艾媒咨询 | 2025年中国密室逃脱行业消费行为调查数据

密室逃脱作为一种新兴的线下娱乐业态，近年来市场规模不断扩大，其受欢迎程度持续攀升。消费群体也日益多元，市场正不断拓展受众边界。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年中国密室逃脱行业消费行为调查数据》数据显示，消费者更期待密室逃脱游戏带来的氛围体验，占比达到33.61%。同时，超过一半的密室逃脱消费者（58.40%）愿意向朋友推荐店铺和主题，这表明密室逃脱行业具有较强的口碑传播潜力。密室逃脱行业在技术创新、消费体验升级和市场拓展方面展现出巨大潜力，未来有望成为娱乐市场中的重要组成部分。但密室逃脱行业也面临一些挑战，如游戏类型和内容的同质化问题。消费者对游戏类型的多样化和内容升级有较高期待，商家需要在剧情设计和谜题难度上不断创新。
As an emerging offline entertainment business format, the market scale of escape rooms has been continuously expanding in recent years, and their popularity has been steadily rising. The consumer group has also become increasingly diverse, and the market is constantly expanding its audience boundaries. According to the latest "Survey data on consumer behavior in China's escape room industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, consumers are more expecting the atmosphere experience brought by escape room games, accounting for 33.61%. At the same time, more than half of the escape room consumers (58.40%) are willing to recommend the store and theme to their friends, which indicates that the escape room industry has strong word-of-mouth communication potential. The escape room industry shows great potential in technological innovation, consumption experience upgrading and market expansion, and is expected to become an important part of the entertainment market in the future. However, the escape room industry also faces some challenges, such as the homogenization of game types and content. Consumers have high expectations for the diversification of game types and the upgrading of content, and merchants need to continuously innovate in plot design and puzzle difficulty.

艾媒咨询 | 2025年全球及中国主题公园运行大数据及行业升级趋势报告

随着全球旅游市场回暖，全球主题公园亦得到了更好的发展和助力。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年全球及中国主题公园运行大数据及行业升级趋势报告》数据显示2024年第一季度至第三季度，中国出游人数达42.4亿人，同比增长15.30%。艾媒咨询分析师认为，随着旅游产业的复苏，中产阶级人口增加及亲子游趋势加强，中国主题公园行业亦受到正面影响。艾媒咨询分析师认为，相较于国际知名主题公园如迪士尼、环球影城等，中国大部分主题公园所涉及的产业链条短，收入结构相对单一，产品附加值较低。中国主题公园应着力开发多种商业模式，以应对未来不同的市场需求。
With the recovery of the global tourism market, the global theme parks has also been better developed and assisted. The latest "Global and China theme park operation big data and industry upgrade trends report 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that from the first quarter to the third quarter of 2024, the number of Chinese travelers reached 4.24 billion people, an increase of 15.30%. Analysts from IIMedia Consulting believe that with the recovery of the tourism industry, the increase of the middle class population and the strengthening of the trend of parent-child travel, China's theme park industry has also been positively affected. Analysts from iMedia Consulting believe that compared with internationally renowned theme parks such as Disney and Universal Studios, most theme parks in China involve a short industrial chain, relatively single income structure, and low added value of products. Chinese theme parks should focus on developing a variety of business models to cope with different market demands in the future.

艾媒咨询 | 2025年中国微短剧市场消费调查数据

近年来，微短剧作为一种新兴的网络视听形式，凭借其体量轻、节奏快、表现力丰富等特点迅速吸引了大量用户。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年中国微短剧市场消费调查数据》显示，中国微短剧市场规模呈上升趋势，2025年中国微短剧市场规模达677.9亿元，同比上升34.40%，预计2030年中国微短剧市场规模超1500亿元。此外，自2023年起，中国电影票房呈现下降趋势，2024年中国电影票房收入为425.02亿元。随着移动互联网的普及和短视频平台的兴起，微短剧的传播渠道日益广泛，分流了大量潜在影院观众，市场规模将不断扩大。
在2025年中国消费者观看微短剧的平台中，位列前三的分别是抖音（39.06%）、番茄免费短剧（27.32%）和快手（26.29%）。此外，消遣娱乐（46.38%）、故事情节吸引（43.10%）和观看方便灵活（39.44%）是用户观看微短剧的主要原因。这一趋势表明，短视频平台凭借庞大流量基数与场景适配性，已成为微短剧分发核心渠道，而用户核心需求则聚焦情绪价值与观看体验。未来，平台需以精品化内容创作夯实核心竞争力，同时持续优化播放流畅度、交互设计等体验细节，以进一步巩固用户粘性。
艾媒咨询分析师认为，未来中国微短剧市场将向精品化、规范化与全球化深度进阶。一方面，监管收紧推动行业告别粗制滥造，巨头与传统影视公司入局催生优质内容，从“爽感猎奇”转向现实题材与价值表达。另一方面，“微短剧+”与IP系列化运营成新方向，付费模式更趋透明规范。同时，“银发族”等群体拓宽用户结构，海外市场收入高速增长，出海成为重要增长点。低成本快周转优势持续，叠加技术赋能与场景适配，微短剧行业将在质量提升与商业创新中实现可持续扩张。
In recent years, micro short dramas, as a new form of online audio-visual content, have rapidly attracted a large number of users with their light weight, fast pace, and rich expressiveness. According to the latest "2025 China Micro Short Drama Market Consumption Survey Data" released by iiMedia Research (a leading third-party data mining and analysis agency for the new economy industry), the scale of the Chinese micro short drama market is on the rise. It is projected that the market size will reach 67.79 billion yuan in 2025, an increase of 34.40% year-on-year, and is expected to exceed 150 billion yuan by 2030. Additionally, since 2023, the box office of Chinese films has shown a downward trend, with the box office revenue in 2024 being 42.502 billion yuan. With the popularization of mobile internet and the rise of short video platforms, the distribution channels of micro short dramas have become increasingly diverse, diverting a large number of potential cinema audiences, and the market size will continue to expand.
Among the platforms where Chinese consumers watch micro short dramas in 2025, the top three are Douyin (39.06%), Tomato Free Short Drama (27.32%), and Kuaishou (26.29%). Moreover, entertainment (46.38%), captivating storylines (43.10%), and convenient and flexible viewing (39.44%) are the main reasons why users watch micro short dramas. This trend indicates that short video platforms, with their large traffic base and scene adaptability, have become the core channels for the distribution of micro short dramas, while users' core demands focus on emotional value and viewing experience. In the future, platforms need to solidify their core competitiveness through high-quality content creation, while continuously optimizing playback smoothness, interaction design, and other experience details to further enhance user stickiness.
Analysts from iiMedia Research believe that the Chinese micro short drama market will deeply advance towards refinement, standardization, and globalization in the future. On one hand, tightened regulation will push the industry to bid farewell to shoddy production, and the entry of giants and traditional film and television companies will give rise to high-quality content, shifting from "thrilling and bizarre" to realistic themes and value expression. On the other hand, "micro short drama +" and IP series operation have become new directions, and the paid model is becoming more transparent and standardized. At the same time, groups such as the "silver-haired generation" are broadening the user structure, and overseas market revenue is growing rapidly, making overseas expansion an important growth point. The advantages of low cost and fast turnover will continue, combined with technological empowerment and scene adaptability, the micro short drama industry will achieve sustainable expansion through quality improvement and business innovation.

艾媒咨询｜2024-2025年中国研学游经济市场运行监测报告

近年来，旅游市场强力复苏，居民出游意愿高涨。随着国民教育文化需求的提升、政府政策红利的释放以及家长教育观念的转变，研学游成为旅游市场重点发展方向。2023年中国研学游行业市场规模达1469亿元，预计2028年将突破3000亿元。中国研学游市场发展迅速，产业配套快速形成。产业链分布上，上游的资源提供方构成复杂，主体为高校、事业单位、研学基地和营地等。中游市场上，竞争格局较为分散，行业集中度较低，存在大量营收规模在千万元/人民币以下的中小机构。下游则对应用户层，如师生、学校、家长等。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年中国研学游经济市场运行监测报告》数据显示，在研学游目的地的选择上，57.7%的消费者偏爱省内的短途旅行，单次1000-6000元的研学游产品成为超半数消费者的选择。随着研学游市场发展逐步成熟，同质化的研学旅行服务将越来越难以满足消费者需求。科技、制造、能源、互联网等跨领域的佼佼者也已进入这个庞大的市场，不断拓展行业边界，开发出丰富多样的跨界融合研学产品。相关企业需根据研学旅行未来趋势制定分众细化的特色研学项目应对市场挑战。
In recent years, the tourism market has seen a robust recovery, with a surge in residents' desire to travel. As the national demand for education and culture increases, along with the release of government policy dividends and the transformation of parents' educational concepts, study tours have become a key direction for the development of the tourism market. In 2023, the market size of China's study tour industry reached 146.9 billion yuan, and it is expected to exceed 300 billion yuan by 2028. The development of China's study tour market is rapid, with industry support quickly taking shape. In terms of the industry chain distribution, the upstream resource providers are complex, mainly consisting of universities, public institutions, study bases, and camps. In the midstream market, the competitive landscape is relatively fragmented, with a low industry concentration, and there are many small and medium-sized institutions with a revenue scale of less than 10 million yuan/RMB. The downstream corresponds to the user layer, such as teachers, students, schools, and parents. The latest "China Study Tour economic Market Operation Monitoring report from 2024 to 2025" released by iiMedia Research shows that in the choice of study tour destinations, 57.7% of consumers prefer short-distance travel within the province, and study tour products priced between 1000-6000 yuan per trip have become the choice of more than half of the consumers. As the study tour market gradually matures, homogenized study travel services will increasingly fail to meet consumer needs. Leaders in cross-disciplinary fields such as technology, manufacturing, energy, and the internet have also entered this vast market, continuously expanding industry boundaries and developing a rich and diverse range of cross-disciplinary integrated study products. Relevant companies need to formulate targeted study projects based on future trends in study travel to meet market challenges.

艾媒咨询 | 2025年中国潮玩行业发展与用户行为调查数据

2025年的中国消费市场，潮玩赛道正以破竹之势改写商业格局——泡泡玛特营收暴涨、名创优品靠联名公仔刷新出海纪录，“谷子”概念股在二级市场集体涨停，《哪吒2》以百亿票房跻身世界动画电影前列……这一系列亮眼数据，不仅印证了潮玩经济的爆发式增长，更揭示出年轻群体成为消费主力后，以“悦己”为核心的情感需求正在重塑产业生态。社交平台的“种草”机制则加速了这一进程，让潮玩从小众圈层的心头好，变成大众市场的新宠。潮玩，正从“小众爱好”升格为“全民资产”。
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年中国潮玩行业发展与用户行为调查数据》显示，2024年中国泛二次元用户规模达5.03亿，显示用户增长进入存量时代；而“谷子经济”市场规模却从2023年猛增40.63%至2024年市场规模1689亿元，表明潮玩行业的发展趋势正从依赖用户规模扩张，转向深度挖掘核心用户价值，周边衍生品已成为驱动产业增长的核心引擎，标志着行业步入以IP变现和情感消费为主导的成熟阶段。
在中国潮玩市场，消费者的购买动机和决策因素正呈现出日益成熟和分化的特征。iiMedia Research（艾媒咨询）数据显示，高达40.83%的消费者将“具有升值空间，可通过二手市场转卖盈利”视为购买潮玩的主要原因，这反映出收藏与投资属性已成为驱动消费的重要力量，也意味着潮玩正从单纯的消费品逐渐转向具备金融属性的资产类别。与此同时，在2025年消费者购买时优先考虑的因素中，“款式和设计”以38.60%的占比高居首位，突显了消费者对产品外观独特性、艺术价值和创意表达的强烈追求。
艾媒咨询分析师认为，从泡泡玛特的IP矩阵到名创优品的平价潮玩，从“谷子”的收藏热潮到《哪吒2》带动的衍生品热销，潮玩行业的每一个增长点都紧扣“情感共鸣”与“价值认同”。中国潮玩行业未来将朝着产品精品化、资产化和情感化的方向持续深化。IP运营与跨界联动将成为价值增长的核心，数字潮玩与实体收藏的融合将进一步拓展行业边界。伴随消费者趋于理性，能够同时满足审美期待与收藏潜力的品牌将在竞争中赢得优势。
In China's consumer market of 2025, the trendy toy sector is rewriting the business landscape with overwhelming momentum – Pop Mart has seen a skyrocketing revenue, Miniso has set new overseas records with its co-branded dolls, concept stocks related to "goods/merchandise" have collectively hit the daily limit in the secondary market, and Nezha 2 has ranked among the world's top animated films with a box office of 10 billion yuan... This series of impressive data not only confirms the explosive growth of the trendy toy economy but also reveals that after young groups have become the main consumers, emotional needs centered on "self-pleasure" are reshaping the industrial ecology. The "grass-planting" mechanism on social platforms has accelerated this process, turning trendy toys from favorites of niche circles into new darlings of the mass market. Trendy toys are evolving from "subcultural interest" to "mainstream asset".
According to the latest "Survey Data on the Development Status and User Behavior of China's Trendy Toy Industry 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 pan-2D users will reach 503 million in 2024, indicating that user growth has entered the era of stock. However, the market size of the "millet economy" has soared by 40.63% from 2023 to 168.9 billion yuan in 2024, indicating that the development trend of the collectible toy industry is shifting from relying on user scale expansion to deeply exploring the value of core users. Peripheral derivatives have become the core engine driving the growth of the industry. It marks that the industry has entered a mature stage dominated by IP monetization and emotional consumption.
In China's trendy toy market, consumers' purchasing motives and decision-making factors are showing increasingly mature and differentiated characteristics. Data shows that as high as 40.83% of consumers consider "having appreciation potential and being able to make profits by reselling in the second-hand market" as the main reason for purchasing trendy toys. This reflects that the attributes of collection and investment have become important forces driving consumption, and also indicates that trendy toys are gradually shifting from simple consumer goods to asset classes with financial attributes. Meanwhile, among the top priorities for consumers when making purchases in 2025, "style and design" topped the list with a 38.60% share, highlighting consumers' strong pursuit of the uniqueness of product appearance, artistic value and creative expression.
Analysts from iiMedia Research believe that from Pop Mart's IP matrix to Miniso's affordable trendy toys, from the collection boom of "guzi" (merchandise) to the hot sales of derivatives driven by Nezha 2, every growth point in the trendy toy industry is closely linked to "emotional resonance" and "value recognition". China's trendy toy industry will continue to deepen in the direction of product refinement, assetization and emotionalization in the future. IP operation and cross-border collaboration will become the core of value growth, and the integration of digital trendy toys and physical collections will further expand the industry's boundaries. As consumers become more rational, brands that can simultaneously meet aesthetic expectations and collection potential will gain advantages in the competition.

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 | 2025年中国餐饮行业发展状况及消费行为调查数据

在预制菜技术与消费升级的双重驱动下，中国餐饮行业正从粗放增长转向精耕细作，进入“品质与效率兼顾，场景与体验融合”的产业转型新阶段。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年中国餐饮行业发展状况及消费行为调查数据》显示，2024年中国餐饮行业市场规模为55718亿元，同比增长7.4%，预计2025年市场规模将达59284亿元。此外，2024年中国预制菜市场规模已经达到4850亿元，预计2026年预制菜市场规模达到7490亿元。这表明预制菜已成为驱动餐饮业增长与变革的核心引擎。未来，餐饮市场的竞争将愈发聚焦于供应链能力与产品创新，预制菜技术的深化应用将持续重塑行业的格局与体验。
2025年中国餐饮消费调研显示，消费者最为关注的两大因素为“菜品丰富度”（35.57%）与“餐饮卫生干净”（34.01%），反映出对多元体验与基础安全并重的双重需求。紧随其后的“餐饮价格”（33.05%）和“菜品营养健康”（31.98%），则进一步体现出消费者在追求性价比的同时，对健康品质的日益重视。在餐饮类型选择上，火锅以46.71%的偏好度成为最受欢迎的品类，而快餐（46.59%）与正餐（46.23%）亦几乎并驾齐驱，显示出中国餐饮市场在社交型、效率型与品质型消费之间形成的多元共生态势。这表明，中国餐饮市场已进入一个“体验与效率并重、多元与健康并行”的精细化发展阶段。消费者既追求通过丰富菜品和火锅社交获得情绪价值，也注重快餐的效率与正餐的品质。未来，餐饮品牌需精准平衡卫生安全、营养健康与价格价值，才能在激烈的市场竞争中赢得核心优势。
艾媒咨询分析师认为，中国餐饮行业将呈现以下发展趋势：一是标准化与个性化并存，预制菜技术提升效率的同时，定制化、健康化需求凸显；二是场景消费持续深化，火锅等社交餐饮与快餐、品质正餐形成多元生态；三是数字化全面渗透，从供应链管理到会员运营，数据驱动精益增长。行业竞争核心将从规模扩张转向品质、效率与体验的深度融合，开启高质量发展新阶段。
Driven by the dual forces of pre-prepared food technology and consumption upgrade, China's catering industry is shifting from extensive growth to meticulous cultivation, entering a new stage of industrial transformation that emphasizes both quality and efficiency, as well as the integration of scenarios and experiences. According to the latest "2025 China Catering Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, the scale of China's catering industry reached 5,571.8 billion yuan in 2024, growing by 7.4% year-on-year. It is projected that the market size will reach 5,928.4 billion yuan in 2025. Additionally, the scale of China's pre-prepared food market has already reached 485 billion yuan in 2024, and it is expected to reach 749 billion yuan in 2026. This indicates that pre-made dishes have become the core engine driving growth and transformation in the catering industry. In the future, competition in the catering market will increasingly focus on supply chain capabilities and product innovation, while the deepened application of pre-made dish technology will continue to reshape the industry's landscape and experience.
The 2025 China Catering Consumption Survey shows that the two most concerned factors for consumers are "richness of dishes" (35.57%) and "cleanliness of catering" (34.01%), reflecting the dual demands for diverse experiences and basic safety. The following "catering prices" (33.05%) and "nutritional health of dishes" (31.98%) further demonstrate that while consumers pursue cost-effectiveness, they also increasingly value health quality. In terms of catering type selection, hot pot has become the most popular category with a preference rate of 46.71%, while fast food (46.59%) and formal meals (46.23%) are almost on par, indicating a diversified and coexisting trend in China's catering market among social, efficient, and quality-oriented consumption. This suggests that China's catering market has entered a refined development stage that emphasizes both experience and efficiency, as well as diversity and health. Consumers not only seek emotional value through rich dishes and social hot pot dining but also pay attention to the efficiency of fast food and the quality of formal meals.In the future, catering brands need to precisely balance hygiene and safety, nutritional health and price value in order to gain a core competitive edge in the fierce market competition.
Analysts from iiMedia Research believe that China's catering industry will present the following development trends: first, the coexistence of standardization and personalization, where pre-prepared food technology enhances efficiency while customized and healthy demands become prominent; second, the continuous deepening of scene consumption, with social dining like hot pot forming a diverse ecosystem with fast food and quality formal meals; third, the comprehensive penetration of digitalization, from supply chain management to member operation, driven by data for lean growth. The core of industry competition will shift from scale expansion to the deep integration of quality, efficiency, and experience, initiating a new stage of high-quality development.

艾媒咨询 | 2025年中国私域流量消费行为调查数据

私域流量指的是个人账号中所沉淀的粉丝、客户，私域流量的特点是用户可直接触达、反复利用。近年来，私域流量市场正迅速崛起，成为企业营销的核心策略，其特点是自主可控、免费复用，能够有效降低获客成本并提升用户生命周期价值。随着公域流量成本攀升和用户需求个性化，私域流量市场规模持续扩大，参与主体和运营模式日益多元化。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年中国私域流量消费行为调查数据》数据显示，内容分享平台（如小红书、微博等）以37.22%的占比位居首位，表明消费者更倾向于通过内容分享平台进入商家私域，反映出内容驱动的消费决策趋势显著。与此同时，食品饮料类商品以38.16%的占比成为最受欢迎的品类，凸显了消费者对食品饮料的强烈需求，进一步印证了该品类在私域流量运营中的重要地位。艾媒咨询分析师认为，未来，私域流量将向精细化运营、与公域流量协同发展以及工具专业化方向演进，垂直细分领域、内容电商和本地生活服务等领域蕴含巨大机会。企业需抓住趋势，制定合理策略，以在竞争中占据优势。
Private domain traffic refers to the precipitated fans and customers in the personal account, and the characteristics of private domain traffic are that users can be directly contacted and repeatedly used. In recent years, the private domain traffic market is rising rapidly and has become the core strategy of enterprise marketing, which is characterized by autonomous and controllable, free reuse, which can effectively reduce customer acquisition costs and enhance user life cycle value. With the rising cost of public domain traffic and personalized user needs, the scale of private domain traffic market continues to expand, and the participants and operating models are increasingly diversified. According to the latest "Survey data of consumption behavior of China private domain traffic in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, content sharing platforms (such as XiaoHongshu, Weibo, etc.) occupy the first place with 37.22%. It shows that consumers are more inclined to enter the private domain of merchants through content sharing platforms, reflecting the significant trend of content-driven consumption decision-making. At the same time, food and beverage products accounted for 38.16% of the most popular category, highlighting the strong demand of consumers for food and beverage, further confirming the important position of this category in the private traffic operation. Ai Media Consulting analysts believe that in the future, private domain traffic will evolve in the direction of fine operation, collaborative development with public domain traffic and tool specialization, and there are huge opportunities in the fields of vertical segmentation, content e-commerce and local life services. Enterprises need to grasp the trend and formulate reasonable strategies to take advantage of the competition.

艾媒咨询 | 2025年中国小炒类餐饮行业发展状况及消费行为调查数据

在预制菜技术与标准化供应链的双重驱动下，中国小炒类餐饮行业正从规模扩张转向品质深耕，进入“效率与体验并重、细分与创新并行”的产业升级新阶段。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年中国小炒类餐饮行业发展状况及消费行为调查数据》显示，2024年中国餐饮行业市场规模为55718亿元，同比增长7.4%，预计2025年市场规模将达59284亿元。此外，2024年中国预制菜市场规模已经达到4850亿元，预计2026年预制菜市场规模达到7490亿元。这表明预制菜正成为推动餐饮业标准化与规模化的重要力量，也为小炒品类在保持“锅气”与实现效率平衡方面提供了产业基础。
在中国消费者最常消费的小炒类型中，湖南小炒（如小炒黄牛肉）以53.40%的占比高居榜首，成为2025年消费者最常消费的小炒类型。川渝江湖菜（如辣子鸡）以49.75%的占比紧随其后。江西小炒（如余干辣椒炒肉）和闽菜小炒分别以25.44%和25.06%的占比位列第三和第四。与此同时，在消费者了解小炒类餐饮的信息渠道方面，大众点评以52.77%的占比领先，小红书以39.80%的占比位居第二，显示本地生活平台与内容社区已成为影响消费者决策的关键入口。这表明，中国小炒类餐饮市场已呈现“辣味主导、区域集中”的品类格局，且消费决策正深度依赖数字化内容平台，未来具备地域特色与线上运营能力的品牌将更具竞争优势。
艾媒咨询分析师认为，中国小炒类餐饮行业将呈现以下发展趋势：一是区域风味细分化，湘川菜系继续领跑，但区域性小众口味将借助预制菜技术实现标准化突围；二是运营模式双轨化，连锁品牌依托供应链优势加速市场整合，同时“明档现炒+社区小店”模式持续深耕体验经济；三是技术驱动智能化，AI火候控制与智能点餐系统提升出餐效率，数字平台成为引流主阵地；四是消费场景多元化，从单一正餐向“家庭厨房+轻食简餐+户外露营”多场景渗透。
Driven by the dual forces of pre-prepared food technology and standardized supply chains, China's stir-fry restaurant industry is shifting from scale expansion to quality deepening, entering a new stage of industrial upgrading characterized by "efficiency and experience in balance, and coexistence of segmentation and innovation". According to the latest "2025 China Stir-Fry Restaurant Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research (a leading third-party data mining and analysis agency for the new economy industry), the scale of China's catering industry in 2024 was 5,571.8 billion yuan, with a year-on-year growth of 7.4%. It is expected that the scale will reach 5,928.4 billion yuan in 2025. Additionally, the scale of China's pre-prepared food market has reached 485 billion yuan in 2024, and it is expected to reach 749 billion yuan in 2026. This indicates that pre-prepared food is becoming an important force driving the standardization and scale of the catering industry, and also provides an industrial foundation for small stir-fry categories to maintain "wok hei" and achieve efficiency balance.
Among the most frequently consumed stir-fry types by Chinese consumers, Hunan stir-fry (such as stir-fried yellow beef) leads with a 53.40% share, becoming the most frequently consumed stir-fry type in 2025. Sichuan and Chongqing street food (such as spicy chicken) follows closely with a 49.75% share. Jiangxi stir-fry (such as Yu Gan chili and pork) and Fujian stir-fry rank third and fourth with 25.44% and 25.06% shares respectively. Meanwhile, in terms of information channels for consumers to learn about stir-fry restaurants, Dianping leads with a 52.77% share, followed by Xiaohongshu with a 39.80% share, indicating that local life platforms and content communities have become key entry points influencing consumer decisions. This shows that the Chinese stir-fry restaurant market has presented a "dominance of spicy flavors and regional concentration" category pattern, and consumer decisions are deeply dependent on digital content platforms. In the future, brands with regional characteristics and online operation capabilities will have greater competitive advantages.
Analysts from iiMedia Research believe that the Chinese stir-fry restaurant industry will present the following development trends: first, regional flavor segmentation, with Hunan and Sichuan cuisines continuing to lead, but regional minority flavors will achieve standardized breakthroughs with the help of pre-prepared food technology; second, dual-track operation models, with chain brands accelerating market integration by leveraging supply chain advantages, while the "open kitchen + community small store" model continues to deepen the experience economy; third, technology-driven intelligence, with AI heat control and intelligent ordering systems improving meal delivery efficiency, and digital platforms becoming the main attraction; fourth, diversified consumption scenarios, from single formal dining to "home kitchen + light meals + outdoor camping" multi-scenario penetration.

艾媒咨询 | 2025-2029年中国直播电商行业运行大数据分析及趋势研究报告

在数字经济蓬勃发展的当下，直播电商的内涵与外延不断拓展，从传统实物商品销售延伸至本地生活服务、虚拟内容付费等多元领域，成为推动消费升级、助力经济增长的新引擎。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《2025-2029年中国直播电商行业运行大数据分析及趋势研究报告》数据显示，2024年中国网上零售额达到15.52万亿元，预计到2025年规模将达到16.65万亿元。艾媒咨询分析师认为，直播电商正经历从野蛮生长到高质量发展的关键转型，在资本、平台、政府三方合力下，行业逐步构建起“效率-秩序-理性”的良性发展框架。
In the current era of vigorous development of the digital economy, the connotation and extension of live-streaming e-commerce are constantly expanding. It has extended from traditional physical goods sales to multiple fields such as local life services and virtual content payment, becoming a new engine for promoting consumption upgrading and economic growth. The latest "Analysis and trend research report on the operation of China's live e-commerce industr from 2025 to 2029" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, shows that China's online retail sales reached 15.52 trillion yuan in 2024. It is estimated that the scale will reach 16.65 trillion yuan by 2025. Analysts from iiMedia Research believe that live-streaming e-commerce is undergoing a crucial transformation from wild growth to high-quality development. With the joint efforts of capital, platforms, and the government, the industry is gradually establishing a virtuous development framework of "efficiency - order - rationality".