艾媒咨询 | 2025-2026年中国本地生活服务市场竞争格局和消费调查研究报告

作为连接日常消费与商业服务的核心赛道，中国本地生活服务市场近年受消费升级、技术赋能驱动，正从“规模增长”转向“场景深耕”。近期高德推出“扫街榜”，聚焦线下特色小店，反映行业对“精准匹配消费需求”的探索。iiMedia Research（艾媒咨询）数据显示，2025年中国O2O市场规模将达38881.0亿元，同比增长17.6%，预计2028年将达59144.1亿元。
As a core track connecting daily consumption and commercial services, the local life service market in China has been driven by consumption upgrade and technological empowerment in recent years, shifting from "scale growth" to "in-depth scene cultivation". Recently, Autonavi launched the "Street Sweeping List", focusing on offline characteristic small stores, reflecting the industry's exploration of "precisely matching consumer demands". iiMedia Research data shows that the scale of China's O2O market will reach 3,888.1 billion yuan in 2025, with a year-on-year growth of 17.6%. It is expected to reach 5,914.41 billion yuan in 2028.

艾媒咨询|2021中国新业态商业发展趋势分析报告

2020年前三季度，规模以上高技术制造业增加值增长5.9%，装备制造业增加值增长4.7%，高技术产业投资增长9.1%，加快2.8个百分点。前三季度实物商品网上零售额同比增长15.3%，增速比上半年加快1个百分点，占社会消费品零售总额的比重达到24.3%。在疫情冲击下，产业转型发展的动力明显加快，以互联网经济为代表的新动能逆势成长，线上购物、直播带货等新业态、新模式持续火热，在线办公、远程问诊、在线教育等新兴需求非常旺盛，而母婴、养老、医美等刚需产业也在疫情中借助新的营销模式迸发出新的活力，在助力疫情防控、保障居民生活、促进经济增长方面发挥了积极的作用。

In the first three quarters of 2020, the value added of high tech manufacturing above scale increased by 5.9 percent, the value added of equipment manufacturing increased by 4.7 percent, and investment in high tech increased by 9.1 percent and 2.8 percentage points. In the first three quarters, the online retail sales of physical goods increased by 15.3% year-on-year, one percentage point faster than in the first half of the year, and accounted for 24.3% of the total retail sales of social consumer goods. Under the impact of the epidemic, the momentum of industrial transformation and development has accelerated significantly, the new momentum represented by the Internet economy has grown against the trend, and new business forms and new models such as online shopping and live streaming of goods have continued to heat up, the emerging demand for online work, long-distance consultation and online education is very strong, and industries that are just in need, such as mothers and babies, old-age care and medical beauty, are also bursting out with new vitality in the epidemic with the help of new marketing models, it has played an active role in promoting the prevention and control of epidemic situation, ensuring the livelihood of residents and promoting economic growth.

艾媒报告|2020年中国疫情影响下的“宅经济”发展及投资逻辑分析报告

本报告研究涉及企业/品牌/案例：淘宝,拼多多,快手,抖音,美团,饿了么,阿里健康,新东方在线,腾讯课堂,钉钉,58同城,恒大集团,拓维信息,昂立教育,齐心集团,鸿合科技,三爱富,全通教育,会畅通讯,世纪天鸿,方直科技,三五互联,金科文化,二六三,高乐股份,智莱科技,圆通速递,佛塑科技,顺丰控股,三泰科技,外运发展,韵达股份,*ST飞马,申通快递,*ST长投,德邦股份,厦门象屿,苏宁易购,飞力达,中储股份,怡亚通,中国外运,华贸物流,铁龙物流,华鹏飞,中文在线,掌趣科技,三五互联,金科文化,昆仑万维,姚记科技,三七互娱,冰川网络,拓维信息,完美世界,芒果超媒,爱奇艺,哔哩哔哩,腾讯控股,优酷土豆,映客,斗鱼,虎牙直播,宝通科技,迅游科技,游族网络,长城动漫,世纪华通,天舟文化,东方明珠,吉比特,巨人网络,中青宝,京东生鲜,饿了么,美团买菜,叮咚买菜,每日优鲜,苏宁到家,本来生活,食行生鲜等。

2020年2月21日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020年中国疫情影响下的“宅经济”发展及投资逻辑分析报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对2020年新冠病毒影响下的中国经济发展投资逻辑进行分析，特别对疫情利好的“宅经济”以及利空行业进行深度分析，以快递行业、在线娱乐、生鲜电商、在线教育、在线医疗、在线办公等行业案例，深入探究运行模式和发展趋势。2019年，21.3%宅家网民线上消费占总消费的比例在61%以上，宅家网民对线上消费依赖程度较高；77.1%宅家网民主要通过线上渠道进行娱乐，其中最受欢迎的是影视音乐，占比48.2%。艾媒咨询分析师认为，中国“宅经济”业态早已形成，但在2020年新春新冠状病毒疫情影响下，居民防疫隔离增加了宅在家里的时间，线上消费、线上娱乐需求增加，使得“宅经济”成为当前重要的经济发展模式。
In 2019, 21.3% of home netizens' online consumption accounted for more than 61% of total consumption, and home netizens rely heavily on online consumption; 77.1% of home netizens mainly used online channels for entertainment, the most popular of which Film and television music accounted for 48.2%. iiMedia Researchh analysts believe that China's "House Economy" format has long been formed, but under the influence of the New Year coronavirus epidemic in 2020, the quarantine of residents will increase the time spent at home, and online consumption and online entertainment demand will increase "House economy" has become an important economic development model.

艾媒报告|2019上半年中国本地生活服务行业市场监测报告

本报告研究涉及企业/品牌/案例：花加，花点时间，爱上鲜花，极客修，快手阿修，我来修修，盒马鲜生，百果园，每日优鲜，阿姨帮，来人到家，无忧保姆，泰迪生活，58到家，河狸家，e袋洗，京东到家，美团，大众点评，饿了么，口碑津贴

iiMedia Research（艾媒咨询）数据显示，2018年中国数字经济占GDP比重达34.8%，其中服务业数字经济比重为35.9%，于2016年相比增长了6.3个百分点，在各行业中占比最高，增速最快。数字经济的蓬勃发展，推动着传统产业的改造提升，特别是生活服务行业，其数字化升级为中国经济发展增添了新动能。iiMedia Research（艾媒咨询）数据显示，预计2019年中国在线餐饮外卖市场规模达到2845.5亿元，生鲜电商市场规模达到1620.0亿元，互联网社区服务市场规模达到2316.1亿元，本地生活服务行业在数字化升级推动下，即将进入万亿元市场。而随着一二线城市本地生活服务市场竞争趋于白热化，未来下沉市场和场景拓展将成为本地生活平台竞争的焦点。

As the data of iiMedia Research showed, China digital economy accounted for 34.8% of GDP in 2018. The proportion of digital economy in service industry is 35.9% and increased by 6.3% compared with 2016, accounting for the highest proportion and fastest growth in all industries. The vigorous development of digital economy promotes the transformation and upgrading of traditional industries, especially the life service industry, whose digital upgrading has added new momentum to the economic development in China. As the data of iiMedia Research showed, it is estimated that the scale online take-out market in China will reach 284.55 billion yuan in 2019, the scale of fresh e-commerce market will reach 162.0 billion yuan, and the scale of Internet community service market is reaching 231.61 billion yuan. With the promotion of digital upgrading, the local life service industry will soon enter the trillion yuan market. With the fierce competition of the local life service market in the first and second tier cities, the sinking market and scenario expansion will become the focus of the competition of the local life service platforms in the future.