艾媒咨询 | 智能舒适新赛道——2026年淋浴房行业消费者需求洞察报告

近年来，淋浴房行业持续受益于智能家居、品质卫浴、小户型改造、适老化升级及“去家务化”消费理念的全方位赋能，其产品价值已从单一的干湿分离功能延伸至易清洁、高空间效率、智能恒温除雾与整体卫浴美学等多场景融合。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《智能舒适新赛道——2026年淋浴房行业消费者需求洞察报告》数据显示，2020-2025年中国淋浴房行业规模由977.1亿元升至1234.4亿元，2026年预计达1279.4亿元，呈2022年回调后稳步回升、增速放缓态势，行业进入存量换新与结构升级并行的关键阶段。
2026年中国消费者选购淋浴房时，34.90%担忧产品材质劣质、寿命短，33.30%苦于清洁维护繁琐、易结水垢，32.60%关注玻璃自爆漏水隐患。与此同时，2026年中国消费者认为现有淋浴房设计中，清洁死角多、玻璃易结水垢、空间利用不合理占比分别为31.60%、31.20%、30.20%。材质耐用性、清洁维护与安全防护已成为影响消费决策的核心痛点，空间利用效率同样受到广泛关注。
艾媒咨询分析师认为，淋浴房消费正转向“易清洁、高空间效率、强设计感、智能化”综合体验，行业产品同质化与清洁维护痛点已成换新阻力。商家应加快自洁玻璃、防垢涂层、无死角结构和折叠/推拉门优化，针对小户型推出收纳一体定制方案；在营销端以“去家务化”“小空间大利用”场景种草，突出模块化配色、智能除雾恒温等卖点，提升换新转化。未来，随着智能卫浴生态完善与消费者对舒适体验要求的持续提升，淋浴房行业仍具备强劲的升级潜力与差异化竞争空间。
In recent years, the shower enclosure industry has continuously benefited from comprehensive empowerment driven by smart home trends, premium bathroom solutions, small-space renovation, age-friendly upgrades, and the "de-houseworkization" consumption philosophy. The value of its products has evolved from the basic function of separating dry and wet areas to encompass multiple integrated scenarios, including ease of cleaning, high space efficiency, intelligent constant-temperature defogging, and holistic bathroom aesthetics. According to data from iiMedia Research—a globally leading third-party data mining and analytics firm for the new economy sector—its latest report, "The New Frontier of Smart Comfort: 2026 Consumer Demand Insights Report on the Shower Enclosure Industry," shows that from 2020 to 2025, the market size of China's shower enclosure industry rose from CNY 97.71 billion to CNY 123.44 billion, and is projected to reach CNY 127.94 billion in 2026. Following a correction in 2022, the industry has exhibited a steady recovery trend with slowing growth, entering a critical phase characterized by both replacement of existing units and structural upgrades.
In 2026, when selecting shower enclosures, 34.90% of Chinese consumers expressed concerns about inferior material quality and short product lifespan; 33.30% cited cumbersome cleaning and maintenance requirements coupled with susceptibility to scale buildup; and 32.60% were concerned about potential hazards such as glass breakage and water leakage. Concurrently, in 2026, Chinese consumers reported that in existing shower enclosure designs, 31.60%,31.20%, and 30.20% of respondents identified numerous cleaning dead zones, prone scale buildup on glass surfaces, and inefficient space utilization, respectively. Material durability, ease of cleaning and maintenance, and safety protection have become core pain points influencing consumer decisions, while space utilization efficiency also attracts significant attention.
Analysts at iiMedia Research believe that consumer demand for shower enclosures is shifting toward a comprehensive experience characterized by "easy cleaning, high spatial efficiency, strong design appeal, and smart functionality." However, product homogenization within the industry and challenges related to cleaning and maintenance have become barriers to product replacement. Manufacturers should accelerate the development of self-cleaning glass, anti-scaling coatings, seamless structural designs, and optimized folding or sliding doors, while offering customized storage-integrated solutions tailored to compact living spaces. In terms of marketing, companies should leverage scenarios such as "reducing household chores" and "maximizing utility in small spaces" to cultivate consumer interest, while highlighting key selling points—including modular color schemes and smart mist-removal with constant-temperature control—to boost conversion rates for product upgrades. Looking ahead, as the smart bathroom ecosystem matures and consumer expectations for comfort continue to rise, the shower enclosure industry still possesses substantial potential for upgrading and distinct competitive advantages.

艾媒咨询 | 2026年中国夜间用药市场研究报告

近年来，中国夜间用药市场持续受益于夜间经济、即时零售、24小时药店、在线问诊及健康消费升级等多重赋能，其服务形态已从单一的线下药店夜间售药延伸至线上购药、即时配送、用药咨询与健康管理等多场景融合。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《2026年中国夜间用药市场研究报告》数据显示，中国农村居民人均医疗保健消费支出从2013年的1627元增长至2025年的4306元，13年间持续攀升；医疗保健类城市居民消费价格指数在2016年至2025年间始终保持正增长，2025年较上年上涨0.5%。居民医疗保健消费能力与价格水平同步上行，为夜间用药市场扩容提供了坚实支撑。
2026年中国消费者夜间线下药店购药时遇到的困难中，夜间出行不便占比最高，达46.39%；其次是附近无24小时药店需远行，占40.29%；无专业人员指导用药、药店无所需药品占比均接近三成；药品价格偏高、服务态度差也占据一定比例；仅1.92%表示无明显困难。线下夜间购药在可达性、药品可及性与专业服务方面仍存在明显短板，24小时药店覆盖不足与夜间出行成本高是制约线下消费的主要瓶颈。
2026年中国消费者夜间线上购药遇到的问题中，配送速度太慢占比最高，达32.68%；个人隐私泄露占29.68%；无专业用药指导占28.52%；药品质量有问题占28.06%；平台售后不完善占27.02%；配送费用过高占25.64%；无所需药品占23.79%；配送过程中药品破损占21.02%；仅5.43%从未遇到过问题。线上购药虽便捷，但配送时效、隐私安全、用药指导与质量保障等问题分布多元，用户体验仍有较大提升空间。
艾媒咨询分析师认为，夜间线上购药的用户体验仍有较大提升空间，问题分布较为多元，涉及配送、质量、服务、售后等多个环节。其中配送时效仍是最突出的痛点，说明当前的配送能力还不能完全满足所有场景的应急需求；药品质量与用药指导问题则关乎用药安全，是行业必须守住的底线。建议相关平台优化夜间运力调度与前置仓布局，强化药师在线审方与用药咨询能力，完善隐私保护与售后保障机制，并推动24小时药店与即时零售平台协同发展，以安全、便捷、专业的服务满足夜间应急用药需求。未来，随着夜间健康消费持续释放与即时零售生态完善，夜间用药市场仍具备强劲的增长潜力与规范化升级空间。
In recent years, China's nighttime medication market has continuously benefited from multiple enabling factors, including the nighttime economy, instant retail, 24-hour pharmacies, online consultations, and the upgrading of health consumption. Its service models have evolved from solely offline pharmacy nighttime drug sales to integrated multi-scenario approaches encompassing online drug purchasing, instant delivery, medication consultation, and health management. According to data from the latest "2026 China Nighttime Medication Market Research Report" released by iiMedia Research—a globally leading third-party data mining and analysis institution for new economic industries—the per capita healthcare expenditure among rural residents in China rose from 1,627 yuan in 2013 to 4,306 yuan in 2025, demonstrating a steady increase over the 13-year period. The consumer price index for healthcare among urban residents also maintained positive growth from 2016 to 2025, with a 0.5% year-on-year increase in 2025. The concurrent rise in residents' healthcare spending capacity and price levels has provided solid support for the expansion of the nighttime medication market.
In 2026, the most common difficulties encountered by Chinese consumers when purchasing medication at offline pharmacies during nighttime were inconvenient nighttime travel, accounting for 46.39% of responses; followed by the absence of nearby 24-hour pharmacies requiring long trips, accounting for 40.29%; the lack of professional medication guidance and the absence of required medications in pharmacies each accounted for nearly 30%; relatively high medication prices and poor service attitudes also constituted a significant proportion; only 1.92% of respondents reported no obvious difficulties. Offline nighttime medication purchases still face notable shortcomings in accessibility, medication availability, and professional services, with insufficient coverage of 24-hour pharmacies and high nighttime travel costs being the primary bottlenecks constraining offline consumption. In 2026, among the issues encountered by Chinese consumers when purchasing medications online during nighttime hours, slow delivery speed accounted for the highest proportion at 32.68%; personal privacy leakage accounted for 29.68%; lack of professional medication guidance accounted for 28.52%; concerns about medication quality accounted for 28.06%; inadequate after-sales service on platforms accounted for 27.02%; excessively high delivery costs accounted for 25.64%; absence of needed medications accounted for 23.79%; damage to medications during delivery accounted for 21.02%; only 5.43% of consumers had never encountered any issues. Although online medication purchasing offers convenience, challenges such as delivery timeliness, privacy security, medication guidance, and quality assurance remain diverse, indicating significant room for improving user experience.
Analysts at iiMedia Research believe that the user experience for nighttime online medication purchases still has considerable room for improvement, with issues spanning multiple aspects including delivery, quality, service, and after-sales support. Among these, delivery timeliness remains the most prominent pain point, suggesting that current delivery capabilities cannot fully meet emergency needs across all scenarios; concerns regarding medication quality and professional guidance, however, relate to medication safety—a critical baseline that the industry must uphold. It is recommended that relevant platforms optimize nighttime delivery capacity allocation and the layout of front-end warehouses, enhance pharmacists' capabilities in online prescription review and medication consultation, refine privacy protection and after-sales safeguard mechanisms, and foster collaborative development between 24-hour pharmacies and instant retail platforms, thereby meeting nighttime emergency medication needs with safe, convenient, and professional services. In the future, as nighttime health consumption continues to grow and the instant retail ecosystem matures, the nighttime medication market is poised to exhibit strong growth potential and opportunities for standardized upgrading.

艾媒咨询 | 2026年中国扫地机器人行业发展状况与消费行为调研报告

iiMedia Research（艾媒咨询）发布《2026年中国扫地机器人行业发展状况与消费行为调研报告》，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。iiMedia Research（艾媒咨询）数据显示，中国智能小家电市场规模从2016年的620亿元增长至2025年的2285亿元，预计2030年将达3393亿元；中国智能家居市场规模从2016年的620亿元增长至2025年的8154亿元，预计2026年将达9980亿元，2030年将突破1.8万亿元。智能小家电与智能家居整体市场的持续扩容，为扫地机器人行业提供了广阔的成长空间与生态基础。扫地机器人作为兼具小家电属性与智能家居入口属性的品类，已成为智能清洁赛道的核心代表，受益于消费升级与技术迭代的双重推动，市场渗透率与产品价值持续提升。本报告立足真实消费视角，系统梳理扫地机器人消费者的购买动机、品类偏好、渠道选择与品牌信任逻辑，复盘各细分赛道的市场表现，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 | OMO融合新生态——2026年中国音乐教育行业消费趋势研究报告

近年来，中国音乐教育行业持续受益于声音经济、在线教育、AI互动、智能硬件及OMO（Online-Merge-Offline）融合模式的全方位赋能，其消费形态已从单一的线下授课延伸至线上录播、直播互动、线下小班、社群陪练与阶段性成果展示等多场景融合。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《OMO融合新生态——2026年中国音乐教育行业消费趋势研究报告》数据显示，中国声音经济产业市场规模整体从2017年的307.6亿元，预计攀升至2029年的7415.8亿元。音乐教育作为声音经济的重要组成，有望持续受益于产业生态扩容与线上化渗透。
2026年中国音乐培训消费者选择学习形式时，学习平台/机构口碑与评价以28.37%居首，学习费用性价比与配套学习资源完善度均达26.06%，口碑、性价比与配套资源成为影响决策的关键因素。从市场结构看，2026年中国音乐培训市场中线上视频录播课占比34.04%居首，线下小班课与线上直播课分别占26.95%和21.45%，行业线上化、轻量化趋势显著，录播课凭借灵活、可反复学习等优势成为主流形态。
艾媒咨询分析师认为，音乐培训消费已呈现“重效率、轻负担”特征，商家应加快构建“录播打底+直播互动+线下小班强化”的OMO产品矩阵，重点开发模块化、可反复学习的线上课程体系降低决策门槛，同时依托线下小班打造沉浸式体验场景实现引流转化，并通过阶段性成果展示与社群运营强化消费者粘性，在全渠道竞争中构建差异化壁垒。未来，随着声音经济持续扩张与OMO模式深化，中国音乐教育市场仍具备强劲的增长潜力与模式创新空间。
In recent years, China's music education sector has continuously benefited from comprehensive empowerment driven by the audio economy, online education, AI interaction, smart hardware, and the OMO (Online-Merge-Offline) integration model. Its consumption patterns have evolved from solely offline instruction to encompass multiple integrated scenarios, including online recorded and broadcast lessons, live-streamed interactive sessions, offline small-group classes, community-based practice sessions, and periodic achievement showcases. According to data from iiMedia Research—a globally leading third-party data mining and analysis firm for new economic industries—its latest report, "The New OMO Integration Ecosystem: 2026 China Music Education Industry Consumption Trend Research Report," indicates that the overall market size of China's audio economy sector is projected to grow from RMB 30.76 billion in 2017 to RMB 741.58 billion by 2029. As a vital component of the audio economy, music education is poised to continue benefiting from the expansion of this industrial ecosystem and its increasing online penetration.
In 2026, when selecting their learning format, Chinese music training consumers would rank the reputation and reviews of learning platforms/institutions at the top (28.37%), followed by value for money of learning costs and the completeness of supporting learning resources (both at 26.06%). Reputation, cost-effectiveness, and supporting resources have become key factors influencing their decisions. In terms of market structure, online video-recorded lessons would account for 34.04% of the Chinese music training market in 2026, leading the segment, while offline small-group classes and online live-streamed lessons would each represent 26.95% and 21.45%, respectively. The industry is exhibiting a pronounced trend toward digitalization and lightweight operations, with recorded and broadcast lessons emerging as the dominant format due to their advantages such as flexibility and the ability to be studied repeatedly.
Analysts at iiMedia Research believe that music training consumption has already exhibited the characteristic of "emphasizing efficiency while minimizing costs." Businesses should accelerate the development of an OMO product matrix—comprising "recorded and broadcast lessons as the foundation, live-streamed interactive sessions, and offline small-group intensive training" —with a focus on creating modular online course systems that allow repeated learning, thereby lowering the decision-making threshold. Simultaneously, they should leverage offline small-group sessions to create immersive experiential scenarios for driving customer acquisition and conversion, while enhancing consumer loyalty through phased achievement demonstrations and community operations. This approach will help establish differentiated competitive advantages in omnichannel competition. In the future, with the continued expansion of the audio economy and the deepening of OMO integration, China's music education market still holds substantial growth potential and ample room for innovative business models.

艾媒咨询 | 国潮文化突围——2026年潮玩行业消费趋势研究报告

近年来，潮玩行业持续受益于国潮文化、IP经济、谷子经济、社交媒介及年轻消费群体身份认同的全方位赋能，其消费价值已从单一盲盒收藏延伸至文化认同、情感陪伴、社交货币与日常审美等多场景融合。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《国潮文化突围——2026年潮玩行业消费趋势研究报告》数据显示，2017-2029年中国谷子经济市场规模呈持续稳步上升趋势，从537亿元预计增长至3089亿元，整体高速增长。潮玩作为谷子经济与国潮文化的重要载体，有望持续受益于文化消费扩容。
2026年中国潮玩消费者希望行业发展方向中，结合国潮文化打造本土特色产品、提升产品质量优化性价比分别占56.66%、55.54%，丰富产品品类占43.67%。分性别看，男性因“产品款式更符合日常审美”“支持国货与本土设计师”“更贴合国潮/中国文化审美”选择国内潮玩品牌的比例分别为36.84%、35.09%、35.09%，女性对应为31.96%、30.70%、27.85%；女性因“价格更亲民、性价比更高”选择的比例为28.80%，高于男性的25.44%。国潮认同、品质性价比与日常审美正成为驱动国内潮玩品牌选择的关键因素。
艾媒咨询分析师认为，当前潮玩消费正由盲盒式符号消费转向文化认同、品质性价比与规范秩序并重，原创保护低占比并非需求弱，而是被国潮、品控等显性体验遮蔽。商家应开发国潮叙事与实用功能结合的中价位产品，强化品控与防伪溯源，联合文旅、教育场景开展主题快闪和联名营销，以原创故事内容提升复购与品牌信任。未来，随着国潮文化持续深化与谷子经济生态完善，潮玩行业仍具备强劲的增长潜力与品牌突围空间。
In recent years, the trendy toy industry has continuously benefited from comprehensive empowerment driven by China-fashion culture, IP economy, "Guzi economy," social media platforms, and the sense of identity among young consumers. Its consumption value has evolved from mere blind-box collecting to integration across multiple scenarios—including cultural identity, emotional companionship, social currency, and everyday aesthetics. According to data from iiMedia Research, a globally leading third-party data mining and analysis firm for new economy industries, in its latest report "Breakthrough of China-fashion Culture: 2026 Trend Research Report on the Trendy Toy Industry," the market size of China's "Guzi economy" has shown a steady upward trend from 2017 to 2029, growing from CNY 53.7 billion to an estimated CNY 308.9 billion, reflecting overall rapid growth. As a key vehicle for both the "Guzi economy" and China-fashion culture, the trendy toy sector is poised to continue benefiting from the expansion of cultural consumption.
In 2026, among Chinese trendy toy consumers, the preferred development directions for the industry were: creating locally distinctive products aligned with China-fashion culture (56.66%), enhancing product quality and optimizing cost-performance ratio (55.54%), and diversifying product categories (43.67%). By gender, among men, the proportions choosing domestic trendy toy brands based on "product styles better aligning with everyday aesthetics," "supporting domestic products and local designers," and "better matching China-fashion/Chinese cultural aesthetics" were 36.84%,35.09%, and 35.09%, respectively; among women, these proportions were 31.96%,30.70%, and 27.85%, respectively. Additionally, among women, the proportion choosing brands due to "more affordable prices and higher cost-performance ratio" was 28.80%, exceeding the 25.44% observed among men. China-fashion identity, quality and value proposition, and everyday aesthetic appeal are becoming key drivers for domestic collectible toy brands.
Analysts at iiMedia Research believe that current collectible toy consumption is shifting from blind-box symbolic consumption toward a balanced focus on cultural identity, quality and value proposition, and established norms. The low proportion of original content protection does not indicate weak demand, but rather that such demand is overshadowed by tangible experiences like China-fashion and quality control. Brands should develop mid-priced products that integrate China-fashion narratives with practical functionality, strengthen quality control and anti-counterfeiting traceability measures, and collaborate with cultural tourism and educational initiatives to launch themed pop-up events and co-branded marketing campaigns—leveraging original storytelling to boost repeat purchases and brand trust. In the future, as China-fashion culture continues to deepen and the grain-based economic ecosystem matures, the collectible toy industry still holds strong growth potential and opportunities for brand breakthroughs.

艾媒咨询 | 深夜与工位的慰藉——2025年快销食品行业消费者认知研究报告

近年来，快销食品行业持续受益于夜经济、即时零售、情绪消费、碎片化办公及通勤差旅等多元场景的全方位赋能，其消费价值已从传统的充饥饱腹延伸至深夜慰藉、工位续航、旅途陪伴与情绪代偿等多场景融合。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《深夜与工位的慰藉——2025年快销食品行业消费者认知研究报告》数据显示，2010-2025年中国休闲零食市场规模由4100亿元增至11804亿元，2030年预计13330亿元，行业规模持续扩容，为快销食品多场景渗透提供了坚实支撑。
2025年中国快销食品消费者购买烘焙食品用于替代正餐（如早餐）的占比达69.17%，用于充饥和当零食的分别占58.30%和54.15%，而以送礼为目的的仅占16.40%，烘焙食品的“正餐替代”属性突出。与此同时，2025年中国消费者因宵夜（61.11%）、熬夜加班（54.88%）、解馋（52.02%）及长途旅行（51.18%）选购方便食品的占比均突破五成，而作为正餐替代仅占34.68%。方便食品消费已深度嵌入夜间与碎片化非正餐场景，正餐化渗透仍有明显缺口。
艾媒咨询分析师认为，当前方便食品消费已深度嵌入夜间经济、情绪慰藉及碎片化办公等非正餐场景，其核心价值正从传统饱腹功能向即时满足与情感代偿跃迁，正餐化渗透仍存在明显缺口。建议行业商家紧抓“深夜食堂”与“工位续命”两大高频场景，针对性研发低负罪感、强口味记忆的宵夜及加班专线产品，并通过绑定通勤差旅、追剧解馋等细分情境开展场景化内容营销，以情绪价值驱动品类溢价与复购转化。
In recent years, the fast-moving consumer goods (FMCG) sector has continuously benefited from comprehensive empowerment across diverse scenarios—including the night economy, instant retail, emotional consumption, fragmented work arrangements, and commuting and travel—expanding its consumer value from traditional hunger satisfaction to multi-scenario applications such as late-night comfort, workstation energy replenishment, travel companionship, and emotional compensation. According to data from iiMedia Research, a globally leading third-party data mining and analytics firm for new economic industries, in its latest report titled "Late-Night and Workstation Comfort: 2025 FMCG Consumer Perception Research Report," China's leisure snack market size grew from CNY 410 billion in 2010 to CNY 1,180.4 billion between 2010 and 2025, with projections reaching CNY 1,333 billion by 2030. This sustained expansion of the industry has provided solid support for the multi-scenario penetration of FMCG products.
In 2025, among Chinese FMCG consumers, 69.17% of baked goods purchases were made to replace main meals (e.g., breakfast), while 58.30% were for hunger satisfaction and 54.15% for snacking; purchases for gifting accounted for only 16.40%, highlighting the prominent "main meal replacement" attribute of baked goods. Concurrently, in 2025, the proportion of Chinese consumers purchasing ready-to-eat foods for late-night snacks (61.11%), staying up late for overtime work (54.88%), satisfying cravings (52.02%), and long-distance travel (51.18%) all exceeded 50%, whereas purchases for main meal replacement accounted for only 34.68%. The consumption of ready-to-eat foods has become deeply embedded in nighttime and fragmented non-main meal scenarios, yet its penetration in main meal contexts still faces a significant gap.
Analysts at iiMedia Research contend that the consumption of convenience foods has now become deeply integrated into non-traditional dining scenarios—such as the nighttime economy, emotional solace, and fragmented work environments. The core value of these products is shifting from the traditional function of providing physical satiety toward offering instant gratification and emotional compensation; however, there remains a significant gap in their penetration into formal dining contexts. The researchers recommend that industry players focus on two high-frequency scenarios— "late-night dining" and "workplace sustenance" —by developing late-night snack products and dedicated "overtime" product lines that minimize guilt and enhance flavor recall. Furthermore, they suggest leveraging specific contextual scenarios—such as commuting and business travel, or satisfying cravings while binge-watching series—to execute scenario-based content marketing, thereby harnessing emotional value to drive category premiumization and increase repeat purchase rates.

艾媒咨询 | 车载音乐新蓝海——2026年音乐行业用户体验研究报告

近年来，音乐行业持续受益于智能座舱、AI生成音乐、多终端协同、内容付费及演出融合生态的全方位赋能，其消费场景已从单一的手机听歌延伸至车载出行、运动穿戴、家居休闲与便携播放等多场景融合，车载音乐正成为行业增长的新蓝海。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《车载音乐新蓝海——2026年音乐行业用户体验研究报告》数据显示，中国车载音乐市场规模由2018年的28.4亿元持续增至2025年的350.8亿元，7年间规模扩大约12.4倍，年均复合增速约43%，整体呈高速扩张态势，车载场景已成为音乐消费的重要增量入口。
从用户期待看，独立音乐人扶持体系完善（29.78%）、AI生成音乐普及化（28.99%）、音乐付费模式多元化（28.77%）及线下线上演出融合（28.54%）位列用户期待前列，反映出用户对内容生态、技术应用与商业模式创新的多元诉求。从终端分布看，2026年中国音乐用户使用手机体验音乐App占比达43.37%，车载音乐系统、手表/穿戴设备、便携音乐播放器分别占31.60%、29.67%、28.88%，多终端分布特征显著，手机虽仍居首位，但车载与穿戴设备已形成重要补充。
艾媒咨询分析师认为，音乐消费正从手机单极向车载、穿戴、家居等全场景渗透，通勤与运动等碎片化场景需求加速释放，跨终端无缝衔接已成为用户体验核心诉求。建议商家加快开发适配车载与穿戴设备的轻量化产品，实现多终端账号同步与内容无缝流转，并针对通勤、运动、家居等场景构建差异化曲库推荐及场景化会员营销策略，全面提升用户全场景粘性与付费意愿。未来，随着智能座舱普及与车载内容生态完善，车载音乐市场仍具备强劲的增长潜力与商业创新空间。
In recent years, the music industry has continuously benefited from comprehensive empowerment across intelligent cockpits, AI-generated music, multi-terminal collaboration, paid content models, and integrated performance ecosystems. Its consumer scenarios have evolved from standalone mobile music listening to multi-scenario integration encompassing in-vehicle entertainment, sports wearables, home leisure, and portable playback, with in-vehicle music emerging as a new blue ocean for industry growth. According to data from iiMedia Research—the world-leading third-party data mining and analytics firm for the new economy sector—published in its latest report "The New Blue Ocean of In-Vehicle Music: 2026 Music Industry User Experience Research Report," China's in-vehicle music market size has grown steadily from CNY 2.84 billion in 2018 to CNY 35.08 billion in 2025, representing a roughly 12.4-fold expansion over seven years, with a compound annual growth rate of approximately 43%. This overall trend indicates rapid market expansion, and the in-vehicle scenario has become a crucial growth channel for music consumption.
In terms of user expectations, the following factors rank highest: well-established support systems for independent musicians (29.78%), widespread adoption of AI-generated music (28.99%), diversified paid music models (28.77%), and integration of offline and online performances (28.54%). These findings reflect users' diverse demands for content ecosystems, technological applications, and innovative business models. From the perspective of terminal distribution, in 2026, the proportion of China's music users accessing music apps via mobile phones will reach 43.37%, while those using in-vehicle music systems, smartwatches/wearable devices, and portable music players will account for 31.60%,29.67%, and 28.88% respectively. This demonstrates a pronounced multi-terminal distribution trend: although mobile phones remain the primary channel, in-vehicle and wearable devices have become important complementary channels.
Analysts at iiMedia Research believe that music consumption is evolving from a single-channel reliance on mobile phones to encompassing all scenarios—including in-vehicle, wearable, and home environments. The demand in fragmented scenarios such as commuting and exercise is growing rapidly, and seamless cross-terminal integration has become a core requirement for user experience. Merchants are advised to accelerate the development of lightweight products tailored for in-vehicle and wearable devices, enabling synchronized accounts across multiple terminals and seamless content transfer. Additionally, they should create differentiated music library recommendations and scenario-based membership marketing strategies for specific contexts like commuting, exercise, and home use, thereby enhancing overall user engagement across all scenarios and boosting willingness to pay. In the future, with the widespread adoption of smart cockpits and the continuous refinement of in-vehicle content ecosystems, the in-vehicle music market is poised to maintain strong growth potential and ample room for commercial innovation.

艾媒咨询 | 智能养宠成风口——2026年宠物经济行业消费趋势研究报告

iiMedia Research（艾媒咨询）发布《智能养宠成风口——2026年宠物经济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。当前中国宠物经济行业正步入从规模扩张向质量升级跃迁的关键阶段，情感消费与科学养宠理念的深化正在重塑产业格局。iiMedia Research（艾媒咨询）数据显示，中国宠物经济市场规模由2015年的978亿元持续扩张至2025年的8114亿元，预计2030年将突破12800亿元，十余年增幅超十二倍，增长动能强劲。随着养宠人群对宠物健康、陪伴质量与生活品质的关注持续加深，消费重心正从基础食品用品向高端功能性食品、智能设备及轻医疗康养服务延伸，行业价值链条不断拉长。宠物消费从“养活”迈向“养好”，智能化、健康化与情感化成为驱动行业增长的核心动能。本报告立足真实消费视角，系统梳理宠物消费者的购买动机、品类偏好、渠道选择与品牌信任逻辑，复盘各细分赛道的市场表现，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 | 为体验与身份买单——2026年新生代市场消费者需求调研报告

近年来，新生代消费群体持续受益于体验经济、社交媒介、圈层文化与悦己消费的全方位赋能，其消费逻辑已从单一的商品功能满足延伸至身份表达、情绪价值、社交参与与沉浸体验等多场景融合。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《为体验与身份买单——2026年新生代市场消费者需求调研报告》数据显示，2020年中国体验经济市场规模为3.22万亿元，2025年升至19.67万亿元，预计2035年将达59.66万亿元。体验经济持续扩容，为新生代“为体验与身份买单”提供了坚实的市场基础。
2026年中国新生代消费者愿大额投入的消费场景中，数码产品以58.70%居首，健身/运动装备与课程（35.09%）和护肤/美妆/医美（33.54%）紧随其后，而收藏品仅占8.39%。在线下体验项目中，轻运动（骑行、飞盘、徒步、攀岩等）每季度至少消费一次的比例最高（28.64%），短途出行/城市微旅行“从未体验过”的比例最低（8.82%），而主题乐园/研学、手工DIY体验的月度高频消费占比均超过26%，密室/剧本杀及演唱会/音乐节的月度消费占比亦在21%以上。新生代消费呈现出“高频轻体验日常化、重体验文娱分层化”的鲜明特征。
艾媒咨询分析师认为，新生代消费者已从“浅层打卡”转向“高频沉浸”，追求兼具社交属性、情绪价值与身体参与的复合型体验，其中轻运动与短途出行正成为日常化刚需，而重体验、强叙事的文娱项目则呈现明显的分层消费特征。建议商家一方面将产品设计为“轻量化+社交化”组合，例如推出周末短途运动社群套餐或主题化徒步路线；另一方面利用高频场景带动低频项目，如以手工DIY工作坊搭配展览门票、剧本杀与城市漫步联票，并通过会员订阅制锁定每月复购意愿较强的核心客群。
In recent years, the new generation of consumers has continuously benefited from comprehensive empowerment driven by the experience economy, social media, niche culture, and self-care consumption. Their consumption logic has evolved from merely fulfilling product functionality to encompassing multiple integrated scenarios, including identity expression, emotional value, social participation, and immersive experiences. According to data from iiMedia Research—a globally leading third-party data mining and analysis firm for the new economy sector—titled "Paying for Experience and Identity: 2026 Market Consumer Demand Research Report for the New Generation of Consumers," the size of China's experience economy market reached 3.22 trillion yuan in 2020, rose to 19.67 trillion yuan in 2025, and is projected to reach 59.66 trillion yuan by 2035. The ongoing expansion of the experience economy has provided a solid market foundation for this new generation of consumers to "pay for experience and identity."
In 2026, among consumption scenarios where China's new-generation consumers are willing to make substantial expenditures, digital products led with 58.70%, followed by fitness/sports equipment and courses (35.09%) and skincare/beauty/medical aesthetics (33.54%), while collectibles accounted for only 8.39%. Among offline experience activities, light sports (cycling, frisbee, hiking, rock climbing, etc.) showed the highest proportion of participants who engaged in them at least once per quarter (28.64%), whereas short-distance travel/city micro-trips had the lowest proportion of those who "had never experienced them" (8.82%). In contrast, thematic parks/educational tours and DIY craft experiences each accounted for over 26% of monthly high-frequency consumption, while escape rooms/role-playing games and concerts/musical festivals also exceeded 21% in monthly consumption share. The consumption patterns of the new generation of consumers are characterized by two distinct trends: "high-frequency, low-experience, everyday activities" and "high-experience, narrative-driven entertainment offerings with clear segmentation."
Analysts at iiMedia Research observe that this demographic has shifted from "superficial check-ins" to "high-frequency immersive experiences," seeking composite experiences that combine social attributes, emotional value, and physical engagement. Among these, light exercise and short-distance travel are becoming essential daily necessities, while high-experience, narrative-driven entertainment offerings exhibit pronounced segmentation in consumer demand. Merchants are advised to, on one hand, design products as a combination of "lightweight features + socialization," such as launching weekend short-distance sports community packages or themed hiking routes; and, on the other hand, leverage high-frequency scenarios to drive engagement with low-frequency offerings—for example, pairing DIY workshops with exhibition tickets, or bundling role-playing games with urban strolls—while utilizing membership subscription models to lock in core customer segments with strong monthly repurchase intent.

艾媒咨询 | 要便利更重健康——2026年预制烘焙行业消费者认知研究报告

iiMedia Research（艾媒咨询）发布《要便利更重健康——2026年预制烘焙行业消费者认知研究报告》，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。当前中国烘焙食品零售市场正处于规模稳步扩容与消费场景重构的关键阶段，预制烘焙作为零售化程度最高的细分品类，正迎来渠道渗透加速与品质认知重塑的双重窗口期。iiMedia Research（艾媒咨询）数据显示，2021年至2025年中国烘焙食品零售市场规模由4745.2亿元增长至6621.5亿元，预计2030年将达到9065.3亿元。随着消费者购买决策越来越依赖零售终端的可得性与便利性，烘焙消费的竞争场域正从街边现烤门店向商超、便利店、即时零售等高频场景迁移，预制烘焙的渠道嵌入优势随之凸显。在此背景下，预制烘焙消费正从“应急替代”迈向“日常优选”，便捷性、新鲜度与健康化成为消费者权衡产品的核心标尺，价格敏感度则退居其后。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，系统梳理预制烘焙消费者的购买动机、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。