艾媒咨询 | 2025年中国饮料行业发展状况及消费行为调查数据

近年来，随着消费水平的不断提升，饮料消费场景愈发多元化，消费者的需求也变得更加细致。从最初的单一解渴需求，到如今涵盖社交、运动、美容、提神等多种需求，饮料市场正经历着前所未有的变革。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年中国饮料行业发展状况及消费行为调查数据》显示，2024年中国饮料行业市场达到14263.5亿元，预计2026年可达16095.5亿元。随着消费需求的持续升级与产业数字化转型深化，中国饮料市场呈现多元化发展态势，主要体现在以线上直播购物、智能无人售货为代表的消费渠道升级，以低糖配方、功能成分为核心的健康需求驱动，以及以气泡水、电解质水为热点的品类创新趋势三大方向。
　　在2025年中国消费者常喝的饮料类型中，包装饮用水（37.30%）占据首位，茶饮料（32.90%）、果汁/蔬菜汁饮料（30.80%）及碳酸饮料（30.50%）紧随其后。此外，从信息获取渠道来看，内容分享平台（48.40%）与短视频平台（47.00%）是消费者了解饮料产品的核心阵地，两者占比均超过45%，充分证明了数字化媒介在当今饮料市场推广中不可或缺的战略价值。整体来看，消费者的消费选择清晰指向健康化趋势，同时饮料品牌需聚焦数字化阵地，以优质内容触达并引导消费者决策。
　　艾媒咨询分析师认为，中国饮料行业未来将呈现以下发展趋势。一是健康化与功能化持续深化，“低糖、零卡”成为基础需求，含有益生菌、透明质酸钠等功能性成分的饮料将成为市场新增量。二是品类边界进一步融合，茶、果汁、碳酸饮料等传统界限被打破，创新融合口味满足消费者猎奇心理。三是数字化营销成为核心阵地，品牌需通过内容平台与短视频直播，构建从种草到消费的闭环，精准触达年轻圈层。
　　In recent years, with the continuous improvement of consumption levels, the consumption scenarios of beverages have become increasingly diversified, and consumers' demands have become more detailed. From the initial single demand for quenching thirst to the current coverage of socializing, sports, beauty, and energy boosting, the beverage market is undergoing an unprecedented transformation. According to the latest "2025 China Beverage Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, the Chinese beverage market reached 1,426.35 billion yuan in 2024 and is expected to reach 1,609.55 billion yuan in 2026. With the continuous upgrading of consumption demands and the deepening of industrial digital transformation, the Chinese beverage market is showing a diversified development trend, mainly reflected in three directions: the upgrading of consumption channels represented by online live shopping and intelligent unmanned vending, the driving force of health demands centered on low-sugar formulas and functional ingredients, and the trend of category innovation with sparkling water and electrolyte water as hotspots.
　　Among the types of beverages that Chinese consumers often drink in 2025, packaged drinking water (37.30%) takes the lead, followed by tea beverages (32.90%), fruit/vegetable juice beverages (30.80%), and carbonated beverages (30.50%). In addition, in terms of information acquisition channels, content sharing platforms (48.40%) and short video platforms (47.00%) are the core areas for consumers to learn about beverage products, with both proportions exceeding 45%, fully demonstrating the indispensable strategic value of digital media in the promotion of the current beverage market. Overall, consumers' consumption choices clearly point to a trend towards health, and beverage brands need to focus on digital platforms to reach and guide consumers' decisions with high-quality content.
　　Analysts from iiMedia Research believe that the Chinese beverage industry will present the following development trends in the future. First, health and functionalization will continue to deepen, with "low sugar, zero calories" becoming basic demands, and beverages containing functional ingredients such as probiotics and sodium hyaluronate will become new market growth points. Second, category boundaries will further merge, with traditional boundaries between tea, fruit juice, and carbonated beverages being broken, and innovative fusion flavors will satisfy consumers' curiosity. Third, digital marketing will become the core battlefield, and brands need to build a closed loop from product promotion to consumption through content platforms and short video live streaming, precisely reaching the younger generation.

艾媒咨询 | 2025-2026年中国婴幼儿托育市场运行数据及趋势报告

随着生育政策调整，许多家庭尤其是双职工家庭面临婴幼儿照护的现实困境。国家卫生健康委提出规划目标，至2025年，中国每千人口拥有的3岁以下婴幼儿托位数将达到4.5个，并新增普惠性托位66万个。iiMedia Research（艾媒咨询）数据显示， 2024年中国婴幼儿托育市场规模达1518.1亿元，预计到2030年将进一步攀升至2323.1亿元。问卷调研显示，近半数家长对托育服务有需求。受访者对当前婴幼儿托育服务不满意的首要因素包括费用高（37.89%）和师资力量不足（35.79%）；与此同时，托育机构的安全性与环境设施等问题也引发普遍顾虑。未来，托育机构需重点从“降成本、强师资、保安全”三方面着手，提升用户信任度与满意度。
With the adjustment of the fertility policy, many families, especially dual-income families, are facing the practical predicament of infant and toddler care. The National Health Commission has set a planning goal that by 2025, the number of childcare places for children under the age of 3 per 1,000 people in China will reach 4.5, and an additional 660,000 inclusive childcare places will be added. iiMedia Research data shows that shows that the scale of China's infant and toddler care market reached 151.81 billion yuan in 2024 and is expected to further rise to 232.31 billion yuan by 2030. A questionnaire survey shows that nearly half of the parents have a demand for childcare services. The primary factors that respondents are dissatisfied with regarding the current infant and toddler care services include high costs (37.89%) and insufficient teaching staff (35.79%). Meanwhile, issues such as the safety and environmental facilities of childcare institutions have also raised widespread concerns. In the future, childcare institutions need to focus on three aspects: reducing costs, strengthening teaching staff, and ensuring safety, to enhance users' trust and satisfaction.

艾媒咨询 | 2025年中国餐饮行业发展状况及消费行为调查数据

在预制菜技术与消费升级的双重驱动下，中国餐饮行业正从粗放增长转向精耕细作，进入“品质与效率兼顾，场景与体验融合”的产业转型新阶段。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年中国餐饮行业发展状况及消费行为调查数据》显示，2024年中国餐饮行业市场规模为55718亿元，同比增长7.4%，预计2025年市场规模将达59284亿元。此外，2024年中国预制菜市场规模已经达到4850亿元，预计2026年预制菜市场规模达到7490亿元。这表明预制菜已成为驱动餐饮业增长与变革的核心引擎。未来，餐饮市场的竞争将愈发聚焦于供应链能力与产品创新，预制菜技术的深化应用将持续重塑行业的格局与体验。
2025年中国餐饮消费调研显示，消费者最为关注的两大因素为“菜品丰富度”（35.57%）与“餐饮卫生干净”（34.01%），反映出对多元体验与基础安全并重的双重需求。紧随其后的“餐饮价格”（33.05%）和“菜品营养健康”（31.98%），则进一步体现出消费者在追求性价比的同时，对健康品质的日益重视。在餐饮类型选择上，火锅以46.71%的偏好度成为最受欢迎的品类，而快餐（46.59%）与正餐（46.23%）亦几乎并驾齐驱，显示出中国餐饮市场在社交型、效率型与品质型消费之间形成的多元共生态势。这表明，中国餐饮市场已进入一个“体验与效率并重、多元与健康并行”的精细化发展阶段。消费者既追求通过丰富菜品和火锅社交获得情绪价值，也注重快餐的效率与正餐的品质。未来，餐饮品牌需精准平衡卫生安全、营养健康与价格价值，才能在激烈的市场竞争中赢得核心优势。
艾媒咨询分析师认为，中国餐饮行业将呈现以下发展趋势：一是标准化与个性化并存，预制菜技术提升效率的同时，定制化、健康化需求凸显；二是场景消费持续深化，火锅等社交餐饮与快餐、品质正餐形成多元生态；三是数字化全面渗透，从供应链管理到会员运营，数据驱动精益增长。行业竞争核心将从规模扩张转向品质、效率与体验的深度融合，开启高质量发展新阶段。
Driven by the dual forces of pre-prepared food technology and consumption upgrade, China's catering industry is shifting from extensive growth to meticulous cultivation, entering a new stage of industrial transformation that emphasizes both quality and efficiency, as well as the integration of scenarios and experiences. According to the latest "2025 China Catering Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, the scale of China's catering industry reached 5,571.8 billion yuan in 2024, growing by 7.4% year-on-year. It is projected that the market size will reach 5,928.4 billion yuan in 2025. Additionally, the scale of China's pre-prepared food market has already reached 485 billion yuan in 2024, and it is expected to reach 749 billion yuan in 2026. This indicates that pre-made dishes have become the core engine driving growth and transformation in the catering industry. In the future, competition in the catering market will increasingly focus on supply chain capabilities and product innovation, while the deepened application of pre-made dish technology will continue to reshape the industry's landscape and experience.
The 2025 China Catering Consumption Survey shows that the two most concerned factors for consumers are "richness of dishes" (35.57%) and "cleanliness of catering" (34.01%), reflecting the dual demands for diverse experiences and basic safety. The following "catering prices" (33.05%) and "nutritional health of dishes" (31.98%) further demonstrate that while consumers pursue cost-effectiveness, they also increasingly value health quality. In terms of catering type selection, hot pot has become the most popular category with a preference rate of 46.71%, while fast food (46.59%) and formal meals (46.23%) are almost on par, indicating a diversified and coexisting trend in China's catering market among social, efficient, and quality-oriented consumption. This suggests that China's catering market has entered a refined development stage that emphasizes both experience and efficiency, as well as diversity and health. Consumers not only seek emotional value through rich dishes and social hot pot dining but also pay attention to the efficiency of fast food and the quality of formal meals.In the future, catering brands need to precisely balance hygiene and safety, nutritional health and price value in order to gain a core competitive edge in the fierce market competition.
Analysts from iiMedia Research believe that China's catering industry will present the following development trends: first, the coexistence of standardization and personalization, where pre-prepared food technology enhances efficiency while customized and healthy demands become prominent; second, the continuous deepening of scene consumption, with social dining like hot pot forming a diverse ecosystem with fast food and quality formal meals; third, the comprehensive penetration of digitalization, from supply chain management to member operation, driven by data for lean growth. The core of industry competition will shift from scale expansion to the deep integration of quality, efficiency, and experience, initiating a new stage of high-quality development.

艾媒咨询 | 2025年中国托育行业消费行为调查数据

在全球范围内，0-3岁婴幼儿的托育服务已成为各个国家或地区高度重视的家庭政策议题, 并被上升为公共服务体系建设的一部分。随着中国实施“三孩生育政策”，对婴幼儿托育行业的需求正在不断增加，更多家长会考虑将孩子送到托育机构。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年中国托育行业发展状况及消费行为调查数据》数据显示，2024年中国0-3岁婴幼儿托育市场规模为1518.1亿元，预计2030年中国0-3岁婴幼儿托育市场规模达2323.1亿元。调研数据显示，居住地附近缺乏合适的玩伴或教育环境的需求以39.29%的占比位居首位，凸显了家长对儿童成长环境的高度关注。与此同时，让孩子提前适应集体生活和通过早期教育开发孩子能力的需求均以35.71%的占比并列第二，反映出家长对孩子社交能力培养和早期智力发展的同等重视。在托育机构选择方面，社区托育机构以45.54%的占比成为家长的首选，体现了他们对便捷性和社区归属感的偏好；公办托育机构则以43.08%的占比紧随其后，进一步印证了家长对公办机构专业性和规范性的信任与青睐。艾媒咨询分析师认为，家长对儿童早期教育和社交能力培养的重视推动了托育需求的增长，同时政策支持和社会资本的涌入也为市场注入了活力。然而，托育市场仍面临着服务质量参差不齐、师资力量不足等挑战。未来，随着标准化建设和科技赋能，托育市场将朝着更专业、更智能、更普惠的方向发展，成为解决家庭育儿难题的重要支撑。
Globally, childcare services for infants and toddlers aged 0-3 have become a highly valued family policy issue in various countries or regions and have been elevated to a part of the public service system construction. With the implementation of the "three-child fertility policy" in China, the demand for the infant and toddler care industry is constantly increasing, and more parents will consider sending their children to care institutions. According to the latest "Survey data on the development status and consumer behavior of China's childcare industry 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 childcare for infants and toddlers aged 0-3 in China will be 151.81 billion yuan in 2024. It is estimated that the market size of infant and toddler care for children aged 0-3 in China will reach 232.31 billion yuan by 2030. Research data shows that the demand for a lack of suitable playmates or educational environments near one's residence ranks first with a proportion of 39.29%, highlighting parents' high concern about their children's growth environment. Meanwhile, the demands for children to adapt to collective life in advance and for developing children's abilities through early education both accounted for 35.71% and tied for second place, reflecting parents' equal emphasis on the cultivation of children's social skills and early intellectual development. In terms of the selection of childcare institutions, community-based childcare institutions, with a proportion of 45.54%, have become the first choice for parents, reflecting their preference for convenience and a sense of community belonging. Public childcare institutions followed closely with a proportion of 43.08%, further confirming parents' trust and favor for the professionalism and standardization of public institutions. Analysts from iiMedia Research believe that parents' emphasis on early childhood education and the cultivation of social skills has driven the growth of the demand for childcare services. Meanwhile, policy support and the influx of social capital have also injected vitality into the market. However, the childcare market still faces challenges such as uneven service quality and insufficient teaching staff. In the future, with the construction of standardization and the empowerment of technology, the childcare market will develop in a more professional, intelligent and inclusive direction, becoming an important support for solving the problems of family child-rearing.

艾媒咨询 | 2025年中国移动储能市场消费行为调查数据

移动储能市场正随着新能源技术的发展和户外活动需求的增长而迅速扩张，其核心特点是便携性、高效能和多功能性，广泛应用于户外旅行、应急供电、家庭备用电源等场景。消费者对清洁能源和可持续生活方式的追求推动了移动储能产品的普及，同时技术进步也带来了更高的能量密度和更长的使用寿命。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年中国移动储能市场消费行为调查数据》数据显示，KOL网红/明星带货直播间以40.23%的占比位居首位，凸显了社交媒体和KOL在消费者购买决策中的强大影响力，进一步印证了内容营销和信任经济在移动储能产品销售中的关键作用。在应用场景方面，市政及园林景观观赏便民服务用电以39.36%的占比成为最受认可的场景，反映了移动储能在提升公共服务和城市景观中的重要作用；与此同时，矿山等偏远地区应急用电同样以39.36%的占比并列第一，突显了移动储能在应急场景下的不可替代性，进一步彰显了其作为可靠能源解决方案的市场价值。艾媒咨询分析师认为，未来，随着电池技术的突破和智能化应用的深化，移动储能市场将朝着更轻便、更智能、更环保的方向发展，成为新能源领域的重要增长点。
The mobile energy storage market is expanding rapidly with the development of new energy technologies and the growth of demand for outdoor activities, and its core characteristics are portability, high efficiency and versatility, which are widely used in outdoor travel, emergency power supply, home backup power supply and other scenarios. Consumers' pursuit of clean energy and sustainable lifestyles has driven the popularity of mobile energy storage products, while technological advances have also led to higher energy density and longer service life. According to the latest "Survey data of consumption behavior of China's mobile energy storage market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, KOL network celebrities/stars with goods live broadcast room ranked first with 40.23%. It highlights the strong influence of social media and Kols in consumer purchasing decisions, further confirming the key role of content marketing and trust economy in the sales of mobile energy storage products. In terms of application scenarios, the electricity consumption for municipal and garden landscape viewing convenience services became the most recognized scene with 39.36%, reflecting the important role of mobile energy storage in improving public services and urban landscape. At the same time, emergency electricity consumption in remote areas such as mines also ranked first with 39.36%, highlighting the irreplaceability of mobile energy storage in emergency scenarios, and further highlighting its market value as a reliable energy solution. Analysts believe that in the future, with the breakthrough of battery technology and the deepening of intelligent applications, the mobile energy storage market will develop in the direction of lighter, smarter and more environmentally friendly, and become an important growth point in the field of new energy.

艾媒咨询 | 2025年中国家电行业市场发展状况与消费行为调查数据

近年来，中国家电行业在消费升级与技术创新双重驱动下，呈现出多元化、智能化发展态势。同时在消费理念持续革新与科技浪潮迅猛奔涌的当下，中国家电行业正经历着深刻而快速的变革。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年中国家电行业市场发展状况与消费行为调查数据》数据显示，2023年中国家电市场的成交额达到131.30亿元，随着居民收入水平提高和智能化、绿色化家电产品的推广，家电市场成交额有望继续增长。在2025年中国家电消费者首选家电品牌中，美的以34.00%的占比位居首位，小米的占比则为33.25%，海尔的占比为30.88%。这表明绝大部分用户在选择家电品牌时优先选择市面上耳熟能详的品牌。在对家电品牌认可的方面中，61.00%的消费者选择了“产品设计独特、人性化”，50.75%的消费者选择了“产品间能达成一键互联、智能操控”，说明在家电市场中消费者更倾向于选择具有个性化、人性化和智能感强，操控方便的家电产品。在消费者认为智能家电行业所处阶段的调查中，46.12%的消费者认为智能家电处于“初步应用”阶段，38.88%的消费者认为处于“快速成长”阶段。这说明大部分消费者认为中国智能家电市场还处于起步或快速发展阶段，市场潜力和前景均十分庞大。艾媒咨询分析师认为，未来中国家电行业需走精细化发展道路。企业要加大核心技术研发投入，优化产品功能与性能，提升用户体验；同时，需关注市场需求变化，抓住细分市场机遇，推动家电行业持续升级。
In recent years, driven by both consumption upgrade and technological innovation, China's home appliance industry has shown a diversified and intelligent development trend. At the same time, in the current era of continuous innovation in consumption concepts and the rapid advancement of the technological wave, China's home appliance industry is undergoing profound and rapid changes. According to the latest "iiMedia Report | Survey data on the market development status and consumer behavior of China's home appliance industry in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the transaction volume of China's home appliance market reached 13.13 billion yuan in 2023. In the future, with the increase in residents' income levels and the promotion of intelligent and green household appliances, the transaction volume of the household appliance market is expected to continue to grow. It indicates that the future prospects of the home appliance market in China are broad. In 2025, among the preferred home appliance brands of Chinese consumers, Midea ranked first with a share of 34.00%, followed by Xiaomi with 33.25% and Haier with 30.88%.This indicates that the vast majority of users give priority to well-known brands on the market when choosing home appliance brands. In terms of recognition of home appliance brands, 61.00% of consumers chose "unique product design and humanization", and 50.75% of consumers chose "one-click interconnection and intelligent control between products". The above survey indicates that in the home appliance market, consumers are more inclined to choose home appliances that are personalized, humanized, highly intelligent and easy to operate. Among the stages that consumers consider the smart home appliance industry to be in, 46.12% of them believe that smart home appliances are in the "initial application" stage, while 38.88% think they are in the "rapid growth" stage. This indicates that the majority of consumers believe that the smart home appliance market in China is still in its infancy or a stage of rapid development, with both huge market potential and prospects.Analysts from iiMedia Research believe that in the future, China's home appliance industry needs to follow a path of refined development. Enterprises should increase investment in core technology research and development, optimize product functions and performance, and enhance user experience. At the same time, it is necessary to pay attention to changes in market demand, seize opportunities in niche markets, and promote the continuous upgrading of the home appliance industry.

艾媒咨询 | 2025年中国智能小家电典型企业研究与消费者调查数据

随着居民生活水平提升、消费观念转变，以及技术不断革新，智能小家电市场前景广阔，有望在未来持续拓展品类、提升智能化程度，满足消费者对便捷、健康、高品质生活的追求。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年中国智能小家电典型企业研究与消费者调查数据》显示，2024年市场规模达到2099亿元，预计2030年将进一步增长至3393亿元，表明智能小家电正处于高速增长期。消费者对这类产品的需求持续上扬，其市场前景极为广阔。
在中国智能小家电消费者中，93.07%的消费者表示愿意购买，而仅有6.93%的消费者表示不愿意购买；每周使用小家电的频率中，3-4次的使用频率最高，占比达到56.65%，5-7次占比25.66%，7次以上的使用频率为10.78%，而0-2次的使用频率仅为6.91%。体现智能小家电在中国市场的高度接受度和广泛的市场需求，市场潜力巨大，同时反映出小家电在中国家庭中的普及程度和使用频率较高。
艾媒咨询分析师指出，中国智能小家电行业未来发展前景乐观。消费端，随着居民生活水平提升，对生活品质愈发重视，追求便捷、高效、个性化的生活方式，智能小家电的智能化、多功能特性正好契合这一需求趋势。“一人经济”“银发经济” 兴起，促使对小型化、操作简易化智能小家电需求攀升，像迷你智能电饭煲、智能老人按摩仪等。同时，健康养生观念普及，消费者青睐具备健康功能的产品，如能精准控温、实现营养烹饪的智能电炖锅，以及可净化空气、监测水质的智能小家电，为行业开辟新增长点。技术层面，物联网、人工智能等技术持续进步，赋能智能小家电不断升级。政策上，“以旧换新” 等政策推动家电更新换代，刺激智能小家电市场需求释放。不过，行业也面临挑战，产品同质化严重，部分企业研发创新能力不足；市场竞争激烈，品牌众多，头部企业需巩固优势，中小企业要寻求差异化突围。
With the improvement of residents' living standards, the transformation of consumption concepts, and the continuous innovation of technology, the market prospects for smart small household appliances are broad. It is expected to continue to expand product categories and enhance the degree of intelligence in the future, meeting consumers' pursuit of a convenient, healthy and high-quality life. According to the latest "Research on Typical Enterprises of Smart Small Household Appliances in China in 2025 and Consumer Survey Data" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the market size will reach 209.9 billion yuan in 2024. It is expected to further increase to 339.3 billion yuan by 2030, indicating that smart small household appliances are in a period of rapid growth. The demand for such products from consumers continues to rise, and its market prospects are extremely broad.
Among Chinese consumers of smart small household appliances, 93.07% said they were willing to purchase, while only 6.93% said they were not. Among the weekly usage frequencies of small household appliances, those used 3 to 4 times have the highest proportion, reaching 56.65%, those used 5 to 7 times account for 25.66%, those used more than 7 times make up 10.78%, while those used 0 to 2 times only account for 6.91%. This reflects the high acceptance and extensive market demand of smart small household appliances in the Chinese market, with huge market potential. At the same time, it indicates the high popularity and usage frequency of small household appliances in Chinese households.
Analysts from iiMedia Research pointed out that the future development prospects of China's smart small household appliances industry are optimistic. On the consumer end, as residents' living standards improve, they are paying more and more attention to the quality of life and pursuing a convenient, efficient and personalized lifestyle. The intelligent and multi-functional features of smart small household appliances precisely meet this demand trend. The rise of the "one-person economy" and the "silver economy" has driven up the demand for small-sized and easy-to-operate smart small appliances, such as mini smart rice cookers and smart elderly massage devices. Meanwhile, with the popularization of health and wellness concepts, consumers favor products with health functions, such as smart electric stew POTS that can precisely control temperature and provide nutritious cooking, as well as smart small household appliances that can purify the air and monitor water quality, opening up new growth points for the industry. From a technical perspective, technologies such as the Internet of Things and artificial intelligence continue to advance, empowering the continuous upgrading of smart small household appliances. In terms of policy, policies such as "trade-in for new" have promoted the renewal of household appliances and stimulated the release of market demand for smart small household appliances. However, the industry also faces challenges, with severe product homogeneity and insufficient R&D and innovation capabilities in some enterprises. The market competition is fierce and there are numerous brands. Leading enterprises need to consolidate their advantages, while small and medium-sized enterprises should seek differentiated breakthroughs.

艾媒咨询 | 2025年中国数字人产业发展报告

2025年，当数字经济成为中国经济高质量发展的“主赛道”，数字人作为“虚拟与现实的连接者、智能传播的核心载体”，已从泛娱乐的“流量符号”进化为赋能产业转型、传承文化、提升城市竞争力的“基础设施”。在无锡举办的2025年中国国际智能传播论坛上，艾媒咨询受邀出席解读数字人产业的“技术突破、场景深化、生态构建”。iiMedia Research（艾媒咨询）数据显示，2024年中国数字人核心市场规模为339.2亿元，预计2030年将达到935.6亿元；2024年数字人带动市场规模为4785.3亿元，预计2030年为10468.6亿元。
By 2025, when the digital economy becomes the "main track" for China's high-quality economic development, digital humans, as the "connectors between the virtual and the real, and the core carriers of intelligent communication", have evolved from the "traffic symbols" of general entertainment to the "infrastructure" that empowers industrial transformation, inherits culture, and enhances urban competitiveness. At the 2025 China International Intelligent Communication Forum held in Wuxi, iiMedia Research was invited to attend and interpret the "technological breakthroughs, scenario deepening, and ecosystem construction" of the digital human industry. iiMedia Research data shows that the core market size of digital humans in China was 33.92 billion yuan in 2024 and is expected to reach 93.56 billion yuan by 2030. The market size driven by digital humans is expected to reach 478.53 billion yuan in 2024 and 1,046.86 billion yuan in 2030.

艾媒咨询 | 2025-2026年中国外贸企业出口转内销产品消费者购物行为需求调研报告

在当前全球贸易环境持续波动的背景下，中美贸易战的再度激化使中国外贸企业面临严峻挑战。为应对这一局势，中国政府及时推出“双循环”发展战略，积极引导外贸企业开拓国内市场，实现“出口转内销”的战略转型。在这一政策导向下，政府相关部门陆续出台配套支持措施，国内各大企业平台也迅速响应，纷纷设立外贸优品专区，共同构建内外贸一体化的发展格局。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《2025-2026年中国外贸企业出口转内销产品消费者购物行为需求调研报告》数据显示，88.79%的消费者支持国家和企业推出相关政策扶持中国外贸企业，同时支持设立外贸优品专区。其中，有66.87%的消费者认为这样可以丰富中国国内市场供给，满足大众的消费多元化需求。
在购买意愿方面，超过80%的消费者表示愿意选购“出口转内销”产品。在购买因素方面，价格合理（56.04%）与品牌知名度（56.04%）是影响购买决策的两大关键影响因素。在未来发展层面，超过70%的消费者认为调整产品功能以满足国内消费者多样化的需求是发展关键。另一方面，61.54%的消费者看重品牌认知度，因此，中国外贸企业需要加强品牌建设与营销推广。艾媒咨询分析师认为，中国外贸企业需以消费者需求为核心，通过数据驱动选品、全渠道体验优化、智能化服务升级，实现从 “出口代工” 到 “国内品牌” 的转型跨越。未来，价格透明化、品质可追溯、服务本地化将成为市场竞争的关键要素，推动出口转内销市场向规范化、高质量发展。
Against the backdrop of the continuous fluctuations in the current global trade environment, the renewed intensification of the trade war between China and the United States poses severe challenges to Chinese foreign trade enterprises. To cope with this situation, the Chinese government promptly launched the "dual circulation" development strategy, actively guiding foreign trade enterprises to explore the domestic market and achieve the strategic transformation from "export to domestic sales". Under this policy orientation, relevant government departments have successively introduced supporting measures, and major domestic enterprise platforms have also responded promptly, setting up special zones for high-quality foreign trade products one after another, jointly building an integrated development pattern of domestic and foreign trade. According to the latest data released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, in the "Research report on consumer shopping behavior demand for export-to-domestic sales products of China's foreign trade enterprises from 2025 to 2026", 88.79% of consumers support the introduction of relevant policies by the state and enterprises to support China's foreign trade enterprises, and at the same time support the establishment of special zones for high-quality foreign trade products. Among them, 66.87% of consumers believe that this can enrich the supply of the domestic market in China and meet the diversified consumption demands of the general public.
In terms of purchase intention, more than 80% of consumers indicated that they were willing to choose products that were "export-to-domestic sales". In terms of purchasing factors, reasonable price (56.04%) and brand awareness (56.04%) are the two key influencing factors affecting purchasing decisions. At the level of future development, over 70% of consumers believe that adjusting product functions to meet the diverse needs of domestic consumers is the key to development. On the other hand, 61.54% of consumers value brand recognition. Therefore, Chinese foreign trade enterprises need to strengthen brand building and marketing promotion. Analysts from iiMedia Research believe that Chinese foreign trade enterprises need to take consumer demands as the core, and achieve a transformation and leap from "export contract manufacturing" to "domestic brands" through data-driven product selection, optimization of the all-channel experience, and upgrading of intelligent services. In the future, price transparency, quality traceability and localized services will become key elements in market competition, promoting the development of the export-to-domestic market towards standardization and high quality.

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.