Chang Sha Wan Bao·2025-11-14 12:28Core Insights - Meituan released its 2026 Bathing Guide, featuring 174 unique bathing centers across 28 cities, with Changsha being the only new city included [1][4] - The bathing industry in Changsha is evolving from traditional water services to entertainment complexes, driven by a vibrant young consumer base [1][4] Industry Trends - Since 2025, the national bathing service transaction order volume has increased by over 30%, with cross-regional consumption accounting for more than 30% [4] - The guide introduces a tiered classification system for bathing centers, including 118 one-diamond, 48 two-diamond, and 8 three-diamond establishments [4] - The "Bathing+" industry model is emerging, transforming from single bathing services to integrated complexes that include tourism, accommodation, and leisure activities [4][6] Consumer Behavior - Young consumers are increasingly viewing bathing centers as destinations worth visiting, particularly during holidays, with a 127% increase in transaction user numbers and over 84% growth in daily average transaction value during the recent National Day holiday [4][6] - Keywords like "girlfriend gathering" and "company team building" have seen a 230% year-on-year increase in search volume, indicating a shift towards social experiences in bathing centers [6] Strategic Initiatives - Meituan aims to help consumers find desired services more accurately through the bathing guide, enhancing the experience and promoting the trend of modern bathing [6][7] - The initiative seeks to accelerate the value reconstruction of the bathing industry and drive new business growth by aligning consumption scenarios with young consumer demands [7]