炫榴莲！遛娃！团建！聚会打卡有了新目标，假期异地用户翻番增长

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 a significant rise in cross-regional consumption [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; entry tickets priced around 200-300 yuan provide access to a variety of leisure activities, including unlimited drinks and fruit options, enhancing the overall value proposition [2] Group 2: Social and Emotional Appeal - The rise of new bathing centers meets the growing demand for diverse social experiences, serving as informal public spaces for relaxation and socializing outside of home and work [3] - The search volume for terms like "girlfriend gatherings" and "company team-building" has increased by 230%, indicating the centers' appeal as new "third spaces" for social interaction [3] - Consumers are increasingly seeking higher quality life experiences and emotional fulfillment, with modern bathing centers offering 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 value 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]