艾媒咨询 | 2026-2027年中国鲜花市场消费趋势研究报告

随着居民收入水平的提高，鲜花消费的门槛不断降低，越来越多的消费者愿意为美好的生活体验买单。大众消费逐步跳出基础温饱刚需约束，悦己消费、情感消费、品质消费等新兴需求加速落地，持续带动鲜花、礼物、情绪经济等细分赛道扩容。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《2026-2027年中国鲜花市场消费趋势研究报告》数据显示，2025年中国鲜花电商市场规模为1644.1亿元，同比增长11.2%；预计到2030年有望达到2437.6亿元。2026年中国消费者购买鲜花的意愿较高，超96%消费者都有购买鲜花的经历。鲜花消费在中国市场的普及度较高，拥有广阔的市场前景。
鲜花价格较高（30.29%）、产品同质化严重（27.16%）和鲜花质量不好（26.03%）从价格、个性和质量三个维度制约了鲜花市场的健康发展。消费者对鲜花电商的产品质量（30.16%）和运输配送（29.41%）最为不满，鲜花电商在供应链管理和售后服务方面存在较大改进空间，亟需提升鲜花品质和配送效率，优化售后体验。
艾媒咨询分析师认为，依托悦己消费与仪式感消费持续升温，鲜花消费场景从节日礼赠向日常消费延伸。叠加冷链物流与即时零售的完善赋能，线上购花便捷优势凸显，推动市场持续渗透扩容，行业将保持稳健向好的增长态势。
With the rise in residents 'income levels, the threshold for flower consumption continues to decline, and an increasing number of consumers are willing to pay for a better quality of life experience. Mass consumption is gradually moving beyond basic subsistence needs, with emerging demands such as self-care consumption, emotional consumption, and quality-oriented consumption gaining momentum, continuously driving the expansion of niche segments like flowers, gifts, and the emotional economy. According to "Research Report on Consumption Trends of China's Fresh Flower Market from 2026 to 2027" by iiMedia Research, a world-leading third-party new economy data research institution, the scale of China's flower e-commerce market reached 164.41 billion yuan in 2025, representing a year-on-year increase of 11.2%, and is projected to reach 243.76 billion yuan by 2030. In 2026, Chinese consumers demonstrated strong willingness to purchase flowers, with over 96% having done so. Flower consumption enjoys high popularity in the Chinese market and holds significant growth potential.
High flower prices (30.29%), severe product homogeneity (27.16%), and poor flower quality (26.03%) hinder the healthy development of the flower market across three dimensions: price, uniqueness, and quality. Consumers express the greatest dissatisfaction with product quality (30.16%) and transportation/delivery services (29.41%) on flower e-commerce platforms, indicating significant room for improvement in supply chain management and after-sales service. There is an urgent need to enhance flower quality, improve delivery efficiency, and optimize the customer experience post-purchase.
Analysts at iiMedia Research believe that, driven by the sustained growth in self-care consumption and ritualistic consumption, flower purchasing scenarios have expanded from festive gifts to daily consumption. Coupled with the enhanced capabilities of cold chain logistics and instant retail, the convenience of online flower purchases has become increasingly prominent, driving continuous market penetration and expansion, and ensuring the industry maintains a steady and positive growth trajectory.

艾媒咨询 | 2026年中国单身经济市场发展状况与用户行为调查数据

总体而言，悦己型消费已成为中国消费市场的核心增长动力，而单身群体正是这一趋势的主要推动者。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年中国单身经济市场发展状况与用户行为调查数据》显示，当前单身消费者对专属产品/服务的需求更聚焦于核心功能与使用效率，同时兼顾成本效益，反映出单身群体务实、高效的消费理念，个性化、社交等附加属性的关注度相对靠后。单身群体既追求个性化适配，也注重性价比与获取便捷性，相关业态可针对性布局产品矩阵以覆盖不同需求。
当前单身经济相关产品服务核心痛点集中在性价比、需求适配度及品类丰富度上，反映出供给端对单身人群需求的精准匹配不足，同时价格感知偏差也制约消费体验，行业需从需求洞察、产品创新及定价策略上优化调整。
艾媒咨询分析师认为，单身群体对自我提升、体验型消费的偏好凸显，休闲娱乐、家居生活等领域也有较高潜力，整体呈现出注重个人成长与生活品质的消费趋势，相关领域的市场布局可侧重贴合单身群体的个性化需求。单身群体消费升级需求呈现多元务实特征，既注重性价比这类核心消费诉求，也对智能化、健康化等品质型需求关注度较高，反映出单身经济正从基础消费向品质化、个性化、体验化的复合方向升级。
Overall, self-reward consumption has emerged as a core growth driver of China’s consumer market, with single consumers serving as the primary propellant of this trend. The latest "Survey Data on the Development of China’s Singles Economy Market and User Behaviors in 2026" released by iiMedia Research, a world-leading third-party institution specializing in new economy data mining and analysis, modern single consumers prioritize core functionality and service efficiency alongside cost-effectiveness when purchasing tailor-made products and services, embodying their pragmatic and result-oriented consumption philosophy, while supplementary attributes including personalization and social interaction rank lower in their consideration. As single shoppers pursue customized solutions alongside cost performance and easy access, relevant businesses may develop targeted product portfolios to satisfy diversified demands.
Key pain points of existing singles-economy products and services mainly lie in cost performance, demand matching and product diversity, revealing inadequate alignment between market supply and singles’ actual needs. In addition, inconsistent price perception undermines overall consumption experience, requiring industrial players to optimize demand research, product innovation and pricing strategies.
iiMedia Research analysts note that single consumers show a prominent inclination toward self-improvement and experiential consumption, while sectors such as leisure & entertainment and home living boast robust development potential. Generally, singles’ spending trends center on personal advancement and improved quality of life, enabling relevant industries to tailor market planning to their personalized requirements. Driven by diversified and pragmatic consumption upgrading, singles attach great importance to fundamental concerns like cost performance as well as premium-oriented demands covering intelligence and health, which indicates the singles economy is evolving from basic daily spending toward an integrated development featuring high quality, customization and immersive experience.