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年中国新能源汽车行业发展状况与消费行为调查数据

在全球汽车产业加速向电动化转型的浪潮中，中国新能源汽车行业凭借政策、技术和产业链等优势在全球市场中占据重要地位。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年中国新能源汽车行业发展状况与消费行为调查数据》显示，2024年中国新能源汽车市场规模为18.4千亿元，同比增长60.00%，2025年有望达到23.1千亿元。此外，2024年中国锂电池产业规模已达到17500亿元，2029年预计达到50372亿元。这表明中国新能源汽车市场已进入规模化、高速增长的新阶段。在锂电池等核心产业链的有力支撑下，中国新能源汽车行业不仅实现了量的突破，更在技术创新和成本控制上构筑起全球竞争优势。
中国消费者在选购新能源汽车时，最大续航里程与汽车安全性并列首要考量因素，均占36.55%；价格（36.44%）紧随其后，反映出用户对实用性能和用车成本的双重重视。在中国消费者认为最具发展前景的新能源汽车类型中，混合动力车以43.88%的认可度居首，显示出市场对成熟、实用型技术路线的青睐；纯电动与氢燃料车则各占39.39%，呈现出多元技术路线并进的消费期待。这些趋势表明，中国新能源汽车市场正步入更加理性、务实的发展阶段。消费者对技术路径的多元选择，预示着未来竞争格局尚未定型；而“续航+安全+价格”成为核心决策因素，则推动行业进入以真实需求为导向的“价值竞争”深水区，驱动全产业链持续优化技术与成本结构。
艾媒咨询分析师认为，未来中国新能源汽车行业将沿着“深化”与“拓展”两大主线演进。在技术层面，电动化将与智能化深度耦合，自动驾驶和智能座舱成为核心竞争领域；动力路线将呈现多元化，混动、纯电、氢燃料电池将在各自适用场景并行发展。市场竞争将从“量”的扩张转向“质”的较量，驱动产业链向高端化、全球化升级。
Amid the global automotive industry's accelerating shift towards electrification, China's new energy vehicle (NEV) sector has established a significant position in the global market, leveraging advantages in policy, technology, and the industrial chain. According to the latest "2025 China New Energy Vehicle 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, the scale of China's NEV market reached 1.84 trillion yuan in 2024, marking a year-on-year growth of 60.00%, and is expected to reach 2.31 trillion yuan in 2025. Additionally, the scale of China's lithium battery industry has reached 1.75 trillion yuan in 2024 and is projected to reach 5.0372 trillion yuan in 2029. These figures indicate that China's NEV market has entered a new stage of large-scale and rapid growth. Supported by the robust core industrial chain such as lithium batteries, China's NEV industry has not only achieved a quantitative breakthrough but also established a global competitive edge in technological innovation and cost control.
When choosing NEVs, Chinese consumers prioritize maximum driving range and vehicle safety equally, each accounting for 36.55%, followed by price at 36.44%, reflecting their dual emphasis on practical performance and cost of use. Among the types of NEVs that Chinese consumers consider to have the greatest development potential, hybrid vehicles lead with a recognition rate of 43.88%, indicating the market's preference for mature and practical technological routes; pure electric and hydrogen fuel vehicles each account for 39.39%, demonstrating a consumer expectation for the concurrent development of multiple technological routes. These trends suggest that China's NEV market is entering a more rational and pragmatic development phase. The diverse choices of technological paths by consumers imply that the future competitive landscape remains fluid; the fact that "range + safety + price" are the core decision-making factors drives the industry into a "value competition" deep water zone oriented by real demand, pushing the entire industrial chain to continuously optimize its technology and cost structure.
Analysts from iiMedia Research believe that China's NEV industry will evolve along two main lines in the future: "deepening" and "expansion". Technologically, electrification will be deeply integrated with intelligence, with autonomous driving and intelligent cabins becoming core competitive areas; power routes will diversify, with hybrid, pure electric, and hydrogen fuel cells developing in parallel in their respective applicable scenarios. Market competition will shift from "quantity" expansion to "quality" competition, driving the industrial chain towards high-end and global upgrading.

艾媒咨询 | 2025年中国运动鞋服行业发展状况与消费行为调查数据

随着全民健康意识增强与运动生活方式的普及，消费者对运动鞋服的需求持续增长。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年中国运动鞋服行业发展状况与消费行为调查数据》显示，2024年中国运动鞋服行业市场规模为5425亿元，预计2030年将达到8963亿元。随着中国鞋服品牌登上国际时装周舞台以及国潮文化的流行，中国运动鞋服行业掀起“国潮热”，国货品牌纷纷开始崛起。未来行业将加速向智能化、功能化方向升级，通过强化科技研发、深化国潮文化内涵、拓展细分运动场景，构建更具竞争力和创新力的产业新生态。
中国消费者在选购运动鞋时，首要考虑因素为款式设计，占比达58.70%；专业度（涵盖安全性与科技含量）与舒适度紧随其后，分别占比54.20%和53.80%。在运动服方面，款式设计（61.30%）和舒适度（58.50%）同样是最受关注的因素，价格（51.80%）、功能用途（46.40%）及专业度（42.70%）也具备较高重要性。与此同时，2025年消费者在购买运动鞋服过程中遇到的最突出问题是“运动鞋码数不准”，占比高达61.00%，远高于其他问题；“运动鞋质量不佳”位列第二，占比54.30%；“售后服务不好”则以38.10%的占比居于第三。这表明中国消费者对运动鞋服的核心诉求聚焦于设计美感、穿着舒适与功能专业，而当前市场在产品尺码标准化、质量稳定性及售后服务体系方面仍存在显著短板。运动鞋服企业需进一步强化产品研发创新，完善质量管控体系，并提升服务水平，以精准对接消费需求，增强市场竞争力。
艾媒咨询分析师认为，中国运动鞋服行业未来将延续增长态势，核心驱动力来自全民健康意识提升与消费升级。在产品端，科技赋能日益成为核心竞争力，市场更加青睐功能性与时尚感兼具的创新单品。行业竞争重点也从营销层面，逐渐转向科技研发与供应链效率的深度比拼。在此背景下，国货品牌凭借不断提升的产品力及深厚的文化认同感，市场份额有望进一步扩大。此外，女性、儿童及专业运动等细分市场展现出巨大潜力，而绿色可持续与个性化定制，也将成为引领行业未来的重要增长方向。
With the enhancement of public health awareness and the popularization of a sports lifestyle, the demand for sports shoes and apparel continues to grow. According to the latest "2025 China Sports Shoes and Apparel Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis agency for the new economy industry, the market size of China's sports shoes and apparel industry was 542.5 billion yuan in 2024 and is expected to reach 896.3 billion yuan by 2030. With Chinese shoe and apparel brands making their mark on the international fashion week stage and the popularity of national trend culture, the "national trend fever" has swept through the Chinese sports shoes and apparel industry, and domestic brands have begun to rise. In the future, the industry will accelerate its upgrade towards intelligence and functionality, by strengthening technological research and development, deepening the connotation of national trend culture, and expanding into niche sports scenarios, to build a more competitive and innovative industrial ecosystem.
When Chinese consumers purchase sports shoes, the primary consideration is style design, accounting for 58.70%; professional quality (including safety and technological content) and comfort follow closely, with proportions of 54.20% and 53.80% respectively. For sports apparel, style design (61.30%) and comfort (58.50%) are also the most concerned factors, while price (51.80%), functional use (46.40%), and professional quality (42.70%) are also highly important. Meanwhile, the most prominent problem encountered by consumers in purchasing sports shoes and apparel in 2025 is "inaccurate shoe sizes", accounting for as high as 61.00%, far exceeding other issues; "poor quality of sports shoes" ranks second, with a proportion of 54.30%; "poor after-sales service" ranks third with a proportion of 38.10%. This indicates that Chinese consumers' core demands for sports shoes and apparel focus on design aesthetics, wearing comfort, and professional functionality, while the current market still has significant shortcomings in product size standardization, quality stability, and after-sales service systems. Sports shoes and apparel enterprises need to further strengthen product research and development innovation, improve quality control systems, and enhance service levels to precisely meet consumer demands and enhance market competitiveness.
Analysts from iiMedia Research believe that China's sports shoes and apparel industry will continue to grow in the future, with the core driving force coming from the improvement of public health awareness and consumption upgrades. On the product side, technology empowerment is increasingly becoming a core competitiveness, and the market is more inclined towards innovative products that combine functionality and fashion. The focus of industry competition is also gradually shifting from marketing to in-depth competition in technological research and development and supply chain efficiency. Against this backdrop, domestic brands, with their continuously improving product capabilities and deep cultural identity, are expected to further expand their market share. In addition, the female, children's, and professional sports markets show great potential, while green sustainability and personalized customization will also become important growth directions for the industry in the future.

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 | 2025-2026年中国服装批发行业发展趋势研究报告

随着中国人均消费水平的提升，以及消费者对服装需求的多元化，国家积极推动纺织服装行业“增品种、提品质、创品牌”的“三品”行动。iiMedia Research（艾媒咨询）数据显示，2024年中国服装批发市场规模攀升至5673.2亿元，预计到2030年规模将进一步增长至7414.8亿元。如今，服装批发行业正在转型升级，发展模式由增量扩张转向存量优化。未来，智能化将深度赋能行业，构建更加适应电商模式、深化品牌优势、聚焦绿色环保、强化产城协同的服装批发生态。
With the increase in the per capita consumption level of Chinese people and the diversification of consumers' demands for clothing, the state actively promotes the "Three Products" action in the textile and garment industry, which involves "increasing varieties, improving quality and creating brands". iiMedia Research data shows that the scale of China's clothing wholesale market rose to 567.32 billion yuan in 2024 and is expected to further increase to 741.48 billion yuan by 2030. Nowadays, the clothing wholesale industry is undergoing transformation and upgrading, with its development model shifting from incremental expansion to optimization of existing stock. In the future, intelligence will deeply empower the industry, building a clothing wholesale ecosystem that is more adaptable to e-commerce models, deepens brand advantages, focuses on green environmental protection, and strengthens the coordination between industry and city.

艾媒咨询 | 2025年中国服饰产品消费行为调查数据

时尚潮流的兴起让服饰成为时尚文化的重要载体，设计师品牌层出不穷，引领着全球服饰消费趋势。近年来，随着环保意识的增强和科技的飞速发展，可持续、智能化服饰逐渐崭露头角，为行业发展注入新活力。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年中国服饰产品消费行为调查数据》数据显示，在各类服饰风格中，休闲风以 36.93% 的占比拔得头筹，成为最受消费者青睐的风格，这一数据直观地反映出消费者在日常穿着中，对舒适感的强烈追求。而在材质选择方面，棉质凭借其独特优势，以 32.06% 的占比位居榜首，清晰地展现出中国消费者对于棉质服饰的高度偏好。艾媒咨询分析师认为，未来，服饰企业将继续加大研发投入，推出更多创新产品。在款式设计上，将融合多元文化元素和时尚潮流，打造个性化、差异化的产品。在材质应用上，将更多采用环保、智能、功能性面料，提升产品品质和附加值。例如，可降解面料、智能变色面料、具有健康监测功能的面料等将逐渐应用于服饰产品中。
The rise of fashion trends makes clothing become an important carrier of fashion culture, and designer brands emerge in an endless stream, leading the global fashion consumption trend. In recent years, with the enhancement of environmental awareness and the rapid development of science and technology, sustainable and intelligent clothing has gradually emerged, injecting new vitality into the development of the industry. According to the latest Survey data of consumption behavior of Chinese clothing products in 2025 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, leisure style ranks first with 36.93% of all types of clothing styles, becoming the most favored style by consumers. This data directly reflects consumers' strong pursuit of comfort in their daily wear. In terms of material selection, cotton, with its unique advantages, ranked first with 32.06%, clearly showing the high preference of Chinese consumers for cotton clothing. Ai Media Consulting analysts believe that in the future, clothing companies will continue to increase investment in research and development and launch more innovative products. In style design, it will integrate multi-cultural elements and fashion trends to create personalized and differentiated products. In the material application, more environmentally friendly, intelligent and functional fabrics will be used to improve product quality and added value. For example, degradable fabrics, smart color-changing fabrics, and fabrics with health monitoring functions will gradually be used in clothing products.

艾媒咨询 | 2025年中国月子中心消费者行为调查数据

近年来，随着消费者对科学坐月子理念的认知提升，二、三线城市月子中心市场也迅速崛起，市场规模持续扩大，服务品质和管理水平不断提升。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年中国月子中心消费者行为调查数据》数据显示，在 2025 年针对中国消费者对月子中心的了解情况调研中，高达 87.41% 的消费者明确表示知晓月子中心，这一占比在各项反馈中居于首位，清晰地彰显出月子中心于中国消费者群体里已具备较高的普及程度。而在消费者对月子中心服务的关注点方面，对宝宝的专业照护以 37.65% 的占比拔得头筹，这一数据直观且有力地表明，消费者最为看重月子中心在照料宝宝方面所展现出的质量 。艾媒咨询分析师认为，随着政府对月子中心行业监管力度的加强，行业规范化发展将成为必然趋势。未来，政府将出台更加严格的行业标准和规范，加强对月子中心的审批、监管和评估，推动月子中心行业健康、有序发展。同时，行业协会将发挥更大作用，加强行业自律，促进企业之间的交流与合作，共同提升行业整体服务水平。
In recent years, with the improvement of consumers' awareness of the concept of scientific confinement, the central market of the second and third-tier cities has also risen rapidly, the market size has continued to expand, and the service quality and management level have continued to improve. According to the latest "Data from the China month center consumer behavior survey in 2025" released by iiMedia Research, a third party data mining and analysis institution in the global new economy industry, according to the data, in 2025, the understanding of Chinese consumers about maternity centers is investigated. Up to 87.41% of consumers clearly know the maternity center, which ranks first in the feedback, clearly showing that the maternity center has a high degree of popularity in the Chinese consumer group. In terms of consumers' focus on maternity center services, professional care for babies topped the list with 37.65%, which intuitively and strongly indicates that consumers value the quality of maternity center care for babies the most. Ai Media Consulting analysts believe that with the strengthening of the government's supervision of the maternity center industry, the standardized development of the industry will become an inevitable trend. In the future, the government will introduce more stringent industry standards and norms, strengthen the approval, supervision and evaluation of the maternity center, and promote the healthy and orderly development of the maternity center industry. At the same time, the industry association will play a greater role in strengthening industry self-discipline, promoting exchanges and cooperation between enterprises, and jointly improving the overall service level of the industry.

艾媒咨询 | 2025年中国健康体检行业消费行为调查数据

随着人们健康意识的提升和疾病预防需求的增长，健康体检市场正飞速发展。消费者对健康管理的重视推动了体检市场的细分和升级，同时技术进步也带来了更精准的检测手段和更便捷的服务体验。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年中国健康体检行业消费行为调查数据》数据显示，选择两年一次体检的消费者占比最高，达到39.41%，表明超过三分之一的消费者倾向于以两年为周期进行健康管理，反映出他们对定期体检的重视。与此同时，常规体检项目以60.62%的占比位居首位，凸显了大多数消费者对基础健康检查的高度关注。进一步分析发现，生化及实验室检测（包括血常规、尿常规、生化、肝功、肾功、甲功、血糖等）以61.89%的占比成为最受关注的健康指标，体现了消费者对全面、精准的健康数据的需求，也印证了基础检查在健康管理中的核心地位。艾媒咨询分析师认为，未来，随着健康大数据和人工智能的应用，健康体检市场将朝着更精准、更智能、更普惠的方向发展，成为大健康产业的重要组成部分。
With the improvement of people's health awareness and the growth of disease prevention demand, the health examination market is developing rapidly. Consumers' attention to health management has promoted the segmentation and upgrading of the physical examination market, while technological progress has also brought more accurate detection means and more convenient service experience. According to the latest "Survey data of consumption behavior of China's health check-up industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the proportion of consumers who choose a biennial physical examination is the highest, reaching 39.41%. It shows that more than one-third of consumers tend to conduct health management on a two-year cycle, reflecting the importance they attach to regular physical examinations. At the same time, routine physical examination items ranked first with 60.62%, highlighting the high attention of most consumers to basic health examination. Further analysis found that biochemical and laboratory tests (including blood routine, urine routine, biochemistry, liver function, kidney function, thyroid function, blood sugar, etc.) accounted for 61.89% of the most concerned health indicators, reflecting consumers' demand for comprehensive and accurate health data, and also confirmed the core position of basic examination in health management. Analysts believe that in the future, with the application of health big data and artificial intelligence, the health physical examination market will develop in a more accurate, smarter and more inclusive direction and become an important part of the big health industry.

艾媒咨询 | 2025年中国汉服产业消费行为调查数据

随着汉服文化的普及与市场成熟，其消费研究维度不断深化，涵盖以消费者认知与态度（如了解程度、文化传播认同）为例的文化渗透领域，以消费行为与产品偏好（如购买频率、价格敏感度、材质倾向）为例的市场决策领域，以场景应用（如日常穿着、租借体验、展览参与）为例的生态拓展领域，以及行业争议（山寨接受度、形制设计争议）。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年中国汉服产业消费行为调查数据》数据显示，56.83%的汉服消费者对汉服比较了解，57.845%的消费者比较能接受汉服，消费者多以社交媒体的方式了解到汉服，占比达到38.62%，并且有54.97%的消费者比较关注汉服的展览，可以看出汉服在国内有一定的流行度和关注度。但购买过汉服的消费者仅有35.92%，其中48.36%的消费者是在大型商场或购物中心中购买的，他们在购买时会多考虑款式、价格等因素。经常穿汉服的场景为传统节日时或者拍个人艺术照时。有30%的人认为汉服太引人注目了，有25.38%的人认为汉服穿起来繁琐，不太实用，不会去购买，而相比购买，大多数人会选择租借汉服，占比来到了60.71%，或者去汉服体验店，去过的消费者占比有62.06%。艾媒咨询分析师认为，在汉服逐渐流行的新背景下，更多地关注汉服市场，了解消费者的相关需求，是占领汉服市场至关重要的一步。
With the popularization and market maturation of Hanfu culture, the research dimensions of its consumption have been continuously deepened, covering cultural infiltration areas such as consumers' cognition and attitude (such as understanding degree, cultural dissemination recognition), market decision-making areas such as consumption behavior and product preference (such as purchase frequency, price sensitivity, material preference), ecological expansion areas such as scene application (such as daily wear, rental experience, exhibition participation), and industry controversy areas such as the acceptance of counterfeits and disputes over shape design.According to the latest "2025 China Hanfu Industry Consumption Behavior Survey Data" released by iiMedia Research (iimedia research), a global third-party data mining and analysis agency for the new economy industry, 56.83% of Hanfu consumers have a relatively good understanding of Hanfu, and 57.845% of consumers are relatively receptive to Hanfu. Consumers mostly learn about Hanfu through social media, accounting for 38.62%, and 54.97% of consumers are relatively concerned about Hanfu exhibitions. This shows that Hanfu has a certain degree of popularity and attention in China. However, only 35.92% of consumers have purchased Hanfu, among which 48.36% of consumers bought it in large shopping malls or shopping centers, and they would consider factors such as style and price when purchasing. The common scenes for wearing Hanfu are during traditional festivals or when taking personal artistic photos. 30% of people think Hanfu is too eye-catching, and 25.38% think it is too complicated to wear and not very practical, so they will not purchase it. Compared with purchasing, most people choose to rent Hanfu, accounting for 60.71%, or go to Hanfu experience stores, with 62.06% of consumers having visited. Analysts from iiMedia Research believe that in the new context of the gradual popularity of Hanfu, paying more attention to the Hanfu market and understanding the relevant needs of consumers is a crucial step to occupy the Hanfu market.

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.