艾媒咨询 | 2025-2026年中国二手电商行业发展状况与消费者行为调研数据

随着国内电商市场持续扩容，新品消费沉淀海量闲置资源，叠加绿色消费、“断舍离”理念普及，二手电商行业迎来稳定发展机遇。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《2025-2026年中国二手电商行业发展状况与消费者行为调研数据》显示，2025年国内二手消费市场认知基础深厚，超九成消费者了解闲置经济，超五成消费者明确愿意购买二手商品，消费接受度持续提升。行业消费群体结构均衡，女性消费者占比51.51%，略高于男性消费者；核心消费人群为26-40岁中青年群体，且多为5001-15000元中高收入人群；消费区域集中在西南、华东、华南地区。当前二手电商消费者交易生态日趋成熟，超五成消费者兼具买卖双重身份，交易品类以数码产品、日用百货、书籍文具等品类为主。消费者交易最关注卖家信誉、流程便捷度与价格合理性，超八成消费者对二手交易平台服务表示满意。行业发展仍存在诸多痛点，线上交易高频出现商品信息隐瞒、实物与描述不符、卖家履约违规等乱象；平台存在信息不对称、信用体系不完善、卖家门槛低等弊端；商品质检流程缺失、服务质量不足、隐私安全隐患是消费者更换平台的主要原因。艾媒咨询分析师指出，目前二手电商行业仍处于规范化升级阶段，消费者的核心诉求集中在严打违规商品、完善商品审核机制、优化定价体系三大方向。未来，二手电商平台需持续完善商品质检与信息审核体系，健全信用监管与纠纷处理机制，规范市场定价标准、强化消费者隐私保护，补齐行业发展短板，推动行业朝着规范化、品质化、精细化方向高质量发展。
With the continuous expansion of the domestic e-commerce market and the accumulation of massive idle resources for new product consumption, coupled with the popularization of green consumption and the concept of "separation and abandonment", the second-hand e-commerce industry has ushered in stable development opportunities. The latest "Research data on the development status of China's second-hand e-commerce industry and consumer behavior from 2025 to 2026" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, shows that in 2025, the domestic second-hand consumption market has a deep cognitive foundation, with over 90% of consumers understanding the idle economy and over 50% of consumers clearly willing to purchase second-hand goods, leading to a continuous increase in consumer acceptance. The industry's consumer group structure is balanced, with female consumers accounting for 51.51%, slightly higher than male consumers; The core consumer group is middle-aged and young people aged 26-40, and most of them are middle and high-income individuals with a budget of 5001-15000 yuan; The consumption areas are concentrated in the southwest, east, and south regions. The current second-hand e-commerce consumer trading ecosystem is becoming increasingly mature, with over 50% of consumers having dual identities as buyers and sellers. The trading categories mainly include digital products, daily necessities, books and stationery. Consumer transactions are most concerned about seller reputation, process convenience, and price rationality, with over 80% of consumers expressing satisfaction with the services provided by second-hand trading platforms. There are still many pain points in the development of the industry, such as frequent online transactions involving the concealment of product information, discrepancies between physical items and descriptions, and seller performance violations; The platform has drawbacks such as information asymmetry, imperfect credit system, and low threshold for sellers; The main reasons for consumers to switch platforms are the lack of product quality inspection processes, insufficient service quality, and privacy and security risks. Analysts from iiMedia Research pointed out that the second-hand e-commerce industry is still in the stage of standardization and upgrading, and consumers' core demands are concentrated in three directions: cracking down on illegal products, improving product review mechanisms, and optimizing pricing systems. In the future, second-hand e-commerce platforms need to continuously improve their product quality inspection and information review systems, establish sound credit supervision and dispute resolution mechanisms, standardize market pricing standards, strengthen consumer privacy protection, fill the gaps in industry development, and promote high-quality development towards standardization, quality, and refinement.

中国广告主协会x艾媒咨询 | 2025-2026年中国绿色消费行为白皮书

绿色消费已成为全球可持续发展的重要议题，也是中国推动经济高质量发展、实现“双碳”目标的关键路径。随着消费者对生活品质要求的提升，以及可持续发展理念深入人心，产品的绿色环保属性成为消费者决策的重要因素之一。一方面，“十五五” 时期随着我国城镇化水平的大幅提升，大量农业转移人口进入城市将形成新的消费需求。另一方面，绿色智能家电、绿色有机食品、绿色健康养生服务越来越受到消费者的青睐。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《2025-2026年中国绿色消费行为白皮书》数据显示，超九成消费者意识到“绿色消费”的重要性，这充分彰显绿色消费已构筑起广泛的社会共识基础。在影响消费者购买绿色产品的决策因素中，个人/家庭健康需求以46.57%的占比处于首位，环保责任感以46.36%的微小差距紧随其后，显示健康意识与环保责任意识已成为两大核心驱动力。在食品消费、出行交通、日常购物等各类场景中，多数消费者在做出消费选择时会考虑环保/绿色因素，各场景平均有72.87%消费者会积极考虑环保因素，说明高环保意识在消费市场中展现出较强的渗透力，其中食品领域表现最突出。艾媒咨询分析师认为，绿色消费不仅是生活方式的转变，更是经济发展模式的革新。随着政策体系不断完善、技术水平持续提升和消费者意识日益增强，绿色消费将从现在的“新风尚”逐步发展为“新常态”，成为推动

艾媒咨询|2021年中国钟表行业发展白皮书

本报告研究涉及企业/品牌/案例：万表

数据显示，2021年中国钟表行业市场规模2298.3亿元，其中二手钟表市场规模1287.1亿元，新表市场规模896.4亿元，维修市场规模114.9亿元。随着市场的高增长，艾媒咨询分析师预测，2023年中国钟表行业市场规模将达2815.0亿元。随着大数据、5G、人工智能技术的引进，中国钟表电商将推动中国钟表产业数字化转型，AI与传统行业的融合不断加深，数据的量级以及复杂程度也将会大幅提升。中国钟表将在细分领域，通过数字技术的加持能为垂直业务的深发发展以及多元化业务发展形成充分的发展土壤。
Data show that the market size of China's watch industry in 2021 is 229.83 billion yuan, of which the second-hand watch market is 128.71 billion yuan, the new watch market is 89.64 billion yuan, and the maintenance market is 11.49 billion yuan. With the rapid growth of the market, iiMedia Consulting analysts predict that the market size of China's watch industry will reach 281.5 billion yuan in 2023. With the introduction of big data, 5G, and artificial intelligence technologies, China's watch e-commerce will promote the digital transformation of China's watch industry. The integration of AI and traditional industries will continue to deepen, and the magnitude and complexity of data will also increase significantly. In the subdivision of the field, China's timepieces will be able to form a sufficient development soil for the deep development of vertical business and the development of diversified businesses through the blessing of digital technology.