Xin Hua Wang·2025-11-17 02:19Core Insights - The Chinese bathing industry is experiencing robust growth, with a transaction order volume increase of over 30% year-on-year since 2025, and a 60% year-on-year increase in average transaction value for new bathing businesses from January to September this year [1][2] Industry Trends - The bathing industry is evolving from a regional focus ("North scrubbing, South hot springs") to a comprehensive leisure service model, integrating dining and other recreational activities, thus transforming into a nationwide leisure industry [2] - The search volume for "bathing overnight" increased by 61% in August 2025, and during the National Day holiday, the number of bathing transaction users surged by 127%, with daily transaction value rising over 84% [2] Consumer Behavior - Young consumers are increasingly seeking deep experiences and high cost-performance in bathing centers, which are now equipped with facilities like e-sports areas, karaoke rooms, and escape rooms, leading to a significant rise in order volume [2] - The introduction of family-friendly facilities such as children's playgrounds and inflatable castles is driving bathing centers to become more inclusive for all age groups [2] Company Initiatives - Meituan launched the "Meituan 2026 Bathing Guide" to help consumers find quality bathing establishments and to promote the transformation and upgrading of the industry [1][3] - The guide aims to match consumer needs with personalized services and to foster the integration of urban leisure industries with cultural and tourism development [3]