艾媒咨询｜2024-2025年中国微短剧市场及出海市场分析报告

微短剧作为中国新型的影视行业，在短视频产业持续发力的背景下日趋成熟，微短剧行业已成为新的流量密码。随着国内短剧市场竞争愈发激烈，已有部分国内企业将微短剧影视作品输送向海外。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年中国微短剧市场及出海市场分析报告》数据显示，95.11%的受访者表示观看或接触过中国出海微短剧，多个国家未来愿意付费获取娱乐服务的用户比例都超过现有用户比例。
艾媒咨询分析师认为，中国微短剧出海将为中国影视企业带来更多的可能性和发展方向，寻找承载中国价值观念的主题立意，深化海内外受众情感联系是今后微短剧出海市场高质量发展的重要一步。
As a new type of film and television industry in China, micro dramas are becoming increasingly mature in the context of the continuous development of the short video industry, and the micro drama industry has become a new traffic password. With the increasingly fierce competition in the domestic short drama market, some domestic enterprises have exported their micro short drama film and television works overseas. According to the latest "Analysis Report on China's Micro Drama Market and Overseas Market from 2024 to 2025" released by iiMedia Research, 95.11% of respondents stated that they have watched or been exposed to Chinese overseas micro dramas, and the proportion of users willing to pay for entertainment services in multiple countries in the future exceeds the proportion of existing users.
Analysts from iMedia Consulting believe that the overseas expansion of Chinese micro dramas will bring more possibilities and development directions to Chinese film and television companies. Finding themes that embody Chinese values and deepening emotional connections between audiences at home and abroad is an important step for the high-quality development of the micro drama overseas market in the future.

艾媒咨询 | 2025年中国文创产品行业消费行为洞察报告

文创产品作为文化创意与产品设计相结合的产物，近年来在全球范围内迅速兴起。它不仅承载着丰富的文化内涵，还以独特的创意和设计满足了消费者对于个性化、高品质产品的需求。随着人们生活水平的提高和文化消费意识的增强，文创产品行业展现出巨大的发展潜力，成为文化产业的重要组成部分。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年中国文创产品行业消费行为洞察报告》数据显示，当前文创产品市场表现出积极态势，近七成消费者呈现出较高的购买意愿，其中30.31% 的消费者对家居装饰和日常用品类的文创产品需求强烈。在文创品牌选择中，故宫博物院和中国国家博物馆备受青睐，超三成消费者会购买其文创产品，彰显出极高的影响力和认知度。在此良好发展背景下，37.57% 的消费者期待未来文创产品在文化内涵、产品质量和耐用性方面能够得到进一步加强和提升，这也为文创产品的发展方向提供了重要参考。艾媒咨询分析师认为，文创产品行业作为文化产业的新兴领域，市场前景广阔，发展潜力巨大。文创产品行业竞争日益激烈，参与者众多。既有博物馆、美术馆等文化机构，凭借其丰富的文化资源和品牌影响力，在文创产品市场占据一席之地；也有专业的文创企业，通过敏锐的市场洞察力和强大的设计研发能力，推出一系列具有市场竞争力的产品；此外，一些互联网企业也纷纷涉足文创领域，利用其技术优势和平台资源，推动文创产品的创新与发展。
As a combination of cultural creativity and product design, cultural and creative products have risen rapidly in the world in recent years. It not only carries a rich cultural connotation, but also meets the needs of consumers for personalized and high-quality products with unique creativity and design. With the improvement of people's living standards and the enhancement of cultural consumption awareness, the cultural and creative product industry has shown great development potential and become an important part of the cultural industry. According to the latest "Analysis report on China cultural and creative products industry consumer behavior insight in 2025 " released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry. According to the data of the Insight Report, the current cultural and creative products market shows a positive trend, and nearly 70% of consumers show a high willingness to buy, of which 30.31% of consumers have a strong demand for cultural and creative products of home decoration and daily necessities. In the choice of cultural and creative brands, the Palace Museum and the National Museum of China are favored, and more than 30% of consumers will buy their cultural and creative products, demonstrating a high influence and recognition. In this good development background, 37.57% of consumers expect that cultural and creative products in the future can be further strengthened and improved in terms of cultural connotation, product quality and durability, which also provides an important reference for the development direction of cultural and creative products. Analysts of IIMedia Consulting believe that the cultural and creative products industry, as an emerging field of the cultural industry, has broad market prospects and great development potential. The competition of cultural and creative products industry is increasingly fierce, and there are many participants. Existing museums, art galleries and other cultural institutions, with their rich cultural resources and brand influence, occupy a place in the market of cultural and creative products; There are also professional cultural and creative enterprises, through keen market insight and strong design and development capabilities, launched a series of competitive products; In addition, some Internet companies have also been involved in the field of cultural and creative products, using their technical advantages and platform resources to promote the innovation and development of cultural and creative products.

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｜2024-2025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｜2024-2025年中国唇部彩妆行业研究及消费洞察报告

中国唇部彩妆产品市场规模呈上升趋势，2023年到达262.8亿元，预计2028年将达379.5亿元。随着消费者审美观念的不断升级和个性化需求的日益增长，唇部彩妆市场正逐步向多元化、精细化方向发展。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年中国唇部彩妆行业研究及消费洞察报告》数据显示，在品牌选择上，消费者对于本土彩妆品牌的认可度和信任度正在逐步提高，59.3%的消费者表示倾向于选择本土品牌。同时，本土品牌的价格优势是吸引消费者的重要因素之一，101-200元/支（41.4%）和51-100元/支（36.3%）的口红受到消费者欢迎。得益于国家政策的大力支持和“她时代”的到来，唇部彩妆行业迎来巨大的发展机遇，企业纷纷通过科技创新推出舒适、持久、健康环保的唇部彩妆产品，实现行业内部的品牌升级与差异化发展。
The market size of lip makeup products in China is on an upward trend, reaching 26.28 billion yuan in 2023 and is projected to hit 37.95 billion yuan by 2028. With the continuous upgrading of consumers' aesthetic concepts and the growing demand for personalization, the lip makeup market is gradually moving towards diversification and refinement. The latest "China Lip Makeup Industry Research and Consumption Insights Research Report from 2024 to 2025" released by iiMedia Research, a third-party data mining and analysis institution of the global new economic industry, shows that consumers' recognition and trust in local makeup brands are gradually increasing in terms of brand selection, with 59.3% of consumers indicating a preference for local brands. Meanwhile, the price advantage of local brands is one of the crucial factors attracting consumers, as lipsticks priced between 101-200 yuan (41.4%) and 51-100 yuan (36.3%) per unit are favored by consumers. Benefiting from the strong support of national policies and the advent of the "her era," the lip makeup industry is embracing tremendous development opportunities. In response, enterprises have introduced comfortable, long-lasting, healthy, and eco-friendly lip makeup products through technological innovation, achieving brand upgrading and differentiated development within the industry.

艾媒咨询 | 2025年中国手办市场消费行为调查数据

手办市场是一个充满活力且具有独特魅力的领域。随着动漫、游戏等文化产业的蓬勃发展，手办作为其衍生产品，市场需求不断扩大。消费群体主要以动漫、游戏爱好者以及收藏家为主。这些消费者对手办所代表的角色和作品有着深厚的情感，愿意为高品质的手办支付较高的价格。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年中国手办市场消费行为调查数据》数据显示，对手办产品持正面态度的消费者占比高达76.33%，反映出手办在中国市场的受欢迎程度较高。同时，有79.27%的消费者表示曾购买过手办，有82.18%的消费者愿意为限量版或特殊主题的手办支付更高的价格，这表明绝大多数消费者对限量版或特殊主题手办具有较高的购买意愿和支付能力，市场潜力巨大。手办作为装饰品在家居布置中扮演重要角色，占比达到46.76%。随着手办文化的普及，越来越多的年轻人也开始加入到手办消费的行列中，进一步扩大了市场群体。
The figurine market is a dynamic and uniquely charming field. With the vigorous development of cultural industries such as animation and games, figurines, as derivative products of these industries, are witnessing a continuous expansion of market demand. The consumer group is mainly composed of animation and game enthusiasts as well as collectors. These consumers have a deep affection for the characters and works represented by the figurines and are willing to pay a higher price for high-quality figurines. According to the latest "Survey data on consumer behavior in China's figurine market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the proportion of consumers with a positive attitude towards figurine products is as high as 76.33%, reflecting the high popularity of figurines in the Chinese market. At the same time, 79.27% of consumers said that they have purchased figurines, and 82.18% of consumers are willing to pay a higher price for limited edition or special theme figurines. This indicates that the vast majority of consumers have a high willingness to purchase and the ability to pay for limited edition or special theme figurines, and the market potential is huge. Figurines play an important role as decorations in home furnishings, accounting for 46.76%. With the popularization of figurine culture, more and more young people are also starting to join the ranks of figurine consumption, further expanding the market group.

艾媒咨询 | 2025年中国说唱音乐市场消费行为调查数据

中国说唱音乐市场近年来呈现出快速增长的趋势，这主要得益于年轻消费群体对说唱音乐的极高热情。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年中国说唱音乐市场消费行为调查数据》数据显示，有超过半数的说唱爱好者愿意为说唱音乐付费，反映出该市场潜力较大。其中，付费意愿最高的是数字专辑和参加音乐节，占比分别为51.55%和41.61%。同时，华语（标准国语）以54.45%的占比成为最受欢迎的说唱音乐语言，华语（地区方言）以48.86%的占比紧随其后，反映出华语类说唱音乐在中国的广泛受众基础。随着说唱音乐的流行，品牌合作、版权收入和衍生品销售成为主要收入来源，品牌对说唱音乐的青睐度不断提升，未来说唱音乐与品牌、影视、游戏等领域的合作将更加紧密，商业价值将进一步挖掘。
In recent years, the Chinese rap music market has shown a trend of rapid growth, which is mainly attributed to the extremely high enthusiasm of the young consumer group for rap music. According to the latest "Survey data on consumption behavior in China's Hip-Hop music market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, more than half of rap music enthusiasts are willing to pay for rap music, reflecting the great potential of this market. Among them, the highest willingness to pay is for digital albums and attending music festivals, accounting for 51.55% and 41.61% respectively. At the same time, Chinese (Standard Mandarin) has become the most popular language in rap music with a proportion of 54.45%, and Chinese (regional dialects) follows closely with a proportion of 48.86%, reflecting the broad audience base of Chinese rap music in China. With the popularity of rap music, brand cooperation, copyright income, and derivative product sales have become the main sources of revenue. Brands' favorability towards rap music is continuously increasing. In the future, the cooperation between rap music and fields such as brands, film and television, and games will be closer, and the commercial value will be further explored.

艾媒咨询 | 2024-2025年中国月饼消费市场大盘点及趋势分析报告

月饼作为节日食品，承载着庆祝中秋这一传统节日的功能，也是人们表达亲情、友情和敬意的媒介。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年中国月饼消费市场大盘点及趋势分析报告》数据显示，2023年中国月饼销售规模达271.3亿元，2024年有望达300.1亿元，同比增长10.6%。艾媒咨询分析师认为，月饼是中国节日特色出口商品，也是连接着海外华人与家乡亲情的纽带。随着中国文化在海外的加速传播，月饼也逐渐被海外消费者熟知和喜爱。月饼的消费场景越趋日常化，消费者对健康化月饼的需求逐渐增加，月饼健康化将成为行业的大趋势。
As a festival food, mooncake carries the function of celebrating the traditional Mid-Autumn Festival, and is also a medium for people to express family affection, friendship and respect.. According to the latest "2024-2025 China Mooncake Consumer Market Overview and Trend Analysis Report" released by iiMedia Research, The sales volume of mooncakes in China reached 27.13 billion yuan in 2023 and is expected to reach 30.11 billion yuan in 2024, up 10.6% year-on-year. Analysts from iiMedia Consulting believe that mooncake is a special export commodity of Chinese festivals, and it is also a link between overseas Chinese and their hometown. With the accelerated spread of Chinese culture overseas, mooncakes are gradually known and loved by overseas consumers. The consumption scene of mooncakes is becoming more and more everyday, and the demand of consumers for healthy mooncakes is gradually increasing, and healthy mooncakes will become the general trend of the industry.

艾媒咨询 | 2025年中国国潮经济消费行为调查数据

随着文化自信提升和产业升级，国潮经济加速渗透，覆盖以服饰、美妆为代表的时尚消费领域，以智能家居、文创产品为核心的科技文化领域，以及非遗活化、老字号创新的文化传承领域。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年中国国潮经济消费行为调查数据》数据显示，85.79%消费者更倾向选择国内潮流品牌，其中48.69%因“中国风设计元素”形成消费偏好。服饰与小型家电成国货消费主力，分别占比37.94%和32.18%，短视频平台以35.32%占比成为核心产品认知渠道。消费者购买时更注重官方线上渠道，款式新颖度与技术创新是驱动消费的核心要素。调研显示，消费者对国货质量信任度显著提升，71.23%认为国货较五年前有质变飞跃。但31.55%消费者指出“国际潮流接轨不足”是最大短板，同时存在IP创新乏力、性价比失衡等问题。艾媒咨询分析师认为，品牌需在保留传统文化精髓基础上强化国际化设计语言，构建全渠道服务体系提升消费体验。建议通过数字技术赋能非遗活化，在智能家居、文创产品等领域深化文化科技融合。政府与企业应协同建立国潮标准体系，借助跨境电商推动刺绣、茶艺等文化符号全球化传播。
With the improvement of cultural confidence and industrial upgrading, the country's economic penetration has accelerated, covering the fashion consumption field represented by clothing and cosmetics, the science and technology culture field with smart home and cultural and creative products as the core, and the cultural inheritance field of intangible cultural heritage activation and time-honored brand innovation. According to the latest "Data from China's economic Consumption Behavior Survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 85.79% of consumers are more inclined to choose domestic trend brands, of which 48.69% form consumption preferences due to "Chinese style design elements". Clothing and small household appliances became the main force of domestic consumption, accounting for 37.94% and 32.18%, respectively, and short video platforms became the core product cognition channel with 35.32%. Consumers pay more attention to official online channels when purchasing, and novelty of style and technological innovation are the core factors driving consumption. According to the survey, consumers' trust in the quality of domestic products has increased significantly, and 71.23% believe that domestic products have made a qualitative leap compared with five years ago. However, 31.55% of consumers pointed out that "insufficient international trend integration" is the biggest weakness, and there are problems such as lack of IP innovation and imbalance of cost performance. iiMedia Research believe that brands need to strengthen international design language on the basis of retaining the essence of traditional culture, and build an omni-channel service system to enhance consumer experience. It is suggested to enable the activation of intangible cultural heritage through digital technology, and deepen the integration of culture and science and technology in the fields of smart home and cultural and creative products. The government and enterprises should work together to establish a national tide standard system, and promote the globalization of cultural symbols such as embroidery and tea art with the help of cross-border e-commerce.

艾媒咨询 | 2024年中国白酒行业发展状况及消费行为调研分析报告

中国白酒行业近年来经历了显著的变革与调整，不仅承载着深厚的文化内涵，也逐渐现代化和全球化。随着全球化进程的推进，白酒这一极具中国特色的酒类产品正逐步走向世界。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年中国白酒行业发展状况及消费行为调研分析报告》数据显示，在消费者了解白酒相关信息渠道调查中，电商平台（淘宝、京东等）占比最高，达到54.22%，艾媒咨询分析师认为，电商平台作为白酒销售和信息传播的重要渠道影响力日益增强，对白酒的推广和市场营销具有重要作用。中国白酒行业在传承中发展，在挑战中寻求机遇，展现出前所未有的生机与活力。Chinese liquor industry has undergone significant changes and adjustments in recent years, which not only carries profound cultural connotations, but also gradually modernizes and globalizes. With the advancement of globalization, liquor, a very Chinese characteristic wine product, is gradually going to the world. According to the latest "2024 China baijiu industry development status and consumer behavior research and analysis report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, e-commerce platforms (Taobao, Jingdong, etc.) account for the highest proportion of consumers in the survey of baijiu related information channels. It reached 54.22%. Analysts of IIMedia Consulting believe that the influence of e-commerce platforms as an important channel for liquor sales and information dissemination is increasing, which plays an important role in the promotion and marketing of liquor.