艾媒报告 |2019上半年中国在线音频市场研究报告

本报告研究涉及企业/品牌/案例：荔枝，喜马拉雅FM，蜻蜓FM，懒人听书，酷我听书，听书神器，企鹅FM,kilakila，百度，华为，vivo,今日头条，小米，阅文听书、猫耳FM，B站，凤凰FM

在线音频是指通过网络流媒体播放、下载等方式收听的音频内容，主要包括有声读物、网络电台、语音直播、互动娱乐等形式。随着在线音频内容的进一步开放，以及用户场景需求得到进一步挖掘，在线音频市场有望保持稳定快速增长态势。iiMedia Research(艾媒咨询)数据显示，2018年中国在线音频市场用户规模达4.25亿人。预计到2020年，中国在线音频用户规模将达5.42亿。2019上半年中国有过半网民使用过在线音频APP，其中常收听语音直播的人群比例为46.2%。在这些用户中，主播的声音、直播内容的质量是用户比较关注的因素。另外，多数语音直播听众在收听时有过付费行为，语音直播内容付费有着较大的潜力。但是内容违规和版权问题依旧是行业痛点，市场竞争格局也愈发激烈。未来在线音频市场将会继续加强优质内容和内容生态的打造，借助技术的发展，深耕用户场景需求，使业务更加多元化

Online audio refers to audio content listened through network streaming media, including audio books, network radio, audio live broadcast, interactive entertainment and other forms.With the further opening of online audio content and the further mining of user scenarios, the market of online audio is expected to maintain a steady and rapid growth. According to iiMedia Research, China's online audio market had 425 million users in 2018.China's online audio users are expected to reach 542 million by 2020.More than half of China's Internet users have used online audio apps in the first half of 2019, and 46.2% of them often listen to voice broadcast.Among these users, the sound of anchors and the quality of live broadcast content are the factors that users pay more attention to.In addition, most listeners of voice broadcast have paid for listening, so there is great potential to pay for the content of voice broadcast.However, content violations and copyright issues are still pain points in the industry, and the market competition is becoming increasingly fierce.In the future, the online audio market will continue to strengthen the creation of high-quality content and content ecology, with the help of the development of technology, deeply explore the needs of user scenarios, and make the business more diversified.

山东天鹅棉业机械股份有限公司2021年第三季度报告

艾媒咨询 | 2025年中国运动户外市场消费行为调查数据

随着全民健身热潮及户外生活方式的兴起，运动户外市场正快速发展。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年中国运动户外市场消费行为调查数据》显示，2025年中国运动鞋服行业市场规模为5989亿元，预计2030年将达到8963亿元；2025年中国露营经济核心市场规模达到2483.2亿元。运动鞋服规模的高速扩张与露营经济的快速崛起，不仅共同拉动了产业链需求，也推动市场向专业化、场景化纵深发展，显著拓宽了运动户外产业的整体边界与发展空间。
2025年中国消费者户外运动频次数据显示，每月参与2-3次的群体占比高达48.33%，每月参与1次的消费者占比30.62%，显示出户外运动已深度融入大众日常生活。在户外产品需求维度，占比最高的是“适配国内户外场景（如城市周边）”，达到41.21%。其次是“针对国内气候优化功能”，占比38.79%。运动户外品牌应聚焦“场景适配为先、功能本土为基”的研发方向，着力优化产品对国内主流户外环境与气候的适应性，并针对性改进版型剪裁，以精准满足用户对户外装备实用性与场景贴合度的核心诉求。
艾媒咨询分析师认为，未来中国运动户外市场将持续保持高速增长态势。一方面，消费者对专业化、细分化产品的需求将推动运动鞋服向功能科技化、场景专属化方向升级。另一方面，露营、骑行、滑雪等户外生活方式的普及将进一步拓展市场边界，催生“户外+文旅”等新业态。同时，国货品牌将通过深耕本土化设计与科技研发，在国潮深化与数字化变革中构建更完善的产品生态与消费体验，推动行业向高质量、可持续发展转型。
With the rise of the national fitness craze and outdoor lifestyles, the sports and outdoor market is developing rapidly. According to the latest "2025 China Sports and Outdoor Market Consumer Behavior Survey Data" released by iiMedia Research (iimedia.cn), a leading third-party data mining and analysis agency for the new economy industry, the scale of China's sports shoes and clothing industry is expected to reach 598.9 billion yuan in 2025 and 896.3 billion yuan in 2030. The core market size of the camping economy in China is expected to reach 248.32 billion yuan in 2025. The rapid expansion of the sports shoes and clothing market and the rapid rise of the camping economy not only jointly drive the demand of the industrial chain but also promote the market to develop in depth towards specialization and scenario orientation, significantly broadening the overall boundaries and development space of the sports and outdoor industry.
Data on the frequency of outdoor sports participation by Chinese consumers in 2025 shows that 48.33% of the population participates 2-3 times a month, and 30.62% participates once a month, indicating that outdoor sports have deeply integrated into the daily lives of the general public. In terms of outdoor product demand, the highest proportion is "adapted to domestic outdoor scenarios (such as urban peripheries)", reaching 41.21%. The second highest proportion is "optimized for domestic climate", accounting for 38.79%. Sports and outdoor brands should focus on the research and development direction of "scenario adaptation first, local functionality as the foundation", and strive to optimize the adaptability of products to the mainstream domestic outdoor environment and climate, and improve the version and cutting to precisely meet users' core demands for the practicality and scenario fit of outdoor equipment.
Analysts from iiMedia Research believe that the Chinese sports and outdoor market will continue to maintain a high growth rate in the future. On the one hand, consumers' demand for specialized and segmented products will drive the upgrade of sports shoes and clothing towards functional technology and scenario specialization. On the other hand, the popularization of outdoor lifestyles such as camping, cycling, and skiing will further expand the market boundaries and give rise to new business forms such as "outdoor + cultural tourism". At the same time, domestic brands will build a more complete product ecosystem and consumer experience through in-depth localization design and technological research and development, promoting the transformation of the industry towards high-quality and sustainable development in the context of the deepening of the national trend and digital transformation.

艾媒报告|2019Q3中国在线直播行业发展专题研究报告

本报告研究涉及企业/品牌/案例：斗鱼直播，虎牙直播，now直播，淘宝直播，快手，咪咕视频，花椒直播，新东方在线，腾讯课程，环球网校，伯索云学堂，云朵课程，微吼，顶播，盟主直播，诺云直播，目睹，企鹅电竞，映客直播

iiMedia Research(艾媒咨询)数据显示，预计2019年中国在线直播用户规模将继续保持增长态势，增至5.01亿人，但增速趋于平缓。随着用户规模增速放缓，直播行业人口红利逐渐消失，内容将是推动利润进一步增长的关键。各平台积极布局“直播+”，在丰富平台内容的同时赋能其他行业创新发展，“直播+公益”、“直播+教育”成为热点。iiMedia Research(艾媒咨询)数据显示，超过八成用户愿意观看公益及教育直播。此外，直播造星继续火热，平台通过造星计划培育优质主播，为主播发展提供平台，同时可以提高创作内容的质量，用优质内容吸引用户并推动平台成长，形成良性循环。

As the data of iiMedia Research showed, the scale of China online live streaming users will continue to grow to 501 million people in 2019, but the growth rate will slow down. As the result, the demographic dividend of online live streaming industry gradually disappears. For online live streaming company, content will be the key to promote their further profit growth. Each platform actively arranged ‘online live streaming +’ to enrich the content of the platform and help other industries innovate. ‘Online live streaming + public welfare’ and ‘online live streaming + education’ became the spots. As the data of iiMedia Research showed, more than 80% of users are willing to watch online live streaming of public welfare and education. In addition, the trend of cultivating stars in online live streaming industry is still going on. The platform cultivates high-quality broadcasters through star creation plans, which provide anchors with platforms to become popular and attract more users with high-quality content.

艾媒咨询 | 2025年中国羽绒服市场发展状况与消费行为调查数据

随着消费理念升级与冬季户外活动的兴起，消费者对羽绒服的需求从基础保暖转向多功能复合场景。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年中国羽绒服市场发展状况与消费行为调查数据》显示，2024年中国服装批发市场规模攀升至5673.2亿元，预计到2030年规模将进一步增长至7414.8亿元。在行业整体从增量扩张转向存量优化的背景下，羽绒服细分市场正通过产品与渠道的双重升级实现价值增长。在产品端，着力融合防风防水、轻量便携等科技功能，并强化时尚设计以适配通勤、户外等多元场景；渠道端则持续优化供应链效率，积极拓展直播电商等新业态，以精准响应消费需求变化，在结构性竞争中确立优势。
在2025年中国消费者购买羽绒服的频率中，2-3年购买1件的占比最高，达到58.97%；其次是每年购买1-2件，占比29.33%。在填充类型偏好上，鹅绒以49.78%的占比略超鸭绒（49.48%），两者近乎持平。整体来看，羽绒服消费已呈现出“低频次、高要求”的典型耐用品特征。消费者更换周期延长，倒逼品牌必须在产品品质和耐用性上精益求精；同时，对鹅绒等高端材质的显著偏好，则清晰指向了明确的消费升级趋势。
艾媒咨询分析师认为，未来中国羽绒服市场将向“技术赋能、消费分级、绿色升级”深度演进。在技术端，拒水羽绒、智能温控等创新持续突破，叠加柔性供应链优化，平衡品质与抗风险能力。消费端呈现K型分化，千元以下高性价比产品与三千元以上科技/联名高端款双线增长，中间价带逐步收缩。同时，GRS、RDS绿色认证成为出口与高端市场硬门槛，再生材料应用扩大。头部品牌凭借科技研发与品牌力巩固优势，行业集中度提升，整体在消费升级与理性需求中实现高质量增长。
With the upgrading of consumer concepts and the rise of winter outdoor activities, consumers' demand for down jackets has shifted from basic warmth to multifunctional composite scenes. According to the latest survey data on the development status and consumer behavior of China's down jacket market in 2025 released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, the size of China's clothing wholesale market is expected to climb to 567.32 billion yuan in 2024 and further increase to 741.48 billion yuan by 2030. Against the backdrop of the industry's overall shift from incremental expansion to stock optimization, the down jacket niche market is achieving value growth through dual upgrades of products and channels. On the product side, we focus on integrating windproof, waterproof, lightweight and portable technology functions, and strengthen fashion design to adapt to diverse scenarios such as commuting and outdoor activities; On the channel side, we will continue to optimize the efficiency of the supply chain and actively expand new formats such as live streaming e-commerce to accurately respond to changes in consumer demand and establish advantages in structural competition.
In the frequency of Chinese consumers purchasing down jackets in 2025, the proportion of purchasing one piece every 2-3 years is the highest, reaching 58.97%; Secondly, 1-2 items are purchased annually, accounting for 29.33%. In terms of filling type preference, goose down slightly surpasses duck down (49.48%) with a proportion of 49.78%, and the two are almost equal. Overall, down jacket consumption has shown typical durable goods characteristics of "low frequency and high requirements". The extended replacement cycle for consumers forces brands to strive for excellence in product quality and durability; At the same time, the significant preference for high-end materials such as goose down clearly points to a clear trend of consumer upgrading.
Analysts from iMedia Consulting believe that in the future, the Chinese down jacket market will deeply evolve towards "technology empowerment, consumer grading, and green upgrading". On the technical side, innovations such as water repellent down and intelligent temperature control continue to break through, combined with flexible supply chain optimization, balancing quality and risk resistance. The consumer end presents a K-shaped differentiation, with high cost-effective products priced below 1000 yuan and high-end technology/co branded products priced above 3000 yuan growing in both directions, and the middle price band gradually shrinking. At the same time, GRS and RDS green certification have become hard barriers for export and high-end markets, and the application of recycled materials has expanded. Top brands consolidate their advantages through technological research and development and brand strength, increase industry concentration, and achieve high-quality growth in overall consumption upgrading and rational demand.

艾媒咨询｜2024-2025年中国家政服务业发展及行业投资机遇分析报告

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。《促进家政服务业提质扩容2024年工作要点》政策的颁布，引发了社会各界高度关注和广泛热议，成为事关“调结构、稳增长、促就业、优民生”的新业态。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年中国家政服务行业发展及行业投资机遇分析报告》显示，中国家政服务行业市场规模近年来始终保持稳定的增长态势，2023年市场规模为11641亿元，预计2026年有望突破13000亿元。随着行业发展逐渐规范化，未来家政服务将向着服务需求多样化、服务质量标准化、需求即时化的方向发展。
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. The promulgation of the policy of "Promoting the Key Points of Improving the Quality and Expansion of the Domestic Service Industry in 2024" has aroused high attention and heated discussion from all sectors of society, and has become a new business form related to "structural adjustment, stabilizing growth, promoting employment and improving people's livelihood". The latest "2024-2025 China Domestic Service Industry Development and Industry Investment Opportunity Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that China's  domestic service industry market size has maintained a steady growth trend in recent years, in 2023 market size is 1.164.1 billion yuan, is expected to exceed 1.30 billion yuan in 2026. With the gradual standardization of the industry, the domestic service will develop towards the direction of diversified service demand, standardization of service quality and instant demand in the future.

艾媒报告|2019-2021年中国家禽消费市场大数据及饲养行业趋势研究报告

本报告研究涉及企业/品牌/案例：华英农业，传味股份，圣农发展，立华股份，永强集团，正方股份，顺宝农业，宏华股份，格润牧业，凤达，山佬古，晓鸣禽业，塞飞亚，仙坛股份，禾丰牧业

2018年，中国的禽肉消费量为1902.8万吨，是全球禽肉消费第一大国，其中，山东是中国最大的家禽产地。艾媒咨询分析师认为，从人均禽肉消费量来看，中国的禽肉消费水平依然低于发达国家水平仍有发展空间。并且受猪肉市场和饲料价格影响，自2019年1月以来中国鸡肉的批发价格不断上涨，华英农业、传味股份、圣农发展、立华股份等禽肉相关标杆企业因此获益增长迅速。

In 2018, China's poultry consumption was 1.928 million tons, making it the world's largest poultry consumer, with Shandong being the largest poultry producer in China. iiMedia Research analyse that from the per capita consumption of poultry meat, China's poultry consumption level is still lower than the level of developed countries still have room for development. And affected by the pork market and feed prices, since January 2019, the wholesale price of chicken in China has been rising, Huaying Agriculture, Teabo shares, San Nong Development, Lihua shares and other poultry-related benchmark enterprises have benefited from rapid growth.

艾媒报告|2019-2020年中国K12在线教育行业研究报告

本报告研究涉及企业/品牌/案例：作业帮，松鼠Ai 1对1，编程猫；其他提及企业/品牌：VIPKID，51Talk，阿卡索，哒哒英语，TutorABC，米乐英语,掌门1对1，海风教育，学霸君1对1,三好网，辅导君，学而思网校,新东方在线，沪江网校，网易云课堂，猿辅导，跟谁学，企鹅辅导，小猿搜题，一起作业，作业盒子，阿凡题,掌门少儿，火花思维，豌豆思维，洋葱学院，画啦啦，核桃编程，美术宝

iiMedia Research（艾媒咨询）数据显示，预计到2020年中国在线教育市场规模将达4538亿元，K12在线教育用户规模将达3765.6万人。其中，一二线城市K12在线教育市场发展较为完善，而三四线城市K12在线教育渗透率仍有待提高。另外，iiMedia Research（艾媒咨询）数据显示， 59.4%受访用户认为师生互动交流有利于提高学生专注度。艾媒咨询分析师认为，K12在线教育平台应促进师生互动交流，运用AI等新技术实时记录学生状态，以提高学生学习专注度，及时反馈学生学习成果。未来，随着互联网的普及和发展，“互联网+教育”使得在线教育用户不断攀升，K12在线教育市场规模将持续扩大。

According to the data of iiMedia Research, it is estimated that by 2020, China's online education market will reach 453.8 billion yuan, and the number of K12 online education users will reach 37.656 million. Among them, the development of K12 online education market in the first and second tier cities is relatively perfect, while the penetration rate of K12 online education in the third and fourth tier cities still needs to be improved. In addition, according to the data of iiMedia Research, 59.4% of the respondents think that the interaction between teachers and students is conducive to improving students' concentration. iiMedia Research consulting analysts believe that K12 online education platform should promote interaction between teachers and students, use AI and other new technologies to record students' status in real time, so as to improve students' learning focus and timely feedback students' learning results. In the future, with the popularity and development of Internet, Internet plus education will make online education users continue to climb. The scale of K12 online education market will continue to expand.

艾媒咨询｜2022-2023年中国家政服务行业发展剖析及行业投资机遇分析报告

由于中国社会的家庭小型化、人口老龄化进程加快，加之二胎政策、三孩政策的推行，大量潜在的家政服务需求被创造。中国家政服务业市场规模增长较快，2021年已增至10149亿元，进入万亿级市场行列。在政策推动行业规范化发展、居民消费水平提高、市场对育儿和养老服务需求明显增加等因素的共同推动下，中国家政服务市场的前景将更加广阔，预计2022年市场规模将达到10890亿元。

艾媒报告|2019-2020年中国在线直播行业研究报告

本报告研究涉及企业/品牌/案例：斗鱼直播,虎牙直播,企鹅电竞,龙珠直播,战旗直播,触手直播,蘑菇街,淘宝直播,映客直播,花椒直播,NOW直播,KK直播,一直播,BiliBili,YY直播,快手,CC直播,秀色直播,酷狗直播,抖音,目睹直播,好视通,布马网络等。

中国在线直播行业用户规模近五年来一直保持稳步增长，iiMedia Research（艾媒咨询）数据显示，2019年中国在线直播行业用户规模已增长至5.04亿人，增长率为10.6%；预计2020年在线直播行业用户规模达5.26亿人。2019年，VR、AI等技术带动在线直播行业发展，“直播+”的产品与内容创新不断显现，其中“直播+电商”迎来了高速发展的风口。艾媒咨询分析师认为，未来“直播+”的商业模式将继续发展完善，在线直播平台将更加注重精细化与专业化运营，通过产品、形式与内容的创新塑造和强化自身差异化优势，并通过技术赋能提升用户体验，布局更多业务和内容模块，赢得在线直播行业赛道的竞争。
The user scale of China's online live streaming industry has grown steadily in the past five years. Data from iiMedia Research shows that the user scale of China's online live streaming industry has increased to 504 million in 2019, with a growth rate of 10.6%. It is estimated that the figure will reach 526 million in 2020. In 2019, the development of online live streaming industry will be driven by VR, AI and other technologies, and the innovations on products and contents of “live streaming +” will continue to emerge, among which “live streaming + e-commerce” will usher in the outlet of rapid development. iiMedia Research analysts believe that the “live streaming +” business model will continue to develop in the future. China’s live online platforms will pay more attention to their refinement and specialization operations, build and strengthen their differentiation advantages through the innovations on products, live forms and contents. Through the technology, they can improve their users’ experience, set better business layouts and make more great content modules, to win the competition and stand out in the online live streaming market.