大众点评：热爱当下重返线

Macro Trends - The service consumption market in China is entering a new development stage, with per capita service consumption expenditure rising from 39.7% in 2013 to 46.1% in 2025[15] - The service retail market is projected to approach 30 trillion yuan by 2025, with the "happy life" consumption market exceeding 3 trillion yuan and a compound annual growth rate of 7.4% from 2021 to 2025[21] - National policies promoting consumption are frequently issued, aiming to stimulate service consumption and release its potential[19] Micro Consumption Insights - The trend of "saving happiness" is emerging, where consumers prefer low-cost experiences, such as 9.9 yuan classes, leading to a 151.9% increase in the supply of experience classes priced under 10 yuan[38] - "Experience alternatives" are gaining traction, with consumers opting for cost-effective services like shared massage chairs and budget accommodations, reflecting a rational attitude towards brand premiums[56] - "Value for emotion" consumption is on the rise, with a 112% increase in searches for healing-related services, indicating a shift towards emotional experiences over mere product functionality[71] Consumer Behavior Changes - The demand for skilled artisans is increasing, with 68% of hair salon users actively seeking information about stylists, highlighting the importance of personal branding in service retail[87] - "Low-cost socializing" is becoming popular among younger consumers, with self-service KTV and other automated services experiencing significant growth, including a 604% increase in transactions[102] - The trend of "returning to nearby" experiences is emerging, with urban micro-vacations becoming a new form of entertainment, leading to a 39.8% increase in comprehensive store numbers[152] Future Outlook - The service retail market is expected to transition from scale expansion to quality enhancement, driven by consumer demand, technological empowerment, and supportive policies[185]