艾媒咨询|2021年中国大学生消费行为调研分析报告

本报告研究涉及企业/品牌/案例：淘宝/天猫，京东/京喜，拼多多，抖音

中国在校大学生数量逐年增长。数据显示，2020年中国高等教育在学总规模达到4183万人。同时，随着生活水平的逐渐提高，大学生群体的月均生活费也随之增加，月均收入中位数为1516元，预计2021年中国在校大学生的年度消费规模约为7609亿元，消费潜力巨大。随着时代的发展，大学生消费观念也在改变，加上受群体示范效应的影响，消费逐渐朝向多元化发展，并且愿意将更多花费放在提升自己的能力、视野以及精神享受方面，因而对剧本杀、密室逃脱、萌宠体验馆等新兴休闲娱乐项目表现出较大的热情。
The number of college students in China is increasing year by year. According to the data, in 2020, the total number of higher education students in China reached 41.83 million. At the same time, with the gradual improvement of living standards, the average monthly living expenses of college students also increase, and the median monthly income is 1516 yuan. It is estimated that the annual consumption scale of Chinese college students in 2021 will be about 760.9 billion yuan, with great consumption potential. With the development of the times, college students' consumption concept is also changing. In addition, affected by the group demonstration effect, consumption is gradually developing towards diversification, and they are willing to spend more on improving their ability, vision and spiritual enjoyment. Therefore, they show great enthusiasm for emerging leisure and entertainment projects such as script killing, secret room escape and adoration Experience Hall.

艾媒咨询：2015-2016中国信息时代新消费方式专题报告

近年来，中国移动购物市场交易额稳定增长，占整体网络零售市场交易额的比例不断上升。2015年中国移动端交易额首次超过PC端，占整体网络零售市场交易额50%以上，预计到2018年，移动端交易额占比将超过75%。

艾媒咨询｜2023-2024年中国本地生活服务行业市场监测报告

在数字经济快速发展的推动下，本地生活服务行业各领域保持稳定增长。iiMedia Research（艾媒咨询）数据显示，预计2025年在线餐饮外卖市场规模达到17469亿元，生鲜电商市场规模达到5403亿元，互联网社区服务市场规模达到3455亿元，2025年本地生活服务规模将超2.5万亿元。

艾媒报告 |2019中国“90后”消费金融发展现状监测报告

2018年，中国“90后”短期消费贷款超过3万亿，约占2018年短期贷款总规模三分之一。iiMedia Research(艾媒咨询)数据显示，超五成“90后”月均消费金融额度在5000元以上，超七成“90后”表示未来会继续超前消费。未来，“90后”消费需求将细化升级，消费金融场景应用更加多样化，如何做好超前消费风险控制工作是打造良性消费金融生态的重要关键点。

According to iiMedia Research, more than 50% of the post-90s'monthly average consumption financial quota is more than 5,000 yuan, and more than 70% of the post-90s indicate that they will continue to consume in advance in the future. At present, most of the “post-90s“ users have better ability to fulfill the contract and pursue the development-oriented consumption and service-oriented consumption, which has become the driving force of the new economy and new consumption. Young consumers will become the focus of market competition. In the future, “post-90s“ consumer demand will be refined and upgraded, and the application of consumer finance scenarios will be more diversified. How to control consumer risk in advance is an important key point to build a healthy consumer finance ecology.

艾媒咨询 | 2023-2024年中国便利店行业发展状况及消费行为监测报告

2022年中国便利店行业市场规模达3834亿元，同比增长9.8%，随着便利店行业的支持政策推行，居民可支配收入、消费能力及中国城镇化率稳步提升，中国便利店行业市场规模将持续扩大，预计2025年达5033亿元。

艾媒咨询 | 2023-2024年中国大学城商圈生态研究与消费行为调查报告

目前，中国大学城的整体规划和开发力度仍较为欠缺，仍未充分利用到大学城的辐射影响。艾媒咨询分析师认为，随着大学城综合体量的快速增长，如何形成集餐饮、娱乐、出游、观赏、购物等业态的环大学城半小时生活圈，形成多业态融合的消费场景，建立多元丰富的大学城商圈消费矩阵，满足大学城商圈主要消费者日益个性化、品质化、新潮化、体验化的消费需求，是未来大学城商圈发展的重要趋势。

艾媒咨询 | 2023-2024年全球零售业运行大数据及中国市场创新业态监测报告

2022年全球零售业市场规模达27.34万亿美元，中国社会消费品零售总额达44万亿元，随着消费主力群体崛起、新消费需求出现、新技术发展，中国未来零售业发展情况较为乐观。在新消费趋势下，个性化需求成为关键，消费式体验成为竞争优势，物流优化与店门升级需同步进行。全球化和下沉市场布局重要性日益凸显，线上线下渠道整合成为趋势，智能化、科技化的应用将推动零售业的发展。

数据说|“兴趣消费”潮流涌起，3.2亿年轻群体成消费主力军

2023年 vol.17

艾媒咨询|2021年中国新消费发展趋势研究报告

2021 年 12 月 22 日，由中国品牌建设促进会、重庆市商务委员会主办的“2021爱尚重庆消费盛典暨中国消费品牌风尚大会”在广州隆重举行。国际、中国、重庆优质消费品牌聚首，行业专家深度解读品牌发展趋势，洞悉重庆商机，年度风尚品牌发布以及城市中心品牌Show是本次大会的亮点所在。艾媒咨询CEO兼首席分析师张毅受邀出席本次大会，并在现场发布《2021年中国新消费发展趋势研究报告》。该报告利用艾媒大数据决策和智能分析系统的数据挖掘结果，洞察新时代背景下我国新消费行业，并围绕新消费经济发展驱动力、商圈经济发展新场景新模式等做了详细的分析解读，共同展望未来新经济行业发展趋势。
On December 22, 2021, the "2021 love fashion Chongqing consumption grand ceremony and China consumer brand fashion conference" hosted by China brand building promotion association and Chongqing Municipal Commission of Commerce was grandly held in Guangzhou. International, Chinese and Chongqing high-quality consumer brands gathered, industry experts deeply interpreted the brand development trend, had insight into Chongqing business opportunities, the annual fashion brand release and the city center brand show were the highlights of the conference.Zhang Yi, CEO and chief analyst of iiMedia Research, was invited to attend the conference and released the Research Report on the development trend of China's new consumption in 2021. The report uses the data mining results of AI media's big data decision-making and intelligent analysis system to gain insight into China's new consumer industry under the background of the new era, makes a detailed analysis and interpretation around the driving force of new consumer economic development, new scenarios and new models of business district economic development, and jointly looks forward to the development trend of new economic industry in the future.

艾媒咨询 | 2025年中国大学生消费背景分析与消费行为调查数据

在社会经济发展与数字化浪潮的双重影响下，中国大学生消费市场呈现多元化特征。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年中国大学生消费背景分析与消费行为调查数据》数据显示，高校毕业生人数呈持续增长态势。2015年高校毕业生人数为749万人，随后逐年稳步上升，2024年增至1179万人，这表明中国大学生消费市场前景广阔。在2025年中国大学生爱好情况中，运动、健身以37.06%的占比位居榜首，显示出大学生对健康生活方式的重视；二次元和游戏分别以31.12%和27.86%的占比紧随其后，反映出新兴文化和数字娱乐在大学生中的流行。在2025年中国大学生认为产品影响个人消费的因素中，品牌知名度以47.95%的比例成为影响大学生消费的最主要因素，其次是设计（41.30%）和促销活动（37.62%），这两个因素分别位列第二和第三，说明品牌知名度、产品设计和优惠力度都是大学生考虑的重要因素。艾媒咨询分析师指出，未来大学生消费市场将呈现结构多元化、场景数字化、理念绿色化三大趋势：消费从基础生活向知识投资、情感消费拓展；直播购物等数字化场景推动消费向即时交互升级；绿色商品与二手交易等可持续模式潜力释放。企业需紧扣Z世代 “性价比+社交裂变+智能交互” 逻辑提升竞争力，高校与家庭应通过 “消费教育+信用引导” 助力理性消费观形成。
Under the dual influence of social and economic development and the digital wave, the consumer market for college students in China presents diversified characteristics. According to the latest "Analysis of the consumption background and survey data of Chinese college students in 2025" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, the number of college graduates shows a continuous growth trend. In 2015, the number of college graduates was 7.49 million. Subsequently, it has steadily increased year by year, reaching 11.79 million in 2024, which indicates that the consumer market for college students in China has broad prospects. In the hobbies of Chinese college students in 2025, sports and fitness ranked first with a proportion of 37.06%, demonstrating college students' emphasis on a healthy lifestyle. The second dimension and games followed closely with proportions of 31.12% and 27.86% respectively, reflecting the popularity of emerging cultures and digital entertainment among college students. In 2025, among the factors that Chinese college students believe products affect personal consumption, brand awareness, with a proportion of 47.95%, became the most significant factor influencing college students' consumption. Next came design (41.30%) and promotional activities (37.62%), which ranked second and third respectively. It is indicated that brand awareness, product design and discount intensity are all important factors that college students consider.Analysts from iiMedia Research point out that the future college student consumption market will present three major trends: structural diversification, digitalized scenarios, and green concepts. Consumption will expand from basic living to knowledge investment and emotional consumption. Digital scenarios such as live-streaming shopping drive consumption to upgrade towards real-time interaction. The potential of sustainable models such as green goods and second-hand transactions has been unleashed. Enterprises need to closely follow the logic of Generation Z of "cost performance + social viral + intelligent interaction" to enhance their competitiveness. Universities and families should help form a rational consumption concept through "consumption education + credit guidance".