艾媒咨询 | 2026年中国新消费趋势白皮书

2025年，中国消费市场在政策协同发力与需求结构升级双重驱动下，实现稳步扩容与质效提升，消费作为经济增长“压舱石”的作用愈发凸显。市场结构持续优化，服务消费提速，文旅、文体休闲等服务领域保持增长，绿色消费、升级类消费需求也在加速释放，消费市场整体呈现“稳中有进、结构优化、业态创新”的鲜明特征。
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年中国新消费趋势白皮书》数据显示，情绪经济赛道以2.72万亿元市场规模成为增长新引擎，宠物经济、潮玩经济、户外经济及新式茶饮分别凭借情感寄托、IP社交、场景疗愈与文化出海属性快速扩容；品质生活赛道呈现多元化升级态势，银发经济从“养老”向“享老”跃迁，2025年养老产业市场规模达16.1万亿元，健康消费向主动预防转型，精准饮食、品质家居、文化娱乐消费持续升温；智能科技赛道迎来爆发期，原生AI终端密集上市，数字人核心市场规模达480.6亿元，服务机器人场景化应用加速，智能网联汽车构建移动第三智能空间，技术正深度重塑消费体验。
艾媒咨询分析师认为，未来消费市场扩容提质态势将持续巩固，五大新兴趋势值得重点关注：①下沉市场从人口红利转向价值红利，“品质下沉”与“体验下沉”成为新方向；②“AI+”全场景融合催生个性化生活管家服务，重构消费服务模式；③虚实融合加速推进，数字资产与实体消费边界逐步模糊；④可持续消费从理念渗透走向全链路行动闭环，绿色低碳成为产业共识；⑤生态化出海成为主流，企业加速构建全球化价值共生体系。
In 2025, China's consumer market achieved steady expansion and quality-efficiency improvements driven by the synergistic force of policies and the upgrading of demand structure. Consumption has played an increasingly prominent role as the "ballast" of economic growth. The market structure has continued to optimize, with service consumption accelerating its growth. Service sectors such as culture and tourism, sports, and leisure maintained expansion, while demand for green consumption and premium consumption also accelerated its release. The consumer market as a whole exhibited distinct characteristics of "stability with progress, structural optimization, and format innovation."
According to the latest data from White paper on China's new consumption trends in 2026 released by the global third-party new economy industry data mining and analysis agency iiMedia Research, the emotional economy sector, with a market size of 2.72 trillion yuan, has emerged as a new engine of growth. Pet economy, trend toy economy, outdoor economy, and new-style tea drinks have expanded rapidly, leveraging attributes such as emotional attachment, IP social interaction, scene-based healing, and cultural export. The quality lifestyle sector shows a trend of diversified upgrading, with the silver-haired economy transitioning from "elderly care" to "enjoyable aging." In 2025, the elderly care industry's market size reached 16.1 trillion yuan. Health consumption is shifting toward proactive prevention, while precise nutrition, quality home living, and cultural entertainment consumption continue to gain momentum. The smart technology sector is experiencing an explosive period, with the launch of native AI terminals, the core market size of digital humans reaching 48.06 billion yuan, accelerated scenario-based applications of service robots, and smart connected vehicles constructing a mobile third intelligent space. Technology is deeply reshaping the consumer experience.
iiMedia Research analysts believe that the trend of expansion and quality improvement in the consumer market will continue to solidify in the future, with five emerging trends worthy of close attention:①The sinking market is shifting from a demographic dividend to a value dividend, with "quality down-reaching" and "experience down-reaching" emerging as the new focal points.②The full-scenario integration of "AI+" is giving rise to personalized life concierge services, fundamentally reconstructing consumer service models.③The convergence of the virtual and real worlds is accelerating, gradually blurring the boundaries between digital assets and physical consumption.④Sustainable consumption is evolving from conceptual penetration to a full-chain action cycle, with green and low-carbon practices becoming an industry-wide consensus.⑤Ecosystem-based global expansion is becoming mainstream, as enterprises accelerate the establishment of a global value co-creation system.

艾媒舆情|京东遭“薅羊毛”事件舆情监测报告

本报告研究涉及企业/品牌/案例：京东，星巴克，拼多多，天猫，人民日报，腾讯网，新浪财经

2020年1月7日，京东家电发生了被薅羊毛的事件。平台促销期间优惠券设置系统出现短时间异常，原本需要满千元才能使用的200元满减优惠变成无门槛使用，导致羊毛党疯狂下单。大量200元左右的小家电被一扫而空，其中仅一款烤箱就被下单24万次，到手价仅6元，京东一夜之间被撸实际商品总额达到7000万元。
On January 7, 2020, the incident of quilted wool occurred at JD.com. During the promotion period of the platform, the coupon setting system was abnormal for a short time, and the 200 yuan full discount that originally required a thousand yuan to use became a threshold-free use, which caused the Wool Party to frantically place orders. A large number of small household appliances around 200 yuan were swept away, of which only one oven was ordered 240,000 times, and the hand price was only 6 yuan. The total amount of Jingdong's actual goods was over 70 million yuan overnight.

艾媒报告|2018饿了么超级会员专题研究报告

中国消费者正在经历新一轮的消费升级，付费会员这类能提供升级权益的服务开始在在线外卖行业得到推广。iiMedia Research（艾媒咨询）数据显示，2018中国在线外卖会员规模超过8000万人。其中饿了么的超级会员用户更是呈现出消费能力强、品质外卖倾向性高的特点。

As the data of iiMedia Research showed, the scale of Chinese online take-out members reached more than 80 million in 2018. Among them, Eleme super member are showing strong consumption ability and higher intention for the quality take-out. As the data of iiMedia Research showed, 80% of the Eleme super members intend to order quality take-out.The paid membership business representing high-quality goods and services can bring value-added services and upgrade experiences to consumers. The paid membership business will grow at a high speed and become the development trend of the online catering and take-out platform industry.

艾媒咨询 | 2025年中国演唱会市场发展状况与消费行为调查数据

随着数字宣发普及及跨城观演常态化，中国演唱会市场正迈入规模化与专业化发展的新阶段。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年中国演唱会市场发展状况与消费行为调查数据》显示，2025年中国演出市场规模为969.10亿元，预计2026年将达到1017.03亿元。消费需求稳步回升、线下娱乐场景吸引力增强、以及演出内容与形式的持续创新，共同推动了演出市场规模的持续扩张。预计未来几年，随着居民消费水平的提高和文化需求的增加，演出市场规模将继续扩大。
在2025年中国消费者观看演唱会的主要原因中，占比最高的是“喜爱的明星重启演唱会”，达到49.20%；其次是“个人消费水平恢复”，占比47.30%；排名第三的是“个人喜好”，占比42.60%。此外，在消费者参加演唱会的考虑因素中，排名前三位的因素分别是举办城市远近（30.10%）、时间是否合适（27.30%）和票价高低（15.20%）。这表明演唱会市场的复苏由喜爱明星的回归与个人消费信心双向驱动，情感连结是核心引擎。同时，消费决策呈现高度理性化：即使对明星充满热情，地理位置、时间成本与票价等现实因素仍是关键约束，反映出市场已进入情感冲动与精打细算并存的“理性热爱”新阶段。
艾媒咨询分析师认为，未来中国演唱会市场将呈现三大趋势。一是市场结构持续细分与下沉：在核心城市竞争白热化的同时，演出将加速向二三线城市渗透，以匹配消费者对“举办城市远近”的敏感需求。二是体验价值成为核心竞争维度：市场从单一的明星驱动，加速向“明星IP×创新制作×沉浸科技”的综合体验驱动转变，VR/AR等技术将深度应用于线上直播与现场互动，提升附加值以平衡消费者对票价的考量。三是商业模式融合化：“演唱会+”模式将成熟发展，与文旅、商业地产、品牌营销深度绑定，形成跨业态消费闭环，从而优化成本并拓宽收入来源。中国演唱会市场将在狂热与理性的动态平衡中，走向更专业、更精细化的新阶段。
With the popularization of digital promotion and the normalization of cross-city performances, the Chinese concert market is entering a new stage of scale and professional development. According to the latest "2025 China Concert Market Development Status and Consumer Behavior Survey Data" 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 performance market in 2025 is 96.91 billion yuan, and it is expected to reach 101.703 billion yuan in 2026. The steady recovery of consumer demand, the enhanced appeal of offline entertainment scenarios, and the continuous innovation of performance content and forms have jointly driven the continuous expansion of the performance market. It is expected that in the coming years, with the improvement of residents' consumption levels and the increase in cultural demands, the scale of the performance market will continue to expand.
Among the main reasons for Chinese consumers to watch concerts in 2025, the highest proportion is "favorite stars restarting concerts", reaching 49.20%; followed by "personal consumption level recovery", accounting for 47.30%; and the third is "personal preference", accounting for 42.60%. In addition, among the factors consumers consider when attending concerts, the top three factors are the distance of the hosting city (30.10%), whether the time is suitable (27.30%), and the ticket price (15.20%). This indicates that the recovery of the concert market is driven by the return of favorite stars and the restoration of personal consumption confidence, with emotional connection being the core engine. At the same time, consumer decisions show a high degree of rationalization: even if they are passionate about stars, factors such as geographical location, time cost, and ticket prices remain key constraints, reflecting that the market has entered a new stage of "rational love" where emotional impulse and careful calculation coexist.
Analysts from iiMedia Research believe that the Chinese concert market will present three major trends in the future. First, the market structure will continue to be segmented and sink: while competition in core cities intensifies, performances will accelerate their penetration into second- and third-tier cities to match consumers' sensitive demand for "distance of the hosting city". Second, experience value will become the core competitive dimension: the market will shift from being solely driven by stars to being driven by a comprehensive experience of "star IP × innovative production × immersive technology", with VR/AR and other technologies deeply applied in live streaming and on-site interaction to increase added value and balance consumers' consideration of ticket prices. Third, business models will be integrated: the "concert +" model will mature and develop, deeply binding with tourism, commercial real estate, and brand marketing to form a cross-industry consumption closed loop, thereby optimizing costs and broadening revenue sources. The Chinese concert market will move towards a more professional and refined new stage in the dynamic balance of enthusiasm and rationality.

*ST星星：2021年第三季度报告

艾媒报告 | 2017-2018年中国在线餐饮外卖市场研究报告

iiMedia Research（艾媒咨询）数据显示，中国在线餐饮外卖市场规模增速持续放缓，但仍有一定上探空间，2017年外卖市场规模突破2000亿元大关，预计2018年将达到2430亿元。艾媒咨询分析师认为，随着在线餐饮外卖逐渐渗透到日常生活中，其市场发展未来已进入稳定期，在线餐饮平台发展需的重点应从增量转向用户存量的挖掘，配送效率、服务体验、食品安全将是未来竞争的重点所在。

艾媒报告丨2017Q3中国在线餐饮外卖市场研究报告

　　2017年12月4日，全球领先的新经济行业数据挖掘和分析机构iiMedia Research(艾媒咨询)权威发布《2017Q3中国在线餐饮外卖市场研究报告》。报告显示，2017年第三季度饿了么收购百度外卖后，以54.5%的用户市场份额占比领跑市场，美团外卖占比41.9%位居其后。

艾媒报告|2017上半年中国在线餐饮外卖行业研究报告

2017年8月21日，全球领先的新经济行业数据挖掘和分析机构iiMedia Research(艾媒咨询)权威发布权威发布《2017上半年中国在线餐饮外卖行业研究报告》。

艾媒报告丨中国在线外卖餐饮行业研究报告

iiMedia Research(艾媒咨询)数据显示，中国在线订餐市场自2011年一直保持较高速增长，2016年市场规模达到1662.4亿元，增长率为33.0%，2017年市场规模预计将达到2045.6亿元，增长率将进一步放缓，为23.1%。

艾媒报告丨2016-2017中国在线餐饮外卖市场研究报告

iiMedia Research(艾媒咨询)数据显示，2016年中国在线订餐市场规模达到1662.4亿元，增长率为23.1%，相比之前有大幅下降。