全球领先的新经济产业第三方数据挖掘与分析机构
关于“KOL”的报告
艾媒咨询 | 2026-2027年中国种草经济行业消费趋势研究报告
种草经济是指用户在网络社交平台上通过分享真实的消费体验和产品推荐，激发他人购买欲望、影响他人购买决策的一种新兴消费经济形态。随着社交媒体的快速发展，它已演变为品牌营销中不可或缺的关键环节。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《2026-2027年中国种草经济行业消费趋势研究报告》显示，中国MCN行业市场规模从2015年的8亿元增长至2025年的739亿元，预计2029年将突破千亿元大关，这一发展轨迹与种草经济的成熟深度绑定。
在中国种草经济消费者中，平均每月被种草3-5次的占比最高，达64.61%；每月被种草1-2次的占比为16.85%；每月被种草5-10次的占比为16.37%，反映出多数消费者的种草频率处于理性区间。在被种草的渠道方面，KOL/达人/博主测评视频占比最高，达61.49%；内容社区的素人分享次之，占48.62%；KOL/达人/博主带货推广位列第三，占46.93%，可见当前消费者被种草的核心方式集中在专业内容分享类形式，KOL/达人的测评内容信任度较高，素人分享的真实感也更易引发共鸣。
艾媒咨询分析师指出，目前种草经济行业仍处于规范升级阶段。消费者对种草经济产业化进一步完善的诉求集中在监管和机制规范层面，反映出当前种草经济在合作合规、内容管控、达人约束等环节存在明显的信任短板。对于供给端而言，应从规范内容、打通线上线下场景、优化算法推荐三方面重点发力，以回应用户期待，提升消费者信心，促进种草经济产业化健康发展。-
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艾媒咨询|2019-2020年中国MCN机构专题研究报告
本报告研究涉及企业/品牌/案例：网星梦工厂,古麦嘉禾。
iiMedia Research(艾媒咨询)数据显示，预计2020年MCN市场规模将达到245亿元，并且预计2020年MCN机构数量将达到28000家，平均同比增速大于100%，MCN机构数量迅速增加，内容产业入局者越来越多，行业竞争将进一步加剧。另外，iiMedia Research(艾媒咨询)数据显示，在地域方面，56.3%中国MCN机构分布在一线城市;在KOL带货转化方面，明星、直播平台主播和短视频网红带货转化率在80.0%以上，UP主和微博大V带货在70.0%以上。艾媒咨询分析师认为，明星、直播平台主播和短视频网红带货能力较强，能够为机构和平台带来较大价值，将是MCN重点关注和培养的KOL。未来，MCN机构将打破发展边界，通过去MCN化解决模式困境，增强盈利能力，直播电商将成为其发展的重要方向，机构将吸引更多明星/网红带货宣传。
As the data of iiMedia Research showed, it is estimated that the market scale of MCN will reach 24.5 billion yuan in 2020, and the number of MCN institutions will reach 28000 in 2020, with an average year-on-year growth rate of more than 100%. The number of MCN institutions will increase rapidly, more and more people will enter the content industry, and the industry competition will be further intensified. In addition, according to the data of iiMedia Research, 56.3% of China's MCN institutions are located in the first tier cities in terms of regions; in terms of KOL's delivery conversion, the conversion rate of stars, live platform hosts and short video network red tape calls is more than 80.0%, and that of up hosts and microblog big V-belts is more than 70.0%. iiMedia Research consulting analysts believe that stars, live broadcast platform hosts and short video network have strong red tape capabilities, which can bring greater value to institutions and platforms, and will be the KOL that MCN focuses on and cultivates. In the future, MCN institutions will break the development boundary, solve the dilemma of the model through de MCN, and enhance the profitability. Live e-commerce will become an important direction of its development, and the institutions will attract more stars / online red tape publicity. -
艾媒报告|2020中国直播电商入局行业及标杆品牌运行案例大数据监测报告
本报告研究涉及企业/品牌/案例：如涵控股，若羽臣，珀莱雅，海澜之家，四季青市场，京东，淘宝，抖音。
其他提及企业/品牌：百草味，三只松鼠，洽洽食品，瑞百年，李子柒螺蛳粉，单身粮伙伴，信良记，高满堂，彩云海鲜，伊利，奈雪的茶，香飘飘，海底捞，幸福西饼，木屋烧烤，携程旅行，途牛，去哪儿，聪明你的旅行，周大福，金至诚珠宝，阿里，拼多多等。
2020年4月26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中国直播电商入局行业及标杆品牌运行案例大数据监测报告》。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，对中国直播电商行业进行全面分析，分别针对食品、服装、化妆品、家电等直播电商的入局行业分析，以及对恰恰、珀莱雅等标杆品牌的典型案例解读，以此分析直播电商的产品特性以及品牌方的发展趋势，判断2020-2021年中国直播电商的行业发展趋势。受到本次疫情影响，直播电商展现的强大带货能力推动农产品、服装、汽车等传统实体行业加入直播电商，大大利好直播电商发展。艾媒咨询分析师认为，传统电商推动了消费行为的线上转移，为直播电商的发展提供了前期基础。而随着用户对视频、短视频等应用的使用时间不断增加，直播电商将会是短期内最重要的消费行为。
Affected by the epidemic, China's economy in 2020Q1 compared with 2019Q1, after excluding price change factors, actually dropped by 6.8% year-on-year, which may affect China's economic growth slowdown throughout the year. In order to cope with the problem that the epidemic affects economic development, the state actively encourages all parties in the society to develop "new tools" to stimulate market vitality. iiMedia Research believes that this policy is a new benefit for live broadcast e-commerce. The ability to bring goods will also further drive more industries into the game. -
艾媒报告|2019年12月中国化妆品行业月度运行监测报告
本报告研究涉及企业/品牌/案例：丸美股份，上海家化，珀莱雅，御家汇，拉芳家化，名臣健康，完美日记，阿芙，VENUS MARBLE，自然堂，半亩花田，迪奥(DIOR)，古驰(GUCCI)，香奈儿(CHANEL)，祖玛珑(JOMALONE)，汤姆福特(TOM RORD)，CALVIN KIEIN，菲拉格慕(FERRAGAMO)，兰蔻(LANCOME)，圣罗兰(YSL)，魅可，美宝莲，雅诗兰黛，ZEESEA，卡姿兰，阿玛尼，纪梵希，WIS，膜法世家，欧莱雅，碧素堂，珀莱雅，御泥坊，欧丽源，肌琳莎，自然堂，一叶子，李佳琦，张沫凡MOMO，MK凉凉，IAMINRED口红控，潘雨润，小蛮蛮小，董子初BENNY，陈莴笋，小猪姐姐，呗呗兔
艾媒咨询分析师认为，在消费升级的促进之下，中国消费者对高端化妆品的进口需求明显增加。从2019年12月31日中国上市化妆品企业的总市值来看，丸美股份排名第一，达到了240.7亿元，超过了上市较长时间的上海家化，珀莱雅的市值紧随其后，且利润率超过上海家化。
iiMedia Research believe that with the promotion of consumption upgrade, Chinese consumers' demand for high-end cosmetics has increased significantly. Judging from the total market value of China's listed cosmetics companies on December 31, 2019, Marubeni ranks first, reaching 24.07 billion yuan, surpassing Shanghai Jahwa, which has been listed for a long time. The rate surpasses Shanghai Jahwa. -
艾媒报告丨2019中国双十一电商主流消费品牌监测报告
本报告研究涉及企业/品牌/案例：京东、天猫、淘宝、苏宁易购、考拉海购、拼多多、耐克、阿迪达斯、斯凯奇、优衣库、大东、华为、苹果、小米、美的、海尔、飞利浦、格力、TCL、索菲亚、林氏木业、A家家具、富安娜、全友家居、欧莱雅、MAC魅可、完美日记、茅台、泸州老窖、蒙牛、康师傅、三只松鼠、米菲、爱他美、巴拉巴拉、蓝月亮、清风、 维达
随着互联网的普及，电子商务逐渐走进大众日常生活，双十一购物狂欢节因此应运而生，天猫双十一成交金额从2009年的0.52亿元持续增长到2018年的2135亿元，消费热度持续升温。iiMedia Research（艾媒咨询）数据显示，预计在2019年，天猫双十一成交金额将达到2447亿元。在参与双十一活动的电商平台与品牌日渐增加的背景下，3C数码类产品是双十一期间热度最高的产品品类，2019年双十一前夕，华为以97.9的热度指数略胜苹果一筹，成为2019双十一前夕最受关注的品牌。平台方面，拼多多凭借简单清晰的活动规则、大力度折扣，成为推荐指数最高的电商购物平台。
With the popularity of the Internet, e-commerce has gradually entered the daily life of the public. Therefore, 11.11 shopping carnival came into being. The transaction amount of Tmall on 11.11 shopping carnival continued to grow from 52 million yuan in 2009 to 213.5 billion yuan in 2018. As the data of iiMedia Research showed, it is estimated that Tmall will reach 244.7 billion yuan on 11.11 shopping carnival in 2019. In the background of the increasing number of e-commerce platforms and brands participating in 11.11 shopping carnival, 3C digital products are the most popular product category during the period of singles' day. On the eve of 11.11 shopping carnival in 2019, HUAWEI slightly surpassed Apple with a heat index of 97.9, becoming the most popular brand on the eve of 11.11 shopping carnival in 2019. In terms of the platform, Pinduoduo has become the e-commerce shopping platform with the highest recommendation index by virtue of its simple and clear activity rules and strong discounts. -
艾媒报告 |2019全球及中国家政服务行业新兴市场及发展前景分析报告
本报告研究涉及企业/品牌/案例：51家庭管家，好慷在家，e家洁，阿姨来了，家政无忧，家庭管家，阿姨帮，苏宁帮客，58到家
家政服务行业在2019年受到政策的关注，将会从教育、立法、监管上得以完善。目前，家政服务业在母婴护理和养老护理两个业态上蓬勃发展，推动家政服务业市场规模不断扩大。但供需结构失衡、从业人员素质水平较低、企业规模化程度较低等问题将会阻碍家政服务业的产业升级。艾媒咨询分析师认为，未来消费的升级将刺激家政服务需求不断增长，政策将助推家政服务体制机制逐渐完善，家政服务企业也将在向互联网转型的过程中提高服务效率和质量。
The domestic service industry has received policy attention in 2019 and will be perfected from education, legislation, and supervision. At present, the domestic service industry is booming in the two formats of maternal and child care and old-age care, and the market for the domestic service industry is expanding. However, the imbalance between supply and demand structure, the low level of quality of employees, and the low scale of enterprises will hinder the industrial upgrading of the domestic service industry. Ai Media Consulting analysts believe that the future consumption upgrade will stimulate the growing demand for domestic services, the policy will promote the improvement of the domestic service system and mechanism, and the domestic service enterprises will also improve the service efficiency and quality in the process of transforming to the Internet. -
艾媒报告 |2019中国Vlog商业模式与用户使用行为监测报告
本报告研究涉及企业/品牌/案例：B站，腾讯、抖音、字节跳动、微博，Facebook,Instagram,Snapchat,YouTube,爱奇艺、优酷,微信，twitter,Reddit,Tumble
2019年，随着短视频人口红利和流量红利的消失，Vlog作为新的视频形式开始进入大众的视野。iiMedia Research （艾媒咨询）数据显示，2019年中国Vlog用户规模达到2.49亿人，未来Vlog行业市场规模仍将保持稳定增长态势。5G提速或将激发Vlog视频社交的巨大潜能，视频社交平台打造将依托产业布局，目前各家争相布局Vlog行业，但明星、网红等头部玩家地参与还未能引爆流量，Vlog发展前景仍需进一步观望。
In 2019, with the disappearance of short video demographic dividend and flow dividend, Vlog, as a new video form, began to enter the public's vision. According to iiMedia Research, the number of Vlog users in China reached 249 million in 2019, and the market size of Vlog industry will maintain a steady growth trend in the future. 5G speed-up may stimulate the huge potential of Vlog video social communication, video social platform building will rely on the industrial distribution, at present, various scramble to layout Vlog industry. However, the participation of stars, online celebrity and other leading players to participate in the failed to ignite traffic, the prospects for Vlog development still need to be further observed. -
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