2025冬季消费趋势洞察报告-DT商业观察

Core Insights - The 2025 winter consumption trends highlight a diversification and experiential focus, with key areas being ice and snow tourism, indoor leisure, and winter cuisine, driven by consumer demand for warmth, social interaction, and emotional value [1][2] Ice and Snow Tourism - Ice and snow tourism has become a core choice for winter travel, with nationwide ski visits increasing by 12.9% year-on-year, and the average number of ski trips per person reaching a new high [1][24] - Families with children represent 54% of the GMV at ski resorts, with a significant increase in participation from the post-2000 generation [1][24] - The trend of "southerners heading north" is emerging, with tourists from southern cities like Wuhan, Shanghai, and Chongqing becoming a new force in skiing [1][24] - The "one-stop ski + eat, stay, play" model is boosting surrounding consumption, with searches for ice and snow hotels increasing by 172% and orders for guesthouses and homestays rising by 97% [1][41] Indoor Leisure - The "refined cat winter" trend is evident, with consumers shifting from staying at home to going out for leisure, leading to a 63% increase in leisure entertainment searches and a 393% surge in GMV [2] - Bathing centers are transforming into comprehensive leisure spaces, with search volume and GMV increasing by 36% and 64% respectively, becoming popular gathering spots for the 18-23 age group [2] Winter Cuisine - Winter food consumption is on the rise, with hot pot becoming the main dish, seeing a 21% increase in search volume and a 50% increase in GMV, with regional flavors like Sichuan hot pot leading the way [2] - There is a notable increase in demand for traditional winter foods, with searches for cherries and roasted sweet potatoes skyrocketing, and ice cream experiencing a 71% year-on-year increase in orders [2][19] Overall Trends - The overall winter consumption in 2025 revolves around three core themes: warmth, social interaction, and healing, with an emphasis on enriching consumption scenarios and emotional value driving consumer decisions [2]