艾媒咨询 | 2025年中国私域流量消费行为调查数据

私域流量指的是个人账号中所沉淀的粉丝、客户，私域流量的特点是用户可直接触达、反复利用。近年来，私域流量市场正迅速崛起，成为企业营销的核心策略，其特点是自主可控、免费复用，能够有效降低获客成本并提升用户生命周期价值。随着公域流量成本攀升和用户需求个性化，私域流量市场规模持续扩大，参与主体和运营模式日益多元化。根据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年中国私域流量消费行为调查数据》数据显示，内容分享平台（如小红书、微博等）以37.22%的占比位居首位，表明消费者更倾向于通过内容分享平台进入商家私域，反映出内容驱动的消费决策趋势显著。与此同时，食品饮料类商品以38.16%的占比成为最受欢迎的品类，凸显了消费者对食品饮料的强烈需求，进一步印证了该品类在私域流量运营中的重要地位。艾媒咨询分析师认为，未来，私域流量将向精细化运营、与公域流量协同发展以及工具专业化方向演进，垂直细分领域、内容电商和本地生活服务等领域蕴含巨大机会。企业需抓住趋势，制定合理策略，以在竞争中占据优势。
Private domain traffic refers to the precipitated fans and customers in the personal account, and the characteristics of private domain traffic are that users can be directly contacted and repeatedly used. In recent years, the private domain traffic market is rising rapidly and has become the core strategy of enterprise marketing, which is characterized by autonomous and controllable, free reuse, which can effectively reduce customer acquisition costs and enhance user life cycle value. With the rising cost of public domain traffic and personalized user needs, the scale of private domain traffic market continues to expand, and the participants and operating models are increasingly diversified. According to the latest "Survey data of consumption behavior of China private domain traffic in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, content sharing platforms (such as XiaoHongshu, Weibo, etc.) occupy the first place with 37.22%. It shows that consumers are more inclined to enter the private domain of merchants through content sharing platforms, reflecting the significant trend of content-driven consumption decision-making. At the same time, food and beverage products accounted for 38.16% of the most popular category, highlighting the strong demand of consumers for food and beverage, further confirming the important position of this category in the private traffic operation. Ai Media Consulting analysts believe that in the future, private domain traffic will evolve in the direction of fine operation, collaborative development with public domain traffic and tool specialization, and there are huge opportunities in the fields of vertical segmentation, content e-commerce and local life services. Enterprises need to grasp the trend and formulate reasonable strategies to take advantage of the competition.

艾媒咨询 | 2024年微信视频号用户画像与行为洞察报告

随着互联网技术的不断进步和社交媒体生态的演变，微信视频号作为新兴的视频平台，正逐渐成为品牌营销和商业化的新战场。微信视频号坐拥国内庞大的私域流量，其独特优势在于其植根于拥有完整社交链的微信生态，辐射超过13亿用户的社交圈，社交传播的内容具备高信任基因。因此，微信视频号诞生至今，已经成为连接用户与内容创作者的重要桥梁。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年微信视频号用户画像与行为洞察报告》数据显示，从2020年3月到2023年12月，中国短视频行业的用户基数呈现持续上升的态势。截至2023年12月，用户总数攀升至10.53亿，渗透率达到了96.40%。艾媒咨询分析师认为，逐年增长的用户规模表明短视频市场仍有巨大的发展潜力和空间。
艾媒咨询分析师认为，视频号推出了多项商业化工具，包括直播带货、观众打赏、付费内容推广以及广告互选等，为不同粉丝规模的内容创作者提供了丰富的变现途径。在当前的互联网生态中，商业化已成为维系创作者长期留存的关键因素。创作者生产的高质量内容是视频号在竞争激烈的短视频领域中吸引和维系用户关注的核心。因此，视频号的商业化步伐加快，对于建立一个可持续发展的内容生态系统具有重要意义。
With the continuous progress of Internet technology and the evolution of social media ecology, wechat video number, as an emerging video platform, is gradually becoming a new battlefield for brand marketing and commercialization. Wechat video number has huge private traffic in China. Its unique advantage is that it is rooted in the wechat ecosystem with a complete social chain, radiating the social circle of more than 1.3 billion users, and the content of social communication has a high trust gene. Therefore, since the birth of wechat video number, it has become an important bridge connecting users and content creators. The latest "2024 wechat video user portrait and Behavior insight report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that from March 2020 to December 2023, the user base of China's short video industry has continued to rise. As of December 2023, the total number of users climbed to 1.053 billion, and the penetration rate reached 96.40%. Imedia Consulting analysts believe that the growing user scale year by year indicates that the short video market still has huge development potential and space.
iiMedia Research analysts believe that the video number has launched a number of commercial tools, including live delivery, audience rewards, paid content promotion and advertising mutual selection, etc., providing a rich way for content creators of different fan sizes to monetize. In the current Internet ecology, commercialization has become a key factor to maintain the long-term retention of creators. High-quality content produced by creators is at the core of video Number's ability to attract and maintain users' attention in the highly competitive short video field. Therefore, the accelerated pace of commercialization of video number is of great significance for the establishment of a sustainable content ecosystem.

艾媒咨询 | 2025年中国种草经济行业发展状况与消费行为调查数据

随着居民消费观念转变，品质消费、服务消费占比持续提升，消费结构不断优化，为社会消费品零售总额的持续增长注入结构性动力。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年中国种草经济行业发展状况与消费行为调查数据》显示，2015-2029年中国MCN行业市场规模呈现持续增长态势，2024年市场规模达到636亿元，预计2029年市场规模突破1000亿元。未来，行业增长趋于平稳，但整体规模仍呈扩大趋势。
在中国种草经济消费者中，61.20%对种草持理性态度，32.56%认为种草是基于他人经验的总结，而6.24%因被欺骗过而不信任种草；被种草的主要渠道中，KOL/达人/博主测评视频占比最高，为55.14%，其次是KOL/达人/博主带货推广占比48.29%，内容社区的素人分享占比45.95%，亲友推荐占比35.36%，其他买家评价吸睛占比24.30%，软文推广占比20.40%。反映出大多数中国消费者不会盲目被种草，对种草持谨慎态度；视频内容和名人效应对消费者有较大影响。
艾媒咨询分析师指出，在未来，中国种草经济将在多方面呈现显著发展态势。在消费模式上，短视频平台凭借算法推荐扩大种草覆盖，社交平台依托圈层传播深化信任链接，二者协同构建“发现-信任-转化”完整链路；在需求端，随着消费者理性意识增强，真实体验类种草内容更受青睐，Z世代对小众品牌、国潮产品的种草需求持续升温，个性化推荐成为核心诉求；技术创新贯穿始终，从AI生成虚拟种草内容提升创作效率，到大数据分析优化种草投放精准度。企业需强化内容合规建设，建立专业种草内容审核机制，杜绝虚假宣传；深耕用户价值挖掘，通过私域运营沉淀忠实粉丝群体，增强品牌认同感；加大技术应用投入，利用AI工具优化内容创作与用户画像分析，以此构建核心竞争力，在规范发展的市场环境中实现增长突破。
With the transformation of residents' consumption concepts, the proportion of quality consumption and service consumption has continued to rise, and the consumption structure has been constantly optimized, injecting structural impetus into the sustained growth of the total retail sales of consumer goods in society. According to the latest "Survey Data on the Development Status and Consumer Behavior of China's Grass-planting Economy Industry in 2025" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry worldwide, the market size of China's MCN industry has shown a continuous growth trend from 2015 to 2029. The market size is expected to reach 63.6 billion yuan in 2024 and exceed 100 billion yuan in 2029. In the future, the growth of the industry will tend to stabilize, but the overall scale will still show an expanding trend.
Among Chinese consumers of the "grass-planting economy", 61.20% hold a rational attitude towards grass-planting, 32.56% believe that grass-planting is a summary based on others' experiences, while 6.24% do not trust grass-planting because they have been deceived. Among the main channels for being influenced, KOL/ influencer/blogger review videos account for the highest proportion at 55.14%, followed by KOL/ influencer/blogger product promotion at 48.29%, content community sharing by ordinary people at 45.95%, recommendations from friends and relatives at 35.36%, and eye-catching reviews from other buyers at 24.30%. Soft article promotion accounts for 20.40%. It reflects that the majority of Chinese consumers will not be blindly influenced and hold a cautious attitude towards it. Video content and the influence of celebrities have a significant impact on consumers.
Analysts from iiMedia Research pointed out that in the future, China's grass-planting economy will show a significant development trend in many aspects. In terms of consumption patterns, short-video platforms expand the coverage of "grass-planting" through algorithmic recommendations, while social platforms deepen trust connections by relying on circle dissemination. The two work together to build a complete chain of "discovery - trust - conversion". On the demand side, as consumers' rational awareness increases, genuine experience-based product recommendation content is more favored. The demand of Generation Z for niche brands and domestic trend products continues to rise, and personalized recommendations have become the core demand. Technological innovation runs through the entire process, from AI-generated virtual seeding content to enhance creation efficiency, to big data analysis to optimize the accuracy of seeding placement. Enterprises need to strengthen content compliance construction, establish a professional content review mechanism for product promotion, and eliminate false advertising. Deeply cultivate user value exploration, accumulate a loyal fan base through private domain operation, and enhance brand recognition. Increase investment in technology application, utilize AI tools to optimize content creation and user profiling analysis, thereby building core competitiveness and achieving growth breakthroughs in a standardized and developing market environment.

艾媒咨询 | 2025年中国长音频市场竞争格局分析报告

随着移动互联网深度渗透与用户从“功能性听书”向“情感陪伴、知识获取、多场景依赖”的需求升级，2025年中国长音频市场迎来格局重构的关键转折点。iiMedia Research（艾媒咨询）数据显示，2024年中国长音频市场规模达287亿元，同比增长14.8%；预计2025年将达337亿元。
With the deep penetration of the mobile Internet and the upgrading of users' demands from "functional audio books" to "emotional companionship, knowledge acquisition, and multi-scenario reliance", the Chinese long-form audio market will witness a crucial turning point in its landscape reconstruction in 2025. iiMedia Research data shows that the market size of long-form audio in China reached 28.7 billion yuan in 2024, with a year-on-year growth of 14.8%. It is expected to reach 33.7 billion yuan by 2025.

艾媒咨询 | 2025年中国个人网盘市场发展状况及用户行为调查数据

在数字化浪潮推动下，中国个人网盘市场发展态势与用户行为特征备受关注。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年中国个人网盘市场发展状况及用户行为调查数据》数据显示，2024年中国互联网普及率为78.6%。2024年中国互联网上网人数为110800万人。未来随着科技的不断进步和互联网不断普及，中国互联网上网人数和互联网普及率会进一步上升。在2025年中国个人网盘用户网盘使用情况中，85.05%的个人网盘用户表示正在使用网盘服务，显示出网盘在中国的普及率非常高。这显现出中国个人网盘市场的庞大用户基群。在2025年中国个人网盘用户使用网盘频率中，中度使用网盘的用户占比最高，达到50.12%，说明大多数用户每周使用网盘3次左右。这表明大部分网盘用户对网盘的使用频率较高，需求较为频繁。艾媒咨询分析师认为，未来，市场有望在技术创新与需求升级驱动下持续发展，企业需精准把握趋势，提升服务与竞争力。
Driven by the digital wave, the development trend and user behavior characteristics of the personal cloud storage market in China have attracted much attention. According to the latest "iiMedia Report | Survey data on the development status and user behavior of China's personal cloud storage market in 2025" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry worldwide, the Internet penetration rate in China will be 78.6% in 2024. In 2024, the number of Internet users in China was 11,08 million. In the future, with the continuous advancement of technology and the increasing popularization of the Internet, the number of Internet users and the Internet penetration rate in China will further increase. In the 2025 China Personal cloud storage user cloud storage usage situation, 85.05% of personal cloud storage users indicated that they were currently using cloud storage services, demonstrating a very high penetration rate of cloud storage in China. This reveals the huge user base of the personal cloud storage market in China. Among the frequency of cloud storage usage by individual cloud storage users in China in 2025, the proportion of users who use cloud storage moderately is the highest, reaching 50.12%, indicating that the majority of users use cloud storage about three times a week. This indicates that the majority of cloud storage users have a relatively high usage frequency and frequent demands for cloud storage. Analysts from iiMedia Research believe that in the future, the market is expected to continue to develop driven by technological innovation and upgrading demands. Enterprises need to accurately grasp the trends and enhance their services and competitiveness.

艾媒咨询 | 2025年中国品牌电商服务商行业研究报告

在全球数字经济深度发展与中国品牌全球化战略的双重驱动下，品牌电商服务商行业已成为链接消费市场与商业增长的核心枢纽，中国企业凭借全域运营能力与技术革新优势引领全球电商服务生态变革。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年中国品牌电商服务商行业研究报告》数据显示，2024年中国品牌电商服务行业市场规模达4468.5亿元，同比增长9.6%；预计2028年将突破5862.3亿元，年复合增长率稳居高位。艾媒咨询分析师认为，在消费场景碎片化与全球化扩张的浪潮下，AI智能决策、跨境全链路服务及垂类精细化运营，正成为驱动行业从“流量托管”向“增长引擎”跃迁的核心动力。行业服务边界持续拓展，从传统电商平台运营延伸至TikTok直播本地化、ESG合规化建设、私域资产沉淀等新兴领域，推动品牌方与服务商关系重构为“全域增长合伙人”。
Driven by the deep development of the global digital economy and China's brand globalization strategy, the brand e-commerce service provider industry has emerged as a core hub linking consumer markets with business growth. Chinese enterprises, leveraging their omnichannel operational capabilities and advantages in technological innovation, are leading the transformation of the global e-commerce service ecosystem. According to the latest "2025 China Brand E-Commerce Service Provider Industry Research Report" released by iiMedia Research, a third-party data mining and analysis institution focusing on the global new economy, the size of China's brand e-commerce service industry reached 446.85 billion yuan in 2024, representing a year-on-year increase of 9.6%. It is projected to exceed 586.23 billion yuan by 2028, with the compound annual growth rate remaining at a high level.
Analysts from iiMedia Research noted that amid the fragmentation of consumption scenarios and the wave of global expansion, AI-powered intelligent decision-making, cross-border full-link services, and vertical niche refined operations have become the core drivers propelling the industry to leap from "traffic management" to "growth engine." The boundaries of services are continuously expanding, extending from traditional e-commerce platform operations to emerging areas such as TikTok live-streaming localization, ESG compliance development, and private domain asset accumulation. This evolution is redefining the relationship between brands and service providers into "omnichannel growth partners."

艾媒咨询 | 2025年中国搜索引擎行业发展状况与使用行为调查数据

随着大数据和机器学习技术的不断应用，搜索引擎开始更加注重用户的个性化需求。通过分析用户的搜索历史、兴趣爱好和行为模式，搜索引擎能够提供更加精准和个性化的搜索结果。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年中国搜索引擎行业发展状况与使用行为调查数据》显示，2024年中国移动广告市场规模为4762.8亿元，2025年预计达到4867.6亿元。这表明中国移动广告市场已从高速增长阶段过渡至稳步发展的成熟期。随着用户注意力全面向移动端迁移，搜索引擎的竞争维度也从单一的结果准确性，扩展为移动生态体验、广告形式创新与AI技术融合的综合较量。
中国用户在选择搜索引擎时，最关注的因素是“广告少/用户体验好”，占比高达62.32%，远高于其他选项。紧随其后的分别是“搜索结果的相关性”（60.06%）与“信息准确性”（59.21%），反映出用户在追求界面整洁的同时，并未放松对内容质量的核心要求。在2025年用户常用的搜索引擎中，百度以72.52%的占比保持领先，搜狗（30.31%）与360（27.20%）分别位列第二、三位。这表明用户体验已成为影响用户选择搜索引擎的决定性因素，“简洁、少干扰”的产品设计更能赢得用户青睐。此外，头部平台如百度仍凭借其强大的生态壁垒与技术积累占据主导地位。
艾媒咨询分析师认为，中国搜索引擎行业将迎来结构性变革，呈现以下核心趋势：一是核心技术将全面迈向AI原生，传统关键词检索逐步被对话式、生成式搜索替代，用户可直接获取整合答案。竞争重点也将从“信息检索效率”扩展至“生态服务能力”，推动搜索与内容、服务及交易深度融合，实现“即搜即得、即搜即用”。二是商业化模式迎来重构，传统搜索广告占比下降，原生式、场景化广告与AI答案深度融合。与此同时，监管与算法伦理的重要性凸显，数据安全、结果公平性将成为行业健康发展的关键制约因素。
With the continuous application of big data and machine learning technologies, search engines are beginning to pay more attention to users' personalized needs. By analyzing users' search history, interests, and behavior patterns, search engines can provide more accurate and personalized search results. According to the latest "2025 China Search Engine Industry Development Status and User Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the scale of China's mobile advertising market was 476.28 billion yuan in 2024 and is expected to reach 486.76 billion yuan in 2025. This indicates that China's mobile advertising market has transitioned from a high-speed growth stage to a mature period of steady development. As users' attention shifts comprehensively to mobile devices, the competitive dimension of search engines has expanded from the single aspect of result accuracy to a comprehensive competition involving mobile ecosystem experience, advertising form innovation, and the integration of AI technology.
When Chinese users choose search engines, the most important factor they consider is "less advertising / better user experience", which accounts for as high as 62.32%, far exceeding other options. The factors that follow are "relevance of search results" (60.06%) and "accuracy of information" (59.21%), indicating that while users pursue a clean interface, they do not relax their core requirements for content quality. Among the commonly used search engines in 2025, Baidu maintains the lead with a share of 72.52%, followed by Sogou (30.31%) and 360 (27.20%) in second and third place respectively. This shows that user experience has become the decisive factor influencing users' choice of search engines, and a "simple and less distracting" product design is more likely to win users' favor. In addition, leading platforms like Baidu still dominate the market by virtue of their strong ecosystem barriers and technological accumulation.
Analysts from iiMedia Research believe that China's search engine industry will undergo structural changes, presenting the following core trends: First, core technologies will fully move towards AI-native, with traditional keyword search gradually being replaced by conversational and generative search, allowing users to directly obtain integrated answers. The focus of competition will also expand from "information retrieval efficiency" to "ecosystem service capabilities", promoting the deep integration of search with content, services, and transactions to achieve "instant search and use". Second, the commercial model will be restructured, with the proportion of traditional search advertising declining, and native and contextual advertising deeply integrated with AI answers. At the same time, the importance of regulation and algorithm ethics is highlighted, with data security and result fairness becoming key constraints for the healthy development of the industry.

艾媒咨询 | 2025年中国移动通信行业发展状况与消费行为调查数据

随着移动通信行业的发展，其服务边界持续拓展，规模不断扩大，消费者们越来越关注诸如消费体验、线下销卡、信息安全和流量套餐选择等问题。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年中国移动通信行业发展状况与消费行为调查数据》数据显示，2024年的中国电信业务收入达到1.98万亿元，说明移动通信行业市场规模在不断扩大。消费者选择运营商时最关注信号与网速，其次为资费透明度及套餐性价比，说明消费者比较注重消费的体验与性价比。在消费行为方面，43.65%消费者每月话费支出集中于101-200元区间，且35.89%消费者倾向于每1-2年更换套餐，反映出市场存在持续服务优化空间。尽管80.43%消费者理解线下销卡流程的必要性，但61.54%消费者对手续复杂繁琐表达不满，凸显服务便捷性亟待提升。信息安全领域，67.94%消费者深受骚扰电话困扰，36.21%消费者对运营商推销电话过多提出批评，显示消费者权益保护机制需强化。流量套餐方面，35.78%消费者认为资费优惠不足，同时套餐同质化和流量结转限制成主要痛点。值得注意的是，41.90%消费者对未来通信技术发展最期待的是资费价格降低，其次为网络稳定性提升及信息安全强化。艾媒咨询分析师认为，运营商应重点优化网络质量与资费结构，建立差异化套餐体系，通过简化业务流程提升消费者体验。同时需加强消费者隐私保护机制，降低营销干扰，以增值服务生态构建增强消费者粘性，推动行业高质量发展。
With the development of the mobile communication industry, its service boundary continues to expand, and the scale continues to expand, consumers are increasingly concerned about issues such as consumption experience, offline card cancellation, information security and traffic package selection. According to the latest "Survey data of China's mobile communication industry development and consumer behavior in 2025" released by iiMedia Research, the world's leading third-party data mining and analysis institution for the new economy industry, China's telecom business revenue in 2024 will reach 1.98 trillion yuan. It shows that the market scale of mobile communication industry is constantly expanding. When consumers choose operators, they pay most attention to signal and network speed, followed by tariff transparency and package cost performance, indicating that consumers pay more attention to consumption experience and cost performance. In terms of consumer behavior, 43.65% of consumers' monthly phone bill expenditure is concentrated in the range of 101-200 yuan, and 35.89% of consumers tend to change plans every 1-2 years, reflecting the existence of continuous service optimization space in the market. Although 80.43% of consumers understood the necessity of offline card cancellation process, 61.54% of consumers expressed dissatisfaction with complicated and cumbersome procedures, highlighting the urgent need to improve the convenience of services. In the field of information security, 67.94% of consumers were troubled by harassing calls, and 36.21% of consumers criticized the excessive sales calls of operators, indicating that the protection mechanism of consumer rights and interests needs to be strengthened. In terms of traffic packages, 35.78% of consumers believe that tariff concessions are insufficient, while the homogenization of packages and traffic carry-over restrictions are major pain points. It is worth noting that 41.90% of consumers are most looking forward to the future development of communication technology is the reduction of tariff prices, followed by the improvement of network stability and information security. iiMedia Research believe that operators should focus on optimizing network quality and tariff structure, establish a differentiated package system, and enhance consumer experience by simplifying business processes. At the same time, it is necessary to strengthen the consumer privacy protection mechanism, reduce marketing interference, and enhance consumer stickiness with the construction of value-added service ecology to promote the high-quality development of the industry.

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 | 2025年中国小炒类餐饮行业发展状况及消费行为调查数据

在预制菜技术与标准化供应链的双重驱动下，中国小炒类餐饮行业正从规模扩张转向品质深耕，进入“效率与体验并重、细分与创新并行”的产业升级新阶段。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年中国小炒类餐饮行业发展状况及消费行为调查数据》显示，2024年中国餐饮行业市场规模为55718亿元，同比增长7.4%，预计2025年市场规模将达59284亿元。此外，2024年中国预制菜市场规模已经达到4850亿元，预计2026年预制菜市场规模达到7490亿元。这表明预制菜正成为推动餐饮业标准化与规模化的重要力量，也为小炒品类在保持“锅气”与实现效率平衡方面提供了产业基础。
在中国消费者最常消费的小炒类型中，湖南小炒（如小炒黄牛肉）以53.40%的占比高居榜首，成为2025年消费者最常消费的小炒类型。川渝江湖菜（如辣子鸡）以49.75%的占比紧随其后。江西小炒（如余干辣椒炒肉）和闽菜小炒分别以25.44%和25.06%的占比位列第三和第四。与此同时，在消费者了解小炒类餐饮的信息渠道方面，大众点评以52.77%的占比领先，小红书以39.80%的占比位居第二，显示本地生活平台与内容社区已成为影响消费者决策的关键入口。这表明，中国小炒类餐饮市场已呈现“辣味主导、区域集中”的品类格局，且消费决策正深度依赖数字化内容平台，未来具备地域特色与线上运营能力的品牌将更具竞争优势。
艾媒咨询分析师认为，中国小炒类餐饮行业将呈现以下发展趋势：一是区域风味细分化，湘川菜系继续领跑，但区域性小众口味将借助预制菜技术实现标准化突围；二是运营模式双轨化，连锁品牌依托供应链优势加速市场整合，同时“明档现炒+社区小店”模式持续深耕体验经济；三是技术驱动智能化，AI火候控制与智能点餐系统提升出餐效率，数字平台成为引流主阵地；四是消费场景多元化，从单一正餐向“家庭厨房+轻食简餐+户外露营”多场景渗透。
Driven by the dual forces of pre-prepared food technology and standardized supply chains, China's stir-fry restaurant industry is shifting from scale expansion to quality deepening, entering a new stage of industrial upgrading characterized by "efficiency and experience in balance, and coexistence of segmentation and innovation". According to the latest "2025 China Stir-Fry Restaurant Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research (a leading third-party data mining and analysis agency for the new economy industry), the scale of China's catering industry in 2024 was 5,571.8 billion yuan, with a year-on-year growth of 7.4%. It is expected that the scale will reach 5,928.4 billion yuan in 2025. Additionally, the scale of China's pre-prepared food market has reached 485 billion yuan in 2024, and it is expected to reach 749 billion yuan in 2026. This indicates that pre-prepared food is becoming an important force driving the standardization and scale of the catering industry, and also provides an industrial foundation for small stir-fry categories to maintain "wok hei" and achieve efficiency balance.
Among the most frequently consumed stir-fry types by Chinese consumers, Hunan stir-fry (such as stir-fried yellow beef) leads with a 53.40% share, becoming the most frequently consumed stir-fry type in 2025. Sichuan and Chongqing street food (such as spicy chicken) follows closely with a 49.75% share. Jiangxi stir-fry (such as Yu Gan chili and pork) and Fujian stir-fry rank third and fourth with 25.44% and 25.06% shares respectively. Meanwhile, in terms of information channels for consumers to learn about stir-fry restaurants, Dianping leads with a 52.77% share, followed by Xiaohongshu with a 39.80% share, indicating that local life platforms and content communities have become key entry points influencing consumer decisions. This shows that the Chinese stir-fry restaurant market has presented a "dominance of spicy flavors and regional concentration" category pattern, and consumer decisions are deeply dependent on digital content platforms. In the future, brands with regional characteristics and online operation capabilities will have greater competitive advantages.
Analysts from iiMedia Research believe that the Chinese stir-fry restaurant industry will present the following development trends: first, regional flavor segmentation, with Hunan and Sichuan cuisines continuing to lead, but regional minority flavors will achieve standardized breakthroughs with the help of pre-prepared food technology; second, dual-track operation models, with chain brands accelerating market integration by leveraging supply chain advantages, while the "open kitchen + community small store" model continues to deepen the experience economy; third, technology-driven intelligence, with AI heat control and intelligent ordering systems improving meal delivery efficiency, and digital platforms becoming the main attraction; fourth, diversified consumption scenarios, from single formal dining to "home kitchen + light meals + outdoor camping" multi-scenario penetration.