艾媒咨询 | 2025年中国国潮经济消费行为调查数据

随着文化自信提升和产业升级，国潮经济加速渗透，覆盖以服饰、美妆为代表的时尚消费领域，以智能家居、文创产品为核心的科技文化领域，以及非遗活化、老字号创新的文化传承领域。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年中国国潮经济消费行为调查数据》数据显示，85.79%消费者更倾向选择国内潮流品牌，其中48.69%因“中国风设计元素”形成消费偏好。服饰与小型家电成国货消费主力，分别占比37.94%和32.18%，短视频平台以35.32%占比成为核心产品认知渠道。消费者购买时更注重官方线上渠道，款式新颖度与技术创新是驱动消费的核心要素。调研显示，消费者对国货质量信任度显著提升，71.23%认为国货较五年前有质变飞跃。但31.55%消费者指出“国际潮流接轨不足”是最大短板，同时存在IP创新乏力、性价比失衡等问题。艾媒咨询分析师认为，品牌需在保留传统文化精髓基础上强化国际化设计语言，构建全渠道服务体系提升消费体验。建议通过数字技术赋能非遗活化，在智能家居、文创产品等领域深化文化科技融合。政府与企业应协同建立国潮标准体系，借助跨境电商推动刺绣、茶艺等文化符号全球化传播。
With the improvement of cultural confidence and industrial upgrading, the country's economic penetration has accelerated, covering the fashion consumption field represented by clothing and cosmetics, the science and technology culture field with smart home and cultural and creative products as the core, and the cultural inheritance field of intangible cultural heritage activation and time-honored brand innovation. According to the latest "Data from China's economic Consumption Behavior Survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 85.79% of consumers are more inclined to choose domestic trend brands, of which 48.69% form consumption preferences due to "Chinese style design elements". Clothing and small household appliances became the main force of domestic consumption, accounting for 37.94% and 32.18%, respectively, and short video platforms became the core product cognition channel with 35.32%. Consumers pay more attention to official online channels when purchasing, and novelty of style and technological innovation are the core factors driving consumption. According to the survey, consumers' trust in the quality of domestic products has increased significantly, and 71.23% believe that domestic products have made a qualitative leap compared with five years ago. However, 31.55% of consumers pointed out that "insufficient international trend integration" is the biggest weakness, and there are problems such as lack of IP innovation and imbalance of cost performance. iiMedia Research believe that brands need to strengthen international design language on the basis of retaining the essence of traditional culture, and build an omni-channel service system to enhance consumer experience. It is suggested to enable the activation of intangible cultural heritage through digital technology, and deepen the integration of culture and science and technology in the fields of smart home and cultural and creative products. The government and enterprises should work together to establish a national tide standard system, and promote the globalization of cultural symbols such as embroidery and tea art with the help of cross-border e-commerce.

艾媒咨询 | 2025年中国汉服产业消费行为调查数据

随着汉服文化的普及与市场成熟，其消费研究维度不断深化，涵盖以消费者认知与态度（如了解程度、文化传播认同）为例的文化渗透领域，以消费行为与产品偏好（如购买频率、价格敏感度、材质倾向）为例的市场决策领域，以场景应用（如日常穿着、租借体验、展览参与）为例的生态拓展领域，以及行业争议（山寨接受度、形制设计争议）。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年中国汉服产业消费行为调查数据》数据显示，56.83%的汉服消费者对汉服比较了解，57.845%的消费者比较能接受汉服，消费者多以社交媒体的方式了解到汉服，占比达到38.62%，并且有54.97%的消费者比较关注汉服的展览，可以看出汉服在国内有一定的流行度和关注度。但购买过汉服的消费者仅有35.92%，其中48.36%的消费者是在大型商场或购物中心中购买的，他们在购买时会多考虑款式、价格等因素。经常穿汉服的场景为传统节日时或者拍个人艺术照时。有30%的人认为汉服太引人注目了，有25.38%的人认为汉服穿起来繁琐，不太实用，不会去购买，而相比购买，大多数人会选择租借汉服，占比来到了60.71%，或者去汉服体验店，去过的消费者占比有62.06%。艾媒咨询分析师认为，在汉服逐渐流行的新背景下，更多地关注汉服市场，了解消费者的相关需求，是占领汉服市场至关重要的一步。
With the popularization and market maturation of Hanfu culture, the research dimensions of its consumption have been continuously deepened, covering cultural infiltration areas such as consumers' cognition and attitude (such as understanding degree, cultural dissemination recognition), market decision-making areas such as consumption behavior and product preference (such as purchase frequency, price sensitivity, material preference), ecological expansion areas such as scene application (such as daily wear, rental experience, exhibition participation), and industry controversy areas such as the acceptance of counterfeits and disputes over shape design.According to the latest "2025 China Hanfu Industry Consumption Behavior Survey Data" released by iiMedia Research (iimedia research), a global third-party data mining and analysis agency for the new economy industry, 56.83% of Hanfu consumers have a relatively good understanding of Hanfu, and 57.845% of consumers are relatively receptive to Hanfu. Consumers mostly learn about Hanfu through social media, accounting for 38.62%, and 54.97% of consumers are relatively concerned about Hanfu exhibitions. This shows that Hanfu has a certain degree of popularity and attention in China. However, only 35.92% of consumers have purchased Hanfu, among which 48.36% of consumers bought it in large shopping malls or shopping centers, and they would consider factors such as style and price when purchasing. The common scenes for wearing Hanfu are during traditional festivals or when taking personal artistic photos. 30% of people think Hanfu is too eye-catching, and 25.38% think it is too complicated to wear and not very practical, so they will not purchase it. Compared with purchasing, most people choose to rent Hanfu, accounting for 60.71%, or go to Hanfu experience stores, with 62.06% of consumers having visited. Analysts from iiMedia Research believe that in the new context of the gradual popularity of Hanfu, paying more attention to the Hanfu market and understanding the relevant needs of consumers is a crucial step to occupy the Hanfu market.

艾媒咨询 | 2025年中国文创产品行业消费行为洞察报告

文创产品作为文化创意与产品设计相结合的产物，近年来在全球范围内迅速兴起。它不仅承载着丰富的文化内涵，还以独特的创意和设计满足了消费者对于个性化、高品质产品的需求。随着人们生活水平的提高和文化消费意识的增强，文创产品行业展现出巨大的发展潜力，成为文化产业的重要组成部分。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年中国文创产品行业消费行为洞察报告》数据显示，当前文创产品市场表现出积极态势，近七成消费者呈现出较高的购买意愿，其中30.31% 的消费者对家居装饰和日常用品类的文创产品需求强烈。在文创品牌选择中，故宫博物院和中国国家博物馆备受青睐，超三成消费者会购买其文创产品，彰显出极高的影响力和认知度。在此良好发展背景下，37.57% 的消费者期待未来文创产品在文化内涵、产品质量和耐用性方面能够得到进一步加强和提升，这也为文创产品的发展方向提供了重要参考。艾媒咨询分析师认为，文创产品行业作为文化产业的新兴领域，市场前景广阔，发展潜力巨大。文创产品行业竞争日益激烈，参与者众多。既有博物馆、美术馆等文化机构，凭借其丰富的文化资源和品牌影响力，在文创产品市场占据一席之地；也有专业的文创企业，通过敏锐的市场洞察力和强大的设计研发能力，推出一系列具有市场竞争力的产品；此外，一些互联网企业也纷纷涉足文创领域，利用其技术优势和平台资源，推动文创产品的创新与发展。
As a combination of cultural creativity and product design, cultural and creative products have risen rapidly in the world in recent years. It not only carries a rich cultural connotation, but also meets the needs of consumers for personalized and high-quality products with unique creativity and design. With the improvement of people's living standards and the enhancement of cultural consumption awareness, the cultural and creative product industry has shown great development potential and become an important part of the cultural industry. According to the latest "Analysis report on China cultural and creative products industry consumer behavior insight in 2025 " released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry. According to the data of the Insight Report, the current cultural and creative products market shows a positive trend, and nearly 70% of consumers show a high willingness to buy, of which 30.31% of consumers have a strong demand for cultural and creative products of home decoration and daily necessities. In the choice of cultural and creative brands, the Palace Museum and the National Museum of China are favored, and more than 30% of consumers will buy their cultural and creative products, demonstrating a high influence and recognition. In this good development background, 37.57% of consumers expect that cultural and creative products in the future can be further strengthened and improved in terms of cultural connotation, product quality and durability, which also provides an important reference for the development direction of cultural and creative products. Analysts of IIMedia Consulting believe that the cultural and creative products industry, as an emerging field of the cultural industry, has broad market prospects and great development potential. The competition of cultural and creative products industry is increasingly fierce, and there are many participants. Existing museums, art galleries and other cultural institutions, with their rich cultural resources and brand influence, occupy a place in the market of cultural and creative products; There are also professional cultural and creative enterprises, through keen market insight and strong design and development capabilities, launched a series of competitive products; In addition, some Internet companies have also been involved in the field of cultural and creative products, using their technical advantages and platform resources to promote the innovation and development of cultural and creative products.

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年中国月饼消费市场大盘点及趋势分析报告

月饼作为节日食品，承载着庆祝中秋这一传统节日的功能，也是人们表达亲情、友情和敬意的媒介。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年中国月饼消费市场大盘点及趋势分析报告》数据显示，2023年中国月饼销售规模达271.3亿元，2024年有望达300.1亿元，同比增长10.6%。艾媒咨询分析师认为，月饼是中国节日特色出口商品，也是连接着海外华人与家乡亲情的纽带。随着中国文化在海外的加速传播，月饼也逐渐被海外消费者熟知和喜爱。月饼的消费场景越趋日常化，消费者对健康化月饼的需求逐渐增加，月饼健康化将成为行业的大趋势。
As a festival food, mooncake carries the function of celebrating the traditional Mid-Autumn Festival, and is also a medium for people to express family affection, friendship and respect.. According to the latest "2024-2025 China Mooncake Consumer Market Overview and Trend Analysis Report" released by iiMedia Research, The sales volume of mooncakes in China reached 27.13 billion yuan in 2023 and is expected to reach 30.11 billion yuan in 2024, up 10.6% year-on-year. Analysts from iiMedia Consulting believe that mooncake is a special export commodity of Chinese festivals, and it is also a link between overseas Chinese and their hometown. With the accelerated spread of Chinese culture overseas, mooncakes are gradually known and loved by overseas consumers. The consumption scene of mooncakes is becoming more and more everyday, and the demand of consumers for healthy mooncakes is gradually increasing, and healthy mooncakes will become the general trend of the industry.

艾媒咨询 | 2025-2029年中国微短剧市场研究报告

近年来，中国微短剧市场迎来爆发式增长，逐渐成了数字内容领域最具潜力的新赛道之一。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《2025-2029年中国微短剧市场研究报告》数据显示，中国网络微短剧市场规模呈上升趋势，2025年中国微短剧市场规模将达677.9亿元，同比上升34.40%，预计2030年中国网络微短剧市场规模超1500亿元。艾媒咨询分析师认为，伴随文化出海进程的加速与多元文化创新题材的持续涌现，中国微短剧有望突破以往爽剧主导的单一内容格局，为市场规模的稳步攀升注入新动能。
In recent years, the Chinese micro-short drama market has witnessed explosive growth and gradually become one of the most promising new tracks in the digital content field. The latest "Analysis report on the Chinese micro drama market from 2025 to 2029" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, shows that the market size of online micro short dramas in China is on the rise, and the market size of micro short dramas in China will reach 67.79 billion yuan in 2025 It is expected that the market size of China's online micro-short dramas will exceed 150 billion yuan by 2030, with a year-on-year increase of 34.40%. Analysts from iiMedia Research believe that with the acceleration of the process of cultural exports and the continuous emergence of innovative themes from diverse cultures, Chinese micro-short dramas are expected to break through the previous single content pattern dominated by thrilling dramas and inject new impetus into the steady growth of the market size.

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年中国短故事市场发展趋势报告

短故事凭借其节奏快、适配碎片阅读的特点，正从传统长文生态中突围，成为网文平台内容创新与用户增长的新引擎。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年中国短故事市场发展趋势报告》显示，2024年中国网络文学市场规模达495.5亿元，同比上升29.4%。艾媒咨询分析师认为，网络文学市场规模的上升，在内容供给、受众转化、资本支持及运营推广等方面为短故事的发展创造了有利条件，推动短故事行业持续繁荣。随着AIGC技术的发展，短故事行业将突破传统生产模式的瓶颈，实现内容生态的智能化升级与商业模式的创新拓展。
Short stories, with their fast-paced nature and suitability for fragmented reading, are breaking through the traditional long-form literature ecosystem and becoming a new engine for content innovation and user growth on online literature platforms. According to the latest "2025 China Short Story Market Development Trend Report" released by iiMedia Research, a leading global third-party data mining and analysis agency for the new economy industry, the scale of China's online literature market reached 49.55 billion yuan in 2024, up 29.4% year-on-year. Analysts from iiMedia Research believe that the growth of the online literature market has created favorable conditions for the development of short stories in terms of content supply, audience conversion, capital support, and operation promotion, driving the continuous prosperity of the short story industry. With the development of AIGC technology, the short story industry will break through the bottlenecks of traditional production models, achieving intelligent upgrades in the content ecosystem and innovative expansions in business models.

艾媒咨询 | 2025年中国阅读行业发展状况与用户行为调查数据

随着阅读需求的增加，消费者对纸质书等的消费体验要求越来越高。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年中国阅读行业发展状况与用户行为调查数据》数据显示，中国消费者年均阅读纸质书籍数量集中在4-6本。实体书店以45.33%的占比成为消费者首要纸质书阅读场所，同时线下书店以41.21%的份额稳居纸质书籍购买主渠道，凸显实体空间的文化吸引力。消费者阅读核心诉求聚焦开阔思维，增长见识，内容分享与做读书摘要成为消费者们的阅读习惯。但消费者指出当前纸质书消费存在定价体系不透明、精品书籍获取渠道有限、书店沉浸式服务不足等问题，部分消费者反映优质出版物供需匹配度有待提升。移动阅读场景的碎片化特征凸显，33.89%消费者利用非固定时间完成阅读。艾媒咨询分析师认为，出版行业需强化实体书店的体验价值，通过主题策展、作者互动等活动增强消费者粘性；同时应优化纸质书价格体系，完善线上线下联动的推荐机制，并针对消费者认知提升需求开发专题书单，构建深度阅读+社交场景的新型纸质书生态。
With the increase of reading demand, consumers have higher and higher requirements for the consumption experience of paper books. According to the latest "China reading industry development and user behavior survey data in 2025" released by iiMedia Research, the world's leading third-party data mining and analysis institution of the new economy industry, the average number of Chinese consumers reading paper books is concentrated in 4-6. Physical bookstores have become the primary place for consumers to read paper books, accounting for 45.33%, while offline bookstores have steadily occupied the main channel for paper book purchase with 41.21% share, highlighting the cultural attraction of physical space. The core demands of consumer reading focus on broadening the mind, increasing knowledge, content sharing and doing reading summaries have become consumers' reading habits. However, consumers pointed out that the current paper book consumption has problems such as opaque pricing system, limited access to high-quality books, and insufficient immersive services in bookstores, and some consumers reflected that the matching degree between supply and demand of high-quality publications needs to be improved. The fragmentation feature of mobile reading scene is prominent, 33.89% of consumers use non-fixed time to complete reading. iiMedia Research believe that the publishing industry needs to strengthen the experience value of physical bookstores, and enhance consumer stickiness through activities such as theme curation and author interaction; At the same time, the price system of paper books should be optimized, the recommendation mechanism of online and offline linkage should be improved, and special book lists should be developed according to the needs of consumers to improve their cognition, and a new paper book ecology with deep reading and social scenes should be built.