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艾媒咨询|2023-2024年中国博物馆旅游行业及典型地市发展研究报告
随着人们生活水平提高、文化消费能力提升,大众对博物馆所承载的历史文化价值展现出更为浓厚的兴趣和更深的认同感,博物馆逐渐成为热门旅游目的地。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《2023-2024年中国博物馆旅游行业及典型地市发展研究报告》数据显示,2022年中国各地博物馆举办的活动数量众多,其中,线下展览共举办3.4万个、教育活动近23万场,接待观众5.78亿人次。近年来,各类以文物为创作灵感或节目主题的影视作品持续出圈,博物馆研学活动也广受师生喜爱,“博物馆+教育”、“博物馆+媒体”等多种模式的合作开发为用户带来了独特的体验,提升了文物资源的公众可及性。未来,博物馆将通过“博物馆+”模式与各个行业及领域的深度融合,为公众提供更加丰富、有趣的文化体验。
With the improvement of people's living standards and the improvement of cultural consumption ability, the public has shown a stronger interest and deeper identity for the historical and cultural values carried by museums, and museums have gradually become popular tourist destinations. According to the latest Research Report on the Development of China's Museum Tourism Industry and Typical Cities in 2023-2024 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, there will be a large number of activities held by museums across China in 2022, among which, A total of 34,000 offline exhibitions and nearly 230,000 educational activities were held, receiving 578 million visitors. In recent years, various kinds of film and television works with cultural relics as creative inspiration or program theme continue to appear in the circles, and museum research activities are also widely loved by teachers and students. The cooperative development of various modes such as "museum + education" and "museum + media" has brought unique experiences to users and improved the public accessibility of cultural relics resources. In the future, the museum will deeply integrate with various industries and fields through the "Museum +" model to provide the public with a richer and more interesting cultural experience. -
艾媒咨询|2024-2025年中国研学游经济市场运行监测报告
近年来,旅游市场强力复苏,居民出游意愿高涨。随着国民教育文化需求的提升、政府政策红利的释放以及家长教育观念的转变,研学游成为旅游市场重点发展方向。2023年中国研学游行业市场规模达1469亿元,预计2028年将突破3000亿元。中国研学游市场发展迅速,产业配套快速形成。产业链分布上,上游的资源提供方构成复杂,主体为高校、事业单位、研学基地和营地等。中游市场上,竞争格局较为分散,行业集中度较低,存在大量营收规模在千万元/人民币以下的中小机构。下游则对应用户层,如师生、学校、家长等。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《2024-2025年中国研学游经济市场运行监测报告》数据显示,在研学游目的地的选择上,57.7%的消费者偏爱省内的短途旅行,单次1000-6000元的研学游产品成为超半数消费者的选择。随着研学游市场发展逐步成熟,同质化的研学旅行服务将越来越难以满足消费者需求。科技、制造、能源、互联网等跨领域的佼佼者也已进入这个庞大的市场,不断拓展行业边界,开发出丰富多样的跨界融合研学产品。相关企业需根据研学旅行未来趋势制定分众细化的特色研学项目应对市场挑战。
In recent years, the tourism market has seen a robust recovery, with a surge in residents' desire to travel. As the national demand for education and culture increases, along with the release of government policy dividends and the transformation of parents' educational concepts, study tours have become a key direction for the development of the tourism market. In 2023, the market size of China's study tour industry reached 146.9 billion yuan, and it is expected to exceed 300 billion yuan by 2028. The development of China's study tour market is rapid, with industry support quickly taking shape. In terms of the industry chain distribution, the upstream resource providers are complex, mainly consisting of universities, public institutions, study bases, and camps. In the midstream market, the competitive landscape is relatively fragmented, with a low industry concentration, and there are many small and medium-sized institutions with a revenue scale of less than 10 million yuan/RMB. The downstream corresponds to the user layer, such as teachers, students, schools, and parents. The latest "China Study Tour economic Market Operation Monitoring report from 2024 to 2025" released by iiMedia Research shows that in the choice of study tour destinations, 57.7% of consumers prefer short-distance travel within the province, and study tour products priced between 1000-6000 yuan per trip have become the choice of more than half of the consumers. As the study tour market gradually matures, homogenized study travel services will increasingly fail to meet consumer needs. Leaders in cross-disciplinary fields such as technology, manufacturing, energy, and the internet have also entered this vast market, continuously expanding industry boundaries and developing a rich and diverse range of cross-disciplinary integrated study products. Relevant companies need to formulate targeted study projects based on future trends in study travel to meet market challenges. -
艾媒咨询 | 2024-2025年中国汉服产业现状及消费行为研究报告
随着文化强国道路的深化发展,文化自信深入人心,推动汉服产业的发展。数据显示,中国汉服市场规模呈现持续上升扩大趋势,2023年达到144.7亿元,2027年中国汉服市场规模有望达到241.8亿元。汉服行业不断有新的入局者,推动汉服产业的发展与大众化普及,由此带动周边产业的兴起与发展,汉服写真、汉服租赁、汉服体验馆将成为产业中必不可少的一环。未来,随着“国潮”的席卷,汉服品牌与博物馆、游戏、影视剧或漫画的跨界IP合作成为汉服品牌打破原有用户圈层、提升品牌知名度的重要方法。而摒弃了繁冗复杂的设计,将汉服及传统文化中的象征性元素融入服饰的“新中式”变得越来越流行。
With the deepening development of the road of cultural power, cultural self-confidence is deeply rooted in people's hearts, which promotes the development of Hanfu industry. Data show that China's Hanfu market size shows a continuous upward expansion trend, reaching 14.47 billion yuan in 2023, and China's Hanfu market size is expected to reach 24.18 billion yuan in 2027. Hanfu industry continues to have new entrants, to promote the development of the Hanfu industry and popularization of the masses, which led to the rise and development of peripheral industries, Hanfu photo, Hanfu rental, Hanfu experience hall will become an essential part of the industry. In the future, with the sweep of "national tide", cross-border IP cooperation between Hanfu brands and museums, games, movies, TV dramas or comics has become an important way for Hanfu brands to break the original user circle and enhance brand awareness. The "new Chinese style", which abandons complicated designs and integrates Hanfu and symbolic elements of traditional culture into clothing, is becoming more and more popular. -
艾媒咨询|2020年中国博物馆旅游行业及典型地市发展研究报告
本报告研究涉及案例:故宫博物院、深圳博物馆、上海博物馆、古根海姆博物馆、大都会博物馆、大英博物馆、老史德桥村博物馆。
调研数据显示,52%的人认为文化消费能提高人的生活质量和幸福感,比衣食住行更重要。艾媒咨询分析师认为,文化消费作为满足人们对美好生活的向往成为文化消费发展的新引擎,不断刺激博物馆旅游需求的增长。2019年,中国博物馆参观人次达到114732万人,增长率达9.90%
Research data shows that 52% of people believe that cultural consumption can improve people's quality of life and happiness, which is more important than clothing, food, housing and transportation. IiMedia Consulting analysts believe that cultural consumption has become a new engine for the development of cultural consumption to satisfy people's yearning for a better life, and continues to stimulate the growth of museum tourism demand. In 2019, the number of visits to Chinese museums reached 1.147.3 million, a growth rate of 9.90% -
艾媒咨询|2021年上半年中国宠物经济产业发展现状与市场调研分析报告
本报告研究涉及企业/品牌/案例:中宠股份,佩蒂股份,疯狂小狗,瑞普生物,多尼斯
随着社会结构变化和社会经济发展,独居、空巢群体逐渐扩展,宠物逐渐成为情感寄托,养宠观念明显改变,iiMedia Research(艾媒咨询)调研数据显示,37.1%的受访者将宠物看成自己的朋友,超过4成把宠物当亲人,这种情感需求推动了宠物经济的发展,预计到2023年中国宠物经济市场规模将接近6000亿元。宠物市场的规模化发展使得市场延伸服务不断完善,从传统的宠物食品、宠物用品等领域向宠物摄影、宠物医疗、宠物保险、萌宠体验馆等周边产业延伸。
With the change of social structure and the development of social economy, the groups of living alone and empty nest gradually expand, pets gradually become emotional sustenance, and the concept of keeping pets has changed significantly According to the survey data of research (AI media consulting), 37.1% of the respondents regard pets as their friends, and more than 40% regard pets as their relatives. This kind of emotional demand promotes the development of pet economy. It is estimated that the market scale of China's pet economy will be close to 600 billion yuan by 2023. With the large-scale development of the pet market, the market extension service has been continuously improved, extending from the traditional pet food, pet supplies and other fields to pet photography, pet medical care, pet insurance, pet experience hall and other surrounding industries.(“iiMedia Report | China's pet economic industry development status & market research and analysis report in 2021 H1" full version has 102 pages, please click the Browse HD Report button on the right side of the article to browse the report ) -
艾媒报告|2019-2021中国汉服产业数据调查、用户画像及前景分析报告
本研究报告涉及企业/品牌/案例:汉尚华莲,百雀羚,阿玛尼、纪梵希、YSL,故宫博物院文创馆,盘子女人坊,织羽集,重回汉唐,十三余,兰若庭,钟灵记,梨花渡,花朝记,都城南庄,流烟昔冷,华姿仪赏,明华堂,九锦司,飞羽汉服,花醉月,梨花庄,梵猫,闺仪
近年来中国汉服逐渐发展成一个较大规模的产业,并在年轻消费群体中得到迅速推广。2018年汉服爱好者数量达到204.2万人,同比增长72.9%。艾媒咨询分析师认为,未来2-3年中国汉服市场仍将保持增长态势, 2019年销售额预计将达14.1亿元。
2014年至2018年,中国汉服爱好者不断增长,在其消费群体中女性的比例逐年升高。受到消费升级的影响,消费者的需求也越来越趋向于个性化,而能满足不同的需求的产品也能表现出更高的溢价能力。例如汉服高端品牌——明华堂,售卖的汉服单品通常在3500元左右,套装定价在9000元以上。iiMedia Research(艾媒咨询)调查显示,从汉服消费者的购买动机来看,有47.2%的消费者是出于对汉服文化的喜欢,也有40.3%的消费者是出于对流行时尚的追求,说明汉服文化的魅力对消费者的吸引力是最大的,而影视频等网络宣传所定义的流行时尚,也是年轻人购买汉服的一大影响因素。
From 2014 to 2018, Chinese Hanfu enthusiasts continued to grow, and the proportion of women in their consumer groups increased year by year. Affected by consumption upgrades, consumer demand is becoming more and more personalized, and products that can meet different needs can also show higher premium capabilities. For example, Minghuatang, a high-end brand of Hanfu, usually sells Hanfu singles at around 3,500 yuan, and sets are priced at more than 9,000 yuan. According to the iiMedia Research survey, from the perspective of Hanfu consumers ’purchase motivation, 47.2% of consumers are out of favor of Hanfu culture, and 40.3% of consumers are in pursuit of fashion. It shows that the charm of Hanfu culture is the most attractive to consumers, and the fashion defined by online propaganda such as movie and video is also a major influencing factor for young people to buy Hanfu.
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