全球领先的新经济产业第三方数据挖掘与分析机构
关于“Eco wish”的报告
艾媒咨询 | 2025年中国运动户外市场消费行为调查数据
随着全民健身热潮及户外生活方式的兴起，运动户外市场正快速发展。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年中国运动户外市场消费行为调查数据》显示，2025年中国运动鞋服行业市场规模为5989亿元，预计2030年将达到8963亿元；2025年中国露营经济核心市场规模达到2483.2亿元。运动鞋服规模的高速扩张与露营经济的快速崛起，不仅共同拉动了产业链需求，也推动市场向专业化、场景化纵深发展，显著拓宽了运动户外产业的整体边界与发展空间。
2025年中国消费者户外运动频次数据显示，每月参与2-3次的群体占比高达48.33%，每月参与1次的消费者占比30.62%，显示出户外运动已深度融入大众日常生活。在户外产品需求维度，占比最高的是“适配国内户外场景（如城市周边）”，达到41.21%。其次是“针对国内气候优化功能”，占比38.79%。运动户外品牌应聚焦“场景适配为先、功能本土为基”的研发方向，着力优化产品对国内主流户外环境与气候的适应性，并针对性改进版型剪裁，以精准满足用户对户外装备实用性与场景贴合度的核心诉求。
艾媒咨询分析师认为，未来中国运动户外市场将持续保持高速增长态势。一方面，消费者对专业化、细分化产品的需求将推动运动鞋服向功能科技化、场景专属化方向升级。另一方面，露营、骑行、滑雪等户外生活方式的普及将进一步拓展市场边界，催生“户外+文旅”等新业态。同时，国货品牌将通过深耕本土化设计与科技研发，在国潮深化与数字化变革中构建更完善的产品生态与消费体验，推动行业向高质量、可持续发展转型。
With the rise of the national fitness craze and outdoor lifestyles, the sports and outdoor market is developing rapidly. According to the latest "2025 China Sports and Outdoor Market Consumer Behavior Survey Data" released by iiMedia Research (iimedia.cn), a leading third-party data mining and analysis agency for the new economy industry, the scale of China's sports shoes and clothing industry is expected to reach 598.9 billion yuan in 2025 and 896.3 billion yuan in 2030. The core market size of the camping economy in China is expected to reach 248.32 billion yuan in 2025. The rapid expansion of the sports shoes and clothing market and the rapid rise of the camping economy not only jointly drive the demand of the industrial chain but also promote the market to develop in depth towards specialization and scenario orientation, significantly broadening the overall boundaries and development space of the sports and outdoor industry.
Data on the frequency of outdoor sports participation by Chinese consumers in 2025 shows that 48.33% of the population participates 2-3 times a month, and 30.62% participates once a month, indicating that outdoor sports have deeply integrated into the daily lives of the general public. In terms of outdoor product demand, the highest proportion is "adapted to domestic outdoor scenarios (such as urban peripheries)", reaching 41.21%. The second highest proportion is "optimized for domestic climate", accounting for 38.79%. Sports and outdoor brands should focus on the research and development direction of "scenario adaptation first, local functionality as the foundation", and strive to optimize the adaptability of products to the mainstream domestic outdoor environment and climate, and improve the version and cutting to precisely meet users' core demands for the practicality and scenario fit of outdoor equipment.
Analysts from iiMedia Research believe that the Chinese sports and outdoor market will continue to maintain a high growth rate in the future. On the one hand, consumers' demand for specialized and segmented products will drive the upgrade of sports shoes and clothing towards functional technology and scenario specialization. On the other hand, the popularization of outdoor lifestyles such as camping, cycling, and skiing will further expand the market boundaries and give rise to new business forms such as "outdoor + cultural tourism". At the same time, domestic brands will build a more complete product ecosystem and consumer experience through in-depth localization design and technological research and development, promoting the transformation of the industry towards high-quality and sustainable development in the context of the deepening of the national trend and digital transformation.-
艾媒报告 |2019Q1中国跨境电商市场监测报告
本报告研究涉及企业/品牌/案例：网易考拉，天猫国际，奥买家，苏宁国际，唯品国际，小红书，海囤全球，洋码头，蜜芽，空中云汇、KK馆、纵腾网络、PingPong金融、星商，京东，阿里巴巴，普洛斯、凯辉基金、钟鼎资本，DST、Global
政策春风推动跨境电商行业快速发展。iiMedia Research（艾媒咨询）数据显示，2018年中国海淘用户已突破1亿人，预计2019年交易规模突破10万亿元。资本继续加码跨境电商领域，2019年第一季度中国跨境电商领域投融资超20亿元。跨境电商头部平台维持竞争优势。跨境电商线下门店更易达成高客单价交易，用户更偏好在线下门店购买钟表首饰、数码家电、汽车用品商品，在线下门店平均单次消费金额在1000元以上的用户占比超五成。其线下门店对线上平台导流作用明显。75%的受访线下门店顾客愿意尝试或更多使用相应的跨境电商线上平台。跨境电商行业发展最大痛点在于商品正品保障，因此各类跨境电商平台都在加强线下门店的布局。海淘消费者在线下的良好体验也有利于其后期转化为线上平台用户。未来跨境电商线上线下之间的融合将不断加深，线下门店也将更注重商品池的打通和利用科技助力体验。
The spring breeze of the policy promotes the rapid development of the cross-border e-commerce industry. As the data of iiMedia Research showed, China's users who buy imported goods online have exceeded 100 million in 2018. It is expected that the transaction volume in 2019 will exceed 10 trillion yuan. Capital continued to increase the cross-border e-commerce sector. In the first quarter of 2019, China's cross-border e-commerce sector invested more than 2 billion yuan. The cross-border e-commerce head platform maintains a competitive advantage. Cross-border e-commerce offline stores are more likely to achieve high-price per customer transaction, users prefer to buy watches and clocks, digital home appliances, auto supplies in offline stores. The users who consume more than 1,000 yuan average single-time in the offline stores accounted for more than 50% . Its offline stores have an obvious effect on the diversion to the online platform . 75% of the offline store customers who are interviewed are willing to try or use the corresponding cross-border e-commerce online platform more. The biggest pain point in the development of cross-border e-commerce industry lies in the authentic security. Therefore, all kinds of cross-border e-commerce platforms are strengthening the layout of offline stores. The good experience of offline consumer is also beneficial to the later conversion to online platform users. In the future, the integration between online channel and offline channel of cross-border e-commerce will continue to deepen, and offline stores will pay more attention to the opening of commodity pools and the use of technology to help impoving experience. -
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艾媒报告 | 2018上半年中国跨境电商正品调研专题报告
本报告研究涉及企业/品牌包括:莎莎网、emart、沃尔玛、乐天、卓悦、网易考拉、达令、唯品会、小红书、京东全球购、天猫国际、妮维雅、兰蔻、菲利普斯、中通快递、申通快递、顺丰快递、联邦快递、威时沛运、中国银联、支付宝、微信支付、亚马逊、德淘、洋码头、蜜芽、达令
iiMedia Research(艾媒咨询)数据显示，截止2017年底，中国海淘用户规模已达0.65亿人，增速放缓，预计2018年中国海淘用户规模将达0.88亿人。艾媒咨询分析师认为，在消费升级的背景下，用户对跨境商品消费的正品要求逐渐提高，未来，跨境电商平台应通过增强商品的正品保障与商品种类丰富度，吸收更多潜在用户。 -
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艾媒报告|2019年3月中国跨境电商市场动态与用户舆情月报
本月报涉及企业/品牌包括：菜鸟网络、京东物流、万科物流、顺丰敦豪供应链中国、小红书、纵腾网络、KK馆、全球速卖通、网易考拉、天猫国际、海囤全球、有赞、全速通、PingPong金融、Airwallex（空中云汇）、波罗蜜、洋码头、亚马逊、eBay、腾讯
随着多项相关政策出台并落实，中国跨境电商及其产业链将进一步规范化。2019年3月，国家出台减费降税等一系列利好政策，助力跨境电商发展。中美双方积极协商，贸易战对跨境电商影响不大。资本市场对跨境电商发展持乐观态度，3月跨境电商行业共获得4笔融资，金额突破15亿元人民币。头部厂商发布2019年战略，小红书架构调整进一步转型，速卖通携国产美妆出海，天猫国际升级直营业务，打造海外仓和内容营销新模式。产业链进一步发展，跨境物流战升级，行业规范化催生服务商等新业态，有赞发布跨境电商解决方案。跨境电商近期负面舆情较多，网易考拉、小红书均出现负面事件，引起关注。目前跨境电商用户相对年轻化，并以女性为主，潜在消费者市场较为广阔。
With the publishment and implementation of a number of related policies, Chinese cross-border e-commerce and its industrial chain will be further standardized. In March 2019, the government published a series of favorable policies such as fee reduction and tax reduction to help cross-border e-commerce development. China and the United States have actively negotiated that trade wars have little impact on cross-border e-commerce. The capital market is optimistic about cross-border e-commerce development. In March, the cross-border e-commerce industry received a total of four financings, amounting to 1.5 billion yuan. The head companies released the strategy of 2019, and the restructuring of the Red was further transformed with structural adjustment. AliExpress brought domestic Beauty brands to overseas market, and Tmall International upgraded its direct business to create a new model of overseas warehouse and content marketing. The industrial chain has been further developed, cross-border logistics warfare has been upgraded, and industry standardization has spawned new business model such as service providers, and Youzan has published a cross-border e-commerce solution product. Cross-border e-commerce recently had more negative grievances, and NetEase koala and Red all had negative events, causing concern. At present, cross-border e-commerce users are relatively young and mainly women, and the potential consumer market is relatively broad.
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