艾媒报告 |2019中国玩具电商市场与发展趋势研究报告

本报告研究涉及企业/品牌/案例：乐高、美泰、万代南梦宫，Engino ,Mattel,IQ BUILDER,Playskool,Star War,Slepwel,USA Toyz ,Monster Jam ,Crazart ,Play-Doh ,Mellssa&Doug ,HOT WHEELS,Paw Patrol,Tonka,Basic Fun ,Hasbro,L.O.L Surprised,Baby Alive ,Little Live ,LEGO,Edushape,Learning Resources,TOMY,京东，淘宝，拼多多，苏宁易购，天猫

2018年，全球玩具行业都呈现良性发展。乐高集团营业利润增长4.0%，达到108亿丹麦克朗；万代南梦宫营业利润达840.5日元，同比增长12.0%；受玩具反斗城破产影响，全球最大的两家玩具公司美泰与孩之宝营业收入同比分别下降8.0%和12.0%。中国方面，IP授权玩具兴起，活跃在中国的品牌授权企业有412家，开展授权业务的IP达1473项，同比增长42.7%，其中，娱乐类IP授权占比达到54%。，但目前中国市场上的IP授权商品大多数是“舶来品”。2019年，中国IP授权玩具将进一步发展，教育玩具和智能玩具有望成为市场焦点，玩具租赁平台得到投资者青睐，电商发展也将为玩具产业带来新机遇。

In 2018, the global toy industry has shown sound development. Lego group operating profit rose 4.0% to DKR 10.8bn. Bandai Namco's operating profit reached 840.5 yen, up 12.0% year-on-year. Affected by the bankruptcy of Toys “R” Us, revenues of Mattel and Hasbro, the world's top two toy companies, fell 8.0% and 12.0% respectively. In China, IP licensed toys are on the rise. There are 412 brand authorized enterprises active in China, with 1,473 IP licensed businesses, up 42.7% year on year. Among them, entertainment IP licensed accounts for 54%. However, most of the IP licensed products on the Chinese market are ““exotic““. In 2019, China's IP licensed toys will develop further; educational toys and intelligent toys are expected to become the focus of the market; toy rental platform is favored by investors; and the development of e-commerce will also bring new opportunities for the toy industry.

艾媒研报|优必选：自主创新打造服务机器人行业独角兽，老龄化社会到来蕴含无限商机

本报告研究涉及企业/品牌/案例：优必选、正轩投资、力合华睿、启明创投、科大讯飞、鼎辉资本、中信证券、腾讯、工商银行、海尔、两江战略基金、天猫、京东、亚马逊、苹果、腾讯集团、IMAGE FRAME INVESTMENT(HK) LIMITED、深圳市进化论投资合伙企业（有限合伙）、QM25 Limited、MAGE FRAME INVESTMENT(HK) LIMITED、湖州三次元企业管理咨询合伙企业（有限合伙）、科沃斯、纳博恩、寒武纪、地平线、镭神智能、思岚科技、高仙自动化、科大讯飞、思必驰、居然之家、迪士尼、小米、乐高、能力风暴、康利优蓝

随着人口红利消失、人口老龄化加速、劳动力成本持续攀升等问题日益趋严，利用机器替代人工的需求愈加强烈。与此同时，中国企业在服务机器人核心硬件以及AI软件技术方面取得了较大突破，与国外领先技术的差距不断缩小，一定程度上缓解了技术实现和生产成本的制约。在市场与技术的双向推动下，服务机器人行业快速发展，预计到 2020 年，中国服务机器人年销售额将超过 300 亿元。优必选的服务机器人产品遍布多个细分领域和应用场景，凭借自身的技术优势，快速渗透市场，并通过与国际巨头的合作，广泛提升品牌知名度。虽然优必选在服务机器人行业的地位不断被肯定，但它的发展依然面临低端产品同质化竞争严重、高端产品商业化进程慢的两难局面。

With the disappearance of the demographic dividend, the acceleration of population aging, and the continuous rise of labor costs, the demand for replacing human labor with machines has become more and more intense. At the same time, Chinese enterprises have made great breakthroughs in the core hardware and AI software technology of service robots, and the gap with foreign leading technologies has been narrowing, which has eased the constraints of technology implementation and production costs to a certain extent. Driven by both market and technology, the service robot industry has developed rapidly. It is estimated that the annual sales of service robots in China will exceed 30 billion yuan by 2020. UBTECH’s service robots are widely used in many sub-areas and application scenarios. With its own technological advantages, they can penetrate the market rapidly and enhance brand awareness through cooperation with international giants. Although the position of UBTECH in the service robot industry has been continuously affirmed, its development still faces the dilemma of serious homogenization competition of low-end products and slow commercialization process of high-end products.

艾媒咨询 | 2024年中国玩具电商行业发展状况 与消费行为调研分析报告

随着中国经济的持续增长和数字化转型的深入，中国玩具电商行业在2024年迎来了快速发展的新阶段，其特点包括市场规模持续扩大、消费者群体多样化、电商渠道迅速发展、个性化和环保需求日益增长等，行业正面临新的机遇与挑战，需要不断创新以适应市场变化。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年中国玩具电商行业发展状况与消费行为调研分析报告》数据显示，中国移动电商用户规模近年经历了显著增长，从2015年用户数3.64亿，持续增长至2023年达到峰值11.39亿，年均增长率约为15.44%。这一上升趋势反映了移动电商市场的蓬勃发展和用户习惯的转变，其中智能手机普及和移动支付技术的进步是推动增长的关键因素。
With the continuous growth of China's economy and the deepening of digital transformation, the Chinese toy e-commerce industry is entering a new stage of rapid development in 2024, characterized by the continuous expansion of the market size, diversification of consumer groups, rapid development of e-commerce channels, and growing demand for personalization and environmental protection. The industry is facing new opportunities and challenges, and needs to continuously innovate to adapt to market changes. The latest "2024 China toy e-commerce industry development status and consumer behavior research analysis report" released by iiMedia Research (iiMedia Research), a third-party data mining and analysis institution for global new economy industries, shows that the number of Chinese mobile e-commerce users has experienced significant growth in recent years, from 364 million users in 2015 to a peak of 1.139 billion in 2023, with an average annual growth rate of about 15.44%. This upward trend reflects the thriving development of mobile e-commerce markets and the shift in user habits, while the widespread use of smartphones and the progress of mobile payment technology are key factors driving growth.

高乐股份2021年第三季度报告

艾媒咨询 | 2025年中国音乐教育市场发展状况与用户行为调查数据

在素质教育理念普及与居民消费升级的驱动下，中国音乐教育市场展现出蓬勃发展的活力。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年中国音乐教育市场发展状况与用户行为调查数据》数据显示，2024年中国兴趣教育行业规模为2840.0亿元，预计2025年中国兴趣教育行业规模将增长至3237.6亿元，表明随着人们生活水平提高及对自我提升需求的增加，兴趣教育市场不断扩大，行业发展前景广阔。在2025年中国用户喜爱的音乐类型中，国风音乐以37.92%的占比位居榜首，成为最受欢迎的音乐类型；流行音乐以37.11%的占比紧随其后，位列第二。
整体来看，国风和流行音乐最受欢迎。在2025年中国用户学习音乐主要原因中，占比最高的是“培养孩子兴趣”，达到30.09%。其次是“提升自身涵养”，占比为28.88%，第三为“增加一门特长”，占比为27.26%。显示出用户对于音乐培训的多重需求。艾媒咨询分析师指出，未来中国音乐教育市场将在教学模式上加速线上线下融合，打造“OMO”教学新生态，实现优势互补；在需求端，随着“双减”政策持续推进，素质教育需求进一步释放，低龄化、终身化学习趋势将更加明显；技术创新将贯穿教学全流程，推动课程内容个性化定制、教学过程智能化管理，提升教学效率与质量。企业需在师资建设、课程研发、技术应用等方面构建核心竞争力，以应对日益激烈的市场竞争。
Driven by the popularization of the concept of quality-oriented education and the upgrading of residents' consumption, the Chinese music education market has demonstrated vigorous development vitality. According to the latest "Survey data on the development status and user behavior of China's music education market in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the scale of China's interest education industry was 284 billion yuan in 2024. It is estimated that the scale of China's interest education industry will grow to 323.76 billion yuan by 2025, indicating that with the improvement of people's living standards and the increasing demand for self-improvement, the interest education market is constantly expanding and the industry has broad prospects for development. Among the music genres favored by Chinese users in 2025, Chinese-style music topped the list with a proportion of 37.92%, becoming the most popular music genre. Pop music followed closely with a proportion of 37.11%, ranking second.
Overall, traditional Chinese style and pop music are the most popular. Among the main reasons why Chinese users learn music in 2025, the one with the highest proportion is "cultivating children's interest", reaching 30.09%. The second is "improving one's own cultivation", accounting for 28.88%, and the third is "adding a special skill", accounting for 27.26%. It shows the multiple demands of users for music training. Analysts from iiMedia Research pointed out that in the future, China's music education market will accelerate the integration of online and offline teaching models, create a new "OMO" teaching ecosystem, and achieve complementary advantages. On the demand side, as the "Double Reduction" policy continues to advance, the demand for quality-oriented education will be further released, and the trend of younger age and lifelong learning will become more prominent. Technological innovation will run through the entire teaching process, promoting personalized customization of course content and intelligent management of the teaching process, and enhancing teaching efficiency and quality. Enterprises need to build core competitiveness in aspects such as teacher construction, curriculum development, and technology application to cope with the increasingly fierce market competition.

艾媒报告 | 2018上半年中国手机音乐客户端监测报告

iiMedia Research(艾媒咨询)数据显示，2018上半年66.7%的受访手机音乐客户端用户愿意在客户端中为产品或服务付费。艾媒咨询分析师认为，随着用户版权付费意愿增强，音乐平台竞争逐渐从版权、内容等单点竞争上升为全平台、全领域生态型竞争。鉴于用户需求的多样性，在平台自身业务发展良好时，泛娱乐生态构建反而可加固音乐端业务的稳定性。

艾媒报告 | 2018Q1中国手机音乐客户端季度监测报告

iiMediaResearch(艾媒咨询)数据显示，2018年第一季度中国手机音乐客户端用户规模累计达5.14亿人，较2017年第四季度增长1.78%。艾媒咨询分析师认为，中国手机音乐客户端用户规模渐趋饱和，市场格局稳定。在“大共享，小独家”的音乐版权格局下，音乐客户端平台差异化建设成趋势，大力扶持原创音乐，丰富歌曲库和发挥长尾音乐价值，建立各具特色的音乐生态。

艾媒报告 | 2017-2018中国手机音乐客户端市场监测报告

iiMedia Research(艾媒咨询)数据显示，2017年第四季度中国手机音乐客户端用户规模累计达5.05亿人，较第三季度增长1.81%。艾媒咨询分析师认为，中国手机应用客户端用户规模渐趋饱和，在版权格局日益稳定的情况下，音乐客户端平台建设应更加适应用户个性化需求。同时音乐付费市场可探索空间巨大，用户对音乐付费的接受度未来将继续升高，付费市场的挖掘也是各平台发展的重要方向。

艾媒报告丨2017Q3中国手机音乐客户端季度监测报告

2017年11月30日，全球领先的新经济行业数据挖掘和分析机构iiMedia Research(艾媒咨询)权威发布《2017Q3中国手机音乐客户端季度监测报告》。报告显示，2017Q3中国手机音乐客户端用户规模达4.96亿人，较2017Q2增长1.64%，总体持稳。

艾媒报告丨2017上半年中国手机音乐客户端市场研究报告

2017年9月28日，全球领先的新经济行业数据挖掘和分析机构iiMediaResearch(艾媒咨询)权威发布《2017上半年中国手机音乐客户端市场研究报告》。数据显示，2017Q2中国手机音乐客户端用户规模达4.88亿人，较2017Q1增长1.67%。手机音乐客户端用户规模整体较为饱和，增长速度平稳。