2022国货市场发展报告：新媒介、新消费与新文化

2022 ప䉔ጯ౧ࣾᆂ្ॷ᫝྿ϸȠ᫝⊵䉦̻᫝᪴ࡃ͚ప⹫ч⻾႓䮏⹫ч႓ⵁ⾣᝭䄫䷅㏱ᦅ㺮ѡ䮼Ɑ͚ప㐩वప߈෋ᑧȠ⻾ឭ݈᫝ⅡᎠ᣽倅হℾф᪴ࡃ㜗Ԏ⮱᣽ࡴ喑ప䉔⊵䉦ጯ౧ᬒ⯷㍮㢐喑͚ప᱙ౌ৮❹হϔ৮ᑂ䶳䊤γ̭⻺᫝⮱⊵䉦᪴ࡃ⒛喑Ąప⒛ąፚࢤγ⊵䉦㔲㶐丌Ѽ㵹ऱ͗䶳ഌȡౕ䔆̭䓴⼸͚喑ѡ䮼ڲღ̻྿ϸᒏᐼ⮱䔚А喑⩢ੳ͇ᔮ㲺वࣾᆂ喑ͧᣕߕప䉔৮❹ࣾᆂ᣽ӈγᰡᰶ᩵⮱䌜ᒱȡ᱙្ॷܳᲽγᒀݺప䉔⊵䉦ጯ౧ࣾᆂ⮱㏼≻হ᪴ࡃധ⵭Ƞ➦◦হࣾᆂ䊸߬喑㐀वВ⌞㕂⊵䉦㔲䰭Ⅿহ৮❹䉸㘪ͧᵥᓰ⮱ڡ䋐⩢ੳᎠझ⮱ᵵҸ喑ᣏ䃕᪝ႄ⹫ч㗹ᮜ̸喑ຯ҂ݖ⩕᫝྿ϸߖᣕప䉔ࣾᆂȡ2022 ప䉔ጯ౧ࣾᆂ្ॷᦅ㺮Ⱋᒂ̭Ƞప䉔⊵䉦ጯ౧㻱὎ᔘ䕌෋䪬喑᰺亝Ƞ㒻ຳぶ᜽ప䉔⊵䉦☚䬕䶳ഌ ప䉔⊵䉦倅䕌ࣾᆂ喑ప䉔৮❹ੳ৮᪝䛼ᠮ㐚෋ߍ ⩢ੳぶ᫝ڡ͇ᔮ倅䕌෋䪬喑᜽ͧӰ䔈ప䉔৮❹⊵䉦෋䪬⮱䛺㺮ᑂ᧻ ᰺亝䲸࠲Ƞ㒻ຳȠ丌৮些᫆Ƞ͗៑უ⌲᜽ᒀݺప䉔⊵䉦☚䬕䶳ഌ ప䉔⊵䉦ႅౕᬻ᭫ౝഌጛᐯιȠప䉔৮❹⮱᫝྿ϸ䓽⩕➦ᒮ ᫝䨽৮❹ࣾᆂ䓲䕌喑䓽⩕᫝྿ϸᎠझᆂ⣝㨙߰≨߈ ᜽⛌৮❹䓽⩕᫝྿ϸᎠझ⽠ₒݺ䔈喑᰺亝䲸࠲ᑂ䶳 㔮ႄतՌߖ᫝྿ϸᎠझ䛺᫝♂ࣾ䱿᭒喑ࡴ㏔ࣾᆂ̶Ƞప䉔৮❹ࣾᆂ⮱ᠾᝅহ᫝྿ϸፓᲒ⮱ᱧ䕴 ᫝䨽৮❹↶⋭̺์喑ό䰭ᐧ⿸䃑ⴒহԎШ 㔮ႄत৮❹᱌ᒲកⵡౝഌ䭽ݣ ᄼᓛੳუ䰭㺮᪝ႄࡃധᐧᩜᦾহ᰺ߎ ৮❹䰭㺮Ჱᐧ᪝ႄࡃӈᏁ䨫Ҁ㈨㑖ۼ≮䕇᜽᱙̭Ƞ͚పጟ᜽ͧڕ⤰すι๔⊵䉦ጯ౧喑⊵䉦᜽㏼≻෋䪬す̭៶ߕ߈ιȠݧ⓭ڲ䰭ࣷ㏼≻㐀Ჱ䄰᪡ぶᩬゃ喑ͧప䉔ቈ䊤᣽ӈ⒉߈⾧䬡ࣷಇ჋ധ⵭ 䰭ⅯӔ喟ݧ⓭ڲ䰭喑ߍ䕌䛷ᩫ⊵䉦⒉߈喑ͧప䉔৮❹᣽ӈᰡ๔⒉߈⮱ጯ౧⾧䬡 ӈ㐆Ӕ喟ݣ䕍͇হӈᏁ䨫᜽⛌Ⴙ઱Ƞϔ͇ࡴ㏔喑ͧప䉔৮❹ቈ䊤ຍჇಇ჋ധ⵭ Ąࣹᓗ⣜ąᝅ⪒ᑂᄩ喑ప䉔ౕӈ䰭͑Ӕ䓻Გ᫝⮱ᱧ䕴̶Ƞ᫝⊵䉦㓑Ҁቈ䊤喑⊵䉦ࡴ㏔হ͗ᕔࡃ䰭Ⅿ᜽ప䉔ࣾᆂ⮱ᵦ᱙侞ߕ߈ఈȠ᫝྿ϸ݈᫝̻㲺वߖ߈᪴ࡃэឬ喑᠀ᆂ㥒䨭⍍䖀喑ߖᣕప䉔ϔ͇ࣾᆂ010303040607081111121416171820202222222323す̭」ప䉔ቈ䊤㗹ᮜすι」ప䉔ጯ౧ࣾᆂ⣝⟣2022 ప䉔ጯ౧ࣾᆂ្ॷ41424445̭Ƞప䉔⊵䉦㓑Ҁ➦ᒮ喟Ꭱ䒨ȠຠᕔȠ倅㏬㏔೻ጯ 18-30 ᆮᎡ䒨⩕ᝤ᭜ప䉔⊵䉦ͨҀ喑ຠᕔࢍ℁ᣒ䓾̰᜽ 倅㏬㏔೻ጯ⩕ᝤప䉔⊵䉦ռສᰡ᭫㦄 ప䉔⊵䉦⩕ᝤ᱙⻾႓ࢳВ̷ࢍ͑᜽喑ᰵᩣڒ5000 В̷⩕ᝤܳጰ䓾ࡷιȠ᫝྿ϸᎠझߖᣕప⒛ڲღ᪴ࡃᰶᎼࣾᆂ喑䔈̭ₒ᣽ࡴప䉔৮❹䃑ⴒ ᪴ࡃ㍮㢐ݧ⓭ప⒛ڲღ⊵䉦䰭Ⅿ喑Ӱ䔈ڲღӈ㐆ᬒ䊸͝ჹ ⩕ᝤᰡڠ∕ڲღ䉕䛼হ⌞Ꮣ喑᱌ᒲᰡ็х䉕݈࣌ప⒛ڲღ ⴚ㻳䶾ȠⰡ᧚᭜⩕ᝤ㣤ःڲღͨ㺮⍍䖀喑㗖䉌ప⒛ᣕᎬ䛺Ш ᪴ࡃ㜗Ԏᣕߕప⒛ڲღڡ䊤Ƞ᣽ࡴప䉔৮❹䃑ⴒ̶Ƞ᫝྿ϸᎠझߖ߈ప䉔৮❹⮱৮❹ᐧ䃫喑Ӱ䔈ϔ͇֒Ꮴࣾᆂ ప䉔৮❹ⴒऺᏓᔘ䕌᣽倅喑⊵䉦㔲࢝䆎ᰡສ ৮❹࢝䆎᣽ࡴӰ䔈⩕ᝤ⊵䉦ᘼᙬ喑ᒏ᜽ₐाᓗ⣜ ᕔФ℁Ƞϔ৮৮䉕Вࣷᩜᠮℾ᫼৮❹᭜⩕ᝤ䱿ⱽప䉔⮱ͨ㺮࣌఍ ప䉔৮❹䶾㍮ⵡవ喑ⴚ㻳䶾Ⱑ᧚Ꭰझߖ߈৮❹ฺڡȠ෋䪬 䉕䛼Ԋ䯉Ƞਜ਼ऻ᰺ߎぶ䬛䷅䭨ⶺప䉔ࣾᆂ喑թᓄ৮❹ڠ∕̭Ƞ⊤䛼ಯⰡϔ͇䯳㓑㪡क़ప䉔᫝ߕ߈喑᪝ႄࡃࡴ㏔䔘ౕⰶⲘιȠ⌞ᡃ᪴ࡃڲᵥ喑㐀वэ㐌᪴ࡃ㇫倀ᲱᐧĄ᫝ప⒛ą̶Ƞጯ౧》ζߍޔ喑Ԋᠮϔ৮䉕䛼᭜ప䉔৮❹⿸䋠ധ⵭ఈȠϻĄϔ৮ܧ⊤ąݝĄ৮❹ܧ⊤ą喑᱗Გࣾᆂ⾧䬡ጕ๔252526272828303133343435363738す̶」ప䉔⊵䉦㓑Ҁ≋ᄌすఈ」ప䉔ࣾᆂᆂ᱈ฝᬻ᪝ᢛ䄡ᬻ472022 ప䉔ጯ౧ࣾᆂ្ॷ04ప䉔ቈ䊤㗹ᮜす̭」2022 ప䉔ጯ౧ࣾᆂ្ॷ01ᩦ䲖ᐭᩫВᲒ喑͚ప㏼≻㏼䓴 40 ҆Ꭱ⮱㨙߰ࣾᆂ喑ͧప䉔ቈ䊤᣽ӈγ㗒↰ౌฑȡ㜗 1978 ᎡВᲒ喑͚పGDP 倅䕌෋䪬喑ϻϲ 3679 Ϭٰ喑䋰ࡴ㜠 2021 Ꭱ⮱ 114.4 ̴Ϭٰ喑⽠ᅲڕ⤰すι๔㏼≻Ҁȡѡ䮼͚ప㏼≻⮱෋䪬喑పڲੳ৮᰺ߎӈ㐆ᬒ⯷͝ჹ喑⊵䉦㻱὎̺᫚ព๔ȡੳߎ䘕᪝ᢛ᭫⹧喑ϻ 2012 Ꭱ㜠 2020 Ꭱ喑͚ప⹫ч⊵䉦৮䰣ਜ਼ᕨ䷊ϻ 20.6 ̴Ϭٰ෋䪬ݝ39.2̴Ϭٰ喑㏓Ꭱ౴෋䪬 8.4%喑ጟ᜽ͧڕ⤰すι๔⊵䉦ጯ౧ȡ2021 Ꭱ喑͚ప⹫ч⊵䉦৮䰣ਜ਼ᕨ䷊䓫 44.1 ̴Ϭٰ喑ह℁ 2020 Ꭱ෋䪬 12.5%ȡहᬣ喑⊵䉦ᄦ᜾ప㏼≻෋䪬⮱䉎⡛⢴Ό⽠ₒ᣽ࡴ喑2021 Ꭱ喑ᰭ㏵⊵䉦ᩜܧᄦ㏼≻෋䪬䉎⡛⢴䓫 65.4%喑⊵䉦䛺᫝᜽ͧ㏼≻෋䪬す̭៶ߕ߈ȡ͚పጟ᜽ͧڕ⤰すι๔⊵䉦ጯ౧喑⊵䉦᜽㏼≻෋䪬す̭៶ߕ߈᪝ᢛᲒ⎽喟ੳߎ䘕Ƞపუ㐌䃎ᅭȠᭀ㻯ܳᲽ᪡⤳2012 Ꭱ100.060.020.0120.0140.080.040.00.053.959.364.468.974.683.291.998.7101.6114.420.623.426.230.133.236.638.141.239.244.12021 Ꭱ2019 Ꭱ2017 Ꭱ2015 Ꭱ2020 Ꭱ2018 Ꭱ2016 Ꭱ2014 Ꭱ2013 Ꭱ⹫ч⊵䉦৮䰣ਜ਼ᕨ䷊喍̴Ϭٰ喎GDP喍̴Ϭٰ喎2012-2021 Ꭱ͚ప GDP ࣷ⹫ч⊵䉦৮䰣ਜ਼ᕨ䷊2022 ప䉔ጯ౧ࣾᆂ្ॷ0251.8%66.4%76.2%50.0%64.6%57.8%51.2%58.8%54.4%65.4%100.0%60.0%20.0%80.0%40.0%0.0%2012-2021 Ꭱ⊵䉦ᄦ㏼≻෋䪬䉎⡛⢴̻ₑहᬣ喑͚పᅲℾ䉏ჹᕨ䛼হϧ౴जᩜ䙺ᩣڒᠮ㐚෋䪬喑ᅲℾ⊵䉦㘪߈হ⊵䉦ⅡᎠ⽠ₒ̷ࡴȡపუ㐌䃎ᅭ᪝ᢛ᭫⹧喑2021 Ꭱ喑ڕపϧ౴जᩜ䙺ᩣڒ35128ٰ喑ह℁჋䭲෋䪬 8.1%喑ڕపᅲℾϧ౴⊵䉦ᩜܧ24100ٰ喑ह℁჋䭲෋䪬 12.6%ȡ᪝ᢛᲒ⎽喟పუ㐌䃎ᅭȠᭀ㻯ܳᲽ᪡⤳᪝ᢛᲒ⎽喟పუ㐌䃎ᅭȠᭀ㻯ܳᲽ᪡⤳2014-2021 Ꭱڕపᅲℾϧ౴जᩜ䙺ᩣڒࣷ⊵䉦ⅡᎠϧ౴⊵䉦ⅡᎠ喍ٰ喎ϧ౴जᩜ䙺ᩣڒ喍ٰ喎2021 Ꭱ2019 Ꭱ2017 Ꭱ2020 Ꭱ2018 Ꭱ2016 Ꭱ2015 Ꭱ2014 Ꭱ2012 Ꭱ2014 Ꭱ2016 Ꭱ2018 Ꭱ2020 Ꭱ2013 Ꭱ2015 Ꭱ2017 Ꭱ2019 Ꭱ2021 Ꭱ2500015000300003500040000200001000002016721966238212597428228307333218935128500014491157121711118322198532155921210241002022 ప䉔ጯ౧ࣾᆂ្ॷ03ݧ⓭ڲ䰭ࣷ㏼≻㐀Ჱ䄰᪡ぶᩬゃ喑ͧప䉔ቈ䊤᣽ӈ⒉߈⾧䬡ࣷಇ჋ധ⵭100%60%80%40%20%90%50%70%30%10%0%䰭ⅯӔ喟ݧ⓭ڲ䰭喑ߍ䕌䛷ᩫ⊵䉦⒉߈喑ͧప䉔৮❹᣽ӈᰡ๔⒉߈⮱ጯ౧⾧䬡䓾ᎡᲒ喑పუܧझ็䶦ᣗ᫪ݧ⓭⊵䉦喑ព๔ڲ䰭喑䕇䓴ᣕߕ⊵䉦ពღࡴ㏔喑̺᫚ദ㗟⊵䉦☚◦喑Ӱ䔈᫝ڡ⊵䉦ᔘ䕌ࣾᆂぶ喑ߍ䕌䛷ᩫ⊵䉦⒉߈喑ͧప䉔৮❹᣽ӈγᰡ๔⒉߈⮱ጯ౧⾧䬡ȡ