艾媒报告|2019-2021中国汉服产业数据调查、用户画像及前景分析报告

本研究报告涉及企业/品牌/案例：汉尚华莲，百雀羚，阿玛尼、纪梵希、YSL，故宫博物院文创馆，盘子女人坊，织羽集，重回汉唐，十三余，兰若庭，钟灵记，梨花渡，花朝记，都城南庄，流烟昔冷，华姿仪赏，明华堂，九锦司,飞羽汉服，花醉月，梨花庄，梵猫，闺仪

近年来中国汉服逐渐发展成一个较大规模的产业，并在年轻消费群体中得到迅速推广。2018年汉服爱好者数量达到204.2万人，同比增长72.9%。艾媒咨询分析师认为，未来2-3年中国汉服市场仍将保持增长态势， 2019年销售额预计将达14.1亿元。

2014年至2018年，中国汉服爱好者不断增长，在其消费群体中女性的比例逐年升高。受到消费升级的影响，消费者的需求也越来越趋向于个性化，而能满足不同的需求的产品也能表现出更高的溢价能力。例如汉服高端品牌——明华堂，售卖的汉服单品通常在3500元左右，套装定价在9000元以上。iiMedia Research（艾媒咨询）调查显示，从汉服消费者的购买动机来看，有47.2%的消费者是出于对汉服文化的喜欢，也有40.3%的消费者是出于对流行时尚的追求，说明汉服文化的魅力对消费者的吸引力是最大的，而影视频等网络宣传所定义的流行时尚，也是年轻人购买汉服的一大影响因素。

From 2014 to 2018, Chinese Hanfu enthusiasts continued to grow, and the proportion of women in their consumer groups increased year by year. Affected by consumption upgrades, consumer demand is becoming more and more personalized, and products that can meet different needs can also show higher premium capabilities. For example, Minghuatang, a high-end brand of Hanfu, usually sells Hanfu singles at around 3,500 yuan, and sets are priced at more than 9,000 yuan. According to the iiMedia Research survey, from the perspective of Hanfu consumers ’purchase motivation, 47.2% of consumers are out of favor of Hanfu culture, and 40.3% of consumers are in pursuit of fashion. It shows that the charm of Hanfu culture is the most attractive to consumers, and the fashion defined by online propaganda such as movie and video is also a major influencing factor for young people to buy Hanfu.

艾媒咨询|2019-2020年中国顺风车专题研究报告

本报告研究涉及企业/品牌/案例：滴滴顺风车，哈啰顺风车，曹操顺风车，滴哒顺风车。
iiMedia Research（艾媒咨询）数据显示，预计到2020年中国顺风车用户规模将达2.49亿人，中国顺风车需求长期存在着且呈现日渐增多的趋势。另外，iiMedia Research（艾媒咨询）数据显示，近一年内有三成以上受访网民有使用过顺风车服务，中短途城际出行、日常上下班等成为其选择顺风车出行的主要场景。其中，超过20%的受访网民认为顺风车能有效提高出行效率、降低出行成本，超过10%的受访网民认为顺风车能缓解交通拥挤，并在普惠大众出行方面具有显著的价值意义，40.8%的受访网民对顺风车行业安全环境较为满意。艾媒咨询分析师认为，顺风车低价高效的特点与日常通勤、城际出行等场景相契合，伴随顺风车价值凸显，顺风车或成社会日常主要出行方式。未来，车主车辆信息审核力度将进一步加强，平台安全功能、人车准入标准和相关法律法规将进一步完善。

As the data of iiMedia Research showed, it is estimated that the scale of Chinese tailwind users will reach 249 million in 2020, and the demand for tailwind vehicles in China has a long-term and increasing trend. In addition, according to the data of iiMedia Research, more than 30% of the netizens interviewed in the past year have used the ride service, and medium and short distance intercity travel, daily commuting and so on have become the main scenes for them to choose the ride. Among them, more than 20% of the netizens surveyed believe that the ride can effectively improve the travel efficiency and reduce the travel cost. More than 10% of the netizens surveyed believe that the ride can alleviate the traffic congestion and has significant value in the aspect of inclusive public travel. 40.8% of the netizens surveyed are satisfied with the safety environment of the ride industry. iiMedia Research consulting analysts believe that the low-cost and efficient features of downwind are consistent with daily commuting, intercity travel and other scenes. Along with the prominent value of downwind, downwind or become the main daily travel mode of the society. In the future, the review of vehicle owner information will be further strengthened, and the platform safety function, access standards for people and vehicles and relevant laws and regulations will be further improved.

古井贡Ｂ：2021年第三季度报告（英文版）

古鳌科技2021年第三季度报告

东风股份2021年第三季度报告

南风股份：2021年第三季度报告

古井贡酒：2021年第三季度报告

德勤-2018：驾驭风险 把握机遇

China-proposed Belt and Road Initiative, which has been a large part of the investment landscape across a swathe of the world for four years, will become increasingly important.This paper summarizes Deloitte’s key BRI insights for 2018, and also defines how industry players can best position themselves to seize the ever-widening range of BRI investment opportunities.

艾媒咨询|2020-2021年中国国潮经济发展专题研究报告

本报告研究涉及企业/品牌/案例：拼多多,华为,汉尚华莲

目前在快递业和电商平台服务业持续发展的推动下，中国社会消费品零售总额和出口总额逐年呈现上升趋势。2020年受疫情影响下，中国社会消费品零售总额为39.2万亿元，比上年下降3.9%，出口净额为15.0万亿元。随着制造业结构持续升级，工业生产配套链不断完善，进一步发挥国内市场优势同时扩大内需，国潮商品质量也得到提升。国粹作为国潮文化的典型发展领域，而汉服领域是传统国粹结合潮流元素发展的典型代表，iiMedia Research（艾媒咨询）数据显示，中国汉服爱好者数量规模和市场规模快速增长，预测2021年汉服爱好者数量规模预计达689.4万人，市场销售规模将达到101.6亿元。调研数据显示，28.3%的消费者非常信任目前国产制造的商品质量，54.1%的消费者表示比较信任；同时，各电商平台通过大量消费补贴，让消费者用更实惠的价格体验新国牌商品，助力国潮经济发展。

In recent years, driven by the sustainable development of domestic delivery industry and e-commerce platform, total retail sales and exports of consumer goods in China are increasing year by year. In 2020, affected by the epidemic, total retail sales of China will reach 39.2 trillion yuan, has decreased by 3.9% over the previous year, and its net exports will reach 15.0 trillion yuan. With the continuous upgrading of the manufacturing structure, the continuous improvement of the industrial production chain, the further development of the domestic market advantages and the expansion of domestic demand, the quality of China-Chic goods has also been improved. Chinese quintessence culture is a typical development field of China-Chic culture, while Hanfu is a typical representative of traditional quintessence culture combined with trend elements. As the data of iiMedia Research showed, the number and market scale of Hanfu fans in China are growing rapidly. It is predicted that the number and scale of Hanfu lovers in 2021 will reach 6.89 million, and the market sales scale will reach 10.16 billion yuan. According to the survey data, 28.3% of interviewed consumers have great confidence in the quality of domestic products, and 54.1% of them have little confidence in the quality. At the same time, through the large consumer subsidies provided by e-commerce platforms, it allows the consumers to experience the new Chinese brand products at better prices, which helps the development of China-Chic economy.

艾媒报告|2020Q1中国汉服市场运行状况监测报告

本报告研究涉及企业/品牌/案例:汉莲服饰集团,兰若庭,同袍APP,汉未央。
在新媒体平台和个性化消费观念的推动下，中国汉服产业发展不断加速。汉服行业借助抖音、微博等新媒体平台有效传播汉服文化，并联合热门IP，实现破圈获客，同时发展租赁、摄影等周边服务，实现全产业链融合。2019年汉服爱好者规模达356.1万人，同比增长74.4%；汉服消费者购买力强，中高端汉服需求最大，超七成汉服消费者单均消费超300元；不断扩大的市场基础、高消费能力以及高用户粘性令汉服市场引来井喷，2019年市场销售额达45.2亿元，同比增长318.5%；iiMedia Research(艾媒咨询)数据显示，过半数受访用户表示支持汉服文化；同时，超七成受访用户表示有购买意愿，汉服文化认可度提高，未来汉服产业或将迎来新一轮的增长。此外，超半数消费者表示不会在日常穿着汉服，穿着繁琐及大众接受度低是主要因素。未来，将汉服与现代日常服装元素融合，进一步拓宽汉服使用场景是汉服产业的主要发展方向。

Driven by the new media and the concept of personalized consumption, Han Chinese clothing industry has developed accelerately. The industry effectively spread Han culture by new media such as Tik Tok and Weibo, and cooperated with popular IP to breakthrough the limitations brought by its minority group attribute to achieve customer acquisition. Meanwhile, it developed services such as leasing and photography to realize the integration of the whole industry chain. The amount of Han Chinese clothing lovers in 2019 was 3.56 million, with a year-on-year growth of 74.4%. Consumers have the largest demand for high-end product, with over 70% of consumers spending more than 300 yuan each. The rapid development of Han Chinese clothing market is attributed to expanding market base, high consumption capacity and high user stickiness. The market sales volume in 2019 was 4.52 billion yuan, with a year-on-year growth of 318.5%. As the data of iiMedia Research showed, over 70% of the surveyed users expressed their willingness to buy. The recognition of Han culture improved, therefore the industry may have a high growth in the future. Over 50% of consumers considered that they would not wear Han Chinese clothing on a daily basis, with cumbersome clothing and low public acceptance as the main factors. In the future, the main development direction of Han Chinese clothing industry will be to integrate product with modern daily clothing elements and further expand the use scenes.