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 | 2025年中国旅拍市场消费行为洞察分析报告

随着人们生活水平的提高和旅游消费观念的转变，旅拍作为一种融合旅游与摄影的新兴服务模式，近年来在市场上迅速崛起。它不仅满足了人们在旅行过程中记录美好瞬间的需求，还为游客提供了具有专业水准的摄影作品，成为旅游市场的新热点。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年中国旅拍市场消费行为洞察分析报告》数据显示，53.70% 的消费者将记录旅行中的美好瞬间作为旅拍首要目的，这体现出旅拍在满足消费者情感诉求与记忆留存方面的核心价值，也意味着旅拍行业应着重突出拍摄服务的纪念意义，提升消费者在旅行中的情感体验。而古迹 / 遗址、古典园林等历史人文景观以 54.37% 的占比成为旅拍首选，表明消费者对历史文化景观兴趣极高，这背后是大众对文化底蕴的追求。艾媒咨询分析师认为，旅拍市场作为旅游和摄影行业的新兴细分领域，具有广阔的发展前景和巨大的市场潜力。尽管目前面临着一些挑战，但随着市场的不断成熟、行业规范的逐步完善，以及技术的不断创新，旅拍市场将迎来更加健康、有序的发展。
With the improvement of people's living standard and the change of tourism consumption concept, travel photography, as a new service model integrating tourism and photography, has risen rapidly in the market in recent years. It not only meets the needs of people to record beautiful moments in the process of travel, but also provides tourists with professional photography, which has become a new hot spot in the tourism market. According to the latest "Analysis report on China travel photography market consumer behavior in 2025" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, 53.70% of consumers will record the beautiful moments of travel as the primary purpose of travel photography. This reflects the core value of travel photography in satisfying consumers' emotional demands and retaining memories, and also means that the travel photography industry should focus on the commemorative significance of shooting services to enhance consumers' emotional experience in travel. Historical and cultural landscapes such as monuments/sites and classical gardens became the first choice for travel photography with 54.37%, indicating that consumers have a high interest in historical and cultural landscapes, which is behind the public's pursuit of cultural heritage. Analysts of IIMedia Consulting believe that the travel photography market, as an emerging segment of the tourism and photography industry, has broad development prospects and huge market potential. Although currently facing some challenges, with the continuous maturity of the market, the gradual improvement of industry norms and the continuous innovation of technology, the travel auction market will usher in a more healthy and orderly development.

艾媒咨询 | 2023年中国文创与礼物经济行业发展研究报告

随着经济的发展和社会的进步，中国文化产业不断提质升级，人们精神需求与文化自信不断增强，对于体验式、个性化和具有文化内涵的产品的需求也越来越高。iiMedia Research（艾媒咨询）数据显示，消费者购买文创产品的主要关注因素是产品的纪念意义、美观性、文化内涵与实用性。在数字化和科技创新的推动下，中国文创产品行业呈现多元化、数字化的发展趋势，文创产品通过跨界、融合和创新，以“文创+”模式为文化艺术产业与其他产业的互动互融带来了高能文化附加值。

艾媒咨询｜2022-2023年全球及中国飞盘市场运行监测及标杆企业案例研究报告

调研数据显示，有81.2%的人参与过飞盘运动。其中，有50.8%的人参与飞盘运动的时长为一年半；其次是半年，占比为26.1%。飞盘运动因具有社交属性强、弱对抗性和消费者粘性较高三大特点吸引人们参与。

艾媒咨询｜ 2022-2023年中国数字藏品运行状况及投资消费行为监测报告

随着数字藏品热度的上升，众多新企业、传统企业（上市公司）和国外企业竞相在该领域争相布局。但由于数字藏品具有一定的虚拟属性、金融属性，尚未有统一的监管规范标准，甚至可能影响信息安全、造成金融风险，建议参与者谨慎入局，政府和平台及时制定规则建立良性监管和行业规制。（声明：本报告仅限学术研究范围，不构成对行业及研究案例背书或推荐，请阅读者理性判断。）

艾媒咨询|2021年中国素质教育及细分行业市场现状及消费行为数据研究报告

随着未来基础教育人口的增多，及未来人才需求和人均可支配收入增加等因素，素质教育市场规模将逐步扩大，预计2022年行业复合增速增速达20.5%，市场规模达6313.2亿元。艾媒咨询分析师认为，素质教育行业市场空间广阔，未来行业赛道或将更加细分。比如科技、体育、艺术这些学科也会进一步分类，变得更加有针对性。以体育为例，橄榄球、射箭等这些细分赛道也会有众多企业进入，形成众多小而美的门类。各个门类发展的过程中，也会有领头羊逐渐出现。(《2021年中国素质教育和细分行业市场现状及消费行为数据研究报告》完整高清PDF版共81页，可点击文章底部报告下载按钮进行报告下载)
With the increase of basic education population, talent demand and per capita disposable income in the future, the market scale of quality education will gradually expand. It is expected that the compound growth rate of the industry will reach 20.5% and the market scale will reach 631.32 billion yuan in 2022. AI media consulting analysts believe that the quality education industry has a broad market space, and the industry track may be more subdivided in the future. For example, science and technology, sports and art will be further classified and become more targeted. Taking sports as an example, many enterprises will enter such subdivided tracks as football and archery, forming many small and beautiful categories. In the process of the development of various categories, leaders will gradually appear. (“iiMedia Report | Research Report on China's market status and consumption behavior data of quality education and industry segments in 2021”full version has 81 pages in total, please click the Browse HD Report button on the right side of the article to browse the report)

艾媒咨询|2021年中国婚庆行业市场及消费行为调研报告

本报告研究涉及企业/品牌/案例：周大福，花嫁丽舍，铂爵旅拍

目前中国20-40岁的适婚人口总量约为4.47亿人，大量的适婚人口，为中国婚庆市场增加了潜在客户。数据显示，2020年的婚庆行业市场规模有小幅度下跌，但随着国内疫情逐渐得到控制，婚庆市场将会重回增长态势，预计2022年中国狭义婚庆行业市场规模将突破4万亿元，广义市场规模将超过24万亿元。如今，“速食”备婚成为了年轻新人的刚需，加上当代年轻人更加遵从自己的喜好，一站式、个性化主题婚礼或将受到年轻新人的欢迎。
At present, the total number of marriageable people aged 20-40 in China is about 447 million. A large number of marriageable people have added potential customers to China's wedding market. The data show that the market scale of the wedding industry decreased slightly in 2020, but with the gradual control of the domestic epidemic, the wedding market will return to the growth trend. It is expected that the market scale of China's narrow wedding industry will exceed 4 trillion yuan and the broad market scale will exceed 2.4 trillion yuan in 2022. Nowadays, "fast food" wedding preparation has become the just need of young couples. In addition, contemporary young people are more in line with their preferences. One stop and personalized theme wedding may be welcomed by young couples.

艾媒咨询|2021年中国文玩电商行业发展研究报告

本报告研究涉及企业/品牌/案例：微拍堂，玩物得志，天天鉴宝

随着物质生活的日益丰富，人们对精神文化的消费需求也越来越高，文玩艺术品作为文化的载体，受到了越来越多消费者的青睐。在线上化模式兴起的趋势以及直播模式的带动下，文玩电商的用户规模呈现跨越式增长。iiMedia Research(艾媒咨询)数据显示， 2020年文玩电商行业用户规模达6085万人，交易规模达1630亿元，预计2023年整体用户规模将突破一亿人次，交易规模超过5000亿元。目前文玩电商行业已形成了“直播+竞拍+鉴定+社群”的商业模式，不仅解决了用户在购买、鉴定等场景下的痛点，同时整合了行业资源，大大完善了文玩收藏平台的生态圈，有效激发了文玩市场的发展活力。
With the increasing enrichment of material life, people's consumption demand for spiritual culture is also higher and higher. As the carrier of culture, stationery and artworks are favored by more and more consumers. Driven by the rising trend of online mode and live broadcast mode, the user scale of entertainment e-commerce has increased by leaps and bounds. According to iimedia research, in 2020, the number of users in the entertainment e-commerce industry will reach 60.85 million and the transaction scale will reach 163 billion yuan. It is expected that the overall number of users will exceed 100 million in 2023 and the transaction scale will exceed 500 billion yuan. At present, the entertainment e-commerce industry has formed a business model of "live broadcast + Auction + appraisal + community", which not only solves the pain points of users in the scenes of purchase and appraisal, but also integrates industry resources, greatly improves the ecosystem of the entertainment collection platform, and effectively stimulates the development vitality of the entertainment market.

艾媒咨询|2020中国数字阅读行业创新趋势专题研究报告

本报告研究涉及企业/品牌/案例：中文在线。

随着互联网技术的发展，大众阅读不断变革升级。iiMedia Research(艾媒咨询)数据显示，2019年中国数字阅读行业市场规模达292.8亿元，受疫情影响，居家在线阅读需求的增加，预计2020年中国数字阅读市场将达372.1亿元，环比增长27.1%。预计2020年全年中国数字阅读行业作者规模将超1700万人，2020年全年中国网络文学作品累计规模将超2500万部。数字阅读载体由文本发展到音频，有声书市场已呈现出较为稳定的良性循环。免费阅读作为一种新的运作模式，凭借不直接向用户收费的变现模式，成功做到市场下沉，开展移动阅读盈利新探索。行业生态越趋完善，行业发展逐步深化的大背景下，在线阅读行业的头部企业正在着手产业创新，有声书布局、免费阅读生态布局、打造多元 IP、开拓国际市场等将是在线阅读行业未来发展的创新趋势。

With the development of Internet technology, public reading is constantly changing and upgrading. As the data of iiMedia Research showed, the market size of China's digital reading industry will reach 29.28 billion yuan in 2019. Affected by the epidemic situation, the demand for home-based online reading will increase. It is estimated that China's digital reading market will reach 37.21 billion yuan in 2020, with a 27.1% month on month increase. It is estimated that the number of authors in China's digital reading industry will exceed 17 million in 2020, and the total number of online literary works in China will exceed 25 million in 2020. With the development of digital reading carrier from text to audio, audio book market has shown a relatively stable virtuous circle. Free reading as a new operation mode, with the realization mode of not charging users directly, has successfully achieved the market sinking and launched a new exploration of mobile reading profit. Under the background that the industry ecology is becoming more and more perfect and the development of the industry is gradually deepening, the leading enterprises in the online reading industry are embarking on industrial innovation. The layout of audio books, the ecological layout of free reading, the creation of multiple IP and the development of international market will be the innovative trends of the future development of online reading industry.

艾媒咨询|2020中国高考志愿填报行业用户需求及就业前景大数据分析

数据显示，2020年中国考生规模达到1071万人，较2019年增长40万人，人数规模创历史新高。考生竞争压力大，高考志愿填报难度高。iiMedia Research(艾媒咨询)调查数据显示，超四成中国高考关注者将专业选择作为填报时的首要考量因素。艾媒咨询分析师认为，随着信息技术和交通设施的不断进步，异地工作、异地实习等都成为可能，因此专业本身的选择对学生未来的职业发展影响最大。

　　In 2020, the number of Chinese college entrance examination candidates reached 10.71 million, and the difficulty of applying for college entrance examinations has further increased. According to the survey data of iiMedia Research, over 40% interviewees regard professional choice as the primary consideration. iiMedia Research believes that with the continuous improvement of information technology and transportation facilities, off-site work and off-site internship are all possible, so the choice of major itself has the greatest impact on the future career development of students.