艾媒咨询 | 2026年中国球迷世界杯观赛意向及营销感知洞察报告

2026年美加墨世界杯临近，赛事在中国大陆地区的独家全媒体版权正式落地，行业核心不确定性全面消除，世界杯营销赛道迎来全新发展阶段。依托总台版权授权，咪咕、小红书等平台相继入局，赛事传播渠道与营销场景持续拓展，逐步搭建起覆盖全人群、多场景的运营体系。目前联想、海信、蒙牛三大国内头部品牌已拿下赛事顶级赞助权益，品牌合作思路也从传统流量冠名，转向精准权益运营与长期价值塑造。随着多方主体陆续布局，国内世界杯商业生态稳步扩容，赛事IP价值将进一步释放，成为上半年消费与体育营销领域的重要增长极。(《2026年中国球迷世界杯观赛意向及营销感知洞察报告》》完整高清PDF版共53页，可点击文章底部报告下载按钮进行报告下载）

The 2026 FIFA World Cup is drawing near. The exclusive all-media copyright for the Chinese mainland has been officially secured, eliminating major uncertainties across the industry and ushering in a new phase for World Cup marketing. Authorized by China Media Group, platforms including Migu

艾媒咨询 | 2026年中国在线外卖平台市场发展状况与消费行为调查数据

依托移动互联网持续普及、即时配送体系不断完善，中国在线外卖市场规模稳步扩容，行业从高速扩张阶段迈入存量稳健增长阶段。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《2026年中国在线外卖平台市场发展状况与消费行为调查数据》显示，当前外卖消费群体特征清晰，以女性用户（54.38%）、27-39岁中青年群体（52.43%）、5001-20000元中高收入职场人群为主，核心消费市场集中于二线、三线及新一线城市。便捷省时、菜品选择丰富是消费者选择外卖的核心原因；平台会员优惠、稳定配送速度、丰富积分福利是用户留存的关键因素。当前行业仍存在诸多痛点，价格补贴缩减、商家卫生问题、入驻商家数量不足是用户降低平台使用频率的主要原因。消费者对外卖食品安全的关注度较高，主要担忧配送污染、餐具清洁度、食品添加剂超标等问题。艾媒咨询分析师指出，在消费需求升级、用户体验要求提升的背景下，外卖行业告别粗放式规模扩张，朝着品质化、安全化、场景多元化方向转型。即时零售、社区团餐配送、高端餐饮外卖是行业未来核心拓展方向，也是消费者的核心需求落点。未来外卖平台需持续优化定价与补贴体系，强化商家资质审核与全链路食品安全管控，完善用户隐私保护与售后服务体系，同时精准匹配不同圈层用户差异化消费需求，推动行业高质量精细化发展。
Relying on the continuous popularization of mobile Internet and the continuous improvement of real-time distribution system, the scale of domestic online takeout market has steadily expanded, and the industry has moved from a stage of rapid expansion to a stage of steady stock growth. The latest survey data on the development status and consumption behavior of China's online food delivery platform market in 2026, released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, shows that the current characteristics of the food delivery consumer group are clear, mainly consisting of female users (54.38%), middle-aged and young people aged 27-39 (52.43%), and middle and high-income workers with a salary of 5001-20000 yuan. The core consumer market is concentrated in second tier, third tier, and new first tier cities. Convenience, time-saving, and a wide selection of dishes are the core reasons why consumers choose takeout; Platform member discounts, stable delivery speed, and rich point benefits are key factors for user retention. There are still many pain points in the current industry, such as reduced price subsidies, hygiene issues among merchants, and insufficient number of merchants joining the platform, which are the main reasons for users to reduce the frequency of platform usage. Consumers have a high level of concern for the safety of food sold to the outside world, mainly worrying about issues such as delivery contamination, tableware cleanliness, and excessive food additives. Analysts from iiMedia Research pointed out that in the context of upgraded consumer demand and improved user experience requirements, the food delivery industry is bidding farewell to extensive scale expansion and transforming towards quality, safety, and diversified scenarios. Instant retail, community meal delivery, and high-end food delivery are the core expansion directions of the industry in the future, as well as the landing points for consumers' core needs. In the future, food delivery platforms need to continuously optimize their pricing and subsidy systems, strengthen merchant qualification review and full chain food safety control, improve user privacy protection and after-sales service systems, and accurately match differentiated consumption needs of different circles of users to promote high-quality and refined development of the industry.

艾媒咨询 | 2026年中国小程序电商平台发展状况与用户行为调查数据

随着国内消费市场持续扩容、中国居民消费能力稳步提升，轻量化、社交化的小程序电商快速崛起，成为线上消费的重要增量渠道。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《2026年中国小程序电商平台发展状况与用户行为调查数据》显示，当前小程序电商用户特征鲜明，以女性用户（72.66%）、31-50岁中青年群体（59.51%）为核心主力，西南、华东、华南为核心消费区域。业态方面，社区团购与线上独立拼单为主流模式；超六成用户经常使用社区团购小程序，用户月均消费集中在101-200元；拼多多、京东拼购、抖音电商拼单占据主流市场。价格实惠、操作便捷、品类丰富是小程序电商的核心优势；依托微信、QQ熟人社交的裂变模式，让拼单传播转化效率大幅提升，超九成用户加入或有意加入社区团购社群。行业发展痛点突出，商品图文不符、品质不稳定、定价不规范等问题频发，商品质量无保障、售后维权难、平台监管缺失、拼单机制不完善是行业主要短板。同时，不同圈层用户需求差异显著，年轻用户侧重拼单体验与成功率，中年用户注重性价比与售后；女性关注商品口碑与品控，男性更看重平台规范与场景拓展。艾媒咨询分析师表示，小程序电商拼单行业已告别粗放扩张，迈入精细化、规范化发展阶段。下沉市场拓展、产地直供供应链升级、线上线下融合是行业核心发展趋势，用户普遍认可产地直供模式，对行业标准化、权益保障、机制优化的诉求强烈。未来行业需聚焦品控与定价规范、完善售后维权体系、优化拼单与配送服务，依托私域社交优势丰富消费场景，推动社区团购与独立拼单模式融合互补，实现行业高质量升级。
With the continuous expansion of the domestic consumer market and steady improvement in residents' consumption capacity, lightweight and social mini-program e-commerce has rapidly risen to become a key incremental channel for online consumption. According to the latest report titled "Survey Data on the Development Status and User Behavior of Chinese Mini Program E-commerce Platforms in 2026" released by iiMedia Research (a globally leading third-party data mining and analysis agency for new economy industries), current mini-program e-commerce users exhibit distinct characteristics, with female users (72.66%) and the 31-50 age group (59.51%) serving as the core demographics, while Southwest, East, and South China are the primary consumption regions. In terms of business models, community group buying and independent online group purchasing dominate; over 60% of users frequently utilize community group buying mini-programs, with monthly spending concentrated between 101-200 yuan. Platforms such as Pinduoduo, JD.com Group Purchase, and TikTok E-Commerce Group Purchase hold significant market shares. Affordable prices, user-friendly operation, and a wide variety of products are the core advantages of mini-program e-commerce. Leveraging the word-of-mouth social networks of WeChat and QQ, the group-purchase model significantly enhances propagation and conversion efficiency, with over 90% of users joining or expressing interest in community group-buying communities. The industry faces prominent pain points, including frequent issues such as product-image discrepancies, inconsistent quality, and irregular pricing, leading to unreliable product quality, difficult after-sales protection, a lack of platform oversight, and incomplete group-purchase mechanisms. Additionally, user needs across different demographics vary significantly: younger users prioritize group-purchase experience and success rates, while middle-aged users focus on cost-effectiveness and after-sales service. Women emphasize product reputation and quality control, whereas men place greater importance on platform standards and scenario expansion. According to the analysts from iiMedia Research, the group-buying e-commerce industry for mini-programs has moved beyond crude expansion and entered a phase of refined and standardized development. Key growth trends include market expansion in lower-tier cities, supply chain upgrades for direct farm-to-market sourcing, and the integration of online and offline channels. Consumers widely endorse the direct farm-to-market model, with strong demand for industry standardization, rights protection, and mechanism optimization. The sector must focus on quality control and pricing standards, improve after-sales dispute resolution systems, and refine group-buying and delivery services. Leveraging the advantages of private social networks to enrich consumption scenarios, the industry should promote the complementary integration of community group buying and independent group-buying models to achieve high-quality upgrades.

艾媒咨询 | 2026年中国共享充电宝行业发展状况与消费行为调查数据

依托中国共享经济持续扩容以及智能手机高度普及的市场基础，共享充电宝凭借高频刚需、场景适配性强的特点，成为本地生活服务的重要配套业态。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《2026年中国共享充电宝行业发展状况与消费行为调查数据》显示，当前行业消费群体特征清晰，消费者以女性（51.69%）、27-39岁中青年（52.68%）、5001-20000元中高收入职场人群为主，核心消费市场集中于新一线、二线城市及西南、华东地区。消费者的消费需求旺盛，超九成消费者频繁遭遇外出电量不足问题，使用场景主要覆盖长途外出、交通出行及社交聚会场景。市场格局方面，美团、支付宝扫码充电为消费者主流使用品牌，行业头部聚集效应显著。从消费体验与市场痛点来看，消费者选择共享充电宝的核心考量因素聚焦充电安全、设备3C认证及多接口适配方面。行业现存问题较为突出，扣费不透明、安全隐患整改不及时、充电速度不佳是消费者反馈的三大核心问题。不同性别的消费者需求存在明显差异，女性用户更关注设备合规认证与个性化服务，男性用户侧重设备卫生、充电效率与品牌口碑。艾媒咨询分析师指出，在消费需求升级与监管日趋规范的双重驱动下，共享充电宝行业告别粗放扩张，迈入安全化、规范化、智能化升级阶段。替代充电方式冲击、监管政策规范、设备体验质量是影响行业发展的核心因素。未来行业需持续完善品控与安全整改体系，优化透明化定价与售后维权机制，适配不同圈层消费者的差异化需求，升级设备技术与服务模式，深化线下商户场景合作，以此提升消费者体验，推动行业高质量、规范化发展。
Based on the continuous expansion of the domestic sharing economy and the high popularity of smartphones in the market, shared power banks have become an important supporting industry for local life services due to their high-frequency demand and strong adaptability to different scenarios. The latest "Survey data on the Development Status and Consumer Behavior of China's Shared Power Bank Industry in 2026", released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, shows that the characteristics of the current industry's consumer groups are clear. Consumers are mainly women (51.69%), middle-aged and young people aged 27-39 (52.68%), and middle and high-income workers with a salary of 5001-20000 yuan. The core consumer markets are concentrated in new first tier and second tier cities, as well as Southwest and East China regions. Consumer demand is strong, with over 90% of consumers frequently experiencing low battery levels when going out. The usage scenarios mainly cover long-distance travel, transportation, and social gatherings. In terms of market pattern, Meituan and Alipay code scanning charging are mainstream brands used by consumers, and the industry head aggregation effect is significant. From the perspective of consumer experience and market pain points, the core considerations for consumers choosing shared power banks focus on charging safety, device 3C certification, and multi interface adaptation. The existing problems in the industry are quite prominent, with opaque fee deductions, delayed rectification of safety hazards, and poor charging speed being the three core issues reported by consumers. There are significant differences in consumer demands between genders. Female users are more concerned about device compliance certification and personalized services, while male users focus on device hygiene, charging efficiency, and brand reputation. Analysts from iMedia Consulting pointed out that driven by the dual upgrading of consumer demand and increasingly standardized regulation, the shared power bank industry has bid farewell to extensive expansion and entered a stage of safety, standardization, and intelligent upgrading. The impact of alternative charging methods, regulatory policy norms, and equipment experience quality are the core factors affecting the development of the industry. In the future, the industry needs to continuously improve its quality control and safety rectification system, optimize transparent pricing and after-sales rights protection mechanisms, adapt to the differentiated needs of consumers in different circles, upgrade equipment technology and service models, deepen offline merchant scene cooperation, thereby enhancing consumer experience and promoting high-quality and standardized development of the industry.

艾媒咨询 | 2025-2026年中国兴趣教育行业发展状况及消费行为调查数据

随着中国居民人均可支配收入稳步增长、精神文化消费需求持续提升，叠加素质教育普及，国内兴趣教育行业持续扩容。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《2025-2026年中国兴趣教育行业发展状况及消费行为调查数据》显示，2025年中国兴趣教育行业规模达3237.6亿元，行业未来增长潜力充足。兴趣教育市场消费群体以女性、31-35岁人群为主。消费者学习以自我提升为核心诉求，主流消费区间集中在2000-4000元，高频周课学习成为常态。社会技能、健康、形象提升类课程最受青睐，茶艺、书法等生活美学课程热度突出，线上线下融合学习成为主流模式。中国兴趣教育消费者复购表现稳定，多数消费者存在2-3次课程购买行为，超七成消费者对平台课程服务表示满意。消费者选择平台重点关注口碑、学习氛围与价格，且更偏好内容全面的综合性课程。目前行业仍存在明显发展短板，师资力量薄弱、实操课程不足、学习实用性不强是消费者核心痛点，也是制约体验升级的主要因素。艾媒咨询分析师指出，在消费升级与全民自我提升需求增加的背景下，兴趣教育行业正向个性化、品质化、多元化方向发展。未来兴趣教育平台需聚焦师资建设与课程实操升级，深耕热门生活美学、实用技能类课程，大力研发综合性系统化课程体系。同时依托线上、线下融合的教学优势，优化教学服务与价格体系，精准匹配不同圈层消费者的多元学习需求，提升消费者学习体验与复购粘性，推动行业高质量规范化发展。
With the steady growth of residents' disposable income and the continuous rise in demand for spiritual and cultural consumption, coupled with the widespread adoption of quality education, China's interest-based education industry continues to expand. According to the latest report titled "China Hobbies Education Industry Development Status and Consumer Behavior Survey Data from 2025 to 2026" released by iiMedia Research (a leading global third-party data mining and analysis firm in the new economy sector), the scale of China's interest-based education industry reached 323.76 billion yuan in 2025, demonstrating ample future growth potential. The consumer base in the interest-based education market is predominantly female and aged 31-35. Consumers primarily seek self-improvement through learning, with mainstream spending concentrated between 2,000-4,000 yuan. Weekly high-frequency courses have become the norm. Social skills, health, and image enhancement courses are the most popular, while life aesthetics courses such as tea art and calligraphy have gained significant traction. Blended online and offline learning has emerged as the dominant model. Chinese consumers in the interest education sector exhibit stable repurchase behavior, with the majority making 2-3 course purchases. Over 70% of consumers express satisfaction with the platform's course services. When selecting platforms, consumers prioritize reputation, learning atmosphere, and price, while favoring comprehensive courses with extensive content. The industry still faces significant developmental shortcomings, including weak teaching resources, insufficient practical courses, and limited learning utility, which are core pain points for consumers and primary factors hindering experience upgrades. Analysts from iiMedia Research pointed out that against the backdrop of consumption upgrading and increasing demand for self-improvement among the public, the interest-based education industry is evolving toward personalization, quality, and diversification. Future interest-based education platforms need to focus on faculty development and practical course upgrades, delve into popular life aesthetics and practical skill courses, and vigorously develop comprehensive, systematic curricula. Meanwhile, leveraging the advantages of blended online and offline teaching, they should optimize teaching services and pricing systems, precisely match diverse learning needs of consumers from different social circles, enhance consumer learning experiences and repurchase loyalty, and promote high-quality, standardized industry development.

艾媒咨询 | 2025-2026年中国胖东来超市消费行为调研数据

当前，国内消费持续升级，中国居民购买力稳步提升，传统超市行业步入存量转型阶段。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《2025-2026年中国胖东来超市消费行为调研数据》显示，胖东来市场认知度与消费者认可度较高，会员渗透率超八成且消费者普遍认可会员价值。消费者打卡体验与日常消费需求并存，超六成消费者每周至少到店一次，单次消费集中在101-500元。品牌凭借优质的服务、良好的环境与严苛的品控，塑造出亲民靠谱的差异化品牌形象，消费者粘性较强。胖东来以优质售后、丰富品类构筑核心竞争力，超八成消费者对整体购物体验表示满意。品牌依托短视频、社交平台及口碑传播实现广泛出圈，以灵活的经营策略与精细化运营获得消费者认可。然而，品牌仍存在明显短板，停车资源不足、售后响应慢是主要痛点；线上体验薄弱、服务效率偏低、价格体系有待优化，品牌发展仍有提升空间。艾媒咨询分析师指出，线下零售已从价格消费转向品质、服务、体验于一体的综合消费。消费者期待品牌新增特色食品、有机食品及高端品类，丰富商品矩阵。未来，胖东来需要持续深耕服务与品质核心优势，补齐线上业务、服务效率短板，优化价格策略与配套设施，贴合多元化消费需求，以精细化、人性化运营持续巩固口碑与消费者粘性，放大差异化优势，实现稳健规模化发展。
Currently, domestic consumption continues to upgrade, residents' purchasing power steadily increases, and the traditional supermarket industry has entered a stage of stock transformation. The latest "Consumer behavior research data for Pang Donglai supermarket in China from 2025 to 2026" released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, shows that the market awareness and consumer recognition of Pang Donglai‌‌ are high, with a membership penetration rate of over 80% and widespread recognition of membership value by consumers. Consumer check-in experience coexists with daily consumption needs, with over 60% of consumers visiting the store at least once a week, with single consumption concentrated between 101-500 yuan. The brand, with its high-quality service, excellent environment, and strict quality control, has created a differentiated brand image that is approachable and reliable, with strong consumer stickiness. Pang Donglai‌‌ builds its core competitiveness with high-quality after-sales service and rich product categories, and over 80% of consumers are satisfied with the overall shopping experience. The brand relies on short videos, social media platforms, and word-of-mouth communication to achieve widespread popularity, and its flexible business strategies and refined operations have gained consumer recognition. However, the brand still has obvious shortcomings, with insufficient parking resources and slow after-sales response being the main pain points; The online experience is weak, service efficiency is low, and the pricing system needs to be optimized. There is still room for improvement in brand development. Analysts from iiMedia Research pointed out that offline retail has shifted from price consumption to comprehensive consumption that integrates quality, service, and experience. Consumers expect brands to add specialty foods, organic foods, and high-end categories to enrich their product matrix. In the future, Pang Donglai‌‌ needs to continue to deepen its core advantages in service and quality, fill in the gaps in online business and service efficiency, optimize its pricing strategy and supporting facilities, meet diversified consumer needs, and continuously consolidate its reputation and consumer stickiness through refined and humanized operations, amplify its differentiation advantages, and achieve stable and large-scale development.

艾媒咨询 | 2025-2026年中国二手电商行业发展状况与消费者行为调研数据

随着国内电商市场持续扩容，新品消费沉淀海量闲置资源，叠加绿色消费、“断舍离”理念普及，二手电商行业迎来稳定发展机遇。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《2025-2026年中国二手电商行业发展状况与消费者行为调研数据》显示，2025年国内二手消费市场认知基础深厚，超九成消费者了解闲置经济，超五成消费者明确愿意购买二手商品，消费接受度持续提升。行业消费群体结构均衡，女性消费者占比51.51%，略高于男性消费者；核心消费人群为26-40岁中青年群体，且多为5001-15000元中高收入人群；消费区域集中在西南、华东、华南地区。当前二手电商消费者交易生态日趋成熟，超五成消费者兼具买卖双重身份，交易品类以数码产品、日用百货、书籍文具等品类为主。消费者交易最关注卖家信誉、流程便捷度与价格合理性，超八成消费者对二手交易平台服务表示满意。行业发展仍存在诸多痛点，线上交易高频出现商品信息隐瞒、实物与描述不符、卖家履约违规等乱象；平台存在信息不对称、信用体系不完善、卖家门槛低等弊端；商品质检流程缺失、服务质量不足、隐私安全隐患是消费者更换平台的主要原因。艾媒咨询分析师指出，目前二手电商行业仍处于规范化升级阶段，消费者的核心诉求集中在严打违规商品、完善商品审核机制、优化定价体系三大方向。未来，二手电商平台需持续完善商品质检与信息审核体系，健全信用监管与纠纷处理机制，规范市场定价标准、强化消费者隐私保护，补齐行业发展短板，推动行业朝着规范化、品质化、精细化方向高质量发展。
With the continuous expansion of the domestic e-commerce market and the accumulation of massive idle resources for new product consumption, coupled with the popularization of green consumption and the concept of "separation and abandonment", the second-hand e-commerce industry has ushered in stable development opportunities. The latest "Research data on the development status of China's second-hand e-commerce industry and consumer behavior from 2025 to 2026" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, shows that in 2025, the domestic second-hand consumption market has a deep cognitive foundation, with over 90% of consumers understanding the idle economy and over 50% of consumers clearly willing to purchase second-hand goods, leading to a continuous increase in consumer acceptance. The industry's consumer group structure is balanced, with female consumers accounting for 51.51%, slightly higher than male consumers; The core consumer group is middle-aged and young people aged 26-40, and most of them are middle and high-income individuals with a budget of 5001-15000 yuan; The consumption areas are concentrated in the southwest, east, and south regions. The current second-hand e-commerce consumer trading ecosystem is becoming increasingly mature, with over 50% of consumers having dual identities as buyers and sellers. The trading categories mainly include digital products, daily necessities, books and stationery. Consumer transactions are most concerned about seller reputation, process convenience, and price rationality, with over 80% of consumers expressing satisfaction with the services provided by second-hand trading platforms. There are still many pain points in the development of the industry, such as frequent online transactions involving the concealment of product information, discrepancies between physical items and descriptions, and seller performance violations; The platform has drawbacks such as information asymmetry, imperfect credit system, and low threshold for sellers; The main reasons for consumers to switch platforms are the lack of product quality inspection processes, insufficient service quality, and privacy and security risks. Analysts from iiMedia Research pointed out that the second-hand e-commerce industry is still in the stage of standardization and upgrading, and consumers' core demands are concentrated in three directions: cracking down on illegal products, improving product review mechanisms, and optimizing pricing systems. In the future, second-hand e-commerce platforms need to continuously improve their product quality inspection and information review systems, establish sound credit supervision and dispute resolution mechanisms, standardize market pricing standards, strengthen consumer privacy protection, fill the gaps in industry development, and promote high-quality development towards standardization, quality, and refinement.

艾媒咨询 | 2026年中国酒店消费者卫生状况需求与服务评价调查报告

酒店卫生安全与消费者权益保护是影响酒店行业发展的核心议题，直接关联消费者入住体验与行业口碑。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《2026年中国酒店消费者卫生状况需求与服务评价调查报告》显示，2026年中国酒店消费需求稳定，受访的酒店消费者中，过去一年入住3-5次的占比超五成，中档酒店成为主流选择（65.81%），商务出差与旅游度假是核心入住目的；消费者选择酒店时，卫生状况为首要考量因素，超九成消费者入住后会第一时间检查卫生，核心关注卫生间、床铺等高频使用区域。调研发现，酒店卫生问题仍较为普遍，床单污渍、毛巾异味、卫浴清洁疏漏等问题频发。超九成消费者对酒店床品清洁度存疑，近五成消费者经常自带床品入住。同时，消费者维权意识显著提升，超六成消费者曾就酒店卫生问题成功维权，但时间成本高、酒店推诿、举证难仍是主要维权阻碍；超九成消费者支持建立卫生黑名单、公示清洁记录等监管措施，对卫生可追溯服务的接受度较高。艾媒咨询分析师指出，当前酒店行业卫生管理的核心痛点集中在管理层重视不足、清洁流程不规范等方面，消费者对卫生透明度与监管力度的需求日益迫切。未来，酒店行业需强化卫生标准化建设，提升清洁流程透明度，完善卫生监管与维权机制；监管部门与OTA平台需强化监管责任，共同推动行业卫生水平提升，切实保障消费者合法权益，推动酒店行业高质量发展。
Hotel hygiene, safety, and consumer rights protection are core issues affecting the development of the hotel industry, directly influencing guest experiences and industry reputation. According to the latest "Survey Report on the Hygiene Needs and Service Evaluation of Chinese Hotel Consumers in 2026" released by iiMedia Research (a leading global third-party data mining and analysis agency in the new economy sector), China's hotel consumption demand remains stable in 2026, with over 50% of consumers staying 3-5 times annually. Mid-range hotels dominate as the mainstream choice (65.81%), with business travel and vacation tourism being the primary purposes for stays. When selecting a hotel, consumers prioritize hygiene conditions, with over 80% inspecting cleanliness immediately upon arrival, focusing on high-frequency areas such as restrooms and beds. The survey found that hotel hygiene issues remain widespread, with frequent problems such as stained bedding, foul-smelling towels, and inadequate bathroom cleaning. Over 90% of consumers doubt the cleanliness of hotel bedding, and nearly half often bring their own linens when staying. Meanwhile, consumer awareness of rights protection has significantly improved, with over 60% having successfully advocated for hygiene-related issues in hotels. However, high time costs, hotel deflection, and difficulty in evidence collection remain major obstacles to维权. More than 90% of consumers support measures like hygiene blacklists and publicized cleaning records, showing strong acceptance of traceable hygiene services. Analysts from iiMedia Research pointed out that the core pain points in the current hotel industry's hygiene management are concentrated in areas such as insufficient management attention and non-standardized cleaning processes. Consumers' demand for hygiene transparency and regulatory oversight is becoming increasingly urgent. In the future, the hotel industry needs to strengthen hygiene standardization, enhance the transparency of cleaning processes, and improve hygiene supervision and consumer rights protection mechanisms. Regulatory authorities and OTA platforms must strengthen their oversight responsibilities, jointly promote the improvement of industry hygiene standards, effectively safeguard consumers' legitimate rights and interests, and drive the high-quality development of the hotel industry.

艾媒咨询 | 2026年中国“她经济”发展状况与消费行为洞察数据

随着居民人均可支配收入稳步提升，女性经济独立性与消费决策权持续增强，“她经济”市场规模不断扩容，覆盖美妆、健康、文创、服饰、数码等多个核心赛道，成为驱动消费升级的重要力量。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《2026年中国“她经济”发展状况与消费行为洞察数据》显示，2026年中国“她经济”消费主力集中在26-45岁中青年女性（占比超八成），以已婚有子女群体、本科学历群体、中等收入（5001-12000元/月）群体为主，核心分布在新一线及二线城市。消费行为方面，女性消费者呈现理性与情绪双驱动特征，超九成消费决策受情绪影响；核心消费领域集中在身体护理、健康零食、养生类等领域，在服饰鞋配、3C数码、文化消费、运动健身等领域的需求也同样旺盛；消费渠道以综合电商与线下实体店为主，直播带货成为重要补充。此外，女性消费者对“定义女性”的营销方式较为反感，更认可“看见个体”的多元包容叙事。艾媒咨询分析师指出，当前“她经济”消费生态整体良好，超七成消费者对其发展前景持乐观态度，但仍存在品牌营销不规范、产品同质化、需求未充分满足等问题。未来，“她经济”将呈现理性消费、健康养生精细化、个性化定制三大趋势。企业需立足女性真实需求，兼顾产品硬实力与情感共鸣，优化营销方式与产品服务，才能精准适配消费升级需求，实现市场竞争力提升。
With the steady increase in residents' per capita disposable income, women's economic independence and decision-making power in consumption continue to grow, leading to the continuous expansion of the "she economy" market, which covers core sectors such as beauty, health, cultural and creative products, apparel, and digital products, becoming a key driver of consumption upgrades. According to the latest report titled "Insight Data on the Development Status and Consumer Behavior of China's 'She Economy' in 2026" released by iiMedia Research (a global leading third-party data mining and analysis agency for the new economy industry), the main consumer force of China's "she economy" in 2026 is concentrated among middle-aged and young women aged 26-45 (accounting for over 80%), primarily consisting of married women with children, those with a bachelor's degree, and middle-income groups (monthly income of 5,001-12,000 yuan), with a core distribution in new first-tier and second-tier cities. In terms of consumption behavior, female consumers exhibit a dual-driven pattern of rationality and emotion, with over 90% of purchasing decisions influenced by emotions. Their primary consumption areas focus on body care, healthy snacks, and wellness products, while demand remains strong in sectors such as apparel and footwear, 3C electronics, cultural consumption, and fitness. The main channels for consumption are comprehensive e-commerce platforms and offline physical stores, with live-streaming sales serving as a significant supplement. Additionally, female consumers tend to dislike marketing approaches that "define femininity" and prefer narratives that embrace diversity and individuality. Analysts from iiMedia Research pointed out that the current consumption ecosystem of the "she economy" is generally healthy, with over 70% of consumers holding an optimistic outlook on its development prospects. However, issues such as unregulated brand marketing, product homogenization, and insufficient demand fulfillment persist. In the future, the "she economy" will exhibit three major trends: rational consumption, refined health and wellness, and personalized customization. To precisely meet the demands of consumption upgrades and enhance market competitiveness, enterprises must base their strategies on women's genuine needs, balance product quality with emotional resonance, and optimize marketing approaches along with product services.

艾媒咨询 | 2026年中国“拼豆”行业发展状况与消费行为调查数据

拼豆作为兼具创意DIY、情绪疗愈与休闲社交属性的文创产品，其行业发展受益于居民人均可支配收入提升、情绪经济与“谷子经济”扩容，成为满足消费者多元休闲需求的重要选择。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《2026年中国“拼豆”行业发展状况与消费行为调查数据》显示，2026年中国拼豆消费者以女性（77.78%）、Z世代与千禧一代（合计占比超90.00%）为主，核心人群集中在二线与新一线城市（合计占比70.99%），以上班族和自由职业者为消费主力（合计占比93.41%），中高收入群体（5001-15000元）占比突出。消费行为方面，短视频平台是消费者主要接触与获取信息的渠道；消费者的消费频次以每月1次及以上为主，客单价集中在51-100元区间，偏好灵活、按需付费模式；消费者最看重优质原料、IP联名与价格优惠。同时，消费者普遍认可拼豆的性价比与解压效果，但也关注产品质量参差不齐、山寨泛滥等问题，对原料安全、成品质量与服务升级需求迫切。艾媒咨询分析师指出，在消费升级与需求多元化的背景下，拼豆行业正从低门槛手工项目向体验类消费升级，亲子体验、线上定制与IP联名是未来商业增量主要途径。行业需完善原料质量标准与监管体系，优化产品设计与服务体验，精准把握不同年龄、收入、职业群体的差异化需求，才能提升用户粘性，推动行业规范化、长期化发展。
As a cultural and creative product that combines creative DIY, emotional healing, and leisure social interaction, the development of the perler beads industry benefits from rising disposable income, the expansion of the emotional economy, and the growth of the otaku economy, making it a key choice for meeting consumers' diverse leisure needs. According to the latest "Survey Data on the Development Status and Consumer Behavior of China's 'Perler Beads' Industry in 2026" released by iiMedia Research (a leading global third-party data mining and analysis firm in the new economy industry), in 2026, Chinese puzzle beans consumers were predominantly women (77.78%), Generation Z and millennials (collectively accounting for over 90.00%), with the core demographic concentrated in second-tier and new first-tier cities (collectively accounting for 70.99%). Office workers and freelancers formed the main consumer base (collectively accounting for 93.41%), with middle- and high-income groups (5,001-15,000 yuan) showing particularly strong representation. In terms of consumption behavior, short video platforms serve as the primary channel for consumers to access information. The majority of consumers engage in purchasing activities at least once a month, with an average order value concentrated between 51-100 yuan. They prefer flexible, on-demand payment models. Consumers prioritize high-quality ingredients, IP collaborations, and price discounts. While they generally recognize the cost-effectiveness and stress-relieving effects of perler beads, they also express concerns about inconsistent product quality and rampant counterfeit products, urgently calling for improved ingredient safety, finished product quality, and service upgrades. iiMedia Research analysts pointed out that against the backdrop of consumption upgrading and diversified demand, the "perler beads" industry is transitioning from low-threshold handmade projects to experiential consumption upgrades. Parent-child experiences, online customization, and IP collaborations are the primary drivers of future business growth. The industry needs to improve raw material quality standards and regulatory systems, optimize product design and service experiences, and accurately grasp the differentiated needs of various age, income, and occupational groups to enhance user engagement and promote standardized, long-term industry development.