2025年眼镜行业消费趋势报告

Core Insights - The eyewear industry in China is entering a new consumption cycle, with comfort and fashion becoming the core keywords for 2025 [1][3] - The market is experiencing a dual development trend driven by technology and marketing, focusing on personalized and intelligent products [1][3] Frame Glasses Market Overview - The evolution of materials and craftsmanship in frame glasses has shifted from natural materials to high-tech lightweight materials like titanium alloy and TR90 [1][6] - Key consumer concerns include wearing comfort, lens compatibility, and design, with issues like ear pressure and nose bridge discomfort being significant pain points [1][6][20] - Offline retail remains the primary channel for purchasing glasses, but online sales are growing due to price transparency and diverse styles [1][6] Sunglasses Market Overview - The consumption motivation for sunglasses is heavily influenced by fashion and social attributes, with celebrity endorsements driving sales [2][6] - Demand for various styles, including rimless and semi-rimless sunglasses with features like polarization and color-changing lenses, is on the rise [2][6] - Key usage scenarios include summer outings, travel, and daily wear, with marketing strategies focusing on visual content that resonates with consumers [2][6] Contact Lenses Market Overview - The contact lens market is expected to exceed 20 billion yuan by 2025, driven by comfort, usage cycles, and brand reputation [2][6] - Key factors influencing consumer decisions include oxygen permeability and water content, with increasing demand for lenses suitable for social occasions like weddings and dates [2][6] - Marketing content primarily consists of purchasing guides, wearing tips, and comfort assessments, with beauty and lifestyle influencers playing a significant role [2][6] Marketing Trends - The eyewear industry is shifting from a functional focus to a dual emphasis on experience and emotional connection by 2025 [3][6] - Effective marketing strategies include content that reflects real-life scenarios, collaborations with cost-effective influencers, and differentiated approaches across platforms like Xiaohongshu and Douyin [3][6] - Future product innovation and content operations will center around comfort, aesthetics, and situational relevance, leading the industry into a more segmented and intelligent development phase [3][6]