“泡汤”为何惹人爱

Core Insights - The popularity of modern bathing centers has surged, transforming from traditional "bathhouses" to vibrant social hubs for all ages, with a reported over 30% year-on-year increase in transaction orders since 2025, and cross-regional consumption accounting for over 30% of total orders [1] Group 1: Consumer Attraction Factors - The key factors attracting consumers to modern bathing centers include their cost-effectiveness and diverse recreational offerings, evolving from simple facilities to comprehensive urban lifestyle service complexes [2] - Bathing is just the beginning; the ticket price, typically between 200 to 300 yuan, includes unlimited access to various leisure activities and beverages, making it a value-for-money experience [2] Group 2: Social and Emotional Appeal - The rise of new bathing centers meets the growing demand for diverse social interactions outside of home and work, serving as informal public spaces for relaxation and socializing [3] - The search volume for keywords like "girlfriend gatherings" and "company team building" has increased by 230%, indicating the centers' appeal as a new "third space" for social engagement [3] - Consumers are increasingly seeking higher quality life experiences and emotional satisfaction, with modern bathing centers providing a "micro-vacation" experience that allows for relaxation and social connection [3] Group 3: Industry Growth and Future Outlook - From January to September this year, the average transaction volume for new bathing businesses has increased by 60%, indicating a significant service upgrade and industry transformation [4] - The ongoing evolution of the industry presents both opportunities and challenges, particularly in maintaining service quality and managing costs during rapid expansion [4]