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.

艾媒咨询｜2024-2025年中国品牌营销与千禧青年消费趋势研究报告

当前移动互联网用户规模保持小幅度增长，逐渐趋向饱和，中国移动广告市场已进入平稳发展期，营销服务商面临新的挑战和机遇。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《2024-2025年中国品牌营销与千禧青年消费趋势研究报告》数据显示，2023年中国移动广告市场规模为4646.6亿元，同比增长2.7%，2025年有望突破4800亿元。近年来，营销服务商紧跟技术趋势，将AI等技术应用于文案撰写、图像处理、视频创意生成等领域，为品牌方提供更高效、个性化的营销方案。另一方面，消费者对产品的需求愈加多元和个性化，对产品的实用和设计提出了更多的要求。越来越多消费者开始为个人兴趣买单，追求个性化的消费观念，品牌方、营销服务商面临新的挑战。
At present, the scale of mobile Internet users has maintained a slight growth and is gradually becoming saturated, China's mobile advertising market has entered a period of steady development, and marketing service providers are facing new challenges and opportunities. According to the latest "Research Report on Brand Marketing and Millennial Youth Consumption Trends in China, 2024-2025" released by iiMedia Research, a third-party data mining and analysis agency for the global new economy industry, China's mobile advertising market will be 464.66 billion yuan in 2023, a year-on-year increase of 2.7%, and is expected to exceed 480 billion yuan in 2025. In recent years, marketing service providers have kept up with technology trends and applied AI and other technologies to copywriting, image processing, video idea generation and other fields to provide brands with more efficient and personalized marketing solutions. On the other hand, consumers' demand for products is becoming more diverse and personalized, and they care about the practicality of products, and put forward requirements for product design. More and more consumers are beginning to pay for their personal interests and pursue personalized consumption concepts, and brands and marketing service providers are facing new challenges.

艾媒咨询 | 2025年中国小程序电商用户消费行为调查数据

小程序电商的发展与移动互联网及社交媒体的普及紧密相关。随着平台对小程序电商的扶持政策不断出台，如开放更多流量入口、优化支付体系等，服饰品牌开始纷纷入驻小程序电商平台。从最初简单的商品展示与销售，逐渐发展到如今融合直播带货、社交互动、会员管理等多元功能的综合性电商平台，小程序电商在服饰行业的影响力日益扩大。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年中国小程序电商用户消费行为调查数据》数据显示，在众多社区团购平台中，美团买菜以 34.92% 的占比一骑绝尘，荣登榜首之位，成为消费者最为青睐的社区团购平台。而在商品品类方面，生鲜蔬果的占比高达 37.24%，拔得头筹，这一数据直观且有力地彰显出消费者对于新鲜食品的强烈渴求。艾媒咨询分析师认为，服饰行业小程序电商竞争激烈，呈现多元化态势。在产品方面，品牌不断推陈出新，以满足消费者日益多样化的需求。快时尚品牌通过小程序快速上新，保持产品的新鲜感和时尚度，吸引追求潮流的消费者。
The development of small program e-commerce is closely related to the popularity of mobile Internet and social media. With the continuous introduction of the platform's support policies for small program e-commerce, such as opening more traffic entrances, optimizing the payment system, etc., clothing brands have begun to enter the small program e-commerce platform. From the initial simple commodity display and sales, it has gradually developed to a comprehensive e-commerce platform integrating live delivery, social interaction, member management and other functions, and the influence of small program e-commerce in the clothing industry is expanding. According to the latest "Consumer behavior survey data of China's small program e-commerce users in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, Meituanmai topped the list with 34.92% of the many community group-buying platforms. Become the most popular community group-buying platform for consumers. In terms of product categories, the proportion of fresh vegetables and fruits is as high as 37.24%, winning the first place, which intuitively and powerfully demonstrates the strong desire of consumers for fresh food. Ai media consulting analysts believe that the apparel industry small program e-commerce competition is fierce, showing a diversified trend. In terms of products, brands are constantly innovating to meet the increasingly diverse needs of consumers. Fast fashion brands through small programs to quickly new, to maintain the freshness and fashion of products, to attract the pursuit of fashion consumers.

艾媒咨询 | 2025年中国农产品电商消费行为调查数据

在消费升级浪潮与数字化转型趋势的双重驱动下，农产品电商迅速崛起。消费者对健康、安全农产品的高需求推动了电商平台的快速发展，同时冷链物流和供应链技术的进步也为市场提供了有力支撑。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年中国农产品电商消费行为调查数据》数据显示，数据显示，电商平台（如拼多多、天猫、京东、苏宁易购等）以41.03%的占比位居首位，凸显了消费者对线上购物渠道的显著偏好，进一步印证了农产品电商市场的蓬勃发展态势。与此同时，“方便，节省时间和精力”以41.29%的占比成为消费者选择线上购买农产品的首要原因，充分体现了便捷性在推动农产品电商化中的核心优势。此外，价格实惠以42.81%的占比成为消费者选择线上农货零售平台时最关注的因素，反映了消费者对性价比的高度重视，也为平台优化定价策略和提升竞争力提供了重要参考。艾媒咨询分析师认为，随着直播电商、社区团购等新模式的应用，未来农产品电商将朝着更高效、更精准、更可持续的方向发展，成为乡村振兴和农业现代化的重要推动力。
Driven by the double trend of consumption upgrading and digital transformation, the e-commerce of agricultural products has risen rapidly. High consumer demand for healthy and safe agricultural products has promoted the rapid development of e-commerce platforms, while advances in cold chain logistics and supply chain technology have also provided strong support for the market. According to the latest "Survey data of China's agricultural products e-commerce consumption behavior in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the data shows that e-commerce platforms (such as Pinduoduo, Tmall, Jingdong, Suning Tesco, etc.) occupy the first place with a proportion of 41.03%. It highlights the significant preference of consumers for online shopping channels, and further confirms the vigorous development trend of the agricultural product e-commerce market. At the same time, "convenience, saving time and energy" has become the primary reason for consumers to choose to buy agricultural products online, accounting for 41.29%, fully reflecting the core advantage of convenience in promoting the e-commerce of agricultural products. In addition, affordable prices, accounting for 42.81%, have become the most concerned factor when consumers choose online agricultural retail platforms, reflecting consumers' high attention to cost performance, and also providing an important reference for the platform to optimize pricing strategies and enhance competitiveness. Analysts from IIMedia Consulting believe that with the application of new models such as live streaming e-commerce and community group buying, the future e-commerce of agricultural products will develop in a more efficient, more accurate and more sustainable direction, becoming an important driving force for rural revitalization and agricultural modernization.

艾媒咨询｜2024-2025年中国香水行业研究及消费者洞察报告

国民消费水平的提升、消费场景的拓宽以及“他经济”的崛起都有力促进了中国香水市场空间的扩容，香水赛道迅猛发展。2023年中国香水市场规模已达207亿元，预计2029年有望达到515亿元。产业链分布上，上游的全球香料香精市场仍处于国外寡头垄断的格局，市场呈现高度集中化。而中游市场上，国际知名品牌仍占主流地位，中国本土品牌也不断涌现。下游渠道上，香水电商渠道销量表现强势，线下体验店将为未来品牌重要布局。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《2024-2025年中国香水行业研究及消费者洞察报告》数据显示，中国近七成香水消费者为女性，50毫升与30毫升规格的香水产品最受市场欢迎，选择占比分别为36.3与20.0%。目前，香水的消费场景正在拓宽，香水的使用不再囿于社交与工作的场合，而是更多地被视为一种情绪上的“悦己体验”。相关品牌应紧跟消费热点，开发具有情绪疗愈功能的香水产品，增加产品使用的仪式感和悦己价值，从而满足消费者对情绪体验与生活品质的追求。
The improvement of people's living standards, the expansion of consumption scenarios, and the rise of the "him economy" have all contributed to the expansion of China's perfume market, driving the perfume industry to grow rapidly. In 2023, the scale of China's perfume market reached 20.7 billion yuan, and is expected to reach 51.5 billion yuan by 2029.In terms of the industrial chain distribution, the upstream global fragrance and flavor market is still dominated by foreign oligopolies, with a highly concentrated market. In the middle stream market, international well-known brands still occupy the mainstream position, while Chinese domestic brands are also emerging. In the downstream channel, the online perfume channel has strong sales performance, and offline experience stores will be an important layout for future brands. According to the latest report on the 2024-2025 China Perfume Industry Research and Consumer Insights released by iiMedia Research (iiMedia Research), a global new economy industry third-party data mining and analysis institution, nearly 70% of Chinese perfume consumers are women, and the 50ml and 30ml specifications of perfume products are the most popular in the market, with a choice ratio of 36.3% and 20.0%, respectively. Currently, the consumption scenarios of perfume are expanding, and the use of perfume is no longer limited to social and work occasions, but is increasingly seen as a "self-indulgent experience" in terms of emotions. Relevant brands should follow consumer trends and develop fragrances with emotional healing functions to increase the sense of ritual and self-indulgence in product use, thereby meeting consumers' pursuit of emotional experiences and quality of life.

中国品牌杂志社X艾媒咨询｜2024年中国品牌营销创新与消费趋势洞察报告

2024年5月7日，备受瞩目的第八届中国品牌发展论坛系列活动在北京盛大举行。本次活动由《中国品牌》杂志社与中国品牌网共同主办，聚焦中国品牌在新时代下的创新与发展，探讨中国品牌在转型升级、中国品牌及品牌国际化等方面的新经验和新做法。艾媒咨询分析师受邀出席本次活动，并与《中国品牌》杂志社携手发布了备受瞩目的《2024中国品牌营销创新与消费趋势洞察报告》。随着经济的不断发展与互联网产业、数据科学的进步，市场消费趋势与品牌营销模式都在逐渐发生转变，AI技术、大数据科学等前沿技术为品牌营销提供了强效助力。iiMedia Research（艾媒咨询）数据显示，品牌营销模式逐渐向细分人群、精准定位的方向转变，2023年中国移动广告市场规模为4646.6亿元，同比增长2.7%，预计2025年市场规模有望突破4800亿元。2024年，54.1%的消费者会在除生活必需品外的其他支出中购买兴趣爱好相关产品，且61.4%的消费者通过短视频平台了解国货品牌信息，简约风和国潮风的广告最受消费者青睐。随着国民人均收入的提高，越来越多消费者愿意为个人兴趣买单，青年消费者已走在时代前列。未来，AI赋能品牌营销、大数据精准营销以及多形式、多类别的全覆盖式营销策略将成为品牌营销发展新趋势。
On May 7th, 2024, the high-profile 8th China Brand Development Forum series of activities was held in Beijing. This event, co-sponsored by China Brand Magazine and China Brand Network, focuses on the innovation and development of Chinese brands in the new era, and discusses the new experience and new practices of Chinese brands in transformation and upgrading, Chinese brands and brand internationalization. Imedia Consulting analysts were invited to attend this event, and jointly released the high-profile "China Brand Marketing Innovation and Consumption Trend Insight Report in 2024" with "China Brand" magazine. With the continuous development of the economy and the progress of the Internet industry and data science, market consumption trends and brand marketing models are gradually changing, and cutting-edge technologies such as AI technology and big data science provide a strong boost for brand marketing. iiMedia Research data show that the brand marketing model gradually to the direction of segmentation, accurate positioning, 2023 China's mobile advertising market size of 464.66 billion yuan, an increase of 2.7%, is expected to 2025 market size is expected to exceed 480 billion yuan. In 2024, 54.1% of consumers will purchase hobby related products in addition to daily necessities, and 61.4% of consumers will understand domestic brand information through short video platforms, and simple style and national tide style advertisements are the most favored by consumers. With the increase of national per capita income, more and more consumers are willing to pay for personal interests, and young consumers have been in the forefront of The Times. In the future, AI enabled brand marketing, big data precision marketing and multi-form, multi-category full coverage marketing strategies will become a new trend in the development of brand marketing.

艾媒咨询｜2024-2025年中国兴趣消费趋势洞察白皮书

随着社会物质生活日渐富裕，人民精神文化需求日益增长，消费群体迭代，消费领域兴起了“兴趣”引导消费的浪潮。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《2024-2025年中国兴趣消费趋势洞察白皮书》数据显示，超五成的新青年消费者在生活必需品外，会在一定支出范围内购买兴趣喜好相关品、愉悦自我的产品。在消费频次方面，超五成新青年消费者每月的兴趣消费频率达3-5次。
艾媒咨询分析师认为，在兴趣消费产业范畴不断拓展的环境下，越来越多产品与兴趣消费相结合，消费者对兴趣消费的认知和了解会不断加深，兴趣消费的频率和消费比例有望持续提升。
With the increasing material prosperity of society and the growing spiritual and cultural needs of the people, consumer groups are iterating, and a wave of "interest" guiding consumption has emerged in the consumption field.According to the latest "White Paper on Insights into China's Interest Consumption Trends from 2024 to 2025" released by iiMedia Research, More than 50% of new young consumers will purchase products related to their interests, preferences, and self pleasure within a certain expenditure range, in addition to daily necessities. In terms of consumption frequency, over 50% of new young consumers have a monthly interest consumption frequency of 3-5 times..
iiMedia Research analysts believe that In the environment where the scope of interest consumption industry is constantly expanding, more and more products are combined with interest consumption, and consumers' awareness and understanding of interest consumption will continue to deepen. The frequency and proportion of interest consumption are expected to continue to increase.

艾媒咨询｜2024年中国烤鱼行业研究发展报告

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年中国烤鱼行业研究发展报告》数据显示，2023年中国烤鱼行业市场规模达1396.6亿元，同比增长12.6%。随着烤鱼消费在中国各城市的逐步普及，市场渗透率持续提升，国民向享乐型、发展型消费转变，将进一步推动烤鱼行业增长，2029年中国烤鱼行业市场规模有望达2431.3亿元。中国烤鱼头部品牌店铺持续扩增，行业向品牌化方向发展，集中度进一步上升。截至2024年1月，头部品牌半天妖、探鱼、江边城外烤全鱼门店数量已分别达1447家、316家、131家，行业资源向头部倾斜。女性、新中产、青年是烤鱼市场消费主力军，该群体更注重消费体验，以重视消费体验为导向的新消费模式逐渐显现。品牌不断开拓出新消费体验，是烤鱼行业未来发展的新趋势。
According to the latest "Research report on the development of China's grilled fish industry in 2024" released by iiMedia Research,in 2023, the market size of China's grilled fish industry reached 139.66 billion yuan, an increase of 12.6%. With the gradual popularization of grilled fish consumption in Chinese cities, the market penetration rate continues to increase, and the national shift to hedonistic and developmental consumption will further promote the growth of the grilled fish industry, and the market size of China's grilled fish industry is expected to reach 243.13 billion yuan in 2029. Chinese grilled fish head brand stores continue to expand, the industry is developing in the direction of branding, and the concentration is further rising. As of January 2024, the number of head brand half-day demon, fish exploration, and Jiangbian City roasted whole fish stores has reached 1,447, 316, and 131, respectively, and industry resources are tilted to the head. Women, the new middle class, youth are the main force of consumption in the grilled fish market, and this group pays more attention to consumption experience, and the new consumption model oriented by attaching importance to consumption experience gradually appears. The brand continues to open up new consumption experience, which is a new trend of the future development of the grilled fish industry.

艾媒咨询｜2024年中国信创产业发展白皮书（完整版）

得益于中国数字经济的迅猛发展，2023年中国信创产业规模达20961.9亿元，2027年有望达到37011.3亿元，中国信创市场释放出前所未有的活力。艾媒咨询数据显示，2024年中国国产PC整机市场规模将达5182.3亿元，中国协同办公市场规模将达370.7亿元。信创基础消费潜力较大，尤其在办公软件领域，办公OA、编辑类的国产软件已普遍被企业应用，如企业微信、WPS等已积累了大量的用户群体。在国家信息安全驱动的需求下，信创产品及解决方案应用将在各行各业的渗透持续加深，行业规模持续增长。
白皮书由艾媒咨询主编，汇编芯片、服务器、整机等十五个信创重要行业数据信息。白皮书共计260页、68258个字、318个图表，内容丰富、数据详实，深入剖析了中国信创产业发展现状、产业链典型细分领域成长情况、标杆企业优秀经验以及未来发展趋势，为行业提供重要参考和决策依据。
Thanks to the rapid development of China's digital economy, the scale of China's credit creation industry will reach 2096.19 billion yuan in 2023, and is expected to reach 3701.13 billion yuan in 2027. China's credit creation market has released unprecedented vitality. Iimedia Consulting data show that in 2024, China's domestic PC machine market will reach 518.23 billion yuan, and China's collaborative office market will reach 37.07 billion yuan. Xinchuang basic consumption potential is large, especially in the field of office software, office OA, editing class of domestic software has been widely used by enterprises, such as enterprise wechat, WPS, etc., has accumulated a large number of users. Under the demand driven by national information security, the application of Xinchuang products and solutions will continue to deepen the penetration in all walks of life, and the industry scale will continue to grow.
The white paper is edited by IIMedia Consulting, compiling 15 important industry data information such as chips, servers, and complete machines. The white paper, with a total of 260 pages, 68,258 words and 318 charts, is rich in content and detailed in data, and thoroughly analyzes the development status quo of China's information and innovation industry, the growth of typical segments of the industrial chain, the excellent experience of benchmarking enterprises and the future development trend, providing important reference and decision-making basis for the industry.

艾媒咨询｜2024年中国信创产业发展白皮书（精简版）

得益于中国数字经济的迅猛发展，2023年中国信创产业规模达20961.9亿元，2027年有望达到37011.3亿元，中国信创市场释放出前所未有的活力。艾媒咨询数据显示，2024年中国国产PC整机市场规模将达5182.3亿元，中国协同办公市场规模将达370.7亿元。信创基础消费潜力较大，尤其在办公软件领域，办公OA、编辑类的国产软件已普遍被企业应用，如企业微信、WPS等已积累了大量的用户群体。在国家信息安全驱动的需求下，信创产品及解决方案应用将在各行各业的渗透持续加深，行业规模持续增长。
白皮书由艾媒咨询主编，汇编芯片、服务器、整机等十五个信创重要行业数据信息。白皮书共计260页、68258个字、318个图表，内容丰富、数据详实，深入剖析了中国信创产业发展现状、产业链典型细分领域成长情况、标杆企业优秀经验以及未来发展趋势，为行业提供重要参考和决策依据。
Thanks to the rapid development of China's digital economy, the scale of China's credit creation industry will reach 2096.19 billion yuan in 2023, and is expected to reach 3701.13 billion yuan in 2027. China's credit creation market has released unprecedented vitality. Iimedia Consulting data show that in 2024, China's domestic PC machine market will reach 518.23 billion yuan, and China's collaborative office market will reach 37.07 billion yuan. Xinchuang basic consumption potential is large, especially in the field of office software, office OA, editing class of domestic software has been widely used by enterprises, such as enterprise wechat, WPS, etc., has accumulated a large number of users. Under the demand driven by national information security, the application of Xinchuang products and solutions will continue to deepen the penetration in all walks of life, and the industry scale will continue to grow.
The white paper is edited by IIMedia Consulting, compiling 15 important industry data information such as chips, servers, and complete machines. The white paper, with a total of 260 pages, 68,258 words and 318 charts, is rich in content and detailed in data, and thoroughly analyzes the development status quo of China's information and innovation industry, the growth of typical segments of the industrial chain, the excellent experience of benchmarking enterprises and the future development trend, providing important reference and decision-making basis for the industry.