艾媒咨询 | 2025-2026年中国AI漫剧行业趋势白皮书

2025年末，中国AI漫剧行业迎来关键转折点，技术爆发与生态重构成为主旋律。AI技术推动漫剧创作迈入工业化阶段，使其在制作效率和视觉风格上与真人短剧形成鲜明区隔。与此同时，政策规范持续完善，叠加消费升级趋势，共同构筑了行业发展的坚实基础。产业链在IP储备深化、平台激励加码及AIGC技术赋能下持续扩容，而用户行为的深化则牵引内容加速向精品化、情感化方向演进。
此轮变革中，AI漫剧赛道迎来了政策与市场的双重拐点：一方面，抖音、快手、腾讯等核心平台密集推出精品化扶持政策；另一方面，监管趋严倒逼内容质量升级。这种“激励”与“收紧”并行的态势，标志着行业正式告别野蛮生长，迈入质效并重的精耕时代。
市场数据印证了强劲的增长势头，iiMedia Research（艾媒咨询）数据显示，中国动画微短剧市场规模在2025年呈现出爆发式增长，达到189.8亿元，同比激增276.3%，艾媒预期这一增长态势将延续，2030年市场规模有望突破850亿元。
By the end of 2025, China's AI comic and drama industry will reach a crucial turning point, with technological explosion and ecological reconstruction becoming the main themes. AI technology has driven the creation of comic dramas into an industrialized stage, making them distinct from live-action short dramas in terms of production efficiency and visual style. Meanwhile, the continuous improvement of policy regulations, coupled with the trend of consumption upgrade, have jointly built a solid foundation for the development of the industry. The industrial chain has been continuously expanding under the deepening of IP reserves, the intensification of platform incentives, and the empowerment of AIGC technology. Meanwhile, the deepening of user behavior has driven content to accelerate its evolution towards high-quality and emotional content.
In this round of transformation, the AI comic drama industry has reached a dual turning point in terms of policy and market: on the one hand, core platforms such as Tiktok, Kuaishou, and Tencent have successively introduced policies to support high-quality products; On the other hand, stricter regulation has forced an upgrade in content quality. This concurrent trend of "incentives" and "tightening" marks the industry's official farewell to wild growth and its entry into an era of meticulous cultivation that emphasizes both quality and efficiency.
Market data confirms the strong growth momentum. According to iiMedia Research, the market size of China's animated micro-short dramas witnessed explosive growth in 2025, reaching 18.98 billion yuan, a year-on-year increase of 276.3%. iiMedia Research predicts that this growth trend will continue, and the market size is expected to exceed 85 billion yuan by 2030.

艾媒咨询 | 2025年中国西式快餐市场发展状况及消费行为调查数据

在当前市场扩张与消费需求变革的背景下，中国西式快餐行业正经历从规模化复制向高质量增长的转型。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年中国西式快餐行业发展状况及消费行为调查数据》显示，2025年中国西式快餐市场规模为4996.5亿元，2027年中国西式快餐市场规模有望达到5870.9亿元。在生活节奏加快与消费升级的双重推动下，西式快餐行业通过产品健康化创新、场景延伸与数字化运营持续挖掘增长潜力。下沉市场渗透与“餐饮+”模式融合，进一步拓宽了西式快餐的发展空间，未来市场仍具备强劲增长动能。
在2025年中国消费者偏好的西式快餐菜品中，汉堡以55.03%的占比稳居首位，小食（49.10%）与饮料（43.94%）共同构成核心消费组合。此外，消费者认为影响个人选择西式快餐的前三个因素分别是食品安全（45.36%）、食品种类（42.65%）和口味（41.49%）。这表明，汉堡作为西式快餐的核心品类，依然是消费者的首选。同时，食品安全已超越口味和品类，成为消费者决策的首要考量，反映出市场已进入品质与信任驱动的发展阶段。这要求企业在优化产品矩阵的同时，需将食品安全管控与透明化运营纳入战略核心。
艾媒咨询分析师认为，中国西式餐饮行业未来将呈现以下发展趋势。一是本土化与健康化深度融合，产品研发将更贴合中国消费者口味与营养需求；二是场景拓展与体验升级同步推进，“快餐正餐化”与“全时段运营”成为增长引擎；三是数字化与供应链协同增效，智慧门店与预制菜技术提升运营效率；四是下沉市场渗透加速，区域口味适配与性价比战略驱动规模化扩张。整体行业将从“高速扩张”转向“精耕细作”，通过品质提升与模式创新持续挖掘存量与增量市场价值。
Under the current backdrop of market expansion and changes in consumer demand, the Western fast food industry in China is undergoing a transformation from scale replication to high-quality growth. According to the latest "2025 China Western Fast Food 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 market size of China's Western fast food industry is expected to reach 499.65 billion yuan in 2025 and 587.09 billion yuan in 2027. Driven by the acceleration of life pace and consumption upgrade, the Western fast food industry is continuously exploring growth potential through product health innovation, scene extension, and digital operation. The penetration of the lower-tier market and the integration of the "food + " model have further broadened the development space of Western fast food, and the market still has strong growth momentum in the future.
Among the Western fast food items preferred by Chinese consumers in 2025, hamburgers hold the top position with a 55.03% share, while snacks (49.10%) and beverages (43.94%) form the core consumption combination. Additionally, the top three factors influencing consumers' choice of Western fast food are food safety (45.36%), food variety (42.65%), and taste (41.49%). This indicates that hamburgers, as the core category of Western fast food, remain the top choice for consumers. Meanwhile, food safety has surpassed taste and variety to become the primary consideration for consumers' decisions, reflecting that the market has entered a stage driven by quality and trust. This requires enterprises to incorporate food safety control and transparent operation into their strategic core while optimizing their product matrix.
Analysts from iiMedia Research believe that the Western fast food industry in China will present the following development trends in the future. First, localization and health will be deeply integrated, and product development will better meet the taste and nutritional needs of Chinese consumers. Second, scene expansion and experience upgrade will be advanced simultaneously, with "fast food becoming a main meal" and "all-day operation" becoming growth engines. Third, digitalization and supply chain will work in synergy to enhance efficiency, with smart stores and pre-prepared food technology improving operational efficiency. Fourth, the penetration of the lower-tier market will accelerate, driven by regional taste adaptation and cost-performance strategies for large-scale expansion. The overall industry will shift from "high-speed expansion" to "intensive cultivation", continuously exploring the value of both existing and new markets through quality improvement and model innovation.

艾媒咨询 | 2025年中国微短剧市场消费调查数据

近年来，微短剧作为一种新兴的网络视听形式，凭借其体量轻、节奏快、表现力丰富等特点迅速吸引了大量用户。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年中国微短剧市场消费调查数据》显示，中国微短剧市场规模呈上升趋势，2025年中国微短剧市场规模达677.9亿元，同比上升34.40%，预计2030年中国微短剧市场规模超1500亿元。此外，自2023年起，中国电影票房呈现下降趋势，2024年中国电影票房收入为425.02亿元。随着移动互联网的普及和短视频平台的兴起，微短剧的传播渠道日益广泛，分流了大量潜在影院观众，市场规模将不断扩大。
在2025年中国消费者观看微短剧的平台中，位列前三的分别是抖音（39.06%）、番茄免费短剧（27.32%）和快手（26.29%）。此外，消遣娱乐（46.38%）、故事情节吸引（43.10%）和观看方便灵活（39.44%）是用户观看微短剧的主要原因。这一趋势表明，短视频平台凭借庞大流量基数与场景适配性，已成为微短剧分发核心渠道，而用户核心需求则聚焦情绪价值与观看体验。未来，平台需以精品化内容创作夯实核心竞争力，同时持续优化播放流畅度、交互设计等体验细节，以进一步巩固用户粘性。
艾媒咨询分析师认为，未来中国微短剧市场将向精品化、规范化与全球化深度进阶。一方面，监管收紧推动行业告别粗制滥造，巨头与传统影视公司入局催生优质内容，从“爽感猎奇”转向现实题材与价值表达。另一方面，“微短剧+”与IP系列化运营成新方向，付费模式更趋透明规范。同时，“银发族”等群体拓宽用户结构，海外市场收入高速增长，出海成为重要增长点。低成本快周转优势持续，叠加技术赋能与场景适配，微短剧行业将在质量提升与商业创新中实现可持续扩张。
In recent years, micro short dramas, as a new form of online audio-visual content, have rapidly attracted a large number of users with their light weight, fast pace, and rich expressiveness. According to the latest "2025 China Micro Short Drama Market Consumption Survey Data" released by iiMedia Research (a leading third-party data mining and analysis agency for the new economy industry), the scale of the Chinese micro short drama market is on the rise. It is projected that the market size will reach 67.79 billion yuan in 2025, an increase of 34.40% year-on-year, and is expected to exceed 150 billion yuan by 2030. Additionally, since 2023, the box office of Chinese films has shown a downward trend, with the box office revenue in 2024 being 42.502 billion yuan. With the popularization of mobile internet and the rise of short video platforms, the distribution channels of micro short dramas have become increasingly diverse, diverting a large number of potential cinema audiences, and the market size will continue to expand.
Among the platforms where Chinese consumers watch micro short dramas in 2025, the top three are Douyin (39.06%), Tomato Free Short Drama (27.32%), and Kuaishou (26.29%). Moreover, entertainment (46.38%), captivating storylines (43.10%), and convenient and flexible viewing (39.44%) are the main reasons why users watch micro short dramas. This trend indicates that short video platforms, with their large traffic base and scene adaptability, have become the core channels for the distribution of micro short dramas, while users' core demands focus on emotional value and viewing experience. In the future, platforms need to solidify their core competitiveness through high-quality content creation, while continuously optimizing playback smoothness, interaction design, and other experience details to further enhance user stickiness.
Analysts from iiMedia Research believe that the Chinese micro short drama market will deeply advance towards refinement, standardization, and globalization in the future. On one hand, tightened regulation will push the industry to bid farewell to shoddy production, and the entry of giants and traditional film and television companies will give rise to high-quality content, shifting from "thrilling and bizarre" to realistic themes and value expression. On the other hand, "micro short drama +" and IP series operation have become new directions, and the paid model is becoming more transparent and standardized. At the same time, groups such as the "silver-haired generation" are broadening the user structure, and overseas market revenue is growing rapidly, making overseas expansion an important growth point. The advantages of low cost and fast turnover will continue, combined with technological empowerment and scene adaptability, the micro short drama industry will achieve sustainable expansion through quality improvement and business innovation.

艾媒咨询 | 2025年中国情趣用品市场消费调查数据

随着居民物质生活水平持续提升，社会两性观念愈发开放，中国情趣用品市场的消费群体日趋多元化，并呈现出显著的下沉趋势，未来市场空间广阔。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年中国情趣用品市场消费调查数据》显示，2024年中国情趣用品电商市场规模为1165.1亿元，预计2025年市场规模达到1348.5亿元；2024年中国情趣用品市场规模已达1942.14亿元，预计2025年将达到2081.27亿元。随着性观念的转变和电子商务的迅速发展，情趣用品行业迎来黄金增长期。未来行业需持续聚焦产品品质升级与购物体验优化，通过强化私密性与专业性服务，将潜在需求转化为持续消费动力。
2025年中国消费者在购买情趣用品时最关注的三个因素分别是材质、手感（38.44%）、购买隐秘性（33.69%）和产品的功能（32.62%）。此外，在品牌信任构建中，营销信息的真实性与透明度以60.03%的占比位列首位，用户评价反馈（56.51%）与产品质量安全性（50.69%）位列第二和第三。整体来看，消费者的决策逻辑已从单一需求转向“体验、隐私与功能”的综合考量，行业需精准锚定核心诉求，以优质产品、隐私服务与透明营销构建竞争壁垒，助力市场持续健康扩容。
艾媒咨询分析师认为，未来中国情趣用品市场未来将在合规化、智能化与场景化驱动下实现高质量增长。政策层面，材料安全新国标与隐私保护新规将加速行业洗牌，低价劣质产品逐渐退出，医用级环保材料成为主流。在产品端，AI、VR技术深度融合催生情感陪伴类智能产品，女性向、个性化定制款持续走热。渠道层面，线上电商隐私保护升级与线下“两性健康体验馆”转型并行，即时配送服务进一步普及。同时，出海业务将依托供应链优势持续扩容，品牌通过“健康化”“悦己化”营销破圈，推动行业从隐秘消费转向规范化、品质化的成熟赛道。
With the continuous improvement of residents' material living standards and the increasingly open social attitudes towards gender, the consumer base of China's adult products market is becoming more diverse and showing a significant downward trend. The future market space is vast. According to the latest "2025 China Adult Products Market Consumption Insight Data" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the scale of China's adult products e-commerce market was 116.51 billion yuan in 2024 and is expected to reach 134.85 billion yuan in 2025. The scale of China's adult products market was 194.214 billion yuan in 2024 and is expected to reach 208.127 billion yuan in 2025. With the transformation of sexual concepts and the rapid development of e-commerce, the adult products industry is entering a golden growth period. In the future, the industry needs to continuously focus on product quality upgrades and shopping experience optimization, and convert potential demand into sustained consumption power by strengthening privacy and professional services.
In 2025, the three most important factors for Chinese consumers when purchasing adult products are material and texture (38.44%), purchase privacy (33.69%), and product functions (32.62%). Additionally, in the construction of brand trust, the authenticity and transparency of marketing information rank first with a 60.03% share, followed by user evaluation feedback (56.51%) and product quality and safety (50.69%). Overall, consumers' decision-making logic has shifted from a single demand to a comprehensive consideration of "experience, privacy, and function". The industry needs to accurately target core demands and build competitive barriers through high-quality products, privacy services, and transparent marketing to promote the continuous and healthy expansion of the market.
Analysts from iiMedia Research believe that in the future, China's adult products market will achieve high-quality growth driven by compliance, intelligence, and scenario-based development. At the policy level, new national standards for material safety and privacy protection regulations will accelerate industry consolidation, with low-quality and low-priced products gradually exiting the market, and medical-grade environmentally friendly materials becoming mainstream. On the product side, the deep integration of AI and VR technologies will give rise to intelligent products for emotional companionship, and female-oriented and personalized custom products will continue to gain popularity. At the channel level, the upgrade of privacy protection in online e-commerce and the transformation of offline "two-sex health experience stores" will proceed in parallel, and instant delivery services will further expand. At the same time, overseas business will continue to expand relying on supply chain advantages, and brands will break through the circle through "health" and "self-care" marketing, promoting the industry to shift from hidden consumption to a mature track of standardization and quality.

艾媒咨询 | 2025年中国速溶咖啡行业发展状况及消费行为调查数据

随着公众饮食观念的改变与新品牌的迅速崛起，中国速溶咖啡市场规模呈现稳定增长态势。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年中国速溶咖啡行业发展状况及消费行为调查数据》显示，2024年中国咖啡豆产量已达到14.9万吨；此外，2024年中国速溶咖啡的行业规模为680亿元，2026年预计达到1099亿元。这表明中国速溶咖啡产业正从上游原料种植到下游消费市场实现全面、高速的增长。上游供给能力的夯实与下游市场规模的快速扩张相互促进，共同构成了行业发展的双引擎，展现出巨大的市场潜力和强劲的发展动能。
在2025年中国消费者饮用速溶咖啡的频率调查中，“每周4-6次”占比最高（36.24%），其次为“每天1次”（28.68%），“每周2-3次”也占有一定比例（15.34%）。此外，中国消费者在购买速溶咖啡时，主要关注的三大因素分别是口味（47.79%）、价格（40.65%）和保质期（39.92%）。这表明中国速溶咖啡消费已呈现高频化、日常化特征。在购买决策中，口味风味是首要驱动力，同时价格与保质期共同构成关键考量因素，反映出消费者既追求品质与风味体验，又保持对性价比和产品安全的高度关注，消费行为日趋成熟理性。
艾媒咨询分析师认为，中国速溶咖啡行业未来将呈现以下发展趋势。在生产工艺方面，品质升级与技术驱动将成为核心，冻干、冷萃等先进工艺进一步提升产品风味与便捷性。在产品研发方面，品类创新持续活跃，茶咖、风味特调等多元化产品满足细分需求，同时低糖、零添加及功能性产品需求持续增长，健康配方将成为产品研发的核心方向。在营销渠道方面，各渠道融合加速，线上线下全场景覆盖增强用户触达。在供应链优化与品牌价值提升的双重驱动下，行业将朝着高品质、个性化与可持续方向持续发展，市场集中度有望进一步提高。
With the change in public dietary concepts and the rapid rise of new brands, the market size of instant coffee in China has shown a stable growth trend. According to the latest "Survey Data on the Development Status and Consumption Behavior of China's Instant Coffee Industry in 2025" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, China's coffee bean output reached 149,000 tons in 2024. Meanwhile, the industry scale of instant coffee in China was 68 billion yuan in 2024 and is expected to reach 109.9 billion yuan in 2026. This indicates that the Chinese instant coffee industry is experiencing comprehensive and rapid growth from upstream raw material planting to downstream consumer markets. The consolidation of upstream supply capacity and the rapid expansion of downstream market size mutually promote each other, jointly forming the dual engines of industry development, demonstrating huge market potential and strong development momentum.
In the 2025 survey on the frequency of Chinese consumers drinking instant coffee, "4-6 times a week" had the highest proportion (36.24%), followed by "once a day" (28.68%), and "2-3 times a week" also accounted for a certain proportion (15.34%). Additionally, when purchasing instant coffee, the three main factors that Chinese consumers focus on are taste (47.79%), price (40.65%), and shelf life (39.92%). This indicates that the consumption of instant coffee in China has become frequent and daily. In the purchase decision-making process, taste and flavor are the primary driving forces, while price and shelf life are also key considerations, reflecting that consumers not only pursue quality and flavor experience but also maintain a high level of attention to cost-effectiveness and product safety, with their consumption behavior becoming increasingly mature and rational.
Analysts from iiMedia Research believe that the Chinese instant coffee industry will present the following development trends in the future. In terms of production technology, quality upgrading and technology-driven will become the core, with advanced processes such as freeze-drying and cold brewing further enhancing product flavor and convenience. In terms of product development, category innovation will remain active, with diversified products such as tea coffee and flavor blends meeting the needs of niche markets. At the same time, the demand for low-sugar, zero-additive, and functional products will continue to grow, and healthy formulas will become the core direction of product development. In terms of marketing channels, the integration of various channels will accelerate, and the full coverage of online and offline scenarios will enhance user reach. Driven by the dual forces of supply chain optimization and brand value enhancement, the industry will continue to develop towards high quality, personalization, and sustainability, and market concentration is expected to further increase.

艾媒咨询 | 2025年中国品牌电商服务商行业研究报告

在全球数字经济深度发展与中国品牌全球化战略的双重驱动下，品牌电商服务商行业已成为链接消费市场与商业增长的核心枢纽，中国企业凭借全域运营能力与技术革新优势引领全球电商服务生态变革。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年中国品牌电商服务商行业研究报告》数据显示，2024年中国品牌电商服务行业市场规模达4468.5亿元，同比增长9.6%；预计2028年将突破5862.3亿元，年复合增长率稳居高位。艾媒咨询分析师认为，在消费场景碎片化与全球化扩张的浪潮下，AI智能决策、跨境全链路服务及垂类精细化运营，正成为驱动行业从“流量托管”向“增长引擎”跃迁的核心动力。行业服务边界持续拓展，从传统电商平台运营延伸至TikTok直播本地化、ESG合规化建设、私域资产沉淀等新兴领域，推动品牌方与服务商关系重构为“全域增长合伙人”。
Driven by the deep development of the global digital economy and China's brand globalization strategy, the brand e-commerce service provider industry has emerged as a core hub linking consumer markets with business growth. Chinese enterprises, leveraging their omnichannel operational capabilities and advantages in technological innovation, are leading the transformation of the global e-commerce service ecosystem. According to the latest "2025 China Brand E-Commerce Service Provider Industry Research Report" released by iiMedia Research, a third-party data mining and analysis institution focusing on the global new economy, the size of China's brand e-commerce service industry reached 446.85 billion yuan in 2024, representing a year-on-year increase of 9.6%. It is projected to exceed 586.23 billion yuan by 2028, with the compound annual growth rate remaining at a high level.
Analysts from iiMedia Research noted that amid the fragmentation of consumption scenarios and the wave of global expansion, AI-powered intelligent decision-making, cross-border full-link services, and vertical niche refined operations have become the core drivers propelling the industry to leap from "traffic management" to "growth engine." The boundaries of services are continuously expanding, extending from traditional e-commerce platform operations to emerging areas such as TikTok live-streaming localization, ESG compliance development, and private domain asset accumulation. This evolution is redefining the relationship between brands and service providers into "omnichannel growth partners."

艾媒咨询 | 2025年中国短视频市场环境分析与用户行为调查数据

近年来，中国短视频行业在技术迭代与用户需求升级的驱动下，已形成成熟的生态体系。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年中国短视频市场环境分析与用户行为调查数据》数据显示，2024年中国微短剧市场规模为504.4亿元，2025年预计增长到677.9亿元，随着技术发展和市场成熟，微短剧市场有望持续扩容。在2025年中国用户偏好使用的短视频平台中，抖音占比最高，达39.55%，成为用户最偏好的短视频平台；快手占比27.19%。这一数据表明，抖音系平台在用户偏好使用的短视频平台中占据较高比例，反映出其强大的用户吸引力；各平台因内容特色、功能差异等，在用户偏好选择上呈现不同格局。
在2025年中国用户网购过的短视频平台中，抖音占比最高，达44.70%，是用户进行网购最常用的短视频平台；其次是快手，占比37.11%；这表明抖音、快手在短视频电商领域占据较大市场份额，更受用户青睐，平台的内容生态、用户基础、电商功能等因素可能影响用户的网购选择。艾媒咨询分析师认为，未来短视频行业将在技术融合与场景延伸中深化发展：AI大模型赋能内容精准创作，实现“用户画像-脚本生成-智能剪辑”全流程自动化；“短视频+”模式渗透至医疗、教育、文旅等领域，如虚拟问诊短视频科普、景区AR导览等场景落地；商业化层面，品牌定制短剧、互动广告等创新形式崛起。同时合规化运营与用户隐私保护成为行业可持续发展的核心议题。
In recent years, driven by technological iteration and the upgrading of user demands, China's short-video industry has formed a mature ecosystem. According to the latest "Analysis of China's short video market environment and user behavior survey data in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the market size of micro-short dramas in China was 50.44 billion yuan in 2024. It is expected to grow to 67.79 billion yuan in 2025. With the development of technology and the maturity of the market, the micro-short drama market is expected to continue to expand. The short-video platforms preferred by Chinese users in 2025.Among them, Douyin has the highest proportion, reaching 39.55%, and has become the most preferred short-video platform by users. Kuaishou accounts for 27.19%. This data indicates that the Douyin platform accounts for a relatively high proportion among the short-video platforms preferred by users, reflecting its strong user appeal. Due to differences in content features and functions, various platforms present different patterns in users' preference choices.
Among the short-video platforms where Chinese users made online purchases in 2025, Douyin had the highest proportion, reaching 44.70%, and was the most commonly used short-video platform for users to make online purchases. The second is Kuaishou, accounting for 37.11%. This indicates that Douyin and Kuaishou hold a significant market share in the short-video e-commerce field and are more favored by users. Factors such as the content ecosystem, user base, and e-commerce functions of the platforms may influence users' online shopping choices. Analysts from iiMedia Research believe that in the future, the short-video industry will deepen its development through technological integration and scene extension: AI large models will empower precise content creation, achieving full-process automation from "user profiling - script generation - intelligent editing". The "short video +" model has permeated into fields such as healthcare, education, and cultural tourism, for instance, scenarios like virtual consultation short video science popularization and AR guided Tours in scenic spots have been implemented. At the commercial level, innovative forms such as brand-customized short dramas and interactive advertisements have emerged. Meanwhile, compliant operation and user privacy protection have become the core issues for the sustainable development of the industry.

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年中国短视频/直播市场消费行为调查数据

随着短视频与直播技术的深度渗透，其用户生态呈现多维演进特征，逐步形成以高频互动观看、沉浸式消费场景为核心的数字化生活方式，以内容精准匹配算法为支撑的个性化体验体系，以及虚实交互、跨界融合为特点的产业生态变革。同时基于区块链的内容确权机制与跨平台数据互通架构正重塑短视频/直播机构运作范式，构建起覆盖数字娱乐、社交消费、产业服务的全链路生态闭环。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年中国短视频/直播市场消费行为调查数据》数据显示，短视频/直播内容已成为中国用户日常高频接触场景，其中69.57%的短视频/直播用户为长期活跃观看群体。短视频/直播用户日均观看频次集中分布于4-5次区间，占比达43.82%，且53.19%的短视频/直播用户维持与上年持平的观看习惯，显示出用户黏性持续强化。
从消费生态看，79.32%的短视频/直播用户在平台产生消费行为，其中购物类消费以51.80%的占比主导用户支出结构，短视频/直播用户每月5%-10%的可支配收入投入该领域。平台选择偏好呈现头部集中化特征，抖音以39.40%的占比稳居短视频/直播用户首选平台，其构建的“内容+消费”闭环模式推动“购买便利性”以39.56%占比成为核心消费驱动力。内容生态方面，生活类垂类以36.54%的偏好度占据内容消费榜首，短视频/直播用户主动分享行为占比达32.12%，形成社交裂变传播效应。在平台满意度维度，内容质量指标以33.29%的五星好评率居首，但短视频/直播用户同时反馈存在算法推荐同质化、虚拟交互功能适配性不足等问题。艾媒咨询分析师认为，短视频/直播平台需强化垂直领域内容创新，优化虚实融合技术应用场景，同时完善消费链路中的售后保障机制。建议短视频/直播机构深化区块链确权技术应用，通过跨平台数据互通提升内容分发效率，并建立短视频/直播用户消费偏好动态追踪系统以增强商业转化精准度。
With the deep penetration of short-video and live-streaming technologies, their user ecosystem has shown multi-dimensional evolution characteristics, gradually forming a digital lifestyle centered on high-frequency interactive viewing and immersive consumption scenarios, a personalized experience system supported by content-precise matching algorithms, and an industrial ecosystem transformation characterized by virtual-real interaction and cross-border integration. At the same time, the content rights confirmation mechanism based on blockchain and the cross-platform data intercommunication architecture are reshaping the operation model of short-video and live-streaming institutions, building a full-chain ecological closed loop covering digital entertainment, social consumption, and industrial services. According to the latest "Survey data of consumer behavior in China's short video/live streaming market in 2025" released by iiMedia Research,a global third-party data mining and analysis institution for new economy industries, short-video/live-streaming content has become a daily high-frequency contact scene for Chinese users, among which 69.57% of short-video/live-streaming users are long-term active viewing groups. The daily viewing frequency of short-video/live-streaming users is concentrated in the 4-5 times range, accounting for 43.82%, and 53.19% of short-video/live-streaming users maintain the same viewing habits as the previous year, indicating a continuous strengthening of user stickiness.
From the perspective of the consumption ecosystem, 79.32% of short-video/live-streaming users have consumption behaviors on the platform, among which shopping consumption accounts for 51.80% of the user expenditure structure, and short-video/live-streaming users invest 5%-10% of their disposable income in this field each month. Platform selection preferences show a top-concentration feature, with Douyin holding a 39.40% share as the preferred platform for short-video/live-streaming users. The "content + consumption" closed-loop model it has built has made "purchase convenience" the core consumption driver with a 39.56% share. In terms of content ecology, the life category has a 36.54% preference rate and ranks first in content consumption, and the active sharing behavior of short-video/live-streaming users accounts for 32.12%, forming a social viral spread effect. In the dimension of platform satisfaction, the content quality indicator has the highest five-star approval rate of 33.29%, but short-video/live-streaming users also feedback that there are problems such as homogenization of algorithm recommendations and insufficient adaptability of virtual interaction functions. Analysts from iiMedia Research believe that short-video/live-streaming platforms need to strengthen content innovation in vertical fields, optimize the application scenarios of virtual-real integration technology, and at the same time improve the after-sales guarantee mechanism in the consumption chain. It is suggested that short-video and live-streaming institutions deepen the application of blockchain rights confirmation technology, improve the efficiency of content distribution through cross-platform data intercommunication, and establish a dynamic tracking system for short-video/live-streaming user consumption preferences to enhance the accuracy of commercial conversion.

艾媒咨询｜2024-2025年中国美妆行业发展现状与消费趋势报告

随着中国消费者文化自信意识的觉醒以及数字化经济的加速演进，国产化妆品品牌初步具备了与国际化妆品品牌抗衡的规模。在消费结构升级、审美观念和悦己意识增强等多种因素的推动下，国内化妆品消费持续增长。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年中国美妆行业发展现状与消费趋势报告》数据显示，2024年中国消费者在购买化妆品时，最关注的因素是产品成分（58.8%）和产品功效（41.4%）；超三成的消费者认为化妆品存在的主要问题是产品说明模糊和化妆品功效持续时间短。随着短视频平台的兴起，化妆品市场规模不断扩大，消费者需求也在不断变化。未来，中国化妆品行业市场仍然具有巨大的发展潜力。
With the awakening of Chinese consumers' cultural self-confidence and the accelerated evolution of digital economy, domestic cosmetics brands have initially possessed the scale to compete with international cosmetics brands. Driven by many factors such as the upgrading of consumption structure, the enhancement of aesthetic concept and self-pleasing consciousness, domestic cosmetics consumption continues to grow. According to the latest Research Report on the development status and consumption trend of China's beauty industry from 2024 to 2025 released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, Chinese consumers will buy cosmetics in 2024. The most concerned factors were product composition (58.8%) and product efficacy (41.4%). More than 30% of consumers believe that the main problems with cosmetics are vague product descriptions and the short duration of cosmetic efficacy. With the rise of short video platforms, the size of the cosmetics market continues to expand, and consumer demand is constantly changing. In the future, China's cosmetics industry market still has huge potential for development.