艾媒咨询｜2024年中国互联网家居售后服务市场发展白皮书

全球家居市场规模在2010年至2025年间整体呈上升趋势，2023年已达5192.9亿美元，预计2025年达5546.6亿美元。互联网技术的不断演进正引领家居售后服务行业的数字化升级，促进供需双方更高效精准匹配，并促进了线上线下服务融合的新模式。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年中国互联网家居售后服务市场发展白皮书》数据显示，随着企业采用轻资产运营策略并依托第三方服务平台增强服务效能，服务效率成为46.7%消费者选择互联网家居服务平台的首要考量。面对消费者日益多元且个性化的服务需求，互联网家居售后服务平台在继续提供优质传统服务的基础上，正积极拓展服务边界，旨在全方位满足消费者瞬息万变的一站式个性化定制服务诉求，构建起更加契合时代潮流的家居售后服务生态。
The global home furnishing market has shown an overall upward trend from 2010 to 2025, reaching $519.29 billion in 2023 and is expected to reach $554.66 billion by 2025. The continuous evolution of Internet technology is leading the digital upgrading of the home after-sales service industry, promoting more efficient and accurate matching between supply and demand, and promoting a new model of online and offline service integration. According to the latest Research Report 2024 White Paper on the Development of China's Internet home after-sales service market Market released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry,as enterprises adopt asset light operation strategies and rely on third-party service platforms to enhance service efficiency, service efficiency has become the primary consideration for 46.7% of consumers to choose Internet home service platforms. In the face of consumers' increasingly diversified and personalized service needs, the Internet home after-sales service platform is actively expanding its service boundaries on the basis of continuing to provide high-quality traditional services, aiming to meet consumers' ever-changing demands for one-stop personalized customization services in an all-round way, and build a more responsive home after-sales service ecosystem.

艾媒咨询｜2024年中国香港身份规划服务市场发展研究报告

中国香港正在面临劳动人口减少及产业升级挑战，身份规划服务市场呈现显著增长态势。2023年，通过各个人才引进计划，香港吸引了超过22万份新申请，其中约13.5万宗获得批准，获批率达61.3%，揭示了身份规划服务需求的强劲增长。iiMedia Research（艾媒咨询）的调研指出，该市场的主要客户群体为高学历、高收入的中青年人士，多数拥有学龄子女，其子女的年龄段大多集中在幼儿园和小学阶段。在选择服务时，客户最重视机构的专业性（61.6%）、成功案例（54.4%），以及“一站式”服务的便捷性（40.2%）。市场正向综合服务模式转变，服务机构正致力于提供涵盖税务规划、财富管理、子女教育等在内的全方位配套服务，实现真正意义上的“一站式”服务体验，推动行业服务标准升级。
Hong Kong, China, is facing the challenges of declining labor force and industrial upgrading, and the identity planning service market is showing significant growth. In 2023, Hong Kong attracted more than 220,000 new applications through various talent introduction schemes, of which about 135,000 were approved, with an approval rate of 61.3%, revealing a strong growth in demand for identity planning services. According to iiMedia Research, the main customer groups in this market are young and middle-aged people with high education and high incomes, most of whom have school-age children, and most of their children are concentrated in kindergarten and primary school. When choosing services, clients value the professionalism of the institution (61.6%), successful cases (54.4%), and the convenience of "one-stop" service (40.2%). The market is changing to a comprehensive service model, and service providers are committed to providing a full range of supporting services covering tax planning, wealth management, children's education, etc., to achieve a truly "one-stop" service experience and promote the upgrading of industry service standards.

艾媒咨询 | 2025年中国数字人民币发展概况与用户行为调查数据

自2014年央行启动数字人民币研究以来，数字人民币已从理论探索阶段大步迈入试点推广与生态构建的关键时期。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年中国数字人民币发展概况与用户行为调查数据》数据显示，中国移动支付交易规模整体呈增长态势。2024年中国移动支付规模为563.7万亿元，反映出数字化和便捷化支付对中国居民生活的深刻影响。在2025年中国用户开通数字人民币服务原因中，占比最高的是“免手续费”，达到54.58%；其次是“可以离线支付”，占比为53.70%。这些数据表明实用性和便捷性是数字人民币用户选择数字人民币的主要考虑因素。在2025年中国用户认为数字人民币优势中，提升央行对货币供给和流通的控制力以41.48%的比例最高，显示出数字人民币用户对数字人民币在货币政策执行方面的高度认可；现金的使用量减少，通货增幅减少以37.24%位列第二，表明数字人民币用户认为数字人民币有助于减少现金依赖，降低通货膨胀风险。
艾媒咨询分析师认为，未来数字人民币将全方位渗透各领域，深度融入经济生活。在民生消费场景中，其将进一步下沉至偏远地区与小众商户，结合消费补贴、专属优惠等活动，提升用户使用黏性，预计在日常小额支付中的占比将大幅提升；对公领域，借助智能合约技术，在企业间结算、供应链金融等复杂业务场景实现流程简化与风险可控，成为企业资金流转的重要方式；跨境支付方面，随着国际合作推进与技术适配完成，数字人民币将在 “一带一路”沿线及周边贸易中率先实现规模应用，简化结算流程，降低汇兑成本，助力人民币国际化进程迈出关键步伐。各参与主体需强化技术协同创新，提升系统稳定性与安全性，优化用户体验，加速构建数字人民币成熟生态，推动其在经济高质量发展中发挥更大效能。
Since the central bank launched the research on the digital RMB in 2014, the digital RMB has made great strides from the theoretical exploration stage to the critical period of pilot promotion and ecosystem construction. According to the latest "Overview of the development of China's digital RMB in 2025 and user behavior survey data" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry worldwide, the overall transaction volume of mobile payment in China shows a growth trend. In 2024, the scale of mobile payment in China was 563.7 trillion yuan, reflecting the profound impact of digital and convenient payment on the lives of Chinese residents. Among the reasons for Chinese users to activate digital RMB services in 2025, the one with the highest proportion is "no handling fee", reaching 54.58%. The second is "offline payment is available", accounting for 53.70%. These data indicate that practicality and convenience are the main considerations for digital RMB users when choosing digital RMB. Among the advantages of the digital RMB perceived by Chinese users in 2025, the proportion of enhancing the central bank's control over the money supply and circulation was the highest at 41.48%, demonstrating the high recognition of the digital RMB by users in the implementation of monetary policy. The usage of cash decreased, and the inflation rate decreased by 37.24%, ranking second. This indicates that users of the digital RMB believe that the digital RMB helps reduce cash dependence and lower the risk of inflation.
Analysts from iiMedia Research believe that in the future, the digital RMB will fully penetrate all fields and deeply integrate into economic life. In the scenarios of people's livelihood consumption, it will further extend to remote areas and niche merchants, and combine activities such as consumption subsidies and exclusive discounts to enhance user stickiness. It is expected that its proportion in daily small payments will increase significantly. In the corporate sector, by leveraging smart contract technology, process simplification and risk control can be achieved in complex business scenarios such as inter-enterprise settlement and supply chain finance, becoming an important way for enterprises to flow funds. In terms of cross-border payments, with the advancement of international cooperation and the completion of technological adaptation, the digital RMB will be first applied on a large scale in trade along and around the Belt and Road Initiative, simplifying the settlement process and reducing exchange costs, thus facilitating a crucial step forward in the internationalization of the RMB. All participating entities need to enhance technological collaborative innovation, improve the stability and security of the system, optimize user experience, accelerate the construction of a mature ecosystem for the digital RMB, and promote its greater effectiveness in high-quality economic development.

艾媒咨询 | 2024年中国家政行业发展状况与消费者行为数据分析报告

随着社会经济不断发展、三孩生育政策实施以及人口老龄化程度加快，家政服务业市场需求日益增长，行业服务细分凸显，新技术新模式的结合日益紧密。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年中国家政行业发展状况与消费者行为数据分析报告》数据显示，2015-2027年间中国家政服务市场规模呈现整体上升趋势。2023年中国家政服务市场达到11641万元，预计2027年达到13855万元。这一情况反映了中国家政服务市场中需求量不断增加。
艾媒咨询分析师认为，随着中国社会老龄化的逐步加深，中国家政行业将迎来更广阔的市场。
With the continuous development of social economy, the implementation of the three-child policy and the acceleration of population aging, the market demand for domestic service industry is growing day by day, the industry service segmentation is highlighted, and the combination of new technologies and new models is becoming closer. According to the latest "2024 China Domestic Service Industry Development 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 size of China's domestic service market shows an overall upward trend from 2015 to 2027. In 2023, China's domestic service market reached 116.41 million yuan, and is expected to reach 138.55 million yuan in 2027. This situation reflects the increasing demand in China's domestic service market.
Analysts from iiMedia Consulting believe that with the gradual deepening of China's aging society, China's domestic industry will usher in a broader market.

艾媒咨询｜2024-2025年中国餐饮服务商行业白皮书

随着全国各地促销费政策的持续发力，餐饮消费市场需求不断被激发，加速拓店和深入下沉市场成为各地餐饮品牌的重中之重，各餐企对餐饮服务商的需求进一步增加。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年中国餐饮服务商行业白皮书》数据显示，2023年中国餐饮收入达52890亿元，餐饮行业进入平稳发展期，预计2025年中国餐饮收入有望达56712亿元。餐饮服务商通过为餐企提供多元化解决方案、数智化全方位服务等助力餐饮企业降本增效，完成数字化转型。2018-2023年中国餐饮连锁率持续提升，各中大型餐企纷纷计划出海甚至已经出海，含小微型企业在内的餐饮企业对餐饮服务商的需求进一步扩大，69.0%的餐饮企业有数字化意向或计划。2024年，信息管理系统割裂（38.7%）与营销推广及运营能力较弱（36.1%）问题成为餐饮企业实施数字化布局的主要难题；餐饮企业倾向选择行业通用的数智化产品服务商与注重产品服务便携性和成本控制的服务商。随着数字化进程不断加快，餐饮服务商正加速布局一体化服务，行业已涌现多家头部企业。此外，国内餐饮市场逐渐饱和倒逼餐企和餐饮服务商寻求第二增长曲线，“出海”成为新发展机遇。
With the continuous force of the promotion fee policy across the country, the demand for food and beverage consumption market has been continuously stimulated, accelerating the expansion of stores and deepening the sinking market has become the top priority of catering brands around the country, and the demand for catering service providers has further increased. According to the latest Research Report on the Development of China's catering service Provider Industry White Paper from 2024 to 2025 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, the income of China's catering industry will reach 5,289 billion yuan in 2023, and the catering industry will enter a period of stable development. It is expected that the income of China's catering industry will reach 5,671.2 billion yuan in 2025. Catering service providers help catering enterprises reduce costs and increase efficiency by providing diversified solutions and all-round services of digital intelligence for catering enterprises, and complete digital transformation. From 2018 to 2023, China's restaurant chain rate continues to increase, and medium-sized and large restaurant enterprises have planned to go to sea or even have gone to sea, and catering enterprises including small and micro enterprises have further expanded their demand for catering service providers, and 69.0% of catering enterprises have digital intentions or plans. In 2024, the fragmentation of the information management system (38.7%) and the weak marketing promotion and operation ability (36.1%) have become the main problems in the implementation of digital layout of catering enterprises; Catering enterprises tend to choose the service providers of digital intelligent products that are common in the industry and those that pay attention to the portability of products and services and cost control. As the digitization process continues to accelerate, catering service providers are accelerating the layout of integrated services, and a number of leading enterprises have emerged in the industry. In addition, the gradual saturation of the domestic catering market has forced catering companies and catering service providers to seek a second growth curve, and "going to sea" has become a new development opportunity.

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 | 2025-2026年中国外贸企业出口转内销产品消费者购物行为需求调研报告

在当前全球贸易环境持续波动的背景下，中美贸易战的再度激化使中国外贸企业面临严峻挑战。为应对这一局势，中国政府及时推出“双循环”发展战略，积极引导外贸企业开拓国内市场，实现“出口转内销”的战略转型。在这一政策导向下，政府相关部门陆续出台配套支持措施，国内各大企业平台也迅速响应，纷纷设立外贸优品专区，共同构建内外贸一体化的发展格局。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《2025-2026年中国外贸企业出口转内销产品消费者购物行为需求调研报告》数据显示，88.79%的消费者支持国家和企业推出相关政策扶持中国外贸企业，同时支持设立外贸优品专区。其中，有66.87%的消费者认为这样可以丰富中国国内市场供给，满足大众的消费多元化需求。
在购买意愿方面，超过80%的消费者表示愿意选购“出口转内销”产品。在购买因素方面，价格合理（56.04%）与品牌知名度（56.04%）是影响购买决策的两大关键影响因素。在未来发展层面，超过70%的消费者认为调整产品功能以满足国内消费者多样化的需求是发展关键。另一方面，61.54%的消费者看重品牌认知度，因此，中国外贸企业需要加强品牌建设与营销推广。艾媒咨询分析师认为，中国外贸企业需以消费者需求为核心，通过数据驱动选品、全渠道体验优化、智能化服务升级，实现从 “出口代工” 到 “国内品牌” 的转型跨越。未来，价格透明化、品质可追溯、服务本地化将成为市场竞争的关键要素，推动出口转内销市场向规范化、高质量发展。
Against the backdrop of the continuous fluctuations in the current global trade environment, the renewed intensification of the trade war between China and the United States poses severe challenges to Chinese foreign trade enterprises. To cope with this situation, the Chinese government promptly launched the "dual circulation" development strategy, actively guiding foreign trade enterprises to explore the domestic market and achieve the strategic transformation from "export to domestic sales". Under this policy orientation, relevant government departments have successively introduced supporting measures, and major domestic enterprise platforms have also responded promptly, setting up special zones for high-quality foreign trade products one after another, jointly building an integrated development pattern of domestic and foreign trade. According to the latest data released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, in the "Research report on consumer shopping behavior demand for export-to-domestic sales products of China's foreign trade enterprises from 2025 to 2026", 88.79% of consumers support the introduction of relevant policies by the state and enterprises to support China's foreign trade enterprises, and at the same time support the establishment of special zones for high-quality foreign trade products. Among them, 66.87% of consumers believe that this can enrich the supply of the domestic market in China and meet the diversified consumption demands of the general public.
In terms of purchase intention, more than 80% of consumers indicated that they were willing to choose products that were "export-to-domestic sales". In terms of purchasing factors, reasonable price (56.04%) and brand awareness (56.04%) are the two key influencing factors affecting purchasing decisions. At the level of future development, over 70% of consumers believe that adjusting product functions to meet the diverse needs of domestic consumers is the key to development. On the other hand, 61.54% of consumers value brand recognition. Therefore, Chinese foreign trade enterprises need to strengthen brand building and marketing promotion. Analysts from iiMedia Research believe that Chinese foreign trade enterprises need to take consumer demands as the core, and achieve a transformation and leap from "export contract manufacturing" to "domestic brands" through data-driven product selection, optimization of the all-channel experience, and upgrading of intelligent services. In the future, price transparency, quality traceability and localized services will become key elements in market competition, promoting the development of the export-to-domestic market towards standardization and high quality.

艾媒咨询 | 2025年中国第三方网络招聘平台使用行为调查数据

第三方网络招聘平台是一种依托互联网技术构建的中介服务平台，旨在连接企业与求职者两端。随着移动互联网普及，招聘 APP 大量涌现，极大提升招聘效率。当下，人工智能、大数据等前沿技术深度融入，平台实现精准匹配、智能推荐、人才测评等功能升级，向智能化、个性化方向加速迈进。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年中国第三方网络招聘平台使用行为调查数据》数据显示，智联招聘和Boss直聘以 55.11% 的占比并列第一，凸显出这两大平台在招聘市场的绝对优势地位。凭借其品牌影响力、庞大用户基数、成熟功能体系及优质服务，成为企业与求职者的首选，市场集中度较高，头部平台效应显著。企业对工作经验（35.07%）、工作态度（34.45%）、解决问题能力（34.33%）和专业技能（34.20%）的高要求，表明企业在人才选拔时，不仅注重专业技能，更看重员工能否快速适应工作场景、高效解决实际问题，以及具备积极投入工作的态度。艾媒咨询分析师认为，第三方网络招聘平台市场在全球范围内呈现蓬勃发展态势，中国市场凭借庞大劳动力人口基数、政策支持、技术进步等优势，增长潜力巨大，并且随着智能化、个性化、跨行业融合、国际化等趋势推进，行业有望在规范中持续创新发展。
The third-party online recruitment platform is an intermediary service platform built on the basis of Internet technology, aiming at connecting enterprises and job seekers. With the popularization of mobile Internet, a large number of recruitment apps have emerged, greatly improving the efficiency of recruitment. At present, cutting-edge technologies such as artificial intelligence and big data are deeply integrated, and the platform realizes the upgrading of functions such as accurate matching, intelligent recommendation, and talent evaluation, accelerating towards the direction of intelligence and individuation. According to the latest Survey data on the use of third-party online recruitment platforms in China in 2025 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, Zhaopin and Boss Zhipin tied for the first place with 55.11%. It highlights the absolute dominance of these two platforms in the recruitment market. With its brand influence, huge user base, mature functional system and quality services, it has become the first choice of enterprises and job seekers, with high market concentration and significant head platform effect. Enterprises have high requirements for work experience (35.07%), work attitude (34.45%), problem-solving ability (34.33%) and professional skills (34.20%), indicating that enterprises not only pay attention to professional skills when selecting talents, but also pay more attention to whether employees can quickly adapt to work scenarios, efficiently solve practical problems, and have a positive attitude towards work. Imedia Consulting analysts believe that the third-party online recruitment platform market is showing a booming trend in the world, the Chinese market with a large labor population base, policy support, technological progress and other advantages, the growth potential is huge, and with the intelligent, personalized, cross-industry integration, internationalization and other trends, the industry is expected to continue to innovate and develop in the standard.

（演讲版）中国广告主协会X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年中国短视频市场环境分析与用户行为调查数据

近年来，中国短视频行业在技术迭代与用户需求升级的驱动下，已形成成熟的生态体系。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年中国短视频市场环境分析与用户行为调查数据》数据显示，2024年中国微短剧市场规模为504.4亿元，2025年预计增长到677.9亿元，随着技术发展和市场成熟，微短剧市场有望持续扩容。在2025年中国用户偏好使用的短视频平台中，抖音占比最高，达39.55%，成为用户最偏好的短视频平台；快手占比27.19%。这一数据表明，抖音系平台在用户偏好使用的短视频平台中占据较高比例，反映出其强大的用户吸引力；各平台因内容特色、功能差异等，在用户偏好选择上呈现不同格局。
在2025年中国用户网购过的短视频平台中，抖音占比最高，达44.70%，是用户进行网购最常用的短视频平台；其次是快手，占比37.11%；这表明抖音、快手在短视频电商领域占据较大市场份额，更受用户青睐，平台的内容生态、用户基础、电商功能等因素可能影响用户的网购选择。艾媒咨询分析师认为，未来短视频行业将在技术融合与场景延伸中深化发展：AI大模型赋能内容精准创作，实现“用户画像-脚本生成-智能剪辑”全流程自动化；“短视频+”模式渗透至医疗、教育、文旅等领域，如虚拟问诊短视频科普、景区AR导览等场景落地；商业化层面，品牌定制短剧、互动广告等创新形式崛起。同时合规化运营与用户隐私保护成为行业可持续发展的核心议题。
In recent years, driven by technological iteration and the upgrading of user demands, China's short-video industry has formed a mature ecosystem. According to the latest "Analysis of China's short video market environment and user behavior survey data in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the market size of micro-short dramas in China was 50.44 billion yuan in 2024. It is expected to grow to 67.79 billion yuan in 2025. With the development of technology and the maturity of the market, the micro-short drama market is expected to continue to expand. The short-video platforms preferred by Chinese users in 2025.Among them, Douyin has the highest proportion, reaching 39.55%, and has become the most preferred short-video platform by users. Kuaishou accounts for 27.19%. This data indicates that the Douyin platform accounts for a relatively high proportion among the short-video platforms preferred by users, reflecting its strong user appeal. Due to differences in content features and functions, various platforms present different patterns in users' preference choices.
Among the short-video platforms where Chinese users made online purchases in 2025, Douyin had the highest proportion, reaching 44.70%, and was the most commonly used short-video platform for users to make online purchases. The second is Kuaishou, accounting for 37.11%. This indicates that Douyin and Kuaishou hold a significant market share in the short-video e-commerce field and are more favored by users. Factors such as the content ecosystem, user base, and e-commerce functions of the platforms may influence users' online shopping choices. Analysts from iiMedia Research believe that in the future, the short-video industry will deepen its development through technological integration and scene extension: AI large models will empower precise content creation, achieving full-process automation from "user profiling - script generation - intelligent editing". The "short video +" model has permeated into fields such as healthcare, education, and cultural tourism, for instance, scenarios like virtual consultation short video science popularization and AR guided Tours in scenic spots have been implemented. At the commercial level, innovative forms such as brand-customized short dramas and interactive advertisements have emerged. Meanwhile, compliant operation and user privacy protection have become the core issues for the sustainable development of the industry.