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｜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｜2024-2025年中国无糖饮料行业研究及消费者洞察报告

随着国民消费观念和消费方式不断升级，追求健康生活方式已是大势所趋。无糖化、低糖化渐成全球健康饮食新标准，无糖饮料行业得到快速发展。2023年中国无糖饮料市场规模已达401.6亿元，预计2028年有望达815.6亿元。产业链分布上，上游的茶叶、咖啡豆等原料需求激增，消费旺盛。中游市场上头部企业竞争优势突出。下游渠道上，即时零售业态风起，成为无糖饮料品牌商的新增长渠道。健康属性成为无糖饮料受消费者青睐的主要原因，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年中国无糖饮料行业研究及消费者洞察报告》数据显示，45.5%的消费者在购买无糖饮料时注重其健康、减脂效果。目前，线上商超、电商平台为无糖饮料主要购买渠道，即时零售成全渠道发展新增量。未来，无糖饮料市场将朝着“大健康化”的消费方向发展。相关品牌应建立自身技术壁垒，突出产品的差异化和功能化优势，从而满足消费者日趋多元的需求。
As the national consumption concept and methods continue to upgrade, the pursuit of a healthy lifestyle has become an irresistible trend. Sugar-free and low-sugar diets are gradually becoming the new global standard for healthy eating, and the sugar-free beverage industry is developing rapidly. In 2023, the market size of sugar-free beverages in China has reached 40.16 billion yuan, and it is expected to reach 81.56 billion yuan by 2028. In terms of industry chain distribution, the demand for raw materials such as tea leaves and coffee beans in the upstream has surged, and consumption is vigorous. In the midstream market, leading companies have a prominent competitive advantage. In the downstream channels, instant retail formats are emerging, becoming a new growth channel for sugar-free beverage brands. Health attributes have become the main reason for sugar-free beverages to be favored by consumers. The latest "2024-2025 China Sugar-Free Beverage Industry Research and Consumer Insight Report" released by iiMedia Research, a third-party data mining and analysis institution of the global new economic industry, shows that 45.5% of consumers pay attention to the health and fat reduction effects when purchasing sugar-free beverages. At present, online supermarkets and e-commerce platforms are the main channels for purchasing sugar-free beverages, and instant retail has become an additional volume for the development of all channels. In the future, the sugar-free beverage market will develop towards the direction of "big health" consumption. Relevant brands should establish their own technical barriers, highlight the differentiation and functional advantages of products, so as to meet the increasingly diverse needs of consumers.

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 | 2025年中国鲜花市场消费行为调查数据

随着鲜花消费文化的深度渗透和产业数字化升级，中国鲜花消费市场呈现多维变革趋势。无论是在消费习惯领域、体验需求深化领域、渠道生态重构领域，鲜花市场都呈现了不一样的生机，但同质化严重、物流损耗等行业痛点仍制约市场发展。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年中国鲜花市场消费行为调查数据》数据显示，92.56%的消费者都购买过鲜花，平均一年购买鲜花次数在3-5次的消费者占比有43.28%，消费者单次平均消费多数在51-100元。消费者在购买鲜花时会着重考虑花的新鲜程度、花的价格、花的整体观感等因素。有41.42%的消费者认为鲜花能够给他们带来浪漫感。最多人喜欢的花色是粉色和红色，有80.99%的消费者送过花给别人，有56.11%的消费者认为购买鲜花能够装点环境，45.44%的消费者认为鲜花能够将他们的情感传递给别人。艾媒咨询分析师认为，在当代，扩宽鲜花销售渠道，重视鲜花包装的设计，解决鲜花价格虚高和市场秩序不稳定等问题能够有效地扩大鲜花市场。在未来，鲜花加电商也是一个火热的组合，丰富的鲜花搭配与较多的鲜花款式，丰富的促销活动等都是鲜花电商的优势所在，当然鲜花电商也会存在诸如货不对板，配送不及时，价格不透明，信息安全有隐患等问题。
With the deep penetration of flower consumption culture and industrial digital upgrading, China's flower consumption market shows a multidimensional trend of change: whether it is in the field of consumption habits, the deepening of experience demand, the field of channel ecological reconstruction, the flower market shows different vitality, but serious homogeneity, logistics loss and other industry pain points still restrict market development. According to Survey data of Chinese flower market consumption behavior in 2025 released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, 92.56% of consumers have bought flowers, and 43.28% of consumers buy flowers 3-5 times a year on average. The average consumption of a single consumer is mostly 51-100 yuan. When buying flowers, consumers will focus on factors such as the freshness of flowers, the price of flowers, and the overall appearance of flowers. 41.42% of consumers believe that flowers can bring them a sense of romance. The color that most people like is pink and red, 80.99% of consumers have sent to others, 56.11% of consumers think that buying flowers can decorate the environment, 45.44% of consumers think that flowers can pass their emotions to others. Ai Media Consulting analysts believe that in contemporary times, expanding flower sales channels, attaching importance to the design of flower packaging, and solving problems such as inflated flower prices and unstable market order can effectively expand the flower market. And in the future, flowers and e-commerce is also a hot combination, rich flowers with more flower styles, rich promotional activities, etc., are the advantages of flower e-commerce, of course, flowers e-commerce will also exist such as goods wrong board, delivery is not timely, prices are not transparent, information security risks and other problems.

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 | 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.

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｜2023年中国苏打酒行业发展及消费需求洞察报告

随着健康意识的兴起，消费者越来越注重所饮用产品的营养成分和健康价值。苏打酒倡导更健康、更适度的饮酒方式，低糖、无糖的配方满足了消费者对健康饮品的追求。当代年轻人对饮酒的观念发生了显著的转变，更注重社交的场景、饮酒的口感和口味。苏打酒在这一背景下，成为了满足年轻一代对于高品质口感饮品需求的理想选择。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《中国苏打酒行业发展及消费需求洞察报告》数据显示，中国低度酒市场规模整体保持高速增长态势，2023年达到6341.7亿元，预计2028年达8929.4亿元。艾媒咨询分析师认为，当前中国酒类消费正在不断升级，呈现出低度微醺化、社交化、品质化、健康化的发展趋势。苏打酒作为低度酒近年来增长较快的品类之一，产品低糖低卡的特征满足消费者对优质饮酒体验的需求，市场增量空间可观。
With the rise of health awareness, consumers are increasingly paying attention to the nutritional content and health value of the products they drink. Soda advocates a healthier and more moderate way of drinking, and the low sugar, sugar free formula satisfies consumers' pursuit of healthy drinks. Contemporary young people have undergone a significant shift in their perception of drinking, with a greater emphasis on social settings, the taste and taste of alcohol. In this context, soda has become an ideal choice to meet the demand of the younger generation for high-quality and flavorful beverages. According to the latest "Insight Report on the Development and Consumer Demand of China's Soda Industry" released by iiMedia Research, a third-party data mining and analysis firm in the global new economy industry, the overall scale of China's low alcohol liquor market has maintained a high-speed growth trend, reaching 634.17 billion yuan in 2023 and is expected to reach 892.94 billion yuan in 2028. Analysts from iMedia Consulting believe that the current consumption of alcoholic beverages in China is constantly upgrading, showing a development trend of low alcohol consumption, socialization, quality, and health. Soda, as one of the fastest-growing categories of low alcohol beverages in recent years, meets the demand of consumers for a high-quality drinking experience with its low sugar and low calorie characteristics. The market growth space is considerable.

艾媒咨询 | 2025年中国手办市场消费行为调查数据

手办市场是一个充满活力且具有独特魅力的领域。随着动漫、游戏等文化产业的蓬勃发展，手办作为其衍生产品，市场需求不断扩大。消费群体主要以动漫、游戏爱好者以及收藏家为主。这些消费者对手办所代表的角色和作品有着深厚的情感，愿意为高品质的手办支付较高的价格。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年中国手办市场消费行为调查数据》数据显示，对手办产品持正面态度的消费者占比高达76.33%，反映出手办在中国市场的受欢迎程度较高。同时，有79.27%的消费者表示曾购买过手办，有82.18%的消费者愿意为限量版或特殊主题的手办支付更高的价格，这表明绝大多数消费者对限量版或特殊主题手办具有较高的购买意愿和支付能力，市场潜力巨大。手办作为装饰品在家居布置中扮演重要角色，占比达到46.76%。随着手办文化的普及，越来越多的年轻人也开始加入到手办消费的行列中，进一步扩大了市场群体。
The figurine market is a dynamic and uniquely charming field. With the vigorous development of cultural industries such as animation and games, figurines, as derivative products of these industries, are witnessing a continuous expansion of market demand. The consumer group is mainly composed of animation and game enthusiasts as well as collectors. These consumers have a deep affection for the characters and works represented by the figurines and are willing to pay a higher price for high-quality figurines. According to the latest "Survey data on consumer behavior in China's figurine market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the proportion of consumers with a positive attitude towards figurine products is as high as 76.33%, reflecting the high popularity of figurines in the Chinese market. At the same time, 79.27% of consumers said that they have purchased figurines, and 82.18% of consumers are willing to pay a higher price for limited edition or special theme figurines. This indicates that the vast majority of consumers have a high willingness to purchase and the ability to pay for limited edition or special theme figurines, and the market potential is huge. Figurines play an important role as decorations in home furnishings, accounting for 46.76%. With the popularization of figurine culture, more and more young people are also starting to join the ranks of figurine consumption, further expanding the market group.