艾媒咨询 | 2025年中国推拿行业发展状况与消费行为调查数据

　　当前，中国推拿行业正迎来快速发展期。传统中医推拿与现代健康理念深度融合，消费群体从以中老年为主扩展至年轻白领，推动服务向专业化、细分化和品牌化升级。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年中国推拿行业发展状况与消费行为调查数据》显示，在政策支持、技术革新和消费需求升级的共同驱动下，中国大健康产业正步入一个规模持续扩张、内涵不断丰富、模式日趋创新的黄金发展期。推拿行业作为大健康产业的重要组成部分，深度融入健康管理、康复和养生服务领域，未来市场空间将进一步扩大。

　　在2025年中国消费者定期接受推拿服务的调查中，93.37%的消费者表示“会”定期接受推拿服务，而只有6.63%的消费者表示“不会”。这表明绝大多数中国消费者倾向于定期接受推拿服务。此外，在2025年中国消费者选择推拿或按摩服务时关注的具体服务细节中，技师的专业资质（如中医推拿师资格证、从业年限）以61.44%的占比成为消费者最关注的因素。其次是推拿手法的针对性（如针对颈肩/腰椎/疲劳的定制化手法），占比61.33%，与专业资质几乎持平。服务环境的卫生程度（如床品消毒、房间通风）占比46.52%，位列第三。这些数据表明，中国推拿消费市场正朝着专业化、功能化和理性化方向发展，“技术信任”取代“环境偏好”成为消费者选择的首要依据，推动行业从体验型服务向基于专业价值的健康管理转型。

　　艾媒咨询分析师认为，中国推拿行业未来将呈现专业化、科技化与融合化三大发展趋势。政策引导与标准化进程加速，推动从业人员持证上岗与技能分级成为常态，“专业资质”成为消费决策核心。技术赋能深化，AI助力的智能推拿设备与线上预约、健康管理平台广泛结合，提升服务可及性与个性化体验。消费群体持续年轻化，推动服务向“推拿+”多元场景延伸，与运动康复、职场健康、情绪疗愈等需求紧密结合。与此同时，品牌化与连锁化进程提速，推动行业从分散走向集中，兼具中医底蕴与现代健康管理理念的优质服务商将引领市场升级。（《艾媒咨询 | 2025年中国推拿行业发展状况与消费行为调查数据》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）

　　At present, the Chinese massage industry is experiencing a period of rapid development. Traditional Chinese massage and modern health concepts are deeply integrated, and the consumer base has expanded from mainly middle-aged and elderly people to young white-collar workers, driving the service towards professionalization, specialization and branding. According to the latest "2025 China Massage Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis agency for the new economy industry, under the joint drive of policy support, technological innovation and upgraded consumer demand, China's big health industry is entering a golden development period of continuous scale expansion, enriched connotation and increasingly innovative models. As an important part of the big health industry, the massage industry is deeply integrated into the fields of health management, rehabilitation and health preservation, and its future market space will further expand.

　　In the 2025 survey on Chinese consumers' regular massage service consumption, 93.37% of consumers said they "would" regularly receive massage services, while only 6.63% said they "would not". This indicates that the vast majority of Chinese consumers tend to receive regular massage services. In addition, among the specific service details that Chinese consumers pay attention to when choosing massage or massage services in 2025, the professional qualifications of the technicians (such as the qualification certificate of traditional Chinese massage therapists and years of service) have become the most concerned factor by consumers, with a proportion of 61.44%. The second is the targeted nature of the massage techniques (such as customized techniques for neck and shoulder, lumbar vertebrae, and fatigue), with a proportion of 61.33%, almost equal to professional qualifications. The hygiene level of the service environment (such as bed linen disinfection and room ventilation) accounts for 46.52%, ranking third. These data indicate that the Chinese massage consumption market is moving towards professionalization, functionalization and rationalization. "Technical trust" has replaced "environmental preference" as the primary basis for consumer choice, promoting the industry's transformation from experience-based services to health management based on professional value.

　　Analysts from iiMedia Research believe that the Chinese massage industry will present three major development trends in the future: professionalization, technologicalization and integration. Policy guidance and the acceleration of the standardization process will make it a norm for practitioners to hold certificates and have skill grading, with "professional qualifications" becoming the core of consumer decision-making. The deepening of technology empowerment, with the wide integration of AI-assisted intelligent massage equipment and online appointment and health management platforms, will enhance service accessibility and personalized experience. The continuous youngening of the consumer base will drive services to extend to "massage +" multi-scenario applications, closely combining with needs such as sports rehabilitation, workplace health and emotional therapy. At the same time, the acceleration of branding and chain processes will drive the industry from dispersion to concentration, with high-quality service providers that combine traditional Chinese medicine heritage and modern health management concepts leading the market upgrade.(“iiMedia Research | Survey data on the development status and consumer behavior of the Chinese massage industry in 2025” full version has 53 pages, please click the download button at the bottom of the article to download the report)

　　2015-2028年中国O2O市场规模及预测

　　iiMedia Research（艾媒咨询）数据显示，2024年中国O2O市场规模为33076.1亿元，同比增长18.7%；2028年中国O2O市场规模有望突破5.9万亿元。O2O模式已成为推拿行业数字化转型的核心驱动力，通过高效聚合消费需求、智能匹配技师资源，显著提升了服务可及性与运营效率，推动传统推拿服务向标准化、便捷化及个性化方向发展。

　　2025年中国消费者选择推拿或按摩服务时关注的具体服务细节

　　数据显示，在2025年中国消费者选择推拿或按摩服务时关注的具体服务细节中，技师的专业资质（如中医推拿师资格证、从业年限）以61.44%的占比成为消费者最关注的因素。其次是推拿手法的针对性（如针对颈肩/腰椎/疲劳的定制化手法），占比61.33%，与专业资质几乎持平。服务环境的卫生程度（如床品消毒、房间通风）占比46.52%，位列第三。单次服务时长是否充足（如60分钟/90分钟标准）占比37.35%，排在第四位。有无隐形消费（如强制推销办卡、额外收费项目）占比30.72%，排在第五位。提供免费热敷/艾灸等附加服务占比16.91%，支持线上预约及灵活改期占比8.62%，这两项占比相对较低。

　　2025年中国消费者每次推拿能接受的费用

　　数据显示，在2025年中国消费者每次推拿能接受的费用中，占比最高的是101-200元，为38.57%；其次是201-300元，占比38.56%。这显示出大部分消费者更倾向于中等价位的推拿服务。100元以内的消费者占比为15.14%，而301-500元和501元及以上的消费者占比分别为7.18%和0.55%，显示出消费者对高价位推拿服务的接受度较低。

　　2025年中国消费者接受推拿服务时关注的方面

　　数据显示，在2025年中国消费者接受推拿服务时关注的方面中，服务态度以53.70%的高占比位居首位，显示出消费者对服务态度的极高重视。其次，地点的交通便利性占比43.87%，环境卫生占比42.10%，均超过40%，反映出消费者对服务地点的便利性和卫生条件也较为关注。服务效果和医师资质的占比分别为39.67%和33.26%，处于中等水平。服务价格和消费者评价的占比分别为22.76%和20.00%，相对较低。应用APP上的店铺评分占比最低，仅为7.29%，说明消费者对线上评分的关注度不高。

　　2025年中国消费者认为当前推拿 / 按摩行业存在的主要问题

　　数据显示，在2025年中国消费者对推拿/按摩行业的主要问题中，过度商业化问题最为突出，占比高达54.92%，远高于其他问题。其次是价格不透明问题，占比47.51%。环境同质化和针对特定病症的细分服务少也是消费者关注的重点，分别占比45.52%和34.70%。技师水平参差不齐问题占比28.40%。线上预约平台信息不准确问题占比最低，仅为10.28%。

本文内容节选自艾媒咨询发布的《艾媒咨询 | 2025年中国推拿行业发展状况与消费行为调查数据》，完整版报告共53页，点击下方链接可直达完整版报告。点击这里即刻探索艾媒报告中心，更多行业报告解码商业趋势，助您精准决策！