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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|2021中国汉服产业现状及消费行为数据研究报告
本报告研究涉及企业/品牌/案例:汉尚华莲,重回汉唐
数据显示,受疫情影响2020年中国汉服市场销售规模增速放缓,为63.6亿元,在政府大力弘扬传统文化、资本入场和汉服认可度提高等助推下,预计2021年中国汉服销售规模将突破100亿元。从供给侧数据来看,中国目前有超过3000家汉服企业,浙江、广东等地区淘宝汉服商家集聚效应显著,而西安、成都和杭州等城市汉服门店数量较多。在消费端调研数据来看,2021年近5成汉服消费者拥有2-4套汉服,以微博、抖音等为代表的社交媒体为近6成消费者接触汉服资讯的途径,成为推动汉服走向大众化的重要途径。总体而言,2021年中国汉服产业发展将面对传承缺失、盗版盛行和西方文化冲击等挑战,在传统文化热、消费升级等机遇下“汉服热”将持续升温,向更加大众化的品类发展。
According to the data, affected by the epidemic, the growth rate of sales scale of Chinese Hanfu market will slow down to 6.36 billion yuan in 2020. With the help of the government's efforts to promote traditional culture, capital admission and Hanfu recognition, the sales scale of Chinese Hanfu is expected to exceed 10 billion yuan in 2021. From the supply side data, there are more than 3000 Hanfu enterprises in China. Taobao Hanfu merchants in Zhejiang and Guangdong have a significant agglomeration effect, while there are more Hanfu stores in Xi'an, Chengdu and Hangzhou. In the consumer side, tiktok data show that nearly 5 of the 2021 Han Chinese consumers had 2-4 suits, and nearly 6 of them were social media represented by micro-blog and jitter. In general, the development of Chinese Hanfu industry in 2021 will face challenges such as the lack of inheritance, the prevalence of piracy and the impact of western culture. Under the opportunities of traditional culture fever and consumption upgrading, the "Hanfu fever" will continue to heat up and develop to a more popular category. -
艾媒咨询|2021年中国轻医美行业研究及产业链分析报告
本报告研究涉及企业/品牌/案例:爱美客,华熙生物,奇致激光,华韩整形,新氧,兰州生物
数据显示,2020年中国轻医美用户市场规模达到1520万人,预计到2021年将增至1813万人。在消费意识觉醒和消费需求驱动下,机构、医生在供给端强势助推轻医美行业更快速发展,预计2021年中国轻医美市场将达到798亿元,同比增长46.4%。在行业快速增长的同时,轻医美产业链各环节企业由于集中度不同导致利润分配不均,具体来看,上游原料耗材企业由于高技术壁垒,市场集中度较高,毛利率高于中下游企业,如知名玻尿酸、肉毒素产品制造企业爱美客、华熙生物等,而中下游由于竞争分散,单体获利参差不齐,更容易产生乱象。但总体来说,在行业监管加强、机构自律、平台监督等多方力量共同作用下,轻医美行业将会向线上化、品牌化、规范化发展。
According to the data, the market size of China's light medical beauty users will reach 15.2 million in 2020, and it is expected to increase to 18.13 million by 2021. Driven by the awakening of consumer awareness and consumer demand, institutions and doctors strongly boost the rapid development of light medical beauty industry in the supply side. It is estimated that China's light medical beauty market will reach 79.8 billion yuan in 2021, with a year-on-year growth of 46.4%. With the rapid growth of the industry, the profit distribution of enterprises in each link of the light medical beauty industry chain is uneven due to different concentration. Specifically, due to high technical barriers, the upstream raw materials and consumables enterprises have higher market concentration and higher gross profit rate than the middle and downstream enterprises, such as the well-known hyaluronic acid, botulinum toxin product manufacturing enterprises aimekke, Huaxi biology, etc., while the middle and downstream enterprises have higher gross profit rate due to scattered competition, Individual profit is uneven, more likely to produce chaos. But on the whole, under the joint action of industry supervision, institutional self-discipline, platform supervision and other forces, the light medical beauty industry will develop to online, brand and standardization. -
艾媒咨询|2020-2021年中国国潮经济发展专题研究报告
本报告研究涉及企业/品牌/案例:拼多多,华为,汉尚华莲
目前在快递业和电商平台服务业持续发展的推动下,中国社会消费品零售总额和出口总额逐年呈现上升趋势。2020年受疫情影响下,中国社会消费品零售总额为39.2万亿元,比上年下降3.9%,出口净额为15.0万亿元。随着制造业结构持续升级,工业生产配套链不断完善,进一步发挥国内市场优势同时扩大内需,国潮商品质量也得到提升。国粹作为国潮文化的典型发展领域,而汉服领域是传统国粹结合潮流元素发展的典型代表,iiMedia Research(艾媒咨询)数据显示,中国汉服爱好者数量规模和市场规模快速增长,预测2021年汉服爱好者数量规模预计达689.4万人,市场销售规模将达到101.6亿元。调研数据显示,28.3%的消费者非常信任目前国产制造的商品质量,54.1%的消费者表示比较信任;同时,各电商平台通过大量消费补贴,让消费者用更实惠的价格体验新国牌商品,助力国潮经济发展。
In recent years, driven by the sustainable development of domestic delivery industry and e-commerce platform, total retail sales and exports of consumer goods in China are increasing year by year. In 2020, affected by the epidemic, total retail sales of China will reach 39.2 trillion yuan, has decreased by 3.9% over the previous year, and its net exports will reach 15.0 trillion yuan. With the continuous upgrading of the manufacturing structure, the continuous improvement of the industrial production chain, the further development of the domestic market advantages and the expansion of domestic demand, the quality of China-Chic goods has also been improved. Chinese quintessence culture is a typical development field of China-Chic culture, while Hanfu is a typical representative of traditional quintessence culture combined with trend elements. As the data of iiMedia Research showed, the number and market scale of Hanfu fans in China are growing rapidly. It is predicted that the number and scale of Hanfu lovers in 2021 will reach 6.89 million, and the market sales scale will reach 10.16 billion yuan. According to the survey data, 28.3% of interviewed consumers have great confidence in the quality of domestic products, and 54.1% of them have little confidence in the quality. At the same time, through the large consumer subsidies provided by e-commerce platforms, it allows the consumers to experience the new Chinese brand products at better prices, which helps the development of China-Chic economy. -
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|2020Q1中国汉服市场运行状况监测报告
本报告研究涉及企业/品牌/案例:汉莲服饰集团,兰若庭,同袍APP,汉未央。
在新媒体平台和个性化消费观念的推动下,中国汉服产业发展不断加速。汉服行业借助抖音、微博等新媒体平台有效传播汉服文化,并联合热门IP,实现破圈获客,同时发展租赁、摄影等周边服务,实现全产业链融合。2019年汉服爱好者规模达356.1万人,同比增长74.4%;汉服消费者购买力强,中高端汉服需求最大,超七成汉服消费者单均消费超300元;不断扩大的市场基础、高消费能力以及高用户粘性令汉服市场引来井喷,2019年市场销售额达45.2亿元,同比增长318.5%;iiMedia Research(艾媒咨询)数据显示,过半数受访用户表示支持汉服文化;同时,超七成受访用户表示有购买意愿,汉服文化认可度提高,未来汉服产业或将迎来新一轮的增长。此外,超半数消费者表示不会在日常穿着汉服,穿着繁琐及大众接受度低是主要因素。未来,将汉服与现代日常服装元素融合,进一步拓宽汉服使用场景是汉服产业的主要发展方向。
Driven by the new media and the concept of personalized consumption, Han Chinese clothing industry has developed accelerately. The industry effectively spread Han culture by new media such as Tik Tok and Weibo, and cooperated with popular IP to breakthrough the limitations brought by its minority group attribute to achieve customer acquisition. Meanwhile, it developed services such as leasing and photography to realize the integration of the whole industry chain. The amount of Han Chinese clothing lovers in 2019 was 3.56 million, with a year-on-year growth of 74.4%. Consumers have the largest demand for high-end product, with over 70% of consumers spending more than 300 yuan each. The rapid development of Han Chinese clothing market is attributed to expanding market base, high consumption capacity and high user stickiness. The market sales volume in 2019 was 4.52 billion yuan, with a year-on-year growth of 318.5%. As the data of iiMedia Research showed, over 70% of the surveyed users expressed their willingness to buy. The recognition of Han culture improved, therefore the industry may have a high growth in the future. Over 50% of consumers considered that they would not wear Han Chinese clothing on a daily basis, with cumbersome clothing and low public acceptance as the main factors. In the future, the main development direction of Han Chinese clothing industry will be to integrate product with modern daily clothing elements and further expand the use scenes. -
艾媒咨询|2020年中国艺人经纪市场发展现状及典型企业分析报告
本报告研究涉及企业/品牌/案例:泰洋川禾、华谊兄弟、乐华娱乐、丝芭传媒、东申未来、酷漾娱乐。
其他企业/品牌:腾讯、爱奇艺、优酷、抖音、快手、虎牙直播、斗鱼直播、YY直播、芒果TV。
在移动互联网技术的发展,用户需求不断变迁以及各类网络视听新业态涌现等多重因素影响下,艺人内核进一步泛化,名人转型、网红出道、虚拟偶像等相继涌现,并逐渐向多元化方向发展,艺人市场的竞争更为激烈。数据显示,2020年,中国艺人经纪市场规模达到千亿元级别,未来五年年均增长率为30%
Under the influence of the development of mobile Internet technology, the changing needs of users and the emergence of various new online audio-visual formats, the core of artists has been further expanded, and celebrities, online celebrities and virtual idols have emerged one after another, and gradually to the diversification of the direction of development, the artist market competition is more intense. According to the data, China's talent brokerage market will reach 100 billion yuan in 2020, with an average annual growth rate of 30% over the next five years.
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