艾媒咨询 | 2025年中国羽绒服市场发展状况与消费行为调查数据

随着消费理念升级与冬季户外活动的兴起，消费者对羽绒服的需求从基础保暖转向多功能复合场景。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年中国羽绒服市场发展状况与消费行为调查数据》显示，2024年中国服装批发市场规模攀升至5673.2亿元，预计到2030年规模将进一步增长至7414.8亿元。在行业整体从增量扩张转向存量优化的背景下，羽绒服细分市场正通过产品与渠道的双重升级实现价值增长。在产品端，着力融合防风防水、轻量便携等科技功能，并强化时尚设计以适配通勤、户外等多元场景；渠道端则持续优化供应链效率，积极拓展直播电商等新业态，以精准响应消费需求变化，在结构性竞争中确立优势。
在2025年中国消费者购买羽绒服的频率中，2-3年购买1件的占比最高，达到58.97%；其次是每年购买1-2件，占比29.33%。在填充类型偏好上，鹅绒以49.78%的占比略超鸭绒（49.48%），两者近乎持平。整体来看，羽绒服消费已呈现出“低频次、高要求”的典型耐用品特征。消费者更换周期延长，倒逼品牌必须在产品品质和耐用性上精益求精；同时，对鹅绒等高端材质的显著偏好，则清晰指向了明确的消费升级趋势。
艾媒咨询分析师认为，未来中国羽绒服市场将向“技术赋能、消费分级、绿色升级”深度演进。在技术端，拒水羽绒、智能温控等创新持续突破，叠加柔性供应链优化，平衡品质与抗风险能力。消费端呈现K型分化，千元以下高性价比产品与三千元以上科技/联名高端款双线增长，中间价带逐步收缩。同时，GRS、RDS绿色认证成为出口与高端市场硬门槛，再生材料应用扩大。头部品牌凭借科技研发与品牌力巩固优势，行业集中度提升，整体在消费升级与理性需求中实现高质量增长。
With the upgrading of consumer concepts and the rise of winter outdoor activities, consumers' demand for down jackets has shifted from basic warmth to multifunctional composite scenes. According to the latest survey data on the development status and consumer behavior of China's down jacket market in 2025 released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, the size of China's clothing wholesale market is expected to climb to 567.32 billion yuan in 2024 and further increase to 741.48 billion yuan by 2030. Against the backdrop of the industry's overall shift from incremental expansion to stock optimization, the down jacket niche market is achieving value growth through dual upgrades of products and channels. On the product side, we focus on integrating windproof, waterproof, lightweight and portable technology functions, and strengthen fashion design to adapt to diverse scenarios such as commuting and outdoor activities; On the channel side, we will continue to optimize the efficiency of the supply chain and actively expand new formats such as live streaming e-commerce to accurately respond to changes in consumer demand and establish advantages in structural competition.
In the frequency of Chinese consumers purchasing down jackets in 2025, the proportion of purchasing one piece every 2-3 years is the highest, reaching 58.97%; Secondly, 1-2 items are purchased annually, accounting for 29.33%. In terms of filling type preference, goose down slightly surpasses duck down (49.48%) with a proportion of 49.78%, and the two are almost equal. Overall, down jacket consumption has shown typical durable goods characteristics of "low frequency and high requirements". The extended replacement cycle for consumers forces brands to strive for excellence in product quality and durability; At the same time, the significant preference for high-end materials such as goose down clearly points to a clear trend of consumer upgrading.
Analysts from iMedia Consulting believe that in the future, the Chinese down jacket market will deeply evolve towards "technology empowerment, consumer grading, and green upgrading". On the technical side, innovations such as water repellent down and intelligent temperature control continue to break through, combined with flexible supply chain optimization, balancing quality and risk resistance. The consumer end presents a K-shaped differentiation, with high cost-effective products priced below 1000 yuan and high-end technology/co branded products priced above 3000 yuan growing in both directions, and the middle price band gradually shrinking. At the same time, GRS and RDS green certification have become hard barriers for export and high-end markets, and the application of recycled materials has expanded. Top brands consolidate their advantages through technological research and development and brand strength, increase industry concentration, and achieve high-quality growth in overall consumption upgrading and rational demand.

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年中国能量饮料行业发展状况与消费行为调查数据

随着健康消费理念深化，能量饮料应用场景加速延伸，形成以工作学习提效为核心的功能需求圈层，以运动健身、长途驾驶为延伸的活力补给场景，以及依托口味创新与包装迭代驱动的年轻消费生态。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年中国能量饮料行业发展状况与消费行为调查数据》数据显示，消费者消费频率呈现规律化特征，41.25%消费者每周饮用1-2次。工作/学习场景以31.21%占比位居消费动因首位，功能性诉求显著。市场格局呈现典型头部效应，红牛以46.54%市占率稳居榜首，罐装包装以38.81%偏好度成为主流载体。44.10%消费者接受7-8元价格带，42.47%首选250-400ml规格，41.66%将口味作为核心选购标准。渠道选择呈现双轨特征，综合电商平台和线下小型零售终端各有优势。行业升级面临双重挑战：36.91%消费者期待价格优化，36.09%关注功效提升，反映性价比与产品力协同不足。买一送一促销形式以39.62%偏好度彰显价格敏感特征。艾媒咨询分析师认为，企业应构建功能强化+体验升级双维竞争力：一方面开发7-9元黄金价格带专属产品，强化250-500ml规格矩阵；另一方面深化电商渠道大数据应用，针对不同消费者创新不同品类。
With the deepening of the concept of healthy consumption, the application scenarios of energy drinks accelerate the extension, forming a functional demand circle with the efficiency of work and study as the core, a vitality supply scene with sports fitness and long-distance driving as the extension, and a young consumer ecology driven by taste innovation and packaging iteration. According to the latest "China energy drink industry status and consumption behavior survey data in 2025" released by iiMedia Research, the world's leading third-party data mining and analysis organization for the new economy industry Consumption frequency showed regular characteristics, 41.25% of consumers drank once or twice a week, work/study scene accounted for 31.21% of consumption motivation, functional appeal was significant. The market pattern presents a typical head effect, with Red Bull ranking first with a market share of 46.54%, and canned packaging becoming the mainstream carrier with a preference of 38.81%. 44.10% of consumers accept the 7-8 yuan price band, 42.47% prefer 250-400ml specifications, 41.66% will taste as the core selection criteria. Channel selection presents dual-track characteristics, and both integrated e-commerce platforms and offline small retail terminals have their own advantages. Industry upgrading faces dual challenges: 36.91% of consumers expect price optimization, 36.09% pay attention to efficiency improvement, reflecting the lack of coordination between cost performance and product power. The form of buy one get one free promotion shows the price-sensitive characteristics with 39.62% preference. iiMedia Research believe that enterprises should build function enhancement + experience upgrade dual-dimensional competitiveness: on the one hand, develop 7-9 yuan gold price belt exclusive products, strengthen 250-500ml specification matrix; On the other hand, deepen the application of big data in e-commerce channels and innovate different categories for different consumers.

艾媒咨询 | 2025年中国饮料行业发展状况及消费行为调查数据

近年来，随着消费水平的不断提升，饮料消费场景愈发多元化，消费者的需求也变得更加细致。从最初的单一解渴需求，到如今涵盖社交、运动、美容、提神等多种需求，饮料市场正经历着前所未有的变革。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年中国饮料行业发展状况及消费行为调查数据》显示，2024年中国饮料行业市场达到14263.5亿元，预计2026年可达16095.5亿元。随着消费需求的持续升级与产业数字化转型深化，中国饮料市场呈现多元化发展态势，主要体现在以线上直播购物、智能无人售货为代表的消费渠道升级，以低糖配方、功能成分为核心的健康需求驱动，以及以气泡水、电解质水为热点的品类创新趋势三大方向。
　　在2025年中国消费者常喝的饮料类型中，包装饮用水（37.30%）占据首位，茶饮料（32.90%）、果汁/蔬菜汁饮料（30.80%）及碳酸饮料（30.50%）紧随其后。此外，从信息获取渠道来看，内容分享平台（48.40%）与短视频平台（47.00%）是消费者了解饮料产品的核心阵地，两者占比均超过45%，充分证明了数字化媒介在当今饮料市场推广中不可或缺的战略价值。整体来看，消费者的消费选择清晰指向健康化趋势，同时饮料品牌需聚焦数字化阵地，以优质内容触达并引导消费者决策。
　　艾媒咨询分析师认为，中国饮料行业未来将呈现以下发展趋势。一是健康化与功能化持续深化，“低糖、零卡”成为基础需求，含有益生菌、透明质酸钠等功能性成分的饮料将成为市场新增量。二是品类边界进一步融合，茶、果汁、碳酸饮料等传统界限被打破，创新融合口味满足消费者猎奇心理。三是数字化营销成为核心阵地，品牌需通过内容平台与短视频直播，构建从种草到消费的闭环，精准触达年轻圈层。
　　In recent years, with the continuous improvement of consumption levels, the consumption scenarios of beverages have become increasingly diversified, and consumers' demands have become more detailed. From the initial single demand for quenching thirst to the current coverage of socializing, sports, beauty, and energy boosting, the beverage market is undergoing an unprecedented transformation. According to the latest "2025 China Beverage Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, the Chinese beverage market reached 1,426.35 billion yuan in 2024 and is expected to reach 1,609.55 billion yuan in 2026. With the continuous upgrading of consumption demands and the deepening of industrial digital transformation, the Chinese beverage market is showing a diversified development trend, mainly reflected in three directions: the upgrading of consumption channels represented by online live shopping and intelligent unmanned vending, the driving force of health demands centered on low-sugar formulas and functional ingredients, and the trend of category innovation with sparkling water and electrolyte water as hotspots.
　　Among the types of beverages that Chinese consumers often drink in 2025, packaged drinking water (37.30%) takes the lead, followed by tea beverages (32.90%), fruit/vegetable juice beverages (30.80%), and carbonated beverages (30.50%). In addition, in terms of information acquisition channels, content sharing platforms (48.40%) and short video platforms (47.00%) are the core areas for consumers to learn about beverage products, with both proportions exceeding 45%, fully demonstrating the indispensable strategic value of digital media in the promotion of the current beverage market. Overall, consumers' consumption choices clearly point to a trend towards health, and beverage brands need to focus on digital platforms to reach and guide consumers' decisions with high-quality content.
　　Analysts from iiMedia Research believe that the Chinese beverage industry will present the following development trends in the future. First, health and functionalization will continue to deepen, with "low sugar, zero calories" becoming basic demands, and beverages containing functional ingredients such as probiotics and sodium hyaluronate will become new market growth points. Second, category boundaries will further merge, with traditional boundaries between tea, fruit juice, and carbonated beverages being broken, and innovative fusion flavors will satisfy consumers' curiosity. Third, digital marketing will become the core battlefield, and brands need to build a closed loop from product promotion to consumption through content platforms and short video live streaming, precisely reaching the younger generation.

艾媒咨询 | 2025-2026年中国运动营养食品市场消费趋势研究报告

依据国家规划，到2025年中国体育产业总规模将达到5万亿元，增加值占国内生产总值比重达到2%，居民体育消费总规模也将突破2.8万亿元。当前中国体育产业正迎来新的发展机遇期，各细分领域借助整体产业的扩容，获得了更广阔的增长空间。大众健康观念的提升与对高品质生活的追求，也为运动营养食品市场发展创造了有利条件。目前该市场处于基数小、增速快的发展期，随着行业创新不断深化、应用场景持续拓展，未来增长潜力有望加速释放。iiMedia Research（艾媒咨询）数据显示，预计到2030年，中国运动营养食品市场规模将增至209.3亿元。
According to national plans, by 2025, the total scale of China's sports industry will reach 5 trillion yuan, with its added value accounting for 2% of the gross domestic product (GDP), and the total scale of residents' sports consumption will also exceed 2.8 trillion yuan. Currently, China's sports industry is entering a new period of development opportunities, and various segmented fields have gained broader growth space driven by the expansion of the overall industry.The improvement of the public's health awareness and the pursuit of a high-quality life have also created favorable conditions for the development of the sports nutrition food market. At present, this market is in a development stage with a small base and rapid growth. As industry innovation continues to deepen and application scenarios expand, its growth potential is expected to be released at an accelerated pace in the future.Data from iiMedia Research shows that the market size of China's sports nutrition food is expected to increase to 209.3 billion yuan by 2030.

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年中国高精定位市场消费行为调查数据

随着高精定位技术的迭代优化，其应用范围也不断扩大，广泛应用于以车辆导航、自动驾驶为例的智慧出行领域，以基础设施监测为例的公共服务领域，以及电网、港口智能监测等产业升级领域。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年中国高精定位市场消费行为调查数据》数据显示，道路导航（包括骑行、步行等方式）以48.84%的占比位居首位，凸显了消费者对导航功能的高度依赖，进一步印证了高精定位技术在日常生活场景中的广泛应用。与此同时，“有助于高危行业（如矿业）更便利作业”以51.22%的占比成为消费者最认可的应用方向，表明高精定位技术在高危行业中的潜力备受期待，其提升作业效率和保障安全的特性得到了广泛认可。此外，技术进步与成本降低以50.39%的占比成为影响高精定位技术普及的最主要因素，反映了技术迭代和成本优化在推动市场发展中的关键作用，也为行业未来的创新方向提供了重要启示。艾媒咨询分析师认为，在全球经济迈向高质量发展的新背景下，公共基础设施的运行、行业的解决方案或是大众生活出行领域的数字化，都离不开以数据决策为基础。而高精定位作为精准位置数据获取的基础技术，将延伸更多元化的符合市场发展的数据技术产品和服务，市场需求将持续提升。
With the iterative optimization of high-precision positioning technology, its application scope is also expanding, and it is widely used in the field of intelligent travel with vehicle navigation and automatic driving as an example, in the field of public service with infrastructure monitoring as an example, and in the field of industrial upgrading such as power grid and port intelligent monitoring. According to the latest "Survey data of consumption behavior of China's High-Precision Positioning Market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, road navigation (including cycling, walking, etc.) ranks first with 48.84%. It highlights the high dependence of consumers on navigation functions, and further confirms the wide application of high-precision positioning technology in daily life scenes. At the same time, "help high-risk industries (such as mining) more convenient operation" accounted for 51.22% of consumers to become the most recognized application direction, indicating that the potential of high-precision positioning technology in high-risk industries is highly anticipated, and its characteristics of improving operational efficiency and ensuring safety have been widely recognized. In addition, technological progress and cost reduction accounted for 50.39% to become the most important factors affecting the popularity of high-precision positioning technology, reflecting the key role of technology iteration and cost optimization in promoting market development, and also providing important inspiration for the future innovation direction of the industry. Analysts from IIMedia Consulting believe that in the new context of the global economy moving toward high-quality development, the operation of public infrastructure, industry solutions or digital intelligence in the field of mass life and travel are inseparable from data-based decision-making. As the basic technology for accurate location data acquisition, high-precision positioning will extend more diversified data technology products and services in line with market development, and market demand will continue to increase.

艾媒咨询 | 2026年中国学步鞋市场消费行为洞察报告

当前学步鞋行业正处于高速增长与深度变革并行的发展阶段，科学育儿理念普及推动产品成为婴幼儿成长刚需。新生代父母聚焦功能性与安全性核心诉求，行业呈现高端化、智能化、环保化趋势，人体工学设计、护足功能、环保材料应用成为核心方向，智能学步鞋凭借步态监测等创新功能也获得了市场关注。在监管政策趋严驱动行业规范化升级的同时，行业仍面临功能宣传标准缺失、原材料价格波动及库存管控等挑战。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《2026年中国学步鞋市场消费行为洞察报告》数据显示，在学步鞋购买决策中，舒适度（74.0%）和功能性（64.3%）构成核心考量维度。材质偏好上，透气网布（77.7%）为首选，其次为抗菌天丝（56.2%）。鞋底技术方面，全平橡胶底（43.1%）和波浪防滑底（34.3%）为市场主流选择。消费者对学步鞋的专业防护功能需求明确，且注重功能验证与价值感知。艾媒咨询分析师认为，学步鞋市场已从“基础穿着需求”向“专业化护足解决方案”转型，消费者决策逻辑的精细化推动行业进入“功能价值竞争”新阶段。未来，具备明确功能验证体系（如护足效果检测认证）、融合环保材料与人体工学设计的产品将占据竞争高地。
The baby walking shoe industry is currently in a phase of rapid growth coupled with profound transformation. The widespread adoption of scientific parenting concepts has driven product demand, making these shoes essential for infant and toddler development. The new generation of parents focuses on functionality and safety as core requirements, leading the industry toward trends of premiumization, smart technology integration, and eco-friendliness. Ergonomic design, foot-protection features, and the use of sustainable materials have become central directions. Smart walking shoes, with innovative functions such as gait monitoring, are also gaining market attention. While increasingly stringent regulatory policies drive standardized industry upgrades, challenges remain, including a lack of standards for functional claims, fluctuations in raw material prices, and inventory management.According to the latest Report on insights into the consumption behavior of China's baby walking shoes market in 2026, released by iiMedia Research, a global third-party data mining and analysis institution for the new economy industry, comfort (74.0%) and functionality (64.3%) constitute the core decision-making dimensions for purchasing baby walking shoes. Regarding material preference, breathable mesh fabric (77.7%) is the top choice, followed by antibacterial Tencel (56.2%). In terms of sole technology, full-flat rubber soles (43.1%) and wave-pattern anti-slip soles (34.3%) represent mainstream market selections. Consumers demonstrate clear demand for specialized protective functions in baby walking shoes and emphasize functional verification and value perception.iiMedia Research analysts conclude that the baby walking shoe market has transitioned from addressing "basic wearing needs" to providing "specialized foot-protection solutions." The refinement of consumer decision-making logic is propelling the industry into a new phase of "functional value competition." In the future, products equipped with clear functional verification systems (such as foot-protection effect testing and certification) and integrating sustainable materials with ergonomic design will occupy a competitive high ground.

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年中国家清产品消费趋势洞察报告

中国家清产品市场规模在2015至2023年间整体呈上升趋势，2023年已达556.1亿元，预计2028年达到700.3亿元。经济快速发展带来消费升级，数字化转型拓宽了消费者获取信息和购买渠道，中国家清产品市场展现出一个动态、多元且具有一定潜力的景象。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年中国家清产品消费趋势洞察报告》数据显示，随着消费者对健康、安全及环保的要求不断提高，安全性已成为57.4%的消费者在选择家居清洁产品时的首要考量，其次是气味和环保性。面对消费者对可持续生活方式的追求，中国家清产品企业根据消费者需求对产品进行细分和品牌创新，在继续提供优质传统服务的基础上，加速迈入绿色革命时代，致力于在生产流程中融入节能减排的环保理念，以抢占市场先机。
The market size of China's household cleaning products showed an overall upward trend from 2015 to 2023, reaching 55.61 billion yuan in 2023, and is expected to reach 70.03 billion yuan by 2028. Rapid economic development has led to consumption upgrades, and digital transformation has broadened consumer access to information and purchasing channels. The market for China's household cleaning products presents a dynamic, diverse, and potentially promising landscape. According to the latest Research Report Insight Report on the Consumption Trends of Household Cleaning Products in China in 2024 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, as consumers' demands for health, safety, and environmental protection continue to rise, safety has become the top factor for 57.4% of consumers when choosing household cleaning products, followed by scent and environmental friendliness. In the face of consumers' pursuit of a sustainable lifestyle, China Jiaqing products enterprises carry out product segmentation and brand innovation according to consumer demand, and accelerate into the era of green revolution on the basis of continuing to provide high-quality traditional services, and is committed to integrating energy saving and emission reduction environmental protection concepts in the production process to seize market opportunities.