艾媒咨询 | 2026年中国新春年货消费行为调研数据

随着中国消费者对情感价值、个性表达及生活品质的追求日益深化，年货消费正从传统的集中囤货与礼节性馈赠，加速向以兴趣驱动、悦己悦人、注重健康与体验的价值型消费转型。根据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年中国新春年货消费行为调研数据》显示，2018-2025年中国礼物经济产业市场规模从8000亿元增至14498亿元，预计2027年中国礼物经济市场规模将增至16197亿元。此外，2025年中国休闲食品行业规模为11804亿元，2027年预计将达到12378亿元，整体市场前景保持积极向好态势。
中国消费者购买新春年货品类中，超半数消费者选择了休闲食品类，其核心购买原因集中在口味丰富多样（45.88%）、性价比高（41.41%）及包装喜庆契合年味（38.59%）。这一偏好结构清晰地表明，当代中国消费者的年货选择是一种理性决策与情感需求并重的复合行为，既追求产品本身多元化的味觉体验与实惠价格，也高度重视其外在包装所承载的节日仪式感与情感价值，使得休闲食品超越了一般零食范畴，成为烘托新年气氛、满足口腹之愉的关键消费品。
艾媒咨询分析师认为，新春年货市场将呈现三大发展趋势：一是口味创新持续深化，通过挖掘地方特色风味、开展跨界联名等方式，打造具有记忆点的“味觉IP”，同时结合健康化趋势拓宽消费场景；二是供应链效率与成本控制成为关键，企业需借助数字化手段实现柔性生产，在保障产品品质与供应稳定性的同时，维持价格竞争力；三是场景营销与文化赋能升级，将传统节庆元素与现代审美、互动体验深度融合，从包装视觉延展至沉浸式消费场景构建，强化品牌情感联结。整体年货市场在消费升级与年节文化回归的双重驱动下，正朝着更高附加值的“体验化”、“传统现代融合”与“健康化”方向持续演进。
As Chinese consumers' pursuit of emotional value, individual expression and quality of life deepens, the consumption of New Year goods is accelerating its transformation from the traditional practice of centralized stockpiling and ceremonial gift-giving to value-driven, self- and others-pleasing, health-focused and experiential consumption driven by interests. According to the latest "Research data on Chinese New Year's goods consumption behavior in 2026" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the market size of the gift economy in China has increased from 800 billion yuan in 2018 to 1449.8 billion yuan by 2025. It is expected that the market size of the gift economy in China will reach 1619.7 billion yuan in 2027. In addition, the scale of the leisure food industry in China will be 1180.4 billion yuan in 2025 and is expected to reach 1237.8 billion yuan in 2027. The overall market outlook remains positive and favorable.
Among the categories of New Year goods purchased by Chinese consumers, over half of them chose the category of snack foods. The main reasons for their purchase focused on the rich variety of flavors (45.88%), high cost-effectiveness (41.41%), and the festive and appealing packaging that matched the festive atmosphere (38.59%). This preference structure clearly indicates that contemporary Chinese consumers' choice of New Year goods is a complex behavior that combines rational decision-making and emotional needs. They not only pursue the diversified taste experience and affordable prices of the products themselves, but also attach great importance to the festive ritualism and emotional value carried by the external packaging, making snack foods go beyond the category of ordinary snacks and become a key consumer product for enhancing the New Year atmosphere and satisfying the desire for delicious food.
Analysts from iiMedia Research believe that the new year's festive and leisure food market will exhibit three major trends: Firstly, flavor innovation will continue to deepen. By exploring local distinctive flavors, conducting cross-border collaborations, and creating memorable "taste IPs", it will expand consumption scenarios while aligning with the trend of healthiness; Secondly, supply chain efficiency and cost control will become key factors. Enterprises need to utilize digital means to achieve flexible production, ensuring product quality and supply stability while maintaining price competitiveness; Thirdly, scene marketing and cultural empowerment will be upgraded. Integrating traditional festival elements with modern aesthetics, interactive experiences, and deepening the integration from packaging visuals to immersive consumption scenarios, it will strengthen brand emotional connection. Under the dual driving forces of consumption upgrade and the return of festival culture, the overall festive market is continuously evolving towards a higher value-added "experiential" model, "traditional-modern integration", and "healthiness".

艾媒咨询 | 2026年中国新春礼盒消费行为调研数据

随着节日消费升级、传统文化复兴及社交礼赠需求多元化，新春礼盒市场正朝着品质化、场景化与情感价值深度融合的方向持续演进。根据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年中国新春礼盒消费行为调研数据》显示，2018-2025年中国礼物经济产业市场规模从8000亿元增至14498亿元，预计2027年中国礼物经济市场规模将增至16197亿元。此外，2025年中国休闲食品行业规模为11804亿元，2027年预计将达到12378亿元。整体市场展现出稳健的增长潜力，反映出在消费复苏与情感联结驱动下，围绕节日场景的礼盒类消费具有广阔的发展前景。
中国消费者在新春礼盒预算上，主要集中在301-500元区间（43.05%），反映中等价位为主流、理性消费凸显。在品类选择上，零食点心类礼盒最受欢迎（46.71%），其选择核心关注品类混搭（49.53%）、性价比（48.90%）及口感丰富度（48.28%）。这表明新春礼盒消费注重实用与体验的平衡，消费者在控制预算的同时，追求内容多样性与情感价值，驱动市场向“理性升级”与“体验深化”融合发展。
艾媒咨询分析师认为，新春礼盒市场未来将呈现以下核心发展路径：一是价值回归与产品创新，消费者对“实在价值”的追求将倒逼品牌摒弃虚高定价与同质化竞争，通过原料升级、工艺革新与文化IP融合，打造兼具诚意与差异化的核心产品；二是体验深化与责任践行，消费体验将从“拥有礼盒”延伸到环保包装、文化故事与互动场景构建，同时企业需将健康标准与绿色供应链建设纳入社会责任体系，回应消费者对品质与可持续的双重期待；三是全链路效率与信任构建，通过数字化管理与柔性供应链提升春节物流确定性，并以透明化沟通重建价格信任。整体市场将在理性消费与情感诉求的平衡中，向更健康、更可靠、更具价值共鸣的成熟阶段演进。
With the upgrading of festival consumption, the revival of traditional culture, and the diversification of social gift-giving demands, the New Year gift box market is continuously evolving in the direction of quality, scenario-based, and deep integration of emotional value. According to the latest "2026 China New Year Gift Box Consumption Behavior Research Data" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the market size of the gift economy in China has increased from 800 billion yuan to 1449.8 billion yuan from 2018 to 2025. It is expected that the market size of the gift economy in China will reach 1619.7 billion yuan in 2027. In addition, the scale of the leisure food industry in China was 1180.4 billion yuan in 2025, and is expected to reach 1237.8 billion yuan in 2027. The overall market demonstrates a stable growth potential, reflecting that under the drive of consumption recovery and emotional connection, gift box consumption in festival scenarios has broad development prospects.
Chinese consumers' spending on New Year gift boxes mainly falls within the range of 301-500 yuan (43.05%), reflecting that mid-range prices are the mainstream and rational consumption is prominent. In terms of product category selection, snack and pastry gift boxes are the most popular (46.71%). The core factors influencing their choice include category mix (49.53%), cost-effectiveness (48.90%), and richness of taste (48.28%). This indicates that New Year gift box consumption focuses on a balance between practicality and experience. Consumers control their budgets while pursuing diversity in content and emotional value, driving the market to integrate "rational upgrading" and "experience deepening" for coordinated development.
Analysts from iiMedia Research believe that the future of the New Year gift box market will follow the following core development paths: First, value return and product innovation. Consumers' pursuit of "real value" will force brands to abandon inflated pricing and homogenized competition. By upgrading raw materials, innovating processes, and integrating cultural IPs, they will create core products that are both sincere and differentiated. Second, experience deepening and responsibility fulfillment. Consumption experience will extend from "owning the gift box" to environmental packaging, cultural stories, and the construction of interactive scenarios. At the same time, enterprises need to incorporate health standards and green supply chain construction into their social responsibility framework to respond to consumers' dual expectations for quality and sustainability. Third, full-chain efficiency and trust building. Through digital management and flexible supply chains, the certainty of New Year logistics will be enhanced, and transparency communication will be used to rebuild price trust. The overall market will evolve towards a more healthy, reliable, and highly resonant with value stage through a balance between rational consumption and emotional demands.

艾媒咨询 | 2025年中国电商“双十一”消费大数据监测报告

2025年“双十一”期间，随着大促周期的持续延长，消费者对前期预热活动的关注度呈现疲态，整体参与热情未出现显著提升。平台转向“直降让利”简化规则，AI与即时零售成为新引擎，情绪消费等品类热销。市场从流量争夺转向存量深耕，理性消费主导，品牌更注重价值与服务竞争。根据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年中国电商“双十一”消费大数据监测报告》显示，按需购买（34.6%）和拒绝冲动消费（31.8%）是消费者“双十一”热情下降的核心因素，凸显理性消费理念已深度渗透；年度最优价格（44.6%）和优惠简化直接（42.6%）仍是拉动消费热情的关键。近年来，消费者需求已从单纯价格敏感转向高品质、智能化、情绪价值等多元维度，这一理念迭代正倒逼品牌加速产品创新升级。品牌需聚焦用户真实需求精准发力，激活消费者“焕新”意愿，推动行业实现可持续增长。
During the "Double Eleven" period in 2025, with the continuous extension of the big promotion cycle, consumers' attention to the pre heating activities has shown signs of fatigue, and the overall enthusiasm for participation has not significantly increased. The platform is shifting towards simplified rules of "direct reduction and profit sharing", with AI and instant retail becoming new engines, and emotional consumption and other categories selling well. The market has shifted from competition for traffic to deep cultivation of stock, with rational consumption leading and brands placing more emphasis on value and service competition. According to the latest "2025 China E-commerce 'Double Eleven' Consumption Big Data Monitoring Report" released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, on-demand purchasing (34.6%) and refusal of impulse consumption (31.8%) are the core factors leading to the decline in consumer enthusiasm for Double Eleven, highlighting the deep penetration of rational consumption concepts; The annual best price (44.6%) and simplified discounts (42.6%) are still the key factors driving consumer enthusiasm. In recent years, consumer demand has shifted from simple price sensitivity to multiple dimensions such as high quality, intelligence, and emotional value. This concept iteration is forcing brands to accelerate product innovation and upgrading. Brands need to focus on the real needs of users, exert precise efforts, activate consumers' willingness to "rejuvenate", and promote sustainable growth in the industry.

2025-2030年生鲜商超产业深度调研与产业布局研究报告

艾媒咨询研究院深入调研相关企业以及投资人士，结合国内外案例，依据艾媒北极星监测系统、草莓派用户调研中心的相关数据和预测模型，对行业的未来发展进行深度洞悉，推出了《2025-2030年生鲜商超产业深度调研与产业布局研究报告》。报告对行业区域发展、企业经营、行业竞争格局等进行了重点分析，最后分析了行业的发展趋势并提出投融资建议。本报告数据权威、详实、丰富，同时通过专业的分析预测模型，对行业核心发展指标进行科学地预测。

艾媒咨询 | 2025年中国无人零售行业发展状况与用户行为调查数据

　随着物联网、人工智能、大数据等前沿技术深度嵌入零售领域，中国无人零售行业近年来一路高歌猛进，从概念试水逐步迈向大规模商用，展现出强大的发展活力。根据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年中国无人零售行业发展状况与用户行为调查数据》数据显示，2024年中国人均可支配收入突破40000元大关，达到41314元。在2024年中国居民移动电话普及率达到了127.10部/百人。上述数据足以说明以物联网、大数据等前沿技术为核心的无人零售市场发展前景广泛。在对无人零售行业了解情况调查中，有50.41%的无人零售用户表示听说过，较为了解的用户占比为38.14%，这表明绝大部分用户都对无人零售有一定的认知。在对便利程度影响中，46.85%的用户认为略微提高，18.10%的用户认为显著提高，说明中国无人零售行业对用户生活便利程度带来了较大的正面影响。在无人零售商店未来改进空间看法中，62.76%的无人零售用户希望进行购物流程和支付方式的优化，59.51%的用户希望对店内环境和设施进行改善。这说明尽管无人零售行业具有巨大市场，但在精细服务方面仍然需要优化和改进。艾媒咨询分析师认为，未来中国无人零售行业需在技术稳定性、商品品类丰富度、运营成本控制等方面持续发力。企业应加大研发投入，提升设备稳定性与智能化水平，优化购物流程；同时，精准洞察消费者需求，丰富商品供给，通过精细化运营，进一步释放无人零售的市场潜力，塑造更具竞争力的商业模式。
With the deep integration of cutting-edge technologies such as the Internet of Things, artificial intelligence, and big data into the retail sector, China's unmanned retail industry has been making rapid progress in recent years, gradually moving from conceptual trials to large-scale commercial use, demonstrating strong development vitality. According to the latest "iiMedia Report | Survey data on the development status and user behavior of China's unmanned retail industry in 2025 " released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, China's per capita disposable income exceeded 40,000 yuan in 2024, reaching 41,314 yuan. In 2024, the penetration rate of mobile phones among Chinese residents reached 127.10 per 100 people. The above data are sufficient to demonstrate that the unmanned retail market, centered on cutting-edge technologies such as the Internet of Things and big data, has a broad development prospect. In the survey on the understanding of the unmanned retail industry, 50.41% of unmanned retail users said they had heard of it, and the proportion of users who were relatively familiar with it was 38.14%. This indicates that the vast majority of users have a certain understanding of unmanned retail. In terms of the impact on convenience, 46.85% of the users think it has slightly improved, and 18.10% of the users think it has significantly improved, indicating that the unmanned retail industry in China has brought a considerable positive impact on the convenience of users' lives. Among the views on the future improvement space of unmanned retail stores, 62.76% of unmanned retail users hope to optimize the shopping process and payment methods, and 59.51% of users hope to improve the in-store environment and facilities. This indicates that although the unmanned retail industry has a huge market, it still needs optimization and improvement in terms of fine services. Analysts from iiMedia Research believe that in the future, China's unmanned retail industry needs to continue to make efforts in terms of technological stability, the richness of product categories, and the control of operating costs. Enterprises should increase investment in research and development, enhance the stability and intelligence level of equipment, and optimize the shopping process. At the same time, accurately understand consumer demands, enrich product supply, and through refined operation, further unleash the market potential of unmanned retail and shape a more competitive business model.

2025-2030年中国商业零售产业深度调研与产业布局研究报告

艾媒咨询研究院深入调研相关企业以及投资人士，结合国内外案例，依据艾媒北极星监测系统、草莓派用户调研中心的相关数据和预测模型，对行业的未来发展进行深度洞悉，推出了《2025-2030年中国商业零售产业深度调研与产业布局研究报告》。报告对行业区域发展、企业经营、行业竞争格局等进行了重点分析，最后分析了行业的发展趋势并提出投融资建议。本报告数据权威、详实、丰富，同时通过专业的分析预测模型，对行业核心发展指标进行科学地预测。

艾媒咨询 | 2025年中国零售行业市场消费行为调查数据

随着数字零售技术的深度融合创新，消费模式呈现多元化发展态势，主要应用于以直播购物、社交电商为例的流量重构领域，以会员体系运营、精准推荐算法为例的用户运营领域，以及即时零售、虚拟试穿技术等场景体验领域。这种技术演进推动形成了覆盖智能货架管理、跨境商品直购的新型消费生态，同时催生出结合AR导航、无人配送的智慧零售解决方案，为消费者构建起全时段、全场景的购物体验闭环。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《2025年中国零售行业市场消费行为调查数据》数据显示，2025年中国消费者选择线上购物的核心动因中，“商品选择丰富性”以39.14%的占比居于首位，反映出消费者对多元化需求的重视。线上购物频率呈现集中化特征，“每月2-3次”成为主流选择，占比达35.45%，而每周线上购物时间分配中，“1-3小时”以55.74%的绝对优势成为多数消费者的常态选择。在消费类目偏好方面，食品类商品以36.68%的消费占比领跑线上购物清单，印证了生鲜电商和即时零售场景的深度渗透。艾媒咨询分析师认为，零售企业需系统性优化线上线下一体化运营能力：在线上渠道应强化动态定价算法与供应链弹性，通过C2M模式降低溢价空间；线下场景需加速AR虚拟试穿、智能导购机器人等体验型技术部署，同时构建会员积分跨场景通兑体系以提升用户忠诚度。对于消费者普遍反映的“价格敏感度攀升”现象，建议通过大数据驱动的精准促销策略与付费会员专属权益体系实现差异化价值供给。
With the deep integration and innovation of digital retail technology, the consumption model shows a diversified development trend, which is mainly applied to the field of traffic reconstruction such as live shopping and social e-commerce, the field of user operation such as membership system operation and accurate recommendation algorithm, and the field of scene experience such as instant retail and virtual fitting technology. This technological evolution has promoted the formation of a new consumption ecology covering intelligent shelf management and cross-border direct purchase of goods, and has spawned a smart retail solution combining AR navigation and unmanned distribution, building a full-time and full-scene shopping experience closed-loop for consumers. According to Consumer behavior survey data of China's retail industry in 2025 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, among the core motivations for Chinese consumers to choose online shopping in 2025, "Product selection richness" ranked first with 39.14%, reflecting consumers' emphasis on diversified needs. Online shopping frequency presents a centralized feature, "2-3 times a month" has become the mainstream choice, accounting for 35.45%, and in the weekly online shopping time allocation, "1-3 hours" has become the normal choice of most consumers with an absolute advantage of 55.74%. In terms of consumer preference, food products led the online shopping list with 36.68% of consumption, confirming the deep penetration of fresh e-commerce and instant retail scenes. Analysts of IIMedia Consulting believe that retail enterprises need to systematically optimize online and offline integrated operation capabilities: online channels should strengthen dynamic pricing algorithms and supply chain elasticity, and reduce premium space through C2M mode; In offline scenes, it is necessary to accelerate the deployment of experiential technologies such as AR virtual fitting and intelligent shopping guide robots, and build a cross-scene redemption system for member points to enhance user loyalty. For the phenomenon of "rising price sensitivity" generally reflected by consumers, it is suggested to realize differentiated value supply through big data-driven precision promotion strategy and the exclusive rights and interests system of paying members.

2025-2030年中国奥特莱斯开发与运营模式调研与投资战略规划分析报告

艾媒咨询研究院深入调研相关企业以及投资人士，结合国内外案例，依据艾媒北极星监测系统、草莓派用户调研中心的相关数据和预测模型，对行业的未来发展进行深度洞悉，推出了《2025-2030年中国奥特莱斯开发与运营模式调研与投资战略规划分析报告》。报告对行业区域发展、企业经营、行业竞争格局等进行了重点分析，最后分析了行业的发展趋势并提出投融资建议。本报告数据权威、详实、丰富，同时通过专业的分析预测模型，对行业核心发展指标进行科学地预测。

2025-2030年中国社区团购产业市场潜力与趋势分析报告

艾媒咨询研究院深入调研相关企业以及投资人士，结合国内外案例，依据艾媒北极星监测系统、草莓派用户调研中心的相关数据和预测模型，对行业的未来发展进行深度洞悉，推出了《2025-2030年中国社区团购产业市场潜力与趋势分析报告》。报告对行业区域发展、企业经营、行业竞争格局等进行了重点分析，最后分析了行业的发展趋势并提出投融资建议。本报告数据权威、详实、丰富，同时通过专业的分析预测模型，对行业核心发展指标进行科学地预测。

艾媒咨询 | 2024年中国电商“双十一”消费大数据监测报告

“国补”政策与 “双十一”大促周期拉长，共同激发了2024年“双十一”消费热潮。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年中国电商“双十一”消费大数据监测报告》数据显示，2024年参与“双十一”活动的消费主力为26-29岁年轻群体，占比34.1%；“双十一”活动中购买量最多的TOP3商品类别为生活日化、服装鞋帽和美妆护肤，“悦己消费”、消费分层等需求趋势凸显；延时发货（44.0%）和假优惠（42.7%）是消费者“双十一”消费体验中的短板。2024年双十一周期提前，旨在抢占市场先机，但也导致消费者购物疲劳和商家物流压力的增加。电商平台竞争从价格战转向经营战，通过细分人群与购物场景，升级服务支持商家。未来，竞争态势和策略调整还将继续深化和演变。
The "National Subsidy" policy and the extended "Double Eleven" promotion period have jointly stimulated the consumer fervor for "Double Eleven" in 2024. According to the latest " China's e-commerce "Double Eleven" consumption big data monitoring report in 2024" released by iiMedia Research (a third-party data mining and analysis institution for the global new economy industry), the main consumers participating in the 2024 "Double Eleven" event were young people aged 26-29, accounting for 34.1%. The top three product categories purchased during the "Double Eleven" event were daily necessities, clothing and footwear, and beauty and skincare products, highlighting trends such as self-indulgent consumption and consumption segmentation. Delayed delivery (44.0%) and fake discounts (42.7%) were the weak links in consumers' "Double Eleven" shopping experience. The 2024 "Double Eleven" cycle started earlier to seize market opportunities, but it also led to increased shopping fatigue among consumers and logistical pressures on merchants. Competition among e-commerce platforms shifted from price wars to operational battles, upgrading services to support merchants through audience segmentation and shopping scenarios. In the future, the competitive landscape and strategic adjustments will continue to deepen and evolve.