关于“周边”的报告
艾媒咨询 | 2024-2025年中国谷子经济市场分析报告
谷子源于英文“goods”的音译，泛指二次元周边。“谷子”来自二次元文化，其是基于漫画、动画、游戏、偶像、特摄等内容IP（知识产权）而衍生出来的周边商品。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年中国谷子经济市场分析报告》数据显示中国泛二次元用户规模逐年递增，2023年达4.90亿人。中国谷子经济市场规模呈上升趋势，增长速度加快。2024年中国谷子经济市场规模达1689亿元，较2023年增长40.63%，预计2029年中国谷子经济市场规模超3000亿元。艾媒咨询分析师认为，二次元用户规模较为庞大，谷子经济拥有较为庞大的潜在客户。伴随着中国国内潮玩、二次元经济的崛起，基于国内IP生产的谷子商品逐渐受到二次元消费者的关注和青睐。
Millet is derived from the transliteration of the English word "goods", which generally refers to the two yuan surrounding. "Millet" comes from the two dimensional culture. It is a peripheral product derived from the content IP (intellectual property) of manga, animation, game, idol, and tokusatsu. The latest "2024-2025 China Millet Economy Market Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that the scale of pan-secondary users in China is increasing year by year, reaching 490 million people in 2023. The market scale of millet economy in China is on the rise, and the growth speed is accelerated. In 2024, the economic market size of China's millet reached 168.9 billion yuan, an increase of 40.63% over 2023, and it is expected that the economic market size of China's millet will exceed 300 billion yuan in 2029. Analysts from iMedia Consulting believe that The scale of secondary users is relatively large, and millet economy has relatively large potential customers. Along with the rise of China's domestic trend and the quadratic economy, millet products based on domestic IP production have gradually attracted the attention and favor of the quadratic consumers.-
艾媒咨询 | 2025年全球及中国动漫产业现状剖析及前景预判投资分析报告
随着文化消费水平的提升和市场需求的扩大，全球动漫IP特色化趋势明显，并逐渐衍生出“谷子经济”等产业。此外，中国动漫头部企业纷纷向产业链上下游延伸，打造全产业链动漫经济。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年全球及中国动漫产业现状剖析及前景预判投资分析报告》数据显示近年来本土动画实现突破式增长，中国动漫产业总值由2019年的760亿元增长至2023年的4000亿元。2025年中国泛二次元周边市场规模预计达6521亿元，2029年有望达8344亿元。中国动漫市场正值爆发式增长时期，本土动画亦受到正向影响。艾媒咨询分析师认为，中国动漫市场近年来经历了快速的发展和变革，呈现出“青年化”“IP化”和“数字化”的明显趋势。动漫市场要加强原创内容创作，深化IP开发和运营，推动数字化转型，通过跨界合作，实现资源共享和互利共赢，以此来实现持续健康发展。
With the improvement of cultural consumption level and the expansion of market demand, the trend of global animation IP characteristics is obvious, and gradually derived the "millet economy" and other industries. In addition, China's animation head enterprises have extended to the upstream and downstream of the industrial chain to build the animation economy of the whole industrial chain. iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, recently released the "Investment analysis report on the status quo and prospects of global and Chinese animation industry from 2025 to 2026", which shows that local animation has achieved breakthrough growth in recent years. The total value of China's animation industry has increased from 76 billion yuan in 2019 to 400 billion yuan in 2023. In 2025, the scale of China's pan-secondary peripheral market is expected to reach 652.1 billion yuan, and it is expected to reach 834.4 billion yuan in 2029. Chinese animation market is in the period of explosive growth, and local animation is also affected positively.
Analysts from iMedia Consulting believe that Chinese animation market has experienced rapid development and change in recent years, showing a clear trend of "youth", "IP" and "digital". The animation market should strengthen original content creation, deepen IP development and operation, promote digital transformation, and realize resource sharing and mutual benefit and win-win through cross-border cooperation, so as to achieve sustainable and healthy development. -
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艾媒咨询|2021中国汉服产业现状及消费行为数据研究报告
本报告研究涉及企业/品牌/案例：汉尚华莲，重回汉唐
数据显示，受疫情影响2020年中国汉服市场销售规模增速放缓，为63.6亿元，在政府大力弘扬传统文化、资本入场和汉服认可度提高等助推下，预计2021年中国汉服销售规模将突破100亿元。从供给侧数据来看，中国目前有超过3000家汉服企业，浙江、广东等地区淘宝汉服商家集聚效应显著，而西安、成都和杭州等城市汉服门店数量较多。在消费端调研数据来看，2021年近5成汉服消费者拥有2-4套汉服，以微博、抖音等为代表的社交媒体为近6成消费者接触汉服资讯的途径，成为推动汉服走向大众化的重要途径。总体而言，2021年中国汉服产业发展将面对传承缺失、盗版盛行和西方文化冲击等挑战，在传统文化热、消费升级等机遇下“汉服热”将持续升温，向更加大众化的品类发展。
According to the data, affected by the epidemic, the growth rate of sales scale of Chinese Hanfu market will slow down to 6.36 billion yuan in 2020. With the help of the government's efforts to promote traditional culture, capital admission and Hanfu recognition, the sales scale of Chinese Hanfu is expected to exceed 10 billion yuan in 2021. From the supply side data, there are more than 3000 Hanfu enterprises in China. Taobao Hanfu merchants in Zhejiang and Guangdong have a significant agglomeration effect, while there are more Hanfu stores in Xi'an, Chengdu and Hangzhou. In the consumer side, tiktok data show that nearly 5 of the 2021 Han Chinese consumers had 2-4 suits, and nearly 6 of them were social media represented by micro-blog and jitter. In general, the development of Chinese Hanfu industry in 2021 will face challenges such as the lack of inheritance, the prevalence of piracy and the impact of western culture. Under the opportunities of traditional culture fever and consumption upgrading, the "Hanfu fever" will continue to heat up and develop to a more popular category. -
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艾媒咨询|2020H1中国地摊经济运行监测分析报告
本报告研究涉及企业/国家/地区案例：阿里、腾讯、京东、日本地摊经济、美国地摊经济、欧洲地摊经济、四川地摊经济、南京地摊经济、西安地摊经济。
2020年6月12日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020H1中国地摊经济运行监测分析报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对地摊经济的发展进行分析，结合中国地摊经济发展的背景和可行性，以及全球典型国家的地摊经济发展经验，对地摊经济发展进行深度分析;更进一步，本报告还结合用户调研对地摊经济的购物、餐饮和娱乐等细分业态进行分析，以此探索未来地摊经济的发展趋势。新冠疫情期间，线下消费行业出现断崖式下跌，增加了失业人群并且加剧了低收入群体的生活困境。在此背景下部分城市开始放宽地摊政策，并取得了一定成果。艾媒咨询分析师认为，地摊经济往往会带来城市形象、交通秩序、产品质量等的问题，并且会对实体店铺带来一定冲击，因此地摊经济的发展需要因城制宜。
According to the survey, as of May 2020, the average annual income of Chinese was RMB 30,000, but the average monthly income of 600 million people was about RMB 1000, and the income and consumption needs of low-income groups were of concern to the community. According to a survey conducted by Ai Media Consulting, China's land stall consumption is mainly under 100 yuan, most of which is under 40 yuan. iiMedia Research believe that the economic threshold of the land stalls is low but there is a certain income-generating potential, both for low-income groups to provide consumer products, but also to help some low-income groups to increase income sources. -
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.
