艾媒咨询 | 2025年中国内地及香港地区花胶行业消费趋势白皮书

当前，中国花胶行业正处于需求扩容与产业升级的交织阶段。在内地，随着国民健康意识的深化，花胶从传统滋补品逐渐走入大众消费视野，消费场景从节庆送礼、产后调理向日常养生、轻食代餐延伸，年轻群体对这一品类的接受度显著提升。而香港地区，凭借其国际金融与贸易中心的地位，以及深厚的滋补养生文化底蕴，在花胶行业中占据独特位置。香港消费者对花胶品质与品类有着较高追求，推动着行业产品的精细化与高端化发展。同时，行业发展仍面临瓶颈：市场存在品类认知模糊、品质参差不齐的现象。供应链端则呈现传统渠道与新兴电商并行的格局，整体市场正从分散化的初级形态向规范化、细分化方向演进。
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年中国内地及香港地区花胶行业消费趋势白皮书》数据显示，53.9%的消费者在购买花胶产品时关注“产品功效/营养价值”，其中养颜养肤（59.9%）、增强免疫力（47.8%）、补充/恢复精力（42.9%）等是消费者认为的花胶核心功效。女性食用花胶的主要场景有日常滋补（61.9%）、备孕期（27.9%）及孕期（27.2%），其中日常滋补主要为经期后调理身体。从地区差异来看，中国内地的花胶应用场景正从传统的产后恢复向日常滋补等场景延伸；而在中国香港，花胶已深度融入本土饮食与习俗，场景成熟且广泛。
艾媒咨询分析师认为，随着消费者健康需求的精细化与场景化升级，花胶行业正迎来产品形态与消费生态的深度重构。即食化、便携化产品将加速渗透日常消费场景，打破传统滋补品的使用局限。同时，中国内地及香港两地市场未来有望持续强化交流、互补优势，共同探索消费需求与市场新机。整个行业将从分散化竞争向品牌化、集约化发展转型，花胶也将从区域性滋补品向国民级健康食品迈进，成为连接传统滋补智慧与现代健康生活的标志性品类。
China’s fish-maw sector is now at the intersection of surging demand and industrial upgrading. On the mainland, deepening health awareness has moved fish maw from a niche tonic into the mainstream; consumption occasions have expanded from festival gifting and postpartum recovery to daily wellness and light-meal substitutes, with Gen-Z acceptance rising sharply. Hong Kong, leveraging its role as an international financial and trading hub and its long-standing tonic culture, occupies a unique position: propelling the market toward greater refinement and premiumization.Yet the industry remains constrained by legacy models. Products are still dominated by dried formats, carrying high entry barriers, while consumer knowledge is fragmented and quality uneven. Supply chains operate through both traditional channels and nascent e-commerce; the overall market is evolving from a fragmented, rudimentary state toward standardization and segmentation.
According to the latest White paper on the consumption trends of the fish maw industry in the Chinese mainland and Hong Kong region in 2025, released by iiMedia Research, 53.9% of buyers prioritize “product efficacy/nutritional value.”Top perceived benefits are beauty and skin nourishment (59.9%), immunity enhancement (47.8%), and energy replenishment/recovery (42.9%). Among women, the leading consumption scenarios are daily wellness (61.9%), primarily post-menstrual recuperation), pre-pregnancy preparation (27.9%), and pregnancy support (27.2%). Geographically, the mainland is shifting from postpartum recovery to broader daily wellness, whereas Hong Kong has fully woven fish maw into local cuisine and customs, yielding mature and diverse usage occasions.
Analysts at iiMedia believe that as health needs become more granular and scenario-specific, the sector is poised for deep restructuring of product formats and the consumer ecosystem. Ready-to-eat and portable offerings will rapidly penetrate everyday life, breaking the limitations of traditional tonics. Going forward, the mainland and Hong Kong markets are expected to strengthen interaction and complement each other, jointly exploring new demand and opportunities. The industry will transition from fragmented competition to branded, intensive development, and fish maw will evolve from a regional tonic into a national health food—an iconic category bridging traditional wellness wisdom and modern healthy living.

艾媒咨询 | 2025年H1中国奶粉行业运行数据监测半年报

2025年，中国奶粉行业在复杂环境下不断探索前行，上半年的发展呈现出一系列新特征与新趋势。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H1中国奶粉行业运行数据监测半年报》数据显示，2024年中国羊奶粉市场规模为192.5亿元，同比增长15.20%，预计2028年将突破350亿元。艾媒咨询分析师认为，中国奶粉行业细分赛道百花齐放，羊奶粉、有机奶粉等增长潜力持续释放，儿童奶粉、女性奶粉、中老年奶粉等细分品类快速崛起，拓展了行业增长空间。
In recent years, China's infant formula industry has undergone numerous changes and challenges. Profound market adjustments and dynamic changes have become the main theme of the industry's development. Since 2020, affected by multiple factors such as the continuous decline in the birth rate and the increasingly rational consumer market, the milk powder industry has bid farewell to its past period of rapid growth. The growth rate of the market size has slowed down, and in some years, it has even shown a contraction trend. Entering 2025, the industry has continued to explore and move forward in a complex environment. The development in the first half of the year has presented a series of new features and trends. According to the latest "Semi-annual report on the operation data monitoring of China's milk powder industry in the first half of 2025" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, the market size of goat milk powder in China was 19.25 billion yuan in 2024, with a year-on-year growth of 15.20%. It is expected to exceed 35 billion yuan in 2028. Analysts from iiMedia Research believe that the Chinese infant formula industry features a diverse range of sub-sectors. The growth potential of goat milk powder and organic milk powder continues to be unleashed, while sub-categories such as children's milk powder, women's milk powder, and milk powder for the middle-aged and elderly are rising rapidly, expanding the industry's growth space.

艾媒咨询 | 2025-2030年中国一次性卫生用品产业现状及消费者需求洞察报告

中国一次性卫生用品行业正处在高速发展的关键时期，市场呈现出蓬勃的发展态势。随着人们生活水平的提高、健康意识的增强，以及消费观念的转变，消费者对于一次性卫生用品的需求持续攀升。这一需求的转变不仅体现在产品使用频率的增加上，也对产品的品质、功能、安全性和环保性等方面提出了更为严格的要求。随着2025年央视315晚会中，卫生巾翻新黑产链的曝光，对于中国一次性卫生用品行业的质量和安全性再次引发社会的热议。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《2025-2030年中国一次性卫生用品产业现状及消费者需求洞察报告》数据显示2022年开始中国一次性卫生用品市场规模呈现上升回暖趋势，2024年中国一次性卫生用品市场规模达到1296亿元，预计2030年中国一次性卫生用品市场规模将达1713亿元。艾媒咨询分析师认为，随着人们生活水平的提高和对卫生的关注度日益增强，一次性卫生用品的消费需求呈现出持续增长的趋势。消费者对一次性卫生用品品质、功能、设计、安全性、环保性等方面都有着更为严格的标准。
The Chinese disposable hygiene products industry is currently in a period of rapid development, with the market showing a vigorous growth trend. With the improvement of people's living standards, the enhancement of health awareness, and the transformation of consumption concepts, the demand for disposable hygiene products among consumers has continued to rise. This change in demand is not only reflected in the increased frequency of product use but also in more stringent requirements for product quality, functionality, safety, and environmental friendliness. The exposure of the black production chain of refurbished sanitary napkins during the 2025 CCTV 315 Gala has once again sparked public debate on the quality and safety of the Chinese disposable hygiene products industry. According to the latest report "Report on the Current Situation and Consumer Demand of China's Disposable Hygiene Products Industry from 2025 to 2030" released by iiMedia Research, a global third-party data mining and analysis agency for the new economy, the market size of China's disposable hygiene products began to show an upward recovery trend in 2022. It is projected that the market size will reach 129.6 billion yuan in 2024 and is expected to reach 171.3 billion yuan by 2030.Analysts from iiMedia Research believe that as people's living standards improve and their attention to hygiene increases, the demand for disposable hygiene products shows a continuous growth trend. Consumers have stricter standards for the quality, functionality, design, safety and environmental friendliness of disposable hygiene products.

艾媒咨询 | 2025年10月全球主要行业投融资数据监测月报

2025年10月，全球主要行业投融资市场呈现明显降温态势，投融资金额与事件数量均大幅回落。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10月全球主要行业投融资数据监测月报》显示，2025年10月全球投融资金额环比下降79.8%，投融资事件数量环比下降13.7%。艾媒咨询分析师认为，此次大幅回落与6-7月的高位形成鲜明对比，反映出当前市场波动加剧、投资热度趋于不稳定。波动背后既受季节性调整、政策监管趋紧等周期性因素影响，也与全球经济不确定性上升导致投资者策略转向审慎密切相关，显示出市场正处于阶段性调整周期。
In October 2025, the global major industry investment and financing markets showed a significant cooling trend, with both investment and financing amounts and event numbers dropping sharply. According to the latest "Global Major Industry Investment and Financing Data Monitoring Monthly Report" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, the global investment and financing amount in October 2025 decreased by 79.8% month-on-month, and the number of investment and financing events decreased by 13.7% month-on-month. Analysts from iiMedia Research believe that this sharp decline contrasts sharply with the high levels in June and July, reflecting the current market volatility and the instability of investment enthusiasm. The fluctuations are not only influenced by cyclical factors such as seasonal adjustments and tightened policy regulations, but are also closely related to the shift in investor strategies towards prudence due to the rising global economic uncertainty, indicating that the market is in a phase of adjustment.

艾媒咨询 | 2024年中国电商“双十一”消费大数据监测报告

“国补”政策与 “双十一”大促周期拉长，共同激发了2024年“双十一”消费热潮。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年中国电商“双十一”消费大数据监测报告》数据显示，2024年参与“双十一”活动的消费主力为26-29岁年轻群体，占比34.1%；“双十一”活动中购买量最多的TOP3商品类别为生活日化、服装鞋帽和美妆护肤，“悦己消费”、消费分层等需求趋势凸显；延时发货（44.0%）和假优惠（42.7%）是消费者“双十一”消费体验中的短板。2024年双十一周期提前，旨在抢占市场先机，但也导致消费者购物疲劳和商家物流压力的增加。电商平台竞争从价格战转向经营战，通过细分人群与购物场景，升级服务支持商家。未来，竞争态势和策略调整还将继续深化和演变。
The "National Subsidy" policy and the extended "Double Eleven" promotion period have jointly stimulated the consumer fervor for "Double Eleven" in 2024. According to the latest " China's e-commerce "Double Eleven" consumption big data monitoring report in 2024" released by iiMedia Research (a third-party data mining and analysis institution for the global new economy industry), the main consumers participating in the 2024 "Double Eleven" event were young people aged 26-29, accounting for 34.1%. The top three product categories purchased during the "Double Eleven" event were daily necessities, clothing and footwear, and beauty and skincare products, highlighting trends such as self-indulgent consumption and consumption segmentation. Delayed delivery (44.0%) and fake discounts (42.7%) were the weak links in consumers' "Double Eleven" shopping experience. The 2024 "Double Eleven" cycle started earlier to seize market opportunities, but it also led to increased shopping fatigue among consumers and logistical pressures on merchants. Competition among e-commerce platforms shifted from price wars to operational battles, upgrading services to support merchants through audience segmentation and shopping scenarios. In the future, the competitive landscape and strategic adjustments will continue to deepen and evolve.

艾媒咨询 | 2025年中国短故事市场发展趋势报告

短故事凭借其节奏快、适配碎片阅读的特点，正从传统长文生态中突围，成为网文平台内容创新与用户增长的新引擎。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年中国短故事市场发展趋势报告》显示，2024年中国网络文学市场规模达495.5亿元，同比上升29.4%。艾媒咨询分析师认为，网络文学市场规模的上升，在内容供给、受众转化、资本支持及运营推广等方面为短故事的发展创造了有利条件，推动短故事行业持续繁荣。随着AIGC技术的发展，短故事行业将突破传统生产模式的瓶颈，实现内容生态的智能化升级与商业模式的创新拓展。
Short stories, with their fast-paced nature and suitability for fragmented reading, are breaking through the traditional long-form literature ecosystem and becoming a new engine for content innovation and user growth on online literature platforms. According to the latest "2025 China Short Story Market Development Trend Report" released by iiMedia Research, a leading global third-party data mining and analysis agency for the new economy industry, the scale of China's online literature market reached 49.55 billion yuan in 2024, up 29.4% year-on-year. Analysts from iiMedia Research believe that the growth of the online literature market has created favorable conditions for the development of short stories in terms of content supply, audience conversion, capital support, and operation promotion, driving the continuous prosperity of the short story industry. With the development of AIGC technology, the short story industry will break through the bottlenecks of traditional production models, achieving intelligent upgrades in the content ecosystem and innovative expansions in business models.

艾媒咨询｜2024-2025年中国水产行业现状及消费趋势洞察报告

近年来，中国水产行业正以稳健的步伐向前发展，其产业规模持续扩张，产量快速提升，展现出强劲的增长势头和广阔的发展前景。数据显示，2015-2023年中国水产品总产量逐年递增，2023年达7116.24万吨，水产品已成为居民膳食结构中的重要组成部分，水产消费从“温饱型”向“品质型”转变。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年中国水产行业现状及消费趋势洞察报告》数据显示，在水产品品类选择中，71.5%消费者常购买生鲜/冷冻水产品，生鲜/冷冻水产品品类仍在消费者选择中占据主导地位。即食零食类为消费者最常选购的深加工水产品品类，占比75.3%，在市场上占比中拥有一定的优势空间。如今，中国水产养殖企业多以分散的个体经营模式为主，大型企业较少，市场集中度低。与此同时，水产类预制菜已渐成水产品消费的新途径，行业品牌意识觉醒加速。企业应加快布局或跨界布局水产行业细分领域，朝品牌化、专业化方向发展；同时，进一步加快转型升级，推进智慧水产养殖，开展数字渔业示范，大力发展优质、特色、绿色、生态的水产品。
In recent years, China's fishery industry is developing at a steady pace, its industrial scale continues to expand, the output is rapidly increasing, showing a strong growth momentum and broad development prospects. Data show that the total output of aquatic products in China increased year by year from 2015 to 2023, reaching 71,162,400 tons in 2023, aquatic products have become an important part of the residents' dietary structure, and aquatic consumption has changed from "subsistence" to "quality". According to the latest Research Report 2024-2025 China's fishery industry status and consumption trend insight report released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, in the choice of aquatic products, 71.5% of consumers often buy fresh/frozen aquatic products, and fresh/frozen aquatic products still occupy a dominant position in consumer choice. Ready-to-eat snacks are the deep-processed aquatic products most frequently purchased by consumers, accounting for 75.3%, which has a certain advantage in the market. Nowadays, Chinese aquaculture enterprises are mainly based on decentralized individual business model, with fewer large enterprises and low market concentration. At the same time, aquatic prefabricated dishes have gradually become a new way of aquatic product consumption, and the awakening of industry brand awareness has accelerated. Enterprises should speed up the layout or cross-border layout of the aquatic industry segmentation field, towards the direction of branding and specialization. At the same time, further accelerate the transformation and upgrading, promote smart aquaculture, carry out digital fishery demonstration, and vigorously develop high-quality, unique, green and ecological aquatic products.

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年中国速溶咖啡行业发展状况及消费行为调查数据

随着公众饮食观念的改变与新品牌的迅速崛起，中国速溶咖啡市场规模呈现稳定增长态势。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年中国速溶咖啡行业发展状况及消费行为调查数据》显示，2024年中国咖啡豆产量已达到14.9万吨；此外，2024年中国速溶咖啡的行业规模为680亿元，2026年预计达到1099亿元。这表明中国速溶咖啡产业正从上游原料种植到下游消费市场实现全面、高速的增长。上游供给能力的夯实与下游市场规模的快速扩张相互促进，共同构成了行业发展的双引擎，展现出巨大的市场潜力和强劲的发展动能。
在2025年中国消费者饮用速溶咖啡的频率调查中，“每周4-6次”占比最高（36.24%），其次为“每天1次”（28.68%），“每周2-3次”也占有一定比例（15.34%）。此外，中国消费者在购买速溶咖啡时，主要关注的三大因素分别是口味（47.79%）、价格（40.65%）和保质期（39.92%）。这表明中国速溶咖啡消费已呈现高频化、日常化特征。在购买决策中，口味风味是首要驱动力，同时价格与保质期共同构成关键考量因素，反映出消费者既追求品质与风味体验，又保持对性价比和产品安全的高度关注，消费行为日趋成熟理性。
艾媒咨询分析师认为，中国速溶咖啡行业未来将呈现以下发展趋势。在生产工艺方面，品质升级与技术驱动将成为核心，冻干、冷萃等先进工艺进一步提升产品风味与便捷性。在产品研发方面，品类创新持续活跃，茶咖、风味特调等多元化产品满足细分需求，同时低糖、零添加及功能性产品需求持续增长，健康配方将成为产品研发的核心方向。在营销渠道方面，各渠道融合加速，线上线下全场景覆盖增强用户触达。在供应链优化与品牌价值提升的双重驱动下，行业将朝着高品质、个性化与可持续方向持续发展，市场集中度有望进一步提高。
With the change in public dietary concepts and the rapid rise of new brands, the market size of instant coffee in China has shown a stable growth trend. According to the latest "Survey Data on the Development Status and Consumption Behavior of China's Instant Coffee Industry in 2025" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, China's coffee bean output reached 149,000 tons in 2024. Meanwhile, the industry scale of instant coffee in China was 68 billion yuan in 2024 and is expected to reach 109.9 billion yuan in 2026. This indicates that the Chinese instant coffee industry is experiencing comprehensive and rapid growth from upstream raw material planting to downstream consumer markets. The consolidation of upstream supply capacity and the rapid expansion of downstream market size mutually promote each other, jointly forming the dual engines of industry development, demonstrating huge market potential and strong development momentum.
In the 2025 survey on the frequency of Chinese consumers drinking instant coffee, "4-6 times a week" had the highest proportion (36.24%), followed by "once a day" (28.68%), and "2-3 times a week" also accounted for a certain proportion (15.34%). Additionally, when purchasing instant coffee, the three main factors that Chinese consumers focus on are taste (47.79%), price (40.65%), and shelf life (39.92%). This indicates that the consumption of instant coffee in China has become frequent and daily. In the purchase decision-making process, taste and flavor are the primary driving forces, while price and shelf life are also key considerations, reflecting that consumers not only pursue quality and flavor experience but also maintain a high level of attention to cost-effectiveness and product safety, with their consumption behavior becoming increasingly mature and rational.
Analysts from iiMedia Research believe that the Chinese instant coffee industry will present the following development trends in the future. In terms of production technology, quality upgrading and technology-driven will become the core, with advanced processes such as freeze-drying and cold brewing further enhancing product flavor and convenience. In terms of product development, category innovation will remain active, with diversified products such as tea coffee and flavor blends meeting the needs of niche markets. At the same time, the demand for low-sugar, zero-additive, and functional products will continue to grow, and healthy formulas will become the core direction of product development. In terms of marketing channels, the integration of various channels will accelerate, and the full coverage of online and offline scenarios will enhance user reach. Driven by the dual forces of supply chain optimization and brand value enhancement, the industry will continue to develop towards high quality, personalization, and sustainability, and market concentration is expected to further increase.

艾媒咨询 | 2025年中国大学生消费背景分析与消费行为调查数据

在社会经济发展与数字化浪潮的双重影响下，中国大学生消费市场呈现多元化特征。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年中国大学生消费背景分析与消费行为调查数据》数据显示，高校毕业生人数呈持续增长态势。2015年高校毕业生人数为749万人，随后逐年稳步上升，2024年增至1179万人，这表明中国大学生消费市场前景广阔。在2025年中国大学生爱好情况中，运动、健身以37.06%的占比位居榜首，显示出大学生对健康生活方式的重视；二次元和游戏分别以31.12%和27.86%的占比紧随其后，反映出新兴文化和数字娱乐在大学生中的流行。在2025年中国大学生认为产品影响个人消费的因素中，品牌知名度以47.95%的比例成为影响大学生消费的最主要因素，其次是设计（41.30%）和促销活动（37.62%），这两个因素分别位列第二和第三，说明品牌知名度、产品设计和优惠力度都是大学生考虑的重要因素。艾媒咨询分析师指出，未来大学生消费市场将呈现结构多元化、场景数字化、理念绿色化三大趋势：消费从基础生活向知识投资、情感消费拓展；直播购物等数字化场景推动消费向即时交互升级；绿色商品与二手交易等可持续模式潜力释放。企业需紧扣Z世代 “性价比+社交裂变+智能交互” 逻辑提升竞争力，高校与家庭应通过 “消费教育+信用引导” 助力理性消费观形成。
Under the dual influence of social and economic development and the digital wave, the consumer market for college students in China presents diversified characteristics. According to the latest "Analysis of the consumption background and survey data of Chinese college students in 2025" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, the number of college graduates shows a continuous growth trend. In 2015, the number of college graduates was 7.49 million. Subsequently, it has steadily increased year by year, reaching 11.79 million in 2024, which indicates that the consumer market for college students in China has broad prospects. In the hobbies of Chinese college students in 2025, sports and fitness ranked first with a proportion of 37.06%, demonstrating college students' emphasis on a healthy lifestyle. The second dimension and games followed closely with proportions of 31.12% and 27.86% respectively, reflecting the popularity of emerging cultures and digital entertainment among college students. In 2025, among the factors that Chinese college students believe products affect personal consumption, brand awareness, with a proportion of 47.95%, became the most significant factor influencing college students' consumption. Next came design (41.30%) and promotional activities (37.62%), which ranked second and third respectively. It is indicated that brand awareness, product design and discount intensity are all important factors that college students consider.Analysts from iiMedia Research point out that the future college student consumption market will present three major trends: structural diversification, digitalized scenarios, and green concepts. Consumption will expand from basic living to knowledge investment and emotional consumption. Digital scenarios such as live-streaming shopping drive consumption to upgrade towards real-time interaction. The potential of sustainable models such as green goods and second-hand transactions has been unleashed. Enterprises need to closely follow the logic of Generation Z of "cost performance + social viral + intelligent interaction" to enhance their competitiveness. Universities and families should help form a rational consumption concept through "consumption education + credit guidance".