艾媒咨询 | 2026年中国“她经济”发展状况与消费行为洞察数据

随着居民人均可支配收入稳步提升，女性经济独立性与消费决策权持续增强，“她经济”市场规模不断扩容，覆盖美妆、健康、文创、服饰、数码等多个核心赛道，成为驱动消费升级的重要力量。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“她经济”发展状况与消费行为洞察数据》显示，2026年中国“她经济”消费主力集中在26-45岁中青年女性（占比超八成），以已婚有子女群体、本科学历群体、中等收入（5001-12000元/月）群体为主，核心分布在新一线及二线城市。消费行为方面，女性消费者呈现理性与情绪双驱动特征，超九成消费决策受情绪影响；核心消费领域集中在身体护理、健康零食、养生类等领域，在服饰鞋配、3C数码、文化消费、运动健身等领域的需求也同样旺盛；消费渠道以综合电商与线下实体店为主，直播带货成为重要补充。此外，女性消费者对“定义女性”的营销方式较为反感，更认可“看见个体”的多元包容叙事。艾媒咨询分析师指出，当前“她经济”消费生态整体良好，超七成消费者对其发展前景持乐观态度，但仍存在品牌营销不规范、产品同质化、需求未充分满足等问题。未来，“她经济”将呈现理性消费、健康养生精细化、个性化定制三大趋势。企业需立足女性真实需求，兼顾产品硬实力与情感共鸣，优化营销方式与产品服务，才能精准适配消费升级需求，实现市场竞争力提升。
With the steady increase in residents' per capita disposable income, women's economic independence and decision-making power in consumption continue to grow, leading to the continuous expansion of the "she economy" market, which covers core sectors such as beauty, health, cultural and creative products, apparel, and digital products, becoming a key driver of consumption upgrades. According to the latest report titled "Insight Data on the Development Status and Consumer Behavior of China's 'She Economy' in 2026" released by iiMedia Research (a global leading third-party data mining and analysis agency for the new economy industry), the main consumer force of China's "she economy" in 2026 is concentrated among middle-aged and young women aged 26-45 (accounting for over 80%), primarily consisting of married women with children, those with a bachelor's degree, and middle-income groups (monthly income of 5,001-12,000 yuan), with a core distribution in new first-tier and second-tier cities. In terms of consumption behavior, female consumers exhibit a dual-driven pattern of rationality and emotion, with over 90% of purchasing decisions influenced by emotions. Their primary consumption areas focus on body care, healthy snacks, and wellness products, while demand remains strong in sectors such as apparel and footwear, 3C electronics, cultural consumption, and fitness. The main channels for consumption are comprehensive e-commerce platforms and offline physical stores, with live-streaming sales serving as a significant supplement. Additionally, female consumers tend to dislike marketing approaches that "define femininity" and prefer narratives that embrace diversity and individuality. Analysts from iiMedia Research pointed out that the current consumption ecosystem of the "she economy" is generally healthy, with over 70% of consumers holding an optimistic outlook on its development prospects. However, issues such as unregulated brand marketing, product homogenization, and insufficient demand fulfillment persist. In the future, the "she economy" will exhibit three major trends: rational consumption, refined health and wellness, and personalized customization. To precisely meet the demands of consumption upgrades and enhance market competitiveness, enterprises must base their strategies on women's genuine needs, balance product quality with emotional resonance, and optimize marketing approaches along with product services.

艾媒咨询 | 2026年中国“拼豆”行业发展状况与消费行为调查数据

拼豆作为兼具创意DIY、情绪疗愈与休闲社交属性的文创产品，其行业发展受益于居民人均可支配收入提升、情绪经济与“谷子经济”扩容，成为满足消费者多元休闲需求的重要选择。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“拼豆”行业发展状况与消费行为调查数据》显示，2026年中国拼豆消费者以女性（77.78%）、Z世代与千禧一代（合计占比超90.00%）为主，核心人群集中在二线与新一线城市（合计占比70.99%），以上班族和自由职业者为消费主力（合计占比93.41%），中高收入群体（5001-15000元）占比突出。消费行为方面，短视频平台是消费者主要接触与获取信息的渠道；消费者的消费频次以每月1次及以上为主，客单价集中在51-100元区间，偏好灵活、按需付费模式；消费者最看重优质原料、IP联名与价格优惠。同时，消费者普遍认可拼豆的性价比与解压效果，但也关注产品质量参差不齐、山寨泛滥等问题，对原料安全、成品质量与服务升级需求迫切。艾媒咨询分析师指出，在消费升级与需求多元化的背景下，拼豆行业正从低门槛手工项目向体验类消费升级，亲子体验、线上定制与IP联名是未来商业增量主要途径。行业需完善原料质量标准与监管体系，优化产品设计与服务体验，精准把握不同年龄、收入、职业群体的差异化需求，才能提升用户粘性，推动行业规范化、长期化发展。
As a cultural and creative product that combines creative DIY, emotional healing, and leisure social interaction, the development of the perler beads industry benefits from rising disposable income, the expansion of the emotional economy, and the growth of the otaku economy, making it a key choice for meeting consumers' diverse leisure needs. According to the latest "Survey Data on the Development Status and Consumer Behavior of China's 'Perler Beads' Industry in 2026" released by iiMedia Research (a leading global third-party data mining and analysis firm in the new economy industry), in 2026, Chinese puzzle beans consumers were predominantly women (77.78%), Generation Z and millennials (collectively accounting for over 90.00%), with the core demographic concentrated in second-tier and new first-tier cities (collectively accounting for 70.99%). Office workers and freelancers formed the main consumer base (collectively accounting for 93.41%), with middle- and high-income groups (5,001-15,000 yuan) showing particularly strong representation. In terms of consumption behavior, short video platforms serve as the primary channel for consumers to access information. The majority of consumers engage in purchasing activities at least once a month, with an average order value concentrated between 51-100 yuan. They prefer flexible, on-demand payment models. Consumers prioritize high-quality ingredients, IP collaborations, and price discounts. While they generally recognize the cost-effectiveness and stress-relieving effects of perler beads, they also express concerns about inconsistent product quality and rampant counterfeit products, urgently calling for improved ingredient safety, finished product quality, and service upgrades. iiMedia Research analysts pointed out that against the backdrop of consumption upgrading and diversified demand, the "perler beads" industry is transitioning from low-threshold handmade projects to experiential consumption upgrades. Parent-child experiences, online customization, and IP collaborations are the primary drivers of future business growth. The industry needs to improve raw material quality standards and regulatory systems, optimize product design and service experiences, and accurately grasp the differentiated needs of various age, income, and occupational groups to enhance user engagement and promote standardized, long-term industry development.

艾媒咨询 | 2025年中国北斗导航产业市场状况及标杆企业经营数据分析报告

2025年，中国北斗导航产业进入深度融合与生态拓展的关键阶段，依托自主可控的国家战略技术体系，实现从核心技术突破向规模化应用延伸，产业链协同效应持续释放，政策与技术双重赋能，成为保障国家时空信息安全、推动数字经济发展的核心支撑。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《2025年中国北斗导航产业市场状况及标杆企业经营数据分析报告》数据显示，2025年北斗导航产业资本市场呈现高度集中特征，市值、营收、利润前三企业在TOP10企业中的占比分别为56.09%、超五成、超76.00%；研发投入强度凸显，产业头部企业研发投入占比表现突出，航天宏图高达44.99%，四维图新达35.75%；盈利能力分化显著，核心企业优势突出，振芯科技毛利率达61.23%，华测导航净利率达19.63%。艾媒咨询分析师认为，2025年北斗导航产业成长动能强劲，核心驱动力来自政策扶持、技术迭代与应用拓展，头部企业凭借技术壁垒与全产业链布局构筑竞争护城河，高精度应用领域成为增长亮点。当前产业仍处于成长期，竞争格局清晰但盈利分化明显，高研发投入与估值分化并存，未来随着“北斗+”融合应用深化与国际化推进，产业盈利韧性与发展质量将进一步提升。
In 2025, China's BeiDou Navigation Industry will enter a critical phase of deep integration and ecosystem expansion, leveraging a self-reliant national strategic technology system to extend from core technological breakthroughs to large-scale applications. The industry chain's synergistic effects will continue to be unleashed, with dual empowerment from policies and technology, becoming a core pillar in safeguarding national spatiotemporal information security and driving the development of the digital economy. According to the latest report, "China BeiDou Navigation Industry Market Status and Benchmark Enterprise Business Data Analysis Report in 2025" released by iiMedia Research (iiMedia Consulting), a globally leading third-party data mining and analysis firm in the new economy industry, the capital market of the BeiDou Navigation Industry in 2025 exhibits high concentration characteristics. The top three companies in terms of market value, revenue, and profit account for 56.09%, over 50%, and over 76.00% of the top 10 enterprises, respectively. R&D investment intensity is prominent, with leading industry players demonstrating outstanding R&D expenditure ratios—Hongtu Aerospace reaching 44.99% and NavInfo reaching 35.75%. Profitability differentiation is significant, with core enterprises excelling, as Zhixin Technology achieves a gross margin of 61.23% and Huace Navigation reaches a net profit margin of 19.63%. Analysts from iiMedia Research noted that the BeiDou Navigation Industry in 2025 will exhibit robust growth momentum, driven by policy support, technological iteration, and application expansion. Leading enterprises will construct competitive barriers through technological advantages and full industrial chain layouts, with high-precision application fields emerging as growth highlights. The industry remains in its growth phase, featuring a clear competitive landscape but significant profitability differentiation, alongside high R&D investment and valuation divergence. In the future, as the "BeiDou+" integrated applications deepen and internationalization advances, the industry's profitability resilience and development quality will further improve.

艾媒咨询 | 2026年中国AI智能营销白皮书

中国AI智能营销正在从降本增效的工具，演进为重塑商业模式和增长逻辑的核心引擎。它不再局限于替代人工完成重复性营销工作，而是深度渗透到品牌战略制定、用户关系管理、价值创造的每一个环节，推动营销从“被动响应需求”向“主动挖掘需求、创造需求”转变。以往依赖流量红利和经验判断的营销模式，正被AI驱动的精准化、个性化、场景化模式所替代，品牌得以打破传统增长瓶颈，构建以用户为核心的全生命周期运营体系。根据全球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AI智能营销白皮书》数据显示，53.0%的用户会使用搜索引擎开展购物搜索，主要用于查询商品价格与优惠信息、查看用户评价与专业测评、寻找官方或授权购买链接以及了解产品信息等。同时，近四成的用户已将AI大模型工具作为信息检索的重要选择。当前AI技术已贯穿营销全生命周期，从前瞻用户洞察与策略制定，到中端内容创作与多渠道分发投放，再到后端用户精细化运营与长效价值挖掘，构建起完整的智能营销闭环。艾媒咨询分析师认为，中国AI智能营销具备广阔发展空间，未来行业将持续从浅层工具应用，向全流程智能决策层面进阶。伴随技术迭代成熟与行业合规体系不断完善，AI将更深度地融入营销全链路，推动行业向更高效、更精准、更具创新性的方向发展。(《艾媒咨询|2026年中国AI智能营销白皮书》完整高清PDF版共48页，可点击

艾媒咨询 | 2026年中国软件RaaS行业分析及发展趋势研究报告

当前软件RaaS（机器人即服务，Robot as a service）正处于技术融合加速、场景快速落地、商业模式迭代的成长期，核心是将软件机器人、AI能力与运维服务打包订阅，帮助企业降低自动化门槛、实现降本增效。根据全球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年中国软件RaaS行业分析及发展趋势研究报告》数据显示，2025年全球人工智能市场规模已达36885亿美元，人工智能产业已从高速扩张期迈入高质量发展的成熟阶段，为AI Agent技术的规模化落地提供了坚实的产业土壤与广阔的市场空间。同时，用户对AI大模型的使用已进入理性实用阶段，应用需求更侧重实际效率提升，工作场景需求占比达50.2%，推动RaaS厂商从通用工具向垂直场景的服务化解决方案加速转型。艾媒咨询分析师认为，软件RaaS行业整体发展趋势向好，未来将在大模型深度融合下实现从“工具”向“业务伙伴”的演进，定价模式向多元化发展，应用场景持续拓展，行业生态协同不断加强，逐步成为企业数字化转型的主流选择，推动企业服务从工具订阅迈入结果交付新时代。(《艾媒咨询 |2026年中国软件RaaS行业分析及发展趋势研究报告》完整高清PDF版共35页，可点击文章底部报告下载按钮进行报告下载）

Currently, software RaaS (Robot as a Service)

艾媒咨询 | 2025年中国“一带一路”产业市场状况及标杆企业经营数据分析报告

2025年，中国“一带一路”产业在国家顶层设计引领下，稳步推进高质量发展，聚焦基础设施互联互通、国际产能合作等核心领域，推动“硬联通”与“软联通”深度融合，产业链协同效应持续释放，进入战略深化与项目提质的关键阶段。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《2025年中国“一带一路”产业市场状况及标杆企业经营数据分析报告》数据显示，2025年“一带一路”产业资本市场表现高度集中，市值、营收、利润前三名企业在TOP10企业中的占比分别超八成、近六成、超七成；研发投入分化明显，头部企业中国建筑研发投入达239.79亿元，海能达研发投入占比高达20.10%；盈利能力差异显著，核心领域企业优势突出，海能达毛利率达50.80%。艾媒咨询分析师认为，2025年“一带一路”产业成长动能稳健，核心驱动力来自政策赋能、龙头引领与技术创新，大型国央企凭借全产业链优势构筑竞争护城河，高端装备与绿色基建领域成为增长亮点。当前产业处于成熟期，竞争格局稳固，估值分化显著，未来随着海外项目落地提速与产业结构优化，产业盈利韧性与发展质量将进一步提升。
In 2025, China's Belt and Road industry, under the guidance of national top-level planning, advanced steadily toward high-quality development, focusing on core areas such as infrastructure connectivity and international capacity cooperation. It promoted the deep integration of "hard connectivity" and "soft connectivity," continuously unleashed the synergistic effects of industrial chains, and entered a critical phase of strategic deepening and project quality improvement. According to the latest report titled "China Belt and Road Industry Market Status and Benchmark Enterprise Operation Data Analysis Report in 2025" released by iiMedia Research (a globally leading third-party data mining and analysis agency for new economy industries), the capital market performance of the Belt and Road industry in 2025 was highly concentrated. The top three enterprises in terms of market capitalization, revenue, and profit accounted for over 80%, nearly 60%, and over 70% of the top 10 enterprises, respectively. R&D investment showed significant divergence, with China State Construction Engineering Corporation (CSCEC) investing 23.979 billion yuan, while Hytera's R&D investment accounted for 20.10% of its total. Profitability disparities were pronounced, with core sector enterprises demonstrating notable advantages, and Hytera achieving a gross profit margin of 50.80%. Analysts from iiMedia Research noted that the Belt and Road industry will maintain steady growth momentum in 2025, driven by policy empowerment, leading enterprises, and technological innovation. Major state-owned enterprises leverage their full industrial chain advantages to build competitive barriers, with high-end equipment and green infrastructure emerging as growth highlights. The industry is currently in its mature phase, featuring a stable competitive landscape and significant valuation disparities. As overseas projects accelerate and industrial structures optimize, profitability resilience and development quality will further improve.

艾媒咨询 | 2025年中国油气资源产业市场状况及标杆企业经营数据分析报告

2025年，中国油气资源产业在政策引导、能源安全战略推动与技术迭代赋能下，稳步推进全产业链协同发展，同时积极向低碳化、多元化转型，产业链布局持续完善，进入稳健发展与结构优化并行的关键阶段。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《2025年中国油气资源产业市场状况及标杆企业经营数据分析报告》数据显示，2025年油气资源产业资本市场表现高度集中，市值、营收前三名企业在TOP10企业中的占比均近九成，呈现极强龙头效应；研发投入分化明显，产业头部企业研发投入规模突出，中国石油年度研发投入达143.75亿元，而秦川物联研发投入占比高达19.36%；盈利能力差异显著，核心资源型企业优势突出，洲际油气毛利率达56.44%，中国海油净利率达32.66%。艾媒咨询分析师认为，2025年中国油气资源产业成长动能稳健，核心驱动力来自政策支持、资源禀赋优势与技术创新升级，头部企业凭借全产业链布局与资源掌控力构筑竞争护城河，油气装备与技术服务领域成为增长亮点。当前产业处于成熟期，竞争格局稳固，估值分化显著。未来随着低碳转型深化与非常规油气开发提速，产业盈利韧性与发展质量将进一步提升。
In 2025, China's oil and gas resources industry advanced steadily with the coordinated development of the entire industrial chain under the guidance of policies, the impetus of energy security strategies, and technological iteration. It actively transitioned toward low-carbon and diversified models, with continuously improving industrial chain layouts, entering a critical phase of parallel stable development and structural optimization.  According to the latest report titled "China Oil and Gas Resources Industry Market Status and Benchmark Enterprise Operating Data Analysis Report in 2025" released by iiMedia Research (a leading third-party data mining and analysis firm in the global new economy industry), the capital market performance of the oil and gas resources industry in 2025 was highly concentrated. The top three enterprises in terms of market value and revenue accounted for nearly 90% of the top 10, demonstrating a strong leading effect. R&D investment showed significant differentiation, with leading industry players exhibiting prominent R&D scales. China National Petroleum Corporation's annual R&D investment reached 14.375 billion yuan, while Qinchuan IoT's R&D investment accounted for as high as 19.36%. Profitability disparities were notable, with core resource-based enterprises holding distinct advantages. Intercontinental Oil & Gas achieved a gross margin of 56.44%, and CNOOC's net profit margin reached 32.66%. Analysts from iiMedia Research believe that in 2025, China's oil and gas resource industry will maintain steady growth momentum, driven by policy support, resource endowment advantages, and technological innovation and upgrades. Leading enterprises will build competitive barriers through comprehensive industrial chain layouts and resource control capabilities, with the oil and gas equipment and technical services sector emerging as a growth highlight. The industry is currently in a mature phase, featuring a stable competitive landscape and significant valuation differentiation. In the future, as low-carbon transformation deepens and unconventional oil and gas development accelerates, the industry's profitability resilience and development quality will further improve.

艾媒咨询 | 2025年中国交运设备产业市场状况及标杆企业经营数据分析报告

2025年，中国交运设备产业在政策引导与技术迭代双轮驱动下，加速向电动化、智能化、网联化转型，产业链协同不断深化，涵盖轨道交通、汽车制造、航空航天等多领域的产业体系持续完善，进入高质量发展攻坚阶段。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《2025年中国交运设备产业市场状况及标杆企业经营数据分析报告》数据显示，2025年交运设备产业资本市场表现高度集中，市值、利润前三名企业在TOP10企业中的占比分别达78.50%、88.06%，呈现显著头部效应；研发投入力度突出，产业TOP10企业研发强度均值达13.75%，头部企业交大思诺研发投入占比高达35.50%；盈利能力分化明显，核心技术型企业优势突出，交大思诺毛利率达70.63%，日月明净利率达40.61%。艾媒咨询分析师认为，2025年中国交运设备产业成长动能充足，核心驱动力来自政策支持、基建投资释放与技术创新突破，头部企业凭借技术壁垒与规模优势构筑竞争护城河。当前产业仍处于成熟期向升级期过渡阶段，竞争格局清晰但估值分化显著，未来随着国产化替代深化与新兴领域拓展，产业盈利质量与发展韧性将进一步提升。
In 2025, driven by policy guidance and technological iteration, China's transportation equipment industry accelerated its transformation toward electrification, intelligence, and connectivity. The industrial chain collaboration deepened continuously, with an increasingly refined industrial system spanning multiple sectors such as rail transit, automotive manufacturing, and aerospace, entering a critical phase of high-quality development. According to the latest report titled "Market Status and Benchmark Enterprise Performance Analysis of China's Transportation Equipment Industry in 2025" released by iiMedia Research (a globally leading third-party data mining and analysis firm for the new economy), the capital market performance of the transportation equipment industry in 2025 was highly concentrated. The top three enterprises in terms of market capitalization and profits accounted for 78.50% and 88.06% of the top 10 companies, respectively, demonstrating a pronounced head effect. R&D investment was prominent, with the average R&D intensity of the top 10 companies reaching 13.75%, and Jiaotong University's Sino-Tech accounting for 35.50% of R&D investment among leading enterprises. Profitability differentiation was evident, with core technology-driven enterprises holding significant advantages. Jiaotong University's Sino-Tech achieved a gross margin of 70.63%, while Ruiyue Mingjing's net profit margin reached 40.61%. According to iiMedia Research analysts, China's transportation equipment industry will maintain robust growth momentum in 2025, driven by policy support, infrastructure investment, and technological breakthroughs. Leading enterprises are building competitive advantages through technological barriers and scale benefits. While the industry is transitioning from maturity to upgrading, competition remains clear but valuation disparities are pronounced. Future improvements in domestic substitution and expansion into emerging sectors will further enhance profitability quality and resilience.

艾媒咨询 | 2025年中国机器人租赁产业市场状况及标杆企业经营数据分析报告

2025年，中国机器人租赁产业持续向智能化、服务化升级，依托技术迭代与政策赋能，逐步进入生态融合与规模化发展新阶段，应用场景持续拓展，成为智能制造与产业升级的重要支撑。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《2025年中国机器人租赁产业市场状况及标杆企业经营数据分析报告》数据显示，2025年机器人租赁产业资本市场表现呈现高度集中特征，营收前三名企业在TOP10企业中的占比超65.00%；研发投入强度凸显，产业研发投入TOP10企业均值达7.94%；盈利能力分化明显，核心零部件企业优势突出，昊志机电毛利率达37.46%，绿的谐波净利率达23.35%。艾媒咨询分析师认为，2025年中国机器人租赁产业成长动能充足，核心驱动力来自技术突破、政策引导与市场需求释放，头部企业凭借技术壁垒与规模优势构筑竞争护城河，核心零部件领域成为盈利亮点。当前产业仍处于成长期，竞争格局呈现“一超多强”特征，高估值与研发投入分化并存，未来随着商业化落地提速，产业盈利质量与发展韧性将进一步提升。
In 2025, China's robot leasing industry continued to advance toward intelligentization and service-oriented upgrades, leveraging technological iteration and policy empowerment to gradually enter a new phase of ecosystem integration and large-scale development. Application scenarios expanded continuously, becoming a crucial pillar for smart manufacturing and industrial upgrading. According to the latest report titled "China Robot Leasing Industry Market Status and Benchmark Enterprise Operation Data Analysis Report in 2025" released by iiMedia Research (a globally leading third-party data mining and analysis agency in the new economy industry), the capital market performance of the robot leasing industry in 2025 exhibited a highly concentrated trend, with the top three revenue-generating enterprises accounting for over 65.00% of the top 10 firms. R&D investment intensity stood out, with the average R&D investment intensity of the top 10 enterprises reaching 7.94%. Profitability differentiation was evident, with core component manufacturers demonstrating distinct advantages, such as Haozhi Electromechanical Machinery achieving a gross margin of 37.46% and Green Wave Harmonic Drive reaching a net profit margin of 23.35%.Analysts from iiMedia Research believe that China's robot leasing industry will maintain strong growth momentum in 2025, driven by technological breakthroughs, policy guidance, and market demand. Leading enterprises leverage technological barriers and scale advantages to build competitive barriers, with core component sectors emerging as profit highlights. The industry remains in its growth phase, characterized by a "one superpower, many strong players" competitive landscape. While high valuations coexist with divergent R&D investments, the acceleration of commercialization will further enhance profitability quality and resilience in the coming years.

艾媒咨询 | 【演讲版】从“卖香味”到“卖共鸣” 香氛创业者的用户价值破局之路

当下香水行业发展持续向好，消费需求不断升级，行业正从单纯售卖香氛产品，转向情感价值与精神共鸣的深度输出。以往市场以香味体验为核心竞争点，如今消费者不再局限于嗅觉享受，更注重香气承载的审美态度、情绪表达与自我标签。小众香氛与国风香氛持续走红，个性化、场景化用香成为主流趋势。品牌跳出单一香味售卖逻辑，依托文化内涵、情绪叙事打造产品内核，强化情感联结。渠道多元发展，内容营销加速审美渗透，行业整体告别同质化竞争，朝着精细化、情感化、价值化方向稳步转型。根据全球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“卖香味”到“卖共鸣” 香氛创业者的用户价值破局之路》数据显示，中国的香水消费已逐步走向日常化、常态化。消费者用香习惯稳步养成，多数人群保持稳定的周期性使用频率。香型偏好上，清透柔和的淡香系更受大众青睐（占比63.1%），成为主流消费选择。产品规格方面，偏好“30毫升”规格的消费者占59.7%，“50毫升”占45.2%，小巧便携的中小容量款式更贴合日常使用与尝新需求，兼顾实用性与体验感，成为选购核心考量。艾媒咨询分析师认为，伴随大众审美升级与情绪消费兴起，香水市场持续扩容，行业增长动能充足，未来整体市场规模将保持稳步攀升态势，发展潜力持续释放。(《艾媒咨询 |从“卖香味”到“卖共鸣” 香氛创业者的用户价值破局之路》完整高清PDF版共41页，可点击文章底部报告下载按钮进行报告下载）

The perfume industry is currently experiencing sustained positive growth, with consumer demand continuously upgrading. The industry is shifting from merely selling fragrance products to delivering deep emotional value and spiritual resonance. Previously, the market centered on scent experience as the core competitive advantage; today, consumers no longer limit themselves to olfactory enjoyment but place greater emphasis on the aesthetic attitude, emotional expression, and self-identity that a fragrance carries. Niche fragrances and Chinese-style fragrances continue to gain popularity, with personalized and scenario-based fragrance usage becoming mainstream trends. Brands are moving beyond the single-logic of selling scents, instead building product cores based on cultural connotations and emotional narratives to strengthen emotional connections. Channels are diversifying, content marketing is accelerating aesthetic penetration, and the industry as a whole is bidding farewell to homogenized competition, steadily transforming toward refinement, emotionalization, and value-orientation.According to the latest report "From 'Selling Scents' to 'Selling Resonance': The Fragrance Entrepreneur's Path to Breaking Through User Value" released by iiMedia Research, a global new economy industry third-party data mining and analysis institution, perfume consumption in China has gradually become normalized and routine. Consumers have steadily developed fragrance usage habits, with the majority maintaining stable periodic usage frequencies. In terms of scent preferences, light and soft subtle fragrances are more favored by the general public (accounting for 63.1%), becoming the mainstream consumer choice. Regarding product specifications, 59.7% of consumers prefer the "30ml" size, while 45.2% prefer "50ml." Compact and portable small-to-medium capacity formats better suit daily use and trial needs, balancing practicality and experiential value, becoming core considerations in purchasing decisions.Analysts at iiMedia Research believe that with the upgrading of public aesthetics and the rise of emotional consumption, the perfume market will continue to expand with ample growth momentum. The overall market size will maintain a steady upward trajectory in the future, with development potential continuously being unleashed. (“iiMedia Report | From ‘Selling Scents’ to ‘Selling Resonance’: The Fragrance Entrepreneur's Path to Breaking Through User Value”full version has 41 pages, please click the download button at the bottom of the article to download the report.)