关于“密室逃脱”的报告
艾媒咨询 | 2025年中国密室逃脱行业消费行为调查数据
密室逃脱作为一种新兴的线下娱乐业态，近年来市场规模不断扩大，其受欢迎程度持续攀升。消费群体也日益多元，市场正不断拓展受众边界。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年中国密室逃脱行业消费行为调查数据》数据显示，消费者更期待密室逃脱游戏带来的氛围体验，占比达到33.61%。同时，超过一半的密室逃脱消费者（58.40%）愿意向朋友推荐店铺和主题，这表明密室逃脱行业具有较强的口碑传播潜力。密室逃脱行业在技术创新、消费体验升级和市场拓展方面展现出巨大潜力，未来有望成为娱乐市场中的重要组成部分。但密室逃脱行业也面临一些挑战，如游戏类型和内容的同质化问题。消费者对游戏类型的多样化和内容升级有较高期待，商家需要在剧情设计和谜题难度上不断创新。
As an emerging offline entertainment business format, the market scale of escape rooms has been continuously expanding in recent years, and their popularity has been steadily rising. The consumer group has also become increasingly diverse, and the market is constantly expanding its audience boundaries. According to the latest "Survey data on consumer behavior in China's escape room industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, consumers are more expecting the atmosphere experience brought by escape room games, accounting for 33.61%. At the same time, more than half of the escape room consumers (58.40%) are willing to recommend the store and theme to their friends, which indicates that the escape room industry has strong word-of-mouth communication potential. The escape room industry shows great potential in technological innovation, consumption experience upgrading and market expansion, and is expected to become an important part of the entertainment market in the future. However, the escape room industry also faces some challenges, such as the homogenization of game types and content. Consumers have high expectations for the diversification of game types and the upgrading of content, and merchants need to continuously innovate in plot design and puzzle difficulty.-
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艾媒咨询|2021年中国剧本杀行业用户研究及标杆企业案例分析报告
本报告涉及的案例/品牌/企业：推理大师，来闹LIENOW，百变大侦探
在大众娱乐需求增加、综艺背书等因素的影响下，剧本杀在进入国内市场后快速膨胀，2020年中国剧本杀市场规模已达117.4亿元，预计到2022年中国剧本杀行业市场规模将增至238.9亿元。面对不断庞大的剧本杀市场，大量资本为争夺更多的市场利润，纷纷介入剧本杀行业，将富有发展潜力的企业打造成头部企业，逐步提高头部企业的市场影响力，进而引领行业发展。未来，引入新技术、新玩法、新形式，打破目前逐渐出现的内容同质化现象，将是剧本杀品牌未来创新的重要方向。
Under the influence of increasing demand for mass entertainment, variety show endorsements and other factors, script killing has rapidly expanded after entering the domestic market. In 2020, the Chinese script killing market has reached 11.74 billion yuan. It is expected that the market size of China's script killing industry will increase to 2022. 23.89 billion yuan. In the face of the ever-increasing script-killing market, a large amount of capital has been involved in the script-killing industry to compete for more market profits, turning companies with development potential into top companies, gradually increasing the market influence of top companies, and leading the industry develop. In the future, introducing new technologies, new gameplay, and new forms to break the current homogenization of content will be an important direction for the future innovation of the script kill brand. -
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艾媒咨询|2021年中国剧本杀行业发展现状及市场调研分析报告
本报告研究涉及企业/品牌/案例：剧本杀，明星大侦探，谁是凶手，百变大侦探，我是谜，密室逃脱，狼人杀
伴随着《明星大侦探》等推理综艺走红，剧本杀游戏也成功出圈，成为年轻消费者偏好的休闲娱乐活动之一。同时随着体验经济的发展，人们对剧本杀这种新消费业态接受度比较高，从而推动其在国内的快速发展。在不断升级发展过程中，北京、成都、长沙等网红城市的剧本杀商家正在做“剧场+剧本杀”、“文旅+剧本杀”等新尝试，与剧本杀相关的新业态正蓄势待发。数据显示，2019年中国剧本杀市场规模超过百亿元，同比增长68.0%，2020年受疫情影响，市场规模以7%的增幅增至117.4亿元，同比增长7%。如今剧本杀已经形成了一条完整的产业链，剧本创作者、发行商、演员、门店商家、垂直平台等主体的参与将会推动行业规模持续扩张。
With the popularity of "star detective" and other reasoning variety shows, screenplay game has also been successfully out of the circle, becoming one of the leisure and entertainment activities preferred by young consumers. At the same time, with the development of experience economy, people's acceptance of this new consumption format is relatively high, so as to promote its rapid development in China. In the process of continuous upgrading and development, script killing businesses in online Red cities such as Beijing, Chengdu and Changsha are making new attempts such as "theater + script killing" and "cultural tourism + script killing", and new businesses related to script killing are ready to develop. According to the data, in 2019, the scale of China's market will exceed 10 billion yuan, with a year-on-year growth of 68.0%. In 2020, affected by the epidemic, the market scale will increase by 7% to 11.74 billion yuan, with a year-on-year growth of 7%. Now the script has formed a complete industrial chain. The participation of script creators, publishers, actors, stores, vertical platforms and other main bodies will promote the continuous expansion of the industry scale. -
艾媒咨询|2021-2022年中国夜间经济监测及典型城市案例分析
本报告研究涉及企业/品牌/案例：抖音，美团点评，小红书，淼鑫猪肚鸡，淼福猪肚鸡，海底捞，陈记顺和，传记潮发牛肉店，大龙焱，八合里海记，谭鸭血火锅，福鑫猪肚鸡，贤合庄卤味火锅
夜间经济的消费者不仅有助于拉动本地居民的内需，还能延长外地游客、商务办公者等的留存时间，带动当地经济发展。疫情期间，欧洲、美洲等地的大型活动基本取消，夜间经济活动几乎停滞。中国方面，在疫情防控常态化下，全国各地纷纷出台政策鼓励夜间经济的发展，推动夜间消费供应和消费需求的增长，预计2021年中国夜间经济发展规模将增至36万亿元。其中，北京、上海、广州等城市大力推进夜间经济的发展，通过夜间消费提质升级挖掘消费潜能，成为发展夜间经济的标杆城市。虽然受制于气候等因素，中国夜间经济整体呈现“南强北弱”的特点，但线上经济的繁荣为高纬度城市发展夜间经济带来了机遇。
The consumers of night economy not only help to stimulate the domestic demand of local residents, but also extend the retention time of foreign tourists and business office workers, and promote the development of local economy. During the epidemic period, large-scale activities in Europe, America and other places were basically cancelled, and economic activities at night almost stopped. On the Chinese side, under the normalization of epidemic prevention and control, various parts of the country have issued policies to encourage the development of night economy and promote the growth of night consumption supply and consumption demand. It is estimated that the development scale of China's night economy will increase to 36 trillion yuan in 2021. Among them, Beijing, Shanghai, Guangzhou and other cities vigorously promote the development of night economy, tap the consumption potential through the upgrading of night consumption, and become benchmark cities for the development of night economy. Although constrained by climate and other factors, China's night economy is "strong in the South and weak in the north" as a whole, the prosperity of online economy has brought opportunities for the development of night economy in high latitude cities. -
艾媒咨询|2020年中国密室逃脱行业发展现状及用户行为洞察分析报告
本报告研究涉及企业/品牌/案例：游娱联盟、奥秘之家、屋有岛。
中国密室逃脱的线上订购单量总体呈大幅上升的趋势，2019年第三季度仅美团平台的密室线上订单额为4.85亿元，同比增长2.41倍。艾媒咨询分析师认为，线上交易平台的发展为密室逃脱行业提供了宣传和推广的渠道，有助于商家对客户进行预约分流，提高运转效率。
The number of online orders for escape rooms in China is generally on the rise. In the third quarter of 2019, only the number of online orders for escape rooms on the Meituan platform was 485 million, an increase of 2.41 times. IiMedia Research believes that the development of online trading platforms provides a channel for publicity and promotion for the escape room industry, which helps merchants to pre-distribute customers and improve operational efficiency. -
艾媒咨询|2021中国新业态商业发展趋势分析报告
2020年前三季度，规模以上高技术制造业增加值增长5.9%，装备制造业增加值增长4.7%，高技术产业投资增长9.1%，加快2.8个百分点。前三季度实物商品网上零售额同比增长15.3%，增速比上半年加快1个百分点，占社会消费品零售总额的比重达到24.3%。在疫情冲击下，产业转型发展的动力明显加快，以互联网经济为代表的新动能逆势成长，线上购物、直播带货等新业态、新模式持续火热，在线办公、远程问诊、在线教育等新兴需求非常旺盛，而母婴、养老、医美等刚需产业也在疫情中借助新的营销模式迸发出新的活力，在助力疫情防控、保障居民生活、促进经济增长方面发挥了积极的作用。
In the first three quarters of 2020, the value added of high tech manufacturing above scale increased by 5.9 percent, the value added of equipment manufacturing increased by 4.7 percent, and investment in high tech increased by 9.1 percent and 2.8 percentage points. In the first three quarters, the online retail sales of physical goods increased by 15.3% year-on-year, one percentage point faster than in the first half of the year, and accounted for 24.3% of the total retail sales of social consumer goods. Under the impact of the epidemic, the momentum of industrial transformation and development has accelerated significantly, the new momentum represented by the Internet economy has grown against the trend, and new business forms and new models such as online shopping and live streaming of goods have continued to heat up, the emerging demand for online work, long-distance consultation and online education is very strong, and industries that are just in need, such as mothers and babies, old-age care and medical beauty, are also bursting out with new vitality in the epidemic with the help of new marketing models, it has played an active role in promoting the prevention and control of epidemic situation, ensuring the livelihood of residents and promoting economic growth.
