2025年，“上门按摩服务”为啥越来越受欢迎？业内人士说出原因

Core Insights - The Chinese massage market is undergoing a significant transformation, with the rise of on-demand massage services creating a market worth 700 billion yuan, expanding rapidly [1][7] - By 2025, the market size of the massage and foot therapy industry in China is expected to reach substantial figures, driven by changing consumer behaviors and preferences [1] Market Drivers - Consumer Upgrade: From 2013 to 2023, the disposable income of Chinese residents has consistently increased, leading to a shift in massage services from luxury to a part of daily health management, especially among high-income urban professionals [1] - Technological Empowerment: The maturity of O2O platforms has provided robust technical support for on-demand massage services, with the digital economy and internet penetration rising from 2017 to 2022, facilitating easier online booking and payment processes [2] - Rise of Home Economy: The emergence of Generation Z has fostered a demand for convenient services, with a strong inclination towards "lazy economy" trends, boosting the popularity of on-demand services like massage [2] - Enhanced Service Experience: Home massage services offer a familiar and private environment, addressing the needs of specific demographics such as postpartum women and the elderly, with 61.4% of users being male, indicating a strong demand for privacy [2][3] - Efficient Time Management: Traditional massage services often require 3-4 hours, while on-demand services significantly reduce this time, appealing to busy urban consumers who prefer evening and weekend appointments [3] - Diverse and Transparent Services: Online platforms provide a wider selection of therapists, allowing consumers to choose based on qualifications and reviews, with nearly half preferring female therapists [3] Challenges and Future Outlook - Despite rapid growth, the on-demand massage market faces challenges such as inconsistent service quality and fraud risks, necessitating improved industry standards and regulations [5] - The future of the on-demand massage market is expected to focus on quality enhancement and expansion, with more specialized services and increased brand concentration, alongside advancements in technology like AI and big data to improve service matching [5][7]