艾媒咨询 | 2025年中国私域流量消费行为调查数据

私域流量指的是个人账号中所沉淀的粉丝、客户，私域流量的特点是用户可直接触达、反复利用。近年来，私域流量市场正迅速崛起，成为企业营销的核心策略，其特点是自主可控、免费复用，能够有效降低获客成本并提升用户生命周期价值。随着公域流量成本攀升和用户需求个性化，私域流量市场规模持续扩大，参与主体和运营模式日益多元化。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年中国私域流量消费行为调查数据》数据显示，内容分享平台（如小红书、微博等）以37.22%的占比位居首位，表明消费者更倾向于通过内容分享平台进入商家私域，反映出内容驱动的消费决策趋势显著。与此同时，食品饮料类商品以38.16%的占比成为最受欢迎的品类，凸显了消费者对食品饮料的强烈需求，进一步印证了该品类在私域流量运营中的重要地位。艾媒咨询分析师认为，未来，私域流量将向精细化运营、与公域流量协同发展以及工具专业化方向演进，垂直细分领域、内容电商和本地生活服务等领域蕴含巨大机会。企业需抓住趋势，制定合理策略，以在竞争中占据优势。
Private domain traffic refers to the precipitated fans and customers in the personal account, and the characteristics of private domain traffic are that users can be directly contacted and repeatedly used. In recent years, the private domain traffic market is rising rapidly and has become the core strategy of enterprise marketing, which is characterized by autonomous and controllable, free reuse, which can effectively reduce customer acquisition costs and enhance user life cycle value. With the rising cost of public domain traffic and personalized user needs, the scale of private domain traffic market continues to expand, and the participants and operating models are increasingly diversified. According to the latest "Survey data of consumption behavior of China private domain traffic in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, content sharing platforms (such as XiaoHongshu, Weibo, etc.) occupy the first place with 37.22%. It shows that consumers are more inclined to enter the private domain of merchants through content sharing platforms, reflecting the significant trend of content-driven consumption decision-making. At the same time, food and beverage products accounted for 38.16% of the most popular category, highlighting the strong demand of consumers for food and beverage, further confirming the important position of this category in the private traffic operation. Ai Media Consulting analysts believe that in the future, private domain traffic will evolve in the direction of fine operation, collaborative development with public domain traffic and tool specialization, and there are huge opportunities in the fields of vertical segmentation, content e-commerce and local life services. Enterprises need to grasp the trend and formulate reasonable strategies to take advantage of the competition.

艾媒咨询 | 2025-2029年中国直播电商行业运行大数据分析及趋势研究报告

在数字经济蓬勃发展的当下，直播电商的内涵与外延不断拓展，从传统实物商品销售延伸至本地生活服务、虚拟内容付费等多元领域，成为推动消费升级、助力经济增长的新引擎。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《2025-2029年中国直播电商行业运行大数据分析及趋势研究报告》数据显示，2024年中国网上零售额达到15.52万亿元，预计到2025年规模将达到16.65万亿元。艾媒咨询分析师认为，直播电商正经历从野蛮生长到高质量发展的关键转型，在资本、平台、政府三方合力下，行业逐步构建起“效率-秩序-理性”的良性发展框架。
In the current era of vigorous development of the digital economy, the connotation and extension of live-streaming e-commerce are constantly expanding. It has extended from traditional physical goods sales to multiple fields such as local life services and virtual content payment, becoming a new engine for promoting consumption upgrading and economic growth. The latest "Analysis and trend research report on the operation of China's live e-commerce industr from 2025 to 2029" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, shows that China's online retail sales reached 15.52 trillion yuan in 2024. It is estimated that the scale will reach 16.65 trillion yuan by 2025. Analysts from iiMedia Research believe that live-streaming e-commerce is undergoing a crucial transformation from wild growth to high-quality development. With the joint efforts of capital, platforms, and the government, the industry is gradually establishing a virtuous development framework of "efficiency - order - rationality".

艾媒咨询 | 2025年中国小炒类餐饮行业发展状况及消费行为调查数据

在预制菜技术与标准化供应链的双重驱动下，中国小炒类餐饮行业正从规模扩张转向品质深耕，进入“效率与体验并重、细分与创新并行”的产业升级新阶段。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年中国小炒类餐饮行业发展状况及消费行为调查数据》显示，2024年中国餐饮行业市场规模为55718亿元，同比增长7.4%，预计2025年市场规模将达59284亿元。此外，2024年中国预制菜市场规模已经达到4850亿元，预计2026年预制菜市场规模达到7490亿元。这表明预制菜正成为推动餐饮业标准化与规模化的重要力量，也为小炒品类在保持“锅气”与实现效率平衡方面提供了产业基础。
在中国消费者最常消费的小炒类型中，湖南小炒（如小炒黄牛肉）以53.40%的占比高居榜首，成为2025年消费者最常消费的小炒类型。川渝江湖菜（如辣子鸡）以49.75%的占比紧随其后。江西小炒（如余干辣椒炒肉）和闽菜小炒分别以25.44%和25.06%的占比位列第三和第四。与此同时，在消费者了解小炒类餐饮的信息渠道方面，大众点评以52.77%的占比领先，小红书以39.80%的占比位居第二，显示本地生活平台与内容社区已成为影响消费者决策的关键入口。这表明，中国小炒类餐饮市场已呈现“辣味主导、区域集中”的品类格局，且消费决策正深度依赖数字化内容平台，未来具备地域特色与线上运营能力的品牌将更具竞争优势。
艾媒咨询分析师认为，中国小炒类餐饮行业将呈现以下发展趋势：一是区域风味细分化，湘川菜系继续领跑，但区域性小众口味将借助预制菜技术实现标准化突围；二是运营模式双轨化，连锁品牌依托供应链优势加速市场整合，同时“明档现炒+社区小店”模式持续深耕体验经济；三是技术驱动智能化，AI火候控制与智能点餐系统提升出餐效率，数字平台成为引流主阵地；四是消费场景多元化，从单一正餐向“家庭厨房+轻食简餐+户外露营”多场景渗透。
Driven by the dual forces of pre-prepared food technology and standardized supply chains, China's stir-fry restaurant industry is shifting from scale expansion to quality deepening, entering a new stage of industrial upgrading characterized by "efficiency and experience in balance, and coexistence of segmentation and innovation". According to the latest "2025 China Stir-Fry Restaurant Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research (a leading third-party data mining and analysis agency for the new economy industry), the scale of China's catering industry in 2024 was 5,571.8 billion yuan, with a year-on-year growth of 7.4%. It is expected that the scale will reach 5,928.4 billion yuan in 2025. Additionally, the scale of China's pre-prepared food market has reached 485 billion yuan in 2024, and it is expected to reach 749 billion yuan in 2026. This indicates that pre-prepared food is becoming an important force driving the standardization and scale of the catering industry, and also provides an industrial foundation for small stir-fry categories to maintain "wok hei" and achieve efficiency balance.
Among the most frequently consumed stir-fry types by Chinese consumers, Hunan stir-fry (such as stir-fried yellow beef) leads with a 53.40% share, becoming the most frequently consumed stir-fry type in 2025. Sichuan and Chongqing street food (such as spicy chicken) follows closely with a 49.75% share. Jiangxi stir-fry (such as Yu Gan chili and pork) and Fujian stir-fry rank third and fourth with 25.44% and 25.06% shares respectively. Meanwhile, in terms of information channels for consumers to learn about stir-fry restaurants, Dianping leads with a 52.77% share, followed by Xiaohongshu with a 39.80% share, indicating that local life platforms and content communities have become key entry points influencing consumer decisions. This shows that the Chinese stir-fry restaurant market has presented a "dominance of spicy flavors and regional concentration" category pattern, and consumer decisions are deeply dependent on digital content platforms. In the future, brands with regional characteristics and online operation capabilities will have greater competitive advantages.
Analysts from iiMedia Research believe that the Chinese stir-fry restaurant industry will present the following development trends: first, regional flavor segmentation, with Hunan and Sichuan cuisines continuing to lead, but regional minority flavors will achieve standardized breakthroughs with the help of pre-prepared food technology; second, dual-track operation models, with chain brands accelerating market integration by leveraging supply chain advantages, while the "open kitchen + community small store" model continues to deepen the experience economy; third, technology-driven intelligence, with AI heat control and intelligent ordering systems improving meal delivery efficiency, and digital platforms becoming the main attraction; fourth, diversified consumption scenarios, from single formal dining to "home kitchen + light meals + outdoor camping" multi-scenario penetration.

艾媒咨询 | 2025年全球数字人直播电商产业趋势报告

在全球数字化浪潮汹涌澎湃的当下，电商行业正经历着前所未有的变革与重塑，数字人直播电商顺势崛起，成为引领行业发展的全新风口。亚马逊、京东、淘宝等头部电商平台纷纷加码数字人电商直播赛道，以技术驱动消费体验革新。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年全球数字人直播电商产业趋势报告》数据显示，2021-2026年全球数字人电商直播市场规模呈上升趋势，2024年全球数字人电商直播市场规模为492.82亿美元，预计2026年将达到767.93亿美元。艾媒咨询分析师认为，数字人电商直播带货正通过技术迭代与场景创新持续加速行业变革，其与传统直播带货的关系已从竞争走向协同。
In the current era when the global digital wave is surging, the e-commerce industry is undergoing unprecedented transformation and reshaping. Digital human live-streaming e-commerce has emerged as a new trend, leading the development of the industry. Leading e-commerce platforms such as Amazon, JD.com and Taobao are all stepping up their efforts in the digital human e-commerce live streaming field, driving the innovation of consumer experience with technology. The latest "Global Digital Human live-streaming e-commerce industry trend report 2025" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, shows that the global digital human e-commerce live-streaming market size is on the rise from 2021 to 2026. The global digital human e-commerce live streaming market size was 49.282 billion US dollars in 2024 and is expected to reach 76.793 billion US dollars by 2026. Analysts from iiMedia Research believe that Digital human e-commerce live-streaming sales are continuously accelerating industry transformation through technological iteration and scene innovation. Its relationship with traditional live-streaming sales has shifted from competition to collaboration.

艾媒咨询 | 2025年全球及中国主题公园运行大数据及行业升级趋势报告

随着全球旅游市场回暖，全球主题公园亦得到了更好的发展和助力。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年全球及中国主题公园运行大数据及行业升级趋势报告》数据显示2024年第一季度至第三季度，中国出游人数达42.4亿人，同比增长15.30%。艾媒咨询分析师认为，随着旅游产业的复苏，中产阶级人口增加及亲子游趋势加强，中国主题公园行业亦受到正面影响。艾媒咨询分析师认为，相较于国际知名主题公园如迪士尼、环球影城等，中国大部分主题公园所涉及的产业链条短，收入结构相对单一，产品附加值较低。中国主题公园应着力开发多种商业模式，以应对未来不同的市场需求。
With the recovery of the global tourism market, the global theme parks has also been better developed and assisted. The latest "Global and China theme park operation big data and industry upgrade trends report 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that from the first quarter to the third quarter of 2024, the number of Chinese travelers reached 4.24 billion people, an increase of 15.30%. Analysts from IIMedia Consulting believe that with the recovery of the tourism industry, the increase of the middle class population and the strengthening of the trend of parent-child travel, China's theme park industry has also been positively affected. Analysts from iMedia Consulting believe that compared with internationally renowned theme parks such as Disney and Universal Studios, most theme parks in China involve a short industrial chain, relatively single income structure, and low added value of products. Chinese theme parks should focus on developing a variety of business models to cope with different market demands in the future.

艾媒咨询 | 2024年微信视频号用户画像与行为洞察报告

随着互联网技术的不断进步和社交媒体生态的演变，微信视频号作为新兴的视频平台，正逐渐成为品牌营销和商业化的新战场。微信视频号坐拥国内庞大的私域流量，其独特优势在于其植根于拥有完整社交链的微信生态，辐射超过13亿用户的社交圈，社交传播的内容具备高信任基因。因此，微信视频号诞生至今，已经成为连接用户与内容创作者的重要桥梁。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年微信视频号用户画像与行为洞察报告》数据显示，从2020年3月到2023年12月，中国短视频行业的用户基数呈现持续上升的态势。截至2023年12月，用户总数攀升至10.53亿，渗透率达到了96.40%。艾媒咨询分析师认为，逐年增长的用户规模表明短视频市场仍有巨大的发展潜力和空间。
艾媒咨询分析师认为，视频号推出了多项商业化工具，包括直播带货、观众打赏、付费内容推广以及广告互选等，为不同粉丝规模的内容创作者提供了丰富的变现途径。在当前的互联网生态中，商业化已成为维系创作者长期留存的关键因素。创作者生产的高质量内容是视频号在竞争激烈的短视频领域中吸引和维系用户关注的核心。因此，视频号的商业化步伐加快，对于建立一个可持续发展的内容生态系统具有重要意义。
With the continuous progress of Internet technology and the evolution of social media ecology, wechat video number, as an emerging video platform, is gradually becoming a new battlefield for brand marketing and commercialization. Wechat video number has huge private traffic in China. Its unique advantage is that it is rooted in the wechat ecosystem with a complete social chain, radiating the social circle of more than 1.3 billion users, and the content of social communication has a high trust gene. Therefore, since the birth of wechat video number, it has become an important bridge connecting users and content creators. The latest "2024 wechat video user portrait and Behavior insight report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that from March 2020 to December 2023, the user base of China's short video industry has continued to rise. As of December 2023, the total number of users climbed to 1.053 billion, and the penetration rate reached 96.40%. Imedia Consulting analysts believe that the growing user scale year by year indicates that the short video market still has huge development potential and space.
iiMedia Research analysts believe that the video number has launched a number of commercial tools, including live delivery, audience rewards, paid content promotion and advertising mutual selection, etc., providing a rich way for content creators of different fan sizes to monetize. In the current Internet ecology, commercialization has become a key factor to maintain the long-term retention of creators. High-quality content produced by creators is at the core of video Number's ability to attract and maintain users' attention in the highly competitive short video field. Therefore, the accelerated pace of commercialization of video number is of great significance for the establishment of a sustainable content ecosystem.

艾媒咨询 | 2024年中秋“三只羊月饼”事件舆情监测分析报告

2024年9月12日，抖音头部主播疯狂小杨哥和三只羊旗下直播间售卖的香港美诚月饼被曝在香港买不到，“三只羊月饼”事件在各种媒体平台广泛传播，网友最关心的问题还是“香港美诚月饼”是否涉嫌“虚假宣传”。iiMedia Research（艾媒咨询）调研数据显示，对于三只羊在直播间使用“香港高端月饼”这一描述，用以介绍一款并非在香港地区销售的美诚月饼的行为，82.4%的消费者认为三只羊这种做法属于虚假宣传。在三只羊主播直播夸大宣传的争议中，48.9%的消费者认为带货平台监管力度不足是问题背后的根本原因，32.6%的消费者则将问题归咎于品牌方。直播电商经济快速发展，行业规模越来越大，但行业的发育水平、健康程度仍然不达预期。有关部门应从平台监管和主播两方面入手，推动行业健康发展，同时对涉嫌虚假宣传的商家进行查处，严厉打击“伪境外品牌”的乱象，营造一个公平、透明、健康的消费环境。

艾媒咨询 | 2025年第三季度全球主要行业投融资数据监测季报

2025年第三季度全球主要行业投融资事件数量和金额均呈上升趋势，市场整体表现活跃。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年第三季度全球主要行业投融资数据监测季报》显示，2025年第三季度的投融资金额为18044.82亿人民币，投融资事件数量为2505起。艾媒咨询分析师认为，该季度数据变化受多重因素影响。一方面，科技、医疗等行业在特定周期内需求集中释放，政策支持进一步引导资金流向重点领域；另一方面，市场环境整体改善，投资者信心增强，资金流动性显著提升。本季度的特殊性在于投融资金额的大幅上升，可能与大型投资项目或并购活动有关。与历史趋势对比，本季度的投融资事件数量和金额均呈上升趋势，显示出市场活跃度增加，整体投资热情高涨。
In the third quarter of 2025, the number and amount of investment and financing events in major global industries both showed an upward trend, indicating an overall active market. According to the latest "2025 Third Quarter Global Major Industry Investment and Financing Data Monitoring Quarterly Report" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, the investment and financing amount in the third quarter of 2025 was 1,804.482 billion RMB, and the number of investment and financing events was 2,505. Analysts from iiMedia Research believe that the changes in the data of this quarter were influenced by multiple factors. On the one hand, industries such as technology and healthcare experienced a concentrated release of demand within a specific period, and policy support further guided capital towards key areas. On the other hand, the overall market environment improved, investor confidence increased, and capital liquidity significantly enhanced. The particularity of this quarter lies in the substantial increase in investment and financing amounts, which may be related to large-scale investment projects or merger and acquisition activities. Compared with historical trends, both the number and amount of investment and financing events in this quarter showed an upward trend, demonstrating an increase in market activity and a high overall investment enthusiasm.

艾媒咨询 | 2025年9月全球主要行业投融资数据监测月报

2025年9月，全球主要行业投融资事件与金额均实现显著增长，其中投融资金额创下历史新高。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9月全球主要行业投融资数据监测月报》显示，2025年9月的投融资事件数量环比上升19.3%，金额环比上升333.7%。本月投融资事件和金额的显著增长可能与行业周期性活动、政策利好、市场环境改善等因素有关。例如，某些行业可能在特定时期迎来投资热潮，或者政府出台了刺激投资的政策。本月的特殊性可能在于某些大型投资项目或并购活动的完成，导致金额激增。与历史趋势相比，本月的投融资金额创下新高，反映出当前市场活跃度的提升与投资者信心的进一步增强。
In September 2025, both the number of investment and financing events and the amount involved in major global industries saw significant growth, with the financing amount reaching a record high. According to the latest "Global Major Industry Investment and Financing Data Monitoring Monthly Report" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, the number of investment and financing events in September 2025 increased by 19.3% month-on-month, and the amount increased by 333.7% month-on-month.The significant increase in investment and financing events and amounts this month may be related to factors such as cyclical activities in the industry, favorable policies, and improved market conditions. For instance, certain industries may experience an investment boom during specific periods, or the government may have introduced policies to stimulate investment. The uniqueness of this month might lie in the completion of some large-scale investment projects or mergers and acquisitions, leading to a sharp rise in the amounts involved. Compared with historical trends, the investment and financing amounts this month have reached a new high, reflecting the enhanced market activity and further strengthened investor confidence.

艾媒咨询 | 2025年中国智能学习机行业发展状况和消费行为调查数据

随着技术的不断发展，智能学习机产品技术日益成熟，广泛应用于多个教育学习场景，其广阔的应用前景将推动中国智能学习机行业规模快速增长。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年中国智能学习机行业发展状况和消费行为调查数据》显示，2024年中国教育智能硬件市场规模达962亿元，预计2025年达到1125亿元；2024年中国智能学习机市场规模达270.72亿元，预计2027年中国智能学习机市场规模将达到514.41亿元。随着家长和学生对于教育质量要求的提高，传统的“一刀切”教学模式已无法满足其需求。智能学习机通过AI技术，能够根据学生的学习进度和能力提供定制化的学习方案，满足个性化学习需求。
在消费者购买智能学习机产品的种类中，排名前三的分别是智能学习笔（58.33%）、儿童手表（49.43%）、电子词典笔（39.94%）。此外，在购买学习机时，学习资源（66.92%）成为首要关注因素，使用体验（52.31%）与售后服务（48.46%）次之。这表明，智能学习机产品的竞争核心正从技术功能转向“内容+服务”的综合生态构建。未来，能够整合优质教育资源、提供流畅交互体验并建立完善服务体系的品牌，将在市场竞争中占据主导地位。
艾媒咨询分析师认为，未来中国智能学习机产品将向“内容生态化、服务个性化、交互人性化”深度演进。硬件参数将不再是竞争焦点，行业核心壁垒在于构建覆盖全学科、适配多教材版本的优质内容资源库。AI技术将进一步赋能，实现真正意义上的个性化学习路径规划与实时学情反馈。同时，产品将更注重情感化交互与护眼设计，从学习工具转变为懂孩子的学习伙伴。此外，伴随“双减”政策深化，与校内课堂互补的精准辅导及家庭教育场景解决方案，将成为关键增长点。
With the continuous development of technology, the technology of intelligent learning machine products is becoming increasingly mature and widely used in multiple educational learning scenarios. Its broad application prospects will drive the rapid growth of China's intelligent learning machine industry. According to the latest survey data on the development status and consumer behavior of China's intelligent learning machine industry in 2025 released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, the market size of China's education intelligent hardware will reach 96.2 billion yuan in 2024, and is expected to reach 112.5 billion yuan by 2025; The market size of intelligent learning machines in China is expected to reach 27.072 billion yuan by 2024, and is projected to reach 51.441 billion yuan by 2027. With the increasing demands of parents and students for educational quality, the traditional "one size fits all" teaching model can no longer meet their needs. Intelligent learning machines can provide customized learning plans based on students' learning progress and abilities through AI technology, meeting personalized learning needs.
Among the types of smart learning machine products purchased by consumers, the top three are smart learning (58.33%), children's watches (49.43%), and electronic dictionary pens (39.94%). In addition, when purchasing a learning device, learning resources (66.92%) become the primary concern, followed by user experience (52.31%) and after-sales service (48.46%). This indicates that the competitive core of intelligent learning machine products is shifting from technical functions to the comprehensive ecological construction of "content+services". In the future, brands that can integrate high-quality educational resources, provide smooth interactive experiences, and establish a comprehensive service system will dominate the market competition.
Analysts from iMedia Consulting believe that in the future, Chinese intelligent learning machine products will deeply evolve towards "content ecology, personalized services, and interactive humanization". Hardware parameters will no longer be the focus of competition, and the core barrier of the industry lies in building a high-quality content resource library that covers all disciplines and is compatible with multiple textbook versions. AI technology will further empower and achieve truly personalized learning path planning and real-time learning feedback. At the same time, the product will focus more on emotional interaction and eye protection design, transforming from a learning tool to a learning partner who understands children. In addition, with the deepening of the "double reduction" policy, precise tutoring and family education scene solutions that complement on campus classrooms will become key growth points.