艾媒咨询 | 2025年11月全球主要行业投融资数据监测月报

2025年11月，全球投融资活跃度和金额均处于较高水平，显示出市场对投融资的持续热情和信心。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11月全球主要行业投融资数据监测月报》显示，2025年11月全球投融资金额为3381.87亿人民币，环比上升43.7%；投融资事件数量为902起，环比上升10.1%。艾媒咨询分析师认为，该月数据波动可能受多重因素影响。一是行业周期因素，如年末企业融资需求增强；二是政策推动，尤其是国家对科技创新的扶持政策进一步激发投资动力；三是市场环境改善，全球经济复苏带动整体投资活跃度上升。
In November 2025, both the global investment and financing activity and the amount were at a relatively high level, demonstrating the market's continuous enthusiasm and confidence in investment and financing. 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 November 2025 was 338.187 billion RMB, a 43.7% increase compared to the previous month; the number of investment and financing events was 902, a 10.1% increase compared to the previous month. Analysts from iiMedia Research believe that the fluctuations in the data for this month may be influenced by multiple factors. Firstly, industry cycle factors, such as the increased financing needs of enterprises at the end of the year; secondly, policy promotion, especially the national support policies for technological innovation further stimulating investment momentum; thirdly, the improvement of the market environment, with the global economic recovery driving the overall investment activity to rise.

艾媒咨询 | 2024-2025年中国人工智能行业发展趋势研究报告

人工智能行业作为当今科技领域最具活力和潜力的前沿阵地，依托于大数据、云计算和算法技术的迅猛发展，重塑着人类社会的方方面面。深度学习算法的突破、海量数据资源的积累以及计算能力的大幅提升使人工智能技术从实验室走向了现实世界，开始在各行各业发挥着至关重要的作用，并逐渐成为推动全球科技创新和产业升级的核心力量。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《2024-2025年中国人工智能行业发展趋势研究报告》数据显示，2018-2024年，中国人工智能行业市场规模快速扩张，2024年达7470亿元，同比增长41.0%，预计2025年规模达到10457亿元，占全球比重达20.9%。相较2021年，2023年中国人工智能在互联网（89%）、电信（68%）、政务（65%）、金融（64%）等各领域的渗透率明显提升。中国人工智能行业市场规模不断扩大，且AI技术对各行各业的渗透率在不断提升。艾媒咨询分析师认为，技术创新与突破是人工智能发展的核心驱动力。算法优化，尤其是深度学习和强化学习的进步，显著提升了AI的智能性、效率和准确性，使其能够应对更复杂的任务。多模态融合技术的发展，让AI能够整合文本、图像、语音等不同数据类型，从而实现更全面的感知和理解，为各行各业带来创新应用的可能性。人工智能正深度融入各行业，为其带来诸多积极改变，推动各行业高质量发展。
Nowadays, as the most dynamic and potential frontier in science and technology field, artificial intelligence industry is reshaping all aspects of human society, relying on the rapid development of big data, cloud computing and algorithm technology. The breakthrough of deep learning algorithms, the accumulation of massive data resources and the substantial improvement of computing power make artificial intelligence technology from the laboratory to the real world, begin to play a crucial role in all walks of life, and gradually become the core force to promote global scientific and technological innovation and industrial upgrading. According to the latest "Research Report on the development trend of China's artificial intelligence Industry from 2024 to 2025 " released by iiMedia Research, data show that from 2018 to 2024, the market scale of China's artificial intelligence industry has expanded rapidly, reaching 747 billion yuan in 2024, increasing of 41.0% year-on-year, and is expected to reach 1045.7 billion yuan in 2025, which is accounting for 20.9% of the global share. Compared with 2021, the penetration rate of China's artificial intelligence in various fields such as the Internet (89%), telecommunications (68%), government affairs (65%), and finance (64%) in 2023 has significantly increased. The market scale of China's artificial intelligence industry continues to expand, and the penetration rate of AI technology to all walks of life continues to increase. The iiMedia consulting analysts believe that technological innovation and breakthrough are the core driving force for the development of artificial intelligence. Advances in algorithmic optimization, especially deep learning and reinforcement learning, have significantly increased AI's intelligence, efficiency, and accuracy, enabling it to tackle more complex tasks. The development of multi-modal fusion technology allows AI to integrate different data types such as text, images, and voice, so as to achieve more comprehensive perception and understanding, taking the possibility of innovative applications to various industries. Artificial intelligence is deeply integrated into various industries, bringing many positive changes to it and promoting high-quality development of various industries.

艾媒咨询 | 2025-2030年中国露营经济发展前景与商业布局分析报告

露营经济已突破单一户外场景，与文旅、教育、体育等产业深度融合，形成多元化生态。iiMedia Research（艾媒咨询）数据显示，2024年中国露营经济核心市场规模达到2139.7亿元，带动市场规模为11554.5亿元；预计2030年中国露营经济核心市场规模将上升至4879.8亿元，带动市场规模将达到23998.5亿元。随着城镇化率提升、公众可支配收入的提高以及“露营+”多元化场景的驱动，中国露营经济市场规模在稳步扩大。同时，国家对户外运动、旅游露营产业的重视程度不断提升，加之科技、技术等领域的发展，露营经济在空间距离、群体类型和融合模式等领域正不断多元化发展。
The camping economy has broken through the single outdoor scene and deeply integrated with industries such as culture and tourism, education, and sports, forming a diversified ecosystem. iiMedia Research data s shows that in 2024, the core market size of China's camping economy reached 213.97 billion yuan, driving a market size of 1,155.45 billion yuan. It is estimated that by 2030, the core market size of China's camping economy will rise to 487.98 billion yuan, driving the market size to reach 2,399.85 billion yuan. With the increase in urbanization rate, the rise in public disposable income and the drive of diversified "camping +" scenarios, the market size of China's camping economy is steadily expanding. Meanwhile, the state's emphasis on outdoor sports and the tourism camping industry is constantly increasing. Coupled with the development of science and technology and other fields, the camping economy is continuously diversifying in areas such as spatial distance, group types, and integration models.

艾媒咨询 | 2025年7月全球主要行业投融资数据监测月报

2025年7月，全球主要行业投融资市场表现强劲。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7月全球主要行业投融资数据监测月报》显示，2025年7月全球投融资事件数量达到763起，相较于6月的604起，环比增长26.32%，投融资金额高达3696.61亿人民币，环比增长48.30%，显示出投融资活跃度和资金规模的显著提升。这一变化可能与行业周期性增长、政策利好、市场回暖及节假日消费刺激有关。对比历史趋势，7月的投融资数量和金额均创下年内新高，显示出市场对投资的强烈信心和活跃度。在商业实际情况中，这可能反映了市场对新兴技术和创新项目的追捧，以及对经济复苏的乐观预期。
In July 2025, the global major industry investment and financing markets performed strongly. According to the latest "Global Major Industry Investment and Financing Data Monitoring Monthly Report for July 2025" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the number of global investment and financing events reached 763 in July 2025, a 26.32% increase compared to 604 in June, and the investment and financing amount was as high as 369.661 billion RMB, a 48.30% increase compared to the previous month. This indicates a significant increase in investment and financing activity and scale. This change may be related to the cyclical growth of the industry, favorable policies, market recovery, and holiday consumption stimulation. Compared with historical trends, both the number and amount of investment and financing in July set new highs for the year, demonstrating strong market confidence and activity in investment. In the actual business situation, this may reflect the market's pursuit of emerging technologies and innovative projects, as well as optimistic expectations for economic recovery.

（演讲版）中国广告主协会X艾媒咨询 | 2024-2025年中国人工智能行业发展趋势研究报告

人工智能行业作为当今科技领域最具活力和潜力的前沿阵地，依托于大数据、云计算和算法技术的迅猛发展，重塑着人类社会的方方面面。深度学习算法的突破、海量数据资源的积累以及计算能力的大幅提升使人工智能技术从实验室走向了现实世界，开始在各行各业发挥着至关重要的作用，并逐渐成为推动全球科技创新和产业升级的核心力量。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《2024-2025年中国人工智能行业发展趋势研究报告》数据显示，2018-2024年，中国人工智能行业市场规模快速扩张，2024年达7470亿元，同比增长41.0%，预计2025年规模达到10457亿元，占全球比重达20.9%。相较2021年，2023年中国人工智能在互联网（89%）、电信（68%）、政务（65%）、金融（64%）等各领域的渗透率明显提升。中国人工智能行业市场规模不断扩大，且AI技术对各行各业的渗透率在不断提升。艾媒咨询分析师认为，技术创新与突破是人工智能发展的核心驱动力。算法优化，尤其是深度学习和强化学习的进步，显著提升了AI的智能性、效率和准确性，使其能够应对更复杂的任务。多模态融合技术的发展，让AI能够整合文本、图像、语音等不同数据类型，从而实现更全面的感知和理解，为各行各业带来创新应用的可能性。人工智能正深度融入各行业，为其带来诸多积极改变，推动各行业高质量发展。
Nowadays, as the most dynamic and potential frontier in science and technology field, artificial intelligence industry is reshaping all aspects of human society, relying on the rapid development of big data, cloud computing and algorithm technology. The breakthrough of deep learning algorithms, the accumulation of massive data resources and the substantial improvement of computing power make artificial intelligence technology from the laboratory to the real world, begin to play a crucial role in all walks of life, and gradually become the core force to promote global scientific and technological innovation and industrial upgrading. According to the latest "Research Report on the development trend of China's artificial intelligence Industry from 2024 to 2025 " released by iiMedia Research, data show that from 2018 to 2024, the market scale of China's artificial intelligence industry has expanded rapidly, reaching 747 billion yuan in 2024, increasing of 41.0% year-on-year, and is expected to reach 1045.7 billion yuan in 2025, which is accounting for 20.9% of the global share. Compared with 2021, the penetration rate of China's artificial intelligence in various fields such as the Internet (89%), telecommunications (68%), government affairs (65%), and finance (64%) in 2023 has significantly increased. The market scale of China's artificial intelligence industry continues to expand, and the penetration rate of AI technology to all walks of life continues to increase. The iiMedia consulting analysts believe that technological innovation and breakthrough are the core driving force for the development of artificial intelligence. Advances in algorithmic optimization, especially deep learning and reinforcement learning, have significantly increased AI's intelligence, efficiency, and accuracy, enabling it to tackle more complex tasks. The development of multi-modal fusion technology allows AI to integrate different data types such as text, images, and voice, so as to achieve more comprehensive perception and understanding, taking the possibility of innovative applications to various industries. Artificial intelligence is deeply integrated into various industries, bringing many positive changes to it and promoting high-quality development of various industries.

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 | 2025年中国剧本杀市场消费行为调查数据

随着剧本杀产业生态的持续完善，其消费行为特征呈现多维分化趋势，主要形成以社交裂变传播为核心的消费生态体系，以沉浸式体验升级为驱动的玩法创新体系，以及以文化融合为导向的内容创作体系三大发展方向。在消费生态层面，用户触达路径已形成以短视频平台引流、线下门店社群运营、熟人社交裂变为代表的传播矩阵，同时通过剧本杀+文旅、剧本杀+党建等跨界模式延伸消费场景。玩法创新领域则呈现出以实景搜证剧场、AI角色交互系统、跨时空剧本联机为代表的科技融合趋势，以及桌面推理、红色教育、情感沉浸等多元形式并存的格局。内容创作体系更聚焦于以国风悬疑、科幻解谜、都市情感为典型题材的垂直细分市场，并衍生出历史复原型、乡村振兴类、非遗活化类等文化赋能型剧本创作方向。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年中国剧本杀市场消费行为调查数据》显示，74.73%的消费者都玩过剧本杀，消费者们偏好和朋友一起玩剧本杀，玩得比较多的是开放本，占比达到69.76%。43.33%的消费者认为剧本杀能够锻炼他们的思维，这是他们游玩剧本杀的一个重要原因，58.33%的消费者都对当前的剧本杀感到满意。但同时消费者们也认为现在的剧本杀存在剧本质量参差不齐，剧本同质化严重，玩法过于单一等问题。艾媒咨询分析师认为，剧本杀工作者应更加关注剧本杀的价格，质量等问题，加强剧本杀工作人员的服务质量，了解更多剧本杀消费者的内在需求。
With the continuous improvement of the play-killing industry ecology, its consumer behavior characteristics show a multi-dimensional differentiation trend, mainly forming a consumer ecosystem with social fission and communication as the core, a gameplay innovation system driven by immersive experience upgrading, and a content creation system oriented by cultural integration. At the level of consumption ecology, the user access path has formed a communication matrix represented by short video platform drainage, offline store community operation, and acquaintance social splitting, while extending the consumption scene through cross-border models such as script killing + cultural travel, script killing + Party building. The field of gameplay innovation shows the trend of technology integration represented by real scene search theater, AI role interaction system, and cross-time script online, as well as the coexistence of multiple forms such as desktop reasoning, red education, and emotional immersion. The content creation system is more focused on vertical market segments with typical themes of national style suspense, science fiction puzzle solving, and urban emotion, and has derived cultural empowerment script creation directions such as historical replicas, rural revitalization, and intangible cultural heritage activation. According to Survey data of consumption behavior in China's scripted market in 2025" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, 74.73% of consumers have played script kill, consumers prefer to play script kill with friends, and play more open books. That's 69.76 percent. 43.33% of consumers believe that script kill can exercise their thinking, which is an important reason for them to play script kill, 58.33% of consumers are satisfied with the current script kill. But at the same time, consumers also believe that there are problems such as uneven script quality, serious homogeneity of scripts, and too single gameplay. Ai media consulting analysts believe that script kill workers should pay more attention to the price, quality and other issues of script kill, strengthen the service quality of script kill staff, and learn more about the inherent needs of script kill consumers.

艾媒咨询 | 2025-2028年中国情绪消费与宠物产业生态商机研究报告

中国宠物经济产业正快速发展，其核心驱动力在于消费升级背景下，宠物角色从“功能性动物”向“情感陪伴家庭成员”转变，叠加人口结构变化带来的陪伴需求提升，推动涵盖食品、医疗、美容、训练、保险、殡葬等环节的产业链不断延伸和升级，未来增长潜力巨大，是中国消费市场中极具活力的新兴“蓝海”。iiMedia Research（艾媒咨询）数据显示，2025年中国宠物经济产业规模达8114亿元，同比增长15.7%，预计到2028年有望突破11500亿元。
China's pet economy industry is developing rapidly. The core driving force lies in the fact that under the background of consumption upgrade, the role of pets is transforming from "functional animals" to "emotional companions for family members". Coupled with the increased demand for companionship brought about by changes in population structure, this has driven the continuous extension and upgrading of the industrial chain covering food, medical care, beauty care, training, insurance, funeral services and other links. The future growth potential is huge. It is a highly dynamic emerging "blue ocean" in China's consumer market. iiMedia Research data shows that the scale of China's pet economy industry reached 811.4 billion yuan in 2025, with a year-on-year growth of 15.7%. It is expected to exceed 1.150 billion yuan by 2028.

艾媒咨询 | 2025年中国潮玩行业发展与用户行为调查数据

2025年的中国消费市场，潮玩赛道正以破竹之势改写商业格局——泡泡玛特营收暴涨、名创优品靠联名公仔刷新出海纪录，“谷子”概念股在二级市场集体涨停，《哪吒2》以百亿票房跻身世界动画电影前列……这一系列亮眼数据，不仅印证了潮玩经济的爆发式增长，更揭示出年轻群体成为消费主力后，以“悦己”为核心的情感需求正在重塑产业生态。社交平台的“种草”机制则加速了这一进程，让潮玩从小众圈层的心头好，变成大众市场的新宠。潮玩，正从“小众爱好”升格为“全民资产”。
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年中国潮玩行业发展与用户行为调查数据》显示，2024年中国泛二次元用户规模达5.03亿，显示用户增长进入存量时代；而“谷子经济”市场规模却从2023年猛增40.63%至2024年市场规模1689亿元，表明潮玩行业的发展趋势正从依赖用户规模扩张，转向深度挖掘核心用户价值，周边衍生品已成为驱动产业增长的核心引擎，标志着行业步入以IP变现和情感消费为主导的成熟阶段。
在中国潮玩市场，消费者的购买动机和决策因素正呈现出日益成熟和分化的特征。iiMedia Research（艾媒咨询）数据显示，高达40.83%的消费者将“具有升值空间，可通过二手市场转卖盈利”视为购买潮玩的主要原因，这反映出收藏与投资属性已成为驱动消费的重要力量，也意味着潮玩正从单纯的消费品逐渐转向具备金融属性的资产类别。与此同时，在2025年消费者购买时优先考虑的因素中，“款式和设计”以38.60%的占比高居首位，突显了消费者对产品外观独特性、艺术价值和创意表达的强烈追求。
艾媒咨询分析师认为，从泡泡玛特的IP矩阵到名创优品的平价潮玩，从“谷子”的收藏热潮到《哪吒2》带动的衍生品热销，潮玩行业的每一个增长点都紧扣“情感共鸣”与“价值认同”。中国潮玩行业未来将朝着产品精品化、资产化和情感化的方向持续深化。IP运营与跨界联动将成为价值增长的核心，数字潮玩与实体收藏的融合将进一步拓展行业边界。伴随消费者趋于理性，能够同时满足审美期待与收藏潜力的品牌将在竞争中赢得优势。
In China's consumer market of 2025, the trendy toy sector is rewriting the business landscape with overwhelming momentum – Pop Mart has seen a skyrocketing revenue, Miniso has set new overseas records with its co-branded dolls, concept stocks related to "goods/merchandise" have collectively hit the daily limit in the secondary market, and Nezha 2 has ranked among the world's top animated films with a box office of 10 billion yuan... This series of impressive data not only confirms the explosive growth of the trendy toy economy but also reveals that after young groups have become the main consumers, emotional needs centered on "self-pleasure" are reshaping the industrial ecology. The "grass-planting" mechanism on social platforms has accelerated this process, turning trendy toys from favorites of niche circles into new darlings of the mass market. Trendy toys are evolving from "subcultural interest" to "mainstream asset".
According to the latest "Survey Data on the Development Status and User Behavior of China's Trendy Toy Industry in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the scale of China's pan-2D users will reach 503 million in 2024, indicating that user growth has entered the era of stock. However, the market size of the "millet economy" has soared by 40.63% from 2023 to 168.9 billion yuan in 2024, indicating that the development trend of the collectible toy industry is shifting from relying on user scale expansion to deeply exploring the value of core users. Peripheral derivatives have become the core engine driving the growth of the industry. It marks that the industry has entered a mature stage dominated by IP monetization and emotional consumption.
In China's trendy toy market, consumers' purchasing motives and decision-making factors are showing increasingly mature and differentiated characteristics. Data shows that as high as 40.83% of consumers consider "having appreciation potential and being able to make profits by reselling in the second-hand market" as the main reason for purchasing trendy toys. This reflects that the attributes of collection and investment have become important forces driving consumption, and also indicates that trendy toys are gradually shifting from simple consumer goods to asset classes with financial attributes. Meanwhile, among the top priorities for consumers when making purchases in 2025, "style and design" topped the list with a 38.60% share, highlighting consumers' strong pursuit of the uniqueness of product appearance, artistic value and creative expression.
Analysts from iiMedia Research believe that from Pop Mart's IP matrix to Miniso's affordable trendy toys, from the collection boom of "guzi" (merchandise) to the hot sales of derivatives driven by Nezha 2, every growth point in the trendy toy industry is closely linked to "emotional resonance" and "value recognition". China's trendy toy industry will continue to deepen in the direction of product refinement, assetization and emotionalization in the future. IP operation and cross-border collaboration will become the core of value growth, and the integration of digital trendy toys and physical collections will further expand the industry's boundaries. As consumers become more rational, brands that can simultaneously meet aesthetic expectations and collection potential will gain advantages in the competition.

艾媒咨询 | 2025年中国国潮经济消费行为调查数据

随着文化自信提升和产业升级，国潮经济加速渗透，覆盖以服饰、美妆为代表的时尚消费领域，以智能家居、文创产品为核心的科技文化领域，以及非遗活化、老字号创新的文化传承领域。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年中国国潮经济消费行为调查数据》数据显示，85.79%消费者更倾向选择国内潮流品牌，其中48.69%因“中国风设计元素”形成消费偏好。服饰与小型家电成国货消费主力，分别占比37.94%和32.18%，短视频平台以35.32%占比成为核心产品认知渠道。消费者购买时更注重官方线上渠道，款式新颖度与技术创新是驱动消费的核心要素。调研显示，消费者对国货质量信任度显著提升，71.23%认为国货较五年前有质变飞跃。但31.55%消费者指出“国际潮流接轨不足”是最大短板，同时存在IP创新乏力、性价比失衡等问题。艾媒咨询分析师认为，品牌需在保留传统文化精髓基础上强化国际化设计语言，构建全渠道服务体系提升消费体验。建议通过数字技术赋能非遗活化，在智能家居、文创产品等领域深化文化科技融合。政府与企业应协同建立国潮标准体系，借助跨境电商推动刺绣、茶艺等文化符号全球化传播。
With the improvement of cultural confidence and industrial upgrading, the country's economic penetration has accelerated, covering the fashion consumption field represented by clothing and cosmetics, the science and technology culture field with smart home and cultural and creative products as the core, and the cultural inheritance field of intangible cultural heritage activation and time-honored brand innovation. According to the latest "Data from China's economic Consumption Behavior Survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 85.79% of consumers are more inclined to choose domestic trend brands, of which 48.69% form consumption preferences due to "Chinese style design elements". Clothing and small household appliances became the main force of domestic consumption, accounting for 37.94% and 32.18%, respectively, and short video platforms became the core product cognition channel with 35.32%. Consumers pay more attention to official online channels when purchasing, and novelty of style and technological innovation are the core factors driving consumption. According to the survey, consumers' trust in the quality of domestic products has increased significantly, and 71.23% believe that domestic products have made a qualitative leap compared with five years ago. However, 31.55% of consumers pointed out that "insufficient international trend integration" is the biggest weakness, and there are problems such as lack of IP innovation and imbalance of cost performance. iiMedia Research believe that brands need to strengthen international design language on the basis of retaining the essence of traditional culture, and build an omni-channel service system to enhance consumer experience. It is suggested to enable the activation of intangible cultural heritage through digital technology, and deepen the integration of culture and science and technology in the fields of smart home and cultural and creative products. The government and enterprises should work together to establish a national tide standard system, and promote the globalization of cultural symbols such as embroidery and tea art with the help of cross-border e-commerce.