Core Insights - The service consumption sector is experiencing a significant surge as the New Year approaches, driven by festive atmosphere and winter weather conditions [1][2][5] Group 1: Trends in Leisure Consumption - The demand for leisure experiences among young consumers is evolving, with a notable increase in searches for services like hairdressing and beauty treatments, which saw a doubling in search volume [1] - KTV bookings have increased significantly, with a year-on-year growth of over 44% in transaction volume as new entertainment formats like AI-assisted singing gain popularity [1][7] - The bathing industry is projected to see substantial growth by 2025, with a 6-fold increase in searches for 24-hour bathing centers noted in the week leading up to New Year [2] Group 2: Regional Highlights - Major cities such as Shanghai, Beijing, and Shenzhen are leading in leisure transaction volumes, with a notable increase in the popularity of bathing centers during the winter season [1][2] - Harbin has emerged as a standout city, with a transaction volume growth rate exceeding 211%, the highest in the country, driven by winter tourism and local attractions [2][3] Group 3: Consumer Behavior and Preferences - Young consumers, particularly those aged 20-35, are increasingly investing in beauty services, with a nearly 100% year-on-year increase in income for beauty professionals during the holiday season [5] - The KTV industry has transformed into a comprehensive entertainment space, appealing to younger audiences, especially those born after 2000, who have shown a transaction growth rate of over 57% [7] Group 4: Company Initiatives - To capitalize on the holiday consumption trend, the company has launched various promotional activities aimed at enhancing consumer engagement and boosting city-wide consumption [10]

Core Insights - Meituan released the 2026 Bathing Guide featuring 174 selected bathing centers across 28 cities, with Shenyang, Beijing, and Shanghai leading in the number of listed businesses [1] - The guide introduces a new diamond classification system for bathing centers, categorizing them into one-diamond (118 centers), two-diamond (48 centers), and three-diamond (8 centers) [1] - The national bathing industry trend report indicates a shift towards integrated leisure spaces, with younger consumers increasingly using bathing centers for social gatherings and overnight stays [1] Industry Trends - Since 2025, the national bathing service transaction order volume has increased by over 30% year-on-year, with cross-regional consumption accounting for over 30% of total orders [2] - The search volume for keywords like "girlfriend gatherings" and "company team building" has surged by 230% [2] - Bathing centers equipped with facilities such as esports areas, karaoke rooms, and escape rooms have seen significant order volume growth [2] Consumer Demographics - Users aged 18-35 now represent 58% of the customer base in the bathing industry [2] - There is a steady growth in family users seeking child-friendly experiences, prompting bathing centers to adopt a "family-friendly" transformation [2] - Seasonal and holiday updates to children's play areas and local cuisine offerings have become popular among family users [2]