艾媒咨询 | 2025-2026年中国兴趣教育行业发展状况及消费行为调查数据

随着中国居民人均可支配收入稳步增长、精神文化消费需求持续提升，叠加素质教育普及，国内兴趣教育行业持续扩容。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《2025-2026年中国兴趣教育行业发展状况及消费行为调查数据》显示，2025年中国兴趣教育行业规模达3237.6亿元，行业未来增长潜力充足。兴趣教育市场消费群体以女性、31-35岁人群为主。消费者学习以自我提升为核心诉求，主流消费区间集中在2000-4000元，高频周课学习成为常态。社会技能、健康、形象提升类课程最受青睐，茶艺、书法等生活美学课程热度突出，线上线下融合学习成为主流模式。中国兴趣教育消费者复购表现稳定，多数消费者存在2-3次课程购买行为，超七成消费者对平台课程服务表示满意。消费者选择平台重点关注口碑、学习氛围与价格，且更偏好内容全面的综合性课程。目前行业仍存在明显发展短板，师资力量薄弱、实操课程不足、学习实用性不强是消费者核心痛点，也是制约体验升级的主要因素。艾媒咨询分析师指出，在消费升级与全民自我提升需求增加的背景下，兴趣教育行业正向个性化、品质化、多元化方向发展。未来兴趣教育平台需聚焦师资建设与课程实操升级，深耕热门生活美学、实用技能类课程，大力研发综合性系统化课程体系。同时依托线上、线下融合的教学优势，优化教学服务与价格体系，精准匹配不同圈层消费者的多元学习需求，提升消费者学习体验与复购粘性，推动行业高质量规范化发展。
With the steady growth of residents' disposable income and the continuous rise in demand for spiritual and cultural consumption, coupled with the widespread adoption of quality education, China's interest-based education industry continues to expand. According to the latest report titled "China Hobbies Education Industry Development Status and Consumer Behavior Survey Data from 2025 to 2026" released by iiMedia Research (a leading global third-party data mining and analysis firm in the new economy sector), the scale of China's interest-based education industry reached 323.76 billion yuan in 2025, demonstrating ample future growth potential. The consumer base in the interest-based education market is predominantly female and aged 31-35. Consumers primarily seek self-improvement through learning, with mainstream spending concentrated between 2,000-4,000 yuan. Weekly high-frequency courses have become the norm. Social skills, health, and image enhancement courses are the most popular, while life aesthetics courses such as tea art and calligraphy have gained significant traction. Blended online and offline learning has emerged as the dominant model. Chinese consumers in the interest education sector exhibit stable repurchase behavior, with the majority making 2-3 course purchases. Over 70% of consumers express satisfaction with the platform's course services. When selecting platforms, consumers prioritize reputation, learning atmosphere, and price, while favoring comprehensive courses with extensive content. The industry still faces significant developmental shortcomings, including weak teaching resources, insufficient practical courses, and limited learning utility, which are core pain points for consumers and primary factors hindering experience upgrades. Analysts from iiMedia Research pointed out that against the backdrop of consumption upgrading and increasing demand for self-improvement among the public, the interest-based education industry is evolving toward personalization, quality, and diversification. Future interest-based education platforms need to focus on faculty development and practical course upgrades, delve into popular life aesthetics and practical skill courses, and vigorously develop comprehensive, systematic curricula. Meanwhile, leveraging the advantages of blended online and offline teaching, they should optimize teaching services and pricing systems, precisely match diverse learning needs of consumers from different social circles, enhance consumer learning experiences and repurchase loyalty, and promote high-quality, standardized industry development.

艾媒咨询 | 2025年中国健身器材行业消费行为调查数据

随着全民健身意识的深度渗透，中国健身消费市场已构建起多维度需求矩阵，主要覆盖以力量训练、有氧运动为核心的基础健身场景，以瑜伽、普拉提为代表的专项塑形场景，以及健身营养补给、运动知识付费等衍生服务场景。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《2025年中国健身器材行业消费行为调查数据》显示，43.99%的消费者每周健身频次为1-5次，且单次健身时长集中于30分钟至1小时，占比高达64.49%。从健身偏好来看，力量训练/举重以57.51%的参与率成为最受青睐的健身类型，而健身服（瑜伽服/跑步服等）以33.99%的占比领跑消费者健身用品购买需求。在消费渠道方面，59.44%的消费者倾向通过大型超市/百货商场的体育用品区购买健身产品，凸显线下场景的信任优势。但线上消费亦面临显著痛点：82.88%的消费者对网购健身用品的质量问题存在担忧，而选择线上店铺时，60.27%的用户将商品质量视为核心决策因素，远超价格、品牌等维度。艾媒咨询分析师指出，当前健身消费市场呈现“线下强体验、线上重质量”的二元特征。建议厂商强化线下渠道的专业化服务能力，例如增设健身器材体验区、提供个性化训练指导；针对线上消费痛点，需建立更透明的质量认证体系，通过第三方检测背书、用户评价可视化等方式降低信任门槛，同时优化力量训练等细分品类的产品创新，满足消费者对功能性健身装备的进阶需求。
With the deep penetration of national fitness awareness, China's fitness consumer market has built a multidimensional demand matrix, mainly covering the basic fitness scene with strength training and aerobic exercise as the core, the special shaping scene represented by yoga and Pilates, and the derivative service scene such as fitness nutrition supply and sports knowledge payment. According to the latest "2025 China Fitness Equipment Industry Consumption Behavior Survey Data" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, 43.99% of consumers exercise 1-5 times a week, and a single exercise duration is concentrated in 30 minutes to 1 hour. The proportion is as high as 64.49%. From the perspective of fitness preferences, strength training/weightlifting became the most popular type of fitness with a participation rate of57.51%, while fitness clothing (yoga clothing/running clothing, etc.) led the consumer's purchase demand for fitness supplies with 33.99%. In terms of consumption channels, 59.44% of consumers tend to buy fitness products through the sporting goods area of large supermarkets/department stores, highlighting the trust advantage of offline scenes. However, online consumption also faces significant pain points: 82.88% of consumers are worried about the quality of online shopping fitness supplies, and when choosing online stores, 60.27% of users regard product quality as the core decision-making factor, far exceeding price, brand and other dimensions. Analysts from IImedia Consulting pointed out that the current fitness consumer market presents the dual characteristics of "offline strong experience and online quality". It is suggested that manufacturers strengthen the professional service capabilities of offline channels, such as adding fitness equipment experience areas and providing personalized training guidance; In view of the pain points of online consumption, it is necessary to establish a more transparent quality certification system, reduce the threshold of trust through third-party testing endorsement, user evaluation visualization and other ways, and optimize the product innovation of strength training and other subcategories to meet the advanced needs of consumers for functional fitness equipment.