当城市在抖音生长：透过数字，看见2026本地生活增长新趋势

Core Insights - The article emphasizes the shift in consumer behavior towards "experiential economy," where consumers are increasingly seeking differentiated experiences rather than standardized offerings [4][6][21] - The data from Douyin indicates significant growth in various sectors, particularly in local cuisine, high-quality hotels, and entertainment events, highlighting the evolving landscape of consumer preferences [5][12][17] Group 1: Consumer Trends - Over the past year, Douyin has seen over 10 million users checking in to Shanghai, with significant engagement in local food and nightlife, indicating a vibrant service ecosystem [2][3] - The "experiential economy" is becoming a new variable in urban consumption, particularly in sectors that excel in creating service experiences, such as dining and hospitality [6][21] - Regional specialties are gaining popularity, with local cuisines like Yunnan and Guizhou dishes seeing an 86% increase in daily orders on Douyin by July 2025 [8][9] Group 2: Restaurant and Hotel Industry - The restaurant industry is undergoing structural adjustments, with local delicacies driving growth, while the hotel sector is witnessing a rise in high-quality, experience-oriented accommodations [5][12] - By 2025, high-end hotels in cities like Hangzhou and Shanghai are expected to see significant sales growth, with luxury hotels in Hangzhou contributing over 40% of sales [13][14] - Douyin's "Heartfelt List" for hotels has led to a 152% increase in orders for listed hotels, showcasing the effectiveness of quality content in driving consumer engagement [14] Group 3: Entertainment and Events - The entertainment sector is experiencing explosive growth, with music festivals and sports events significantly boosting local economies; for instance, music festival orders in Chengdu grew over fourfold [17][18] - Shanghai's comedy shows have seen a doubling in order numbers, reflecting a willingness among consumers to spend on entertainment that provides emotional value [18][21] Group 4: Emerging Consumption Categories - Fast food and snacks, particularly those with regional flavors, are emerging as hot consumer trends, with cities like Zhengzhou and Wuhan seeing order growth exceeding 80% [24][25] - The pet care market is expanding, driven by younger consumers treating pets as family members, leading to increased demand for pet services and products [30][31] - The bathing and massage sector is also growing, with cities like Wuhan and Hangzhou reporting order increases of 90% and 85% respectively, indicating a shift towards experiential consumption in wellness [36][37] Group 5: City-Specific Growth Dynamics - Cities are leveraging their unique attributes to drive differentiated growth; for example, Shijiazhuang is becoming a service hub due to its transportation advantages, while Shenzhen is thriving in dining and retail sectors [43][49] - Jinan and Hangzhou are capitalizing on their natural resources and cultural heritage, leading to significant increases in tourism-related consumption [50][53] Group 6: Douyin's Role in Consumer Behavior - Douyin's platform has seen a 59% year-on-year growth in transaction volume, with users increasingly using it as a primary entry point for local consumption [59][61] - The platform's content ecosystem is enhancing transaction capabilities, with a 74% increase in live-streaming sales and a 51% rise in "see and search" behaviors [62] - Brands are leveraging Douyin's marketing capabilities to amplify their reach and sales, with successful collaborations leading to significant sales boosts [63][64]