艾媒咨询 | 2025-2030年中国商用烘焙设备行业发展白皮书

中国商用烘焙设备行业在市场规模扩张与技术创新驱动下，逐步从分散竞争向集中化、高端化转型。iiMedia Research（艾媒咨询）数据显示，2024年中国商用烘焙设备市场规模达49.6亿元，预计2030年将增长至79.3亿元。行业在消费升级与烘焙文化普及的推动下呈现稳健增长态势，产品结构向智能化、节能化升级趋势明显，技术创新与餐饮场景多元化将成为核心增长驱动力。
Driven by the expansion of market scale and technological innovation, China's commercial baking equipment industry has gradually transformed from fragmented competition to centralized and high-end development. iiMedia Research data shows that the market size of commercial baking equipment in China reached 4.96 billion yuan in 2024 and is expected to grow to 7.93 billion yuan by 2030. Driven by the upgrading of consumption and the popularization of baking culture, the industry has shown a steady growth trend. The product structure is showing a clear upgrading trend towards intelligence and energy conservation. Technological innovation and the diversification of catering scenarios will become the core growth drivers.

艾媒咨询 | 2025年中国个人面部清洁用品行业发展状况及消费行为调查数据

随着消费者健康意识的提升和消费升级，中国个人面部清洁用品的市场规模不断扩大。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年中国个人面部清洁用品行业发展状况及消费行为调查数据》显示，2024年中国护肤品市场规模为3014亿元，预计2025年将达到3186亿元；2024年中国美容行业市场规模为4318亿元，预计2025年将达到4459亿元。中国个人面部清洁用品市场的持续增长主要受益于消费升级、成分党崛起及国货品牌创新力提升三大核心驱动力。随着功能性护肤赛道加速细分、科技成分应用深化以及男士护肤市场潜力释放，行业将呈现“科学化、个性化、全域化”的发展新趋势。
在2025年中国消费者常用的面部清洁用品类型中，洗面奶以79.97%的高占比成为中国消费者最常用的面部清洁用品，远超其他选项。此外，消费者在选购洗面奶时，最关注的两大因素是“适用肤质”（40.44%）与“功效”（39.76%）。这表明市场已从基础清洁需求，转向对个性化、功能化产品的精准追求。因此，企业的破局关键在于打造清洁力与护肤功效兼具的复合型产品，并以此为基石，通过成分与功能的透明化沟通，直接回应消费者对适用性与有效性的核心关切，从而切实有效地重建市场信任。
艾媒咨询分析师认为，中国个人面部清洁市场将向“精准化”与“功效化”深度演进。基础清洁已成标配，市场核心增长点将源于能满足不同肤质特定需求的精细化产品。成分与配方的科技创新将成为竞争关键，兼具卓越清洁力与养肤功效的复合型产品将成为主流。同时，随着消费者认知提升，“成分透明”与“功效可验证”将成为品牌建立信任的核心战场。可持续包装与环保理念，也将从加分项变为必备要素，推动行业向更负责任的方向发展。
With the enhancement of consumers' health awareness and the upgrading of consumption, the market size of personal facial cleansing products in China has been continuously expanding. According to the latest "2025 Development Status and Consumer Behavior Survey Data of Personal Facial Cleansing Products in China" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, the market size of skin care products in China was 301.4 billion yuan in 2024 and is expected to reach 318.6 billion yuan in 2025; the market size of the beauty industry in China was 431.8 billion yuan in 2024 and is expected to reach 445.9 billion yuan in 2025. The continuous growth of the personal facial cleansing products market in China is mainly driven by three core forces: consumption upgrade, the rise of the ingredient party, and the improvement of the innovation capabilities of domestic brands. With the accelerated segmentation of the functional skin care market, the deepening application of scientific ingredients, and the potential release of the men's skin care market, the industry will present new trends of "scientific, personalized, and all-round development".
Among the types of facial cleansing products commonly used by Chinese consumers in 2025, facial cleansers have a high proportion of 79.97%, making them the most commonly used facial cleansing products by Chinese consumers, far exceeding other options. In addition, when consumers purchase facial cleansers, the two most concerned factors are "suitable skin type" (40.44%) and "effectiveness" (39.76%). This indicates that the market has shifted from basic cleansing needs to the precise pursuit of personalized and functional products. Therefore, the key for enterprises to break through lies in creating compound products that combine cleansing power and skin care effects, and on this basis, through transparent communication of ingredients and functions, directly addressing consumers' core concerns about applicability and effectiveness, thereby effectively rebuilding market trust.
Analysts from iiMedia Research believe that the personal facial cleansing market in China will deeply evolve towards "precision" and "effectiveness". Basic cleansing has become a standard feature, and the core growth points of the market will come from refined products that can meet the specific needs of different skin types. Technological innovation in ingredients and formulas will become the key to competition, and compound products with excellent cleansing power and skin care effects will become mainstream. At the same time, as consumers' awareness increases, "ingredient transparency" and "verifiable effectiveness" will become the core battlefields for brands to build trust. Sustainable packaging and environmental protection concepts will also shift from bonus points to essential elements, promoting the industry to develop in a more responsible direction.

艾媒咨询 | 2025年中国速冻食品行业市场消费行为洞察报告

速冻食品作为一种经过急速低温冻结处理的预包装食品，凭借其方便快捷、易于储存、品类丰富等特点，在全球食品市场中占据着重要地位。随着生活节奏的加快、消费观念的转变，以及冷链物流技术的发展，速冻食品市场近年来呈现出快速增长的态势。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年中国速冻食品行业市场消费行为洞察报告》数据显示，在消费者行为方面，高达 60.99% 的消费者经常购买速冻食品，这一比例表明速冻食品已深度融入中国消费者的日常生活，有着较高的接受度和频繁的消费频次，其方便快捷的特性契合了大众快节奏的生活方式。从产品品类偏好来看，其他速冻米面制品独占鳌头，占比达 43.24% ，其中速冻水饺、煎饺这类传统米面制品深受消费者喜爱，这既体现出传统美食的强大吸引力，也反映出消费者对熟悉口味和品类的依赖。这对速冻食品行业而言，在持续扩大市场份额时，一方面要巩固传统米面制品的优势，不断优化品质和口味；另一方面，可基于消费者对速冻食品的高接受度，拓展更多创新品类。艾媒咨询分析师认为，速冻食品市场作为食品行业的重要细分领域，具有广阔的发展前景和巨大的市场潜力。尽管目前面临着一些挑战，但随着技术的进步、市场的成熟，以及行业的规范发展，速冻食品市场将迎来新的发展机遇。速冻食品企业应抓住机遇，积极应对挑战，通过不断创新产品、提升品质、优化渠道、加强品牌建设等方式，提高企业的市场竞争力，实现可持续发展。
Quick-frozen food, as a kind of pre-packaged food that has undergone rapid cryogenic freezing treatment, occupies an important position in the global food market by virtue of its convenience, easy storage and rich categories. With the acceleration of the pace of life, the change of consumption concept and the development of cold chain logistics technology, the frozen food market has shown a rapid growth trend in recent years. According to the latest "Insight report on China frozen food industry market consumer behavior in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, as high as 60.99% of consumers often buy frozen food in terms of consumer behavior. This proportion indicates that frozen food has been deeply integrated into the daily life of Chinese consumers, with high acceptance and frequent consumption frequency, and its convenient and fast characteristics fit the fast-paced lifestyle of the public. In terms of product category preference, other frozen rice and noodle products take the lead, accounting for 43.24%, among which frozen dumplings and fried dumplings such traditional rice and noodle products are favored by consumers, which not only reflects the strong appeal of traditional food, but also reflects consumers' dependence on familiar tastes and categories. This for the frozen food industry, in the continuous expansion of market share, on the one hand to consolidate the advantages of traditional rice products, constantly optimize the quality and taste; On the other hand, more innovative categories can be expanded based on consumers' high acceptance of frozen foods. Imedia Consulting analysts believe that the frozen food market, as an important segment of the food industry, has broad development prospects and huge market potential. Although it is currently facing some challenges, with the progress of technology, the maturity of the market and the standardized development of the industry, the frozen food market will usher in new development opportunities. Frozen food enterprises should seize opportunities, actively respond to challenges, through continuous product innovation, improve quality, optimize channels, strengthen brand building and other ways to improve the market competitiveness of enterprises, to achieve sustainable development.

艾媒咨询 | 2025年中国方便粉面市场消费行为调查数据

随着消费需求升级，方便粉面食用场景持续扩展，覆盖以居家速食、户外旅行为核心的便捷餐饮领域，以健康低卡、区域风味为亮点的产品创新领域，以及预制浇头、自热技术等多元化解决方案场景。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年中国方便粉面市场消费行为调查数据》数据显示，56.40%的中国消费者每周食用方便粉面1-3次，高频消费集中于居家速食与校园场景。在消费习惯变迁方面，50.91%的消费者食用频率较以往增长10%以内，显示方便粉面正逐步融入常态化饮食结构。消费者偏好呈现多维特征：47.90%的购买者以满足日常充饥需求为主，其中学生群体贡献显著，学校宿舍场景消费占比达50.05%。产品选择标准中，50.59%的消费者优先关注配料质量，白象以38.21%的品牌偏好度领跑市场，红烧牛肉味以31.43%的占比成为最受欢迎口味。尽管58.33%的消费者对现有产品满意度较高，但行业痛点仍存：45.86%的消费者对食品安全保障提出改进诉求，同时，产品创新滞后问题凸显，同质化风味与单一功能属性制约消费潜力释放。艾媒咨询分析师认为，行业需构建“安全+创新”双轮驱动模式，通过强化原料溯源体系、开发低卡健康配方、融合地域特色风味提升产品竞争力。建议企业深化预制浇头、自热技术等多元场景解决方案，并依托电商大数据洞察年轻群体细分需求，以差异化策略巩固市场地位。
With the upgrading of consumer demand, the convenient noodle eating scene continues to expand, covering the convenient catering field with home fast food and outdoor travel as the core, the product innovation field with healthy low calorie and regional flavor as the highlight, and the diversified solution scene such as prefabricated toppings and self-heating technology. According to the latest "Survey data of consumption behavior of instant noodle market in China in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 56.40% of Chinese consumers eat instant noodles 1-3 times a week, and the high-frequency consumption is concentrated in home fast food and campus scenes. In terms of changes in consumption habits, the consumption frequency of 50.91% of consumers increased by less than 10%, showing that instant noodles are gradually integrating into the normal diet structure. Consumer preference presents multi-dimensional characteristics: 47.90% of buyers mainly meet the daily hunger needs, among which the student group makes a significant contribution, and the consumption of school dormitory scenes accounts for 50.05%. In terms of product selection criteria, 50.59% of consumers gave priority to ingredient quality, White Elephant led the market with 38.21% brand preference, and braised beef flavor became the most popular taste with 31.43%. Although 58.33% of consumers have a high degree of satisfaction with existing products, the industry pain points still exist: 45.86% of consumers put forward improvement demands for food safety and security, at the same time, the problem of lagging product innovation is prominent, and homogenized flavor and single functional attributes restrict the release of consumption potential. iiMedia Research believe that the industry needs to build a "safety + innovation" two-wheel drive model, by strengthening the raw material traceability system, the development of low-calorie health formula, and the integration of regional characteristics to enhance product competitiveness. It is recommended that enterprises deepen multi-scenario solutions such as prefabricated pouring and self-heating technology, and rely on e-commerce big data to gain insight into the segmented needs of young groups, and consolidate their market position with differentiation strategies.

艾媒咨询 | 2024-2025年中国婚庆行业市场及消费行为调研报告

婚姻被视为人生中最重要的里程碑之一。随着社会经济的快速发展和人们生活水平的不断提高，新人对于婚礼的期望和要求也在不断提升，婚礼不再仅仅是简单的仪式，而是成为展示个人品位、情感表达和家庭文化的重要舞台。与此同时，科技的进步和互联网的普及进一步推动了婚庆行业在视觉设计、摄影摄像等方面的发展，也为婚庆市场带来了诸多挑战。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2024-2025年中国婚庆行业市场及消费行为调研报告》数据显示，目前中国20-39岁的适婚人口总量约为4.3亿人，大量的适婚人口，为中国婚庆市场增加了潜在客户。物质的极大丰富和年轻人与时俱进的观念使得消费者对婚庆的需求内容呈现多样化，花费也持续走高。2024年中国狭义婚庆行业市场规模达到2.84万亿元，广义市场规模达到14.32万亿元。艾媒咨询分析师认为，适婚人群90后和00后结婚意愿有所下降，中国婚庆市场或将迎来更大的挑战；婚庆行业消费的区域性较强，尚未形成具有全国性影响力的规模婚庆品牌，缺乏知名婚庆企业；一站式婚庆公司将成为消费者首选，婚庆领域或将诞生独角兽企业；婚礼类型呈现多元化局面，中式传统婚礼最受欢迎；数字化技术普及逐步催生线上婚礼消费增加。
Marriage is regarded as one of the most important milestones in life. With the rapid development of the social economy and the continuous improvement of people's living standards, the expectations and requirements of the newlyweds for the wedding are also constantly improving, the wedding is no longer just a simple ceremony, but has become an important stage to show personal taste, emotional expression and family culture. At the same time, the progress of science and technology and the popularity of the Internet have further promoted the development of the wedding industry in visual design, photography and other aspects, and also brought many challenges to the wedding market. According to the latest "2024-2025 China wedding industry market and consumer behavior survey report" released by iiMedia Research, data show that the total number of marriageable people between the ages of 20 and 39 in China is about 430 million. A large number of marriageable people, adding potential customers to the Chinese wedding market. The great wealth of materials and the concept of young people to keep pace with The Times have diversified consumers' demand for wedding content, and the cost has continued to rise. In 2024, the market size of China's narrow wedding industry will reach 2.84 trillion yuan, and the broad market size will reach 14.32 trillion yuan. The iiMedia consulting analysts believe that China's wedding market may face greater challenges as the post-90s and post-00s have shown a decline in their willingness to marry. The wedding industry has a strong regional consumption, has not yet formed a large-scale wedding brand with national influence, and lacks a well-known wedding enterprise; The one-stop wedding company will become the first choice of consumers, and the wedding field will be born unicorn enterprises; The wedding types show a diversified situation, Chinese traditional wedding is the most popular; The popularization of digital technology has gradually led to an increase in online wedding consumption.

艾媒咨询 | 美国广告行业生态多样性与发展状况大数据分析研究

随着社会文化变迁加速，美国广告市场呈现多元化转型特征，少数群体的声音越来越重要。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《美国广告行业生态多样性与发展状况大数据分析研究》数据显示，美国广告行业性取向分布中91%为异性恋从业者。LGBTQ+群体消费影响力持续攀升。66%消费者认同广告商应承担多元代表责任。代际认知差异显著，Z世代对节日视觉符号革新支持率达71%，千禧世代42%认可品牌在多元议题中的领导作用。消费者偏好呈现多元特征，48%黑人群体对同族代言人展现强烈好感，体型多样性代言获69%受众认可。84%非LGBT群体抵制相关广告，接受LGBT广告的消费者期待品牌能提供LGBTQ+福利。真实性成关键诉求，47%受众重视企业内部多元制度建设。艾媒咨询分析师认为，美国广告业正经历文化觉醒、代际冲突、价值重构三重变革。建议广告主构建跨代际传播策略，重点开发25-44岁核心客群；深化少数族裔代言体系，优化黑人、亚裔等群体呈现方式；建立包容性内容审核机制，平衡不同性向群体诉求。行业协会需制定多元营销标准，推动真实性评估体系建设。
As social and cultural changes accelerate and the advertising market in the United States is characterized by a pluralistic transformation, minority voices are increasingly important. According to the latest Big data analysis on ecological diversity and development of American advertising industry released by iiMedia Research, the world's leading third-party data mining and analysis institution of the new economy industry, 91% of the sexual orientation distribution in the US advertising industry is heterosexual practitioners. The consumption influence of LGBTQ+ groups continues to rise. 66% of consumers agree that advertisers should bear the responsibility of diversity representation. There is a significant difference in intergenerational cognition, with the approval rate of Generation Z for the visual symbol innovation of festivals reaching 71%, and 42% of millennials recognizing the leadership role of brands in multiple issues. Consumer preferences show diverse characteristics, 48% of black groups show a strong impression of the same ethnic spokespersons, and 69% of the audience recognizes the diversity of body types. 84% of non-LGBT people have boycotted related ads, and consumers who receive LGBT ads expect brands to offer LGBTQ+ benefits. Authenticity has become a key demand, and 47% of the audience attaches importance to the construction of multiple systems within enterprises. iiMedia Research believe that the American advertising industry is experiencing a triple change of cultural awakening, generational conflict and value reconstruction. It is suggested that advertisers should construct inter-generation communication strategies and focus on developing core customers aged 25-44. Deepen the minority endorsement system and optimize the representation of black and Asian groups; Establish an inclusive content review mechanism to balance the demands of different groups. Industry associations need to develop multiple marketing standards and promote the construction of authenticity evaluation systems.

艾媒咨询 | 2025年第三季度全球主要行业投融资数据监测季报

2025年第三季度全球主要行业投融资事件数量和金额均呈上升趋势，市场整体表现活跃。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年第三季度全球主要行业投融资数据监测季报》显示，2025年第三季度的投融资金额为18044.82亿人民币，投融资事件数量为2505起。艾媒咨询分析师认为，该季度数据变化受多重因素影响。一方面，科技、医疗等行业在特定周期内需求集中释放，政策支持进一步引导资金流向重点领域；另一方面，市场环境整体改善，投资者信心增强，资金流动性显著提升。本季度的特殊性在于投融资金额的大幅上升，可能与大型投资项目或并购活动有关。与历史趋势对比，本季度的投融资事件数量和金额均呈上升趋势，显示出市场活跃度增加，整体投资热情高涨。
In the third quarter of 2025, the number and amount of investment and financing events in major global industries both showed an upward trend, indicating an overall active market. According to the latest "2025 Third Quarter Global Major Industry Investment and Financing Data Monitoring Quarterly Report" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, the investment and financing amount in the third quarter of 2025 was 1,804.482 billion RMB, and the number of investment and financing events was 2,505. Analysts from iiMedia Research believe that the changes in the data of this quarter were influenced by multiple factors. On the one hand, industries such as technology and healthcare experienced a concentrated release of demand within a specific period, and policy support further guided capital towards key areas. On the other hand, the overall market environment improved, investor confidence increased, and capital liquidity significantly enhanced. The particularity of this quarter lies in the substantial increase in investment and financing amounts, which may be related to large-scale investment projects or merger and acquisition activities. Compared with historical trends, both the number and amount of investment and financing events in this quarter showed an upward trend, demonstrating an increase in market activity and a high overall investment enthusiasm.

艾媒咨询 | 2025年9月全球主要行业投融资数据监测月报

2025年9月，全球主要行业投融资事件与金额均实现显著增长，其中投融资金额创下历史新高。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9月全球主要行业投融资数据监测月报》显示，2025年9月的投融资事件数量环比上升19.3%，金额环比上升333.7%。本月投融资事件和金额的显著增长可能与行业周期性活动、政策利好、市场环境改善等因素有关。例如，某些行业可能在特定时期迎来投资热潮，或者政府出台了刺激投资的政策。本月的特殊性可能在于某些大型投资项目或并购活动的完成，导致金额激增。与历史趋势相比，本月的投融资金额创下新高，反映出当前市场活跃度的提升与投资者信心的进一步增强。
In September 2025, both the number of investment and financing events and the amount involved in major global industries saw significant growth, with the financing amount reaching a record high. According to the latest "Global Major Industry Investment and Financing Data Monitoring Monthly Report" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, the number of investment and financing events in September 2025 increased by 19.3% month-on-month, and the amount increased by 333.7% month-on-month.The significant increase in investment and financing events and amounts this month may be related to factors such as cyclical activities in the industry, favorable policies, and improved market conditions. For instance, certain industries may experience an investment boom during specific periods, or the government may have introduced policies to stimulate investment. The uniqueness of this month might lie in the completion of some large-scale investment projects or mergers and acquisitions, leading to a sharp rise in the amounts involved. Compared with historical trends, the investment and financing amounts this month have reached a new high, reflecting the enhanced market activity and further strengthened investor confidence.

艾媒咨询 | 2025年中国羽绒服市场发展状况与消费行为调查数据

随着消费理念升级与冬季户外活动的兴起，消费者对羽绒服的需求从基础保暖转向多功能复合场景。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年中国羽绒服市场发展状况与消费行为调查数据》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。在行业整体从增量扩张转向存量优化的背景下，羽绒服细分市场正通过产品与渠道的双重升级实现价值增长。在产品端，着力融合防风防水、轻量便携等科技功能，并强化时尚设计以适配通勤、户外等多元场景；渠道端则持续优化供应链效率，积极拓展直播电商等新业态，以精准响应消费需求变化，在结构性竞争中确立优势。
在2025年中国消费者购买羽绒服的频率中，2-3年购买1件的占比最高，达到58.97%；其次是每年购买1-2件，占比29.33%。在填充类型偏好上，鹅绒以49.78%的占比略超鸭绒（49.48%），两者近乎持平。整体来看，羽绒服消费已呈现出“低频次、高要求”的典型耐用品特征。消费者更换周期延长，倒逼品牌必须在产品品质和耐用性上精益求精；同时，对鹅绒等高端材质的显著偏好，则清晰指向了明确的消费升级趋势。
艾媒咨询分析师认为，未来中国羽绒服市场将向“技术赋能、消费分级、绿色升级”深度演进。在技术端，拒水羽绒、智能温控等创新持续突破，叠加柔性供应链优化，平衡品质与抗风险能力。消费端呈现K型分化，千元以下高性价比产品与三千元以上科技/联名高端款双线增长，中间价带逐步收缩。同时，GRS、RDS绿色认证成为出口与高端市场硬门槛，再生材料应用扩大。头部品牌凭借科技研发与品牌力巩固优势，行业集中度提升，整体在消费升级与理性需求中实现高质量增长。
With the upgrading of consumer concepts and the rise of winter outdoor activities, consumers' demand for down jackets has shifted from basic warmth to multifunctional composite scenes. According to the latest survey data on the development status and consumer behavior of China's down jacket market in 2025 released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, the size of China's clothing wholesale market is expected to climb to 567.32 billion yuan in 2024 and further increase to 741.48 billion yuan by 2030. Against the backdrop of the industry's overall shift from incremental expansion to stock optimization, the down jacket niche market is achieving value growth through dual upgrades of products and channels. On the product side, we focus on integrating windproof, waterproof, lightweight and portable technology functions, and strengthen fashion design to adapt to diverse scenarios such as commuting and outdoor activities; On the channel side, we will continue to optimize the efficiency of the supply chain and actively expand new formats such as live streaming e-commerce to accurately respond to changes in consumer demand and establish advantages in structural competition.
In the frequency of Chinese consumers purchasing down jackets in 2025, the proportion of purchasing one piece every 2-3 years is the highest, reaching 58.97%; Secondly, 1-2 items are purchased annually, accounting for 29.33%. In terms of filling type preference, goose down slightly surpasses duck down (49.48%) with a proportion of 49.78%, and the two are almost equal. Overall, down jacket consumption has shown typical durable goods characteristics of "low frequency and high requirements". The extended replacement cycle for consumers forces brands to strive for excellence in product quality and durability; At the same time, the significant preference for high-end materials such as goose down clearly points to a clear trend of consumer upgrading.
Analysts from iMedia Consulting believe that in the future, the Chinese down jacket market will deeply evolve towards "technology empowerment, consumer grading, and green upgrading". On the technical side, innovations such as water repellent down and intelligent temperature control continue to break through, combined with flexible supply chain optimization, balancing quality and risk resistance. The consumer end presents a K-shaped differentiation, with high cost-effective products priced below 1000 yuan and high-end technology/co branded products priced above 3000 yuan growing in both directions, and the middle price band gradually shrinking. At the same time, GRS and RDS green certification have become hard barriers for export and high-end markets, and the application of recycled materials has expanded. Top brands consolidate their advantages through technological research and development and brand strength, increase industry concentration, and achieve high-quality growth in overall consumption upgrading and rational demand.

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.