艾媒咨询 | 2025年中国演唱会市场发展状况与消费行为调查数据

随着数字宣发普及及跨城观演常态化，中国演唱会市场正迈入规模化与专业化发展的新阶段。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年中国演唱会市场发展状况与消费行为调查数据》显示，2025年中国演出市场规模为969.10亿元，预计2026年将达到1017.03亿元。消费需求稳步回升、线下娱乐场景吸引力增强、以及演出内容与形式的持续创新，共同推动了演出市场规模的持续扩张。预计未来几年，随着居民消费水平的提高和文化需求的增加，演出市场规模将继续扩大。
在2025年中国消费者观看演唱会的主要原因中，占比最高的是“喜爱的明星重启演唱会”，达到49.20%；其次是“个人消费水平恢复”，占比47.30%；排名第三的是“个人喜好”，占比42.60%。此外，在消费者参加演唱会的考虑因素中，排名前三位的因素分别是举办城市远近（30.10%）、时间是否合适（27.30%）和票价高低（15.20%）。这表明演唱会市场的复苏由喜爱明星的回归与个人消费信心双向驱动，情感连结是核心引擎。同时，消费决策呈现高度理性化：即使对明星充满热情，地理位置、时间成本与票价等现实因素仍是关键约束，反映出市场已进入情感冲动与精打细算并存的“理性热爱”新阶段。
艾媒咨询分析师认为，未来中国演唱会市场将呈现三大趋势。一是市场结构持续细分与下沉：在核心城市竞争白热化的同时，演出将加速向二三线城市渗透，以匹配消费者对“举办城市远近”的敏感需求。二是体验价值成为核心竞争维度：市场从单一的明星驱动，加速向“明星IP×创新制作×沉浸科技”的综合体验驱动转变，VR/AR等技术将深度应用于线上直播与现场互动，提升附加值以平衡消费者对票价的考量。三是商业模式融合化：“演唱会+”模式将成熟发展，与文旅、商业地产、品牌营销深度绑定，形成跨业态消费闭环，从而优化成本并拓宽收入来源。中国演唱会市场将在狂热与理性的动态平衡中，走向更专业、更精细化的新阶段。
With the popularization of digital promotion and the normalization of cross-city performances, the Chinese concert market is entering a new stage of scale and professional development. According to the latest "2025 China Concert Market 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 scale of the Chinese performance market in 2025 is 96.91 billion yuan, and it is expected to reach 101.703 billion yuan in 2026. The steady recovery of consumer demand, the enhanced appeal of offline entertainment scenarios, and the continuous innovation of performance content and forms have jointly driven the continuous expansion of the performance market. It is expected that in the coming years, with the improvement of residents' consumption levels and the increase in cultural demands, the scale of the performance market will continue to expand.
Among the main reasons for Chinese consumers to watch concerts in 2025, the highest proportion is "favorite stars restarting concerts", reaching 49.20%; followed by "personal consumption level recovery", accounting for 47.30%; and the third is "personal preference", accounting for 42.60%. In addition, among the factors consumers consider when attending concerts, the top three factors are the distance of the hosting city (30.10%), whether the time is suitable (27.30%), and the ticket price (15.20%). This indicates that the recovery of the concert market is driven by the return of favorite stars and the restoration of personal consumption confidence, with emotional connection being the core engine. At the same time, consumer decisions show a high degree of rationalization: even if they are passionate about stars, factors such as geographical location, time cost, and ticket prices remain key constraints, reflecting that the market has entered a new stage of "rational love" where emotional impulse and careful calculation coexist.
Analysts from iiMedia Research believe that the Chinese concert market will present three major trends in the future. First, the market structure will continue to be segmented and sink: while competition in core cities intensifies, performances will accelerate their penetration into second- and third-tier cities to match consumers' sensitive demand for "distance of the hosting city". Second, experience value will become the core competitive dimension: the market will shift from being solely driven by stars to being driven by a comprehensive experience of "star IP × innovative production × immersive technology", with VR/AR and other technologies deeply applied in live streaming and on-site interaction to increase added value and balance consumers' consideration of ticket prices. Third, business models will be integrated: the "concert +" model will mature and develop, deeply binding with tourism, commercial real estate, and brand marketing to form a cross-industry consumption closed loop, thereby optimizing costs and broadening revenue sources. The Chinese concert market will move towards a more professional and refined new stage in the dynamic balance of enthusiasm and rationality.

中国广告主协会x艾媒咨询 | 2025年中国新消费趋势洞察报告暨品牌营销20周年发展报告

2025年12月20日，由中国企业联合会、中国企业家协会指导，中国广告主协会主办的“2025第二十届中国广告主协会年会”在北京隆重举行。本次盛会以 “新质驱动 品牌领航——新质生产力推动中国品牌高质量发展”为主题，汇聚了国家相关部委领导、会员单位及专委会代表、专家指导委员会成员、国内外知名品牌代表、营销精英、广告服务商、媒体机构等众多嘉宾，共同探讨新质生产力赋能下新消费品牌建设与营销创新的前沿趋势与实践路径，推动中国品牌迈向高质量发展新阶段。
本次活动中，艾媒咨询 CEO 兼首席分析师张毅博士受邀出席并作为主讲嘉宾发布《2025年中国新消费趋势洞察报告暨品牌营销20周年发展报告》，报告首次系统梳理了中国营销生态跨越二十年的宏观变迁轨迹与用户行为模式的深度演变，从技术迭代驱动、消费群体结构剧变、商业模式与营销范式重构、新兴业态爆发以及政策引领高质量发展等多个核心维度进行了全景洞察与前瞻研判，旨在为品牌把握新消费时代脉搏、构建未来核心竞争力提供关键路径与策略支撑，助力中国消费市场行稳致远。
伴随着中国互联网二十年的磅礴发展与数字技术的颠覆性革新，艾媒咨询见证了营销生态的深刻重构与新消费版图的急速扩张。iiMedia Research（艾媒咨询）数据显示，2014-2025年中国移动广告市场规模从275.6亿元增至4867.6亿元。从网民基数的夯实、智能终端的全民普及到网络能力的持续进化与数字基建的迭代，技术浪潮不仅催化了商业模式的革新，更驱动着消费模式不断转型升级，推动新消费业态蓬勃爆发并进入价值深挖的新纪元。
With the vigorous development of China's Internet over the past two decades and the disruptive innovation of digital technology, iiMedia Research has witnessed the profound reconstruction of the marketing ecosystem and the rapid expansion of the new consumption landscape. iiMedia Research data shows that the scale of China's mobile advertising market increased from 27.56 billion yuan in 2014 to 486.76 billion yuan in 2025. From the consolidation of the Internet user base, the universal popularization of smart terminals to the continuous evolution of network capabilities and the iteration of digital infrastructure, the technological wave has not only catalyzed the innovation of business models, but also driven the continuous transformation and upgrading of consumption patterns, promoting the vigorous explosion of new consumption forms and entering a new era of deep value exploration.

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｜2024年中国品牌电商服务商行业研究报告

“一带一路”背景下，跨境电商是外贸企业拓展国际市场的关键途径，越来越多的企业纷纷加入其中，品牌出海呈现出蓬勃的发展态势，品牌电商服务市场迎来增长机会。在AIGC新纪元下，不断助力“电商+”新模式诞生，推动品牌电商服务商行业新增长点的出现。目前电商市场服务需求不断增长，随着服务商数智化能力的构建及全链式服务体系的完善，品牌电商服务市场规模将进一步扩大。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年中国品牌电商服务商行业研究报告》数据显示，2023年中国品牌电商服务行业市场规模为4077.1亿元，同比增长11.3%，预计2028年将达5862.3亿元。电商行业逐渐向去中心化、数字化转型，品牌方对电商精细化运营要求不断提高。
Under the background of "Belt and Road", cross-border e-commerce is a key way for foreign trade enterprises to expand their international markets, and more and more enterprises are joining in, and branding overseas has shown a vigorous development trend, and branded e-commerce service market has ushered in growth opportunities. Under the new era of AIGC, it will continue to help the birth of "e-commerce +" new model, and promote the emergence of new growth points in the branded e-commerce service provider industry. Currently, the demand for e-commerce market services is growing, and with the construction of service providers' digital intelligence capabilities and the improvement of the whole chain service system, the market scale of branded e-commerce services will be further expanded. According to the latest Research Report 2024 China brand e-commerce service provider industry research report released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, the market scale of China's branded e-commerce services industry will reach 407.71 billion yuan in 2023, with a year-on-year growth of 11.3%, and it is expected that it will reach 586.23 billion yuan in 2028. reach 586.23 billion yuan. The e-commerce industry is gradually transforming to decentralisation and digitisation, and brands are increasing their requirements for refined e-commerce operations.

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.

中国品牌杂志社X艾媒咨询｜2024年中国品牌营销创新与消费趋势洞察报告

2024年5月7日，备受瞩目的第八届中国品牌发展论坛系列活动在北京盛大举行。本次活动由《中国品牌》杂志社与中国品牌网共同主办，聚焦中国品牌在新时代下的创新与发展，探讨中国品牌在转型升级、中国品牌及品牌国际化等方面的新经验和新做法。艾媒咨询分析师受邀出席本次活动，并与《中国品牌》杂志社携手发布了备受瞩目的《2024中国品牌营销创新与消费趋势洞察报告》。随着经济的不断发展与互联网产业、数据科学的进步，市场消费趋势与品牌营销模式都在逐渐发生转变，AI技术、大数据科学等前沿技术为品牌营销提供了强效助力。iiMedia Research（艾媒咨询）数据显示，品牌营销模式逐渐向细分人群、精准定位的方向转变，2023年中国移动广告市场规模为4646.6亿元，同比增长2.7%，预计2025年市场规模有望突破4800亿元。2024年，54.1%的消费者会在除生活必需品外的其他支出中购买兴趣爱好相关产品，且61.4%的消费者通过短视频平台了解国货品牌信息，简约风和国潮风的广告最受消费者青睐。随着国民人均收入的提高，越来越多消费者愿意为个人兴趣买单，青年消费者已走在时代前列。未来，AI赋能品牌营销、大数据精准营销以及多形式、多类别的全覆盖式营销策略将成为品牌营销发展新趋势。
On May 7th, 2024, the high-profile 8th China Brand Development Forum series of activities was held in Beijing. This event, co-sponsored by China Brand Magazine and China Brand Network, focuses on the innovation and development of Chinese brands in the new era, and discusses the new experience and new practices of Chinese brands in transformation and upgrading, Chinese brands and brand internationalization. Imedia Consulting analysts were invited to attend this event, and jointly released the high-profile "China Brand Marketing Innovation and Consumption Trend Insight Report in 2024" with "China Brand" magazine. With the continuous development of the economy and the progress of the Internet industry and data science, market consumption trends and brand marketing models are gradually changing, and cutting-edge technologies such as AI technology and big data science provide a strong boost for brand marketing. iiMedia Research data show that the brand marketing model gradually to the direction of segmentation, accurate positioning, 2023 China's mobile advertising market size of 464.66 billion yuan, an increase of 2.7%, is expected to 2025 market size is expected to exceed 480 billion yuan. In 2024, 54.1% of consumers will purchase hobby related products in addition to daily necessities, and 61.4% of consumers will understand domestic brand information through short video platforms, and simple style and national tide style advertisements are the most favored by consumers. With the increase of national per capita income, more and more consumers are willing to pay for personal interests, and young consumers have been in the forefront of The Times. In the future, AI enabled brand marketing, big data precision marketing and multi-form, multi-category full coverage marketing strategies will become a new trend in the development of brand marketing.

艾媒咨询｜2024年“农夫山泉舆论风波”事件舆情监测分析报告

2024年三月初，一个被网友认为缺乏诚意的花圈悼念，引起了全网对农夫山泉以及农夫山泉创始人钟晱晱的议论。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“农夫山泉舆论风波”事件舆情监测分析报告》数据显示，截至3月12日，“农夫山泉”的网络口碑由3月1日的58.1降至3月12日的32.0。最受网民热议的话题从创始人的故事，转向农夫山泉的包装与钟晱晱儿子的国籍问题。iiMedia Research（艾媒咨询）调研数据显示，超半数网友认为企业的社会责任感已然成为影响一个品牌的关键因素。未来，以本土文化宣扬企业品牌形象，也许是更贴近民众的选择。
In early March 2024, an insincere wreath of condolence set off an online debate about Nongfu Spring and its founder, Zhong Shanshan. According to the latest "Public Opinion Monitoring Report on the 'Nongfu Spring Public Oopinion Storm' Incident in 2024" Nongfu Spring Public Opinion Storm "released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry,  Nongfu Spring Tiktok official flagship store sales fell by more than 90%. As of March 12th, the online reputation of "Nongfu Spring" dropped from 58.1 on March 1st to 32.0 on March 12th. The most hotly debated topics on the Internet shifted from the story of the founder to the packaging of Nongfu Spring and the nationality of Zhong Shanshan's son. According to iiMedia Research, more than half of netizens believe that a company's sense of social responsibility has become a key factor affecting a brand. In the future, promoting the corporate brand image with local culture may be a choice closer to the people.

艾媒咨询｜2021-2022年中国低度酒行业现状与发展趋势研究报告

本报告涉及的案例/品牌/企业：RIO、兰舟

在新生代群体的消费理念和休闲放松需求驱使下，低度酒市场在近年发展迅猛。iiMedia Research（艾媒咨询）数据显示，2017-2021年，中国低度酒销售市场规模整体保持高速增长态势，预计2022年将突破5000亿元。艾媒咨询分析师认为，在供给侧，传统品牌和新品牌都在纷纷布局低度酒市场，市场供给充裕；在消费侧，Z时代已经成为社会消费的新力军，低度酒在产品形态、品牌营销等方面都与Z时代消费理念相契合，市场发展前景一片利好。
Driven by the consumption concept and relaxation demand of the new generation groups, the low-alcohol market has developed rapidly in recent years. According to data from iiMedia Research, from 2017 to 2021, the overall sales scale of China's low-alcohol wine will maintain a high-speed growth trend, and it is expected to exceed 500 billion yuan in 2022. According to the analyst opinion of iiMedia Research, on the supply side, traditional brands and new brands are laying out the low-degree wine market, and the market supply is abundant； on the consumption side, the Z era has become a new force in social consumption, and the low-alcohol wine is in line with the Z-era consumption concept in terms of product form and brand marketing. The market development prospects are favorable.

艾媒咨询｜2024-2025年中国品牌营销与千禧青年消费趋势研究报告

当前移动互联网用户规模保持小幅度增长，逐渐趋向饱和，中国移动广告市场已进入平稳发展期，营销服务商面临新的挑战和机遇。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年中国品牌营销与千禧青年消费趋势研究报告》数据显示，2023年中国移动广告市场规模为4646.6亿元，同比增长2.7%，2025年有望突破4800亿元。近年来，营销服务商紧跟技术趋势，将AI等技术应用于文案撰写、图像处理、视频创意生成等领域，为品牌方提供更高效、个性化的营销方案。另一方面，消费者对产品的需求愈加多元和个性化，对产品的实用和设计提出了更多的要求。越来越多消费者开始为个人兴趣买单，追求个性化的消费观念，品牌方、营销服务商面临新的挑战。
At present, the scale of mobile Internet users has maintained a slight growth and is gradually becoming saturated, China's mobile advertising market has entered a period of steady development, and marketing service providers are facing new challenges and opportunities. According to the latest "Research Report on Brand Marketing and Millennial Youth Consumption Trends in China, 2024-2025" released by iiMedia Research, a third-party data mining and analysis agency for the global new economy industry, China's mobile advertising market will be 464.66 billion yuan in 2023, a year-on-year increase of 2.7%, and is expected to exceed 480 billion yuan in 2025. In recent years, marketing service providers have kept up with technology trends and applied AI and other technologies to copywriting, image processing, video idea generation and other fields to provide brands with more efficient and personalized marketing solutions. On the other hand, consumers' demand for products is becoming more diverse and personalized, and they care about the practicality of products, and put forward requirements for product design. More and more consumers are beginning to pay for their personal interests and pursue personalized consumption concepts, and brands and marketing service providers are facing new challenges.

艾媒咨询｜2023年中国虚拟主播行业研究报告

数据显示，2022年中国虚拟人带动产业市场规模和核心市场规模分别为1866.1亿元和120.8亿元，预计2025年分别达到6402.7亿元和480.6亿元，呈现强劲的增长态势。随着娱乐需求的增加，AI等技术不断迭代的环境下，中国虚拟人产业高速发展，元宇宙的热潮加速推动虚拟人产业升级。