艾媒咨询 | 2025年中国种草经济行业发展状况与消费行为调查数据

随着居民消费观念转变，品质消费、服务消费占比持续提升，消费结构不断优化，为社会消费品零售总额的持续增长注入结构性动力。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年中国种草经济行业发展状况与消费行为调查数据》显示，2015-2029年中国MCN行业市场规模呈现持续增长态势，2024年市场规模达到636亿元，预计2029年市场规模突破1000亿元。未来，行业增长趋于平稳，但整体规模仍呈扩大趋势。
在中国种草经济消费者中，61.20%对种草持理性态度，32.56%认为种草是基于他人经验的总结，而6.24%因被欺骗过而不信任种草；被种草的主要渠道中，KOL/达人/博主测评视频占比最高，为55.14%，其次是KOL/达人/博主带货推广占比48.29%，内容社区的素人分享占比45.95%，亲友推荐占比35.36%，其他买家评价吸睛占比24.30%，软文推广占比20.40%。反映出大多数中国消费者不会盲目被种草，对种草持谨慎态度；视频内容和名人效应对消费者有较大影响。
艾媒咨询分析师指出，在未来，中国种草经济将在多方面呈现显著发展态势。在消费模式上，短视频平台凭借算法推荐扩大种草覆盖，社交平台依托圈层传播深化信任链接，二者协同构建“发现-信任-转化”完整链路；在需求端，随着消费者理性意识增强，真实体验类种草内容更受青睐，Z世代对小众品牌、国潮产品的种草需求持续升温，个性化推荐成为核心诉求；技术创新贯穿始终，从AI生成虚拟种草内容提升创作效率，到大数据分析优化种草投放精准度。企业需强化内容合规建设，建立专业种草内容审核机制，杜绝虚假宣传；深耕用户价值挖掘，通过私域运营沉淀忠实粉丝群体，增强品牌认同感；加大技术应用投入，利用AI工具优化内容创作与用户画像分析，以此构建核心竞争力，在规范发展的市场环境中实现增长突破。
With the transformation of residents' consumption concepts, the proportion of quality consumption and service consumption has continued to rise, and the consumption structure has been constantly optimized, injecting structural impetus into the sustained growth of the total retail sales of consumer goods in society. According to the latest "Survey Data on the Development Status and Consumer Behavior of China's Grass-planting Economy Industry in 2025" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry worldwide, the market size of China's MCN industry has shown a continuous growth trend from 2015 to 2029. The market size is expected to reach 63.6 billion yuan in 2024 and exceed 100 billion yuan in 2029. In the future, the growth of the industry will tend to stabilize, but the overall scale will still show an expanding trend.
Among Chinese consumers of the "grass-planting economy", 61.20% hold a rational attitude towards grass-planting, 32.56% believe that grass-planting is a summary based on others' experiences, while 6.24% do not trust grass-planting because they have been deceived. Among the main channels for being influenced, KOL/ influencer/blogger review videos account for the highest proportion at 55.14%, followed by KOL/ influencer/blogger product promotion at 48.29%, content community sharing by ordinary people at 45.95%, recommendations from friends and relatives at 35.36%, and eye-catching reviews from other buyers at 24.30%. Soft article promotion accounts for 20.40%. It reflects that the majority of Chinese consumers will not be blindly influenced and hold a cautious attitude towards it. Video content and the influence of celebrities have a significant impact on consumers.
Analysts from iiMedia Research pointed out that in the future, China's grass-planting economy will show a significant development trend in many aspects. In terms of consumption patterns, short-video platforms expand the coverage of "grass-planting" through algorithmic recommendations, while social platforms deepen trust connections by relying on circle dissemination. The two work together to build a complete chain of "discovery - trust - conversion". On the demand side, as consumers' rational awareness increases, genuine experience-based product recommendation content is more favored. The demand of Generation Z for niche brands and domestic trend products continues to rise, and personalized recommendations have become the core demand. Technological innovation runs through the entire process, from AI-generated virtual seeding content to enhance creation efficiency, to big data analysis to optimize the accuracy of seeding placement. Enterprises need to strengthen content compliance construction, establish a professional content review mechanism for product promotion, and eliminate false advertising. Deeply cultivate user value exploration, accumulate a loyal fan base through private domain operation, and enhance brand recognition. Increase investment in technology application, utilize AI tools to optimize content creation and user profiling analysis, thereby building core competitiveness and achieving growth breakthroughs in a standardized and developing market environment.

2015中国“互联网+”传统文化发展专题报告

iiMedia Research（艾媒咨询）数据显示，71.2%的中国网民会通过网络了解传统文化，通过电视媒体、传统纸媒、线下传统文化展馆的，分别占53.2%、49.6%、21.6%。网络已经成为网民了解传统文化的首要渠道。

中国电子学会-2018年中国机器人产业发展报告

机器人被誉为“制造业皇冠顶端的明珠”，是衡量一个国家创新能力和产业竞争力的重要标志，已成为全球新一轮科技和产业革命的重要切入点。近年来，我国机器人产业正处于快速发展期，中央及地方相关主管部门陆续出台政策规划，在项目支持、平台建设与应用示范等方面营造良好的生态环境。本报告旨在综合分析全球和我国机器人产业发展趋势及特征，围绕产业的规模效益、结构水平、创新能力、集聚情况和发展环境等方面，综合分析评价长三角、珠三角、京津冀、东北、中部和西部全国六大区域的机器人产业发展现状及水平，并围绕区域特色竞争、产业集聚发展、应用场景延伸、多元细分市场、双创服务平台、资本收益风险、人才培养瓶颈、智能化新增长等方面归纳具备突出性的发展趋势特征与潜在问题。在此基础上，提出了加强顶层设计、拓宽投融资渠道、提升自主创新能力、搭建行业共享平台、有序推进应用示范、完善标准及检测认证体系和推进高技能人才队伍培养建设的措施建议

艾媒咨询：2015中国“互联网+”传统文化发展专题报告

iiMedia Research（艾媒咨询）数据显示，71.2%的中国网民会通过网络了解传统文化，通过电视媒体、传统纸媒、线下传统文化展馆的，分别占53.2%、49.6%、21.6%。网络已经成为网民了解传统文化的首要渠道。

艾媒咨询｜2024年中国火锅行业发展与消费行为监测报告

火锅行业在2023年迎来消费回暖，市场规模持续扩大。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年中国火锅行业发展与消费行为监测报告》数据显示，2023年中国火锅行业市场规模达到5966亿元，预计2025年市场规模将达到6689亿元。火锅产业往集群化、规模化、品牌化方向发展，不断从要素驱动到创新驱动，助推火锅产业消费扩容提质升级。火锅作为社交属性较强、符合减压经济特征的品类，行业已进入白热化竞争阶段，但菜品同质化、锅底同质化问题突出。未来，火锅品牌将专注于打造专属核心优势，在细分赛道发力，主打品牌差异性，让火锅食材回归本源和正宗，给消费者带来更放心的食用体验。在消费需求细分化、多元化趋势驱动下，品牌趋向精细化运营，将会涌现更多“火锅+”形式。
The hot pot industry will usher in a recovery in consumption in 2023, and the market size will continue to expand. According to the latest "2024 China Hot pot Industry Development and Consumer Behavior Monitoring Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's hot pot industry will reach 596.6 billion yuan in 2023, and it is expected that the market size will reach 668.9 billion yuan in 2025. The hot pot industry is developing in the direction of clustering, scale and branding, and continues to shift from element-driven to innovation-driven, boosting the consumption expansion and quality upgrading of the hot pot industry. Hot pot, as a category with strong social attributes and in line with the economic characteristics of decompression, the industry has entered the stage of fierce competition, but the homogenization of dishes and the homogenization of the pot bottom is prominent. In the future, the hot pot brand will focus on creating exclusive core advantages, making efforts in the subdivision track, the main brand difference, so that the hot pot ingredients return to the source and authenticity, and bring consumers a more assured eating experience. Driven by the trend of differentiation and diversification of consumer demand, the brand tends to fine operation, and more "hot pot +" forms will emerge.

艾媒报告|2019-2020中国电子签名物流细分市场专题报告

本报告研究涉及企业/品牌/案例：上上签；契约锁；法大大

电子签名技术作为帮助企业降本提效的有利武器，受益于国家政策的支持和引导，被越来越多企业接受和认可。在极度追求效率的物流行业，电子签名技术正在快速渗透。iiMedia Research（艾媒咨询）数据显示，58.9%的物流受访企业表示使用过电子签名服务；认为电子签名服务可协助“运单实时流转”和“规范收货签章”的受访物流企业分别占54.3%、42.9%；半数以上受访企业认为电子签名服务有效提高了物流业务的时效性以及客户体验。艾媒咨询分析师认为，传统物流企业将在新技术、新模式、新力量的推动下，加速推进信息化变革，借此迈入高质量发展的新阶段。在这场变革浪潮中，信息化技术将进一步解放物流企业的生产力，助力企业提升经营效率和服务价值，而电子签名作为企业信息化变革的基础设施将率先普及和发展。

As a beneficial weapon to help enterprises reduce costs and improve efficiency, electronic signature technology has benefited from the support and guidance of national policies and is accepted and recognized by more and more enterprises. In the logistics industry, which pursues efficiency, e-signature technology is rapidly penetrating. As the data of iiMedia Research showed, 58.9% of logistics enterprises surveyed said they have used e-signature services; 54.3% and 42.9% of logistics enterprises surveyed believe e-signature services can help "real-time flow of waybill" and "standardize receipt and signature" respectively; more than half of the enterprises surveyed believe e-signature services have effectively improved the timeliness of logistics business and customer experience. iiMedia consulting analysts believe that traditional logistics enterprises will be driven by new technology, new models, new forces, accelerate the information technology change, so as to enter a new stage of high-quality development. In this wave of change, information technology will further liberate the productivity of logistics enterprises and help them to improve operational efficiency and service value, while electronic signatures will take the lead in popularizing and developing as the infrastructure for enterprise information technology change.

艾媒报告|2019中国电子签名安全专题研究报告

本报告研究涉及企业/品牌/案例：上上签,法大大,e宝签,中国云签,契约锁

在互联网行业高速发展下，企业对电子合同签署的安全需求日益升级，安全问题成行业焦点。国家也出台相关政策法规规范行业整体发展，电子商务的健康发展协同中国电子签名行业的安全升级。在电子合同签署过程中，电子合同服务包括实名认证、合同签署、数据存证和司法落地四大板块，法律效力和安全性是服务的关键所在，资质认证和核心技术赋能服务企业发展。当前，中国第三方电子签名服务平台整体已进入整合阶段，相关运营资质与监管文件逐步健全和完善。电子签名企业需依靠领先的技术创新优势突围，提升企业研发实力，未来才能够在行业内站稳脚跟。在市场竞争中，上上签、法大大为等头部企业将得到更多企业用户的青睐。

With the rapid development of the Internet industry, enterprises' security requirements for electronic contract signing are increasingly upgraded, and security issues have become the focus of the industry. The state also issued relevant policies and regulations to regulate the overall development of the industry, the healthy development of e-commerce and China's electronic signature industry security upgrade. In the process of electronic contract signing, electronic contract services include real-name authentication, contract signing, data storage and judicial execution. Legal effectiveness and security are the key to the services. Qualification authentication and core technology enable the development of enterprises. At present, China's third-party electronic signature service platform has entered the integration stage as a whole, and the relevant operation qualification and regulatory documents have been gradually improved and improved. Electronic signature enterprises need to rely on leading technological innovation advantages to break through, enhance the strength of enterprise research and development, in the future to be able to stand firm in the industry. In market competition, sign on, law is the head enterprise such as major will get the favour of more enterprise user.

艾媒咨询|2020年中国茶叶行业市场现状及用户调研分析报告

本报告研究涉及企业/品牌/案例：河南信阳县,贵州凤冈县,福建武夷山市,大益茶,天福茗茶,中茶,澜沧古茶,谢裕大,小罐茶

中国茶叶需求量逐渐增大，消费者对茶叶品质要求逐渐提高。iiMedia Research（艾媒咨询）数据显示，2021年1月，接近9成的受访网民是茶叶消费用户，接近4成有每天喝茶的习惯，茶叶成为人们生活中的刚需。部分省份将茶叶种植作为扶贫产业之一，进一步推动了茶叶行业的发展。同时，近年来茶叶的品牌意识开始增强，如大益茶、小罐茶、廊沧古
茶、中茶等茶叶国货品牌崛起。然而，总体而言，传统茶叶品类市场已经走到成熟阶段，市场竞争激烈，因而茶品市场新入局者需要不断打造新场景、新产品、新需求来突围。

The demand for tea in China is gradually increasing, and consumers' requirements for tea quality are gradually improving. As the data of iiMedia Research showed, in January 2021, nearly 90% of the netizens interviewed were tea consumers, and nearly 40% had the habit of drinking tea every day. Tea has become a just need in people's life. Some provinces regard tea planting as one of the poverty alleviation industries, which further promotes the development of tea industry. At the same time, in recent years, tea brand awareness began to strengthen, such as Dayi tea, xiaocan tea, Langcang ancient tea, Chinese tea and other domestic tea brands. However, on the whole, the traditional tea market has come to a mature stage, and the market competition is fierce. Therefore, new entrants to the tea market need to constantly create new scenes, new products and new demands to break through.

巨人网络2021年第三季度报告

艾媒咨询 | 2025年中国电子签名行业发展状况与用户行为调查数据

　随着电子签名技术的成熟完善，其应用场景持续拓展，广泛应用于以供应链合同签署为代表的企业服务领域，以政务审批为例的公共服务领域，以及个人事务办理等民生消费领域。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年中国电子签名行业发展状况与用户行为调查数据》数据显示，在企业端数据中，以民营主体为核心应用领域，周均使用电子签名101-500次，偏好短期服务采购，反映中小企业在数字化转型中对轻量化、灵活化电子签约工具的刚需。用户端数据显示，个人签署需求主导市场，由此催生了套餐化消费模式，46.43%用户黏性集中于2-3年使用周期。应用场景以商务合作和企业合同管理为核心，驱动数字化资产管理成为核心价值认知。腾讯电子签以29.48%市占率领先，其优势与用户最关注的操作便捷性形成正向反馈。但行业痛点集中于流程安全焦虑与效率瓶颈，制约体验升级。艾媒咨询分析师认为，需构建多层级身份核验体系强化签署全链路安全，通过AI智能模板优化签署响应速度；针对民营企业高频需求开发行业垂直解决方案，同时完善个人用户端社交化签署场景，依托头部平台生态优势拓展政企协作网络，推动电子签名向全领域可信数字化基建设施演进。
With the maturity and perfection of electronic signature technology, its application scenarios continue to expand, and it is widely used in the enterprise service field represented by supply chain contract signing, the public service field taking government affairs approval as an example, and the livelihood consumption field such as personal affairs handling. According to the latest survey Survey data of development status and user behavior of China's electronic signature industry in 2025 released by iiMedia Research, the world's leading third-party data mining and analysis institution in the new economy industry, private entities are the core application fields in the enterprise-side data, and electronic signatures are used 101-500 times a week. Preference for short-term service procurement reflects smes' need for lightweight and flexible e-contracting tools in their digital transformation. The consumer data shows that the individual signature demand dominates the market, thus giving birth to the package consumption model, and 46.43% of user stickiness is concentrated in the 2-3 year use cycle. The application scenario takes business cooperation and enterprise contract management as the core, and drives digital asset management to become the core value cognition. Tencent e-visa led the market with 29.48%, and its advantages formed a positive feedback with the convenience of operation that users were most concerned about. However, the industry's pain points focus on process safety anxiety and efficiency bottlenecks, which restrict the upgrade of experience. AI Media Consulting analysts believe that it is necessary to build a multi-level identity verification system to strengthen the signing of the full link security, and optimize the signing response speed through iiMedia Research believe that; develop industry vertical solutions for the high-frequency needs of private enterprises, while improving the social signing scene of individual clients, relying on the ecological advantages of the head platform to expand the government-enterprise collaboration network, and promote the evolution of electronic signatures to trusted digital infrastructure in the whole field.