艾媒咨询 | 2025年中国化妆品消费者行为调查数据

随着消费者对美的追求不断提升，化妆品行业进入快速发展阶段，品牌不断涌现，产品创新层出不穷，从功效型产品到天然有机产品，再到如今融合科技元素的智能化妆品，化妆品行业持续顺应时代潮流与消费者需求演变。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年中国化妆品消费者行为调查数据》数据显示，96.08% 的消费者日常使用化妆品，表明化妆品已深度融入国人生活，成为大众日常消费的重要组成部分，市场渗透率极高，这为化妆品行业的持续繁荣筑牢了坚实的用户基础。产品功效以50.51%的占比拔得头筹，清晰反映出消费者在选购化妆品时，更注重产品能为自身带来的实际改变，如护肤产品能否有效改善肤质、彩妆产品是否具备持久显色效果等。这对化妆品企业而言，是明确的发展导向，意味着企业必须将研发重心置于功效提升上，加大研发投入，运用先进技术与优质原料，打造出真正满足消费者需求的高效产品，才能在激烈的市场竞争中脱颖而出，收获消费者的青睐与信任。艾媒咨询分析师认为，随着环保意识增强，消费者对绿色、可持续化妆品需求增加。企业将注重原料可持续采购、产品环保包装、生产过程节能减排，推出更多绿色环保化妆品。
With the continuous improvement of consumers' pursuit of beauty, the cosmetics industry has entered a stage of rapid development, brands continue to emerge, product innovations emerge in an endless stream, from efficacy products to natural and organic products, and now the integration of scientific and technological elements of smart cosmetics, cosmetics industry continues to adapt to the trend of The Times and the evolution of consumer demand. According to the latest " Data from China cosmetics consumer behavior survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 96.08% of consumers use cosmetics daily, indicating that cosmetics have been deeply integrated into the lives of Chinese people. It has become an important part of the daily consumption of the public, and the market penetration rate is extremely high, which has built a solid user base for the continued prosperity of the cosmetics industry. Product efficacy took the top spot with 50.51%, clearly reflecting that when consumers buy cosmetics, they pay more attention to the actual changes that products can bring to themselves, such as whether skin care products can effectively improve skin quality, and whether makeup products have lasting color effects. This is a clear development orientation for cosmetics companies, which means that companies must focus on research and development to improve efficiency, increase investment in research and development, use advanced technology and high-quality raw materials, and create efficient products that truly meet consumer needs in order to stand out in the fierce market competition and harvest consumers' favor and trust. Analysts from IIMedia Consulting believe that with the increase in environmental awareness, consumers' demand for green and sustainable cosmetics has increased. The company will focus on sustainable procurement of raw materials, environmentally friendly packaging of products, energy saving and emission reduction in the production process, and launch more green and environmentally friendly cosmetics.

艾媒咨询 | 2024-2025年中国化妆品市场运行状况及发展趋势研究报告

在消费结构升级、审美观念和悦己意识增强等多种因素的推动下，国内化妆品消费持续增长。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年中国化妆品市场运行状况及发展趋势研究报告》数据显示，2023年中国化妆品行业市场规模约为5169.0亿元，同比增长6.4%，2025年有望增至5791.0亿元。近年来，国产化妆品品牌凭借高性价比与渠道精细化运营实现了迅速增长。在消费者对高端国际品牌整体祛魅的趋势下，国货品牌应将产品与营销的转型创新视为企业发展及再增长的关键，以满足市场的需求，提高企业竞争力。
Driven by many factors such as the upgrading of consumption structure, the enhancement of aesthetic concept and self-pleasing consciousness, domestic cosmetics consumption continues to grow. According to the latest "Research Report on the Operation Status and Development Trend of China's Cosmetics Market in 2024-2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's cosmetics industry in 2023 is about 516.09 billion yuan, an increase of 6.4%. It is expected to increase to 579.10 billion yuan by 2025. In recent years, domestic cosmetics brands have achieved rapid growth with high cost performance and refined channel operation. Under the trend of consumers' overall disenchantment of high-end international brands, domestic brands should regard the transformation and innovation of products and marketing as the key to the development and re-growth of enterprises, so as to meet the needs of the market and improve the competitiveness of enterprises.

艾媒咨询｜2024年中国国潮经济发展状况及消费行为调查报告

3月15日，“电商赋能国货‘潮品’新消费”活动在福建厦门举办。本次活动得到了国家市场监管总局办公厅、国家市场监督管理总局网络交易监管司的指导与支持，由厦门市市场监督管理局、厦门市消费者权益保护委员会、《中国质量万里行》杂志社主办。艾媒咨询分析师受邀出席了本次活动，并携手中国质量万里行于现场发布了《2024年中国国潮经济发展状况及消费行为调查报告》。随着中国经济的快速发展和人民生活水平的不断提高，消费者对品质和个性化的要求越来越高，国潮产品逐渐赢得消费者的青睐。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）和《中国质量万里行》杂志社最新发布的《2024年中国国潮经济发展状况及消费行为调查报告》数据显示，2023年中国国潮经济市场规模为20517.4亿元，同比增长9.44%，预计2028年将突破30000亿元。近年来，国潮品牌在产品创新和品牌营销上持续发力，不断创造出新的消费潮流，行业发展前景广阔。
On March 15, the "E-commerce enables the new consumption of Domestic 'Fashion goods'" event was held in Xiamen, Fujian Province. The event was guided and supported by the General Office of the State Administration for Market Regulation and the Department of Online Transaction Supervision of the State Administration for Market Regulation, and hosted by Xiamen Municipal Administration for Market Supervision, Xiamen Consumer Rights and Interests Protection Committee, and China Quality Miles Magazine Publisher. IImedia Consulting analysts were invited to attend the event, and together with China Quality Miles released the "Survey Report on China's China-Chic Economic Development and Consumption Behavior in 2024" on the site. With the rapid development of China's economy and the continuous improvement of people's living standards, consumers have higher and higher requirements for quality and personalization, and Guochao products have gradually won the favor of consumers. According to the latest "Survey Report on China's China-Chic Economic Development and Consumption Behavior in 2024" released by iiMedia Research and China Quality Miles Magazine Publisher, the market size of China's Guochao economy in 2023 was 2051.74 billion yuan, up 9.44% year-on-year, and is expected to exceed 3,000 billion yuan in 2028. In recent years, the national tide brand in product innovation and brand marketing continues to make efforts to create new consumer trends, the industry has broad prospects for development.

艾媒咨询 | 2025年中国国潮经济消费行为调查数据

随着文化自信提升和产业升级，国潮经济加速渗透，覆盖以服饰、美妆为代表的时尚消费领域，以智能家居、文创产品为核心的科技文化领域，以及非遗活化、老字号创新的文化传承领域。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年中国国潮经济消费行为调查数据》数据显示，85.79%消费者更倾向选择国内潮流品牌，其中48.69%因“中国风设计元素”形成消费偏好。服饰与小型家电成国货消费主力，分别占比37.94%和32.18%，短视频平台以35.32%占比成为核心产品认知渠道。消费者购买时更注重官方线上渠道，款式新颖度与技术创新是驱动消费的核心要素。调研显示，消费者对国货质量信任度显著提升，71.23%认为国货较五年前有质变飞跃。但31.55%消费者指出“国际潮流接轨不足”是最大短板，同时存在IP创新乏力、性价比失衡等问题。艾媒咨询分析师认为，品牌需在保留传统文化精髓基础上强化国际化设计语言，构建全渠道服务体系提升消费体验。建议通过数字技术赋能非遗活化，在智能家居、文创产品等领域深化文化科技融合。政府与企业应协同建立国潮标准体系，借助跨境电商推动刺绣、茶艺等文化符号全球化传播。
With the improvement of cultural confidence and industrial upgrading, the country's economic penetration has accelerated, covering the fashion consumption field represented by clothing and cosmetics, the science and technology culture field with smart home and cultural and creative products as the core, and the cultural inheritance field of intangible cultural heritage activation and time-honored brand innovation. According to the latest "Data from China's economic Consumption Behavior Survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 85.79% of consumers are more inclined to choose domestic trend brands, of which 48.69% form consumption preferences due to "Chinese style design elements". Clothing and small household appliances became the main force of domestic consumption, accounting for 37.94% and 32.18%, respectively, and short video platforms became the core product cognition channel with 35.32%. Consumers pay more attention to official online channels when purchasing, and novelty of style and technological innovation are the core factors driving consumption. According to the survey, consumers' trust in the quality of domestic products has increased significantly, and 71.23% believe that domestic products have made a qualitative leap compared with five years ago. However, 31.55% of consumers pointed out that "insufficient international trend integration" is the biggest weakness, and there are problems such as lack of IP innovation and imbalance of cost performance. iiMedia Research believe that brands need to strengthen international design language on the basis of retaining the essence of traditional culture, and build an omni-channel service system to enhance consumer experience. It is suggested to enable the activation of intangible cultural heritage through digital technology, and deepen the integration of culture and science and technology in the fields of smart home and cultural and creative products. The government and enterprises should work together to establish a national tide standard system, and promote the globalization of cultural symbols such as embroidery and tea art with the help of cross-border e-commerce.

艾媒咨询 | 2025年中国电影行业发展数据与消费行为调查数据

随着电影消费数字化升级，观影偏好呈现以类型多元、国潮崛起为代表的内容取向，以智能购票、社交互动为核心的平台选择，以及以衍生付费、即时评论为特色的参与模式。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年中国电影行业发展数据与消费行为调查数据》数据显示，中国消费者观影行为呈现显著社交化与场景化特征。近四成消费者每月观影1-3次，周末及节假日成为主流观影时段，超46%消费者选择与家人共同观影，反映出电影作为家庭娱乐的重要纽带作用。在内容偏好上，国产影片以53.58%的偏好占比占据主导，消费者尤其关注影片情感共鸣与人物塑造，需求导向更趋深层化。消费决策层面，线上购票渗透率持续提升，35.97%消费者线上购票占比达41%-60%，淘票票以超56%使用率成为核心平台。消费者青睐线上购票的主因集中于时效性与便捷性，但跨平台使用障碍成为消费者的主要服务痛点。视频平台领域，腾讯视频以35.89%覆盖率领跑市场，会员专属内容成37.54%消费者选择关键，近八成消费者愿为优质影片开通会员，中短期会员订阅模式更受青睐。艾媒咨询分析师认为，行业需强化购票流程的跨终端兼容性，深化会员权益与衍生内容联动，通过情感化内容运营提升消费者粘性，同时关注家庭观影场景的差异化服务供给，构建全周期观影体验生态。
With the digital upgrade of movie consumption, movie-watching preferences show a content orientation represented by diverse genres and the rise of national trends, platform selection with smart ticket purchase and social interaction as the core, and participation mode featuring derivative payment and instant reviews. According to the latest China film industry development data 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, Chinese consumers' movie-watching behavior presents significant social and scene-oriented characteristics. Nearly 40% of consumers watch movies 1-3 times a month, weekends and holidays have become the mainstream movie-watching period, and more than 46% of consumers choose to watch movies with their families, reflecting the role of movies as an important link in family entertainment. In terms of content preferences, domestic films dominate with 53.58% of preferences. Consumers pay special attention to emotional resonance and characterization of films, and demand orientation becomes deeper. At the level of consumption decision-making, the penetration rate of online ticket purchase continues to increase, with 35.97% of consumers purchasing tickets online accounting for 41% to 60%, and Tao Ticket has become the core platform with a usage rate of over 56%. The main reasons that consumers prefer to buy tickets online are timeliness and convenience, but the cross-platform use barrier has become the main service pain point of consumers. In the field of video platform, Tencent video leads the market with 35.89% coverage, member-exclusive content is the key choice of 37.54% of consumers, nearly 80% of consumers are willing to open members for high-quality videos, and the short and medium term membership subscription model is more favored. iiMedia Research believe that the industry needs to strengthen the cross-terminal compatibility of the ticket purchase process, deepen the linkage between member rights and derivative content, enhance consumer stickiness through emotional content operations, and pay attention to the differentiated service supply of family viewing scenes to build a full-cycle viewing experience ecology.

艾媒咨询 | 2025年中国文创产品行业消费行为洞察报告

文创产品作为文化创意与产品设计相结合的产物，近年来在全球范围内迅速兴起。它不仅承载着丰富的文化内涵，还以独特的创意和设计满足了消费者对于个性化、高品质产品的需求。随着人们生活水平的提高和文化消费意识的增强，文创产品行业展现出巨大的发展潜力，成为文化产业的重要组成部分。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年中国文创产品行业消费行为洞察报告》数据显示，当前文创产品市场表现出积极态势，近七成消费者呈现出较高的购买意愿，其中30.31% 的消费者对家居装饰和日常用品类的文创产品需求强烈。在文创品牌选择中，故宫博物院和中国国家博物馆备受青睐，超三成消费者会购买其文创产品，彰显出极高的影响力和认知度。在此良好发展背景下，37.57% 的消费者期待未来文创产品在文化内涵、产品质量和耐用性方面能够得到进一步加强和提升，这也为文创产品的发展方向提供了重要参考。艾媒咨询分析师认为，文创产品行业作为文化产业的新兴领域，市场前景广阔，发展潜力巨大。文创产品行业竞争日益激烈，参与者众多。既有博物馆、美术馆等文化机构，凭借其丰富的文化资源和品牌影响力，在文创产品市场占据一席之地；也有专业的文创企业，通过敏锐的市场洞察力和强大的设计研发能力，推出一系列具有市场竞争力的产品；此外，一些互联网企业也纷纷涉足文创领域，利用其技术优势和平台资源，推动文创产品的创新与发展。
As a combination of cultural creativity and product design, cultural and creative products have risen rapidly in the world in recent years. It not only carries a rich cultural connotation, but also meets the needs of consumers for personalized and high-quality products with unique creativity and design. With the improvement of people's living standards and the enhancement of cultural consumption awareness, the cultural and creative product industry has shown great development potential and become an important part of the cultural industry. According to the latest "Analysis report on China cultural and creative products industry consumer behavior insight in 2025 " released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry. According to the data of the Insight Report, the current cultural and creative products market shows a positive trend, and nearly 70% of consumers show a high willingness to buy, of which 30.31% of consumers have a strong demand for cultural and creative products of home decoration and daily necessities. In the choice of cultural and creative brands, the Palace Museum and the National Museum of China are favored, and more than 30% of consumers will buy their cultural and creative products, demonstrating a high influence and recognition. In this good development background, 37.57% of consumers expect that cultural and creative products in the future can be further strengthened and improved in terms of cultural connotation, product quality and durability, which also provides an important reference for the development direction of cultural and creative products. Analysts of IIMedia Consulting believe that the cultural and creative products industry, as an emerging field of the cultural industry, has broad market prospects and great development potential. The competition of cultural and creative products industry is increasingly fierce, and there are many participants. Existing museums, art galleries and other cultural institutions, with their rich cultural resources and brand influence, occupy a place in the market of cultural and creative products; There are also professional cultural and creative enterprises, through keen market insight and strong design and development capabilities, launched a series of competitive products; In addition, some Internet companies have also been involved in the field of cultural and creative products, using their technical advantages and platform resources to promote the innovation and development of cultural and creative products.

艾媒咨询｜2024-2025年中国美妆行业发展现状与消费趋势报告

随着中国消费者文化自信意识的觉醒以及数字化经济的加速演进，国产化妆品品牌初步具备了与国际化妆品品牌抗衡的规模。在消费结构升级、审美观念和悦己意识增强等多种因素的推动下，国内化妆品消费持续增长。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年中国美妆行业发展现状与消费趋势报告》数据显示，2024年中国消费者在购买化妆品时，最关注的因素是产品成分（58.8%）和产品功效（41.4%）；超三成的消费者认为化妆品存在的主要问题是产品说明模糊和化妆品功效持续时间短。随着短视频平台的兴起，化妆品市场规模不断扩大，消费者需求也在不断变化。未来，中国化妆品行业市场仍然具有巨大的发展潜力。
With the awakening of Chinese consumers' cultural self-confidence and the accelerated evolution of digital economy, domestic cosmetics brands have initially possessed the scale to compete with international cosmetics brands. Driven by many factors such as the upgrading of consumption structure, the enhancement of aesthetic concept and self-pleasing consciousness, domestic cosmetics consumption continues to grow. According to the latest Research Report on the development status and consumption trend of China's beauty industry from 2024 to 2025 released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, Chinese consumers will buy cosmetics in 2024. The most concerned factors were product composition (58.8%) and product efficacy (41.4%). More than 30% of consumers believe that the main problems with cosmetics are vague product descriptions and the short duration of cosmetic efficacy. With the rise of short video platforms, the size of the cosmetics market continues to expand, and consumer demand is constantly changing. In the future, China's cosmetics industry market still has huge potential for development.

艾媒咨询 | 2024-2025年中国新消费趋势洞察报告

2024年，中国消费市场正经历一场前所未有的变革。多元文化的冲击不断颠覆和重塑着消费者的购物习惯。随着全球化的深入和“一带一路”等国际合作倡议的推进，越来越多的中国企业开始走向世界舞台。AI技术的融入为各行各业带来了革命性的变化，推动了行业的创新和升级，为消费者带来了更加便捷和智能的消费体验。回顾前几年的新消费浪潮，中国消费市场的变革远未结束。经济环境的变化、消费信心的重塑以及渠道技术的更新迭代，都为市场带来了前所未有的挑战和机遇。因此，品牌要想在激烈的市场竞争中突出重围，就必须从数据中寻找线索和思路，深入了解消费者的需求和偏好，不断创新和升级，以顺应时代的发展潮流，赢得消费者的青睐和信任。
2024年12月26日，艾媒咨询在广州举办“艾媒新消费盛典暨2024年张毅年度演讲”，艾媒咨询CEO兼首席分析师张毅围绕2024-2025中国新消费趋势洞察深入剖析未来风口与行业趋势，用数据为企业指明2025年的发力方向。本次盛典汇聚全球经济观察者、企业家及投资者，共同探讨新消费行业的未来之路。
In 2024, China's consumer market is undergoing an unprecedented transformation. The impact of multiculturalism is constantly subverting and reshaping consumers' shopping habits. With the deepening of globalization and the advancement of international cooperation initiatives such as the Belt and Road Initiative, more and more Chinese enterprises have begun to enter the world stage. The integration of AI technology has brought revolutionary changes to all walks of life, promoted innovation and upgrading of the industry, and brought consumers a more convenient and intelligent consumption experience. Looking back at the wave of new consumption in previous years, the transformation of China's consumer market is far from over. Changes in the economic environment, the reshaping of consumer confidence and the updating and iteration of channel technology have brought unprecedented challenges and opportunities to the market. Therefore, if the brand wants to stand out in the fierce market competition, it must find clues and ideas from the data, deeply understand the needs and preferences of consumers, and constantly innovate and upgrade to conform to the development trend of The Times and win the favor and trust of consumers.
On December 26, 2024, IMedia Consulting held the "IMedia New Consumption Ceremony and 2024 Zhang Yi Annual Speech" in Guangzhou, and Zhang Yi, CEO and chief analyst of IMedia Consulting, deeply analyzed the future tuyair and industry trends around 2024-2025 China's new consumption trend insight, and pointed out the direction of development in 2025 for enterprises with data. The event brings together global economic observers, entrepreneurs and investors to discuss the way forward for new consumer industries.

艾媒咨询 | 2024年全球及中国抗衰老市场环境分析与消费行为分析报告

随着中国消费者健康意识的觉醒以及“她经济”的崛起，消费者愈发重视抗衰老的相关产品。在消费结构升级、审美观念和悦己意识增强等多种因素的推动下，中国抗衰老市场消费持续增长。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年全球及中国抗衰老市场环境分析与消费行为分析报告》数据显示，2014至2023年，中国大健康产业营收从2.5万亿元稳步增长至8.6万亿元，年均增长率显著。这一上升趋势反映了健康产业的快速发展和市场潜力。
艾媒咨询分析师认为，抗衰老已成为大部分中国消费者普遍关心的话题，市场对抗衰老产品和服务的需求较大。
With the awakening of Chinese consumers' health awareness and the rise of "her economy", consumers are paying more attention to anti-aging related products. Driven by multiple factors such as the upgrading of consumption structure, the enhancement of aesthetic concept and self-pleasing consciousness, the consumption of China's anti-aging market continues to grow. According to the latest "2024 Global and China Anti-aging Market Environment Analysis and Consumer Behavior Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, from 2014 to 2023, the revenue of China's big health industry has grown steadily from 2.5 trillion yuan to 8.6 trillion yuan. The average annual growth rate is remarkable. This upward trend reflects the rapid development and market potential of the health industry.
Analysts from iiMedia Consulting believe that anti-aging has become a topic of general concern for most Chinese consumers, and the market has a large demand for anti-aging products and services.

艾媒咨询｜2024年中国防晒化妆品行业消费趋势洞察研究报告

防晒不仅关乎肌肤健康，更是预防光老化、抵御皮肤癌等严重肌肤问题的关键措施，其重要性在现代美容护肤领域日益凸显。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年中国防晒化妆品行业消费趋势洞察研究报告》数据显示，中国防晒化妆品市场呈现出稳健增长态势，2023年市场规模已达148亿元，且预计到2028年将进一步扩容至224亿元。消费者对防晒化妆品的期待日益精细化和多元化，iiMedia Research（艾媒咨询）调研数据显示，消费者最关注产品的长效防护能力（71.4%），以及功效的细分化和专业化（47.0%）。中国防晒化妆品市场在户外消费热潮、消费者对长效防护与精细化护肤需求的双重驱动下持续扩大，未来将沿着精准防晒和个性化定制的路径深度发展，以多元化、多功能的产品创新迎合消费者日益提升的护肤期望与审美标准。
Sun protection is not only related to skin health, but also a key measure to prevent photoaging and prevent serious skin problems such as skin cancer, and its importance is increasingly prominent in the field of modern beauty and skin care. According to the latest "Insights on Consumption Trends in China's Sunscreen Cosmetics Industry in 2024" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, China's sunscreen cosmetics market has shown a steady growth trend, and the market size has reached 14.8 billion yuan in 2023. And it is expected to further expand to 22.4 billion yuan by 2028. Consumers' expectations for sunscreen cosmetics are increasingly refined and diversified. According to iiMedia Research's survey data, consumers are most concerned about the long-term protection ability of products (71.4%), as well as the segmentation and specialization of efficacy (47.0%). Driven by the boom in outdoor consumption and consumers' demand for long-term protection and refined skin care, China's sunscreen cosmetics market will continue to expand along the path of precision sunscreen and personalized customization in the future, and cater to consumers' increasing skin care expectations and aesthetic standards with diversified and multi-functional product innovation.