艾媒咨询 | 美国广告行业生态多样性与发展状况大数据分析研究

随着社会文化变迁加速，美国广告市场呈现多元化转型特征，少数群体的声音越来越重要。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《美国广告行业生态多样性与发展状况大数据分析研究》数据显示，美国广告行业性取向分布中91%为异性恋从业者。LGBTQ+群体消费影响力持续攀升。66%消费者认同广告商应承担多元代表责任。代际认知差异显著，Z世代对节日视觉符号革新支持率达71%，千禧世代42%认可品牌在多元议题中的领导作用。消费者偏好呈现多元特征，48%黑人群体对同族代言人展现强烈好感，体型多样性代言获69%受众认可。84%非LGBT群体抵制相关广告，接受LGBT广告的消费者期待品牌能提供LGBTQ+福利。真实性成关键诉求，47%受众重视企业内部多元制度建设。艾媒咨询分析师认为，美国广告业正经历文化觉醒、代际冲突、价值重构三重变革。建议广告主构建跨代际传播策略，重点开发25-44岁核心客群；深化少数族裔代言体系，优化黑人、亚裔等群体呈现方式；建立包容性内容审核机制，平衡不同性向群体诉求。行业协会需制定多元营销标准，推动真实性评估体系建设。
As social and cultural changes accelerate and the advertising market in the United States is characterized by a pluralistic transformation, minority voices are increasingly important. According to the latest Big data analysis on ecological diversity and development of American advertising industry released by iiMedia Research, the world's leading third-party data mining and analysis institution of the new economy industry, 91% of the sexual orientation distribution in the US advertising industry is heterosexual practitioners. The consumption influence of LGBTQ+ groups continues to rise. 66% of consumers agree that advertisers should bear the responsibility of diversity representation. There is a significant difference in intergenerational cognition, with the approval rate of Generation Z for the visual symbol innovation of festivals reaching 71%, and 42% of millennials recognizing the leadership role of brands in multiple issues. Consumer preferences show diverse characteristics, 48% of black groups show a strong impression of the same ethnic spokespersons, and 69% of the audience recognizes the diversity of body types. 84% of non-LGBT people have boycotted related ads, and consumers who receive LGBT ads expect brands to offer LGBTQ+ benefits. Authenticity has become a key demand, and 47% of the audience attaches importance to the construction of multiple systems within enterprises. iiMedia Research believe that the American advertising industry is experiencing a triple change of cultural awakening, generational conflict and value reconstruction. It is suggested that advertisers should construct inter-generation communication strategies and focus on developing core customers aged 25-44. Deepen the minority endorsement system and optimize the representation of black and Asian groups; Establish an inclusive content review mechanism to balance the demands of different groups. Industry associations need to develop multiple marketing standards and promote the construction of authenticity evaluation systems.

艾媒咨询 | 法国广告业市场运行状况与消费者行为调研数据

随着数字化转型的深化，法国广告市场呈现结构性变革，数字媒体持续领跑行业增长。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《法国广告业市场运行状况与消费者行为调研数据》数据显示，法国的数字广告市场价值保持强劲增长，2024年市场规模突破12.48亿欧元。市场结构呈现显著分化特征，搜索广告以44%的市场份额持续主导数字广告领域，2023年支出规模达4.1亿欧元。数字视频广告与音频广告成为增长引擎，2023年分别取得9.11亿欧元和9800万欧元的历史峰值。移动广告市场表现也不错，2023年支出达49.7亿美元，近五年复合增长率达21.5%，预计2028年规模将突破77.6亿美元。行业客户规模持续扩容，2023年数字广告客户数量较2019年增长25.07%。但要注意的是，68%消费者将禁止诈骗列为影响者营销的核心因素。艾媒咨询分析师认为，市场呈现“数字驱动、场景分化、规范升级”的三重趋势。建议广告主重点布局移动端与视频场景；行业组织需加快制定道德准则，构建健康生态体系。
With the deepening of digital transformation, the French advertising market is undergoing structural change, and digital media continues to lead the industry growth. According to the latest "French advertising market performance and consumer behavior survey data" released by iiMedia Research, the world's leading third-party data mining and analysis organization for the new economy industry, the spending on traditional and digital media advertising in France is increasing in 2023, while advertising revenue across various channels is growing steadily. The value of the digital advertising market in France continues to grow strongly, with the market size exceeding 1.248 billion euros in 2024. The market structure is significantly differentiated, with search advertising continuing to dominate the digital advertising sector with a 44% market share and spending of 410 million euros in 2023. Digital video advertising and audio advertising became growth engines, reaching historic peaks of €910 million and €98 million respectively in 2023. The mobile advertising market is also performing well, with spending reaching $4.97 billion in 2023, a compound growth rate of 21.5% in the past five years, and is expected to exceed $7.76 billion in 2028. The scale of industry customers continues to expand, and the number of digital advertisers in 2023 increased by 25.07% compared with 2019. However, it is important to note that 68% of consumers list banning scams as a core factor in influencer marketing. iiMedia Research believe that the market presents a triple trend of "digital-driven, scene differentiation, and normative upgrading". It is suggested that advertisers focus on the layout of mobile terminals and video scenes to optimize programmatic purchasing capabilities; Industry organizations need to accelerate the development of ethical codes to build a healthy ecosystem.

艾媒咨询 | 2025年中国消暑神器消费者消费行为调查数据

随着消暑产品消费需求的持续升级，中国消暑神器市场已形成多元化应用格局，主要渗透至以通勤出行、户外运动为代表的便携降温场景，以居家办公、室内学习为代表的静音体验场景，以及以母婴护理、医疗防护为代表的精准控温场景。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《2025年中国消暑神器消费者消费行为调查数据》数据显示，93.12%的中国消费者曾购买过消暑神器，其中冰凉贴以51.59%的购买率成为市场首选，手持风扇则以50.13%的微弱差距紧随其后。消费者主要通过电商平台（淘宝、京东、拼多多等）获取消暑产品信息，占比高达45.50%，且近半数（49.21%）消费者明确表示愿意持续为此类产品消费。在价格敏感度方面，挂脖风扇的主流消费区间集中于51-100元（含100元），占比达42.15%。产品满意度调查显示，手持风扇以37.20%的五星好评率占据榜首，冰凉贴（33.59%）与降温喷雾（32.91%）分列其后，而挂脖风扇五星满意度最低（32.83%）。值得注意的是，挂脖风扇和手持风扇的四星满意度分别达到46.08%和41.95%，但降温喷雾存在显著缺陷，其1分差评率虽仅0.63%，但整体满意度仍落后于其他品类。艾媒咨询分析师指出，当前消暑产品市场呈现两极分化特征：手持类产品因高性价比和用户体验获得广泛认可，而挂脖风扇在佩戴舒适度、降温喷雾在安全稳定性方面仍需优化。建议厂商重点关注51-100元价格区间的产品升级，强化电商渠道的场景化营销，同时针对不同品类痛点进行技术突破——尤其是提升挂脖产品的轻量化设计，加强降温喷雾的成分安全性检测，以满足消费者对高效、安全消暑解决方案的进阶需求。
With the continuous upgrading of consumer demand for heat relief products, China's heat relief products market has formed a diversified application pattern, mainly penetrating into the portable cooling scene represented by commuting and outdoor sports, the silent experience scene represented by home office and indoor learning, and the precise temperature control scene represented by maternal and child care and medical protection. According to iiMedia Research, Survey data of consumer behavior of China's heat reliever in 2025 Consumer Behavior Survey data of China's Heat reliever" data shows that 93.12% of Chinese consumers have purchased heat reliever. Among them, the cold patch became the first choice of the market with 51.59% of the purchase rate, and the handheld fan was followed by a slight gap of 50.13%. Consumers mainly obtain heat reduction product information through e-commerce platforms (Taobao, Jingdong, Pin-duo, etc.), accounting for 45.50%, and nearly half (49.21%) of consumers clearly indicated that they are willing to continue to consume such products. In terms of price sensitivity, the mainstream consumption range of hanging neck fans is concentrated in 51-100 yuan (including 100 yuan), accounting for 42.15%. According to the product satisfaction survey, handheld fans topped the list with a five-star rating of 37.20%, followed by cool stickers (33.59%) and cooling spray (32.91%), while neck fans had the lowest five-star rating (32.83%). It is worth noting that the four-star satisfaction of hanging neck fans and hand-held fans reached 46.08% and 41.95%, respectively, but the cooling spray has significant defects, although its 1 point difference rating rate is only 0.63%, the overall satisfaction is still behind other categories. Analysts from IMedia Consulting pointed out that the current heat reduction product market is characterized by polarization: handheld products have been widely recognized for their high cost performance and user experience, while neck fans still need to be optimized in terms of wearing comfort and cooling spray in terms of safety and stability. It is suggested that manufacturers focus on product upgrades in the price range of 51-100 yuan, strengthen the scene marketing of e-commerce channels, and carry out technological breakthroughs for different categories of pain points - especially to improve the lightweight design of neck products, and strengthen the component safety testing of cooling spray, in order to meet the advanced demand of consumers for efficient and safe summer heat reduction solutions.

艾媒咨询 | 2024-2025年中国新生代妈妈群体触媒行为及营销趋势报告

在政策驱动和市场需求转变升级下，中国母婴消费行业市场规模不断扩大。iiMedia Research（艾媒咨询）数据显示，2024年中国母婴消费市场规模达76299亿元，预计2027年达到89149亿元。在移动互联时代，新生代妈妈触媒方式多样化，母婴类APP在她们的生活中扮演着越来越重要的角色。iiMedia Research（艾媒咨询）调研数据显示，中国新生代妈妈较常使用的APP类型中，母婴类APP占比高达66.1%，成为她们学习和分享母婴知识（77.9%用户主要目的）的首选平台。
Under the policy-driven and market demand transformation and upgrading, the market scale of China's maternal and child consumption industry has been expanding. According to iiMedia Research, China's maternal and child consumption market will reach 7,629.9 billion yuan in 2024 and is expected to reach 8,914.9 billion yuan in 2027. In the era of mobile Internet, the new generation of mothers have diversified media methods, and maternal and infant apps are playing an increasingly important role in their lives. According to iiMedia Research's survey data, among the types of apps commonly used by new generation mothers in China, maternal and infant apps account for 66.1%, becoming the first choice platform for them to learn and share maternal and infant knowledge (the main purpose of 77.9% of users).

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年中国中式糕点行业发展状况及消费行为调查数据

目前，中国中式糕点行业正乘“国潮”东风，进入一个快速现代化与扩张的转型期。新老品牌通过产品创新、渠道变革和文化赋能，成功将其从传统节令食品转变为日常“悦己型”消费，驱动市场持续增长。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年中国中式糕点行业发展状况及消费行为调查数据》显示，2024年中国烘焙食品零售市场规模达6110.7亿元，同比增长8.8%，预计2029年市场规模将达8595.6亿元。中国烘焙食品行业细分市场潜力巨大，随着自媒体的不断发展，各类网红探店、KOL推荐等促使中式糕点、新中式糕点成为新热点，发展势头强劲。
中国消费者在选择中式糕点时，首要关注的因素是“口味和味道”，占比高达45.59%，凸显出产品风味仍是影响购买决策的核心要素。其次，“价格合理”以38.83%的占比成为第二大关键因素，表明消费者在追求美味的同时，也十分注重产品的性价比。此外，有72.03%的消费者明确表示愿意尝试新产品，体现出市场对创新品类具有较高的接受度和消费意愿；而16.39%的消费者持观望态度，则反映部分群体仍需要更多的品质背书或体验激励以促成购买行为。整体来看，中式糕点消费市场呈现出“味觉驱动、理性决策、积极尝新”的典型特征，提示企业应在保持口味优势的基础上，平衡定价策略，并通过产品创新和体验优化持续激活消费需求。
艾媒咨询分析师认为，中国中式糕点行业未来将呈现品质化、健康化与跨界融合的发展趋势。产品方面，低糖、天然原料和功能性糕点需求上升，“零食化”创新持续拓宽消费场景。文化赋能成为核心竞争力，国潮设计和文化叙事深化品牌价值。技术层面，智能制造与数字化供应链提升效率，短保产品与即时配送优化体验。市场层面，三四线下沉市场与海外出口同步推进，本土化创新成为国际化关键挑战。行业将逐步从“网红”模式走向“长红”品牌，供应链管控、产品迭代与文化表达力将成为企业突围的关键。
At present, the Chinese traditional pastry industry is riding on the "national trend" wave and entering a period of rapid modernization and expansion. Both new and old brands have successfully transformed traditional seasonal food into daily "self-indulgence" consumption through product innovation, channel reform and cultural empowerment, driving the market to continue growing. According to the latest "Research data on the development status and consumer behavior of China's Chinese pastry industry in 2025" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the retail market size of China's baking food reached 611.07 billion yuan in 2024, with a year-on-year growth of 8.8%. It is expected that the market size will reach 859.56 billion yuan in 2029. The potential of the segmented markets in China's baking industry is huge. With the continuous development of self-media, various online celebrity store visits and KOL recommendations have made Chinese pastries and new Chinese pastries new hotspots, with a strong development momentum.
Chinese consumers prioritize 'taste and flavor' when choosing traditional pastries, accounting for 45.59%, highlighting that product flavor remains a core element influencing purchasing decisions. Following this, 'reasonable price' becomes the second most critical factor at 38.83%, indicating that consumers value cost-effectiveness while seeking deliciousness. Additionally, 72.03% of consumers clearly express a willingness to try new products, reflecting a high acceptance and willingness to consume innovative categories in the market; while 16.39% of consumers remain cautious, suggesting that some groups still need more quality endorsements or experiential incentives to facilitate purchasing behavior. Overall, the Chinese pastry consumption market exhibits typical characteristics of "taste-driven, rational decision-making, and active exploration of new products", suggesting that enterprises should maintain their taste advantages, balance pricing strategies, and continuously activate consumer demand through product innovation and experience optimization.
Analysts from iiMedia Research believe that the Chinese pastry industry will trend towards quality, health, and cross-border integration in the future. In terms of products, there is an increasing demand for low-sugar, natural ingredients, and functional pastries, with a continuous expansion of consumption scenarios through 'snackification' innovations. Cultural empowerment has become a core competitive advantage, with national trendy designs and cultural narratives deepening brand value. On the technological front, smart manufacturing and digital supply chains enhance efficiency, while short shelf-life products and instant delivery optimize the consumer experience. At the market level, the development of lower-tier markets and overseas exports is advancing simultaneously, with localized innovation becoming a key challenge for internationalization. The industry will gradually shift from the 'internet celebrity' model to 'lasting' brands, where supply chain management, product iteration, and cultural expressiveness will be crucial for companies to break through.

艾媒咨询 | 2025年中国搜索引擎行业发展状况与使用行为调查数据

随着大数据和机器学习技术的不断应用，搜索引擎开始更加注重用户的个性化需求。通过分析用户的搜索历史、兴趣爱好和行为模式，搜索引擎能够提供更加精准和个性化的搜索结果。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年中国搜索引擎行业发展状况与使用行为调查数据》显示，2024年中国移动广告市场规模为4762.8亿元，2025年预计达到4867.6亿元。这表明中国移动广告市场已从高速增长阶段过渡至稳步发展的成熟期。随着用户注意力全面向移动端迁移，搜索引擎的竞争维度也从单一的结果准确性，扩展为移动生态体验、广告形式创新与AI技术融合的综合较量。
中国用户在选择搜索引擎时，最关注的因素是“广告少/用户体验好”，占比高达62.32%，远高于其他选项。紧随其后的分别是“搜索结果的相关性”（60.06%）与“信息准确性”（59.21%），反映出用户在追求界面整洁的同时，并未放松对内容质量的核心要求。在2025年用户常用的搜索引擎中，百度以72.52%的占比保持领先，搜狗（30.31%）与360（27.20%）分别位列第二、三位。这表明用户体验已成为影响用户选择搜索引擎的决定性因素，“简洁、少干扰”的产品设计更能赢得用户青睐。此外，头部平台如百度仍凭借其强大的生态壁垒与技术积累占据主导地位。
艾媒咨询分析师认为，中国搜索引擎行业将迎来结构性变革，呈现以下核心趋势：一是核心技术将全面迈向AI原生，传统关键词检索逐步被对话式、生成式搜索替代，用户可直接获取整合答案。竞争重点也将从“信息检索效率”扩展至“生态服务能力”，推动搜索与内容、服务及交易深度融合，实现“即搜即得、即搜即用”。二是商业化模式迎来重构，传统搜索广告占比下降，原生式、场景化广告与AI答案深度融合。与此同时，监管与算法伦理的重要性凸显，数据安全、结果公平性将成为行业健康发展的关键制约因素。
With the continuous application of big data and machine learning technologies, search engines are beginning to pay more attention to users' personalized needs. By analyzing users' search history, interests, and behavior patterns, search engines can provide more accurate and personalized search results. According to the latest "2025 China Search Engine Industry Development Status and User Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the scale of China's mobile advertising market was 476.28 billion yuan in 2024 and is expected to reach 486.76 billion yuan in 2025. This indicates that China's mobile advertising market has transitioned from a high-speed growth stage to a mature period of steady development. As users' attention shifts comprehensively to mobile devices, the competitive dimension of search engines has expanded from the single aspect of result accuracy to a comprehensive competition involving mobile ecosystem experience, advertising form innovation, and the integration of AI technology.
When Chinese users choose search engines, the most important factor they consider is "less advertising / better user experience", which accounts for as high as 62.32%, far exceeding other options. The factors that follow are "relevance of search results" (60.06%) and "accuracy of information" (59.21%), indicating that while users pursue a clean interface, they do not relax their core requirements for content quality. Among the commonly used search engines in 2025, Baidu maintains the lead with a share of 72.52%, followed by Sogou (30.31%) and 360 (27.20%) in second and third place respectively. This shows that user experience has become the decisive factor influencing users' choice of search engines, and a "simple and less distracting" product design is more likely to win users' favor. In addition, leading platforms like Baidu still dominate the market by virtue of their strong ecosystem barriers and technological accumulation.
Analysts from iiMedia Research believe that China's search engine industry will undergo structural changes, presenting the following core trends: First, core technologies will fully move towards AI-native, with traditional keyword search gradually being replaced by conversational and generative search, allowing users to directly obtain integrated answers. The focus of competition will also expand from "information retrieval efficiency" to "ecosystem service capabilities", promoting the deep integration of search with content, services, and transactions to achieve "instant search and use". Second, the commercial model will be restructured, with the proportion of traditional search advertising declining, and native and contextual advertising deeply integrated with AI answers. At the same time, the importance of regulation and algorithm ethics is highlighted, with data security and result fairness becoming key constraints for the healthy development of the industry.

艾媒咨询 | 2025-2026年中国广式茶点市场状况及消费趋势洞察报告

中国居民消费结构持续优化升级，餐饮消费需求更注重产品品质安全、消费体验及背后文化内涵。这一趋势为兼具品质、社交体验与岭南饮食文化底蕴的广式茶点市场，提供了强劲增长支撑，进一步释放其发展潜力。电商平台与外卖服务的快速发展，为广式茶点提供了新型销售渠道，打破了时间与空间的双重限制，进一步扩大了广式茶点的整体市场规模。iiMedia Research（艾媒咨询）数据显示，2024年中国广式茶点市场规模达到476.9亿元，同比增长6.4%；预计到2026年有望达到521.0亿元。
The consumption structure of Chinese residents has been continuously optimized and upgraded. The demand for catering consumption pays more attention to product quality and safety, consumption experience and the cultural connotation behind it. This trend provides strong growth support for the cantonese tea and snack market, which combines quality, social experience and the cultural heritage of Lingnan cuisine, further unleashing its development potential. The rapid development of e-commerce platforms and food delivery services has provided new sales channels for cantonese tea snacks, breaking the dual limitations of time and space and further expanding the overall market size of cantonese tea snacks. Data from iiMedia Research shows that the market size of cantonese tea snacks in China reached 47.69 billion yuan in 2024, with a year-on-year growth of 6.4%. It is expected to reach 52.1 billion yuan by 2026.

艾媒咨询 | 2025年中国饰品行业发展状况与消费行为调查数据

随着居民收入水平提高和消费升级，中国饰品行业近年来迎来了快速发展，市场规模持续扩大。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年中国饰品行业发展状况与消费行为调查数据》显示，2024年中国金银珠宝类商品零售累计值为3300亿元，虽同比下降3.1%，但仍稳守3000亿元以上的历史高位。尽管面临一定的市场波动，中国饰品市场仍展现出强大的发展韧性与稳定的基本盘，消费者对珠宝饰品的需求依然保持稳定。
中国消费者在购买珠宝饰品时，最关注的三个因素分别是与个人风格的适配度、材质和设计，占比分别为39.75%、37.95%和36.93%。这表明消费者在选购珠宝时，比较关注饰品与个人风格的匹配、饰品的材质以及设计的独特性。在2025年中国消费者购买的珠宝饰品类型中，戒指以45.85%的占比居于首位，紧随其后的是手链，占比为45.62%，反映出消费者对戒指和手链有明显的偏好。这表明了中国珠宝消费市场正呈现出从“价值消费”向“风格消费”演进的鲜明趋势。消费者的决策核心不再是单纯的材质保值，而是愈发注重珠宝作为“个人配饰”的风格表达价值与日常佩戴场景。
艾媒咨询分析师认为，中国饰品行业将延续强劲增长，并呈现三大趋势：一是“个性化与场景化”成为核心，消费者不再满足于大众款式，对表达自我风格和适配特定场合的饰品需求激增，推动定制化、轻奢化发展。二是“技术融合深化”，AR试戴、3D打印等技术将普及，优化购物体验并赋能个性化生产。三是“国潮文化与可持续理念共舞”，蕴含东方美学的设计将持续受到追捧，同时环保材质和环保理念将成为品牌竞争的新维度。
With the increase in residents' income levels and the upgrading of consumption, China's jewelry industry has witnessed rapid development in recent years, with the market size continuously expanding. According to the latest "2025 China Jewelry 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 cumulative retail value of gold and silver jewelry in China in 2024 was 330 billion yuan, a year-on-year decrease of 3.1%, but still maintaining a historical high above 300 billion yuan. Despite certain market fluctuations, the Chinese jewelry market still demonstrates strong development resilience and a stable foundation, with consumer demand for jewelry remaining stable.
When purchasing jewelry, Chinese consumers are most concerned about three factors: compatibility with personal style, material, and design, accounting for 39.75%, 37.95%, and 36.93% respectively. This indicates that consumers pay more attention to the match between jewelry and personal style, the material of jewelry, and the uniqueness of design when choosing jewelry. Among the types of jewelry purchased by Chinese consumers in 2025, rings accounted for 45.85%, followed by bracelets at 45.62%, reflecting a clear preference for rings and bracelets. This shows that the Chinese jewelry consumption market is evolving from "value consumption" to "style consumption". The core of consumers' decision-making is no longer simply the value preservation of materials, but an increasing emphasis on the style expression value of jewelry as a "personal accessory" and its daily wearing scenarios.
Analysts from iiMedia Research believe that China's jewelry industry will continue to grow strongly and present three major trends: First, "personalization and contextualization" will become the core, as consumers are no longer satisfied with mass-market styles, and the demand for jewelry that expresses personal style and suits specific occasions has surged, driving the development of customization and light luxury. Second, "deepening integration of technology", with technologies such as AR try-on and 3D printing becoming more widespread, optimizing the shopping experience and enabling personalized production. Third, "coexistence of national trend culture and sustainable concepts", with designs that embody Eastern aesthetics continuing to be popular, while eco-friendly materials and sustainable concepts will become new dimensions of brand competition.

艾媒咨询 | 2025年中国运动鞋服行业发展状况与消费行为调查数据

随着全民健康意识增强与运动生活方式的普及，消费者对运动鞋服的需求持续增长。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年中国运动鞋服行业发展状况与消费行为调查数据》显示，2024年中国运动鞋服行业市场规模为5425亿元，预计2030年将达到8963亿元。随着中国鞋服品牌登上国际时装周舞台以及国潮文化的流行，中国运动鞋服行业掀起“国潮热”，国货品牌纷纷开始崛起。未来行业将加速向智能化、功能化方向升级，通过强化科技研发、深化国潮文化内涵、拓展细分运动场景，构建更具竞争力和创新力的产业新生态。
中国消费者在选购运动鞋时，首要考虑因素为款式设计，占比达58.70%；专业度（涵盖安全性与科技含量）与舒适度紧随其后，分别占比54.20%和53.80%。在运动服方面，款式设计（61.30%）和舒适度（58.50%）同样是最受关注的因素，价格（51.80%）、功能用途（46.40%）及专业度（42.70%）也具备较高重要性。与此同时，2025年消费者在购买运动鞋服过程中遇到的最突出问题是“运动鞋码数不准”，占比高达61.00%，远高于其他问题；“运动鞋质量不佳”位列第二，占比54.30%；“售后服务不好”则以38.10%的占比居于第三。这表明中国消费者对运动鞋服的核心诉求聚焦于设计美感、穿着舒适与功能专业，而当前市场在产品尺码标准化、质量稳定性及售后服务体系方面仍存在显著短板。运动鞋服企业需进一步强化产品研发创新，完善质量管控体系，并提升服务水平，以精准对接消费需求，增强市场竞争力。
艾媒咨询分析师认为，中国运动鞋服行业未来将延续增长态势，核心驱动力来自全民健康意识提升与消费升级。在产品端，科技赋能日益成为核心竞争力，市场更加青睐功能性与时尚感兼具的创新单品。行业竞争重点也从营销层面，逐渐转向科技研发与供应链效率的深度比拼。在此背景下，国货品牌凭借不断提升的产品力及深厚的文化认同感，市场份额有望进一步扩大。此外，女性、儿童及专业运动等细分市场展现出巨大潜力，而绿色可持续与个性化定制，也将成为引领行业未来的重要增长方向。
With the enhancement of public health awareness and the popularization of a sports lifestyle, the demand for sports shoes and apparel continues to grow. According to the latest "2025 China Sports Shoes and Apparel Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis agency for the new economy industry, the market size of China's sports shoes and apparel industry was 542.5 billion yuan in 2024 and is expected to reach 896.3 billion yuan by 2030. With Chinese shoe and apparel brands making their mark on the international fashion week stage and the popularity of national trend culture, the "national trend fever" has swept through the Chinese sports shoes and apparel industry, and domestic brands have begun to rise. In the future, the industry will accelerate its upgrade towards intelligence and functionality, by strengthening technological research and development, deepening the connotation of national trend culture, and expanding into niche sports scenarios, to build a more competitive and innovative industrial ecosystem.
When Chinese consumers purchase sports shoes, the primary consideration is style design, accounting for 58.70%; professional quality (including safety and technological content) and comfort follow closely, with proportions of 54.20% and 53.80% respectively. For sports apparel, style design (61.30%) and comfort (58.50%) are also the most concerned factors, while price (51.80%), functional use (46.40%), and professional quality (42.70%) are also highly important. Meanwhile, the most prominent problem encountered by consumers in purchasing sports shoes and apparel in 2025 is "inaccurate shoe sizes", accounting for as high as 61.00%, far exceeding other issues; "poor quality of sports shoes" ranks second, with a proportion of 54.30%; "poor after-sales service" ranks third with a proportion of 38.10%. This indicates that Chinese consumers' core demands for sports shoes and apparel focus on design aesthetics, wearing comfort, and professional functionality, while the current market still has significant shortcomings in product size standardization, quality stability, and after-sales service systems. Sports shoes and apparel enterprises need to further strengthen product research and development innovation, improve quality control systems, and enhance service levels to precisely meet consumer demands and enhance market competitiveness.
Analysts from iiMedia Research believe that China's sports shoes and apparel industry will continue to grow in the future, with the core driving force coming from the improvement of public health awareness and consumption upgrades. On the product side, technology empowerment is increasingly becoming a core competitiveness, and the market is more inclined towards innovative products that combine functionality and fashion. The focus of industry competition is also gradually shifting from marketing to in-depth competition in technological research and development and supply chain efficiency. Against this backdrop, domestic brands, with their continuously improving product capabilities and deep cultural identity, are expected to further expand their market share. In addition, the female, children's, and professional sports markets show great potential, while green sustainability and personalized customization will also become important growth directions for the industry in the future.