艾媒咨询 | 2025年中国数字人产业发展报告

2025年，当数字经济成为中国经济高质量发展的“主赛道”，数字人作为“虚拟与现实的连接者、智能传播的核心载体”，已从泛娱乐的“流量符号”进化为赋能产业转型、传承文化、提升城市竞争力的“基础设施”。在无锡举办的2025年中国国际智能传播论坛上，艾媒咨询受邀出席解读数字人产业的“技术突破、场景深化、生态构建”。iiMedia Research（艾媒咨询）数据显示，2024年中国数字人核心市场规模为339.2亿元，预计2030年将达到935.6亿元；2024年数字人带动市场规模为4785.3亿元，预计2030年为10468.6亿元。
By 2025, when the digital economy becomes the "main track" for China's high-quality economic development, digital humans, as the "connectors between the virtual and the real, and the core carriers of intelligent communication", have evolved from the "traffic symbols" of general entertainment to the "infrastructure" that empowers industrial transformation, inherits culture, and enhances urban competitiveness. At the 2025 China International Intelligent Communication Forum held in Wuxi, iiMedia Research was invited to attend and interpret the "technological breakthroughs, scenario deepening, and ecosystem construction" of the digital human industry. iiMedia Research data shows that the core market size of digital humans in China was 33.92 billion yuan in 2024 and is expected to reach 93.56 billion yuan by 2030. The market size driven by digital humans is expected to reach 478.53 billion yuan in 2024 and 1,046.86 billion yuan in 2030.

艾媒咨询 | 2025年中国新能源汽车行业发展状况与消费行为调查数据

在全球汽车产业加速向电动化转型的浪潮中，中国新能源汽车行业凭借政策、技术和产业链等优势在全球市场中占据重要地位。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年中国新能源汽车行业发展状况与消费行为调查数据》显示，2024年中国新能源汽车市场规模为18.4千亿元，同比增长60.00%，2025年有望达到23.1千亿元。此外，2024年中国锂电池产业规模已达到17500亿元，2029年预计达到50372亿元。这表明中国新能源汽车市场已进入规模化、高速增长的新阶段。在锂电池等核心产业链的有力支撑下，中国新能源汽车行业不仅实现了量的突破，更在技术创新和成本控制上构筑起全球竞争优势。
中国消费者在选购新能源汽车时，最大续航里程与汽车安全性并列首要考量因素，均占36.55%；价格（36.44%）紧随其后，反映出用户对实用性能和用车成本的双重重视。在中国消费者认为最具发展前景的新能源汽车类型中，混合动力车以43.88%的认可度居首，显示出市场对成熟、实用型技术路线的青睐；纯电动与氢燃料车则各占39.39%，呈现出多元技术路线并进的消费期待。这些趋势表明，中国新能源汽车市场正步入更加理性、务实的发展阶段。消费者对技术路径的多元选择，预示着未来竞争格局尚未定型；而“续航+安全+价格”成为核心决策因素，则推动行业进入以真实需求为导向的“价值竞争”深水区，驱动全产业链持续优化技术与成本结构。
艾媒咨询分析师认为，未来中国新能源汽车行业将沿着“深化”与“拓展”两大主线演进。在技术层面，电动化将与智能化深度耦合，自动驾驶和智能座舱成为核心竞争领域；动力路线将呈现多元化，混动、纯电、氢燃料电池将在各自适用场景并行发展。市场竞争将从“量”的扩张转向“质”的较量，驱动产业链向高端化、全球化升级。
Amid the global automotive industry's accelerating shift towards electrification, China's new energy vehicle (NEV) sector has established a significant position in the global market, leveraging advantages in policy, technology, and the industrial chain. According to the latest "2025 China New Energy Vehicle Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy, the scale of China's NEV market reached 1.84 trillion yuan in 2024, marking a year-on-year growth of 60.00%, and is expected to reach 2.31 trillion yuan in 2025. Additionally, the scale of China's lithium battery industry has reached 1.75 trillion yuan in 2024 and is projected to reach 5.0372 trillion yuan in 2029. These figures indicate that China's NEV market has entered a new stage of large-scale and rapid growth. Supported by the robust core industrial chain such as lithium batteries, China's NEV industry has not only achieved a quantitative breakthrough but also established a global competitive edge in technological innovation and cost control.
When choosing NEVs, Chinese consumers prioritize maximum driving range and vehicle safety equally, each accounting for 36.55%, followed by price at 36.44%, reflecting their dual emphasis on practical performance and cost of use. Among the types of NEVs that Chinese consumers consider to have the greatest development potential, hybrid vehicles lead with a recognition rate of 43.88%, indicating the market's preference for mature and practical technological routes; pure electric and hydrogen fuel vehicles each account for 39.39%, demonstrating a consumer expectation for the concurrent development of multiple technological routes. These trends suggest that China's NEV market is entering a more rational and pragmatic development phase. The diverse choices of technological paths by consumers imply that the future competitive landscape remains fluid; the fact that "range + safety + price" are the core decision-making factors drives the industry into a "value competition" deep water zone oriented by real demand, pushing the entire industrial chain to continuously optimize its technology and cost structure.
Analysts from iiMedia Research believe that China's NEV industry will evolve along two main lines in the future: "deepening" and "expansion". Technologically, electrification will be deeply integrated with intelligence, with autonomous driving and intelligent cabins becoming core competitive areas; power routes will diversify, with hybrid, pure electric, and hydrogen fuel cells developing in parallel in their respective applicable scenarios. Market competition will shift from "quantity" expansion to "quality" competition, driving the industrial chain towards high-end and global upgrading.

艾媒咨询 | 2025年中国私域流量消费行为调查数据

私域流量指的是个人账号中所沉淀的粉丝、客户，私域流量的特点是用户可直接触达、反复利用。近年来，私域流量市场正迅速崛起，成为企业营销的核心策略，其特点是自主可控、免费复用，能够有效降低获客成本并提升用户生命周期价值。随着公域流量成本攀升和用户需求个性化，私域流量市场规模持续扩大，参与主体和运营模式日益多元化。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年中国私域流量消费行为调查数据》数据显示，内容分享平台（如小红书、微博等）以37.22%的占比位居首位，表明消费者更倾向于通过内容分享平台进入商家私域，反映出内容驱动的消费决策趋势显著。与此同时，食品饮料类商品以38.16%的占比成为最受欢迎的品类，凸显了消费者对食品饮料的强烈需求，进一步印证了该品类在私域流量运营中的重要地位。艾媒咨询分析师认为，未来，私域流量将向精细化运营、与公域流量协同发展以及工具专业化方向演进，垂直细分领域、内容电商和本地生活服务等领域蕴含巨大机会。企业需抓住趋势，制定合理策略，以在竞争中占据优势。
Private domain traffic refers to the precipitated fans and customers in the personal account, and the characteristics of private domain traffic are that users can be directly contacted and repeatedly used. In recent years, the private domain traffic market is rising rapidly and has become the core strategy of enterprise marketing, which is characterized by autonomous and controllable, free reuse, which can effectively reduce customer acquisition costs and enhance user life cycle value. With the rising cost of public domain traffic and personalized user needs, the scale of private domain traffic market continues to expand, and the participants and operating models are increasingly diversified. According to the latest "Survey data of consumption behavior of China private domain traffic in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, content sharing platforms (such as XiaoHongshu, Weibo, etc.) occupy the first place with 37.22%. It shows that consumers are more inclined to enter the private domain of merchants through content sharing platforms, reflecting the significant trend of content-driven consumption decision-making. At the same time, food and beverage products accounted for 38.16% of the most popular category, highlighting the strong demand of consumers for food and beverage, further confirming the important position of this category in the private traffic operation. Ai Media Consulting analysts believe that in the future, private domain traffic will evolve in the direction of fine operation, collaborative development with public domain traffic and tool specialization, and there are huge opportunities in the fields of vertical segmentation, content e-commerce and local life services. Enterprises need to grasp the trend and formulate reasonable strategies to take advantage of the competition.

艾媒咨询 | 2025年中国电商“双十一”消费大数据监测报告

2025年“双十一”期间，随着大促周期的持续延长，消费者对前期预热活动的关注度呈现疲态，整体参与热情未出现显著提升。平台转向“直降让利”简化规则，AI与即时零售成为新引擎，情绪消费等品类热销。市场从流量争夺转向存量深耕，理性消费主导，品牌更注重价值与服务竞争。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年中国电商“双十一”消费大数据监测报告》显示，按需购买（34.6%）和拒绝冲动消费（31.8%）是消费者“双十一”热情下降的核心因素，凸显理性消费理念已深度渗透；年度最优价格（44.6%）和优惠简化直接（42.6%）仍是拉动消费热情的关键。近年来，消费者需求已从单纯价格敏感转向高品质、智能化、情绪价值等多元维度，这一理念迭代正倒逼品牌加速产品创新升级。品牌需聚焦用户真实需求精准发力，激活消费者“焕新”意愿，推动行业实现可持续增长。
During the "Double Eleven" period in 2025, with the continuous extension of the big promotion cycle, consumers' attention to the pre heating activities has shown signs of fatigue, and the overall enthusiasm for participation has not significantly increased. The platform is shifting towards simplified rules of "direct reduction and profit sharing", with AI and instant retail becoming new engines, and emotional consumption and other categories selling well. The market has shifted from competition for traffic to deep cultivation of stock, with rational consumption leading and brands placing more emphasis on value and service competition. According to the latest "2025 China E-commerce 'Double Eleven' Consumption Big Data Monitoring Report" released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, on-demand purchasing (34.6%) and refusal of impulse consumption (31.8%) are the core factors leading to the decline in consumer enthusiasm for Double Eleven, highlighting the deep penetration of rational consumption concepts; The annual best price (44.6%) and simplified discounts (42.6%) are still the key factors driving consumer enthusiasm. In recent years, consumer demand has shifted from simple price sensitivity to multiple dimensions such as high quality, intelligence, and emotional value. This concept iteration is forcing brands to accelerate product innovation and upgrading. Brands need to focus on the real needs of users, exert precise efforts, activate consumers' willingness to "rejuvenate", and promote sustainable growth in the industry.

艾媒咨询 | 2025年中国长音频市场竞争格局分析报告

随着移动互联网深度渗透与用户从“功能性听书”向“情感陪伴、知识获取、多场景依赖”的需求升级，2025年中国长音频市场迎来格局重构的关键转折点。iiMedia Research（艾媒咨询）数据显示，2024年中国长音频市场规模达287亿元，同比增长14.8%；预计2025年将达337亿元。
With the deep penetration of the mobile Internet and the upgrading of users' demands from "functional audio books" to "emotional companionship, knowledge acquisition, and multi-scenario reliance", the Chinese long-form audio market will witness a crucial turning point in its landscape reconstruction in 2025. iiMedia Research data shows that the market size of long-form audio in China reached 28.7 billion yuan in 2024, with a year-on-year growth of 14.8%. It is expected to reach 33.7 billion yuan by 2025.

艾媒咨询｜2024年中国二手车行业消费者调研报告

在汽车市场快速增长的背景下，二手车市场作为其附属市场，其市场规模不断扩大。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年中国二手车行业消费者调研报告》数据显示，中国基本型二手乘用车交易量显著增长，从2011年的低点逐年攀升至2019年98.19万辆。2016-2024年间，中国二手车转籍比例数据整体呈现波动上升趋势。
艾媒咨询分析师认为，在中国汽车市场规模不断扩大、政策支持力度加大等有利趋势下，中国二手车市场未来发展前景广阔。
In the context of the rapid growth of the automobile market, the second-hand car market as its subsidiary market, its market scale continues to expand. According to the latest "Consumer Research Report on China's Second-hand Car Industry in 2024" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the transaction volume of basic second-hand passenger cars in China has increased significantly, climbing year by year from a low point in 2011 to 981,900 in 2019. From 2016 to 2024, China's second-hand car registration ratio data showed a fluctuating upward trend as a whole.
Analysts from iiMedia Consulting believe that With the continuous expansion of the scale of China's automobile market and the strengthening of policy support and other favorable trends, China's used car market has broad prospects for future development.

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.

艾媒咨询 | 2025年全球数字人直播电商产业趋势报告

在全球数字化浪潮汹涌澎湃的当下，电商行业正经历着前所未有的变革与重塑，数字人直播电商顺势崛起，成为引领行业发展的全新风口。亚马逊、京东、淘宝等头部电商平台纷纷加码数字人电商直播赛道，以技术驱动消费体验革新。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年全球数字人直播电商产业趋势报告》数据显示，2021-2026年全球数字人电商直播市场规模呈上升趋势，2024年全球数字人电商直播市场规模为492.82亿美元，预计2026年将达到767.93亿美元。艾媒咨询分析师认为，数字人电商直播带货正通过技术迭代与场景创新持续加速行业变革，其与传统直播带货的关系已从竞争走向协同。
In the current era when the global digital wave is surging, the e-commerce industry is undergoing unprecedented transformation and reshaping. Digital human live-streaming e-commerce has emerged as a new trend, leading the development of the industry. Leading e-commerce platforms such as Amazon, JD.com and Taobao are all stepping up their efforts in the digital human e-commerce live streaming field, driving the innovation of consumer experience with technology. The latest "Global Digital Human live-streaming e-commerce industry trend report 2025" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, shows that the global digital human e-commerce live-streaming market size is on the rise from 2021 to 2026. The global digital human e-commerce live streaming market size was 49.282 billion US dollars in 2024 and is expected to reach 76.793 billion US dollars by 2026. Analysts from iiMedia Research believe that Digital human e-commerce live-streaming sales are continuously accelerating industry transformation through technological iteration and scene innovation. Its relationship with traditional live-streaming sales has shifted from competition to collaboration.

艾媒咨询 | 2025年中国乡村数字经济市场发展状况与用户行为调查数据

随着数字化浪潮席卷各行各业，乡村数字经济作为推动乡村振兴、促进农业农村现代化的关键力量，近年来呈现出蓬勃发展的态势。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年中国乡村数字经济市场发展状况与用户行为调查数据》数据显示，在市场规模方面，乡村数字经济展现出强劲的增长势头。2024 年全国农村网络零售额达 2.86 万亿元，农产品网络零售额也达到7183亿元。预计2025年全国农村网络零售额可达3.1万亿元，农产品网络零售额达8045亿元。上述数据足以说明数字化、数据化的乡村数字经济市场发展前景广泛。在对农村有利的数字化经济方式中，有35.71%的用户认为农业物联网发展是有利的数字化经济方式，这表明对于农村来说，处理好农业相关发展问题是最重要的数字化经济方式。在对互联网企业助力优质产区技术更新看法中，46.38%的用户认为持续供应时间更久，46.14%的用户认为质量更有保障，说明未来发展乡村数字经济市场可以多与互联网企业进行深度合作。在对乡村数字经济下人才培养与引进措施的认知中，66.67%的用户认为最有助于人才培养与引进的措施是“提供数字化人才就业与创业支持政策”，59.67%的用户希望“搭建数字化人才交流平台促进合作”。这说明未来发展乡村数字经济过程中，应着重关注和扶持相关数字化人才的培养，同时应该搭建相关平台用以进行深度合作。艾媒咨询分析师认为，未来要推动乡村数字经济持续、健康、均衡发展，行业协会需积极发挥作用，优化供应链协作，加强冷链物流等基础设施建设以降低损耗成本；建立区域电商培训体系，提升从业者运营能力；借助内容电商模式，进一步挖掘下沉市场的消费潜力。通过多方协同合作，充分释放乡村数字经济的巨大能量，助力乡村实现跨越式发展。
With the digital wave sweeping across all industries, the rural digital economy, as a key force in promoting rural revitalization and modernizing agriculture and rural areas, has shown a vigorous development trend in recent years. According to the latest "iiMedia Report | Survey data on the development status of China's rural digital economy market and consumer behavior in 2025" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, in terms of market size, the rural digital economy shows a strong growth momentum. In 2024, the national rural online retail sales reached 2.86 trillion yuan, and the online retail sales of agricultural products also reached 718.3 billion yuan. It is estimated that by 2025, the online retail sales in rural areas across the country will reach 3.1 trillion yuan, and the online retail sales of agricultural products will reach 804.5 billion yuan. The above data are sufficient to demonstrate that the market development prospects of the rural digital economy characterized by digitalization and datafication are broad. Among the digital economic models that are beneficial to rural areas, 35.71% of users believe that the development of agricultural Internet of Things is a favorable digital economic model. This indicates that for rural areas, handling agricultural-related development issues well is the most important digital economic model. Among the views on how Internet enterprises can assist in technological updates in high-quality production areas, 46.38% of the users believe that the continuous supply period is longer, and 46.14% of the users think that the quality is more guaranteed. This indicates that in the future development of the rural digital economy market, more in-depth cooperation with Internet enterprises can be carried out. In the absence of awareness of measures for talent cultivation and introduction under the rural digital economy, 66.67% of the users believe that the most helpful measure for talent cultivation and introduction is "providing employment and entrepreneurship support policies for digital talents", and 59.67% of the users hope to "build a digital talent exchange platform to promote cooperation". This indicates that in the future development of the rural digital economy, emphasis should be placed on and support provided for the cultivation of relevant digital talents, and at the same time, relevant platforms should be established for in-depth cooperation. Analysts from iiMedia Research believe that to promote the sustained, healthy and balanced development of the digital economy in rural areas in the future, industry associations need to play an active role, optimize supply chain collaboration, and strengthen the construction of infrastructure such as cold chain logistics to reduce loss costs. Establish a regional e-commerce training system to enhance the operational capabilities of practitioners; By leveraging the content e-commerce model, further tap into the consumption potential of the lower-tier markets. Through multi-party collaborative efforts, the tremendous power of the rural digital economy can be fully unleashed, facilitating the leapfrog development of rural areas.

艾媒咨询 | 法国广告业市场运行状况与消费者行为调研数据

随着数字化转型的深化，法国广告市场呈现结构性变革，数字媒体持续领跑行业增长。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《法国广告业市场运行状况与消费者行为调研数据》数据显示，法国的数字广告市场价值保持强劲增长，2024年市场规模突破12.48亿欧元。市场结构呈现显著分化特征，搜索广告以44%的市场份额持续主导数字广告领域，2023年支出规模达4.1亿欧元。数字视频广告与音频广告成为增长引擎，2023年分别取得9.11亿欧元和9800万欧元的历史峰值。移动广告市场表现也不错，2023年支出达49.7亿美元，近五年复合增长率达21.5%，预计2028年规模将突破77.6亿美元。行业客户规模持续扩容，2023年数字广告客户数量较2019年增长25.07%。但要注意的是，68%消费者将禁止诈骗列为影响者营销的核心因素。艾媒咨询分析师认为，市场呈现“数字驱动、场景分化、规范升级”的三重趋势。建议广告主重点布局移动端与视频场景；行业组织需加快制定道德准则，构建健康生态体系。
With the deepening of digital transformation, the French advertising market is undergoing structural change, and digital media continues to lead the industry growth. According to the latest "French advertising market performance and consumer behavior survey data" released by iiMedia Research, the world's leading third-party data mining and analysis organization for the new economy industry, the spending on traditional and digital media advertising in France is increasing in 2023, while advertising revenue across various channels is growing steadily. The value of the digital advertising market in France continues to grow strongly, with the market size exceeding 1.248 billion euros in 2024. The market structure is significantly differentiated, with search advertising continuing to dominate the digital advertising sector with a 44% market share and spending of 410 million euros in 2023. Digital video advertising and audio advertising became growth engines, reaching historic peaks of €910 million and €98 million respectively in 2023. The mobile advertising market is also performing well, with spending reaching $4.97 billion in 2023, a compound growth rate of 21.5% in the past five years, and is expected to exceed $7.76 billion in 2028. The scale of industry customers continues to expand, and the number of digital advertisers in 2023 increased by 25.07% compared with 2019. However, it is important to note that 68% of consumers list banning scams as a core factor in influencer marketing. iiMedia Research believe that the market presents a triple trend of "digital-driven, scene differentiation, and normative upgrading". It is suggested that advertisers focus on the layout of mobile terminals and video scenes to optimize programmatic purchasing capabilities; Industry organizations need to accelerate the development of ethical codes to build a healthy ecosystem.