艾媒咨询 | 2025年中国运动鞋服行业发展状况与消费行为调查数据

随着全民健康意识增强与运动生活方式的普及，消费者对运动鞋服的需求持续增长。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年中国运动鞋服行业发展状况与消费行为调查数据》显示，2024年中国运动鞋服行业市场规模为5425亿元，预计2030年将达到8963亿元。随着中国鞋服品牌登上国际时装周舞台以及国潮文化的流行，中国运动鞋服行业掀起“国潮热”，国货品牌纷纷开始崛起。未来行业将加速向智能化、功能化方向升级，通过强化科技研发、深化国潮文化内涵、拓展细分运动场景，构建更具竞争力和创新力的产业新生态。
中国消费者在选购运动鞋时，首要考虑因素为款式设计，占比达58.70%；专业度（涵盖安全性与科技含量）与舒适度紧随其后，分别占比54.20%和53.80%。在运动服方面，款式设计（61.30%）和舒适度（58.50%）同样是最受关注的因素，价格（51.80%）、功能用途（46.40%）及专业度（42.70%）也具备较高重要性。与此同时，2025年消费者在购买运动鞋服过程中遇到的最突出问题是“运动鞋码数不准”，占比高达61.00%，远高于其他问题；“运动鞋质量不佳”位列第二，占比54.30%；“售后服务不好”则以38.10%的占比居于第三。这表明中国消费者对运动鞋服的核心诉求聚焦于设计美感、穿着舒适与功能专业，而当前市场在产品尺码标准化、质量稳定性及售后服务体系方面仍存在显著短板。运动鞋服企业需进一步强化产品研发创新，完善质量管控体系，并提升服务水平，以精准对接消费需求，增强市场竞争力。
艾媒咨询分析师认为，中国运动鞋服行业未来将延续增长态势，核心驱动力来自全民健康意识提升与消费升级。在产品端，科技赋能日益成为核心竞争力，市场更加青睐功能性与时尚感兼具的创新单品。行业竞争重点也从营销层面，逐渐转向科技研发与供应链效率的深度比拼。在此背景下，国货品牌凭借不断提升的产品力及深厚的文化认同感，市场份额有望进一步扩大。此外，女性、儿童及专业运动等细分市场展现出巨大潜力，而绿色可持续与个性化定制，也将成为引领行业未来的重要增长方向。
With the enhancement of public health awareness and the popularization of a sports lifestyle, the demand for sports shoes and apparel continues to grow. According to the latest "2025 China Sports Shoes and Apparel Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis agency for the new economy industry, the market size of China's sports shoes and apparel industry was 542.5 billion yuan in 2024 and is expected to reach 896.3 billion yuan by 2030. With Chinese shoe and apparel brands making their mark on the international fashion week stage and the popularity of national trend culture, the "national trend fever" has swept through the Chinese sports shoes and apparel industry, and domestic brands have begun to rise. In the future, the industry will accelerate its upgrade towards intelligence and functionality, by strengthening technological research and development, deepening the connotation of national trend culture, and expanding into niche sports scenarios, to build a more competitive and innovative industrial ecosystem.
When Chinese consumers purchase sports shoes, the primary consideration is style design, accounting for 58.70%; professional quality (including safety and technological content) and comfort follow closely, with proportions of 54.20% and 53.80% respectively. For sports apparel, style design (61.30%) and comfort (58.50%) are also the most concerned factors, while price (51.80%), functional use (46.40%), and professional quality (42.70%) are also highly important. Meanwhile, the most prominent problem encountered by consumers in purchasing sports shoes and apparel in 2025 is "inaccurate shoe sizes", accounting for as high as 61.00%, far exceeding other issues; "poor quality of sports shoes" ranks second, with a proportion of 54.30%; "poor after-sales service" ranks third with a proportion of 38.10%. This indicates that Chinese consumers' core demands for sports shoes and apparel focus on design aesthetics, wearing comfort, and professional functionality, while the current market still has significant shortcomings in product size standardization, quality stability, and after-sales service systems. Sports shoes and apparel enterprises need to further strengthen product research and development innovation, improve quality control systems, and enhance service levels to precisely meet consumer demands and enhance market competitiveness.
Analysts from iiMedia Research believe that China's sports shoes and apparel industry will continue to grow in the future, with the core driving force coming from the improvement of public health awareness and consumption upgrades. On the product side, technology empowerment is increasingly becoming a core competitiveness, and the market is more inclined towards innovative products that combine functionality and fashion. The focus of industry competition is also gradually shifting from marketing to in-depth competition in technological research and development and supply chain efficiency. Against this backdrop, domestic brands, with their continuously improving product capabilities and deep cultural identity, are expected to further expand their market share. In addition, the female, children's, and professional sports markets show great potential, while green sustainability and personalized customization will also become important growth directions for the industry in the future.

艾媒咨询 | 2025年中国扫地机器人行业发展状况和消费行为调查数据

随着导航算法与传感技术的不断突破，扫地机器人产品功能日益成熟，已广泛应用于家庭、商用等清洁场景。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年中国扫地机器人行业发展状况和消费行为调查数据》显示，2024年中国智能小家电市场规模为2099亿元，2030年有望达到3393亿元；2024年中国扫地机器人市场规模为146亿元，2025年有望达到157亿元。在智能化趋势与消费升级的持续驱动下，扫地机器人相关技术在导航、清洁及自清洁方面不断突破，家庭与商用场景的渗透率也在稳步提升。在供给侧技术革新与需求侧品质生活的双重推动下，中国扫地机器人市场规模在未来几年将保持稳健的增长态势。
消费者在选购扫地机器人时，最关注的因素为清洁效果与效率（47.37%），其次为电池续航与充电便捷性（42.11%）。在常用功能方面，远程遥控以68.42%的占比居首，智能清扫与自动充电功能紧随其后，均占57.89%。这表明当前消费者对扫地机器人的需求核心明确聚焦于“高效、省心”。清洁能力是基础门槛，长续航是体验保障，而远程控制与智能自动化则成为产品脱颖而出的关键。
艾媒咨询分析师认为，未来中国扫地机器人行业将向智能化、场景化与结构化增长深度演进。技术层面，感知导航与AI决策能力持续突破，推动产品从“单一清扫”升级为“家庭智能清洁中枢”。功能端，全能基站、多机协同及个性化清洁方案成为标配，进一步解放用户双手。市场竞争将从参数比拼转向场景体验较量，品牌需在生态互联与数据服务上构建核心壁垒。叠加技术成本下探与消费升级红利，行业将沿高端化与普及化双轨增长，市场集中度有望持续提升。
With the continuous breakthroughs in navigation algorithms and sensing technologies, the functions of sweeping robots have become increasingly mature and they have been widely applied in various cleaning scenarios, including both household and commercial settings. According to the latest "2025 China Sweeping Robot Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia.cn), a leading third-party data mining and analysis agency for the new economy industry, the market size of smart small household appliances in China was 209.9 billion yuan in 2024 and is expected to reach 339.3 billion yuan in 2030; the market size of sweeping robots in China was 14.6 billion yuan in 2024 and is projected to reach 15.7 billion yuan in 2025. Driven by the trend of intelligence and the upgrading of consumption, the related technologies of sweeping robots have been constantly breaking through in navigation, cleaning, and self-cleaning, and the penetration rate in both household and commercial scenarios is steadily increasing. Under the dual impetus of technological innovation on the supply side and the pursuit of quality life on the demand side, the market size of sweeping robots in China is expected to maintain a steady growth trend in the coming years.
When consumers choose sweeping robots, the most concerned factors are cleaning effect and efficiency (47.37%), followed by battery life and charging convenience (42.11%). In terms of common functions, remote control takes the lead with a 68.42% share, followed by intelligent cleaning and automatic charging, both accounting for 57.89%. This indicates that the core demand of current consumers for sweeping robots is clearly focused on "efficiency and convenience". Cleaning ability is the basic threshold, long battery life is the experience guarantee, and remote control and intelligent automation have become the key for products to stand out.
Analysts from iiMedia Research believe that in the future, the Chinese sweeping robot industry will evolve deeply towards intelligence, scenario-based, and structured growth. Technologically, the perception navigation and AI decision-making capabilities will continue to break through, driving the product to upgrade from "single cleaning" to "family intelligent cleaning center". Functionally, all-in-one bases, multi-machine collaboration, and personalized cleaning solutions will become standard, further liberating users' hands. Market competition will shift from parameter comparison to scenario experience competition, and brands need to build core barriers in ecological interconnection and data services. Coupled with the decline in technology costs and the dividends of consumption upgrading, the industry will grow along the dual tracks of high-end and popularization, and the market concentration is expected to continue to increase.

艾媒咨询 | 2025年中国新能源汽车行业发展状况与消费行为调查数据

在全球汽车产业加速向电动化转型的浪潮中，中国新能源汽车行业凭借政策、技术和产业链等优势在全球市场中占据重要地位。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年中国新能源汽车行业发展状况与消费行为调查数据》显示，2024年中国新能源汽车市场规模为18.4千亿元，同比增长60.00%，2025年有望达到23.1千亿元。此外，2024年中国锂电池产业规模已达到17500亿元，2029年预计达到50372亿元。这表明中国新能源汽车市场已进入规模化、高速增长的新阶段。在锂电池等核心产业链的有力支撑下，中国新能源汽车行业不仅实现了量的突破，更在技术创新和成本控制上构筑起全球竞争优势。
中国消费者在选购新能源汽车时，最大续航里程与汽车安全性并列首要考量因素，均占36.55%；价格（36.44%）紧随其后，反映出用户对实用性能和用车成本的双重重视。在中国消费者认为最具发展前景的新能源汽车类型中，混合动力车以43.88%的认可度居首，显示出市场对成熟、实用型技术路线的青睐；纯电动与氢燃料车则各占39.39%，呈现出多元技术路线并进的消费期待。这些趋势表明，中国新能源汽车市场正步入更加理性、务实的发展阶段。消费者对技术路径的多元选择，预示着未来竞争格局尚未定型；而“续航+安全+价格”成为核心决策因素，则推动行业进入以真实需求为导向的“价值竞争”深水区，驱动全产业链持续优化技术与成本结构。
艾媒咨询分析师认为，未来中国新能源汽车行业将沿着“深化”与“拓展”两大主线演进。在技术层面，电动化将与智能化深度耦合，自动驾驶和智能座舱成为核心竞争领域；动力路线将呈现多元化，混动、纯电、氢燃料电池将在各自适用场景并行发展。市场竞争将从“量”的扩张转向“质”的较量，驱动产业链向高端化、全球化升级。
Amid the global automotive industry's accelerating shift towards electrification, China's new energy vehicle (NEV) sector has established a significant position in the global market, leveraging advantages in policy, technology, and the industrial chain. According to the latest "2025 China New Energy Vehicle 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, the scale of China's NEV market reached 1.84 trillion yuan in 2024, marking a year-on-year growth of 60.00%, and is expected to reach 2.31 trillion yuan in 2025. Additionally, the scale of China's lithium battery industry has reached 1.75 trillion yuan in 2024 and is projected to reach 5.0372 trillion yuan in 2029. These figures indicate that China's NEV market has entered a new stage of large-scale and rapid growth. Supported by the robust core industrial chain such as lithium batteries, China's NEV industry has not only achieved a quantitative breakthrough but also established a global competitive edge in technological innovation and cost control.
When choosing NEVs, Chinese consumers prioritize maximum driving range and vehicle safety equally, each accounting for 36.55%, followed by price at 36.44%, reflecting their dual emphasis on practical performance and cost of use. Among the types of NEVs that Chinese consumers consider to have the greatest development potential, hybrid vehicles lead with a recognition rate of 43.88%, indicating the market's preference for mature and practical technological routes; pure electric and hydrogen fuel vehicles each account for 39.39%, demonstrating a consumer expectation for the concurrent development of multiple technological routes. These trends suggest that China's NEV market is entering a more rational and pragmatic development phase. The diverse choices of technological paths by consumers imply that the future competitive landscape remains fluid; the fact that "range + safety + price" are the core decision-making factors drives the industry into a "value competition" deep water zone oriented by real demand, pushing the entire industrial chain to continuously optimize its technology and cost structure.
Analysts from iiMedia Research believe that China's NEV industry will evolve along two main lines in the future: "deepening" and "expansion". Technologically, electrification will be deeply integrated with intelligence, with autonomous driving and intelligent cabins becoming core competitive areas; power routes will diversify, with hybrid, pure electric, and hydrogen fuel cells developing in parallel in their respective applicable scenarios. Market competition will shift from "quantity" expansion to "quality" competition, driving the industrial chain towards high-end and global upgrading.

艾媒咨询 | 2025年中国剧本杀市场消费行为调查数据

随着剧本杀产业生态的持续完善，其消费行为特征呈现多维分化趋势，主要形成以社交裂变传播为核心的消费生态体系，以沉浸式体验升级为驱动的玩法创新体系，以及以文化融合为导向的内容创作体系三大发展方向。在消费生态层面，用户触达路径已形成以短视频平台引流、线下门店社群运营、熟人社交裂变为代表的传播矩阵，同时通过剧本杀+文旅、剧本杀+党建等跨界模式延伸消费场景。玩法创新领域则呈现出以实景搜证剧场、AI角色交互系统、跨时空剧本联机为代表的科技融合趋势，以及桌面推理、红色教育、情感沉浸等多元形式并存的格局。内容创作体系更聚焦于以国风悬疑、科幻解谜、都市情感为典型题材的垂直细分市场，并衍生出历史复原型、乡村振兴类、非遗活化类等文化赋能型剧本创作方向。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年中国剧本杀市场消费行为调查数据》显示，74.73%的消费者都玩过剧本杀，消费者们偏好和朋友一起玩剧本杀，玩得比较多的是开放本，占比达到69.76%。43.33%的消费者认为剧本杀能够锻炼他们的思维，这是他们游玩剧本杀的一个重要原因，58.33%的消费者都对当前的剧本杀感到满意。但同时消费者们也认为现在的剧本杀存在剧本质量参差不齐，剧本同质化严重，玩法过于单一等问题。艾媒咨询分析师认为，剧本杀工作者应更加关注剧本杀的价格，质量等问题，加强剧本杀工作人员的服务质量，了解更多剧本杀消费者的内在需求。
With the continuous improvement of the play-killing industry ecology, its consumer behavior characteristics show a multi-dimensional differentiation trend, mainly forming a consumer ecosystem with social fission and communication as the core, a gameplay innovation system driven by immersive experience upgrading, and a content creation system oriented by cultural integration. At the level of consumption ecology, the user access path has formed a communication matrix represented by short video platform drainage, offline store community operation, and acquaintance social splitting, while extending the consumption scene through cross-border models such as script killing + cultural travel, script killing + Party building. The field of gameplay innovation shows the trend of technology integration represented by real scene search theater, AI role interaction system, and cross-time script online, as well as the coexistence of multiple forms such as desktop reasoning, red education, and emotional immersion. The content creation system is more focused on vertical market segments with typical themes of national style suspense, science fiction puzzle solving, and urban emotion, and has derived cultural empowerment script creation directions such as historical replicas, rural revitalization, and intangible cultural heritage activation. According to Survey data of consumption behavior in China's scripted market in 2025" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, 74.73% of consumers have played script kill, consumers prefer to play script kill with friends, and play more open books. That's 69.76 percent. 43.33% of consumers believe that script kill can exercise their thinking, which is an important reason for them to play script kill, 58.33% of consumers are satisfied with the current script kill. But at the same time, consumers also believe that there are problems such as uneven script quality, serious homogeneity of scripts, and too single gameplay. Ai media consulting analysts believe that script kill workers should pay more attention to the price, quality and other issues of script kill, strengthen the service quality of script kill staff, and learn more about the inherent needs of script kill consumers.

艾媒咨询 | 2025年中国中式糕点行业发展状况及消费行为调查数据

目前，中国中式糕点行业正乘“国潮”东风，进入一个快速现代化与扩张的转型期。新老品牌通过产品创新、渠道变革和文化赋能，成功将其从传统节令食品转变为日常“悦己型”消费，驱动市场持续增长。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年中国中式糕点行业发展状况及消费行为调查数据》显示，2024年中国烘焙食品零售市场规模达6110.7亿元，同比增长8.8%，预计2029年市场规模将达8595.6亿元。中国烘焙食品行业细分市场潜力巨大，随着自媒体的不断发展，各类网红探店、KOL推荐等促使中式糕点、新中式糕点成为新热点，发展势头强劲。
中国消费者在选择中式糕点时，首要关注的因素是“口味和味道”，占比高达45.59%，凸显出产品风味仍是影响购买决策的核心要素。其次，“价格合理”以38.83%的占比成为第二大关键因素，表明消费者在追求美味的同时，也十分注重产品的性价比。此外，有72.03%的消费者明确表示愿意尝试新产品，体现出市场对创新品类具有较高的接受度和消费意愿；而16.39%的消费者持观望态度，则反映部分群体仍需要更多的品质背书或体验激励以促成购买行为。整体来看，中式糕点消费市场呈现出“味觉驱动、理性决策、积极尝新”的典型特征，提示企业应在保持口味优势的基础上，平衡定价策略，并通过产品创新和体验优化持续激活消费需求。
艾媒咨询分析师认为，中国中式糕点行业未来将呈现品质化、健康化与跨界融合的发展趋势。产品方面，低糖、天然原料和功能性糕点需求上升，“零食化”创新持续拓宽消费场景。文化赋能成为核心竞争力，国潮设计和文化叙事深化品牌价值。技术层面，智能制造与数字化供应链提升效率，短保产品与即时配送优化体验。市场层面，三四线下沉市场与海外出口同步推进，本土化创新成为国际化关键挑战。行业将逐步从“网红”模式走向“长红”品牌，供应链管控、产品迭代与文化表达力将成为企业突围的关键。
At present, the Chinese traditional pastry industry is riding on the "national trend" wave and entering a period of rapid modernization and expansion. Both new and old brands have successfully transformed traditional seasonal food into daily "self-indulgence" consumption through product innovation, channel reform and cultural empowerment, driving the market to continue growing. According to the latest "Research data on the development status and consumer behavior of China's Chinese pastry industry in 2025" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the retail market size of China's baking food reached 611.07 billion yuan in 2024, with a year-on-year growth of 8.8%. It is expected that the market size will reach 859.56 billion yuan in 2029. The potential of the segmented markets in China's baking industry is huge. With the continuous development of self-media, various online celebrity store visits and KOL recommendations have made Chinese pastries and new Chinese pastries new hotspots, with a strong development momentum.
Chinese consumers prioritize 'taste and flavor' when choosing traditional pastries, accounting for 45.59%, highlighting that product flavor remains a core element influencing purchasing decisions. Following this, 'reasonable price' becomes the second most critical factor at 38.83%, indicating that consumers value cost-effectiveness while seeking deliciousness. Additionally, 72.03% of consumers clearly express a willingness to try new products, reflecting a high acceptance and willingness to consume innovative categories in the market; while 16.39% of consumers remain cautious, suggesting that some groups still need more quality endorsements or experiential incentives to facilitate purchasing behavior. Overall, the Chinese pastry consumption market exhibits typical characteristics of "taste-driven, rational decision-making, and active exploration of new products", suggesting that enterprises should maintain their taste advantages, balance pricing strategies, and continuously activate consumer demand through product innovation and experience optimization.
Analysts from iiMedia Research believe that the Chinese pastry industry will trend towards quality, health, and cross-border integration in the future. In terms of products, there is an increasing demand for low-sugar, natural ingredients, and functional pastries, with a continuous expansion of consumption scenarios through 'snackification' innovations. Cultural empowerment has become a core competitive advantage, with national trendy designs and cultural narratives deepening brand value. On the technological front, smart manufacturing and digital supply chains enhance efficiency, while short shelf-life products and instant delivery optimize the consumer experience. At the market level, the development of lower-tier markets and overseas exports is advancing simultaneously, with localized innovation becoming a key challenge for internationalization. The industry will gradually shift from the 'internet celebrity' model to 'lasting' brands, where supply chain management, product iteration, and cultural expressiveness will be crucial for companies to break through.

艾媒咨询 | 2025年中国长音频市场竞争格局分析报告

随着移动互联网深度渗透与用户从“功能性听书”向“情感陪伴、知识获取、多场景依赖”的需求升级，2025年中国长音频市场迎来格局重构的关键转折点。iiMedia Research（艾媒咨询）数据显示，2024年中国长音频市场规模达287亿元，同比增长14.8%；预计2025年将达337亿元。
With the deep penetration of the mobile Internet and the upgrading of users' demands from "functional audio books" to "emotional companionship, knowledge acquisition, and multi-scenario reliance", the Chinese long-form audio market will witness a crucial turning point in its landscape reconstruction in 2025. iiMedia Research data shows that the market size of long-form audio in China reached 28.7 billion yuan in 2024, with a year-on-year growth of 14.8%. It is expected to reach 33.7 billion yuan by 2025.

艾媒咨询｜2024-2025年中国美妆行业发展现状与消费趋势报告

随着中国消费者文化自信意识的觉醒以及数字化经济的加速演进，国产化妆品品牌初步具备了与国际化妆品品牌抗衡的规模。在消费结构升级、审美观念和悦己意识增强等多种因素的推动下，国内化妆品消费持续增长。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《2024-2025年中国美妆行业发展现状与消费趋势报告》数据显示，2024年中国消费者在购买化妆品时，最关注的因素是产品成分（58.8%）和产品功效（41.4%）；超三成的消费者认为化妆品存在的主要问题是产品说明模糊和化妆品功效持续时间短。随着短视频平台的兴起，化妆品市场规模不断扩大，消费者需求也在不断变化。未来，中国化妆品行业市场仍然具有巨大的发展潜力。
With the awakening of Chinese consumers' cultural self-confidence and the accelerated evolution of digital economy, domestic cosmetics brands have initially possessed the scale to compete with international cosmetics brands. Driven by many factors such as the upgrading of consumption structure, the enhancement of aesthetic concept and self-pleasing consciousness, domestic cosmetics consumption continues to grow. According to the latest Research Report on the development status and consumption trend of China's beauty industry from 2024 to 2025 released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, Chinese consumers will buy cosmetics in 2024. The most concerned factors were product composition (58.8%) and product efficacy (41.4%). More than 30% of consumers believe that the main problems with cosmetics are vague product descriptions and the short duration of cosmetic efficacy. With the rise of short video platforms, the size of the cosmetics market continues to expand, and consumer demand is constantly changing. In the future, China's cosmetics industry market still has huge potential for development.

艾媒咨询｜2024年“椰树涉擦边广告被罚”事件舆情监测分析报告

2024年5月6日，椰树集团因使用“椰汁擦乳”等广告语被罚40万元后又强势回应“不服”而备受舆论争议。5月8日，该话题引起中国网民对椰树擦边广告的关注和讨论。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“椰树涉擦边广告被罚”事件舆情监测分析报告》显示，椰树网络口碑5月7日出现明显下滑，后续仍持续走低。截至5月28日，“椰树被罚款”网络口碑已降至26.0。iiMedia Research（艾媒咨询）调研数据显示，近三成的消费者认为品牌最重要的因素是品牌形象，除产品质量以外，品牌形象成为消费者购买产品的关键因素。未来椰树品牌在选择广告营销方式时需要注意合规性及尺度，积极传播正能量。
On May 6th, 2024, Coconut Palm Group was fined 400,000 yuan for using advertisements such as "wiping milk with coconut water" and received a strong "disobedience" response. On May 8, the topic attracted attention and discussion among Chinese netizens on the Coconut Palm edge advertisement. The latest "2024 Public opinion monitoring and analysis report of ‘Coconut Palm involved in rubbing edge advertising was punished’ event " released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that Coconut Palm network word of mouth on May 7, a significant decline, the follow-up continued to fall. As of May 28, the online reputation of "coconut trees being fined" has dropped to 26.0. iiMedia Research data shows that nearly 30% of consumers believe that the most important factor for a brand is brand image. In addition to product quality, brand image has become a key factor for consumers to buy products. In the future, Coconut Palm brand should pay attention to compliance and scale when choosing advertising and marketing methods, and actively spread positive energy.

艾媒咨询 | 2025年中国健身器材行业消费行为调查数据

随着全民健身意识的深度渗透，中国健身消费市场已构建起多维度需求矩阵，主要覆盖以力量训练、有氧运动为核心的基础健身场景，以瑜伽、普拉提为代表的专项塑形场景，以及健身营养补给、运动知识付费等衍生服务场景。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年中国健身器材行业消费行为调查数据》显示，43.99%的消费者每周健身频次为1-5次，且单次健身时长集中于30分钟至1小时，占比高达64.49%。从健身偏好来看，力量训练/举重以57.51%的参与率成为最受青睐的健身类型，而健身服（瑜伽服/跑步服等）以33.99%的占比领跑消费者健身用品购买需求。在消费渠道方面，59.44%的消费者倾向通过大型超市/百货商场的体育用品区购买健身产品，凸显线下场景的信任优势。但线上消费亦面临显著痛点：82.88%的消费者对网购健身用品的质量问题存在担忧，而选择线上店铺时，60.27%的用户将商品质量视为核心决策因素，远超价格、品牌等维度。艾媒咨询分析师指出，当前健身消费市场呈现“线下强体验、线上重质量”的二元特征。建议厂商强化线下渠道的专业化服务能力，例如增设健身器材体验区、提供个性化训练指导；针对线上消费痛点，需建立更透明的质量认证体系，通过第三方检测背书、用户评价可视化等方式降低信任门槛，同时优化力量训练等细分品类的产品创新，满足消费者对功能性健身装备的进阶需求。
With the deep penetration of national fitness awareness, China's fitness consumer market has built a multidimensional demand matrix, mainly covering the basic fitness scene with strength training and aerobic exercise as the core, the special shaping scene represented by yoga and Pilates, and the derivative service scene such as fitness nutrition supply and sports knowledge payment. According to the latest "2025 China Fitness Equipment Industry Consumption Behavior Survey Data" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, 43.99% of consumers exercise 1-5 times a week, and a single exercise duration is concentrated in 30 minutes to 1 hour. The proportion is as high as 64.49%. From the perspective of fitness preferences, strength training/weightlifting became the most popular type of fitness with a participation rate of57.51%, while fitness clothing (yoga clothing/running clothing, etc.) led the consumer's purchase demand for fitness supplies with 33.99%. In terms of consumption channels, 59.44% of consumers tend to buy fitness products through the sporting goods area of large supermarkets/department stores, highlighting the trust advantage of offline scenes. However, online consumption also faces significant pain points: 82.88% of consumers are worried about the quality of online shopping fitness supplies, and when choosing online stores, 60.27% of users regard product quality as the core decision-making factor, far exceeding price, brand and other dimensions. Analysts from IImedia Consulting pointed out that the current fitness consumer market presents the dual characteristics of "offline strong experience and online quality". It is suggested that manufacturers strengthen the professional service capabilities of offline channels, such as adding fitness equipment experience areas and providing personalized training guidance; In view of the pain points of online consumption, it is necessary to establish a more transparent quality certification system, reduce the threshold of trust through third-party testing endorsement, user evaluation visualization and other ways, and optimize the product innovation of strength training and other subcategories to meet the advanced needs of consumers for functional fitness equipment.

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.