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 | 2023年”国产羽绒服涨价“事件商情监测分析报告

近日，话题“国产羽绒服卖到7000元”登上微博热搜第一，引起网友对国产羽绒服价格的关注和讨论，“羽绒服涨价把市场让给了军大衣”、“波司登平均价格已升至1600元”等国产羽绒服涨价相关话题频频登上热搜。iiMedia Research（艾媒咨询）数据显示，近八成消费者接受1200元以下的羽绒服。截止11月30日，“国产羽绒服”网络口碑已降至32.5。网友观点分化明显，呈现支持、中立及反对态度，事件论点集中于“国货该不该高端”、“价格与质量是否成正比”等问题上。国货羽绒服高端化是实现国货振兴的重要途径，打破“国货等于平价”的刻板印象还需用品质说话。
On November 22, 2023, the topic #Domestic down jacket sold to 7,000 yuan# hit the first microblogging hot search, causing netizens to pay attention to and discuss the price of domestic down jackets, “down jacket price hike ceded the market to the military coat”, #bosideng average price has risen to 1,600 yuan# and other topics related to the price increase of domestic down jackets are frequently on the hot search. iiMedia Research data show that nearly 80% of consumers accept down jackets that cost less than 1,200 yuan. As of November 30th, the Internet Word of Mouth (IWOM) for "domestic down jackets" has dropped to 32.5. In this public opinion event, netizens' views are clearly differentiated, showing support, neutrality, and opposition, with the argument focusing on "whether national products should be high-end", "Price and quality is proportional" and other issues. National down jacket high-end is an important way to realize the revitalization of national products, to break the stereotype of "national products equal to affordable" need to speak with quality.

艾媒咨询|2021年中国酒类新零售市场研究报告

本报告研究涉及企业/品牌/案例：挖酒网

由广东营销学会主办的“2021名酒品牌营销高峰论坛”将于7月28日下午在广州香格里拉酒店举行，本届论坛主题是：“聚力·赋能·跨越·起航”。艾媒咨询集团CEO兼首席分析师张毅受邀参加本次论坛，并将现场发布《2021年中国酒类新零售市场研究报告》。报告围绕中国酒类新零售市场现状、发展规模、产业链、竞争格局等进行全面分析，同时对酒类新零售用户消费行为及偏好调研剖析，并结合养生酒新零售市场发展情况，全面解读中国新零售市场发展趋势。
The 2021 wine brand marketing Summit Forum, hosted by Guangdong Marketing Association, will be held in Shangri La Hotel, Guangzhou on the afternoon of July 28. The theme of this forum is: "cohesion, empowerment, leapfrog and sail". Zhang Yi, CEO and chief analyst of aimedia Consulting Group, was invited to participate in the forum and will release the 2021 Research Report on new retail market of Chinese wine. The report analyzes the current situation, development scale, industrial chain and competition pattern of new wine retail market in China, and analyzes the consumption behavior and preferences of new retail users of liquor, and comprehensively interprets the development trend of new retail market of health wine in combination with the development of new retail market of health wine.

艾媒咨询 | 2024年中国白酒行业发展状况及消费行为调研分析报告

中国白酒行业近年来经历了显著的变革与调整，不仅承载着深厚的文化内涵，也逐渐现代化和全球化。随着全球化进程的推进，白酒这一极具中国特色的酒类产品正逐步走向世界。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年中国白酒行业发展状况及消费行为调研分析报告》数据显示，在消费者了解白酒相关信息渠道调查中，电商平台（淘宝、京东等）占比最高，达到54.22%，艾媒咨询分析师认为，电商平台作为白酒销售和信息传播的重要渠道影响力日益增强，对白酒的推广和市场营销具有重要作用。中国白酒行业在传承中发展，在挑战中寻求机遇，展现出前所未有的生机与活力。Chinese liquor industry has undergone significant changes and adjustments in recent years, which not only carries profound cultural connotations, but also gradually modernizes and globalizes. With the advancement of globalization, liquor, a very Chinese characteristic wine product, is gradually going to the world. According to the latest "2024 China baijiu industry development status and consumer behavior research and analysis report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, e-commerce platforms (Taobao, Jingdong, etc.) account for the highest proportion of consumers in the survey of baijiu related information channels. It reached 54.22%. Analysts of IIMedia Consulting believe that the influence of e-commerce platforms as an important channel for liquor sales and information dissemination is increasing, which plays an important role in the promotion and marketing of liquor.

锦江酒店2021年第三季度报告

君亭酒店：2021年第三季度报告

艾媒舆情 | 2018中国环境保护社会舆情监测分析报告

随着环保问题愈发凸显，环境保护成为社会舆论的讨论焦点，也引起国家各级政府对中国环境保护问题高度重视。本报告针对2018年中国环境保护社会舆情进行网络监测，重点监测2018年第一批中央环境保护督查“回头看”调查舆情，并形成环保产业上市公司舆情热度及口碑两大排行榜。

艾媒咨询 | 2025年中国白酒行业发展状况与消费行为调查数据

随着消费理念升级，白酒市场呈现多元格局，涵盖品质消费领域，饮用偏好领域，以及商务宴请、文化收藏等社交场景领域。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年中国白酒行业发展状况与消费行为调查数据》数据显示，白酒行业发展迅速，2024年中国白酒行业规模以上企业累计完成产品销售收入达到8618亿元。2025年中国87.13%的消费者近一年内喝过白酒，且6-10年酒龄的消费者占比较多，显示出白酒较高的接受度和消费者较长的饮用历史。社交媒体以49.57%的占比成为了解白酒的主要渠道。购买方面，线下购买占比68.18%，其中酒类专营店/烟酒店占比57.92%，综合电商平台占比70.25%。朋友聚会是购买白酒的主要用途，消费者购买时最看重口感。40-49度、501-1000元价位的白酒更受消费者青睐。对于封坛酒，33.11%的消费者表示基本了解，30.54%的消费者因酒质有保证而购买，38.49%期望 3-5年内取酒饮用。艾媒咨询分析师认为，白酒企业应聚焦消费者对口感和品质的需求，优化线上线下购买渠道，关注中高端市场及封坛酒细分领域。
With the upgrading of consumption concepts, the liquor market presents a diversified pattern, covering the field of quality consumption, the field of drinking preference, and the field of social scenes such as business banquets and cultural collections. According to the latest survey Survey data of Chinese liquor industry development and consumption behavior in 2025 released by iiMedia Research,the world's leading third-party data mining and analysis institution for the new economy industry, and the cumulative product sales revenue of enterprises above designated size in China's liquor industry will reach 861.8 billion yuan in 2024. . a third-party data mining and analysis institution in the global new economy industry, 87.13% of Chinese consumers in 2025 have drunk liquor in the past year, and the 6-10 year old consumers account for a large proportion. It shows that liquor has a high acceptability and a long drinking history. Social media accounted for 49.57% as the main channel to learn about baijiu. In terms of purchases, offline purchases accounted for 68.18%, of which liquor stores/hotels accounted for 57.92%, and comprehensive e-commerce platforms accounted for 70.25%. Friends gathering is the main purpose of buying liquor, and consumers value the taste most when buying. 40-49 degrees, 501-1000 yuan price of baijiu is more favored by consumers. For Fengtanan wine, 33.11% of consumers said that "basic understanding", 30.54% of consumers because of the quality of the wine is guaranteed to buy, 38.49% expect to drink wine within 3-5 years. iiMedia Research believe that liquor companies should focus on consumers' needs for taste and quality, optimize online and offline purchase channels, and pay attention to the high-end market and Fengtan wine segments.

艾媒咨询|2021上半年中国互联网保险数字化热点报告

本报告研究涉及企业/品牌/案例：谱蓝

在互联网保险领域的下半段，互联网保险的资本市场呈现融资数量下降但是单笔融资金额增长的现象，这意味着行业的头部企业得到了更大的发展潜力。特别在人工智能和大数据的发展带动下，互联网保险也向智能化方向发展，例如谱蓝依托“量化模型”和“智能算法”形成的创新系统，率先探索了将数字化性质贯穿互联网保险全链条的新模式。
In the second half of the field of internet insurance, the capital market of internet insurance showed a decline in the amount of financing but an increase in the amount of single financing, which means that the industry's leading companies have gained greater development potential. Particularly driven by the development of artificial intelligence and big data, Internet insurance has also developed in the direction of intelligence, such as the Plun's innovative system formed by relying on "quantified models" and "intelligent algorithms."

华天酒店：2021年第三季度报告（更新后）