Core Viewpoint - The Chinese massage and foot therapy industry is experiencing significant growth and structural upgrades driven by the "Healthy China 2030" strategy and increasing health awareness among the public, with the market expected to exceed 730 billion by 2026 and online user penetration surpassing 45% [1][2]. Market Size and Trends - By 2026, the user base in the Chinese massage and foot therapy industry is projected to reach nearly 250 million, with order volume approaching 30 billion and transaction value exceeding 730 billion [2]. - The industry has entered a stable and mature development phase, with online platforms becoming a crucial part of its growth [2]. Industry Development and Growth - The therapeutic wellness segment is becoming the growth engine of the massage and foot therapy industry, driven by the aging population, increased demand for body care, and chronic disease management [6]. - The shift in consumer health awareness from "leisure and relaxation" to "proactive wellness" is accelerating the development of therapeutic wellness services [6]. Market Concentration - The therapeutic wellness market remains fragmented, but leading brands in high-tier cities are expanding rapidly, contributing to an increase in market concentration [10]. - The top 10 brands in the therapeutic wellness sector saw their order share rise from 9.8% in 2020 to 13.5% in 2025, indicating a gradual increase in concentration [10]. Store Growth Distribution - The distribution of therapeutic wellness stores follows a pyramid structure, with rapid expansion in lower-tier markets driven by low costs and policy support [15]. - First-tier and new first-tier cities show an average growth rate of around 20%, with second-tier cities at 26.9% and third-tier and below at 44.1% [15]. User Characteristics - The user base is increasingly female and younger, with diverse needs driving sustained growth in the industry [39]. - Women are more health-conscious and willing to invest in wellness, with full-time mothers and young professionals being significant consumer groups [39]. Consumption Trends - There is a noticeable trend of increased user experience frequency, with users making three or more transactions contributing significantly to the industry's gross transaction value (GTV) [48]. - High-value customer segments are growing steadily, indicating a shift towards more frequent and higher-value transactions [48]. Project Supply - Massage and therapeutic services are the core offerings, with the highest profit margins coming from combinations like massage and moxibustion [27][30]. - The average transaction price shows a polarized growth trend, with projects priced above 400 yuan and below 50 yuan experiencing the fastest growth rates [30]. Female User Insights - Female users prioritize health management and relaxation, with distinct preferences for different age groups regarding project selection and store choice [63][67]. - Women tend to trust recommendations from friends and local platforms for information on services and stores, reflecting their reliance on social proof [69][71]. Purchase Experience - Nearly half of female users prefer to make their first purchase directly in-store, while younger women are more inclined to use online platforms for group purchases [80]. - The average single transaction amount for female users in therapeutic projects is concentrated between 100-299 yuan, with an average of 254 yuan [85]. Repurchase Behavior - Close to 50% of female users choose to repurchase from the same store due to the flexibility in adjusting service content and negotiating discounts [87]. - Younger female users are more likely to rely on online channels for repurchasing, while older users tend to prefer in-store transactions due to familiarity and trust [89].
理疗养生与女性客群:2025中国按摩足疗行业潜力洞察
艾瑞咨询·2025-08-08 00:06