2026年洗浴行业趋势洞察-DT商业观察

Core Insights - The bathing industry is transitioning from a basic cleaning function to a comprehensive experience that integrates social interaction, leisure, and wellness, leading to long-term structural growth, with the market expected to exceed 110 billion yuan by 2025 [1][9][23] Group 1: Industry Growth Drivers - The growth of the industry is driven by three main engines: expansion of the customer base, renewal of bathing scenarios, and regional penetration [1][9] - Over 40% of returning customers maintain high-frequency consumption, with new customer segments including families with children, trendy young people, and business travelers [1][9] - Traditional bathhouses account for only 30% of the market, with new bathing scenarios expanding into wellness therapy, family water parks, and social entertainment [1][9] Group 2: Consumer Demand Evolution - Consumer demand has shifted from "bathing" to "healing," with bathing spaces becoming a "third living space" outside of home and work, focusing on emotional healing and social connections [2][26] - There is a significant increase in overnight demand, with 29% of users willing to pay between 80-159 yuan for overnight stays, indicating a growing trend for bathing centers to serve as cost-effective rest stops for travelers [2][33] - Families are increasingly favoring the "bath education through fun" model, with parents seeking child-friendly facilities and safety measures [2][37] Group 3: Business Model Innovations - The industry is adopting a "bathing + X" mixed model, expanding customer bases through cross-industry collaborations, such as partnerships between hot springs and amusement parks [2][23] - Themed operations are gaining traction, with companies like Shallow Deep Group creating unique cultural events that have seen online transaction growth of 109% [2][23] - Online supply optimization is evident, with new products like "night owl tickets" and "business travel tickets" accounting for 25% of new scene transactions, leading to a 15% increase in average transaction value [2][23] Group 4: Future Growth Strategies - Future growth relies on a composite profit model of "scenes + services + derivative consumption," requiring businesses to accurately understand customer needs and create differentiated competitive advantages [3][23] - The activation of nighttime operations has transformed previously non-peak hours into valuable business periods, extending the service chain from basic bathing to include dining, accommodation, and entertainment [19][21] - The expansion of the bathing industry is not just about existing markets but also about tapping into low-penetration, high-growth areas, with new store openings in cities like Chongqing and Lanzhou leading the growth [22][23]