中国民宿产业下沉市场成增量蓝海

Core Insights - The Chinese homestay industry is experiencing significant growth in lower-tier markets, which are becoming a new blue ocean for expansion [1][2] - The rise of "small town tourism" and "county tourism" is leading to the emergence of numerous unique destinations, further driving the penetration of homestays into lower-tier cities [2] Industry Trends - A large number of distinctive and recognizable homestay clusters are forming across China, integrating local characteristics and culture, which are seen as crucial for the future development of the homestay industry [2] - Digitalization in homestay operations is becoming a prevailing trend, with an increasing focus on building brand identity and storytelling to attract tourists [2] Challenges - The homestay industry faces several challenges, including shortcomings in industry management, uneven development levels, intense competition, low operational standards, declining product competitiveness, weak academic support, and diminishing media attention [2] Recommendations - The report suggests that the homestay industry should establish a robust mechanism to guide and regulate development, promote regional collaboration, and strengthen leading benchmarks and support [2] - Emphasis on core values and a focus on quality and uniqueness in development are recommended, along with enhancing empirical research and fostering deep integration of industry, academia, and research [2] - The industry should actively create content to overcome traffic challenges and ensure sustainable growth, while also investing in talent development to strengthen the foundational support for industry growth [2] Market Projections - By September 2025, it is projected that China will see the addition of 65,125 new homestay market entities, with the top five provinces for new additions being Guangdong, Yunnan, Henan, Sichuan, and Heilongjiang [2]