艾媒咨询 | 美国广告行业生态多样性与发展状况大数据分析研究

随着社会文化变迁加速，美国广告市场呈现多元化转型特征，少数群体的声音越来越重要。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《美国广告行业生态多样性与发展状况大数据分析研究》数据显示，美国广告行业性取向分布中91%为异性恋从业者。LGBTQ+群体消费影响力持续攀升。66%消费者认同广告商应承担多元代表责任。代际认知差异显著，Z世代对节日视觉符号革新支持率达71%，千禧世代42%认可品牌在多元议题中的领导作用。消费者偏好呈现多元特征，48%黑人群体对同族代言人展现强烈好感，体型多样性代言获69%受众认可。84%非LGBT群体抵制相关广告，接受LGBT广告的消费者期待品牌能提供LGBTQ+福利。真实性成关键诉求，47%受众重视企业内部多元制度建设。艾媒咨询分析师认为，美国广告业正经历文化觉醒、代际冲突、价值重构三重变革。建议广告主构建跨代际传播策略，重点开发25-44岁核心客群；深化少数族裔代言体系，优化黑人、亚裔等群体呈现方式；建立包容性内容审核机制，平衡不同性向群体诉求。行业协会需制定多元营销标准，推动真实性评估体系建设。
As social and cultural changes accelerate and the advertising market in the United States is characterized by a pluralistic transformation, minority voices are increasingly important. According to the latest Big data analysis on ecological diversity and development of American advertising industry released by iiMedia Research, the world's leading third-party data mining and analysis institution of the new economy industry, 91% of the sexual orientation distribution in the US advertising industry is heterosexual practitioners. The consumption influence of LGBTQ+ groups continues to rise. 66% of consumers agree that advertisers should bear the responsibility of diversity representation. There is a significant difference in intergenerational cognition, with the approval rate of Generation Z for the visual symbol innovation of festivals reaching 71%, and 42% of millennials recognizing the leadership role of brands in multiple issues. Consumer preferences show diverse characteristics, 48% of black groups show a strong impression of the same ethnic spokespersons, and 69% of the audience recognizes the diversity of body types. 84% of non-LGBT people have boycotted related ads, and consumers who receive LGBT ads expect brands to offer LGBTQ+ benefits. Authenticity has become a key demand, and 47% of the audience attaches importance to the construction of multiple systems within enterprises. iiMedia Research believe that the American advertising industry is experiencing a triple change of cultural awakening, generational conflict and value reconstruction. It is suggested that advertisers should construct inter-generation communication strategies and focus on developing core customers aged 25-44. Deepen the minority endorsement system and optimize the representation of black and Asian groups; Establish an inclusive content review mechanism to balance the demands of different groups. Industry associations need to develop multiple marketing standards and promote the construction of authenticity evaluation systems.

艾媒咨询 | 2025-2026年中国外贸企业出口转内销产品消费者购物行为需求调研报告

在当前全球贸易环境持续波动的背景下，中美贸易战的再度激化使中国外贸企业面临严峻挑战。为应对这一局势，中国政府及时推出“双循环”发展战略，积极引导外贸企业开拓国内市场，实现“出口转内销”的战略转型。在这一政策导向下，政府相关部门陆续出台配套支持措施，国内各大企业平台也迅速响应，纷纷设立外贸优品专区，共同构建内外贸一体化的发展格局。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《2025-2026年中国外贸企业出口转内销产品消费者购物行为需求调研报告》数据显示，88.79%的消费者支持国家和企业推出相关政策扶持中国外贸企业，同时支持设立外贸优品专区。其中，有66.87%的消费者认为这样可以丰富中国国内市场供给，满足大众的消费多元化需求。
在购买意愿方面，超过80%的消费者表示愿意选购“出口转内销”产品。在购买因素方面，价格合理（56.04%）与品牌知名度（56.04%）是影响购买决策的两大关键影响因素。在未来发展层面，超过70%的消费者认为调整产品功能以满足国内消费者多样化的需求是发展关键。另一方面，61.54%的消费者看重品牌认知度，因此，中国外贸企业需要加强品牌建设与营销推广。艾媒咨询分析师认为，中国外贸企业需以消费者需求为核心，通过数据驱动选品、全渠道体验优化、智能化服务升级，实现从 “出口代工” 到 “国内品牌” 的转型跨越。未来，价格透明化、品质可追溯、服务本地化将成为市场竞争的关键要素，推动出口转内销市场向规范化、高质量发展。
Against the backdrop of the continuous fluctuations in the current global trade environment, the renewed intensification of the trade war between China and the United States poses severe challenges to Chinese foreign trade enterprises. To cope with this situation, the Chinese government promptly launched the "dual circulation" development strategy, actively guiding foreign trade enterprises to explore the domestic market and achieve the strategic transformation from "export to domestic sales". Under this policy orientation, relevant government departments have successively introduced supporting measures, and major domestic enterprise platforms have also responded promptly, setting up special zones for high-quality foreign trade products one after another, jointly building an integrated development pattern of domestic and foreign trade. According to the latest data released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, in the "Research report on consumer shopping behavior demand for export-to-domestic sales products of China's foreign trade enterprises from 2025 to 2026", 88.79% of consumers support the introduction of relevant policies by the state and enterprises to support China's foreign trade enterprises, and at the same time support the establishment of special zones for high-quality foreign trade products. Among them, 66.87% of consumers believe that this can enrich the supply of the domestic market in China and meet the diversified consumption demands of the general public.
In terms of purchase intention, more than 80% of consumers indicated that they were willing to choose products that were "export-to-domestic sales". In terms of purchasing factors, reasonable price (56.04%) and brand awareness (56.04%) are the two key influencing factors affecting purchasing decisions. At the level of future development, over 70% of consumers believe that adjusting product functions to meet the diverse needs of domestic consumers is the key to development. On the other hand, 61.54% of consumers value brand recognition. Therefore, Chinese foreign trade enterprises need to strengthen brand building and marketing promotion. Analysts from iiMedia Research believe that Chinese foreign trade enterprises need to take consumer demands as the core, and achieve a transformation and leap from "export contract manufacturing" to "domestic brands" through data-driven product selection, optimization of the all-channel experience, and upgrading of intelligent services. In the future, price transparency, quality traceability and localized services will become key elements in market competition, promoting the development of the export-to-domestic market towards standardization and high quality.

艾媒咨询 | 2025年8月全球主要行业投融资数据监测月报

2025年8月，全球主要行业投融资呈现“量增额减”的态势，投融资数量微增，但金额却大幅下降。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8月全球主要行业投融资数据监测月报》显示，2025年8月全球投融资事件数量与7月相比，增长0.65%，投融资金额下降34.86%。投融资数量微增与金额大幅回落形成对比，反映出单笔投资规模呈收缩态势。这一变化可能受到当前市场环境影响，投资者更倾向于采取分散化策略以降低风险。与历史趋势相比，2025年8月全球投融资数量仍保持增长，但投资金额波动显著，显示出市场活跃度与投资规模之间存在不稳定性。本月数据的突出特征在于投融资金额的大幅下降，其原因或涉及行业周期变化、政策调整或市场预期转变等多方面因素，后续市场动向值得密切关注。
In August 2025, the investment and financing of major industries worldwide showed a trend of "increasing quantity and decreasing amount", with a slight increase in investment and financing quantity but a significant decrease in amount. According to the latest "Global Major Industry Investment and Financing Data Monitoring Monthly Report for August 2025" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the number of global investment events in August 2025 increased by 0.65% compared to July, while investment and financing amounts decreased by 34.86%. The slight increase in the number of investments and financing compared to the significant decline in the amount reflects a shrinking trend in the scale of individual investments. This change may be influenced by the current market environment, where investors are more inclined to adopt diversification strategies to reduce risk. Compared with historical trends, the global investment and financing volume will continue to grow in August 2025, but the investment amount will fluctuate significantly, indicating the instability between market activity and investment scale. The prominent feature of this month's data is the significant decrease in investment amount, which may be due to various factors such as industry cycle changes, policy adjustments, or changes in market expectations. The subsequent market trends deserve close attention.

艾媒咨询 | 2025年11月全球主要行业投融资数据监测月报

2025年11月，全球投融资活跃度和金额均处于较高水平，显示出市场对投融资的持续热情和信心。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11月全球主要行业投融资数据监测月报》显示，2025年11月全球投融资金额为3381.87亿人民币，环比上升43.7%；投融资事件数量为902起，环比上升10.1%。艾媒咨询分析师认为，该月数据波动可能受多重因素影响。一是行业周期因素，如年末企业融资需求增强；二是政策推动，尤其是国家对科技创新的扶持政策进一步激发投资动力；三是市场环境改善，全球经济复苏带动整体投资活跃度上升。
In November 2025, both the global investment and financing activity and the amount were at a relatively high level, demonstrating the market's continuous enthusiasm and confidence in investment and financing. According to the latest "Global Major Industry Investment and Financing Data Monitoring Monthly Report" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, the global investment and financing amount in November 2025 was 338.187 billion RMB, a 43.7% increase compared to the previous month; the number of investment and financing events was 902, a 10.1% increase compared to the previous month. Analysts from iiMedia Research believe that the fluctuations in the data for this month may be influenced by multiple factors. Firstly, industry cycle factors, such as the increased financing needs of enterprises at the end of the year; secondly, policy promotion, especially the national support policies for technological innovation further stimulating investment momentum; thirdly, the improvement of the market environment, with the global economic recovery driving the overall investment activity to rise.

艾媒咨询 | 2025年中国数字人产业发展报告

2025年，当数字经济成为中国经济高质量发展的“主赛道”，数字人作为“虚拟与现实的连接者、智能传播的核心载体”，已从泛娱乐的“流量符号”进化为赋能产业转型、传承文化、提升城市竞争力的“基础设施”。在无锡举办的2025年中国国际智能传播论坛上，艾媒咨询受邀出席解读数字人产业的“技术突破、场景深化、生态构建”。iiMedia Research（艾媒咨询）数据显示，2024年中国数字人核心市场规模为339.2亿元，预计2030年将达到935.6亿元；2024年数字人带动市场规模为4785.3亿元，预计2030年为10468.6亿元。
By 2025, when the digital economy becomes the "main track" for China's high-quality economic development, digital humans, as the "connectors between the virtual and the real, and the core carriers of intelligent communication", have evolved from the "traffic symbols" of general entertainment to the "infrastructure" that empowers industrial transformation, inherits culture, and enhances urban competitiveness. At the 2025 China International Intelligent Communication Forum held in Wuxi, iiMedia Research was invited to attend and interpret the "technological breakthroughs, scenario deepening, and ecosystem construction" of the digital human industry. iiMedia Research data shows that the core market size of digital humans in China was 33.92 billion yuan in 2024 and is expected to reach 93.56 billion yuan by 2030. The market size driven by digital humans is expected to reach 478.53 billion yuan in 2024 and 1,046.86 billion yuan in 2030.

艾媒咨询 | 2024-2025年中国虚拟现实产业发展及趋势分析报告

随着VR技术在核心芯片、显示屏幕、光学方案、交互技术等方面取得了显著突破，中国虚拟现实产业开始进入深度沉浸阶段，技术生态逐渐完善，行业规模不断上升。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年中国虚拟现实产业发展及趋势分析报告》数据显示，中国虚拟现实市场规模呈上升趋势，2023年中国虚拟现实市场规模达1126.0亿元，同比上升22.8%；预计2028年中国虚拟现实市场规模可达2125.9亿元。有49.0%的受访者表示会购买VR产品，43.7%的受访者表示将来会考虑购买。艾媒咨询分析师认为，虚拟现实行业技术生态逐渐完善，资本的入局推动了虚拟现实设备在分辨率、刷新率、交互方式等方面的提升，增强了虚拟现实的娱乐属性，应用场景进一步拓宽。
As VR technology has made significant breakthroughs in core chips, display screens, optical solutions, interaction technologies, etc., China's virtual reality industry has begun to enter the stage of deep immersion, the technology ecology has gradually improved, and the scale of the industry has continued to increase. The data of “2024-2025 China Virtual Reality Industry Development and Trend Analysis Report” newly released by iiMedia Research (AiMedia Consulting), a third-party data mining and analysis organization of the global new economy industry, shows that the scale of China's virtual reality market is on the rise, and the scale of China's virtual reality market in 2023 amounted to RMB 112.60 billion yuan, a year-on-year increase of 22.8%; It is expected that the size of China's virtual reality market can reach 212.59 billion yuan in 2028. 49.0% of respondents said they would buy VR products, and 43.7% said they would consider buying them in the future. Analysts from AiMedia Consulting believe that the technology ecology of the virtual reality industry has gradually improved, and the entry of capital has promoted the improvement of virtual reality equipment in terms of resolution, refresh rate, interaction mode, etc., which has enhanced the entertainment attributes of virtual reality, and the application scenarios have been further broadened.

艾媒咨询 | 2025年中国智能手表市场发展状况与消费行为调查数据

近年来，在技术迭代与健康需求增长的驱动下，中国智能手表市场发展迅猛。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年中国智能手表市场发展状况与消费行为调查数据》数据显示，中国智能手表产量呈现稳中向好的趋势。2023年中国智能手表产量为7030.6万个；到2024年产量进一步增长，达到8095.4万个，反映出智能手表市场有一定的发展活力与增长潜力。在2025年中国消费者购买智能手表原因中，健康监测以45.48%的比例成为消费者购买智能手表的最主要原因，显示出消费者对健康功能的重视；产品设计精美有个性和记录运动情况分别以44.71%和43.44%的比例紧随其后，反映出消费者对智能手表外观和运动功能的看重。在2025年中国消费者购买智能手表渠道中，官方线上渠道占比最高，达到63.95%，表明消费者更倾向于通过线上官方渠道购买智能手表；其次是官方线下渠道，占比49.68%，说明官方直营和加盟店也是消费者的重要购买渠道。
艾媒咨询分析师认为，中国智能手表市场将在技术创新与场景拓展中迎来新突破：健康监测功能向医疗级精准化演进，微型生物传感器的普及有望实现疾病早期预警，推动与医疗健康体系的数据互通；场景细分领域持续深耕，专业运动手表在跑姿分析、训练计划定制等方面走向专业化，儿童产品则融合K12教育资源向学习陪伴平台升级；随着5G与AIoT技术成熟，智能手表将成为智能家居控制、AR 交互等场景的核心入口，通过万物互联生态构建差异化竞争力。企业需聚焦技术研发与用户需求，在医疗级功能落地、场景化产品矩阵构建及生态协同方面强化优势，以抢占市场先机。
In recent years, driven by technological iteration and the growth in health demands, the smartwatch market in China has developed rapidly. According to the latest "Survey data on the development status and consumer behavior of China's smartwatch market in 2025" released by iiMedia Research, a world-leading third-party data mining and analysis institution for the new economy industry, the output of smartwatches in China shows a stable and improving trend. In 2023, the production of smartwatches in China was 70.306 million. By 2024, production will further increase to 80.954 million units, reflecting that the smartwatch market has certain development vitality and growth potential. Among the reasons why Chinese consumers purchase smartwatches in 2025, health monitoring accounted for 45.48%, becoming the most important reason for consumers to buy smartwatches, demonstrating consumers' emphasis on health functions. The exquisite and distinctive product design and the recording of sports conditions followed closely with proportions of 44.71% and 43.44% respectively, reflecting consumers' emphasis on the appearance and sports functions of smartwatches. In 2025, among the channels for Chinese consumers to purchase smartwatches, the official online channels accounted for the highest proportion, reaching 63.95%, indicating that consumers are more inclined to purchase smartwatches through official online channels. Secondly, there are official offline channels, accounting for 49.68%, indicating that official direct sales and franchise stores are also important purchasing channels for consumers.
Analysts from iiMedia Research believe that the Chinese smartwatch market will achieve new breakthroughs in technological innovation and scenario expansion: health monitoring functions are evolving towards medical-grade precision, and the popularization of micro-biosensors is expected to enable early disease warnings and promote data intercommunication with the medical and health system. The segmented fields of scenarios continue to be deeply cultivated. Professional sports watches are moving towards specialization in aspects such as running posture analysis and customized training plans, while children's products are integrating K12 educational resources and upgrading to a learning and companionship platform. With the maturation of 5G and AIoT technologies, smartwatches will become the core entry point for scenarios such as smart home control and AR interaction, and build differentiated competitiveness through the Internet of Everything ecosystem. Enterprises need to focus on technological research and development and user demands, strengthen their advantages in the implementation of medical-grade functions, the construction of scenario-based product matrices, and ecological collaboration, in order to seize market opportunities.

艾媒咨询 | 2025年中国洗浴服务消费市场调查数据

当前，中国洗浴服务消费市场正从单一清洁功能，向集休闲、社交、餐饮、养生于一体的复合型体验经济转型。消费者愈发注重洗浴服务的品质化与个性化，价格接受度稳步提升。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年中国洗浴服务消费市场调查数据》显示，2024年中国情绪经济市场规模达23077.67亿元，预计2029年将突破4.5万亿元；此外，2024年中国O2O市场规模为33076.1亿元，同比增长18.7%，预计2028年中国O2O市场规模有望突破5.9万亿元。情绪经济升温推动洗浴场所升级为 “情绪疗愈空间”，O2O 的高速增长则打通高效获客与服务优化通道，双向赋能下行业线上线下融合进程持续加速。
在2025年中国消费者最常选择的洗浴场所类型中，综合型洗浴中心占比最高，达到40.27%；其次是高端洗浴会所，占比为23.94%。此外，在消费者必选的核心服务项目中，搓澡（含普通搓澡、特色搓澡）占比最高，达到55.70%。其次是桑拿/汗蒸，占比为48.32%。这表明，当前洗浴消费呈现“体验多元化”与“需求核心化”并存的特征。综合型洗浴中心因其一站式服务能力最受青睐，而搓澡、桑拿等传统项目作为“经典必选项”仍占据不可动摇的地位。未来行业需在丰富业态组合的同时，持续夯实核心服务的专业品质与体验升级。
艾媒咨询分析师认为，未来中国洗浴服务行业将朝着健康化、智能化、多元化方向深度发展，从单一清洁功能转向综合休闲体验。健康养生成为核心，会融合中医理疗、水疗等专业服务，满足消费者保健需求；科技赋能持续深化，智能预约、大数据个性化推荐等技术会提升服务效率与体验；同时，行业跨界融合加速，结合餐饮、亲子、社交等场景打造“洗浴+”模式，还会融入地方文化打造特色体验，成为都市人群休闲社交的重要选择。
At present, the Chinese bath service consumption market is transforming from a single cleaning function to a composite experience economy integrating leisure, socializing, dining, and health preservation. Consumers are increasingly emphasizing the quality and personalization of bath services, and their price acceptance is steadily increasing. According to the latest "2025 China Bath Service Consumption Market Survey Data" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the scale of the Chinese emotional economy market reached 2,307.767 billion yuan in 2024 and is expected to exceed 4.5 trillion yuan by 2029. Additionally, the scale of the Chinese O2O market was 3,307.61 billion yuan in 2024, growing by 18.7% year-on-year, and is projected to exceed 5.9 trillion yuan by 2028. The warming of the emotional economy is driving bath places to upgrade into "emotional healing spaces", while the rapid growth of O2O is opening up efficient customer acquisition and service optimization channels. Under the dual empowerment, the process of online and offline integration in the industry is continuously accelerating.
Among the types of bath places that Chinese consumers most frequently choose in 2025, comprehensive bath centers have the highest proportion, reaching 40.27%; followed by high-end bath clubs, accounting for 23.94%. Additionally, among the core service items that consumers must choose, scrubbing (including regular scrubbing and special scrubbing) has the highest proportion, reaching 55.70%; followed by sauna/hot steam, accounting for 48.32%. This indicates that the current bath consumption presents a coexistence of "diversified experiences" and "core demand". Comprehensive bath centers are the most favored due to their one-stop service capabilities, while traditional services such as scrubbing and sauna remain indispensable as "classic must-haves". In the future, the industry needs to enrich its business combinations while continuously enhancing the professional quality and experience upgrade of core services.
Analysts from iiMedia Research believe that in the future, the Chinese bath service industry will deeply develop in the directions of health, intelligence, and diversification, shifting from a single cleaning function to a comprehensive leisure experience. Health preservation will become the core, integrating professional services such as traditional Chinese medicine therapy and hydrotherapy to meet consumers' health care needs; technological empowerment will continue to deepen, with technologies like intelligent reservation and big data personalized recommendations enhancing service efficiency and experience; at the same time, the industry's cross-border integration will accelerate, creating "bath +" models by combining with dining, family, and social interaction scenarios, and integrating local culture to create distinctive experiences, becoming an important choice for urban residents' leisure and social interaction.

艾媒咨询 | 2025年中国消毒消杀产品市场环境分析与消费者调查数据

在大健康理念深入人心的背景下，公众的健康防护意识已显著提升，对公共场所与居家环境的卫生标准提出了更严格、更常态化的要求。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年中国消毒消杀产品市场环境分析与消费者调查数据》显示，2024年中国家清产品行业的市场规模为583.9亿元，2028年预计达到700.3亿元。此外，2024年中国消毒剂市场产值为254.6亿元，预计2025年将达到255.7亿元。随着消费理念不断升级，个人与家庭健康安全日益成为公众关注的核心，消毒消杀产品也逐渐从应急储备物资，转向日常生活的高频刚需品。这一转变将持续拓宽市场边界，为相关企业带来广阔的市场机遇与发展空间。
在2025年中国消费者购买消毒剂的调查中，93.20%的消费者表示会购买消毒剂，而6.80%的消费者表示不会购买。数据显示，绝大多数消费者对消毒剂有较高的购买意愿，占比超过九成。此外，在2025年中国消费者购买过的消毒产品品种中，消毒液的购买占比最高，达到43.40%；免洗洗手液和酒精的购买占比相近，分别为41.80%和39.60%。这表明中国消费者对个人卫生和健康防护的重视程度持续提高，消毒产品市场已进入更加成熟和细分的阶段。
艾媒咨询分析师认为，中国消毒消杀市场将步入精细化、理性化的发展新阶段。消费者对产品的需求将从“广谱消毒”转向“精准防护”，驱动产品与技术持续创新。具备高安全性、能针对特定场景（如母婴、宠物）的细分品类潜力巨大。同时，随着健康意识深化，兼具便捷性、环保可降解特性的产品将成为主流，智能消毒设备如自动感应喷雾器等也将加速普及。
In the post-pandemic era, public awareness of health protection has significantly increased, leading to stricter and more regular requirements for hygiene standards in public places and home environments. According to the latest report "2025 China Disinfection and Sanitization Products Market Environment Analysis and Consumer Research Data" released by iiMedia Research (iimedia.cn), a leading third-party data mining and analysis agency for the new economy industry, the output value of China's disinfectant market was 25.46 billion yuan in 2024 and is expected to reach 25.57 billion yuan in 2025. With the continuous upgrading of consumption concepts, personal and family health and safety have increasingly become the core of public concern. Disinfection and sterilization products have gradually shifted from emergency reserve materials to high-frequency and essential items in daily life. This transformation will continue to expand the market boundaries and bring broad opportunities and growth potential to related enterprises.
In the survey of Chinese consumers' purchase of disinfectants in 2025, 93.20% of consumers indicated that they would purchase disinfectants, while 6.80% said they would not. The data shows that the majority of consumers have a high willingness to purchase disinfectants, with a proportion exceeding 90%. Additionally, among the types of disinfection products purchased by Chinese consumers in 2025, disinfectant liquid had the highest purchase proportion, reaching 43.40%. The purchase proportions of hand sanitizer and alcohol were similar, at 41.80% and 39.60% respectively. This indicates that Chinese consumers' attention to personal hygiene and health protection is continuously increasing, and the disinfection product market has entered a more mature and segmented stage.
Analysts from iiMedia Research believe that China's disinfection and sanitization market will enter a new stage of refined and rational development. Consumers' demands for products will shift from "broad-spectrum disinfection" to "precise protection", driving continuous innovation in products and technologies. Segmented categories with high safety and specific scene targeting (such as for infants, pets) have huge potential. At the same time, as health awareness deepens, products that are both convenient and environmentally friendly and biodegradable will become mainstream, and intelligent disinfection devices such as automatic sensor sprayers will also accelerate their popularization.

艾媒咨询 | 2025-2029年中国直播电商行业运行大数据分析及趋势研究报告

在数字经济蓬勃发展的当下，直播电商的内涵与外延不断拓展，从传统实物商品销售延伸至本地生活服务、虚拟内容付费等多元领域，成为推动消费升级、助力经济增长的新引擎。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《2025-2029年中国直播电商行业运行大数据分析及趋势研究报告》数据显示，2024年中国网上零售额达到15.52万亿元，预计到2025年规模将达到16.65万亿元。艾媒咨询分析师认为，直播电商正经历从野蛮生长到高质量发展的关键转型，在资本、平台、政府三方合力下，行业逐步构建起“效率-秩序-理性”的良性发展框架。
In the current era of vigorous development of the digital economy, the connotation and extension of live-streaming e-commerce are constantly expanding. It has extended from traditional physical goods sales to multiple fields such as local life services and virtual content payment, becoming a new engine for promoting consumption upgrading and economic growth. The latest "Analysis and trend research report on the operation of China's live e-commerce industr from 2025 to 2029" released by iiMedia Research, a third-party data mining and analysis institution for the global new economy industry, shows that China's online retail sales reached 15.52 trillion yuan in 2024. It is estimated that the scale will reach 16.65 trillion yuan by 2025. Analysts from iiMedia Research believe that live-streaming e-commerce is undergoing a crucial transformation from wild growth to high-quality development. With the joint efforts of capital, platforms, and the government, the industry is gradually establishing a virtuous development framework of "efficiency - order - rationality".