艾媒咨询 | 2025年中国汉服产业消费行为调查数据

随着汉服文化的普及与市场成熟，其消费研究维度不断深化，涵盖以消费者认知与态度（如了解程度、文化传播认同）为例的文化渗透领域，以消费行为与产品偏好（如购买频率、价格敏感度、材质倾向）为例的市场决策领域，以场景应用（如日常穿着、租借体验、展览参与）为例的生态拓展领域，以及行业争议（山寨接受度、形制设计争议）。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年中国汉服产业消费行为调查数据》数据显示，56.83%的汉服消费者对汉服比较了解，57.845%的消费者比较能接受汉服，消费者多以社交媒体的方式了解到汉服，占比达到38.62%，并且有54.97%的消费者比较关注汉服的展览，可以看出汉服在国内有一定的流行度和关注度。但购买过汉服的消费者仅有35.92%，其中48.36%的消费者是在大型商场或购物中心中购买的，他们在购买时会多考虑款式、价格等因素。经常穿汉服的场景为传统节日时或者拍个人艺术照时。有30%的人认为汉服太引人注目了，有25.38%的人认为汉服穿起来繁琐，不太实用，不会去购买，而相比购买，大多数人会选择租借汉服，占比来到了60.71%，或者去汉服体验店，去过的消费者占比有62.06%。艾媒咨询分析师认为，在汉服逐渐流行的新背景下，更多地关注汉服市场，了解消费者的相关需求，是占领汉服市场至关重要的一步。
With the popularization and market maturation of Hanfu culture, the research dimensions of its consumption have been continuously deepened, covering cultural infiltration areas such as consumers' cognition and attitude (such as understanding degree, cultural dissemination recognition), market decision-making areas such as consumption behavior and product preference (such as purchase frequency, price sensitivity, material preference), ecological expansion areas such as scene application (such as daily wear, rental experience, exhibition participation), and industry controversy areas such as the acceptance of counterfeits and disputes over shape design.According to the latest "2025 China Hanfu Industry Consumption Behavior Survey Data" released by iiMedia Research (iimedia research), a global third-party data mining and analysis agency for the new economy industry, 56.83% of Hanfu consumers have a relatively good understanding of Hanfu, and 57.845% of consumers are relatively receptive to Hanfu. Consumers mostly learn about Hanfu through social media, accounting for 38.62%, and 54.97% of consumers are relatively concerned about Hanfu exhibitions. This shows that Hanfu has a certain degree of popularity and attention in China. However, only 35.92% of consumers have purchased Hanfu, among which 48.36% of consumers bought it in large shopping malls or shopping centers, and they would consider factors such as style and price when purchasing. The common scenes for wearing Hanfu are during traditional festivals or when taking personal artistic photos. 30% of people think Hanfu is too eye-catching, and 25.38% think it is too complicated to wear and not very practical, so they will not purchase it. Compared with purchasing, most people choose to rent Hanfu, accounting for 60.71%, or go to Hanfu experience stores, with 62.06% of consumers having visited. Analysts from iiMedia Research believe that in the new context of the gradual popularity of Hanfu, paying more attention to the Hanfu market and understanding the relevant needs of consumers is a crucial step to occupy the Hanfu market.

艾媒咨询 | 2024年中国家装行业消费者需求调研报告

当前，随着生活水平的提升与消费需求的变化，家装行业已逐渐成为备受关注的消费领域，市场规模在不断增长。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《2024年中国家装行业消费行为调研报告》数据显示，超过七成的消费者在装修时既会考虑硬装又会考虑软装，足以看出消费者对其房屋装修的重视程度。在此背景下，家装市场吸引了众多参与者，各家机构和工作室争先恐后出不穷，其中最受消费者青睐的是半包装修（52.71%），其次是全包装修（32.76%）。就购买的家具类型而言，目前消费者最多购买支撑类家具（85.10%）、贮藏类家具（84.62%）等。在智能家装方面，中国消费者最感兴趣的是智能马桶的水温调节功能，高度关注智能门锁的指纹识别功能。艾媒咨询分析师认为，尽管家装市场前景广阔，但竞争也异常激烈，并且消费者对行业整体服务和智能化程度的要求也逐步增高。企业要想在这个市场中脱颖而出，需持续深入地洞察消费者需求，不断创新设计和材料，推出更多符合消费者期待的家装产品和服务。

At present, with the improvement of living standards and changes in consumer demand, the home improvement industry has gradually become a consumer field that has attracted much attention, and the market scale is growing. According to the latest "2024 China Home Decoration Industry Consumer Behavior Research Report" released by iiMedia Research, a third-party data mining and analysis agency for the global new economy industry, more than seventy percent of consumers will consider both hard and soft decoration when decorating, which is enough to see how many consumers attach importance to their home decoration. In this context, the home improvement market has attracted many participants, with various institutions and studios scrambling to emerge, among which the most popular among consumers is semi-packaged repair (52.71%), followed by full packaging repair (32.76%). In terms of the type of furniture purchased, at present, consumers buy the most support furniture (85.10%), storage furniture (84.62%), etc. In terms of smart home improvement, Chinese consumers are the most interested in the water temperature adjustment function of smart toilets, and they are highly concerned about the fingerprint recognition function of smart door locks. Ai Media Consulting analysts believe that although the home improvement market has broad prospects, the competition is also extremely fierce, and consumers' requirements for the overall service and intelligence of the industry are gradually increasing. In order to stand out in this market, companies need to continue to gain in-depth insight into consumer needs, continuously innovate designs and materials, and launch more home improvement products and services that meet consumer expectations.

艾媒咨询 | 2024年中国共享充电宝行业消费行为调研报告

随着手机普及率的提升和工作、娱乐生活对手机的依赖加深，共享充电宝已成为手机用户外出时不可或缺的刚需产品。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年中国共享充电宝行业消费行为调研报告》数据显示，近九成用户曾遭遇手机电量耗尽的困境，同时，也有近九成用户曾使用过共享充电宝，充分证明了行业坚实的发展基础。目前，共享充电宝市场的头部效应显著，美团（51.59%）占据了主要份额，并收获了较高的满意度。然而，行业在快速发展的同时，也面临着一些亟待解决的问题，包括安全性难以保障（占比45.04%）、同一品牌收费标准不统一及价格标识不显著（占比44.25%），以及充电速度慢（占比33.73%）等。艾媒咨询分析师认为，共享充电宝市场前景稳定明朗，相关企业欲扩大市场份额，需解决安全性、收费标准统一性及充电速度等问题，并持续优化服务体验，提升用户满意度。
With the increasing penetration rate of smartphones and the deepening dependence on smartphones for work and entertainment, shared charging stations have become an indispensable necessity for smartphone users when they are out. The latest report on 2024 China shared power bank industry consumer behavior survey released by iiMedia Research , a third-party data mining and analysis institution for global new economy industries, shows that nearly 90% of users have encountered the predicament of running out of phone battery, while nearly 90% of users have used shared charging stations, fully proving the solid development foundation of the industry. Currently, the head effect in the shared charging station market is significant, with Meituan (51.59%) occupying the main share and achieving high satisfaction. However, while the industry is developing rapidly, it also faces some urgent problems that need to be solved, including insufficient safety guarantees (accounting for 45.04%), uneven charging standards and unclear price indications for the same brand (accounting for 44.25%), and slow charging speeds (accounting for 33.73%). Analysts from iimedia Research believe that the market prospect of the shared charging station industry is stable and clear, and that related companies wishing to expand their market share need to solve issues such as safety, uniform charging standards, and charging speeds, and continuously optimize the service experience to improve user satisfaction.

艾媒咨询 | 2025-2030年中国露营经济发展前景与商业布局分析报告

露营经济已突破单一户外场景，与文旅、教育、体育等产业深度融合，形成多元化生态。iiMedia Research（艾媒咨询）数据显示，2024年中国露营经济核心市场规模达到2139.7亿元，带动市场规模为11554.5亿元；预计2030年中国露营经济核心市场规模将上升至4879.8亿元，带动市场规模将达到23998.5亿元。随着城镇化率提升、公众可支配收入的提高以及“露营+”多元化场景的驱动，中国露营经济市场规模在稳步扩大。同时，国家对户外运动、旅游露营产业的重视程度不断提升，加之科技、技术等领域的发展，露营经济在空间距离、群体类型和融合模式等领域正不断多元化发展。
The camping economy has broken through the single outdoor scene and deeply integrated with industries such as culture and tourism, education, and sports, forming a diversified ecosystem. iiMedia Research data s shows that in 2024, the core market size of China's camping economy reached 213.97 billion yuan, driving a market size of 1,155.45 billion yuan. It is estimated that by 2030, the core market size of China's camping economy will rise to 487.98 billion yuan, driving the market size to reach 2,399.85 billion yuan. With the increase in urbanization rate, the rise in public disposable income and the drive of diversified "camping +" scenarios, the market size of China's camping economy is steadily expanding. Meanwhile, the state's emphasis on outdoor sports and the tourism camping industry is constantly increasing. Coupled with the development of science and technology and other fields, the camping economy is continuously diversifying in areas such as spatial distance, group types, and integration models.

艾媒咨询 | 2025年中国夜间用药市场发展状况与消费者行为调查数据

在消费观念升级与健康意识觉醒的双重驱动下，中国夜间用药市场正迎来结构性变革。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年中国夜间用药市场发展状况与消费者行为调查数据》数据显示，2024年人均医疗保健支出为2547元。未来，随着科技进步带来医疗服务与产品的升级，中国人均医疗保健支出有望继续保持增长趋势。在2025年中国夜间用药消费者夜间购药药品种类中，感冒发烧药品占比31.22%，是所有药品中占比最高的。肠胃消化药品夜间购药占比第二，达到25.04%。整体来看，夜间购药以感冒发烧和肠胃消化等常见病症药品为主。在2025年中国夜间用药消费者夜间线上买药原因中，“夜间外出买药不安全”，达到63.51%。其次是“有些药品不好意思直接买/保护购药者隐私”，占比43.24%，说明夜间线上买药的安全性和隐私保护是夜间用药消费者的主要考虑因素。艾媒咨询分析师认为，未来中国夜间用药市场将呈现三大趋势：一是产品向天然成分、低副作用方向迭代，中药夜间用药市场潜力有望进一步释放；二是渠道融合加速，线上线下一体化的 “夜间健康服务圈” 将成为主流；三是智能化服务深化，通过 AI 问诊、智能药盒等技术提升用药安全性与便利性。企业需聚焦细分场景需求，加强产品创新与服务赋能，推动夜间用药市场向规范化、专业化方向发展。
Driven by the dual impetus of the upgrading of consumption concepts and the awakening of health awareness, the night-time medication market in China is undergoing a structural transformation. According to the latest "iiMedia Report | Survey data on the development status and consumer behavior of China's nighttime medication market in 2025" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry worldwide, the per capita healthcare expenditure in 2024 was 2,547 yuan. In the future, with the upgrading of medical services and products brought about by technological progress, China's per capita healthcare expenditure is expected to continue to grow. In 2025, among the types of medicines purchased by Chinese consumers at night, cold and fever medicines accounted for 31.22%, which was the highest proportion among all medicines. The proportion of night-time purchases of gastrointestinal digestion drugs ranked second, reaching 25.04%. Overall, when purchasing medicine at night, the main focus is on common conditions such as colds, fevers, and gastrointestinal disorders. Among the reasons why Chinese consumers purchase medicine online at night in 2025, "It is not safe to buy medicine outside at night" accounted for 63.51%. The second is "Some medicines are too embarrassing to be purchased directly/protecting the privacy of the purchasers", accounting for 43.24%, indicating that the safety and privacy protection of online medicine purchases at night are the main considerations for consumers taking medicine at night. Analysts from iiMedia Research believe that the future night medicine market in China will present three major trends: First, products will evolve towards natural ingredients and low side effects, and the potential of the traditional Chinese medicine night medicine market is expected to be further released; Second, the integration of channels is accelerating, and the "nighttime health service circle" that integrates online and offline will become the mainstream. Third, intelligent services have been deepened, and the safety and convenience of medication have been enhanced through technologies such as AI consultation and smart medicine boxes. Enterprises need to focus on the demands of specific scenarios, enhance product innovation and service empowerment, and promote the development of the night medication market towards standardization and professionalization.

艾媒咨询 | 2025年中国淋浴房消费者行为调查数据

淋浴房，作为现代家居卫浴空间的重要组成部分，是指单独的淋浴隔间，由房体及相应结构件组成，将淋浴范围划分出相对独立的洗浴空间。淋浴房主要在我国沿海地区盛行，随着居民生活水平的提高以及卫生意识的增强，其市场需求快速增长。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年中国淋浴房消费者行为调查数据》数据显示，51.31% 的消费者倾向购买品质好的淋浴房，凸显出高端品质愈发成为影响购买决策的核心因素，消费者不再单纯追求价格优势，而是愿意为优质产品买单，这意味着高品质淋浴房市场潜力巨大。质量耐用性以 39.20% 的高占比位居首位，表明消费者对产品长期使用性能的高度关注，产品耐用与否直接关联其使用体验与后续成本，这也促使企业需在材料选择、工艺制作上更下功夫，提升产品耐用性。高科技配置因 41.57% 的占比成为消费者对舒适体验的首要追求，意味着智能、便捷等功能正成为淋浴房产品的新卖点，消费者期望通过科技赋能，让淋浴过程更舒适惬意。艾媒咨询分析师认为，随着互联网技术的发展，线上销售渠道对淋浴房行业的重要性日益凸显。众多淋浴房企业通过电商平台开设官方旗舰店，实现产品在线销售和信息沟通，拓展市场空间。
Shower room, as an important part of the modern home bathroom space, refers to a separate shower compartment, composed of the room and the corresponding structural parts, the shower range is divided into a relatively independent bath space. Shower room is mainly popular in the coastal areas of our country, with the improvement of residents' living standards and the enhancement of health awareness, its market demand is growing rapidly. According to the latest "Consumer behavior survey data of China shower room in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 51.31% of consumers tend to buy good quality shower rooms, highlighting that high-end quality has increasingly become the core factor affecting the purchase decision. Consumers are no longer simply pursuing price advantages, but are willing to pay for quality products, which means that high-quality shower room market potential is huge. Quality durability ranked first with a high proportion of 39.20%, indicating that consumers are highly concerned about the long-term use performance of products, product durability is directly related to its use experience and subsequent costs, which also prompts enterprises to work harder on material selection and process production to improve product durability. High-tech configuration because 41.57% of the proportion has become the primary pursuit of consumers for comfortable experience, which means that intelligent, convenient and other functions are becoming the new selling point of shower room products, consumers expect through technology to enable, make the shower process more comfortable. Analysts from Imedia Consulting believe that with the development of Internet technology, the importance of online sales channels to the shower room industry has become increasingly prominent. Many shower room enterprises open official flagship stores through e-commerce platforms to achieve online product sales and information communication, and expand market space.

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 | 2024年中国露营经济市场发展研究与消费行为分析报告

露营经济是多种因素共同助推下快速发展起来的产业，受到政治、经济、文化、社会和技术等影响。随着露营成为越来越多民众的日常户外休闲之选，露营行业市场空间将十分广阔。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年中国露营经济市场发展研究与消费行为分析报告》数据显示，中国露营营地市场规模整体呈现增长趋势，从2014年77.1亿元逐步增长至2023年的417.0亿元，增幅显著，预计2025年将达到562.1亿元。这一上升趋势反映了露营经济的快速发展和市场潜力。
艾媒咨询分析师认为，中国露营市场正处于高速发展阶段，随着经济逐渐回暖及相关政策的支持，露营市场未来将整体向好发展。
Camping economy is a rapidly developing industry driven by a variety of factors, which is influenced by politics, economy, culture, society and technology. As camping becomes a daily outdoor leisure choice for more and more people, the market space of the camping industry will remain vast. The latest "2024 China Camping Economy Market Development Research and Consumer Behavior Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that the overall scale of China's camping camp market shows a growth trend. It gradually increased from 7.71 billion yuan in 2014 to 41.70 billion yuan in 2023, with a significant increase. It is expected to reach 56.21 billion yuan by 2025. This upward trend reflects the rapid development of the camping economy and the market potential.
Analysts from iiMedia Consulting believe that China's camping market is in a stage of rapid development, with the gradual recovery of the economy and the support of relevant policies, the camping market will develop well in the future.

艾媒咨询｜2024年中国迷你仓行业发展与消费洞察分析报告

目前，迷你仓概念已逐渐被国人接受，在用户多场景使用需求的推动下，迷你仓行业发展的成熟度、整体规模、智能化与市场渗透率等方面都实现了质的提升。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年中国迷你仓行业发展与消费洞察分析报告》数据显示，2023年中国迷你仓行业市场规模为19.0亿元，同比增长15%，呈逐年递增趋势。未来，随着迷你仓行业需求和观念上两大难点的逐步解决，中国迷你仓行业的红利将逐步释放，预计2028年市场规模有望增至34.0亿元。
At present, the concept of mini warehouse has been gradually accepted by the people, driven by the needs of users in multiple scenarios, the maturity, overall scale, intelligence and market penetration of the mini warehouse industry have achieved qualitative improvement.According to the latest "2024 China Mini Warehouse Industry Development and consumption insight Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's mini warehouse industry in 2023 is 1.90 billion yuan, an increase of 15% year-on-year. It shows an increasing trend year by year. In the future, with the gradual solution of the two major difficulties in the demand and concept of the mini warehouse industry, the dividend of China's mini warehouse industry will be gradually released, and the market size is expected to increase to 3.40 billion yuan in 2028.

艾媒咨询 | 2023-2024年中国迷你仓行业发展现状及标杆企业案例分析报告

目前，迷你仓概念已逐渐被国人接受，在用户多场景使用需求的推动下，迷你仓行业发展的成熟度、整体规模、智能化与市场渗透率等方面都实现了质的提升。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《2023-2024年中国迷你仓行业发展现状及标杆企业案例分析报告》数据显示，2023年中国迷你仓行业市场规模为19.0亿元，同比增长15%，呈逐年递增趋势。未来，随着迷你仓行业需求和观念上两大难点的逐步解决，中国迷你仓行业的红利将逐步释放，预计2028年市场规模有望增至34.0亿元。
At present, the concept of mini warehouse has been gradually accepted by the people, driven by the needs of users in multiple scenarios, the maturity, overall scale, intelligence and market penetration of the mini warehouse industry have achieved qualitative improvement.According to the latest "2023-2024 China Mini Warehouse Industry Development Status and Benchmarking Enterprise Case Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's mini warehouse industry in 2023 is 1.90 billion yuan, an increase of 15% year-on-year. It shows an increasing trend year by year. In the future, with the gradual solution of the two major difficulties in the demand and concept of the mini warehouse industry, the dividend of China's mini warehouse industry will be gradually released, and the market size is expected to increase to 3.40 billion yuan in 2028.