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｜2024年中国大学生消费行为调查研究报告

大学生群体对互联网的深度参与使得大学生成为最具潜力和活力的消费主体之一，挖掘大学生群体的消费需求有利于品牌创新营销策略触达目标群体。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年中国大学生消费行为调查研究报告》数据显示，中国在校大学生数量呈增长趋势，2023年中国高等教育在学总规模达到4763万人，41.1%的大学生月均收入在1501-2000元，预计2024年中国在校大学生的年度消费规模约为8500亿元，消费潜力大。艾媒咨询分析师认为，随着社会的发展和时代的变迁，当代大学生的精神文化需求日益多样化和个性化。当物质生活得到基本满足后，他们会更加注重精神层面的追求和满足，因而对运动健身、游戏、密室逃脱和剧本杀等娱乐休闲项目表现出较高的兴趣。
The in-depth participation of college students in the Internet makes college students become one of the most potential and dynamic consumer subjects. Tapping the consumer demand of college students is conducive to the brand innovation marketing strategy to reach the target group. According to the latest "Investigation and Analysis Report on Consumption Behavior of Chinese College Students in 2024" released by iiMedia Research, the number of college students in China shows a growing trend. In 2023, the total number of college students in China will reach 47.63 million, and the average monthly income of 41.1% of college students will be between 1501 and 2000 yuan. It is expected that the annual consumption scale of college students in China will be about 850 billion yuan in 2024, with great consumption potential. Analysts from iiMedia Consulting believe that with the development of society and the changes of The Times, the spiritual and cultural needs of contemporary college students are increasingly diversified and personalized. When the material life is basically satisfied, they will pay more attention to the pursuit and satisfaction of the spiritual level, so they show a higher interest in sports and fitness, games, escape rooms and script killing entertainment and leisure projects.

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年中国第三方网络招聘平台使用行为调查数据

第三方网络招聘平台是一种依托互联网技术构建的中介服务平台，旨在连接企业与求职者两端。随着移动互联网普及，招聘 APP 大量涌现，极大提升招聘效率。当下，人工智能、大数据等前沿技术深度融入，平台实现精准匹配、智能推荐、人才测评等功能升级，向智能化、个性化方向加速迈进。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年中国第三方网络招聘平台使用行为调查数据》数据显示，智联招聘和Boss直聘以 55.11% 的占比并列第一，凸显出这两大平台在招聘市场的绝对优势地位。凭借其品牌影响力、庞大用户基数、成熟功能体系及优质服务，成为企业与求职者的首选，市场集中度较高，头部平台效应显著。企业对工作经验（35.07%）、工作态度（34.45%）、解决问题能力（34.33%）和专业技能（34.20%）的高要求，表明企业在人才选拔时，不仅注重专业技能，更看重员工能否快速适应工作场景、高效解决实际问题，以及具备积极投入工作的态度。艾媒咨询分析师认为，第三方网络招聘平台市场在全球范围内呈现蓬勃发展态势，中国市场凭借庞大劳动力人口基数、政策支持、技术进步等优势，增长潜力巨大，并且随着智能化、个性化、跨行业融合、国际化等趋势推进，行业有望在规范中持续创新发展。
The third-party online recruitment platform is an intermediary service platform built on the basis of Internet technology, aiming at connecting enterprises and job seekers. With the popularization of mobile Internet, a large number of recruitment apps have emerged, greatly improving the efficiency of recruitment. At present, cutting-edge technologies such as artificial intelligence and big data are deeply integrated, and the platform realizes the upgrading of functions such as accurate matching, intelligent recommendation, and talent evaluation, accelerating towards the direction of intelligence and individuation. According to the latest Survey data on the use of third-party online recruitment platforms in China in 2025 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, Zhaopin and Boss Zhipin tied for the first place with 55.11%. It highlights the absolute dominance of these two platforms in the recruitment market. With its brand influence, huge user base, mature functional system and quality services, it has become the first choice of enterprises and job seekers, with high market concentration and significant head platform effect. Enterprises have high requirements for work experience (35.07%), work attitude (34.45%), problem-solving ability (34.33%) and professional skills (34.20%), indicating that enterprises not only pay attention to professional skills when selecting talents, but also pay more attention to whether employees can quickly adapt to work scenarios, efficiently solve practical problems, and have a positive attitude towards work. Imedia Consulting analysts believe that the third-party online recruitment platform market is showing a booming trend in the world, the Chinese market with a large labor population base, policy support, technological progress and other advantages, the growth potential is huge, and with the intelligent, personalized, cross-industry integration, internationalization and other trends, the industry is expected to continue to innovate and develop in the standard.

艾媒咨询 | 2024年中国母婴市场发展状况与消费者调研报告

受三孩政策驱动，中国生育率有望得到提升，政策及相关配套措施落地将带动母婴消费新增量。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年中国母婴市场发展状况与消费者调研报告》数据显示，中国母婴行业市场规模逐年稳步增长，2023年达66478亿元，预计2027年将达到89149亿元，呈现显著的上升趋势。
Driven by the three-child policy, China's fertility rate is expected to be increased, and the landing of policies and related supporting measures will drive new increases in maternal and infant market. According to the latest "China Maternal and Infant Market Development and Consumer Research Report in 2024" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's maternal and infant industry has grown steadily year by year, reaching 6,647.8 billion yuan in 2023. It is expected to reach 8914.9 billion yuan in 2027, showing a significant upward trend.

艾媒咨询 | 2025年中国预制鸡排消费行为调查数据

随着冷链物流技术的逐渐成熟，预制鸡排的储存和运输难题得到缓解，其市场范围开始从餐饮端向零售端拓展。在消费升级的大背景下，消费者对方便食品的品质、口味和营养要求不断提高，促使预制鸡排企业在产品研发、工艺优化和质量把控上持续投入，推动了预制鸡排市场的快速发展。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年中国预制鸡排消费行为调查数据》数据显示，57.04% 的受访者将方便快捷置于首位，凸显出在快节奏生活模式下，消费者对预制食品便捷特性的高度依赖。在预制鸡排关注因素方面，安全因素以 58.88% 的高占比拔得头筹，远超其他选项，充分体现出消费者对食品安全问题的深切关注。在食品质量问题频发的当下，消费者对入口食品的安全性格外谨慎，预制鸡排作为加工食品，其原料来源、加工工艺、添加剂使用等安全相关方面，都直接影响消费者的购买决策。艾媒咨询分析师认为，虽然预制食品市场近年来发展迅速，但仍有部分消费者对预制鸡排的品质和营养存在疑虑，认为其不如新鲜制作的鸡肉健康。此外，一些消费者对预制食品的烹饪方式和口味不够熟悉，影响了他们的购买意愿。因此，提高消费者对预制鸡排的认知和接受度，是行业发展面临的一个重要挑战
With the gradual maturity of cold chain logistics technology, the storage and transportation problems of prefabricated chicken cutlet have been alleviated, and its market scope has begun to expand from the catering end to the retail end. In the context of consumption upgrading, consumers' requirements for the quality, taste and nutrition of convenience foods continue to improve, prompting prefabricated chicken cutlets enterprises to continue to invest in product research and development, process optimization and quality control, and promote the rapid development of the prefabricated chicken cutlets market. According to the latest "Consumption behavior survey data of prepared chicken steak in China in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 57.04% of the respondents put convenience and convenience in the first place, highlighting that under the fast-paced life mode, Consumers rely heavily on the convenience of prepared foods. In terms of concern factors, safety factors topped the list with a high proportion of 58.88%, far exceeding other options, fully reflecting consumers' deep concern about food safety issues. In the frequent occurrence of food quality problems, consumers are extremely cautious about the safety of imported food, prepared chicken steak as a processed food, its raw material source, processing technology, additive use and other safety-related aspects directly affect consumers' purchasing decisions. Analysts from Imedia Consulting believe that although the prepared food market has developed rapidly in recent years, there are still some consumers who have doubts about the quality and nutrition of prepared chicken chops, believing that it is not as healthy as fresh chicken. In addition, some consumers are not familiar enough with the cooking methods and tastes of prepared foods, affecting their purchase intentions. Therefore, improving consumer awareness and acceptance of prepared chicken chops is an important challenge for the development of the industry.

艾媒咨询 | 2025年中国塑身服饰产品消费行为洞察报告

随着人们生活水平的提高和健康审美意识的增强，塑身服饰市场近年来发展迅猛。塑身服饰不仅满足了消费者对身材修饰的需求，还在一定程度上体现了时尚与健康的生活理念。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年中国塑身服饰产品消费行为洞察报告》数据显示，在信息传播层面，社交媒体凭借 67.16% 的占比，成为消费者了解收腹提臀裤的最主要渠道，凸显其在塑造消费认知、引导消费选择方面的关键作用。在品牌竞争方面，猫人品牌以 38.53% 的占比拔得头筹，婷美和曲线主义也表现出色，分别占比 37.68% 和 36.42%，这三大品牌凭借各自优势赢得了消费者的青睐，在市场中占据重要地位。而从消费者需求角度，塑造完美身形这一诉求占比高达 70.32%，这直接表明消费者在选购收腹提臀裤时，塑形效果是他们最为关注的核心要素。艾媒咨询分析师认为，塑身服饰市场作为服装行业的新兴细分领域，市场前景广阔，发展潜力巨大。通过加强产品质量把控、完善行业标准、规范市场营销行为，塑身服饰行业能够实现健康、可持续发展。同时，关注行业发展趋势，积极推动科技融合创新、绿色环保发展和个性化定制服务，将为塑身服饰企业带来新的发展机遇。
With the improvement of people's living standards and the enhancement of healthy aesthetic consciousness, shapewear market has developed rapidly in recent years. Shapewear not only meets the needs of consumers for body modification, but also reflects the concept of fashion and healthy life to a certain extent. According to the latest "Insight reportin on China Shapewear products consumer behavior in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, at the level of information dissemination, social media accounts for 67.16%, It has become the most important channel for consumers to understand belly and hip lifting pants, highlighting its key role in shaping consumption cognition and guiding consumption choices. In terms of brand competition, Cat people brand took the top spot with 38.53%, Tingmei and Curvaciism also performed well, accounting for 37.68% and 36.42% respectively, and these three brands won the favor of consumers with their respective advantages, occupying an important position in the market. From the perspective of consumer demand, the demand for shaping the perfect body shape accounted for as high as 70.32%, which directly shows that consumers are most concerned about the shape effect when they buy belly and hip lifting pants. Imedia Consulting analysts believe that the shapewear market, as an emerging segment of the apparel industry, has broad market prospects and great development potential. By strengthening product quality control, improving industry standards, and standardizing marketing behaviors, the shapewear industry can achieve healthy and sustainable development. At the same time, pay attention to the development trend of the industry, actively promote the integration of science and technology innovation, green environmental protection development and personalized customized services, will bring new development opportunities for shapewear enterprises.

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｜2024年中国二手车行业消费者调研报告

在汽车市场快速增长的背景下，二手车市场作为其附属市场，其市场规模不断扩大。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年中国二手车行业消费者调研报告》数据显示，中国基本型二手乘用车交易量显著增长，从2011年的低点逐年攀升至2019年98.19万辆。2016-2024年间，中国二手车转籍比例数据整体呈现波动上升趋势。
艾媒咨询分析师认为，在中国汽车市场规模不断扩大、政策支持力度加大等有利趋势下，中国二手车市场未来发展前景广阔。
In the context of the rapid growth of the automobile market, the second-hand car market as its subsidiary market, its market scale continues to expand. According to the latest "Consumer Research Report on China's Second-hand Car Industry in 2024" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the transaction volume of basic second-hand passenger cars in China has increased significantly, climbing year by year from a low point in 2011 to 981,900 in 2019. From 2016 to 2024, China's second-hand car registration ratio data showed a fluctuating upward trend as a whole.
Analysts from iiMedia Consulting believe that With the continuous expansion of the scale of China's automobile market and the strengthening of policy support and other favorable trends, China's used car market has broad prospects for future development.