艾媒咨询 | 2023年中国备孕人群互联网行为与消费洞察报告

中国“三孩”政策以及各类辅助生殖技术的快速发展，为中国备孕产业带来了良好的市场环境和发展机遇。基于人们对优生优育的重视，适育男女备孕已经成为一个新常态。iiMedia Research（艾媒咨询）数据显示，备孕人群高度重视全面健康管理，其在备孕阶段普遍关注营养补充、作息调理及孕产知识等相关知识；在备孕信息信赖来源方面，备孕人群更倾向从专业人士处获取相关信息，医生和母婴专业媒体编辑高达77.0%和61.1%；在商品消费决策方面，62.5%的备孕人群消费支出超过备孕前，新增消费品中，孕前检查和备孕保健品占比前二，在品牌选择的决策影响上，75.7%的备孕人群聚焦在母婴APP上了解产品和品牌，而在单一品牌的搜索上表现较为分散，占比前二的分别是抖音和小红书。备孕需求下，用户会使用多个APP，81.4%的备孕用户使用母婴APP，核心需求是学习备孕知识和记录身体信息；38.8%的备孕用户使用女性健康APP来记录经期；38.4%的备孕用户会使用短视频平台，核心需求是搜索备孕品牌、购买备孕产品。26.8%的备孕用户使用内容社区平台搜索单一品牌口碑、交流备孕经历。
China's "three-child" policy and the rapid development of various types of assisted reproductive technologies have brought favorable market environment and development opportunities for China's pregnancy preparation industry. Based on people's emphasis on eugenics, it has become a new normal for fertile men and women to prepare for pregnancy. iiMedia Research's data shows that people who prepare for pregnancy attach great importance to comprehensive health management, and they generally pay attention to nutritional supplements, work and rest regimen, and pregnancy and childbirth knowledge during the stage of preparing for pregnancy; in terms of the trusted sources of information on preparing for pregnancy, people who prepare for pregnancy are more inclined to obtain relevant information from professionals, with doctors and editors of mother and baby professional media reaching 77.0% and 61.0% respectively. In terms of trusted sources of information on pregnancy preparation, pregnant people are more inclined to get relevant information from professionals, with doctors and editors of mother and baby professional media reaching 77.0% and 61.1% respectively; in terms of decision-making on consumption of commodities, 62.5% of pregnant people's consumption expenditures exceed those of the pre-pregnancy period, and pre-pregnancy checkups and pregnancy-pregnancy healthcare products account for the top two of the newly added consumer goods, and in terms of decision-making on brand choices, 75.7% of the pregnant people are focusing on mother and baby APPs to learn more about the products and brands, and in terms of searching for a single brand The performance is more decentralized, and the top two share are Jitterbug and Xiaohongshu respectively. Under the demand of pregnancy preparation, users will use multiple APPs. 81.4% of pregnant users use mother and baby APPs, and their core demand is to learn about pregnancy preparation and record body information; 38.8% of pregnant users use women's health APPs to record menstruation; 38.4% of pregnant users use short-video platforms, and their core demand is to search for pregnancy preparation brands and buy pregnancy preparation products.26.8% of pregnant users use content community platforms to search for single brand reputation and exchange pregnancy preparation experiences.

艾媒咨询 | 2024-2025年中国新生代妈妈群体触媒行为及营销趋势报告

在政策驱动和市场需求转变升级下，中国母婴消费行业市场规模不断扩大。iiMedia Research（艾媒咨询）数据显示，2024年中国母婴消费市场规模达76299亿元，预计2027年达到89149亿元。在移动互联时代，新生代妈妈触媒方式多样化，母婴类APP在她们的生活中扮演着越来越重要的角色。iiMedia Research（艾媒咨询）调研数据显示，中国新生代妈妈较常使用的APP类型中，母婴类APP占比高达66.1%，成为她们学习和分享母婴知识（77.9%用户主要目的）的首选平台。
Under the policy-driven and market demand transformation and upgrading, the market scale of China's maternal and child consumption industry has been expanding. According to iiMedia Research, China's maternal and child consumption market will reach 7,629.9 billion yuan in 2024 and is expected to reach 8,914.9 billion yuan in 2027. In the era of mobile Internet, the new generation of mothers have diversified media methods, and maternal and infant apps are playing an increasingly important role in their lives. According to iiMedia Research's survey data, among the types of apps commonly used by new generation mothers in China, maternal and infant apps account for 66.1%, becoming the first choice platform for them to learn and share maternal and infant knowledge (the main purpose of 77.9% of users).

艾媒咨询 | 2025-2029年中国锂电池行业研究报告

在全球能源结构加速转型与“双碳”目标引领的时代浪潮下，锂电池行业已成为支撑新能源产业发展的核心力量，中国锂电池行业更是凭借政策、技术和产业链等优势在全球市场中占据重要地位。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年中国锂电池行业研究报告》数据显示，2024年中国锂电池市场规模已达到17500亿元，同比增长25.0%，预计2029年将超过5万亿元。艾媒咨询分析师认为，在全球产业智能化与绿色化转型的浪潮下，低空经济、电动车等战略性新兴产业的蓬勃发展，正成为驱动锂电池需求爆发式增长的核心引擎。
In the era of accelerated transformation of the global energy structure and the guidance of the "dual carbon" goals, the lithium battery industry has become a core force supporting the development of the new energy industry. China's lithium battery industry has occupied an important position in the global market by virtue of its advantages in policy, technology and industrial chain. According to the latest "China lithium battery industry research report from 2025 to 2029" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, the market size of lithium batteries in China has reached 1,750 billion yuan in 2024, with a year-on-year growth of 25.0%. It is expected to exceed five trillion yuan by 2029. Analysts from iiMedia Research believe that under the global wave of industrial intelligence and green transformation, the vigorous development of strategic emerging industries such as low-altitude economy and electric vehicles is becoming the core engine driving the explosive growth of lithium battery demand.

艾媒咨询 | 2024年中国母婴市场发展状况与消费者调研报告

受三孩政策驱动，中国生育率有望得到提升，政策及相关配套措施落地将带动母婴消费新增量。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年中国母婴市场发展状况与消费者调研报告》数据显示，中国母婴行业市场规模逐年稳步增长，2023年达66478亿元，预计2027年将达到89149亿元，呈现显著的上升趋势。
Driven by the three-child policy, China's fertility rate is expected to be increased, and the landing of policies and related supporting measures will drive new increases in maternal and infant market. According to the latest "China Maternal and Infant Market Development and Consumer Research Report in 2024" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's maternal and infant industry has grown steadily year by year, reaching 6,647.8 billion yuan in 2023. It is expected to reach 8914.9 billion yuan in 2027, showing a significant upward trend.

艾媒咨询 | 2025年中国母婴市场消费行为调查数据

当下母婴产品市场机遇与挑战并存，市场规模呈稳定增长态势。但随着消费者越来越追求科学育儿，对母婴产品和服务的需求向高品质、个性化、多元化转变，不仅关注产品功能，更看重成分、配方等专业性，还期待在消费中获得情绪价值。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年中国母婴市场消费行为调查数据》数据显示，母婴行业的主要消费群体是怀孕中后期和1岁以下的宝妈，合计占比超过50%。同时，消费者在怀孕及育儿过程中最关注的是科学育儿知识和孕期保健知识。母婴消费者在使用各类平台时，会更注重平台的专业性、资讯真实性和互动性。新生代妈妈引领的消费升级潮流，正重塑着市场格局。母婴产品市场将在创新与变革中持续进化，不断满足家庭对高品质育儿生活的向往，成为推动社会消费升级、助力家庭幸福的重要力量，孕育出更多商业机遇与社会价值。
　Currently, the baby and maternity product market is faced with both opportunities and challenges, and the market size is showing a steady growth trend. However, as consumers increasingly pursue scientific parenting, their demands for baby and maternity products and services are shifting towards high quality, personalization, and diversification. They not only pay attention to product functions but also attach great importance to the professionalism of ingredients, formulas, etc., and also expect to obtain emotional value during consumption. According to the latest "Survey data on consumer behavior in China's maternal and infant market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the main consumer groups in the baby and maternity industry are expectant mothers in the middle and late stages of pregnancy and mothers with babies under 1 year old, with a combined proportion of over 50%. At the same time, during pregnancy and parenting, consumers are most concerned about scientific parenting knowledge and pregnancy health care knowledge. When using various platforms, baby and maternity consumers pay more attention to the professionalism, authenticity of information, and interactivity of the platforms. The consumption upgrade trend led by new-generation mothers is reshaping the market pattern. The baby and maternity product market will continue to evolve through innovation and change, continuously meet families' yearning for a high-quality parenting life, become an important force in promoting social consumption upgrading and helping family happiness, and breed more business opportunities and social value.

艾媒咨询 | 2025年中国月子中心消费者行为调查数据

近年来，随着消费者对科学坐月子理念的认知提升，二、三线城市月子中心市场也迅速崛起，市场规模持续扩大，服务品质和管理水平不断提升。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年中国月子中心消费者行为调查数据》数据显示，在 2025 年针对中国消费者对月子中心的了解情况调研中，高达 87.41% 的消费者明确表示知晓月子中心，这一占比在各项反馈中居于首位，清晰地彰显出月子中心于中国消费者群体里已具备较高的普及程度。而在消费者对月子中心服务的关注点方面，对宝宝的专业照护以 37.65% 的占比拔得头筹，这一数据直观且有力地表明，消费者最为看重月子中心在照料宝宝方面所展现出的质量 。艾媒咨询分析师认为，随着政府对月子中心行业监管力度的加强，行业规范化发展将成为必然趋势。未来，政府将出台更加严格的行业标准和规范，加强对月子中心的审批、监管和评估，推动月子中心行业健康、有序发展。同时，行业协会将发挥更大作用，加强行业自律，促进企业之间的交流与合作，共同提升行业整体服务水平。
In recent years, with the improvement of consumers' awareness of the concept of scientific confinement, the central market of the second and third-tier cities has also risen rapidly, the market size has continued to expand, and the service quality and management level have continued to improve. According to the latest "Data from the China month center consumer behavior survey in 2025" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, according to the data, in 2025, the understanding of Chinese consumers about maternity centers is investigated. Up to 87.41% of consumers clearly know the maternity center, which ranks first in the feedback, clearly showing that the maternity center has a high degree of popularity in the Chinese consumer group. In terms of consumers' focus on maternity center services, professional care for babies topped the list with 37.65%, which intuitively and strongly indicates that consumers value the quality of maternity center care for babies the most. Ai Media Consulting analysts believe that with the strengthening of the government's supervision of the maternity center industry, the standardized development of the industry will become an inevitable trend. In the future, the government will introduce more stringent industry standards and norms, strengthen the approval, supervision and evaluation of the maternity center, and promote the healthy and orderly development of the maternity center industry. At the same time, the industry association will play a greater role in strengthening industry self-discipline, promoting exchanges and cooperation between enterprises, and jointly improving the overall service level of the industry.

艾媒咨询 | 2025年中国托育行业消费行为调查数据

在全球范围内，0-3岁婴幼儿的托育服务已成为各个国家或地区高度重视的家庭政策议题, 并被上升为公共服务体系建设的一部分。随着中国实施“三孩生育政策”，对婴幼儿托育行业的需求正在不断增加，更多家长会考虑将孩子送到托育机构。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年中国托育行业发展状况及消费行为调查数据》数据显示，2024年中国0-3岁婴幼儿托育市场规模为1518.1亿元，预计2030年中国0-3岁婴幼儿托育市场规模达2323.1亿元。调研数据显示，居住地附近缺乏合适的玩伴或教育环境的需求以39.29%的占比位居首位，凸显了家长对儿童成长环境的高度关注。与此同时，让孩子提前适应集体生活和通过早期教育开发孩子能力的需求均以35.71%的占比并列第二，反映出家长对孩子社交能力培养和早期智力发展的同等重视。在托育机构选择方面，社区托育机构以45.54%的占比成为家长的首选，体现了他们对便捷性和社区归属感的偏好；公办托育机构则以43.08%的占比紧随其后，进一步印证了家长对公办机构专业性和规范性的信任与青睐。艾媒咨询分析师认为，家长对儿童早期教育和社交能力培养的重视推动了托育需求的增长，同时政策支持和社会资本的涌入也为市场注入了活力。然而，托育市场仍面临着服务质量参差不齐、师资力量不足等挑战。未来，随着标准化建设和科技赋能，托育市场将朝着更专业、更智能、更普惠的方向发展，成为解决家庭育儿难题的重要支撑。
Globally, childcare services for infants and toddlers aged 0-3 have become a highly valued family policy issue in various countries or regions and have been elevated to a part of the public service system construction. With the implementation of the "three-child fertility policy" in China, the demand for the infant and toddler care industry is constantly increasing, and more parents will consider sending their children to care institutions. According to the latest "Survey data on the development status and consumer behavior of China's childcare industry in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the market size of childcare for infants and toddlers aged 0-3 in China will be 151.81 billion yuan in 2024. It is estimated that the market size of infant and toddler care for children aged 0-3 in China will reach 232.31 billion yuan by 2030. Research data shows that the demand for a lack of suitable playmates or educational environments near one's residence ranks first with a proportion of 39.29%, highlighting parents' high concern about their children's growth environment. Meanwhile, the demands for children to adapt to collective life in advance and for developing children's abilities through early education both accounted for 35.71% and tied for second place, reflecting parents' equal emphasis on the cultivation of children's social skills and early intellectual development. In terms of the selection of childcare institutions, community-based childcare institutions, with a proportion of 45.54%, have become the first choice for parents, reflecting their preference for convenience and a sense of community belonging. Public childcare institutions followed closely with a proportion of 43.08%, further confirming parents' trust and favor for the professionalism and standardization of public institutions. Analysts from iiMedia Research believe that parents' emphasis on early childhood education and the cultivation of social skills has driven the growth of the demand for childcare services. Meanwhile, policy support and the influx of social capital have also injected vitality into the market. However, the childcare market still faces challenges such as uneven service quality and insufficient teaching staff. In the future, with the construction of standardization and the empowerment of technology, the childcare market will develop in a more professional, intelligent and inclusive direction, becoming an important support for solving the problems of family child-rearing.

艾媒咨询 | 2025年中国内地及香港地区花胶行业消费趋势白皮书

当前，中国花胶行业正处于需求扩容与产业升级的交织阶段。在内地，随着国民健康意识的深化，花胶从传统滋补品逐渐走入大众消费视野，消费场景从节庆送礼、产后调理向日常养生、轻食代餐延伸，年轻群体对这一品类的接受度显著提升。而香港地区，凭借其国际金融与贸易中心的地位，以及深厚的滋补养生文化底蕴，在花胶行业中占据独特位置。香港消费者对花胶品质与品类有着较高追求，推动着行业产品的精细化与高端化发展。同时，行业发展仍面临瓶颈：市场存在品类认知模糊、品质参差不齐的现象。供应链端则呈现传统渠道与新兴电商并行的格局，整体市场正从分散化的初级形态向规范化、细分化方向演进。
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年中国内地及香港地区花胶行业消费趋势白皮书》数据显示，53.9%的消费者在购买花胶产品时关注“产品功效/营养价值”，其中养颜养肤（59.9%）、增强免疫力（47.8%）、补充/恢复精力（42.9%）等是消费者认为的花胶核心功效。女性食用花胶的主要场景有日常滋补（61.9%）、备孕期（27.9%）及孕期（27.2%），其中日常滋补主要为经期后调理身体。从地区差异来看，中国内地的花胶应用场景正从传统的产后恢复向日常滋补等场景延伸；而在中国香港，花胶已深度融入本土饮食与习俗，场景成熟且广泛。
艾媒咨询分析师认为，随着消费者健康需求的精细化与场景化升级，花胶行业正迎来产品形态与消费生态的深度重构。即食化、便携化产品将加速渗透日常消费场景，打破传统滋补品的使用局限。同时，中国内地及香港两地市场未来有望持续强化交流、互补优势，共同探索消费需求与市场新机。整个行业将从分散化竞争向品牌化、集约化发展转型，花胶也将从区域性滋补品向国民级健康食品迈进，成为连接传统滋补智慧与现代健康生活的标志性品类。
China’s fish-maw sector is now at the intersection of surging demand and industrial upgrading. On the mainland, deepening health awareness has moved fish maw from a niche tonic into the mainstream; consumption occasions have expanded from festival gifting and postpartum recovery to daily wellness and light-meal substitutes, with Gen-Z acceptance rising sharply. Hong Kong, leveraging its role as an international financial and trading hub and its long-standing tonic culture, occupies a unique position: propelling the market toward greater refinement and premiumization.Yet the industry remains constrained by legacy models. Products are still dominated by dried formats, carrying high entry barriers, while consumer knowledge is fragmented and quality uneven. Supply chains operate through both traditional channels and nascent e-commerce; the overall market is evolving from a fragmented, rudimentary state toward standardization and segmentation.
According to the latest White paper on the consumption trends of the fish maw industry in the Chinese mainland and Hong Kong region in 2025, released by iiMedia Research, 53.9% of buyers prioritize “product efficacy/nutritional value.”Top perceived benefits are beauty and skin nourishment (59.9%), immunity enhancement (47.8%), and energy replenishment/recovery (42.9%). Among women, the leading consumption scenarios are daily wellness (61.9%), primarily post-menstrual recuperation), pre-pregnancy preparation (27.9%), and pregnancy support (27.2%). Geographically, the mainland is shifting from postpartum recovery to broader daily wellness, whereas Hong Kong has fully woven fish maw into local cuisine and customs, yielding mature and diverse usage occasions.
Analysts at iiMedia believe that as health needs become more granular and scenario-specific, the sector is poised for deep restructuring of product formats and the consumer ecosystem. Ready-to-eat and portable offerings will rapidly penetrate everyday life, breaking the limitations of traditional tonics. Going forward, the mainland and Hong Kong markets are expected to strengthen interaction and complement each other, jointly exploring new demand and opportunities. The industry will transition from fragmented competition to branded, intensive development, and fish maw will evolve from a regional tonic into a national health food—an iconic category bridging traditional wellness wisdom and modern healthy living.

艾媒咨询 | 2025-2026年中国外贸企业出口转内销产品消费者购物行为需求调研报告

在当前全球贸易环境持续波动的背景下，中美贸易战的再度激化使中国外贸企业面临严峻挑战。为应对这一局势，中国政府及时推出“双循环”发展战略，积极引导外贸企业开拓国内市场，实现“出口转内销”的战略转型。在这一政策导向下，政府相关部门陆续出台配套支持措施，国内各大企业平台也迅速响应，纷纷设立外贸优品专区，共同构建内外贸一体化的发展格局。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《2025-2026年中国外贸企业出口转内销产品消费者购物行为需求调研报告》数据显示，88.79%的消费者支持国家和企业推出相关政策扶持中国外贸企业，同时支持设立外贸优品专区。其中，有66.87%的消费者认为这样可以丰富中国国内市场供给，满足大众的消费多元化需求。
在购买意愿方面，超过80%的消费者表示愿意选购“出口转内销”产品。在购买因素方面，价格合理（56.04%）与品牌知名度（56.04%）是影响购买决策的两大关键影响因素。在未来发展层面，超过70%的消费者认为调整产品功能以满足国内消费者多样化的需求是发展关键。另一方面，61.54%的消费者看重品牌认知度，因此，中国外贸企业需要加强品牌建设与营销推广。艾媒咨询分析师认为，中国外贸企业需以消费者需求为核心，通过数据驱动选品、全渠道体验优化、智能化服务升级，实现从 “出口代工” 到 “国内品牌” 的转型跨越。未来，价格透明化、品质可追溯、服务本地化将成为市场竞争的关键要素，推动出口转内销市场向规范化、高质量发展。
Against the backdrop of the continuous fluctuations in the current global trade environment, the renewed intensification of the trade war between China and the United States poses severe challenges to Chinese foreign trade enterprises. To cope with this situation, the Chinese government promptly launched the "dual circulation" development strategy, actively guiding foreign trade enterprises to explore the domestic market and achieve the strategic transformation from "export to domestic sales". Under this policy orientation, relevant government departments have successively introduced supporting measures, and major domestic enterprise platforms have also responded promptly, setting up special zones for high-quality foreign trade products one after another, jointly building an integrated development pattern of domestic and foreign trade. According to the latest data released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, in the "Research report on consumer shopping behavior demand for export-to-domestic sales products of China's foreign trade enterprises from 2025 to 2026", 88.79% of consumers support the introduction of relevant policies by the state and enterprises to support China's foreign trade enterprises, and at the same time support the establishment of special zones for high-quality foreign trade products. Among them, 66.87% of consumers believe that this can enrich the supply of the domestic market in China and meet the diversified consumption demands of the general public.
In terms of purchase intention, more than 80% of consumers indicated that they were willing to choose products that were "export-to-domestic sales". In terms of purchasing factors, reasonable price (56.04%) and brand awareness (56.04%) are the two key influencing factors affecting purchasing decisions. At the level of future development, over 70% of consumers believe that adjusting product functions to meet the diverse needs of domestic consumers is the key to development. On the other hand, 61.54% of consumers value brand recognition. Therefore, Chinese foreign trade enterprises need to strengthen brand building and marketing promotion. Analysts from iiMedia Research believe that Chinese foreign trade enterprises need to take consumer demands as the core, and achieve a transformation and leap from "export contract manufacturing" to "domestic brands" through data-driven product selection, optimization of the all-channel experience, and upgrading of intelligent services. In the future, price transparency, quality traceability and localized services will become key elements in market competition, promoting the development of the export-to-domestic market towards standardization and high quality.

艾媒咨询 | 2025年H1中国奶粉行业运行数据监测半年报

2025年，中国奶粉行业在复杂环境下不断探索前行，上半年的发展呈现出一系列新特征与新趋势。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《2025年H1中国奶粉行业运行数据监测半年报》数据显示，2024年中国羊奶粉市场规模为192.5亿元，同比增长15.20%，预计2028年将突破350亿元。艾媒咨询分析师认为，中国奶粉行业细分赛道百花齐放，羊奶粉、有机奶粉等增长潜力持续释放，儿童奶粉、女性奶粉、中老年奶粉等细分品类快速崛起，拓展了行业增长空间。
In recent years, China's infant formula industry has undergone numerous changes and challenges. Profound market adjustments and dynamic changes have become the main theme of the industry's development. Since 2020, affected by multiple factors such as the continuous decline in the birth rate and the increasingly rational consumer market, the milk powder industry has bid farewell to its past period of rapid growth. The growth rate of the market size has slowed down, and in some years, it has even shown a contraction trend. Entering 2025, the industry has continued to explore and move forward in a complex environment. The development in the first half of the year has presented a series of new features and trends. According to the latest "Semi-annual report on the operation data monitoring of China's milk powder industry in the first half of 2025" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, the market size of goat milk powder in China was 19.25 billion yuan in 2024, with a year-on-year growth of 15.20%. It is expected to exceed 35 billion yuan in 2028. Analysts from iiMedia Research believe that the Chinese infant formula industry features a diverse range of sub-sectors. The growth potential of goat milk powder and organic milk powder continues to be unleashed, while sub-categories such as children's milk powder, women's milk powder, and milk powder for the middle-aged and elderly are rising rapidly, expanding the industry's growth space.