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｜2024年中国国潮经济发展状况及消费行为调查报告

3月15日，“电商赋能国货‘潮品’新消费”活动在福建厦门举办。本次活动得到了国家市场监管总局办公厅、国家市场监督管理总局网络交易监管司的指导与支持，由厦门市市场监督管理局、厦门市消费者权益保护委员会、《中国质量万里行》杂志社主办。艾媒咨询分析师受邀出席了本次活动，并携手中国质量万里行于现场发布了《2024年中国国潮经济发展状况及消费行为调查报告》。随着中国经济的快速发展和人民生活水平的不断提高，消费者对品质和个性化的要求越来越高，国潮产品逐渐赢得消费者的青睐。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）和《中国质量万里行》杂志社最新发布的《2024年中国国潮经济发展状况及消费行为调查报告》数据显示，2023年中国国潮经济市场规模为20517.4亿元，同比增长9.44%，预计2028年将突破30000亿元。近年来，国潮品牌在产品创新和品牌营销上持续发力，不断创造出新的消费潮流，行业发展前景广阔。
On March 15, the "E-commerce enables the new consumption of Domestic 'Fashion goods'" event was held in Xiamen, Fujian Province. The event was guided and supported by the General Office of the State Administration for Market Regulation and the Department of Online Transaction Supervision of the State Administration for Market Regulation, and hosted by Xiamen Municipal Administration for Market Supervision, Xiamen Consumer Rights and Interests Protection Committee, and China Quality Miles Magazine Publisher. IImedia Consulting analysts were invited to attend the event, and together with China Quality Miles released the "Survey Report on China's China-Chic Economic Development and Consumption Behavior in 2024" on the site. With the rapid development of China's economy and the continuous improvement of people's living standards, consumers have higher and higher requirements for quality and personalization, and Guochao products have gradually won the favor of consumers. According to the latest "Survey Report on China's China-Chic Economic Development and Consumption Behavior in 2024" released by iiMedia Research and China Quality Miles Magazine Publisher, the market size of China's Guochao economy in 2023 was 2051.74 billion yuan, up 9.44% year-on-year, and is expected to exceed 3,000 billion yuan in 2028. In recent years, the national tide brand in product innovation and brand marketing continues to make efforts to create new consumer trends, the industry has broad prospects for development.

艾媒咨询｜2024年中国年菜市场运行监测分析报告

2024年春节期间餐饮企业迎来了首个“开门红”。作为中国春节餐饮重要组成部分的年菜，亦呈现一片火爆现象。数据显示，超一半的消费者购买预制菜作为自己家庭的年夜饭；淘宝年货节期间“预制菜”“半成品年夜饭”等关键词的搜索量环比最高增长20余倍。微博中#广东首推春节年菜预制菜#话题阅读量达1118万次。话题的火爆反映出当前社会中，年菜已成为春节饮食的重要关键词。
During the Spring Festival of 2024, catering enterprises welcomed their first "good start". As an important component of Chinese Spring Festival catering, New Year dishes are also showing a hot trend. Data shows that over half of consumers purchase pre made dishes as their family's New Year's Eve dinner; During the Taobao New Year Shopping Festival, the search volume for keywords such as "pre made dishes" and "semi-finished New Year's Eve dinner" increased by more than 20 times compared to the previous month. The topic of Guangdong's first promotion of pre made Spring Festival dishes on Weibo has received 11.18 million views. The popularity of the topic reflects that in current society, Chinese New Year dishes have become an important keyword in Chinese New Year cuisine.

艾媒咨询 | 2024年中国电商“双十一”消费大数据监测报告

“国补”政策与 “双十一”大促周期拉长，共同激发了2024年“双十一”消费热潮。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年中国电商“双十一”消费大数据监测报告》数据显示，2024年参与“双十一”活动的消费主力为26-29岁年轻群体，占比34.1%；“双十一”活动中购买量最多的TOP3商品类别为生活日化、服装鞋帽和美妆护肤，“悦己消费”、消费分层等需求趋势凸显；延时发货（44.0%）和假优惠（42.7%）是消费者“双十一”消费体验中的短板。2024年双十一周期提前，旨在抢占市场先机，但也导致消费者购物疲劳和商家物流压力的增加。电商平台竞争从价格战转向经营战，通过细分人群与购物场景，升级服务支持商家。未来，竞争态势和策略调整还将继续深化和演变。
The "National Subsidy" policy and the extended "Double Eleven" promotion period have jointly stimulated the consumer fervor for "Double Eleven" in 2024. According to the latest " China's e-commerce "Double Eleven" consumption big data monitoring report in 2024" released by iiMedia Research (a third-party data mining and analysis institution for the global new economy industry), the main consumers participating in the 2024 "Double Eleven" event were young people aged 26-29, accounting for 34.1%. The top three product categories purchased during the "Double Eleven" event were daily necessities, clothing and footwear, and beauty and skincare products, highlighting trends such as self-indulgent consumption and consumption segmentation. Delayed delivery (44.0%) and fake discounts (42.7%) were the weak links in consumers' "Double Eleven" shopping experience. The 2024 "Double Eleven" cycle started earlier to seize market opportunities, but it also led to increased shopping fatigue among consumers and logistical pressures on merchants. Competition among e-commerce platforms shifted from price wars to operational battles, upgrading services to support merchants through audience segmentation and shopping scenarios. In the future, the competitive landscape and strategic adjustments will continue to deepen and evolve.

艾媒咨询 | 2024年中国云游戏市场发展状况与消费偏好数据分析报告

随着“互联网+文化消费”的不断发展，云游戏社会认知度不断提高，得到市场消费者的广泛认可。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年中国云游戏市场发展状况与消费偏好数据分析报告》数据显示，在市场环境方面，中国电子竞技行业市场规模显著增长，从2016年458.3亿元稳步攀升至2020年1365.6亿元，而中国云游戏用户规模亦从2018年初的0.63亿人稳步攀升至2023年初的6.58亿人。这反映出了电子竞技行业的蓬勃发展和巨大潜力和电子竞技在中国文化娱乐产业中的重要地位。
艾媒咨询分析师认为，云游戏市场拥有强劲的动力和巨大的潜力，随着技术进步和市场推广，云游戏用户规模将继续扩大。
With the continuous development of "Internet + cultural consumption", the social awareness of cloud games continues to improve and is widely recognized by consumers in the market. The latest "2024 China Cloud Game Market Development Status and Consumer Preference Data Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that in terms of market environment, the market size of China's e-sports industry has grown significantly, steadily climbing from 45.83 billion yuan in 2016 to 136.56 billion yuan in 2020, while the number of cloud game users in China has also steadily climbed from 63 million in early 2018 to 658 million in early 2023. This reflects the booming development and huge potential of the e-sports industry and the important position of e-sports in China's cultural and entertainment industry.
Analysts from iiMedia Consulting believe that the cloud gaming market has strong momentum and huge potential, and with technological progress and marketing promotion, the scale of cloud gaming users will continue to expand.

艾媒咨询 | 2023-2024年中国新国货消费行为监测与商业趋势研究报告

90后、00后的新青年消费群体成为消费市场的新力军，推动消费需求更迭，年轻消费群体成为国货消费主力，各行业的国货需求存在区域差异等特点，越来越多的消费者愿意为国货买单。调研数据显示，年轻群体已成为国货市场的消费主力，超六成消费者集中在19-35岁之间，“理智型动机”成为年轻群体购物主要导向之一。
艾媒咨询分析师认为，年轻消费者市场品牌竞争压力较大，国货品牌需迎合年轻消费者的需求进行升级，才能在市场中拥有竞争力。
The new young consumer group of the post-90s and post-00s has become a new force in the consumer market, promoting the change of consumer demand. The young consumer group has become the main consumer of Chinese goods. The demand for Chinese goods in various industries is characterized by regional differences. More and more consumers are willing to pay for Chinese goods. The survey data shows that Young people have become the main consumer force in the domestic market, with over 60% of consumers concentrated between the ages of 19 and 35. "Rational motivation" has become one of the main shopping directions for young people..
iiMedia Research analysts believe that the brand competition pressure in the young consumer market is high, and domestic brands need to upgrade to meet the needs of young consumers in order to have competitiveness in the market.

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｜2023年全球中式糕点行业消费洞察研究报告

随着直播电商、跨境电商的迅速发展，中式糕点产品创新加速，酥饼产品、馅饼产品、糕点产品等创新不断，面向国内市场纵深发展，尤其是向年轻人的覆盖，海外市场加速非常明显。iiMedia Research（艾媒咨询）数据显示，2023年全球中式糕点市场规模已达744.2亿元，同比增长8.4%，预计2028年其市场规模将达1050.5亿元。中国政府加强传统文化宣传和鼓励老字号走向国际市场，中式糕点的发展迎来新机遇。中式糕点以其药食同源的原材料和低糖、低脂的特点，正逐渐成为全球市场的新宠。目前，中式糕点品牌多布局垂类，专向化趋势明显，品牌可以通过创新口感和加强品牌传播等方式，将单品类做深做大，树立独特且吸引海外市场受众的品牌形象。
With the rapid development of live streaming e-commerce and cross-border e-commerce, the innovation of Chinese pastry products has accelerated, and the innovation of shortbread products, pie products and pastry products has continued, and the in-depth development of the domestic market, especially the coverage of young people, the acceleration of the overseas market is very obvious. iiMedia Research data show that the global Chinese pastry market in 2023 has reached 74.42 billion yuan, an increase of 8.4%, and it is expected that the market size will reach 105.05 billion yuan in 2028. The Chinese government has strengthened the publicity of traditional culture and encouraged time-honored brands to go to the international market, and the development of Chinese pastry has ushered in new opportunities. Chinese pastry is gradually becoming the new darling of the global market due to its raw materials of the same origin as medicine and food and its characteristics of low sugar and low fat. At present, Chinese pastry brands have many vertical layouts, and the trend of specialization is obvious. The brand can deepen and enlarge the single category through innovative taste and strengthening brand communication, so as to establish a unique brand image that attracts overseas market audiences.

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｜2024年中国大学生消费行为调查研究报告

大学生群体对互联网的深度参与使得大学生成为最具潜力和活力的消费主体之一，挖掘大学生群体的消费需求有利于品牌创新营销策略触达目标群体。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年中国大学生消费行为调查研究报告》数据显示，中国在校大学生数量呈增长趋势，2023年中国高等教育在学总规模达到4763万人，41.1%的大学生月均收入在1501-2000元，预计2024年中国在校大学生的年度消费规模约为8500亿元，消费潜力大。艾媒咨询分析师认为，随着社会的发展和时代的变迁，当代大学生的精神文化需求日益多样化和个性化。当物质生活得到基本满足后，他们会更加注重精神层面的追求和满足，因而对运动健身、游戏、密室逃脱和剧本杀等娱乐休闲项目表现出较高的兴趣。
The in-depth participation of college students in the Internet makes college students become one of the most potential and dynamic consumer subjects. Tapping the consumer demand of college students is conducive to the brand innovation marketing strategy to reach the target group. According to the latest "Investigation and Analysis Report on Consumption Behavior of Chinese College Students in 2024" released by iiMedia Research, the number of college students in China shows a growing trend. In 2023, the total number of college students in China will reach 47.63 million, and the average monthly income of 41.1% of college students will be between 1501 and 2000 yuan. It is expected that the annual consumption scale of college students in China will be about 850 billion yuan in 2024, with great consumption potential. Analysts from iiMedia Consulting believe that with the development of society and the changes of The Times, the spiritual and cultural needs of contemporary college students are increasingly diversified and personalized. When the material life is basically satisfied, they will pay more attention to the pursuit and satisfaction of the spiritual level, so they show a higher interest in sports and fitness, games, escape rooms and script killing entertainment and leisure projects.