艾媒咨询 | 2025年中国家居市场消费行为调查数据

当前家居行业呈现积极变化。政策大力扶持，2025年安排3000亿元支持消费品以旧换新，刺激消费潜力释放。消费者偏好智能、环保、适老化产品，企业加速全球化布局，借助 AI 提升效率与体验，整体市场复苏且升级态势明显。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年中国家居市场消费行为调查数据》数据显示，消费者在选购软装家居产品时，更倾向于舒适性、材质质感和环保性；选购硬装家居产品时，更加关注产品质量、安全性和安装便捷性。在家居风格方面，现代简约风格以45.15%的占比成为2025年中国消费者最偏好的家居风格，远超其他风格。其次是传统中式风格，占比35.87%。与此同时，有49.45%的消费者表示已经购买并使用过智能家居产品，说明智能家居市场已经拥有一定的用户基础；40.85%的消费者表示有计划购买或使用智能家居，进一步印证了该市场潜在需求较大，未来增长空间广阔。其中，智能灯光控制系统和智能安全控制系统被认为是消费者最感兴趣的智能家居功能，分别占比35.40%和35.24%。消费者对智能家居功能的兴趣不仅反映了对便捷生活的追求，也体现了对家庭安全和舒适环境的重视。艾媒咨询分析师认为，消费者多元且明确的需求，不仅勾勒出市场的当下轮廓，更为家居行业未来发展铺就了清晰道路。随着技术的不断进步和成本的降低，智能家居产品的普及率也有望进一步提高，为消费者打造更加智能化、个性化的居住空间。
Currently, the home furnishings industry is showing positive changes. With strong policy support, 300 billion yuan was allocated in 2025 to support the trade-in of consumer goods, stimulating the release of consumption potential. Consumers prefer intelligent, environmentally friendly, and age-friendly products. Enterprises are accelerating their global layout and leveraging AI to enhance efficiency and user experience. The overall market shows a clear trend of recovery and upgrading.According to the latest "Survey data on the consumption behavior of China's home furnishing market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, when consumers purchase soft home furnishings products, they tend to prioritize comfort, material texture, and environmental protection. When purchasing hard home furnishings products, they pay more attention to product quality, safety, and installation convenience.In terms of home styles, the modern minimalist style, accounting for 45.15%, has become the most preferred home style among Chinese consumers in 2025, far surpassing other styles. The traditional Chinese style follows, accounting for 35.87%.At the same time, 49.45% of consumers said they have purchased and used smart home products, indicating that the smart home market already has a certain user base. 40.85% of consumers said they plan to purchase or use smart home products, further confirming that the market has great potential demand and broad growth space in the future. Among them, the intelligent lighting control system and the intelligent security control system are considered the smart home functions that consumers are most interested in, accounting for 35.40% and 35.24% respectively.Consumers' interest in smart home functions not only reflects their pursuit of a convenient life but also their emphasis on family safety and a comfortable environment. Analysts from iiMedia Research believe that consumers' diverse and clear demands not only outline the current picture of the market but also pave a clear path for the future development of the home furnishings industry. With the continuous advancement of technology and the reduction of costs, the penetration rate of smart home products is expected to further increase, creating a more intelligent and personalized living space for consumers.

艾媒咨询 | 2025年中国汽车消费市场调研与消费行为调查数据

近年来，在“双碳”目标持续推进、智能科技加速迭代与居民消费需求不断升级的时代背景下，中国汽车消费市场正经历前所未有的深刻变革与蓬勃发展。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年中国汽车消费市场调研与消费行为调查数据》数据显示，2024年中国民用汽车拥有量为35268.00万辆。未来，随着经济持续发展、交通基础设施不断完善以及汽车智能化、电动化的推进，民用汽车拥有量有望继续增加。在2025年中国汽车消费者购车行为中，51.36%的消费者表示为首次购车，37.19%的消费者表示为旧车置换新车。这表明中国汽车消费市场仍然存在大量潜在消费者，市场潜力依旧巨大。在购买/计划购买汽车动力系统类型中，44.04%的消费者选择电动，37.54%的消费者选择油电混合，说明在汽车市场消费者更倾向于选择更加环保节能的电动车和混动车。在汽车消费者购买/计划购买汽车预算中，40.85%的消费者预算为15-20万元，10-15万元的消费者占比也有25.62%。这说明大部分消费者在购买/计划购买汽车时选择的价位一般为中等价位或中低价位的汽车。艾媒咨询分析师认为，未来，中国汽车行业需聚焦技术创新与用户体验优化。车企应加大研发投入，提升新能源汽车续航、充电速度等关键性能，完善智能驾驶技术；同时，要优化销售与售后服务体系，满足消费者多元化需求，挖掘下沉市场潜力，推动汽车消费市场持续健康发展。
In recent years, against the backdrop of the continuous advancement of the dual carbon goals, the accelerated iteration of intelligent technologies, and the constant upgrading of residents' consumption demands, China's auto consumption market has been undergoing unprecedented profound changes and vigorous development. According to the latest "iiMedia Report | Research data on China's auto consumption market and consumer behavior survey in 2025" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, the number of civilian vehicles in China will be 352.68 million in 2024. In the future, with the continuous economic development, the continuous improvement of transportation infrastructure, and the advancement of automotive intelligence and electrification, the number of civilian vehicles is expected to continue to increase. It indicates that the future prospects of the Chinese automotive market are broad. In the car purchase behavior of Chinese car consumers in 2025, 51.36% of the consumers indicated that it was their first car purchase, and 37.19% of the consumers indicated that they were trading in their old cars for new ones. This indicates that there are still a large number of potential consumers in China's auto consumption market, and the market potential remains huge.Among the types of automotive power systems purchased or planned to be purchased, 44.04% of consumers choose electric ones, and 37.54% of consumers choose hybrid ones. The above-mentioned survey indicates that in the automotive market, consumers are more inclined to choose electric vehicles and hybrid vehicles that are more environmentally friendly and energy-efficient. Among the budgets of car consumers for purchasing or planning to purchase a car, 40.85% of the consumers have a budget of 150,000 to 200,000 yuan, and the proportion of consumers with a budget of 100,000 to 150,000 yuan is also 25.62%. This indicates that the majority of consumers generally choose medium-priced or mid-to-low priced cars when purchasing or planning to purchase them.Analysts from iiMedia Research believe that in the future, China's automotive industry needs to focus on technological innovation and user experience optimization. Automakers should increase investment in research and development, enhance key performances such as the range and charging speed of new energy vehicles, and improve intelligent driving technologies. At the same time, it is necessary to optimize the sales and after-sales service system, meet the diversified demands of consumers, tap the potential of the lower-tier markets, and promote the sustained and healthy development of the automotive consumption market.

艾媒咨询 | 2024年中国短交通行业市场研究报告

2017年至2023年，中国两轮电动车的产量从最初的3106.9万台增长至5561.7万台，销量从2919.8万台增长至5881.1万台。居民消费观念转变带动短交通产品需求的增长，科技进步推动短交通产品的升级，短途交通工具的使用人群正不断拓展。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年中国短交通行业市场研究报告》数据显示，公交、两轮电动车、地铁仍是用户短距离出行时常用的交通工具，其中两轮电动车排在第二名。从年轻用户短距离出行青睐的交通工具来看，除了市场上常见的主流交通工具外，新型短距离交通工具如电动平衡车（16.4%）和电动滑板车（14.7%）也占据了一定的比例。消费者对于智能两轮电动车的舒适性提升（62.2%）和性能优化（54.1%）有着迫切的需求，消费者重视短途交通工具的实用性和适应性。随着科技的飞速发展和消费者对智能化产品需求的日益增长，短交通工具正迅速迈向智能化时代，此外，随着国际贸易环境的不断优化和跨境电商等新兴渠道的兴起，出海正逐步成为推动中国短交通产品产业发展的新引擎。
From 2017 to 2023, the production of two-wheeled electric vehicles in China increased from the initial 31.069 million units to 55.617 million units, and the sales volume increased from 29.198 million units to 58.811 million units. The change of residents' consumption concept has driven the growth of demand for short transportation products, scientific and technological progress has promoted the upgrading of short transportation products, and the user population of short-distance transportation vehicles is constantly expanding. According to the latest "Market Research Report on China's Short-Distance Transportation Industry in 2024" released by iiMedia Research, public transportation, two-wheeled electric vehicles, and subway are still the most frequently used means of transportation for short distance travel by users, of which two-wheeled electric vehicles rank second. From the perspective of the transportation favored by young users for short-distance travel, in addition to the mainstream transportation commonly found on the market, new short-distance transportation vehicles such as electric balance vehicles (16.4%) and electric scooters (14.7%) also account for a certain proportion. Consumers have an urgent need for comfort improvement (62.2%) and performance optimization (54.1%) of intelligent two-wheeled electric vehicles, and consumers attach importance to the practicality and adaptability of short-distance transportation. With the rapid development of science and technology and the increasing demand of consumers for intelligent products, short transportation vehicles are rapidly moving towards the era of intelligence, in addition, with the continuous optimization of the international trade environment and the rise of emerging channels such as cross-border e-commerce, the sea is gradually becoming a new engine to promote the development of China's short transportation products industry.

艾媒咨询 | 2025年中国家电行业市场发展状况与消费行为调查数据

近年来，中国家电行业在消费升级与技术创新双重驱动下，呈现出多元化、智能化发展态势。同时在消费理念持续革新与科技浪潮迅猛奔涌的当下，中国家电行业正经历着深刻而快速的变革。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年中国家电行业市场发展状况与消费行为调查数据》数据显示，2023年中国家电市场的成交额达到131.30亿元，随着居民收入水平提高和智能化、绿色化家电产品的推广，家电市场成交额有望继续增长。在2025年中国家电消费者首选家电品牌中，美的以34.00%的占比位居首位，小米的占比则为33.25%，海尔的占比为30.88%。这表明绝大部分用户在选择家电品牌时优先选择市面上耳熟能详的品牌。在对家电品牌认可的方面中，61.00%的消费者选择了“产品设计独特、人性化”，50.75%的消费者选择了“产品间能达成一键互联、智能操控”，说明在家电市场中消费者更倾向于选择具有个性化、人性化和智能感强，操控方便的家电产品。在消费者认为智能家电行业所处阶段的调查中，46.12%的消费者认为智能家电处于“初步应用”阶段，38.88%的消费者认为处于“快速成长”阶段。这说明大部分消费者认为中国智能家电市场还处于起步或快速发展阶段，市场潜力和前景均十分庞大。艾媒咨询分析师认为，未来中国家电行业需走精细化发展道路。企业要加大核心技术研发投入，优化产品功能与性能，提升用户体验；同时，需关注市场需求变化，抓住细分市场机遇，推动家电行业持续升级。
In recent years, driven by both consumption upgrade and technological innovation, China's home appliance industry has shown a diversified and intelligent development trend. At the same time, in the current era of continuous innovation in consumption concepts and the rapid advancement of the technological wave, China's home appliance industry is undergoing profound and rapid changes. According to the latest "iiMedia Report | Survey data on the market development status and consumer behavior of China's home appliance industry in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the transaction volume of China's home appliance market reached 13.13 billion yuan in 2023. In the future, with the increase in residents' income levels and the promotion of intelligent and green household appliances, the transaction volume of the household appliance market is expected to continue to grow. It indicates that the future prospects of the home appliance market in China are broad. In 2025, among the preferred home appliance brands of Chinese consumers, Midea ranked first with a share of 34.00%, followed by Xiaomi with 33.25% and Haier with 30.88%.This indicates that the vast majority of users give priority to well-known brands on the market when choosing home appliance brands. In terms of recognition of home appliance brands, 61.00% of consumers chose "unique product design and humanization", and 50.75% of consumers chose "one-click interconnection and intelligent control between products". The above survey indicates that in the home appliance market, consumers are more inclined to choose home appliances that are personalized, humanized, highly intelligent and easy to operate. Among the stages that consumers consider the smart home appliance industry to be in, 46.12% of them believe that smart home appliances are in the "initial application" stage, while 38.88% think they are in the "rapid growth" stage. This indicates that the majority of consumers believe that the smart home appliance market in China is still in its infancy or a stage of rapid development, with both huge market potential and prospects.Analysts from iiMedia Research believe that in the future, China's home appliance industry needs to follow a path of refined development. Enterprises should increase investment in core technology research and development, optimize product functions and performance, and enhance user experience. At the same time, it is necessary to pay attention to changes in market demand, seize opportunities in niche markets, and promote the continuous upgrading of the home appliance industry.

艾媒咨询|2020年5-6月中国家电行业市场运行及典型企业分析双月度报告

本报告研究涉及企业/品牌/案例：格力，美的。

从2020年一季度的数据看，中国家电行业国内市场销售规模为1172亿元，同比下降36.1%。同时，一季度家电累计出口规模为736亿元，同比下降12.7%。艾媒咨询分析师认为，随着疫情对中国影响的逐步减弱，以及夏季对空调、冰箱等制冷设备需求的季节性增长，特别是家电直播电商等形式的逐步成熟，预计第二季度家电行业的国内销售会逐步回暖，但出口形势依然不容乐观。

From the data of the first quarter of 2020, the domestic market scale of China's home appliance industry was 117.2 billion yuan, a year-on-year decrease of 36.1%. At the same time, the cumulative export scale of home appliances in the first quarter was 73.6 billion yuan, a year-on-year decrease of 12.7%. iiMedia Research believe that with the gradual weakening of the impact of the epidemic on China and the seasonal increase in demand for air-conditioning, refrigerators and other refrigeration equipment in summer, especially the gradual maturity of home appliance live broadcast e-commerce and other forms, it is expected that the appliance industry Of domestic sales will gradually pick up, but the export situation is still not optimistic.

艾媒报告 | 2018上半年中国在线二手交易市场监测报告

iiMedia Research(艾媒咨询)数据显示，2017年中国在线二手交易用户规模达0.76亿人，增长率达55.1%，预计2018年用户规模将超过1亿人，增长势头将持续强劲。艾媒咨询分析师认为，随着产品周期变短和人们购买能力增强，社会上闲置物品逐渐增加，人们对在线二手交易的需求会逐渐增大。

艾媒咨询| 2020年11-12月中国汽车行业月度运行及年终盘点数据监测报告

本报告研究涉及企业/品牌/案例：蔚来,理想汽车,长城汽车

受车市寒冬及新冠疫情影响，2020年中国汽车销量延续下降趋势，全年汽车销量同比减少1.9%至2527.2万辆，降幅较2019年收窄了6.3个百分点，主要归功于汽车厂商和经销商尝试直播卖车、新零售等方式加速企业数字化转型。在车市寒冬背景下，新能源汽车逆势上扬，在新能源汽车下乡、补贴等政策加持下，中国新能源汽车自2020年7月开始连续6个月正增长，其中特斯拉、比亚迪、蔚来等品牌表现突出。新能源汽车市场的繁荣也带动了汽车电池领域的发展，蔚来汽车、北汽新能源、伯坦科技、奥动新能源等已先后入局，新能源汽车换电模式将成为趋势。
Affected by the cold winter market and COVID-19, China's auto sales continued to decline in 2020, and the total sales volume decreased by 1.9% to 25 million 272 thousand vehicles in the same period. The decline was narrowed by 6.3 percentage points compared with 2019. The main conclusion was attributed to the accelerated transformation of the enterprises by car manufacturers and distributors. Under the background of the cold winter of the automobile market, new energy vehicles are rising against the trend. With the policy of new energy vehicles going to the countryside and subsidies, China's new energy vehicles have been growing for six consecutive months since July 2020, with Tesla, BYD, Weilai and other brands showing outstanding performance. The prosperity of new energy vehicle market has also led to the development of automotive battery field. Weilai automobile, BAIC new energy, Botan technology and ordong new energy have entered the market successively, and the power exchange mode of new energy vehicles will become a trend.

艾媒咨询｜2024年中国虚拟化软件行业研究报告

随着中国虚拟行业发展战略发布实施和自主可控的发展指引，虚拟化软件行业逐渐步入了高质量发展之路。在虚拟化领域，国产软件厂商不断加大自主创新投入，虚拟化软件及相关技术的突破和产品的优化迭代，使中国软件厂商完成了对国外虚拟技术上的“超车”，核心竞争力持续增强。中国市场的虚拟化软件产品从“能用”逐渐过渡到“好用”的阶段，国外虚拟化产品不再是唯一选择。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年中国虚拟化软件行业研究报告》数据显示，2023年中国云计算市场规模约为3097.3亿元，预计2025年将突破4000亿元，反映出中国云计算发展取得了良好的成效，云计算行业规模呈现强劲的增长态势。而虚拟化软件作为云基础设施的核心，预计2030年市场规模将突破200亿元。
艾媒咨询分析师认为，国家信创政策的支持、中国用户版权意识的觉醒以及中国企业数字化转型的需求，为服务器虚拟化市场的发展提供了肥沃的土壤。
With the release and implementation of China's virtual industry development strategy and independent and controllable development guidelines, the virtualization software industry has gradually stepped into the road of high-quality development. In the field of virtualization, domestic software manufacturers continue to increase their investment in independent innovation, breakthroughs in virtualization software and related technologies and product optimization iterations, so that Chinese software manufacturers have completed the "overtaking" of foreign virtual technology, the core competitiveness continues to strengthen. The virtualization software products in the Chinese market gradually transition from "usable" to "easy to use" stage. Foreign virtualization products are no longer the only option. According to the latest "2024 China's virtualization software industry research report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the size of China's cloud computing market in 2023 is about 309.73 billion yuan, and it is expected to exceed 400 billion yuan in 2025. It reflects that the development of cloud computing in China has achieved good results, and the scale of cloud computing industry has shown a strong growth trend. As the core of cloud infrastructure, virtualization software is expected to exceed 20 billion yuan in 2030.
Analysts from iMedia Consulting believe that the support of the national innovation policy, the awareness of copyright awareness of Chinese users and the demand for digital transformation of Chinese enterprises provide fertile soil for the development of the server virtualization market.

艾媒报告|2019全球二手车市场调查与趋势动态数据监测报告

本报告研究涉及企业/品牌/案例：雷诺-日产,现代-起亚,丰田,本田,马自达,三菱,吉利,奇瑞,力帆,大众
Manheim,Carmax,Autonation,Beepi,Kelley Blue Book,Carsome,eBay,ATG,SUV,CarFax,CarMax,Edunds,TureCar,Shift,Carvana,Vroom,Instamotor,Carloha,Gulliver,USS,LeasePlan,SixtLeasing,Mobile.de,GGG,Kaufland,美延

中国新车销售量下降，而二手车交易处于增长趋势，市场潜力大。2019年第一季度中国汽车销量为637.2万辆，新车市场呈现同比负增长态势。2018年中国二手车交易量达1382.2万辆，同比增长11.5%，二手车的年销量目前还不到新车年销量的1/3。2019年二手车市场最多可以提供约6000万辆二手车，供给市场明显大于需求市场，发展二手车出口业务将有利于给整个汽车行业注入新的发展活力。发达国家已经形成了比较成熟的二手车交易市场，2016年，美国二手车销量为3851.4万辆，其中，汽车经销商4S店的市场份额最大占比 37.0%。2018年日本共出口952.5万辆汽车；2018欧洲新车登记数量1562.0万辆。而“一带一路”沿线国家二手车市场需求量大，是中国二手车业务的首要目标群体。缅甸、柬埔寨每年进口车辆90%为二手车。俄罗斯汽车以二手车为主，2018年中国汽车品牌在俄罗斯二手车市场的总销量达8.05万辆，同比增长了8.5%。其余国家的二手车市场尚未饱和，“一带一路”沿线国家二手车市场缺口大，有利于中国发展二手车出口业务。

The sales of new car in china fell but the second-hand car has been rising and keeps good potential.2019Q1 China automobile sold 6.3 million yuan and it shows a descend trend. However, the second-hand cars sold 1.3 billion yuan, with the growth of 11.5%. At present, the amount of second-hand car does not reach 1/3 of the new car. In 2019, the second-hand car market can provide about 6.0 billion cars, which means developing second-hand car market will benefit the whole car market. The developed country has formed mature second-hand car market. In USA, the amount of second-hand car reached 3.8 billion in 2016, and 4S dealer accounted for the most market share, which is 37.0%.Japan exported 9.5 million cars in 2018,and Europe had 1.5 billion registered cars. Some countries along “One Belt And One Road“ have a large amount of demand for automobiles, among which southeast Asian countries and Russia have the largest demand for imported second-hand cars. 90% of imported vehicles in Myanmar and Cambodia are used cars every year. In 2018, the total sales volume of Chinese car brands in Russia's second-hand car market reached 80,500, up 8.5% year-on-year. The second-hand car market in other countries is not yet saturated. Due to the large gap of second-hand car market in countries along “One Belt And One Road“, it is conducive to the development of second-hand car export business in China.

艾媒报告 | 2018上半年中国二手车电商平台监测报告

2015年以来，中国二手车市场交易量保持较高的增长率，2018年仅1、2月份就达到了198.24万辆的增长量，同比增长15.8%。iiMedia Research(艾媒咨询)数据显示，40.7%的网民表示确定未来会在二手车电商平台尝试/继续购买二手车，使越来越多消费者接受通过网上购置二手车的模式。随着二手车业务成熟和资金流入，预期2018年中国二手车交易量将持续放大。