中国“澡都”，到底在哪里？

Core Insights - The bathing culture in China is experiencing a nationwide surge in popularity, moving beyond its traditional roots in Northeast China to become a common leisure activity across the country [2][5][6] - The demographic of bathhouse patrons is shifting, with a significant increase in younger consumers, particularly those born in the 1990s and 2000s, who are redefining the industry [9][11] Group 1: Industry Trends - The bathing industry is witnessing a remarkable growth in consumer interest, with Douyin's report indicating a 38% increase in group purchase orders and a 50% rise in sales [2][5] - The top five cities for bathing consumption, based on group purchase order volume, are Zhengzhou, Xi'an, Beijing, Shanghai, and Hangzhou, indicating a shift in consumer preferences beyond the Northeast [5][6] - Northern and Southern regions exhibit distinct consumption patterns, with Northern consumers favoring scrubbing baths and Southern consumers preferring hot springs [6][7] Group 2: Demographic Shifts - The primary consumer base for bathing services is now dominated by individuals aged 31 to 40, accounting for 37% of total orders, while those aged 24 to 30 make up 29% [9] - The fastest-growing demographic in terms of order volume is the 18 to 23 age group, with a growth rate of 55%, indicating a significant influx of younger consumers into the bathing market [9][11] - Young consumers are not only increasing the number of patrons but are also introducing new demands and experiences, transforming the traditional bathing industry into a multifaceted leisure space [11][13] Group 3: Service Evolution - Bathing centers are evolving to offer a variety of services that cater to diverse consumer needs, including dining options, social spaces, and wellness treatments [10][11] - The concept of "bathing + X" is gaining traction, with services expanding to include activities like e-sports, family-friendly options, and seasonal packages [13] - The traditional notion of bathing as merely a cleansing activity is being replaced by a more holistic approach that emphasizes relaxation, social interaction, and wellness [11][14]