Core Insights - The article discusses the emergence of "atmosphere restaurants" as a significant trend in the dining industry, emphasizing the importance of ambiance alongside food quality and service [1][3][19] - Douyin's "Heartbeat List" has expanded to include 3,300 restaurants across 101 cities, highlighting the growing consumer interest in dining experiences that prioritize atmosphere [1][3] - A report by Douyin, in collaboration with the Chinese Culinary Association and CBNData, reveals that 81% of diners consider restaurant ambiance crucial to their dining experience [3][19] Group 1: Evolution of Dining Preferences - The concept of dining has shifted from a focus on taste and value to a more holistic experience that includes visual appeal and emotional resonance [6][19] - The dining journey now involves a progression from online content engagement to offline immersive experiences, reflecting a deeper connection to the dining environment [19][20] - The rise of "atmosphere restaurants" is supported by significant online engagement, with related content views exceeding 14 billion and interactions surpassing 250 million in the past six months [3][19] Group 2: Key Trends in Atmosphere Dining - Four major trends in atmosphere dining have been identified: Eastern Aesthetics, Mountain and Wilderness Nature, Relaxed Fashion, and Future Pioneer, each catering to different consumer preferences [20][60] - The "Eastern Aesthetics" trend has seen a 170% increase in orders, driven by a cultural confidence among younger generations seeking meaningful dining experiences [30][34] - "Mountain and Wilderness Nature" restaurants have experienced a 102% increase in orders, reflecting a consumer desire for natural and health-oriented dining environments [39][42] - The "Relaxed Fashion" trend has gained traction with a 172% increase in orders, appealing to consumers looking for stress-free social interactions [46][48] - The "Future Pioneer" trend, characterized by sci-fi themed dining experiences, has also seen a 92% increase in orders, indicating a growing interest in innovative dining concepts [53][55] Group 3: Consumer Behavior and Decision-Making - The decision-making process for diners has evolved, with 77% of consumers indicating a likelihood to purchase restaurant vouchers after being influenced by online content [10][19] - The dining experience is now viewed as a complete journey, from online discovery to offline enjoyment, emphasizing the importance of emotional and sensory engagement [19][60] - The Douyin platform has become a critical tool for restaurants to connect with consumers, facilitating a seamless transition from interest to action [61][69] Group 4: Implications for Restaurant Operators - Restaurants must adapt to the growing demand for atmosphere by creating unique and engaging dining environments that resonate with consumer preferences [60][108] - The "Heartbeat Formula" provides a strategic framework for restaurants to enhance their visibility and appeal on Douyin, focusing on defining, creating, and converting consumer interest into action [69][71] - Successful restaurants leverage platform resources and user-generated content to amplify their brand presence and drive sales growth [73][108]

Core Insights - Douyin Life Services released the second phase of the 2025 Heartbeat Restaurant List, expanding coverage from 40 cities to 101 cities, with a total of 3,300 restaurants selected [1] - The list emphasizes dining trends centered around "atmosphere," increasing the weight of user likes and interactions in the evaluation process [1] Summary by Categories Restaurant Selection Criteria - The selection is based on "deliciousness" and focuses on the dining trend of "atmosphere," with user-generated content and real reviews playing a significant role [1] - 67% of consumers consider "good atmosphere" as one of the top three factors when choosing a restaurant for dine-in [1] Growth in Consumer Preferences - Content related to "atmosphere" on Douyin has seen a year-on-year growth of 101% [1] - Four major consumption trends related to atmosphere have emerged: Eastern aesthetics, natural landscapes, relaxed fashion, and future vanguard [1] Emerging Consumer Cities - The latest list has increased the representation of emerging consumer cities, including popular tourist destinations like Guilin, Dali, and Kunming, as well as culturally significant cities like Zunyi and Xianyang [1] User Behavior and Experience - Users are increasingly searching for restaurants with unique features and atmospheres for various occasions such as dates, gatherings, family outings, and anniversaries [1] - The Heartbeat List aims to help users discover restaurants that offer more than just good food, while also guiding businesses to enhance their environment and service experience, thereby driving dine-in growth and supporting offline consumption [1]

当越来越多餐厅在抖音被看到、被喜欢，生意增长和品牌声量随之而来，一个"更有意思"的本地生活生态也在形成。 "袖珍世界Small World 桌面美食剧场"是一家以桌面美食剧场为特色的餐厅，在他们的生意盘子里，抖音平台的销量已经占据1/3左右。"现在大家对就餐有更 多想象和需求，希望寻找新的就餐体验，抖音的内容会让一些用户产生期待、怦然心动，它算是我们和目标消费者之间的桥梁。" 在"3号仓库·创意中国菜"联合创始人苏坤看来，"抖音能把我们的视觉化体验快速放大，单靠用户分享就能让客人、甚至很多海外客人知道我们。"3号仓库 位于上海新世界、陆家嘴的门店表现尤其明显，晚上八点后的高峰时段，外国客人有时会占到半数，"有一天新世界店的49桌客人里，有30桌是老外。" 氛围感时代，抖音用"心动"卡位本地生活 当原本简单的"吃饭"成为情绪价值的重要发生地，我们会体验到怎样的变化？ 背后的共通点在于，"心动"和"体验"成为今天的顾客选择餐厅时更看重的新元素，也构成了抖音在本地生活领域的大机会。对抖音生活服务而言，如何让平 台上的每一份"心动"更落地，让"由心动而起"的生态链路更清晰？ "心动榜餐厅"是一个逐渐浮出水面的答案。9 ...