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PCB行业研究报告

当前，中国PCB行业发展态势良好，在全球产业格局中占据重要地位。作为电子产品之母，PCB是电子系统的关键载体，支撑着电子信息产业前行。近年来，AI算力革命成为行业增长的强大引擎，国内外云解决方案提供商不断加大算力中心投入，使得AI服务器、交换机等对高多层板、HDI板的需求猛增。同时，汽车智能化的推进也为行业发展添砖加瓦。随着L2级辅助驾驶普及，城市导航辅助驾驶落地并向低价车型渗透，汽车电子化程度加深，单车PCB价值量大幅提升，拉动了车用PCB需求。此外，消费电子、工业控制等领域的升级步伐也在逐渐加快，共同为中国PCB产业的发展注入多元活力 。
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PCB行业研究报告》数据显示，预计到2029年中国PCB市场规模将达到5545.1亿元。从细分市场来看，随着电子产业高端化及新兴技术推动，打样/小批量PCB市场占比有望持续提升。艾媒咨询分析师认为，中国PCB行业已进入“结构性增长”的关键阶段，市场规模的稳步扩张与细分领域的差异化发展将成为核心特征。然而，目前行业仍面临着关键挑战：高端市场需求旺盛，但核心材料与先进工艺仍存在技术瓶颈，高端产能依赖头部企业扩产；中低端市场门槛低，同质化竞争未缓解，中小厂商需以差异化服务、细分深耕突围。
未来，具备技术研发优势、能够快速响应高端及定制化需求的企业，将在行业竞争中占据更有利地位，推动中国PCB产业从“规模领先”向“质量与规模双优”的全球PCB核心制造基地升级。
China’s printed-circuit-board (PCB) industry is currently in robust health and occupies a pivotal position in the global industrial landscape. As the “mother of electronic products,” the PCB is the essential carrier of electronic systems and underpins the entire information-technology sector. In recent years, the AI-computing revolution has become a powerful engine of growth: cloud-service providers worldwide are pouring ever-larger sums into data-center capacity, causing demand for high-layer-count and HDI boards in AI servers, switches and related equipment to surge. At the same time, the advance of automotive intelligence has provided further momentum. With Level-2 advanced driver-assistance systems now common, city-level navigation assistance is being rolled out and is rapidly penetrating lower-priced vehicles. The deepening electrification of automobiles has driven the PCB value per vehicle sharply upward, boosting demand for automotive PCBs. In addition, the pace of upgrades in consumer electronics, industrial control, and other sectors is accelerating, collectively injecting diversified vitality into China’s PCB industry.
According to the latest “Research report on the PCB industry in China in 2025” released by iiMedia Research, a leading third-party data-mining and analytics agency in the global new-economy sector, China’s PCB market is projected to reach RMB 554.5 billion by 2029. From the perspective of market segmentation, the share of prototyping / small-batch PCBs is expected to rise continuously, driven by the premiumization of the electronics industry and by emerging technologies. Analysts at iiMedia believe that China’s PCB sector has entered a critical phase of “structural growth,” in which steady overall market expansion will coexist with differentiated development in niche segments.Nonetheless, the industry still faces key challenges. Demand in the high-end segment is vigorous, yet core materials and advanced processes remain technically constrained; additional high-end capacity depends largely on expansion by leading firms. In the low- to mid-range segment, low entry barriers and undiminished homogeneous competition persist, forcing small and medium-sized manufacturers to escape through differentiated services and deep cultivation of niche markets.
Looking ahead, enterprises that possess technological R&D advantages and can respond rapidly to high-end and customized requirements will occupy a more favorable competitive position, propelling China’s PCB industry from "scale leadership" to a global core manufacturing base that excels in both quality and scale.

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 | 2025-2026年中国冰淇淋行业消费趋势监测与案例研究报告

中国冰淇淋行业将迎来“需求驱动、创新引领、数字化赋能”的新阶段，机遇与挑战并存。iiMedia Research（艾媒咨询）数据显示， 2024年冰淇淋行业市场规模达1835亿元，预计到2030年规模将进一步增长至2334亿元。未来，随着行业集中度的逐步提升，传统企业需加速转型，拥抱数字化与创新；新品牌需强化差异化定位，聚焦细分需求；产业链上下游企业需加强协同，方能在激烈竞争中占据先机，实现长期稳健增长。
The Chinese ice cream industry is about to enter a new stage characterized by "demand-driven, innovation-led and digital-empowered", with both opportunities and challenges coexisting. iiMedia Research data shows that the market size of the ice cream industry reached 183.5 billion yuan in 2024 and is expected to further grow to 233.4 billion yuan by 2030. In the future, as the industry concentration gradually increases, traditional enterprises need to accelerate their transformation and embrace digitalization and innovation. New brands need to strengthen their differentiated positioning and focus on niche demands. Enterprises in the upstream and downstream of the industrial chain need to enhance coordination in order to gain the upper hand in fierce competition and achieve long-term stable growth.

艾媒咨询 | 2025-2026年中国运动营养食品市场消费趋势研究报告

依据国家规划，到2025年中国体育产业总规模将达到5万亿元，增加值占国内生产总值比重达到2%，居民体育消费总规模也将突破2.8万亿元。当前中国体育产业正迎来新的发展机遇期，各细分领域借助整体产业的扩容，获得了更广阔的增长空间。大众健康观念的提升与对高品质生活的追求，也为运动营养食品市场发展创造了有利条件。目前该市场处于基数小、增速快的发展期，随着行业创新不断深化、应用场景持续拓展，未来增长潜力有望加速释放。iiMedia Research（艾媒咨询）数据显示，预计到2030年，中国运动营养食品市场规模将增至209.3亿元。
According to national plans, by 2025, the total scale of China's sports industry will reach 5 trillion yuan, with its added value accounting for 2% of the gross domestic product (GDP), and the total scale of residents' sports consumption will also exceed 2.8 trillion yuan. Currently, China's sports industry is entering a new period of development opportunities, and various segmented fields have gained broader growth space driven by the expansion of the overall industry.The improvement of the public's health awareness and the pursuit of a high-quality life have also created favorable conditions for the development of the sports nutrition food market. At present, this market is in a development stage with a small base and rapid growth. As industry innovation continues to deepen and application scenarios expand, its growth potential is expected to be released at an accelerated pace in the future.Data from iiMedia Research shows that the market size of China's sports nutrition food is expected to increase to 209.3 billion yuan by 2030.

艾媒咨询 | 2025年中国小红书用户触媒习惯及消费意愿调查

随着内容生态的持续深化，小红书正从“种草社区”逐步转型为覆盖多元生活方式的兴趣平台。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年中国小红书用户触媒习惯及消费意愿调查》显示，2025年中国MCN行业市场规模达到743亿元，预计2029年市场规模突破1000亿元。在内容电商高速发展的背景下，小红书上聚集了大量优质创作者与高粘性用户，正成为MCN机构深耕布局的关键阵地。平台独特的“种草”生态与商业闭环，将持续推动内容价值变现，助力行业规模迈向千亿级。
在2025年小红书用户的使用目的中，获取信息以55.10%的占比位居首位，学习新知（42.35%）和购物消费（41.78%）紧随其后。同时，用户最常使用的功能依次是关注互动（64.59%）、内容创作与参与（43.20%）和私信交流（39.94%）。这表明小红书已从单一的“种草”社区，演进为集信息获取、社交互动与消费决策于一体的高粘性生活平台，用户既主动消费内容，也积极参与互动与创作，形成了活跃的社区生态。
艾媒咨询分析师认为，未来小红书平台将继续深化“内容—互动—消费”一体化生态。在内容上，将进一步拓展知识、专业垂类（如技能学习、职场发展），并提升PUGC和OGC占比，强化可信度与深度。在互动层面，将增强社交功能与圈层运营，推动用户从“浏览”转向“参与”和“共创”。商业化上，会进一步完善站内交易闭环，深耕本地生活，并探索视频、AR等新内容形态与广告的融合。其核心挑战在于平衡社区氛围、内容质量与商业增速，逐步向“中国版生活方式操作系统”演进。
With the continuous deepening of its content ecosystem, Xiaohongshu is gradually transforming from a "grass-planting community" into an interest platform covering diverse lifestyles. According to the latest "2025 China Xiaohongshu User Media Consumption Habits and Consumption Intentions Survey" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the market size of China's MCN industry is expected to reach 74.3 billion yuan in 2025 and exceed 100 billion yuan by 2029. Against the backdrop of the rapid development of content e-commerce, Xiaohongshu has gathered a large number of high-quality creators and highly engaged users, making it a key battleground for MCN institutions to deepen their layout. The platform's unique "grass-planting" ecosystem and commercial closed loop will continue to drive the monetization of content value and help the industry scale towards the hundreds of billions of yuan.
In 2025, the usage purposes of Xiaohongshu users are obtaining information (55.10%), learning new knowledge (42.35%), and shopping and consumption (41.78%). Meanwhile, the most frequently used functions by users are following and interacting (64.59%), content creation and participation (43.20%), and private messaging (39.94%). This indicates that Xiaohongshu has evolved from a single "grass-planting" community into a highly engaging lifestyle platform integrating information acquisition, social interaction, and consumption decision-making. Users not only consume content passively but also actively participate in interaction and creation, forming an active community ecosystem.
Analysts from iiMedia Research believe that in the future, Xiaohongshu will continue to deepen its integrated "content - interaction - consumption" ecosystem. In terms of content, it will further expand into knowledge and professional verticals (such as skill learning and career development), and increase the proportion of PUGC and OGC to enhance credibility and depth. On the interaction level, it will strengthen social functions and circle operations, promoting users to shift from "browsing" to "participation" and "co-creation". In terms of commercialization, it will further improve the in-station transaction closed loop, deepen local life services, and explore the integration of new content forms such as video and AR with advertising. The core challenge lies in balancing the community atmosphere, content quality, and commercial growth rate, gradually evolving into a "Chinese version of the lifestyle operating system".

艾媒咨询 | 2026年中国学步鞋市场消费行为洞察报告

当前学步鞋行业正处于高速增长与深度变革并行的发展阶段，科学育儿理念普及推动产品成为婴幼儿成长刚需。新生代父母聚焦功能性与安全性核心诉求，行业呈现高端化、智能化、环保化趋势，人体工学设计、护足功能、环保材料应用成为核心方向，智能学步鞋凭借步态监测等创新功能也获得了市场关注。在监管政策趋严驱动行业规范化升级的同时，行业仍面临功能宣传标准缺失、原材料价格波动及库存管控等挑战。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《2026年中国学步鞋市场消费行为洞察报告》数据显示，在学步鞋购买决策中，舒适度（74.0%）和功能性（64.3%）构成核心考量维度。材质偏好上，透气网布（77.7%）为首选，其次为抗菌天丝（56.2%）。鞋底技术方面，全平橡胶底（43.1%）和波浪防滑底（34.3%）为市场主流选择。消费者对学步鞋的专业防护功能需求明确，且注重功能验证与价值感知。艾媒咨询分析师认为，学步鞋市场已从“基础穿着需求”向“专业化护足解决方案”转型，消费者决策逻辑的精细化推动行业进入“功能价值竞争”新阶段。未来，具备明确功能验证体系（如护足效果检测认证）、融合环保材料与人体工学设计的产品将占据竞争高地。
The baby walking shoe industry is currently in a phase of rapid growth coupled with profound transformation. The widespread adoption of scientific parenting concepts has driven product demand, making these shoes essential for infant and toddler development. The new generation of parents focuses on functionality and safety as core requirements, leading the industry toward trends of premiumization, smart technology integration, and eco-friendliness. Ergonomic design, foot-protection features, and the use of sustainable materials have become central directions. Smart walking shoes, with innovative functions such as gait monitoring, are also gaining market attention. While increasingly stringent regulatory policies drive standardized industry upgrades, challenges remain, including a lack of standards for functional claims, fluctuations in raw material prices, and inventory management.According to the latest Report on insights into the consumption behavior of China's baby walking shoes market in 2026, released by iiMedia Research, a global third-party data mining and analysis institution for the new economy industry, comfort (74.0%) and functionality (64.3%) constitute the core decision-making dimensions for purchasing baby walking shoes. Regarding material preference, breathable mesh fabric (77.7%) is the top choice, followed by antibacterial Tencel (56.2%). In terms of sole technology, full-flat rubber soles (43.1%) and wave-pattern anti-slip soles (34.3%) represent mainstream market selections. Consumers demonstrate clear demand for specialized protective functions in baby walking shoes and emphasize functional verification and value perception.iiMedia Research analysts conclude that the baby walking shoe market has transitioned from addressing "basic wearing needs" to providing "specialized foot-protection solutions." The refinement of consumer decision-making logic is propelling the industry into a new phase of "functional value competition." In the future, products equipped with clear functional verification systems (such as foot-protection effect testing and certification) and integrating sustainable materials with ergonomic design will occupy a competitive high ground.

艾媒咨询 | 2025年10月全球主要行业投融资数据监测月报

2025年10月，全球主要行业投融资市场呈现明显降温态势，投融资金额与事件数量均大幅回落。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10月全球主要行业投融资数据监测月报》显示，2025年10月全球投融资金额环比下降79.8%，投融资事件数量环比下降13.7%。艾媒咨询分析师认为，此次大幅回落与6-7月的高位形成鲜明对比，反映出当前市场波动加剧、投资热度趋于不稳定。波动背后既受季节性调整、政策监管趋紧等周期性因素影响，也与全球经济不确定性上升导致投资者策略转向审慎密切相关，显示出市场正处于阶段性调整周期。
In October 2025, the global major industry investment and financing markets showed a significant cooling trend, with both investment and financing amounts and event numbers dropping sharply. According to the latest "Global Major Industry Investment and Financing Data Monitoring Monthly Report" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, the global investment and financing amount in October 2025 decreased by 79.8% month-on-month, and the number of investment and financing events decreased by 13.7% month-on-month. Analysts from iiMedia Research believe that this sharp decline contrasts sharply with the high levels in June and July, reflecting the current market volatility and the instability of investment enthusiasm. The fluctuations are not only influenced by cyclical factors such as seasonal adjustments and tightened policy regulations, but are also closely related to the shift in investor strategies towards prudence due to the rising global economic uncertainty, indicating that the market is in a phase of adjustment.

艾媒咨询｜2024-2025年中国唇部彩妆行业研究及消费洞察报告

中国唇部彩妆产品市场规模呈上升趋势，2023年到达262.8亿元，预计2028年将达379.5亿元。随着消费者审美观念的不断升级和个性化需求的日益增长，唇部彩妆市场正逐步向多元化、精细化方向发展。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《2024-2025年中国唇部彩妆行业研究及消费洞察报告》数据显示，在品牌选择上，消费者对于本土彩妆品牌的认可度和信任度正在逐步提高，59.3%的消费者表示倾向于选择本土品牌。同时，本土品牌的价格优势是吸引消费者的重要因素之一，101-200元/支（41.4%）和51-100元/支（36.3%）的口红受到消费者欢迎。得益于国家政策的大力支持和“她时代”的到来，唇部彩妆行业迎来巨大的发展机遇，企业纷纷通过科技创新推出舒适、持久、健康环保的唇部彩妆产品，实现行业内部的品牌升级与差异化发展。
The market size of lip makeup products in China is on an upward trend, reaching 26.28 billion yuan in 2023 and is projected to hit 37.95 billion yuan by 2028. With the continuous upgrading of consumers' aesthetic concepts and the growing demand for personalization, the lip makeup market is gradually moving towards diversification and refinement. The latest "China Lip Makeup Industry Research and Consumption Insights Research Report from 2024 to 2025" released by iiMedia Research, a third-party data mining and analysis institution of the global new economic industry, shows that consumers' recognition and trust in local makeup brands are gradually increasing in terms of brand selection, with 59.3% of consumers indicating a preference for local brands. Meanwhile, the price advantage of local brands is one of the crucial factors attracting consumers, as lipsticks priced between 101-200 yuan (41.4%) and 51-100 yuan (36.3%) per unit are favored by consumers. Benefiting from the strong support of national policies and the advent of the "her era," the lip makeup industry is embracing tremendous development opportunities. In response, enterprises have introduced comfortable, long-lasting, healthy, and eco-friendly lip makeup products through technological innovation, achieving brand upgrading and differentiated development within the industry.

艾媒咨询｜2021-2022年中国低度酒行业现状与发展趋势研究报告

本报告涉及的案例/品牌/企业：RIO、兰舟

在新生代群体的消费理念和休闲放松需求驱使下，低度酒市场在近年发展迅猛。iiMedia Research（艾媒咨询）数据显示，2017-2021年，中国低度酒销售市场规模整体保持高速增长态势，预计2022年将突破5000亿元。艾媒咨询分析师认为，在供给侧，传统品牌和新品牌都在纷纷布局低度酒市场，市场供给充裕；在消费侧，Z时代已经成为社会消费的新力军，低度酒在产品形态、品牌营销等方面都与Z时代消费理念相契合，市场发展前景一片利好。
Driven by the consumption concept and relaxation demand of the new generation groups, the low-alcohol market has developed rapidly in recent years. According to data from iiMedia Research, from 2017 to 2021, the overall sales scale of China's low-alcohol wine will maintain a high-speed growth trend, and it is expected to exceed 500 billion yuan in 2022. According to the analyst opinion of iiMedia Research, on the supply side, traditional brands and new brands are laying out the low-degree wine market, and the market supply is abundant； on the consumption side, the Z era has become a new force in social consumption, and the low-alcohol wine is in line with the Z-era consumption concept in terms of product form and brand marketing. The market development prospects are favorable.