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 | 2025年中国说唱音乐市场消费行为调查数据

中国说唱音乐市场近年来呈现出快速增长的趋势，这主要得益于年轻消费群体对说唱音乐的极高热情。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年中国说唱音乐市场消费行为调查数据》数据显示，有超过半数的说唱爱好者愿意为说唱音乐付费，反映出该市场潜力较大。其中，付费意愿最高的是数字专辑和参加音乐节，占比分别为51.55%和41.61%。同时，华语（标准国语）以54.45%的占比成为最受欢迎的说唱音乐语言，华语（地区方言）以48.86%的占比紧随其后，反映出华语类说唱音乐在中国的广泛受众基础。随着说唱音乐的流行，品牌合作、版权收入和衍生品销售成为主要收入来源，品牌对说唱音乐的青睐度不断提升，未来说唱音乐与品牌、影视、游戏等领域的合作将更加紧密，商业价值将进一步挖掘。
In recent years, the Chinese rap music market has shown a trend of rapid growth, which is mainly attributed to the extremely high enthusiasm of the young consumer group for rap music. According to the latest "Survey data on consumption behavior in China's Hip-Hop music market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, more than half of rap music enthusiasts are willing to pay for rap music, reflecting the great potential of this market. Among them, the highest willingness to pay is for digital albums and attending music festivals, accounting for 51.55% and 41.61% respectively. At the same time, Chinese (Standard Mandarin) has become the most popular language in rap music with a proportion of 54.45%, and Chinese (regional dialects) follows closely with a proportion of 48.86%, reflecting the broad audience base of Chinese rap music in China. With the popularity of rap music, brand cooperation, copyright income, and derivative product sales have become the main sources of revenue. Brands' favorability towards rap music is continuously increasing. In the future, the cooperation between rap music and fields such as brands, film and television, and games will be closer, and the commercial value will be further explored.

艾媒咨询 | 2024-2025年中国月饼消费市场大盘点及趋势分析报告

月饼作为节日食品，承载着庆祝中秋这一传统节日的功能，也是人们表达亲情、友情和敬意的媒介。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年中国月饼消费市场大盘点及趋势分析报告》数据显示，2023年中国月饼销售规模达271.3亿元，2024年有望达300.1亿元，同比增长10.6%。艾媒咨询分析师认为，月饼是中国节日特色出口商品，也是连接着海外华人与家乡亲情的纽带。随着中国文化在海外的加速传播，月饼也逐渐被海外消费者熟知和喜爱。月饼的消费场景越趋日常化，消费者对健康化月饼的需求逐渐增加，月饼健康化将成为行业的大趋势。
As a festival food, mooncake carries the function of celebrating the traditional Mid-Autumn Festival, and is also a medium for people to express family affection, friendship and respect.. According to the latest "2024-2025 China Mooncake Consumer Market Overview and Trend Analysis Report" released by iiMedia Research, The sales volume of mooncakes in China reached 27.13 billion yuan in 2023 and is expected to reach 30.11 billion yuan in 2024, up 10.6% year-on-year. Analysts from iiMedia Consulting believe that mooncake is a special export commodity of Chinese festivals, and it is also a link between overseas Chinese and their hometown. With the accelerated spread of Chinese culture overseas, mooncakes are gradually known and loved by overseas consumers. The consumption scene of mooncakes is becoming more and more everyday, and the demand of consumers for healthy mooncakes is gradually increasing, and healthy mooncakes will become the general trend of the industry.

艾媒咨询 | 2025年中国5G通信应用消费行为调查数据

随着5G技术的深度渗透，其应用场景加速拓展，全面覆盖生活中的多个领域，5G技术逐渐深入到了人们的生产生活方式中。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5G通信应用消费行为调查数据》数据显示，中国用户对5G的认知程度显著提升，44.22%的受访者表示比较了解5G技术。运营商推广活动以34.69%的占比成为用户了解5G的主渠道，凸显行业宣传的核心作用。当前5G手机普及率达79.30%，但用户购机决策呈现矛盾性：54.72%因正常更替机型选择5G设备，而价格因素成为主要阻碍，57.58%认为5G手机昂贵，51.52%担忧通信套餐成本高。在使用场景方面，短视频观看以27.77%的占比成为5G网络质量感知最显著场景，办公区域则以55.43%的使用率成为核心应用空间。艾媒咨询分析师认为，运营商需重点优化套餐资费结构，加强网络覆盖的均衡性建设，同时加速智能终端生态创新。建议终端厂商推出梯度化价格产品，通过技术迭代降低硬件成本，并深化场景化应用开发，真正释放5G技术的普惠价值。
With the deep penetration of 5G technology, its application scenarios are accelerating, comprehensively covering many fields of life, and 5G technology has gradually penetrated into people's production and lifestyle. According to the latest "Survey data of 5G communication application consumption behavior in China in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, Chinese users have significantly improved their cognition of 5G, and 44.22% of respondents said they have a better understanding of 5G technology. Operator promotion activities have become the main channel for users to understand 5G, accounting for 34.69%, highlighting the core role of industry publicity. At present, the penetration rate of 5G mobile phones reaches 79.30%, but the user's purchase decision is contradictory: 54.72% choose 5G equipment due to normal replacement models, and the price factor becomes the main obstacle, 57.58% think that 5G mobile phones are expensive, 51.52% worry about the high cost of communication packages. In terms of usage scenarios, short video viewing became the most significant scene of 5G network quality perception with a proportion of 27.77%, and the office area became the core application space with a utilization rate of 55.43%. Analysts from iiMedia Research believe that operators need to focus on optimizing the package fee structure, strengthen the balanced construction of network coverage, and accelerate the ecological innovation of intelligent terminals. It is recommended that terminal manufacturers launch graded price products, reduce hardware costs through technology iteration, and deepen scenario-based application development to truly release the inclusive value of 5G technology.

艾媒咨询｜2024-2025年中国新式茶饮行业发展现状与消费趋势调查分析报告

随着中国新式茶饮市场空间逐渐饱和，行业进入存量竞争阶段，品牌内卷程度加剧。除了采取降价策略，各企业通过开拓品类、创新营销、品牌出海等多元手段寻求破局。截至2023年9月末，蜜雪冰城海外门店已有4000家；2024年7月，喜茶、霸王茶姬陆续亮相巴黎，为奥运助力，借助国际赛事营销提升全球影响力。2024年8月，茶颜悦色在长沙开出首家零食生活杂货店，零售生意成为新式茶饮品牌竞争的新阵地。iiMedia Research（艾媒咨询）数据显示，预计未来几年中国新式茶饮市场规模将维持小幅但稳定的增长态势，到2028年有望突破4000亿元。
With the gradual saturation of China's new tea drink market, the industry has entered the stage of stock competition, and brand competition has intensified. In addition to price cuts, companies seek changes by developing new products, innovative marketing, and going to sea. By the end of September 2023, MIXUE has 4,000 overseas stores; In July 2024, HEYTEA and CHAGEE appeared in Paris to enhance their global influence with the help of Olympic marketing. In August 2024, CHAYANYUESE opened a snack grocery store, and the retail business has become a new frontier in the competition for new tea brands. iiMedia Research data show that it is expected that in the next few years, the size of China's new tea market will maintain a small growth, and is expected to exceed 400 billion yuan by 2028.

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.

艾媒咨询 | 2024-2025年中国小屏手机市场趋势与消费行为需求研究报告

2011年至2023年，中国智能手机的出货量从最初的0.95亿台增长至2.76亿台，国内智能手机出货量呈现稳步增长态势，预计2024年将达到2.87亿台，同比增长3.6%。小屏手机受到消费者的青睐，超五成的消费者重点关注过小屏手机。小屏手机的核心优势是携带方便（73.5%）、操作便捷（54.4%）和握持舒适（45.2%）。消费者对小屏手机的满意度平均分为4.2分，目前小屏手机基本能做到满足消费者的全方位要求，市场前景广阔。随着技术的进步和消费者需求的多样化，小屏手机正逐渐从中端市场向高端市场迈进，成为智能手机市场的新亮点。技术创新是推动小屏手机高端化的关键因素。同时，随着技术的进步，小屏手机不再是一座孤岛，而是成为一个多设备互联互通的智能生态系统核心，这一趋势不仅增强了小屏手机的功能性，也为消费者带来了更加丰富和便捷的智能体验。
From 2011 to 2023, China's smartphone shipments increased from the initial 95 million units to 276 million units, and domestic smartphone shipments showed a steady growth trend and are expected to reach 287 million units in 2024, an increase of 3.6%. Small-screen mobile phones are favored by consumers, and more than 50% of consumers focus on small-screen mobile phones. The core advantages of small-screen mobile phones are easy to carry (73.5%), easy to operate (54.4%) and comfortable to hold (45.2%). Consumers' satisfaction with small-screen mobile phones averages 4.2 points. At present, small-screen mobile phones can basically meet the all-round requirements of consumers and have broad market prospects. With the advancement of technology and the diversification of consumer demand, small-screen mobile phones are gradually moving from the middle market to the high-end market, becoming a new bright spot in the smart phone market. Technological innovation is the key factor to promote the high-end of small-screen mobile phones. At the same time, with the progress of technology, small screen mobile phones are no longer an island, but become the core of a multi-device interconnection intelligent ecosystem, this trend not only enhances the functionality of small screen mobile phones, but also brings consumers a more rich and convenient intelligent experience.

艾媒咨询 | 2025年中国汉服产业消费行为调查数据

随着汉服文化的普及与市场成熟，其消费研究维度不断深化，涵盖以消费者认知与态度（如了解程度、文化传播认同）为例的文化渗透领域，以消费行为与产品偏好（如购买频率、价格敏感度、材质倾向）为例的市场决策领域，以场景应用（如日常穿着、租借体验、展览参与）为例的生态拓展领域，以及行业争议（山寨接受度、形制设计争议）。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年中国汉服产业消费行为调查数据》数据显示，56.83%的汉服消费者对汉服比较了解，57.845%的消费者比较能接受汉服，消费者多以社交媒体的方式了解到汉服，占比达到38.62%，并且有54.97%的消费者比较关注汉服的展览，可以看出汉服在国内有一定的流行度和关注度。但购买过汉服的消费者仅有35.92%，其中48.36%的消费者是在大型商场或购物中心中购买的，他们在购买时会多考虑款式、价格等因素。经常穿汉服的场景为传统节日时或者拍个人艺术照时。有30%的人认为汉服太引人注目了，有25.38%的人认为汉服穿起来繁琐，不太实用，不会去购买，而相比购买，大多数人会选择租借汉服，占比来到了60.71%，或者去汉服体验店，去过的消费者占比有62.06%。艾媒咨询分析师认为，在汉服逐渐流行的新背景下，更多地关注汉服市场，了解消费者的相关需求，是占领汉服市场至关重要的一步。
With the popularization and market maturation of Hanfu culture, the research dimensions of its consumption have been continuously deepened, covering cultural infiltration areas such as consumers' cognition and attitude (such as understanding degree, cultural dissemination recognition), market decision-making areas such as consumption behavior and product preference (such as purchase frequency, price sensitivity, material preference), ecological expansion areas such as scene application (such as daily wear, rental experience, exhibition participation), and industry controversy areas such as the acceptance of counterfeits and disputes over shape design.According to the latest "2025 China Hanfu Industry Consumption Behavior Survey Data" released by iiMedia Research (iimedia research), a global third-party data mining and analysis agency for the new economy industry, 56.83% of Hanfu consumers have a relatively good understanding of Hanfu, and 57.845% of consumers are relatively receptive to Hanfu. Consumers mostly learn about Hanfu through social media, accounting for 38.62%, and 54.97% of consumers are relatively concerned about Hanfu exhibitions. This shows that Hanfu has a certain degree of popularity and attention in China. However, only 35.92% of consumers have purchased Hanfu, among which 48.36% of consumers bought it in large shopping malls or shopping centers, and they would consider factors such as style and price when purchasing. The common scenes for wearing Hanfu are during traditional festivals or when taking personal artistic photos. 30% of people think Hanfu is too eye-catching, and 25.38% think it is too complicated to wear and not very practical, so they will not purchase it. Compared with purchasing, most people choose to rent Hanfu, accounting for 60.71%, or go to Hanfu experience stores, with 62.06% of consumers having visited. Analysts from iiMedia Research believe that in the new context of the gradual popularity of Hanfu, paying more attention to the Hanfu market and understanding the relevant needs of consumers is a crucial step to occupy the Hanfu market.

艾媒咨询 | 2024-2025年中国券商自营APP竞争格局及用户行为监测报告

随着移动互联网的快速发展和金融科技的不断进步，中国券商自营APP行业迎来了迅猛的发展态势。自2010年中国首批券商自营APP上线以来，各大券商综合发力，从业务、营销、社交等多个方面扩大市场，APP的功能已从最初的股票交易和基本行情查询，扩展到了包括融资债券交易、资讯浏览等多个方面。直至目前，券商自营APP已经成为投资者进行股票交易和投资的首选途径，是连接投资者与金融市场的重要桥梁。这一转变不仅反映了技术的进步，也体现了用户行为和市场趋势的变化。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年中国券商自营APP竞争格局及用户行为监测报告》数据显示，中国证券APP用户规模增长迅速，2024年中国证券APP用户规模为2.4亿人。随着中国证券市场的不断成熟及投资者数量的持续增多，中国证券APP用户规模仍将保持较快增长，预计2025年有望达2.6亿人。艾媒咨询分析师认为，券商通过布局智慧型网点、APP端、PC端和客服中心四种渠道，优化渠道间的交互能力和衔接打造渠道闭环，不断构建以客户为中心的综合服务平台，保证客户的线上线下体验高度一致，提高客户粘性以占领市场。
With the rapid development of mobile Internet and the continuous progress of financial technology, China's brokerage self-run APP industry has developed in a rapid trend. Since the launch of China's first batch of securities brokerage self-run apps in 2010, major securities brokerages have made comprehensive efforts to expand the market from many aspects such as business, marketing and social networking. The functions of the APP have expanded from the initial stock trading and basic market inquiries to include financing bond trading, information browsing and other aspects. Up to now, the brokerage self-run APP has become the preferred way for investors to carry out stock trading and investment, and it is an important bridge connecting investors with the financial market. This shift reflects not only advances in technology, but also changes in user behavior and market trends. According to the latest "2024-2025 The competition pattern and user behavior monitoring report of China's brokerage self-run APP" released by iiMedia Research, Data show that the scale of China's securities APP users is growing rapidly, and the scale of China's securities APP users will be 240 million in 2024. As China's securities market continues to mature and the number of investors continues to increase, the number of Chinese securities APP users will continue to maintain rapid growth, which is expected to reach 260 million in 2025. The iiMedia consulting analysts believe that through the layout of four channels, namely intelligent network, APP, PC and customer service center, brokerages optimize the interaction ability and connection among channels to create a closed-loop channel, constantly build a customer-centric comprehensive service platform, which is ensured that customers' online and offline experiences are highly consistent, and improve customer stickiness to occupy the market.

艾媒咨询 | 2025年中国音乐行业市场消费行为调查数据

随着智能算法推荐与多终端协同技术的深度融合，音乐应用生态呈现多维渗透态势，显著覆盖以流行乐、国风音乐为主的个性化内容消费领域，以通勤健身、睡前助眠为代表的场景化体验领域，以及云Live互动、社交共享等创新娱乐领域。在技术驱动下，音乐产业正构建起“内容+场景+社交”的三维价值体系。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年中国音乐行业市场消费行为调查数据》数据显示，现代音乐（含流行音乐）以63.27%的偏好占比领跑用户音乐类型选择，反映出大众对主流文化内容的高接受度。终端设备数据显示，手机以49.24%的绝对优势主导用户入口，QQ音乐则以35.90%的活跃占比稳居平台竞争榜首。值得注意的是，社交功能使用率达71.80%，其中52.12%的用户倾向与好友共享音乐内容，体现“音乐+社交”模式的强大吸引力。付费领域呈现两极分化，49.65%用户选择“偶尔付费”，而音质升级（31.10%）与云Live演出（满意度70.70%）成为主要付费驱动力。但行业仍存显著痛点：短视频板块因内容同质化遭遇29.58%用户负面评价，付费意愿受限于免费资源充足性（38.16%）与价格敏感度（30.34%），云Live则面临画质延迟（43.81%）、互动单一（34.69%）等技术体验瓶颈。艾媒咨询分析师认为，平台需强化差异化内容供给，通过AI音效优化与XR技术升级重塑沉浸式体验，同时构建阶梯式付费体系与社交激励机制，在保障基础服务普惠性的同时深挖垂直场景商业价值。
With the deep integration of intelligent algorithm recommendation and multi-terminal collaborative technology, the music application ecology presents a multidimensional penetration trend, significantly covering the personalized content consumption field dominated by pop music and Chinese music, the scene experience field represented by commuting fitness and bedtime sleep, and the innovative entertainment field such as cloud Live interaction and social sharing. Driven by technology, the music industry is building a three-dimensional value system of "content + scene + social". According to the latest "Survey data of Chinese music industry market consumption behavior in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, modern music (including pop music) leads the user's music type choice with 63.27% preference. It reflects the high acceptance of mainstream cultural content by the public. Terminal device data show that mobile phones dominated the user entrance with an absolute advantage of 49.24%, and QQ music ranked first in the platform competition with an active proportion of 35.90%. It is worth noting that the usage rate of social functions reached 71.80%, of which 52.12% of users tend to share music content with friends, reflecting the strong appeal of the "music + social" model. The payment space is polarized, with 49.65% of users choosing to "pay occasionally", while audio quality upgrades (31.10%) and Cloud Live shows (70.70% satisfaction) are the main payment drivers. However, the industry still has significant pain points: the short video sector suffered 29.58% negative comments from users due to content homogenization, the willingness to pay was limited by the adequacy of free resources (38.16%) and price sensitivity (30.34%), and Cloud Live faced technical experience bottlenecks such as picture quality delay (43.81%) and single interaction (34.69%). Analysts from Imedia Consulting believe that the platform needs to strengthen the supply of differentiated content, reshape the immersive experience through AI sound optimization and XR technology upgrade, and build a stepped payment system and social incentive mechanism, so as to deeply dig the business value of vertical scenes while ensuring the inclusiveness of basic services.