艾媒咨询 | 2025年中国服饰产品消费行为调查数据

时尚潮流的兴起让服饰成为时尚文化的重要载体，设计师品牌层出不穷，引领着全球服饰消费趋势。近年来，随着环保意识的增强和科技的飞速发展，可持续、智能化服饰逐渐崭露头角，为行业发展注入新活力。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年中国服饰产品消费行为调查数据》数据显示，在各类服饰风格中，休闲风以 36.93% 的占比拔得头筹，成为最受消费者青睐的风格，这一数据直观地反映出消费者在日常穿着中，对舒适感的强烈追求。而在材质选择方面，棉质凭借其独特优势，以 32.06% 的占比位居榜首，清晰地展现出中国消费者对于棉质服饰的高度偏好。艾媒咨询分析师认为，未来，服饰企业将继续加大研发投入，推出更多创新产品。在款式设计上，将融合多元文化元素和时尚潮流，打造个性化、差异化的产品。在材质应用上，将更多采用环保、智能、功能性面料，提升产品品质和附加值。例如，可降解面料、智能变色面料、具有健康监测功能的面料等将逐渐应用于服饰产品中。
The rise of fashion trends makes clothing become an important carrier of fashion culture, and designer brands emerge in an endless stream, leading the global fashion consumption trend. In recent years, with the enhancement of environmental awareness and the rapid development of science and technology, sustainable and intelligent clothing has gradually emerged, injecting new vitality into the development of the industry. According to the latest Survey data of consumption behavior of Chinese clothing products in 2025 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, leisure style ranks first with 36.93% of all types of clothing styles, becoming the most favored style by consumers. This data directly reflects consumers' strong pursuit of comfort in their daily wear. In terms of material selection, cotton, with its unique advantages, ranked first with 32.06%, clearly showing the high preference of Chinese consumers for cotton clothing. Ai Media Consulting analysts believe that in the future, clothing companies will continue to increase investment in research and development and launch more innovative products. In style design, it will integrate multi-cultural elements and fashion trends to create personalized and differentiated products. In the material application, more environmentally friendly, intelligent and functional fabrics will be used to improve product quality and added value. For example, degradable fabrics, smart color-changing fabrics, and fabrics with health monitoring functions will gradually be used in clothing products.

艾媒咨询｜2024-2025年中国银发经济投资前景分析报告

随着中国逐步迈入老龄化社会，老年人的衣食住行行业逐渐得到了社会广泛的关注和政府的扶持。发展银发经济是解决中国老年人衣食住行，提升其生活品质的重要途径之一，同时亦有助于带动中国经济发展。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年中国银发经济投资前景分析报告》数据显示，2023年中国养老产业市场规模为12.0万亿元，同比增长16.50%，预计2024年中国养老产业市场规模为13.9万亿元，2027年市场规模有望达20万亿元以上。
艾媒咨询分析师认为，新一代中老年人受教育程度普遍较高，退休后更加注重生活品质和社交需求，普遍愿意为自己的兴趣爱好买单，为银发经济市场的发展提供了良好的条件。
With China gradually entering the aging society, the clothing, food, housing and transportation industry of the elderly has gradually received extensive social attention and government support. Developing the silver economy is one of the important ways to solve the problem of clothing, food, housing and transportation of the elderly in China, improve their quality of life, and also help to promote China's economic development.According to the latest "Analysis Report on Investment Prospects of China's Silver Economy from 2024 to 2025" released by iiMedia Research, in 2023, the market size of China's pension industry will be 12.0 trillion yuan, an increase of 16.50%. It is expected that the market size of China's pension industry will be 13.9 trillion yuan in 2024, and the market size is expected to reach more than 20 trillion yuan in 2027.
Analysts from iMedia Consulting believe that the new generation of middle-aged and elderly people generally have a higher education level, pay more attention to the quality of life and social needs after retirement, and are generally willing to pay for their interests and hobbies, which provides good conditions for the development of the silver economic market.

艾媒咨询｜2024-2025年中国运动鞋服市场运行状况及消费需求数据监测报告

近年来，中国运动鞋服市场保持持续增长态势。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年中国运动鞋服市场运行状况及消费需求数据监测报告》显示，2023年中国运动鞋服市场规模已跃升至4926亿元。这一显著增长背后，国潮元素的兴起扮演了重要角色。随着消费者对本土文化的认同感逐渐增强，国潮风格在运动鞋服设计中的应用越来越广泛，深受市场欢迎。这既满足了消费者对个性化追求的需求，也为品牌带来了差异化竞争的新机会，进一步丰富了产品的文化内涵，提升了本土品牌在国际市场上的影响力。展望未来，国潮元素的深度融合与创新将成为推动中国运动鞋服市场持续上升的关键因素。预计到2025年，中国运动鞋服市场规模有望攀升至5989亿元，预示着”国潮热潮”下国货品牌的崛起以及市场的巨大潜力。
In recent years, China's sports shoes and clothing market has maintained a continuous growth trend. According to the latest "2024-2025 China sneaker-wear Market Operation and Consumer Demand Data Monitoring 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 sneaker-wear has jumped to 492.6 billion yuan in 2023. Behind this significant growth, the rise of the national tide element plays an important role. With the gradual enhancement of consumers' sense of identity of local culture, the national tide style is more and more widely used in the design of sports shoes and clothing, and is welcomed by the market. This not only meets the needs of consumers for personalized pursuit, but also brings new opportunities for differentiated competition for brands, further enrichis the cultural connotation of products, and enhances the influence of local brands in the international market. Looking to the future, the deep integration and innovation of national tide elements will become a key factor to promote the continued rise of China's sports shoes and clothing market. It is expected that by 2025, the market size of China's sports shoes and clothing is expected to climb to 598.9 billion yuan, indicating the rise of domestic brands under the "national tide boom" and the huge potential of the market.

艾媒咨询 | 2024-2025年中国汉服产业现状及消费行为研究报告

随着文化强国道路的深化发展，文化自信深入人心，推动汉服产业的发展。数据显示，中国汉服市场规模呈现持续上升扩大趋势，2023年达到144.7亿元，2027年中国汉服市场规模有望达到241.8亿元。汉服行业不断有新的入局者，推动汉服产业的发展与大众化普及，由此带动周边产业的兴起与发展，汉服写真、汉服租赁、汉服体验馆将成为产业中必不可少的一环。未来，随着“国潮”的席卷，汉服品牌与博物馆、游戏、影视剧或漫画的跨界IP合作成为汉服品牌打破原有用户圈层、提升品牌知名度的重要方法。而摒弃了繁冗复杂的设计，将汉服及传统文化中的象征性元素融入服饰的“新中式”变得越来越流行。

With the deepening development of the road of cultural power, cultural self-confidence is deeply rooted in people's hearts, which promotes the development of Hanfu industry. Data show that China's Hanfu market size shows a continuous upward expansion trend, reaching 14.47 billion yuan in 2023, and China's Hanfu market size is expected to reach 24.18 billion yuan in 2027. Hanfu industry continues to have new entrants, to promote the development of the Hanfu industry and popularization of the masses, which led to the rise and development of peripheral industries, Hanfu photo, Hanfu rental, Hanfu experience hall will become an essential part of the industry. In the future, with the sweep of "national tide", cross-border IP cooperation between Hanfu brands and museums, games, movies, TV dramas or comics has become an important way for Hanfu brands to break the original user circle and enhance brand awareness. The "new Chinese style", which abandons complicated designs and integrates Hanfu and symbolic elements of traditional culture into clothing, is becoming more and more popular.

艾媒咨询｜2022-2023年中国服饰行业发展与消费趋势调查分析报告

国家统计局数据显示，2021年中国限额以上单位服装类商品零售额达9974.6亿元，疫情期间，国家出台促进服装行业发展的政策和促进消费政策，行业得到明显改善。中国服饰企业逐渐向高端化、品牌化方向发展，预计2025年达11071.8亿元。

艾媒咨询|2021年1-2月中国直播电商行业运行数据监测双月报

本报告研究涉及企业/品牌/案例：淘宝，抖音，快手，新浪微博，支付宝，微信，字节跳动，小红书，B站，青藤文化，宸帆电商，绫致集团，优衣库。

直播电商平台秉承“春节不打烊”的原则，设置了众多活动吸引用户，推动提升春节销售成绩。其中，淘宝直播网上年货节累计销量超过83万单，抖音年货节期间累计成交额超过200亿元，小红书春节期间激发超100万人下单购物。以小红书为例，2021年春节7天，小红书美妆直播带货护肤类商品预估销售额超过3000万元，身体护理类商品预估销售额超过600万元。可见，春节等假期已经成为消费者购物的小高峰，因而商家可以在女神节等重点节日进行发力，通过直播电商等途径辅加促销活动，提高产品销售转化。
The major live e-commerce platforms adhere to the principle of "Spring Festival is not closed", set up many activities to attract users and promote the promotion of Spring Festival sales performance. Tiktok special purchases for the Spring Festival online Festival, which special purchases for the Spring Festival, were over 830 thousand yuan, and the total turnover of Taobao's online shopping festival was over 20 billion. The total volume of the annual sales volume exceeded 20 billion yuan. Take xiaohongshu as an example. During the Spring Festival in 2021, the estimated sales of skin care products and body care products will exceed 30 million yuan and 6 million yuan respectively. It can be seen that the Spring Festival and other holidays have become a small peak for consumers' shopping, so businesses can make efforts in key festivals such as goddess Festival, and through live e-commerce and other channels, add promotion activities to improve the sales transformation of products.

艾媒报告|2020中国直播电商入局行业及标杆品牌运行案例大数据监测报告

本报告研究涉及企业/品牌/案例：如涵控股，若羽臣，珀莱雅，海澜之家，四季青市场，京东，淘宝，抖音。

其他提及企业/品牌：百草味，三只松鼠，洽洽食品，瑞百年，李子柒螺蛳粉，单身粮伙伴，信良记，高满堂，彩云海鲜，伊利，奈雪的茶，香飘飘，海底捞，幸福西饼，木屋烧烤，携程旅行，途牛，去哪儿，聪明你的旅行，周大福，金至诚珠宝，阿里，拼多多等。

2020年4月26日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020中国直播电商入局行业及标杆品牌运行案例大数据监测报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对中国直播电商行业进行全面分析，分别针对食品、服装、化妆品、家电等直播电商的入局行业分析，以及对恰恰、珀莱雅等标杆品牌的典型案例解读，以此分析直播电商的产品特性以及品牌方的发展趋势，判断2020-2021年中国直播电商的行业发展趋势。受到本次疫情影响，直播电商展现的强大带货能力推动农产品、服装、汽车等传统实体行业加入直播电商，大大利好直播电商发展。艾媒咨询分析师认为，传统电商推动了消费行为的线上转移，为直播电商的发展提供了前期基础。而随着用户对视频、短视频等应用的使用时间不断增加，直播电商将会是短期内最重要的消费行为。

Affected by the epidemic, China's economy in 2020Q1 compared with 2019Q1, after excluding price change factors, actually dropped by 6.8% year-on-year, which may affect China's economic growth slowdown throughout the year. In order to cope with the problem that the epidemic affects economic development, the state actively encourages all parties in the society to develop "new tools" to stimulate market vitality. iiMedia Research believes that this policy is a new benefit for live broadcast e-commerce. The ability to bring goods will also further drive more industries into the game.

艾媒报告 |2019中国服饰穿戴市场专题研究报告

本报告研究涉及企业/品牌/案例：安踏体育，海澜之家，森马服饰，李宁，地素时尚，红豆股份，太平鸟，波司登，特步国际，中国利郎，美邦服饰，江南布衣，七匹狼，安奈儿，唯品会，淘宝，蘑菇街，京东，天猫，美丽说，聚美优品，楚楚街，惠买，闪电降价，折800，优衣库，韩都衣舍、裂帛、拉夏贝尔、波司登、伊芙丽 、唐狮、马克华菲 、真维斯、海澜之家、卡宾、Guess、mix sixty、哥弟、丽丽lily、伊芙丽、GAP、URSandro、Maje

随着政策推动、经济社会环境的影响，服饰穿戴消费市场稳步增长。iiMedia Research（艾媒咨询）数据显示，网购消费习惯推动服饰电商高速发展，预计2019年中国服装电商市场规模将破万亿大关。同时，服饰穿戴线下消费难以被取代。特别是在箱包配饰的购买上，消费者除了在综合电商平台上进行购买，也有较大的比例选择在线下门店购买（分别占22.3%和16.4%）。女性用户在穿戴市场占主导，其用户比例高达82.5%。另外，24岁以下年轻人成为了消费的主力军，约占56.2%。用户追求穿戴服饰的品质的同时，也注重对商品性价比的关注。在新背景下，特卖电商平台更能够吸引消费者，其性价比认可度是最高的。在各类电商平台的比较中，特卖电商平台用户服饰消费占比更高，近六成用户服饰消费占比处于21%-50%。除此之外，互联网电商的发展要注重品质与潮流相结合，线上与线下相结合，不断挖掘模式优势，通过口碑、品牌覆盖及价格建立优势吸引消费者。

Driven by the influence of policy, economics, and society, the wearing apparel market has grown steadily. As the data of iiMedia Research showed, the development of Clothing E-commerce is motivated by the customer habit of online shopping. It is estimated that the market size will exceed 1 trillion in 2019. At the same time, it is difficult to take the place of offline consumption in wearing apparel market. Especially, when customers purchase bag and suitcase or accessories, many of them are prone to purchase from offline stores (22.3% and 16.4% respectively), in addition to the purchase from integrated e-commerce platforms. The female customer plays a key role in wearing apparel market with a percentage of 82.5%. Moreover, the customers who are under 24 years old become the main force of consumption with a percentage of 56.2%. Under the new environment, flash sales e-commerce is more attractive to customers. This type of e-commerce has the highest recognition of great cost performance among customers. Compared with other types of e-commerce, flash sales e-commerce has a larger percentage of the consumption of clothes. About 60% of customers who purchase on flash sales e-commerce are crazy about clothes shopping, accounting for 21% to 50%. Furthermore, e-commerce should not only pay more attention to combine the quality with fashion and combine the online shopping with the offline shopping, but also dig out the competitive advantage of the model by word-of-mouth, brand coverage, and price to attract more customers in the future.