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艾媒咨询 | 2025年中国汉服产业消费行为调查数据
随着汉服文化的普及与市场成熟,其消费研究维度不断深化,涵盖以消费者认知与态度(如了解程度、文化传播认同)为例的文化渗透领域,以消费行为与产品偏好(如购买频率、价格敏感度、材质倾向)为例的市场决策领域,以场景应用(如日常穿着、租借体验、展览参与)为例的生态拓展领域,以及行业争议(山寨接受度、形制设计争议)。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年中国汉服产业消费行为调查数据》数据显示,56.83%的汉服消费者对汉服比较了解,57.845%的消费者比较能接受汉服,消费者多以社交媒体的方式了解到汉服,占比达到38.62%,并且有54.97%的消费者比较关注汉服的展览,可以看出汉服在国内有一定的流行度和关注度。但购买过汉服的消费者仅有35.92%,其中48.36%的消费者是在大型商场或购物中心中购买的,他们在购买时会多考虑款式、价格等因素。经常穿汉服的场景为传统节日时或者拍个人艺术照时。有30%的人认为汉服太引人注目了,有25.38%的人认为汉服穿起来繁琐,不太实用,不会去购买,而相比购买,大多数人会选择租借汉服,占比来到了60.71%,或者去汉服体验店,去过的消费者占比有62.06%。艾媒咨询分析师认为,在汉服逐渐流行的新背景下,更多地关注汉服市场,了解消费者的相关需求,是占领汉服市场至关重要的一步。
With the popularization and market maturation of Hanfu culture, the research dimensions of its consumption have been continuously deepened, covering cultural infiltration areas such as consumers' cognition and attitude (such as understanding degree, cultural dissemination recognition), market decision-making areas such as consumption behavior and product preference (such as purchase frequency, price sensitivity, material preference), ecological expansion areas such as scene application (such as daily wear, rental experience, exhibition participation), and industry controversy areas such as the acceptance of counterfeits and disputes over shape design.According to the latest "2025 China Hanfu Industry Consumption Behavior Survey Data" released by iiMedia Research (iimedia research), a global third-party data mining and analysis agency for the new economy industry, 56.83% of Hanfu consumers have a relatively good understanding of Hanfu, and 57.845% of consumers are relatively receptive to Hanfu. Consumers mostly learn about Hanfu through social media, accounting for 38.62%, and 54.97% of consumers are relatively concerned about Hanfu exhibitions. This shows that Hanfu has a certain degree of popularity and attention in China. However, only 35.92% of consumers have purchased Hanfu, among which 48.36% of consumers bought it in large shopping malls or shopping centers, and they would consider factors such as style and price when purchasing. The common scenes for wearing Hanfu are during traditional festivals or when taking personal artistic photos. 30% of people think Hanfu is too eye-catching, and 25.38% think it is too complicated to wear and not very practical, so they will not purchase it. Compared with purchasing, most people choose to rent Hanfu, accounting for 60.71%, or go to Hanfu experience stores, with 62.06% of consumers having visited. Analysts from iiMedia Research believe that in the new context of the gradual popularity of Hanfu, paying more attention to the Hanfu market and understanding the relevant needs of consumers is a crucial step to occupy the Hanfu market.艾媒咨询 | 2025年中国塑身服饰产品消费行为洞察报告
随着人们生活水平的提高和健康审美意识的增强,塑身服饰市场近年来发展迅猛。塑身服饰不仅满足了消费者对身材修饰的需求,还在一定程度上体现了时尚与健康的生活理念。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年中国塑身服饰产品消费行为洞察报告》数据显示,在信息传播层面,社交媒体凭借 67.16% 的占比,成为消费者了解收腹提臀裤的最主要渠道,凸显其在塑造消费认知、引导消费选择方面的关键作用。在品牌竞争方面,猫人品牌以 38.53% 的占比拔得头筹,婷美和曲线主义也表现出色,分别占比 37.68% 和 36.42%,这三大品牌凭借各自优势赢得了消费者的青睐,在市场中占据重要地位。而从消费者需求角度,塑造完美身形这一诉求占比高达 70.32%,这直接表明消费者在选购收腹提臀裤时,塑形效果是他们最为关注的核心要素。艾媒咨询分析师认为,塑身服饰市场作为服装行业的新兴细分领域,市场前景广阔,发展潜力巨大。通过加强产品质量把控、完善行业标准、规范市场营销行为,塑身服饰行业能够实现健康、可持续发展。同时,关注行业发展趋势,积极推动科技融合创新、绿色环保发展和个性化定制服务,将为塑身服饰企业带来新的发展机遇。
With the improvement of people's living standards and the enhancement of healthy aesthetic consciousness, shapewear market has developed rapidly in recent years. Shapewear not only meets the needs of consumers for body modification, but also reflects the concept of fashion and healthy life to a certain extent. According to the latest "Insight reportin on China Shapewear products consumer behavior in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, at the level of information dissemination, social media accounts for 67.16%, It has become the most important channel for consumers to understand belly and hip lifting pants, highlighting its key role in shaping consumption cognition and guiding consumption choices. In terms of brand competition, Cat people brand took the top spot with 38.53%, Tingmei and Curvaciism also performed well, accounting for 37.68% and 36.42% respectively, and these three brands won the favor of consumers with their respective advantages, occupying an important position in the market. From the perspective of consumer demand, the demand for shaping the perfect body shape accounted for as high as 70.32%, which directly shows that consumers are most concerned about the shape effect when they buy belly and hip lifting pants. Imedia Consulting analysts believe that the shapewear market, as an emerging segment of the apparel industry, has broad market prospects and great development potential. By strengthening product quality control, improving industry standards, and standardizing marketing behaviors, the shapewear industry can achieve healthy and sustainable development. At the same time, pay attention to the development trend of the industry, actively promote the integration of science and technology innovation, green environmental protection development and personalized customized services, will bring new development opportunities for shapewear enterprises.
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