艾媒舆情|“李雪琴经历直播带货造假” 事件舆情监测报告

2020年11月11日，李雪琴受邀参与某产品直播带货，直播结束时显示观看人数达311万。后经工作人员揭秘，其中只有不到11万人是真实存在的。随着直播电商市场愈发火热，数据造假、流量刷单等问题也频频曝出，商家应避免盲目跟风，提防虚假繁荣。

珠江钢琴：2021年第三季度报告

海伦钢琴：2021年第三季度报告

雪松发展：2021年第三季度报告

新疆雪峰科技（集团）股份有限公司2021年第三季度报告

雪人股份：2021年第三季度报告

艾媒咨询 | 2025-2026年中国冰雪运动行业发展趋势报告

冰雪行业热度持续升温，产业迎政策利好，中国冰雪运动行业的市场规模有望持续扩容，前景广阔。iiMedia Research（艾媒咨询）数据显示，中国冰雪运动带动市场规模已达10480.1亿元，预计2025年将进一步攀升至 11703.9亿元。随着“冰雪基建”的日益完善和消费者需求的多样化，冰雪经济已经突破了单纯满足基础滑雪需求的局限，逐步向多样化和高端化迈进。多元发展格局催生了多重盈利模式，为冰雪运动行业的高质量发展注入了强劲动力。
The heat of the ice and snow industry continues to heat up, and the industry welcomes favorable policies, and the market size of China's ice and snow sports industry is expected to continue to expand, with broad prospects. iiMedia Research data show that China's ice and snow sports driven market size has reached 1,048.01 billion yuan, is expected to further climb to 1,170.39 billion yuan in 2025. With the increasing improvement of "snow and ice infrastructure" and the diversification of consumer demand, the snow and ice economy has broken through the limitations of simply meeting the needs of basic skiing, and gradually moved toward diversification and high-end. The diversified development pattern has spawned multiple profit models, which has injected strong impetus into the high-quality development of the ice and snow sports industry.

艾媒咨询｜2022年中国冰雪运动行业发展趋势报告

2022年北京冬奥会给冰雪运动的发展，包括冰雪产业的发展，提供了一个巨大的市场和增长空间。iiMedia Research（艾媒咨询）数据显示，2022年中国冰雪运动产业市场规模将突破700亿元，且得益于国家政策多重利好，冰雪运动行业的市场规模将不断扩大。此外，随着技术迭代优化以及大众健康意识的增强，跨界融合的商业方式加速冰雪产业升级，未来冰雪运动产业将会朝多元化领域方向发展。
The 2022 Beijing Winter Olympics positively affects outdoor winter activities and the development of winter sport sector in China. According to the data from iiMedia Reseach， the market size of China’s winter sport industry will exceed 70 billion Yuan in 2022. Due to the multiple benefits of national policies， the market size will continue to expand. With the iterative optimization of technology and the increasing awareness of health， cross-border collaboration promotes industry upgrading， and winter sport industry will develop in different directions in the future.

艾媒咨询 | 2025年中国羽绒服市场发展状况与消费行为调查数据

随着消费理念升级与冬季户外活动的兴起，消费者对羽绒服的需求从基础保暖转向多功能复合场景。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年中国羽绒服市场发展状况与消费行为调查数据》显示，2024年中国服装批发市场规模攀升至5673.2亿元，预计到2030年规模将进一步增长至7414.8亿元。在行业整体从增量扩张转向存量优化的背景下，羽绒服细分市场正通过产品与渠道的双重升级实现价值增长。在产品端，着力融合防风防水、轻量便携等科技功能，并强化时尚设计以适配通勤、户外等多元场景；渠道端则持续优化供应链效率，积极拓展直播电商等新业态，以精准响应消费需求变化，在结构性竞争中确立优势。
在2025年中国消费者购买羽绒服的频率中，2-3年购买1件的占比最高，达到58.97%；其次是每年购买1-2件，占比29.33%。在填充类型偏好上，鹅绒以49.78%的占比略超鸭绒（49.48%），两者近乎持平。整体来看，羽绒服消费已呈现出“低频次、高要求”的典型耐用品特征。消费者更换周期延长，倒逼品牌必须在产品品质和耐用性上精益求精；同时，对鹅绒等高端材质的显著偏好，则清晰指向了明确的消费升级趋势。
艾媒咨询分析师认为，未来中国羽绒服市场将向“技术赋能、消费分级、绿色升级”深度演进。在技术端，拒水羽绒、智能温控等创新持续突破，叠加柔性供应链优化，平衡品质与抗风险能力。消费端呈现K型分化，千元以下高性价比产品与三千元以上科技/联名高端款双线增长，中间价带逐步收缩。同时，GRS、RDS绿色认证成为出口与高端市场硬门槛，再生材料应用扩大。头部品牌凭借科技研发与品牌力巩固优势，行业集中度提升，整体在消费升级与理性需求中实现高质量增长。
With the upgrading of consumer concepts and the rise of winter outdoor activities, consumers' demand for down jackets has shifted from basic warmth to multifunctional composite scenes. According to the latest survey data on the development status and consumer behavior of China's down jacket market in 2025 released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, the size of China's clothing wholesale market is expected to climb to 567.32 billion yuan in 2024 and further increase to 741.48 billion yuan by 2030. Against the backdrop of the industry's overall shift from incremental expansion to stock optimization, the down jacket niche market is achieving value growth through dual upgrades of products and channels. On the product side, we focus on integrating windproof, waterproof, lightweight and portable technology functions, and strengthen fashion design to adapt to diverse scenarios such as commuting and outdoor activities; On the channel side, we will continue to optimize the efficiency of the supply chain and actively expand new formats such as live streaming e-commerce to accurately respond to changes in consumer demand and establish advantages in structural competition.
In the frequency of Chinese consumers purchasing down jackets in 2025, the proportion of purchasing one piece every 2-3 years is the highest, reaching 58.97%; Secondly, 1-2 items are purchased annually, accounting for 29.33%. In terms of filling type preference, goose down slightly surpasses duck down (49.48%) with a proportion of 49.78%, and the two are almost equal. Overall, down jacket consumption has shown typical durable goods characteristics of "low frequency and high requirements". The extended replacement cycle for consumers forces brands to strive for excellence in product quality and durability; At the same time, the significant preference for high-end materials such as goose down clearly points to a clear trend of consumer upgrading.
Analysts from iMedia Consulting believe that in the future, the Chinese down jacket market will deeply evolve towards "technology empowerment, consumer grading, and green upgrading". On the technical side, innovations such as water repellent down and intelligent temperature control continue to break through, combined with flexible supply chain optimization, balancing quality and risk resistance. The consumer end presents a K-shaped differentiation, with high cost-effective products priced below 1000 yuan and high-end technology/co branded products priced above 3000 yuan growing in both directions, and the middle price band gradually shrinking. At the same time, GRS and RDS green certification have become hard barriers for export and high-end markets, and the application of recycled materials has expanded. Top brands consolidate their advantages through technological research and development and brand strength, increase industry concentration, and achieve high-quality growth in overall consumption upgrading and rational demand.

雪榕生物2021年第三季度报告