艾媒报告| 2019中国现代社会阶层生活烦恼报告

本报告研究涉及企业/品牌/案例：松果倾诉

随着经济下行、社会关系变化、学业工作竞争加剧、婚恋等问题日益突出，现代人们生活面临的压力不断增加，来源更加多样化。艾媒商情舆情数据监测系统显示，网民对于生活负面情绪较大，网络口碑仅为32.2，且主题词云更多与精神压力、生活节奏、焦虑等词相关。面对生活中增多的烦恼压力，不同收入人群对其处理方式也不尽相同。iiMedia Research（艾媒咨询）数据显示，中等收入群体最愿意向他人倾诉烦恼，而经济收入越高，则越偏向于采取心理咨询的途径解决或减缓烦恼压力问题，20.2%的受访高收入网民遇到烦恼时愿意寻找心理咨询。在网民心理咨询需求提升的背景下，近年线上咨询平台得到快速发展，预计2019年中国精神类服务电商用户规模将超过4000万人。

With issues of the economic downturn, changes in social relations, intensified competition in academic and work, marriage disputes, etc. becoming increasingly prominent, modern people are facing increasing pressure in their lives and more diverse sources. As the iiMedia Big Data Public Opinion Monitoring System showed, the netizens have more negative emotions about life, with the Internet Reputation Index only reaching 32.2, and the keywords cloud is more related to mental stress, rhythm of life, anxiety, etc. Faced with the increasing stress in life, different income groups have different ways of dealing with it. As the data of iiMedia Research showed, middle-income groups are most willing to share their troubles with others. On the other hand, the higher the netizens’ income, the more inclined they are to adopt psychological counseling to solve or alleviate their troubles. 20.2% of the interviewed high-income netizens are willing to seek psychological counseling when they have troubles. In the context of increasing demand for online psychological counseling, online consulting platform has developed rapidly in recent years. It is expected that the scale of China Spiritual Service E-Commerce users will exceed 40 million in 2019.

艾媒咨询 | 2024年全球及中国抗衰老市场环境分析与消费行为分析报告

随着中国消费者健康意识的觉醒以及“她经济”的崛起，消费者愈发重视抗衰老的相关产品。在消费结构升级、审美观念和悦己意识增强等多种因素的推动下，中国抗衰老市场消费持续增长。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年全球及中国抗衰老市场环境分析与消费行为分析报告》数据显示，2014至2023年，中国大健康产业营收从2.5万亿元稳步增长至8.6万亿元，年均增长率显著。这一上升趋势反映了健康产业的快速发展和市场潜力。
艾媒咨询分析师认为，抗衰老已成为大部分中国消费者普遍关心的话题，市场对抗衰老产品和服务的需求较大。
With the awakening of Chinese consumers' health awareness and the rise of "her economy", consumers are paying more attention to anti-aging related products. Driven by multiple factors such as the upgrading of consumption structure, the enhancement of aesthetic concept and self-pleasing consciousness, the consumption of China's anti-aging market continues to grow. According to the latest "2024 Global and China Anti-aging Market Environment Analysis and Consumer Behavior Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, from 2014 to 2023, the revenue of China's big health industry has grown steadily from 2.5 trillion yuan to 8.6 trillion yuan. The average annual growth rate is remarkable. This upward trend reflects the rapid development and market potential of the health industry.
Analysts from iiMedia Consulting believe that anti-aging has become a topic of general concern for most Chinese consumers, and the market has a large demand for anti-aging products and services.

艾媒咨询|2021年中国美甲行业调研分析报告

2021年9月5日，由CIBE中国国际美博会主办的“美甲店全域增长高峰论坛”将在广州•广交会展馆举办。峰会将直击美甲门店发展的新风口、新流量、新营销、新爆品四大维度出发，共同探讨美甲店未来发展方向，如何利用抖音直播、小红书等新媒体平台，打通全域拓客营销？如何选对爆品品项，引爆门店生意持续增长！艾媒咨询CEO兼首席分析师张毅受邀出席本次峰会并将现场发布《2021年中国美甲行业调研分析报告》，将利用艾媒大数据决策和智能分析系统的数据挖掘结果，洞察消费者需求和中国美甲市场现状，并预判行业未来发展趋势。
On September 5, 2021, the "global growth Summit Forum of nail salons" hosted by cibe China International Beauty Expo will be held in the exhibition hall of Guangzhou • Canton Fair. Tiktok will take manicure stores to develop new outlets, new traffic, new marketing and new explosive products. Four aspects of joint development will be explored together with the future direction of Manicure store. How can we use the new media platform such as live broadcast, red book and so on to open up the global marketing? How to choose the right explosive items to detonate the continuous growth of store business! Zhang Yi, CEO and chief analyst of AI media consulting, was invited to attend the summit and will release the research and analysis report on China's nail industry in 2021. He will use the data mining results of AI media's big data decision-making and intelligent analysis system to gain insight into consumer demand and the current situation of China's nail Market, and predict the future development trend of the industry.

艾媒咨询 | 2025-2029年中国情绪经济消费趋势洞察报告

随着社会生活和工作节奏的加快，市场消费者对情绪舒缓与精神满足的消费需求日益增多，情绪经济逐渐成为重塑消费市场格局的重要力量。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《2025-2029年中国情绪经济消费趋势洞察报告》数据显示，中国情绪经济市场规模呈上升趋势，2024年中国情绪经济市场规模达23077.67亿元，预计2029年将突破4.5万亿元。艾媒咨询分析师认为，随着情绪经济市场的不断发展与成熟，未来情绪经济有望持续保持高速增长，在满足消费者精神需求的同时，为经济增长注入新的活力，创造更多的商业机遇与社会价值。
With the acceleration of the pace of social life and work, the market consumers' demand for emotional relief and spiritual satisfaction is increasing day by day. The emotional economy has gradually become an important force in reshaping the consumer market pattern. According to the latest "Insight report on China's emotional economy consumption trends from 2025 to 2029" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, the market size of China's emotional economy is on the rise. In 2024, the market size of China's emotional economy will reach 2,307.767 billion yuan. It is expected to exceed 4.5 trillion yuan in 2029. Analysts from iiMedia Research believe that as the emotional economy market continues to develop and mature, the emotional economy is expected to maintain a high growth rate in the future. While meeting consumers' spiritual needs, it will inject new vitality into economic growth and create more business opportunities and social value.

艾媒咨询 | 2025年中国单身经济市场消费行为调查数据

单身经济市场正随着单身人群的扩大和消费观念的转变而迅速崛起，其核心特点是注重个性化、品质化和便利性，涵盖餐饮、娱乐、旅游、家居等多个领域。单身人群更倾向于为自我提升、情感陪伴和便捷生活买单，推动了“一人食”、迷你家电、宠物经济等细分市场的蓬勃发展。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年中国单身经济市场消费行为调查数据》数据显示，“工作环境或生活环境不利于恋爱（如经常出差、加班等）”以30.53%的占比成为单身的主要原因，凸显了现代社会中工作和环境因素对个人情感生活的显著影响。在消费领域，餐饮美食以39.97%的占比高居榜首，成为单身群体每月消费的核心支出，反映出他们对饮食品质和体验的重视。此外，生活日用品和休闲娱乐分别以35.51%和34.31%的占比紧随其后，表明单身群体在日常生活便利性和娱乐休闲方面表现出强劲的消费力，进一步印证了单身经济在提升生活品质和满足个性化需求方面的巨大潜力。艾媒咨询分析师认为，未来，单身经济将朝着更加精细化、场景化和情感化的方向发展，品牌需抓住单身人群的消费心理，提供个性化、高品质的产品和服务，以在这一快速增长的市场中占据先机。
The single economic market is rising rapidly with the expansion of the single population and the change of consumption concept, its core feature is to pay attention to personalization, quality and convenience, covering catering, entertainment, tourism, home and other fields. Single people are more inclined to pay for self-improvement, emotional companionship and convenient life, which has promoted the vigorous development of market segments such as "one-person food", mini household appliances and pet economy. According to the latest "Survey data of consumption behavior of China's single economy market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, "The working environment or living environment is not conducive to love (such as frequent business trips, overtime work, etc.)" was the main reason for singleness, accounting for 30.53%, highlighting the significant impact of work and environmental factors on personal emotional life in modern society. In terms of consumption, food and beverage topped the list with 39.97% of the total, becoming the core expenditure of single people's monthly consumption, reflecting their emphasis on food quality and experience. In addition, daily necessities and leisure and entertainment followed closely with 35.51% and 34.31% respectively, indicating that the single group showed strong spending power in the convenience of daily life and entertainment and leisure, further confirming the great potential of the single economy in improving the quality of life and meeting individual needs. Analysts from Imedia Consulting believe that in the future, the single economy will develop in a more refined, scenario-based and emotional direction, and brands need to seize the consumer psychology of single people and provide personalized, high-quality products and services to take the lead in this rapidly growing market.

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 | 2024年中国电商“双十一”消费大数据监测报告

“国补”政策与 “双十一”大促周期拉长，共同激发了2024年“双十一”消费热潮。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年中国电商“双十一”消费大数据监测报告》数据显示，2024年参与“双十一”活动的消费主力为26-29岁年轻群体，占比34.1%；“双十一”活动中购买量最多的TOP3商品类别为生活日化、服装鞋帽和美妆护肤，“悦己消费”、消费分层等需求趋势凸显；延时发货（44.0%）和假优惠（42.7%）是消费者“双十一”消费体验中的短板。2024年双十一周期提前，旨在抢占市场先机，但也导致消费者购物疲劳和商家物流压力的增加。电商平台竞争从价格战转向经营战，通过细分人群与购物场景，升级服务支持商家。未来，竞争态势和策略调整还将继续深化和演变。
The "National Subsidy" policy and the extended "Double Eleven" promotion period have jointly stimulated the consumer fervor for "Double Eleven" in 2024. According to the latest " China's e-commerce "Double Eleven" consumption big data monitoring report in 2024" released by iiMedia Research (a third-party data mining and analysis institution for the global new economy industry), the main consumers participating in the 2024 "Double Eleven" event were young people aged 26-29, accounting for 34.1%. The top three product categories purchased during the "Double Eleven" event were daily necessities, clothing and footwear, and beauty and skincare products, highlighting trends such as self-indulgent consumption and consumption segmentation. Delayed delivery (44.0%) and fake discounts (42.7%) were the weak links in consumers' "Double Eleven" shopping experience. The 2024 "Double Eleven" cycle started earlier to seize market opportunities, but it also led to increased shopping fatigue among consumers and logistical pressures on merchants. Competition among e-commerce platforms shifted from price wars to operational battles, upgrading services to support merchants through audience segmentation and shopping scenarios. In the future, the competitive landscape and strategic adjustments will continue to deepen and evolve.

艾媒咨询｜2024-2025年中国香水行业研究及消费者洞察报告

国民消费水平的提升、消费场景的拓宽以及“他经济”的崛起都有力促进了中国香水市场空间的扩容，香水赛道迅猛发展。2023年中国香水市场规模已达207亿元，预计2029年有望达到515亿元。产业链分布上，上游的全球香料香精市场仍处于国外寡头垄断的格局，市场呈现高度集中化。而中游市场上，国际知名品牌仍占主流地位，中国本土品牌也不断涌现。下游渠道上，香水电商渠道销量表现强势，线下体验店将为未来品牌重要布局。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《2024-2025年中国香水行业研究及消费者洞察报告》数据显示，中国近七成香水消费者为女性，50毫升与30毫升规格的香水产品最受市场欢迎，选择占比分别为36.3与20.0%。目前，香水的消费场景正在拓宽，香水的使用不再囿于社交与工作的场合，而是更多地被视为一种情绪上的“悦己体验”。相关品牌应紧跟消费热点，开发具有情绪疗愈功能的香水产品，增加产品使用的仪式感和悦己价值，从而满足消费者对情绪体验与生活品质的追求。
The improvement of people's living standards, the expansion of consumption scenarios, and the rise of the "him economy" have all contributed to the expansion of China's perfume market, driving the perfume industry to grow rapidly. In 2023, the scale of China's perfume market reached 20.7 billion yuan, and is expected to reach 51.5 billion yuan by 2029.In terms of the industrial chain distribution, the upstream global fragrance and flavor market is still dominated by foreign oligopolies, with a highly concentrated market. In the middle stream market, international well-known brands still occupy the mainstream position, while Chinese domestic brands are also emerging. In the downstream channel, the online perfume channel has strong sales performance, and offline experience stores will be an important layout for future brands. According to the latest report on the 2024-2025 China Perfume Industry Research and Consumer Insights released by iiMedia Research (iiMedia Research), a global new economy industry third-party data mining and analysis institution, nearly 70% of Chinese perfume consumers are women, and the 50ml and 30ml specifications of perfume products are the most popular in the market, with a choice ratio of 36.3% and 20.0%, respectively. Currently, the consumption scenarios of perfume are expanding, and the use of perfume is no longer limited to social and work occasions, but is increasingly seen as a "self-indulgent experience" in terms of emotions. Relevant brands should follow consumer trends and develop fragrances with emotional healing functions to increase the sense of ritual and self-indulgence in product use, thereby meeting consumers' pursuit of emotional experiences and quality of life.

艾媒咨询 | 2025年中国化妆品行业市场发展状况与消费行为调查数据

在消费结构升级、审美观念演进及悦己意识增强等多重因素的共同驱动下，中国化妆品消费市场持续呈现持续增长态势。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年中国化妆品行业市场发展状况与消费行为调查数据》显示，2025年全球化妆品市场规模达到5719.9亿美元，与此同时，2025年中国化妆品行业市场规模为5791亿元。这表明中国已成为全球化妆品消费的核心市场之一，展现出强劲的本土消费活力与增长潜力。未来，中国化妆品行业增长将更依赖于科技创新与本土文化自信的双轮驱动。
中国消费者购买化妆品时，最关注的三个因素分别是产品功效（50.51%）、产品成分（43.83%）和品牌（38.51%）。此外，在消费者使用彩妆产品的场景中，逛街/休闲场景的占比最高，达到51.76%；其次是聚会（46.21%）；商务场合和上班使用彩妆的比例相近，分别为41.68%和41.56%。功效与成分的高关注度，折射出消费者对化妆品的需求从“悦目”转向“悦效”，而彩妆场景的分布，也印证了日常化、轻量化的彩妆消费正在成为主流，也为品牌的产品研发与场景化营销提供了明确的方向。
艾媒咨询分析师认为，未来中国化妆品市场将呈现三大发展趋势。一是功效护肤和成分创新驱动市场增长，科技研发投入持续加大；二是细分市场加速渗透，男性护肤、银发族群和敏感肌护理成为增长亮点；三是国货品牌持续崛起，通过本土文化元素与科技融合提升品牌价值。同时，可持续发展与绿色消费理念将贯穿产业链，数字化营销与个性化服务深化消费者互动。整体市场将从规模扩张转向高质量发展，消费者对产品的安全性、功效性和体验感要求不断提升。
Driven by multiple factors such as the upgrading of consumption structure, the evolution of aesthetic concepts, and the strengthening of self-pleasing consciousness, the Chinese cosmetics consumption market has maintained a continuous growth trend. According to the latest "2025 China Cosmetics Industry Market Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia.cn), a leading third-party data mining and analysis agency for the new economy industry, the global cosmetics market size is expected to reach 571.99 billion US dollars in 2025, while the market size of the Chinese cosmetics industry is projected to be 579.1 billion yuan. This indicates that China has become one of the core markets for global cosmetics consumption, demonstrating strong domestic consumption vitality and growth potential. In the future, the growth of the Chinese cosmetics industry will rely more on the dual drivers of technological innovation and confidence in local culture.
When Chinese consumers purchase cosmetics, the three most concerned factors are product efficacy (50.51%), product ingredients (43.83%), and brand (38.51%). Additionally, among the scenarios where consumers use makeup products, the proportion of shopping/leisure scenarios is the highest, reaching 51.76%; followed by parties (46.21%); the proportions of using makeup in business occasions and at work are similar, at 41.68% and 41.56% respectively. The high attention to efficacy and ingredients reflects that consumers' demands for cosmetics have shifted from "pleasing the eyes" to "pleasing the effect", and the distribution of makeup scenarios also confirms that daily and lightweight makeup consumption is becoming mainstream, providing a clear direction for brand product development and scenario-based marketing.
Analysts from iiMedia Research believe that the Chinese cosmetics market will present three major development trends in the future. First, efficacy skincare and ingredient innovation will drive market growth, with continuous increases in R&D investment in technology. Second, the penetration of niche markets will accelerate, with male skincare, silver-haired groups, and sensitive skin care becoming growth highlights. Third, domestic brands will continue to rise, enhancing brand value through the integration of local cultural elements and technology. At the same time, sustainable development and green consumption concepts will run through the entire industrial chain, and digital marketing and personalized services will deepen consumer interaction. The overall market will shift from scale expansion to high-quality development, with consumers' requirements for product safety, efficacy, and experience constantly increasing.

艾媒咨询 | 2025-2028年中国情绪消费与宠物产业生态商机研究报告

中国宠物经济产业正快速发展，其核心驱动力在于消费升级背景下，宠物角色从“功能性动物”向“情感陪伴家庭成员”转变，叠加人口结构变化带来的陪伴需求提升，推动涵盖食品、医疗、美容、训练、保险、殡葬等环节的产业链不断延伸和升级，未来增长潜力巨大，是中国消费市场中极具活力的新兴“蓝海”。iiMedia Research（艾媒咨询）数据显示，2025年中国宠物经济产业规模达8114亿元，同比增长15.7%，预计到2028年有望突破11500亿元。
China's pet economy industry is developing rapidly. The core driving force lies in the fact that under the background of consumption upgrade, the role of pets is transforming from "functional animals" to "emotional companions for family members". Coupled with the increased demand for companionship brought about by changes in population structure, this has driven the continuous extension and upgrading of the industrial chain covering food, medical care, beauty care, training, insurance, funeral services and other links. The future growth potential is huge. It is a highly dynamic emerging "blue ocean" in China's consumer market. iiMedia Research data shows that the scale of China's pet economy industry reached 811.4 billion yuan in 2025, with a year-on-year growth of 15.7%. It is expected to exceed 1.150 billion yuan by 2028.