艾媒咨询 | 2025年中国西式快餐市场发展状况及消费行为调查数据

在当前市场扩张与消费需求变革的背景下，中国西式快餐行业正经历从规模化复制向高质量增长的转型。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年中国西式快餐行业发展状况及消费行为调查数据》显示，2025年中国西式快餐市场规模为4996.5亿元，2027年中国西式快餐市场规模有望达到5870.9亿元。在生活节奏加快与消费升级的双重推动下，西式快餐行业通过产品健康化创新、场景延伸与数字化运营持续挖掘增长潜力。下沉市场渗透与“餐饮+”模式融合，进一步拓宽了西式快餐的发展空间，未来市场仍具备强劲增长动能。
在2025年中国消费者偏好的西式快餐菜品中，汉堡以55.03%的占比稳居首位，小食（49.10%）与饮料（43.94%）共同构成核心消费组合。此外，消费者认为影响个人选择西式快餐的前三个因素分别是食品安全（45.36%）、食品种类（42.65%）和口味（41.49%）。这表明，汉堡作为西式快餐的核心品类，依然是消费者的首选。同时，食品安全已超越口味和品类，成为消费者决策的首要考量，反映出市场已进入品质与信任驱动的发展阶段。这要求企业在优化产品矩阵的同时，需将食品安全管控与透明化运营纳入战略核心。
艾媒咨询分析师认为，中国西式餐饮行业未来将呈现以下发展趋势。一是本土化与健康化深度融合，产品研发将更贴合中国消费者口味与营养需求；二是场景拓展与体验升级同步推进，“快餐正餐化”与“全时段运营”成为增长引擎；三是数字化与供应链协同增效，智慧门店与预制菜技术提升运营效率；四是下沉市场渗透加速，区域口味适配与性价比战略驱动规模化扩张。整体行业将从“高速扩张”转向“精耕细作”，通过品质提升与模式创新持续挖掘存量与增量市场价值。
Under the current backdrop of market expansion and changes in consumer demand, the Western fast food industry in China is undergoing a transformation from scale replication to high-quality growth. According to the latest "2025 China Western Fast Food 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 industry, the market size of China's Western fast food industry is expected to reach 499.65 billion yuan in 2025 and 587.09 billion yuan in 2027. Driven by the acceleration of life pace and consumption upgrade, the Western fast food industry is continuously exploring growth potential through product health innovation, scene extension, and digital operation. The penetration of the lower-tier market and the integration of the "food + " model have further broadened the development space of Western fast food, and the market still has strong growth momentum in the future.
Among the Western fast food items preferred by Chinese consumers in 2025, hamburgers hold the top position with a 55.03% share, while snacks (49.10%) and beverages (43.94%) form the core consumption combination. Additionally, the top three factors influencing consumers' choice of Western fast food are food safety (45.36%), food variety (42.65%), and taste (41.49%). This indicates that hamburgers, as the core category of Western fast food, remain the top choice for consumers. Meanwhile, food safety has surpassed taste and variety to become the primary consideration for consumers' decisions, reflecting that the market has entered a stage driven by quality and trust. This requires enterprises to incorporate food safety control and transparent operation into their strategic core while optimizing their product matrix.
Analysts from iiMedia Research believe that the Western fast food industry in China will present the following development trends in the future. First, localization and health will be deeply integrated, and product development will better meet the taste and nutritional needs of Chinese consumers. Second, scene expansion and experience upgrade will be advanced simultaneously, with "fast food becoming a main meal" and "all-day operation" becoming growth engines. Third, digitalization and supply chain will work in synergy to enhance efficiency, with smart stores and pre-prepared food technology improving operational efficiency. Fourth, the penetration of the lower-tier market will accelerate, driven by regional taste adaptation and cost-performance strategies for large-scale expansion. The overall industry will shift from "high-speed expansion" to "intensive cultivation", continuously exploring the value of both existing and new markets through quality improvement and model innovation.

艾媒咨询 | 2025年全球及中国主题公园运行大数据及行业升级趋势报告

随着全球旅游市场回暖，全球主题公园亦得到了更好的发展和助力。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年全球及中国主题公园运行大数据及行业升级趋势报告》数据显示2024年第一季度至第三季度，中国出游人数达42.4亿人，同比增长15.30%。艾媒咨询分析师认为，随着旅游产业的复苏，中产阶级人口增加及亲子游趋势加强，中国主题公园行业亦受到正面影响。艾媒咨询分析师认为，相较于国际知名主题公园如迪士尼、环球影城等，中国大部分主题公园所涉及的产业链条短，收入结构相对单一，产品附加值较低。中国主题公园应着力开发多种商业模式，以应对未来不同的市场需求。
With the recovery of the global tourism market, the global theme parks has also been better developed and assisted. The latest "Global and China theme park operation big data and industry upgrade trends report 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that from the first quarter to the third quarter of 2024, the number of Chinese travelers reached 4.24 billion people, an increase of 15.30%. Analysts from IIMedia Consulting believe that with the recovery of the tourism industry, the increase of the middle class population and the strengthening of the trend of parent-child travel, China's theme park industry has also been positively affected. Analysts from iMedia Consulting believe that compared with internationally renowned theme parks such as Disney and Universal Studios, most theme parks in China involve a short industrial chain, relatively single income structure, and low added value of products. Chinese theme parks should focus on developing a variety of business models to cope with different market demands in the future.

艾媒咨询 | 2025-2026年中国智算一体机行业研究报告

　全球范围内算力需求呈现爆发式增长，传统计算模式在应对海量数据实时处理、多模态交互及复杂决策任务时已显现出局限性。智算一体机作为新一代信息技术的集成载体，通过将算力硬件、智能算法与垂直场景深度耦合，构建起“端-边-云”协同的弹性算力网络，正逐步成为支撑产业升级与数字化转型的核心基础设施。随着人工智能、5G、边缘计算等技术的深度融合，传统算力设备的功能边界不断拓展，从单一的数据处理向“感知-决策-执行”一体化演进，智算一体机以其高度集成化、智能化和场景适配性，正在重塑千行百业的底层技术架构。
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《2025-2026年中国智算一体机行业研究报告》数据显示全球人工智能市场规模和人工智能芯片市场规模均呈现显著的增长趋势。预计到2025年，全球人工智能市场规模将达到36885亿美元。艾媒咨询分析师认为，智算一体机能够在一个紧凑的系统中完成从数据采集、存储、处理到分析的全流程，极大简化了传统IT架构的复杂性，还具备高性能计算能力、灵活性和可扩展性，智算一体机的出现，为AI算力下沉提供了有力支持。
　　The demand for computing power has witnessed explosive growth worldwide. Traditional computing models have shown limitations when dealing with real-time processing of massive data, multimodal interaction, and complex decision-making tasks. As an integrated carrier of the new generation of information technology, the intelligent computing all-in-one machine, by deeply coupling computing power hardware, intelligent algorithms and vertical scenarios, builds an elastic computing power network of "end-edge-cloud" collaboration, and is gradually becoming the core infrastructure supporting industrial upgrading and digital transformation. With the deep integration of technologies such as artificial intelligence, 5G, and edge computing, the functional boundaries of traditional computing power devices are constantly expanding, evolving from single data processing to an integrated process of "perception - decision-making - execution". The intelligent computing all-in-one machine, with its high degree of integration, intelligence, and scene adaptability, is reshaping the underlying technical architecture of thousands of industries.
　　The latest "China's intelligent computing machine industry research report from 2025 to 2026" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, shows that both the global artificial intelligence market size and the artificial intelligence chip market size have shown a significant growth trend. It is estimated that by 2025, the global artificial intelligence market size will reach 3,688.5 billion US dollars. Analysts from iiMedia Research believe that the all-in-one intelligent computing machine can complete the entire process from data collection, storage, processing to analysis in a compact system, greatly simplifying the complexity of traditional IT architectures. It also has high-performance computing capabilities, flexibility and scalability. The emergence of the all-in-one intelligent computing machine provides strong support for the downward penetration of AI computing power.

艾媒咨询 | 2025年中国个人面部清洁用品行业发展状况及消费行为调查数据

随着消费者健康意识的提升和消费升级，中国个人面部清洁用品的市场规模不断扩大。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年中国个人面部清洁用品行业发展状况及消费行为调查数据》显示，2024年中国护肤品市场规模为3014亿元，预计2025年将达到3186亿元；2024年中国美容行业市场规模为4318亿元，预计2025年将达到4459亿元。中国个人面部清洁用品市场的持续增长主要受益于消费升级、成分党崛起及国货品牌创新力提升三大核心驱动力。随着功能性护肤赛道加速细分、科技成分应用深化以及男士护肤市场潜力释放，行业将呈现“科学化、个性化、全域化”的发展新趋势。
在2025年中国消费者常用的面部清洁用品类型中，洗面奶以79.97%的高占比成为中国消费者最常用的面部清洁用品，远超其他选项。此外，消费者在选购洗面奶时，最关注的两大因素是“适用肤质”（40.44%）与“功效”（39.76%）。这表明市场已从基础清洁需求，转向对个性化、功能化产品的精准追求。因此，企业的破局关键在于打造清洁力与护肤功效兼具的复合型产品，并以此为基石，通过成分与功能的透明化沟通，直接回应消费者对适用性与有效性的核心关切，从而切实有效地重建市场信任。
艾媒咨询分析师认为，中国个人面部清洁市场将向“精准化”与“功效化”深度演进。基础清洁已成标配，市场核心增长点将源于能满足不同肤质特定需求的精细化产品。成分与配方的科技创新将成为竞争关键，兼具卓越清洁力与养肤功效的复合型产品将成为主流。同时，随着消费者认知提升，“成分透明”与“功效可验证”将成为品牌建立信任的核心战场。可持续包装与环保理念，也将从加分项变为必备要素，推动行业向更负责任的方向发展。
With the enhancement of consumers' health awareness and the upgrading of consumption, the market size of personal facial cleansing products in China has been continuously expanding. According to the latest "2025 Development Status and Consumer Behavior Survey Data of Personal Facial Cleansing Products in China" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the market size of skin care products in China was 301.4 billion yuan in 2024 and is expected to reach 318.6 billion yuan in 2025; the market size of the beauty industry in China was 431.8 billion yuan in 2024 and is expected to reach 445.9 billion yuan in 2025. The continuous growth of the personal facial cleansing products market in China is mainly driven by three core forces: consumption upgrade, the rise of the ingredient party, and the improvement of the innovation capabilities of domestic brands. With the accelerated segmentation of the functional skin care market, the deepening application of scientific ingredients, and the potential release of the men's skin care market, the industry will present new trends of "scientific, personalized, and all-round development".
Among the types of facial cleansing products commonly used by Chinese consumers in 2025, facial cleansers have a high proportion of 79.97%, making them the most commonly used facial cleansing products by Chinese consumers, far exceeding other options. In addition, when consumers purchase facial cleansers, the two most concerned factors are "suitable skin type" (40.44%) and "effectiveness" (39.76%). This indicates that the market has shifted from basic cleansing needs to the precise pursuit of personalized and functional products. Therefore, the key for enterprises to break through lies in creating compound products that combine cleansing power and skin care effects, and on this basis, through transparent communication of ingredients and functions, directly addressing consumers' core concerns about applicability and effectiveness, thereby effectively rebuilding market trust.
Analysts from iiMedia Research believe that the personal facial cleansing market in China will deeply evolve towards "precision" and "effectiveness". Basic cleansing has become a standard feature, and the core growth points of the market will come from refined products that can meet the specific needs of different skin types. Technological innovation in ingredients and formulas will become the key to competition, and compound products with excellent cleansing power and skin care effects will become mainstream. At the same time, as consumers' awareness increases, "ingredient transparency" and "verifiable effectiveness" will become the core battlefields for brands to build trust. Sustainable packaging and environmental protection concepts will also shift from bonus points to essential elements, promoting the industry to develop in a more responsible direction.

艾媒咨询 | 2025年中国智能手表市场发展状况与消费行为调查数据

近年来，在技术迭代与健康需求增长的驱动下，中国智能手表市场发展迅猛。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年中国智能手表市场发展状况与消费行为调查数据》数据显示，中国智能手表产量呈现稳中向好的趋势。2023年中国智能手表产量为7030.6万个；到2024年产量进一步增长，达到8095.4万个，反映出智能手表市场有一定的发展活力与增长潜力。在2025年中国消费者购买智能手表原因中，健康监测以45.48%的比例成为消费者购买智能手表的最主要原因，显示出消费者对健康功能的重视；产品设计精美有个性和记录运动情况分别以44.71%和43.44%的比例紧随其后，反映出消费者对智能手表外观和运动功能的看重。在2025年中国消费者购买智能手表渠道中，官方线上渠道占比最高，达到63.95%，表明消费者更倾向于通过线上官方渠道购买智能手表；其次是官方线下渠道，占比49.68%，说明官方直营和加盟店也是消费者的重要购买渠道。
艾媒咨询分析师认为，中国智能手表市场将在技术创新与场景拓展中迎来新突破：健康监测功能向医疗级精准化演进，微型生物传感器的普及有望实现疾病早期预警，推动与医疗健康体系的数据互通；场景细分领域持续深耕，专业运动手表在跑姿分析、训练计划定制等方面走向专业化，儿童产品则融合K12教育资源向学习陪伴平台升级；随着5G与AIoT技术成熟，智能手表将成为智能家居控制、AR 交互等场景的核心入口，通过万物互联生态构建差异化竞争力。企业需聚焦技术研发与用户需求，在医疗级功能落地、场景化产品矩阵构建及生态协同方面强化优势，以抢占市场先机。
In recent years, driven by technological iteration and the growth in health demands, the smartwatch market in China has developed rapidly. According to the latest "Survey data on the development status and consumer behavior of China's smartwatch market in 2025" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, the output of smartwatches in China shows a stable and improving trend. In 2023, the production of smartwatches in China was 70.306 million. By 2024, production will further increase to 80.954 million units, reflecting that the smartwatch market has certain development vitality and growth potential. Among the reasons why Chinese consumers purchase smartwatches in 2025, health monitoring accounted for 45.48%, becoming the most important reason for consumers to buy smartwatches, demonstrating consumers' emphasis on health functions. The exquisite and distinctive product design and the recording of sports conditions followed closely with proportions of 44.71% and 43.44% respectively, reflecting consumers' emphasis on the appearance and sports functions of smartwatches. In 2025, among the channels for Chinese consumers to purchase smartwatches, the official online channels accounted for the highest proportion, reaching 63.95%, indicating that consumers are more inclined to purchase smartwatches through official online channels. Secondly, there are official offline channels, accounting for 49.68%, indicating that official direct sales and franchise stores are also important purchasing channels for consumers.
Analysts from iiMedia Research believe that the Chinese smartwatch market will achieve new breakthroughs in technological innovation and scenario expansion: health monitoring functions are evolving towards medical-grade precision, and the popularization of micro-biosensors is expected to enable early disease warnings and promote data intercommunication with the medical and health system. The segmented fields of scenarios continue to be deeply cultivated. Professional sports watches are moving towards specialization in aspects such as running posture analysis and customized training plans, while children's products are integrating K12 educational resources and upgrading to a learning and companionship platform. With the maturation of 5G and AIoT technologies, smartwatches will become the core entry point for scenarios such as smart home control and AR interaction, and build differentiated competitiveness through the Internet of Everything ecosystem. Enterprises need to focus on technological research and development and user demands, strengthen their advantages in the implementation of medical-grade functions, the construction of scenario-based product matrices, and ecological collaboration, in order to seize market opportunities.

艾媒咨询 | 2024年中国玩具电商行业发展状况 与消费行为调研分析报告

随着中国经济的持续增长和数字化转型的深入，中国玩具电商行业在2024年迎来了快速发展的新阶段，其特点包括市场规模持续扩大、消费者群体多样化、电商渠道迅速发展、个性化和环保需求日益增长等，行业正面临新的机遇与挑战，需要不断创新以适应市场变化。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年中国玩具电商行业发展状况与消费行为调研分析报告》数据显示，中国移动电商用户规模近年经历了显著增长，从2015年用户数3.64亿，持续增长至2023年达到峰值11.39亿，年均增长率约为15.44%。这一上升趋势反映了移动电商市场的蓬勃发展和用户习惯的转变，其中智能手机普及和移动支付技术的进步是推动增长的关键因素。
With the continuous growth of China's economy and the deepening of digital transformation, the Chinese toy e-commerce industry is entering a new stage of rapid development in 2024, characterized by the continuous expansion of the market size, diversification of consumer groups, rapid development of e-commerce channels, and growing demand for personalization and environmental protection. The industry is facing new opportunities and challenges, and needs to continuously innovate to adapt to market changes. The latest "2024 China toy e-commerce industry development status and consumer behavior research analysis report" released by iiMedia Research (iiMedia Research), a third-party data mining and analysis institution for global new economy industries, shows that the number of Chinese mobile e-commerce users has experienced significant growth in recent years, from 364 million users in 2015 to a peak of 1.139 billion in 2023, with an average annual growth rate of about 15.44%. This upward trend reflects the thriving development of mobile e-commerce markets and the shift in user habits, while the widespread use of smartphones and the progress of mobile payment technology are key factors driving growth.

艾媒咨询 | 2025年中国折叠屏手机行业数据与消费行为调查数据

在技术迭代与消费升级的双重驱动下，中国折叠屏手机市场呈现爆发式增长态势。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年中国折叠屏手机行业数据与消费行为调查数据》数据显示，2020-2025年中国国产折叠屏手机出货量呈现迅猛增长态势。2020年出货量仅为50.0万台，2024年出货量飙升至859.0万台，预计2025年将达到1490.3万台。未来，随着技术持续迭代、成本逐步降低及价格进一步下探，折叠屏手机有望进一步普及，出货量将持续增长。在2025年中国消费者对折叠屏手机品牌认知度中，华为以45.32%的占比在折叠屏手机品牌认知度中排名第一，远高于其他品牌。三星以31.15%的占比位居第二，小米以30.35%的占比位列第三。在2025年中国消费者购买折叠屏手机时关注方面中，占比最高的是手机电池能耗，占比达到33.69%；其次是手机质量，占比为32.62%。智能系统和外观形象也受到了较高关注，占比均为31.15%。在2025年中国消费者购买折叠屏手机的目的中，娱乐用途占比最高，达到79.46%，显示出折叠屏手机在娱乐领域的巨大吸引力。工具性用途如拍照、录像等占比为53.37%，位居第二，说明折叠屏手机在提升拍照和录像体验方面具有明显优势。艾媒咨询分析师认为，未来折叠屏手机将向 “技术平民化、体验场景化、服务生态化” 方向发展，企业需在屏幕折痕优化、续航提升及售后服务体系建设上持续发力，以推动市场渗透率进一步突破。
Driven by both technological iteration and consumption upgrade, the Chinese foldable phone market has shown an explosive growth trend. According to the latest "iiMedia Report | China's foldable phone industry data and consumer behavior survey data in 2025" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, the shipment volume of domestic foldable phones in China showed a rapid growth trend from 2020 to 2025. The shipment volume was only 500,000 units in 2020, soared to 8.59 million units in 2024, and is expected to reach 14.903 million units in 2025. In the future, as technology continues to iterate, costs gradually decrease and prices further drop, foldable screen phones are expected to become more widespread and their shipment volumes will continue to grow. In the brand awareness of foldable phones among Chinese consumers in 2025, Huawei ranked first with a share of 45.32%, far exceeding other brands. Samsung ranked second with a share of 31.15%, and Xiaomi ranked third with a share of 30.35%.
Among the aspects that Chinese consumers pay attention to when purchasing foldable screen phones in 2025, the one with the highest proportion is the battery energy consumption of the phone, accounting for 33.69%. The second is the quality of mobile phones, accounting for 32.62%. Intelligent systems and appearance images have also received considerable attention, each accounting for 31.15%. Among the purposes for which Chinese consumers purchase foldable screen phones in 2025, entertainment uses account for the highest proportion, reaching 79.46%, demonstrating the huge appeal of foldable screen phones in the entertainment field. Tool uses such as taking photos and recording videos account for 53.37%, ranking second, indicating that foldable screen phones have obvious advantages in enhancing the experience of taking photos and recording videos. Analysts from iiMedia Research believe that in the future, foldable screen phones will develop in the direction of "technology popularization, experience scenario-based, and service ecosystem". Enterprises need to continuously make efforts in optimizing screen crease, improving battery life, and building after-sales service systems to further break through the market penetration rate.

艾媒咨询 | 2024-2025年中国情趣用品行业及消费行为调查分析报告

随着物质生活水平的提高和社会两性观念的开放，中国不同年龄段群体对情趣用品的需求进一步释放，情趣用品行业市场将进一步下沉。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年中国情趣用品行业及消费行为调查分析报告》数据显示，中国情趣用品的市场规模一直保持稳定上升的态势，2023年已达1794.3亿元。情趣用品行业在生产环节上已趋于成熟，市场增长率逐渐稳定。艾媒咨询分析师认为，随着性观念的转变和电子商务的迅速发展，情趣用品行业在进入成熟期后也不会迅速衰退，2025年市场规模有望达2081.3亿元。
With the improvement of material living standards and the opening up of social gender concepts, the demand for sex toys in different age groups in China is further released, and the sex toys industry market will further sink. The latest "2024-2025 China Sex Toys Industry and Consumer Behavior Survey and Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that the market size of China's sex toys has maintained a steady rise. In 2023, it will reach 179.43 billion yuan. The sex toy industry has matured in the production process, and the market growth rate has gradually stabilized. Analysts believe that with the change of sexual concepts and the rapid development of e-commerce, the sex toy industry will not decline rapidly after entering maturity, and the market size is expected to reach 208.13 billion yuan in 2025.

艾媒咨询 | 2025年中国说唱音乐市场消费行为调查数据

中国说唱音乐市场近年来呈现出快速增长的趋势，这主要得益于年轻消费群体对说唱音乐的极高热情。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年中国说唱音乐市场消费行为调查数据》数据显示，有超过半数的说唱爱好者愿意为说唱音乐付费，反映出该市场潜力较大。其中，付费意愿最高的是数字专辑和参加音乐节，占比分别为51.55%和41.61%。同时，华语（标准国语）以54.45%的占比成为最受欢迎的说唱音乐语言，华语（地区方言）以48.86%的占比紧随其后，反映出华语类说唱音乐在中国的广泛受众基础。随着说唱音乐的流行，品牌合作、版权收入和衍生品销售成为主要收入来源，品牌对说唱音乐的青睐度不断提升，未来说唱音乐与品牌、影视、游戏等领域的合作将更加紧密，商业价值将进一步挖掘。
In recent years, the Chinese rap music market has shown a trend of rapid growth, which is mainly attributed to the extremely high enthusiasm of the young consumer group for rap music. According to the latest "Survey data on consumption behavior in China's Hip-Hop music market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, more than half of rap music enthusiasts are willing to pay for rap music, reflecting the great potential of this market. Among them, the highest willingness to pay is for digital albums and attending music festivals, accounting for 51.55% and 41.61% respectively. At the same time, Chinese (Standard Mandarin) has become the most popular language in rap music with a proportion of 54.45%, and Chinese (regional dialects) follows closely with a proportion of 48.86%, reflecting the broad audience base of Chinese rap music in China. With the popularity of rap music, brand cooperation, copyright income, and derivative product sales have become the main sources of revenue. Brands' favorability towards rap music is continuously increasing. In the future, the cooperation between rap music and fields such as brands, film and television, and games will be closer, and the commercial value will be further explored.

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.