年中国用户浏览微信信息流广告遇到的问题中，广告频繁推送干扰正常浏览占28.62%，广告内容与实际不符存在虚假宣传占26.97%，广告内容低质量或无关紧要占25.50%。形式干扰、信任缺失与内容质量共同构成用户转化的重要阻碍。
艾媒咨询分析师认为，微信信息流广告的用户痛点集中在推送频次、内容真实性与内容质量三个方面，其中频繁推送是最突出的问题，直接影响用户的平台使用体验；虚假宣传与低质量内容则损害用户信任，长期不利于广告生态健康。微信平台需在频次管控、内容审核、质量提升三方面持续优化，平衡商业变现与用户体验。未来，随着用户对广告体验要求的提升与平台治理能力完善，信息流广告市场仍具备从规模增长转向信任驱动与质量竞争的结构性升级空间。
In recent years, feed advertising has continuously benefited from comprehensive empowerment driven by digital marketing, algorithmic recommendations, the short-video ecosystem, and platform commercialization capabilities, evolving into a crucial channel for brands to reach their target users. According to data from the latest "2026-2027 China Feed Advertising Consumer Decision Insight Report" released by iiMedia Research—a globally leading third-party data mining and analytics firm specializing in new economic industries—the market size of feed advertising in China maintained steady growth from 2023 to 2025, reaching 256.35 billion yuan by 2025. However, the growth rate has gradually slowed from its earlier phase of rapid expansion, indicating that the industry has entered a new stage focused on optimizing existing user bases and enhancing user experiences. From a consumer decision-making perspective, the primary reasons for not purchasing feed-ad-supported products revolve around trust and experience issues, with trust building being the key factor.
In 2026, among the reasons Chinese users did not purchase feed-ad-supported products, 23.88% cited ad pop-ups or format disruptions causing resistance, 23.13% cited a lack of trust due to unfamiliarity with the brand, and 20.90% cited the product not meeting their actual needs. Regarding WeChat ads, the main pain points were frequent ad deliveries and authenticity concerns, with user experience issues being particularly prominent. In 2026, among the problems Chinese users encountered while browsing WeChat feed ads, 28.62% cited frequent ad deliveries disrupting normal browsing, 26.97% cited ad content inconsistent with reality (false advertising), and 25.50% cited low-quality or irrelevant ad content. Format disruptions, lack of trust, and ad content quality collectively pose significant obstacles to user conversion.
Analysts at iiMedia Research believe that the pain points for users of WeChat feed ads primarily revolve around three aspects: ad delivery frequency, content authenticity, and content quality. Among these, excessive ad delivery is the most prominent issue, directly impacting users 'platform experience; while false advertising and low-quality content undermine user trust and, in the long run, jeopardize the health of the advertising ecosystem. The WeChat platform needs to continuously optimize its strategies in three key areas—frequency control, content moderation, and quality enhancement—to strike a balance between commercial monetization and user experience. In the future, as user expectations for the advertising experience rise and the platform's governance capabilities improve, the feed advertising market still holds structural upgrade potential—shifting from mere scale growth toward trust-driven development and quality competition.

艾媒咨询 | 流量至上 原创不足——2026年综艺行业观众需求洞察报告

近年来，中国综艺行业持续受益于数字内容生态、短视频传播、AI制作、平台自制及IP衍生开发的全方位赋能，其消费形态已从单一电视观看延伸至移动端追综、短视频二创、弹幕互动与衍生消费等多场景融合。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《流量至上 原创不足——2026年综艺行业观众需求洞察报告》数据显示，中国数字经济总体规模已由2016年的22.6万亿元增长至2025年的70.8万亿元，连续多年保持稳步扩张态势，为综艺内容的数字化生产与传播提供了坚实的产业基础。
从观众反馈看，31.17%的观众认为综艺节目过于依赖明星效应而忽视内容本身，29.44%的受访者警惕价值观导向错误，同时各有超27%的受众对内容缺乏深度及形式单一等问题表示关切。2026年中国内地娱乐综艺观众反映的突出问题集中于过度依赖明星效应而忽视内容本身（37.34%）、跟风严重致题材重复率高（35.06%）及广告植入过多过生硬（34.85%）。流量依赖、同质化竞争与商业植入过度已成为制约观众体验与行业口碑的核心痛点。
艾媒咨询分析师认为，当前综艺市场深陷“流量至上”与“同质化竞争”的双重困局，原创力不足与商业短视行为正严重侵蚀观众信任。行业须加快从“明星驱动”向“内容驱动”转型，通过深耕本土原创IP、建立题材差异化开发机制、以场景化原生广告替代生硬植入，并强化节目价值导向审核，方能重构产品核心竞争力和长期口碑。未来，随着观众审美持续提升与内容监管趋严，综艺行业仍具备从流量竞争转向品质竞争的结构性升级空间。
In recent years, China's variety show industry has continuously benefited from comprehensive empowerment across digital content ecosystems, short-video dissemination, AI production, platform original content, and IP derivative development. Its consumption patterns have evolved from exclusive television viewing to multi-scenario integration, including mobile platform viewing, short-video derivative creations, live comment interactions, and derivative consumption. According to data from iiMedia Research—a globally leading third-party data mining and analytics firm for the new economy industry—its latest report, "Traffic-First, Original Content Shortcomings: 2026 Variety Show Industry Audience Demand Insight Report," reveals that China's overall digital economy scale has grown from 22.6 trillion yuan in 2016 to 70.8 trillion yuan in 2025, maintaining steady expansion for multiple consecutive years. This growth has laid a solid industrial foundation for the digital production and dissemination of variety show content.
Based on audience feedback, 31.17% of viewers believe that variety shows over-rely on star power while neglecting the content itself; 29.44% of respondents are concerned about misguided value orientations; and over 27% of viewers express concerns about a lack of depth in content and limited format diversity. In 2026, the most prominent issues raised by audiences of entertainment variety shows in mainland China were excessive reliance on star power at the expense of content quality (37.34%), rampant trend-following leading to high repetition rates of themes (35.06%), and overly frequent or awkward product placements (34.85%). Over-reliance on traffic, homogenized competition, and excessive commercial integration have become core pain points constraining both audience experience and industry reputation.
Analysts at iiMedia Research contend that the current variety show market is grappling with a dual dilemma: the prioritization of "traffic" and the prevalence of "homogenized competition." A lack of originality, coupled with short-sighted commercial practices, is severely eroding audience trust. The industry must accelerate its transition from a "star-driven" model to a "content-driven" one—by deeply cultivating localized original IP, establishing differentiated development mechanisms for diverse themes, replacing rigid product placements with scenario-based native advertising, and strengthening value-oriented content review processes. Only through these measures can the industry rebuild its core competitive advantages and cultivate long-term positive reputations. Looking ahead, as audience aesthetic standards continue to rise and content regulations become increasingly stringent, the variety show sector still possesses substantial room for structural upgrading—shifting from a competition based on traffic to one centered on quality.

艾媒咨询 | 线上种草 线下成交——2026年按摩椅行业消费者需求调研报告

近年来，按摩椅行业持续受益于大健康产业、智能家居、睡眠经济、适老化升级及AI健康监测技术的全方位赋能，其产品价值已从单一的按摩放松延伸至健康监测、睡眠改善、温度调节与沉浸式休憩等多场景融合。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《线上种草 线下成交——2026年按摩椅行业消费者需求调研报告》数据显示，2014年至2025年中国大健康产业营收由2.5万亿元攀升至10.0万亿元，预计2026年将达10.7万亿元。大健康产业持续扩容，为智能按摩椅向健康管理终端升级提供了坚实的市场基础。
2026年中国消费者对现有按摩椅的认知中，36.55%认为价格不合理，36.33%认为体积过大，35.47%认为造型不美观，价格、空间占用与外观设计仍是影响消费决策的突出障碍。2026年中国消费者购买家用按摩椅渠道中，线下专卖店与线下商超分别以53.45%和47.04%占比居前，直播电商平台与综合电商平台紧随其后分别占44.24%和42.60%。
艾媒咨询分析师认为，当前按摩椅消费呈现“重体验、强服务”特征，线下触点仍是高客单价转化的核心场景，直播电商则凭借即时互动快速崛起为线上增量主阵地。建议商家构建“线下体验+直播电商”双轮驱动格局，在门店配置AI体型检测与场景化体验区强化沉浸服务，同步联动抖音开展工厂溯源直播，打通“线上种草、线下体验、全渠道成交”闭环，并聚焦3000-8000元主力价格带优化产品矩阵以契合理性消费趋势。
In recent years, the massage chair industry has continuously benefited from comprehensive empowerment across the broad health industry, smart home technology, sleep economy, age-friendly upgrades, and AI-powered health monitoring technologies. The value of its products has evolved from mere massage and relaxation functions to integrated applications spanning multiple scenarios, including health monitoring, sleep enhancement, temperature regulation, and immersive relaxation experiences. According to data from iiMedia Research—a globally leading third-party data mining and analytics firm for the new economy sector—its latest report, "Online Promotion, Offline Transactions: 2026 Consumer Demand Research Report on the Massage Chair Industry," reveals that from 2014 to 2025, revenue in China's broad health industry rose from 2.5 trillion yuan to 10.0 trillion yuan, and is projected to reach 10.7 trillion yuan by 2026. This sustained expansion of the broad health industry has provided a solid market foundation for the upgrade of smart massage chairs toward health management terminals.
In 2026, among Chinese consumers' perceptions of existing massage chairs, 36.55% considered the price unreasonable, 36.33% found the size too large, and 35.47% deemed the design unattractive; price, space requirements, and aesthetic design remain prominent barriers influencing purchasing decisions. Regarding purchase channels for home massage chairs in China in 2026, offline specialty stores and offline supermarkets accounted for the largest shares at 53.45% and 47.04%, respectively, while live-streaming e-commerce platforms and general e-commerce platforms followed closely with shares of 44.24% and 42.60%, respectively.
Analysts at iiMedia Research believe that current massage chair consumption is characterized by "emphasizing experience and robust service," with offline touchpoints remaining the core scenario for converting high average transaction values, while live-stream e-commerce has rapidly emerged as a key driver of online growth through real-time interaction. They recommend that merchants establish a dual-driven strategy combining "offline experiences + live-stream e-commerce," equipping stores with AI body shape detection systems and scenario-based experience zones to enhance immersive services, while simultaneously collaborating with TikTok to conduct factory traceability live streams. This approach will create a closed-loop ecosystem encompassing "online product seeding, offline experiences, and omnichannel transactions," while focusing on the primary price segment of ¥3,000–¥8,000 to optimize the product portfolio in alignment with evolving consumer trends.

艾媒咨询 | 末端场景突围——2026年快递物流行业消费者需求洞察报告

iiMedia Research（艾媒咨询）发布《末端场景突围——2026年快递物流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。当前中国快递物流行业正面临来自即时配送领域的时效竞争压力，消费者对配送速度与确定性的要求持续提高，传统快递在末端时效上的优势空间被不断压缩。iiMedia Research（艾媒咨询）数据显示，中国即时物流用户规模从2014年的1.24亿人稳步增长至2025年的8.55亿人，预计2030年将达到10.15亿人。消费者对“线上下单、即时送达”的服务模式已形成广泛使用习惯，对配送时效的预期从“次日达”进一步向“小时达”“分钟达”迁移，快递物流行业正被迫重新审视末端履约能力的建设方向。在此背景下，快递物流消费正从“送到就行”迈向“送得准、送得快、送得可预期”，末端场景的履约能力正成为消费者衡量快递服务品质的核心标尺。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，系统梳理快递物流消费者的时效预期、末端配送偏好、渠道选择与品牌信任逻辑，复盘各细分场景的市场表现与品牌态势，为从业者洞察趋势、优化末端布局及挖掘细分机遇提供专业决策参考。

艾媒咨询 | 男性反成精细党——2026年唇部彩妆品类消费观察报告

iiMedia Research（艾媒咨询）发布《男性反成精细党——2026年唇部彩妆品类消费观察报告》，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。当前中国唇部彩妆行业正经历从高速扩张向中高速稳健增长切换的关键阶段，市场增长逻辑已从粗放式规模扩张转向精细化价值深耕。iiMedia Research（艾媒咨询）数据显示，中国唇部彩妆行业市场规模由2015年的61.8亿元持续攀升至2025年的315.9亿元，预计2030年将达417.7亿元，行业增长逻辑从粗放式规模扩张转向精细化价值深耕，单纯依靠铺货与流量投放难以形成持久优势，消费者对质地、持妆度与成分安全性的关注持续提升。在此背景下，唇部彩妆消费正从“品类普及”迈向“人群精分”，其中男性消费者的护肤美妆意识觉醒尤为值得关注，成为品类增量中不可忽视的新势力。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，系统梳理唇部彩妆消费者的购买动机、质地偏好、渠道选择与品牌认知逻辑，复盘各细分品类的市场表现与品牌态势，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。