艾媒咨询 | 2024年中国玩具电商行业发展状况 与消费行为调研分析报告

随着中国经济的持续增长和数字化转型的深入，中国玩具电商行业在2024年迎来了快速发展的新阶段，其特点包括市场规模持续扩大、消费者群体多样化、电商渠道迅速发展、个性化和环保需求日益增长等，行业正面临新的机遇与挑战，需要不断创新以适应市场变化。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年中国玩具电商行业发展状况与消费行为调研分析报告》数据显示，中国移动电商用户规模近年经历了显著增长，从2015年用户数3.64亿，持续增长至2023年达到峰值11.39亿，年均增长率约为15.44%。这一上升趋势反映了移动电商市场的蓬勃发展和用户习惯的转变，其中智能手机普及和移动支付技术的进步是推动增长的关键因素。
With the continuous growth of China's economy and the deepening of digital transformation, the Chinese toy e-commerce industry is entering a new stage of rapid development in 2024, characterized by the continuous expansion of the market size, diversification of consumer groups, rapid development of e-commerce channels, and growing demand for personalization and environmental protection. The industry is facing new opportunities and challenges, and needs to continuously innovate to adapt to market changes. The latest "2024 China toy e-commerce industry development status and consumer behavior research analysis report" released by iiMedia Research (iiMedia Research), a third-party data mining and analysis institution for global new economy industries, shows that the number of Chinese mobile e-commerce users has experienced significant growth in recent years, from 364 million users in 2015 to a peak of 1.139 billion in 2023, with an average annual growth rate of about 15.44%. This upward trend reflects the thriving development of mobile e-commerce markets and the shift in user habits, while the widespread use of smartphones and the progress of mobile payment technology are key factors driving growth.

艾媒咨询 | 2024-2025年中国外卖行业下沉消费市场研究报告

iiMedia Research（艾媒咨询）数据显示，2024年中国在线餐饮外卖行业市场规模为16357亿元，预计2027年达19567亿元。随着一二线城市外卖市场的逐渐饱和，众多餐饮品牌开始将目光投向下沉市场，寻求新的增长点和发展机遇。外卖正在逐步融入下沉市场消费者的日常生活，超六成的下沉市场外卖消费者每周点外卖的频率在3次以上，工作日（38.4%）和节假日聚餐（34.6%）是外卖消费的主要场景。平台信誉（50.5%）和用户评价（45.7%）是下沉市场消费者选择外卖平台时最关注的因素，其次是外卖产品丰富度（42.5%）和配送费（38.7%）。随着互联网普及程度的提高和移动支付的便捷性提升，下沉市场的外卖用户数量呈现出快速增长的态势，下沉市场有望成为外卖行业规模增长的新动力源。
According to iiMedia Research, the market size of China's online food delivery industry in 2024 is 1,635.7 billion yuan, and it is expected to reach 1,956.7 billion yuan in 2027. With the gradual saturation of the take-out market in first - and second-tier cities, many catering brands have begun to look to the sinking market to seek new growth points and development opportunities. Take-out is gradually integrating into the daily life of consumers in the sinking market, and more than 60% of take-out consumers in the sinking market order take-out more than 3 times a week, and weekdays (38.4%) and holidays (34.6%) are the main scenes of take-out consumption. Platform reputation (50.5%) and user evaluation (45.7%) are the most concerned factors for consumers in sinking markets to choose delivery platforms, followed by delivery product richness (42.5%) and delivery costs (38.7%). With the improvement of the popularity of the Internet and the convenience of mobile payment, the number of take-out users in the sinking market has shown a rapid growth trend, and the sinking market is expected to become a new power source for the scale growth of the take-out industry.

艾媒咨询 | 2024年中国电商“双十一”消费大数据监测报告

“国补”政策与 “双十一”大促周期拉长，共同激发了2024年“双十一”消费热潮。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年中国电商“双十一”消费大数据监测报告》数据显示，2024年参与“双十一”活动的消费主力为26-29岁年轻群体，占比34.1%；“双十一”活动中购买量最多的TOP3商品类别为生活日化、服装鞋帽和美妆护肤，“悦己消费”、消费分层等需求趋势凸显；延时发货（44.0%）和假优惠（42.7%）是消费者“双十一”消费体验中的短板。2024年双十一周期提前，旨在抢占市场先机，但也导致消费者购物疲劳和商家物流压力的增加。电商平台竞争从价格战转向经营战，通过细分人群与购物场景，升级服务支持商家。未来，竞争态势和策略调整还将继续深化和演变。
The "National Subsidy" policy and the extended "Double Eleven" promotion period have jointly stimulated the consumer fervor for "Double Eleven" in 2024. According to the latest " China's e-commerce "Double Eleven" consumption big data monitoring report in 2024" released by iiMedia Research (a third-party data mining and analysis institution for the global new economy industry), the main consumers participating in the 2024 "Double Eleven" event were young people aged 26-29, accounting for 34.1%. The top three product categories purchased during the "Double Eleven" event were daily necessities, clothing and footwear, and beauty and skincare products, highlighting trends such as self-indulgent consumption and consumption segmentation. Delayed delivery (44.0%) and fake discounts (42.7%) were the weak links in consumers' "Double Eleven" shopping experience. The 2024 "Double Eleven" cycle started earlier to seize market opportunities, but it also led to increased shopping fatigue among consumers and logistical pressures on merchants. Competition among e-commerce platforms shifted from price wars to operational battles, upgrading services to support merchants through audience segmentation and shopping scenarios. In the future, the competitive landscape and strategic adjustments will continue to deepen and evolve.

艾媒咨询 | 2025年中国小程序电商用户消费行为调查数据

小程序电商的发展与移动互联网及社交媒体的普及紧密相关。随着平台对小程序电商的扶持政策不断出台，如开放更多流量入口、优化支付体系等，服饰品牌开始纷纷入驻小程序电商平台。从最初简单的商品展示与销售，逐渐发展到如今融合直播带货、社交互动、会员管理等多元功能的综合性电商平台，小程序电商在服饰行业的影响力日益扩大。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年中国小程序电商用户消费行为调查数据》数据显示，在众多社区团购平台中，美团买菜以 34.92% 的占比一骑绝尘，荣登榜首之位，成为消费者最为青睐的社区团购平台。而在商品品类方面，生鲜蔬果的占比高达 37.24%，拔得头筹，这一数据直观且有力地彰显出消费者对于新鲜食品的强烈渴求。艾媒咨询分析师认为，服饰行业小程序电商竞争激烈，呈现多元化态势。在产品方面，品牌不断推陈出新，以满足消费者日益多样化的需求。快时尚品牌通过小程序快速上新，保持产品的新鲜感和时尚度，吸引追求潮流的消费者。
The development of small program e-commerce is closely related to the popularity of mobile Internet and social media. With the continuous introduction of the platform's support policies for small program e-commerce, such as opening more traffic entrances, optimizing the payment system, etc., clothing brands have begun to enter the small program e-commerce platform. From the initial simple commodity display and sales, it has gradually developed to a comprehensive e-commerce platform integrating live delivery, social interaction, member management and other functions, and the influence of small program e-commerce in the clothing industry is expanding. According to the latest "Consumer behavior survey data of China's small program e-commerce users in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, Meituanmai topped the list with 34.92% of the many community group-buying platforms. Become the most popular community group-buying platform for consumers. In terms of product categories, the proportion of fresh vegetables and fruits is as high as 37.24%, winning the first place, which intuitively and powerfully demonstrates the strong desire of consumers for fresh food. Ai media consulting analysts believe that the apparel industry small program e-commerce competition is fierce, showing a diversified trend. In terms of products, brands are constantly innovating to meet the increasingly diverse needs of consumers. Fast fashion brands through small programs to quickly new, to maintain the freshness and fashion of products, to attract the pursuit of fashion consumers.

艾媒咨询 | 2025年中国二手车行业市场消费行为调查数据

随着二手车产业数字化进程的持续升级，其价值链条不断延伸重构，立体化的发展格局正推动行业从传统价差模式向全周期汽车资产管理平台转型。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年中国二手车行业市场消费行为调查数据》数据显示，49.08%的消费者选择购买二手车的主要原因是“价格较便宜”，反映出高性价比仍是驱动市场增长的核心要素。在消费偏好方面，消费者更倾向选择一年以内车龄的二手车，该区间占比达59.88%，其较新的技术配置与合理折旧率形成显著吸引力。消费者决策时最关注养护成本（44.40%），但在交易过程中普遍担忧“信息真实性”（39.31%）与“定价合理性”（47.95%）问题。当前二手车市场仍面临车况信息透明度不足、定价机制缺乏标准、售后服务保障体系薄弱等发展瓶颈。艾媒咨询分析师建议，行业需构建区块链车况溯源系统强化信任基础，建立AI估值模型提升定价科学性，并通过线上线下融合服务网络完善售后保障体系，同时针对新能源二手车特性开发定制化检测标准，以技术赋能推动行业规范化发展。
With the continuous upgrading of the digitalization process of the used car industry, its value chain continues to extend and restructure, and the three-dimensional development pattern is promoting the transformation of the industry from the traditional price spread model to the full-cycle automotive asset management platform. According to the latest "Market consumption behavior survey data of China's second-hand car industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 49.08% of consumers choose to buy used cars mainly because of "cheaper prices". Reflecting that high cost performance is still the core factor driving market growth. In terms of consumption preference, consumers are more inclined to choose used cars less than one year old, which accounts for 59.88%, and its newer technical configuration and reasonable depreciation rate form a significant attraction. Consumers are most concerned about maintenance cost (44.40%), but they are generally concerned about "information authenticity" (39.31%) and "pricing rationality" (47.95%) during the transaction process. At present, the second-hand car market is still facing bottlenecks such as insufficient transparency of vehicle information, lack of standard pricing mechanism, and weak after-sales service guarantee system. iiMedia Research suggest that the industry needs to build a blockchain vehicle traceability system to strengthen the foundation of trust, establish an AI valuation model to enhance the scientific pricing, and improve the after-sales support system through the online and offline integration service network, while developing customized testing standards for the characteristics of new energy used cars, and promote the standardized development of the industry with technology enabling.

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年中国移动游戏市场消费行为调查数据

随着移动游戏产业生态的深化发展，其用户行为模式已形成多圈层渗透格局，主要覆盖以角色扮演、策略竞技为核心的内容体验领域，以社交裂变、IP联动为驱动的用户增长领域，以及UI交互优化、付费系统设计为代表的产品运营领域。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年中国移动游戏市场消费行为调查数据》数据显示，MOBA类游戏以38.29%的玩家覆盖率成为最受欢迎的游戏类型，用户每周投入2-5小时进行游戏的占比达52.21%，且65.19%的玩家会因喜爱IP而选择相关游戏。值得注意的是，动漫/漫画改编游戏以38.36%的偏好度占据IP题材首位，63.77%的用户认为“IP契合自身想尝试的游戏类型”是核心决策因素，同时56.32%的玩家对现有IP改编效果表示满意。在用户行为特征方面，移动游戏深度融入日常生活场景，36.28%的用户选择在饭后或睡前消遣，48.46%的玩家社交圈呈现“游戏与非游戏好友均衡分布”状态。设计偏好方面，功能性服装与实用配饰以42.97%的占比成为最受青睐的虚拟道具类型，而画质优秀（32.66%）和社交话题丰富度（38.05%）则被用户视为关键竞争优势。但调研同时揭示行业现存问题：IP改编存在还原度争议，部分玩家反映游戏内容同质化现象突出；在IP开发维度，如何平衡商业变现与用户体验仍需持续探索。艾媒咨询分析师认为，游戏厂商应聚焦三大优化方向：强化IP改编的叙事连贯性与世界观还原度，建立差异化内容矩阵；创新广告植入形式，通过有奖调研（36.28%偏好度）等激励模式提升用户接受度；深化社交系统建设，基于“社交话题与内容丰富度并重”（38.05%）的用户需求，构建多元互动场景。同时需关注玩家对实用功能（42.97%）与视觉品质（32.66%）的双重追求，推动产品体验的立体化升级。
With the deepening development of the mobile game industry ecology, its user behavior pattern has formed a multi-circle penetration pattern, mainly covering the content experience field with role playing and strategic competition as the core, the user growth field driven by social fission and IP linkage, and the product operation field represented by UI interaction optimization and payment system design. According to Survey data of consumer behavior in China's mobile game market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, MOBA games have become the most popular game type with 38.29% player coverage rate. 52.21% of users spend 2-5 hours per week playing games, and 65.19% of players choose related games because of their favorite IP. It is worth noting that animation/manga adaptation games occupy the first place in IP genre with 38.36% preference, 63.77% of users believe that "IP fits the type of game they want to try "is the core decision-making factor, and 56.32% of players are satisfied with the existing IP adaptation effect. In terms of user behavior characteristics, mobile games are deeply integrated into daily life scenes, 36.28% of users choose to play after meals or before going to bed, and 48.46% of players' social circles show a "balanced distribution of game and non-game friends". In terms of design preferences, functional clothing and practical accessories were the most popular virtual item types with 42.97%, while excellent picture quality (32.66%) and social topic richness (38.05%) were considered key competitive advantages by users. However, the survey also revealed existing problems in the industry: there is a dispute over the degree of restoration of IP adaptation, and some players reflect that the homogenization of game content is prominent; In the dimension of IP development, how to balance commercial realization and user experience still needs to be explored. Imedia Consulting analysts believe that game manufacturers should focus on three optimization directions: strengthen the narrative coherence and worldview restoration of IP adaptation, and establish a differentiated content matrix; Innovative advertising placement forms, through incentive models such as award research (36.28% preference) to improve user acceptance; Deepen the construction of social system, and build multiple interactive scenes based on the user needs of "equal emphasis on social topics and content richness" (38.05%). At the same time, it is necessary to pay attention to the players' dual pursuit of practical functions (42.97%) and visual quality (32.66%) to promote the three-dimensional upgrade of product experience.

艾媒咨询 | 2025年中国阅读行业发展状况与用户行为调查数据

随着阅读需求的增加，消费者对纸质书等的消费体验要求越来越高。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年中国阅读行业发展状况与用户行为调查数据》数据显示，中国消费者年均阅读纸质书籍数量集中在4-6本。实体书店以45.33%的占比成为消费者首要纸质书阅读场所，同时线下书店以41.21%的份额稳居纸质书籍购买主渠道，凸显实体空间的文化吸引力。消费者阅读核心诉求聚焦开阔思维，增长见识，内容分享与做读书摘要成为消费者们的阅读习惯。但消费者指出当前纸质书消费存在定价体系不透明、精品书籍获取渠道有限、书店沉浸式服务不足等问题，部分消费者反映优质出版物供需匹配度有待提升。移动阅读场景的碎片化特征凸显，33.89%消费者利用非固定时间完成阅读。艾媒咨询分析师认为，出版行业需强化实体书店的体验价值，通过主题策展、作者互动等活动增强消费者粘性；同时应优化纸质书价格体系，完善线上线下联动的推荐机制，并针对消费者认知提升需求开发专题书单，构建深度阅读+社交场景的新型纸质书生态。
With the increase of reading demand, consumers have higher and higher requirements for the consumption experience of paper books. According to the latest "China reading industry development and user behavior survey data in 2025" released by iiMedia Research, the world's leading third-party data mining and analysis institution of the new economy industry, the average number of Chinese consumers reading paper books is concentrated in 4-6. Physical bookstores have become the primary place for consumers to read paper books, accounting for 45.33%, while offline bookstores have steadily occupied the main channel for paper book purchase with 41.21% share, highlighting the cultural attraction of physical space. The core demands of consumer reading focus on broadening the mind, increasing knowledge, content sharing and doing reading summaries have become consumers' reading habits. However, consumers pointed out that the current paper book consumption has problems such as opaque pricing system, limited access to high-quality books, and insufficient immersive services in bookstores, and some consumers reflected that the matching degree between supply and demand of high-quality publications needs to be improved. The fragmentation feature of mobile reading scene is prominent, 33.89% of consumers use non-fixed time to complete reading. iiMedia Research believe that the publishing industry needs to strengthen the experience value of physical bookstores, and enhance consumer stickiness through activities such as theme curation and author interaction; At the same time, the price system of paper books should be optimized, the recommendation mechanism of online and offline linkage should be improved, and special book lists should be developed according to the needs of consumers to improve their cognition, and a new paper book ecology with deep reading and social scenes should be built.

艾媒咨询 | 2025年中国电子竞技行业消费行为调查数据

中国电子竞技行业是一个充满活力和发展潜力的新兴领域。近年来，中国电竞行业市场规模持续扩大，这主要得益于游戏产业的蓬勃发展、赛事商业化程度的提高以及直播平台等相关产业的协同发展。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年中国电子竞技行业消费行为调查数据》数据显示，FPS（第一人称射击游戏）以37.62%的占比成为2025年中国电竞用户最偏好的游戏类型，其次是TPS（第三人称射击游戏），占比35.05%。电竞用户在战队周边、线下门票和游戏周边方面的消费意愿较高，其中购买过喜欢战队应援周边的用户占比达到38.42%。同时，用户对游戏周边的购买具有一定的周期性，主要以季度为单位较为集中。随着电竞行业的发展，社会对电竞的认知逐渐发生转变，从过去的不认可、误解逐渐走向接受和支持。越来越多的人认识到电竞不仅是一种娱乐活动，也是一项具有竞技性和专业性的体育运动，能够培养选手的团队协作能力、反应能力和思维能力。一些高校也开设了电竞相关专业，为行业发展提供了人才支持和学术研究基础。
The Chinese esports industry is a vibrant and promising emerging field. In recent years, the market scale of China’s esports industry has been continuously expanding, mainly due to the vigorous development of the gaming industry, the increasing commercialization of esports events, and the coordinated development of related industries, such as live streaming platforms.According to the latest "Survey data on consumer behavior in China's e-sports industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, FPS (First-Person Shooter) has become the most preferred game genre among Chinese esports users in 2025, accounting for 37.62%. TPS (Third-Person Shooter) follows, accounting for 35.05%.Esports users have a relatively high willingness to consume in areas such as team peripherals, offline event tickets, and game peripherals. Among them, the proportion of users who have purchased support peripherals for their favorite teams reaches 38.42%. At the same time, users’ purchases of game peripherals have a certain periodicity, mainly concentrated in quarterly intervals.With the development of the esports industry, societal perception of esports has gradually shifted from past disapproval and misunderstanding to acceptance and support. More and more people have realized that esports is not only an entertainment activity but also a competitive and professional sport that can cultivate players’ teamwork, reaction reflexes, and thinking skills. Some universities have also established esports-related majors, providing talent support and an academic research foundation for the industry’s development.

艾媒咨询 | 2025年中国移动储能市场消费行为调查数据

移动储能市场正随着新能源技术的发展和户外活动需求的增长而迅速扩张，其核心特点是便携性、高效能和多功能性，广泛应用于户外旅行、应急供电、家庭备用电源等场景。消费者对清洁能源和可持续生活方式的追求推动了移动储能产品的普及，同时技术进步也带来了更高的能量密度和更长的使用寿命。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年中国移动储能市场消费行为调查数据》数据显示，KOL网红/明星带货直播间以40.23%的占比位居首位，凸显了社交媒体和KOL在消费者购买决策中的强大影响力，进一步印证了内容营销和信任经济在移动储能产品销售中的关键作用。在应用场景方面，市政及园林景观观赏便民服务用电以39.36%的占比成为最受认可的场景，反映了移动储能在提升公共服务和城市景观中的重要作用；与此同时，矿山等偏远地区应急用电同样以39.36%的占比并列第一，突显了移动储能在应急场景下的不可替代性，进一步彰显了其作为可靠能源解决方案的市场价值。艾媒咨询分析师认为，未来，随着电池技术的突破和智能化应用的深化，移动储能市场将朝着更轻便、更智能、更环保的方向发展，成为新能源领域的重要增长点。
The mobile energy storage market is expanding rapidly with the development of new energy technologies and the growth of demand for outdoor activities, and its core characteristics are portability, high efficiency and versatility, which are widely used in outdoor travel, emergency power supply, home backup power supply and other scenarios. Consumers' pursuit of clean energy and sustainable lifestyles has driven the popularity of mobile energy storage products, while technological advances have also led to higher energy density and longer service life. According to the latest "Survey data of consumption behavior of China's mobile energy storage market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, KOL network celebrities/stars with goods live broadcast room ranked first with 40.23%. It highlights the strong influence of social media and Kols in consumer purchasing decisions, further confirming the key role of content marketing and trust economy in the sales of mobile energy storage products. In terms of application scenarios, the electricity consumption for municipal and garden landscape viewing convenience services became the most recognized scene with 39.36%, reflecting the important role of mobile energy storage in improving public services and urban landscape. At the same time, emergency electricity consumption in remote areas such as mines also ranked first with 39.36%, highlighting the irreplaceability of mobile energy storage in emergency scenarios, and further highlighting its market value as a reliable energy solution. Analysts believe that in the future, with the breakthrough of battery technology and the deepening of intelligent applications, the mobile energy storage market will develop in the direction of lighter, smarter and more environmentally friendly, and become an important growth point in the field of new energy.