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 | 2025-2026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 | 2024-2025年中国情趣用品行业及消费行为调查分析报告

随着物质生活水平的提高和社会两性观念的开放，中国不同年龄段群体对情趣用品的需求进一步释放，情趣用品行业市场将进一步下沉。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年中国情趣用品行业及消费行为调查分析报告》数据显示，中国情趣用品的市场规模一直保持稳定上升的态势，2023年已达1794.3亿元。情趣用品行业在生产环节上已趋于成熟，市场增长率逐渐稳定。艾媒咨询分析师认为，随着性观念的转变和电子商务的迅速发展，情趣用品行业在进入成熟期后也不会迅速衰退，2025年市场规模有望达2081.3亿元。
With the improvement of material living standards and the opening up of social gender concepts, the demand for sex toys in different age groups in China is further released, and the sex toys industry market will further sink. The latest "2024-2025 China Sex Toys Industry and Consumer Behavior Survey and Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that the market size of China's sex toys has maintained a steady rise. In 2023, it will reach 179.43 billion yuan. The sex toy industry has matured in the production process, and the market growth rate has gradually stabilized. Analysts believe that with the change of sexual concepts and the rapid development of e-commerce, the sex toy industry will not decline rapidly after entering maturity, and the market size is expected to reach 208.13 billion yuan in 2025.

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 | 2025-2030年中国露营经济发展前景与商业布局分析报告

露营经济已突破单一户外场景，与文旅、教育、体育等产业深度融合，形成多元化生态。iiMedia Research（艾媒咨询）数据显示，2024年中国露营经济核心市场规模达到2139.7亿元，带动市场规模为11554.5亿元；预计2030年中国露营经济核心市场规模将上升至4879.8亿元，带动市场规模将达到23998.5亿元。随着城镇化率提升、公众可支配收入的提高以及“露营+”多元化场景的驱动，中国露营经济市场规模在稳步扩大。同时，国家对户外运动、旅游露营产业的重视程度不断提升，加之科技、技术等领域的发展，露营经济在空间距离、群体类型和融合模式等领域正不断多元化发展。
The camping economy has broken through the single outdoor scene and deeply integrated with industries such as culture and tourism, education, and sports, forming a diversified ecosystem. iiMedia Research data s shows that in 2024, the core market size of China's camping economy reached 213.97 billion yuan, driving a market size of 1,155.45 billion yuan. It is estimated that by 2030, the core market size of China's camping economy will rise to 487.98 billion yuan, driving the market size to reach 2,399.85 billion yuan. With the increase in urbanization rate, the rise in public disposable income and the drive of diversified "camping +" scenarios, the market size of China's camping economy is steadily expanding. Meanwhile, the state's emphasis on outdoor sports and the tourism camping industry is constantly increasing. Coupled with the development of science and technology and other fields, the camping economy is continuously diversifying in areas such as spatial distance, group types, and integration models.

艾媒咨询 | 2025年中国电子签名行业发展状况与用户行为调查数据

　随着电子签名技术的成熟完善，其应用场景持续拓展，广泛应用于以供应链合同签署为代表的企业服务领域，以政务审批为例的公共服务领域，以及个人事务办理等民生消费领域。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年中国电子签名行业发展状况与用户行为调查数据》数据显示，在企业端数据中，以民营主体为核心应用领域，周均使用电子签名101-500次，偏好短期服务采购，反映中小企业在数字化转型中对轻量化、灵活化电子签约工具的刚需。用户端数据显示，个人签署需求主导市场，由此催生了套餐化消费模式，46.43%用户黏性集中于2-3年使用周期。应用场景以商务合作和企业合同管理为核心，驱动数字化资产管理成为核心价值认知。腾讯电子签以29.48%市占率领先，其优势与用户最关注的操作便捷性形成正向反馈。但行业痛点集中于流程安全焦虑与效率瓶颈，制约体验升级。艾媒咨询分析师认为，需构建多层级身份核验体系强化签署全链路安全，通过AI智能模板优化签署响应速度；针对民营企业高频需求开发行业垂直解决方案，同时完善个人用户端社交化签署场景，依托头部平台生态优势拓展政企协作网络，推动电子签名向全领域可信数字化基建设施演进。
With the maturity and perfection of electronic signature technology, its application scenarios continue to expand, and it is widely used in the enterprise service field represented by supply chain contract signing, the public service field taking government affairs approval as an example, and the livelihood consumption field such as personal affairs handling. According to the latest survey Survey data of development status and user behavior of China's electronic signature industry in 2025 released by iiMedia Research, the world's leading third-party data mining and analysis institution in the new economy industry, private entities are the core application fields in the enterprise-side data, and electronic signatures are used 101-500 times a week. Preference for short-term service procurement reflects smes' need for lightweight and flexible e-contracting tools in their digital transformation. The consumer data shows that the individual signature demand dominates the market, thus giving birth to the package consumption model, and 46.43% of user stickiness is concentrated in the 2-3 year use cycle. The application scenario takes business cooperation and enterprise contract management as the core, and drives digital asset management to become the core value cognition. Tencent e-visa led the market with 29.48%, and its advantages formed a positive feedback with the convenience of operation that users were most concerned about. However, the industry's pain points focus on process safety anxiety and efficiency bottlenecks, which restrict the upgrade of experience. AI Media Consulting analysts believe that it is necessary to build a multi-level identity verification system to strengthen the signing of the full link security, and optimize the signing response speed through iiMedia Research believe that; develop industry vertical solutions for the high-frequency needs of private enterprises, while improving the social signing scene of individual clients, relying on the ecological advantages of the head platform to expand the government-enterprise collaboration network, and promote the evolution of electronic signatures to trusted digital infrastructure in the whole field.

艾媒咨询 | 2026年中国学步鞋市场消费行为洞察报告

当前学步鞋行业正处于高速增长与深度变革并行的发展阶段，科学育儿理念普及推动产品成为婴幼儿成长刚需。新生代父母聚焦功能性与安全性核心诉求，行业呈现高端化、智能化、环保化趋势，人体工学设计、护足功能、环保材料应用成为核心方向，智能学步鞋凭借步态监测等创新功能也获得了市场关注。在监管政策趋严驱动行业规范化升级的同时，行业仍面临功能宣传标准缺失、原材料价格波动及库存管控等挑战。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《2026年中国学步鞋市场消费行为洞察报告》数据显示，在学步鞋购买决策中，舒适度（74.0%）和功能性（64.3%）构成核心考量维度。材质偏好上，透气网布（77.7%）为首选，其次为抗菌天丝（56.2%）。鞋底技术方面，全平橡胶底（43.1%）和波浪防滑底（34.3%）为市场主流选择。消费者对学步鞋的专业防护功能需求明确，且注重功能验证与价值感知。艾媒咨询分析师认为，学步鞋市场已从“基础穿着需求”向“专业化护足解决方案”转型，消费者决策逻辑的精细化推动行业进入“功能价值竞争”新阶段。未来，具备明确功能验证体系（如护足效果检测认证）、融合环保材料与人体工学设计的产品将占据竞争高地。
The baby walking shoe industry is currently in a phase of rapid growth coupled with profound transformation. The widespread adoption of scientific parenting concepts has driven product demand, making these shoes essential for infant and toddler development. The new generation of parents focuses on functionality and safety as core requirements, leading the industry toward trends of premiumization, smart technology integration, and eco-friendliness. Ergonomic design, foot-protection features, and the use of sustainable materials have become central directions. Smart walking shoes, with innovative functions such as gait monitoring, are also gaining market attention. While increasingly stringent regulatory policies drive standardized industry upgrades, challenges remain, including a lack of standards for functional claims, fluctuations in raw material prices, and inventory management.According to the latest Report on insights into the consumption behavior of China's baby walking shoes market in 2026, released by iiMedia Research, a global third-party data mining and analysis institution for the new economy industry, comfort (74.0%) and functionality (64.3%) constitute the core decision-making dimensions for purchasing baby walking shoes. Regarding material preference, breathable mesh fabric (77.7%) is the top choice, followed by antibacterial Tencel (56.2%). In terms of sole technology, full-flat rubber soles (43.1%) and wave-pattern anti-slip soles (34.3%) represent mainstream market selections. Consumers demonstrate clear demand for specialized protective functions in baby walking shoes and emphasize functional verification and value perception.iiMedia Research analysts conclude that the baby walking shoe market has transitioned from addressing "basic wearing needs" to providing "specialized foot-protection solutions." The refinement of consumer decision-making logic is propelling the industry into a new phase of "functional value competition." In the future, products equipped with clear functional verification systems (such as foot-protection effect testing and certification) and integrating sustainable materials with ergonomic design will occupy a competitive high ground.

艾媒咨询 | 2025年中国国潮经济消费行为调查数据

随着文化自信提升和产业升级，国潮经济加速渗透，覆盖以服饰、美妆为代表的时尚消费领域，以智能家居、文创产品为核心的科技文化领域，以及非遗活化、老字号创新的文化传承领域。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年中国国潮经济消费行为调查数据》数据显示，85.79%消费者更倾向选择国内潮流品牌，其中48.69%因“中国风设计元素”形成消费偏好。服饰与小型家电成国货消费主力，分别占比37.94%和32.18%，短视频平台以35.32%占比成为核心产品认知渠道。消费者购买时更注重官方线上渠道，款式新颖度与技术创新是驱动消费的核心要素。调研显示，消费者对国货质量信任度显著提升，71.23%认为国货较五年前有质变飞跃。但31.55%消费者指出“国际潮流接轨不足”是最大短板，同时存在IP创新乏力、性价比失衡等问题。艾媒咨询分析师认为，品牌需在保留传统文化精髓基础上强化国际化设计语言，构建全渠道服务体系提升消费体验。建议通过数字技术赋能非遗活化，在智能家居、文创产品等领域深化文化科技融合。政府与企业应协同建立国潮标准体系，借助跨境电商推动刺绣、茶艺等文化符号全球化传播。
With the improvement of cultural confidence and industrial upgrading, the country's economic penetration has accelerated, covering the fashion consumption field represented by clothing and cosmetics, the science and technology culture field with smart home and cultural and creative products as the core, and the cultural inheritance field of intangible cultural heritage activation and time-honored brand innovation. According to the latest "Data from China's economic Consumption Behavior Survey in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 85.79% of consumers are more inclined to choose domestic trend brands, of which 48.69% form consumption preferences due to "Chinese style design elements". Clothing and small household appliances became the main force of domestic consumption, accounting for 37.94% and 32.18%, respectively, and short video platforms became the core product cognition channel with 35.32%. Consumers pay more attention to official online channels when purchasing, and novelty of style and technological innovation are the core factors driving consumption. According to the survey, consumers' trust in the quality of domestic products has increased significantly, and 71.23% believe that domestic products have made a qualitative leap compared with five years ago. However, 31.55% of consumers pointed out that "insufficient international trend integration" is the biggest weakness, and there are problems such as lack of IP innovation and imbalance of cost performance. iiMedia Research believe that brands need to strengthen international design language on the basis of retaining the essence of traditional culture, and build an omni-channel service system to enhance consumer experience. It is suggested to enable the activation of intangible cultural heritage through digital technology, and deepen the integration of culture and science and technology in the fields of smart home and cultural and creative products. The government and enterprises should work together to establish a national tide standard system, and promote the globalization of cultural symbols such as embroidery and tea art with the help of cross-border e-commerce.