BABA(US:BABA) Sou Hu Cai Jing·2025-10-23 02:06Core Insights - The recent National Day and Mid-Autumn Festival highlighted the trend of experiential consumption in tourism among Chinese consumers, focusing on discovering unique destinations and engaging in local cultural experiences [2][10] Group 1: Consumer Trends - There was a significant increase in interest for small town tourism, ancient towns, and intangible cultural heritage experiences during the holiday period [2][10] - Douyin's (TikTok) report indicated that group purchase orders for hotels and tourism in Jingdezhen surged, with hotel tourism orders up 113% and scenic ticket orders up 101% year-on-year [8][9] Group 2: Douyin's Role in Tourism - Douyin has been actively promoting the cultural tourism market, leveraging its content platform to create a consumption loop from content engagement to actual purchases [4][10] - The viral success of local influencers, such as the "Chicken Chop Brother" in Jingdezhen, has led to increased orders for local hotels and attractions, demonstrating the platform's ability to convert online engagement into offline sales [8][9] Group 3: Hotel Industry Dynamics - Douyin launched the "Heartfelt Hotel" initiative, showcasing 443 unique lifestyle hotels across 39 cities, which has led to a 118% year-on-year increase in orders for these hotels [14][21] - The platform's focus on user-generated content and emotional engagement has made hotels a key part of the travel experience, with many hotels now emphasizing unique service offerings [15][18] Group 4: Experiential Consumption Growth - The holiday period saw a notable rise in experiential consumption, particularly in unique scenic spots and intangible cultural heritage projects, with significant increases in group purchase orders for activities like glassblowing and pottery making [26][29] - The top ten scenic spots favored by Douyin users were characterized by immersive experiences, indicating a shift towards more engaging and interactive tourism offerings [21][24]