艾媒咨询 | 2025年中国潮玩行业发展与用户行为调查数据

　　2025年的中国消费市场，潮玩赛道正以破竹之势改写商业格局——泡泡玛特营收暴涨、名创优品靠联名公仔刷新出海纪录，“谷子”概念股在二级市场集体涨停，《哪吒2》以百亿票房跻身世界动画电影前列……这一系列亮眼数据，不仅印证了潮玩经济的爆发式增长，更揭示出年轻群体成为消费主力后，以“悦己”为核心的情感需求正在重塑产业生态。社交平台的“种草”机制则加速了这一进程，让潮玩从小众圈层的心头好，变成大众市场的新宠。潮玩，正从“小众爱好”升格为“全民资产”。

　　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年中国潮玩行业发展与用户行为调查数据》显示，2024年中国泛二次元用户规模达5.03亿，显示用户增长进入存量时代；而“谷子经济”市场规模却从2023年猛增40.63%至2024年市场规模1689亿元，表明潮玩行业的发展趋势正从依赖用户规模扩张，转向深度挖掘核心用户价值，周边衍生品已成为驱动产业增长的核心引擎，标志着行业步入以IP变现和情感消费为主导的成熟阶段。

　　在中国潮玩市场，消费者的购买动机和决策因素正呈现出日益成熟和分化的特征。iiMedia Research（艾媒咨询）数据显示，高达40.83%的消费者将“具有升值空间，可通过二手市场转卖盈利”视为购买潮玩的主要原因，这反映出收藏与投资属性已成为驱动消费的重要力量，也意味着潮玩正从单纯的消费品逐渐转向具备金融属性的资产类别。与此同时，在2025年消费者购买时优先考虑的因素中，“款式和设计”以38.60%的占比高居首位，突显了消费者对产品外观独特性、艺术价值和创意表达的强烈追求。

　　艾媒咨询分析师认为，从泡泡玛特的IP矩阵到名创优品的平价潮玩，从“谷子”的收藏热潮到《哪吒2》带动的衍生品热销，潮玩行业的每一个增长点都紧扣“情感共鸣”与“价值认同”。中国潮玩行业未来将朝着产品精品化、资产化和情感化的方向持续深化。IP运营与跨界联动将成为价值增长的核心，数字潮玩与实体收藏的融合将进一步拓展行业边界。伴随消费者趋于理性，能够同时满足审美期待与收藏潜力的品牌将在竞争中赢得优势。（《艾媒咨询 | 2025年中国短视频市场环境分析与用户行为调查数据》完整高清PDF版共52页，可点击文章底部报告下载按钮进行报告下载）

　　In China's consumer market of 2025, the trendy toy sector is rewriting the business landscape with overwhelming momentum – Pop Mart has seen a skyrocketing revenue, Miniso has set new overseas records with its co-branded dolls, concept stocks related to "goods/merchandise" have collectively hit the daily limit in the secondary market, and Nezha 2 has ranked among the world's top animated films with a box office of 10 billion yuan... This series of impressive data not only confirms the explosive growth of the trendy toy economy but also reveals that after young groups have become the main consumers, emotional needs centered on "self-pleasure" are reshaping the industrial ecology. The "grass-planting" mechanism on social platforms has accelerated this process, turning trendy toys from favorites of niche circles into new darlings of the mass market. Trendy toys are evolving from "subcultural interest" to "mainstream asset".

　　According to the latest "Survey Data on the Development Status and User Behavior of China's Trendy Toy Industry in 2025" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, the scale of China's pan-2D users will reach 503 million in 2024, indicating that user growth has entered the era of stock. However, the market size of the "millet economy" has soared by 40.63% from 2023 to 168.9 billion yuan in 2024, indicating that the development trend of the collectible toy industry is shifting from relying on user scale expansion to deeply exploring the value of core users. Peripheral derivatives have become the core engine driving the growth of the industry. It marks that the industry has entered a mature stage dominated by IP monetization and emotional consumption.

　　In China's trendy toy market, consumers' purchasing motives and decision-making factors are showing increasingly mature and differentiated characteristics. Data shows that as high as 40.83% of consumers consider "having appreciation potential and being able to make profits by reselling in the second-hand market" as the main reason for purchasing trendy toys. This reflects that the attributes of collection and investment have become important forces driving consumption, and also indicates that trendy toys are gradually shifting from simple consumer goods to asset classes with financial attributes. Meanwhile, among the top priorities for consumers when making purchases in 2025, "style and design" topped the list with a 38.60% share, highlighting consumers' strong pursuit of the uniqueness of product appearance, artistic value and creative expression.

　　Analysts from iiMedia Research believe that from Pop Mart's IP matrix to Miniso's affordable trendy toys, from the collection boom of "guzi" (merchandise) to the hot sales of derivatives driven by Nezha 2, every growth point in the trendy toy industry is closely linked to "emotional resonance" and "value recognition". China's trendy toy industry will continue to deepen in the direction of product refinement, assetization and emotionalization in the future. IP operation and cross-border collaboration will become the core of value growth, and the integration of digital trendy toys and physical collections will further expand the industry's boundaries. As consumers become more rational, brands that can simultaneously meet aesthetic expectations and collection potential will gain advantages in the competition. (“iiMedia Research | Survey Data on the Development Status and User Behavior of China's Trendy Toy Industry in 2025” full version has 52 pages, please click the download button at the bottom of the article to download the report)

　　2025年中国消费者购买潮玩情况

　　数据显示，在2025年中国网民购买潮玩的比例中，75.39%的网民表示“是”，即超过四分之三的网民有购买潮玩的行为。而24.61%的网民表示“否”，即有近四分之一左右的网民没有购买潮玩。整体来看，购买潮玩在中国网民中具有较高的普及率。

　　2025年中国消费者购买潮玩时优先考虑因素

　　数据显示，在2025年中国潮玩消费者购买潮玩时优先考虑的因素中，款式和设计以38.60%的占比位居首位，显示出消费者对潮玩的外观和创意设计非常重视。质量以36.07%的占比位列第二，说明消费者对潮玩的质量同样关注。其次是文化价值，占比35.32%，表明消费者在选择潮玩时，也会考虑其背后的文化意义。产品联名和喜好分别以33.68%和33.38%的占比紧随其后，显示联名合作和个人喜好对消费者的吸引力。

　　2025年中国消费者对所选品牌潮玩产品评分

　　数据显示，在2025年中国潮玩消费者评分中，产品款式设计最受青睐，39.34% 的受访者给出满分 5 分；产品流行程度与产品质量紧随其后，满分比例分别为 34.72% 和 31.59%。相比之下，消费者对产品性价比的评价相对保守，仅 27.27% 打出 5 分。

　　2025年中国消费者购买手办时所在意的产品设计细节

　　数据显示，2025年中国潮玩消费者购买手办时，最在意的设计细节是人物还原程度，占比高达61.00%。其次是脸部设计好看，占比59.85%，与人物还原程度相差不大，显示出消费者对手办的整体还原度和面部有较高要求。动作姿势和服装设计的占比均为52.12%，并列第三，说明消费者对这些细节也较为关注。场景配件占比49.81%，趣味吸引力占比43.24%，相对较低，但仍有一定比例的消费者会考虑这些因素。

　　2025年中国消费者规模化与小众品牌潮玩偏好情况

　　数据显示，购买规模化品牌比较多，小众品牌比较少的消费者占比最高，为52.60%。其次是只买小众品牌的消费者占比29.81%，只买规模化品牌的消费者占比12.97%，而买规模化品牌比较少，小众品牌比较多的消费者占比最低，为4.62%。这表明规模化品牌在中国潮玩市场具有较高的受欢迎程度，小众品牌也有一定市场。

　　2025年中国消费者认为中国潮玩品牌存在的问题

　　数据显示，在2025年中国潮玩消费者认为中国潮玩品牌存在的问题中，价格虚高问题最为突出，占比高达31.57%。其次是二级市场溢价严重，占比29.44%。IP设计感不够和抄袭现象多问题也较为严重，分别占比28.54%和28.09%。品牌知名度与影响力有待提高和假货多占比相近，分别为27.53%和27.30%。缺少文化内涵问题和售后没有保障问题占比相近，分别为26.97%和25.96%。质量问题相对较轻，占比仅为21.46%。

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