艾媒咨询 | 2025年中国洗发水行业发展状况与消费行为调查数据

在功效需求细化及高端化趋势凸显等多重因素的共同驱动下，中国洗发水市场正朝着专业化、精细化的方向持续升级。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年中国洗发水行业发展状况与消费行为调查数据》显示，2025年中国洗发水市场规模为691.07亿元，预测2029年达到817.80亿元。此外，2025年中国美容美发行业市场规模达到4459亿元。随着国民生活水平的提高以及对生活品质的不断追求，美容美发市场的消费需求旺盛，上下游产业和新兴业态将迎来快速发展机遇。该增长尤其带动了洗发、护发等细分领域向高端化、专业化升级，具备科技含量与个性化解决方案的洗发水品牌将更具竞争力。
　　中国消费者在购买洗发水时，最关注的三个因素分别是功效（48.10%）、适用发质（45.22%）和原料成分（41.43%）。与此同时，在消费者对洗发水功效的偏好中，去屑止痒（35.56%）位列第一，其次是深层清洁（31.76%）和滋养润发（31.30%）。这表明消费者选择日趋理性与精细化，基础清洁需求已转向对头皮健康及特定发质问题的针对性解决方案的追求。这进一步驱动市场向专业化、细分化方向发展，具有明确功效定位和成分透明的产品将赢得更多青睐。
　　艾媒咨询分析师认为，中国洗发水市场未来将呈现三大发展趋势。一是“头皮健康”理念将主导产品研发，推动防脱固发、舒缓修护等赛道高速增长；二是具备科学背书与透明成分的“科技护发”产品更受青睐，品牌研发实力成为核心竞争力；三是渠道与营销进一步向专业化内容（如成分科普、头皮检测）及个性化服务转型。整体市场将在消费升级与严格监管下，朝向更高附加值的专业化、品质化方向演进。
　　Driven by multiple factors such as the refinement and high-endization of functional demands, the Chinese shampoo market is continuously upgrading towards specialization and refinement. According to the latest "2025 China Shampoo Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the scale of the Chinese shampoo market is expected to reach 69.107 billion yuan in 2025 and 81.780 billion yuan in 2029. Additionally, the scale of the Chinese beauty and hairdressing industry is projected to reach 445.9 billion yuan in 2025. With the improvement of living standards and the continuous pursuit of quality of life, the demand for beauty and hairdressing services is strong, and the upstream and downstream industries and emerging business forms will face rapid development opportunities. This growth particularly drives the upgrading of the shampoo and hair care segments towards high-endization and specialization. Shampoo brands with technological content and personalized solutions will be more competitive.
　　When Chinese consumers purchase shampoo, the three most concerned factors are efficacy (48.10%), hair type suitability (45.22%), and ingredient composition (41.43%). Meanwhile, among consumers' preferences for shampoo efficacy, dandruff control and itch relief (35.56%) ranks first, followed by deep cleansing (31.76%) and nourishing and moisturizing (31.30%). This indicates that consumers' choices are becoming increasingly rational and refined, with the basic cleaning demand shifting towards targeted solutions for scalp health and specific hair type issues. This further drives the market towards specialization and segmentation, and products with clear efficacy positioning and transparent ingredients will gain more favor.
　　Analysts from iiMedia Research believe that the Chinese shampoo market will present three major development trends in the future. First, the concept of "scalp health" will dominate product research and development, driving the rapid growth of anti-hair loss and hair strengthening, as well as soothing and repairing segments. Second, "scientific hair care" products with scientific backing and transparent ingredients will be more favored, and brand R&D capabilities will become the core competitiveness. Third, channels and marketing will further transform towards professional content (such as ingredient science popularization and scalp testing) and personalized services. The overall market will evolve towards higher value-added specialization and quality under the influence of consumption upgrading and strict regulation.

2019全球未来科技大会--二次元的下一站--AcFun

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2019全球未来科技大会--二次元的下一站

艾媒报告 | 子弹短信热点监测报告

iiMedia Research（艾媒咨询）数据显示，子弹短信从8月20日上线，日新增用户人数不断攀升，8月30日子弹日新增用户达峰值，日新增用户超过百万，随后逐渐回落，截止到9月11日，日新增用户数下降至4.7万人，子弹短信用户超八成是中年大叔。

艾媒报告 | 2018年中国新车电商专题研究报告

iiMedia Research(艾媒咨询)数据显示，2011-2016年间，中国私人汽车拥有量从7326万台迅速增长到2016年16330万台，每年均保持14%以上的高速度增长率，随着可支配收入的增加，中国消费者购车欲望持续走高。

艾媒咨询 | 2025年中国电子烟行业市场发展状况与消费行为调查数据

近年来，中国电子烟行业在政策监管与市场需求的双重作用下加速结构性变革。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年中国电子烟行业市场发展状况与消费行为调查数据》数据显示，中国电子烟行业内销市场规模呈现出显著的增长趋势。2024年电子烟市场规模达到598.1亿元，展现出该行业在国内市场强劲的发展势头与增长潜力。在2025年中国消费者购买电子烟情况中，有购买电子烟的消费者占比高达64.26%，而没有购买的消费者占比为35.74%，这一数据表明，电子烟在中国消费者中的普及率较高，大多数消费者选择购买电子烟。在2025年中国消费者选购电子烟时看重因素中，烟嘴材质以42.69%的占比成为消费者选购电子烟时最看重的因素；其次是清洗周期，占比37.87%。续航时间和焦油含量的占比也相对较高，分别为37.69%和37.52%，表明消费者在选购电子烟时，更关注烟嘴材质、续航时间及焦油含量等健康和使用体验相关的因素。
艾媒咨询分析师认为，未来中国电子烟行业在技术上AI将与大数据深度应用，通过用户身体数据分析提供定制化按摩方案；健康上，尼古丁盐配方优化与低温不燃烧技术加速迭代，推动产品减害性能升级；市场上，监管趋严下行业集中度提升，头部企业加速三、四线城市渠道下沉与海外市场布局。同时，健康化与个性化需求驱动草本提取物电子烟、可降解包装等创新品类崛起。企业需在合规框架内，通过技术创新、渠道精细化运营与差异化产品策略构建竞争壁垒，同时社会需强化未成年人保护与健康消费引导，促进行业可持续发展。
In recent years, China's e-cigarette industry has been accelerating its structural transformation under the dual influence of policy regulation and market demand. According to the latest "Survey Data on the market development status and consumer behavior of China's e-cigarette industry in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the domestic sales market size of China's e-cigarette industry shows a significant growth trend. In 2024, the market size of e-cigarettes reached 59.81 billion yuan, demonstrating the strong development momentum and growth potential of this industry in the domestic market. In the situation of Chinese consumers' purchase of e-cigarettes in 2025, the proportion of consumers who have purchased e-cigarettes is as high as 64.26%, while the proportion of consumers who have not purchased e-cigarettes is 35.74%. This data indicates that the penetration rate of e-cigarettes among Chinese consumers is relatively high, and the majority of consumers choose to purchase e-cigarettes. Among the factors that Chinese consumers consider when purchasing e-cigarettes in 2025, the material of the cigarette tip, accounting for 42.69%, became the most important factor for consumers when choosing e-cigarettes. The second is the cleaning cycle, accounting for 37.87%. The proportions of battery life and tar content are also relatively high, at 37.69% and 37.52% respectively, indicating that when consumers purchase e-cigarettes, they pay more attention to factors related to health and user experience such as the material of the cigarette tip, battery life and tar content.
Analysts from iiMedia Research believe that in the future, in China's e-cigarette industry, AI will be deeply applied with big data in terms of technology, providing customized massage solutions through the analysis of users' body data. In terms of health, the optimization of nicotine salt formulas and the accelerated iteration of low-temperature non-combustion technology have promoted the upgrade of the product's harm reduction performance. In the market, with stricter regulation, the industry concentration has increased, and leading enterprises are accelerating their channel penetration into third - and fourth-tier cities and overseas market layout. Meanwhile, the demands for health and personalization have driven the rise of innovative categories such as herbal extract e-cigarettes and degradable packaging. Enterprises need to build competitive barriers within the framework of compliance through technological innovation, refined operation of channels and differentiated product strategies. Meanwhile, society should strengthen the protection of minors and guidance on healthy consumption to promote the sustainable development of the industry.

2013上半年中国移动教育市场研究报告

本报告是由艾媒咨询行业分析专家领衔撰写，主要分析了该行业的市场规模、发展现状与投资前景，同时对该行业的未来发展作出科学的趋势预测和专业的行业数据分析，帮助客户评估该行业的投资价值。

艾媒咨询 | 2024年中国传统烟草与电子烟行业市场消费行为调研分析报告

相较于传统烟草，电子烟以其无刺鼻烟雾、不受场合限制以及便携性高等突出优势，近年来在市场上迅速崛起并赢得了广泛关注。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年中国传统烟草与电子烟行业市场消费行为调研分析报告》数据显示，高达76.53%的消费者认为电子烟不仅提供了更为舒适的吸食体验，还对戒烟过程具有一定的辅助作用。然而，尽管行业前景看起来颇为明朗，但电子烟行业仍然面临着诸多挑战与亟待解决的问题。具体而言，消费者在使用电子烟过程中遭遇了多种不便，包括持续高温现象（52.61%）、材料品质参差不齐（比45.71%）以及续航时间较短（40.64%）等。艾媒咨询分析师认为，电子烟行业在烟民群体中的普及率与接受度正不断提升，相关企业需进一步加强质量把控，以确保产品的安全性与可靠性。
Compared with traditional tobacco, electronic cigarettes have the outstanding advantages of no pungent smoke, no restrictions on occasions and high portability, and have risen rapidly in the market in recent years and won widespread attention. According to the latest "2024 China traditional tobacco and electronic cigarette industry market consumer behavior research analysis report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, as high as 76.53% of consumers believe that e-cigarettes not only provide a more comfortable smoking experience, It also has a certain auxiliary effect on the process of smoking cessation. However, while the outlook for the industry seems quite bright, the e-cigarette industry still faces many challenges and issues that need to be addressed. Specifically, consumers experienced a variety of inconveniences during the use of e-cigarettes, including continuous high temperature phenomenon (52.61%), uneven material quality (compared to 45.71%) and short battery life (40.64%). Imedia Consulting analysts believe that the popularity and acceptance of the e-cigarette industry in the smoker group is constantly improving, and relevant enterprises need to further strengthen quality control to ensure the safety and reliability of products.

艾媒报告|2019全球及中国球鞋二级市场现状剖析与市场前景分析报告

本报告研究涉及企业/品牌/案例：Air Jordan，Yeezy，Stock X，毒app,咸鱼，Nike，特步，安踏，李宁，耐克，阿迪达斯，彪马，斯凯奇，亚瑟士，361度，安德玛，锐步，淘宝，ebay ,amazon,切克，识货，支付宝，网易考拉，京东，蜂潮，当当，聚美优品

全民健身热潮带动全球运动消费增长，运动鞋作为运动消费其中一个消费热点，也取得较为亮眼的成绩。自2010年起，全球运动鞋市场规模稳步扩张，预计2019年市场规模将达到1684.7亿美元。而随着消费升级、消费金融等的不断发展，球鞋二级市场成为青年群体新的金融场域。消费者对球鞋二级市场的关注点在于球鞋本身在缓震、耐磨、抓地力和稳定性等方面的表现。目前，Nike全品牌整体溢价较高，溢价幅度超58%。但是，球鞋溢价幅度大、普通消费者难辨真伪等因素刺激了大批无良厂商仿制球鞋，假鞋产业链不仅能仿制裸鞋，甚至有专门的正品球鞋鞋盒交易者。艾媒咨询分析师认为，球鞋二级市场真假鞋混杂，“散户”消费者对球鞋的鉴别不够专业，要承担较大的交易风险。而当前球鞋二级市场的非正常溢价比例会形成较大的行业泡沫，影响整个行业生态。

The national fitness craze led to the growth of global sports consumption, sports shoes as one of the consumption hot spots, but also achieved more bright results. Since 2010, the global sneaker market has been expanding steadily, with a market size of $168.47 billion expected in 2019. With the continuous development of consumption upgrading and consumer finance, the secondary market of shoes has become a new financial field for young people. Consumers focus on the secondary market of shoes in the performance of the shoes themselves in slow shock, wear resistance, grip and stability. At present, Nike's overall brand premium is higher, with a premium of more than 58%. However, the high premium range of shoes, ordinary consumers difficult to distinguish the authenticity and other factors to stimulate a large number of unscrupulous manufacturers imitation shoes, fake shoes industry chain can not only imitate bare shoes, and even have a special genuine shoe box traders. iiMedia Research analysts believe that the secondary market of shoes real fake shoes mixed, “retail“ consumers on the identification of shoes is not professional enough, to bear a greater trading risk. At present, the abnormal premium ratio of the secondary market of shoes will form a larger industry bubble, affecting the ecology of the whole industry.

艾媒报告丨2016年中国程序化场景营销市场研究报告

iiMedia Research（艾媒咨询）数据显示，2016年中国DSP广告投放市场规模预计将达235.0亿元，较去年增长82.7%。艾媒咨询分析师认为，DSP可有效整合、优化和管理不同渠道的流量资源，极大简化媒体购买流程，并且基于DSP技术实现精准目标受众定位，从而帮助广告主理性定价。

艾媒报告丨2016上半年中国移动营销市场专题研究报告

iiMedia Research（艾媒咨询）数据显示，2016年中国移动广告市场规模将达1340.8亿元，较去年增长126.3个百分点，从中国移动广告投放规模来看，移动广告的热度持续升温。随着移动互联网的快速发展，移动购物、移动支付等移动化消费行为拉动广告行业发展，移动端平台成为广告主投放广告的主要渠道。