艾媒咨询 | 2025年中国推拿行业发展状况与消费行为调查数据

当前，中国推拿行业正迎来快速发展期。传统中医推拿与现代健康理念深度融合，消费群体从以中老年为主扩展至年轻白领，推动服务向专业化、细分化和品牌化升级。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年中国推拿行业发展状况与消费行为调查数据》显示，在政策支持、技术革新和消费需求升级的共同驱动下，中国大健康产业正步入一个规模持续扩张、内涵不断丰富、模式日趋创新的黄金发展期。推拿行业作为大健康产业的重要组成部分，深度融入健康管理、康复和养生服务领域，未来市场空间将进一步扩大。
在2025年中国消费者定期接受推拿服务的调查中，93.37%的消费者表示“会”定期接受推拿服务，而只有6.63%的消费者表示“不会”。这表明绝大多数中国消费者倾向于定期接受推拿服务。此外，在2025年中国消费者选择推拿或按摩服务时关注的具体服务细节中，技师的专业资质（如中医推拿师资格证、从业年限）以61.44%的占比成为消费者最关注的因素。其次是推拿手法的针对性（如针对颈肩/腰椎/疲劳的定制化手法），占比61.33%，与专业资质几乎持平。服务环境的卫生程度（如床品消毒、房间通风）占比46.52%，位列第三。这些数据表明，中国推拿消费市场正朝着专业化、功能化和理性化方向发展，“技术信任”取代“环境偏好”成为消费者选择的首要依据，推动行业从体验型服务向基于专业价值的健康管理转型。
艾媒咨询分析师认为，中国推拿行业未来将呈现专业化、科技化与融合化三大发展趋势。政策引导与标准化进程加速，推动从业人员持证上岗与技能分级成为常态，“专业资质”成为消费决策核心。技术赋能深化，AI助力的智能推拿设备与线上预约、健康管理平台广泛结合，提升服务可及性与个性化体验。消费群体持续年轻化，推动服务向“推拿+”多元场景延伸，与运动康复、职场健康、情绪疗愈等需求紧密结合。与此同时，品牌化与连锁化进程提速，推动行业从分散走向集中，兼具中医底蕴与现代健康管理理念的优质服务商将引领市场升级。
At present, the Chinese massage industry is experiencing a period of rapid development. Traditional Chinese massage and modern health concepts are deeply integrated, and the consumer base has expanded from mainly middle-aged and elderly people to young white-collar workers, driving the service towards professionalization, specialization and branding. According to the latest "2025 China Massage 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, under the joint drive of policy support, technological innovation and upgraded consumer demand, China's big health industry is entering a golden development period of continuous scale expansion, enriched connotation and increasingly innovative models. As an important part of the big health industry, the massage industry is deeply integrated into the fields of health management, rehabilitation and health preservation, and its future market space will further expand.
In the 2025 survey on Chinese consumers' regular massage service consumption, 93.37% of consumers said they "would" regularly receive massage services, while only 6.63% said they "would not". This indicates that the vast majority of Chinese consumers tend to receive regular massage services. In addition, among the specific service details that Chinese consumers pay attention to when choosing massage or massage services in 2025, the professional qualifications of the technicians (such as the qualification certificate of traditional Chinese massage therapists and years of service) have become the most concerned factor by consumers, with a proportion of 61.44%. The second is the targeted nature of the massage techniques (such as customized techniques for neck and shoulder, lumbar vertebrae, and fatigue), with a proportion of 61.33%, almost equal to professional qualifications. The hygiene level of the service environment (such as bed linen disinfection and room ventilation) accounts for 46.52%, ranking third. These data indicate that the Chinese massage consumption market is moving towards professionalization, functionalization and rationalization. "Technical trust" has replaced "environmental preference" as the primary basis for consumer choice, promoting the industry's transformation from experience-based services to health management based on professional value.
Analysts from iiMedia Research believe that the Chinese massage industry will present three major development trends in the future: professionalization, technologicalization and integration. Policy guidance and the acceleration of the standardization process will make it a norm for practitioners to hold certificates and have skill grading, with "professional qualifications" becoming the core of consumer decision-making. The deepening of technology empowerment, with the wide integration of AI-assisted intelligent massage equipment and online appointment and health management platforms, will enhance service accessibility and personalized experience. The continuous youngening of the consumer base will drive services to extend to "massage +" multi-scenario applications, closely combining with needs such as sports rehabilitation, workplace health and emotional therapy. At the same time, the acceleration of branding and chain processes will drive the industry from dispersion to concentration, with high-quality service providers that combine traditional Chinese medicine heritage and modern health management concepts leading the market upgrade.

艾媒咨询 | 2025年中国零售行业市场消费行为调查数据

随着数字零售技术的深度融合创新，消费模式呈现多元化发展态势，主要应用于以直播购物、社交电商为例的流量重构领域，以会员体系运营、精准推荐算法为例的用户运营领域，以及即时零售、虚拟试穿技术等场景体验领域。这种技术演进推动形成了覆盖智能货架管理、跨境商品直购的新型消费生态，同时催生出结合AR导航、无人配送的智慧零售解决方案，为消费者构建起全时段、全场景的购物体验闭环。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年中国零售行业市场消费行为调查数据》数据显示，2025年中国消费者选择线上购物的核心动因中，“商品选择丰富性”以39.14%的占比居于首位，反映出消费者对多元化需求的重视。线上购物频率呈现集中化特征，“每月2-3次”成为主流选择，占比达35.45%，而每周线上购物时间分配中，“1-3小时”以55.74%的绝对优势成为多数消费者的常态选择。在消费类目偏好方面，食品类商品以36.68%的消费占比领跑线上购物清单，印证了生鲜电商和即时零售场景的深度渗透。艾媒咨询分析师认为，零售企业需系统性优化线上线下一体化运营能力：在线上渠道应强化动态定价算法与供应链弹性，通过C2M模式降低溢价空间；线下场景需加速AR虚拟试穿、智能导购机器人等体验型技术部署，同时构建会员积分跨场景通兑体系以提升用户忠诚度。对于消费者普遍反映的“价格敏感度攀升”现象，建议通过大数据驱动的精准促销策略与付费会员专属权益体系实现差异化价值供给。
With the deep integration and innovation of digital retail technology, the consumption model shows a diversified development trend, which is mainly applied to the field of traffic reconstruction such as live shopping and social e-commerce, the field of user operation such as membership system operation and accurate recommendation algorithm, and the field of scene experience such as instant retail and virtual fitting technology. This technological evolution has promoted the formation of a new consumption ecology covering intelligent shelf management and cross-border direct purchase of goods, and has spawned a smart retail solution combining AR navigation and unmanned distribution, building a full-time and full-scene shopping experience closed-loop for consumers. According to Consumer behavior survey data of China's retail industry in 2025 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, among the core motivations for Chinese consumers to choose online shopping in 2025, "Product selection richness" ranked first with 39.14%, reflecting consumers' emphasis on diversified needs. Online shopping frequency presents a centralized feature, "2-3 times a month" has become the mainstream choice, accounting for 35.45%, and in the weekly online shopping time allocation, "1-3 hours" has become the normal choice of most consumers with an absolute advantage of 55.74%. In terms of consumer preference, food products led the online shopping list with 36.68% of consumption, confirming the deep penetration of fresh e-commerce and instant retail scenes. Analysts of IIMedia Consulting believe that retail enterprises need to systematically optimize online and offline integrated operation capabilities: online channels should strengthen dynamic pricing algorithms and supply chain elasticity, and reduce premium space through C2M mode; In offline scenes, it is necessary to accelerate the deployment of experiential technologies such as AR virtual fitting and intelligent shopping guide robots, and build a cross-scene redemption system for member points to enhance user loyalty. For the phenomenon of "rising price sensitivity" generally reflected by consumers, it is suggested to realize differentiated value supply through big data-driven precision promotion strategy and the exclusive rights and interests system of paying members.

艾媒咨询 | 2025年中国中药茶饮行业发展状况与消费行为调查数据

在健康消费的浪潮下，中药茶饮这一“健康+饮品”的跨界赛道强势崛起。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年中国中药茶饮行业发展状况与消费行为调查数据》显示，2024年中国养生茶饮市场规模为512.8亿元，预计2028年中国养生茶饮市场规模将达到1189.5亿元。随着现代生活节奏加快和健康理念深入人心，养生茶饮凭借其天然、健康的特性日益受到消费者青睐。在中医药文化复兴和“药食同源”理念的影响下，市场涌现出越来越多创新产品，持续推动了中国养生茶饮市场规模显著增长，显示出强劲的发展动力与广阔的市场前景。
中国消费者饮用中药茶饮的方式中，“个人熬煮”占比最高（67.10%），反映出对传统制备方式的显著偏好；线下门店现制消费亦占相当比例（47.56%），显示现制茶饮市场具备良好基础。在饮用场景方面，“身体不适时”占比达74.45%，表明中药茶饮在缓解症状方面的功能性认知深入人心；而“疲劳困乏时”饮用比例也达43.91%，说明其在提神醒脑方面亦具市场需求。整体来看，中药茶饮消费仍高度依赖“药食同源”的文化认同，既被视作缓解特定症状的功能饮品，也逐步融入日常，成为调节身心的健康生活方式。
艾媒咨询分析师认为，中国中药茶饮行业未来将呈现以下三大发展趋势。一是产业现代化与标准化。行业竞争将向上游延伸，推动中药材原料的规范化种植与可追溯体系建设。同时，依托现代萃取技术与生产工艺升级，实现风味与功效的稳定输出，为规模化扩张奠定坚实基础。二是产品功能精准化与多元化。中药茶饮企业将针对睡眠管理、体重控制、情绪舒压等细分需求，开发成分与靶向更明确的精准化产品，满足多元化的健康消费场景。三是消费体验日常化与时尚化，中药茶饮将持续淡化“药感”，强化“时尚养生”标签，深度融入年轻人的日常办公与社交生活，完成从功能性饮品到生活方式品牌的进化。
Under the wave of health consumption, the cross-border track of traditional Chinese medicine tea, which combines "health" and "beverages", has risen strongly. According to the latest "2025 Development Status and Consumer Behavior Survey Data of Traditional Chinese Medicine Tea Industry in China" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the market size of health-preserving tea in China was 51.28 billion yuan in 2024, and it is expected to reach 118.95 billion yuan in 2028. With the acceleration of modern life pace and the deepening of health concepts, health-preserving tea, with its natural and healthy characteristics, is increasingly favored by consumers. Under the influence of the revival of traditional Chinese medicine culture and the concept of "food and medicine sharing the same origin", more and more innovative products have emerged in the market, continuously driving the significant growth of the market size of health-preserving tea in China, demonstrating strong development momentum and broad market prospects.
Among the ways Chinese consumers drink traditional Chinese herbal tea, "personal brewing" accounts for the highest proportion (67.10%), reflecting a significant preference for traditional preparation methods; consumption at offline stores also takes up a considerable share (47.56%), indicating a solid foundation for the market of freshly made herbal tea. In terms of consumption scenarios, "when feeling unwell" accounts for 74.45%, demonstrating that the functional perception of traditional Chinese herbal tea in alleviating symptoms is deeply rooted in people's minds; while "when feeling tired and sleepy" also has a consumption ratio of 43.91%, suggesting that there is also market demand for its ability to refresh and invigorate. Overall, the consumption of traditional Chinese herbal tea still highly relies on the cultural recognition of "food and medicine sharing the same origin", being regarded not only as a functional drink for specific symptoms but also gradually integrating into daily life as a healthy lifestyle for regulating the body and mind.
Analysts from iiMedia Research believe that the traditional Chinese medicine tea industry in China will present the following three major development trends in the future. First, industrial modernization and standardization. Industry competition will extend to the upstream, promoting the standardized planting of traditional Chinese medicinal materials and the construction of traceability systems. At the same time, relying on modern extraction technology and production process upgrades, stable flavor and efficacy output will be achieved, laying a solid foundation for large-scale expansion. Second, product function precision and diversification. Traditional Chinese medicine tea enterprises will develop more precise products targeting specific needs such as sleep management, weight control, and stress relief, to meet diverse health consumption scenarios. Third, daily and fashionable consumption experience. Traditional Chinese medicine tea will continue to reduce the "medicinal taste", strengthen the "fashionable health preservation" label, and deeply integrate into the daily office and social life of young people, completing the evolution from a functional drink to a lifestyle brand.

艾媒咨询 | 2024-2025年中国预制菜产业发展蓝皮书

2025年7月18日，第三届中国国际（佛山）预制菜产业大会在广东佛山隆重开幕。来自全球近40个国家和地区的客商、超千家预制菜全产业链企业及采购商参会，共襄产业盛事。本次大会由广东省农业农村厅、佛山市人民政府主办，广东省农业对外经济与农民合作促进中心、佛山市农业农村局、佛山市顺德区人民政府承办，围绕“高质量发展、融合创新、品牌赋能”等关键词，聚焦预制菜产业最新成果，总结发展经验，探讨未来方向，为产业升级注入新动能。
活动现场，《2024-2025年中国预制菜产业发展蓝皮书》（以下简称“《蓝皮书》”）正式发布。《蓝皮书》由第三届中国国际（佛山）预制菜产业大会组委会指导，艾媒咨询、南方农村报共同编写，是系统反映2024-2025年中国预制菜产业发展状况的权威年度报告。
《蓝皮书》内容翔实、逻辑清晰，涵盖七大核心板块：产业发展评价从政策环境、经济环境、社会环境、科技环境四大维度，全面解析预制菜产业发展的支撑体系；产业链与商业模式分析通过梳理产业链上游、中游、下游的全链路格局，剖析商业模式创新；消费市场研究通过大数据分析消费需求特征，并聚焦广东、山东、河南、江苏、湖北等重点省份，解读区域消费差异；园区发展研究通过调研全国预制菜产业园区的规划布局、政策支持、特色产业集群，总结园区发展经验；企业发展研究通过分析企业分布特征、上市企业表现，并选取重点企业进行案例解读；细分领域研究则深入探讨水产、肉禽类、酸菜鱼预制菜、预制鸡排、春节预制菜等细分市场的发展现状与潜力；未来趋势预判从政策引导、数字化转型、消费升级、可持续发展等方面，预判产业未来方向。
《蓝皮书》采用市场调研、大数据分析、深度访谈、案例研究等方法，系统性阐释了中国预制菜产业的发展背景、当前现状与未来趋势，构筑了“政策-产业-企业-消费”多维立体的产业图景。
数据显示，2024年中国预制菜产业延续稳健增长态势，市场规模达到4850亿元，同比增长33.8%，预计2026年市场规模将突破7490亿元。预制菜产业作为农村一二三产业融合的重要载体，对促进农业增效、农民增收、推动餐饮行业标准化、满足消费者便捷化需求具有重要意义。
《蓝皮书》的核心亮点之一是《2024年年度中国各省预制菜产业发展水平排行榜》。该榜单基于预制菜产业传播声量、企业数量和规模、产业园区建设、重点企业平台销量、政策扶持力度、高水平产业交流、分析师评价七大维度指标，对全国31个省（自治区、直辖市）进行综合评分。其中，广东省作为预制菜的“策源地”，在政策、经济等多方面具备发展优势，2024年依然占据排行榜第一位。《蓝皮书》还选取了排行榜中发展水平较高的五个省份进行客观分析与评价。
报告全文内容共计363页、210561字、316个图表。

艾媒咨询 | 2025年中国饰品行业发展状况与消费行为调查数据

随着居民收入水平提高和消费升级，中国饰品行业近年来迎来了快速发展，市场规模持续扩大。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年中国饰品行业发展状况与消费行为调查数据》显示，2024年中国金银珠宝类商品零售累计值为3300亿元，虽同比下降3.1%，但仍稳守3000亿元以上的历史高位。尽管面临一定的市场波动，中国饰品市场仍展现出强大的发展韧性与稳定的基本盘，消费者对珠宝饰品的需求依然保持稳定。
中国消费者在购买珠宝饰品时，最关注的三个因素分别是与个人风格的适配度、材质和设计，占比分别为39.75%、37.95%和36.93%。这表明消费者在选购珠宝时，比较关注饰品与个人风格的匹配、饰品的材质以及设计的独特性。在2025年中国消费者购买的珠宝饰品类型中，戒指以45.85%的占比居于首位，紧随其后的是手链，占比为45.62%，反映出消费者对戒指和手链有明显的偏好。这表明了中国珠宝消费市场正呈现出从“价值消费”向“风格消费”演进的鲜明趋势。消费者的决策核心不再是单纯的材质保值，而是愈发注重珠宝作为“个人配饰”的风格表达价值与日常佩戴场景。
艾媒咨询分析师认为，中国饰品行业将延续强劲增长，并呈现三大趋势：一是“个性化与场景化”成为核心，消费者不再满足于大众款式，对表达自我风格和适配特定场合的饰品需求激增，推动定制化、轻奢化发展。二是“技术融合深化”，AR试戴、3D打印等技术将普及，优化购物体验并赋能个性化生产。三是“国潮文化与可持续理念共舞”，蕴含东方美学的设计将持续受到追捧，同时环保材质和环保理念将成为品牌竞争的新维度。
With the increase in residents' income levels and the upgrading of consumption, China's jewelry industry has witnessed rapid development in recent years, with the market size continuously expanding. According to the latest "2025 China Jewelry 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 cumulative retail value of gold and silver jewelry in China in 2024 was 330 billion yuan, a year-on-year decrease of 3.1%, but still maintaining a historical high above 300 billion yuan. Despite certain market fluctuations, the Chinese jewelry market still demonstrates strong development resilience and a stable foundation, with consumer demand for jewelry remaining stable.
When purchasing jewelry, Chinese consumers are most concerned about three factors: compatibility with personal style, material, and design, accounting for 39.75%, 37.95%, and 36.93% respectively. This indicates that consumers pay more attention to the match between jewelry and personal style, the material of jewelry, and the uniqueness of design when choosing jewelry. Among the types of jewelry purchased by Chinese consumers in 2025, rings accounted for 45.85%, followed by bracelets at 45.62%, reflecting a clear preference for rings and bracelets. This shows that the Chinese jewelry consumption market is evolving from "value consumption" to "style consumption". The core of consumers' decision-making is no longer simply the value preservation of materials, but an increasing emphasis on the style expression value of jewelry as a "personal accessory" and its daily wearing scenarios.
Analysts from iiMedia Research believe that China's jewelry industry will continue to grow strongly and present three major trends: First, "personalization and contextualization" will become the core, as consumers are no longer satisfied with mass-market styles, and the demand for jewelry that expresses personal style and suits specific occasions has surged, driving the development of customization and light luxury. Second, "deepening integration of technology", with technologies such as AR try-on and 3D printing becoming more widespread, optimizing the shopping experience and enabling personalized production. Third, "coexistence of national trend culture and sustainable concepts", with designs that embody Eastern aesthetics continuing to be popular, while eco-friendly materials and sustainable concepts will become new dimensions of brand competition.

艾媒咨询｜2024年中国肉类市场现状及消费需求数据分析报告

随着国家对畜牧产业的持续投入和养殖科技的进步，中国肉类产量稳步增长，品种产品结构不断优化，消费者对肉类产品的品质和安全性要求也在不断提高。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年中国肉类市场现状及消费需求数据分析报告》数据显示，2024年中国消费者购买的畜肉类产品以79.72%的占比位居榜首，显示出消费者对猪肉、牛肉、羊肉等畜肉类的强烈需求。
艾媒咨询分析师认为，畜肉类和禽肉类在中国肉类消费市场中占据主导地位，且消费者对肉类产品的品质和安全性要求也在不断提高。
With the continuous investment of the country in the livestock industry and the progress of breeding science and technology, China's meat production has steadily increased, the structure of varieties and products has been optimized, and consumers' requirements for the quality and safety of meat products have also been continuously improved. According to the latest data Analysis Report on the Status Quo of China's Meat Market and Consumer Demand in 2024 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the number of animal meat products purchased by Chinese consumers in 2024 ranked first with 79.72%. It shows that consumers have a strong demand for pork, beef, lamb and other animal meats.
Analysts from IMedia Consulting believe that livestock and poultry meat occupy a dominant position in China's meat consumption market, and consumers' requirements for the quality and safety of meat products are also increasing.

艾媒咨询｜2024-2025年中国香水行业研究及消费者洞察报告

国民消费水平的提升、消费场景的拓宽以及“他经济”的崛起都有力促进了中国香水市场空间的扩容，香水赛道迅猛发展。2023年中国香水市场规模已达207亿元，预计2029年有望达到515亿元。产业链分布上，上游的全球香料香精市场仍处于国外寡头垄断的格局，市场呈现高度集中化。而中游市场上，国际知名品牌仍占主流地位，中国本土品牌也不断涌现。下游渠道上，香水电商渠道销量表现强势，线下体验店将为未来品牌重要布局。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年中国香水行业研究及消费者洞察报告》数据显示，中国近七成香水消费者为女性，50毫升与30毫升规格的香水产品最受市场欢迎，选择占比分别为36.3与20.0%。目前，香水的消费场景正在拓宽，香水的使用不再囿于社交与工作的场合，而是更多地被视为一种情绪上的“悦己体验”。相关品牌应紧跟消费热点，开发具有情绪疗愈功能的香水产品，增加产品使用的仪式感和悦己价值，从而满足消费者对情绪体验与生活品质的追求。
The improvement of people's living standards, the expansion of consumption scenarios, and the rise of the "him economy" have all contributed to the expansion of China's perfume market, driving the perfume industry to grow rapidly. In 2023, the scale of China's perfume market reached 20.7 billion yuan, and is expected to reach 51.5 billion yuan by 2029.In terms of the industrial chain distribution, the upstream global fragrance and flavor market is still dominated by foreign oligopolies, with a highly concentrated market. In the middle stream market, international well-known brands still occupy the mainstream position, while Chinese domestic brands are also emerging. In the downstream channel, the online perfume channel has strong sales performance, and offline experience stores will be an important layout for future brands. According to the latest report on the 2024-2025 China Perfume Industry Research and Consumer Insights released by iiMedia Research (iiMedia Research), a global new economy industry third-party data mining and analysis institution, nearly 70% of Chinese perfume consumers are women, and the 50ml and 30ml specifications of perfume products are the most popular in the market, with a choice ratio of 36.3% and 20.0%, respectively. Currently, the consumption scenarios of perfume are expanding, and the use of perfume is no longer limited to social and work occasions, but is increasingly seen as a "self-indulgent experience" in terms of emotions. Relevant brands should follow consumer trends and develop fragrances with emotional healing functions to increase the sense of ritual and self-indulgence in product use, thereby meeting consumers' pursuit of emotional experiences and quality of life.

艾媒咨询 | 2025年中国二手车行业市场消费行为调查数据

随着二手车产业数字化进程的持续升级，其价值链条不断延伸重构，立体化的发展格局正推动行业从传统价差模式向全周期汽车资产管理平台转型。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年中国二手车行业市场消费行为调查数据》数据显示，49.08%的消费者选择购买二手车的主要原因是“价格较便宜”，反映出高性价比仍是驱动市场增长的核心要素。在消费偏好方面，消费者更倾向选择一年以内车龄的二手车，该区间占比达59.88%，其较新的技术配置与合理折旧率形成显著吸引力。消费者决策时最关注养护成本（44.40%），但在交易过程中普遍担忧“信息真实性”（39.31%）与“定价合理性”（47.95%）问题。当前二手车市场仍面临车况信息透明度不足、定价机制缺乏标准、售后服务保障体系薄弱等发展瓶颈。艾媒咨询分析师建议，行业需构建区块链车况溯源系统强化信任基础，建立AI估值模型提升定价科学性，并通过线上线下融合服务网络完善售后保障体系，同时针对新能源二手车特性开发定制化检测标准，以技术赋能推动行业规范化发展。
With the continuous upgrading of the digitalization process of the used car industry, its value chain continues to extend and restructure, and the three-dimensional development pattern is promoting the transformation of the industry from the traditional price spread model to the full-cycle automotive asset management platform. According to the latest "Market consumption behavior survey data of China's second-hand car industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 49.08% of consumers choose to buy used cars mainly because of "cheaper prices". Reflecting that high cost performance is still the core factor driving market growth. In terms of consumption preference, consumers are more inclined to choose used cars less than one year old, which accounts for 59.88%, and its newer technical configuration and reasonable depreciation rate form a significant attraction. Consumers are most concerned about maintenance cost (44.40%), but they are generally concerned about "information authenticity" (39.31%) and "pricing rationality" (47.95%) during the transaction process. At present, the second-hand car market is still facing bottlenecks such as insufficient transparency of vehicle information, lack of standard pricing mechanism, and weak after-sales service guarantee system. iiMedia Research suggest that the industry needs to build a blockchain vehicle traceability system to strengthen the foundation of trust, establish an AI valuation model to enhance the scientific pricing, and improve the after-sales support system through the online and offline integration service network, while developing customized testing standards for the characteristics of new energy used cars, and promote the standardized development of the industry with technology enabling.

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｜赵一鸣零食店消费行为洞察及行业趋势报告（2024）

2023年中国零食集合店市场规模为809亿元，预计2027年有望达到1547亿元。其中，赵一鸣零食成为高知名度品牌，截至2024年6月，赵一鸣零食门店数量已超过6000家。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《赵一鸣零食店消费行为洞察及行业趋势报告（2024）》数据显示，商品品质好（56.6%）和商品种类多（49.2%）是消费者选择赵一鸣零食的主要原因；赵一鸣零食店的消费者在购买零食时展现出多样化的偏好，熟食特产以64.9%的购买率位居榜首，其次是调味面制品（46.5%）；此外，消费者指出赵一鸣零食店存在店内知名品牌零食较少（60.8%）和店面分布过于集中（59.4%）的问题。通过直供模式与数智化仓配体系，赵一鸣零食能够快速响应市场变化。但面对品牌扎堆的市场环境，赵一鸣零食正面临同质化竞争和价格战等多重严峻挑战，需在激烈竞争中寻找差异化定位，加强品牌建设。
The market size of China's snack aggregator stores reached RMB 80.9 billion in 2023 and is projected to reach RMB 154.7 billion by 2027. Among them, Zhao Yiming Snack has emerged as a highly recognized brand, with over 6,000 stores as of June 2024. According to the latest "Insight into Zhao Yiming's Snack Shop Consumer Behavior and Industry Trends Report (2024) " released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, high-quality products (56.6%) and a diverse range of products (49.2%) are the primary reasons why consumers choose Zhao Yiming Snacks. Consumers at Zhao Yiming Snacks stores exhibit diverse preferences when purchasing snacks, with cooked food specialties topping the list at a purchase rate of 64.9%, followed by seasoned noodle products (46.5%). Additionally, consumers have pointed out issues such as a lack of well-known brand snacks in stores (60.8%) and overly concentrated store locations (59.4%) at Zhao Yiming Snacks.Through its direct supply model and digital-intelligent warehouse and distribution system, Zhao Yiming Snacks is able to respond swiftly to market changes. However, in the face of a crowded market with numerous brands, Zhao Yiming Snacks is confronted with formidable challenges such as homogenized competition and price wars. It needs to find a differentiated positioning amidst fierce competition and strengthen its brand building efforts.