2 1 Shi Ji Jing Ji Bao Dao·2026-01-22 09:44Core Insights - The report highlights a shift in consumer behavior among young people, emphasizing a preference for real-life experiences and local activities, driven by a philosophy of enjoying the present and returning to offline experiences [1][6] Group 1: Consumption Trends - By 2025, the order volume for services related to a happy life on the Meituan app is expected to grow by 36% year-on-year, with consumers born after 1995 accounting for nearly 60% of this growth [1] - Nine key trends in service consumption for 2025 include: saving for happiness, experiential alternatives, value for money, pursuit of certainty, low-cost socializing, internal nurturing and external practice, IP collaborations, returning to nearby experiences, and local enjoyment [1] - The search volume for "experience classes" is projected to increase by 70% year-on-year, with the supply of classes priced under 10 yuan rising by nearly 152% [3][4] Group 2: Experience Economy - The concept of "weekend learning" with low-cost themed activities has emerged as a new trend, allowing consumers to switch between various experiences and gain significant joy [3] - New flexible payment models for fitness services, such as monthly subscriptions and short-term cards, have seen over 100% growth compared to the previous year [3][4] - The combination of "bathing + late-night snacks + overnight stays" is becoming a popular choice among young consumers, indicating a shift in accommodation preferences [3] Group 3: Emotional and Therapeutic Consumption - The search volume for therapeutic services is expected to grow by 112% year-on-year, with the number of merchants providing such services increasing by 111% [7] - Young consumers are increasingly engaging in traditional wellness practices, with the number of establishments offering therapies like acupuncture and cupping growing at nearly 50% [7] - Self-service KTV and other automated entertainment options are experiencing significant growth, with related transactions increasing by 604% [7] Group 4: Local and Cultural Experiences - The trend of "micro-vacations" is gaining popularity, characterized by short, local experiences that combine dining, entertainment, and social interaction [11] - The demand for local cultural experiences is rising, with consumers preferring authentic interactions over traditional tourist attractions [13] - The service retail market is projected to grow by 5.5% year-on-year, with a compound annual growth rate of 7.4% expected in the leisure and wellness sectors from 2021 to 2025 [14]