艾媒咨询 | 2025年中国农产品电商消费行为调查数据

在消费升级浪潮与数字化转型趋势的双重驱动下，农产品电商迅速崛起。消费者对健康、安全农产品的高需求推动了电商平台的快速发展，同时冷链物流和供应链技术的进步也为市场提供了有力支撑。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年中国农产品电商消费行为调查数据》数据显示，数据显示，电商平台（如拼多多、天猫、京东、苏宁易购等）以41.03%的占比位居首位，凸显了消费者对线上购物渠道的显著偏好，进一步印证了农产品电商市场的蓬勃发展态势。与此同时，“方便，节省时间和精力”以41.29%的占比成为消费者选择线上购买农产品的首要原因，充分体现了便捷性在推动农产品电商化中的核心优势。此外，价格实惠以42.81%的占比成为消费者选择线上农货零售平台时最关注的因素，反映了消费者对性价比的高度重视，也为平台优化定价策略和提升竞争力提供了重要参考。艾媒咨询分析师认为，随着直播电商、社区团购等新模式的应用，未来农产品电商将朝着更高效、更精准、更可持续的方向发展，成为乡村振兴和农业现代化的重要推动力。
Driven by the double trend of consumption upgrading and digital transformation, the e-commerce of agricultural products has risen rapidly. High consumer demand for healthy and safe agricultural products has promoted the rapid development of e-commerce platforms, while advances in cold chain logistics and supply chain technology have also provided strong support for the market. According to the latest "Survey data of China's agricultural products e-commerce consumption behavior in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the data shows that e-commerce platforms (such as Pinduoduo, Tmall, Jingdong, Suning Tesco, etc.) occupy the first place with a proportion of 41.03%. It highlights the significant preference of consumers for online shopping channels, and further confirms the vigorous development trend of the agricultural product e-commerce market. At the same time, "convenience, saving time and energy" has become the primary reason for consumers to choose to buy agricultural products online, accounting for 41.29%, fully reflecting the core advantage of convenience in promoting the e-commerce of agricultural products. In addition, affordable prices, accounting for 42.81%, have become the most concerned factor when consumers choose online agricultural retail platforms, reflecting consumers' high attention to cost performance, and also providing an important reference for the platform to optimize pricing strategies and enhance competitiveness. Analysts from IIMedia Consulting believe that with the application of new models such as live streaming e-commerce and community group buying, the future e-commerce of agricultural products will develop in a more efficient, more accurate and more sustainable direction, becoming an important driving force for rural revitalization and agricultural modernization.

艾媒咨询 | 2025年中国农村电商行业发展状况与消费行为调查数据

随着农村电商生态持续完善，其发展格局呈现多元化特征，涵盖以短视频平台、社区团购为代表的销售渠道，以及合作社直供、加工企业联动的供应链整合模式。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年中国农村电商行业发展状况与消费行为调查数据》数据显示，在销售渠道方面，抖音网店以29.79%占比成为农村经营者首选平台，说明农村电商行业比较依赖于抖音网店。食品生鲜类商品以超五成占比主导销售结构，本地采购供应链模式占比达53.72%，说明农村电商行业倾向于自产自销。然而53.19%的经营者面临客户拓展难题，物流信息滞后、配送成本高成为主要运营障碍。消费者端数据显示，智能手机以66.90%占比成为主要上网设备，淘宝与拼多多构成双强格局，51-100元中等价位商品占据45.92%市场份额，社交电商以54.08%偏好度领跑消费模式。说明消费者倾向于用手机在淘宝等APP上消费，消费主要集中在中低端价格的产品，并且喜欢与人分享消费经历。艾媒咨询分析师认为，需通过行业协会引导优化供应链协作，强化冷链物流基建以降低损耗成本，同时建立区域电商培训体系提升运营能力，借助内容电商模式激活下沉市场消费潜力。
With the continuous improvement of rural e-commerce ecology, its development pattern shows diversified characteristics, including sales channels represented by short video platforms and community group buying, as well as the supply chain integration model of direct supply by cooperatives and linkage of processing enterprises. According to the latest "Survey data of development status and consumer behavior of China's rural e-commerce industry in 2025" released by iiMedia Research, the world's leading third-party data mining and analysis institution of new economy industry, in terms of sales channels, Tiktok online store has become the preferred platform for rural operators with 29.79%. It shows that the rural e-commerce industry is more dependent on the Tiktok online store. Fresh food products accounted for more than 50% of the dominant sales structure, and the local procurement supply chain model accounted for 53.72%, indicating that the rural e-commerce industry tends to produce and sell by itself. However, 53.19% of operators face the problem of customer expansion, logistics information lag, high distribution costs become the main operational obstacles. Consumer data show that smart phones accounted for 66.90% of the main Internet equipment, Taobao and Pinduoduo formed a dual strong pattern, 51-100 yuan medium-price goods accounted for 45.92% of the market share, social e-commerce with 54.08% preference leading the consumption mode. This shows that consumers tend to use mobile phones to consume on Taobao and other apps, and their consumption is mainly concentrated in the middle and low price products, and they like to share their consumption experience with others.iiMedia Research believe that it is necessary to optimize supply chain collaboration through industry associations, strengthen cold chain logistics infrastructure to reduce loss costs, and establish regional e-commerce training systems to enhance operational capabilities, and activate the consumption potential of sinking markets with the help of content e-commerce models.

艾媒咨询 | 2024年中国即时配送市场发展状况及消费行为分析报告

即时配送服务在新零售概念的推行下迅速普及，其通过打通线上线下销售，建立短途物流体系，解决传统配送服务中同城配送的问题，已成为商业发展的必然趋势。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年中国即时配送市场发展状况及消费行为分析报告》数据显示，2018至2023年间中国移动电商市场交易额显著增长，从15.7万亿元起步，至2023年达到34.8万亿元，年均增长率约为21%。
艾媒咨询分析师认为，随着消费者对即时、省时的需求持续提升，即时配送将从传统外卖到家逐渐渗透至更多“微场景”，品类上从餐饮外卖、生鲜、日用快消向更广泛的服装鞋帽、3C数码、时尚美妆等全品类拓展。
Instant delivery service is rapidly popularized under the implementation of the new retail concept. It has become an inevitable trend of commercial development by opening up online and offline sales, establishing a short-distance logistics system, and solving the problem of intra-city distribution in traditional distribution services. According to the latest "2024 China Instant Delivery Market Development and Consumer Behavior Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the transaction volume of China's mobile e-commerce market has grown significantly between 2018 and 2023, starting from 15.7 trillion yuan. By 2023, it will reach 34.8 trillion yuan, with an average annual growth rate of about 21%.
Analysts from iiMedia Consulting believe that as consumers' demand for instant and time-saving continues to increase, instant delivery will gradually penetrate from traditional take-out home to more "micro-scenes", and the category will expand from catering take-out, fresh, daily fast consumer goods to a wider range of clothing, shoes and hats, 3C digital, fashion and beauty makeup and other categories.

艾媒咨询｜2024年中国乡村数字经济发展专题研究报告

数据显示，2023年中国农产品网络零售额为5900亿元，同比增长11.0%；2023年农村网络零售额达24900亿元，同比增长14.7%，预计2025年其网络零售额达28711亿元。艾媒咨询分析师认为，近年来中国农村发展增长势头明显，在加快补齐农村物流设施和服务短板等一系列措施下，农村电商蓬勃发展，在农产品产销对接、农业转型升级方面成效显著。目前中国的社交媒体平台中，“社交+电商”的模式较易实现内容引流、留存顾客并进行转化。短视频平台因其特色的创作内容和强互动性，更容易获得消费者的关注，从而带动乡村数字经济高速发展。针对数字农业App使用复杂问题，政府应鼓励软件开发商研发农民爱用、常用型App，让手机成为农业数字化转型发展中重要的“新农具”。
Data show that in 2023, China's online retail sales of agricultural products will reach 590 billion yuan, an increase of 11.0%. In 2023, rural online retail sales will reach 2,490 billion yuan, a year-on-year increase of 14.7%, and it is expected that its online retail sales will reach 2,871.1 billion yuan in 2025. Ai Media Consulting analysts believe that in recent years, China's rural development growth momentum is obvious, under a series of measures such as accelerating the complement of rural logistics facilities and service shortcomings, rural e-commerce has flourished, and has achieved remarkable results in agricultural product production and marketing docking and agricultural transformation and upgrading. At present, in China's social media platforms, the "social + e-commerce" model is easier to achieve content diversion, customer retention and transformation. Because of its unique creative content and strong interaction, short video platform is easier to get consumers' attention, thus driving the rapid development of rural digital economy. In response to the complex use of digital agricultural apps, the government should encourage software developers to develop popular and commonly used apps for farmers, so that mobile phones become an important "new farm tool" in the development of agricultural digital transformation.

艾媒咨询｜2024-2025年中国水产行业现状及消费趋势洞察报告

近年来，中国水产行业正以稳健的步伐向前发展，其产业规模持续扩张，产量快速提升，展现出强劲的增长势头和广阔的发展前景。数据显示，2015-2023年中国水产品总产量逐年递增，2023年达7116.24万吨，水产品已成为居民膳食结构中的重要组成部分，水产消费从“温饱型”向“品质型”转变。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年中国水产行业现状及消费趋势洞察报告》数据显示，在水产品品类选择中，71.5%消费者常购买生鲜/冷冻水产品，生鲜/冷冻水产品品类仍在消费者选择中占据主导地位。即食零食类为消费者最常选购的深加工水产品品类，占比75.3%，在市场上占比中拥有一定的优势空间。如今，中国水产养殖企业多以分散的个体经营模式为主，大型企业较少，市场集中度低。与此同时，水产类预制菜已渐成水产品消费的新途径，行业品牌意识觉醒加速。企业应加快布局或跨界布局水产行业细分领域，朝品牌化、专业化方向发展；同时，进一步加快转型升级，推进智慧水产养殖，开展数字渔业示范，大力发展优质、特色、绿色、生态的水产品。
In recent years, China's fishery industry is developing at a steady pace, its industrial scale continues to expand, the output is rapidly increasing, showing a strong growth momentum and broad development prospects. Data show that the total output of aquatic products in China increased year by year from 2015 to 2023, reaching 71,162,400 tons in 2023, aquatic products have become an important part of the residents' dietary structure, and aquatic consumption has changed from "subsistence" to "quality". According to the latest Research Report 2024-2025 China's fishery industry status and consumption trend insight report released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, in the choice of aquatic products, 71.5% of consumers often buy fresh/frozen aquatic products, and fresh/frozen aquatic products still occupy a dominant position in consumer choice. Ready-to-eat snacks are the deep-processed aquatic products most frequently purchased by consumers, accounting for 75.3%, which has a certain advantage in the market. Nowadays, Chinese aquaculture enterprises are mainly based on decentralized individual business model, with fewer large enterprises and low market concentration. At the same time, aquatic prefabricated dishes have gradually become a new way of aquatic product consumption, and the awakening of industry brand awareness has accelerated. Enterprises should speed up the layout or cross-border layout of the aquatic industry segmentation field, towards the direction of branding and specialization. At the same time, further accelerate the transformation and upgrading, promote smart aquaculture, carry out digital fishery demonstration, and vigorously develop high-quality, unique, green and ecological aquatic products.

艾媒咨询 | 2025年中国文创产品行业消费行为洞察报告

文创产品作为文化创意与产品设计相结合的产物，近年来在全球范围内迅速兴起。它不仅承载着丰富的文化内涵，还以独特的创意和设计满足了消费者对于个性化、高品质产品的需求。随着人们生活水平的提高和文化消费意识的增强，文创产品行业展现出巨大的发展潜力，成为文化产业的重要组成部分。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年中国文创产品行业消费行为洞察报告》数据显示，当前文创产品市场表现出积极态势，近七成消费者呈现出较高的购买意愿，其中30.31% 的消费者对家居装饰和日常用品类的文创产品需求强烈。在文创品牌选择中，故宫博物院和中国国家博物馆备受青睐，超三成消费者会购买其文创产品，彰显出极高的影响力和认知度。在此良好发展背景下，37.57% 的消费者期待未来文创产品在文化内涵、产品质量和耐用性方面能够得到进一步加强和提升，这也为文创产品的发展方向提供了重要参考。艾媒咨询分析师认为，文创产品行业作为文化产业的新兴领域，市场前景广阔，发展潜力巨大。文创产品行业竞争日益激烈，参与者众多。既有博物馆、美术馆等文化机构，凭借其丰富的文化资源和品牌影响力，在文创产品市场占据一席之地；也有专业的文创企业，通过敏锐的市场洞察力和强大的设计研发能力，推出一系列具有市场竞争力的产品；此外，一些互联网企业也纷纷涉足文创领域，利用其技术优势和平台资源，推动文创产品的创新与发展。
As a combination of cultural creativity and product design, cultural and creative products have risen rapidly in the world in recent years. It not only carries a rich cultural connotation, but also meets the needs of consumers for personalized and high-quality products with unique creativity and design. With the improvement of people's living standards and the enhancement of cultural consumption awareness, the cultural and creative product industry has shown great development potential and become an important part of the cultural industry. According to the latest "Analysis report on China cultural and creative products industry consumer behavior insight in 2025 " released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry. According to the data of the Insight Report, the current cultural and creative products market shows a positive trend, and nearly 70% of consumers show a high willingness to buy, of which 30.31% of consumers have a strong demand for cultural and creative products of home decoration and daily necessities. In the choice of cultural and creative brands, the Palace Museum and the National Museum of China are favored, and more than 30% of consumers will buy their cultural and creative products, demonstrating a high influence and recognition. In this good development background, 37.57% of consumers expect that cultural and creative products in the future can be further strengthened and improved in terms of cultural connotation, product quality and durability, which also provides an important reference for the development direction of cultural and creative products. Analysts of IIMedia Consulting believe that the cultural and creative products industry, as an emerging field of the cultural industry, has broad market prospects and great development potential. The competition of cultural and creative products industry is increasingly fierce, and there are many participants. Existing museums, art galleries and other cultural institutions, with their rich cultural resources and brand influence, occupy a place in the market of cultural and creative products; There are also professional cultural and creative enterprises, through keen market insight and strong design and development capabilities, launched a series of competitive products; In addition, some Internet companies have also been involved in the field of cultural and creative products, using their technical advantages and platform resources to promote the innovation and development of cultural and creative products.

艾媒咨询 | 2024-2025年中国虚拟现实产业发展及趋势分析报告

随着VR技术在核心芯片、显示屏幕、光学方案、交互技术等方面取得了显著突破，中国虚拟现实产业开始进入深度沉浸阶段，技术生态逐渐完善，行业规模不断上升。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年中国虚拟现实产业发展及趋势分析报告》数据显示，中国虚拟现实市场规模呈上升趋势，2023年中国虚拟现实市场规模达1126.0亿元，同比上升22.8%；预计2028年中国虚拟现实市场规模可达2125.9亿元。有49.0%的受访者表示会购买VR产品，43.7%的受访者表示将来会考虑购买。艾媒咨询分析师认为，虚拟现实行业技术生态逐渐完善，资本的入局推动了虚拟现实设备在分辨率、刷新率、交互方式等方面的提升，增强了虚拟现实的娱乐属性，应用场景进一步拓宽。
As VR technology has made significant breakthroughs in core chips, display screens, optical solutions, interaction technologies, etc., China's virtual reality industry has begun to enter the stage of deep immersion, the technology ecology has gradually improved, and the scale of the industry has continued to increase. The data of “2024-2025 China Virtual Reality Industry Development and Trend Analysis Report” newly released by iiMedia Research (AiMedia Consulting), a third-party data mining and analysis organization of the global new economy industry, shows that the scale of China's virtual reality market is on the rise, and the scale of China's virtual reality market in 2023 amounted to RMB 112.60 billion yuan, a year-on-year increase of 22.8%; It is expected that the size of China's virtual reality market can reach 212.59 billion yuan in 2028. 49.0% of respondents said they would buy VR products, and 43.7% said they would consider buying them in the future. Analysts from AiMedia Consulting believe that the technology ecology of the virtual reality industry has gradually improved, and the entry of capital has promoted the improvement of virtual reality equipment in terms of resolution, refresh rate, interaction mode, etc., which has enhanced the entertainment attributes of virtual reality, and the application scenarios have been further broadened.

艾媒咨询 | 2025年中国能量饮料行业发展状况与消费行为调查数据

随着健康消费理念深化，能量饮料应用场景加速延伸，形成以工作学习提效为核心的功能需求圈层，以运动健身、长途驾驶为延伸的活力补给场景，以及依托口味创新与包装迭代驱动的年轻消费生态。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年中国能量饮料行业发展状况与消费行为调查数据》数据显示，消费者消费频率呈现规律化特征，41.25%消费者每周饮用1-2次。工作/学习场景以31.21%占比位居消费动因首位，功能性诉求显著。市场格局呈现典型头部效应，红牛以46.54%市占率稳居榜首，罐装包装以38.81%偏好度成为主流载体。44.10%消费者接受7-8元价格带，42.47%首选250-400ml规格，41.66%将口味作为核心选购标准。渠道选择呈现双轨特征，综合电商平台和线下小型零售终端各有优势。行业升级面临双重挑战：36.91%消费者期待价格优化，36.09%关注功效提升，反映性价比与产品力协同不足。买一送一促销形式以39.62%偏好度彰显价格敏感特征。艾媒咨询分析师认为，企业应构建功能强化+体验升级双维竞争力：一方面开发7-9元黄金价格带专属产品，强化250-500ml规格矩阵；另一方面深化电商渠道大数据应用，针对不同消费者创新不同品类。
With the deepening of the concept of healthy consumption, the application scenarios of energy drinks accelerate the extension, forming a functional demand circle with the efficiency of work and study as the core, a vitality supply scene with sports fitness and long-distance driving as the extension, and a young consumer ecology driven by taste innovation and packaging iteration. According to the latest "China energy drink industry status and consumption behavior survey data in 2025" released by iiMedia Research, the world's leading third-party data mining and analysis organization for the new economy industry Consumption frequency showed regular characteristics, 41.25% of consumers drank once or twice a week, work/study scene accounted for 31.21% of consumption motivation, functional appeal was significant. The market pattern presents a typical head effect, with Red Bull ranking first with a market share of 46.54%, and canned packaging becoming the mainstream carrier with a preference of 38.81%. 44.10% of consumers accept the 7-8 yuan price band, 42.47% prefer 250-400ml specifications, 41.66% will taste as the core selection criteria. Channel selection presents dual-track characteristics, and both integrated e-commerce platforms and offline small retail terminals have their own advantages. Industry upgrading faces dual challenges: 36.91% of consumers expect price optimization, 36.09% pay attention to efficiency improvement, reflecting the lack of coordination between cost performance and product power. The form of buy one get one free promotion shows the price-sensitive characteristics with 39.62% preference. iiMedia Research believe that enterprises should build function enhancement + experience upgrade dual-dimensional competitiveness: on the one hand, develop 7-9 yuan gold price belt exclusive products, strengthen 250-500ml specification matrix; On the other hand, deepen the application of big data in e-commerce channels and innovate different categories for different consumers.

艾媒咨询｜2024年中国鱼片行业消费洞察研究报告

随着酸菜鱼、水煮鱼等热销单品市场渗透率的稳步攀升，以及预制菜市场的蓬勃发展，鱼片全产业链正迎来前所未有的发展新机遇。日前，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）发布了《2024年中国鱼片行业消费洞察研究报告》。报告数据显示，2023年中国鱼片加工市场规模已达122.4亿元，预计未来几年将以20%左右的速度持续增长，到2028年有望突破300亿元大关。中国鱼片加工行业企业数量众多，生产水平参差不齐，市场集中度偏低。随着行业的深入发展，鱼片加工行业将进入洗牌期，并朝着标准化、规模化、品牌化的方向不断迈进。具备出色的供应链能力和品牌优势的企业，未来竞争力将更加凸显。

艾媒咨询｜2024年中国家清产品消费趋势洞察报告

中国家清产品市场规模在2015至2023年间整体呈上升趋势，2023年已达556.1亿元，预计2028年达到700.3亿元。经济快速发展带来消费升级，数字化转型拓宽了消费者获取信息和购买渠道，中国家清产品市场展现出一个动态、多元且具有一定潜力的景象。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年中国家清产品消费趋势洞察报告》数据显示，随着消费者对健康、安全及环保的要求不断提高，安全性已成为57.4%的消费者在选择家居清洁产品时的首要考量，其次是气味和环保性。面对消费者对可持续生活方式的追求，中国家清产品企业根据消费者需求对产品进行细分和品牌创新，在继续提供优质传统服务的基础上，加速迈入绿色革命时代，致力于在生产流程中融入节能减排的环保理念，以抢占市场先机。
The market size of China's household cleaning products showed an overall upward trend from 2015 to 2023, reaching 55.61 billion yuan in 2023, and is expected to reach 70.03 billion yuan by 2028. Rapid economic development has led to consumption upgrades, and digital transformation has broadened consumer access to information and purchasing channels. The market for China's household cleaning products presents a dynamic, diverse, and potentially promising landscape. According to the latest Research Report Insight Report on the Consumption Trends of Household Cleaning Products in China in 2024 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, as consumers' demands for health, safety, and environmental protection continue to rise, safety has become the top factor for 57.4% of consumers when choosing household cleaning products, followed by scent and environmental friendliness. In the face of consumers' pursuit of a sustainable lifestyle, China Jiaqing products enterprises carry out product segmentation and brand innovation according to consumer demand, and accelerate into the era of green revolution on the basis of continuing to provide high-quality traditional services, and is committed to integrating energy saving and emission reduction environmental protection concepts in the production process to seize market opportunities.