艾媒咨询｜2024年中国新春礼盒消费者行为洞察报告

随着人们对节日仪式感的愈加重视和送礼需求的不断赠长，中国新春礼盒行业正迎来新的发展机遇。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年中国新春礼盒消费者行为洞察报告》数据显示，2018-2023年中国礼物经济产业市场规模从8000亿元增至12998亿元，呈逐年递增趋势；预计2027年中国礼物经济市场规模将增至16197亿元。近年来，从零食坚果到服装配饰，从文创产品到老字号品牌，众多国货品牌纷纷披上国潮风、兔年生肖等元素的外衣，推出“国潮”系列商品，吸引了一众年轻消费者。随着国民文化自信的不断增强，消费市场国潮趋势将日益明显。从购买产品种类来看，消费者对健康与养生需求的增加，进一步促进了新春礼盒行业在产品健康化的创新与发展。
As people pay more attention to the sense of festival ceremony and the continuous demand for gifts, China's New Year gift box industry is ushering in new opportunities for development. According to the latest "2024 Chinese New Year Gift Box Consumer Behavior Insight Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's gift economy industry from 2018 to 2023 increased from 800 billion yuan to 1,299.8 billion yuan, showing an increasing trend year by year; It is estimated that the market size of China's gift economy will increase to 1,619.7 billion yuan in 2027. In recent years, from snack nuts to clothing accessories, from cultural and creative products to time-honored brands, many domestic brands have been covered with the national tide wind, rabbit zodiac and other elements of the coat, launched the "national tide" series of goods, attracting a large number of young consumers. With the continuous enhancement of national cultural confidence, the trend of consumer market will become increasingly obvious. From the perspective of the types of products purchased, the increase in consumer demand for health and wellness has further promoted the innovation and development of the New Year gift box industry in product health.

艾媒咨询｜2023年中国新春礼盒消费者行为洞察报告

调研数据显示，预制菜(23.4%)首次成为中国消费者新春礼盒十大选择类型之一，具备养生、健康概念的茶叶(52.9%)、保健品(27.2%)是消费者购买的热门类型。在购买新春礼盒时，中国消费者最主要关注的因素是品牌，占比64.8%，其次是品质和口碑，分别为64.7%、57.6%。

艾媒咨询 | 2026年中国新春礼盒消费行为调研数据

随着节日消费升级、传统文化复兴及社交礼赠需求多元化，新春礼盒市场正朝着品质化、场景化与情感价值深度融合的方向持续演进。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年中国新春礼盒消费行为调研数据》显示，2018-2025年中国礼物经济产业市场规模从8000亿元增至14498亿元，预计2027年中国礼物经济市场规模将增至16197亿元。此外，2025年中国休闲食品行业规模为11804亿元，2027年预计将达到12378亿元。整体市场展现出稳健的增长潜力，反映出在消费复苏与情感联结驱动下，围绕节日场景的礼盒类消费具有广阔的发展前景。
中国消费者在新春礼盒预算上，主要集中在301-500元区间（43.05%），反映中等价位为主流、理性消费凸显。在品类选择上，零食点心类礼盒最受欢迎（46.71%），其选择核心关注品类混搭（49.53%）、性价比（48.90%）及口感丰富度（48.28%）。这表明新春礼盒消费注重实用与体验的平衡，消费者在控制预算的同时，追求内容多样性与情感价值，驱动市场向“理性升级”与“体验深化”融合发展。
艾媒咨询分析师认为，新春礼盒市场未来将呈现以下核心发展路径：一是价值回归与产品创新，消费者对“实在价值”的追求将倒逼品牌摒弃虚高定价与同质化竞争，通过原料升级、工艺革新与文化IP融合，打造兼具诚意与差异化的核心产品；二是体验深化与责任践行，消费体验将从“拥有礼盒”延伸到环保包装、文化故事与互动场景构建，同时企业需将健康标准与绿色供应链建设纳入社会责任体系，回应消费者对品质与可持续的双重期待；三是全链路效率与信任构建，通过数字化管理与柔性供应链提升春节物流确定性，并以透明化沟通重建价格信任。整体市场将在理性消费与情感诉求的平衡中，向更健康、更可靠、更具价值共鸣的成熟阶段演进。
With the upgrading of festival consumption, the revival of traditional culture, and the diversification of social gift-giving demands, the New Year gift box market is continuously evolving in the direction of quality, scenario-based, and deep integration of emotional value. According to the latest "2026 China New Year Gift Box Consumption Behavior Research Data" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the market size of the gift economy in China has increased from 800 billion yuan to 1449.8 billion yuan from 2018 to 2025. It is expected that the market size of the gift economy in China will reach 1619.7 billion yuan in 2027. In addition, the scale of the leisure food industry in China was 1180.4 billion yuan in 2025, and is expected to reach 1237.8 billion yuan in 2027. The overall market demonstrates a stable growth potential, reflecting that under the drive of consumption recovery and emotional connection, gift box consumption in festival scenarios has broad development prospects.
Chinese consumers' spending on New Year gift boxes mainly falls within the range of 301-500 yuan (43.05%), reflecting that mid-range prices are the mainstream and rational consumption is prominent. In terms of product category selection, snack and pastry gift boxes are the most popular (46.71%). The core factors influencing their choice include category mix (49.53%), cost-effectiveness (48.90%), and richness of taste (48.28%). This indicates that New Year gift box consumption focuses on a balance between practicality and experience. Consumers control their budgets while pursuing diversity in content and emotional value, driving the market to integrate "rational upgrading" and "experience deepening" for coordinated development.
Analysts from iiMedia Research believe that the future of the New Year gift box market will follow the following core development paths: First, value return and product innovation. Consumers' pursuit of "real value" will force brands to abandon inflated pricing and homogenized competition. By upgrading raw materials, innovating processes, and integrating cultural IPs, they will create core products that are both sincere and differentiated. Second, experience deepening and responsibility fulfillment. Consumption experience will extend from "owning the gift box" to environmental packaging, cultural stories, and the construction of interactive scenarios. At the same time, enterprises need to incorporate health standards and green supply chain construction into their social responsibility framework to respond to consumers' dual expectations for quality and sustainability. Third, full-chain efficiency and trust building. Through digital management and flexible supply chains, the certainty of New Year logistics will be enhanced, and transparency communication will be used to rebuild price trust. The overall market will evolve towards a more healthy, reliable, and highly resonant with value stage through a balance between rational consumption and emotional demands.

艾媒咨询|2021年中国茶叶礼盒市场分析研究报告

本报告研究涉及企业/品牌/案例：CHALI茶里，小罐茶，八马茶业

iiMedia Research(艾媒咨询)数据显示，中国茶叶礼盒市场规模呈增长态势，从2017年的275.9亿元增长至2020年的374.1亿元，年均保持超过10%的增长率，预计2023年中国茶叶礼盒市场规模将达到527.2亿元。调研数据显示，有60.2%的消费者最希望提升茶叶礼盒的茶叶品质。当前茶叶礼盒商家的重心放在包装外观上，而忽略了茶叶的品质，中国消费者对于茶叶品质有着较高的要求，未来更加得到市场认可的一定是在茶叶品质上反复打磨的茶叶厂商。
According to iimedia research, the scale of China's tea gift box market is growing, from 27.59 billion yuan in 2017 to 37.41 billion yuan in 2020, with an average annual growth rate of more than 10%. It is expected that the scale of China's tea gift box market will reach 52.72 billion yuan in 2023. Survey data show that 60.2% of consumers most want to improve the tea quality of tea gift boxes. At present, the focus of tea gift box merchants is on the packaging appearance, while ignoring the quality of tea. Chinese consumers have high requirements for tea quality. In the future, tea manufacturers who repeatedly polish the quality of tea must be more recognized by the market.

艾媒咨询 | 2023-2024年中国礼物经济产业研究与用户消费行为分析报告

中国礼物经济用户给家人、伴侣和亲友等送礼时，送礼金额呈现分散的趋势，这主要受收入情况、双方关系、参考群体的送礼基准水平等因素的影响。未来随着经济发展以及中国居民生活水平的进一步提高，用户送礼金额将有更大的增长空间。

艾媒咨询 | 2023年中国文创与礼物经济行业发展研究报告

随着经济的发展和社会的进步，中国文化产业不断提质升级，人们精神需求与文化自信不断增强，对于体验式、个性化和具有文化内涵的产品的需求也越来越高。iiMedia Research（艾媒咨询）数据显示，消费者购买文创产品的主要关注因素是产品的纪念意义、美观性、文化内涵与实用性。在数字化和科技创新的推动下，中国文创产品行业呈现多元化、数字化的发展趋势，文创产品通过跨界、融合和创新，以“文创+”模式为文化艺术产业与其他产业的互动互融带来了高能文化附加值。

艾媒报告|2020中国新春消费趋势研究报告

本报告研究涉及企业/品牌/案例：日食记,艾格吃饱了,阿玛尼,王者荣耀,抖音,小红书,微博,完美日记,三顿半咖啡

预计2020中国春节黄金周消费规模将超11000亿元，春节成中国最大消费场景。新春消费群体开始更替，商家须加强品牌创新迎合新消费群体的变化。在消费升级的背景下，商品质量以及产品健康是消费者最关注的因素，2020新春消费将迎来品质消费。
iiMedia Research(艾媒咨询)数据显示，预计2020中国春节黄金周消费规模将继续保持稳定增长，达到11034亿元 ，新春成为中国最大的消费场景。随着新春消费的中坚力量转移至90后群体，各品牌商家须重视产品和销售模式的创新，及时迎合消费人群更替的变化。iiMedia Research(艾媒咨询)数据显示，55.7%的受访网民表示在新春消费时注重商品质量，食品类年货选择注重健康的受访网民达到60.7%。在消费升级的背景下，价格不再是消费者关注的首要因素，而是回归到商品的质量。同时，随着养生意识的提升，消费者对健康型的食品需求提高，2020年将迎来品质新春。

As the data of iiMedia Research showed, the consumption scale of Chinese Spring Festival golden week is expected to grow steadily, reaching 1103.4 billion yuan in 2020 and the Spring Festival will become China's largest consumer scene. As the backbone of the Chinese New Year's consumption shifts to the 90s group, brands should pay attention to product and sales model innovations in order to timely cater to changes in consumer groups. As the data of iiMedia Research showed, 55.7% of the Internet respondents pay attention to the quality of goods when they consume in the Spring Festival, while 60.7% of them pay attention to the health of food products. In the context of consumption upgrades, price is no longer the primary factor that consumers pay attention to, but returns to the quality factor. Meanwhile, with the improvement of health consciousness, consumers' demand for healthy foods will increase. Thus, a quality new year will be ushered in 2020.
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艾媒咨询|2021-2022中国礼物经济产业研究与用户消费行为分析报告

iiMedia Research（艾媒咨询）数据显示，2018-2020年中国礼物经济产业市场规模从8000亿元增至10913亿元，呈逐年递增趋势。2021年市场规模预计达11568亿元，预计2022年市场规模达12262亿元。随着中国礼物经济产业的逐渐增长，未来将吸引更多的市场参与者关注。调研发现，2021年中国礼物经济用户送礼频率集中在2-6次（63.7%），人均年送礼次数4.9次，人均年送礼金额2357.6元；中国礼物经济用户中会在平时给自己、家人、伴侣、亲友购买礼物的比例分别为29.1%、14.9%、12.3%、10.1%。艾媒咨询分析师认为，中国礼物经济用户对于礼物消费的态度和观念已经逐渐改变，更加重视日常生活中情感实质的传达。过去中国礼物消费主要集中在传统节庆日如春节、中秋、端午等，但随着人们送礼观念的逐步改变，节日庆祝常态化，礼物消费正从集中走向分散。
According to the data of iiMedia Research, the market scale of China's gift economy industry increased from 800 billion yuan to 1091.3 billion yuan from 2018 to 2020, showing an increasing trend year by year. The market scale is expected to reach 1156.8 billion yuan in 2021 and 1226.2 billion yuan in 2022. With the gradual growth of China's gift economy industry, it will attract more market participants in the future. The survey found that in 2021, the frequency of gift giving by Chinese gift economic users was concentrated in 2-6 times (63.7%), the number of gifts per capita was 4.9 times, and the annual gift giving amount per capita was 2357.6 yuan; Among Chinese gift economy users, 29.1%、14.9%、12.3% and 10.1% of them will buy gifts for themselves, family, partners, relatives and friends. AI media consulting analysts believe that the attitude and concept of Chinese gift economy users towards gift consumption have gradually changed, paying more attention to the transmission of emotional essence in daily life. In the past, China's gift consumption was mainly concentrated on traditional festivals, such as the Spring Festival, the Mid Autumn Festival and the Dragon Boat Festival. However, with the gradual change of people's concept of gift giving and the normalization of festival celebration, gift consumption is moving from concentration to dispersion.

艾媒报告 |2018-2019中国礼物经济产业研究与用户消费行为分析报告

本报告研究涉及企业/品牌包括:京东、淘宝网、天猫、爱尚鲜花、花巴士、Flowerplus花加、花集网、花点时间、宜花、花点时间IREFLOWER、BEAST野兽派、花卉猫、鲜花说、桃花坞、春水堂、爱之谷、爱侣健康、趣网、网易春风、他趣、伊在爱、桔色成人、春趣

经济发展、文化和人际关系交往等因素驱动中国礼物经济产业发展，iiMedia Research（艾媒咨询）监测发现，2018年中国礼物经济产业市场需求已达8000亿元。探访亲友、生日和情侣间互赠礼物为主要送礼场景，分别占比84.3%，80.0%和68.0%，年货、鲜花、情趣用品等也成为消费者的礼品消费新趋势。

Under the background of consumption upgrading, with the development of online retail and mobile e-commerce, China's gift economy industry continues to develop. In 2018, the demand for China's gift economy industry market has reached 800 billion yuan. In 2019, the New Year and Valentine's Day became the hotspots of the gift economy industry. New year gifts, flowers between couples, and the purchase of sex toys became the new trend of gift economy consumption, which driving the market of gift economy industry to expand continuously. According to iiMedia Research, Chinese residents mainly pay for visiting relatives and friends, among which 59.5% give gift to family members,; over 60% of users have heard of flower e-commerce, and 36.1% of them purchased flowers on the flower e-commerce platform; the proportion of male and female users who support sex toys was 51.7% and 37.3%, respectively, and male and female users who regularly purchased sex toys accounted for 17.7% respectively. And 12.6%, male users are more likely to accept sexy users than female users and buy more.

艾媒咨询|2020年中国礼物经济产业研究与用户消费行为分析报告

本报告研究涉及案例：双十一购物节，618购物节。

礼物经济依托创新型的节日赠礼、鲜花电商与直播电商等多个经济模式实现了市场规模的发展与扩大。iiMedia Research (艾媒咨询) 数据预测，2020年礼物经济的市场规模将超过1万亿元。艾媒咨询分析师认为，中国礼品行业应聚焦消费者个性化、多样化的消费需求，在满足消费者需求的同时注重树立自身独特的品牌形象，开展线上、线下等宣传和销售的多渠道建设，不断挖掘新的用户群体。

The gift economy relies on innovative holiday gifts, flowers and live e-commerce and other economic models to achieve the development and expansion of market size. iiMedia Research predicts that the gift economy will have a market size of more than 1 trillion yuan by 2020. iiMedia Research believes that China's gift industry should focus on consumer personalized, diversified consumer demand, in order to meet consumer demand at the same time focus on establishing their own unique brand image, online, offline and other publicity and sales of multi-channel construction, and constantly tap new user groups. (“2020 Research Report on Development Trend and Consumption Behavior of China's Stall Economic Industry" full version has 73 pages,please click the Browse HD Report button on the right side of the article to browse the report )