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。

艾媒咨询｜2021年中国卤制品行业研究报告

本报告涉及的案例/品牌/企业：绝味食品、紫燕百味鸡、物只卤鹅

自2020年上半年以来，受疫情影响中国餐饮业进入停摆状态，但卤制品市场依旧呈增长势头，各品牌更开启了扩张模式。数据显示，2021年中国卤制品行业规模达3296亿元，2018-2021年复合增长率为12.3%。艾媒咨询分析师认为，随着国民生活水平和消费需求的提升，卤制品消费场景和范围持续扩容，推动行业进一步发展，预计2023年中国卤制品行业规模达4051亿元。
Since the first half of 2020, China's catering industry has entered a state of shutdown due to the epidemic, but the halogen products market has still shown a growth momentum, and brands have opened an expansion model. The data shows that the scale of China's halogen products industry will reach 329.6 billion yuan in 2021, with a compound growth rate of 12.3% from 2018 to 2021.iiMedia Research analyst believes that with the improvement of national living standards and consumer demand, the consumption scenario and scope of halogen products continue to expand, promoting the further development of the industry, and it is expected that the scale of China's halogen products industry will reach 405.1 billion yuan in 2023.

艾媒咨询|2021-2022年中国MCN行业发展研究报告

本报告涉及的案例/品牌/企业：薇龙文化，青藤文化

iiMedia Research(艾媒咨询)数据显示，近年来中国MCN市场规模迅速扩大，2020年疫情带动线上经济，MCN市场规模已超过200亿元，2021年市场规模超330亿元。随着网红经济的盛行以及短视频、直播等形式的快速发展，MCN红利依然明显，入局者井喷式爆发，直播内容多元化发展。除了网红主播和商家运营人员外，明星垂直类KOL、企业、素人等参与直播，极大丰富了主播群体，打破了直播内容局限性。这不仅能增加流量，还能丰富MCN机构的营收方式。未来，在VR、CG等技术带动下虚拟偶像的商业价值正不断被挖掘，虚拟偶像主播能够帮助MCN机构进一步释放潜力，这不仅丰富MCN机构的变现模式，还推动MCN机构不断向更为精细化和运营模式多元化发展。
According to iiMedia Research, Chinese MCN market has expanded rapidly in recent years. In 2020, the epidemic has driven the online economy. The MCN market has exceeded 20 billion yuan, and in 2021, the market has exceeded 33 billion yuan. With the popularity of online Red economy and the rapid development of short video, live broadcast and other forms, MCN dividends are still obvious, entrants explode, and live broadcast content is diversified. In addition to the online anchor and business operators, the star vertical KOL, enterprises and plain people participated in the live broadcast, which greatly enriched the anchor group and broke the limitations of the live broadcast content. This can not only increase traffic, but also enrich the revenue mode of MCN institutions. In the future, driven by VR, CG and other technologies, the commercial value of virtual idol is constantly being tapped. Virtual idol anchor can help MCN institutions further release their potential, which not only enriches the realization mode of MCN institutions, but also promotes the continuous development of MCN institutions towards more refinement and diversified operation modes.

艾媒咨询|2020-2021中国在线直播行业年度研究报告

2020年中国直播电商市场规模达到9610亿元，同比增长121.5%。随着教育直播等细分领域快速发展，中国整体在线直播用户规模达5.87亿人。首先是国家制定政策给予支持，积极推动行业发展，为直播行业提供了良好的发展环境。同时，居民在线上消费支出的逐年上涨为直播电商提供积极的社会消费环境。直播企业的兴起也带动了相关行业发展，中国MCN机构数量迅速增长且前景持续向好。iiMedia Research(艾媒咨询)数据显示，用户对直播认可度较高。其中公益直播获65.6%的用户认可，认可度高居首位。社会公益性和非利益性是用户对直播认可度的关键，而专职带货的电商直播亦有良好的社会认可度。电商直播为用户最常观看的直播类型，约五成用户频繁观看，其中17.0%的用户观看频率非常频繁。未来在线直播平台将提高多元实时交互功能，互联网用户的参与度以及直播的关注度将进一步提升。
In 2020, China's live broadcast e-commerce market will reach 961 billion yuan, a year-on-year increase of 121.5%. With the rapid development of education live broadcast and other sub-fields, the overall online live broadcast user scale in China has reached 587 million. The first is that the country formulates policies to support it, actively promotes the development of the industry, and provides a good development environment for the live broadcast industry. At the same time, residents' online consumption expenditure has been rising year by year to provide a positive social consumption environment for live broadcast e-commerce. The rise of live broadcasting companies has also led to the development of related industries. The number of MCN organizations in China has grown rapidly and the prospects continue to improve. According to data from iiMedia Research, users have a high degree of recognition for live broadcasting. Among them, public welfare live broadcasting has been recognized by 65.6% of users, and the recognition ranks first. Social welfare and non-profit is the key to users' recognition of live broadcasts, and full-time e-commerce live broadcasts with goods also have good social recognition. E-commerce live broadcast is the most frequently watched type of live broadcast by users. About 50% of users watch it frequently, and 17.0% of users watch it frequently. In the future, online live broadcast platforms will improve multiple real-time interactive functions, and the participation of Internet users and the attention of live broadcasts will further increase.

艾媒咨询|2020年9-10月中国直播电商行业运行数据监测双月报告

本报告研究涉及企业/品牌/案例：蚊子会、头条易、遥望网络。

10月中旬开始，随着线上购物节“双11”的临近，各主要平台竞相开启各式各样的预热活动，直播电商网络热度逐渐回升。2020年10月，直播电商总观看次数达到249.09亿次，同比增长1.48%;开播主播总数11.44万人，其中店铺主播占比依旧最大，而达人主播数量则从8月份的0.69万家降低到10月的0.49万家，占比33%。艾媒咨询分析师认为，随着直播电商不再只是粗放型低价促销，而逐渐走向垂直化和精细化，直播电商行业将逐步朝向规范化方向发展。

From the middle of October, with the approach of online Shopping Festival "double 11" , major platforms are competing to open a variety of warm-up activities, live e-commerce network fever gradually pick up. In October 2020,24.909 billion views were viewed by direct-broadcast merchants, up 1.48 percent year-on-year. Of the 114,400 anchorpersons on-air, store anchorpersons still accounted for the largest share, the number of "the voice" hosts dropped from 6,900 in August to 4,900 in October, accounting for 33 percent of the total. Ai Media consulting analysts believe that with the direct broadcast e-commerce is no longer just extensive low-price promotions, but gradually move to the vertical and refined, the direct broadcast e-commerce industry will gradually move to the direction of standardization.

艾媒咨询|2020年中国新经济独角兽&准独角兽TOP200榜单解读及标杆企业研究报告

本报告研究涉及企业/品牌/案例：丁香园、叮当快药、字节跳动、小象大鹅、小红书、豌豆公主、阿里云、蜜蜂科技-BEEPLUS、盒马网络、回收宝、商汤科技、珞石科技、猿辅导、编程猫。

在产业数字化及居民消费升级的推动下，新经济产业蓬勃发展，培育出多家独角兽及准独角兽企业。在2020年中国新经济独角兽及准独角兽两百强榜单中，分别有39.5%和42.0%的独角兽及准独角兽企业分布在华东地区，并有71.0%及75.0%的独角兽及准独角兽企业分布在北上广，体现出北上广作为超一线城市在培育独角兽企业上具有明显优势。iiMedia Research(艾媒咨询)数据显示，在两百强名单中，企业服务领域分布了20家独角兽企业及49家准独角兽企业，体现出在新经济发展环境下，各类崭新的商业模式和领域被挖掘，同时也存在更多市场主体对企业服务存在需求，也推动更多企业服务企业跻身独角兽/准独角兽行列。

Driven by the industrial digitalization and increasing consuming power, the new economy industry is growing rapidly, and cultivated lots of unicorn and quasi unicorn enterprises. In the 2020 China New Economy Unicorn and Quasi Unicorn Enterprise Top200 List, 39.5% and 42.0% of the unicorn and quasi unicorn enterprises are located in the eastern China respectively, while 71.0% and 75.0% are located in Beijing, Shanghai and Guangzhou, which showed that as super tier one cities, Beijing, Shanghai and Guangzhou have the clear advantage in terms of cultivating unicorn enterprises. As the data of iiMedia Research showed, within the Top200 list, there are 20 unicorn enterprises and 49 quasi unicorn enterprises in the field of enterprise service, which showed that under the growth of new economy, new types of business models and fields are discovered, and there are more market entities that have demand on enterprise services, which pushed more enterprise service enterprises into the ranks of unicorn/quasi unicorn.

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.