艾媒咨询 | 2025年中国化妆品消费者行为调查数据

随着消费者对美的追求不断提升，化妆品行业进入快速发展阶段，品牌不断涌现，产品创新层出不穷，从功效型产品到天然有机产品，再到如今融合科技元素的智能化妆品，化妆品行业持续顺应时代潮流与消费者需求演变。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年中国化妆品消费者行为调查数据》数据显示，96.08% 的消费者日常使用化妆品，表明化妆品已深度融入国人生活，成为大众日常消费的重要组成部分，市场渗透率极高，这为化妆品行业的持续繁荣筑牢了坚实的用户基础。产品功效以50.51%的占比拔得头筹，清晰反映出消费者在选购化妆品时，更注重产品能为自身带来的实际改变，如护肤产品能否有效改善肤质、彩妆产品是否具备持久显色效果等。这对化妆品企业而言，是明确的发展导向，意味着企业必须将研发重心置于功效提升上，加大研发投入，运用先进技术与优质原料，打造出真正满足消费者需求的高效产品，才能在激烈的市场竞争中脱颖而出，收获消费者的青睐与信任。艾媒咨询分析师认为，随着环保意识增强，消费者对绿色、可持续化妆品需求增加。企业将注重原料可持续采购、产品环保包装、生产过程节能减排，推出更多绿色环保化妆品。
With the continuous improvement of consumers' pursuit of beauty, the cosmetics industry has entered a stage of rapid development, brands continue to emerge, product innovations emerge in an endless stream, from efficacy products to natural and organic products, and now the integration of scientific and technological elements of smart cosmetics, cosmetics industry continues to adapt to the trend of The Times and the evolution of consumer demand. According to the latest " Data from China cosmetics consumer behavior survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 96.08% of consumers use cosmetics daily, indicating that cosmetics have been deeply integrated into the lives of Chinese people. It has become an important part of the daily consumption of the public, and the market penetration rate is extremely high, which has built a solid user base for the continued prosperity of the cosmetics industry. Product efficacy took the top spot with 50.51%, clearly reflecting that when consumers buy cosmetics, they pay more attention to the actual changes that products can bring to themselves, such as whether skin care products can effectively improve skin quality, and whether makeup products have lasting color effects. This is a clear development orientation for cosmetics companies, which means that companies must focus on research and development to improve efficiency, increase investment in research and development, use advanced technology and high-quality raw materials, and create efficient products that truly meet consumer needs in order to stand out in the fierce market competition and harvest consumers' favor and trust. Analysts from IIMedia Consulting believe that with the increase in environmental awareness, consumers' demand for green and sustainable cosmetics has increased. The company will focus on sustainable procurement of raw materials, environmentally friendly packaging of products, energy saving and emission reduction in the production process, and launch more green and environmentally friendly cosmetics.

艾媒咨询 | 2024年中国月子中心产业运行状况与消费者行为数据分析报告

在“她经济”崛起以及健康生育观念逐步普及的大背景下，月子中心产业的网络关注度保持较高水平，月子中心产业将在一定时期内保持稳定发展。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年中国月子中心产业运行状况与消费者行为数据分析报告》数据显示，2013年至2023年间中国月子中心数量显著增长，从2013年的550家起步，至2023年达到峰值5454家，增长了近10倍。这一增长趋势反映出中国月子中心行业的蓬勃发展和市场需求的持续扩大，显示出月子中心服务在中国家庭中的日益普及和重要性。
Under the background of the rise of "her economy" and the gradual popularization of the concept of healthy fertility, the network attention of the maternity center industry has maintained a high level, and the maternity center industry will maintain stable development in a certain period of time. According to the latest "2024 China Maternity Center Industry Operation Status and Consumer Behavior Data Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the number of maternity centers in China has increased significantly from 2013 to 2023. From 550 in 2013 to a peak of 5,454 in 2023, an increase of nearly 10 times. This growth trend reflects the booming development of China's maternity center industry and the continued expansion of market demand, showing the growing popularity and importance of maternity center services in Chinese families.

艾媒咨询 | 2024年全球及中国抗衰老市场环境分析与消费行为分析报告

随着中国消费者健康意识的觉醒以及“她经济”的崛起，消费者愈发重视抗衰老的相关产品。在消费结构升级、审美观念和悦己意识增强等多种因素的推动下，中国抗衰老市场消费持续增长。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年全球及中国抗衰老市场环境分析与消费行为分析报告》数据显示，2014至2023年，中国大健康产业营收从2.5万亿元稳步增长至8.6万亿元，年均增长率显著。这一上升趋势反映了健康产业的快速发展和市场潜力。
艾媒咨询分析师认为，抗衰老已成为大部分中国消费者普遍关心的话题，市场对抗衰老产品和服务的需求较大。
With the awakening of Chinese consumers' health awareness and the rise of "her economy", consumers are paying more attention to anti-aging related products. Driven by multiple factors such as the upgrading of consumption structure, the enhancement of aesthetic concept and self-pleasing consciousness, the consumption of China's anti-aging market continues to grow. According to the latest "2024 Global and China Anti-aging Market Environment Analysis and Consumer Behavior Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, from 2014 to 2023, the revenue of China's big health industry has grown steadily from 2.5 trillion yuan to 8.6 trillion yuan. The average annual growth rate is remarkable. This upward trend reflects the rapid development and market potential of the health industry.
Analysts from iiMedia Consulting believe that anti-aging has become a topic of general concern for most Chinese consumers, and the market has a large demand for anti-aging products and services.

艾媒咨询｜2024-2025年中国头皮疗养行业发展趋势分析报告

随着现代生活节奏加快、压力增大，头皮问题逐渐增多，消费者对于头皮疗养产品的需求日益增长。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年中国头皮疗养行业发展趋势分析报告》数据显示，2023年中国护发产品市场规模达到620.90亿元，同比增长3.4%，预计2025年将达691.07亿元。随着居民对头皮健康问题的日益重视，头皮疗养行业有望得到新的发展。
With the acceleration of the pace of modern life and the increase of pressure, scalp problems are gradually increasing, and the demand of consumers for scalp therapy products is growing. According to the latest "Analysis report on the development trend of China's scalp therapy industry from 2024 to 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's hair care products will reach 62.09 billion yuan in 2023, an increase of 3.4%. It is expected to reach 69.11 billion yuan by 2025. With the increasing attention of residents to scalp health problems, scalp therapy industry is expected to get new development.

艾媒咨询｜2024-2025年中国唇部彩妆行业研究及消费洞察报告

中国唇部彩妆产品市场规模呈上升趋势，2023年到达262.8亿元，预计2028年将达379.5亿元。随着消费者审美观念的不断升级和个性化需求的日益增长，唇部彩妆市场正逐步向多元化、精细化方向发展。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年中国唇部彩妆行业研究及消费洞察报告》数据显示，在品牌选择上，消费者对于本土彩妆品牌的认可度和信任度正在逐步提高，59.3%的消费者表示倾向于选择本土品牌。同时，本土品牌的价格优势是吸引消费者的重要因素之一，101-200元/支（41.4%）和51-100元/支（36.3%）的口红受到消费者欢迎。得益于国家政策的大力支持和“她时代”的到来，唇部彩妆行业迎来巨大的发展机遇，企业纷纷通过科技创新推出舒适、持久、健康环保的唇部彩妆产品，实现行业内部的品牌升级与差异化发展。
The market size of lip makeup products in China is on an upward trend, reaching 26.28 billion yuan in 2023 and is projected to hit 37.95 billion yuan by 2028. With the continuous upgrading of consumers' aesthetic concepts and the growing demand for personalization, the lip makeup market is gradually moving towards diversification and refinement. The latest "China Lip Makeup Industry Research and Consumption Insights Research Report from 2024 to 2025" released by iiMedia Research, a third-party data mining and analysis institution of the global new economic industry, shows that consumers' recognition and trust in local makeup brands are gradually increasing in terms of brand selection, with 59.3% of consumers indicating a preference for local brands. Meanwhile, the price advantage of local brands is one of the crucial factors attracting consumers, as lipsticks priced between 101-200 yuan (41.4%) and 51-100 yuan (36.3%) per unit are favored by consumers. Benefiting from the strong support of national policies and the advent of the "her era," the lip makeup industry is embracing tremendous development opportunities. In response, enterprises have introduced comfortable, long-lasting, healthy, and eco-friendly lip makeup products through technological innovation, achieving brand upgrading and differentiated development within the industry.

艾媒咨询 | 2024-2025年中国新消费趋势洞察报告

2024年，中国消费市场正经历一场前所未有的变革。多元文化的冲击不断颠覆和重塑着消费者的购物习惯。随着全球化的深入和“一带一路”等国际合作倡议的推进，越来越多的中国企业开始走向世界舞台。AI技术的融入为各行各业带来了革命性的变化，推动了行业的创新和升级，为消费者带来了更加便捷和智能的消费体验。回顾前几年的新消费浪潮，中国消费市场的变革远未结束。经济环境的变化、消费信心的重塑以及渠道技术的更新迭代，都为市场带来了前所未有的挑战和机遇。因此，品牌要想在激烈的市场竞争中突出重围，就必须从数据中寻找线索和思路，深入了解消费者的需求和偏好，不断创新和升级，以顺应时代的发展潮流，赢得消费者的青睐和信任。
2024年12月26日，艾媒咨询在广州举办“艾媒新消费盛典暨2024年张毅年度演讲”，艾媒咨询CEO兼首席分析师张毅围绕2024-2025中国新消费趋势洞察深入剖析未来风口与行业趋势，用数据为企业指明2025年的发力方向。本次盛典汇聚全球经济观察者、企业家及投资者，共同探讨新消费行业的未来之路。
In 2024, China's consumer market is undergoing an unprecedented transformation. The impact of multiculturalism is constantly subverting and reshaping consumers' shopping habits. With the deepening of globalization and the advancement of international cooperation initiatives such as the Belt and Road Initiative, more and more Chinese enterprises have begun to enter the world stage. The integration of AI technology has brought revolutionary changes to all walks of life, promoted innovation and upgrading of the industry, and brought consumers a more convenient and intelligent consumption experience. Looking back at the wave of new consumption in previous years, the transformation of China's consumer market is far from over. Changes in the economic environment, the reshaping of consumer confidence and the updating and iteration of channel technology have brought unprecedented challenges and opportunities to the market. Therefore, if the brand wants to stand out in the fierce market competition, it must find clues and ideas from the data, deeply understand the needs and preferences of consumers, and constantly innovate and upgrade to conform to the development trend of The Times and win the favor and trust of consumers.
On December 26, 2024, IMedia Consulting held the "IMedia New Consumption Ceremony and 2024 Zhang Yi Annual Speech" in Guangzhou, and Zhang Yi, CEO and chief analyst of IMedia Consulting, deeply analyzed the future tuyair and industry trends around 2024-2025 China's new consumption trend insight, and pointed out the direction of development in 2025 for enterprises with data. The event brings together global economic observers, entrepreneurs and investors to discuss the way forward for new consumer industries.

2025-2029年中国低空经济产业链全景图及区域竞争状况研究报告

在全球经济加速发展与科技飞速进步的当下，低空经济作为新兴的经济形态，其辐射带动作用强、产业链较长等特点对经济社会发展具有较强的带动作用。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《2025-2029年中国低空经济产业链全景图及区域竞争状况研究报告》数据显示，2022-2024年中国低空经济市场规模数据呈现上升趋势，2025年中国低空经济市场规模预计达5615亿元，2029年低空经济市场规模将达13904亿元，2035年有望突破3.5万亿元。艾媒咨询分析师认为，2024年是低空经济发展的元年，随着政策的落实和相关措施的不断落地，低空经济将在未来呈现爆发式增长。
At present, with the accelerated development of the global economy and the rapid progress of science and technology, the low-altitude economy, as an emerging economic form, has a strong radiation driving effect and a long industrial chain, which has a strong driving effect on economic and social development. iiMedia Research, a third party data mining and analysis institution in the global new economy industry, recently released the "Research report on China's low-altitude economic industrial chain panorama and regional competition status from 2025 to 2029", which shows that the market size data of China's low-altitude economy in 2022-2024 shows an upward trend. The market size of China's low-altitude economy is expected to reach 561.5 billion yuan in 2025, 1390.4 billion yuan in 2029, and 3.5 trillion yuan in 2035. Analysts from IIMedia Consulting believe that 2024 is the first year of low-altitude economic development, and with the implementation of policies and relevant measures, low-altitude economy will show explosive growth in the future.

艾媒咨询 | 2024-2025年中国企业出海发展研究白皮书

近年来，在数字化技术推动下，中国经济已步入高质量发展的新时代，应经济转型升级需求，越来越多的中国企业开始将目光投向海外市场，寻求更广阔的发展空间。2024年11月，国务院印发的《关于促进外贸稳定增长的若干政策措施》提出九个方面促进外贸平稳发展，中国企业出海已成时代发展必然趋势。在全球经济一体化的大背景下，中国企业出海不仅是为应对国内市场的饱和和竞争压力，更是为了在全球范围内优化资源配置，提升企业的国际竞争力。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年中国企业出海发展研究白皮书》数据显示，2024年前三季度中国货物贸易进出口总值达32.33万亿元，同比增长5.3%，总体趋势稳中向好。尽管面临全球需求收缩、供给冲击、预期转弱三重压力，中国外贸进出口仍展现出较强韧性，助力中国外贸实现新的突破，增强企业出海信心。艾媒咨询分析师认为，愈多企业正加速从“爆款打造”向“品牌延伸”转型，寻求品牌效应，通过打造有辨识度的品牌与消费者建立更为紧密的联系和拥有更稳固的市场份额。目前，中国企业“走出去”正以价值链为导向，不断建立自上而下、步调统一的全球化战略及适应全球化经营的运营模式，出海企业经营朝合规化、精细化、本土化方向发展。
In recent years, driven by digital technology, China's economy has entered a new era of high-quality development.Because of the needs of economic transformation and upgrading, more and more Chinese enterprises have begun to seek a broader space for development in overseas markets. In November 2024, the "Several Policies and Measures on Promoting Stable Growth of Foreign Trade" issued by The State Council proposed nine aspects to promote stable development of foreign trade, and Chinese enterprises to go overseas has become an inevitable trend of the development of The Times. In the context of global economic integration, Chinese enterprises go overseas not only to cope with the saturation and competitive pressure of the domestic market, but also to optimize the allocation of resources on a global scale and enhance the international competitiveness of enterprises. According to the latest "White paper on the development of Chinese enterprises going overseas from 2024 to 2025" released by iiMedia Research, data show that in the first three quarters of 2024, the total value of China's import and export of goods is 32.33 trillion yuan, an increase of 5.3% year-on-year, and the overall trend is stable and good. Despite the triple pressures of shrinking global demand, supply shocks, and weakening expectations, China's foreign trade imports and exports have shown strong resilience, helping China's foreign trade achieve new breakthroughs and enhancing enterprises' confidence in going overseas. The iiMedia consulting analysts believe that more and more enterprises are accelerating the transformation from "explosive creation" to "brand extension", seeking brand effect, and establishing a closer relationship with consumers and having a more stable market share by creating recognizable brands. Nowadays, Chinese enterprises "going out" is guided by the value chain, and constantly establish a top-down, unified globalization strategy and an operating model that ADAPTS to global operations, and the management of overseas enterprises is developing in the direction of compliance, refinement and localization.

艾媒咨询 | 2025年中国国潮经济消费行为调查数据

随着文化自信提升和产业升级，国潮经济加速渗透，覆盖以服饰、美妆为代表的时尚消费领域，以智能家居、文创产品为核心的科技文化领域，以及非遗活化、老字号创新的文化传承领域。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年中国国潮经济消费行为调查数据》数据显示，85.79%消费者更倾向选择国内潮流品牌，其中48.69%因“中国风设计元素”形成消费偏好。服饰与小型家电成国货消费主力，分别占比37.94%和32.18%，短视频平台以35.32%占比成为核心产品认知渠道。消费者购买时更注重官方线上渠道，款式新颖度与技术创新是驱动消费的核心要素。调研显示，消费者对国货质量信任度显著提升，71.23%认为国货较五年前有质变飞跃。但31.55%消费者指出“国际潮流接轨不足”是最大短板，同时存在IP创新乏力、性价比失衡等问题。艾媒咨询分析师认为，品牌需在保留传统文化精髓基础上强化国际化设计语言，构建全渠道服务体系提升消费体验。建议通过数字技术赋能非遗活化，在智能家居、文创产品等领域深化文化科技融合。政府与企业应协同建立国潮标准体系，借助跨境电商推动刺绣、茶艺等文化符号全球化传播。
With the improvement of cultural confidence and industrial upgrading, the country's economic penetration has accelerated, covering the fashion consumption field represented by clothing and cosmetics, the science and technology culture field with smart home and cultural and creative products as the core, and the cultural inheritance field of intangible cultural heritage activation and time-honored brand innovation. According to the latest "Data from China's economic Consumption Behavior Survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 85.79% of consumers are more inclined to choose domestic trend brands, of which 48.69% form consumption preferences due to "Chinese style design elements". Clothing and small household appliances became the main force of domestic consumption, accounting for 37.94% and 32.18%, respectively, and short video platforms became the core product cognition channel with 35.32%. Consumers pay more attention to official online channels when purchasing, and novelty of style and technological innovation are the core factors driving consumption. According to the survey, consumers' trust in the quality of domestic products has increased significantly, and 71.23% believe that domestic products have made a qualitative leap compared with five years ago. However, 31.55% of consumers pointed out that "insufficient international trend integration" is the biggest weakness, and there are problems such as lack of IP innovation and imbalance of cost performance. iiMedia Research believe that brands need to strengthen international design language on the basis of retaining the essence of traditional culture, and build an omni-channel service system to enhance consumer experience. It is suggested to enable the activation of intangible cultural heritage through digital technology, and deepen the integration of culture and science and technology in the fields of smart home and cultural and creative products. The government and enterprises should work together to establish a national tide standard system, and promote the globalization of cultural symbols such as embroidery and tea art with the help of cross-border e-commerce.

艾媒咨询 | 2025年中国单身经济市场消费行为调查数据

单身经济市场正随着单身人群的扩大和消费观念的转变而迅速崛起，其核心特点是注重个性化、品质化和便利性，涵盖餐饮、娱乐、旅游、家居等多个领域。单身人群更倾向于为自我提升、情感陪伴和便捷生活买单，推动了“一人食”、迷你家电、宠物经济等细分市场的蓬勃发展。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年中国单身经济市场消费行为调查数据》数据显示，“工作环境或生活环境不利于恋爱（如经常出差、加班等）”以30.53%的占比成为单身的主要原因，凸显了现代社会中工作和环境因素对个人情感生活的显著影响。在消费领域，餐饮美食以39.97%的占比高居榜首，成为单身群体每月消费的核心支出，反映出他们对饮食品质和体验的重视。此外，生活日用品和休闲娱乐分别以35.51%和34.31%的占比紧随其后，表明单身群体在日常生活便利性和娱乐休闲方面表现出强劲的消费力，进一步印证了单身经济在提升生活品质和满足个性化需求方面的巨大潜力。艾媒咨询分析师认为，未来，单身经济将朝着更加精细化、场景化和情感化的方向发展，品牌需抓住单身人群的消费心理，提供个性化、高品质的产品和服务，以在这一快速增长的市场中占据先机。
The single economic market is rising rapidly with the expansion of the single population and the change of consumption concept, its core feature is to pay attention to personalization, quality and convenience, covering catering, entertainment, tourism, home and other fields. Single people are more inclined to pay for self-improvement, emotional companionship and convenient life, which has promoted the vigorous development of market segments such as "one-person food", mini household appliances and pet economy. According to the latest "Survey data of consumption behavior of China's single economy market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, "The working environment or living environment is not conducive to love (such as frequent business trips, overtime work, etc.)" was the main reason for singleness, accounting for 30.53%, highlighting the significant impact of work and environmental factors on personal emotional life in modern society. In terms of consumption, food and beverage topped the list with 39.97% of the total, becoming the core expenditure of single people's monthly consumption, reflecting their emphasis on food quality and experience. In addition, daily necessities and leisure and entertainment followed closely with 35.51% and 34.31% respectively, indicating that the single group showed strong spending power in the convenience of daily life and entertainment and leisure, further confirming the great potential of the single economy in improving the quality of life and meeting individual needs. Analysts from Imedia Consulting believe that in the future, the single economy will develop in a more refined, scenario-based and emotional direction, and brands need to seize the consumer psychology of single people and provide personalized, high-quality products and services to take the lead in this rapidly growing market.