艾媒咨询 | 2025年中国外卖行业市场消费行为分析报告

随着互联网技术的飞速发展和人们生活节奏的加快，外卖行业作为一种新兴的生活服务模式，在全球范围内迅速崛起。它不仅改变了人们的餐饮消费方式，还对餐饮行业的产业链和商业模式产生了深远影响。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年中国外卖行业市场消费行为分析报告》数据显示，饿了么在竞争激烈的中国外卖市场一骑绝尘，以 62.92% 的占比远超其他平台，稳居主导地位，这充分展现出其强大的市场影响力与广泛的用户基础。而在消费者选择外卖平台的考量因素中，平台信誉拔得头筹，占比高达 51.15%，成为消费者决策时最为关键的因素。这表明，在当下的外卖市场，消费者在选择平台时，更倾向于信赖信誉良好的平台，这也为外卖平台的发展指明了方向，注重信誉建设、提升服务质量是吸引和留住用户的关键。艾媒咨询分析师认为，外卖行业随着技术的进步、市场的成熟，以及行业的规范发展，未来仍具有广阔的发展前景。外卖平台、餐饮商家和配送服务商等各方参与者应积极应对挑战，抓住发展机遇，通过技术创新、服务升级、加强合作等方式，共同推动外卖行业朝着更加健康、高效、可持续的方向发展。
With the rapid development of Internet technology and the acceleration of people's pace of life, the take-out industry, as a new life service model, has risen rapidly around the world. It has not only changed the way people consume food and beverage, but also had a profound impact on the industry chain and business model of the catering industry. According to the latest "Analysis report on market consumption behavior of China's take-out industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, Ele. me has taken a clean ride in the highly competitive Chinese takeout market, accounting for 62.92% far more than other platforms. It is firmly in a dominant position, which fully demonstrates its strong market influence and wide user base. Among the factors for consumers to choose takeaway platforms, the reputation of the platform won the first place, accounting for as much as 51.15%, which has become the most critical factor in consumer decision-making. This shows that in the current take-out market, consumers are more inclined to trust reputable platforms when choosing platforms, which also points out the direction for the development of take-out platforms, focusing on reputation construction and improving service quality is the key to attract and retain users. Imedia Consulting analysts believe that with the progress of technology, the maturity of the market and the standardized development of the industry, the takeaway industry still has broad development prospects in the future. Participants such as delivery platforms, catering businesses and delivery service providers should actively respond to challenges, seize development opportunities, and jointly promote the development of the food delivery industry towards a more healthy, efficient and sustainable direction through technological innovation, service upgrading, and strengthening cooperation.

艾媒咨询 | 2024-2025年中国外卖行业下沉消费市场研究报告

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

艾媒咨询｜2024年中国乡镇外卖市场消费趋势调查报告

2023年中国在线餐饮外卖行业市场规模为15254亿元，预计2027年达到19567亿元，在线餐饮外卖行业规模持续增大。随着一二线城市外卖市场的逐渐饱和，众多餐饮品牌开始将目光投向下沉市场，未来外卖市场规模的增长动力将更多地来源于三线及以下城市和乡镇地区。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年中国乡镇外卖市场消费趋势调查报告》数据显示，外卖正在逐步融入乡镇居民的日常生活，超七成的乡镇消费者每周点外卖的频率在3次以上；消费者在使用乡镇外卖平台时常遇到的问题有食品质量问题（50.4%）和配送延迟问题（51.7%）。为了争夺市场份额，各平台纷纷加大投入，提升服务质量，优化用户体验，乡镇外卖平台正逐步向多元化服务方向发展，除了传统的餐饮服务外，平台还开始涉足日用品、医疗用品等其他领域的配送服务。
In 2023, the market size of China's online food delivery industry reached RMB 1,525.4 billion, and it is projected to reach RMB 1,956.7 billion by 2027, indicating a continuous expansion of the online food delivery industry. As the food delivery market in first- and second-tier cities gradually becomes saturated, numerous catering brands have begun to shift their focus to the lower-tier markets. The future growth momentum of the food delivery market will increasingly stem from third-tier cities and below, as well as towns and villages. According to the latest "Survey report on consumption trend of rural take-out market in China in 2024" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, food delivery is gradually becoming an integral part of the daily lives of rural residents, with over 70% of rural consumers ordering food delivery more than three times a week. Common issues encountered by consumers when using rural food delivery platforms include food quality concerns (50.4%) and delivery delays (51.7%). To compete for market share, various platforms have increased investments, enhanced service quality, and optimized user experience. Rural food delivery platforms are gradually evolving towards diversified services, expanding beyond traditional catering services to include delivery of daily necessities, medical supplies, and other products.

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年中国家居市场消费行为调查数据

当前家居行业呈现积极变化。政策大力扶持，2025年安排3000亿元支持消费品以旧换新，刺激消费潜力释放。消费者偏好智能、环保、适老化产品，企业加速全球化布局，借助 AI 提升效率与体验，整体市场复苏且升级态势明显。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年中国家居市场消费行为调查数据》数据显示，消费者在选购软装家居产品时，更倾向于舒适性、材质质感和环保性；选购硬装家居产品时，更加关注产品质量、安全性和安装便捷性。在家居风格方面，现代简约风格以45.15%的占比成为2025年中国消费者最偏好的家居风格，远超其他风格。其次是传统中式风格，占比35.87%。与此同时，有49.45%的消费者表示已经购买并使用过智能家居产品，说明智能家居市场已经拥有一定的用户基础；40.85%的消费者表示有计划购买或使用智能家居，进一步印证了该市场潜在需求较大，未来增长空间广阔。其中，智能灯光控制系统和智能安全控制系统被认为是消费者最感兴趣的智能家居功能，分别占比35.40%和35.24%。消费者对智能家居功能的兴趣不仅反映了对便捷生活的追求，也体现了对家庭安全和舒适环境的重视。艾媒咨询分析师认为，消费者多元且明确的需求，不仅勾勒出市场的当下轮廓，更为家居行业未来发展铺就了清晰道路。随着技术的不断进步和成本的降低，智能家居产品的普及率也有望进一步提高，为消费者打造更加智能化、个性化的居住空间。
Currently, the home furnishings industry is showing positive changes. With strong policy support, 300 billion yuan was allocated in 2025 to support the trade-in of consumer goods, stimulating the release of consumption potential. Consumers prefer intelligent, environmentally friendly, and age-friendly products. Enterprises are accelerating their global layout and leveraging AI to enhance efficiency and user experience. The overall market shows a clear trend of recovery and upgrading.According to the latest "Survey data on the consumption behavior of China's home furnishing market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, when consumers purchase soft home furnishings products, they tend to prioritize comfort, material texture, and environmental protection. When purchasing hard home furnishings products, they pay more attention to product quality, safety, and installation convenience.In terms of home styles, the modern minimalist style, accounting for 45.15%, has become the most preferred home style among Chinese consumers in 2025, far surpassing other styles. The traditional Chinese style follows, accounting for 35.87%.At the same time, 49.45% of consumers said they have purchased and used smart home products, indicating that the smart home market already has a certain user base. 40.85% of consumers said they plan to purchase or use smart home products, further confirming that the market has great potential demand and broad growth space in the future. Among them, the intelligent lighting control system and the intelligent security control system are considered the smart home functions that consumers are most interested in, accounting for 35.40% and 35.24% respectively.Consumers' interest in smart home functions not only reflects their pursuit of a convenient life but also their emphasis on family safety and a comfortable environment. Analysts from iiMedia Research believe that consumers' diverse and clear demands not only outline the current picture of the market but also pave a clear path for the future development of the home furnishings industry. With the continuous advancement of technology and the reduction of costs, the penetration rate of smart home products is expected to further increase, creating a more intelligent and personalized living space for consumers.

艾媒咨询 | 2024年中国白酒行业发展状况及消费行为调研分析报告

中国白酒行业近年来经历了显著的变革与调整，不仅承载着深厚的文化内涵，也逐渐现代化和全球化。随着全球化进程的推进，白酒这一极具中国特色的酒类产品正逐步走向世界。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年中国白酒行业发展状况及消费行为调研分析报告》数据显示，在消费者了解白酒相关信息渠道调查中，电商平台（淘宝、京东等）占比最高，达到54.22%，艾媒咨询分析师认为，电商平台作为白酒销售和信息传播的重要渠道影响力日益增强，对白酒的推广和市场营销具有重要作用。中国白酒行业在传承中发展，在挑战中寻求机遇，展现出前所未有的生机与活力。Chinese liquor industry has undergone significant changes and adjustments in recent years, which not only carries profound cultural connotations, but also gradually modernizes and globalizes. With the advancement of globalization, liquor, a very Chinese characteristic wine product, is gradually going to the world. According to the latest "2024 China baijiu industry development status and consumer behavior research and analysis report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, e-commerce platforms (Taobao, Jingdong, etc.) account for the highest proportion of consumers in the survey of baijiu related information channels. It reached 54.22%. Analysts of IIMedia Consulting believe that the influence of e-commerce platforms as an important channel for liquor sales and information dissemination is increasing, which plays an important role in the promotion and marketing of liquor.

艾媒咨询 | 2025年中国外贸AI智能应用市场洞察分析报告

在全球经济一体化的大背景下，外贸行业竞争愈发激烈。随着人工智能（AI）技术的迅猛发展，其在各领域的应用不断深入，外贸行业也迎来了智能化变革的浪潮。AI 智能应用正逐渐渗透到外贸业务的各个环节，深刻改变着传统的贸易模式和运营方式，为外贸企业带来了新的机遇与挑战。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《 2025年中国外贸AI智能应用市场洞察分析报告》数据显示， 88.17% 的工作者已在使用 AI 相关工具或系统，表明 AI 在外贸领域的普及度极高，已然成为外贸工作的重要组成部分。同时，超六成中国工作者认可外贸 AI 在智能数据管理（客户信息、订单等）方面的功能优势，52.76% 的人认为提高数据分析、管理能力十分关键，这不仅凸显了数据管理于外贸业务的核心地位，也强烈预示着外贸行业未来对 AI 数据处理能力有着迫切需求。艾媒咨询分析师认为，AI 不仅已广泛融入外贸工作，其在数据处理与管理方面的能力更是备受关注，有望成为推动外贸行业发展、提升企业竞争力的关键力量。
Under the background of global economic integration, the competition in foreign trade industry is becoming more and more fierce. With the rapid development of artificial intelligence (AI) technology, its application in various fields continues to deepen, and the foreign trade industry has ushered in a wave of intelligent change. AI intelligent applications are gradually penetrating into all aspects of foreign trade business, profoundly changing the traditional trade mode and operation mode, and bringing new opportunities and challenges to foreign trade enterprises. According to the latest "Analysis report on China's foreign trade AI intelligent application market insight in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 88.17% of workers are already using AI-related tools or systems, indicating that AI is extremely popular in the field of foreign trade. It has become an important part of foreign trade work. At the same time, more than 60% of Chinese workers recognize the functional advantages of foreign trade AI in intelligent data management (customer information, orders, etc.), and 52.76% of them believe that it is critical to improve data analysis and management capabilities, which not only highlights the core position of data management in foreign trade business. It also strongly indicates that the foreign trade industry has an urgent need for AI data processing capabilities in the future. AI Consulting analysts believe that AI has not only been widely integrated into foreign trade work, its ability in data processing and management is more concerned, is expected to become a key force to promote the development of foreign trade industry and enhance the competitiveness of enterprises.

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年中国密室逃脱行业消费行为调查数据

密室逃脱作为一种新兴的线下娱乐业态，近年来市场规模不断扩大，其受欢迎程度持续攀升。消费群体也日益多元，市场正不断拓展受众边界。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年中国密室逃脱行业消费行为调查数据》数据显示，消费者更期待密室逃脱游戏带来的氛围体验，占比达到33.61%。同时，超过一半的密室逃脱消费者（58.40%）愿意向朋友推荐店铺和主题，这表明密室逃脱行业具有较强的口碑传播潜力。密室逃脱行业在技术创新、消费体验升级和市场拓展方面展现出巨大潜力，未来有望成为娱乐市场中的重要组成部分。但密室逃脱行业也面临一些挑战，如游戏类型和内容的同质化问题。消费者对游戏类型的多样化和内容升级有较高期待，商家需要在剧情设计和谜题难度上不断创新。
As an emerging offline entertainment business format, the market scale of escape rooms has been continuously expanding in recent years, and their popularity has been steadily rising. The consumer group has also become increasingly diverse, and the market is constantly expanding its audience boundaries. According to the latest "Survey data on consumer behavior in China's escape room industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, consumers are more expecting the atmosphere experience brought by escape room games, accounting for 33.61%. At the same time, more than half of the escape room consumers (58.40%) are willing to recommend the store and theme to their friends, which indicates that the escape room industry has strong word-of-mouth communication potential. The escape room industry shows great potential in technological innovation, consumption experience upgrading and market expansion, and is expected to become an important part of the entertainment market in the future. However, the escape room industry also faces some challenges, such as the homogenization of game types and content. Consumers have high expectations for the diversification of game types and the upgrading of content, and merchants need to continuously innovate in plot design and puzzle difficulty.