艾媒咨询 | 2023-2024年中国大学城商圈生态研究与消费行为调查报告

目前，中国大学城的整体规划和开发力度仍较为欠缺，仍未充分利用到大学城的辐射影响。艾媒咨询分析师认为，随着大学城综合体量的快速增长，如何形成集餐饮、娱乐、出游、观赏、购物等业态的环大学城半小时生活圈，形成多业态融合的消费场景，建立多元丰富的大学城商圈消费矩阵，满足大学城商圈主要消费者日益个性化、品质化、新潮化、体验化的消费需求，是未来大学城商圈发展的重要趋势。

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|2021年中国母婴人群营销趋势报告

本报告研究涉及企业/品牌/案例：妈妈网

在人口老龄化加速发展的背景下，国家政策从计划生育逐步转向支持生育。2021年5月31日，中共中央政治局召开会议并提出实施三孩政策。另一方面，孕妈群体开始向95后甚至00后倾斜，她们的消费理念更加前卫，无论是对于婴幼儿、孕母自身，还是家庭布局方面的消费需求，都呈现出了更加多样化的需求。在多因素推动下，中国母婴市场规模在近年都呈现快速增长的态势。iiMedia Research(艾媒咨询)数据显示，2020年中国母婴市场规模为40850亿元，预计2024年将超过76000亿元，母婴行业已成为中国消费市场的重要组成部分。
In the context of the accelerated development of population aging, national policies have gradually shifted from family planning to support for childbirth. On May 31, 2021, the Political Bureau of the CPC Central Committee held a meeting and proposed the implementation of the three-child policy. On the other hand, the group of pregnant mothers has begun to lean towards the post-95s and even post-00s. Their consumption concepts are more avant-garde. Both for infants and young children, pregnant mothers themselves, or the consumption needs of family layout, they have shown more diversified needs . Driven by multiple factors, the size of China's maternal and infant market has shown rapid growth in recent years. According to data from iiMedia Research, the size of China's maternal and infant market in 2020 is 4,085 billion yuan, and it is expected to exceed 7.6 billion yuan in 2024. The maternal and infant industry has become an important part of China's consumer market.

艾媒咨询｜2021-2022年中国母婴行业新媒体营销价值研究报告

本报告涉及的案例/品牌/企业：妈妈网

iiMedia Research（艾媒咨询）数据显示，2021年中国母婴市场规模将超过48000亿元，预计2024年将超过76000亿元。随着母婴群体消费意识逐渐前置，早阶母婴消费市场潜力不断被开发，并且母婴商品的选购差异化逐渐凸显，母婴产品分阶段购买成为新消费趋势。头部母垂平台凭借庞大的用户规模以及较高的品牌影响力，实现分阶段的精准信息传递，充分享受品牌带来的市场红利，实现获得更大的母婴市场份额。
According to the data of iiMedia Research, the scale of China's maternal and infant market will exceed 4800 billion yuan in 2021 and is expected to exceed 7600 billion yuan in 2024. With the gradual advance of the consumption awareness of mother and baby groups, the market potential of early-stage mother and baby consumption has been continuously developed, and the purchase differentiation of mother and baby goods has gradually become prominent. The phased purchase of mother and baby products has become a new consumption trend. With its huge user scale and high brand influence, the head mother hanging platform realizes accurate information transmission in stages, fully enjoys the market dividends brought by the brand, and achieves greater market share of mothers and infants.

艾媒咨询｜2024年中国国潮经济发展状况及消费行为调查报告

3月15日，“电商赋能国货‘潮品’新消费”活动在福建厦门举办。本次活动得到了国家市场监管总局办公厅、国家市场监督管理总局网络交易监管司的指导与支持，由厦门市市场监督管理局、厦门市消费者权益保护委员会、《中国质量万里行》杂志社主办。艾媒咨询分析师受邀出席了本次活动，并携手中国质量万里行于现场发布了《2024年中国国潮经济发展状况及消费行为调查报告》。随着中国经济的快速发展和人民生活水平的不断提高，消费者对品质和个性化的要求越来越高，国潮产品逐渐赢得消费者的青睐。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）和《中国质量万里行》杂志社最新发布的《2024年中国国潮经济发展状况及消费行为调查报告》数据显示，2023年中国国潮经济市场规模为20517.4亿元，同比增长9.44%，预计2028年将突破30000亿元。近年来，国潮品牌在产品创新和品牌营销上持续发力，不断创造出新的消费潮流，行业发展前景广阔。
On March 15, the "E-commerce enables the new consumption of Domestic 'Fashion goods'" event was held in Xiamen, Fujian Province. The event was guided and supported by the General Office of the State Administration for Market Regulation and the Department of Online Transaction Supervision of the State Administration for Market Regulation, and hosted by Xiamen Municipal Administration for Market Supervision, Xiamen Consumer Rights and Interests Protection Committee, and China Quality Miles Magazine Publisher. IImedia Consulting analysts were invited to attend the event, and together with China Quality Miles released the "Survey Report on China's China-Chic Economic Development and Consumption Behavior in 2024" on the site. With the rapid development of China's economy and the continuous improvement of people's living standards, consumers have higher and higher requirements for quality and personalization, and Guochao products have gradually won the favor of consumers. According to the latest "Survey Report on China's China-Chic Economic Development and Consumption Behavior in 2024" released by iiMedia Research and China Quality Miles Magazine Publisher, the market size of China's Guochao economy in 2023 was 2051.74 billion yuan, up 9.44% year-on-year, and is expected to exceed 3,000 billion yuan in 2028. In recent years, the national tide brand in product innovation and brand marketing continues to make efforts to create new consumer trends, the industry has broad prospects for development.

艾媒咨询|2021中国单身群体消费行为调查及单身经济趋势分析报告

总体而言，生活用品和餐饮美食是国民消费的主要内容。但是，iiMedia Research(艾媒咨询)调研数据显示，有27.3%的单身群体表示每月消费最多的领域是餐饮美食方面，有71.9%的人每月固定开销占收入的20%-60%，单身经济有较大市场。换言之，单身与非单身群体的消费结构存在一定差异。单身群体在各领域的消费都相对积极，而非单身人士的休闲娱乐消费明显较低，更多花费用于生活日用品。
Generally speaking, articles for daily use and food and beverage are the main contents of national consumption. However, according to the survey data of iiMedia Research, 27.3% of single people said that the area that consumes the most every month is food and beverage, and 71.9% of them have a fixed monthly expenditure accounting for 20%-60% of their income, so the single economy has a large market. In other words, there are some differences in the consumption structure between single and non-single groups. Singles spend relatively actively in various fields, while non-singles spend significantly less on leisure and entertainment, and spend more on daily necessities.

艾媒咨询｜2022年中国新国货消费行为监测与商业趋势研究报告

调研数据显示，六成以上新青年消费者会以取悦自我、提升幸福感为消费核心，从而购买兴趣消费类产品。兴趣消费、意义消费已经成为了年轻世代消费的关键词，颜值、性价比也是影响消费决策的重要因素，国货品牌需迎合消费者需求进行升级，才能够得到消费者的青睐。

艾媒咨询｜2024年中国养生茶饮行业现状研究及消费者洞察报告

国民健康需求的升级、养生文化的盛行、国家政策的支持与法令法规的准允，为药食同源产业的蓬勃发展提供了有力保障，也为养生茶饮的市场扩容注入了强劲动力。养生茶饮作为健康食疗的一种，结合了拥有数千年的历史底蕴与广大的群众基础的传统中医养生文化，被赋予着“寓医于食”的温和而个性化的天然优势。随着现代生活节奏加快和健康观念普及，养生茶饮成为了健康生活的新宠。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年中国养生茶饮行业现状研究及消费者洞察报告》数据显示，2023年中国养生茶饮市场规模为411.6亿元，同比增长27.3%；预计2028年将突破千亿元。超九成消费者在每月养生茶饮的消费支出上超过了50元，而消费者消费养生茶饮时最重视的因素为口感与口味，其比例为65.2%。在消费群体年轻化已成趋势、健康理念成消费升级新需求的大背景下，养生茶饮企业需加强产品创新与技术升级为产业提质升级，并扩宽渠道可能，同时努力开拓年轻化的健康消费市场，创新传承中医养生文化来迎合市场需求，方可扩大市场影响力，抓住赛道机遇。
The enhancement of national healthcare needs, the promotion of health culture, the backing of national policies and the enactment of laws and regulations provide a robust assurance for the dynamic growth of the pharmaceutical and food industry, as well as inject a powerful impetus for the market expansion of healthy herbal beverage industry. Healthy herbal beverage, as a form of nutritious diet, integrates traditional Chinese medicine health culture with millennia-old history and broad public support, and is endowed with the gentle and personalized natural advantages of "integrating medicine into food". With the accelerated pace of modern life and widespread adoption of health concepts, healthy herbal beverage has emerged as a new favorite in healthy living.According to the latest Research Report 2024 China Health Herbal Beverage Industry Status Research and Consumer Insight Report released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, China's healthy herbal beverage market size is projected to reach 41.16 billion yuan by 2023, representing a 27.3% increase. It is expected to surpass 100 billion yuan by 2028. Over 90% consumers spend more than 50 yuan per month on healthy herbal beverages, with taste being cited as the most important factor at 65.2%. Against this backdrop where younger consumer groups are gaining prominence and wellness concepts are driving consumption upgrades, healthy herbal beverage companies need to bolster product innovation and technological advancement to enhance quality while expanding potential channels. Simultaneously they should strive to tap into the younger demographic's interest in wellness products through innovative approaches that uphold traditional Chinese medicine culture in order to meet market demand effectively expand their influence.

2020全球未来科技大会——艾媒咨询《2020人群行为洞察报告》

由艾媒咨询主办的2020全球未来科技大会于5月28-29日线上开播。大会以“科技向春•万物复兴”为主题，分设“新技术、新产品”和“新模式、新业态”两大专场，聚焦在线教育、在线办公、在线医疗、人脸技术、云计算、机器人等前沿领域，汇聚各行业精英领袖共同解锁科技的力量，探寻全球经济新的增长动能和发展路径。PDF为艾媒咨询分析师李松霖主题演讲《2020人群行为洞察报告》

艾媒咨询 | 2024年中国婚恋交友市场发展状况及用户行为分析报告

随着社会经济的快速发展，青年群体婚恋观念正发生改变，单身群体对婚恋对象的要求以及对婚恋社交服务的需求逐渐提高，中国婚恋社交服务行业迎来业态转型、市场需求提高、行业内部问题凸显等挑战与机遇。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年中国婚恋交友市场发展状况及用户行为分析报告》数据显示，2014至2023年间中国互联网婚恋交友行业市场规模整体呈上升趋势，从2014年26.9亿元起步，至2023年达到93.8亿元，年复合增长率约为15%。
艾媒咨询分析师认为，随着青年群体婚恋观念的改变以及互联网社交方式的多元化发展，婚恋社交服务行业已逐渐由婚恋网站转向社交APP。
With the rapid development of social economy, the concept of marriage and love of young people is changing, and the requirements of single people for marriage and love objects and the demand for marriage and love social services are gradually increasing. China's marriage and love social service industry is facing challenges and opportunities such as business transformation, market demand improvement, and prominent internal problems in the industry. According to the latest "2024 China Dating Market Development and User Behavior Analysis 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 Internet dating industry shows an overall rising trend from 2014 to 2023. Starting from 2.69 billion yuan in 2014, it will reach 9.38 billion yuan in 2023, with a compound annual growth rate of about 15%.
Analysts from iiMedia Consulting believe that with the change of the concept of marriage and love among young people and the diversified development of Internet social networking methods, the marriage and love social service industry has gradually shifted from marriage websites to social apps.