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｜2022-2023年中国汉服产业现状及消费行为数据研究报告

中国汉服市场快速发展，2022年市场规模预计达125.4亿元，2025年有望达到191.1亿元，同比增长13.2%。未来汉服市场仍有较大的上行空间。艾媒咨询（iiMedia Research）调研数据显示，近七成的消费者购买汉服的渠道为淘宝、闲鱼等线上购物平台，49.8%的消费者从线下汉服实体店购买汉服。

艾媒咨询|2021年中国宠物经济产业研究报告

本报告研究涉及企业/品牌/案例：朝云集团，汉欧生物科技，麦富迪

在当前的新消费模式下，宠物经济呈现新的特点。一是线上线下双发展，约九成消费者在线下进行宠物消费，同时也有超过八成消费者在线上进行宠物消费;二是国货品牌更受青睐，三是资本入驻，宠物品牌积极开拓竞争力，寻找可持续发展空间。这一时期如朝云集团、汉欧生物发展思路良好，脱颖而出。
Under the current new consumption model, the pet economy presents new characteristics. The first is the dual development of online and offline. About 90% of consumers consume pets offline, and more than 80% of consumers consume pets online; second, domestic brands are more popular; third, capital is settled, and pet brands are actively developing their competitiveness , Looking for sustainable development space. During this period, Zhaoyun Group and Hanou Biology had good development ideas and stood out.

艾媒咨询|2021中国汉服产业现状及消费行为数据研究报告

本报告研究涉及企业/品牌/案例：汉尚华莲，重回汉唐

数据显示，受疫情影响2020年中国汉服市场销售规模增速放缓，为63.6亿元，在政府大力弘扬传统文化、资本入场和汉服认可度提高等助推下，预计2021年中国汉服销售规模将突破100亿元。从供给侧数据来看，中国目前有超过3000家汉服企业，浙江、广东等地区淘宝汉服商家集聚效应显著，而西安、成都和杭州等城市汉服门店数量较多。在消费端调研数据来看，2021年近5成汉服消费者拥有2-4套汉服，以微博、抖音等为代表的社交媒体为近6成消费者接触汉服资讯的途径，成为推动汉服走向大众化的重要途径。总体而言，2021年中国汉服产业发展将面对传承缺失、盗版盛行和西方文化冲击等挑战，在传统文化热、消费升级等机遇下“汉服热”将持续升温，向更加大众化的品类发展。
According to the data, affected by the epidemic, the growth rate of sales scale of Chinese Hanfu market will slow down to 6.36 billion yuan in 2020. With the help of the government's efforts to promote traditional culture, capital admission and Hanfu recognition, the sales scale of Chinese Hanfu is expected to exceed 10 billion yuan in 2021. From the supply side data, there are more than 3000 Hanfu enterprises in China. Taobao Hanfu merchants in Zhejiang and Guangdong have a significant agglomeration effect, while there are more Hanfu stores in Xi'an, Chengdu and Hangzhou. In the consumer side, tiktok data show that nearly 5 of the 2021 Han Chinese consumers had 2-4 suits, and nearly 6 of them were social media represented by micro-blog and jitter. In general, the development of Chinese Hanfu industry in 2021 will face challenges such as the lack of inheritance, the prevalence of piracy and the impact of western culture. Under the opportunities of traditional culture fever and consumption upgrading, the "Hanfu fever" will continue to heat up and develop to a more popular category.

艾媒咨询|2020-2021年中国国潮经济发展专题研究报告

本报告研究涉及企业/品牌/案例：拼多多,华为,汉尚华莲

目前在快递业和电商平台服务业持续发展的推动下，中国社会消费品零售总额和出口总额逐年呈现上升趋势。2020年受疫情影响下，中国社会消费品零售总额为39.2万亿元，比上年下降3.9%，出口净额为15.0万亿元。随着制造业结构持续升级，工业生产配套链不断完善，进一步发挥国内市场优势同时扩大内需，国潮商品质量也得到提升。国粹作为国潮文化的典型发展领域，而汉服领域是传统国粹结合潮流元素发展的典型代表，iiMedia Research（艾媒咨询）数据显示，中国汉服爱好者数量规模和市场规模快速增长，预测2021年汉服爱好者数量规模预计达689.4万人，市场销售规模将达到101.6亿元。调研数据显示，28.3%的消费者非常信任目前国产制造的商品质量，54.1%的消费者表示比较信任；同时，各电商平台通过大量消费补贴，让消费者用更实惠的价格体验新国牌商品，助力国潮经济发展。

In recent years, driven by the sustainable development of domestic delivery industry and e-commerce platform, total retail sales and exports of consumer goods in China are increasing year by year. In 2020, affected by the epidemic, total retail sales of China will reach 39.2 trillion yuan, has decreased by 3.9% over the previous year, and its net exports will reach 15.0 trillion yuan. With the continuous upgrading of the manufacturing structure, the continuous improvement of the industrial production chain, the further development of the domestic market advantages and the expansion of domestic demand, the quality of China-Chic goods has also been improved. Chinese quintessence culture is a typical development field of China-Chic culture, while Hanfu is a typical representative of traditional quintessence culture combined with trend elements. As the data of iiMedia Research showed, the number and market scale of Hanfu fans in China are growing rapidly. It is predicted that the number and scale of Hanfu lovers in 2021 will reach 6.89 million, and the market sales scale will reach 10.16 billion yuan. According to the survey data, 28.3% of interviewed consumers have great confidence in the quality of domestic products, and 54.1% of them have little confidence in the quality. At the same time, through the large consumer subsidies provided by e-commerce platforms, it allows the consumers to experience the new Chinese brand products at better prices, which helps the development of China-Chic economy.

艾媒报告|2020Q1中国汉服市场运行状况监测报告

本报告研究涉及企业/品牌/案例:汉莲服饰集团,兰若庭,同袍APP,汉未央。
在新媒体平台和个性化消费观念的推动下，中国汉服产业发展不断加速。汉服行业借助抖音、微博等新媒体平台有效传播汉服文化，并联合热门IP，实现破圈获客，同时发展租赁、摄影等周边服务，实现全产业链融合。2019年汉服爱好者规模达356.1万人，同比增长74.4%；汉服消费者购买力强，中高端汉服需求最大，超七成汉服消费者单均消费超300元；不断扩大的市场基础、高消费能力以及高用户粘性令汉服市场引来井喷，2019年市场销售额达45.2亿元，同比增长318.5%；iiMedia Research(艾媒咨询)数据显示，过半数受访用户表示支持汉服文化；同时，超七成受访用户表示有购买意愿，汉服文化认可度提高，未来汉服产业或将迎来新一轮的增长。此外，超半数消费者表示不会在日常穿着汉服，穿着繁琐及大众接受度低是主要因素。未来，将汉服与现代日常服装元素融合，进一步拓宽汉服使用场景是汉服产业的主要发展方向。

Driven by the new media and the concept of personalized consumption, Han Chinese clothing industry has developed accelerately. The industry effectively spread Han culture by new media such as Tik Tok and Weibo, and cooperated with popular IP to breakthrough the limitations brought by its minority group attribute to achieve customer acquisition. Meanwhile, it developed services such as leasing and photography to realize the integration of the whole industry chain. The amount of Han Chinese clothing lovers in 2019 was 3.56 million, with a year-on-year growth of 74.4%. Consumers have the largest demand for high-end product, with over 70% of consumers spending more than 300 yuan each. The rapid development of Han Chinese clothing market is attributed to expanding market base, high consumption capacity and high user stickiness. The market sales volume in 2019 was 4.52 billion yuan, with a year-on-year growth of 318.5%. As the data of iiMedia Research showed, over 70% of the surveyed users expressed their willingness to buy. The recognition of Han culture improved, therefore the industry may have a high growth in the future. Over 50% of consumers considered that they would not wear Han Chinese clothing on a daily basis, with cumbersome clothing and low public acceptance as the main factors. In the future, the main development direction of Han Chinese clothing industry will be to integrate product with modern daily clothing elements and further expand the use scenes.

艾媒报告|2020年全球消毒杀毒产品市场分析及发展趋势报告

本报告研究涉及企业/品牌/案例：老肯医疗，新华医疗，威莱，三友化工；
其他提及企业/品牌：滴露，威露士，蓝月亮，洗得宝，威猛先生，如辉，巨光，海氏海诺，威王，净安，优露清，利尔康，安洁，威洁士，欧洁，仁和，泰和科技，京汉股份，比亚迪，仁瑞生物科技，盘龙药业，东北制药等。

2020年4月28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年全球消毒杀毒产品市场分析及发展趋势报告》。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，对全球消毒杀毒产品进行全面分析，并且通过对三友化工、威莱集团（威尔士）、新华医疗和老肯医疗的典型企业案例分析，特别结合新冠疫情影响下消毒杀毒用品的用户调研，判断2020-2021年全球消毒杀毒行业发展趋势。随着经济环境和人民生活水平不断改善，国家对于医疗卫生更加重视，卫生投入不断增加，医疗机构数量显著增长，居民的卫生健康意识也持续提高，从需求端拉动消毒产品行业发展。特别在新冠疫情影响下，消毒杀毒产品的需求量骤升，其中小包装的消杀产品需求量特别大，短期消杀用品存在供需结构矛盾。

In 2020, the national medical institutions and other public places need large-scale, long-term, high-frequency disinfection, in addition, the public awareness of home disinfection has also given birth to a huge demand for disinfection products. According to iiMedia Research, the new crown outbreak in 2020 has had an impact on the purchase of disinfection products by 84% of consumers, with the market value of disinfection products expected to reach 38.26 billion yuan for the full year.

艾媒报告|2019-2021中国汉服产业数据调查、用户画像及前景分析报告

本研究报告涉及企业/品牌/案例：汉尚华莲，百雀羚，阿玛尼、纪梵希、YSL，故宫博物院文创馆，盘子女人坊，织羽集，重回汉唐，十三余，兰若庭，钟灵记，梨花渡，花朝记，都城南庄，流烟昔冷，华姿仪赏，明华堂，九锦司,飞羽汉服，花醉月，梨花庄，梵猫，闺仪

近年来中国汉服逐渐发展成一个较大规模的产业，并在年轻消费群体中得到迅速推广。2018年汉服爱好者数量达到204.2万人，同比增长72.9%。艾媒咨询分析师认为，未来2-3年中国汉服市场仍将保持增长态势， 2019年销售额预计将达14.1亿元。

2014年至2018年，中国汉服爱好者不断增长，在其消费群体中女性的比例逐年升高。受到消费升级的影响，消费者的需求也越来越趋向于个性化，而能满足不同的需求的产品也能表现出更高的溢价能力。例如汉服高端品牌——明华堂，售卖的汉服单品通常在3500元左右，套装定价在9000元以上。iiMedia Research（艾媒咨询）调查显示，从汉服消费者的购买动机来看，有47.2%的消费者是出于对汉服文化的喜欢，也有40.3%的消费者是出于对流行时尚的追求，说明汉服文化的魅力对消费者的吸引力是最大的，而影视频等网络宣传所定义的流行时尚，也是年轻人购买汉服的一大影响因素。

From 2014 to 2018, Chinese Hanfu enthusiasts continued to grow, and the proportion of women in their consumer groups increased year by year. Affected by consumption upgrades, consumer demand is becoming more and more personalized, and products that can meet different needs can also show higher premium capabilities. For example, Minghuatang, a high-end brand of Hanfu, usually sells Hanfu singles at around 3,500 yuan, and sets are priced at more than 9,000 yuan. According to the iiMedia Research survey, from the perspective of Hanfu consumers ’purchase motivation, 47.2% of consumers are out of favor of Hanfu culture, and 40.3% of consumers are in pursuit of fashion. It shows that the charm of Hanfu culture is the most attractive to consumers, and the fashion defined by online propaganda such as movie and video is also a major influencing factor for young people to buy Hanfu.

艾媒报告 |2018-2019年中国出境游产业剖析及用户画像深度研究报告

本报告研究涉及企业/品牌包括:同程艺龙、凤凰旅游集团、卓锐科技、携程旅行、去哪儿旅游、同程旅游、飞猪旅游、马蜂窝自由行、途牛旅游、同程旅游、途牛旅游、腾邦国际、驴妈妈、芒果网、12306、维也纳酒店、锦江之星、汉庭酒店、如家酒店、格林豪泰、全季酒店、城市便捷、海航酒店

随着居民生活水平的提高，出境游持续走热，中国在线出境游市场规模稳步上升，2018年交易额超万亿。八成出境游游客目的地选择亚洲，跟团游与自由行均得到部分游客的青睐。一二线城市居民是出境游游客的主要来源，80后游客最多，且女性略高于男性。

As the data of iiMedia Research showed, the number of outbound tourists in China maintained a relatively rapid growth，the scale of online outbound tourism market is over trillion in 2018, and the market scale has steadily increased. In the online travel platform with outbound travel business , Ctrip ranks first with 66.2 million monthly activities. China's outbound tourism maintained a high degree of network enthusiasm. New frontier cities contributed the largest new group of outbound tourists. The post-80s generation was the main group of outbound tourists, and female tourists were slightly higher than males.

艾媒报告 | 2018上半年中国在线旅游行业研究报告

本报告研究涉及企业/品牌包括:携程、去哪儿网、艺龙旅行、同程旅游、途牛旅游、马蜂窝、飞猪旅游、马蜂窝、腾邦国际、驴妈妈、芒果网、12306、维也纳酒店、锦江之星、汉庭酒店、如家酒店、格林豪泰、全季酒店、城市便捷、海航酒店

iiMedia Research(艾媒咨询)数据显示，2017年在线旅游用户规模已达到3.25亿，预计2018年在线旅游用户规模将达到3.57亿人。2018年5月携程旅行月活跃人数达6855.2万人，领先于其他中国在线旅游平台，去哪儿旅行及同程旅游月活跃人数分别达4719.3万及2221.8万人，位列其后，头部企业月活跃人数相较其他平台领先优势明显。