艾媒咨询 | 2025-2029年中国微短剧市场研究报告

近年来，中国微短剧市场迎来爆发式增长，逐渐成了数字内容领域最具潜力的新赛道之一。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《2025-2029年中国微短剧市场研究报告》数据显示，中国网络微短剧市场规模呈上升趋势，2025年中国微短剧市场规模将达677.9亿元，同比上升34.40%，预计2030年中国网络微短剧市场规模超1500亿元。艾媒咨询分析师认为，伴随文化出海进程的加速与多元文化创新题材的持续涌现，中国微短剧有望突破以往爽剧主导的单一内容格局，为市场规模的稳步攀升注入新动能。
In recent years, the Chinese micro-short drama market has witnessed explosive growth and gradually become one of the most promising new tracks in the digital content field. The latest "Analysis report on the Chinese micro drama market from 2025 to 2029" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, shows that the market size of online micro short dramas in China is on the rise, and the market size of micro short dramas in China will reach 67.79 billion yuan in 2025 It is expected that the market size of China's online micro-short dramas will exceed 150 billion yuan by 2030, with a year-on-year increase of 34.40%. Analysts from iiMedia Research believe that with the acceleration of the process of cultural exports and the continuous emergence of innovative themes from diverse cultures, Chinese micro-short dramas are expected to break through the previous single content pattern dominated by thrilling dramas and inject new impetus into the steady growth of the market size.

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 | 2026年中国香水行业研究及消费者洞察报告

随着悦己消费理念的深化与消费场景的持续拓宽，消费者对香水的需求向日常化、个性化延伸，为中国香水市场增长奠定了坚实基础。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《2026年中国香水行业研究及消费者洞察报告》显示，2024年中国香水市场规模已达250亿元，预计2029年有望达到515亿元。艾媒咨询分析师认为，在“嗅觉经济”崛起、消费者“悦己”需求升级与本土品牌“东方叙事”破圈的背景下，中国香水市场展现出蓬勃活力。当前，国际品牌固守高端市场，国产品牌凭借文化赋能实现差异化突围，小众香与国风香更成为增长新热点。未来，中国香水市场有望进一步扩容，成为驱动全球香水行业增长的核心引擎。
With the deepening of the self-indulgence consumption concept and the continuous expansion of consumption scenarios, consumers' demand for perfumes has extended towards daily use and personalization, laying a solid foundation for the growth of the Chinese perfume market. According to the latest "China perfume industry research and consumer insight report in 2026" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis agency for the new economy industry, the scale of the Chinese perfume market has reached 25 billion yuan in 2024 and is expected to reach 51.5 billion yuan by 2029.Analysts from iiMedia Research believe that against the backdrop of the rise of the "olfactory economy", the upgrading of consumers' "self-pleasing" demands, and the breakthrough of domestic brands with "Oriental narratives", the Chinese perfume market has demonstrated vigorous vitality. Currently, international brands are firmly entrenched in the high-end market, while domestic brands have achieved differentiated breakthroughs through cultural empowerment. Niche perfumes and perfumes with Chinese elements have become new growth hotspots. In the future, the Chinese perfume market is expected to further expand and become a core engine driving the growth of the global perfume industry.

艾媒咨询 | 2025年中国短故事市场发展趋势报告

短故事凭借其节奏快、适配碎片阅读的特点，正从传统长文生态中突围，成为网文平台内容创新与用户增长的新引擎。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年中国短故事市场发展趋势报告》显示，2024年中国网络文学市场规模达495.5亿元，同比上升29.4%。艾媒咨询分析师认为，网络文学市场规模的上升，在内容供给、受众转化、资本支持及运营推广等方面为短故事的发展创造了有利条件，推动短故事行业持续繁荣。随着AIGC技术的发展，短故事行业将突破传统生产模式的瓶颈，实现内容生态的智能化升级与商业模式的创新拓展。
Short stories, with their fast-paced nature and suitability for fragmented reading, are breaking through the traditional long-form literature ecosystem and becoming a new engine for content innovation and user growth on online literature platforms. According to the latest "2025 China Short Story Market Development Trend Report" released by iiMedia Research, a leading global third-party data mining and analysis agency for the new economy industry, the scale of China's online literature market reached 49.55 billion yuan in 2024, up 29.4% year-on-year. Analysts from iiMedia Research believe that the growth of the online literature market has created favorable conditions for the development of short stories in terms of content supply, audience conversion, capital support, and operation promotion, driving the continuous prosperity of the short story industry. With the development of AIGC technology, the short story industry will break through the bottlenecks of traditional production models, achieving intelligent upgrades in the content ecosystem and innovative expansions in business models.

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年中国潮玩行业发展与用户行为调查数据

2025年的中国消费市场，潮玩赛道正以破竹之势改写商业格局——泡泡玛特营收暴涨、名创优品靠联名公仔刷新出海纪录，“谷子”概念股在二级市场集体涨停，《哪吒2》以百亿票房跻身世界动画电影前列……这一系列亮眼数据，不仅印证了潮玩经济的爆发式增长，更揭示出年轻群体成为消费主力后，以“悦己”为核心的情感需求正在重塑产业生态。社交平台的“种草”机制则加速了这一进程，让潮玩从小众圈层的心头好，变成大众市场的新宠。潮玩，正从“小众爱好”升格为“全民资产”。
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年中国潮玩行业发展与用户行为调查数据》显示，2024年中国泛二次元用户规模达5.03亿，显示用户增长进入存量时代；而“谷子经济”市场规模却从2023年猛增40.63%至2024年市场规模1689亿元，表明潮玩行业的发展趋势正从依赖用户规模扩张，转向深度挖掘核心用户价值，周边衍生品已成为驱动产业增长的核心引擎，标志着行业步入以IP变现和情感消费为主导的成熟阶段。
在中国潮玩市场，消费者的购买动机和决策因素正呈现出日益成熟和分化的特征。iiMedia Research（艾媒咨询）数据显示，高达40.83%的消费者将“具有升值空间，可通过二手市场转卖盈利”视为购买潮玩的主要原因，这反映出收藏与投资属性已成为驱动消费的重要力量，也意味着潮玩正从单纯的消费品逐渐转向具备金融属性的资产类别。与此同时，在2025年消费者购买时优先考虑的因素中，“款式和设计”以38.60%的占比高居首位，突显了消费者对产品外观独特性、艺术价值和创意表达的强烈追求。
艾媒咨询分析师认为，从泡泡玛特的IP矩阵到名创优品的平价潮玩，从“谷子”的收藏热潮到《哪吒2》带动的衍生品热销，潮玩行业的每一个增长点都紧扣“情感共鸣”与“价值认同”。中国潮玩行业未来将朝着产品精品化、资产化和情感化的方向持续深化。IP运营与跨界联动将成为价值增长的核心，数字潮玩与实体收藏的融合将进一步拓展行业边界。伴随消费者趋于理性，能够同时满足审美期待与收藏潜力的品牌将在竞争中赢得优势。
In China's consumer market of 2025, the trendy toy sector is rewriting the business landscape with overwhelming momentum – Pop Mart has seen a skyrocketing revenue, Miniso has set new overseas records with its co-branded dolls, concept stocks related to "goods/merchandise" have collectively hit the daily limit in the secondary market, and Nezha 2 has ranked among the world's top animated films with a box office of 10 billion yuan... This series of impressive data not only confirms the explosive growth of the trendy toy economy but also reveals that after young groups have become the main consumers, emotional needs centered on "self-pleasure" are reshaping the industrial ecology. The "grass-planting" mechanism on social platforms has accelerated this process, turning trendy toys from favorites of niche circles into new darlings of the mass market. Trendy toys are evolving from "subcultural interest" to "mainstream asset".
According to the latest "Survey Data on the Development Status and User Behavior of China's Trendy Toy Industry in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the scale of China's pan-2D users will reach 503 million in 2024, indicating that user growth has entered the era of stock. However, the market size of the "millet economy" has soared by 40.63% from 2023 to 168.9 billion yuan in 2024, indicating that the development trend of the collectible toy industry is shifting from relying on user scale expansion to deeply exploring the value of core users. Peripheral derivatives have become the core engine driving the growth of the industry. It marks that the industry has entered a mature stage dominated by IP monetization and emotional consumption.
In China's trendy toy market, consumers' purchasing motives and decision-making factors are showing increasingly mature and differentiated characteristics. Data shows that as high as 40.83% of consumers consider "having appreciation potential and being able to make profits by reselling in the second-hand market" as the main reason for purchasing trendy toys. This reflects that the attributes of collection and investment have become important forces driving consumption, and also indicates that trendy toys are gradually shifting from simple consumer goods to asset classes with financial attributes. Meanwhile, among the top priorities for consumers when making purchases in 2025, "style and design" topped the list with a 38.60% share, highlighting consumers' strong pursuit of the uniqueness of product appearance, artistic value and creative expression.
Analysts from iiMedia Research believe that from Pop Mart's IP matrix to Miniso's affordable trendy toys, from the collection boom of "guzi" (merchandise) to the hot sales of derivatives driven by Nezha 2, every growth point in the trendy toy industry is closely linked to "emotional resonance" and "value recognition". China's trendy toy industry will continue to deepen in the direction of product refinement, assetization and emotionalization in the future. IP operation and cross-border collaboration will become the core of value growth, and the integration of digital trendy toys and physical collections will further expand the industry's boundaries. As consumers become more rational, brands that can simultaneously meet aesthetic expectations and collection potential will gain advantages in the competition.

艾媒咨询 | 2025年中国汉服产业消费行为调查数据

随着汉服文化的普及与市场成熟，其消费研究维度不断深化，涵盖以消费者认知与态度（如了解程度、文化传播认同）为例的文化渗透领域，以消费行为与产品偏好（如购买频率、价格敏感度、材质倾向）为例的市场决策领域，以场景应用（如日常穿着、租借体验、展览参与）为例的生态拓展领域，以及行业争议（山寨接受度、形制设计争议）。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年中国汉服产业消费行为调查数据》数据显示，56.83%的汉服消费者对汉服比较了解，57.845%的消费者比较能接受汉服，消费者多以社交媒体的方式了解到汉服，占比达到38.62%，并且有54.97%的消费者比较关注汉服的展览，可以看出汉服在国内有一定的流行度和关注度。但购买过汉服的消费者仅有35.92%，其中48.36%的消费者是在大型商场或购物中心中购买的，他们在购买时会多考虑款式、价格等因素。经常穿汉服的场景为传统节日时或者拍个人艺术照时。有30%的人认为汉服太引人注目了，有25.38%的人认为汉服穿起来繁琐，不太实用，不会去购买，而相比购买，大多数人会选择租借汉服，占比来到了60.71%，或者去汉服体验店，去过的消费者占比有62.06%。艾媒咨询分析师认为，在汉服逐渐流行的新背景下，更多地关注汉服市场，了解消费者的相关需求，是占领汉服市场至关重要的一步。
With the popularization and market maturation of Hanfu culture, the research dimensions of its consumption have been continuously deepened, covering cultural infiltration areas such as consumers' cognition and attitude (such as understanding degree, cultural dissemination recognition), market decision-making areas such as consumption behavior and product preference (such as purchase frequency, price sensitivity, material preference), ecological expansion areas such as scene application (such as daily wear, rental experience, exhibition participation), and industry controversy areas such as the acceptance of counterfeits and disputes over shape design.According to the latest "2025 China Hanfu Industry Consumption Behavior Survey Data" released by iiMedia Research (iimedia research), a global third-party data mining and analysis agency for the new economy industry, 56.83% of Hanfu consumers have a relatively good understanding of Hanfu, and 57.845% of consumers are relatively receptive to Hanfu. Consumers mostly learn about Hanfu through social media, accounting for 38.62%, and 54.97% of consumers are relatively concerned about Hanfu exhibitions. This shows that Hanfu has a certain degree of popularity and attention in China. However, only 35.92% of consumers have purchased Hanfu, among which 48.36% of consumers bought it in large shopping malls or shopping centers, and they would consider factors such as style and price when purchasing. The common scenes for wearing Hanfu are during traditional festivals or when taking personal artistic photos. 30% of people think Hanfu is too eye-catching, and 25.38% think it is too complicated to wear and not very practical, so they will not purchase it. Compared with purchasing, most people choose to rent Hanfu, accounting for 60.71%, or go to Hanfu experience stores, with 62.06% of consumers having visited. Analysts from iiMedia Research believe that in the new context of the gradual popularity of Hanfu, paying more attention to the Hanfu market and understanding the relevant needs of consumers is a crucial step to occupy the Hanfu market.

艾媒咨询 | 2025年中国短视频市场环境分析与用户行为调查数据

近年来，中国短视频行业在技术迭代与用户需求升级的驱动下，已形成成熟的生态体系。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年中国短视频市场环境分析与用户行为调查数据》数据显示，2024年中国微短剧市场规模为504.4亿元，2025年预计增长到677.9亿元，随着技术发展和市场成熟，微短剧市场有望持续扩容。在2025年中国用户偏好使用的短视频平台中，抖音占比最高，达39.55%，成为用户最偏好的短视频平台；快手占比27.19%。这一数据表明，抖音系平台在用户偏好使用的短视频平台中占据较高比例，反映出其强大的用户吸引力；各平台因内容特色、功能差异等，在用户偏好选择上呈现不同格局。
在2025年中国用户网购过的短视频平台中，抖音占比最高，达44.70%，是用户进行网购最常用的短视频平台；其次是快手，占比37.11%；这表明抖音、快手在短视频电商领域占据较大市场份额，更受用户青睐，平台的内容生态、用户基础、电商功能等因素可能影响用户的网购选择。艾媒咨询分析师认为，未来短视频行业将在技术融合与场景延伸中深化发展：AI大模型赋能内容精准创作，实现“用户画像-脚本生成-智能剪辑”全流程自动化；“短视频+”模式渗透至医疗、教育、文旅等领域，如虚拟问诊短视频科普、景区AR导览等场景落地；商业化层面，品牌定制短剧、互动广告等创新形式崛起。同时合规化运营与用户隐私保护成为行业可持续发展的核心议题。
In recent years, driven by technological iteration and the upgrading of user demands, China's short-video industry has formed a mature ecosystem. According to the latest "Analysis of China's short video market environment and user behavior survey data in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the market size of micro-short dramas in China was 50.44 billion yuan in 2024. It is expected to grow to 67.79 billion yuan in 2025. With the development of technology and the maturity of the market, the micro-short drama market is expected to continue to expand. The short-video platforms preferred by Chinese users in 2025.Among them, Douyin has the highest proportion, reaching 39.55%, and has become the most preferred short-video platform by users. Kuaishou accounts for 27.19%. This data indicates that the Douyin platform accounts for a relatively high proportion among the short-video platforms preferred by users, reflecting its strong user appeal. Due to differences in content features and functions, various platforms present different patterns in users' preference choices.
Among the short-video platforms where Chinese users made online purchases in 2025, Douyin had the highest proportion, reaching 44.70%, and was the most commonly used short-video platform for users to make online purchases. The second is Kuaishou, accounting for 37.11%. This indicates that Douyin and Kuaishou hold a significant market share in the short-video e-commerce field and are more favored by users. Factors such as the content ecosystem, user base, and e-commerce functions of the platforms may influence users' online shopping choices. Analysts from iiMedia Research believe that in the future, the short-video industry will deepen its development through technological integration and scene extension: AI large models will empower precise content creation, achieving full-process automation from "user profiling - script generation - intelligent editing". The "short video +" model has permeated into fields such as healthcare, education, and cultural tourism, for instance, scenarios like virtual consultation short video science popularization and AR guided Tours in scenic spots have been implemented. At the commercial level, innovative forms such as brand-customized short dramas and interactive advertisements have emerged. Meanwhile, compliant operation and user privacy protection have become the core issues for the sustainable development of the industry.

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 | 2025年中国旅拍市场消费行为洞察分析报告

随着人们生活水平的提高和旅游消费观念的转变，旅拍作为一种融合旅游与摄影的新兴服务模式，近年来在市场上迅速崛起。它不仅满足了人们在旅行过程中记录美好瞬间的需求，还为游客提供了具有专业水准的摄影作品，成为旅游市场的新热点。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年中国旅拍市场消费行为洞察分析报告》数据显示，53.70% 的消费者将记录旅行中的美好瞬间作为旅拍首要目的，这体现出旅拍在满足消费者情感诉求与记忆留存方面的核心价值，也意味着旅拍行业应着重突出拍摄服务的纪念意义，提升消费者在旅行中的情感体验。而古迹 / 遗址、古典园林等历史人文景观以 54.37% 的占比成为旅拍首选，表明消费者对历史文化景观兴趣极高，这背后是大众对文化底蕴的追求。艾媒咨询分析师认为，旅拍市场作为旅游和摄影行业的新兴细分领域，具有广阔的发展前景和巨大的市场潜力。尽管目前面临着一些挑战，但随着市场的不断成熟、行业规范的逐步完善，以及技术的不断创新，旅拍市场将迎来更加健康、有序的发展。
With the improvement of people's living standard and the change of tourism consumption concept, travel photography, as a new service model integrating tourism and photography, has risen rapidly in the market in recent years. It not only meets the needs of people to record beautiful moments in the process of travel, but also provides tourists with professional photography, which has become a new hot spot in the tourism market. According to the latest "Analysis report on China travel photography market consumer behavior in 2025" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, 53.70% of consumers will record the beautiful moments of travel as the primary purpose of travel photography. This reflects the core value of travel photography in satisfying consumers' emotional demands and retaining memories, and also means that the travel photography industry should focus on the commemorative significance of shooting services to enhance consumers' emotional experience in travel. Historical and cultural landscapes such as monuments/sites and classical gardens became the first choice for travel photography with 54.37%, indicating that consumers have a high interest in historical and cultural landscapes, which is behind the public's pursuit of cultural heritage. Analysts of IIMedia Consulting believe that the travel photography market, as an emerging segment of the tourism and photography industry, has broad development prospects and huge market potential. Although currently facing some challenges, with the continuous maturity of the market, the gradual improvement of industry norms and the continuous innovation of technology, the travel auction market will usher in a more healthy and orderly development.