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 | 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｜2024-2025年中国头皮疗养行业发展趋势分析报告

随着现代生活节奏加快、压力增大，头皮问题逐渐增多，消费者对于头皮疗养产品的需求日益增长。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年中国头皮疗养行业发展趋势分析报告》数据显示，2023年中国护发产品市场规模达到620.90亿元，同比增长3.4%，预计2025年将达691.07亿元。随着居民对头皮健康问题的日益重视，头皮疗养行业有望得到新的发展。
With the acceleration of the pace of modern life and the increase of pressure, scalp problems are gradually increasing, and the demand of consumers for scalp therapy products is growing. According to the latest "Analysis report on the development trend of China's scalp therapy industry from 2024 to 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's hair care products will reach 62.09 billion yuan in 2023, an increase of 3.4%. It is expected to reach 69.11 billion yuan by 2025. With the increasing attention of residents to scalp health problems, scalp therapy industry is expected to get new development.

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.

艾媒咨询 | 2023年中国螺蛳粉行业发展现状及消费行为分析报告

iiMedia Research(艾媒咨询)数据显示，2022年柳州螺蛳粉全产业链销售收入达600.7亿元，同比增长19.8%。未来柳州螺蛳粉产业将保持增长态势，预计2025年达889.9亿元。艾媒咨询分析师认为，一个日趋完善的柳州螺蛳粉产业链和多元的产业新业态正在柳州加速形成，不断带动原材料和衍生产品的发展，形成多赢局面。

艾媒咨询｜2022-2023年中国智能小家电行业消费趋势监测与案例研究报告

近年来，国务院、工信部、国家发改委等多部门都陆续印发了支持智能家电行业发展的政策，推进智能家电于其他相关产业的融合，丰富智能家电的使用场景。智能小家电作为智能家电行业的一大重要支撑部分，同样受到政策红利的影响。

艾媒咨询|2021年9-10月中国化妆品行业运行数据监测双月报：“双十一” 战报

本报告涉及的案例/品牌/企业：C咖，悦瞳，林清轩

数据显示，今年年初社会消费品零售总额受去年低基数的影响，同比高增。自三月以来中国社会消费品零售总额与化妆品类商品零售值同比增长速度总体呈现下滑趋势。艾媒咨询分析师认为，受中国疫情零星出现以及宏观经济景气度等原因，居民总体消费意愿减弱，如将来疫情仍未解决，或一定程度影响化妆品消费的总体需求。不过，从数据来看，今年美妆护肤类产品线上复购需求多于线下体验需求，且对即时性要求不高，在整体电商经济增速下降的环境下，未来美妆护肤类产品线上销售增速仍能够保持高增长趋势。
Data show that at the beginning of this year, the total retail sales of social consumer goods increased year-on-year due to the impact of last year's low base. Since March, the year-on-year growth rate of China's total retail sales of social consumer goods and the retail value of cosmetics has generally shown a downward trend. iiMedia Research analysts believe that due to the sporadic occurrence of the epidemic in China and the macroeconomic boom, the overall consumption willingness of residents is weakened. If the epidemic has not been solved in the future, it may affect the overall demand for cosmetics consumption to a certain extent. However, from the data, this year, the demand for online re purchase of beauty and skin care products is more than the demand for offline experience, and the requirement for timeliness is not high. Under the environment of declining overall e-commerce economic growth, the growth rate of online sales of beauty and skin care products can still maintain a high growth trend in the future.

艾媒咨询｜2021年中国美容美发行业投资机遇及总体趋势研究报告

数据显示，2015-2021年中国美容美发行业市场规模复合增长率为4.0%，2021年市场规模为3863亿元。随着国民生活水平的提高以及对生活品质的不断追求，美容美发业的消费需求旺盛，上下游产业和新兴业态快速发展，预估2022年中国美容美发行业市场规模将突破4000亿元。且值得注意的是，在备案完善、监督加强及违法经营成本提升的背景下，中国化妆品行业将加速整顿，有效保障产品安全及其功效的稳定性，具有较强研发实力的品牌有望占据更大的市场份额。随着新消费群体逐渐成为购买主力，不能快速响应市场的品牌面临淘汰，大规模企业兼并即将到来。
According to the data, the compound growth rate of the market scale of China's beauty salon industry from 2015 to 2021 was 4.0%, and the market scale in 2021 was 386.3 billion yuan. With the improvement of national living standards and the continuous pursuit of quality of life, the consumption demand of beauty salon industry is strong, and the upstream and downstream industries and emerging business forms are developing rapidly. It is estimated that the market scale of China's beauty salon industry will exceed 400 billion yuan in 2022. It is worth noting that under the background of perfect filing, strengthened supervision and increased illegal operating costs, China's cosmetics industry will accelerate the rectification and effectively ensure the stability of product safety and efficacy. Brands with strong R & D strength are expected to occupy a larger market share. As new consumer groups gradually become the main force of purchase, brands that cannot respond quickly to the market are facing elimination, and large-scale enterprise mergers are coming.