艾媒报告 |2019中国短视频创新趋势专题研究报告

本报告研究设计企业/品牌/案例：抖音，快手，火山小视频，VMate,Tik Tok，微信，微博，百度新闻，小红书，京东，虎牙直播，汽车之家，bilibili，微播易，斗鱼

在政策驱动、海外扩张、科技等因素的驱动下，短视频规模实现快速扩张，2018年增长率为107.0%。iiMedia Research（艾媒咨询）数据显示，2019上半年，在短视频内容领域，短视频用户对PGC内容（专业生产内容）表现出更高的偏好，对于PGC和UGC（用户生产内容）结合的视频偏好率由37.4%上升至43.6%。短视频用户付费意愿大幅度增加，从31.3%增长至54.8%，过半用户现在更愿意为其喜爱的视频付费。用户在短视频平台频率最高的互动行为仍然是“点赞”，而点赞、分享转发等互动比例明显上涨，用户的互动意愿明显提升，短视频用户之间的连接关系逐步增强。在短视频营销领域，短视频市场规模预计突破200亿元，中国短视频MCN机构数量将超5000家， MCN机构进一步提高商业化效率，助推行业创新改革。短视频MCN呈现出垂直化、专业化、商业变现模式多样、技术化等新趋势。随着5G的发展，5G的商用落地有效降低创作者的门槛，短视频用户体验也将得到进一步优化。在5G的加持下，用户在短视频的互动体验将越趋丰富，其传播性也将得到有效提升。5G将会以其强大的优势推动短视频行业的发展，短视频将迎来“又一春”。

Driven by policy, overseas expansion, technology and other factors, the scale of short video has expanded rapidly, with a growth rate of 107.0% in 2018. According to iiMedia Research, in the first half of 2019, short video users showed a higher preference for PGC content (professional production content), and the video preference rate for the combination of PGC and UGC (user production content) increased from 37.4% to 43.6%. Short video users'willingness to pay increased significantly, from 31.3% to 54.8%. More than half of users are now willing to pay for their favorite videos. Users'most frequent interactive behavior in short video platform is still “point praise“, while the interactive proportion of point praise, share and forwarding has increased significantly. Users' willingness to interact has increased significantly, and the connection between short video users has gradually strengthened. In the field of short video marketing, the scale of short video market is expected to exceed 20 billion yuan, and the number of short video MCN institutions in China will exceed 5,000. MCN institutions will further improve the efficiency of commercialization and help promote industrial innovation and reform. Short video MCN presents new trends such as verticalization, specialization, diversification of commercial cash flow modes and technicalization. With the development of 5G, the commercial landing of 5G effectively reduces the threshold of creators, and the short video user experience will be further optimized. With the support of 5G, the interactive experience of users in short video will become more and more abundant, and its dissemination will be effectively improved. 5G will promote the development of short video industry with its strong advantages, and short video will usher in another spring.

2014Q1中国手机视频市场季度监测报告

本报告是由艾媒咨询行业分析专家领衔撰写，主要分析了该行业的市场规模、发展现状与投资前景，同时对该行业的未来发展作出科学的趋势预测和专业的行业数据分析，帮助客户评估该行业的投资价值。

艾媒报告|2017上半年中国短视频市场研究报告

2017年9月12日，全球领先的新经济行业数据挖掘和分析机构iiMedia Research(艾媒咨询)权威发布《中国短视频市场研究报告》。数据显示，移动短视频用户规模不断扩大，预计年底将达到2.42亿人，增长率为58.2%。

艾媒咨询|2021年上半年中国火锅行业新消费行为与趋势研究报告

本报告研究涉及企业/品牌/案例：海底捞，湊湊，东来顺

iiMedia Research(艾媒咨询)数据显示，2021年中国火锅行业市场规模将达到4998亿元，同比增长18%。在疫情逐渐消退、居民可支配收入逐步提高、火锅具备一定的社交性和上瘾性等多重因素下，预计2024年火锅餐饮市场规模将达到6413亿元，年复合增长率为8.6%。数据显示，27.9%的中国消费者每周吃火锅不少于两次，火锅餐饮业消费需求人群基数大，且消费频率高，利于商家可持续性经营。近年来 “明星网红开火锅店割韭菜”、“xx著名连锁火锅品牌锅底变味，后厨脏乱差” 等负面舆情不断出现，艾媒咨询分析师认为，未来火锅行业发展将以异质化、规范化、质量升级和服务升级为大趋势。
According to iimedia research, the market scale of China's hot pot industry will reach 499.8 billion yuan in 2021, with a year-on-year increase of 18%. Under the multiple factors such as the gradual decline of the epidemic situation, the gradual increase of residents' disposable income and the certain sociality and addiction of hot pot, it is expected that the scale of hot pot catering market will reach 641.3 billion yuan in 2024, with an annual compound growth rate of 8.6%. The data show that 27.9% of Chinese consumers eat hot pot at least twice a week. The hot pot catering industry has a large consumer demand base and high consumption frequency, which is conducive to the sustainable operation of businesses. In recent years, negative public opinions such as "star net Hongkai hot pot shop cuts leeks" and "XX famous chain hot pot brand pot bottom tastes bad and the kitchen is dirty and messy" have been emerging. AI media consulting analysts believe that the development of hot pot industry in the future will take heterogeneity, standardization, quality upgrading and service upgrading as the general trend.

艾媒咨询｜2022年中国火锅行业发展与消费行为监测报告

数据显示，2021年中国火锅行业市场规模达到4998亿元，预计2025年市场规模将达到6689亿元。除2020年外，火锅行业的市场规模一直保持增长趋势，相比与其它餐饮行业，火锅餐饮行业更容易实现规模化、标准化。调研数据显示，川渝火锅是最受消费者欢迎的火锅品类（58.7%），毛肚（54.9%）和虾滑（52.2%）是最受消费者欢迎的火锅单品。

艾媒咨询｜2024年中国火锅行业发展与消费行为监测报告

火锅行业在2023年迎来消费回暖，市场规模持续扩大。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年中国火锅行业发展与消费行为监测报告》数据显示，2023年中国火锅行业市场规模达到5966亿元，预计2025年市场规模将达到6689亿元。火锅产业往集群化、规模化、品牌化方向发展，不断从要素驱动到创新驱动，助推火锅产业消费扩容提质升级。火锅作为社交属性较强、符合减压经济特征的品类，行业已进入白热化竞争阶段，但菜品同质化、锅底同质化问题突出。未来，火锅品牌将专注于打造专属核心优势，在细分赛道发力，主打品牌差异性，让火锅食材回归本源和正宗，给消费者带来更放心的食用体验。在消费需求细分化、多元化趋势驱动下，品牌趋向精细化运营，将会涌现更多“火锅+”形式。
The hot pot industry will usher in a recovery in consumption in 2023, and the market size will continue to expand. According to the latest "2024 China Hot pot Industry Development and Consumer Behavior Monitoring Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's hot pot industry will reach 596.6 billion yuan in 2023, and it is expected that the market size will reach 668.9 billion yuan in 2025. The hot pot industry is developing in the direction of clustering, scale and branding, and continues to shift from element-driven to innovation-driven, boosting the consumption expansion and quality upgrading of the hot pot industry. Hot pot, as a category with strong social attributes and in line with the economic characteristics of decompression, the industry has entered the stage of fierce competition, but the homogenization of dishes and the homogenization of the pot bottom is prominent. In the future, the hot pot brand will focus on creating exclusive core advantages, making efforts in the subdivision track, the main brand difference, so that the hot pot ingredients return to the source and authenticity, and bring consumers a more assured eating experience. Driven by the trend of differentiation and diversification of consumer demand, the brand tends to fine operation, and more "hot pot +" forms will emerge.

艾媒报告 |2018-2019中国火锅产业研究与商业投资决策分析报告

本报告研究涉及企业/品牌包括:海底捞、呷哺呷哺、东来顺、欢乐牧场、黄记煌、南门涮肉、年记餐饮品质涮坊、小肥羊、新辣道、重庆德庄、朝天门、彤德莱、重庆小天鹅、皇城老妈、巴将军、刘一手、小尾羊、辉哥火锅、小龙坎、香天下、鲁西肥牛火锅、巴奴毛肚火锅、红鼎豆捞、颐海国际、Hi捞送、优鼎优、蜀韵东方、蜀海供应链

iiMedia Research（艾媒咨询）监测发现，火锅已成为中式正餐中市场份额占比最大的品类（13.7%），2020年火锅市场规模预计突破7000亿。2018年，中国火锅产业已形成成熟的产业链，特别是海底捞上市提高了资本市场对火锅产业的信心。但同时也存在食品安全、模式同质化和经营能力等问题，为外部投资制造了阻力。

The size of China's food and beverage revenue market has expanded year by year, exceeding 4 trillion yuan in 2018, an increase of 9.5% over the previous year. Hot pot belongs to Chinese dinner, 2017 market share accounted for 13.7%, in the subdivision category ranked first. 2020 Hotpot Market Size will expect to exceed 700 billion. At present, the hot pot industry has formed upstream food production, midstream stores and convenient hot pot production and downstream seasoning products production of the complete industrial chain, the number of consumers. However, the low proportion of hot pot brand listing and the insufficient number of investment events show that the hot pot industry food safety and other issues create resistance to external investment, so that most investors are still on the sidelines. iiMedia Research monitoring found that the future of the hot pot industry has optimized terminal safety management, precise vertical positioning, optimization of the central Kitchen and logistics distribution station and other trends.

艾媒咨询 | 2025年中国火锅行业发展现状及消费行为调查数据

近年来，中国火锅行业凭借强大韧性与创新活力稳健发展。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年中国火锅行业发展现状及消费行为调查数据》数据显示，中国火锅行业市场规模呈现先升后降再回升的态势。2024年中国火锅行业市场规模为6413亿元，2025年预计将攀升至6689亿元。整体来看，火锅行业市场规模虽有波动，但长期保持增长趋势，展现出较强的市场韧性和发展潜力。在2025年中国消费者喜欢吃火锅原因中，食材丰富、口味丰富，满足不同人的喜好占比最高，达到50.45%；其次是冬天吃火锅可以御寒养胃，驱除体内湿气，占比48.86%。这些数据显示，口味丰富可以满足不同人所喜好和个人养生是消费者喜爱吃火锅的主要原因。在2025年中国消费者选择火锅店时考虑因素中，特色菜品以35.34%的占比成为消费者选择火锅店时最重要的考虑因素。其次是价格优惠和品牌口碑，分别占比32.93%和32.71%，表明消费者对价格和品牌同样重视。就餐氛围和店内环境也较为重要，占比分别为32.60%和30.63%。
艾媒咨询分析师认为，未来火锅行业将在产品创新维度持续拓展，从食材、锅底到跨品类融合不断突破边界；随着健康饮食理念深入人心，清淡、养生锅底的市场份额将进一步扩大；供应链领域，企业与品牌的合作将从单纯供应向深度共创转变，加速新品研发与市场响应，有效缩短跨品类产品演变周期。企业需精准把握消费者需求变化，通过产品创新、供应链优化、提升性价比等方式构建竞争优势，同时也要积极应对价格战、同质化竞争以及食品安全监管等挑战。
In recent years, the Chinese hot pot industry has developed steadily by virtue of its strong resilience and innovative vitality. According to the latest "Survey data on the current development status and consumer behavior of China's hot pot industry in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the market size of China's hot pot industry shows a trend of rising first, then falling, and finally recovering. The market size of China's hot pot industry was 641.3 billion yuan in 2024 and is expected to rise to 668.9 billion yuan in 2025. Overall, although the market size of the hot pot industry has fluctuated, it has maintained a long-term growth trend, demonstrating strong market resilience and development potential. Among the reasons why Chinese consumers like to eat hot pot in 2025, the proportion of rich ingredients and diverse flavors that meet the preferences of different people is the highest, reaching 50.45%. Secondly, eating hot pot in winter can help keep warm, nourish the stomach and eliminate dampness in the body, accounting for 48.86%. The rich flavors of these data can meet the preferences of different people and personal health preservation, which is the main reason why consumers love to eat hot pot. In 2025, among the factors that Chinese consumers consider when choosing a hot pot restaurant, specialty dishes will account for 35.34%, becoming the most important consideration for consumers when making a choice. Secondly, there are price discounts and brand reputation, accounting for 32.93% and 32.71% respectively, indicating that consumers attach equal importance to both price and brand. The dining atmosphere and the in-store environment are also quite important, accounting for 32.60% and 30.63% respectively.
Analysts from iiMedia Research believe that in the future, the hot pot industry will continue to expand in the dimension of product innovation, constantly breaking boundaries from ingredients, pot bases to cross-category integration. As the concept of healthy eating takes root in people's hearts, the market share of light and health-preserving pot bases will further expand. In the supply chain field, the cooperation between enterprises and brands will shift from simple supply to in-depth co-creation, accelerating the research and development of new products and market response, and effectively shortening the evolution cycle of cross-category products. Enterprises need to accurately grasp the changes in consumer demands, build competitive advantages through product innovation, supply chain optimization, and enhancing cost performance, etc. At the same time, they should also actively respond to challenges such as price wars, homogeneous competition, and food safety supervision.

605006_山东玻纤2021年三季度报告

山鹰国际控股股份公司2021年第三季度报告