艾媒咨询 | 2026年中国“拼豆”行业发展状况与消费行为调查数据

拼豆作为兼具创意DIY、情绪疗愈与休闲社交属性的文创产品，其行业发展受益于居民人均可支配收入提升、情绪经济与“谷子经济”扩容，成为满足消费者多元休闲需求的重要选择。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《2026年中国“拼豆”行业发展状况与消费行为调查数据》显示，2026年中国拼豆消费者以女性（77.78%）、Z世代与千禧一代（合计占比超90.00%）为主，核心人群集中在二线与新一线城市（合计占比70.99%），以上班族和自由职业者为消费主力（合计占比93.41%），中高收入群体（5001-15000元）占比突出。消费行为方面，短视频平台是消费者主要接触与获取信息的渠道；消费者的消费频次以每月1次及以上为主，客单价集中在51-100元区间，偏好灵活、按需付费模式；消费者最看重优质原料、IP联名与价格优惠。同时，消费者普遍认可拼豆的性价比与解压效果，但也关注产品质量参差不齐、山寨泛滥等问题，对原料安全、成品质量与服务升级需求迫切。艾媒咨询分析师指出，在消费升级与需求多元化的背景下，拼豆行业正从低门槛手工项目向体验类消费升级，亲子体验、线上定制与IP联名是未来商业增量主要途径。行业需完善原料质量标准与监管体系，优化产品设计与服务体验，精准把握不同年龄、收入、职业群体的差异化需求，才能提升用户粘性，推动行业规范化、长期化发展。
As a cultural and creative product that combines creative DIY, emotional healing, and leisure social interaction, the development of the perler beads industry benefits from rising disposable income, the expansion of the emotional economy, and the growth of the otaku economy, making it a key choice for meeting consumers' diverse leisure needs. According to the latest "Survey Data on the Development Status and Consumer Behavior of China's 'Perler Beads' Industry in 2026" released by iiMedia Research (a leading global third-party data mining and analysis firm in the new economy industry), in 2026, Chinese puzzle beans consumers were predominantly women (77.78%), Generation Z and millennials (collectively accounting for over 90.00%), with the core demographic concentrated in second-tier and new first-tier cities (collectively accounting for 70.99%). Office workers and freelancers formed the main consumer base (collectively accounting for 93.41%), with middle- and high-income groups (5,001-15,000 yuan) showing particularly strong representation. In terms of consumption behavior, short video platforms serve as the primary channel for consumers to access information. The majority of consumers engage in purchasing activities at least once a month, with an average order value concentrated between 51-100 yuan. They prefer flexible, on-demand payment models. Consumers prioritize high-quality ingredients, IP collaborations, and price discounts. While they generally recognize the cost-effectiveness and stress-relieving effects of perler beads, they also express concerns about inconsistent product quality and rampant counterfeit products, urgently calling for improved ingredient safety, finished product quality, and service upgrades. iiMedia Research analysts pointed out that against the backdrop of consumption upgrading and diversified demand, the "perler beads" industry is transitioning from low-threshold handmade projects to experiential consumption upgrades. Parent-child experiences, online customization, and IP collaborations are the primary drivers of future business growth. The industry needs to improve raw material quality standards and regulatory systems, optimize product design and service experiences, and accurately grasp the differentiated needs of various age, income, and occupational groups to enhance user engagement and promote standardized, long-term industry development.

艾媒咨询 | 【演讲版】从“卖香味”到“卖共鸣” 香氛创业者的用户价值破局之路

当下香水行业发展持续向好，消费需求不断升级，行业正从单纯售卖香氛产品，转向情感价值与精神共鸣的深度输出。以往市场以香味体验为核心竞争点，如今消费者不再局限于嗅觉享受，更注重香气承载的审美态度、情绪表达与自我标签。小众香氛与国风香氛持续走红，个性化、场景化用香成为主流趋势。品牌跳出单一香味售卖逻辑，依托文化内涵、情绪叙事打造产品内核，强化情感联结。渠道多元发展，内容营销加速审美渗透，行业整体告别同质化竞争，朝着精细化、情感化、价值化方向稳步转型。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《从“卖香味”到“卖共鸣” 香氛创业者的用户价值破局之路》数据显示，中国的香水消费已逐步走向日常化、常态化。消费者用香习惯稳步养成，多数人群保持稳定的周期性使用频率。香型偏好上，清透柔和的淡香系更受大众青睐（占比63.1%），成为主流消费选择。产品规格方面，偏好“30毫升”规格的消费者占59.7%，“50毫升”占45.2%，小巧便携的中小容量款式更贴合日常使用与尝新需求，兼顾实用性与体验感，成为选购核心考量。艾媒咨询分析师认为，伴随大众审美升级与情绪消费兴起，香水市场持续扩容，行业增长动能充足，未来整体市场规模将保持稳步攀升态势，发展潜力持续释放。(《艾媒咨询 |从“卖香味”到“卖共鸣” 香氛创业者的用户价值破局之路》完整高清PDF版共41页，可点击文章底部报告下载按钮进行报告下载）

The perfume industry is currently experiencing sustained positive growth, with consumer demand continuously upgrading. The industry is shifting from merely selling fragrance products to delivering deep emotional value and spiritual resonance. Previously, the market centered on scent experience as the core competitive advantage; today, consumers no longer limit themselves to olfactory enjoyment but place greater emphasis on the aesthetic attitude, emotional expression, and self-identity that a fragrance carries. Niche fragrances and Chinese-style fragrances continue to gain popularity, with personalized and scenario-based fragrance usage becoming mainstream trends. Brands are moving beyond the single-logic of selling scents, instead building product cores based on cultural connotations and emotional narratives to strengthen emotional connections. Channels are diversifying, content marketing is accelerating aesthetic penetration, and the industry as a whole is bidding farewell to homogenized competition, steadily transforming toward refinement, emotionalization, and value-orientation.According to the latest report "From 'Selling Scents' to 'Selling Resonance': The Fragrance Entrepreneur's Path to Breaking Through User Value" released by iiMedia Research, a global new economy industry third-party data mining and analysis institution, perfume consumption in China has gradually become normalized and routine. Consumers have steadily developed fragrance usage habits, with the majority maintaining stable periodic usage frequencies. In terms of scent preferences, light and soft subtle fragrances are more favored by the general public (accounting for 63.1%), becoming the mainstream consumer choice. Regarding product specifications, 59.7% of consumers prefer the "30ml" size, while 45.2% prefer "50ml." Compact and portable small-to-medium capacity formats better suit daily use and trial needs, balancing practicality and experiential value, becoming core considerations in purchasing decisions.Analysts at iiMedia Research believe that with the upgrading of public aesthetics and the rise of emotional consumption, the perfume market will continue to expand with ample growth momentum. The overall market size will maintain a steady upward trajectory in the future, with development potential continuously being unleashed. (“iiMedia Report | From ‘Selling Scents’ to ‘Selling Resonance’: The Fragrance Entrepreneur's Path to Breaking Through User Value”full version has 41 pages, please click the download button at the bottom of the article to download the report.)

艾媒咨询 | 2026年中国玩具用户消费行为洞察数据

玩具作为陪伴成长、开发智力、传递情感的重要载体，其消费市场随情绪经济、泛二次元产业及教育智能硬件的发展持续扩容，成为满足消费者多元需求的重要领域。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《2026年中国玩具用户消费行为洞察数据》显示，2026年中国玩具消费者以女性（75.70%）、31-40岁中年群体（52.56%）为主；消费偏好集中于毛绒（35.07%）、益智（34.69%）、智能（32.53%）三类玩具；价格偏好以101-200元为主流（43.87%）；购买渠道以综合电商平台（29.42%）、玩具专卖店（21.16%）为主。此外，超九成消费者对减压玩具有认知，70.13%的消费者认可其减压效果。中国玩具消费者购买意愿强烈，超六成消费者购买频率集中在三个月内；选择时最看重材料安全（36.65%）、功能（34.71%）与价格（33.81%）。同时，消费者认为国产玩具品牌在价格、需求适配等方面的优势突出，但在质量安全、设计创新等方面仍有提升空间。艾媒咨询分析师指出，在情绪经济升温、科技融合加速及消费需求多元化的背景下，玩具市场正从单一娱乐向多功能化、个性化、教育化延伸，教育、科技、环保成为未来核心发展趋势。企业需精准把握不同群体消费差异，强化国产品牌质量与创新能力，贴合线上化、专业化消费趋势，才能更好适配消费者多元需求，实现市场竞争力的提升。
Toys, as a vital medium for companionship, intellectual development, and emotional connection, have seen continuous market expansion alongside the growth of the emotional economy, the pan-AI industry, and educational smart hardware, becoming a key sector catering to diverse consumer needs. According to the latest "Insight Data on Consumer Behavior of China's Toy Users in 2026" released by iiMedia Research , a globally leading third-party data mining and analysis agency in the new economy, China's toy consumers in 2026 are predominantly female (75.70%) and middle-aged (31-40 years old, 52.56%). Their consumption preferences are concentrated in plush (35.07%), educational (34.69%), and smart (32.53%) toys, with a price preference primarily in the 101-200 yuan range (43.87%). The main purchasing channels are comprehensive e-commerce platforms (29.42%) and toy specialty stores (21.16%). Additionally, over 90% of consumers are aware of stress-relief toys, with 70.13% acknowledging their stress-relieving effects.Chinese toy consumers exhibit strong purchasing intentions, with over 60% buying within three months. When making choices, they prioritize material safety (36.65%), functionality (34.71%), and price (33.81%). Meanwhile, consumers recognize the advantages of domestic toy brands in pricing and demand alignment but identify room for improvement in quality safety and design innovation.Analysts from iiMedia Research pointed out that against the backdrop of a surging emotional economy, accelerated technology integration, and diversified consumer demand, the toy market is extending from single entertainment to multifunctionality, personalization, and educational value, with education, technology, and environmental protection emerging as core future development trends. Enterprises must accurately grasp the consumption differences among various groups, enhance the quality and innovation capabilities of domestic brands, and align with the trends of online and professional consumption to better cater to consumers' diverse needs and achieve improved market competitiveness.

艾媒咨询 | 2026年中国新消费趋势白皮书

2025年，中国消费市场在政策协同发力与需求结构升级双重驱动下，实现稳步扩容与质效提升，消费作为经济增长“压舱石”的作用愈发凸显。市场结构持续优化，服务消费提速，文旅、文体休闲等服务领域保持增长，绿色消费、升级类消费需求也在加速释放，消费市场整体呈现“稳中有进、结构优化、业态创新”的鲜明特征。
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《2026年中国新消费趋势白皮书》数据显示，情绪经济赛道以2.72万亿元市场规模成为增长新引擎，宠物经济、潮玩经济、户外经济及新式茶饮分别凭借情感寄托、IP社交、场景疗愈与文化出海属性快速扩容；品质生活赛道呈现多元化升级态势，银发经济从“养老”向“享老”跃迁，2025年养老产业市场规模达16.1万亿元，健康消费向主动预防转型，精准饮食、品质家居、文化娱乐消费持续升温；智能科技赛道迎来爆发期，原生AI终端密集上市，数字人核心市场规模达480.6亿元，服务机器人场景化应用加速，智能网联汽车构建移动第三智能空间，技术正深度重塑消费体验。
艾媒咨询分析师认为，未来消费市场扩容提质态势将持续巩固，五大新兴趋势值得重点关注：①下沉市场从人口红利转向价值红利，“品质下沉”与“体验下沉”成为新方向；②“AI+”全场景融合催生个性化生活管家服务，重构消费服务模式；③虚实融合加速推进，数字资产与实体消费边界逐步模糊；④可持续消费从理念渗透走向全链路行动闭环，绿色低碳成为产业共识；⑤生态化出海成为主流，企业加速构建全球化价值共生体系。
In 2025, China's consumer market achieved steady expansion and quality-efficiency improvements driven by the synergistic force of policies and the upgrading of demand structure. Consumption has played an increasingly prominent role as the "ballast" of economic growth. The market structure has continued to optimize, with service consumption accelerating its growth. Service sectors such as culture and tourism, sports, and leisure maintained expansion, while demand for green consumption and premium consumption also accelerated its release. The consumer market as a whole exhibited distinct characteristics of "stability with progress, structural optimization, and format innovation."
According to the latest data from White paper on China's new consumption trends in 2026 released by the global third-party new economy industry data mining and analysis agency iiMedia Research, the emotional economy sector, with a market size of 2.72 trillion yuan, has emerged as a new engine of growth. Pet economy, trend toy economy, outdoor economy, and new-style tea drinks have expanded rapidly, leveraging attributes such as emotional attachment, IP social interaction, scene-based healing, and cultural export. The quality lifestyle sector shows a trend of diversified upgrading, with the silver-haired economy transitioning from "elderly care" to "enjoyable aging." In 2025, the elderly care industry's market size reached 16.1 trillion yuan. Health consumption is shifting toward proactive prevention, while precise nutrition, quality home living, and cultural entertainment consumption continue to gain momentum. The smart technology sector is experiencing an explosive period, with the launch of native AI terminals, the core market size of digital humans reaching 48.06 billion yuan, accelerated scenario-based applications of service robots, and smart connected vehicles constructing a mobile third intelligent space. Technology is deeply reshaping the consumer experience.
iiMedia Research analysts believe that the trend of expansion and quality improvement in the consumer market will continue to solidify in the future, with five emerging trends worthy of close attention:①The sinking market is shifting from a demographic dividend to a value dividend, with "quality down-reaching" and "experience down-reaching" emerging as the new focal points.②The full-scenario integration of "AI+" is giving rise to personalized life concierge services, fundamentally reconstructing consumer service models.③The convergence of the virtual and real worlds is accelerating, gradually blurring the boundaries between digital assets and physical consumption.④Sustainable consumption is evolving from conceptual penetration to a full-chain action cycle, with green and low-carbon practices becoming an industry-wide consensus.⑤Ecosystem-based global expansion is becoming mainstream, as enterprises accelerate the establishment of a global value co-creation system.

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年中国潮玩行业发展与用户行为调查数据

2025年的中国消费市场，潮玩赛道正以破竹之势改写商业格局——泡泡玛特营收暴涨、名创优品靠联名公仔刷新出海纪录，“谷子”概念股在二级市场集体涨停，《哪吒2》以百亿票房跻身世界动画电影前列……这一系列亮眼数据，不仅印证了潮玩经济的爆发式增长，更揭示出年轻群体成为消费主力后，以“悦己”为核心的情感需求正在重塑产业生态。社交平台的“种草”机制则加速了这一进程，让潮玩从小众圈层的心头好，变成大众市场的新宠。潮玩，正从“小众爱好”升格为“全民资产”。
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年中国潮玩行业发展与用户行为调查数据》显示，2024年中国泛二次元用户规模达5.03亿，显示用户增长进入存量时代；而“谷子经济”市场规模却从2023年猛增40.63%至2024年市场规模1689亿元，表明潮玩行业的发展趋势正从依赖用户规模扩张，转向深度挖掘核心用户价值，周边衍生品已成为驱动产业增长的核心引擎，标志着行业步入以IP变现和情感消费为主导的成熟阶段。
在中国潮玩市场，消费者的购买动机和决策因素正呈现出日益成熟和分化的特征。iiMedia Research（艾媒咨询）数据显示，高达40.83%的消费者将“具有升值空间，可通过二手市场转卖盈利”视为购买潮玩的主要原因，这反映出收藏与投资属性已成为驱动消费的重要力量，也意味着潮玩正从单纯的消费品逐渐转向具备金融属性的资产类别。与此同时，在2025年消费者购买时优先考虑的因素中，“款式和设计”以38.60%的占比高居首位，突显了消费者对产品外观独特性、艺术价值和创意表达的强烈追求。
艾媒咨询分析师认为，从泡泡玛特的IP矩阵到名创优品的平价潮玩，从“谷子”的收藏热潮到《哪吒2》带动的衍生品热销，潮玩行业的每一个增长点都紧扣“情感共鸣”与“价值认同”。中国潮玩行业未来将朝着产品精品化、资产化和情感化的方向持续深化。IP运营与跨界联动将成为价值增长的核心，数字潮玩与实体收藏的融合将进一步拓展行业边界。伴随消费者趋于理性，能够同时满足审美期待与收藏潜力的品牌将在竞争中赢得优势。
In China's consumer market of 2025, the trendy toy sector is rewriting the business landscape with overwhelming momentum – Pop Mart has seen a skyrocketing revenue, Miniso has set new overseas records with its co-branded dolls, concept stocks related to "goods/merchandise" have collectively hit the daily limit in the secondary market, and Nezha 2 has ranked among the world's top animated films with a box office of 10 billion yuan... This series of impressive data not only confirms the explosive growth of the trendy toy economy but also reveals that after young groups have become the main consumers, emotional needs centered on "self-pleasure" are reshaping the industrial ecology. The "grass-planting" mechanism on social platforms has accelerated this process, turning trendy toys from favorites of niche circles into new darlings of the mass market. Trendy toys are evolving from "subcultural interest" to "mainstream asset".
According to the latest "Survey Data on the Development Status and User Behavior of China's Trendy Toy Industry in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the scale of China's pan-2D users will reach 503 million in 2024, indicating that user growth has entered the era of stock. However, the market size of the "millet economy" has soared by 40.63% from 2023 to 168.9 billion yuan in 2024, indicating that the development trend of the collectible toy industry is shifting from relying on user scale expansion to deeply exploring the value of core users. Peripheral derivatives have become the core engine driving the growth of the industry. It marks that the industry has entered a mature stage dominated by IP monetization and emotional consumption.
In China's trendy toy market, consumers' purchasing motives and decision-making factors are showing increasingly mature and differentiated characteristics. Data shows that as high as 40.83% of consumers consider "having appreciation potential and being able to make profits by reselling in the second-hand market" as the main reason for purchasing trendy toys. This reflects that the attributes of collection and investment have become important forces driving consumption, and also indicates that trendy toys are gradually shifting from simple consumer goods to asset classes with financial attributes. Meanwhile, among the top priorities for consumers when making purchases in 2025, "style and design" topped the list with a 38.60% share, highlighting consumers' strong pursuit of the uniqueness of product appearance, artistic value and creative expression.
Analysts from iiMedia Research believe that from Pop Mart's IP matrix to Miniso's affordable trendy toys, from the collection boom of "guzi" (merchandise) to the hot sales of derivatives driven by Nezha 2, every growth point in the trendy toy industry is closely linked to "emotional resonance" and "value recognition". China's trendy toy industry will continue to deepen in the direction of product refinement, assetization and emotionalization in the future. IP operation and cross-border collaboration will become the core of value growth, and the integration of digital trendy toys and physical collections will further expand the industry's boundaries. As consumers become more rational, brands that can simultaneously meet aesthetic expectations and collection potential will gain advantages in the competition.

艾媒咨询 | 2025-2029年中国情绪经济消费趋势洞察报告

随着社会生活和工作节奏的加快，市场消费者对情绪舒缓与精神满足的消费需求日益增多，情绪经济逐渐成为重塑消费市场格局的重要力量。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年中国情绪经济消费趋势洞察报告》数据显示，中国情绪经济市场规模呈上升趋势，2024年中国情绪经济市场规模达23077.67亿元，预计2029年将突破4.5万亿元。艾媒咨询分析师认为，随着情绪经济市场的不断发展与成熟，未来情绪经济有望持续保持高速增长，在满足消费者精神需求的同时，为经济增长注入新的活力，创造更多的商业机遇与社会价值。
With the acceleration of the pace of social life and work, the market consumers' demand for emotional relief and spiritual satisfaction is increasing day by day. The emotional economy has gradually become an important force in reshaping the consumer market pattern. According to the latest "Insight report on China's emotional economy consumption trends from 2025 to 2029" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, the market size of China's emotional economy is on the rise. In 2024, the market size of China's emotional economy will reach 2,307.767 billion yuan. It is expected to exceed 4.5 trillion yuan in 2029. Analysts from iiMedia Research believe that as the emotional economy market continues to develop and mature, the emotional economy is expected to maintain a high growth rate in the future. While meeting consumers' spiritual needs, it will inject new vitality into economic growth and create more business opportunities and social value.