抖音生活服务：2025年演唱会团购订单量同比增长78%，上海、北京、成都、南京、大连成五大热门演唱会城市

Core Insights - The report indicates a significant increase in cultural and tourism consumption, with Douyin's hotel group purchase orders rising by 42% year-on-year [1][24] - Immersive travel experiences have become mainstream, with diverse user interests and demands, including event tourism, ice and snow tourism, concert tourism, intangible cultural heritage tourism, and small town tourism [1][24] Group 1: Tourism Trends - Douyin's hotel and homestay group purchase orders increased by 63%, with the "Heartfelt Hotel List" seeing a 152% rise in orders [1][24] - Popular tourism cities include Shanghai, Beijing, Chengdu, Zhengzhou, and Hangzhou, while hidden gem cities include Luoyang, Huzhou, Qinhuangdao, Kaifeng, and Xuzhou [4][26] - Scenic area group purchase orders grew by 32%, with top attractions including Shanghai Disneyland and Beijing Universal Resort [4][30] Group 2: Emerging Travel Categories - Rural tourism saw a remarkable 102% increase in group purchase orders, with top destinations including Wuyuan and Taierzhuang Ancient Town [4][30] - Intangible cultural heritage tourism is gaining traction, with related group purchase orders up by 45%, focusing on heritage sites, food, and performances [4][41] - Concert tourism orders surged by 78%, with major cities for concerts being Beijing, Chengdu, and Shanghai [17][44] Group 3: Economic Impact of Events - Sports events have generated over 626 billion exposures on Douyin, significantly boosting local consumption in participating cities [17][50] - The "Follow the Su Super League" campaign has driven a 68% increase in group purchase sales in Jiangsu during the event period [17][56] - The 2025 National Games in Guangdong, Hong Kong, and Macau are expected to stimulate local economies, with a projected 125% increase in consumption [51] Group 4: Marketing and Consumer Engagement - Douyin has launched various marketing campaigns, including "Discover Hidden Gems" and seasonal promotions, to enhance user engagement and drive local consumption [21][57] - The platform's "Smoke and Fire Economy" initiative has seen a 30% increase in related content, with significant engagement from local personalities like "Chicken Brother" [52][53] - Seasonal activities, such as the "Ice and Snow Season," have generated over 250 billion in GMV, showcasing the effectiveness of targeted marketing strategies [62]