Sou Hu Cai Jing·2026-01-23 17:14Core 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] 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 play [1] Group 2: Experience Economy - The concept of "saving happiness" is emerging, where consumers can enjoy various experiences at low costs, such as attending open mic events or trying new activities for minimal fees [4] - 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% [4] - New flexible payment models, such as monthly subscriptions for fitness services, have seen over 100% growth compared to the previous year [4] Group 3: Emotional and Therapeutic Spending - The demand for therapeutic services is on the rise, with searches for related keywords increasing by 112% and the number of merchants providing such services growing by 111% [8] - Young consumers are increasingly engaging in activities that promote emotional well-being, with traditional Chinese therapies like acupuncture and massage seeing nearly 50% growth in the number of physical locations [8] Group 4: Local Experiences and Micro-Vacations - The trend of "returning to nearby" experiences is gaining traction, with urban micro-vacations becoming popular, characterized by short, local, and high-experience activities [12] - By 2025, the number of comprehensive stores is expected to grow by nearly 40%, with mixed-use venues that offer various services becoming a third space for urban dwellers [12] Group 5: Brand and Trust in Services - The report indicates that consumers are increasingly valuing the skills of service providers, with 68% of hair salon customers paying attention to stylist information [11] - The number of active hairstylists on Meituan is projected to grow by 20% year-on-year, with significant consumer engagement in stylist portfolios [11] Group 6: Future Outlook - The service retail sector is expected to see a 5.5% year-on-year growth in retail sales by 2025, with a compound annual growth rate of 7.4% in the happy life segment from 2021 to 2025 [17] - The online segment is anticipated to grow at a compound annual growth rate of 35.7%, indicating substantial potential for online service retail [17]